In order to stand out in the face of global competition and make Upper Austria future-proof over the long term, it is necessary to project a uniform image of the future that can be flexibly adapted to new trends and developments. Our business and research strategy #upperVISION2030 opens a new chapter for Upper Austria as we veer away from a rigid programme towards a strategy that develops year on year. The new strategy process allows us to act more flexibly. The framework it defines also offers the long-term orientation necessary.