Styria invests 1.7 million euros to grow winter tourism

Styria will invest 1.7 million euros in marketing to attract more winter visitors, with eastern markets seen as a major opportunity, ORF reported. International guest numbers have risen by 3.8%, while domestic visitors increased by 2.1%.

The region recorded 6.069 million winter guests in total, including 103,670 additional visitors from abroad. The number of guests from the Czech Republic rose by about 25%.

A study covering 10 markets found that 63% to 80% of respondents planned a winter holiday. Styria ranked among the top two holiday destinations in Germany, the Netherlands, Italy, the United Kingdom and Austria. Austria was also a leading destination in eastern markets such as Hungary and Poland.

Michael Feiertag, managing director of Steiermark Tourismus, said interest in the region remained high, particularly in its food offerings. The campaign will also advertise Styria through the artificial intelligence software ChatGPT.

About 90% of visitors travel to Styria by car and 8% by train. Feiertag said public transport was becoming more important as services improved. Between 18% and 31% of survey respondents had not yet booked a holiday this year, said Governor Mario Kunasek.

Other efforts to attract visitors include a 5.5 million euro hotel quality programme, a ski season opening featuring Helene Fischer, the Nightrace in Schladming in January and the region’s Advent markets.