With Coolcation, summer vacations in the mountains are making a comeback. In view of increasing heat waves in traditional vacation destinations in southern Europe, more and more people are being drawn to the cooler mountain regions of Austria. This trend opens up attractive opportunities for advertisers to present their brand and message visibly and effectively in the mountain summer.
The figures speak for themselves: with 27.07 million guests (+2.6 %) and 83.39 million overnight stays (+2.2 % - the highest level since records began!), Austria recorded one of its most successful seasons ever in summer 2025. (Statistics Austria, press release, November 28, 2025)
Particularly noteworthy: Up to 68% of summer guests and 82% of overnight stays were accounted for by the Alpine regions - above all in Tyrol, Salzburg and Carinthia. (Statistics Austria, Accommodation statistics - seasonal evaluations, press release, January 30, 2026)
Whether hiking along cool mountain streams, mountain biking on shady trails or relaxing days by crystal-clear mountain lakes, mountain regions offer ideal conditions for refreshing summer experiences. The fresh mountain air and pleasant temperatures are complemented by impressive natural scenery and restful nights without air conditioning.
This is exactly where brands meet an active, quality-oriented audience in a positive leisure mood and open to strong messages.
By jointly defining suitable summer mountain areas with the client, a targeted brand positioning with pinpoint reachability of the target groups is achieved.
The sitour portfolio includes analog and digital advertising media for every budget. Whether classic posters, large formats, access portals, information systems, digital screens or innovative special solutions, the sitour team develops a customized media mix at attention-grabbing locations with high frequencies.
Advantages at a glance:
- strong impact in an emotional environment
- High reach at highly frequented locations
- lasting advertising impact through repeated contacts
- positive image transfer of the mountains through the emotional connection of brands with nature, activity and recreation
sitour's many years of experience in the Alpine region and the largest (digital) out-of-home network in Austria's mountain regions form a reliable basis for effective summer campaigns in the mountains.
The new sitour slope closure sign ensures the safety of hazardous areas outside of operating hours—and thus greater safety in the ski resort—thanks to clear warning signals, a design that complies with standards, and simple operation.
Out-of-home advertising in Austria's alpine world of experience combines emotions with reach and makes brands visible where they are guaranteed attention.
With the new Loischkopfbahn and state-of-the-art digital information systems, the ski area Brandnertal is raising their year-round offer to a high-quality, future-proof level.
The ski resort Kappl is starting the 2025/26 winter season with innovative new features: the newly built slide lift and modern information systems from sitour.
The Stubai Glacier starts the new winter season with a convincing overall package: plenty of natural snow, perfectly groomed slopes and a modernized information and guidance system.
sitour expands panoramic maps with individually illustrated icons - for even better orientation and guest information in summer mountain regions
sitour supports cable car companies in making early, safety-relevant preparations for the coming winter season: until August 15, they receive a 25% discount on all safety signage.
The latest survey carried out in Austrian ski resorts shows that out-of-home advertising in the mountains is highly visible, reaches target groups accurately and is remembered for a long time.
The end of the winter season is approaching and many people are already thinking about the upcoming mountain summer: fresh air, green forests, lush alpine meadows, crystal-clear lakes and mountain panoramas with breathtaking views!
sitour stands for decades of expertise combined with the pursuit of long-term (further) development of market-orientated media and technological innovations for mountain regions.
sitour offers individualised and tailor-made communication concepts for the perfect target group approach in the mountains.
sitour is the largest network of companies specialising in (digital) out-of-home advertising and information technologies in ski resorts and mountain sports regions in the Alps.