By industry, the automotive sector stands out. In recent years, Salzburg has established itself as an important venue for international automotive events. In June, a scientific specialist congress on cell culture and biotechnology with around 800 participants will take place, underscoring the breadth of expertise offered by Salzburg as a meeting destination.
Salzburg maintained second place in the ranking of Austria’s federal provinces as meeting destinations, with a market share of 18.6%. Last year, more than 5,000 events attracted around 350,000 participants and generated over 570,000 overnight stays. Corporate meetings showed a particularly marked increase. In 2025, they accounted for more than half of the total meeting volume, both in terms of the number of events and participants.
One example is the Mercedes-Benz Global Training Experience, held last year. Over several weeks, around 14,000 employees from around the world came to Salzburg for the company’s in-house training camp, where they received instruction on new vehicle models and e-mobility. The event was organised by Stefan Heissel of the agency inspiria event service gmbh, who is also Chair of the Salzburg Convention Bureau. A wide range of event locations were used, along with selected test routes through the city and province of Salzburg, whose impressive landscapes and varied routes further enhanced the driving experience.
Salzburg combines event excellence with driving experiences
The automotive industry has meanwhile become one of the most important drivers of Salzburg’s meetings and events sector. The destination combines high-performance event infrastructure with a wide range of opportunities for driving experiences. These include the ÖAMTC Driving Experience Center at Hotel Gut Brandlhof in Saalfelden, which, together with the newly opened World of Congress, offers an exceptional event setting, as well as MOONCITY Salzburg, a competence center for e-mobility, and the race track at the Salzburgring. The offering is complemented by scenic routes such as the Grossglockner High Alpine Road and the panoramic roads around Salzburg’s lakes.
“Thanks to the professional infrastructure combined with a truly unique setting, Salzburg creates brand experiences that bring together product presentation and driving pleasure,” emphasizes Heidi Strobl, Managing Director of the Salzburg Convention Bureau.
Salzburg’s geographic location is another major advantage, she adds, making it an ideal meeting point for people from around the world.
City traditionally strong in Congress Tourism
Salzburg also continues to perform strongly in the congress tourism sector. Conferences are held throughout both the city and the province, although nearly 70% of the congresses hosted in 2025 took place in the provincial capital. The spectrum ranges from medical specialist conferences and business and scientific congresses to meetings for IT and technology professionals.
From 7 to 10 June, the 29th ESACT Meeting — a high-profile specialist conference — will take place at Messezentrum Salzburg. More than 800 experts from academia and industry representing around 30 countries will discuss the latest developments in cell culture technology, bioprocess development, and biotechnology. The meeting is organized by the Institute of Animal Cell Technology and Systems Biology at BOKU University Vienna.
“Particularly for international congresses, it’s not only professional infrastructure that matters, but also the overall environment. Salzburg offers short distances, strong partners, and a supporting programme ranging from culture and outdoor activities to tailor-made incentives. This is exactly where our team provides highly targeted support for event organizers,” says Heidi Strobl.
Find out more about Salzburg Convention Bureau here.
