The Mediterranean climate and clean, warm water make the lake a popular tourist destination in summer. Although the region around the lake has been termed Austria's Monte Carlo, in recent decades tourism around Lake Wörthersee has suffered from tough competition from package holidays to cheaper overseas destinations. As a response a number of local businesses have tried to focus on niches such as high quality tourism, family tourism or golf and horse-riding vacations.
Most tourists visit the Lake in the months of July and August when water temperatures reach 25°C. A large proportion of visitors return every summer and some own or rent holiday homes along the shore. The vast majority of visitors come from Vienna, northern Germany and the Netherlands. The largest Volkswagen Golf GTI meeting in Europe is held here (usually May) every year and since 1981.