Austria: The upcoming winter season is expected to attract more skiers

The Alps are close to snowing, and Austrian tourism experts are looking forward to the 2025/26 winter season. There’s a mix of excitement and you know there’s some anxiety. 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 are ready to hit the hills!

16.5 million Europeans look forward to the Austrian mountains

ÖW’s winter prospect study for 2025/26 asked 10,000 people in ten key European countries—Austria, Germany, Switzerland, the Netherlands, Belgium, Denmark, England, France, Poland, and the Czech Republic—what their plans were. Turns out, A whopping 16.5 million are considering a winter holiday in Austria. This is very good news.

And the cool part? Very few people plan to be very expensive this year. Only about 12 percent said they would cut back on vacation spending. For many, a trip to the mountains in winter isn’t some fancy extra—it’s essential to feeling good. As the study said, “Vacations are considered necessary.” So it seems that Austria’s famously friendly attitude and great ski runs are still a big draw.

Why Austria? Basically, it’s seen as a big deal. When it comes to skiing, it really shines, offering good prices and lots of fun. In addition, many winter visitors – about 86 percent – also think it’s fun all year round, whether it’s sunny summer days or the peaceful off-season.

Industry voices are sounding confident

Andrea Zeitner, who manages tourism for the government, was really excited about the study. She said the outlook for the winter season looks good. Many people in Europe seem to be interested in traveling, especially to Austria. Germany, Switzerland, the Czech Republic, and the United Kingdom are particularly interested.

Kraus-Winkler, who heads the Austrian Hotel and Tourism Association, agrees. Although things are a bit complicated with costs and such, she said winter tourism expectations are optimistic. And current bookings? They are mostly positive, with people willing to spend on their travels. Again, as 12 percent of budget cutters come up, offering the powder is more important than pinching the money.

International numbers and Austrian rule

Looking at the bigger picture, ÖW’s Starnig-Staudinger thinks things will be even clearer. While Europe is steady with 16.5 million potential guests, if you add in places like the United States and Asia, the total may reach 20.8 million. This is a small, but still good, increase.

Austria is definitely the king of winter tourism. It is number one or two for skiing and snowboarding in most of the countries surveyed, with Germany, Switzerland, the UK and the Czech Republic being the most popular. Compared to other major European destinations, Austria is the place to be for winter fun.

For what it’s worth, Austria wins big time. Around 40 per cent of respondents think it offers the best value for your money, beating places like France and Italy. This means that Austria is popular not only in winter, but all the time.

Bold campaigns to conquer distant markets

ÖW is also trying to attract more people from other parts of the world to visit. They are making extra efforts to attract people from the United States, China, Mexico and Brazil, hoping to create a lasting love for Austrian vacations. Austria’s winter season, it seems, is looking forward to new horizons, especially among emerging travel demographics.

To attract attention, the “Austria is just a way of life” campaign is spreading some seriously creative ideas. Imagine, for example, 3D ads that practically take you to the ski slopes, or even some strange “AI Sisi” – Empress Elisabeth, but does tricks as a digital snow image. And for Gen Z, there’s the “Crush Course” series, little pieces of content designed for young adventure seekers, mixing adrenaline with a unique Austrian charm.

The goal here is more than just eye catching; It’s about strategically positioning Austria in the minds of travelers from around the world, ideally converting first-timers to dedicated repeat visitors.

So, as winter approaches and ski season passes, Austria’s winter tourism industry is poised for what could be a surprisingly strong season. Even with the global economy still improving, the lure of the Alps is proving hard to resist – a strong reminder that sometimes facing challenges means losing what makes you feel alive, in this case, snow. Reservations are taken; The Alps are calling.