1. Arrivals and overnight stays in the Tyrol 2. Markets of origin 3. Tourism associations and municipalities 4. Accommodation 5. Alpine competitors

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2 1. Arrivals and overnight stays in the Tyrol 2. Markets of origin 3. Tourism associations and municipalities 4. Accommodation 5. Alpine competitors at a glance 6. Economic importance of tourism in the Tyrol 7. Reasons for visiting the Tyrol

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4 Arrivals Winter 2014/15: 5.6 million Summer 2015: 5.4 million Tourism year 2014/15: 10.9 million Overnight stays Winter 2014/15: 26.0 million Summer 2015: 19.7 million Tourism year 2014/15: 45.6 million Arrivals Winter 2014/15 Summer 2015 TY 2014/15 Tyrol total Overnight stays Winter 2014/15 Summer 2015 TY 2014/15 Tyrol total Source: Office of the Tyrol State Government, Regional Development - Statistics

5 million Increase in winter season 2014/15 after a slight decrease in the previous year Declines in summer since the beginning of 1990s, since 2009 slight increases in overnight stays; summer 2015: best results of overnight stays since m OS TY m OS Winter 19.7m OS Summer Source: Office of the Tyrol State Government, Regional Development Statistics; OS = overnight stays, TY = tourism year

6 million Summer: Arrivals +42.8% m 45.6m OS TY Overnight stays +13.8% Winter: Arrivals +18.0% m 26.0m OS Winter Overnight stays +3.6% m 19.7m OS Summer Tourism year: Arrivals +29.0% Overnight stays +7.8% Source: Office of the Tyrol State Government, Regional Development Statistics; OS = overnight stays, TY = tourism year

7 The average length of stay for guests in the Tyrol declined in the last 10 years from 5.0 to 4.2 days Trend towards shorter holidays, but more of them Guests stay longer in the Tyrol in winter than in summer: Winter 2014/15: 4.7 days Summer 2015: 3.7 days Source: Office of the Tyrol State Government, Regional Development - Statistics

8 Winter 57% Summer 43% Tourism year 2014/15: Winter season clearly stronger with 57% of overnight stays compared to the summer season (43%) Tourism year 2004/05: Share of the winter season was slightly higher (59%) Source: Office of the Tyrol State Government, Regional Development - Statistics

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10 Germany is by far 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 (-6.3%), the Netherlands (-3.4%) and Italy (-7.5%) in the last 10 years High growth rates for Romania, Russia, Poland and the Czech Republic in the last 10 years (but starting from a very low level), high increases also for Switzerland (+45.2%) Rank Markets of origin Overnight stays Winter 2014/15 Market share % 04/05-14/15 1 Germany ,8% -6,3% 2 Netherlands ,3% -3,4% 3 Austria ,8% 2,5% 4 Switzerland ,9% 45,2% 5 UK ,7% 2,6% 6 Belgium ,6% 12,5% 7 Poland ,1% 105,1% 8 Czech Republic ,8% 76,5% 9 Russia ,6% 108,9% 10 Denmark ,5% 11,0% 11 France ,4% 9,1% 12 Italy ,2% -7,5% 13 Sweden ,8% 16,1% 14 Romania ,7% 548,1% 15 Luxemburg ,5% 16,4% Other markets ,5% 40,3% Tyrol total ,0% 3,6% Source: Office of the Tyrol State Government, Regional Development - Statistics

11 FR 1% IT 1% SWE 1% RO 1% LUX 1% PL 2% RUS 2% CZ 2% UK 5% CH 5% DK 2% BE 4% Other markets 6% DE 51% Germany with a market share of 51% of all overnight stays The top 3 markets Germany, the Netherlands and Austria with 70% of all overnight stays Decrease of the German market share in the last 10 years in winter 2004/05 Germany had a market share of nearly 56% AT 7% NL 12% Increasing market share of overnight stays from Switzerland (+1.4 percentage points/pp) and Poland (+1.0 pp), as well as Russia (+0.8 pp) and Czech Republic (+0.7 pp) in the last 10 years Source: Office of the Tyrol State Government, Regional Development - Statistics

