“Now is the moment to simply do it.”

A conversation with Florian Ultsch about new guest markets, untapped potential, and the courage to stay in motion.

When Florian Ultsch talks about new guest markets, he does so not from a distance, but from within. He lives with his family in Bangkok – in a region that has long since become more than just a “future market.” At the same time, he comes from a host family whose roots run deep in Austria’s tourism history. What happens when you combine the two? That combination is exactly how Ultsch Consult was founded.

A conversation about changing perspectives, genuine partnerships, and why new paths never begin with a glossy brochure.

Florian, you live in Thailand with your family. When did it become clear to you that this would be more than just a change of location?

It wasn’t a single moment – rather, many small ones. I observed how travel behavior in Southeast Asia has been changing: how a new, affluent middle class is emerging, traveling very consciously – digitally savvy, quality-oriented, and interested in authentic experiences.

At the same time, I saw how present Austria is in the minds of many people – but often only on a surface level. Mountains, Mozart, snow, David Alaba. There is a strong desire for Europe, but still little knowledge of what lies beyond the classic itineraries.

That’s when it became clear to me: there is untapped potential here. Not just for individual destinations, but for Austrian tourism as a whole – if approached in the right way.

What exactly does Ultsch Consult do?

We help hotels, regions, and attractions in Austria to strategically develop Southeast Asian guest markets – currently focusing mainly on Thailand, Vietnam, Malaysia, and Singapore.

It always starts with an individual analysis: Which offering fits which guests? What needs to be adapted – linguistically, in booking processes, culturally? Which sales channels work, and which partnerships make sense?

We support the entire process: from strategic positioning and training through to on-the-ground implementation. Long-term, partnership-driven, and without off-the-shelf solutions.

Why isn’t traditional advertising enough to reach new markets?

Because visibility alone is not sufficient. Many offerings are actually a very good fit for the needs of Southeast Asian guests – but they remain invisible because something is missing in translation. Not just linguistically, but also culturally, technically, and in terms of distribution.

That’s exactly why being on the ground is so important. Truly sustainable partnerships require more than Zoom calls and emails. They are built on trust and long-term relationships – and those are formed when people can look each other in the eye.

We are in regular personal exchange with tour operators, platforms, and multipliers across Southeast Asia. Not out of obligation, but because we know: you can only reach guests if you truly understand their markets.

Who are these new guests, really?

Southeast Asian markets are diverse – and so are their travelers. What we are seeing in particular is growing interest from countries such as Thailand, Vietnam, Malaysia, and Singapore: an affluent, urban middle class that is internationally connected, usually speaks good English, and has high expectations when it comes to quality, service, and comfort.

They travel both individually and in small groups – as families, groups of friends, or on themed trips. The focus is not on “sightseeing,” but on authentic experiences:

A well-run family-owned hotel, an alpine hike, a regional cooking class, or a wine tasting – all embedded in a seamless overall experience with easy booking, clear information in the local language, and culturally sensitive hosting.

Digital interfaces, local expertise, and transparent processes are not extras here – they are basic requirements for a successful travel experience.

And why is now the right time to address this?

Because many businesses are currently well booked – and that is precisely why there is now the breathing room and time to think strategically, not just operate day to day.

Those who only react when a market collapses or bookings decline usually have very little room to maneuver. But those who start today to understand new markets and build tailored structures can benefit significantly in a few years’ time – without dependency, without short-term panic measures.

What sets your approach apart from traditional marketing or representation agencies?

We don’t sell ready-made packages. And we are not just a sales agency. Our focus is on long-term business development – together with the business itself.

That means we take a close look, work very closely with our partners, and support them beyond the first season. What works, what doesn’t? Where are there questions? Which channels actually generate bookings?

This process is individual. And that reflects our conviction: only those who learn together with their guests develop offerings that truly last.

What do you personally enjoy most about this work?

Being able to connect different cultures while at the same time sharing a piece of my home with the world.

I live with my family in Southeast Asia, but I am deeply rooted in Austria. And it’s exactly this connection that fascinates me: seeing how much enthusiasm there is here for Austria – how much our partners appreciate the diversity, hospitality, and nature, often even before they have been there themselves.

This leads to conversations on equal footing, new ideas, and very concrete next steps. For me, this is more than work. It is a real bridge – between countries, people, and perspectives.