Austria at the ITB

Despite a warm winter: Tourism on record course

The previous booking record from before the pandemic is likely to be reached in this year's winter season.

(Bild: APA/HANS KLAUS TECHT)

It has been one of the warmest winters on record in Austria. Nevertheless, the winter season in the country has been a complete success so far. At least that's what the tourism figures reveal: With 9.5 million arrivals and 32 million overnight stays from November to January, the initial summary is promising. Can the record level from 2019 be reached again this year? "We are doing very, very well," affirms State Secretary for Tourism Susanne Kraus-Winkler (ÖVP) on Tuesday in Berlin at the world's largest tourism trade fair (ITB).

"We are assuming that this winter will be very short," said Kraus-Winkler at the ITB. The fact that tourism figures are still up this year is due to the additional offers that winter holidaymakers are increasingly making use of. Spa offers in particular, but also spring and autumn activities are being used - should the conditions not be ideal for a day of skiing.

Increase in guests from the East
According to Managing Director of SalzburgerLand Tourismus Gesellschaft, Leo Bauernberger, the often spring-like weather conditions should not be a problem for our slopes: "Winter is still in full swing here". There has also been a particularly strong increase in overnight stays by Asian guests this winter season. In addition, a particularly large number of guests from Germany are once again coming to Austria. "We are in second place there as the most popular vacation destination for short breaks," says Managing Director of Austrian National Tourist Office Astrid Steharnig-Staudinger.

Pioneer in the field of sustainability
Austria is a pioneer when it comes to "climate-friendly travel" in particular. "50 percent of German holidaymakers pay particular attention to sustainability," explains the Managing Director of the Austrian National Tourist Office. Austria fulfills these criteria. Salzburg's Deputy Governor Stefan Schnöll can underline this with an example: "With a ski ticket, you can travel to our ski resorts for free." According to tourism expert Kraus-Winkler, the aim is also to be one of the best sustainable destinations in the world. Cultural tourism is also increasingly developing into a growth market that contributes to Austria's attractiveness all year round and is to be further optimized.

Managing Director of SalzburgerLand Tourismus Gesellschaft, Leo Bauernberger, State Secretary for Tourism Susanne Kraus-Winkler (ÖVP), Managing Director of Österreich Werbung Astrid Steharnig-Staudinger and Deputy Governor of Salzburg Stefan Schnöll (ÖVP) at ITB Berlin.

(Bild: Sascha Radke)

The main challenges for the future of tourism will be digitalization and artificial intelligence. However, Kraus-Winkler remains optimistic here too: "We are pioneers here in Austria - as we are with sustainability". It needs to be clarified how websites will be structured in the future so that they comply with AI guidelines.

Austria on the international stage
Together with 64 Austrian partners, the tourist destination will be presented at the ITB in Berlin from Tuesday to Thursday. In addition to the "positive" results of this year's winter season, the Austrian National Tourist Office will also be presenting its new advertising line on the international stage and launching a new summer campaign under the motto "Austrian Lifestyle".