Austria strengthens global tourism appeal with strong US, China and CEE growth

Austria’s tourism sector posted steady growth in 2025, driven by strong international demand, particularly from Central and Eastern Europe (CEE) and long-haul markets.

According to the Austrian National Tourist Office, the country recorded 157.3 million overnight stays from January to December, up 1.9% year over year, while arrivals climbed 3.1% to 48.2 million, highlighting Austria’s continued appeal as a global travel destination.

Tourism leaders described the year as solid overall, with growth increasingly fueled by international visitors. Austria’s strategy focuses on expanding its global reach and diversifying source markets to strengthen long-term resilience and competitiveness. Officials emphasized that increasing internationalization remains central to sustaining growth.

CEE markets were among the strongest performers. Overnight stays from the Czech Republic rose 6.1%, while Poland and Slovakia delivered particularly strong gains of 7.3% and 6.4% respectively. Central Europe continues to play a growing role in Austria’s tourism mix, helping diversify demand and providing stability thanks to its geographical proximity. Improved accessibility -especially by rail- and evolving travel habits are contributing to rising interest from neighboring countries.

Long-haul travel also exceeded expectations. The United States, Austria’s most important overseas market, saw overnight stays increase by 7.8%, reaching a record 2.6 million. Meanwhile, China showed continued recovery, with overnight stays rising 14.7% to nearly 750,000, although this remains below pre-pandemic levels. The rebound from Asia is seen as a positive sign for future growth as international travel continues to normalize.

Traditional European markets remained stable overall. Germany, Austria’s largest source market, recorded a 2.1% increase in arrivals, while overnight stays remained nearly unchanged. The Netherlands delivered moderate growth, with arrivals up 2.4% and overnight stays up 1.5%. Switzerland experienced a slight decline in overnights (-1.7%), while the UK market posted modest gains (up 2.1% in overnights). These core markets continue to provide a reliable foundation for the tourism sector.

Travel behavior is also evolving. Visitors from nearby European countries are increasingly taking shorter but more frequent trips, reflecting changing consumer preferences. Tourism officials say this trend highlights the need to promote longer stays and encourage travel outside peak seasons.

Winter season remains a hit

The winter season 2025/26 has started strongly. November and December together recorded 6.6 million arrivals, up 7.5%, and 19.7 million overnight stays, an 8.1% increase.

International visitors were the main driver, with foreign overnight stays rising 10.7%. Strong snow conditions and high holiday demand supported strong performance during the Christmas period, while forward bookings for February indicate stable to very good demand.

Key growth markets early in the winter season included Poland, the Netherlands, the Czech Republic, and the United States. Looking ahead, Austria plans to strengthen its international positioning through targeted marketing and partnerships around major global events, including the Milano Cortina 2026 Winter Olympics, ITB Berlin 2026, and the Eurovision Song Contest in Vienna from May 12 to 16.

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