June 01, 2026 – The Eurovision Song Contest 2026 once again placed Vienna in the international spotlight. Around the Grand Final, the Vienna Tourist Board, together with the Austrian National Tourist Office, curated a multi-day customer event for international key accounts from the MICE, media, travel trade and aviation sectors. The “Vienna Soundcheck” format presented Vienna as a host city, vibrant cultural metropolis and meeting destination from a special perspective.
The 70th Eurovision Song Contest took place in Vienna for the third time in 2026 – following 1967 at HOFBURG Vienna and 2015 at the Wiener Stadthalle. With numerous shows, side events and the Grand Final on May 16, 2026, Vienna became a stage for music, diversity and international encounters over several days. At the same time, the ESC impressively demonstrated what defines Vienna as a host city: professional infrastructure, strong partner networks, cultural appeal and the ability to make major events tangible throughout the entire city, far beyond the event itself.
Norbert Kettner, City of Vienna ESC Coordinator & CEO Vienna Tourist Board:
“The 70th Eurovision Song Contest was an impressive showcase for Vienna as an internationally established congress metropolis. Its successful delivery at the highest level strengthens our international competitiveness and provides additional momentum for attracting major congresses.”
Vienna Soundcheck as a Strategic Hosting Format
This is exactly where Vienna Soundcheck came in: as a strategic hosting format, the Vienna Tourist Board, together with the Austrian National Tourist Office, brought international multipliers from key markets to Vienna. The aim was to use the global occasion of the Eurovision Song Contest to present Vienna as a destination in all its diversity – from culture and cuisine to hospitality, hotel and event infrastructure, and the kind of welcoming spirit that distinguishes Vienna as a meeting destination worldwide. With Hotel Motto and Hotel Indigo Vienna – Naschmarkt, guests were accommodated in two properties that, as meeting hotels, also reflected the diversity of Vienna’s hospitality landscape. In total, the Vienna Tourist Board welcomed around 90 international media representatives and industry experts from the MICE, travel trade and aviation sectors to Vienna. Together with the Austrian National Tourist Office and other strategic partners, a programme was created that brought Vienna to life as an international host city, cultural metropolis and meeting destination.
From the First Soundcheck to the Grand Final
The programme kicked off on Thursday evening with a Welcome Evening and private viewing of the second ESC Semi-Final at k47. In an exclusive atmosphere, guests from different markets and sectors came together for the first time – an evening that combined networking, Eurovision energy and a first impression of Vienna as an international host city.
On Friday, the focus was on Vienna beyond the classic paths. Exclusive backstage tours at the official ESC venue, Wiener Stadthalle, offered insights into the scale and professionalism of an international live event. The programme was complemented by guided “Heartbeat Street” tours, which presented Vienna from a local, less expected perspective – with neighbourhoods, hidden courtyards, architecture, creative places and stories from the city. In the evening, “A Culinary Symphony” at the Austrian Postsparkasse followed: a culinary experience curated by POPCHOP, bringing together traditional and contemporary aspects of Austrian cuisine.
Saturday was dedicated to tailor-made programme elements for the different target groups. Media guests attended the live podcast “70 Years of Eurovision, 70 Years of Austrian Sound” at the Wien Museum, travel trade participants gained insights into the Volksoper and Palais Chotek, while MICE and aviation guests experienced HOFBURG Vienna in combination with VieVinum. This also highlighted the historic connection between Eurovision and Vienna’s event landscape: HOFBURG Vienna was Austria’s first ESC stage in 1967 and today ranks among the city’s most important congress and event venues.
The highlight was the sold-out Grand Final at Wiener Stadthalle. For the guests, this was not only an opportunity to attend one of the world’s largest live TV events, but also to experience first-hand the organisational precision, emotion and international visibility that define major events of this scale. The official supporting programme in Vienna – including Eurovision Village at Rathausplatz, Euro Club at Praterdome and Eurofan House at the Wien Museum – also turned the ESC into a citywide festival experience.
Lasting Impact for Vienna as a Meeting Destination
Vienna Soundcheck was made possible through the close collaboration of numerous stakeholders and the cross-departmental commitment within the Vienna Tourist Board. Over several months, teams from various departments worked together with the Austrian National Tourist Office and other partners to curate a programme that used the Eurovision Song Contest not only as a music event, but as a platform for location positioning, international relations and sustainable destination communication.
For Vienna as a meeting destination, the ESC is therefore far more than a one-off major event. It demonstrates how strongly the city can combine its cultural identity, event infrastructure and international hosting expertise. Vienna Soundcheck made these qualities directly tangible for key customers and multipliers – and sent a strong signal for how Vienna will continue to bring substance, attitude and experiential quality to international events in the future.
