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Tourism is a vital sector for the Austrian economy, contributing almost 10% of the country's GDP and providing jobs for over 700,000 people. With its majestic Alps, beautiful rivers, lakes, and rich culture, Austria has become one of the leading tourism destinations worldwide. To promote tourism in Austria, it is essential to highlight the country's diverse attractions, including its natural wonders, historic cities, and culinary delights. Additionally, sustainability initiatives and infrastructure developments are key to ensuring the continued growth of the industry, especially in the face of challenges posed by climate change.
| Characteristics | Values |
|---|---|
| Tourism's contribution to GDP | 7.6% in 2019, 4.5% in 2020, 4.1% in 2021, 4.9% (direct contribution) |
| Tourism revenue | €37.9 billion in 2019, €21.3 billion in 2020, €20.8 billion in 2021 |
| Tourism employment | 8.3% in 2019, 5.6% in 2020, 5.5% in 2021 |
| Number of guests | 46.2 million in 2019, 39.8 million in 2022 |
| Overnight stays | 152.7 million in 2019, 136.9 million in 2022 |
| International tourists | 31.9 million in 2019, 26.2 million in 2022 |
| Top source markets | Germany, Austria, the Netherlands |
| Most visited regions | Tyrol, Salzburg, Vienna |
| Attractions | Skiing, hiking, mountaineering, lakes, castles, local cuisine, culture, history |
| Sustainability initiatives | 50 best practices in 5 categories: winter, summer, mobility, circular economy, social issues |
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What You'll Learn
Skiing, hiking and mountaineering resorts in the Alps
The Alps offer 26,422 kilometres of slopes and 8,294 ski lifts. The ski resort KitzSki – Kitzbühel/Kirchberg is top-rated, with 4.9 out of 5 stars. The largest ski resorts offer up to 600 kilometres of slopes, such as Les 3 Vallées – Val Thorens/Les Menuires/Méribel/Courchevel. The highest ski resorts for skiing in the Alps extend up to an altitude of 3,899 metres, including Zermatt/Breuil-Cervinia/Valtournenche – Matterhorn.
Val d'Isère, sitting at a high altitude of 1,850 meters, is another excellent option for skiing in the Alps. Its ski slopes reach up to 3,456 meters, and the resort offers breathtaking alpine scenery. It is equally renowned for its festive atmosphere and après ski culture.
For beginners, the climb from Fluhalp (2,616m) to Pfulwer (3,314m) is a good option. The tour offers impressive panoramic views and takes around two hours to complete. More demanding climbs include the Schwarztor Tour, which features a short ascent and traverse followed by an extensive freeride descent, and the Trjiftisattel Glacier Tour, which involves traversing four glaciers.
Zermatt, with its high altitude and accessible backcountry, is another one of the best resorts for ski touring. With the backdrop of the Matterhorn, it offers around 45 routes, from challenging glacier tours to more gentle paths.
Ski touring in the Alps is a great way to explore the mountains at a slower pace, combining off-piste skiing with hiking and mountaineering. It allows adventurers to discover routes that are off the beaten track and avoid crowded pistes and lift queues.
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Austria's culinary art
Austria is a country with a rich culinary heritage, offering a wide range of delicious regional dishes. The country's cuisine has been influenced by its Central European neighbours, including Germany, Italy, Switzerland, and Hungary. The Austrian diet is typically rich in calories, dairy, meat, cheeses, salt, and saturated fats, and is known for its decadent pastries and desserts.
Austrian cuisine features a variety of special cuts of meat, including Tafelspitz (boiled beef in broth), and Fledermaus (pork, meaning "bat" in German, due to its resemblance to the winged animal). The country also boasts a wide array of sausages, such as the Frankfurter, Käsekrainer, and Debreziner, which originates from Debrecen in Hungary. Bacon in Austria is known as Speck and can be smoked, raw, salted, or spiced, and is used in many traditional recipes.
The country also has a variety of unique dishes, including Selchfleisch (smoked meat served with sauerkraut and dumplings), Erdapfel Salat (Austrian potato salad), and Liptauer (a spicy cheese spread). One of the most famous Austrian dishes is Wiener Schnitzel, which is traditionally made with veal. Another popular dish is Marillenknödel, a dumpling with an apricot centre.
Austria also has a strong tradition of game meat, with many restaurants offering dishes such as roast venison (Hirschbraten) in the autumn season, served with seasonal fruits and vegetables like pumpkins from Styria. Austrian cakes and pastries are also renowned, with the Sachertorte being one of the most famous, a chocolate cake with apricot jam filling, traditionally enjoyed with whipped cream.
Austria's stunning natural landscapes, from the snow-capped Alps to rolling vineyards, also play a significant role in shaping its culinary offerings. The country's top restaurants and inns showcase the essence of its landscape in every product and dish, providing unique dining experiences in locations such as Gmunden and Vienna.
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Sustainability initiatives
Tourism is a vital sector for the Austrian economy, contributing to jobs, revenues, and regional development. However, it is essential to promote sustainable practices to mitigate the negative impacts of tourism on the environment and local communities. Here are some initiatives that can be implemented to promote sustainability in Austrian tourism:
Diversify Tourism Offerings:
Austria's tourism offerings are often associated with winter activities in the Alps, such as skiing. However, due to climate change, the duration of snow cover is expected to decrease, impacting winter tourism. To build resilience, Austria can diversify its tourism offerings by promoting year-round attractions such as hiking, mountain biking, cultural experiences, and city tourism. This reduces the country's reliance on snow-dependent activities and attracts a wider range of visitors.