12 Germany also no. 1 concerning overnight stays in summer Austria in the second place ahead of the Netherlands Decline of overnight stays in the last 10 years for Italy, Belgium, France, UK and the USA Other main markets increasing (especially Switzerland and Austria); clear increases of overnight stays from China, as well as Czech Republic and Poland (but starting from a low level) Source: Office of the Tyrol State Government, Regional Development - Statistics Summer 2015 Rank Markets of origin Overnight stays Market share % Germany ,6% 11,2% 2 Austria ,0% 25,8% 3 Netherlands ,6% 3,6% 4 Switzerland ,4% 37,4% 5 Italy ,6% -3,3% 6 Belgium ,0% -9,8% 7 France ,6% -14,0% 8 UK ,4% -29,1% 9 China ,2% 535,9% 10 Czech Republic ,0% 130,2% 11 USA ,9% -2,4% 12 Denmark ,9% 23,7% 13 Poland ,6% 231,9% 14 Hungary ,5% 81,5% 15 Spain ,5% 12,7% Other markets ,3% 54,2% Tyrol total ,0% 13,8%

13 CZ 1% CHN 1% FR 3% IT 4% CH 7% USA 1% UK 2% BE 3% DK 1% PL 1% HU 1% ES 1% Other markets 5% DE 52% In summer Germany has a market share of 52% The top 3 markets are Germany, Austria and Netherlands with about 70% of all overnight stays The market share of Germany in summer slightly decreased in the last 10 years in summer 2005 Germany had a market share of 53% NL 8% AT 11% Decreasing market share also for the UK (-1.5 percentage points/pp), as well as for France, Belgium and the Netherlands (-0.8 pp each) Biggest increase of market share for Switzerland (+1.3 pp), but also for Austria and China ( +1.0 pp each) Source: Office of the Tyrol State Government, Regional Development - Statistics

14 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 past years Decline of overnight stays in the last 10 years for the Netherlands, UK, Italy, France and the USA Very high growth rates in the source markets Poland, Czech Republic, Russia and China Rank Markets of origin Tourism year 2014/15 Overnight stays Market share % 04/05-14/15 1 Germany ,1% 0,6% 2 Netherlands ,3% -1,3% 3 Austria ,6% 14,1% 4 Swizzerland ,0% 40,9% 5 UK ,7% -8,8% 6 Belgium ,3% 2,6% 7 Italy ,2% -4,6% 8 France ,9% -5,8% 9 Poland ,5% 120,2% 10 Czech Republic ,4% 89,5% 11 Denmark ,2% 14,5% 12 Russia ,0% 116,5% 13 China ,7% 478,3% 14 Sweden ,6% 17,1% 15 USA ,6% -7,4% Other markets ,8% 51,1% Source: Office of the Tyrol State Government, Regional Development - Statistics Tyrol total ,0% 7,8%

15 IT 2% CZ 1% DK 1% PL FR 1% 2% UK 4% CH 6% BE 3% AT 9% RUS 1% CHN 1% SWE 1% NL 10% USA 1% Other markets 6% DE 51% Germany with a market share of 51% in the tourism year 2014/15 The top 3 markets are Germany, the Netherlands and Austria with a market share of about 70% Decrease for Germany in the last 10 years the market share in 2004/05 was about 55% Increase of overnight stays especially for Switzerland (+1.4 percentage points/pp); decreases for the Netherlands (-0.9 pp) and the UK (-0.7 pp) Source: Office of the Tyrol State Government, Regional Development - Statistics

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17 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 2014/15 Rank Winter 2014/15 Rank Summer 2015 Rank Ötztal Tourismus Innsbruck / Feriendörfer Paznaun-Ischgl Serfaus-Fiss-Ladis Erste Ferienregion im Zillertal Mayrhofen - Hippach Olympiaregion Seefeld Osttirol Wilder Kaiser Stubai Tirol Kitzbüheler Alpen - Brixental Tiroler Oberland Achensee Tiroler Zugspitz Arena St. Anton am Arlberg Source: Office of the Tyrol State Government, Regional Development - Statistics

