Visitor characteristics

  • Business visitors are more than 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
  • 87% 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

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn)9.7
Global rank for international tourism expenditure29
Number of outbound visits (m)13.9
Most visited destinationItaly

Key demographic and economic data

Population (m)8.7
GDP per capita PPP (US$)45,067
Annual average GDP growth over past decade (%)0.9
Annual average GDP growth over the past year (%)3.1

Inbound visits to Britain

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Seasonality (Share of visits)

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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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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
  • 85% of Austrians feel either 'Extremely welcome' or 'Very welcome' in Britain (2016)
  • 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

Access to Britain from Austria

Weekly aircraft departures154
Weekly seat capacity25,376
Airports with direct routes in Austria6
Airports with direct routes in Britain16
  • 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
  • Those who fly back to Austria from Britain pay £13 in Air Passenger Duty if flying economy
    (2017 data)