Embrace Sustainable Energy Solutions:
Hotels and tourism businesses can adopt energy-efficient practices and renewable energy sources to reduce their carbon footprint. The Hotel Energy Solutions (HES) initiative by the UN Tourism-initiated project is an excellent example of promoting sustainable energy practices in the hospitality industry. By reducing energy consumption and transitioning to sustainable energy sources, tourism businesses can lower their environmental impact and operating costs.
Protect Natural Heritage and Biodiversity:
Austria boasts stunning natural attractions, including the Alps, national parks, and nature parks. It is crucial to implement conservation measures to protect and preserve these natural assets. This can include sustainable land management practices, reducing pollution, and promoting eco-friendly tourism experiences that minimize negative impacts on ecosystems.
Promote Sustainable Transportation:
Encourage the use of sustainable transportation options for tourists, such as electric vehicles, bicycles, or public transport. Develop infrastructure that supports eco-friendly mobility, such as electric vehicle charging stations and well-connected public transport networks. This helps reduce carbon emissions and traffic congestion, improving the overall tourist experience and local air quality.
Foster Local and Regional Development:
Support and promote local businesses, including small, family-run enterprises, that contribute to the unique and authentic tourism experience Austria offers. Encourage tourists to explore and support local cuisine, arts, and cultural heritage. This not only provides economic benefits to the region but also helps preserve traditional values and strengthens the social fabric of host communities.
Educate and Engage Tourists:
Raise awareness among tourists about the importance of sustainable practices during their visits. Provide information and guidelines on how they can minimize their environmental impact, respect local cultures, and contribute positively to the destinations they visit. Encouraging responsible and respectful tourist behaviour ensures that the benefits of tourism are shared equitably and that natural and cultural resources are conserved for future generations.
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The impact of climate change
Climate change poses a significant risk to the tourism industry, which in turn can affect the economic growth and political stability of nations. The direct contribution of tourism to Austria's GDP is 4.9%, with an indirect contribution of 15.4%. As such, the impact of climate change on tourism in Austria could have notable consequences for the country's economy.
Austria's tourism industry is heavily reliant on winter sports and snow-based activities, with the Alps being one of the country's major attractions. The Alps cover nearly two-thirds of Austria's surface, and the region attracts around 60-80 million tourists each year. However, rising temperatures pose a direct threat to this, as the duration of snow cover is expected to decrease with each degree Celsius of temperature increase. A 1°C rise in temperature could lead to four fewer weeks of skiing in winter and six fewer weeks in spring. This would have a significant impact on the earnings of ski resorts and related businesses, as seen in the late 1980s when a series of snow-deficient winters led to a 20% decrease in the earnings of cable-way companies.
In response to the changing climate, some ski resorts have adapted by offering more snow-free activities. For example, Whistler ski resort in Canada now makes more money during the summer months. However, the overall impact of reduced snow cover in the Alps is expected to be negative for the Austrian tourism industry.
Additionally, rising temperatures and extreme weather events can make popular tourist destinations too hot to bear, leading to a decrease in tourism traffic and economic losses for local businesses and communities dependent on the industry. This has already been observed in southern Europe, where extreme heatwaves in 2023 led to forest fires, water shortages, and a negative impact on the tourism sector.
To safeguard the future of the tourism industry, both in Austria and globally, it is crucial to embrace and implement climate change solutions. Sustainable tourism, as defined by the UN World Tourism Organization, takes into account the current and future economic, social, and environmental impacts of tourism. By limiting tourist numbers, banning polluting forms of transport, and promoting environmentally friendly resorts, it is possible to mitigate the impacts of climate change on the tourism sector and protect the economies of countries heavily reliant on tourism revenue.
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Hospitality and service quality
Austria's tourism industry is heavily dominated by small, family-run businesses that offer warm and impeccable hospitality. These businesses thrive due to their strong regional and traditional bonds, providing a unique and authentic experience to tourists. However, to maintain their competitiveness, they must continuously enhance their service quality and guest satisfaction.
One way to achieve this is by implementing rigorous training programs for staff on service standards and guest interaction. This includes empowering employees to resolve guest issues promptly and fostering a culture of service excellence. Additionally, addressing cleanliness standards is crucial, which can be improved through comprehensive cleaning protocols, regular inspections, and investing in high-quality cleaning equipment.
Another aspect of service quality is the need to ensure cultural sensitivity. Providing diversity and inclusion training for staff can promote cultural awareness and a welcoming environment for guests from diverse backgrounds. This is especially important in the context of Austria's diverse international tourist population, with over 72% of overnight stays by foreigners.
Finally, sustainability practices are becoming increasingly important in the tourism industry. By implementing waste reduction, recycling, and energy conservation initiatives, obtaining eco-certifications, and engaging guests in sustainability efforts, hospitality businesses can enhance their service quality and attract environmentally conscious tourists.
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Frequently asked questions
Tourism is a vital sector for the Austrian economy, contributing almost 10% of the country's GDP. It is also a significant generator of jobs, with nearly 10% of Austria's population working directly or indirectly in tourism.
Austria's majestic landscapes, including the Alps, lakes, rivers, and valleys, are a major draw for tourists. The country also boasts a rich history, culture, and culinary scene. Cities like Vienna and Salzburg are popular, as are the numerous skiing, hiking, and mountaineering resorts.
Climate change has negatively affected winter tourism in Austria due to reduced snowfall and shorter ski seasons. This has particularly impacted smaller companies at lower and medium altitudes. However, some areas have adapted by focusing on summer and winter activities beyond skiing, such as hiking and mountain biking.
Austria is committed to sustainable tourism practices and has published a guide showcasing 50 best practices across five categories: winter, summer, mobility, circular economy, and social issues. The goal is to balance environmental protection, socio-cultural well-being, and economic sustainability.
