Der Tiroler Tourismus Zahlen, Daten Und Fakten 2017

Tourism in Tirol Facts and Figures 2018

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 1 Inhalt

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 / Tourismus Netzwerk FACTS AND FIGURES 2018 2 Arrivals and overnight stays in Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 3 Arrivals and overnight stays at a glance

Arrivals Overnight stays • Winter 2017/18 6.2 million • Winter 2017/18: 27.6 million • Summer 2018: 6.1 million • Summer 2018: 21.8 million • Tourism year 2017/18: 12.3 million • Tourism year 2017/18: 49.4 million

Arrivals Overnight stays

Winter 2017/18 Summer 2018 TY 2017/18 Winter 2017/18 Summer 2018 TY 2017/18

Tirol total 6,163,757 6,107,607 12,273,321 Tirol total 27,575,710 21,798.904 49,379,498

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 4 Development of overnight stays since 1951

• Increases in winter 2017/18 after a slight decrease in the previous year • Declines in Summer since the beginning of 1990s, since 2009 slight increases in overnight stays

50 49.4 m OS TY

45 Million 40

30 27.6 m OS Winter 25 22.8 m 20 OS Summer 15

1951 1952 1953 1954 1955 1956 1957 1958 1959 1960 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source : Office of the Tirol State Government, Regional Development – Statistics; OS = overnight stays, TY = tourism year

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 5 Development in the past 10 years

Tourism year: • Arrivals +35.0% 50 49.4m • Overnight stays +13.7% 43.4m OS TY

45 Million 40

Winter: 35

• Arrivals +24.0% 30 25.6m 27.6m • Overnight stays +7.7% 25 OS Winter 21.8m 20 17.8m OS Summer Summer: 15 10 • Arrivals +48.1% 5 • Overnight stays +22.4% 0 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18

Source: Office of the Tirol State Government, Regional Development – Statistics; OS = overnight stays, TY = tourism year

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 6 Comparison of arrivals and overnight stays

• The average length of stay for guests in Tirol decreased in the last 10 tourism years from 4.8 to 4.0 days • Trend towards shorter holidays, but more of them • Guests stay longer in Tirol in winter than in summer: • Winter 2017/18: 4.5 days • Summer 2018: 3.6 days

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 7 • Tourism year 2017/18: Winter season clearly stronger with 56% of overnight stays compared to the Winter 56% summer season (44%) Summer 44% • Tourism year 2007/08: 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 / Tourismus Netzwerk FACTS AND FIGURES 2018 8 Markets of origin

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 9 Source markets in winter 2017/18

• Germany is by far the no. 1 source market in the Winter 2017/18 Rank Markets of origin winter in Tirol Overnight stays Market share % 07/08-17/18 • Netherlands in the second place ahead of Austria 1 Germany 13,942,997 50.6% 4.8% • Growth for most of the top 15 markets over the past 2 Netherlands 3,407,643 12.3% -0.2% 3 Austria 1,859,158 6.8% 9.0% 10 years – decline of overnight stays from the UK, 4 Switzerland and Liechtenstein 1,295,132 5.0% 56.3% Denmark & Italy; Netherlands and France remain 5 UK 1,224,763 4.7% -8.5% 6 Belgium 1,005,300 3.7% 10.8% stable 7 Poland 564,060 2.1% 21.2% • Highest growth rates for Switzerland, Czech 8 Czech Republic 538,373 2.0% 46.7% 9 Denmark 386,889 1.5% -16.1% Republic and Romania compared by the last 10 years 10 Russia 353,138 1.4% -9.3% (but starting from a very low level) 11 France (incl. Monaco) 352,898 1.3% 0.5% 12 Italia 333,083 1.2% -3.9% 13 Sweden 235,927 0.9% 27.4% 14 Romania 207,302 0.7% 43.8% 15 Luxemburg 157,042 0.5% 38.1% Other Markets 1,712,005 5.9% 32.2% Tirol total 27,575,710 100.0% 7.7% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 10 RO LUX IT SWE 1% 0,5% FR 1% 1% 1% RUS Other 1% DK Markets CZ 1% 6% • 2% Germany with a market share of 51% of all overnight PL stays 2% • The top 3 markets Germany, the Netherlands and BE 4% Austria with 70% of all overnight stays UK • Slight decrease of the German market share in the last 4% DE 51% 10 years – in winter 2007/08 Germany had a market CH share of nearly 52% 5% • Increasing market share of overnight stays from AT Switzerland (+1.5 percentage points/pp and Czech 7% Republic (+0.5 pp) in the last 10 years

