The Alps are about to get a dusting of snowflakes, and Austria’s tourism experts are buzzing with anticipation for the 2025/26 winter season. There’s a mix of excitement and, you know, a bit of nervousness. Even with things like inflation still hanging around, a recent study by the Austrian National Tourist Board (ÖW) suggests that people really want to go skiing. They’re ready to hit those slopes!
16.5 Million Europeans Eyeing Austrian Slopes
The ÖW’s Winter Potential Study for 2025/26 asked 10,000 people in ten important European countries—Austria, Germany, Switzerland, the Netherlands, Belgium, Denmark, the UK, France, Poland, and the Czech Republic—what their plans were. Turns out, a big 16.5 million are thinking about a winter holiday in Austria. That’s pretty good news.
And the cool part? Fewer people are planning to be super thrifty this year. Only about 12 percent said they would cut back on vacation spending. For many, a trip to the mountains during the winter season is not some fancy extra—it’s a must-have for feeling good. As the study said, “Vacations are seen as essential.” So it seems Austria’s famous friendly attitude and great ski runs are still a big draw.
Why Austria? Basically, it’s seen as a great deal. When it comes to skiing, it really shines, offering good prices and lots of fun. Plus, most winter visitors—about 86 percent—also think it’s awesome all year round, whether it’s sunny summer days or peaceful times off-season.
Industry Voices Echo Confidence
Andrea Zehetner, who handles tourism for the government, was really happy about the study. She said that the outlook for the winter season looks good. Most people in Europe seem keen to travel, especially to Austria. Germany, Switzerland, the Czech Republic, and Great Britain are particularly interested.
Kraus-Winkler, who leads the Austrian Hotel and Tourism Association, agrees. Even though things are a bit tricky with costs and such, she said the winter tourism expectations are optimistic. And current bookings? They are mostly positive, with people willing to spend on their trips. Again, that 12 percent figure of budget-cutters pops up, suggesting powder is more important than pinching pennies.
Global Numbers and Austria’s Dominance
Looking at the big picture, ÖW’s Steharnig-Staudinger thinks things are going to be even brighter. While Europe is holding steady at 16.5 million potential guests, if you add in places like the US and Asia, the total might reach 20.8 million. That’s a small, but still nice, increase.
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Austria is definitely the king of winter tourism. It’s either number one or two for skiing and snowboarding in most of the countries surveyed, with lots more interest from Germany, Switzerland, the UK, and the Czech Republic. Compared to the other big European destinations, Austria is the place to be for winter fun.
In terms of value, Austria wins big time. About 40 percent of respondents think it offers the best value for your money, beating out places like France and Italy. This means Austria is not just popular in the winter, but all the time.
Bold Campaigns to Conquer Distant Markets
The ÖW is also trying to get more people from other parts of the world to visit. They are putting extra effort into attracting people from the USA, China, Mexico, and Brazil, hoping to create a long-lasting love for Austrian holidays. Austria’s winter season, it seems, has eyes on new horizons, particularly among emerging travel demographics.
To grab attention, the “Austria is just a way of life” campaign is unleashing some seriously creative ideas. Imagine, for example, 3D ads that practically pull you onto the ski slopes, or even the slightly strange “AI Sisi”—Empress Elisabeth, but as a digital snow figure doing tricks. And for Gen Z, there’s the “Crush Course” series, little bursts of content designed for youthful adventure seekers, mixing adrenaline with Austria’s unique charm.
The aim here is more than just grabbing eyeballs; it’s about strategically placing Austria in the minds of travelers from around the world, ideally turning first-timers into dedicated repeat visitors.
So, as winter approaches and the ski season gets underway, Austria’s winter tourism industry is positioning itself for what could be a surprisingly strong season. Even with the global economy still recovering, the lure of the Alps is proving hard to resist—a potent reminder that sometimes, facing challenges head-on means embracing the very thing that makes you feel alive, in this case, snow. Reservations are being taken; the Alps are calling.