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Tourism in the Tyrol Facts and figures 2012 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 20131 Tourism in the Tyrol Facts and Figures 2013.

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Presentation on theme: "Tourism in the Tyrol Facts and figures 2012 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 20131 Tourism in the Tyrol Facts and Figures 2013."— Presentation transcript:

1 Tourism in the Tyrol Facts and figures 2012 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Tourism in the Tyrol Facts and Figures 2013

2 Agenda Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Arrivals and overnight stays in the Tyrol 2.Markets of origin 3.Tourism associations and municipalities 4.Accommodation 5.Economic importance of tourism in the Tyrol 6.Reasons for visiting the Tyrol

3 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Arrivals and overnight stays in Tyrol

4 Arrivals and overnight stays at a glance Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Arrivals Winter 2012/13: 5.4 million Summer 2013: 4.8 million Tourist year 2012/13: 10.2 million Arrivals Winter 2012/13 Summer 2013 TY 2012/13 Tyrol total Overnight stays Winter 2012/13: 26.2 million Summer 2013: 18.7 million Tourist year 2012/13: 44.9 million 0 Overnight stays Winter 2012/13 Summer 2013TY 2012/13 Tyrol total Source: Office of the Tyrol State Government, Regional Development - Statistics

5 Development of overnight stays since 1951 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Growth in winter; new all-time high of overnight stays in winter season 2012/13 Declines in summer since the beginning of 1990s, since 2007 slight increases in overnight stays; Summer 2013: best results of overnight stays since 1995 Source: Office of the Tyrol State Government, Regional Development - Statistics

6 Development in the past 10 years Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Summer: Arrivals +29.3% Overnight stays +5.0% Winter: Arrivals +18.2% Overnight stays +7.6% Tourist year: Arrivals +23.2% Overnight stays +6.5% Source: Office of the Tyrol State Government, Regional Development - Statistics

7 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES The average length of stay for guests in the Tyrol declined in the last 10 years from 5.1 to 4.4 days Trend towards shorter holidays, but more of them Guests stay longer in the Tyrol in winter than in summer Winter 2012/13: 4.9 days Summer 2013: 3.9 days Comparison of arrivals and overnight stays Source: Office of the Tyrol State Government, Regional Development - Statistics

8 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Distribution over the seasons TY 2012/13: Winter season clearly stronger with 58% of the overnight stays compared to the summer season (42%) TY 2002/03: Same distribution of the seasons Source: Office of the Tyrol State Government, Regional Development - Statistics

9 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Markets of origin

10 Source markets in winter 2012/13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Germany is the no. 1 source market in the winter in the Tyrol Netherlands in the second place ahead of Austria Growth for all major markets except Germany (-6.9%) and the Netherlands (-2,7%) in the last 10 years High growth rates for the countries of East and Central Europe in the last 10 years, but starting from a very low level Rank Markets of origin Winter 2012/13 Overnight stays Market share % 02/03- 12/13 1Germany ,0%-6,9% 2Netherlands ,2%-2,7% 3Austria ,9%8,5% 4UK ,6%17,3% 5Switzerland ,5%42,8% 6Belgium ,5%21,3% 7Russia ,4%k.A. 8Poland ,9%86,0% 9Czech Republic ,7%110,1% 10Denmark ,6%34,3% 11France ,5%38,1% 12Italy ,2%13,8% 13Sweden ,8%44,8% 14Romania ,7%2200,6% 15Luxembourg ,5%38,1% Other markets ,2%52,4% Tyrol total ,0%7,6% Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible

11 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Source markets in winter 2012/13 The market share of Germany is about 50% of overnight stays The top 3 markets Germany, Netherlands and Austria with 70% of all overnight stays Decrease of the German market share in the last 10 years – in winter 2002/03 Germany had a market share of nearly 60% Increasing market share of overnight stays for Switzerland (+1.1 pp), Czech Republic (+0.8 pp) and Poland (+0.8 pp) in the last 10 years Source: Office of the Tyrol State Government, Regional Development - Statistics Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible

