Vienna Tourist Board is collaborating with Thomas Cook (India) Ltd., India’s leading travel and travel related financial services company, to focus on young travelers, beginning November 2013.

This strategic tie-up includes:

• Launch of travel packages customised to cater to the young Indian travelers by Thomas Cook India.

• Training of over a 100 travel partners and travel agents associated with Thomas Cook India to promote the Destination Vienna by Thomas Cook India’s educational arm the Centre of Learning.

Historically, travel in India has largely been the domain of the 35-60 year old age group. Thomas Cook India’s customer analysis has however, unearthed a fascinating new trend: almost 45% of their individual holiday travelers are Youth – aged between 18 to 35 years old, and this segment is poised to grow at an exponential rate of 25-30%.

For the Youth of today, travel is clearly not about traversing the distance between point A and B, but rather a voyage of discovery – of new places, and importantly - different, exciting non-traditional experiences; and Vienna offers just that.

Once in Vienna, the young generation of tourists has a lot to explore, be it the UNESCO heritage listed city center, Schönbrunn castle and its park or young and buzzing design scene. Or else, they can just unwind on the vast stretches of green and watch the undulating river Danube meander from the banks of the Danube Island – a total of 42 km of urban beach.

"We look to welcoming significantly larger inflow of younger tourists from India in the coming years. Vienna is one of the youngest cities in Europe and definitely has a lot to offer for this target group," says Norbert Kettner, Director, Vienna Tourist Board.

Vienna, the former seat of the Austro-Hungarian monarchy, has a youthful appeal. The young and spirited can enjoy a magnificent view of the city by climbing 343 steps up St. Stephen’s Cathedral. Of course, the elevator is always an option.

 Madhavan Menon, Managing Director, Thomas Cook (India) Ltd. said, “While Vienna enjoys a unique positioning based on its rich heritage, culture and classical music, the Vienna of today offers impactful potential as a fresh, vibrant youthful European capital. Given that our research at Thomas Cook India, indicates the emergence of a viable new segment - Gen Y, young confident experimental Indian travelers, with rapidly growing purchasing power, we see much synergy with Vienna.“

Vienna has the ability to connect the past with the present. It encourages visitors to travel back in time and visit some of the 27 palaces and 163 other imperial residences. “Vienna is home to the world famous art galleries, grand buildings, bees and flowers. Tourists can relish some delectable Viennese cuisine with wine from vineyards just about 10 km from the Vienna State Opera,” says Mr Kettner adding that Vienna offers amazing walking experiences.

Even as tourists soak in the grandeur, Vienna keeps them hooked to the present with its sightseeing attractions like the Schönbrunn Castle or Hofburg palace, which today – amongst others - houses the office of the Austrian President, several museums, the National Library and convention. For this and many other attractions, it’s difficult for people to resist Vienna.

"Vienna offers lots for everyone: the young, mature and not-so-young. We invite larger number of tourists from India in the coming years to experience the pleasures of a city with highest quality of living and the history of a multinational empire," said Kettner who was in India last week to firm up marketing initiatives for 2014 for the Indian market.

 Menon added, “Our partnership with Vienna Tourism is two-pronged: training of sales and front-line teams and the launch of youthful packages via our Youth portfolio at Thomas Cook India-‘Rock On Holidays‘. This ensures that we equip the travel trade with vital destination knowledge, as also create impactful itineraries to deliver to India’s travel hungry Gen Y, a fascinating new, youthful destination – Vienna.”

Thomas Cook India’s youth focused itineraries include the following experiences: