Tourism in Tirol Facts and Figures 2017

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 1 Agenda

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 2017 2 Arrivals and overnight stays in Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 3 Arrivals and overnight stays at a glance

Arrivals Overnight stays • Winter 2016/17: 5.9 million • Winter 2016/17: 26.5 million • Summer 2017: 5.9 million • Summer 2017: 21.2 million • Tourism year 2016/17: 11.7 million • Tourism year 2016/17: 47.7 million

Arrivals Overnight stays

Winter 2016/17 Summer 2017 TY 2016/17 Winter 2016/17 Summer 2017 TY 2016/17

Tirol total 5,882,494 5,864,951 11,747,445 Tirol total 26,464,201 21,188,147 47,652,348

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 4 Development of overnight stays since 1951

• slight decrease in winter season 2016/17 after an increase in the previous year • Declines in summer since the beginning of 1990s, since 2009 slight increases in overnight stays; summer 2017: best results of overnight stays since 1993

50 47.7m OS TY 45 Million 40

35

30 26.5m OS Winter 25

20 21.2m OS Summer 15

10

5

0

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 5 Development in the past 10 years

Tourism year:

• Arrivals +36.8% 50 47.7m • Overnight stays +14.8% 45 OS TJ

Million 41.5m 40

Winter: 35 • Arrivals +27.6% 30 26.5m 24.1m OS Winter • Overnight stays +10.0% 25 21.2m 20 17.5m OS Summer Summer: 15 • Arrivals +47.4% 10 5 • Overnight stays +21.4% 0 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 6 Comparison of arrivals and overnight stays

• The average length of stay for guests in Tirol decreased in the last 10 years from 4.8 to 4.1 days • Trend towards shorter holidays, but more of them • Guests stay longer in Tirol in winter than in summer: • Winter 2016/17: 4.6 days • Summer 2017: 3.7 days

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 7 • Tourism year 2016/17: Winter season clearly stronger with 56% of overnight stays compared to the Winter 56% summer season (44%) Summer 44% • Tourism year 2006/07: Share of the winter season was slightly higher (58%)

Distribution over the seasons

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 8 Markets of origin

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 9 Source markets in winter 2016/17

• Germany is by far the no. 1 source market in the Winter 2016/17 Rank Markets of origin Overnight winter in Tirol Market share % 06/07-16/17 stays • Netherlands in the second place ahead of Austria 1 Germany 13,222,871 50.0% 5.4% 2 Netherlands 3,248,578 12.3% -0.8% • Growth for most of the top 15 markets over the past 3 Austria 1,792,398 6.8% 8.1% 10 years – decline of overnight stays from the 4 Switzerland and Liechtenstein 1,324,297 5.0% 51.5% Netherlands, UK, Denmark & Italy 5 UK 1,244,066 4.7% -2.8% 6 Belgium 980,630 3.7% 15.1% • High growth rates for Romania, Poland and the 7 Poland 566,956 2.1% 64.0% Czech Republic in the last 10 years (but starting from 8 Czech Republic 523,998 2.0% 70.5% 9 Denmark 404,317 1.5% -8.7% a very low level), high increases also for Switzerland 10 France (incl. Monaco) 363,096 1.4% 7.3% (+51.5%) 11 Italy 332,570 1.3% -0.7% 12 Russia 326,257 1.2% 9.7% 13 Sweden 233,998 0.9% 29.1% 14 Romania 186,385 0.7% 126.6% 15 Luxemburg 143,862 0.5% 33.6% Other markets 1,564,063 5.9% 37.0% Tirol total 26,458,342 100.0% 10.0% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 10 IT SWE RO LUX 1% 1% 1% 0,5% DK RUS 1.5% Other FR 1% markets 1% CZ 6% 2% • Germany with a market share of 50% of all overnight PL 2% stays • The top 3 markets Germany, the Netherlands and BE 4% Austria with 70% of all overnight stays

UK DE • Decrease of the German market share in the last 10 5% 50% years – in winter 2006/07 Germany had a market CH share of nearly 52% 5% • Increasing market share of overnight stays from AT Switzerland (+1.4 percentage points/pp), Poland (+0.7 7% pp) and Czech Republic (+0.7 pp) in the last 10 years

NL 12%

Source markets in winter 2016/17

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 11 Source markets in summer 2017

