Despite war and crises, tourism experts are optimistic

The was presented on this occasion “Summer potential analysis” 2026, which highlights the big travel trends. For this analysis, 10,000 people in various European countries were surveyed, who together represent 81 percent of all arrivals in Austria in the summer of 2025.

A key finding: Despite all the uncertainties and difficult economic times, Austrians and their European neighbors are sticking to their vacation plans.
13 million travelers have already planned to travel to Austria – a further 11 million still have potential. The total 24 million possible guests would be an increase of around two million arrivals from the ten markets surveyed compared to the previous year. What is encouraging is that Germany, by far the most important source market, is showing increasing booking rates and growing interest. More travelers are also likely to come from Switzerland, Great Britain, Italy and Poland this year than in 2025. “Austria is holding its own among the European markets,” says ÖW managing director Astrid Steharnig Staudinger.

Skepticism is appropriate

Given the still subdued booking situation, tourism businesses are heading into the summer season with mixed feelings. 38 percent of those surveyed were positive, 37 percent were neither-nor, i.e. waiting, and 25 percent were negative. The bottom line is that “a successful summer season is more likely,” Kraus-Winkler interprets the data.

The problem is the dwindling earnings situation. “We don’t have a structural problem with supply and demand, but we do have a problem with profitability,” says Kraus-Winkler, pointing to rising food, personnel and energy costs that “cannot be passed on one-to-one to the guests.” “Full houses and low yields have unfortunately become a reality in Austria.”

Business with the ESC is also somewhat disappointing. There are significantly fewer bookings in Vienna than hoped. The tourism experts point to the long-term advertising effect. “Many are booking holiday apartments or going to cheaper accommodation – we certainly still have room for improvement, but we are not disappointed, we see not only the momentum of this week, but the event as a demand booster,” says Steharnig-Staudinger. “It’s not about the singular event, but rather that we use the appeal for future bookings,” says Tourism State Secretary Elisabeth Zehetner.