Austria Courts Cyclists with New Campaign Highlighting Hospitable Bike Bell Sound

Austria is launching a new international campaign, “The Austrian Bike Bell,” aiming to transform the often-stressful sound of a bicycle bell into a symbol of the country’s welcoming atmosphere and serene cycling experiences. The initiative comes as cycling tourism continues to grow in popularity, with Austria seeing a significant increase in both domestic and international cyclists.

Cycling Tourism on the Rise in Austria

Recent data indicates strong satisfaction among cycling holidaymakers in Austria, particularly regarding the landscape, nature, and hospitality. According to Austria Advertising’s T-MONA study, cyclists rate their experiences with scores of 1.5 to 1.7 on a scale of 1-6. The campaign seeks to attract a broader demographic, including younger travelers, to experience Austria’s diverse cycling routes.

The “Austrian Bike Bell” Campaign

The core of the campaign is an atmospheric film showcasing the creation of a unique bicycle bell sound, capturing visual and acoustic impressions from across Austria. The film will be broadcast online from March 2nd to May 15th in Germany, the Netherlands, and the Czech Republic via YouTube and Amazon Prime, directing viewers to the campaign platform austrianbikebell.com. Further activation measures, including outdoor spinning events, competitions, and press events, are planned around World Bicycle Day on June 3rd in the same target markets.

Who is the Typical Cyclist in Austria?

Austria’s cycling tourists tend to be affluent, often traveling as couples and staying an average of seven nights longer than typical summer visitors. Key factors influencing their destination choices include natural landscapes, mountains, well-developed cycle paths, and culinary experiences.

Year-Round Cycling Gains Popularity

Cycling is no longer limited to the summer months in Austria. In 2025, approximately 28.1 percent of all overnight stays occurred during April, May, September, October, and November, indicating a growing trend towards shoulder-season cycling. This represents a shift from 2018/2019, when cycling holidays were more concentrated in the peak summer season (12 percent), with pre-season (10 percent) and post-season (9 percent) attracting fewer cyclists. In 2024/2025, cycling holidays are more evenly distributed throughout the year: 14 percent in the early season, 15 percent in the summer peak, and 12 percent in the late season.

Thermen- & Vulkanland: A Year-Round Cycling Destination

The Thermen- & Vulkanland region in Styria exemplifies Austria’s commitment to year-round cycling. With around 6,000 kilometers of cycling paths and 14 themed routes, the region benefits from a mild climate that allows for cycling well into the autumn and winter months. The region also offers thermal baths for post-ride relaxation.

Strategic Focus on Cycling

Cycling will be a central focus for Austria Advertising in 2026, building on eight years of collaboration with seven state tourism organizations. The strategic cycling cooperation now includes a portfolio of 25 lead products and regions, including Thermen- & Vulkanland. Information and inspiration for cycling trips can be found on bike.austria.info.