Kitzbühel Is Austria's Most Popular Ski Resort On Instagram
APA-Comm once again analyzed the hashtag presence of local winter sports hotspots – Kitzbühel defends top spot in the Instagram ranking ahead of St. Anton and Ischgl
In 2025, Kitzbühel is once again the undisputed flagship of Austrian ski resorts on Instagram. As of January 15, 2025, the winter sports resort had over half a million posts on the photo platform, significantly expanding its top ranking. This is the result of an analysis by the PR and communications service provider APA-Comm, which - after an initial survey in 2019 - has examined the hashtag presence of Austria's largest and best-known ski resorts (at least 100 kilometers of slopes) on Instagram for the second time. The Wilder Kaiser ski resort has recorded a remarkable increase in reach, making it the biggest climber in the current ranking compared to 2019.
Kitzbühel and St. Anton am Arlberg continue their success
Kitzbühel, which was already the Instagram star among Austria's ski resorts in the previous analysis, once again takes first place in the APA Comm analysis in 2025 with 522,563 postings. The World Cup race on the Hahnenkamm with the famous Streif downhill run and numerous events surrounding the other competitions at the end of January are among the most popular photo motifs on the social media platform. Compared to 2019, #Kitzbühel recorded a posting growth of 112 percent.
There is also a familiar constellation in second place: St. Anton am Arlberg, like Kitzbühel a hotspot for skiers from all over the world and a permanent fixture in the FIS racing calendar, recorded 375,109 posts. National and international guests share their winter impressions on Instagram.
Close race for third place
Other Tyrolean ski resorts such as Ischgl, Sölden and the Vorarlberg ski resort of Lech are in an exciting head-to-head race for third place in 2025, which goes to the après-ski mecca of Ischgl with 335,342 postings. With an increase of +102 percent, Sölden has the strongest posting growth among the three ski resorts mentioned and ranks fourth with 320,123 postings, with Lech following closely behind in fifth place with 320,034 postings on Instagram.
Wilder Kaiser with strong growth
The Wilder Kaiser ski area, which was still in the lower field of the top 10 in the APA Comm ranking in 2019, recorded a total of 268,242 postings in 2025, putting it in sixth place. The combination of a wide range of slopes and spectacular mountain scenery are particular attractions for the Instagram community. With growth of 201 percent, the Wilder Kaiser ski area has the strongest increase in the ranking.
#Stubai among the top 10 for the first time
In 2025, the ski resorts Saalbach (Salzburg) and Schladming (Styria) will rank 7th and 8th, each with around a quarter of a million posts, directly behind the Wilder Kaiser ski resort. Mayrhofen in Zillertal also remains among the ten most popular ski resorts on Instagram with 232,398 posts and is in 9th place in the current ranking.
A ski resort has made it into the top 10: Under the hashtag #Stubai (182,056 postings), Austria's largest glacier ski resort has made a significant leap forward (+122 percent) and is now in 10th place in the ranking of Austria's most popular ski resorts.
Austria's Top 10 Ski Resorts on Instagram 2025
1. #Kitzbühel: 522,563 postings (2019: 246,312 postings)
2. #StAnton: 375,109 postings (2019: 241,918 postings)
3. #Ischgl: 335,342 postings (2019: 202,704 postings)
4. #Sölden: 320,123 postings (2019: 158,577 postings)
5. #Lech: 320,034 postings (2019: 194,690 postings)
6. #Wilderkaiser: 268,242 postings (2019: 89,034 postings)
7. #Saalbach: 249,365 posts (2019: 140,153 postings)
8. #Schladming: 243,746 postings (2019: 125,993 postings)
9. #Mayrhofen: 232,398 postings (2019: 139,023 postings)
10. #Stubai: 182,056 postings (2019: 81,896 postings)
