Austria's leading position in Europe as a winter sports destination is undisputed and is confirmed by a special evaluation of the Winter Potential Study 2025/26.
16.5 million people from ten European countries are planning a holiday in Austria in the winter of 2025/26, 9.1 million of them specifically for a skiing or snowboarding holiday. In eight out of ten European markets, Austria ranks among the top two most popular winter holiday destinations for skiers and snowboarders. Furthermore, 70 percent of European guests who spend their winter sports holidays in Austria attest to its excellent value for money compared to other countries. However, to secure and expand Austria's leading position as a winter sports destination, it is also essential to attract more international guests.
USA and China in focus: Austria already among the top 4 winter destinations
According to the latest studies by the Austrian National Tourist Office on winter visitors from the USA and China, 60 percent of the surveyed US winter sports enthusiasts are already interested in a winter sports holiday in Europe. A similar picture emerges among the Chinese respondents: winter travel to Europe is booming – around 10 million Chinese are eager for snow experiences and want to try out various activities. "If winter holidays were an Olympic sport, Austria would be on the podium every year – usually at the very top," says Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office. "First-class infrastructure, excellent service, and an attractive price-performance ratio – that's how we'll now also claim the international title. For US winter sports enthusiasts, Austria is already ranked 4th among the most attractive winter destinations outside the USA, and for Chinese respondents, it ranks 2nd worldwide. It's time to play our trump cards internationally and cross the finish line faster than the European competition. From New York to Shanghai – winter made in Austria is going on a world tour," says Steharnig-Staudinger.
Cable cars ready for another successful season
Riding strong momentum from last season, Austrian cable car companies are launching into the upcoming winter. "With nearly 52 million skier days, the industry once again achieved top figures in the preseason, thus maintaining its position among the top three global nations," says Franz Hörl, Chairman of the Austrian Cable Car Association at the Austrian Federal Economic Chamber. He attributes this success not only to the high quality standards but also, and perhaps more importantly, to the companies' consistent investment volume. "An average of half a billion euros has been invested annually in modernization, efficiency improvements, and digital innovation since 2015," says Hörl, who also points to the consistently attractive price-performance ratio offered by domestic companies. "In addition to investing in the latest energy-saving alpine technologies, the industry is focusing on creating attractive slopes, promoting environmentally friendly mobility, and making optimal use of existing infrastructure, such as through retrofit projects," Hörl continues. Thanks to this continuous innovation, cable cars remain the linchpin of Austrian winter tourism. „Over two-thirds of our guests come to Austria for skiing, and they remain consistently young: 41 percent are on holiday with their families, and over a quarter of our guests are children and teenagers,“ says Hörl. He adds that intensifying sustainability measures, such as in energy production, has long been a priority for cable car companies. „With a share of renewable energy of 66 percent, tourism is number one across all sectors in Austria,“ explains Hörl. Compared to Austria’s total energy consumption, the cable cars – with the systems in operation, the slopes covered with artificial snow, and groomed daily – require only 0.3 percent, while winter tourism as a whole accounts for one percent of the country’s energy needs.
Winter sports guest USA and winter guest China in a deep dive
The typical winter sports tourist from the USA is between 35 and 44 years old, predominantly male, highly educated, and has a high income. He is active in multiple sports – 80 percent downhill skiing, 2/3 snowboarding; daily expenses are approximately US$530 per person. He vacations for 3 to 5 days, usually with a partner/family during the Christmas holidays and in January. His motivation for vacationing in Austria is experiencing nature, getting away from it all, spending time with family/friends, and relaxing. The decisive criteria are Snow reliability, price/budget, travel time/distance and the incentive is the nature and landscape of the Alps as well as culture and history.
Thirteen percent of respondents had previously been to Austria, and around 25 percent intend to travel to Europe. The survey included 1,000 Americans who had participated in winter sports within the last three years and had taken at least one winter sports vacation.
The typical winter visitor from China is young, predominantly female, urban, affluent, highly educated, and has a daily spending allowance of €350 per person. Two-thirds of those surveyed are novice winter sports enthusiasts, and 56 percent want to try as many snow activities as possible. For 75 percent, sightseeing is the main attraction of Europe, but mountain scenery, winter atmosphere, cuisine, culture & history, and the quality of ski resorts remain key draws. The motivation behind a winter trip to Europe is the idyllic winter landscape, winter sports, and culinary experiences. The decisive factors are attractive package deals, ideally lasting between 8 and 10 days, with a preferred hotel offering a spa. The peak travel periods are Christmas and Chinese New Year. Fifty percent of respondents have already been to Europe, and 13 percent to Austria – of these, nine out of ten could imagine taking a winter vacation in Austria within the next three years. The survey included 1,000 Chinese citizens interested in a winter trip to Europe.
Establish Austria as the top destination for winter guests from the USA and China
Astrid Steharnig-Staudinger adds: „Austria is becoming the top destination for winter guests from the USA and China – thanks to targeted marketing and strong media relations. The key to attracting these guests lies in combination trips that combine winter sports with culture and cuisine. The Winter Olympics in Cortina offer us the perfect stage: Austria is in the global spotlight and presents itself as a surprising winter sports nation full of exclusive insider tips and excellent cuisine.“
About the studies
Austrian National Tourist Office, as the commissioning body, provides basic information on the studies "Winter Sports Study USA" and "Winter Sports Study China" free of charge to the domestic tourism industry. Further information on the studies and ordering options can be found at [website address]. Winter sports study USA, Winter sports study China.
The study "Ski/Snowboard Holidays in Winter 2025/26" is based on data from the Winter Potential Study 2025/26, conducted by the Austrian National Tourist Office in cooperation with the NIT (Institute for Tourism and Spa Research in Northern Europe) from August 28 to September 11, 2025. The Austrian National Tourist Office is making the results available to the Austrian tourism industry free of charge. Further information about the study and how to order it can be found at [website address missing]. Ski/snowboard holiday in winter 2025/26.