Advantage Austria Director for Serbia, Montenegro and North Macedonia Attractive Nearshoring Destination
08
JUDIT ALBERS
A1 Serbia CEO Committed to Excellence
10 MELANIJA PAVLOVIĆ
JAF Serbia General Manager No Compromise on Quality
11 SVETLANA SMILJANIĆ
Member of the Executive Board of Wiener Städtische Insurance Ready for Future Challenges
12 FILIP
BORŠIK
General Manager, IB Interbilanz Consulting d.o.o. Beograd International Clients’ Trusted Partner
13
PROF. DR. JOHANNES DRACH
Coordinator of the PremiQaMed Cancer Center Vienna Innovative Cancer Therapies Boost Survival Rates
14 AUSTRIA’S FAR RIGHT DID NOT WIN OPINION
16 A BICENTENNIAL CELEBRATION OF A MUSICAL GIANT
Anton Bruckner 1824-2024
20 VIENNA’S TIMELESS CHOCOLATE LEGACY FOOD
Austria 2024
22 AN INTERACTIVE JOURNEY INTO THE FUTURE
Attractive Nearshoring Destination
Austrian companies place a strong focus on the services sector, while there is growing interest in green energy and the opening of production plants in Serbia
With the global changes and challenges we’ve seen in recent years, it shouldn’t be surprising that we see increasing interest in Serbia from Austrian and other European companies when choosing a new location for a production facility, says Jürgen Schreder, director of Advantage Austria for Serbia, Montenegro and North Macedonia.
“Geographical proximity to Austria, a qualified labour force and labour costs make Serbia an attractive location for investments. The overall business environment is also perceived as rather good, while companies also rate the quality and availability of local suppliers.
“Furthermore, Austria and Serbia have had close ties for decades and, with the substantial number of Serbian expats resident in Austria, it is often an easy choice when it comes to deciding on market entry,” explains our interlocutor.
How has the structure of Austrian investments in Serbia changed over time and how do Austrian investors assess Serbia’s major strengths when it comes to attracting foreign direct investment? What are Serbia’s key strengths in these times of labour shortages? — Austrian companies have been in operation in Serbia for an exceedingly long time and were able to establish themselves very successfully on the market, for example in the banking, insurance or transportation sectors. We still see strong interest in the services sector, although there’s been an increase within the field of green energy and we’ve also seen increased interest in opening production plants here in Serbia since the pandemic.
Compared to Austria, Serbia still has greater workforce availability, and that workforce is skilled thanks to the introduction of dual vocational education and training. Companies are able to participate in this educational model and train the workforce to suit their needs, as well as to introduce an industry standard, which in return motivates companies. The high degree of digitalisation within the business environment and the well-developed ICT sector is another strength of Serbia that Austrian companies value a lot. It also helps that a lot of international IT companies have offices here and further push the development of this sector.
Promoting school-based and dual vocational education and training in Serbia is one of Austria’s top priorities. How do you assess the progress made to date and its impact on investments?
CONCERN
Establishing educational programmes is a slow process and Serbia lags behind the DACH region. The CCIS and companies must keep collaborating, with businesses voicing their needs for progress
COLLABORATION
Serbia’s ICT sector has impressed Austrian companies and there is a growing number of Austrian-Serbian firms operating in this field
EXPERTISE
Austrian companies are interested in collaborating with local firms for the specialised Expo 2027, leveraging their high-quality products and expertise to create a unique event
— The programme has been ongoing for several years now and the progress achieved has been quite good, thanks to the amazing support to companies through the Chamber of Commerce & Industry of Serbian. We have been cooperating with the CCIS in this sector for years and Austrian subsidiaries also engage in this programme and have been quite satisfied. As for investments, Austrian companies are familiar with Dual-Vet from Austria, where it is very well established and represents one of the main pillars of our business environment. Without Dual-Vet, the workforce situation and business sector would look very different in Austria and there is a high chance that the country would have looked very different without it.
However, establishing an educational programme takes a lot of time and Serbia still has some catching up to do compared to the DACH-region. We are now at a point at which it is crucial for the CCIS and companies to keep working together, and for companies to voice their needs to ensure the programme keeps moving in the right direction.
