Austria is gaining increasing interest among Italians as a holiday destination. Last year, the number of arrivals of Italian holidaymakers in Austria grew by 23.6 percent compared to 2022, which is above average. The number of overnight stays increased by 20.4 percent.
This puts Italy in fourth place in the ranking of the most important foreign markets in the tourism sector, after Germany, the Netherlands and Switzerland. According to the tourism marketing organization Österreich Werbe (ÖW), more than a million arrivals from Italy were reported last year, but that is still 9 percent below the level of the pre-pandemic year 2019. This gap is expected to be bridged by 2024.
City and cultural tourism is booming
There is a lot of demand for city and cultural tourism, especially among Italians. Thanks to the extensive offers in connection with the European Capital of Culture year Bad Ischl and the Strauss year 2025, a further increase in the number of Italian guests is expected.
Sustainability is central
Austria Advertising has launched a new marketing campaign worldwide and also in Italy with the slogan ‘Sentiment of Life’, which is used to promote Austria as a holiday destination. With advertising campaigns on TV, in print and online media and social networks, but also on YouTube, the ÖW tries to woo tourists in Italy – not only from Northern Italy, but increasingly also from Rome and Southern Italy. The focus is, among other things, on sustainability, a focus of Austrian tourism policy.
Italians interested in culture spend an average of three days in Austrian cities. Those who prefer a wellness and nature holiday usually spend a week in Austria. Thanks to a good price-quality ratio, the country is also keeping pace with South Tyrol, which is a competitor with its offer, says Kolzer.
Culinary country Austria
Culinary cuisine is also gaining increasing interest among Italian guests. The publication of the Michelin Guide to Austria 2025 contributes to increasing awareness of Austrian cuisine in Italy. “Gastronomy may not be the main reason that Italians come to Austria, but it does help make the destination more attractive. “We therefore want to focus more on Austria as a culinary country,” Kolzer explains.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