NL 12%

Source markets in winter 2017/18

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 11 Source markets in summer 2018

• Germany also no. 1 concerning overnight stays in Summer 2018 Rank Markets of origin summer Overnight stays Market share % 2008-18 • Austria in the second place ahead of the Netherlands 1 Germany 11,764,681 54.0% 27.6% 2 Austria 2,327,016 10.7% 22.4% • Decline of overnight stays in the last 10 years for 3 Nederlands 1,517,447 7.0% 3.3% Italy, Belgium, France and the UK 4 Switzerland and Liechtenstein 1,443,229 6.6% 28.1% • Other main markets increasing (especially Germany, 5 Italy 709,260 3.3% -1.5% 6 Belgium 614,662 2.8% -4.7% Austria and Switzerland); clear increases of overnight 7 France (incl. Monaco) 469,528 2.2% -20.6% stays also from China, Poland and Isreal (but starting 8 UK 456,329 2.1% -20.9% 9 Czech Republic 253,621 1.2% 98.4% from a low level) 10 China 218,423 1.0% 468.5% 11 USA 182,832 0.8% 29.1% 12 Denmark 179,673 0.8% 11.7% 13 Poland 168,423 0.8% 160.1% 14 Hungary 129,182 0.6% 72.6% 15 Israel 115,081 0.5% 161.7% Other Markets 1,249,517 5.7% 38.0% Tirol total 21,798,904 100.0% 22.4% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 12 USA PL HU ISR DK 1% 1% 1% 0,5% 1% CZ CHN UK 1% 1% Other 2% Markets 6% • In summer Germany has a market share of about 54% FR 2% BE • The top 3 markets are Germany, Austria and 3% Netherlands with about 72% of all overnight stays IT 3% • The market share of Germany in summer increased in the last 10 years – in summer 2008 Germany had a CH market share of 52% 7% DE 54% • Decreasing market share especially for the Netherlands (-1.3 percentage points/pp) as well as for France (-1.2 NL 7% pp) and UK (-1.1pp) • Biggest increase of market share for Germany (+2.2 pp) AT 11%

Source markets in summer 2018

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 13 Source markets in TY 2017/18

• Germany is no. 1 source market with more than the Tourism year 2017/18 Rank Markets of origin half of all overnight stays in Tirol Overnight stays Market share % 07/08-17/18 • Netherlands in second place ahead of Austria 1 Germany 25,710,661 52.1% 14.2% 2 Nederlands 4,925,749 10.0% 0.9% • Switzerland is no. 4 with very positive results in the 3 Austria 4,185,680 8.5% 16.0% past 10 years 4 Switzerland and Liechtenstein 2,738,400 5.5% 40.1% 5 UK 1,681,220 3.4% -12.3% • Decline of overnight stays in the past 10 years for 6 Belgium 1,620,831 3.3% 4.4% UK, Italy, France, Denmark and Russia 7 Italy 1,042,294 2.1% -2.3% 8 France (incl. Monaco) 822,465 1.7% -12.7% • Very high growth rates in the source market China 9 Czech Republic 792,175 1.6% 60.1% (but starting from a very low level) 10 Poland 732,228 1.5% 38.1% 11 Denmark 566,573 1.1% -8.9% 12 Russia 411,304 0.8% -11.9% 13 China 371,632 0.8% 518.4% 14 Sweden 329,309 0.7% 0.5% 15 USA 311,172 0.6% 37.9% Other markets 3,137,805 6.4% 39.3% Tirol total 49,379,498 100.0% 13.7% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 14 SWE USA RUS 1% CHN 1% 1% DK PL 1% CZ 1,5% 1% Other 2% markets 6% FR • Germany with a market share of 52% in the tourism IT 2% 2% year • The top 3 markets are Germany, the Netherlands and BE 3% Austria with a market share of about 70% UK 3% • Decline for the Netherlands in the last 10 years – the DE market share in 2007/08 was about 11% CH 52% 5,5% • Increase of overnight stays especially from Switzerland (+1.0 percentage points/ pp); decreases