To what extent are Austrian companies open to the possibility of cooperation with Serbian start-ups? Is Serbia also still an attractive environment for investments in the IT sector? — Serbia is an incredibly attractive market for Austrian companies operating in the IT sector. We have seen increasing cooperation between Austrian and Serbian companies in these sectors in particular, and it shouldn’t be surprising that this is also reflected in the bilateral export of services, where Serbia surpasses Austria. This has increased significantly in recent years, and we do believe that the IT sector has a major influence on this. Serbia has established itself as the Hub of everything IT in the Western Balkans and the growth of the ICT sector in Serbia has also impressed Austrian companies. Interestingly enough, there are ever-more Austrian-Serbian companies, where there is a mix of co-founders from Austria and Serbia operating in the ICT sector.
We’ve previously worked together with NALED in the start-up sector and they have been a very important partner for us. With their help, we were able to bring interesting Serbian startups to ViennaUp and they made a buzz there and generated rather a lot of interest among Austrian companies.
How do you perceive the opportunities created by EXPO 2027 and the EU Growth Plan for the Western Balkans?
— The EU Growth Plan is a commitment from the EU to the Western Balkans, and Serbia can profit from it. There is a lot of funding available, which companies can also benefit from, but it is the responsibility of the government to use this funding correctly. The same could be said for the specialised Expo 2027. The government has thus far made a lot of promises that Serbia would benefit from. As far as it concerns us, we want to position companies locally and raise awareness of the event among people in Austria. As the official invitation for Austrian participation is still pending,
Serbia’s advanced level of digitalisation and well-developed ICT sector are significant strengths that are highly rated by Austrian companies
we do see an interest among Austrian companies, which are known for the quality of their products, in working together with local companies to make the whole event truly unique. Our companies are ready to provide their products and knowhow.
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A1
Committed to Excellence
Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, says proud A1 Serbia CEO Judit Albers
ur focus at A1 is on identifying growth areas and collaborating with A-list partners, utilising the power of our A1 Group to drive innovations that benefit both businesses and consumers, says Judit Albers, with whom we discussed the company’s positions on the mobile and fixed communications markets, the laying of the foundation for Serbia’s digital future, 5G and fibre optics, the entertainment industry, acquisitions and future plans.
OIn elaborating on your plans to strengthen the position of A1 Serbia, you mentioned innovation, the user experience and sustainability. Are they in your focus?
— We aim to introduce solutions that not only meet the needs of our users, but anticipate them – whether that’s through new digital services, improved network capabilities or personalised customer experiences. We also see sustainability as a key driver, embedding ESG principles into everything we do.
This is reflected through our #BoljiOnline initiative, a platform designed to promote safer and more responsible digital experiences for everyone. It focuses on raising awareness of digital wellbeing and provides tools and contents for users of all profiles and generations to navigate the internet safely. This initiative complements other A1 sustainability efforts, such as the installation of solar panels on base stations and community
projects like A1 Kinoteka – encompassing the digital restoration of old films to preserve Serbia’s cultural heritage.
Ultimately, we aim to blend worldclass expertise with a local approach, becoming a reliable partner in Serbia’s digital transformation.
You recently announced the acquisition of 100% of the shares of Conexio Metro. Are you closing in on your goal of gaining the first users on your own optical network next year? Is this valuable to the further development of digital transformation?
— This acquisition is one more step towards empowering first users with fixed services in 2025. Building our own optical network allows us to control both quality and the user experience, ensuring high speeds for our customers. Our focus on high-quality connectivity is further validated by the fact that A1 Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, which further testifies to our commitment to excellence as we expand into the fibre optics business.
By having end-to-end ownership of fibre optics infrastructure, we can bet-
Building our own optical network allows us to control both the quality and the user experience, ensuring high speeds for our customers
ter address the needs of Serbia’s growing digital economy. Fibre optic connectivity is about enabling businesses, individuals and communities to unlock new opportunities. This convergence of services—integrating mobile, fixed internet, TV and other offers—enables us to create more value for customers, through bundled services, and to reduce customer churn. It positions us as a strong player on both the mobile and fixed communications markets, laying the foundation for Serbia’s digital future.
