1. 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

2. Agenda Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 20132 1.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 20133 Arrivals and overnight stays in Tyrol

4. Arrivals and overnight stays at a glance Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 20134 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 total5.382.9654.820.201 10.203.16 6 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 total26.189.17018.698.30344.887.473 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 20135 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 20136 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 20137 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 20138 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 20139 Markets of origin

10. Source markets in winter 2012/13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201310 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 13.348.875 51,0%-6,9% 2Netherlands 3.199.388 12,2%-2,7% 3Austria 1.799.387 6,9%8,5% 4UK 1.193.075 4,6%17,3% 5Switzerland 1.183.646 4,5%42,8% 6Belgium 918.699 3,5%21,3% 7Russia 638.863 2,4%k.A. 8Poland 486.290 1,9%86,0% 9Czech Republic 440.671 1,7%110,1% 10Denmark 407.776 1,6%34,3% 11France 388.241 1,5%38,1% 12Italy 313.935 1,2%13,8% 13Sweden 203.859 0,8%44,8% 14Romania 179.380 0,7%2200,6% 15Luxembourg 129.030 0,5%38,1% Other markets 1.358.055 5,2%52,4% Tyrol total 26.189.170 100,0%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 201311 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 201312 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 % 2003- 13 1Germany 9.759.020 52,2%-1,4% 2Austria 2.048.642 11,0%20,7% 3Netherlands 1.451.488 7,8%-2,8% 4Switzerland 1.375.416 7,4%25,8% 5Italy 713.335 3,8%6,8% 6Belgium 588.394 3,1%-8,2% 7France 553.381 3,0%-11,5% 8UK 463.386 2,5%-25,6% 9Czech Republic 164.258 0,9%113,3% 10Denmark 153.522 0,8%15,4% 11USA 146.761 0,8%-0,6% 12China 115.188 0,6%1443,7% 13Poland 98.325 0,5%159,2% 14Hungary 92.629 0,5%90,4% 15Spain 78.250 0,4%13,5% Other markets 896.308 4,8%62,1% Tyrol total 18.698.303 100,0%5,0%

13. Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201313 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 201314 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 23.107.895 51,5%-4,6% 2Netherlands 4.650.876 10,4%-2,7% 3Austria 3.848.029 8,6%14,6% 4Switzerland 2.559.062 5,7%33,2% 5UK 1.656.461 3,7%1,0% 6Belgium 1.507.093 3,4%7,8% 7Italy 1.027.270 2,3%8,9% 8France 941.622 2,1%3,9% 9Russia 701.827 1,6%k.A. 10Czech Republic 604.929 1,3%110,9% 11Poland 584.615 1,3%95,3% 12Denmark 561.298 1,3%28,6% 13Sweden 274.344 0,6%28,0% 14USA 234.856 0,5%-15,9% 15Romania 211.982 0,5%2618,8% Other markets 2.415.314 5,4%65,7% Total 44.887.473 100,0%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 201315 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 201316 Tourism associations and municipalities

17. Top 15 tourism associations by overnight stays Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201317 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 3.702.258 1 2.643.783 1 1.058.475 2 Innsbruck / Feriendörfer 2.841.956 2 1.318.312 6 1.523.644 1 Paznaun-Ischgl 2.563.697 3 2.173.786 2 389.911 23 Mayrhofen - Hippach 2.332.819 4 1.446.503 4 886.316 7 Serfaus-Fiss-Ladis 2.293.131 5 1.532.264 3 760.867 9 Erste Ferienregion im Zillertal 2.286.146 6 1.348.923 5 937.223 5 Olympiaregion Seefeld 1.916.627 7 944.950 11 971.677 4 Osttirol 1.881.470 8 855.071 14 1.026.399 3 Wilder Kaiser 1.799.276 9 1.003.440 9 795.836 8 Stubai Tirol 1.749.156 10 1.084.349 8 664.807 10 Kitzbüheler Alpen - Brixental 1.552.023 11 952.027 10 599.996 13 Tiroler Oberland 1.483.911 12 864.256 13 619.655 12 Achensee 1.478.740 13 578.602 19 900.138 6 St. Anton am Arlberg 1.453.594 14 1.240.686 7 212.908 31 Tiroler Zugspitz Arena 1.434.979 15 786.097 16 648.882 11

18. Top 15 tourism associations by occupancy in % Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201318 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 2013 1 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 201319 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 2.309.308 1 1.883.135 1 426.173 6 Mayrhofen 1.529.850 2 923.819 4 606.031 3 Innsbruck 1.445.266 3 633.126 8 812.140 1 Ischgl 1.426.966 4 1.314.682 2 112.284 49 Neustift/Stubaital 1.208.939 5 768.087 5 440.852 5 St.Anton/Arlberg 1.139.670 6 1.016.018 3 123.652 43 Serfaus 1.134.854 7 753.127 6 381.727 7 Seefeld/Tirol 1.092.440 8 525.744 10 566.696 4 Eben/Achensee 1.024.743 9 391.623 17 633.120 2 Tux 939.013 10 640.320 7 298.693 12 Fiss 879.396 11 589.185 9 290.211 13 Kirchberg/Tirol 856.584 12 486.935 11 369.649 8 Kitzbühel 777.094 13 442.469 12 334.625 9 Wildschönau 715.812 14 416.575 13 299.237 11 Ellmau 689.066 15 369.200 18 319.866 10

20. Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201320 Tyrol accommodation

21. Accommodation categories 2012/13 Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201321 2/3 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% 03-13 Hotels12.354.2337,1% Holiday apartments3.703.20820,5% Private lodgings875.533-45,8% Others1.765.32910,9% Total18.698.3035,0% Accommodation categories Winter 12/13 % 02/03- 12/13 Hotels16.072.1904,6% Holiday apartments7.777.60434,6% Private lodgings1.462.282-38,3% Others877.0944,7% Total26.189.1707,6%

22. Number of beds Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201322 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 Hotel177.61652,0%-1,1% Holiday apartments116.42234,1%28,8% Private lodgings33.7369,9%-39,0% Others13.9964,1%39,4% Total 341.770 100,0%1,9% Accommodation categories Number of beds summer 2013 share 2013 in % % 03-13 Hotel170.49050,8%-2,7% Holiday apartments111.36333,2%23,9% Private lodgings33.58710,0%-41,0% Others19.8735,9%51,9% Total335.313100,0%0,1%

23. Ration of overnight stays to beds in winter Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201323 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 201324 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 201325 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 201326 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 201327 Economic importance of tourism in the Tyrol

28. Employment Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201328 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% 71.000 people are employed in tourism in the Tyrol (self-employed and employed, full time equivalent) Out of this, nearly 60.000 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 201329 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 201330 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 201331 Reasons for visiting the Tyrol

32. Winter in the Tyrol Tirol Werbung / Strategien & PartnerF ACTS AND F IGURES 201332 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 201333 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 201334 Strategien & Partner Mag. Kathrin Rauch Maria-Theresien-Straße 55 6020 Innsbruck · Österreich +43.512.5320-236 +43.512.5320-92236 kathrin.rauch@tirolwerbung.at www.tirol.at Tirol Werbung GmbH tfewtfew