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.

1

Tourism in the TyrolFacts and figures 2012

Tirol Werbung / Strategien & Partner

FACTS AND FIGURES 2013

Tourism in the TyrolFacts and Figures 2013

FACTS AND FIGURES 2013 2

Agenda


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

FACTS AND FIGURES 2013 3Tirol Werbung / Strategien & Partner

Arrivals and overnight stays in Tyrol


Arrivals and overnight stays at a glance


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 5.382.965 4.820.201 10.203.166

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 2013

TY 2012/13

Tyrol total 26.189.170 18.698.303 44.887.473

Source: Office of the Tyrol State Government, Regional Development - Statistics


1951

1953

1955

1957

1959

1961

1963

1965

1967

1969

1971

1973

1975

1977

1979

1981

1983

1985

1987

1989

1991

1993

1995

1997

1999

2001

2003

2005

2007

2009

2011

2013

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

50,000,000

SummerWinter

Development of overnight stays since 1951


• 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



Development in the past 10 years


• 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%


2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

50,000,000

TYWinterSummer


• 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



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

Summer

42%

Winter58%



Markets of origin


Source markets in winter 2012/13


• 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 2012/13Overnight

staysMarket share

% 02/03-12/13

1 Germany

13.348.875 51,0% -6,9%

2 Netherlands

3.199.388 12,2% -2,7%

3 Austria

1.799.387 6,9% 8,5%

4 UK

1.193.075 4,6% 17,3%

5 Switzerland

1.183.646 4,5% 42,8%

6 Belgium

918.699 3,5% 21,3%

7 Russia

638.863 2,4% k.A.

8 Poland

486.290 1,9% 86,0%

9 Czech Republic

440.671 1,7% 110,1%

10 Denmark

407.776 1,6% 34,3%

11 France

388.241 1,5% 38,1%

12 Italy

313.935 1,2% 13,8%

13 Sweden

203.859 0,8% 44,8%

14 Romania

179.380 0,7% 2200,6%

15 Luxembourg

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


Germany51%

Netherlands12%

Austria7%

UK5%

Switzerland

5%

Bel-gium4%Rus

sia2%

Poland

2%Czech Re-

public2%

Denmark2%

France

1%

Italy1%

Sweden1%

Romania1%

Luxembourg0%

Other markets 5%


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 markets summer 2013


• 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

Rank Markets of originSummer 2013

Overnight stays

Market share

% 2003-13

1 Germany 9.759.020

52,2% -1,4%

2 Austria 2.048.642

11,0% 20,7%

3 Netherlands 1.451.488

7,8% -2,8%

4 Switzerland 1.375.416

7,4% 25,8%

5 Italy 713.335

3,8% 6,8%

6 Belgium 588.394

3,1% -8,2%

7 France 553.381

3,0% -11,5%

8 UK 463.386

2,5% -25,6%

9 Czech Republic 164.258

0,9% 113,3%

10 Denmark 153.522

0,8% 15,4%

11 USA 146.761

0,8% -0,6%

12 China 115.188

0,6% 1443,7%

13 Poland 98.325

0,5% 159,2%

14 Hungary 92.629

0,5% 90,4%

15 Spain 78.250

0,4% 13,5%

Other markets 896.308

4,8% 62,1%

Tyrol total 18.698.303

100,0% 5,0%


Germany52%

Austria11%

Nether-lands8%

Switzerland7%

Italy4%

Bel-gium3%

France3%UK

2%

Czech Repub-

lic1%

Denmark1%

USA1%

China 1% Poland

1%

Hungary1% Spain

0%

Other markets 5%


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 markets in TY 2012/13


• 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

Rank Markets of originTourist year 2012/13

Overnight stays

Market share

% 02/03-12/13

1 Germany 23.107.895

51,5% -4,6%

2 Netherlands 4.650.876

10,4% -2,7%

3 Austria 3.848.029

8,6% 14,6%

4 Switzerland 2.559.062

5,7% 33,2%

5 UK 1.656.461

3,7% 1,0%

6 Belgium 1.507.093

3,4% 7,8%

7 Italy 1.027.270

2,3% 8,9%

8 France 941.622

2,1% 3,9%

9 Russia 701.827

1,6% k.A.

