According to a Club Med study, skiing is the most attractive holiday theme on dating apps. Reason enough for the Austrian National Tourist Office (ÖW) to launch the social media campaign "Crush Course".
Skiing is a perennial favorite in Austrian winter tourism: around 61 percent of winter visitors spend their holidays skiing. But the fascination with the two planks doesn't end on the slopes. According to a Club Med study, skiing is the most attractive holiday theme on dating apps – no other leisure activity generates more "swipes right".
„Skiing can be the start of special encounters and shared memories. It represents freedom, experiencing nature, and a contemporary lifestyle. Skiers convey athleticism, style, and joie de vivre – qualities that connect people. At the same time, getting started with skiing is easier than ever: thanks to professional instruction and comprehensive on-site services, guests can get started without any hassle and focus entirely on the experience. Skiing is therefore not only healthy and varied, but also an experience that brings people together,“ says Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Office.
Young ski talent: Foundation for the future of Austrian winter tourism
The Austrian National Tourist Office sees itself as the international voice of Austrian tourism and, together with its partners, implements targeted measures to inspire young target groups to take up winter sports and create new ways to experience skiing. Skiing is not only a key economic driver in many regions, but also an emotional shared experience. Whether with friends, family, or new acquaintances: ski days can be combined with culinary delights, après-ski, wellness, or urban lifestyle experiences, creating lasting memories against the impressive backdrop of the Austrian mountains.
„Skiing is a key pillar of Austrian tourism – economically, culturally, and emotionally. To ensure this remains the case in the future, we need to connect with the lives of young people, engage them, and show them how attractive skiing can be. With ‚Crush Course,‘ we are deliberately targeting a new generation and sparking their interest in their first skiing experiences in Austria,“ Steharnig-Staudinger summarizes the idea behind „Crush Course.“.
Content series „Crush Course“: Swipe potential included
With its humorous content series "Crush Course," Austrian Tourism shows that skiing isn't just fun, it also looks fantastic – both online and offline. Two friends star in several short social media videos, explaining in English why skiing is so popular, how to plan a day on the slopes, and which photo settings on the piste will make hearts flutter on dating apps. The series combines entertainment with information and is specifically aimed at beginners and those returning to skiing. The content series will be rolled out on Austrian Tourism's international Instagram and TikTok channels, with a focus on the German and UK markets. The campaign is scheduled to run from the beginning of January to the beginning of March 2026.
The basics for ski beginners: Knowledge that provides security
Skiing is an integral part of Austrian culture and a cross-generational experience – many Austrians are already on skis as children. In other countries, however, this natural inclination is often lacking. Topics such as getting to the ski resort, ski rentals, lift tickets, and safety often seem complex to beginners. To overcome these hurdles, the Austrian National Tourist Office has developed a dedicated landing page that explains the most important basics of a ski holiday in Austria in a simple and easy-to-understand way.
Under www.austria.info/de-at/empfehlungen/skifahren-lernen/ Those interested will find all relevant information – from planning their journey to booking accommodation and ski lessons, as well as equipment, safety and lift tickets.