Tyrol's winter season 2024/25: Record overnight stays despite challenges!

Tyrol's winter season 2024/25: Record overnight stays despite challenges!

The 2024/25 winter tourist season in Tyrol ends in April and can look back on an overall positive outcome. According to the current data from top.tirol Overnight stays rose by 1.4 percent to a total of 26.4 million. Arrivals also increased by 2.7 percent and reached 6.1 million. This is particularly notable as the first half of the season, which ran from November to January, was very positive, while the second half was met with challenges.

The challenges included a lack of natural snow, warm temperatures and the lack of a leap day, which affected the capacity utilization of the companies. Nevertheless, Easter caused a pleasing surge in demand, as Tyrolean tourism statistics show. It is also interesting that the average length of stay fell slightly to 4.3 days, compared to last year when it was 4.4 days.

Positive developments and challenges

The regional tourism councilor Mario Gerber particularly emphasizes the attractiveness of Tyrol and emphasizes the role of family businesses in the region. However, rising prices and a noticeable reluctance to consume among guests are leading to a tense earnings situation for companies. The added value for the 2024/25 winter season is 3.6 billion euros, which corresponds to a decline of 0.3 percent when adjusted for inflation. Despite these circumstances, tourism remains an important driver of the regional economy.

The guests’ markets of origin show different trends. Germany remains stable with 13.4 million overnight stays, while the Netherlands recorded an increase of 4.6 percent with 3.9 million overnight stays. Austria recorded 1.8 million overnight stays (plus 3.5 percent). In contrast, the United Kingdom (-0.6 percent), Belgium (-2.6 percent) and Switzerland (-3.8 percent) recorded declining numbers. On the other hand, overnight stays from Poland stand out positively, reaching 620,000, an increase of 10.3 percent.

Tyrol's tourism offer and future prospects

Karin Seiler, the managing director of Tirol Advertising, emphasizes the adaptability of Tyrolean tourism. Skiing remains the region's core product, with 80 percent of guests taking up this winter sport. However, the offer has also been expanded to include activities such as winter hiking, events, wellness and culinary delights in order to get closer to the goal of balanced year-round tourism.

A look at the general tourism statistics for the year 2023/24 shows that Tyrol was able to achieve 48.75 million overnight stays, which corresponds to a slight increase of 0.5 percent compared to the previous year. The average length of stay is 3.9 days and is characterized by seasonal distributions, which indicate that winter accounts for 53 percent of overnight stays and summer 47 percent. What is particularly noteworthy is that Tyrol accounts for around a third of the total overnight stays in Austria.

The strongest source markets are Germany with 26.6 million overnight stays, followed by the Netherlands with 5.4 million and Austria with 4.0 million overnight stays. The tourism associations with the highest number of overnight stays are the Ötztal with 4.3 million overnight stays and Innsbruck Tourism with 3.6 million.

Overall, Tyrolean tourism remains an important source of employment. Around 52,400 people worked in tourism in January 2025, which represents an increase of 0.7 percent compared to the previous year. Almost 70 percent of employees come from abroad, which underlines the international appeal of the region.

Tyrol is therefore faced with the challenge of both continuing to promote positive trends and adapting to the ever-changing conditions of the climate and guest wishes in order to maintain its attractiveness as a year-round destination.