10 Czech Republic 604.929

1,3% 110,9%

11 Poland 584.615

1,3% 95,3%

12 Denmark 561.298

1,3% 28,6%

13 Sweden 274.344

0,6% 28,0%

14 USA 234.856

0,5% -15,9%

15 Romania 211.982

0,5% 2618,8%

Other markets 2.415.314

5,4% 65,7%

Total 44.887.473

100,0% 6,5%



Germany51%

Netherlands10%

Austria9%

Switzerland6%

UK4%

Belgium3%

Italy2%

France2%

Russia2%

Czech Republic

1%

Poland1%

Denmark1%

Sweden1%

USA 1%

Romania1%

Other markets 5%


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)




Tourism associations and municipalities


Top 15 tourism associations by overnight stays


• Ötztal Tourismus clearly on top (winter rank 1, summer rank 2)• Innsbruck and its holiday villages in 2nd 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


Tourism association TY 2012/13 Rank Winter 2012/13 Rank Summer 2013 RankÖtztal 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


Top 15 tourism associations by occupancy in %


• Tux-Finkenberg has the highest occupancy in winter (61.3%) ahead of Serfaus-Fiss-Ladis with 60.8%; Paznaun-Ischgl with 54.2% in 3rd 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


Rank

Tourism associationWinter

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

Rank

Tourism associationSummer

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


Top 15 municipalities with most overnight stays


• 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


Municipalities TY 2012/13 Rank Winter 2012/13 Rank Summer 2013 RankSölden 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


Tyrol accommodation


Hotels Holiday apartments

Private lodg-ings

Others 0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

Winter 12/13 Summer 2013

Accommodation categories 2012/13


• 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


Accommodation categories

Summer 2013 % 03-13

Hotels 12.354.233 7,1%Holiday apartments 3.703.208 20,5%Private lodgings 875.533 -45,8%Others 1.765.329 10,9%Total 18.698.303 5,0%


Winter 12/13

% 02/03-12/13

Hotels 16.072.190 4,6%Holiday apartments 7.777.604 34,6%Private lodgings 1.462.282 -38,3%Others 877.094 4,7%Total 26.189.170 7,6%


Number of beds


• 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



Number of beds winter

2012/13share 12/13

in %% 02/03-

12/13Hotel 177.616 52,0% -1,1%Holiday apartments 116.422 34,1% 28,8%Private lodgings 33.736 9,9% -39,0%Others 13.996 4,1% 39,4%

Total 341.770 100,0% 1,9%


Number of beds summer

2013share 2013

in %% 03-13

Hotel 170.490 50,8% -2,7%Holiday apartments 111.363 33,2% 23,9%Private lodgings 33.587 10,0% -41,0%Others 19.873 5,9% 51,9%

Total 335.313 100,0% 0,1%


Hotel Holiday apartments

Private lodg-ings

Others 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%61.4%

29.7%

5.6% 3.3%

52.0%

34.1%

9.9%4.1%

Overnight stays

Ration of overnight stays to beds in winter


• 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



Hotel Holiday apartments

Private lodg-ings

Others 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0% 66.1%

19.8%

4.7%9.4%

50.8%

33.2%

10.0%5.9%

Overnight stays

Ratio of overnight stays to beds in summer


• 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



4-5* Hotel 3* Hotel 2/1* Hotel Com. hol. apart.

Private hol. apart.

Private hol. apart. (farms)

Private lodg-ings

Private lodg-ings (farms)

0

10

20

30

40

50

60

70

58.2

47.6

37.544

34.829.6

25.220.5

49.3

37.1

23.7 21.116.1

21.113.9 14.8


Occupancy in %


• 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)



4-5* Hotel 3* Hotel 2/1* Hotel Com. hol. apart.

Private hol. apart.

Private hol. apart.

(farms)

Private lodg-ings

Private lodg-ings (farms)

0

20

40

60

80

100

120105

86

68

80

6354

4637

91

68

4439

3039

26 27


Occupancy in days


• Occupancy Tyrol in total:

• Winter: 77 days of full occupation (winter season: 183 days)

• Summer: 56 days of full occupation (summer season: 181 days)



Economic importance of tourism in the Tyrol


Employment


Industry Share

Lodging and hospitality 56%

Transport (busses, taxis, rail- and air traffic, cable cars, basement garages,...)

23%

Retail industry, ski schools and other services 18%

Culture, entertainment and sport 3%

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)


Expenditure and turnover


• 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


• 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

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Reasons for visiting the Tyrol


Winter in the Tyrol


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


Summer in the Tyrol


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


Ändern Sie die Farbe des Platzhalters nach Bedarf


Strategien & PartnerMag. Kathrin Rauch

Maria-Theresien-Straße 55 6020 Innsbruck · Österreich

+43.512.5320-236+43.512.5320-92236

[email protected]

Tirol Werbung GmbH

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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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