- 17 million people are planning winter holidays in Austria
- Winter sports holidays are more in demand than ever in the 2024/25 winter season
- Tourism State Secretary Kraus-Winkler: “The economic situation of the guests has improved”
- ÖW CEO Steharnig-Staudinger: “It also appeals to potential travelers who are interested in off-piste activities.”
- Cable car association chairman Franz Hörl: “Cable cars are important leisure providers and score points with their quality and variety.”
According to the 2024/25 winter potential study by Austria Advertising (ÖW), the signs are once again good for a successful winter season. Austria remains among the top two winter sports destinations in nine of the ten markets examined (Austria, Germany, Switzerland, Netherlands, Great Britain, Denmark, Czech Republic, Hungary, Italy, Romania). Sustainability is becoming increasingly important, especially for people planning a trip to Austria.
ÖW winter potential study 2024/25 – the following picture emerges from 11,000 respondents from 10 countries:
- The holiday mood and economic assessment of potential guests have brightened compared to the 2023/2024 survey.
- The propensity to save in recent years has noticeably declined.
- 17 million people are almost certainly planning to spend their winter vacation in Austria; More undecided people are considering Austria as a travel destination than last year.
- Winter sports holidays remain a perennial favorite and are more in demand than ever.
Kraus-Winkler: Increase in holiday mood evident on the markets
“The mood of our potential guests has become significantly more optimistic over the last 12 months. Time, desire and money for winter holidays have improved significantly and the burden of inflation has also fallen. As far as demand for the upcoming winter season is concerned, we are currently assuming a good basis for a successful winter of 2024/25,” says Tourism State Secretary Susanne Kraus-Winkler, referring to the new winter potential study by Austria Advertising.
Steharnig-Staudinger: New marketing activities are intended to inspire enthusiasm for the Austrian winter
“When it comes to winter sports, Austria is clearly number one, and that is why we are known and appreciated. We are also increasingly targeting travelers who are interested in all activities off the slopes. For this reason, in 2024 we will be showing for the first time, in addition to classic winter sports advertising, what Austria still has to offer in winter. With our flagship marketing campaign “NoSki Instructor”, we convince undecided people in a humorous way,” says ÖW managing director Astrid Steharnig-Staudinger.
Hörl: Austria’s cable car landscape is a unique quality location
The Austrian cable cars are among Austria’s most successful and important leisure providers – and the trend remains unchanged. “We offer a high-quality offering that is unique in many areas worldwide, combined with the pure joy of exercise and relaxation and shared experiences in intact nature,” says Franz Hörl, chairman of the Cable Car Association (Austrian Chamber of Commerce). Quality is the decisive unique selling point of the local cable car landscape – “from the cheaper segment of small ski areas to the internationally known top spots”.
With over 50 million skier days, Austria is in second place internationally behind the USA. Hörl cites the continued attractive price-performance ratio – for example in comparison with the prices for skiing in Switzerland, France or the USA – the range of prices and content on offer as well as Austria’s growing and still renowned tourism as the reasons for the industry’s continued success – and gastronomy expertise. The focus of further development remains on the innovative interpretation of the offer, attractive ticket packages for families and children and the sustainable design of the ski areas from mobility to energy generation with the aim of almost completely emission-free operation. “In this way we create maximum skiing fun at the highest level in harmony with nature,” says Hörl.
ÖW marketing activities: winter activities on and off the slopes and focus on the Saalbach Ski World Cup
Next winter, Austria Advertising will be promoting winter tourism in 13 markets – Germany, Switzerland, the United Kingdom, the Netherlands, Belgium, Denmark, Sweden, France, Poland, the Czech Republic, Hungary, Slovakia and Romania – with 84 partners from the entire industry promote its facets. The campaign aims to inspire guests with the Austrian lifestyle in winter. The ÖW focuses more on emotions instead of interchangeable landscape images and moves away from classic stereotypes with which winter holidays in Austria are usually associated.
With the flagship marketing campaigns “NoSki Instructor” from November onwards, holidays away from the slopes will be advertised and with “Lift is Life” from January with winter sports holidays from the perspective of a lift attendant – always with a good dose of humor. The FIS Alpine Ski World Cup in Saalbach in SalzburgerLand has a special place in winter communication for 2024/25. Austria Advertising will be drumming up support for Austria as a winter sports destination in advance and on site with further extraordinary measures.
About the study
Austria Advertising, as the client, provides domestic tourism with basic information about the study free of charge. You can find more information about the study and how to order here: Study “Winter potential 2024/25”.