In which sectors do you see the greatest room for improvement in Serbia? — There is immense potential in several sectors, particularly in digitalisation. SMEs, in particular, can benefit greatly from cloud-based services, secure ICT solutions and advanced digital tools that support efficiency and growth. We also see the entertainment industry evolving, with streaming and on-demand content becoming increasingly important. Our focus at A1 is on identifying these growth areas and collaborating with A-list partners and utilising our A1 Group power to drive innovation that benefits both businesses and consumers. By leveraging our expertise in 5G and fibre optics, we are building the foundations for a more connected, efficient and digitally-advanced Serbia.
TNo Compromise on Quality
“We have been operating in Serbia for 16 years and are currently present at three locations: our headquarters in Nova Pazova; our showroom in New Belgrade; and our distribution centre in Niš” ~ Melanija Pavlović
he JAF Group’s strategy is to expand its operations across existing markets and penetrate new ones, reveals Melanija Pavlović, who head the group’s Serbian branch. Speaking in this interview, she shares not only plans for the future, but also insights into the company’s business policy, product range and services offered, as well as its continuing cooperation with the Austrian Embassy and its trade department.
You officially opened your long-awaited second distribution centre in Serbia, this time in the south, in Niš, at the beginning of October. What does this mean for you, as a company, and for your customers and partners?
— JAF has opened its second distribution centre in Serbia, following the first in 2008, in Nova Pazova, and the showroom in New Belgrade, which opened in 2019. This confirms the JAF Group’s strategy of regional expansion and continuous investment in Serbia. The distribution centre and multifunctional showroom in Niš officially opened on 4th October. Niš now boasts a modern, multifunctional space in the city’s industrial zone located near the highway.
The excellent and longstanding cooperation that we have with the Austrian Embassy in Serbia and its trade department (Advantage Austria) is reflected in numerous completed projects, including our collaboration on the dual education project, which has been ongoing for several years. The Austrian Embassy once again supported our company in this important step, and the ribbon at the grand opening ceremony
of the new space in Niš was cut by Jürgen Schröder, Trade Counsellor of the Austrian Embassy in Belgrade, and myself, in the presence of numerous officials, customers and partners from Serbia and abroad.
Do you believe that the new distribution centre testifies to the advancing of JAF Serbia’s strategy of regional expansion and its motto “Always Close to Customers and Partners”?
— JAF Serbia is one of the top five importers and distributors of wood-based materials and products, as well as the largest European trader of wood and panel materials. Our longstanding stable position, sound business practices, wide product range and motto all make us a recognised name on the market. We certainly plan to open several new locations in the near future, in order to truly be closer to our partners and customers across Serbia. The JAF Group’s strategy is to expand its business on existing markets and develop to penetrate new ones.
We also offer services through our processing centres. A modern processing centre for cutting, edging and processing panel materials and veneers complements
our market offer in Serbia. We offer a complete range of panel materials and wood products for the furniture industry and construction sector. We are particularly well-known for our high-quality wood veneers, but also as distributors of Austria’s “Kaindl” brand of panel materials. Our product range includes MDF, plywood, flooring and wall coverings, parquet, laminates, Corian panels, compact panels for facades and interiors, sanitary cabins and kitchens by ASD. A wide range of decors and an innovative approach are certainly what set us apart from the competition.
Serbia is the only Western Balkan country to receive an investment-grade credit rating. Do you think this will bring new investments from the EU and Austria? — Market stability and favourable conditions certainly send an important message to foreign investors. Investors always go where the conditions for capital placement are most favourable. We have been operating in Serbia for 16 years and the opening of our second distribution centre demonstrates our intent to expand our business on this market through constant investments.
Ready for Future Challenges
„It is advantageous to be part of a large family, especially one with such a long tradition, reputation and strength as VIG, which currently operates in 30 countries across 50 companies“, says Wiener Städtische
Insurance Executive Board member Svetlana Smiljanić
Speaking in this inspiring interview, Svetlana Smiljanić explains how Wiener Städtische Insurance has been fostering the development of Serbia’s insurance market since day one, as well as increasing awareness of the importance of insurance. We also discussed the company’s approach to the environment, community, sustainable growth and ESG topics.
Wiener Städtische Versicherungsverein, which is the majority shareholder in Vienna Insurance Group (VIG), is this year celebrating its 200th anniversary. What positive impact has the long tradition of this leading Group had on the local company?
— Exchanging experiences and best practices is certainly very important when taking on a new project, plan or market challenge. There is no insurance topic that has not already been addressed by one of the member companies. Through its unique CO3 platform –cooperation, collaboration, communication – the Group brings us together and encourages us to share knowledge, learn and improve our operations.
