A Conversation with Anita Paic, New Director of the Vienna Convention Bureau

Volksgarten, Museums and Parliament © WienTourismus/Christian Stemper

In March 2024, Anita Paic was appointed as the new Director of the Vienna Convention Bureau. With extensive experience in strategic marketing communication and international corporate management, Anita is set to lead efforts in bolstering international relations and promoting congresses and corporate meetings in Vienna. Her impressive background includes significant roles at FMTG Falkensteiner Michaeler Tourism Group, Sacher Hotels, and Marriott International. From 2009 to 2016, she served as Head of the Sales Department at Vereinigte Bühnen Wien, overseeing the sales strategy for some of Vienna's most prestigious cultural venues.

According to recent rankings by the International Congress and Convention Association (ICCA) and the Union of International Associations (UIA), Vienna is recognised as one of the world's top conference destinations. This means that Anita's leadership of the Vienna Convention Bureau will be key to continuing to attract global congresses, corporate meetings and incentives, and to providing comprehensive support to meeting organisers.

Anita attended IMEX Frankfurt 2024 from 14-16 May, representing the Vienna Convention Bureau and networking with other destinations, industry stakeholders, and associations. She also gave her first interview to Headquarters Magazine as Director of the Vienna Convention Bureau. Here are her insights into the position and the city:

Headquarters: Congratulations on your new role as the Director of the Vienna Convention Bureau, Anita Paic. Given your extensive background with Marriott and Sacher Group, where you experienced congresses and events from a different perspective, what are your initial thoughts on this new position? What have you found most impressive or surprising about the congress industry, and what are your top priorities for the coming months?

Anita Paic (on the right): As you mentioned, having worked for Marriott and the Sacher Group, I experienced congresses, meetings, events, incentives, and the entire business from a different angle. It is amazing to see how it develops, from pitching for a congress to involving partners such as hotels, venues, and many more. A lot of people underestimate the effort and passion required to bring an event to a destination. I am very impressed by the networking and mutual support within the industry and the entire city of Vienna. This cooperation, especially between congresses that rotate between several destinations, is very supportive. The positive vibes and open-mindedness I have encountered are overwhelming.

HQ: Vienna is already a leading destination for congresses and meetings. Building on this success, what new strategies is the Vienna Convention Bureau implementing to attract even more international congresses and corporate events? How do you plan to balance Vienna's rich traditions with modern developments to appeal to a diverse audience?

AP: Vienna is very well established in international congress and meeting rankings. Although we are traditional to a certain extent, the destination has developed significantly in recent years. We seamlessly combine tradition and heritage with modern developments. The heritage we have is a gift, and we're very grateful for it, but at the same time, you can see how much is being done in the destination to innovate and actually attract multiple generations internationally, both younger and older generations, and I think that helps us in the convention business as well. The challenge is to maintain and improve our position, focusing on the low and shoulder seasons to make Vienna attractive all year round. We are also working on legacy projects to extend the impact of the events hosted in Vienna and involve the local community. For example, a recent liver congress, EASL 2023, involved local schools and residents in liver screening to raise health awareness. Post-event legacy is essential.

HQ: You mentioned that innovation is crucial for maintaining Vienna's status as a top conference destination. How is the Vienna Convention Bureau staying ahead of the curve in terms of innovation and new experiences for meeting attendees? What initiatives are being implemented to enhance the overall event experience in terms of technology and sustainability?

AP: Innovation is key. At the moment, sustainability and AI have been or are being integrated into venues, hotels, and restaurants in Vienna. Talking about sustainability, we see more and more venues being certified as ecofriendly locations. In addition, in our new funding scheme, the Vienna Meeting Fund 2025-2028, we have made a conscious decision to only grant the maximum amount of funding to those events that organise their meetings sustainably. On the other hand, technological innovation such as polySTAGE at Austria Center Vienna, a kinetic world novelty, increase the attractiveness of venues. This approach has long-term benefits for the environment, society, and the economy.
 

Vienna International Centre © WienTourismus/Gregor Hofbauer

HQ: The medical sector is an obvious focus for Vienna. Are there other specific industries or sectors the Vienna Convention Bureau targets for future events? What initiatives are being taken to diversify the types of congresses and meetings held in Vienna?

AP: Vienna is well-known for medical congresses, but the city does have a broader range of areas of strength. From life sciences to urban technology or creative industries and information and communication technology – Vienna is an important business and science hub. I would therefore very much like to broaden our reputation and not just focus in one direction, but have different areas, different sectors, and different types of businesses that we can bring to Vienna. That diversity will make connecting with our people from a legacy perspective easier and provide a more complete event experience.

HQ: What message would you like to convey to international association executives who are considering Vienna for their next event? What unique qualities and opportunities does Vienna offer that set it apart from other global conference destinations?

AP: Vienna is the place to be. The city has always been a place of international encounter, rich in history and multiculturalism. We are home to hundreds of international organisations, creating a diverse and vibrant environment. The city is well-located within Europe, well-connected, and offers a unique blend of tradition and modernity. Vienna is also a green city - and not just thanks to its numerous parks and green spaces. Other factors include the importance of sustainability, climate efficiency and resource conservation for the capital as a smart tourism and meetings destination.

Anita's photo: © WienTourismus/Martina Siebenhandl

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