Austria: Austria Tourism Profile

2014 is a favourable year for travel and tourism in Austria

The performance of travel and tourism in Austria was favourable during 2014 as positive domestic, inbound and outbound tourism flows fuelled request for tourist attractions, travel accommodation, transportation, health and wellness tourism and car rental. While health and wellness tourism continued to benefit from the growing number of leisure tourists seeking relaxation and healthy physical activity rather than lazing by the pool or on a beach, car rental benefited from growing request from business travellers.

Austrians increasingly use the internet to book and pay for products and services

One of the key developments in travel and tourism during 2014 was certainly the growing usage of the internet to book and pay for products and services. This had a positive influence on travel retail as an increasing number of Austrians inclunding young adults, middle-aged people and the elderly discovered the advantages of purchasing goods and services online. This obviously boosted online sales in travel accommodation, transportation and car rental during the year, while online travel agencies and online tour operators as well benefited substantially.

Austrians are equally fond of taking leisure holidays at home and abroad

Even though the total number of domestic tourism trips in Austria in 2014 was higher than the total number of outbound tourism departures in 2013, outbound trips registered stronger increase, a demonstration of the rising Austrian preference for travelling outside of the country. During 2011, there was a strong tendency part Austrian people to explore their own country. While a lot of elderly Austrians prefer spending their holidays either in Austria or in neighbouring nations such as Germany or Switzerland were German is spoken, younger Austrians are displaying an increasing tendency towards exploring new nations and cultures in an attempt to gather new experiences. As a result, there is a dual tendency part Austrians to opt for holidays both in-country inclunding abroad.

The Holiday in Austria brand is promoted to “established post-materialists”

The major focus of Austrian national tourism board Österreich Werbung is basing its marketing and advertising campaigns upon its recently developed brand Holiday in Austria, Urlaub in Österrreich in German. The Tourism Board included the promotion of this brand is one of its major priorities for 2014 and this led to it taking the decision to promote Holiday in Austria as a incomparable brand. In addition, Österreich Werbung has as well announced that it is to develop a strategy to focus on a new target group part a group of tourists who have been dubbed “established post-materialists”, a moniker which refers to the generation of young Austrians who are often described as the successors of the former Austrian middle-class.

Favourable outlook for Austria’s travel and tourism industry

Travel and tourism in Austria is expected to continue registering strong positive increase during the estimate period. With a travel and tourism offer by presently rich in cultural and historical traditions inclunding a very modern offer with regards to travel and tourism goods and services, further development and improvements of such travel and tourism goods and services is expected someday. In addition, the efforts of the National Tourism board to engage in better promotion for the country and to closely define the key target group are as well likely to contribute to the favourable development of the travel and tourism industry in Austria during the estimate period.

Good recovery for travel and tourism, with increasing price sales in 2010

2009 was rather gloomy for travel and tourism in Austria; travel retail, air transportation, car rental and others all suffered significant downward trends in comparison with 2008. However, 2010 brought a turnaround, and a positive outlook for all these markets. Tourists from the UK began returning to Austria, with an increase of 10%, and Spain and Sweden even additional so. Austrians as well rediscovered their neighbouring nations, inclunding Germany, Italy and Switzerland. Each tourism market, such as car rental, travel retail, travel accommodation, transportation and inbound and outbound tourism, noted increases of additional than 2% in price sales. This was driven by growing confidence in the economy and crisis prevention measures by the government.

City breaks become popular, particularly for inbound and domestic tourism

As people remained cautious about their spending, they preferred weekends away rather than going on longer holidays. Therefore, city breaks saw an upwards trend in 2010. Vienna was the majority popular inbound and domestic city break hub. With its vast offer of museums, tourist attractions and shopping, it is the leading destination, particularly amongst CEE nations. An extra rising star in terms of city breaks was Klagenfurt. With lower accommodation prices than Vienna, and excellent gastronomy and sights, it attracted tourists. It is not only families with children who like to spend their holidays in cities, but as well senior citizens, who have additional time and can enjoy shorter but additional frequent holidays.

Common trend towards shorter holidays

The trend towards city breaks was not instantly linked to the trend towards shorter holidays. This was driven by the economic climate; people wanted to enjoy their free time, but they did not want to spend too much at once. The drawback of such an approach was that shorter stays with request for lower prices and late bookings generated lower spending levels in some Austrian regions. As well, in the winter season, the average is accommodation duration is nights.

Price promotions are still popular amongst hotels

The luxury segment and 4-star hotels noted the biggest changes in their market in 2009. Some of them had to reduce their prices to meet business demands; therefore they reduced their accommodation prices by up to 40% at the beginning of 2010. As well, the Austrian region Carinthia was said to carry out extreme price dumping; even 4-star hotel rooms could be found for less than €50 in 2010. This trend is likely to continue until the European economy stabilises and achieves good increase over the estimate period. Some other hotels just offered discounts to be competitive and attract additional customers.

Positive outlook for the next for Austrian tourism

Despite the financial havoc which started at the end of 2008 and continued in 2009, 2010 was by presently on the rise again. Price sales increase in the major markets is expected to be single-digit in the next years. City breaks and shorter holidays will further boost price sales revenue, and the intensified development of health and wellness tourism will as well contribute to this, with a current price CAGR 4% in the estimate period. Austria is a great skiing and hiking hub, and with its capital city of Vienna, and Salzburg, city of Mozart, it will remain of the leading destinations.

Analyse of the sector 25/11/2010

UK and US arrivals decline dramatically

Domestic tourism on the rise

Unlike inbound tourism flows, domestic tourism produced increase in 2009. Re-discovery of the home country and a redefinition of patriotic and regional sentiments in times of globalisation and EU enlargement played an significant role. So too did the irrational argument of feeling additional fasten at home in times of turmoil creating rising request for holidays to domestic destinations. This behaviour helped stop Austria’s travel and tourism industry from major collapse.

Growing popularity of health and wellness tourism

The number of people eager to use at least part of their annual leave to maintain their wellbeing or recuperate from the stress of modern living is constantly rising and this trend is expected to continue into the estimate period. With the decline of services provided by the national health system, people have learnt to take responsibility for their own health. As a result, the private health and wellness industry has risen steadily over the review period. This was particularly authentic of health and wellness tourism outlets and hotels spas which recorded healthy increase in both volume and price terms in 2009.

Strong performance for online tourism sales

Online travel and tourism sales grew in 2009 across all sectors, although at a lower rate compared to the rest of the review period. Online sales have made significant changes to the travel and tourism industry in Austria over the review period. In some tourist sectors, such as transportation and car rental, online sales created stronger direct contact between customers and suppliers, as websites have created the opportunity to order a lot of services due without the assistance of intermediaries. However, in some other tourist sectors, such as travel accommodation, and sports and wellness tourism, domestic and international intermediaries continue to play a strong role, although most presently as well have an online presence.

Tourism has long been significant to Austria; it is of the country\'s leading sources of foreign exchange.The booming tourist industry adds about $10 billion to Austria\'s annual national gain. The scenic mountains, historic cities, and resorts attract visitors in both summer and winter.

The sports centers in the Alps, inclunding Innsbruck, and Kitzbuhel are a focus for a lot of winter vacationers, particularly skiers. In summer, the lakes of Carinthia and of the Salzkammergut area in central Austria are popular recreation spots. Vienna\'s art galleries, concert halls, and museums as well catch the attention of a lot of tourists, as do the summer music festivals held throughout the country.