We are guided, both in Serbia and at the VIG level, by the idea of sustainability in our business conduct – we create economic value today without compromising on tomorrow. Conducting business in line with ESG principles is not a new topic for our company since we laid the foundations for responsible and sustainable business practices in a timely manner.
You place a great emphasis on your approach to the environment, the com-
munity and sustainable growth and governance with a focus on ESG topics. How important are financial literacy and risk literacy in this context?
— A key pillar of our community engagement focuses on raising awareness of risks. This essentially means empowering individuals or groups to make informed and sensible decisions regarding risk management. Namely, research conducted by Gallup International for our Group in nine neighboring countries showed that awareness of everyday risks and their management is lower in Serbia than the CEE average, which makes our
We create economic value today without compromising on tomorrow
citizens more vulnerable to the financial consequences of risks. By launching targeted programmes that will have a strong impact on raising risk awareness Wiener Städtische Insurance intends to contribute to improving the public understanding of risks, while simultaneously improving their financial resilience.
What was the main impact of the VIG on the Serbian insurance market, and what is perceived as the main challenge for the future?
— Wiener Städtische Insurance was founded in 2003 as a greenfield investment by VIG in what was then an un -
derdeveloped insurance market. Our own growth has certainly encouraged the growth of the overall market and increased awareness of the importance of insurance.
Since then the VIG Group has established VIG Real Estate (2007) on our market to develop VIG Plaza, one of the first ESG projects in this region, as well as Wiener Re (2009) to reinsure our company’s portfolio, which today operates across three regional markets and serves 19 clients. We supported the establishment of the company in Montenegro (2010) and the acquisition of a company in Bosnia and Herzegovina (2012). Global Assistance, headquartered in VIG Plaza, has been established two years ago. In order to respond to future challenges, we practice sustainable development and responsible management in the context of the global energy transition and the preservation of nature for future generations. Our management of continuous success is intertwined with ecological, social and financial issues, which we recently defined through our Local Sustainability Programme 2024.
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International Clients’ Trusted Partner
As Serbia advances further towards EU membership, so economic development across all sectors, including financial consulting, is set to accelerate
The expected growth will, in turn, fuel opportunities for companies like IB Interbilanz Consulting & Audit Belgrade, says GM Filip Boršik, nothing that the company is focused on supporting international clients operating in Serbia and the region, particularly those from German-speaking countries
When was your company established?
— This year marks two decades of successful operations in Serbia, while our parent company has been active since 1991. Founded as part of the Austrian IB Interbilanz Group, we provide a wide range of services – from accounting and payroll management, to tax and business consulting, audit, financial assessments and sustainable development strategies. Our success to date is a result of our commitment to continually improving business practices and adapting to current trends both locally and on the global economic stage.
Your client base includes many international companies. Has the fact that IB Interbilanz has roots in Austria helped attract them?
— We aim to address our clients’ unique needs by analysing legislative changes and how they might impact operations, identifying key success factors and recommending improvements to optimise business performance. We support our clients with strategic tax planning, rep-
All our services, from accounting to tax and financial reporting, are provided in both English and German, thus easing operations for our clients in Serbia
resent them on matters with tax authorities, assist in company formation, optimise the tax structure of internation -
al activities and advise on mergers and restructuring. While we focus on Austrian and German companies, we also serve clients from other countries. All our services – from accounting to tax and financial reporting – are available in both English and German, thus easing operations for our clients in Serbia.
How do you ensure continuity in service quality?
— We place great emphasis on providing high-quality support in every aspect of our clients’ businesses. This includes investing in ongoing training to ensure our employees meet market demands and specific client requirements. Our company’s mission is to continuously improve processes and knowledge, from monitoring relevant legislative frameworks to incorporating new technologies that simplify operations. Additionally, we make a concerted effort to keep informed regarding the latest trends and issues across various fields, allowing us to apply this knowledge to develop effective strategies for uncommon and specific challenges.
What are your future plans; how do you see the company evolving?
— Serbia has become an attractive market for foreign investors, including those from Germany and Austria. IB Interbilanz is on track to reach the top echelons of finance and consulting. We’re already considered a reliable partner and financial expert, both domestically and to international clients, ready to satisfy the specific demands of current and future clients, advising them to the best of our abilities and contributing to their success.
