Enhanced Revenue from Robust Tourism for Designer Outlet Parndorf
Rewritten Article
Head over to North Burgenland and indulge in some retail therapy at the Designer Outlet Parndorf, where shoppers flocked in record numbers of 7.2 million in 2024!
This shopping mecca, a staple since 1998, has become a hotspot for international shopaholics, with more than half of its visitors coming from foreign lands. Domestic visitors showed a 2% rise, but foreign tourists skyrocketed by a whopping 9% compared to the previous year.
Most of the foreign visitors hail from neighboring countries like Hungary and Slovakia due to their proximity and convenient shuttle connections to their respective capital cities, as well as the allure of domestic winter tourism. As Mario Schwann, General Manager of the Designer Outlet Parndorf, states, "Guests on their way home from a ski holiday often stop by to shop."
Visitors from outside the EU mainly originate from the USA, China, the Middle East, and India, with shopping enthusiasts from Turkey joining the ranks. The influx of visitors seems to correlate with happenings in Vienna, according to Schwann.
To court the foreign audience, the Designer Outlet Parndorf employs an aggressive international marketing strategy. Collaborations with social media influencers in Romania and Serbia, and partnerships with Chinese travel agencies, have contributed significantly to attracting young tourists from these regions.
In order for employees to cater to their global clientele, the outlet center operates a "Retail Academy" that trains staff in multiple languages. With languages becoming increasingly important, it's a must for employees to be fluent in different tongues.
Designer Outlet Parndorf, a lair of high-end retail therapy, houses 160 shops and is the largest private employer in Burgenland with nearly 2,000 employees. It belongs to the Mc Arthur Glen Group, a London-based company that operates 23 designer outlets worldwide in eight different countries and generates a staggering annual turnover of around 6 billion euros.
To accommodate its international clientele, Parndorf extends its operating hours during the summer and offers a selection of brands tailored to meet the needs of foreign visitors. In its early days, the outlet mainly catered to sportswear and everyday clothing, but as it evolved towards luxury designer brands, more and more distant patrons started frequenting the establishment.
The Designer Outlet Parndorf experienced a 6.9% increase in revenue due to its international focus in 2024. However, such success comes with its pitfalls – global uncertainties such as those in South Korea or unrest in Serbia impact visitor numbers at the outlet center. Despite this, the center started the year 2025 on a positive note, with March being the only month that suffered compared to the previous year.
With its diverse brand portfolio, strategic partnerships, enhanced accessibility, and innovative marketing initiatives, Designer Outlet Parndorf continues to captivate shoppers from all walks of life, cementing its status as a premier shopping destination for tourists from across the world.
- The Designer Outlet Parndorf, driven by an aggressive international marketing strategy, has partnered with Chinese travel agencies and social media influencers in Romania and Serbia to attract young tourists from these regions.
- As the Designer Outlet Parndorf evolves towards luxury designer brands, it attracts more and more distant patrons, such as those from the USA, China, the Middle East, and India.
- To accommodate its global clientele and cater to their needs, the Designer Outlet Parndorf extends its operating hours during the summer and offers a selection of brands tailored for international shoppers.
