Austria as a Winter Sports Destination – Current Insights and Untold Stories

Austria’s tourism shows stable growth, with 157.3 million overnight stays in 2025 (JANDEC). Internationalisation remains key. Around three-quarters of all overnight stays are attributable to international guests, with strong growth from Central and Eastern Europe (Czechia +6.1 %, Poland +7.3 %, Slovakia +6.4 %) and high overnight stays from the USA (+7.8 %) and recovery in China (+14.7 %).

Austria also continues to shine as a top winter sports destination, combining world-class skiing with sustainable practices, modern infrastructure, and hidden regional gems. In the winter season 2025/26 (November–December), Austria recorded 19.67 million overnight stays, an increase of 8.1 %, with international overnight stays rising by 10.7 %.

As Astrid Steharnig-Staudinger, CEO of Austria Tourism, noted during a talk in Austria House at the Olympic Winter Games in Cortina, Austria’s winter tourism delivers significant economic, social, and environmental value for local communities and the national economy. “Austria stands among the world’s leading winter sports destinations. Demand is increasingly international, driven by Central and Eastern Europe as well as strong long-haul markets like the USA and China, which continue to show remarkable growth. Guests at Austria House in Cortina should immediately feel that Austria is not only a top winter sports destination, but also an exceptional host. Here we are playing all our cards as a top winter destination to cross the finish line faster than our European competitors.”

ECONOMIC BENEFITS AND QUALITY OF WINTER TOURISM

Tourism is a vital contributor to Austria’s economy, accounting for 6.3 % of GDP in 2024. Winter sports alone generate approximately €12.6 billion in revenue and €6.7 billion in direct and indirect added value, supported by 282,000 employees in gastronomy, hotels, and ski lift industries.

Austria’s winter tourism success is built on quality. From small family-friendly resorts to large international ski areas, 95 % of visitors find Austria an attractive winter destination, and 90 % recommend the ski areas they visit. Visitor motivation remains high: two-thirds come primarily for skiing, valuing piste quality, size, and reliable snow cover. The country offers: 23,714 hectares of ski slopes and 2,526 lifts, high-quality accommodation, from boutique inns to 5-star resorts, and alternative winter activities for non-skiers, including wellness, cultural experiences, hiking, sledging, and cross-country skiing.

AUSTRIA'S HIDDEN STRENGTHS

Austria stands out not only for ski infrastructure but also for sustainable practices and authentic local experiences. Modern snowmaking ensures that over 75 % of slopes are perfect throughout the season while using minimal water and energy – less than 0.1 % of annual water resources, and 90 % are powered with renewable electricity. The visibility gained through international events, including the Winter Olympics Milano Cortina 2026, amplifies Austria’s brand and promotes lesser-known regions.

TOURISM ACCEPTANCE AND SUSTAINABILITY

Tourism is widely accepted in Austria. A national survey shows three-quarters of Austrians recognising tourism’s importance for economic, cultural, and social life. Two-thirds perceive the number of visitors as appropriate, reflecting strong community support for sustainable tourism. Furthermore, Austria is one of the most sustainable tourist destinations in the world.

Sustainability is also central to winter tourism in Austria:

• 100 % of ski lift transport is electric
• Snowmaking consumes minimal energy and water, with a full return to the natural cycle
• Winter tourism accounts for just 0.9 % of Austria’s total annual energy consumption (tourism as a whole 1.6 %)

STRATEGIC OUTLOOK AND INTERNATIONAL FOCUS 

Growth is becoming increasingly international – driven by the CEE markets and very strong demand from long-haul markets such as the USA and China. This development confirms the strategic orientation of Austria Tourism: internationalisation is a central goal of Austria Tourism, which we are consistently pursuing through the targeted further development of our market development activities in order to position Austria as a resilient and competitive tourism destination in the long term.

Currently, the “Non Disclosure Austria” (NDA) campaign highlights hidden gems, promoting Austria as a winter destination off the beaten path. Meanwhile, the “Crush Course” campaign focuses on ski returnees and beginners, encouraging those who are returning to the slopes to discover skiing as an exciting trend.

But Austria also aims to strengthen its position as an attractive year-round destination beyond 2026. The focus of Austria tourism is on experiences that can be enjoyed throughout the year, including the shoulder seasons, in 2026 working on three key campaigns: an image campaign, a cycling campaign, and a stronger integration of art and culture. In addition, culinary excellence has been a strategic focus since 2024. With the return of the MICHELIN Guide to Austria in 2025 as a whole, this theme has gained new international visibility.

Astrid Steharnig-Staudinger: “In Austria, the season lasts twelve months, and the only thing that changes is the outfit: sometimes skis, sometimes hiking boots, and sometimes dirndl dresses. We are focusing on a strong international presence and clearly defined market priorities. High visibility and partnerships around major international events play a key role, including the Winter Olympics Milano Cortina 2026, ITB Berlin 2026, and the Eurovision Song Contest 2026.”
 

DOWNLOAD THE FULL PRESS RELEASE HERE

Factsheet: Quality tourism (PDF)
Factsheet: Snow (PDF)
Factsheet: Ski schools (PDF)
Factsheet: Sustainability (PDF)
Factsheet: Economic benefits (PDF)
 

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