Friday, July 4, 2025

As summer travel season warms up, a first-of-its-kind national survey has revealed that Austrians overwhelmingly support tourism, with nearly half expressing strong approval and more than six in ten feeling that current visitor numbers are “just right.” Conducted by Statistik Austria, the study of 14,000 respondents highlights an enthusiastic welcome for visitors, even as planners balance growth with sustainability.

For Franz, a café owner in Vienna, the results rang true. “Tourism brings life and opportunity,” she told reporters. “It fills our streets and buildings, and it helps neighbors earn a living.” But she also urged caution: “We want tourists, just not too many, too fast.”

The survey, commissioned by the Federal Ministry for Sustainability and Tourism, found regional variations in sentiment. Residents in Vienna (+48 points), Carinthia (+43), Styria (+41), Salzburg (+40), and Vorarlberg (+39) rated tourism more positively than the national average. Burgenland matched the national feeling with +38 points.

By contrast, Upper Austria (+32), Lower Austria (+30), and Tyrol (+36) expressed more neutrality or mild concern. Tyrol residents, accustomed to sharp winter tourism peaks, showed greater skepticism. Most strikingly, in Vienna, nearly 46% said tourists were “somewhat many” or “too many” in their urban neighbourhoods.

Yet survey leaders emphasized that these feelings do not amount to hostility. Instead, they signal a desire for thoughtful planning and community engagement.

A striking 73% of Austrians said tourism is “important” or “very important” to society and the economy. For those working in tourism, acknowledgement was even more pronounced—5% described tourism as “very important” to their livelihoods, with another 7% calling it “important.”

State Secretary for Tourism, Elisabeth Zehetner, pointed out that personal experience correlates strongly with acceptance. “When residents see how tourism benefits their families and regions, they welcome it,” she commented. “But that trust must be earned daily by working with communities, businesses, and policymakers.”

Unlike some European hotspots rocked by overcrowding protests, 65% of Austrians say the number of tourists is “just right.” Only 15% think there are “somewhat many” tourists, and a mere 6% feel overwhelmed.

These figures will guide Austria’s revisions to Plan T, its national tourism strategy originally launched in 2019. With rising attention to artificial intelligence, energy efficiency, and climate impacts, tourism officials are seeking more inclusive, resilient frameworks.

Tourism Minister Zehetner has launched a broad public consultation to reshape Plan T. Residents, hosts, business owners, and travellers are all asked for input. Discussion themes include economic benefits, community infrastructure, environmental protection, and cultural identity.

“We’re asking the big questions: How does tourism touch your life? What worries you, and what fills you with pride?” Zehetner said, emphasizing a human-centred approach to planning.

In rural Carinthia, farmer Markus welcomed the initiative: “My guesthouse depends on hikers, skiers, and families. I’m glad they’re asking what works and what doesn’t.”

The survey’s regional findings will inform policy, but the heart of Plan T renewal is human experience. The government has organized town hall meetings, online forums, and expert roundtables to ensure the strategy reflects real lives, not just economic models.

Austria’s ambition is clear: to grow a tourism sector that supports local jobs, enriches visitor experiences, and preserves the country’s beauty and heritage.

As Austria strengthens its position as a global destination, the survey offers reassurance: tourism remains a source of pride. Zehetner concluded, “Together with communities, we can ensure travel brings joy, respect, and opportunity.”

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