• Germany also no. 1 concerning overnight stays in Summer 2017 Rank Markets of origin summer Overnight stays Market share % 2007-17 • Austria in the second place ahead of the Netherlands 1 Germany 11,244,922 53.1% 25.0% 2 Austria 2,254,531 10.6% 21.1% • Decline of overnight stays in the last 10 years for 3 Netherlands 1,556,700 7.3% 4.7% Belgium, France, UK and the USA 4 Switzerland and Liechtenstein 1,461,650 6.9% 26.0% Other main markets increasing (especially Germany, 5 Italy 730,413 3.4% 0.7% • 6 Belgium 601,409 2.8% -7.7% Austria and Switzerland); clear increases of overnight 7 France (incl. Monaco) 487,387 2.3% -17.1% stays from China, Czech Republic and Poland (but 8 UK 457,977 2.2% -25.8% 9 Czech Republic 225,473 1.1% 133.8% starting from a low level) 10 China 209,890 1.0% 342.3% 11 Denmark 179,883 0.8% 19.9% 12 USA 167,773 0.8% -2.5% 13 Poland 161,454 0.8% 147.0% 14 Hungary 122,115 0.6% 82.3% 15 Spain 103,630 0.5% 15.2% Other markets 1,222,940 5.8% 80.9% Tirol total 21,188,147 100% 21.4% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 12 USA HU ES PL 1% 0.5% 1% DK CZ CN 1% 1% 1% 1% Other markets UK 6% 2% • In summer Germany has a market share of 53% FR 2% BE • The top 3 markets are Germany, Austria and 3% Netherlands with about 70% of all overnight stays IT 3% • The market share of Germany in summer slightly increased in the last 10 years – in summer 2007 CH Germany had a market share of 51.5% 7% DE 53% • Decreasing market share also for the UK (-1.4 percentage points/pp), as well as for France NL 7% (-1.1 pp) and the Netherlands (-1,2pp) • Biggest increase of market share for Germany AT (+1.5 pp) 11%

Source markets in summer 2017

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 13 Source markets in TY 2016/17

• Germany is no. 1 source market with about half of all Tourism year 2016/17 Rank Markets of origin overnight stays in Tirol Overnight stays Market share % 06/07-16/17 • Netherlands in second place ahead of Austria 1 Germany 24,470,746 51.4% 10.1% 2 Netherlands 4,805,760 10.1% 5.7% • Switzerland is no. 4 with very positive results in the 3 Austria 4,047,582 8.5% 16.5% past years 4 Switzerland and Liechtenstein 2,786,477 5.8% 44.6% 5 UK 1,701,852 3.6% -9.1% • Decline of overnight stays in the last 10 years for the 6 Belgium 1,582,078 3.3% 10.0% UK, France and the USA 7 Italy 1,063,108 2.2% 0.2% 8 France (incl. Monaco) 850,651 1.8% -9.2% • Very high growth rates in the source markets Poland, 9 Czech Republic 749,537 1.6% 93.6% Czech Republic and China 10 Poland 728,775 1.5% 99.5% 11 Denmark 584,190 1.2% 7.8% 12 Russia 379,906 0.8% 31.7% 13 China 341,361 0.7% 494.7% 14 Sweden 324,851 0.7% 27.1% 15 USA 285,328 0.6% -11.7% Other markets 2,950,146 6.2% 53.4% Tirol total 47,652,348 100.0% 14.2% Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 14 DK RUS CN SWE USA PL 1% 1% 1% 1% 1% 1.5% Other CZ markets FR 2% 6% Germany with a market share of 51% in the tourism 2% • year IT 2% • The top 3 markets are Germany, the Netherlands and BE 3% Austria with a market share of about 70% UK • Decline for Germany in the last 10 years – the market 4% DE share in 2006/07 was about 52% CH 51% 6% • Increase of overnight stays especially for Switzerland (+0.9 percentage points/ pp); decreases for the Netherlands (-1.4 pp) and the UK (-1.0 pp) AT 8,5%

NL 10%

Source markets in TY 2016/17

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 15 Tourism associations and municipalities

