Summer tourism in Austria is experiencing an upswing – but not without challenges. Between geopolitical uncertainty, climatic changes and changing guest needs, the industry has to reinvent itself. Why “coolcation”, intentional travel and retreat offers will make the difference in the future – and how a hotel on the Arlberg is already serving as a role model.
In 2023, Austrian summer tourism reached a new high: at 16.6 billion euros, the summer season even surpassed the traditionally strong winter season (13.3 billion euros). 45 million guests accounted for around 151 million overnight stays. However, the positive figures should not obscure the fact that the general conditions are changing - and with them the expectations of tourism businesses.
Österreich Werbung describes the situation as “characterized by uncertainty”: global tensions, high cost of living, geopolitical risks. Nevertheless, the willingness to travel in the most important source markets remains unbroken.
Current travel trends show that guest behavior is changing in several areas:
The importance of international visitors remains high: in 2023, they generated revenue of over 22 billion euros - a huge contribution to Austria's current account balance.
Requirements are increasing in parallel with growth:
The Tourism Satellite Report shows that tourism's share of GDP was only 3.8% in 2022 - before the pandemic, it was 5.5%. Innovative offers and experiences are needed to regain former strength.
The example of the Hotel Goldener Berg in Oberlech shows how theory can be successfully put into practice. Host Daniela Pfefferkorn and her team rely on a holistic summer concept that precisely meets the current needs of guests:
Holistic offerings instead of just “overnight stays”:
Attractive approach and clever packages:
Storytelling with depth:
This model is exactly in tune with the times - and offers valuable inspiration for other hotels on how brands can be emotionally charged and economically successful at the same time.
Another prime example shows that completely new experience formats are also being established: Erika's Garden Club at Erika Boutiquehotel Kitzbühel. The summer hotspot brings the casual vibe of a beach club to the Tyrolean Alps - complete with live DJ, cocktails, garden lounge and natural pond. Stylish design meets culinary lightness and invites hotel guests and day visitors alike to spend carefree hours in the open air.
This concept is exemplary of a new touristic direction that interweaves community, design, enjoyment and lightness - an elegant response to the desire for conscious but informal vacation experiences.
If you want to inspire summer guests, you have to think far beyond the classic accommodation concept. The future lies in curated experiences:
The great opportunity lies in the fact that alpine regions in particular have the best prerequisites in terms of climate, infrastructure and emotions - if they continue to develop courageously now.
What happens when a two-star chef with visionary flair moves into a listed gatehouse? That’s exactly what happened in Gemert in the Netherlands: With GEM., Soenil Bahadoer and Annu Bachu have not only opened a restaurant, but also created a new culinary concept – rooted in its own history, radically open to the future.
In the fast-paced world of the luxury hotel industry, true constants are rare. Hotel Schloss Mönchstein in Salzburg, however, impressively proves that long-term investments, active employee loyalty and a genuine host culture can become a sustainable model for success. Situated in one of the most exclusive locations in Europe – high up on the Mönchsberg with a view over Salzburg’s old town – the hotel stands not only for aesthetic sophistication, but also for strategic consistency. A role model for the entire industry.
After the star comes the key: The MICHELIN Guide is expanding its rating universe – and will present a worldwide selection of outstanding hotels for the first time in October 2025. A transformation that goes far beyond bed comfort. What is behind the concept? What new standards does it set? And why is it also important for the industry in the DACH region?
Summer tourism in Austria is experiencing an upswing – but not without challenges. Between geopolitical uncertainty, climatic changes and changing guest needs, the industry has to reinvent itself. Why “coolcation”, intentional travel and retreat offers will make the difference in the future – and how a hotel on the Arlberg is already serving as a role model.