Austrians’ desire to travel will remain unbroken in 2025! According to the “Ruefa Travel Compass 2025”, 89% of Austrians want to travel this year. Regardless of whether it is in the high season or in the increasingly attractive low and low seasons – the desire for sun, beach and sea is strong across generations. The need for relaxation and wellness is also enormous and will be reflected significantly in holiday plans for 2025.
Looking ahead to another good travel year in 2024, it is clear that Austrians do not want to give up traveling despite the economic challenges caused by inflation and geopolitical uncertainty. This is what the Ruefa Travel Compass 2025 shows – in the representative study, Ruefa regularly asks Austrians about their travel plans in order to derive current travel trends. As in previous years, Marketagent is responsible for conducting the survey in November 2024 with 1,563 online interviews, representative of the Austrian population aged 18 and over.
Looking back at the travel year 2024 – Austrians invested an average of 2,071 euros per person in their vacation
On average, Austrians spent 19 days on various vacation constellations last year – one day longer than in 2023. The precious vacation time was mostly divided into two (26%) to three vacations (23%) or one vacation (19 %). In most cases the trips lasted 8 to 14 days (26%), otherwise they lasted up to 7 days or 15 to 21 days (both 22%) or between 22 and 31 days (18%) and more ( 12%).
The average expenditure per person was EUR 2,071.
“The Austrians were keen to travel in 2024 and purposefully realized their holiday plans,” report Birgit Wallner and Michele Fanton, Ruefa management, and add: “Despite challenging conditions, we are satisfied that we managed the year well and are now looking forward optimistically an eventful travel year 2025 with many new highlights and offers.”
Outlook for 2025: This year too, vacation and relaxation are an essential need for Austrians, for which the appropriate budget will also be provided.
And the forecasts for a strong travel year in 2025 are promising: 89% of Austrians are planning to travel this year too. But where should the journey go?
85% of Generation Z (born 1994-2010) are drawn to other European countries, 67% to Austria and 37% to distant holiday destinations. Of the Millennials (1980-1993), 77% prefer destinations in Europe, 67% prefer destinations in Austria and 25% prefer destinations further afield. 77% of Generation 80% of Baby Boomers (1946-1964) prefer a vacation in Austria, 77% feel a desire to travel to Europe and 16% to distant countries. The biggest Austria fans are the traditionalists (1922 to 1945): 86% go on holiday in Austria, 73% in Europe and 17% abroad.
Overall, Austrians are planning an average of 19 days of vacation in 2025, similar to 2024 – divided into mostly two vacations (30%), one vacation (23%) or three vacations (21%). 12% and 14% go on vacation four or more times, respectively. The main vacation should last an average of 11 days.
The planned average spending per person for the 2025 vacation is 2,073 euros – the planned vacation spending threshold of 2,000 euros is therefore still exceeded, as in the previous year, and illustrates the importance of travel and vacation for Austrians.
The analysis shows that older people have significantly more money available for vacation. The travel budget increases from Euro 1,818 per person in Generation Z (1994 – 2010) or Euro 1,758 for Millennials (1980-1993) to Euro 3,390 in the Traditionalist generation (1922 to 1945).
The highest holiday budgets per person can be found in western Austria: Tyrolians are at the top with 2,414 euros, followed by Carinthians with 2,366 euros. The top 3 are rounded off by the Viennese, who calculate 2,145 euros per person for inspiring vacation days.
In view of the changing economic conditions, holiday budgets are carefully managed: While 41% (+2% compared to 2024) are unimpressed or unaffected by the current inflation in terms of their travel plans, 17% of Austrians would like the cheaper one next year Use low season, 14% benefit from early bird offers and 12% travel less often.
Holiday trends 2025: Beach holidays are top, wellness and adventure trips are on trend
Summer, beach, bliss! A beach holiday or holiday by the sea is and remains the number one most popular type of holiday for Austrians. 50% of those surveyed are planning at least one beach vacation in 2025. City trips (39%) and wellness vacations or recreational trips (36%) follow in second and third place, with wellness vacations achieving the largest increase of all types of vacation at +7% compared to 2024. “The challenges in everyday life are diverse – experiencing nature, peace and relaxation offer an obvious way to meet them powerfully. Vacation is seen as one of the most important opportunities of the year to recharge your batteries,” explains Thomas Schwabl, managing director and founder of Marketagent. Sporty, active holidays (21%) and adventure trips/round trips/road trips (18%; +4%) also provide fresh inspiration. Vacations in adults-only resorts are already being planned by 11% of those surveyed (+3%). A skiing or winter vacation is on the agenda for 11% of Austrians in 2025, and 11% are also planning a cultural or study trip.
