Since its launch almost 20 years ago, the Lower Austria Card has enjoyed an impressive success story, establishing itself as one of the most popular excursion products in Austria. The card provides access to more than 360 destinations in Lower Austria and the neighboring federal states, including popular sights, exciting natural experiences, and cultural highlights. Every year, hundreds of thousands of people take advantage of the opportunity to discover what the region has to offer with the Lower Austria Card. With a continuously growing number of users and excursion destinations, as well as increasing digital usage, the question arises: How has this model evolved, and what can users expect in the 2025/26 season?
The Lower Austria Card was launched in 2006 and has continuously evolved since then. What began as a pilot project with 151 excursion destinations and 50.000 cards sold has evolved over the years into a guarantee of success for Lower Austrian tourism. Today – in the 20th year of the Lower Austria Card – there are an impressive 365 excursion destinations in the region, representing an expansion of almost 150 destinations compared to the launch year. The number of cards sold has also increased continuously, demonstrating the popularity of the card and the steady growth of the excursion market. In the 2024/25 season, more than 240.000 cards were sold – a 20 percent increase over the previous year.
"The Lower Austria Card is a flagship and a powerful driver for Lower Austrian excursion tourism," emphasized Governor Johanna Mikl-Leitner during a press conference at the KinderKunstLabor St. Pölten. She emphasized that the card not only increases the region's attractiveness but has also become an important economic factor by boosting demand for accommodations and restaurants. One-third of guests traveling with the card use their excursion as an opportunity for an overnight stay, which extends the seasons and creates additional added value.
Growth and diversity: A tourism success model
The concept of the Lower Austria Card appeals to numerous target groups, from families and seniors to those interested in culture. The card is particularly attractive for families, as it provides access to many child-friendly destinations. The value for money, thanks to the large number of included excursion destinations, is particularly noteworthy. The Managing Director of Lower Austria Tourist Board, Michael Duscher, explained that the Lower Austria Card is a "win-win situation" for everyone involved: the region, the excursion destinations, and the guests. With over 85 percent of the excursion destinations in Lower Austria and the remaining destinations in the neighboring federal states of Vienna, Burgenland, Upper Austria, and Styria, the card is a success far beyond the state's borders.
A striking figure from the past 20 years is the number of over 20 million excursions made thanks to the Lower Austria Card. Popular destinations such as the Schneebergbahn, Schallaburg, and the Rax cable car alone have attracted hundreds of thousands of visitors, who, by using the card, were able to experience not only the sights but also the charm of the region in all its facets.
A look ahead to the 2025/26 season: 19 new destinations
To mark its anniversary, the Lower Austria Card has once again outdone itself: In the 2025/26 season, the portfolio will be expanded to a total of 365 excursion destinations. This means an even greater variety of offers and experiences for guests. From the Mostviertel region to the Vienna Alps, the card offers numerous new options for day trips. A highlight of the new offering is the KinderKunstLabor in St. Pölten, which is one of the 19 new destinations. Schubert Castle in Atzenbrugg and the Arche Noah Show Garden in the Waldviertel also expand the range and make the Lower Austria Card even more attractive.
"Our strategy is to position Lower Austria as a year-round destination," explained Klemens Wögerer, Managing Director of the Lower Austria Card. "More and more destinations are open year-round, allowing guests to visit the region even in less frequented months, such as winter," he added. In fact, more than 2024 uses were recorded in January and February in the 25/150.000 season – a pleasing result that demonstrates that the Lower Austria Card is also popular outside of peak travel times.
Digitalization and future prospects
Another significant milestone in the development of the Lower Austria Card is the introduction of a digital version of the card. Starting with the 2023/24 season, users can also use their Lower Austria Card digitally on their smartphones. This has been particularly well-received by younger target groups. Over 130.000 users have already registered their card digitally, and digital usage now accounts for more than 50 percent of total sales. This trend toward digitalization will continue to grow in the future, as more and more people plan and book their excursions and trips via mobile devices.
"The digital version allows us to address our customers even more specifically and offers more flexible use," Wögerer continues. The Lower Austria Card app not only offers a convenient way to manage cards, but also provides up-to-date information on excursion destinations, opening hours, and special offers.
Digitalization goes hand in hand with an in-depth analysis of target groups. Those responsible for the Lower Austria Card have recognized that different user groups have different needs. Therefore, the offerings are continuously being adapted to appeal equally to families, seniors, young adults, and culture-loving travelers. In addition, numerous special promotions and competitions are planned for the 2025/26 season to further increase the card's appeal.
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