Austria is experiencing a remarkable tourism revival, with visitor numbers now matching — and in some cases surpassing — pre-pandemic levels. According to Michael Tauschmann, Head of Markets for the Middle East and India, the country’s strong performance across both summer and winter seasons demonstrates a renewed global interest in Austria’s diverse offerings.
“Tourism in Austria has made an excellent recovery in recent years,” Tauschmann said. “What is especially encouraging is that guests are not only returning, but they are also staying longer and spending more. There is a clear trend towards high-quality, authentic experiences, which perfectly matches Austria’s strengths.”
Vienna continues to lead as the country’s premier destination, attracting travelers with its rich cultural heritage, thriving arts scene, and role as a hub for global congresses and events. “Vienna remains the frontrunner because of its cultural heritage and international appeal,” he explained. Salzburg and Innsbruck also remain highly sought after for their unique blend of culture and alpine charm, while regions such as Tyrol, Vorarlberg, Carinthia, and Styria are drawing visitors seeking nature and wellness. “And, of course, the Salzkammergut has gained significant attention as the European Capital of Culture,” Tauschmann added. “It has placed an international spotlight on a region that beautifully reflects Austria’s soul.”
Despite these successes, challenges remain. “One of our main challenges is seasonality,” Tauschmann admitted. “We see very strong demand in winter and summer, but spring and autumn are still less developed.” He also highlighted growing competition from other European alpine destinations. “Sustainability is another key issue for us. Austria is deeply committed to environmentally responsible tourism, but it requires careful balancing to ensure both growth and the protection of our natural resources.” He further stressed that in long-haul markets such as the Middle East and Asia, “air connectivity is absolutely crucial. Direct flights are essential for sustainable growth.”
The Middle East, in particular, has become a priority market. “This region has tremendous potential, especially when it comes to luxury travel, family holidays, and wellness tourism,” Tauschmann noted. “Partnerships with airlines, trusted travel companies, and media outlets are vital for us. They allow us to showcase Austria far beyond the traditional destinations of Vienna and Salzburg, and highlight our luxury resorts, pristine landscapes, and family-friendly experiences.”
Looking ahead, Austria is aiming to position itself as Europe’s leading destination for sustainable, high-quality tourism. “Our vision is clear,” Tauschmann emphasized. “Over the next five years, we will place strong emphasis on wellness and health tourism, luxury travel, and authentic cultural and culinary experiences.” The strategy also includes reducing seasonality by expanding year-round offerings. “We want to develop more hiking, cycling, and gastronomy experiences, so that Austria is attractive not only in winter and summer, but in every season.”
Above all, Tauschmann believes that Austria’s tourism growth must remain true to its roots. “We are focused on attracting visitors who value quality, authenticity, and sustainability,” he concluded. “This is how Austria can remain highly attractive while continuing to respect our people, culture, and environment.”
