The Austrian Cable Car Association presented a positive report for the 2024/25 winter season at the Cable Car Conference at Interalpin in Innsbruck. Association Chairman Franz Hörl announced that the industry is approaching peak figures again and can look back on very successful months.
The Austrian ski experience has maintained its globally high standard and continues to rank among the top three destinations. A total of 49,7 million first-time visitors were recorded during the winter season from November to March, representing an increase of 4,3 percent over the previous year. Including the Easter holidays, an overall increase of five percent is expected. Cash turnover reached €1,96 billion, exceeding the pre-coronavirus pandemic level when adjusted for inflation.
The period around the turn of the year proved particularly crucial economically. According to Hörl, the good weather and optimal piste conditions contributed significantly to the very successful months of December and January. The industry's pronounced snow expertise, a combination of natural snow and artificial snowmaking, created an excellent foundation for the entire season. Towards the end of the season, however, a noticeable decline in demand was observed, particularly in lower-elevation ski areas, where operations became increasingly difficult and guest enthusiasm waned. The trade association assumes that this trend will continue and that the industry must develop appropriate strategies. This includes strengthening summer operations as an important second pillar and further promoting mountain holidays during the warmer months.
Guest surveys provide the industry with important insights into its success factors. Trade association Managing Director Erik Wolf emphasized that they know exactly which aspects resonate with customers. The industry's high level of snow expertise, attractive value for money, and modern infrastructure remain key advantages. In Innsbruck, the industry is already intensively addressing future developments. An internal think tank is working on the "Strategy 2040" to prepare for future challenges. Topics such as new communication strategies, digitalization, and the promotion of young talent are being addressed. Despite the challenges, the trade association is optimistic about the future and sees "Austrian cable cars" as a continuing successful product that will play a significant role in tourism, as an economic driver, and as an employer in the regions.
and 