Welcome to the world capital of music! More famous composers have lived here than in any other city, and music is truly in the air in Vienna. This work explores the facilitating factors in the international marketing of music events, specifically examining the Vienna Mozart Orchestra. The study is divided into a theoretical and an empirical part. The former addresses the topic primarily from an organizational perspective and describes the challenges for event, culture, tourism, and destination management. In the empirical part, an attempt is made to shed light on the approach of the Vienna Mozart Orchestra regarding this topic through a public survey (quantitative) and two expert interviews (qualitative).