Tyrol's tourism industry concludes a challenging winter season with a positive result.

Despite declining figures in March and April, the winter tourist season in Tyrol shows a slight increase: 6.3 million guests between November 1, 2025 and April 30, 2026 represent a slight increase of 2.5 percent compared to the previous year, while overnight stays rose by 1.8 percent to 26.9 million. The average length of stay remained unchanged at 4.3 days.

“It wasn’t an easy winter,” stated Tourism Minister Mario Gerber. “Despite numerous challenges such as geopolitical crises and difficult economic conditions, we succeeded in achieving a positive result – measured by demand. This high level of attractiveness as a holiday destination in Tyrol is not a given, however, but is based on the commitment of the numerous family-run businesses and their employees.” They deserve great thanks for this robust development of the sector, which contributes significantly to the stability of the Tyrolean economy and the region as a whole.

A deep winter with high appeal

At the same time, Provincial Councillor Gerber emphasizes the importance of paying particular attention to the declines in overnight stays in March (-8.5%) and April (-8.3%). "The peak winter season is and remains a successful model with strong appeal. However, in late winter, we are seeing a shift in travel behavior, which is causing the classic winter holiday to lose ground." The industry is putting together a comprehensive package to attract guests even at the end of the season. This includes events such as concerts and sporting events, as well as targeted advertising campaigns. Furthermore, new types of offers are being promoted that combine various activities such as skiing and cycling. "We also need to increasingly target groups who appreciate Tyrol's reliable snow conditions even in late winter," says Gerber. This includes a measured approach to internationalization.

Growth markets

Among the markets that contributed to an increase in overnight stays even in March and April are Poland, the Czech Republic, and the USA. They also posted positive results for the winter season as a whole: 690,000 overnight stays by Polish guests between November and April represent an increase of 11.6 percent, Czech guests stayed 610,000 times in Tyrol (+6.6%), and the US market contributed 270,000 overnight stays (+20.2%).

Overnight stays from key markets also developed positively during the past winter season: Germany (+1.4% to 13.6 million), the Netherlands (+0.6% to 3.9 million), Austria (+0.7% to 1.8 million), and the United Kingdom (+2.2% to 1.0 million). Slight declines were recorded for overnight stays by Belgian guests (-1.9% to 980,000) and Swiss guests (-0.3% to 980,000).

Various measures are planned for late winter.

Tirol Werbung has already responded to the challenges of late winter and invested extra funds this year in promoting spring skiing. Around half a million euros have been additionally allocated to the winter campaign, the "Glacier Spring" initiative in collaboration with the five Tyrolean glaciers, and live video feeds from the ski resorts. "Together with our partners, we have thus showcased the excellent slope conditions to our target groups on a broad scale," explains Karin Seiler, Managing Director of Tirol Werbung. Markets with further development potential are also a focus for Tirol Werbung. "In addition to traditional advertising in our core markets, a major campaign in Poland is planned in cooperation with Tyrolean tourism associations. Instead of relying solely on widespread advertising activities, we are also concentrating on selected key cities," says Seiler. "This autumn, we will therefore be present in Poland's capital, Warsaw, for several weeks to engage the target groups intensively and in a variety of ways. This will generate effects even at the national level." Furthermore, Tirol Werbung has launched the project "Attractive Year-Round Tourism," in which 16 tourism associations – particularly from the Tyrolean Lower Inn Valley – are already actively participating. A key objective is to develop suitable offers for the months of March and April.