18 Tux-Finkenberg has the highest occupancy in winter (60.9%) ahead of Serfaus-Fiss-Ladis with 57.3%; Ötztal Tourismus (56.4%) in 3rd place ahead of Paznaun-Ischgl with 55.2% In winter 5 regions have an occupancy over 50%; in Tyrol overall occupancy is 41.8% in winter and 30.6% in summer In summer Achensee (58.4%) ahead of Innsbruck (46.5%) and Kaiserwinkl (45.7%) Rank Tourism association Winter 2014/15 1 Tux-Finkenberg 60,9 2 Serfaus-Fiss-Ladis 57,3 3 Ötztal Tourismus 56,4 4 Paznaun-Ischgl 55,2 5 Stubai Tirol 51,2 6 Tiroler Oberland 49,9 7 Mayrhofen - Hippach 47,6 8 Zillertal Arena 47,0 9 St. Anton am Arlberg 46,6 10 Pitztal 43,1 11 Innsbruck / Feriendörfer 42,1 12 Wilder Kaiser 42,1 13 Achensee 39,1 14 Tiroler Zugspitz Arena 38,8 15 Tannheimer Tal 38,7 Source: Office of the Tyrol State Government, Regional Development - Statistics Rank Tourism association Summer Achensee 58,4 2 Innsbruck / Feriendörfer 46,5 3 Kaiserwinkl 45,7 4 Tannheimer Tal 44,7 5 Naturparkregion Reutte 42,6 6 Imst - Gurgltal 41,6 7 Wilder Kaiser 39,6 8 Ferienland Kufstein 39,2 9 Olympiaregion Seefeld 39,0 10 Tiroler Zugspitz Arena 35,9 11 Silberregion Karwendel 35,6 12 Tiroler Oberland 34,0 13 Kitzbüheler Alpen - St. Johann... 33,3 14 Tirol West 33,2 15 Tux-Finkenberg 32,5

19 Sölden clearly on top of the ranking (winter rank 1, summer rank 5) Innsbruck in second place (winter rank 7, summer rank 1) ahead of Ischgl (winter rank 2, summer only rank 40!) and Mayrhofen (winter rank 4, summer rank 4) Also in the summer and winter top 10: Neustift/Stubaital, Serfaus and Seefeld Municipalities TY 2014/15 Rank Winter 2014/15 Rank Summer 2015 Rank Sölden Innsbruck Ischgl Mayrhofen Neustift/Stubaital St.Anton/Arlberg Serfaus Seefeld/Tirol Eben/Achensee Tux Fiss Kirchberg/Tirol Kitzbühel Ellmau Längenfeld Source: Office of the Tyrol State Government, Regional Development - Statistics

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21 About 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) Highest increase in overnight stays in holiday apartments in the last 10 years in winter and summer Overnight stays in million Hotels Holiday apartments 4,1 7,9 12,9 15,9 Accommodation categories Winter 2014/15 % 04/05-14/15 Hotels ,4% Holiday apartments ,1% Private lodgings ,7% Others ,1% Total ,6% Private lodgings Others 1,3 0,8 0,8 1,9 Winter 2014/15 Summer 2015 Accommodation categories Summer 2015 % Hotels ,5% Holiday apartments ,8% Private lodgings ,5% Others ,8% Total ,8% Source: Office of the Tyrol State Government, Regional Development - Statistics

22 In the Tyrol there are 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; but 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 Accommodation categories 2014/15 Share 14/15 in % % 04/05-14/15 Hotel ,1% 0,3% Holiday apartments ,8% 23,0% Private lodgings ,1% -39,5% Others ,0% 26,4% Total ,0% 1,6% Number of beds summer Accommodation categories 2015 Share 2015 in % % Hotel ,8% -2,2% Holiday apartments ,1% 20,0% Private lodgings ,2% -40,7% Others ,8% 40,6% Total ,0% -0,1% Source: Office of the Tyrol State Government, Regional Development - Statistics

