Tourism in Austria: Challenges and Opportunities for 2025!

Tourism in Austria: Challenges and Opportunities for 2025!

In a recent interview with Susanne Kraus-Winkler, head of the federal tourism and leisure sector at the WKÖ, the role of tourism as a central element of the Austrian economy was highlighted. The discussion took place as part of the Alpbach Tourism Conference 2025, the motto of which was “Tourism.Future.Austria 2025 – Change, Values, Growth”. In this context, the challenges and opportunities of Austrian tourism were examined.

Austrian tourism, which includes over 95,000 businesses and secures more than half a million jobs, contributes 37.4% to the country's VAT revenue. What is particularly noteworthy is that 50% of the 2.28 billion euros in sales in the sporting goods trade result from tourist demand. According to Kraus-Winkler, 75% of Austrians consider tourism to be relevant not only economically but also culturally.

Identify urgent challenges

A key problem that is currently in focus is the shortage of skilled workers. This is not just a short-term challenge but requires long-term solutions as in Federal Environment Agency is highlighted. Tourism is viewed as a “starter and transition industry” that offers attractive career opportunities despite the challenges. Over 75% of tourism businesses are facing handovers in the next ten years, which underlines the urgency of succession solutions.

In addition, digitalization is a central transformation factor. A third of companies have already implemented artificial intelligence in areas such as marketing and booking systems. These digital technologies could act as important drivers for the further development of the sector. Current trends show that a legal framework and a clear vision of the future are essential for competitiveness.

Sustainability as a key issue

Sustainability plays a central role in Austrian tourism. It is not viewed as a quality criterion for guests, but also as a strategic goal for the development of sustainability certifications for companies and regions. The need for noticeable relief for companies is evident, as 50% of companies say they are heavily burdened by bureaucracy. A comprehensive de-bureaucratization package is necessary so that companies have more scope for excellent hospitality.

Finally, it should be noted that Austrian tourism is facing major, radical changes. However, continuing this success story requires a harmonious interaction of digitalization, sustainability and a proactive professional policy for the future of the industry. The positive reaction to a recently passed economic stimulus package could be seen as a signal for the necessary implementation of further measures.