Tyrol: Summer season with positive results, slightly subdued outlook for winter

Tyrol's appeal as a travel destination remains strong. After five of the six months of the current summer season, tourism statistics show a positive result: 21.4 million overnight stays represent an increase of 2.8 percent, while arrivals have grown by 4.8 percent to 6.2 million. Demand for the coming winter is currently still somewhat subdued, with bookings slightly below last year's levels.

The summer tourist season ends on October 31st, but one thing is already clear: it's almost like the summer of yesteryear. Current overnight stay figures are approaching those of the early 1990s. In the previous record-breaking summer season of 1991, 21.8 million overnight stays were recorded between May and September; this year, the figure is 21.4 million. This current figure represents an increase of 2.8 percent compared to last year, while arrivals have risen by 4.8 percent to 6.2 million. The only downside is the average length of stay, which so far this summer stands at 3.4 days, 0.1 days shorter than last year. However, the economic impact has increased, reaching €2.7 billion according to an initial calculation by MCI Tourism for this summer season. This equates to real growth of 2.4 percent compared to last year.

“Summer is a success story in terms of demand,” says Tyrol’s Tourism Minister Mario Gerber, summing it up perfectly. This is thanks in particular to the investments of the local tourism industry. “This dynamic development of summer offerings has created a great deal of appeal and diversity – from accommodations and summer mountain lifts to long-distance hiking trails and bike parks.” However, there is still potential for increased value creation. “We need to leverage the value of summer more effectively,” says Minister Gerber. Average daily spending by holidaymakers is €179 in summer and €237 in winter (both excluding travel expenses).

Core markets provide a stable foundation

Growth in the current summer season is being driven by core markets. German guests spent 12.2 million nights in Tyrol, representing an increase of 2.0 percent. The domestic Austrian market also grew, rising by 1.5 percent to 2.0 million overnight stays. Tyrolean guests accounted for the largest share of these overnight stays, with 390,000. The Dutch source market saw significant growth, with 1.8 million overnight stays, 9.8 percent higher than the previous year. The other top five source markets, Switzerland (1.0 million overnight stays, +2.5%) and Belgium (630,000 overnight stays, +1.8%), also performed well this summer.

“The core markets are and will remain the foundation of domestic tourism,” confirms Karin Seiler, Managing Director of Tirol Werbung (Tyrol Tourism). Around 80 percent of overnight stays come from the four most important markets: Germany, Austria, the Netherlands, and Switzerland. These markets were also the areas where the summer campaign, entitled “Tyrol – always there for you,” was most active. “At the same time, Tirol Werbung is working on a new market and internationalization strategy. With this, we aim to specifically target high-value markets, reduce our dependence on individual markets, and smooth out seasonal peaks. In this way, we are continuing our path toward balanced year-round tourism, which we have been consistently pursuing for several years and whose fruits we are now reaping,” says Seiler.

From the perspective of Tyrolean tourism associations, economic strength is closely linked to responsibility for the regions and their living spaces. "Tourism is a crucial anchor of stability and an economic engine for Tyrol. Its importance is reflected not only in overnight stays and added value, but also in the fact that tourism associations invest in infrastructure, living spaces, and regional offerings," emphasizes Adrian Siller, board member of the Association of Tyrolean Tourism Associations. The annual sustainability report illustrates this with concrete indicators and measures: for example, supporting regional agriculture and further developing local mobility. "Furthermore, one-third of Tyrolean tourism associations are already certified with the Austrian Ecolabel, and other associations are currently undergoing the certification process," Siller adds.

A slightly subdued outlook for winter

Regarding the upcoming winter season, demand is currently subdued. While 72 percent of the businesses surveyed are satisfied or very satisfied with their booking situation for the coming winter season, according to the tourism barometer, this figure was 82 percent last year.

A more detailed look at the individual months confirms a trend that has been apparent for some time: according to the tourism barometer, March and April are challenging in terms of demand. This is also supported by the price and booking monitoring of Tirol Werbung (Tyrol Tourism), which shows demand for these two months below the level of last winter. "Travel behavior is changing. Despite often excellent slope conditions in late winter, many people are already looking towards summer activities and warmer regions at this time," explains Provincial Councillor Gerber.

Late winter and qualitative development in focus

Tirol Werbung has therefore launched a project entitled "Attractive Year-Round Tourism" to specifically strengthen off-peak seasons. Among other things, the aim is to give the late winter season a boost. "Seventeen tourism associations – primarily from the Tyrolean Lower Inn Valley – are actively involved and developing suitable offers," reports Karin Seiler. Furthermore, the new market and internationalization strategy includes concrete measures to promote this period. "For example, under the title 'Extend Winter,' we are implementing an additional campaign for the months of March to May together with eight tourism associations to stimulate demand for this period," says Seiler.

Adrian Siller also emphasizes: "Especially when seasons change, regional solutions are needed that fit the respective circumstances."