AT except from the Netherlands also from the UK (-1.0 8,5% pp) and France (-0.5 pp)

NL 10%

Source markets in TY 2017/18

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 15 Tourism associations and municipalities

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 16 Top 15 tourism associations by overnight stays

• Ötztal Tourismus clearly on top (winter rank 1, summer rank 3) • Innsbruck Tourismus in 2nd place (winter rank 4, summer rank 1) ahead of Paznaun-Ischgl (winter rank 2, summer only rank 23) • Also top 10 in summer and winter: Erste Ferienregion im Zillertal, Serfaus-Fiss-Ladis, Mayrhofen-Hippach, Olympiaregion Seefeld, Osttirol and Wilder Kaiser

Tourism association TY 17/18 Rank Winter 17/18 Rank Summer 18 Rank Ötztal Tourismus 4,062,502 1 2,881,726 1 1,180.,87 3 Innsbruck / Feriendörfer 3,357,177 2 1,531,143 4 1,826,034 1 Paznaun-Ischgl 2,773,322 3 2,340,363 2 432,959 23 Erste Ferienregion im Zillertal 2,557,789 4 1,443,739 5 1,114,050 5 Serfaus-Fiss-Ladis 2,530,248 5 1,608,280 3 921,968 9 Mayrhofen - Hippach 2,406,328 6 1,432,153 6 973,790 8 Olympiaregion Seefeld 2,138,872 7 1,012,053 10 1,126,819 4 Osttirol 2,106,935 8 911,682 12 1,195,262 2 Wilder Kaiser 2,078,113 9 1,040,337 9 1,037,738 6 Stubai Tirol 1,838,225 10 1,090,729 8 747,496 11 Kitzbüheler Alpen - Brixental 1,699,191 11 1,003,000 11 695,039 13 Tiroler Zugspitz Arena 1,645,002 12 814,419 16 830,402 10 Achensee 1,620,593 13 603,629 19 1,016,739 7 St. Anton am Arlberg 1,586,987 14 1,277,114 7 309,566 29 Tiroler Oberland 1,582,209 15 875,713 15 706,483 12 Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 17 Top 15 tourism associations by occupancy in %

• As in the last year Tux-Finkenberg has the highest occupancy in winter (62.1%) ahead of Serfaus-Fiss-Ladis with 59.3%; Ötztal Tourismus (56.8%) in 3rd place ahead of Paznaun-Ischgl with 56.4% • In winter 7 regions have an occupancy over 50%; in Tirol overall occupancy is 44.6% - significantly higher than in summer (33.7%) • In summer Achensee (61.2%) ahead of Kaiserwinkl (56.7%) and Tannheimer Tal (53.7%)

Rank Tourism association Winter 2017/18 Rank Tourism association Summer 2018 1 Tux-Finkenberg 62.1 1 Achensee 61.2 2 Serfaus-Fiss-Ladis 59.3 2 Kaiserwinkl 56.7 3 Ötztal Tourismus 56.8 3 Tannheimer Tal 53.7 4 Paznaun-Ischgl 56.4 4 Innsbruck / Feriendörfer 50.0 5 Stubai Tirol 55.1 5 Naturparkregion Reutte 49.8 6 Tiroler Oberland 51.1 6 Imst Tourismus 46.5 7 Mayrhofen - Hippach 50.8 7 Wilder Kaiser 43.7 8 Zillertal Arena 49.3 8 Olympiaregion Seefeld 41.8 9 St. Anton am Arlberg 48.5 9 Tiroler Zugspitz Arena 40.7 10 Innsbruck / Feriendörfer 46.0 10 Kufsteinerland 40.6 11 Wilder Kaiser 44.8 11 Tirol West 40.0 12 Pitztal 44.7 12 Tiroler Oberland 38.4 13 Erste Ferienregion im Zillertal 43.8 13 Kitzbüheler Alpen - St. Johann ... 37.7 14 Achensee 42.1 14 Silberregion Karwendel 37.2 15 Kitzbühel Tourismus 41.9 15 Region Hall - Wattens 37.0