12 Source markets summer 2013 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Germany also no. 1 concerning overnight stays in summer Austria in the second place ahead of Netherlands Decline of overnight stays in the last 10 years for Germany, Belgium, France, UK and the USA; other main markets increasing (especially Switzerland and Austria) Clear increases of overnight stays from Czech Republic, Poland, Hungary and China, but starting from a low level RankMarkets of origin Summer 2013 Overnight stays Market share % Germany ,2%-1,4% 2Austria ,0%20,7% 3Netherlands ,8%-2,8% 4Switzerland ,4%25,8% 5Italy ,8%6,8% 6Belgium ,1%-8,2% 7France ,0%-11,5% 8UK ,5%-25,6% 9Czech Republic ,9%113,3% 10Denmark ,8%15,4% 11USA ,8%-0,6% 12China ,6%1443,7% 13Poland ,5%159,2% 14Hungary ,5%90,4% 15Spain ,4%13,5% Other markets ,8%62,1% Tyrol total ,0%5,0%

13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Source markets in summer 2013 In summer Germany has a market share of 52% The top 3 markets are Germany, Austria and Netherlands with 71% of all overnight stays Also in summer the market share of Germany decreased in the last 10 years – in summer 2003 Germany had a market share of 56% Decreasing market share for the UK (-1.0 pp), France and Netherlands (-0.6 pp) and Belgium (-0.9 pp) Clear increase of market share for Austria (+1.4 pp) and Switzerland (+1.2 pp) Source: Office of the Tyrol State Government, Regional Development - Statistics

14 Source markets in TY 2012/13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Germany is no. 1 source market with about half of all overnight stays in Tyrol Netherlands in second place ahead of Austria Switzerland is no. 4 with very positive results in the last years Losses in the last 10 years for Germany, Netherlands and USA Very high growth rates in the markets Czech Republic, Poland and Romania RankMarkets of origin Tourist year 2012/13 Overnight stays Market share % 02/03- 12/13 1Germany ,5%-4,6% 2Netherlands ,4%-2,7% 3Austria ,6%14,6% 4Switzerland ,7%33,2% 5UK ,7%1,0% 6Belgium ,4%7,8% 7Italy ,3%8,9% 8France ,1%3,9% 9Russia ,6%k.A. 10Czech Republic ,3%110,9% 11Poland ,3%95,3% 12Denmark ,3%28,6% 13Sweden ,6%28,0% 14USA ,5%-15,9% 15Romania ,5%2618,8% Other markets ,4%65,7% Total ,0%6,5% Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible

15 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Source markets in TY 2012/13 Germany with a market share of 52% in the tourism year 2012/13 The top 3 markets Germany, Netherlands and Austria with a market share of 70% Clear decrease for Germany in the last 10 years –the market share in 2002/03 was still about 58% High increase of the market share for Switzerland (+1.1 pp) Source: Office of the Tyrol State Government, Regional Development - Statistics Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible

16 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Tourism associations and municipalities

17 Top 15 tourism associations by overnight stays Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Ötztal Tourismus clearly on top (winter rank 1, summer rank 2) Innsbruck and its holiday villages in 2 nd place (winter rank 6, summer rank 1) ahead of Paznaun-Ischgl (winter rank 2, summer only rank 23!) Also in the summer and winter top 10: Mayrhofen-Hippach, Serfaus-Fiss-Ladis, Erste Ferienregion im Zillertal, Wilder Kaiser und Stubai Tirol Source: Office of the Tyrol State Government, Regional Development - Statistics Tourism associationTY 2012/13RankWinter 2012/13RankSummer 2013Rank Ötztal Tourismus Innsbruck / Feriendörfer Paznaun-Ischgl Mayrhofen - Hippach Serfaus-Fiss-Ladis Erste Ferienregion im Zillertal Olympiaregion Seefeld Osttirol Wilder Kaiser Stubai Tirol Kitzbüheler Alpen - Brixental Tiroler Oberland Achensee St. Anton am Arlberg Tiroler Zugspitz Arena

