The Austrians' desire to travel shows no signs of waning in 2025. According to the current "Ruefa Travel Compass 2025", 89% of the Austrian population plan to travel next year. Despite the ongoing economic uncertainty and rising living costs, the desire for sun, relaxation and adventure travel remains strong. Holiday destinations in other European countries are particularly popular, but holidays remain an important goal in Austria too.
The survey, conducted by Ruefa in collaboration with Marketagent, reflects the desires of Austrians: 85% of Generation Z will be moving to Europe in 2025, 77% of Millennials prefer European destinations and 71% of Generation X also prefer to stay in Europe or Austria. Even though traveling to distant places is still popular, European destinations in particular are seen as attractive options.
The travel boom continues: A look back at 2024
In 2024, despite economic challenges, Austrians' desire to go on vacation was unmistakable. The average expenditure on a vacation was 2.071 euros per person, which represents an increase compared to the previous year. The combination of several vacation trips was particularly popular: around 26% of Austrians traveled twice, 23% even three times. The preferred travel duration was 8 to 14 days, which is likely to continue in 2025. The desire to travel is also pronounced in the different age groups, with older generations tending to plan higher expenses for their vacation.
The survey shows that the highest holiday budgets can be found in western Austria in particular - in Tyrol, Carinthia and Vienna. Tyroleans spend the most on their holidays at 2.414 euros per person, followed by Carinthia (2.366 euros) and Vienna (2.145 euros). Even though a certain degree of frugality can be observed in Austria due to inflation, 41% of respondents remain largely unimpressed by the current economic challenges.
Travel preferences and trends in 2025
The desire for rest and relaxation will also be at the forefront in 2025. 50% of Austrians plan to spend at least one beach holiday. Beach holidays in particular remain the undisputed most popular type of holiday, while wellness and adventure trips are becoming increasingly important. Wellness holidays have seen a remarkable increase of 7% compared to the previous year. In addition, active sports holidays and adventure trips are also enjoying growing popularity. Around 21% of those surveyed would like to take an active holiday in 2025, while 18% are interested in adventure trips, tours or road trips.
The most popular travel time remains summer, especially the months of July and August. But the pre- and post-season are also becoming increasingly important, especially April and June, which are increasingly being used as attractive travel periods. Ruefa is also announcing several new travel destinations for 2025, including the German Baltic Sea, Montenegro and the Greek island of Skyros. These destinations offer an interesting mix of relaxation, undiscovered highlights and slightly cooler temperatures - a response to the emerging "coolcation" trend.
The most popular holiday destinations and travel methods
When it comes to preferred holiday regions, Europe remains clearly at the top: Italy, Croatia and Germany are among the most popular destinations for Austrians. The USA, Thailand and Japan also remain popular for long-distance travel. Among domestic destinations, Styria, Carinthia and Salzburg are particularly popular. Around 55% of respondents travel by car, while 43% prefer to travel by plane.
The choice of travel destinations reflects different desires and preferences: while some opt for "classic" sun destinations such as Italy and the Maldives, others are looking for new, exciting experiences in lesser-known regions. The need for individualized experiences and flexible travel plans is also growing, with 54% of respondents expressing a desire for tailor-made activities.
The wishes and travel motives of Austrians
When it comes to motivations for travel in 2025, wellness trips (55%) and the trend of "slow tourism" (27%) stand out. Culinary trips, adventure holidays and mobile living arrangements such as motorhomes or tiny houses are also popular. The search for nature experiences, for example by visiting national parks or observing wild animals, is one of the big highlights of holiday planning. The biggest "mistakes" are said to be excessive prices for tourists (20%) and bad weather (15%).
Another trend that is expected to continue in 2025 is the increased demand for customized vacation experiences. More than half of respondents want tailored activities and excursions that meet their personal interests. In addition, 32% of travelers have a desire to be flexible in the pace of their trip and to change stays in different locations on the fly.
The travel industry can look optimistically towards 2025
Despite economic uncertainty, Austrians' desire to travel remains stable and shows no signs of slowing down. The willingness to plan a large budget for vacation and relaxation shows how important travel remains for the population.
With a focus on European destinations, but also exciting new destinations, 2025 offers a variety of attractive holiday options. The increasing demand for individualized and flexible travel could continue to pose interesting challenges for the industry - and offer opportunities.
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