During the Beijing Winter Olympics, the Austrian Embassy in China, the Austrian National Tourism Administration and the Commercial Office of the Austrian Embassy in China jointly held the Austrian Winter Experience Event - "Fairy Tale Kingdom of the Ice and Snow World" in the embassy. Through this event, we shared with the guests the importance of winter sports for Tourism and Economic Development in Austria.
Austria's "Fairy Tale Kingdom of the Snow World" event creates a strong Austrian winter atmosphere through live-action construction, condensing the Austrian way of life, its sports, culture and gastronomic charm. Government officials, well-known Austrian brands, tourism partners, the media and sports enthusiasts are invited to experience the joy of winter in Austria.
Alpine flair, food & business
The Austrian Embassy is set up as an Alpine-style winter meeting place to introduce the cultural traditions of Austrian hospitality and the strengths of winter sports, as well as the opportunity for in-depth cross-border exchanges of business, tourism, art and culture. The event revolves around three themes: outdoor lifestyle, sports and gastronomic experience in winter. While watching the live broadcast of the Olympic Games on a large LED screen placed in the embassy garden, guests can also taste Austrian specialties such as Tirol Gr stl, bacon, mulled wine and shochu from the Tyrol region. With a small warm fireplace and comfortable loungers with plush cushions, stop and immerse yourself in the beautiful (artificial) snowscape.
Many well-known Austrian winter sports brands have sponsored the "Fairy Tale Kingdom of the Ice World" event, such as the entrance to the event is an Austrian-made access control system, as well as a special cable car provided by Austria's famous cable car manufacturing company, you can experience a spectacular 3D ropeway tour that looks like being on a snowy mountain. In addition to this, modern snowmaking technology makes the garden wrapped in silver, no matter what the weather, guests can experience a real snow and ice winter here. Ski lovers will have the opportunity to see Austria's world-selling skis and winter outdoor clothing brands.
Austria is known as the "Music Capital of the World", and the event invites Austrian musicians to hold concerts in the series of events of the "Fairy Tale Kingdom of the Snow World", allowing guests to enjoy the charm of music while enjoying food and winter sports experiences.
Commercial Section of the Austrian Embassy in Beijing
While it is not known how many medalists use Austrian equipment, it is certain that, especially in snowboarding and skiing competitions, many athletes use Austrian brand skis. After all, one in every 2 snowboards in the world comes from Austria. In addition to providing athletes with snowboard equipment and special clothing, some of these Austrian companies also provide equipment support for the construction and operation of Olympic venues: such as cable cars and chairlifts, snow grooming, ice surface manufacturing, timing and video equipment, access control systems and many other aspects. Over the past four years, Austrian exports of winter sporting goods to China have been worth more than €200 million. Of course, this is not only for the Winter Olympics, but for the expanding winter sports facilities market across the country. The Austrian ski industry estimates that it will sell 300,000 to 400,000 pairs of skis per year in China in the future. On the occasion of the 2022 Winter Olympics, Austria launched the online publication "New Perspectives on Winter Sports" at the same time, which introduced in detail the high-quality enterprises in the winter sports industry from Austria, and pushed them synchronously in multiple media, with a cumulative exposure of 70W.
Tourism National Board of Austria
The Austrian National Tourism Administration released a total of 90 related graphics and video content of the Austrian athletes' winter Olympic trip on the official social media platform, through WeChat, Weibo, Douyin synchronous push, the cumulative reading volume exceeded 60 million, received 790,000 re-evaluations, and received a large number of friendly private messages and messages in the background.
Live video links were arranged with Austrian Olympic Committee President Karl Stoss, Austrian Olympic Committee General Secretary Peter Mennel and medallists, including Austrian star Johannes STROLZ, who won the Alpine Skiing Men's All-Around Championship and alpine skiing men's slalom silver medal at the Winter Olympics, as well as bronze medallist Lucas Srolz, who won the Alpine Skiing Men's All-Around Championship and the Alpine Skiing Men's Slalom Silver Medal at the Winter Olympics, as well as bronze medallist lucas S. Berger in the Nordic Biathlon. Lukas GREIDERER, close to the world's top athletes, pushed the atmosphere of the event to a climax.
More than 100 media reported on the activities of The Fairy Tale Kingdom of the Ice and Snow World in Austria, with a total of 2,400 articles published through its matrix platform, and 7 tv media, including Austrian television, came to the event site for on-site interviews.
In 2019, more than 1 million Chinese visitors to Austria, setting a record for the number of inbound tourists, about a quarter of whom came for winter sports. Therefore, we are optimistic about the Chinese market after the lifting of travel restrictions in the post-epidemic era, and believe that more and more Chinese tourists will come to Austria in the future, especially for winter sports.