18 Top 15 tourism associations by occupancy in % Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Tux-Finkenberg has the highest occupancy in winter (61.3%) ahead of Serfaus-Fiss-Ladis with 60.8%; Paznaun-Ischgl with 54.2% in 3 rd place In winter 6 regions have an occupancy over 50%; across the Tyrol, occupancy is 42.3% in winter and 30.3% in summer In summer Achensee (59.5%) and Naturparkregion Reutte (50.9%) clearly at the top Source: Office of the Tyrol State Government, Regional Development - Statistics RankTourism association Winter 2012/13 1 Tux-Finkenberg 61,3 2 Serfaus-Fiss-Ladis 60,8 3 Paznaun-Ischgl 54,2 4 Ötztal Tourismus 53,9 5 Stubai Tirol 52,0 6 Mayrhofen - Hippach 51,2 7 St. Anton am Arlberg 49,6 8 Tiroler Oberland 49,1 9 Zillertal Arena 48,1 10 Wilder Kaiser 43,1 11 Pitztal 42,7 12 Innsbruck / Feriendörfer 41,8 13 Tiroler Zugspitz Arena 41,8 14 Erste Ferienregion im Zillertal 41,7 15 Tannheimer Tal 41,3 RankTourism association Summer Achensee 59,5 2 Naturparkregion Reutte 50,9 3 Kaiserwinkl 47,7 4 Tannheimer Tal 47,2 5 Innsbruck / Feriendörfer 44,3 6 Imst - Gurgltal 42,3 7 Ferienland Kufstein 40,8 8 Tiroler Oberland 36,2 9 Olympiaregion Seefeld 35,8 10 Tiroler Zugspitz Arena 35,0 11 Silberregion Karwendel 34,8 12 Alpbachtal & Tiroler Seenland 34,4 13 Region Hall - Wattens 34,2 14 Tirol West 33,7 15 Wilder Kaiser 33,7

19 Top 15 municipalities with most overnight stays Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Sölden clearly on top (winter rank 1, summer rank 6) Mayrhofen in second place (winter rank 4, summer rank 3) shortly ahead of Innsbruck (winter rank 8, summer rank 1) and Ischgl (winter rank 2, summer only rank 49!) Also in the summer and winter top 10: Neustift/Stubaital and Serfaus Source: Office of the Tyrol State Government, Regional Development - Statistics MunicipalitiesTY 2012/13RankWinter 2012/13RankSummer 2013Rank Sölden Mayrhofen Innsbruck Ischgl Neustift/Stubaital St.Anton/Arlberg Serfaus Seefeld/Tirol Eben/Achensee Tux Fiss Kirchberg/Tirol Kitzbühel Wildschönau Ellmau

20 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Tyrol accommodation

21 Accommodation categories 2012/13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES /3 of all overnight stays in the Tyrol are in hotels Strong decline for private lodging in summer and winter (but also sharp decline in the number of beds in the private lodging segment and hardly any active marketing by the landlords) Winter and summer: highest increase in overnight stays for holiday apartments in the last 10 years Source: Office of the Tyrol State Government, Regional Development - Statistics Accommodation categories Summer 2013% Hotels ,1% Holiday apartments ,5% Private lodgings ,8% Others ,9% Total ,0% Accommodation categories Winter 12/13 % 02/03- 12/13 Hotels ,6% Holiday apartments ,6% Private lodgings ,3% Others ,7% Total ,6%

22 Number of beds Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES The Tyrol has about 340,000 beds (number of beds in winter slightly higher than in summer) Every second bed in the Tyrol is a hotel bed One third is in holiday apartments and 10% in private lodgings Sharp decline in the number of beds offered by private lodgings in the last 10 years Number of beds in 2/1-star hotels and 3-star hotels also declining; by contrast 4/5-star hotels with an increase in the number of beds The number of beds in holiday apartments also rose sharply in the last 10 years Source: Office of the Tyrol State Government, Regional Development - Statistics Accommodation categories Number of beds winter 2012/13 share 12/13 in % % 02/03- 12/13 Hotel ,0%-1,1% Holiday apartments ,1%28,8% Private lodgings ,9%-39,0% Others ,1%39,4% Total ,0%1,9% Accommodation categories Number of beds summer 2013 share 2013 in % % Hotel ,8%-2,7% Holiday apartments ,2%23,9% Private lodgings ,0%-41,0% Others ,9%51,9% Total ,0%0,1%

23 Ration of overnight stays to beds in winter Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Every second bed is a hotel bed These generate just over 60% of all overnight stays in the Tyrol Private lodgings are clearly frequented below average Source: Office of the Tyrol State Government, Regional Development - Statistics

