Austria is becoming a year-round destination: Almost a third of all travelers already come during the off-season.

Austria used ITB Berlin to present current data and the next steps in expanding year-round tourism. At a press conference at the Austrian stand, the focus was on the further development of the national tourism strategy, strengthening value creation across all seasons, and the new image campaign "The Austrian Synapse".

• 28.1 percent of all overnight stays already occur in spring and autumn.

• “Vision T” puts year-round tourism at the center of the domestic tourism strategy.

• The new Austrian National Tourist Office (ÖW) campaign “The Austrian Synapse” and innovative installations set thematic highlights at ITB Berlin.

“Tourism is a key pillar of our economy and a major employer in the regions. By further developing our national tourism strategy, we are strengthening competitiveness and quality and consistently promoting year-round tourism. The ITB is an important international platform to showcase this strategic direction,” said State Secretary for Tourism Elisabeth Zehetner at the opening ceremony.

Austria is more "year-round" than ever before

The latest figures confirm this trend: 2025 was not only the year with the highest number of overnight stays in Austrian tourism, but also the most balanced to date. 28.1 percent of all overnight stays occurred in the months of April, May, September, October, and November.

“Austria is not a seasonal item, but the right choice 365 days a year. Our figures clearly show that demand in spring and autumn is continuously gaining in importance,” says Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office.

More consistent demand reduces seasonal peaks and ensures more stable occupancy rates throughout the year. International markets play a key role in this, as guests from long-haul and growth markets traditionally travel less dependent on the season.

What is driving year-round tourism

“Our tourism businesses are the driving force behind a vibrant year-round tourism industry. With foresight and a spirit of innovation, they are investing more than ever in quality, expanding their offerings to include attractive experiences for spring and autumn, and thus ensuring consistent added value and reliable jobs, which only year-round tourism makes possible. This entrepreneurial commitment makes it possible to make our tourism in Austria stronger, more sustainable, and future-proof,” explains Susanne Kraus-Winkler, Chairwoman of the Federal Tourism and Leisure Industry Division at the Austrian Federal Economic Chamber.

“Tyrol exemplifies the development from seasonal tourism to a year-round destination – a goal that unites our industry across all federal states. Multi-optional offerings in sports and culture play a key role, as do event formats, international markets, and the congress business, because they ensure a more balanced demand throughout the year,” says Karin Seiler, spokesperson for the state tourism organizations 2026 and managing director of Tirol Werbung.

“Culture is always in season. Almost all of our member businesses are open year-round, are in demand internationally, and are a key reason for travel to Austria, even outside the peak season. This makes tourist attractions a stabilizing factor in year-round tourism,” adds Klaus Panholzer, President of Austrian Leading Sights and CEO of the Schönbrunn Group.

“The Austrian Synapse” and innovative installations

The main focus of Austria's presence at ITB is the international image campaign "The Austrian Synapse," under the tagline "Austria – won't get it out of your head." Based on the premise "Holidays in Austria are transformation," the new 360-degree campaign showcases experiences that resonate beyond the moment and leave a lasting impression. This positions Austria as a year-round travel destination that impresses with its authenticity, diversity, and vibrant atmosphere.

The image campaign “The Austrian Synapse” has been running since February 2026 in 10 markets: Germany, Switzerland, Great Britain, Netherlands, Belgium, Denmark, Czech Republic, Poland, Hungary and Slovakia.

Austria is demonstrating the powerful emotional impact of holidays at ITB Berlin through technology: Two interactive installations by Ars Electronica Solutions at the Austrian stand address the campaign's theme. An AI application generates a personalized "landscape of longings" based on individual data, featuring matching holiday experiences. A second installation uses a brain-computer interface to capture brain activity in real time and visualize unconscious holiday motivations.