Austria is a country with favourable labour market conditions and high quality of living. However, it does not appear to be on the radar screen as a destination country among potential labour migrants abroad. Employers seem reluctant to consider recruiting from abroad. Compared with other OECD countries, there have also been relatively few, mainly small-scale and largely un-coordinated efforts to promote Austria as a destination for labour migrants, although there have been some improvements recently. To better tap into the potential of labour migration, a comprehensive approach is advisable. This should encompass the marketing of the RWR-Card into a broader branding strategy, making opportunities for labour migration to Austria better known to employers and applicants alike. Ideally, the social partners should be systematically involved in the process.