Currently, it seems that educational counselling - understood here as a generic term for institutionalized and professional personal advice on education and training issues - is attributed great importance, particularly in political programs. The study examines the importance of educational counselling in the field of adult education in Austria from a historical perspective. Results from a literature analysis point at the close relationship between the discourse on education counselling and ongoing strategic processes of education reform. Hence, educational reform from about 1920 and 1970 as well as currently elaborated policy paper serve as reference for further analysis. Subsequently, the research question is investigated on three levels: the importance of education counselling in political programs, in the adult education discourse as well as the adult education practice. Results indicate that educational counselling is given different importance within the adult education in Austria. Over the course of the last hundred years, educational counselling has changed from a peripheral issue to become an integral part of adult education.