Tyrol, one of the leading tourism destinations in Austria, draws a mixed conclusion after the 2024 summer season. Although there was a slight decline in overnight stays, the industry remains stable, especially in terms of added value. At the same time, tourism is optimistic about the upcoming winter season, which begins on November 1, 2024. However, the complex conditions - especially the changeable weather and the increasing short-term nature of bookings - presented businesses with considerable challenges.
The summer season, which officially ends at the end of October, recorded only a minimal decline despite adverse circumstances. According to initial calculations by the Management Center Innsbruck (MCI), overnight stays in the months of May to September amounted to around 20,3 million - a decrease of 0,9 percent compared to the previous year. Nevertheless, the average length of stay of guests remains stable at 3,6 days. These figures reflect the high importance of tourism in Tyrol, despite challenges such as the repeatedly mixed weather periods, which were particularly noticeable in September.
Mario Gerber, Tyrol's Minister for Tourism, nevertheless draws a positive conclusion: "We had strong demand last year and the best summer result since 1992. We are therefore satisfied that we have been able to maintain this very good result this summer." The added value of tourism also remains stable: the industry generated 2,4 billion euros in the summer of 2024, which represents a minimal decline of 0,1 percent when inflation is taken into account.
challenges of short-termism and cost increases
The increasing short-term nature of bookings and cancellations is particularly stressful for companies, as Alois Rainer, head of the tourism and leisure industry at the Tyrol Chamber of Commerce, reports. "Guests book in several places at the same time and then travel to where the weather is best. This makes planning for employees and resources extremely difficult," explains Rainer. This development increases the pressure on the hotel and catering industry, which is already struggling with increased costs for energy, goods and wages.
Finding the economic balance is a balancing act for many businesses. On the one hand, prices have to be adjusted, but on the other hand, guests' willingness to pay must not be overstretched. "The increased costs cannot always be fully passed on to prices. This means that there is sometimes too little left over at the end of the day," Rainer continues.
Market developments: declines in local markets, growth in long-distance markets
Another aspect that influenced the summer season was the development of the various source markets. In particular, the local markets of Germany, Austria, Switzerland and the Netherlands, which together account for 80 percent of overnight stays in Tyrol, recorded slight declines. Overnight stays by German guests fell by 1,4 percent, while the domestic market of Austria recorded a decrease of 2,7 percent.
Interestingly, however, there was significant growth in the long-distance markets. There were particularly strong increases from the USA and China. Overnight stays by American guests rose by 9,9 percent, while the Chinese market recorded a significant increase of 159 percent, albeit at a comparatively low level. This development reflects the growing interest in Tyrol as a travel destination, even outside of Europe.
Positive outlook for the winter season
Despite the challenges of the summer season, the Tyrolean tourism industry is optimistic about the upcoming winter. According to a survey by the seasonal tourism barometer, a representative survey of Tyrolean accommodation providers, 76 percent of the businesses have the same or even better booking situation than last year. Demand from Germany, the most important market for winter tourism in Tyrol, is particularly stable. 85 percent of the businesses report the same or improved booking situation.
Tirol Werbung, which is responsible for the marketing of the federal state, is also investing heavily in promoting the winter season. Around 7,3 million euros are being invested in advertising campaigns that are present in eight European markets. The booking situation for the Christmas and New Year holidays is already very positive, while bookings for February, traditionally the strongest month, are currently slightly behind the previous year.
challenges in recruiting staff
In addition to the booking situation, the question of sufficiently qualified staff remains a constant issue for companies. "The situation has now eased somewhat, but there are still many employees missing," explains Alois Rainer. Initiatives such as the "Bist Happy" campaign by the Tyrol Chamber of Commerce are intended to help measure employee satisfaction and thus ensure motivated and loyal employees in the long term.
Sustainability as a plus point for Tyrol
Another factor that strengthens Tyrol's image as a holiday destination is the positive feedback from guests. An analysis of more than 30.000 guest reviews by Tirol Werbung showed that 85 percent of the reviews were positive. Tyrol received particularly high approval ratings in the area of sustainability: 92 percent of the reviews on this topic were positive, with guests particularly praising the regionality and use of regional products.