Tyrolean tourism in transition: opportunities and challenges 2025!

Tyrolean tourism in transition: opportunities and challenges 2025!

On June 5, 2025, around 100 tourism gathered: Inside in the Haus der Musik in Innsbruck for an industry dialogue from the Tyrolean Sparkasse. At the event, which dealt with the "challenges and success factors for Austrian tourism", it became clear that Tyrolean tourism is facing major upheavals. These are not only of an economic nature, but also climate change, shortage of skilled workers and the changed travel behavior represent central issues that have been discussed. According to TOP.TIROL, Tyrol recorded around 154 million overnight stays in 2024 and thus holds a market share of around a third in Austrian tourism.

The opening of the event took over Patrick Götz, board member of the Tiroler Sparkasse. In his introductory words, he emphasized how important tourism is as an economic factor for Tyrol, with a added value of around 6 billion euros. Tourism in Tyrol directly contributes to 19.7% of the gross regional product, as a study of 2021, and thus has an important influence on the regional economy Fact.tirol.

A look at the challenges

The discussion about the challenges was initiated by experts, including Andreas Kapferer from Deloitte Tirol. He presented the 2025 tourism barometer, which on the one hand shows good booking situations, but also indicates growing economic uncertainties. Robert Steiger from the University of Innsbruck spoke about the influence of climate change on travel behavior. Climate change leads to ecological, economic and social challenges, also confirm current data on climate change that describe long -term changes in the average weather conditions on earth Fact.tirol.

The experts agreed: the innovation spirit must be encouraged. The central message, which was repeatedly taken up as part of the panel discussion, was that new approaches were required. This includes sustainability, innovation and stronger target group orientation to keep an advantage in international competition.

the need for cooperation

In the course of the dialogue, the significant role of cooperation between business, science and tourism was emphasized. All actors have to pull together to accept the challenges of climate change and the associated changes in travel behavior. Florian Kahr from Tyrol Advertising made it clear that especially opportunities can arise from a motif -based target group speech in order to better respond to the needs of visitors.

The annual statistics of the Austria's tourism and leisure industry, which examine the development of the sector in detail from 2021 to 2025, underline the economic importance and the great need for action. Data has been documented in a total of 55 expenses since 2019 and provide a clear overview of the trends in tourism wko.at.

Although the challenges are great, the attitude remains optimistic: with good craft and a portion of courage, even in stormy times, ways can be found to consolidate Tyrol as a leading tourism location. "Together into the future" is the motto - and many committed voices show that a lot is still possible here.