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The housing question is a topic of increasing concern in a number of European cities. Rising housing costs burden many households. Since the outbreak of the global economic crisis in 2008, housing has increasingly come under spotlight of investors. Institutional and private actors invest in real estate not only in metropolitan areas but also in middle and small-sized towns. Tourism-induced demand increases the pressure on housing markets particularly in tourist-dominated cities. The manifestation of these processes varies on a small scale and is influenced by regional-local planning and politics. Based on the example of the city of Salzburg, the article shows that the housing question manifests itself strongly aside metropolises as well. Financial investments by private and institutional actors in real estate and different forms of tourism demand exacerbate the housing shortage. By linking the discussions about the effects of (mass-)tourism and financial investments on regional housing markets, this paper provides additional insights. The additional demand for (residential) space by tourism is used to increase or secure the return on investments in real estate. Financial investments in housing offer additional (problematic) potential for tourist use, such as short-term rentals. Owners benefit from both processes. Due to the prevalent power relations, planning and politics have little to counter the current challenges. © 2019 Copernicus. All rights reserved.