Vienna Tourism is intensifying its efforts in 2026 to establish the Austrian capital as a global destination for gourmets. At the heart of the new "Hungry for More" campaign is a film collaboration between Hamburg-based TV chef Tim Mälzer and Viennese Michelin-starred chef Lukas Mraz.
The two restaurateurs present the city off the beaten tourist track, visiting places that reflect the current evolution of Vienna's culinary scene. Their stops include "Ostwind," "Rundbar," and the traditional "Café Anzengruber." The production is part of the strategic theme year "Vienna Bites: Cuisine, Culture, Character," through which the city is promoting its gastronomic identity internationally.
The economic importance of gastronomy for Vienna is considerable. According to data from Vienna Tourism, around one-third of Austria's hospitality workforce and one-third of the country's total gastronomic value creation are located in the capital. With its focus on culinary delights, the city is responding to current rankings: In the global comparison by "TasteAtlas," Vienna currently ranks eighth among the best food cities. Furthermore, the Michelin Guide lists the city as one of the most exciting gastronomic destinations in Europe. Currently, 14 Viennese establishments hold Michelin stars, with "Steirereck" and "Amador," both awarded the highest rating of three stars, representing the pinnacle of quality.
In addition to its cinematic campaign featuring celebrities, Vienna is also leveraging its digital infrastructure. The city's travel app, "ivie," now curates over 500 restaurants and pubs, complemented by a dedicated "Pub & Tavern Guide." To further boost the direct economic benefits for these establishments, the official guest card, the Vienna City Card, offers discounts at numerous partner restaurants. The campaign will be expanded in the coming weeks with additional episodes focusing specifically on traditional pub culture and the modern street food scene, covering the entire spectrum from sausage stands to upscale fusion cuisine.
Industry experts view the involvement of internationally renowned personalities like Tim Mälzer as a strategic move to maintain a presence, particularly in the important German market. By combining traditional Viennese cuisine with modern, cosmopolitan influences, the city is attempting to sharpen its profile and distinguish itself from other European metropolises. The goal of Vienna Tourism, under Managing Director Norbert Kettner, is to sustainably increase the occupancy rates of restaurants through international influencers and targeted media visits, thereby solidifying Vienna's position as an inspiring destination for culinary tourism.