During a joint press conference, State Secretary for Tourism Elisabeth Zehetner, Federal Sector Chairwoman Susanne Kraus-Winkler and Austrian Tourist Board Managing Director Astrid Steharnig-Staudinger gave an outlook on the coming winter season.
The current mood shows that, despite cost pressure, inflation, and a sensitive market environment, tourism professionals are looking forward to the coming winter season with confidence. Current bookings are largely positive, and guests are demonstrating a solid willingness to spend – only 12 percent plan to reduce their vacation budgets. "Our businesses are largely stable despite the economic challenges, but they will also need a great deal of adaptability in the coming tourism seasons to be able to cope with the often challenging framework conditions and volatile market circumstances," explains Susanne Kraus-Winkler, Chair of the Federal Division of Tourism and Leisure at the Austrian Federal Economic Chamber (WKÖ). Nevertheless, it certainly remains important to continue the path toward sustainability: "Austria's winter sports regions are among the pioneers in Europe in this regard. They continuously invest in quality, comfort, and resource conservation, demonstrating that sustainable winter tourism is possible and a forward-looking competitive advantage. In this way, we will ensure that Austria remains one of the most attractive and responsible winter destinations in Europe in the future."
Austria remains Europe's top winter sports destination
According to the 2025/26 Winter Potential Study by the Austrian National Tourist Board, around 16.5 million winter guests are expected from the ten most important European countries of origin – a stable level compared to the previous year. Extrapolated to all source markets worldwide, this results in a total potential of 20.8 million guests – an increase of 0.9 percent. Austria remains the clear number one for ski and snowboard holidays in Europe: In eight out of ten markets, the Alpine republic ranks first or second, with significant gains in Germany, Switzerland, the United Kingdom, and the Czech Republic. "When it comes to winter sports holidays, Austria is the top destination in Europe," says Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Board.
The study also shows that 86 percent of winter guests also come in summer, spring, or fall—clear evidence that Austria has long been perceived as a year-round destination. Austria also leads the field in terms of value for money: 40 percent of respondents rate it as the best—ahead of France and Italy.
Austrian National Tourist Board strengthens winter presence on international markets
With targeted initiatives, the Austrian National Tourist Board is further expanding its winter activities in high-potential long-distance markets. The goal is to establish long-term interest in winter holidays in Austria and to tap into new target groups. In the USA, China, Mexico, and Brazil, the Austrian National Tourist Board is working with partners to establish Austria's leading position in winter sports internationally – with a clear focus on sustainable market development and value creation. "Whether in the USA, China, or Latin America: We are bringing the Austrian attitude to life to the world. Together with our strong partners, such as the Winter Allianz USA, we are demonstrating that Austrian winter sports not only inspire enthusiasm, but also have a lasting impact," Steharnig-Staudinger continued.
ÖW activities: “AI-Sisi” on skis, “Crush Course” and the Olympics
With the international campaign "Austria is just a way of life," Austrian National Tourist Board is positioning Austria in 13 markets as an authentic, surprising, and year-round destination. Innovative formats such as 3D ads and Empress Elisabeth as "AI Sisi" on skis are intended to increase Austria's appeal during the cold season. The campaign will be complemented in January by the content series "Crush Course" for young adults – beginners and those returning to skiing. In a creative and humorous way, it demonstrates why skiing is not only fun, but also makes you look great. Together with our partners at the Austria House, we will also be demonstrating at the Olympic Games in Cortina: Austria is playing in the top league both on and off the slopes.
More information about the study and how to order can be found at Study Winter Potential 2025/26.