Innovative Cancer Therapies Boost Survival Rates
Austria is one of the countries that provides very good prospects for cancer patients, due to the extremely high availability of new methods and modern medicines, as well as good hospital infrastructure
any cancers can be detected early and treated well in the early stages. Regular checkups are therefore essential. At PremiQaMed hospitals, comprehensive check-up programmes are offered and can be realised within a day or two.
MAustria is one of the leading countries when it comes to cancer research. New research results are implemented in clinical practice swiftly, and therefore the chances of successfully overcoming cancer are improving increasingly. Austria is one of the countries that provides very good prospects for cancer patients, due to the extremely high availability of new methods and modern medicines, as well as good hospital infrastructure.
THE MAIN ASPECTS OF MODERN CANCER TREATMENT
Precise diagnostics constitute the main basis of modern treatment. In the diagnosis of cancer, it is very important to have very precise diagnostic tools for a very specific staging of the disease, in order to determine the extent to which the body has been impacted. Precise staging is important, as is very specialised pathologic analysis (tumor profiling).
We have learned over the past decade that there isn’t just one cancer diagnosis, even when one particular organ is affected. There are many subtypes of the disease and so many specific features that need to be considered for diagnosis and treatment. This is important for personalised therapy decisions, because we now have very specific drugs available that are directed towards very specific
features of a cancer cell. Modern therapies also have reduced side effects and are much better tolerated by the patients. Weekly meetings of all specialists in interdisciplinary “tumor boards” have been proven to lead to improved treatment results.
DEFINING AN OPTIMAL SURGERY STRATEGY
The treatment successes possible today can only be achieved through close cooperation between experts of all disciplines involved. Top specialists work together to develop the best solutions for each individual patient.
It is also important that medical oncologists and surgeons work together to define an optimal surgery strategy. Due to new diagnostic methods, it is also possible in surgery to carry out treatments in a more individualised manner, e.g. organ-preserving, minimally invasive ope-
rations and risk-adjusted therapies, in order to have the least radical approach possible and to achieve a better result over the long term. In general, large and very stressful operations are increasingly becoming a thing of the past.
SCREENING FOR EARLY DETECTION AND SECOND OPINION
Cancer’s development cannot always be prevented by a healthy lifestyle, but many cancers can be detected early and treated well in the early stages. Regular check-ups are therefore essential. PremiQaMed hospitals offer comprehensive check-up programmes that can be completed within one or two days.
For patients diagnosed with cancer, the Cancer Center offers them an opportunity to receive a second opinion and a therapy recommendation from an expert team based on the latest medical findings. A second opinion can be received not only at the hospital, but also remotely.
CANCER TREATMENT AT THE PREMIQAMED CANCER CENTER VIENNA
With these developments of modern medicine and the huge network of leading specialists from the University Hospital, we can deliver our service to many patients even in our relatively small private hospital, quickly and unbureaucratically. Diagnostics and therapies are also realised at our day clinic without the need to admit the patient to the hospital.
PremiQaMed Cancer Center Vienna E: cancer-center@premiqamed.com; international@premiqamed.at T: +43 1 36066 - 7500, +43 1 36066 - 7755 Cancer Center Vienna, Austria - PremiQaMed Oncology at the Private Hospitals of the PremiQaMed Group (youtube.com).
Austria’s Far Right Did Not Win
Commentators have been unanimous in describing Sunday’s legislative election in Austria as a victory for the farright Freedom Party (FPÖ), and pressure is now mounting on the progressive president, Alexander van der Bellen, to give the populists a chance to form a government. But this narrative misconstrues the electoral outcome and risks handing anti-democratic forces an unearned windfall.
To be sure, the FPÖ had a strong showing, winning more than 1.3 million votes (29.2%). But this is not unprecedented. In four of the last five elections, far-right parties attracted more than a million supporters, reflecting the fact that a significant minority of mostly rural Austrians (representing roughly one-quarter of the electorate) has consistently supported uber-conservative political projects. Austria’s constitutional system, with its considerable regional decentralization, has always been able to manage this unfortunate reality.
