At a London industry event the Austria National Tourist Office reviewed last winter’s UK performance and highlighted regional offers—Innsbruck’s SKI plus CITY pass among them—while winter-facing operators prepare for the coming season.
British overnight stays in Austrian ski areas rose 2.5% in 2025/26 to 2.3 million, making the UK Austria’s third-largest ski market after Germany and the Netherlands.
Innsbruck will continue to promote its SKI plus CITY pass, which combines access to multiple ski areas with admission to 23 city and valley attractions.
The Austria NTO used a City of London industry event to brief UK press and travel professionals about the winter outlook and regional offers.
# Austria Looks Forward to Next Winter
Office (NTO) presented a short, upbeat review of last winter's performance and a lookahead for the 2026/27 season at its traditional London event. The briefing gathered journalists and UK ski‑travel industry figures and combined regional updates with market numbers.
Martina Jamnig of the Austria NTO said British visitor numbers were up 2.5% on the previous year, registering 2.3 million overnight stays in Austria's ski areas for the 2025/26 season. That puts Britain behind only Germany and the Netherlands as a source market for Austrian skiing.
Those figures frame the NTO's immediate aim: to build on the modest growth seen in 2025/26 and to encourage further bookings for the coming winter.
The event opened on a personal note when host Chemmy Alcott spoke about being given four hours' notice of the BBC's Ski Sunday closure and described her hurt and anger. She suggested UK ski fans may see a new free‑to‑air ski programme in future, indicating a potential shift in broadcast coverage for the sport in Britain.
Innsbruck was one of the regions represented. The city gives access to twelve separate ski areas and promotes a mixed city/ski proposition that the tourist office has prioritized in recent years.
PlanetSKI has previously covered Innsbruck's offer and will publish a fuller round‑up of what's new for Austria later in the autumn.
Austrian ski businesses. Regional products such as Innsbruck's SKI plus CITY pass offer operators a way to sell combined urban and mountain experiences rather than pure slope days, which can be useful in seasons of variable snow.
For tour operators, agents, and independent travellers, the takeaways are straightforward: Austria is reporting modest growth in UK visits and continues to develop packages that blend skiing with city attractions. Coverage of broadcast changes in the UK may also affect consumer attention and demand for televised ski content.
The Austria NTO and participating regions will continue promotional activities and will provide more detailed market and resort updates through the autumn and into the winter booking period.
PlanetSKI noted it will publish a full‑length piece on what's new in Austria for the coming winter later in the season.
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