Austria Tourism 2025
Southeast Asia Moves into Stronger Focus
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 base is internationalising. Southeast Asia, in particular, is emerging as an increasingly relevant source market.
Tourism Performance 2025: Stable Growth on a Broad Base
Austria’s tourism sector looks back on a solid overall year in 2025. From January to December, 157.3 million overnight stays were recorded – an increase of 1.9 percent compared to the previous year. Arrivals rose to 48.2 million (+3.1 percent).
These figures confirm Austria’s position as a highly attractive international destination. What stands out, however, is less the total growth itself than its composition: demand is increasingly driven by international markets.
As Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office (Österreich Werbung), emphasises, internationalisation is a central strategic objective to ensure the long-term resilience and competitiveness of Austria as a tourism destination.
CEE Markets Remain Strong Growth Drivers
Once again, Central and Eastern European (CEE) markets showed particularly dynamic growth in 2025.
The Czech Republic recorded an increase in overnight stays of 6.1 percent, while Poland and Slovakia grew by 7.3 percent and 6.4 percent respectively.
This continues a trend already visible in recent years: the CEE region plays a key role in diversifying demand and strengthening the overall stability of Austrian tourism.
Long-Haul Markets on the Rise: USA and Asia as Growth Engines
Long-haul markets also delivered above-average growth in 2025. The United States further consolidated its role as Austria’s most important long-haul market.
With 2.6 million overnight stays (+7.8 percent), the highest level ever recorded was reached.
China continued its recovery. Overnight stays increased by 14.7 percent to around 750,000, but remain well below the pre-pandemic level of nearly 1.5 million overnight stays.
Asia-Pacific: Uneven Recovery, Clear Momentum
The Asia-Pacific region contributed significantly to growth in 2025, albeit with varying dynamics:
China: +15%
Japan: +19%
Southeast Asia: +18%
Australia: +19%
Korea: +4%
While China and Japan, despite strong growth, still remain below their 2019 figures, Australia stands out as a clear outperformer. With growth of more than 25 percent compared to 2019, the market has not only recovered but effectively replaced the volumes Austria previously received from Japan and Korea.
This development highlights a redistribution of weight within Austria’s long-haul markets.
Southeast Asia as a Source Market: High Growth and Structural Relevance
With growth of 18 percent, Southeast Asia ranks among the most dynamic Asian source regions for Austria in 2025. While absolute volumes remain lower than those of major individual markets such as the USA or China, its importance lies in the structure of demand.
Southeast Asia displays several characteristics that are becoming increasingly relevant for Austria’s tourism sector:
A broad base of origin markets rather than dependence on a single country
Predictable demand via tour operators, agencies and growing FIT segments
Travel both within and outside Europe’s traditional high season, particularly in spring and autumn
Strong affinity for quality, safety and reliable infrastructure
For many hotels and destinations, Southeast Asia is not a short-term volume driver but a stabilising long-haul market that contributes to risk diversification and secures international demand over the long term.
Core Markets Remain Stable – Growth Comes from Abroad
Austria’s major European source markets continue to provide a solid foundation:
Germany remained stable at +0.2 percent overnight stays
The Netherlands recorded +1.5 percent
The United Kingdom grew by +2.1 percent
Switzerland declined slightly (–1.3 percent)
At the same time, according to Österreich Werbung, a clear trend towards more frequent but shorter trips is emerging in nearby markets. This is precisely where long-haul markets such as Southeast Asia gain importance: they compensate for structural changes in travel behaviour rather than merely adding volume.
Winter 2025/26 Start Confirms International Demand
The start of the 2025/26 winter season was also very positive. In November and December, the following figures were recorded:
6.6 million arrivals (+7.5 percent)
19.7 million overnight stays (+8.1 percent)
Growth was clearly driven by international guests. Overnight stays from abroad increased by 10.7 percent, while the domestic market grew by 1 percent.
Particularly strong momentum came from Poland (+15.2%), the Netherlands (+19.6%), the Czech Republic (+11.2%) and the USA (+14.4%).
Reading International Markets Correctly
The data clearly shows that internationalisation is no longer an abstract objective but a lived reality. Markets such as Southeast Asia gain relevance not through sheer volume, but through predictability, timing and strategic fit.
For hotels, destinations and tourism operators, this means:
Long-haul markets must be analysed and addressed in a differentiated way
Sales, product and service must align with specific market expectations
Visibility alone is not enough – clear positioning and strong partnerships are decisive
Ultsch Consult
Ultsch Consult supports European hotels, destinations and tourism companies in the structured development of Southeast Asian markets. With an operational presence in Thailand, Vietnam, Malaysia and Singapore, and a deep understanding of European tourism structures, Ultsch Consult helps assess demand realistically, identify suitable partners and build sustainable market presence.
Not as a short-term campaign –
but as long-term, strategic market development.
Translate to EN: 157,3 Millionen Nächtigungen, stabile Kernmärkte und überdurchschnittliches Wachstum aus den Fernmärkten: Das Tourismusjahr 2025 zeigt, wie stark sich Österreichs Nachfrage internationalisiert. Besonders Südostasien entwickelt sich dabei zu einem zunehmend relevanten Quellmarkt.