The narrative of a far-right “victory” seems to rest on the fact that the FPÖ won a plurality of
votes among the five factions that gained seats in the National Assembly. In Vienna, the capital and the most populous state of Austria’s nine states, the Social Democrats won decisively, increasing their share of the vote. And, nationally, the Christian Democratic Austrian People’s Party finished second, with 26.5% of the popular vote. Nonetheless, supporters of the far right in Austria have seized on global headlines to claim that any outcome other than a cabinet headed by the FPÖ’s pro-Russian leader, Herbert Kickl, would amount to a betrayal of democratic values.
This is not the first time we have heard such arguments following a plurality victory within a
Despite significant economic and social challenges, 70% of Austrians chose to entrust their country’s governance to mainstream democratic parties
proportional multiparty system. Last year, Poland’s right-wing president spent weeks delaying the transfer of power from the populist Law and Justice (PiS) party to the democratic opposition based on an analogous rationale. And soon thereafter, commentators raised alarms about the supposed populist mandate in the Netherlands, where Geert Wilders’s far-right Party for Freedom became the largest of the 15 parliamentary factions, winning 23.5% of the popular vote.
In none of these countries do constitutional provisions require entrusting a plurality winner with the task of forming the government. Such a rule would be absurd. Far from magically conferring a popular mandate, winning a plurality is mainly a function of how fragmented a country’s political party system is.
In this Austrian election, for example, 9.1% of the vote went to the New Austria and Liberal Forum (NEOS), which gained two additional seats in the Assembly. Formed in 2012, NEOS wants to revitalize the economy and strengthen sup -
Across Europe, far-right populists consistently frame elections as a stark choice between an indistinguishable assortment of corrupt mainstream parties and themselves. But if those are the stakes, a mere plurality victory for the populist party is actually a loss, and should be treated that way
port for Ukraine in the face of Russian aggression. Had it not been around, the People’s Party probably would have overtaken the FPÖ in the elusive quest for a plurality.
Given this, should we then conclude that the preference of more than 400,000 Austrians for a more energetic liberal formation somehow hands the mandate to govern to the far right? What about the nearly one million Austrians who voted for the Social Democrats? Under the plurality-mandate theory, they also supported the far-right “mandate” by not holding their noses and strategically voting for the center right.
In the face of a consistent populist threat, democratic forces should not just roll over. They should innovate. Sometimes, the result will not be a unified “republican front,” but rather a loose assemblage of democratic factions that appeal to various segments of the electorate.
This is what happened last year in Poland. The authoritarian PiS was defeated by leftist, liberal, and Christian Democratic blocs that coordinated mutually friendly campaigns and, after belatedly receiving the presidential commission, smoothly formed a cabinet. The baseless fixation on a plurality mandate discourages such successful democratic experiments by ignoring the legitimacy of other parties’ shares of support.
The typical response to such arguments is rooted in tradition. In Austria, the party with the strongest showing has almost always been offered an opportunity to form the government and hold the federal chancellorship. But the populists are themselves providing reasons to be treated differently. From Poland and the Netherlands to Austria, populists consistently frame elections as a stark choice between an indistinguishable assortment of corrupt mainstream parties and themselves. In one of the FPÖ’s pre-election ads, a stern-looking voter stands at a crossroads with a rightward-pointing sign featuring Kickl and a leftward-pointing sign lumping together photos of the four mainstream party leaders.
Van der Bellen should take the populist message seriously and decline to offer Kickl a chance to form the government. If the FPÖ truly represents a vision of Austria distinct from that of all other parties, then voters have made their wishes clear. The FPÖ’s vision was overwhelmingly rejected. Despite significant economic and social challenges, 70% of Austrians chose to entrust their country’s governance to mainstream democratic parties. Their voices should be heard.
By Maciej Kisilowski, Associate Professor of Law and Strategy at Central European University in Vienna
ANTON BRUCKNER 1824-2024
A Bicentennial Celebration of a Musical Giant
As we mark the 200th anniversary of Anton Bruckner’s birth, we reflect on the life and legacy of a composer whose monumental symphonies and sacred music continue to resonate with profound emotional and spiritual depth, influencing generations of musicians and listeners alike
Anton Bruckner, born on 4 September 1824 in the small village of Ansfelden, Austria, remains one of the most significant composers of the 19th century. While his music was not fully appreciated during his lifetime, Bruckner’s compositions— particularly his grand symphonies—are now celebrated for their structural complexity, emotional depth, and spiritual transcendence.
