His services range from personal city tours to organising corporate incentives and cultural trips. Tom places great emphasis on personalised care and creating unforgettable experiences. “My goal is to showcase Vienna to my guests as I see it—authentic, cultural, and with a touch of luxury,” he explains.

Tom credits his studies and the practical insights gained during the programme as instrumental in founding his business. With by tom, he demonstrates how IMC Krems’s practice-oriented degree programmes empower careers and entrepreneurial ventures.

In an interview, Tom shares more about his company and its unique offerings.

What inspired you to establish by tom | tours & experiences, and how did your time at IMC Krems contribute to its creation?

“During my career in international tourism marketing, I frequently received feedback from the industry about the need for a small, premium inbound travel agency in Vienna. When the COVID-19 pandemic hit in 2020 and business travel came to a standstill, I decided to train as a certified tour guide. After months of study and passing the exams, I took the leap into self-employment. Thanks to my IMC Krems education, I was also able to register as a travel agent. One thing led to another, and the much-requested boutique inbound agency was born—with the added bonus that I could personally guide guests through my home city.

This personal touch, from initial trip planning to the post-journey follow-up, allows me to establish meaningful connections with clients even before their arrival. Welcoming guests to Vienna and accompanying them throughout their visit is truly rewarding.

The international and practical focus of my studies was invaluable. Through two internship semesters, I gained experience in travel planning, event management, and accounting—skills I use daily as an entrepreneur. The business-oriented aspect of the programme was equally beneficial, as running a business requires proficiency in marketing, bookkeeping, and tax management.”

What unique experiences or tours do you offer that leave a lasting impression on visitors to Vienna?

“Many of my guests are visiting Vienna for the first time. They’re often less interested in detailed Austrian history and more drawn to a relaxed city walk with a local who can share insights about daily life. Topics like healthcare, the education system, housing costs, and even the Austrian presidency are often more engaging for them than traditional sightseeing. Guests frequently ask for recommendations off the beaten tourist track, such as hidden restaurants, unique shops, or secret spots they wouldn’t find on their own.

Some clients, however, seek more exclusive experiences: a private evening tour of Schönbrunn Palace, early morning access to Schönbrunn Zoo or Belvedere Palace, a private organ concert in a historic church, or a yacht trip along the Danube to Bratislava and back. Hands-on activities are also popular—like schnitzel-cooking classes, apple strudel workshops, private waltz lessons, or painting sessions at Belvedere Palace.

An especially meaningful aspect of my work is helping guests reconnect with their roots. Sometimes, clients provide me with an old address or photographs of buildings and locations in Vienna tied to their family history. It’s incredibly fulfilling to incorporate these personal landmarks into their tours and see how much it resonates with them.”

What is your perspective on tourism in a changing world, particularly in terms of sustainability and regional collaboration?

“The tourism industry is very much a ‘people business’—regional collaboration is key. For many of my clients, Vienna might be the main destination, but they often combine their stay with day trips to places like the Wachau Valley, Eisenstadt, or Klosterneuburg, or even extended tours through Austria to Salzburg, Graz, and Innsbruck. Regional collaboration is also evident at tourism fairs, where representatives from across Austria come together at events like ITB, IMEX, or IBTM.

Sustainability is becoming an increasingly significant focus in tourism, including among my clients. Many request that sustainable elements be integrated into their itineraries and clearly identified—from airport transfers and eco-friendly hotels to restaurants and the exclusive use of public transport within the city.”

What advice would you offer to fellow graduates considering starting their own business?

“Patience is key. Take enough time to plan your business and set aside a financial cushion to support yourself during the initial phase. Success rarely comes overnight, and it can take time to generate the income needed to sustain your lifestyle.

One of the biggest challenges for me was the sudden independence. Transitioning from working in a large team to being entirely self-reliant was a significant adjustment. Without colleagues to brainstorm with or share frustrations, every decision and responsibility falls squarely on your shoulders. In industries like mine, where reputation and word of mouth are crucial, a single dissatisfied client can have a lasting impact.

Mental health is also critical. If you’re not doing well, your business will suffer too. It’s vital to balance work with personal time and not overextend yourself. Early on, I worked every single day, even if just for a few hours, and after six months, I was completely burned out. I questioned my decision to become self-employed. Professional help, which I initially hesitated to seek, made a significant difference and helped me regain clarity.

Two years after founding my business, I can confidently say it was one of the best decisions of my life. I love the freedom to structure my work and leisure time and escape the constraints of a 40-hour work week.”

How do you plan to develop your business in the years ahead?

“I intend to keep my business small—that was the core idea behind its creation. The feedback from the travel industry called for a partner who wouldn’t simply offer the standard Vienna itinerary but would deliver personalised, unique experiences.”

by tom | tours & experiences

Tourism and Leisure Management bachelor degree programme