[pullquote]We do know our clients and focus on delivering them information they care for[/pullquote]Q: What trends do you think we will see in meetings and events in your city in the next 12months?
Another multi-million investments will be taken on by different conference hotels and event locations.

Q: How is your city positioned as a meeting destination today and what are its positive attributes that are often overlooked?
Proximity and easy, cost-efficient logistics are often overlooked when thinking of Salzburg.

Q: How hard is it to get the message out about all that your city has to offer?
We aim to promote our USPs towards the target audience as individual as possible. As we work with high personalization in our client communication and act as a one-stop-shop we find it easy to get the right messages out to the right clients. Good CRM and marketing automation help on this side. I think it’s only hard to get the right message across to a client, if you do not know about the clients’ needs. We do know our clients and focus on delivering them information they care for.

Q: How do you see relationship between the meetings industry and the tourism industry?
Most of the meetings industry suppliers understand themselves as a player in tourism only, but do not get WHY a client organizes a meeting. In fact, most CVBs do not know this. So this leads to the answer of Q3 again.

Q: Tell us something that might surprise meeting planners about your city?
We are number one in Austria behind Vienna. With more than 3.000 meetings and congresses in 2015 we are way ahead of any other Austrian province – with a market share of nearly 17%, which shows the success of Salzburg in our industry.

Q: Can content marketing drive meeting planners to your destination?
Yes, but it takes a lot of time to prepare the content. We usually use comments, feedbacks and case studies of clients and send them to other clients who fit together. So again, it’s about how precise you are on the information delivered to clients and about what THEY want to know. Content marketing is not about writing a text with a sufficient number of keywords to be found top-of-the-list on googles’ SERPs. It is about a clear and clean positioning of the brand and showing what your destination can do and what has been done in the past by other clients. Content marketing very often promises experiences which are impossible to realize. So be clear and straight forward about what the destination and suppliers are able to offer with 100% of quality. No more, no less. Then the customers experience will end with great satisfaction.