Visa Survey: Winter Sports Popular, One In Two Pays Digitally

According to a recent survey commissioned by payment technology provider Visa, winter sports remain popular among Austrians: More than two-thirds (68%) generally participate in winter sports – men more often than women (73% vs. 63%). Gen Z (15- to 31-year-olds) are particularly active, with over 80% participating. The top three winter sports this season were skiing (23%), tobogganing (11%), and cross-country skiing (5%). On average, around €100 per person per day is spent on things like lift tickets, equipment, and dining. Over half (56%) of winter sports enthusiasts in Austria pay digitally – i.e., with debit or credit card, smartphone, or wearable device. Smaller amounts are often paid in cash. However, 38% only carry cash with them because they fear that digital payments will not be accepted.

"Our goal is to make payment processes as simple and convenient as possible. Whether at the café around the corner or at the ski lodge on the mountain – people should be able to pay flexibly, securely, and worry-free everywhere," says Stefanie Ahammer, Country Manager Visa Austria. In fact, almost one in three (31%) people don't want to have to worry about the accepted payment method when doing winter sports, but rather want to be able to choose flexibly. "Improvements in the payment infrastructure in ski resorts help increase payment flexibility for winter sports enthusiasts and open up additional revenue potential for restaurateurs, hoteliers, and lift operators," adds Ahammer.

Increasing acceptance of card payments in the Alpine region

The majority of Austrians (32%) spend an average of up to €100 per person per day. For almost one in ten (9%), the daily expenditure exceeds €200. At least 13% manage without spending anything at all – this is often the case with tobogganing, for example.

One in two (56%) prefers to pay digitally for winter sports, be it with a debit card, credit card, smartphone, or wearable device. At the same time, 34% are more likely to use cash. Smaller amounts in particular – such as food and drinks at a ski hut – are often paid in cash (36%). A closer look, however, shows that payment habits vary by generation: While only one in four Gen Z respondents agree with this statement, one in two Baby Boomers (61- to 79-year-olds) do so. 38% of winter sports enthusiasts have only carried cash because they are unsure whether card payments are accepted in huts or on ski lifts. In fact, however, only 17% of respondents report that they have ever been unable to pay by card in a hut – a clear indication of the growing acceptance of digital payments in the Alpine region.

Enjoyment, relaxation and partying to round off a successful day on the slopes

For many, winter sports are a holistic experience that encompasses much more than just exercise in the snow: For 38% of Austrians, a perfect day on the slopes also includes stopping off at a mountain hut for a meal and relaxation. 19% enjoy rounding off the day with a wellness treatment, and 12% celebrate with après-ski.

The White Pearl Mountain Days presented by Visa also promise a mix of sports, partying, wellness, and culinary delights: From March 21 to 30, 2025, the event at the Saalbach Hinterglemm Leogang Fieberbrunn Ski Circus will offer first-class spring skiing combined with music, relaxation, and enjoyment. Visa will be participating as a presenting partner for the third time in 2025. "Our commitment to alpine winter sports offers a fantastic opportunity to connect with local people and introduce them to our business and our brand. Through our sponsorship, we enable a smooth, easy, and secure payment process so fans can fully concentrate on their favorite sport," says Stefanie Ahammer.

About the survey: This population-representative study was conducted by Marketagent on behalf of Visa Austria using an online survey. Between February 26, 2025, and March 7, 2025, 1,058 people between the ages of 14 and 75 in Austria were surveyed. The study is representative in terms of age, gender, region, and education. All percentages have been rounded.