How will the demand for winter holidays in Austria develop in 2026/27?

Following a strong summer with more than 63 million overnight stays (+2.3 percent, May to August 2026, Statistics Austria, preliminary), the Austrian National Tourist Office's (ÖW) winter potential study also shows a high desire to travel in winter. In eight out of ten markets, at least half of the population has holiday plans.

How will the demand for winter holidays in Austria develop in 2026/27?

• High desire to travel and millions potential for Austria

• New study by the Austrian Tourist Office: Almost 16 million people have definitely planned a winter holiday in Austria, and another ten million are considering Austria.

• 21.7 million arrivals are forecast for winter 2026/27 from all markets (+1.5 percent)

• Guests make decisions more spontaneously – additional potential among accompanying persons and in late winter.

The desire to travel within Europe remains high, but holidaymakers are planning more consciously and making decisions more spontaneously. This is shown in the new Austrian National Tourist Office (ÖW) study on the winter season potential for 2026/27, which was presented at a joint press conference by State Secretary for Tourism Elisabeth Zehetner, Federal Division Chairwoman Susanne Kraus-Winkler, and Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office.

Winter holidays in Austria 2026/27: The most important facts

• Winter forecast for Austria 2026/27: 21.7 million arrivals from all source markets (+1.5 percent).

• Firm travel plans: Almost 16 million people from ten European markets are planning a winter holiday in Austria.

• Additional guest potential: A further ten million people are seriously considering Austria as a winter travel destination.

• Study basis: 10,000 respondents in ten European markets, from which 79 percent of all winter arrivals in Austria originate.

• Holiday budget: Only eleven percent want to spend less on holidays, while more than a third plan to spend more.

• Austria as a ski destination: In all ten markets surveyed, Austria ranks among the top 2 for ski holidays.

• Value for money: Austria ranks first in perceived value for money for ski holidays.

• Booking behavior: 36 percent of Austrian guests begin planning two to four weeks before departure, 13 percent only in the last week.

Zehetner: People want to travel and plan more consciously

“The study shows that there is strong demand, and Austria can impress with winter sports, culture, cuisine, and recreation. Now we need to translate this into additional bookings and a longer winter season. Every additional week with good bookings strengthens our family businesses and can secure jobs for longer. Our political mandate is to facilitate investment and reduce bureaucratic hurdles. Success must be measured by what remains for businesses and people in the regions. That is precisely what Vision T stands for: more added value over more months of the year,” says Elisabeth Zehetner, State Secretary for Energy, Startups, and Tourism.

Kraus-Winkler: Guests decide at short notice

A flash survey conducted by the German Federal Association of Tourism and Leisure Industries paints a mixed picture for the winter of 2026/27: While 44 percent of the surveyed businesses report weaker bookings, individual segments such as wellness facilities and school holiday periods are experiencing stable to positive developments. The biggest challenges remain rising operating costs and price pressure.

According to an Austrian National Tourist Office (ÖW) study, visitors to Austria make their travel decisions even more spontaneously than average: 36 percent only begin planning two to four weeks before departure, and 13 percent even in the last week. When it comes to spending their holiday budget more sparingly, they primarily cut back on restaurant and café visits and, depending on their personal circumstances, on accommodation. Austria is number one when it comes to value for money on ski holidays: 38 percent of winter sports enthusiasts name Austria, while 25 percent choose Italy. Those who are very likely to travel to Austria this winter see this even more clearly: 52 percent of them do.

“Guests know that they get very high quality for their money in Austria. Despite challenging conditions, many businesses are seeing stable bookings during key school holiday periods. The crucial factor remains making the quality and experience of the offerings visible to guests and covering the increased costs as effectively as possible through pricing,” says Susanne Kraus-Winkler, Chairwoman of the Federal Tourism and Leisure Industry Division of the Austrian Federal Economic Chamber (WKÖ).

Steharnig-Staudinger: Now it's time to utilize the winter potential.

Interest in winter holidays in Austria is also growing: In Great Britain, Austria is a possibility for 56 percent of winter travel planners (previous year: 47 percent), and in Poland for 55 percent (previous year: 49 percent). For the winter of 2026/27, the Austrian National Tourist Office forecasts a total of 21.7 million arrivals (+1.5 percent), of which 17.1 million will come from the ten markets surveyed.

Austrian National Tourist Office CEO Astrid Steharnig-Staudinger commented: “Winter is and will remain an Austrian strength. But our good reputation alone won't attract any guests. Now it will be decided who wins over the undecided, and that can only be achieved together as an industry.”

More than skiing: New opportunities for late winter

The study reveals additional potential among accompanying persons on ski holidays: they don't ski themselves but come along with family or friends. In Germany, this applies to 42 percent of those planning a ski holiday. These guests require specific offerings: they are primarily looking for walks in nature, hiking, and relaxation.

Around eleven million people from the ten surveyed markets go skiing in March and April, with six million skiing exclusively during that time. Of those who ski in January or February, only about ten percent currently also use late winter for a ski holiday. "Why should we mentally say goodbye to winter as early as February? There's still plenty to experience in March and April. We should stop treating late winter like an afterthought," says Steharnig-Staudinger.

From streaming to late winter: This is how the Austrian National Tourist Office (ÖW) promotes holidays in Austria

Austrian Tourism is promoting the Austrian winter from September to March in ten markets. The image campaign "The Austrian Synapse" enters its second phase, focusing on skiing and snowshoeing, and is running on platforms including Netflix, Disney+, and Prime Video. Around 120 partners are participating.

The study also demonstrates the growing importance of digital channels: Social media is the most important source of inspiration for winter holidays, cited by 38 percent of respondents, while 13 percent already draw inspiration from AI. "People used to browse through travel brochures. Now they scroll through their feed or ask AI," says Astrid Steharnig-Staudinger.

The social media campaign "Crush Course" is once again bringing ski beginners and those returning to the sport back to the slopes. Starting in February 2027, the Austrian National Tourist Office (ÖW), together with the domestic tourism industry, will be specifically promoting late winter skiing in Germany, Poland, and the Czech Republic. This focus will be accompanied by an international media campaign.

The NIT – Institute for Tourism and Spa Research in Northern Europe, commissioned by the Austrian National Tourist Office, conducted an online survey of 1,000 people aged 18 to 75 in each of ten markets between August 28 (August 21 in Switzerland) and September 8, 2026. The survey covered ten European markets: Austria, Germany, German-speaking Switzerland, the Netherlands, Flanders (Belgium), Denmark, Great Britain, Poland, the Czech Republic, and Slovakia. These markets accounted for a total of 79 percent of all arrivals in Austria during the winter of 2025/26.

The Austrian National Tourist Office, as the commissioning body, is providing basic information about the study to the domestic tourism industry free of charge. More information about the study and ordering options: Study Winter Potential 2026/27