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Tourism in Tirol Facts and Figures 2019

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Tourism in Tirol Facts and Figures 2019 Tourism in Tirol Facts and Figures 2019 Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 1 Table of content 1. Arrivals and overnight stays in Tirol 3 2. Markets of origin 9 3. Tourism associations and municipalities 16 4. Accommodation 20 5. Alpine competitors at a glance 27 6. Economic importance of tourism in Tirol 31 7. Reasons for visiting Tirol 35 Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 2 Arrivals and overnight stays in Tirol Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 3 Arrivals and overnight stays at a glance Arrivals Overnight stays • Winter 2018/19 6.2 million • Winter 2018/19: 27.5 million • Summer 2019: 6.2 million • Summer 2019: 22.2 million • Tourism year 2018/19: 12.4 million • Tourism year 2018/19: 49.6 million Arrivals Overnight stays Winter 2018/19 Summer 2019 TY 2018/19 Winter 2018/19 Summer 2019 TY 2018/19 Tirol total 6.211.992 6.197.982 12.409.974 Tirol total 27.486.459 22.161.313 49.647.772 Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 4 Development of overnight Development of stays since 1951 Tirol Werbung / / TirolData & Innovation Werbung Source : Office of the Tirol State Government, Regional Development Development Regional Government, TirolState of the : Office • • Summer withpeak Summer intheearly 90s, Slight 10.000.000 20.000.000 30.000.000 40.000.000 50.000.000 60.000.000 decrease 0 1951 1952 1953 1954 1955 in Winter 2018/19 after 1956 1957 1958 1959 1960 – 1961 Statistics; OS = overnight stays, TY = tourism year = tourism TY stays, OS= overnight Statistics; 1962 1963 1964 1965 1966 1967 1968 1969 since FACTS AND FIGURES 2019 AND FACTS 1970 1971 1972 the 1973 2009 1974 1975 highest 1976 1977 constant 1978 1979 1980 result 1981 1982 1983 1984 slight 1985 in 1986 1987 the 1988 increase 1989 previous 1990 1991 1992 1993 1994 in 1995 year 1996 overnight 1997 1998 1999 2000 2001 2002 2003 stays 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 OSSummer 22.2 Mio. OSWinter 27.5 Mio. OSTY 49.6 m 5 Development in the past 10 years Tourism year: 60 • Arrivals +35.0% Million 50 49.4m • Overnight stays +13.7% OS TY 43.1m 40 Winter: • Arrivals +24.0% 30 27.6m 25.6m OS Winter • Overnight stays +7.7% 21.8m 20 OS Summer 17.5m Summer: 10 • Arrivals +48.1% - • Overnight stays +22.4% 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19 Source: Office of the Tirol State Government, Regional Development – Statistics; OS = overnight stays, TY = tourism year Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 6 Comparison of arrivals and overnight stays • The average length of stay for guests in Tirol decreased in the last 10 tourism years from 4.7 to 4.0 days • Trend towards shorter holidays, but more of them • Guests stay longer in Tirol in winter than in summer: • Winter 2018/19: 4.4 days • Summer 2019: 3.6 days Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 7 • Tourism year 2018/19: Winter season clearly stronger with Winter 55% of overnight stays compared to the 55% summer season with 45% Summer 45% • Tourism year 2008/09: Share of the winter season was slightly higher (59%) Distribution over the seasons Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 8 Markets of origin Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 9 Source markets in winter 2018/19 • Germany is by far the no. 1 source market in winter Winter 2018/19 Rank Markets of origin in Tirol Overnight stays Market share % 08/09-18/19 • The Netherlands in the second place ahead of Austria 1 Germany 13.867.284 50.5% 5.0% • 2 Netherlands 3.485.506 12.7% 0.0% Growth for most of the top 15 markets over the past 3 Austria 1.820.680 6.6% 4.6% 10 years – decline in overnight stays from the UK, 4 Switzerland and Liechtenstein 1.259.743 4.6% 48.8% Denmark, France, Russia and Italy 5 UK 1.193.460 4.3% -1.3% 6 Belgium 1.032.427 3.8% 15.7% • Highest growth rates compared by the last 10 years 7 Poland 565.324 2.1% 6.5% for Switzerland, the Czech Republic, as well as for 8 Czech Republic 563.058 2.0% 27.4% 9 Denmark 397.625 1.4% -16.0% Sweden and China (but starting from a very low 10 France (incl. Monaco) 329.955 1.2% -4.9% level) 11 Russia 319.577 1.2% -20.2% 12 Italy 313.885 1.1% -3.7% 13 Sweden 222.212 0.8% 27.3% 14 Romania 202.985 0.7% 0.1% 15 China 153.482 0.6% 718.1% Other markets 1.759.256 6.4% 36.4% Tirol total 27.486.459 100.0% 