ABSTRACT
This chapter discusses the Austrian attempt to reorganise the basis of tourism marketing at the provincial level. Until recently tourism marketing was undertaken by Provincial Tourist Offices, functioning as part of the provincial administration. Developments in tourism made it desirable to separate these marketing activities from administration to make the organisation better balanced and more effective. Although the structure described below may seem too complex to work flexibly, it is the structure which the Austrians, after long discussion, see as having the best chance of success.
