Austrian Tourism Day 2025 – The World as Guest
“Understanding markets, utilizing potential” – International perspectives for the future of tourism
On May 14, 2025, the tourism industry gathered at the Vienna Airport Conference & Innovation Center to exchange new ideas and strategies for international tourism as part of the Austrian Tourism Day 2025 under the motto "The world as a guest – understanding markets, utilizing potential".
Tourism year 2024: Record numbers and international momentum
With 154.3 million overnight stays, 2024 was a strong year for tourism in Austria. The increase in international guests is particularly noteworthy.
USA : With 2.38 million overnight stays, the most important long-haul market.
China : Approximately 654,000 overnight stays , which underlines the growing importance of the Asian market.
Latin America : Mexico and Brazil in particular recorded a combined total of approximately 571,000 overnight stays .
Canada : With an increase of 19% , Canada reached approximately 383,000 overnight stays .
These figures illustrate the enormous potential of international markets and the need to tailor offerings specifically to these target groups.
High-caliber program with an international focus
The program covered a wide range of topics, from market analyses and business cases to innovative practical examples from North and South America, Asia, and Central and Southeast Europe.
The inspiring opening was delivered by Dr. Insa Thiele-Eich , scientist and astronaut, with a keynote address that examined global developments and opportunities from a literally limitless perspective . Her appeal:
Those who want to shape the future must think big.
Rethink winter – experience winter in a new way! ❄️
The focus then shifted to panels and presentations on strategic approaches to long-haul markets and new guest groups – especially for winter tourism.
In his presentation, Martin Dolezal outlined current scenarios and perspectives from the long-haul markets of Asia and the Arab world . Under the title "Change of Mindset," he presented innovative approaches for year-round winter experiences – from #RollSkiPiles and #DrySlopes to immersive #SnowAdventureWorlds .
The aim of these concepts is to tap into new guest potential and redefine winter for international target groups . The demand is there – now it's a matter of being bold in implementation and creating winter experiences in places where they haven't happened before .
Perspectives in international exchange
The subsequent panel discussion
Martin Dolezal (CEO Snowsports Academy)
Mohammad El Etri (Managing Director, #SkiDubai, Majid Al Futtaim Entertainment),
Wim Hubrechtsen (CEO, SnowWorld)
and Emanuel Lehner-Telič (Head of Markets Asia-Pacific, Austrian National Tourist Office)
about the future of winter tourism – from artificial ski paradises in urban centers to culturally sensitive communication of tourist offers.
A platform for visions and networking
The Austrian Tourism Day 2025 was more than a conference: it was a platform for bold ideas , concrete market strategies and valuable exchange – and thus an important milestone on the way to making Austrian tourism internationally competitive and future-proof .
🔗 Further information and insights: www.tourismustage.at
🔗 Austrian National Tourist Office: https://www.austriatourism.com
Photos: Austrian National Tourist Office / Ben Leitner
Comments