Austria, top choice of 13 million Europeans for Alpine holidays

Austria continues to stand out as one of Europe’s top destinations for summer mountain vacations. The country generates effectively strong demand for outdoor and nature-based travel experiences.

According to a study by the Austrian National Tourist Office (ÖW), around 43 million Europeans across 10 surveyed markets plan to take a mountain vacation in 2025. This includes among others travelers looking for hiking or mountain biking. Impressively, one-third of them — approximately 13 million people — have chosen Austria as their preferred destination.

Austria ranks among the top five mountain destinations in all surveyed countries. It even takes the number 1 spot in Austria itself and in the Netherlands.

It comes 2nd in Germany, Switzerland, Belgium, Denmark, and the UK. This confirms Austria’s growing appeal among a younger, more active, and environmentally aware traveler demographic, many of whom travel in the spring and fall, indicating the increasing importance of year-round tourism.

Cable cars central role for attracting mountain holiday lovers

Cable cars play a key role in this success. Beyond offering access to alpine areas, they improve regional mobility, enhance the visitor experience. They are increasingly seen as drivers of sustainable innovation. Many systems are energy-efficient, built with ecological considerations, and operate in partnership with local businesses.

Cable cars are now viewed as more than transport—they’re a central part of the alpine tourism experience. While the summer season is gaining importance for Austria’s cable car operators. The season now accounts for 15% of the sector’s annual revenue.

Guests place a high value on cable car accessibility, with 40% stating they would choose a different destination if such services weren’t available. This makes it vital for operators to continue diversifying their offerings and maintaining high quality. It also helps boosting the local economy, supporting accommodation providers, restaurants, and retailers.

The “Best Austrian Summer Cableways” quality seal is indeed a certified initiative by the Austrian Cable Car Association. It stands for verified quality and innovative experiences open to all generations. It highlights 82 certified operators that meet strict criteria in five themed areas: Adventure, Family, Nature & Scenery, Culinary, and Arts & Culture.

In 2025, new attractions such as expanded bike trails, water play areas, and multi-generational adventure paths further enrich Austria’s summer mountain offering.

Sustainability is the DNA of Austria’s mountain tourism offer

Sustainability is central to all these developments. “Our cableways are far more than just a means of transportation – they are an integral part of the alpine summer experience. Many of our guests return multiple times in one season,” highlights Kornel Grundner, spokesperson for the Best Austrian Summer Cableways.

“Sustainability is embedded in our DNA. With strong partnerships – like KlimaTicket Ö for eco-friendly transport or our summit charter promoting mindful mountain behavior – we share the responsibility of preserving our alpine environment together with our visitors,” he adds.

Austria’s summer mountain strategy demonstrates a clear vision: combining quality, innovation, and environmental responsibility. With the ultimate goal of remaining a leading and distinctive vacation destination in Europe.

The study is available (only in German) by clicking here.

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