Styria tourism plans quality drive as visitor growth nears limit

Styria’s tourism industry is planning to focus on higher quality and more international visitors as growth in overnight stays approaches its limits, ORF reported.

The region recorded more than eight million overnight stays for the first time in summer 2025. This year is expected to produce a similar result, with growth mainly coming from international guests. Tourism officials discussed the figures and future strategies at a tourism forum on the Graz Schlossberg.

Germany will remain a key market, while promotional efforts in Italy are being expanded. The United Kingdom is also becoming a focus as transport links improve, Styria Governor and Tourism Minister Mario Kunasek said.

Graz, the regional capital, is attracting particularly large numbers of international visitors. Sylvia Loitold of the Erlebnisregion Graz tourism organisation said the summer heat had not caused a decline in visitor numbers. Events including La Strada had helped draw visitors to the city.

Higher-altitude destinations are preparing for more summer holidaymakers seeking cooler conditions. Andreas Keinprecht of the Schladming-Dachstein tourism association said guests were generally very satisfied with the pleasant mountain climate, although it could not offer the same weather guarantee as destinations farther south.

Mountain huts are also reporting significant growth, but many guests reserve beds and fail to arrive. The Alpine Club plans to introduce cancellation fees next year. The charge has not yet been finalised but is expected to be between 15 and 20 euros, roughly the cost of a bed for a member of an Alpine association, according to Elke Predota of the Alpine Club.