Bruckner’s early life was shaped by his family’s musical background. His father was a schoolteacher and organist, and it was in this environment that young Bruckner developed his musical talents. He was particularly drawn to the organ, an instrument that would remain central to his career. His deep Roman Catholic faith also profoundly influenced his musical development, and much of his output includes religious themes and compo-
sitions, from masses to motets and, later, his celebrated Te Deum.
Despite his talents, Bruckner was plagued by selfdoubt throughout his life. His career trajectory was slow to take off, partly due to his modest personality and his tendency to be his harshest critic. After years of teaching and performing as an organist, it wasn’t until the late 1860s, when he began composing symphonies, that his true genius started to emerge.
Bruckner’s symphonies are his crowning achievements, embodying the Romantic era’s grandeur and scope. His nine symphonies are monumental in scale, often incorporating long, meditative stretches juxtaposed with dramatic, triumphant crescendos. The architecture of these works—carefully structured and meticulously developed—reflects his profound interest in both form and musical narrative.
The influence of Bruckner’s Catholic faith is evident in his symphonies, with many scholars and listeners interpreting them as spiritual journeys. His symphonies are not only musical experiences but also meditations on faith, eternity, and the divine. The Ninth Symphony, his final and unfinished work, was dedicated “to God the Beloved,” embodying the culmination of his spiritual and musical journey.
Bruckner’s symphonies are monumental, spiritual journeys, where the orchestration and harmonic progression build to moments of transcendence
BRUCKNER AND THE VIENNESE CIRCLE
Though his music was rooted in the Romantic tradition, Bruckner struggled to gain recognition from the conservative Viennese musical establishment, which was dominated by figures like Johannes Brahms and Eduard Hanslick. His music was often seen as too radical, too expansive, and too unconventional. However, he did gain a circle of devoted supporters, including Gustav Mahler, who admired Bruckner’s bold approach to composition.
Mahler, who would later become one of the greatest symphonists of the early 20th century, was deeply influenced by Bruckner’s ability to combine the monumental with the personal. Mahler once said, “A symphony must be like the world. It must contain everything.” This holistic approach to symphonic form can be traced back to Bruckner, who similarly imbued his works with a sense of universal scope and profound introspection.
THE BRUCKNER SOUND: ORCHESTRATION AND HARMONY
Bruckner’s music is distinctive for its use of expansive orchestration and innovative harmonic progressions. He was a master of developing long, arching phrases that build to massive climaxes. His symphonies often feature slow-moving har-
monic progressions, creating a sense of suspense and expectation before resolving in powerful, cathartic moments.
The “Bruckner sound” is marked by his use of brass instruments, particularly the horns and trumpets, which add a majestic, almost celestial quality to his symphonies. His use of the orchestra was highly influential, and composers like Richard Strauss, Mahler, and even 20th-century figures such as Shostakovich drew from Bruckner’s orchestral techniques.
Despite facing criticism during his lifetime, Bruckner’s works have since become central to the symphonic canon, admired for their complexity and emotional depth
The influence of Bruckner’s music extends beyond the concert hall, with his symphonies impacting both film and 20th-century orchestral music
While Bruckner’s symphonies are monumental in scale, they are also deeply personal works, reflecting the inner life of the composer. Bruckner himself described his symphonies as “cathedrals in sound,” and there is a sense that each of his compositions is a spiritual journey, building slowly and methodically toward moments of transcendence.
RECEPTION AND LEGACY
Though he was often criticised during his lifetime, Bruckner’s reputation grew significantly after his death in 1896. By the mid-20th century, his symphonies had become staples of the concert repertoire, particularly in Germany and Austria, where they are now regarded as some of the greatest symphonic works ever composed.
Bruckner’s influence extends beyond the concert hall. His music has been used in film scores, such as in Stanley Kubrick’s The Shining, where the eerie, otherworldly qualities of his symphonies perfectly complement the unsettling atmosphere of the film. Furthermore, his compositions have been embraced by contemporary conductors and orchestras worldwide, who continue to find new depths in his works.
One of the most profound aspects of Bruckner’s legacy is the way his music speaks to both the individual and the collective human experience. His symphonies are not just artistic expressions; they are reflections on the nature of existence, faith, and the mysteries of the universe.