Source: Office of the Tirol State Government, Regional Development – Statistics;

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 18 Top 15 municipalities with most overnight stays

• Sölden clearly on top of the ranking (winter rank 1, summer rank 6) • Innsbruck in second place (winter rank 7, summer rank 1) ahead of Mayrhofen (winter rank 4, summer rank 3) and Ischgl (winter rank 2, summer only rank 51); also top 10 in winter and summer: Neustift/Stubaital, Serfaus and Seefeld

Municipalities TY 17/18 Rank Winter 17/18 Rank Summer 18 Rank Sölden 2,528,280 1 2,048,821 1 479,459 6 Innsbruck 1,722,778 2 737,644 7 985,134 1 Mayrhofen 1,539,582 3 899,101 4 640,481 3 Ischgl 1,527,430 4 1,402,789 2 124,641 51 Neustift/Stubaital 1,311,619 5 793,777 5 517,842 5 St.Anton/Arlberg 1,247,218 6 1,043,505 3 203,713 31 Serfaus 1,223,851 7 778,500 6 445,351 7 Seefeld/Tirol 1,142,390 8 544,996 10 597,394 4 Eben/Achensee 1,073,415 9 386,622 18 686,793 2 Fiss 978,633 10 624,518 9 354,115 12 Tux 968,952 11 658,005 8 310,947 16 Kirchberg/Tirol 877,537 12 485,681 11 391,856 9 Kitzbühel 828,443 13 471,006 12 357,437 11 Ellmau 810,293 14 386,955 17 423,338 8 Wildschönau 758,267 15 400,416 16 357,851 10 Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 19 Tirol accommodation

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 20 Overnight stays in accommodation categories 2017/18

• About 2/3 of all overnight stays in Tirol 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) • Highest increase in overnight stays in holiday apartments in the last 10 years in winter and summer

Accomodation Overnight stays in million categories Winter 2017/18 % 07/08-17/18 16.5 HotellerieHotels Hotels 16,532,563 3.1% 13.6 Holiday apartments 8,901,394 29.8% Private lodgings 1,210,544 -35.2% Holiday Ferien- 8.9 Others 936,093 11.0% wohnungenapartments 5.1 Total 27,580,594 7.7%

Accomodation PrivatePrivat- 1.2 categories Summer 2018 % 08-18 lodgingsquartiere 0.8 ÜNWinter Winter 2017/18 2017/18 Hotels 13,639,505 13.0% ÜNSummer Sommer 2018 2018 Holiday apartments 5,077,745 65.5% 0.9 OthersSonstige Private lodgings 2.3 817,878 -24.9% Others 2,263,776 43.6% Total Source: Office of the Tírol State Government, Regional Development - Statistics 21,798,904 22.4%

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 21 Number of beds

• In Tirol there are about 360,000 beds in winter and summer* • Every second bed in Tirol is a hotel bed • One third is in holiday apartments and about 7% 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 decreased; 4/5-star hotels with an increasing number of beds • The number of beds in holiday apartments also increased sharply in the last 10 years

Number of beds winter Number of beds summer Accomodation categories Accomodation categories 2007/08 2017/18 % 07/08-17/18 2008 2018 % 08-18 Hotels 177,193 174,541 -1.5% Hotels 173,295 166,744 -3.8% Holiday apartments 107,288 124,232 15.8% Holiday apartments 106,423 119,307 12.1% Private lodgings 44,965 26,055 -42.1% Private lodgings 45,105 25,597 -43.3% Others* 11,972 39,226 - Others* 17,935 51,473 - Total* 341,418 364,054 - Total* 342,758 363,121 -