The most popular travel destinations in 2025
While only 29% of Austrians are tied to the school holidays when planning their vacation, the main travel time is summer, especially in July and August. The early and late seasons, especially April and June, are becoming increasingly popular. The most popular domestic travel destinations are again Styria (33%), Carinthia (25%) and Salzburg (24%). In Europe, Italy (35%) ranks first, followed by Croatia (27%) and Germany (18%). The longing for distant goals also remains unbroken: the diverse USA (16%) is very popular, followed by Thailand (13%) and Japan (7%). Vietnam is trending at +2% (4%). The United Arab Emirates (6%) and the Maldives (4%) also remain in good demand.
To get to the holiday destination, 55% choose to travel by car, 43% by plane, 15% by train, 7% by bus, 3% by motorhome and 2% by rental car.
Wishes, motives and “highlights & whoops” about traveling
Which travel motifs and trends do Austrians find exciting and would they like to incorporate into their travel planning in the future? Those surveyed are particularly enthusiastic about the holiday trends wellness (55%), slow tourism (27%) and culinary trips (26%). Adventure travel (21%) and sustainable tourism (20%) are also popular, as are mobile forms of living (motorhomes, tiny houses, floating houses; 19%) and the diverse offerings relating to health and spirituality (17%). “Learning with the locals” is generating interest (11%), “Workation”, working in attractive travel destinations, still has room for improvement (6%), and the social media lifestyle (still) plays a small role (4%) .
The biggest highlights when traveling include nature experiences such as visiting national parks or observing wild animals (34%), relaxing days at the beach (33%) and meeting friendly locals (29%). The biggest “oops” from the perspective of Austrians are excessive prices for tourists (20%), bad weather (15%) and overcrowded attractions (14%).
The increased desire for individuality – the increased demand for personalized experiences and even more flexibility – is increasingly influencing travel planning: 54% of those surveyed would like activities and excursions to be tailored to their personal interests. 32% would like to be flexible in terms of travel speed and length of stay in different locations, while another 28% would greatly appreciate spontaneous changes to the itinerary or customizable meal options.
Sun or “coolcation”? The temperature does not seem to be a uniform factor when planning a holiday: 30% of those surveyed are hardly influenced by it, 28% prefer the cooler early or late season, while 24% specifically choose warm holiday destinations and 18% consciously opt for the warmest main season. 15%, in turn, try to avoid high temperatures and consciously choose cooler holiday destinations.
Sustainability aspects, i.e. ecological and social responsibility, are important to Austrians when they travel – even though approval ratings have fallen slightly compared to the previous year. The top priority is still treating the land and its inhabitants with respect (80%) and protecting local plants and animals (69%). Promoting the regional economy (54%), the social acceptability of vacations (38%) and environmentally friendly accommodation (38%) are also important to Austrians. An environmentally friendly journey is relevant for 36% of those surveyed.
NEW: “Coolcation” and trend destinations for 2025
For 2025, Ruefa is expanding its offering and focusing on new, exciting destinations such as the German Baltic Sea and the North Sea with Sylt. “A separate charter flight from/to Vienna has been added to the program for the beaches on the Baltic Sea and the cruises from/to Warnemünde. These destinations not only offer relaxation, but also an interesting selection for everyone who is looking for new, perhaps as yet undiscovered or slightly cooler alternatives in the sense of ‘coolcation’ in the summer,” explains Michele Fanton, Managing Director of Ruefa. The offer is complemented by destinations such as beautiful Montenegro, the Greek island of Skyros with its authentic atmosphere and the popular Ruefa Summer Academy on Zakynthos. For those on a budget and for families, nearby Albania offers affordable beach options.
When it comes to long-distance travel destinations, Ruefa 2025 is particularly focusing on the diverse USA, Thailand, the Maldives, Seychelles, Tanzania – Zanzibar, Cape Verde and Mexico. In addition, there is the global range of cruises as well as the diverse Ruefa cultural and study trips, which – whether in Europe or further afield – combine travel with experiences that expand your own spectrum of knowledge.
NEW: Digital service offers & Ruefa Store in Eisenstadt
Ruefa is currently intensifying the seamless connection of analog and digital services in order to create a holistic customer experience and to better meet the growing needs and desires for digital offerings. For example, by making appointments online, travel seekers can find the advice they need exactly when they need it. Individual conversations and pre-selected offers thanks to request determination and AI tools save time while providing maximum service.
Ruefa is also setting new standards in stationary sales and opened the first “Ruefa Store” in Eisenstadt in December – the first of its kind in Austria, with more to follow. “The new store exudes a pure holiday feeling! With our innovative store concept inspired by natural elements, Ruefa wants to make the anticipation of your vacation noticeable right from the time you book. The setting with advice islands alone should ignite the desire to travel and the anticipation of unforgettable holiday experiences from the very first moment,” summarizes Birgit Wallner, Managing Director of Ruefa.
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