23 Every second bed is a hotel bed These generate just over 60% of all overnight stays in the Tyrol Hotel 52,1% 61,2% Private lodgings are frequented clearly below average Holiday apartments 30,5% 34,8% Private lodgings 5,1% 9,1% Overnight stays Beds Others 3,2% 4,0% Source: Office of the Tyrol State Government, Regional Development - Statistics

24 Every second bed is a hotel bed These generate about 2/3 of all overnight stays in the Tyrol Hotel 50,8% 65,4% Private lodgings and holiday apartments are frequented below average Holiday apartmenst 20,7% 34,1% Private lodgings 4,3% 9,2% Overnight stays Beds Others 5,8% 9,5% Source: Office of the Tyrol State Government, Regional Development - Statistics

25 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 41.8%, summer 30.6% (with slight increase in winter and decrease in summer compared to the previous year) 57,4 51,1 47,7 39,1 36,4 26,2 44,0 22,7 35,0 17,8 29,2 22,3 Winter 2014/15 Sommer ,6 14,6 20,4 16,2 4-5* Hotel 3* Hotel 2/1* Hotel Com. hol. apart. Pivate hol. apart. Private hol. apart. (farms) Source: Office of the Tyrol State Government, Regional Development - Statistics Private lodgings Private lodgings (farms)

26 Occupancy Tyrol in total: Winter: 76 days of full occupation (winter season: 181 days) Summer: 56 days of full occupation (summer season: 184 days) Winter 2014/15 Sommer * Hotel 3* Hotel 2/1* Hotel Com. hol. apart. Private. hol. apart. Private. hol. apart. (farms) Source: Office of the Tyrol State Government, Regional Development - Statistics Private lodgings Private lodgings (farms)

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28 Winter 2014/15: Tyrol with 26 Mio. overnight stays ahead of Salzburg (14.4 Mio.) and South Tyrol (11 Mio.). Vorarlberg with 4.9 Mio. overnight stays. Slight increases for all of the 4 regions in comparison to the previous year; highest increase of overnight stays in Tirol (+2.3% or +0.6 Mio.) and Salzburg (+1.9% or +0.3 Mio.). Concerning arrivals Tyrol with 5.6 Mio. ahead of Salzburg with 3.4 Mio., South Tyrol (2.5 Mio.) and Vorarlberg (1.2 Mio.). Slight increases were recorded. Summer 2015: With almost 19.7 Mio. overnight stays Tyrol on top before South Tyrol with 18.3 Mio. overnight stays; Salzburg (11.8 Mio) and Vorarlberg (3.7 Mio) are behind. The most considerable growth in overnight stays recorded South Tyrol (+4.0% or +0.7 Mio.) and Tyrol (3.8% or +0.7 Mio) Tyrol has had 5.4 Mio. arrivals which is an increase of +8.2% or +0.4 Mio. and is ahead of South Tyrol with 3.9 Mio. (+0.7% or +0.3 Mio.) and Salzburg with 3.4 Mio. arrivals (+6.9% or +0.2 Mio.). Source: Office of the Tyrol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen Südtirol, Landesinstitut für Statistik (Astat).

