Austrian Ski Areas Continue To Show Strong Potential

With strong tourism potential and sustained high demand for nature experiences, the Austrian Tourist Board (ÖW), the Cable Car Association (Austrian Federal Economic Chamber), and the "Best Austrian Summer Mountain Railways" quality seal are optimistic about the 2025 summer season. A recent special analysis of the Austrian Tourist Board's summer potential study shows that Austria ranks among the top destinations in Europe for mountain-loving holidaymakers. High-quality offerings in the regions are intended to further strengthen this trend.

• Steharnig-Staudinger: One third of European mountain holidaymakers choose Austria as their destination
• Hörl: Cable cars are becoming increasingly successful as an attractive addition to the local mountain summer
• Grundner: From bike trails to adventure trails – the best Austrian summer mountain railways offer nature experiences, relaxation and activities for all ages in 2025

Steharnig-Staudinger: Summer holidays in the mountains are still a Europe-wide trend

Around 43 million people in the ten European markets analyzed by the Austrian Tourism Federation (Austria, Germany, Switzerland, the Netherlands, Belgium, Denmark, the UK, Italy, Poland, and the Czech Republic) are planning a mountain holiday this year, either hiking or mountain biking. This corresponds to approximately a quarter of all summer travelers. Particularly encouraging: a third of these European mountain vacationers – 13 million people – named Austria as their vacation destination. Overall, Austria ranks among the top five mountain destinations in the ten markets surveyed: first place in Austria and the Netherlands, and second place in Germany, Switzerland, Belgium, Denmark, and the UK.

"The longing for fresh air, majestic panoramas, and diverse outdoor activities appeals to a target group that is younger, more active, and more nature-conscious than the average guest. Particularly relevant is that 60 to 80 percent of them also travel in the pre- and post-season. This is a clear sign that our mountain experiences are popular year-round and thus central to the further development of year-round tourism in Austria," says Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Board.

Cable cars as an important key to Austria's tourist success

Cable cars provide access to alpine natural and adventure areas, and their infrastructure contributes significantly to mobility and the quality of life in these regions. At the same time, they are among the drivers of innovation in the field of sustainability: Whether energy-autonomous systems, resource-efficient construction methods, or collaborations with regional partners – the industry is proving itself fit for the future and responsible.

A strong alliance within the industry and with tourism organizations is crucial to continue offering guests authentic, high-quality mountain experiences in the future and to ensure the competitiveness of Austria as an alpine tourism destination. "Cable cars are the key to many extraordinary alpine experiences and unique activities in Austria's mountains. They not only connect valleys and peaks, but also serve as central pillars of sustainable tourism mobility year-round," Steharnig-Staudinger continued.

Hörl: Cable car offers in summer remain very popular

For the Austrian Cable Car Association, the summer season is becoming a more important component of the entire value chain. "We have been observing a positive trend for years, which is inextricably linked to the intensive development of the cable car offerings," says Franz Hörl, chairman of the association. Summer tourism now accounts for 15 percent of total annual revenue. This not only makes the industry more attractive as an employer with a growing number of year-round jobs, but also meets the wishes of guests. "After all, 40 percent of guests already state that they would choose another region as a vacation destination if there were no mountain railway offerings," explains Hörl. The Austrian cable car companies will therefore continue to professionalize and diversify their offerings. "We will continue to position ourselves as an attractive addition to domestic summer tourism with quality and a strong focus on the variety of mountain experiences. This contributes significantly to Austria's distinctive unique position as a destination among other vacation destinations," says the chairman of the association. In addition, the demand for the cable car services also contributes to strengthening the regional economy – especially with regard to guests’ spending on accommodation, restaurants and local trade in the respective regions and towns.

Grundner: The trend is towards experiencing nature, slowing down and cross-generational activities

"The demand for authentic nature experiences and relaxation in the mountains remains unbroken – and our members deliver exactly that: natural adventure spaces, creative presentations, and the highest quality standards," says Kornel Grundner, spokesperson for the "Best Austrian Summer Mountain Railways." The seal of quality stands not only for diverse mountain experiences and family-friendliness, but also for a deeply rooted understanding of sustainability.

"In 2025, guests can look forward to new bike trails, expanded water worlds, and adventure trails that connect generations and make the mountains accessible year-round. Our mountain railways have long been more than just a means of transportation—they are an active part of our guests' alpine summer mountain experiences, who are increasingly returning a second or third time during the season. Sustainability is part of our DNA. And with strong partnerships, such as the KlimaTicket Ö in the area of ​​sustainable mobility or the Gipfel-Charta for more mindfulness in the mountains, we are taking responsibility for our mountain world—together with our guests," says Grundner.

About the seal of quality “Best Austrian Summer Mountain Railways”

The Best Austrian Summer Mountain Railways seal of approval is a quality initiative of the Cable Car Association of the Austrian Federal Economic Chamber. It stands for certified quality of services, innovative experiences, and sustainable regional development.

82 member companies with 100 themed mountains meet at least 100 rigorously tested quality criteria. Certification is awarded in five experience areas – Adventure, Family, Panorama & Nature Experience, Indulgence, and Art & Culture – and is renewed every three years. The member companies guarantee diverse mountain experiences and are highly valued by guests when making vacation decisions.

About the study “Mountain Holidays in Summer”

The study "Mountain Holidays in Summer" was commissioned by the Austrian National Tourist Board and provides valuable insights into target groups, trends, and potential in alpine summer tourism. It is available free of charge to all partners in the industry.

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