Carinthian tourism industry looks back on a historically successful 2025/26 winter season and is realigning its strategy for summer 2026. With 970.515 arrivals, a new record was achieved last winter, representing an increase of 6,5 percent.
Overnight stays also reached their second-highest figure since records began, with 3,7 million. According to Carinthia Tourism, this success is primarily due to targeted marketing of nearby and growth markets, as well as increased interest in alpine winter sports and family-friendly offerings.
For the 2026 summer season, the state is investing around five million euros in marketing across twelve international markets. The focus is on Carinthia's lakes, which are the primary reason for travel for over half of all summer visitors. In addition to traditional beach holidays, active nature experiences and cultural offerings are gaining in importance. A key element of the current strategy is the "Carinthian Originals" campaign, which aims to increase the visibility of the holiday destination through authentic stories from local personalities. In its first phase alone, this campaign has already generated over 22 million impressions online.
A key focus of tourism development is the transformation into a year-round destination. To this end, the state is increasingly investing in expanding infrastructure for cycling and mobility. One example is the "Rail & Trail" project, which connects over 100 hiking trails directly to the regional S-Bahn network, thus improving accessibility without private car use. Furthermore, the tourism reform is being pushed forward, which will include legally mandated sales promotion measures from 2027 onwards. The aim of this reform is to sustainably increase the economic value added for businesses by more effectively targeting new customer groups and strengthening the off-season.
According to industry experts, the current geopolitical situation is leading to a trend towards easily accessible destinations in Central Europe. Carinthia is positioning itself as a southern European alternative to long-haul travel. To increase bookings, Carinthia Tourism is strengthening its collaboration with international tour operators and focusing more on digital innovations and AI-powered advertising formats. By inviting around 50 representatives of international travel agencies in June, the potential of the region will be showcased directly on-site to ensure stable booking figures throughout the year.