On February 8th, JKU’s Global Business TROIKA program’s virtual journey through the Upper Austrian business scene arrived at Tabakfabrik Linz. In the course of the class “Austrian Business Context”, the 27 students from Austria, Italy, and Russia visited the former tobacco factory complex in the center of Linz. Since the city of Linz repurchased the factory complex, the location has become a melting pot for entrepreneurs, offering numerous benefits for aspiring start-ups and well-established companies seeking innovation. The developments at Tabakfabrik have shown Linz’s efforts of positioning itself as a creative region and its openness for innovation in all kinds of industries. Reason enough, therefore, to show the international group of students the heart of this vibrant, reimagined city district in the city center. Christoph Weiermair, the head of marketing and community management of Tabakfabrik Linz Entwicklungs- und Betriebsgesellschaft mbH (TFL), in a virtual setting presented the historical background to the students, as well as the new purpose of the factory complex. Furthermore, Mr. Weiermair gave a short outlook on some projects realized in the recent future, such as the new building complex QUADRILL. Under normal circumstances, the students would have had the chance to visit the complex in person. However, the students will eventually come anyway to start their business career at one of the present 250 organizations existing at Tabakfabrik Linz, or even with an own start-up at the “Strada del Start-Up”. Until then, the exciting journey closed with an invitation for individual site visits when the international students are allowed to come to Linz in the future.