Austria Should Shine as a Popular Holiday Destination All Year Round
Holidays in Austria should be popular at any time of the year, not just during the peak season. Year-round tourism is the declared goal of the industry. "This year, we started moving away from the seasonal logic to keep demand more stable and to disperse guest flows," said Astrid Steharnig-Staudinger, head of the tourism marketing organization Österreich Werbung, at the world's largest travel fair ITB in Berlin.
"The off-seasons are more important than ever." This is also easier for employee retention, and businesses can plan better. "We will always have a 'peak' at Christmas," admitted the ÖW managing director.
Tourism Industry Urgently Seeks Workers
Finding staff in the industry remains challenging. "I believe the issue of skilled workers will accompany us," said the newly appointed State Secretary for Energy, Start-ups, and Tourism, Elisabeth Zehetner, at the fair. However, if what has been secured in the new government program under the tourism chapter is implemented, she is "sure that a lot will start moving there as well."
The tourism chapter of the program includes, for example, a further increase in the quota for seasonal workers from third countries to 5,500 people and additionally a Western Balkans quota of 2,500 people. The recognition processes for foreign qualifications, especially nostrifications, should also be simplified, accelerated, and made more cost-effective. There should also be improvements in the professional recognition for skilled workers from third countries. And tourism should be made more attractive overall for employees.
Revitalization of the Off-Seasons to Solve the Problem of Snow Shortage
The revitalization of the off-seasons, aimed for by the Austrian Tourism Board, is also intended to mitigate the consequences of the increasing snow shortage in light of climate change. "Of course, this will be a challenge in lower altitudes," Zehetner expects. Therefore, it is "good to move towards year-round tourism in Austria."
"I am not worried about the higher-altitude areas," emphasized the new State Secretary at the same time, also considering the technical possibilities regarding artificial snowmaking.
Demand from Travelers from the USA is Increasing
The international disruptions concerning the USA, Ukraine, and Russia should not initially affect the travel intentions of Americans. "Even during Trump's last term, there were no impacts on tourism flows," explained Steharnig-Staudinger. "The USA is the fastest-growing market - we notice that inquiries are increasing, and tour operators are highly interested," reported the ÖW chief. But demand from China is also growing. "Distant markets are important to us."
(APA/Red)
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