Austria has reaffirmed its dominance as Ireland’s premier winter escape, securing the Best Ski Destination award at the 2026 Irish Travel Industry Awards. Aileen Egglington accepted the award on behalf of Austria.
Promoted in Ireland by the Austrian National Tourist Office (ANTO) and Österreich Werbung, the destination maintains a dynamic and targeted approach to engage the Irish market. Annual trade missions and familiarisation trips bring Irish travel agents to iconic regions such as Tyrol, Salzburg, and Vorarlberg, allowing them to sample renowned resorts like Kitzbühel, St. Anton am Arlberg, Söll, Saalbach, and Mayrhofen. These experiences highlight Austria’s diverse terrain—suitable for beginners, intermediates, and experts alike—along with modern lift systems, reliable snow conditions, and family-friendly facilities.
Direct flights play a crucial role in accessibility. Airlines including Ryanair, Aer Lingus, and others offer seasonal services from Dublin, Cork, and Shannon to gateways like Innsbruck, Salzburg, and Munich, with transfer times often under an hour to major resorts. This convenience, combined with competitive pricing, makes Austria an attractive choice for short breaks and week-long holidays. Leading Irish operators such as Crystal Ski (recently honoured as Ski Tour Operator of the Year), Topflight, TUI, and others prominently feature Austrian packages, bundling flights, accommodation, lift passes, equipment hire, and ski school lessons into comprehensive deals.
Austria’s appeal extends far beyond downhill skiing. The country excels in après-ski culture, with cosy mountain huts serving hearty dishes like Wiener schnitzel, käsespätzle, and glühwein amid lively yet welcoming atmospheres. Non-ski activities abound: snowshoeing through pristine forests, tobogganing on illuminated runs, cross-country trails, horse-drawn sleigh rides, and winter hiking with panoramic views. Resorts like Zell am See-Kaprun offer glacier skiing for early-season reliability, while Kitzbühel provides glamorous events and championship courses. Families benefit from dedicated children’s areas, ski kindergartens, and complimentary passes for youngsters in many regions.
Marketing efforts are finely tuned to Irish preferences, emphasising affordability—lift passes often represent excellent value compared to other Alpine nations—along with sustainability initiatives like efficient public transport and eco-friendly accommodations. Promotions highlight “ski like a local” experiences, value-added perks such as free ski buses, and special offers for longer stays or groups. Digital campaigns, trade events, and partnerships with Irish media keep Austria top-of-mind, spotlighting hidden gems and the unique “Lebensgefühl”—a joyful approach to winter living.
Repeat visitation remains high, with many Irish travellers returning annually for the consistent quality, English-speaking services in resorts, and the blend of adventure and relaxation. Post-pandemic, demand for reliable European snow destinations has surged, and Austria’s reputation for safety, variety, and hospitality has solidified its position.
As the 2025/26 season gets under way, Austria continues to invest in trade relationships and innovative offerings. This award-winning focus ensures the destination remains irresistible for Irish skiers seeking thrilling pistes, scenic beauty, and memorable après-ski moments.
2026 awards
Previous winners