7.5% Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 10 SWE RU CHN RUS 1% 1% 1% 1% IT FR 1% Other DK 1% markets • Germany with a market share of 51% of all overnight CZ 1% 6% 2% stays PL 2% • The top 3 markets Germany, the Netherlands and BE Austria with 70% of all overnight stays 4% UK • Slight decrease in the German market share in the last 4% DE 10 years – in winter 2008/09 Germany had a market 51% CH share of nearly 52% 5% • Increasing market share of overnight stays from AT 7% Switzerland (+1.3 percentage points/pp), as well as slight increases from Belgium and the Czech Republic NL (+0.3 pp each) and China (+0.5 pp) in the last 10 years 13% Source markets in winter 2018/19 Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 11 Source markets in summer 2019 • Germany also no. 1 concerning overnight stays in Summer 2019 summer Rank Markets of origin Overnight stays Market share % 2009-19 • Austria in the second place ahead of the Netherlands 1 Germany 12.136.714 54.8% 32.0% • Decline in overnight stays in the last 10 years for 2 Austria 2.321.996 10.5% 20.3% 3 Netherlands 1.589.295 7.2% 8.3% Italy, Belgium, France and the UK 4 Switzerland and Liechtenstein 1.411.385 6.4% 20.0% • Other main markets are increasing (especially 5 Italy 689.824 3.1% -7.7% 6 Belgium 619.657 2.8% -1.2% Germany, Austria and Switzerland) 7 France (incl. Monaco) 454.514 2.1% -24.1% • Clear increases in overnight stays also from the 8 UK 423.553 1.9% -9.5% Czech Republic, China, Poland, Hungary and Israel 9 Czech Republic 263.641 1.2% 105.3% 10 China 214.873 1.0% 637.2% (but starting from a low level) 11 Poland 191.913 0.9% 242.3% 12 USA 190.666 0.9% 57.5% 13 Denmark 163.308 0.7% 5.7% 14 Hungary 135.232 0.6% 94.4% 15 Israel 100.856 0.5% 123.7% Other markets 1.253.886 5.7% 72.9% Tirol total 22.161.313 100% 26.3% Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 12 ISR USA DK 1% HU 1% CHN 1% 1% 1% PL 1% Other UK CZ markets • In summer Germany has a market share of about 55% 2% 1% 6% FR • The top 3 markets are Germany, Austria and the 2% BE Netherlands with more than 70% of all overnight 3% IT stays 3% • The market share of Germany in summer increased CH in the last 10 years – in summer 2009 Germany had a 6% market share of 52% DE 55% NL • Decreasing market share especially for the 7% Netherlands (-1.2 percentage points/pp) as well as for Italy (-1.1pp) and France (-1.4 pp) AT 11% • Biggest increase of market share for Germany (+2.2 pp) Source markets in summer 2019 Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 13 Source markets in TY 2018/19 • Germany is no. 1 source market with more than half Tourism year 2018/19 Rank Markets of origin of all overnight stays in Tirol Overnight stays Market share % 08/09-18/19 • The Netherlands in second place ahead of Austria 1 Germany 26.003.998 52.4% 16.1% 2 Netherlands 5.074.801 10.2% 2.5% • Switzerland is no. 4 with very positive results in the 3 Austria 4.142.676 8.3% 12.9% past 10 years 4 Switzerland and Liechtenstein 2.671.128 5.4% 32.1% 5 Belgium 1.652.084 3.3% 8.8% • Decline of overnight stays in the past 10 years for 6 UK 1.617.013 3.3% -3.6% UK, Italy, France, Denmark and Russia 7 Italy 1.003.709 2.0% -6.5% 8 Czech Republic 826.699 1.7% 45.0% • Significant increase in overnight stays from the 9 France (incl. Monaco) 784.469 1.6% -17.1% Czech Republic and Poland 10 Poland 757.237 1.5% 29.0% • Very high growth rates in the source market China 11 Denmark 560.933 1.1% -10.6% 12 Russia 376.122 0.8% -13.1% (but starting from a very low level) 13 China 368.355 0.7% 668.9% 14 USA 339.369 0.7% 78.4% 15 Sweden 315.321 0.6% 32.2% Other markets 3.153.858 6.4% 45.6% Tirol total 49.647.772 100.0% 15.1% Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 14 USA DK RUS SWE 1% 1% 1% CHN 1% 1% PL Other markets FR CZ 2% 6% 2% 2% • Germany with a market share of 52% in the tourism IT 2% year UK • The top 3 markets are Germany, the Netherlands and 3% Austria with a market share of about 70% BE 3% • Decline for the Netherlands in the last 10 years – the CH DE market share in 2007/08 was about 12% 5% 52% • Increase in overnight stays especially from Switzerland (+0.7 percentage points/ pp); decreases AT 8% except from the Netherlands also from the UK and France (-0.6 pp each) as well as from Italy (-0.5 pp) NL 10% Source markets in TY 2018/19 Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Data & Innovation FACTS AND FIGURES 2019 15 Tourism associations and municipalities Tirol
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