*Winter 2017/18 & Summer 2018: first survey and inclusion of about 30,000 beds on campgrounds in category „Others“, therefore 10-year-comparison for „Total“ and „Others“ not given Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 22 Ratio of overnight stays to beds in winter

• Every second bed is a hotel bed • These generate about 60% of all overnight stays in Tirol Hotels 59.9% Hotellerie • Private lodgings are frequented clearly below average 47.9%

Holiday ApartementsFerien- 32.3% wohnungen 34.1%

Private Privat- 4.4% Lodgings quartiere 7.2% ÜbernachtungenOvernight stays BettenBeds Others 3.4% Sonstige 10.8%

*Winter 2017/18 & Summer 2018: first survey and inclusion of about 30,000 beds on campgrounds in categorie „Others“ Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 23 Ratio of overnight stays to beds in summer

• Every second bed is a hotel bed • These generate about two-thirds of all overnight stays in Tirol 62.6% HotelsHotellerie • Private lodgings are frequented clearly below average 45.9%

Holiday Ferien- 23.3% apartments wohnungen 32.9%

PrivatePrivat- 3.8% lodgingsquartiere 7.0% OvernightÜbernachtungenstays BedsBetten

10.4% OthersSonstige 14.2%

• 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 Tirol: winter 44.6%, summer 33.7% (with decline in both seasons compared to the previous year)

58.9 52.3 50.1 Winter 2017/18 46.7 SommerSummer 2018 42.3 40.4 37.0 33.2 29.7 26.9 26.4 26.8 22.8 20.7 16.9 18.6

4 - 5* Hotel 3* Hotel 2/1* Hotel ComGew.. hol.FeWo apart PrivateFeWo Privat hol. apart. FeWo Private Privat hol. a.B. apart. Privatquartier Private lodgingsPrivatquartierPrivate lodgings a.B. Note: *Winter 2017/18 & Summer 2018: first survey and inclusion of about 30,000 beds on campgrounds in category „Others Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 25 Occupancy in days

Occupancy Tirol in total: • Winter: 81 days of full occupation (winter season: 181 days) • Summer: 62 days of full occupation (summer season: 184 days)

106.6 96.2 90.6 84.6 Winter 2017/18 77.9 73.2 SommerSummer 2018 66.9 60.1 54.6 49.5 48.5 48.5 41.2 38.1 34.3 31.1

4 - 5* Hotel 3* Hotel 2/1* Hotel ComGew.. FeWohol. apart PrivateFeWo Privat hol. apart. FeWo Private Privat hol. a.B. apart. Privatquartier Private lodgings PrivatquartierPrivate lodgings a.B.

Note: *Winter 2017/18 & Summer 2018: first survey and inclusion of about 30,000 beds on campgrounds in category „Others Source: Office of the Tirol State Government, Regional Development - Statistics Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 26 Alpine competitors at a glance

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 27 Total amount of all markets of origin Overnight stays & arrivals winter 2012/13 – 2017/18 in millions Changes winter 2016/17 – 2017/18 in millions and %

South Tyrol

Selected competitors winter

Source: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 28 Total amount of all markets of origin Overnight stays & arrivals summer 2013 – 2018 in millions Changes summer 2017 – 2018 in millions and %

South Tyrol

Selected competitors summer

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 29 Comparison of the most important competitors

