Austria Gains Ground on Switzerland for U.S. Ski Tourists

Austria Narrows Gap with Switzerland for American Ski Tourists

Austria's winter tourism sector has posted modest growth for the 2024-25 season, with total overnight stays up 1.8% to 72.38 million. However, the real story lies in the surge of American visitors, which increased by 15.4% to 973,000 overnight stays. This puts Austria on track to potentially overtake Switzerland as the preferred Alpine destination for U.S. ski tourists, though the Swiss still maintain a lead with 1.2 million American overnight stays.

While these numbers might seem like mere industry trivia, they reflect broader shifts in the global ski market and have significant implications for North American skiers planning European trips. The increasing American presence in Austrian resorts, coupled with Vail Resorts' expansion of Epic Pass coverage in the country, suggests a changing landscape that budget-conscious skiers should monitor closely.

Getting deep at Hintertux on the glacier. © SnowStash

Diving deeper into the figures, it's clear that Austria's ski industry is punching above its weight. Despite having a similar population and geographical size to Switzerland, Austria's ski resorts attract more than twice the number of skier visits annually. This disparity is partly explained by Austria's heavier reliance on international visitors, which accounts for its low 42% bed occupancy rate during winter - a figure that simultaneously represents vulnerability and untapped potential.

The strength of the Swiss Franc continues to work in Austria's favour, making it a more attractive option for value-seeking tourists. This economic factor has even led to nearly 2 million Swiss visitors choosing Austrian resorts over their domestic options. For American skiers, this currency advantage could translate to significant savings, especially when factoring in lift tickets, accommodation, and après-ski activities.

Vail Resorts' recent addition of six Austrian resorts to the Epic Pass for the 2025-26 season is likely to accelerate the trend of American visitors to Austria. While St. Anton am Arlberg has been the lone Austrian outpost on the pass until now, this expansion gives U.S. skiers unprecedented access to Austria's vast network of 253 resorts with more than five lifts each. The impact of this move on visitor numbers and resort dynamics will be worth watching closely.

Looking back over Penken Zone at Mayrhofen. © SnowStash

Looking ahead, the battle for American ski tourists between Austria and Switzerland is likely to intensify. Austria's growth rate in U.S. visitors (15.4%) outpaces Switzerland's (12.4%), suggesting a potential shift in market share. However, it's important to note that raw visitor numbers don't tell the whole story. Switzerland's stronger domestic tourism base and more balanced visitor mix have proven resilient, particularly during the pandemic.

For North American skiers considering a European ski trip, this competition could yield benefits in terms of improved services and potentially competitive pricing. However, it's crucial to look beyond marketing hype and consider factors like snow reliability, lift infrastructure, and authentic cultural experiences when choosing between these Alpine giants.

Ultimately, while Austria appears to be gaining ground, both countries offer world-class skiing experiences. The real winners in this scenario are likely to be discerning skiers who do their research and take advantage of the increasing options and potential deals arising from this intensifying rivalry.