Austria Remains Europe's Top Winter Sports Destination And Is Gaining International Importance.
Austria's leading position in Europe as a winter sports destination is undisputed and confirmed by a special analysis of the 2025/26 Winter Potential Study: 16.5 million people from ten European countries are planning a holiday in Austria in the winter of 2025/26, 9.1 million of them specifically for skiing or snowboarding.
- 70 percent of European winter sports guests attest that Austria offers the best value for money in international comparison.
- Cable cars ready for another successful season: Around half a billion euros annual investment in infrastructure, 52 million skier days last season.
- Study confirms: Austria is already among the top 4 most attractive winter destinations for winter guests from the USA and China.
In eight out of ten European markets, Austria ranks among the top two most popular winter holiday destinations for skiers and snowboarders. Furthermore, 70 percent of European guests who spend their winter sports holidays in Austria attest to its excellent value for money compared to other countries. To secure and expand Austria's leading position as a winter sports destination, it is essential to attract more international guests.
USA and China in focus: Austria already among the top 4 winter destinations
According to the latest studies by the Austrian National Tourist Office on winter visitors from the USA and China, 60 percent of the surveyed US winter sports enthusiasts are already interested in a winter sports holiday in Europe. A similar picture emerges among the Chinese respondents: winter travel to Europe is booming – around 10 million Chinese are eager for snow experiences and want to try out various activities.
“If winter holidays were an Olympic sport, Austria would be on the podium every year – usually at the very top,” says Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office. “First-class infrastructure, excellent service, and an attractive price-performance ratio – that’s how we’ll now claim the international title. Among US winter sports enthusiasts, Austria already ranks fourth among the most attractive winter destinations outside the USA, and second worldwide among Chinese respondents. It’s time to play our trump cards internationally and cross the finish line faster than the European competition. From New York to Shanghai – winter made in Austria is going on a world tour,” says Steharnig-Staudinger.
Cable cars ready for another successful season
Riding strong momentum from last season, Austrian cable car companies are heading into the upcoming winter. "With almost 52 million skier days, the industry once again achieved top figures in the preseason, thus maintaining its strong position among the top three global nations," said Franz Hörl, Chairman of the Austrian Cable Car Association within the Austrian Federal Economic Chamber.
Besides the high quality standards, the companies' consistent investment volume is a major contributing factor. "An average of half a billion euros has been invested annually in modernization, efficiency improvements, and digital innovation since 2015," says Hörl, who also points to the consistently attractive price-performance ratio offered by domestic businesses. "In addition to investing in the latest energy-saving alpine technologies, the industry focuses on creating attractive slopes, promoting environmentally friendly mobility, and making optimal use of existing infrastructure, such as through retrofit projects," Hörl continues. This constant innovation ensures that cable cars remain the linchpin of domestic winter tourism. "Over two-thirds of our guests come to Austria to ski, and they remain consistently young: 41 percent are on holiday with their families, and over a quarter of our guests are children and teenagers," Hörl concludes.
For cable car companies, intensifying sustainability measures, such as in energy generation, has long been a matter of course. "With a share of renewable energy of 66 percent, tourism is number one across all sectors in Austria," explains Hörl. Compared to Austria's total energy consumption, the cable cars – with the systems in operation, the slopes snowed once and groomed daily – require only 0.3 percent, while winter tourism as a whole accounts for one percent of the nationwide energy demand.
Winter sports guest USA and winter guest China in a deep dive
Key findings – the winter sports guest from the USA:
• Target group: aged 35 to 44, predominantly male, highly educated, high-income, multi-activity – 80 percent alpine skiing, 2/3 snowboarding; daily expenses of approximately US$530 per person
• Typical winter sports holiday duration: 3 to 5 days, usually with partner/family.
• Peak travel times: Christmas holidays and January.
• Top reasons for a winter sports holiday: experiencing nature, a break from everyday life, time with family/friends, relaxation.
• Key criteria for winter sports destinations: snow reliability, price/budget, travel time/distance
• What is appealing about Europe: the nature and landscape of the Alps, as well as the culture and history.
• Potential of Austria: 13 percent of respondents have been to Austria before. Around 25 percent intend to travel to Europe (approx. 5.5 million Americans).
• Background: 1,000 Americans who had participated in winter sports within the last 3 years and had taken at least one winter sports vacation were surveyed.
Key findings – the winter visitor from China:
• Target group: young, predominantly female, urban, high-income, highly educated,
Approximately 350 euros in daily expenses per person; 2/3 of those surveyed are winter sports beginners, 56 percent want to try as many snow activities as possible.
• What is appealing about Europe: for 75 percent it has been sightseeing so far, but mountain scenery, winter flair, cuisine, culture & history and the quality of the ski resorts are also attractive.
• Top reasons to travel in Europe during winter: Winter idyll, winter sports, culinary delights
• Key criteria: attractive combination offers
• Duration: 8–10 days is ideal; a hotel with a spa is preferred.
• Peak travel times: Christmas and Chinese New Year.
• Potential of Austria: 50 percent of respondents have already been to Europe, 13 percent to Austria; 9 out of 10 respondents can imagine taking a winter holiday in Austria in the next 3 years.
• Background: 1,000 Chinese people interested in a winter trip to Europe were surveyed.
Establish Austria as the top destination for winter guests from the USA and China
Astrid Steharnig-Staudinger concludes: “Austria is becoming the top destination for winter guests from the USA and China – thanks to targeted marketing and strong media relations. The key to attracting these guests lies in combination trips that combine winter sports with culture and cuisine. The Winter Olympics in Cortina offer us the perfect stage: Austria is in the global spotlight and presents itself as a surprising winter sports nation full of exclusive insider tips and excellent cuisine.”
Austrian National Tourist Office winter activities 2025/26 in the USA and China
• USA Winter Alliance: Cooperation with currently 7 top ski regions (2026: 11 regions) under the communication umbrella “Ski Austria Like A Local” – focus on authentic ski culture and local experiences.
• 8 USPs used in communication: Alpine culture, variety of slopes, value for money, historic ski resorts, family businesses, cuisine, infrastructure and “Gateway to Europe”.
• Austrian Winter Sports Days: Several events in the Olympic area of Beijing (February 2025, December 2025 and 2026) in cooperation with the Austrian Trade Commission in Beijing.
• Presentations in ski halls: Austria's appearance at the opening of the world's largest ski hall in Shenzhen (October 2025) together with the Salzburg Association of Professional Ski and Snowboard Instructors, Snowsport Austria, Tirol Werbung and in cooperation with CASA International, as well as an additional presentation in Guangzhou.
About the studies
Austrian National Tourist Office, as the commissioning body, provides basic information on the studies "Winter Sports Study USA" and "Winter Sports Study China" free of charge to the domestic tourism industry. More information about the studies and ordering options can be found here:
The study "Ski/Snowboard Holidays in Winter 2025/26" is based on data from the Winter Potential Study 2025/26, conducted by the Austrian National Tourist Office in cooperation with the NIT (Institute for Tourism and Spa Research in Northern Europe) from August 28 to September 11, 2025. The Austrian National Tourist Office is making the results available to the Austrian tourism industry free of charge. More information about the study and how to order it can be found here