29 Total amount of all markets of origin Overnight stays & arrivals winter 2009/ /15 in millions Changes winter 2013/ /15 in millions and % Tyrol Salzburg Vorarlberg South Tyrol Overnight stays 25,2424,82 25,7026,22 25,37 25,96 +0,59 +2,3% 13,8213,58 14,06 14,4814,1314,39 +0,26 +1,9% 11,2311,0611,0310,8710,8911,00 +0,11 +1,0% 4,77 4,54 4,80 5,03 4,82 4,87 +0,05 +0,9% '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 Arrivals 5,01 5,05 5,27 5,39 5,34 5,57 +0,23 +4,3% 3,05 3,06 3,21 3,31 3,30 3,39 +0,09 2,35 2,35 2,37 2,37 2,45 2,51 +2,6% 1,06 1,05 1,13 1,17 1,15 1,17 +0,03 +2,2% '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 +0,06 +2,5% Source: Office of the Tyrol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung, Strategien & Partner/Tourismusforschung

30 Total amount of all markets of origin Overnight stays & arrivals summer in millions Changes summer in millions and % Tyrol Salzburg Vorarlberg South Tyrol Overnight stays 17,7818,0718,33 18,73 18,96 19,68 +0,72 +3,8% 17,45 17,95 18,2518,12 17,59 18,29 +0,70 +4,0% 10,1810,45 10,93 11,1811,39 11,82 +0,44 +3,8% 3,40 3,49 3,59 3,66 3,67 3,69 +0,02 +0,4% '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 Arrivals 4,30 4,50 4,59 4,83 4,96 5,36 +0,41 +8,2% 2,69 2,81 2,99 3,12 3,21 3,43 +0,22 +6,9% 0,95 1,00 1,04 1,08 1,11 1,14 +0,03 +2,8% 3,37 3,51 3,63 3,66 3,67 3,93 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 '10 '11 '12 '13 '14 '15 +0,26 +7,0% Source: Office of the Tyrol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung, Strategien & Partner/Tourismusforschung

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32 people are employed in tourism in the Tyrol (self-employed and employed, full time equivalent) Out of this, nearly are working in the so-called characteristic tourism industries (lodging & hospitality, transport & travel agencies, culture, entertainment, sport) The rest is working in tourism related and not tourism specific industries (retail industry, banking industry,...) Industry Share Lodging and hospitality 55% Transport (busses, taxis, rail- and air traffic, cable cars, basement garages,...) 12% Retail industry, ski schools and other services 19% Not tourism specific industries (retail industry, banking industry, etc.) 14% Total 100% Source: Tyrol Economic Chamber 2015, Booklet Die treibende Wirtschaftskraft

33 Daily expenditure of guests (incl. arrival) higher in winter than in summer: winter 155,- and summer 119,- 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) Tourism in the Tyrol generates around 8.4 billion turnover 6.7 bn from overnight tourism 1.7 bn from day visitors Source: T-Mona Summer 2014 and Winter 2013/14, Tourismus-Satellitenkonto Tyrol 2014 (MCI Tourismus)

34 Direct tourism value creation for the Tyrol is approximately 4.5 bn This is 17.5% share of the total value creation of the Tyrol For Austria the share of the direct value creation of tourism in the GDP is 5.3% By comparison: Upper Austria 3.2% and Vienna 1.6% Source: Tourismus-Satellitenkonto Tyrol 2014 (MCI Tourismus), Austria 2013, Upper Austria 2013 und Vienna 2008

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36 Holiday activities Sport: skiing is THE sport activity, snowboarding occupies a niche (every second skies as well); snowboarding and tobogganing especially popular for the younger guests; winter hiking is especially popular for 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, especially for the younger guests Reasons for visiting the Tyrol Sport opportunities and mountains The Tyrol has high competence in winter sports: attractive ski areas, guaranteed snow Nature, landscape and tranquillity Good experiences in the past Friendly locals, great hospitality Great accessibility Top accommodation Source: T-Mona Winter 2013/14

37 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 Walking in the nature, visiting sights, trips outside the holiday resort, enjoying regional food and beverages Reasons for visiting the Tyrol Beautiful landscape/mountains and nature Sport opportunities, great variety of hiking trails, bicycle- and mountain bike tracks Peace and quiet Hospitality Good experiences in the past Quality of accommodation Fresh air and healthy climate Source: T-Mona Summer 2014

38 Tirol Werbung GmbH Strategien & Partner Mag. Kathrin Rauch Maria-Theresien-Straße Innsbruck Österreich t f e w