As we celebrate 200 years since Bruckner’s birth, his music remains as relevant and moving as ever. His works continue to inspire musicians and audiences alike, drawing listeners into a world of beauty, complexity, and spiritual transcendence. The bicentennial offers an opportunity not only to revisit his most famous symphonies but also to explore his lesser-known works, such as his choral music and motets, which reveal another side of this great composer.
Vienna’s Legacy Chocolate Timeless
Discover the rich history of the world’s most famous chocolate cake, crafted for royalty and celebrated across the globe
The Sacher Torte, with its glossy chocolate glaze, decadent layers, and hint of apricot, is a dessert steeped in history and flavour. Created in 1832 by young pastry chef Franz Sacher in Vienna, this cake was born of a simple request from Austrian statesman Prince Klemens von Metternich. When the court’s chief pastry chef fell ill, Metternich turned to the eager 16-year-old
Sacher, asking him to prepare a special dessert for his distinguished guests. Sacher’s response was an innovative, dense chocolate cake, layered with apricot jam and finished with a rich chocolate glaze. Legend has it that Metternich was thrilled with the first bite, marking the beginning of the Sacher Torte’s enduring legacy.
After its creation, the Sacher Torte quickly gained acclaim beyond Vienna, spread-
ing throughout Austria and eventually worldwide. The recipe remained a closely guarded family secret, and today, it is protected by trademark, with the original version available exclusively from the Sacher Hotel in Vienna. Here, over 270,000 Sacher Tortes are produced annually, each cake topped with a signature chocolate seal that certifies its authenticity. The Hotel Sacher even ships these cakes worldwide, allowing fans from all corners of the globe to indulge in this Viennese delicacy.
The authentic Sacher Torte is available not only at the Sacher Hotel in Vienna but also at the Sacher Hotel in Salzburg, as well as Sacher Cafés in Innsbruck and Graz. If you’re passing through Vienna Airport, you can even pick up this iconic cake at the duty-free shop, bringing a taste of Vienna back home with you.
Interestingly, Italy’s Bolzano is the only other location where you can buy an official Sacher Torte outside Austria. Here, the Sacher Shop offers visitors a variety of Sacher-inspired treats, bringing this beloved Austrian dessert to Italian chocolate aficionados.
From the ornate cafés of Vienna to homes worldwide, the Sacher Torte remains a symbol of classic European elegance and an embodiment of Austria’s rich culinary tradition. Franz Sacher’s cake, crafted in a moment of inspiration and necessity, continues to enchant generations with its rich layers and timeless flavour, proving that true culinary masterpieces never go out of style.
Sacher Torte: Austria’s famed chocolate cake, made of dense chocolate layers, apricot jam, and a smooth chocolate glaze
An into the Interactive Journey Future
An immersive exploration of innovative technologies and sustainable practices shaping the future of Austrian tourism
Aglimpse into tomorrow’s tourism industry. “Roadmap to the Future –Let’s Shape Tourism Together” was the tagline for the 2024 Austrian Tourism Day. Interactive sessions featuring inspiring start-ups offered insights into the tourism industry of the future. Compelling keynote speeches, including one from Stefan Sagmeister, took the 700 attendees on a captivating journey into the future
The day began with a countdown and an emotional performance by a violinist on the polySTAGE. With the overarching theme of a subway ride into the future, guests were transported to their destination, enjoying musical perfor-
The 2024 Austrian Tourism Day highlighted the potential of AI and innovative collaboration to shape the future of tourism, blending creativity with technology
mances, thought-provoking keynotes, and even a game show along the way. An AI-generated co-moderator named Kiara ensured everything ran smoothly.
Following their involvement in a mobile quiz, visitors were invited to engage more interactively as the day progressed. The entrance hall was transformed into a networking zone, where guests also had the opportunity to chat with AI co-host Kiara. “Kiara, how would you travel in the year 2050?” – when else can you engage in a conversation with a ‘real-life’ AI?
None other than Stefan Sagmeister inspired the attendees with his keynote speeches. The New York-based designer and Grammy Award-winner addressed a variety of topics, including happiness, beauty, and human progress. Another highlight of the programme was the launch of the Change Tourism Austria platform. This community-driven initiative brings together tourism experts, pooling innovative expertise.
The event was organised in line with the Austrian Umweltzeichen ecolabel criteria for sustainable meetings.
