Regionality enriches Austria’s wine culture
Quality, variety and regional typicity all make Austria’s wine culture special. More and more wine and food tourists (two million guests from Austria and abroad) already know and value this.
Regional gastronomy as a magnet
The most significant named reasons for choosing a culinary holiday are the Austrian countryside and natural environment (67%), regional food and drinks (54%), and peace and quiet (46%). In addition, regional tradition and history, art and culture also play a part. Hospitable, enjoyable and comfortable - these are the watchwords used to describe Austria by culinary holiday makers. Regional gastronomy is top of the list for this group of holiday guests: this means enjoying regional food and drink, visiting Heuriger taverns and cellar door wine bars, and going to Christmas fairs. Most importantly: culinary holiday makers have more interests and are more active than other guests.
A number of other key characteristics of this target group are also worth knowing: around a half of them (45%) are from the domestic market. German holiday-makers (31%) are the next largest group, followed by Italians, Swiss (both 4%) and Dutch tourists. On average, culinary holiday makers are 44.9 years old, and a clear point to note here is that this average age has fallen by 20 months over recent years, and since 2011/12 the share of women has risen significantly. Most of these epicurean holidays are taken together with a partner (42%), in high class accommodation (39%), for an average of 5.5 nights. The majority of this group lives in a large city, 37% of them are university graduates, and just under a half (46%) have a monthly income of over 4,000 Euro.
Wine culture is multi-faceted
Austrian wine culture has so much to offer this extremely attractive target group of holiday makers because there are so many ways to enjoy it. Heuriger taverns, traditional fairs in wine-producing villages, and modern showcase experiences all demonstrate that wine is not just a drink. It is in fact integral to the daily life, architecture and the countryside of Austria’s regions. These places also offer a unique opportunity to experience local gastronomy.
Austria is a country which knows how to live. The relaxed hospitality and joie de vivre of the inhabitants is practically tangible. Just visit a traditional fair in a wine-producing village on a warm summer’s day and see how Austrians combine exceptional wine tasting experiences with laid back enjoyment. Over recent years Austria has experienced the development of a symbiotic relationship between contemporary architecture and wine production. The “Loisium” showcase experience in Niederösterreich (Lower Austria) harmoniously marries ancient wine traditions to modern architecture. Hiking Burgenland’s WeinWegGols wine route offers a striking opportunity to experience this interrelationship. There are further examples in Wachau, which has been declared a UNESCO world heritage site. No wonder then that wine tourism is seen as a growth market for years to come.