Although Vienna had to cede first place in the list of the world's most liveable cities to Copenhagen this year, Austria's metropolis triumphed as a travel destination - especially among the 65+ generation, according to a survey by "GetYourGuide". What this age group particularly enjoys doing in Vienna and what younger generations can learn from them.
Viennese charm, a certain cosiness paired with sarcastic and loving humor, art from Mozart to the masters in the Albertina, architecture from magnificent imperial buildings to the postmodern Haus Haas, Sissi and the world-famous Sachertorte - many people think of clichés like these, which hold a lot of truth, when they hear the word "Vienna". In fact, the charming melody of the language (here you are still addressed as "Madame"), the unagitated atmosphere between horse-drawn carriages, coffee houses and detailed ornate facades, artists and celebrities of the city, punch doughnuts, Sachertorte and, of course, Sissi are omnipresent in the Austrian capital.
All this makes Vienna a popular travel destination. A new record of 18.9 million overnight stays was set in 2024 since "Vienna Tourism" began keeping records. The 65+ generation is also increasingly drawn to the metropolis on the Danube, according to a recent survey by "GetYourGuide". Founded in 2009, the company's app offers a platform on which travelers can book excursions, sightseeing tours with a special focus, as well as cooking classes or tickets for concerts with tour guides and various providers in over 12,000 cities. Older target groups are also increasingly using this option: "Best agers are also increasingly using digital tools to plan their trips," according to a press release from "GetYourGuide".
According to the company, Vienna is a much more popular destination for this target group than other major cities such as Berlin, Paris and London. This is not surprising when you consider what is particularly important to this group, according to travel psychologist Barbara Horvatis-Ebner: safety, comfort and a reliable infrastructure. Vienna skillfully combines all of this.
First of all, there is the language, which makes it easy for German-speaking travelers to communicate. The airport is so close to the city that even the shortest city trips are not stressful. And there is the central location with many sights, restaurants and shopping destinations in the 1st district.
All of this inspires all age groups. But, and this is where it gets interesting: according to the "GetYourGuide" survey, the 65+ generation likes to be comfortable, but doesn't just want to take it easy. Instead of just looking at the sights, many people want to actively experience their destination. There is already a suitable term for this attitude: "sight-doing". According to Horvatis-Ebner, this attitude is primarily about "memorable experiences".
One such memorable experience is the conversation with the travel psychologist in the famous Café Landtmann. The coffee house, located directly on the Ringstrasse and a Viennese institution since 1873, is still popular with a wide audience today. Here, relaxed tourists sit next to focused business people, students discuss, families take a shopping break. On this afternoon, a well-known Austrian actress is being interviewed at a table in the front area, a photographer is capturing the whole thing on camera, and no one at the neighboring tables is disturbed by any of this. Excitement - or rather rapture - only arises when the waiter serves perfectly formed punch doughnuts, an Austrian specialty. Surrounded by pastel pink icing, the inside hides sponge cake, chocolate, jam, rum or even punch.
Enjoyment is a top priority here.
You can learn more about the love of patisserie that is so pronounced here on a "Viennese coffee, cake and chocolate tour" (which you can book on "GetYourGuide") and experience and enjoy this side of the city up close - just as the 65+ generation loves to do.
The stop at "Café Vollpension" is particularly interesting. In this intergenerational café, grandmothers bake and serve their culinary works of art in an ambience with eclectic vintage charm. Anyone who strikes up a conversation with the older ladies here will want to come back for more than just the cakes and pastries.
Culinary delights and cooking courses are one way of sight-seeing, another requires a little more daring, but it pays off: on guided tours into the "Viennese underworld", you descend together into hidden cellar vaults, where a completely new view of the city opens up. Some were once concealed bars and apothecaries, others were used by people seeking refuge from war, others by smugglers hiding their goods. Even if the air down here sometimes has a slightly musty aroma, the guides take good care of you.
According to Horvatis-Ebner, so-called "soft adventures", i.e. exciting but not extremely risky experiences, are also popular with the over-65s.
Between the depths of Vienna's underworld and the high art of patisserie, there are countless options for experiencing the city in the truest sense of the word - and enjoying the breaks between these little adventures in complete relaxation and comfort. Preferably with a pinch of Viennese humor.
