USA

In September 2025, ÖW Tourism Research surveyed a total of 1,000 American winter sports enthusiasts via an online panel. The aim of the USA winter sports study was to gain a solid understanding of the potential of American guests for trips to Europe – especially to Austria.

The survey targeted tourists who had participated in winter sports in the past three years and had taken at least one winter sports holiday (including overnight stays).

Young, wealthy, educated: the US target group

One in three winter sports enthusiasts is between 35 and 44 years old. Overall, the group is younger, with only seven percent over the age of 65 – compared to 17 percent in the general population.

The income level is very high: two out of ten winter sports enthusiasts have a household income (gross) of over 200,000 USD per year. Educational levels are also very high: 31 percent hold a master’s degree or higher (compared to 13 percent in the general population).

Nature as a motive, snow reliability as a selection criterion

The main reasons for taking a winter sports holiday for Americans are experiencing nature and landscapes, escaping everyday life, and spending time with friends and family. The most important factors when choosing a winter sports destination are:

1. snow reliability
2. price or budget
3. travel time or distance

The most important element of the holiday is therefore snow reliability.

Target group is experienced with destinations

The most well-known destination is Aspen. Among European destinations, St. Moritz is the most popular. In Austria, Innsbruck leads (benefiting as a city). St. Anton and Kitzbühel are known to 18 and 17 percent of American winter sports enthusiasts, respectively.

Seven out of ten respondents have already visited Colorado for winter sports. 36 percent have been to Canada, 20 percent to Switzerland, 16 percent each to France and Italy, and 13 percent to Austria.

The most attractive country for future winter sports holidays outside the USA is Switzerland, followed by Canada, Italy, and Austria. Europe is seen as a very “special” experience. Half of the respondents are interested in European ski resorts but also want to pursue other activities in Europe beyond winter sports.

Americans think skiing is cheaper at home

Switzerland and Austria have very similar image profiles as winter destinations, though Switzerland scores higher on image ratings. The USA (e.g., Colorado) differs more noticeably from Austria in terms of image.

This is particularly evident when it comes to price. Surprisingly, American winter sports tourists perceive the USA as significantly more affordable. This also appears in more detailed questions about price perception.

Therefore, the often-heard argument that Americans come because ski tickets are much cheaper abroad requires attention. In reality, ski tickets in the USA are on average 2.5 to 3 times more expensive, so there is a communication gap, and these differences need to be made more clearly known.

A budget of up to 5,000 USD

Around 60 percent of respondents are very interested in taking a winter sports holiday in Europe within the next five years. There is a hard potential of 25 percent who are actively planning such a trip.

The biggest barrier is the overall cost of a European holiday. For 43 percent of respondents, the price range for a seven-day winter sports holiday (including flights) in Europe is 3,000 to 5,000 USD, while another 33 percent would plan for more than 5,000 USD.

More than just skiing

But what attracts people to Europe for winter sports? The top reason is the nature and landscapes of the Alps, followed by culture and history. For around 50 percent, the possibility of combining a winter sports trip with sightseeing or cultural activities would increase their willingness to travel. In other words, it is rarely just about skiing.

CHINA

In September 2025, ÖW Tourism Research surveyed not only 1,000 Americans but also the same number of Chinese online who are interested in a winter holiday in Europe. Many of the respondents had already skied before.

The aim of the winter study was to gain a clear picture of the potential of Chinese travelers for winter holidays in Europe – especially in Austria.

Young, female, wealthy – and urban

The potential group is significantly younger and more female than the general population. Nine out of ten hold a bachelor’s degree or higher. Their income is well above average. Half of the respondents live in a megacity.

Experienced travelers – except when it comes to skiing

Eighty percent of respondents travel abroad annually, and around half have already been to Europe; 13 percent have visited Austria. So far, their trips have mainly focused on sightseeing. Many have tried skiing, but most are beginners.

For most, the goal is to try as many snow activities as possible (56 percent), while 18 percent are primarily interested in skiing or snowboarding.

Chinese travelers are also drawn by cuisine

Europe attracts Chinese tourists with its mountain scenery, charm, cuisine, and sightseeing. The perfect winter holiday in Europe combines a winter idyll, skiing, good food, Christmas markets, and culture. It is clear that cuisine is a very important element of the holiday for Chinese travelers.