"Lifestyle"

Austria is booming as a vacation destination for Italians

Austria is gaining more and more interest among Italians as a vacation destination. Last year, the number of arrivals of Italian holidaymakers in Austria grew by 23.6% compared to 2022, which is above average. The number of overnight stays increased by 20.4 percent.

This puts Italy in fourth place in the ranking of the most important foreign markets in the tourism sector after Germany, the Netherlands and Switzerland. According to the tourism marketing organization Österreich Werbung (ÖW), over one million arrivals from Italy were reported last year, although this is still 9 percent below the level of the pre-pandemic year 2019. It is expected that this gap will be bridged in 2024.

City and cultural tourism is booming 
City and cultural tourism is particularly popular with Italians. Thanks to the extensive offers in connection with the European Capital of Culture year Bad Ischl and the Strauss Year 2025, a further increase in the number of Italian guests is expected.

We want to establish an international attitude towards life in Austria.

Herwig Kolzer, Leiter der Österreich Werbung in Italien

Focus on sustainability
Österreich Werbung has launched a new marketing campaign globally and in Italy with the slogan "Lifestyle" to promote Austria as a vacation destination. With advertising campaigns on TV, in print and online media and social networks, as well as on YouTube, ÖW is courting tourists in Italy - not only from northern Italy, but increasingly also from Rome and the southern Italian region. Among other things, the focus is on sustainability, a priority of Austrian tourism policy.

Italians interested in culture spend an average of three days in Austrian cities. Those who prefer a wellness and nature vacation usually spend a week in Austria. Thanks to a good price-performance ratio, the country is also keeping pace with South Tyrol, which is a competitor with its offer, says Kolzer.

Culinary Austria
Culinary delights are also gaining increasing interest among Italian guests. The publication of the Michelin Guide for Austria 2025 is also helping to raise awareness of Austrian cuisine in Italy. "Gastronomy may not be the main reason that brings Italians to Austria, but it does help to make the destination more attractive. That's why we want to focus more on Austria as a culinary destination," explains Kolzer.