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 16 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 4, summer rank 1) ahead of Paznaun-Ischgl (winter rank 2, summer only rank 22) • Also in the summer and winter top 10: Serfaus-Fiss-Ladis, Erste Ferienregion im Zillertal, Mayrhofen-Hippach, Olympiaregion Seefeld and Wilder Kaiser Tourism association TY 16/17 Rank Winter 16/17 Rank Summer 17 Rank Ötztal Tourismus 4,075,601 1 2,900,009 1 1,175,592 2 Innsbruck / Feriendörfer 3,205,032 2 1,459,565 4 1,745,467 1 Paznaun-Ischgl 2,702,105 3 2,257,163 2 444,942 22 Serfaus-Fiss-Ladis 2,479,232 4 1,552,289 3 926,943 9 Erste Ferienregion im Zillertal 2,456,762 5 1,355,320 6 1,101,442 4 Mayrhofen - Hippach 2,323,107 6 1,363,242 5 959,865 8 Olympiaregion Seefeld 2,050,155 7 962,391 9 1,087,764 5 Osttirol 2,005,970 8 837,165 15 1,168,805 3 Wilder Kaiser 1,934,238 9 958,381 10 975,857 6 Stubai Tirol 1,870,177 10 1,113,071 8 757,106 11 Kitzbüheler Alpen - Brixental 1,622,013 11 943,034 11 678,979 13 Tiroler Oberland 1,561,733 12 847,543 14 714,190 12 St. Anton am Arlberg 1,554,496 13 1,260,356 7 294,140 29 Achensee 1,547,323 14 571,477 19 975,846 7 Tiroler Zugspitz Arena 1,529,844 15 754,905 16 774,939 10 Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 17 Top 15 tourism associations by occupancy in %

• Tux-Finkenberg has the highest occupancy in winter (62.8%) ahead of Serfaus-Fiss-Ladis with 57.5%; Ötztal Tourismus (57.0%) in 3rd place ahead of Stubai Tirol with 56.5% • In winter 5 regions have an occupancy over 50%; in Tirol overall occupancy is 42.8% in winter and 33.1% in summer • In summer Achensee (60.8%) ahead of Innsbruck/Feriendörfer (50.9%) and Tannheimer Tal (50.9%)

Rank Tourism association Winter 2016/17 Rank Tourism association Summer 2017 1 Tux-Finkenberg 62.8 1 Achensee 60.8 2 Serfaus-Fiss-Ladis 57.5 2 Innsbruck / Feriendörfer 50.9 3 Ötztal Tourismus 57.0 3 Tannheimer Tal 50.9 4 Stubai Tirol 56.5 4 Kaiserwinkl 48.2 5 Paznaun-Ischgl 55.3 5 Naturparkregion Reutte 45.9 6 Tiroler Oberland 49.2 6 Imst Tourismus 42.9 7 Mayrhofen - Hippach 48.6 7 Wilder Kaiser 42.1 8 St. Anton am Arlberg 48.4 8 Silberregion Karwendel 39.4 9 Zillertal Arena 46.9 9 Tiroler Zugspitz Arena 39.0 10 Innsbruck / Feriendörfer 45.9 10 Olympiaregion Seefeld 38.9 11 Pitztal 43.0 11 Kufsteinerland 38.7 12 Wilder Kaiser 42.1 12 Tiroler Oberland 38.0 13 Erste Ferienregion im Zillertal 41.0 13 Tirol West 36.6 14 Kitzbühel Tourismus 40.8 14 Stubai Tirol 36.5 15 Achensee 40.3 15 Kitzbüheler Alpen - St. Johann ... 36.4

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 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 Ischgl (winter rank 2, summer only rank 49) and Mayrhofen (winter rank 4, summer rank 3) • Also in the summer and winter top 10: Neustift/Stubaital, Serfaus and Seefeld Municipalities TY 16/17 Rank Winter 16/17 Rank Summer 17 Rank Sölden 2,566,334 1 2,083,144 1 483,190 6 Innsbruck 1,640,443 2 714,566 7 925,877 1 Ischgl 1,500,996 3 1,376,335 2 124,661 49 Mayrhofen 1,497,607 4 861,241 4 636,366 3 Neustift/Stubaital 1,338,964 5 815,784 5 523,180 5 St.Anton/Arlberg 1,213,177 6 1,026,088 3 187,089 34 Serfaus 1,197,256 7 750,427 6 446,829 7 Seefeld/Tirol 1,111,147 8 514,925 10 596,222 4 Eben/Achensee 1,047,563 9 372,804 17 674,759 2 Tux 996,055 10 677,054 8 319,001 13 Fiss 968,792 11 606,655 9 362,137 11 Kirchberg/Tirol 871,166 12 474,351 11 396,815 8 Kitzbühel 829,795 13 461,029 12 368,766 10 Längenfeld 738,710 14 428,142 13 310,568 16 Ellmau 733,910 15 351,402 19 382,508 9 Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 19 Tirol accommodation

