Significant changes are underway at the Austrian National Tourist Office (ANTO) in Australia, with the imminent arrival of a new Market Representative for the region.
ANTO’s current Market Representative in Australia, Kathrina Denk, will head back to Austria in December and be replaced by her colleague Lilly Freudmayer, who will take over as Market Representative from 1 December 2023.
The change will entail the closure of ANTO’s Sydney office.
Lilly Freudmayer, ANTO’s new Market Representative for Australia & Southeast Asia.
Lilly Freudmayer, who has been at ANTO since the beginning of 2020, will be a ‘Roving Market Representative’ rather than being based permanently in Australia.
ANTO’s Head of Market Asia-Pacific, Emanuel Lehner-Telic, said: “Lilly Freudmayer has broad international experience in the tourism industry. At ANTO, she has worked in different markets, including GCC, Israel, and Southeast Asia.
“We are thrilled to announce Lilly as the new Market Representative for Australia & Southeast Asia.”
Kathrina Denk will depart ANTO on 31 December 2023 after nearly seven years with ANTO in Australia, having decided to relocate back to Austria.
Paying tribute to Denk, Lehner-Telic said: “It has been an absolute pleasure working with Kathrina and I am proud of the successes we have achieved especially after this difficult time for the industry. We wish her all the best for her future in Austria.”
Lehner-Telic continued: “ANTO will remain committed to the Australian market after making a fantastic recovery. During the pandemic we realised that the digitalisation offers many advantages and flexibility. Therefore, we have decided to close the office location in Sydney. Lilly will regularly come to Australia to maintain ANTO’s relationships with the local travel industry and our valuable partners.”
Australia has bounced back strongly from the travel restrictions of Covid and is the best-performing market within the Asia-Pacific region this year,” Lehner-Telic said.
Travel industry artists at work at ANTO’s ‘Klimt & Riesling’ evening on Thursday.
“From January to August inclusive, the overnights are on par with the same period in 2019, a record year for the Australian market. Some destinations within Austria have been particularly blessed with an influx of Australian visitors, such as Innsbruck, with a 17% increase in overnights compared to 2019 pre-pandemic levels.
Excited about her new responsibilities, Lilly Freudmayer said she was “thrilled about the unique challenges and opportunities this role will bring.
“I look forward to getting to know the Australian market, share my knowledge and keep our strong partnerships with the industry.”
Industry friends of ANTO learned the news at a convivial and fun ‘Klimt & Riesling’ evening last Thursday, in which travel industry guests were invited to paint scenic masterpieces – or at least have a go at it – as they sampled Austrian culinary delicacies accompanied by Austria’s renowned wines and beers.
Denk said that while she would be sad to leave “such a fantastic industry”, she was looking forward to being able to spend time more time with family and friends in Austria.
“The Australian market will be in good hands!” Denk declared.
“Lilly will commence her role on 1 December and will be in Sydney 4-8 December (attending the CATO lunch). I will introduce you to her then.”
Denk told those at the gathering that 2024 would be a fascinating year to explore Austria and venture beyond Vienna, Salzburg and Innsbruck – the ‘big three’ in Austrian tourism terms.
“The extensive programs of the European Capital of Culture Bad Ischl Salzkammergut 2024 and Bruckner Year 2024 offer fantastic opportunities to discover towns off the beaten path and rekindle the excitement of visiting a destination, not exactly knowing what to expect,” Denk said.
Written by: Peter Needham
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