© HOTEL JOHANNES STRAUSS

Vienna couldn’t be in a better position. Situated on the Danube River, the city lies a three-hour flight or less from any major European city and adjacent to the world’s third-largest gross domestic product, that of Germany. This led to the development of Vienna’s automotive, electronics and manufacturing industries. Because of its central location, Vienna also emerged as the major banking hub for Eastern Europe.

However, tourism remains a driving economic force in the city. According to Statistics Austria, 42.5 million people visited the country in 2023, with Vienna Tourist Board reporting 17.3 million overnight stays, up 31 percent from the year before. Although the tourist board doesn’t track how many people visit while on a Danube River cruise, Vienna remains an essential stop on itineraries offered by Viking, Tauck, Avalon and other major lines.

The city’s draw comes as no surprise, given its history. Originally a Roman military encampment, Vienna established itself as a major European city after repelling Turkish invaders in 1529. By the mid-1550s it served as the seat of the Holy Roman Empire and the capital of the Austro-Hungarian Empire.

In the centuries that followed, Vienna’s wealth attracted creatives like Mozart, who sought royal patronage, while its coffeehouses later drew intellectuals like Sigmund Freud. Not only was Vienna the birthplace of psychoanalysis, it gave the world the waltz, the snow globe and culinary standouts like the croissant. It’s also considered one of Europe’s most beautiful Baroque cities.

Not surprisingly, 73 percent of visitors reported on tourist board surveys they chose Vienna because of its history and culture, and nine out of 10 would recommend Vienna to friends. Similar surveys of Vienna’s residents indicate they’re happy to have the tourists. Seventy-seven percent say tourism is good for the economy, and 79 percent recognize it creates jobs.

Keeping a balance between welcoming an increasing number of visitors and residents’ quality of life remains a priority for Vienna’s government. In 2024 international consulting firm Mercer named Vienna as the world’s most livable city, an award it won multiple times, thanks to the city’s cleanliness, excellent transportation, green spaces, Michelin-starred dining and culture. Vienna doesn’t want tourism to negatively impact any of these.

PHOTO: © EMICRISTEA | DREAMSTIME

As a result, the tourist board launched a new campaign, Heartbeat Streets, to encourage visitors to venture beyond typical tourist spots. While first-timers should see top sites like St. Stephen’s Cathedral and Hofburg, the Imperial Palace, they should also experience its neighborhoods.

To promote them, the tourist board identified 11 neighborhoods, each with a unique personality. For example, bistros and French bakeries make Servitenviertel feel like Paris, while Karmeliterviertel boasts the oldest Baroque garden in the city, two World War II anti-aircraft towers, Augarten Vienna Porcelain Manufactory and the Vienna Boys Choir.

By encouraging visitors to explore these neighborhoods, Vienna hopes to not only relieve some of the pressure put on the city center but also to spread tourist dollars into areas that don’t get as much traffic. But the real winners may just be the visitors themselves, who get to see Vienna in a whole new light.

PHOTO: © GRETE WALZ

CHECKING IN WITH GRETE WALZ
Vienna Tour Guide

What one thing must a traveler do on a first visit to Vienna?
If you have limited time, the city center is a must-see. Start with Stephansdom (St. Stephen’s Cathedral) and then walk to Hofburg (Imperial Palace), two of Vienna’s most iconic sights. If I had friends visiting Vienna for the first time, I would take them to a Viennese café. Vienna’s coffeehouses are an essential part of the city’s culture and often housed in beautiful historic buildings.

What museum or attraction do you wish more people knew about?
I absolutely love Kunsthistorisches Museum (Museum of Fine Arts). It’s worth a visit even if you’re not into art. The building itself is a masterpiece and houses a wonderful café inside. The museum features works by artists like Raphael, Rubens and Rembrandt. My favorite part is the Kunstkammer, which offers an intriguing mix of art and artifacts.

What advice would you give someone visiting Vienna for the first time?
First, check the season you are traveling in. The weather varies greatly between summer and winter in Vienna. Additionally, the city hosts different events such as Christmas markets in winter and free open-air festivals in summer. Secondly, don’t hesitate to use Vienna’s public transport — it’s safe, reliable and often the quickest way to get around.