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 20 Overnight stays in accommodation categories 2016/17

• 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

Accommodation Winter % 06/07-16/17 Overnight stays in million categories 2016/17 16.1 HotelsHotellerie Hotels 16,074,925 6.0% 13.5 Holiday apartments 8,294,408 33.0% Private lodgings 1,202,679 -35.3% Holiday Ferien- 8.3 Others 892,189 10.5% apartmentswohnungen 4.8 Total 26,464,201 10.0%

Accommodation PrivatePrivat- 1.2 Summer 2017 % 07-17 lodgingsquartiere 0.8 ÜNWinter Winter 2016/17 2016/17 categories Hotels 13,487,189 13.8% ÜNSummer Sommer 2017 2017 Holiday apartments 4,826,049 64.1% 0.9 OthersSonstige 2.0 Private lodgings 832,225 -29.0% Others 2,042,684 37.7% Total 21,188,147 21.4% Source: Office of the Tírol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 21 Number of beds

• In Tirol there are about 340,000 beds (number of beds in winter slightly higher than in summer) • Every second bed in Tirol is a hotel bed • One third is in holiday apartments and 8% 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 increase in the number of beds • The number of beds in holiday apartments also increased sharply in the last 10 years

Accommodation Number of beds winter Accommodation Number of beds summer categories 2006/07 2016/17 % 06/07-16/17 categories 2007 2017 % 07-17 Hotel 176,362 174,326 -1.2% Hotel 171,646 166,138 -3.2% Holiday apartments 104,350 122,503 17.4% Holiday apartments 101,883 116,574 14.4% Private lodgings 46,791 27,299 -41.7% Private lodgings 47,004 26,803 -43.0% Others 11,284 13,567 20.2% Others 15,816 18,899 19.5% Total 338,787 337,695 -0.3% Total 336,349 328,414 -2.4%

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 22 Ratio of overnight stays to beds in winter

• Every second bed is a hotel bed • These generate just over 60% of all overnight stays in Tirol 60.7% HotelsHotellerie • Private lodgings are frequented clearly below 51.6% average Holiday Ferien- 31.3% apartments wohnungen 36.3%

PrivatePrivat- 4.5% lodgingsquartiere 8.1% ÜbernachtungenOvernight stays BettenBeds 3.4% OthersSonstige 4.0%

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 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 63.7% HotelsHotellerie • Private lodgings and holiday apartments are 50.6% frequented below average Holiday Ferien- 22.8% apartments wohnungen 35.5%

PrivatePrivat- 3.9% lodgingsquartiere 8.2% OvernightÜbernachtungenstays BedsBetten

9.6% OthersSonstige 5.8%

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 24 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 Tirol: winter 42.8%, summer 33.1% (with slight decline in both seasons compared to the previous year) Winter 2016/17 57.8 SommerSummer 2017 52.1 48.0 44.3 42.1 39.5 35.2 28.9 30.2 26.1 24.8 25.5 20.3 21.1 16.3 18.2

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

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

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 25 Occupancy in days

Occupancy Tirol in total: • Winter: 77 days of full occupation (winter season: 181 days) • Summer: 61 days of full occupation (summer season: 184 days)

105 96 Winter 2016/17 87 SummerSommer 2017 78 80 72 64 53 55 48 46 46 37 38 34 30

4 - 5* Hotel 3* Hotel 2/1* Hotel ComGew.. hol. FeWo apart PrivateFeWo hol. Privat apart. FeWoPrivate Privat hol. apart. a.B. PrivatquartierPrivate lodgings PrivatquartierPrivate lodgings a.B. Source: Office of the Tirol State Government, Regional Development - Statistics

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 26 Alpine competitors at a glance

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 27 Total amount of all markets of origin Overnight stays & arrivals winter 2011/12 – 2016/17 in millions Changes winter 2015/16 – 2016/17 in millions and % South Tyrol

