Tourism in Austria Austria is a premier tourist destination in Europe, attracting 31.9 million international visitors in 2019, making it the seventh most popular destination on the continent. Tourism plays a crucial role in Austria’s economy, contributing approximately 25% to the GDP. Despite a steady growth trajectory over the past 50 years, the pandemic resulted in a dramatic decline in tourist numbers and revenues. 

Impact of COVID-19 

• Overnight Stays: The total overnight stays in 2020 dropped to 97.9 million, a 35.9% decrease from 2019. Carinthia and Styria saw the smallest declines, while Vienna experienced the most significant drop of 74.0%.

• Visitor Demographics: The number of overnight stays by international tourists fell by 41.2%, with the sharpest declines from key markets such as Germany, the Netherlands, Switzerland, and the USA. 

Market Performance 

• Hotel Stock: Austria has approximately 11,800 hotel properties, totalling 303,500 keys. Non-branded, individually owned properties dominate the market, accounting for 86.63% of the total room stock.

• Chain Hotels: Only 2.62% of properties (310 hotels) are chain hotels, representing 13.36% of total keys. Major international chains include Accor S.A. and Marriott International, with brands like Ibis and Motel One leading in terms of room count. 

 Key Market Players 

• JUFA Holding GmbH: The largest domestic chain with 48 properties and 2,520 keys.

• Motel One: The second largest with seven hotels and 2,136 keys.

• Accor S.A.: The leading international chain with 38 hotels and 5,481 keys.

• Marriott International: Holds 16 hotels with 3,475 keys. 

 Hotel Developments Significant pipeline projects include: 

• Vienna: Upscale and midscale brands such as Radisson Red, Jo & Joe, Rosewood, and Mandarin Oriental are entering the market.

• Other Regions: Notable developments include Six Senses in Kitzbühel and Sevelt Resort in Seefeld, adding high-end accommodations to the market. 

 Market Trends 

• Domestic Tourism: Increased domestic tourism and a preference for self-catering holiday apartments have emerged as key trends, driven by the pandemic.

• Environmental and Social Governance (ESG): Investors are increasingly focusing on sustainable and responsible investments, emphasizing climate protection and social impact.

• Digitization: Significant investments in digitization are essential for the future competitiveness of the Austrian hotel market.

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