There remains a sustained interest in skiing and winter holidays in Austria, however, a reluctance is also observed among domestic and German ski holidaymakers.
According to the "Ruefa Travel Compass," Austrians' desire to travel remains high and is even projected to increase slightly in 2026, with 90 percent planning to travel that year. The longing for sun, sea, and unique discoveries remains strong – however, the situation is somewhat more complex when it comes to skiing holidays within Austria: While a ski holiday is on the agenda for 12 percent of respondents in the Marketagent survey (among 1,500 Austrians aged 18 and over) in 2026, representing a one percent increase compared to 2025, the overall trend is less clear.
Nevertheless, the current booking situation paints a slightly different picture. So far, the figures for December, January, and February are lagging behind those of the previous season, explains Birgit Wallner, board member of the Austrian Travel Agency and managing director of the tour operator subsidiary Eurotours: "However, we are showing a positive trend for March." The decline in Austrian and German winter guests is being offset by international skiers such as Swiss and Czechs – but only partially so far. Generally, interest among Austrians in holidays within their own country is declining (down six percent), which could be related to factors such as price levels and weather, according to Wallner. Even now, 77 percent of Austria's winter tourism depends on foreign guests.
A strong year for travel
Overall, however, forecasts point to a strong travel year in 2026, with sunny destinations apparently more popular than ever. 54 percent of those surveyed are planning at least one beach vacation. This represents an increase of 4 percent compared to 2025 and is the most significant rise among the planned types of vacations.
Conclusion: Even in the face of rising prices and economic uncertainty, Austrians don't want to forgo their holidays. They consciously use them as a source of relaxation and rejuvenation for their personal time out and nature experiences – for which skiing and winter holidays are particularly well-suited, offering this type of vacation great opportunities in the future.