Austrian Cable Car Association‘s Hörl Says “Austria’s Skiing Experience Continues To Be At The Top Level Worldwide!”

As part of the Austrian Cable Car Conference 2025 at INTERALPIN in Innsbruck, the Austrian Cable Car Association of the Austrian Federal Economic Chamber took stock of the past 2024/25 winter season. "The industry is approaching peak figures again and can look back on very successful months," said Association Chairman Franz Hörl.

"The Austrian skiing experience remains at the top level worldwide and remains consistently among the top three," Hörl continued. A total of 49.7 million first-time visitors were recorded between November and March last winter (an increase of 4.3 percent compared to the previous year), thus continuing the positive trend of the past three years. After evaluating the final data, an increase of five percent is expected, including Easter. Cash turnover amounted to 1.96 billion euros, which, adjusted for inflation, is above the "pre-coronavirus level."

Last season, the period around the turn of the year played a particularly decisive economic role. "Due to the good weather and optimal slope conditions, December and January in particular were absolutely top months," Hörl summarizes. The industry also repeatedly benefits from its strong snow expertise. "The combination of natural snowfall and artificial snowmaking created an excellent basis for the entire season on our slopes," Hörl says. However, the rapid decline towards the end of the season was also noticeable. "Here, it was particularly difficult for the lower-elevation ski areas to ensure operations. As a result, many guests' enthusiasm for skiing and snowboarding also noticeably declined." The trade association assumes that this trend will continue and therefore requires appropriate responses from the industry. "This includes the fact that operations in the summer are becoming an increasingly important mainstay, and the trend towards mountain holidays in the warmer months must continue to strengthen," Hörl says.

Guest surveys as an important indicator of success factors in the industry

However, the 2024/25 season showed that the domestic industry is very well prepared for these needs. The comprehensive annual guest surveys also contribute to this. "We know exactly which factors we use to score points with our customers and which framework conditions we have to adapt to," explains trade association Managing Director Erik Wolf. "Our high level of snow expertise, coupled with an attractive price-performance ratio and modern infrastructure, continue to be very well received," Wolf says. Now, Innsbruck is already actively addressing future developments.

This also includes the work of the internal think tank in Innsbruck, which is preparing for future challenges with its 2040 strategy. "In doing so, we are also devoting ourselves to those external factors that will continue to contribute to the industry's high attractiveness. Whether it's new communication, digitalization, or the potential for promoting young talent," says Wolf. Overall, the outlook is optimistic. "We can build on the solid foundation of the successful 'Austrian cable cars' product and therefore tackle the challenges ahead with great energy. Cable cars will continue to play an important role in Austria in the future – whether as a pacesetter in tourism, as an economic engine and reliable employer in the regions, or as a formative factor in the development of rural areas," says Wolf.