Austria: Positive Mood Continues For Coming Winter Season

At the start of the winter press conference of the Federal Ministry of Labor and Economic Affairs and Austrian Advertising (ÖW), Tourism State Secretary Susanne Kraus-Winkler and ÖW Managing Director Astrid Steharnig-Staudinger gave an optimistic outlook for the coming winter season: The number of people Planning a winter holiday in Austria is increasing. The general holiday mood has improved again compared to last year and winter sports holidays continue to enjoy continued popularity.

After a positive, albeit challenging summer due to the weather and economic conditions, Austrian tourism can start the winter season optimistically from the current perspective. This is also confirmed by the current potential study by Austria Advertising.

“Austrian tourism has overcome numerous challenges in recent years. The industry's efforts have paid off, as the ÖW's new potential study shows: there is enough time, desire and money for winter holidays. Austria is and remains a top tourism destination for domestic and foreign guests,” said Tourism State Secretary Susanne Kraus-Winkler. “At the same time, the majority of those surveyed stated that sustainability was an aspect when making a booking decision. Winter tourism in particular has made great progress in the area of ​​sustainability and is therefore taking on a pioneering role internationally.”

The summer season so far (May to August 2023 included) achieved 60.06 million overnight stays, an increase of 3.7 percent compared to the same period last year and is also 1.8 percent above the very good year 2019. “The success reports so far and positive forecasts for the The coming months, as well as scientific studies, confirm Austria's future as a long-term, secured holiday destination. The industry is constantly working on further development in the areas of sustainability and digitalization and, with its innovative strength, secures the future and competitiveness of Austria as a tourism location. On the tourism policy side, we will support the industry with the appropriate framework conditions to make the best possible use of this potential,” said Kraus-Winkler.

Steharnig-Staudinger: Demand for winter holidays in Austria is increasing

The new potential study by Austria Advertising examines holiday plans in ten of the most important European winter markets. A total of 10,000 people were surveyed in Austria, Germany, Switzerland, the Netherlands, Belgium, Denmark, Great Britain, Poland, the Czech Republic and Slovakia. The study predicts an increasing demand for winter holidays in Austria in the coming winter season.

“Our potential study shows improvement in many areas. In most markets, more people expressed concrete vacation plans than last year. 20 million potential guests are planning a winter holiday in Austria. That's three million more than in last year's survey. This means we are also above the pre-Corona level,” says ÖW managing director Astrid Steharnig-Staudinger.

The current economic conditions could have an influence on holiday planning: the general price increases are noticeable for a majority of those surveyed. However, respondents are eager to implement their vacation plans. Choosing cheaper accommodation, an alternative destination or reducing the length of your holiday are popular savings strategies. “Austria continues to score points with a diverse offering for every budget. Holiday apartment or 5-star establishment, top international ski area with several hundred kilometers of slopes or small family ski area – Austria has the right offers,” says Steharnig-Staudinger.

The study also contains positive news for the Austrian winter sports regions: winter sports holidays have become even more popular compared to the previous year. More people than last year are planning a “winter holiday in the snow” in Austria. Austria is the most popular destination for this type of holiday in five out of ten markets and the second most popular in the five other markets. Skiing continues to be the top activity during a “winter holiday in the snow”.

“According to our study, Austria was able to further expand its excellent position as a winter destination compared to the previous year. This shows that Austria has an attractive holiday offer in winter and that the industry is well positioned. It is important that all of us in tourism continue to work together to ensure that Austria remains an authentic, innovative and sustainable holiday destination in the future,” said ÖW managing director Astrid Steharnig-Staudinger.

Next winter, sustainability will remain an aspect of the booking decision for around two thirds of those surveyed who are planning a holiday in Austria. In addition, it can be seen that there is a wealthy target group in all markets who are willing to pay more for sustainable holiday offers. According to Euromonitor International's Sustainable Travel Index, Austria is the third most sustainable holiday destination in the world and Austrian winter tourism in particular is playing a pioneering role in the area of ​​sustainability. Austria therefore has the best prerequisites to continue to score points with this growing group in the future.

ÖW winter activities: “Winter in Austrian” in 12 markets, launch of TikTok channel

Austria Advertising works together with the industry to inspire potential guests for winter holidays in Austria in all its diversity and authenticity. To promote the coming winter season, the ÖW has launched the “Winter in Austrian” campaign in 12 foreign markets. 72 partners from all over Austria, including the state tourism organizations of Carinthia, Tyrol, Salzburg and Upper Austria, are taking part. The marketing mix includes: TV and cinema spots, digital video, print collaborations as well as digital and analogue out-of-home formats.
“In addition to our classic marketing measures, we are relying on two new digital flagship marketing campaigns. These are intended to attract attention in an innovative way and inspire new target groups for Austria,” says ÖW managing director Astrid Steharnig-Staudinger. At the flagship “Chat SkiPT”, local ski instructors answer potential holiday guests’ questions in an authentic and humorous way in the world of AI. The aim is to focus on the human component that is so central to a holiday experience in an environment of increased technology. The flagship “The World's Youngest Ski Instructor” is a moving image content series in which a kindergarten child acts as a ski instructor and conveys skiing with a wink as part of the Austrian lifestyle.

Austria Advertising is also pursuing a contemporary approach with its TikTok channel, which was launched today. “We go where the holiday planners of tomorrow are and get them excited about Austria today,” says Steharnig-Staudinger.

The survey for the “Winter Potentials 2023/2024” study was conducted online from August 31 to September 13, 2023 by the Institute for Tourism and Spa Research in Northern Europe (NIT) among people aged 18 to 75. 1,000 people each were surveyed in Austria, Germany, Switzerland, the Netherlands, Belgium, Denmark, the United Kingdom, the Czech Republic, Poland and Slovakia.

Austria Advertising, as the client, provides domestic tourism with basic information about the study free of charge. Austrian tourism professionals can request the “Winter Potentials 2023/2024” study here: https://bit.ly/3rV7XxC