This strategic move aims to solidify Vienna’s position as a premier global destination for conferences and events.
Vienna’s City Councillor for Economic Affairs, Peter Hanke, highlighted the economic significance of the conference sector, noting that congress attendees spend an average of €550 per day, which is double that of leisure tourists.
This substantial spending benefits local businesses, including restaurants, hotels, and service providers, thereby supporting thousands of jobs.
The rebranding to VIECON reflects a shift in focus, as the venue now generates more revenue from congresses and conferences than traditional trade fairs.
Managing Director Katharina Weishaupt emphasized that the previous name, “Messe Wien,” was less effective internationally due to language barriers and evolving business priorities.
The new brand aims to better communicate the venue’s offerings to key global markets. Currently, VIECON has secured 45 events for 2025, including five major congresses.
Notably, the annual congress of the European Society for Clinical Microbiology and Infectious Diseases (ESCMID) is expected to attract around 20,000 participants to Vienna in April.
These events are projected to generate over 350,000 overnight stays, underscoring the venue’s pivotal role in Vienna’s tourism and hospitality sectors.
Oliver Stribl, Managing Director of Wien Holding, highlighted the economic impact of investing in the conference industry, stating that every euro invested yields a fifteenfold return in added value.
This multiplier effect underscores the importance of the conference sector to Vienna’s economy.
The introduction of the VIECON brand is a strategic initiative to maintain and enhance Vienna’s status as a leading international congress destination.
By adopting a more globally accessible identity, VIECON aims to attract a broader range of international events, further contributing to the city’s economic growth and cultural exchange
Tags: Oliver Stribl, Wien Holding, Vienna City, Peter Hanke, Katharina Weishaupt, VIECON
