Tourism Chief Sees Top Opportunities for ESC 2026 in Vienna - Contradicts JJ on Israel Opinion "with Every Fiber" of His Being
APA: Did you watch JJ's victory live on television?
Norbert Kettner: I was on my way to the Expo and found out about it when I got off the plane in Osaka. After that, I watched everything. It was a well-deserved victory. I was more in the camp of those who thought: Twice a similar genre - probably not. But I was obviously mistaken. And I was happy and still am.
APA: As Vienna's tourism chief, do you immediately switch to work mode?
Kettner: Quite soon, of course. You quickly go through what needs to be done. It's also a kind of memory lane. When you look at the documents from ten years ago, you also see what has changed. In terms of infrastructure, we were already well-positioned back then, but we have added quite a bit since. Or back then, bloggers were mentioned. I found that almost touching, considering today's world hangs on the words of influencers.
APA: How do you see the chances of it being Vienna again?
Kettner: If we look at the hard facts, I see the chances as very good. We can handle large events and were just recently recognized as the city with the most international congresses worldwide. In terms of accessibility, we have 30 million passengers at the airport annually and direct connections to 190 destinations. Vienna is the best-connected city to the rail network in Europe. We have 80,000 hotel beds across all categories, we have 1,000 kilometers of public transport. We have the venues and we have a reputation as the city of music.
APA: In case it happens, can the concept from back then be pulled out of the drawer again?
Kettner: No, you can't use it as a blueprint. A lot has happened - also technologically. The Song Contest itself has changed. The security situation has become different worldwide. These are all things that need to be considered. Social media existed back then, but today it is the backbone of communication, especially for the fanbase. This is a competent and critical group. We scored very well back then and set new standards, for example, at events for the accompanying travelers. That didn't exist back then and continued at the ESC. Topping that is quite a task.
APA: In Basel, they chose to have the show in a small hall and a huge public viewing in a stadium. Would that also be an option for Vienna?
Kettner: I don't want to offend any stadium, but I think this is an area where we need to refer to 2015. I can hardly imagine a better, more opulent, and visually attractive screening than in front of the town hall, but I don't want to preempt anything.
APA: Is there an alternative to the Stadthalle as a show location?
Kettner: I think the Stadthalle can handle it. And why should one switch to a smaller venue in a city with a larger hall? It's also about the catchment area for ticket sales. In 2015, 100,000 tickets were sold.
APA: Vienna is well-booked all year round and is firmly established as a travel destination in the queer community. Where would the benefit for the city be - especially in view of tight budgets?
Kettner: It pays off in the long term to stage Vienna not only as a global center for classical music but also for pop culture. Marketing and positioning don't happen overnight. Additionally, there is a serious positioning as a city of diversity. This includes not only the queer target group. The Song Contest showcases diversity under a microscope. This is something that is lived in the city - beyond lip service. It plays an important role as a soft factor.
APA: Who benefited from the hospitality industry in 2015, and where was the euphoria too high?
Kettner: You always have to ensure that the local hospitality industry deals fairly with such things. What is known from Basel: What doesn't work is if you only offer seven-day packages. The target group does not accept that. So, moderation! Occupancy would go up, but we want guests to return. What should remain is not just a pure gold rush mood that annoys certain target groups. But ten years ago, actually all categories benefited.
APA: Are there already ideas for campaigns or a project team in Vienna Tourism?
Kettner: It is still too early for that. There are discussions, but we have to wait for the tender. What can be said: The campaign will do justice to Vienna's image. If you claim something in a campaign, then there is also an obligation to provide proof. Especially in times of digital communication, lies in marketing have even shorter legs. You will be exposed immediately.
APA: Vienna often ranks very high in rankings of the unfriendliest cities. Does something need to be done about that?
Kettner: That is interesting because it never appears in our surveys. In 2015, we were often surprised by the enthusiasm of the local population. People simply underestimate the Viennese.
APA: Compared to 2015, politics plays a much larger role in the ESC environment, especially when you look at the debates about Israel. Does a potential host city need to consider this?
Kettner: Now I'm talking again about Vienna's positioning as a city of encounter. We are the only UN capital within the EU. I do believe that a "Let's talk about things" approach makes sense. Maybe Vienna is a good place for that. Of course, you can't control everything. The discussions around the ESC are not brought into a city but are a reflection of a polarized world. These disagreements are naturally carried out on levels where the world is watching.
APA: The debate was also contributed to by JJ's statements, in which he expressed a wish for a Song Contest in Vienna without Israel. Your opinion?
Kettner: We must not forget: He belongs to a generation that is exposed to a crazy staccato of opinions through social media. I believe everyone has the right to become wiser. My interpretation is that the criticism of his statement has already triggered something in him. In my personal opinion, that statement was not correct, that's clear. I am not in agreement with him in any fiber of my being. But I believe everyone deserves a second chance. And I would not presume to pass judgment on someone I do not know personally.
(APA/Red.)
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