This study investigates cultural differences in tourist preferences for climate change adaptation strategies of cross-country skiers in Austria and Finland. We used the value orientation approach to empirically test whether this concept is sensitive to skiers’ climate change adaptation preferences in the two respective countries. The comparisons between the two countries were made even more specific with three identical motivation-based segments that accounted for heterogeneity within the respective samples. All comparisons were based on either regular survey questions or on the results of a choice experiment. The results reveal significant differences between skiers for the overall national samples, as well as for numerous comparisons between specific segments. Thus, we conclude that adaptation strategy planning should consider cultural differences and that the transferability of strategies even within the western cultures of Europe is limited.