Austria
Visitor characteristics
- Most visitors are aged 15-54
- Business visitors are about three times more likely to be male than female
- 62% of holiday, 91% of visiting friends and relations (VFR) and virtually all business visitors are making a repeat visit to Britain
- About four-in-five visitors are Austrian nationals
- 91% of departing visitors say they are either ‘very’ or ‘extremely’ likely to recommend Britain for a holiday or short-break
Visitor activities
Visited a Pub
Visited Parks/ Gardens
Went Shopping
Global context
| Measure | 2016 |
|---|---|
| International tourism expenditure (US$bn) | 9.5 |
| Global rank for international tourism expenditure | 29 |
| Number of outbound visits (m) | 13.8 |
| Most visited destination | Italy |
Key demographic and economic data
| Measure | 2016 |
|---|---|
| Population (m) | 8.6 |
| GDP per capita PPP (US$) | 43,872 |
| Annual average GDP growth over past decade (%) | 1.0 |
| Annual average GDP growth over the past year (%) | 1.6 |
Inbound visits to Britain
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Sample size less than 30!
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Access to Britain from Austria
| Measure | 2016 |
|---|---|
| Weekly aircraft departures | 144 |
| Weekly seat capacity | 24,000 |
| Airports with direct routes in Austria | 4 |
| Airports with direct routes in Britain | 13 |
- Virtually all visits to Britain are by air
- There has been little change in seat capacity over recent years - capacity is highly seasonal due to outbound winter sports travel from Britain to Austria
- The majority of seat capacity serves the Vienna to Heathrow corridor
What Austrians think about Britain
- Austrians strongly associate Britain with heritage and culture
- Just over one-in-three associate Britain with scenic natural beauty, but twice this number associate the attribute with Australia and Ireland
- Very few Austrians consider Britain as a 'relaxing' or 'romantic' destination
- Only one-in-five associate the statement 'the people are welcoming' with Britain
- Britain is perceived to be only marginally more expensive for a week long holiday than is France
Caring for visitors
- Austrians like to plan in advance and detailed information on all activities planned is very important
- Especially when on a touring holiday Austrians are usually looking for accommodation with character rather than standard anonymous hotel rooms
- The environment and sustainability issues are very important to many Austrians and this may influence their choice of accommodation
- Austrians tend to eat breakfast early and are not used to having the option of a cooked breakfast
- Organic food is very popular and Austrians appreciate having this option when on holiday
The leisure & travel trade
- Austria still has a fairly traditional trade structure and travel agencies (either owned by the major tourism groups or independent) play a fairly strong role
- The large tour operators research their main season programmes between April and June. Some may visit Britain during this time to contract accommodation and visit new attractions/regions/ products to be included
- The vast majority of trade is based in Vienna
Downloads
Austria market profile
Read about the preferences of Europeans towards tourism. Published March 2015
Read our report documenting Austrian perceptions of the expense and value for money when taking a holiday in Britain. Published 2012
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Trade
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Date:
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Status: Register interest
Exchange rate
1 GBP = 1.0943 EUR
As of 18 August 2017
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