The Austrian population's desire to travel remains unaffected by economic uncertainties in 2026, reaching a new high with 90 percent planning to travel. According to the latest Ruefa Travel Compass, a representative study of 1.550 respondents, Austrians plan to take an average of 21 vacation days this year, an increase of two days compared to the previous year.
Despite ongoing inflation, willingness to spend remains high: The planned budget per person has risen slightly to an average of €2.209. While classic beach holidays continue to hold the undisputed top spot, wellness breaks and city trips are gaining in popularity. Significant regional differences in budget planning are evident, with older generations in particular having the most substantial financial resources for their travels.
Economic framework and budget planning
Although rising prices are affecting many areas of life, holidays remain highly valued by Austrians as an essential source of energy. 43 percent of those surveyed stated that their travel plans are hardly affected by the current economic climate. Nevertheless, a segment of the population is more price-conscious: 15 percent deliberately opt for the cheaper off-season, and 13 percent take advantage of early booking offers.
A detailed look at finances reveals a striking generational divide. While members of Generation Z are budgeting around €1.938, Baby Boomers already have €2.630 per person. The highest figure is reached by the traditionalist generation, who are allocating an average of €4.444 for their travels in 2026. Regionally, Tyroleans prove to be particularly keen to invest, with a planned budget of €2.517, closely followed by Viennese and Burgenland residents.
Most popular types of holidays and travel destinations
The desire for sun and sea is stronger than ever in 2026. 54 percent of Austrians plan at least one beach holiday, an increase of four percentage points compared to the previous year. City breaks (41 percent) and wellness and relaxation holidays (35 percent) follow in popularity. Sporting activities and tours complete the picture of diverse holiday interests.
When choosing destinations, Europe remains the top choice for 80 percent of travelers. Italy maintains its leading position as the most popular foreign destination with 32 percent, followed by Croatia and Germany. Domestically, Styria, Carinthia, and Salzburg are particularly attractive to Austrian vacationers. In the long-haul travel sector, Thailand has seen a significant increase and leads the pack with 15 percent, while interest in the USA has declined slightly. Also noteworthy is the rising demand for travel to Japan and China, which are considered trending destinations for 2026.
Mobility and travel period
Travel to holiday destinations remains primarily individual. 51 percent of Austrians rely on their own car, while 46 percent use airplanes. Trains are an option for 14 percent of travelers. Although the majority of those surveyed are not tied to school holidays, the summer months of July and August remain highly popular. However, a growing trend is emerging in the use of the shoulder months of May, June, and September, which are particularly valued for their more moderate temperatures and lower occupancy rates at destinations.
Regarding travel arrangements, couples' trips dominate at 43 percent. Approximately one in four trips is a family vacation with children. An interesting aspect is the proportion of solo travelers, which, at 10 percent, represents a stable niche in the market.
Motives and the importance of personal consultation
What makes a trip unforgettable? For 59 percent of Austrians, experiencing nature between mountains and beaches is paramount. Culinary delights, sporting activities, and encounters with local flora and fauna are other key motivations. The quality of accommodation and cultural background also play a significant role in the choice of destination.
Despite increasing digitalization and the availability of artificial intelligence, trust in human expertise remains strong. While only 12 percent of those surveyed trust travel recommendations from chatbots, 59 percent rely on advice from travel agencies. Personal interaction and the individual expertise of consultants are particularly valued for more complex trips or when searching for new trending destinations like Menorca. The Balearic island is considered a hidden gem for 2026 and has become more easily accessible thanks to new direct flights from Vienna.
In summary, the Austrian travel market in 2026 will be characterized by high stability and pronounced differentiation. The willingness to spend money on quality and relaxation is present across all segments of the population. The industry is responding to this demand with specialized offerings – from sports trips and cultural tours to new store concepts that combine digital features with personalized advice. For Austrians, vacations remain a fundamental need that continues to be a priority, even in challenging times.