157.3 million overnight stays, stable core markets and above-average growth from long-haul markets: the 2025 tourism year highlights how strongly Austria’s demand is becoming internationalised. Southeast Asia, in particular, is emerging as an increasingly relevant source market.

Traditional source markets for Austria are losing momentum, while Southeast Asia is emerging as a powerful new growth driver. Rising overnight stays, longer lengths of stay and travel periods outside the European high season make markets such as Singapore, Thailand, Malaysia and Vietnam increasingly attractive. For Austrian hotels, destinations and attractions, Southeast Asia offers a strategic opportunity to diversify demand and strengthen year round performance – provided the market is addressed proactively and with a long term approach.