Tourism in Austria, more specifically in the Alpine destinations, owes its high social standing primarily to the economic balance it has created among the regions which has maintained settlement in large areas of the Austrian Alps. Due to decreasing demand of Austria′s traditional touristic markets marketing specialists have been trying to break into new markets. However, this new marketing strategy has been pursued without questioning how these new markets, far from being homogeneous, affect the regional economic balance. Much of the present discussion concerning this issue revolves around the overseas markets because of their high attractiveness. Recent statistics, however, show that the areas to profit from overseas markets are the cities and towns and not the peripheral regions. Therefore the redistribution of the financial resources in tourism marketing has also to be seen in this context.