24 Ratio of overnight stays to beds in summer Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Every second bed is a hotel bed These generate over 2/3 of all overnight stays in the Tyrol Private lodgings and holiday apartments are frequented below average Source: Office of the Tyrol State Government, Regional Development - Statistics

25 Occupancy in % Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Highest occupancy in upmarket hotels in winter and summer Establishments generally better occupied in winter than in summer; greatest difference between summer and winter season for holiday apartments Total occupancy in the Tyrol: winter 42.3%, summer 30.3% (both with slight increase compared to the previous year) Source: Office of the Tyrol State Government, Regional Development - Statistics

26 Occupancy in days Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Occupancy Tyrol in total: Winter: 77 days of full occupation (winter season: 183 days) Summer: 56 days of full occupation (summer season: 181 days) Source: Office of the Tyrol State Government, Regional Development - Statistics

27 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Economic importance of tourism in the Tyrol

28 Employment Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Industry Share Lodging and hospitality56% Transport (busses, taxis, rail- and air traffic, cable cars, basement garages,...) 23% Retail industry, ski schools and other services 18% Culture, entertainment and sport3% Total 100% people are employed in tourism in the Tyrol (self-employed and employed, full time equivalent) Out of this, nearly are working in the so- called characteristic tourism industries (lodging & hospitality, transport & travel agencies, culture, entertainment, sport) The rest works in tourism related and not tourism specific industries (retail industry, banking industry,...) Source: MCI Tourism (G. Lehar – TSA 2007)

29 Expenditure and turnover Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Daily expenditure of guests (incl. arrivals) higher in winter than in summer: winter € 123,- and summer € 97,- Of which approx. 50% for accommodation Approx. 15% for food Purchases slightly higher in summer (7%) than in winter (6%) Expenditure for cable cars, public transport much higher in winter (16% in winter vs. 5% in summer) Expenditure for entertainment, leisure, culture and wellness summer and winter 5% Tourism in the Tyrol generates € 7.3 billion turnover € 5.6 bn for overnight tourism € 1.6 bn from day visitors Source: T-Mona Summer 2011 and Winter 2011/12, Tourismus-Satellitenkonto Tirol 2007

30 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Tourism value creation for the Tyrol is approximately € 4 bn Average share of tourism in GDP of the Tyrol is 18% This figure is far higher in tourism centres For Austria, the share is 5.8% By comparison: Upper Austria 3.1% and Vienna 1.6% Value creation Source: Tourismus-Satellitenkonto Tyrol rev. 2008, Tourismus-Satellitenkonto Austria 2012, Upper Austria 2011 and Vienna 2008

31 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Reasons for visiting the Tyrol

32 Winter in the Tyrol Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Holiday activities Sport: skiing is THE sport activity, snowboarding occupies a niche (every second skies as well); snowboarding and tobogganing especially popular with the younger guests; winter hiking and cross-country skiing are especially popular with the older target group Dining as an important holiday component, regional food and drinks are more important in summer than in winter Strong focus on nightlife Reasons for visiting the Tyrol Beautiful landscape/mountains The Tyrol has high competence in winter sports: attractive ski areas, guaranteed snow Nature and tranquillity Top accommodation Good experiences in the past Friendly locals, great hospitality Great accessibility Source: T-Mona Winter 2011/12

33 Summer in the Tyrol Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Holiday activities A lot of different sport activities Sport: hiking is by far THE sports activity (importance increases with age); water activities attract many in summer; climbing, mountain biking and adventure sports are gaining importance for younger guests Beside sports also culture, enjoyment and relaxation are important (importance increases with age) Walking in the nature, visiting sights, trips outside the holiday resort, enjoying regional food and beverages Reasons for visiting the Tyrol Beautiful landscape/mountains Fresh air, peace and quiet Hospitality Sport opportunities, great variety of hiking trails, bicycle- and mountain bike tracks Quality of accommodation Good experiences in the past Source: T-Mona Summer 2011

34 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES Strategien & Partner Mag. Kathrin Rauch Maria-Theresien-Straße Innsbruck · Österreich Tirol Werbung GmbH tfewtfew


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