Austria Predicts Rise in Winter Bookings
11th November 2023
Last modified on November 15th, 2023
The government and tourism industry are painting an optimistic picture of the winter ahead in a new survey. UK tour operators also report growing interest in ski holidays in Austria.
France still remains the No 1 choice for British skiers and snowboarders, but Austria is on the rise.
It is seen by many as better value for money and has a deserved reputation for hospitality and friendliness.
“Austria increased its’ share of the UK ski holiday market last year and is doing so this coming winter,” said Richard Sinclair of UK ski operator SNO.
“Since the pandemic, there’s a real thirst for skiing old mountain towns, over the modern purpose-built resorts, and Austria has this authentic alpine cachet, in spades.”
“Skiers looking for snow-sure resorts can get stuck on the high-altitude but less characterful purpose-built resorts in France, but regulars to Austria understand it’s in a typically colder part of the Alps, and you can’t judge snow-sure by altitude alone.”
The survey on the state of the tourist industry, Winter Potentials 2023/2024, has been produced by Austria Advertising, ÖW.
It was conducted online from August 31 to September 13, 2023 by the Institute for Tourism and Spa Research in Northern Europe (NIT).
It examined the holiday plans in ten of the most important European winter markets for Austria:
- Austria
- Germany
- Switzerland
- The Netherlands
- Belgium
- Denmark
- Great Britain
- Poland
- The Czech Republic
- Slovakia
1,000 people aged 18 to 75 were surveyed in each region.
The study predicts an increasing demand for winter holidays in Austria this coming season.
“Our potential study shows improvement in many areas,” said the ÖW managing director, Astrid Steharnig-Staudinger.
“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.”
Soelden, Austria. Image © PlanetSKI
An analysis of the survey claims that the general holiday mood has improved again compared to last year and winter sports holidays continue to enjoy continued popularity.
Austrian tourism can start the winter season optimistically from the current perspective.
“Austrian tourism has overcome numerous challenges in recent years. The industry’s efforts have paid off,” said the State Secretary for Tourism, Susanne Kraus-Winkler.
“There is enough time, desire and money for winter holidays.
“Austria is and remains a top tourism destination for domestic and foreign guests.”
Pitztal, Tirol, Austria. Image © PlanetSKI
PlanetSKI is heading to the glacier resorts in the Tirol at the end of November and we will be reporting from Pitztal and Kaunertal.
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 survey also looked at the summer of 2023 where there were 60.06 million overnight stays.
That’s an increase of 3.7% compared to the same period last year and is also 1.8 % above the very good year 2019.
PlanetSKI reported from the Tirol over the summer:
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,” added Astrid 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”.
St Johann, Tirol, Austria. Image © PlanetSKI
The survey also claims that 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.
Austrian tourism professionals can request the Winter Potentials 2023/2024 study by clicking here.
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Kappl, Tirol. Image © PlanetSKI
