Has the world gotten smaller? It feels as though I have an impression of every corner of the globe.
Whether it’s an image of someone backpacking through India, snapshots of a long weekend on the Amalfi Coast or the countless poolside pics of sun-tanned toes, I feel I know what certain places are like, even though I’ve never been there. While we used to be at the mercy of an ad agency’s portrait, today ordinary people do travel PR without even knowing it. We’re spending time – our most valuable resource – to share our experiences with others. Having the time and means to travel is a luxury, but also a responsibility. Just as we’re discovering a new culture or society, we’re also representing our own. Today we decide how people see our travel destinations, while we also contribute to the perception of our home town.
This duality is the theme of our summer issue. Tourism in Austria is experiencing a shift of sorts, away from the classic old-world charm, to a celebrating of the past while embracing the vibrant modern life of Vienna and beyond. This may be in part due to how social media “influencers” – like travel blogger Lady Venom, who you meet in our Melange interview – have added to the narrative with a younger, more contemporary take on the city. Kimberly Bradley was puzzled by the new slogan of the Vienna Tourism Board “Now. Forever.”, (from the unquestionably misunderstood “Vienna. Now or Never.”) in an Op-Ed. And we compiled some impressive data on traveling in Austria and how or why Austrians travel in our Quotes, Stats & Numbers.
Then there are of course Austrians abroad: We looked at what sets them apart and how they approach adventure and interaction in our cover story. No matter where you come from, some aspects of an international lifestyle are universal. We look at How To Survive a Long-Distance Relationship and examine the science behind homesickness. While the sharing economy has already syphoned off a significant amount of the global spending on travel, a brand new Austrian startup called Music Traveler has found a much neglected niche: practice room rental for musicians.
We know not everyone wants to travel. And Vienna is just as good at summertime as it is at the Christmas markets, so check out our staycation guide to Vienna and our sleek fashion section shot in places you’d never think were actually in Vienna. And while it may be hard to get a hold of people, there are still oodles of events and parties happening in Vienna over the summer, so make sure to check out our On The Town pages and our non-German-speaker-friendly events.
In summer the Viennese use their city to the fullest, so make sure you’re part of it. Grab a couple of scoops on a cone with help from our ice cream guide and be part of the dream destination Vienna. The best way to start, you ask?
Don’t be a stranger,