A steady increase of visitors has been noted from the Austrian market over the last 10 years with continual growth year to year. The number of overseas arrivals for 2019 were up 9% from 2018 to over 80,000. This positive trend can be explained due to the popularity of the destination as well as our close co-operation with the Austrian travel trade partners in supporting their island of Ireland product as well as helping to promote further product development. Extensive media coverage thanks to regular press trips and press releases help raise the awareness of the island amongst the Austrian public.
Direct Air Access
Pre COVID there were direct flights between Vienna and Dublin with Aer Lingus. These flights are expected to resume in February 2021. Currently there are direct flights from Vienna to Dublin with Ryanair and a planned Summer 2021 routing between Vienna and Shannon (2x weekly Mo+Fr).
Due to the close proximity of other major airports to Austrian cities and regions, many Austrians fly out of Munich and Zurich airports. Or they will depart from their local regional airport (such as Graz/Innsbruck/Salzburg) and connect with flights to Ireland from Frankfurt.
Why should you target this market?
With over 80,000 visitors from Austria in 2019, these markets have significant potential for tourism to Ireland. Tourism Ireland will continue to concentrate on publicity and trade activities in 2021.
Austrians love to travel, travel is one of the few activities that Austrians would not foresake in times of restraint. Austrians are also a proportionately high-spending market compared to fellow Europeans. They are quality conscious and especially appreciate good food and drink (locally sourced proves always popular with the Austrian consumer).
How to work with this market
Most Austrian Tour Operators focussed on Ireland deal with group travel with only a small handful of operators offering FIT package tours to the island. Most tend to work with incoming tour operators. Austrian operators tend to be an honest and loyal customer once a business relationship has started. The operators are mainly mid-sized companies and the personal contact with industry partners is very important to them.
Why not contact us and get in touch with Austrian consumers via our #FillYourHeartWithIreland social media campaign? Through this campaign, we are sharing inspirational content about the island of Ireland with our fans and followers on social media. In the coming months our focus will be on recovery and sales facilitation, and we will post details of the activities you can participate in such as social media campaigns and press office activity. Please register your interest in the Austrian market to receive alerts, as we will be creating new opportunities throughout 2020 and into 2021.
Market contact name: Simon Bopp