"Tourism is more than just an industry for me; it's a mindset. And I am grateful to contribute to the sustainability of Austrian tourism – on World Tourism Day and every other day," says the successful tourism graduate.
Since graduating in 2009, Katrin Erben has remained connected to her alma mater. From 2017 to 2022, she served as our "Lady Alumni Ambassador" for Brussels, and since 2023, she has been a part-time lecturer in "Destination Management" in the Tourism and Leisure Management bachelor degree programme.
Born in Vienna, Katrin has established herself as one of the sustainability experts in the Austrian tourism industry. After completing her degree at IMC Krems and starting her career at the Austrian National Tourist Office (ÖW) in Brussels, she now works as a sustainability expert at the ÖW in Vienna. We took the opportunity to learn more about her career and experiences in the tourism sector.
How did your education at IMC Krems influence your professional development?
Although I had already graduated from a tourism school in Vienna before attending IMC Krems, my studies laid the foundation for my career. The international focus, as well as the early engagement with sustainability issues within the tourism system, greatly influenced me, and even today, I wouldn’t change my career path.
Tell us how your studies at IMC Krems prepared you for a career in tourism, and what specific skills and knowledge you gained that are useful in your current role at the Austrian National Tourist Office.
English as the language of instruction, the opportunity to learn additional languages, as well as the chance to complete a semester abroad and an international internship, were incredibly important to me. During my studies, I particularly appreciated the input from lecturers with practical experience. At IMC Krems, the integration of theoretical knowledge with practical examples was taught in the best possible way, laying the foundation for my career.
What key milestones and challenges have you experienced in your career?
During the COVID-19 pandemic, I was still working for the ÖW in Brussels and witnessed firsthand how fragile the tourism system can be. Not knowing what would happen next was probably the biggest challenge for me. When the new position as sustainability expert was created at the ÖW in 2022, I knew this was my path. I was given the incredible opportunity to contribute to the future of Austrian tourism. It shows that every challenge is also an opportunity.
Can you describe a particularly impactful project or campaign you worked on at the Austrian National Tourist Office?
My absolute passion project was the Sustainable Tourism in Austria Summit, which the Austrian National Tourist Office, together with the Federal Ministry of Labour and Economy, hosted for the first time in June 2024. I was responsible for project management, content design, and event execution. The response to the event was overwhelming for me, as it confirmed that we are on the right track. And I am already very much looking forward to the Summit returning in 2025.
What advice would you give to current and future students aiming for a career in tourism?
Tourism can be more than just an industry for all of you; it can be a mindset. The opportunities are vast and varied. But, as in every field, be outstanding! In tourism, nothing is handed to you; often, you’ll need to go the extra mile, but the effort is worth it.
Katrin’s journey from her early steps at IMC Krems to the international stage at the Austrian National Tourist Office is an inspiring example of a cosmopolitan mindset, passion, and innovation in the tourism industry. Her career demonstrates how a tourism degree from IMC Krems, combined with practical experience and that famed "extra mile," can lead to remarkable achievements.