Winter 2017/18: • Tirol with 27.6 million overnight stays clearly ahead of Salzburg (16.0 million), South Tirol (12.5 million) and Vorarlberg (5.1 million). Increases of overnight stays for all regions in comparison to the previous year (Tirol +4.2% or +1.1 million; Salzburg +6.1% or +910,000; Vorarlberg +4.0% or +200.000; South Tyrol +6.4% or +750,000). • Tirol with 6.2 million arrivals ahead of Salzburg (3.9 million), South Tyrol (2.9 million) and Vorarlberg (1.3 million). Compared to the previous year, all regions with increases. • Increases were recorded in all regions since the last 5 years. Summer 2018: • With 21.8 million overnight stays Tirol on top ahead of South Tyrol (20.7 million); Salzburg (13.3 million) and Vorarlberg (4.0 million) are behind. The most considerable growth in overnight stays in absolute numbers was recorded in Tirol (+610,000 followed by Salzburg (+330,000) and South Tyrol (+280,000). • Tirol recorded 6.1 million arrivals and is ahead of South Tyrol with 4.6 million, Salzburg with 4.0 million and Vorarlberg with 1.2 million arrivals. • Increases were recorded in all regions since the last 5 years also in summer

Source: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat).

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 30 Economic importance of tourism in Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 31 Employment

• 55,000 people are employed in tourism in Tirol Tourism and leisure industry Share (employed, not full time equivalent) • Tourism has a big impact especially in the district Hotels 58%

Landeck (42%), but also in Kitzbühel (35%), Reutte Gastronomy 26% (34%) and Imst, tourism is a very important employer • Compared by the last 10 years the number of Health industry 8% employees in tourism increased by about +16,000 or 42% - stronger than in any other economy sector Leisure and sports industry 4%

Travel agencies 3%

Cinema, culture and amusement 0.5%

Total 100%

Source: Tirol Economic Chamber 2018

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 32 Expenditure and turnover

Daily expenditure of guests (incl. arrival) higher in winter Tourism in Tirol generates around € 8.4 billion turnover than in summer: winter € 186,- and summer € 137,- • € 6.7 bn from overnight tourism • € 1.7 bn from day visitors • Of which approx. 52% for accommodation • Approx. 14% for food an beverage • Purchases about 10 % in summer and 8% in winter • Expenditure for cable cars, public transport much higher in winter (18% in winter vs. 10% in summer) • About 5% für leisure time, culture, sports and wellness

Source: T-Mona Summer 2018 and Winter 2017/18, Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus)

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 33 Value creation

• Direct tourism value creation for Tirol is approximately € 4.5 bn • This is 17.5% share of the total value creation of Tirol • For Austria the share of the direct value creation of tourism in the GDP is 7.0% • By comparison: Upper Austria 4.0% and Vienna 2.2%

Source: Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus), Austria 2017, Upper Austria 2016 und Vienna 2015

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 34 Reasons for visiting Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 35 Winter in Tirol

Holiday activities Reasons for visiting Tirol in winter • Sport: skiing ist THE sport activity; • Sport opportunities and mountains winter hiking is booming (after skiing the second most • Tirol has high competence in winter sports: attractive ski areas, popular winter activity in Tirol); snowboarding and guaranteed snow tobogganing especially popular by the younger guests • Dining as an important holiday component: regional food • Nature, landscape and tranquillity and drinks are more important in summer than in winter • Good experiences in the past • Further important activities are walking in the nature, • Friendly locals, great hospitality relaxing, sightseeing and shopping • Great accessibility • Top accommodation

Source: T-Mona Winter 2017/18

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 36 Summer in Tirol

Holiday activities Reasons for visiting Tirol in summer • A lot of different sport activities • Beautiful landscape/mountains and nature • Sport: hiking is by far THE sports activity (importance • Sport opportunities, great variety of hiking trails, bicycle- and increases with age); water activities attract many in summer; mountain bike tracks climbing, mountain biking and adventure sports are gaining • Peace and silence importance for younger guests • Hospitality • Beside sports also culture, enjoyment and relaxation are • Good experiences in the past important • Quality of accommodation • Walking in the nature, sightseeing, trips outside the holiday resort, enjoying regional food and beverages • Fresh air and healthy climate

Source: T-Mona Sommer 2018

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 37 Tirol Werbung GmbH Marktforschung Julia Vögele, B.A.

Maria-Theresien-Straße 55 6020 Innsbruck · Österreich +43.512.5320-236 t +43.512.5320-92236 f [email protected] e www.tirol.at w

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2018 38