Why should visitors hire a guide like you to show them Vienna?
A guided tour with a local tour guide gives you deep insight into the culture, history and soul of Vienna. You’ll learn more about the city in a short time and hear surprising facts you wouldn’t otherwise discover.

DIVERSIONS
Experiencing everything Vienna has to offer in just one trip is impossible, especially if you’re visiting as part of a river cruise. The city boasts more than 100 museums and must-see attractions, so prioritizing proves essential.

Start with Hofburg, the Imperial Palace. Located in the heart of Vienna, this complex includes the Spanish Riding School, where the famous Lipizzaner stallions perform, and Sisi Museum. The latter highlights the life of Empress Elizabeth (Sisi), wife of Emperor Franz Joseph, and provides access to the Imperial Apartments.

© ALEKSANDAR TODOROVIC | DREAMSTIME.COM

Creative endeavors have always flourished in the city. For art lovers, Kunsthistorisches Museum (Museum of Fine Arts) displays the world’s largest Bruegel collection, while Belvedere Museum exhibits an equally impressive collection of Klimt paintings. The Albertina also showcases works by Klimt as well as modern masterpieces by Monet, Picasso and other greats.

Art meets architecture at Stephansdom (St. Stephen’s Cathedral) and Karlskirche (St. Charles Church). If you have time, visit Austrian National Library, considered one of the most beautiful libraries in the world, or tour Vienna State Opera.

Don’t miss Vienna’s musical side. Home to greats like Beethoven and Mozart, the City of Music hosts nightly music concerts, ranging from Mozart and Strauss at the Orangery at Schönbrunn to Vivaldi at St. Charles Church. During the day you can visit the Mozart and Beethoven museums.

LODGING
Hotel Ambassador
Opened in 1898, Hotel Ambassador has welcomed Hapsburg royalty, Mark Twain and other prominent figures over the years. Today the luxury business hotel near St. Stephen’s Cathedral offers 89 comfortable guestrooms.
Kärntner Str. 22, Vienna
$$$

Hotel Johannes Strauss
Located in a historic building adjacent to where Johannes Strauss performed, this 64-room hotel offers a good economical option. The subway sits steps from the hotel, and Karlskirche lies a 10-minute walk away.
Favoritenstrasse 1, Vienna
$$

Hotel Sacher Vienna
Queen Elizabeth II once stayed at this elegant hotel near Hofburg and Vienna State Opera House. It is known for the Sachertorte, invented by the hotel founder’s father, Franz Sacher.
Philharmoniker Str. 4, Vienna
$$$$$

DINING
Café Central
Frequented by Sigmund Freud, Leon Trotsky and other intellectuals, this famous café celebrates Viennese coffee culture with traditional drinks and desserts, but it also offers breakfast, lunch and dinner menus.
Corner Herrengasse/ Strauchgasse, Vienna
$$$

Glacis Beisl
One of the best bistros in Vienna, Glacis Beisl serves classic dishes like wiener schnitzel and boiled beef. It also boasts a good selection of Austrian wines and a patio shaded by walnut trees.
Breite Gasse 4, Vienna
$$$

Steirereck at Stadtpark
This Michelin-starred restaurant elevates traditional Austrian fare with new techniques; think char cooked in hot beeswax. The sleek, mirrored exterior and the bread cart make the eatery stand out even more.
Am Heumarkt 2A, Vienna
$$$$$

JUST THE FACTS
Time zone: GMT+2
Phone code: Country code: 43
City code: 1
Currency: Euro
Key industries: Tourism, financial services, electronics and automotive

COMING AND GOING
U.S. citizens must have a passport valid for at least three months for stays up to 90 days. Expected to launch sometime in 2025, the European Travel Information and Authorization System will require U.S. citizens and travelers from other non-EU countries to apply for approval prior to traveling to Europe.

OFFICIAL LANGUAGE
German

INFO TO GO
International flights arrive at Vienna International Airport, roughly 12.5 miles from the city center. Although you can take a taxi or ride share from the airport, a train is more economical, especially if you purchase a Vienna City Card/ Airport Transfer (about $42). The Vienna City Card/Airport Transfer also allows you to ride the city’s subways, trams and buses for free and gives you discounts on select museum admissions, hotels and restaurants.