Overnight stays

Arrivals

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, Tourismus Netzwerk

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 28 Total amount of all markets of origin Overnight stays & arrivals summer 2012 – 2017 in millions Changes summer 2016 – 2017 in millions and % South Tyrol

Overnight stays

Arrivals

Selected competitors summer

Source: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung, Strategien & Partner/Tourismusforschung . Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 29 Comparison of the most important competitors

Winter 2016/17: • Tirol with 26.5 Mio. overnight stays ahead of Salzburg (15.1 Mio.), South Tirol (11.8 Mio.) and Vorarlberg (4.9 Mio.). Except of South Tyrol, slight decreases for all regions in comparison to the previous year (Tirol -1.3% or -350,000; Salzburg -0.4% or - 50.000; Vorarlberg -4.1% or -210,000; Südtirol +0.8% or +100,000). • Tirol with 5.9 Mio. arrivals ahead of Salzburg (3.7 Mio.), South Tyrol (2.8 Mio.) and Vorarlberg (1.2 Mio.). Compared to the previous year, all regions, except Vorarlberg with increases. • Slight increases were recorded in all regions since the last 5 years. Summer 2017: • With almost 21.2 Mio. overnight stays Tirol on top ahead of South Tyrol (20.4 Mio.); Salzburg (13.0 Mio.) and Vorarlberg (4.0 Mio.) are behind. The most considerable growth in overnight stays was recorded in South Tyrol (+690,000), Salzburg (+420,000) and Tirol (400,000). • Tirol recorded 5.9 Mio. arrivals which is an increase of +3.4% or +200,000 and is ahead of South Tyrol with 4.5 Mio. (+4.5% or +190,000) and Salzburg with 3.9 Mio. arrivals (+6.6% or +240,000).

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 2017 30 Economic importance of tourism in Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 31 Employment

• 60.000 people are employed in tourism in Tirol (self- employed and employed, full time equivalent) Industry Share • Out of this, nearly 50.000 are working in the so- Lodging and hospitality 55% called “characteristic tourism industries” (lodging & Transport (busses, taxis, rail- and air traffic, cable cars, 12% hospitality, transport & travel agencies, culture, basement garages,...) entertainment, sport) Retail industry, ski schools and other services 19% • The rest is working in tourism related and not Not tourism specific industries (retail industry, banking 14% tourism specific industries (retail industry, banking industry, etc.) industry,...) Total 100%

Source: Tirol Economic Chamber 2015, Booklet „Die treibende Wirtschaftskraft“

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 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 € 155,- and summer € 119,- • € 6.7 bn from overnight tourism • € 1.7 bn from day visitors • Of which approx. 40% for accommodation • Approx. 15% for food • Purchases about 8 % in summer and winter • Expenditure for cable cars, public transport much higher in winter (16% in winter vs. 5% in summer)

Source: T-Mona Summer 2014 and Winter 2013/14, Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus)

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 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 5.3% • By comparison: Upper Austria 3.1% and Vienna 1.6%

Source: Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus), Austria 2013, Upper Austria 2013 und Vienna 2008

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 34 Reasons for visiting Tirol

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 35 Winter in Tirol

Holiday activities Reasons for visiting Tirol • Sport: skiing is THE sport activity, snowboarding occupies a • Sport opportunities and mountains niche (every second skies as well); snowboarding and • Tirol has high competence in winter sports: attractive ski areas, tobogganing especially popular for the younger guests; guaranteed snow winter hiking is especially popular for the older target group • Nature, landscape and tranquillity • Dining as an important holiday component, regional food • Good experiences in the past and drinks are more important in summer than in winter • Friendly locals, great hospitality • Strong focus on nightlife, especially for the younger guests • Great accessibility • Top accommodation

Source: T-Mona Winter 2013/14

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 36 Summer in Tirol

Holiday activities Reasons for visiting Tirol • 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 quiet importance for younger guests • Hospitality • Beside sports also culture, enjoyment and relaxation are important • Good experiences in the past • Walking in the nature, visiting sights, trips outside the • Quality of accommodation holiday resort, enjoying regional food and beverages • Fresh air and healthy climate

Source: T-Mona Summer 2014

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 37 Tirol Werbung GmbH Tourismus Netzwerk 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 2017 38