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 Winter 2016/17: 5.9 million Summer 2017: 5.9 million Tourism year 2016/17: 11.7 million Overnight stays Winter 2016/17: 26.5 million Summer 2017: 21.2 million Tourism year 2016/17: 47.7 million Arrivals Winter 2016/17 Summer 2017 TY 2016/17 Tirol total 5,882,494 5,864,951 11,747,445 Overnight stays Winter 2016/17 Summer 2017 TY 2016/17 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 Million 50 45 40 47.7m OS TY 35 30 25 20 15 26.5m OS Winter 21.2m OS Summer 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% Overnight stays +14.8% Million 50 45 41.5m 47.7m OS TJ 40 Winter: Arrivals +27.6% Overnight stays +10.0% 35 30 25 20 24.1m 17.5m 26.5m OS Winter 21.2m OS Summer Summer: Arrivals +47.4% Overnight stays +21.4% 15 10 5 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
Winter 56% Summer 44% Tourism year 2016/17: Winter season clearly stronger with 56% of overnight stays compared to the summer season (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 in Tirol Netherlands in the second place ahead of Austria Growth for most of the top 15 markets over the past 10 years decline of overnight stays from the Netherlands, UK, Denmark & Italy High growth rates for Romania, Poland and the Czech Republic in the last 10 years (but starting from a very low level), high increases also for Switzerland (+51.5%) Source: Office of the Tirol State Government, Regional Development - Statistics Winter 2016/17 Rank Markets of origin Overnight stays Market share % 06/07-16/17 1 Germany 13,222,871 50.0% 5.4% 2 Netherlands 3,248,578 12.3% -0.8% 3 Austria 1,792,398 6.8% 8.1% 4 Switzerland and Liechtenstein 1,324,297 5.0% 51.5% 5 UK 1,244,066 4.7% -2.8% 6 Belgium 980,630 3.7% 15.1% 7 Poland 566,956 2.1% 64.0% 8 Czech Republic 523,998 2.0% 70.5% 9 Denmark 404,317 1.5% -8.7% 10 France (incl. Monaco) 363,096 1.4% 7.3% 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% Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 10
IT 1% DK 1.5% CZ 2% PL 2% UK 5% BE 4% CH 5% FR 1% AT 7% SWE 1% RUS 1% RO 1% LUX 0,5% Other markets 6% DE 50% Germany with a market share of 50% 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 2006/07 Germany had a market share of nearly 52% Increasing market share of overnight stays from Switzerland (+1.4 percentage points/pp), Poland (+0.7 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 Austria in the second place ahead of the Netherlands Decline of overnight stays in the last 10 years for Belgium, France, UK and the USA Other main markets increasing (especially Germany, Austria and Switzerland); clear increases of overnight stays from China, Czech Republic and Poland (but starting from a low level) Source: Office of the Tirol State Government, Regional Development - Statistics Summer 2017 Rank Markets of origin Overnight stays Market share % 2007-17 1 Germany 11,244,922 53.1% 25.0% 2 Austria 2,254,531 10.6% 21.1% 3 Netherlands 1,556,700 7.3% 4.7% 4 Switzerland and Liechtenstein 1,461,650 6.9% 26.0% 5 Italy 730,413 3.4% 0.7% 6 Belgium 601,409 2.8% -7.7% 7 France (incl. Monaco) 487,387 2.3% -17.1% 8 UK 457,977 2.2% -25.8% 9 Czech Republic 225,473 1.1% 133.8% 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% Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 12
CZ 1% BE 3% FR 2% CN 1% IT 3% CH 7% USA 1% UK 2% NL 7% DK 1% HU PL 1% 1% AT 11% ES 0.5% Other markets 6% DE 53% In summer Germany has a market share of 53% The top 3 markets are Germany, Austria and Netherlands with about 70% of all overnight stays The market share of Germany in summer slightly increased in the last 10 years in summer 2007 Germany had a market share of 51.5% Decreasing market share also for the UK (-1.4 percentage points/pp), as well as for France (-1.1 pp) and the Netherlands (-1,2pp) Biggest increase of market share for Germany (+1.5 pp) 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 overnight stays in Tirol 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 UK, France and the USA Very high growth rates in the source markets Poland, Czech Republic and China Source: Office of the Tirol State Government, Regional Development - Statistics Tourism year 2016/17 Rank Markets of origin Overnight stays Market share % 06/07-16/17 1 Germany 24,470,746 51.4% 10.1% 2 Netherlands 4,805,760 10.1% 5.7% 3 Austria 4,047,582 8.5% 16.5% 4 Switzerland and Liechtenstein 2,786,477 5.8% 44.6% 5 UK 1,701,852 3.6% -9.1% 6 Belgium 1,582,078 3.3% 10.0% 7 Italy 1,063,108 2.2% 0.2% 8 France (incl. Monaco) 850,651 1.8% -9.2% 9 Czech Republic 749,537 1.6% 93.6% 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% Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 14
DK PL 1% 1.5% CZ FR 2% 2% IT 2% BE 3% UK 4% CH 6% RUS 1% AT 8,5% CN 1% SWE 1% USA 1% Other markets 6% DE 51% Germany with a market share of 51% in the tourism year The top 3 markets are Germany, the Netherlands and Austria with a market share of about 70% Decline for Germany in the last 10 years the market share in 2006/07 was about 52% 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) 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 Source: Office of the Tirol State Government, Regional Development - Statistics 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 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 1 Tux-Finkenberg 62.8 2 Serfaus-Fiss-Ladis 57.5 3 Ötztal Tourismus 57.0 4 Stubai Tirol 56.5 5 Paznaun-Ischgl 55.3 6 Tiroler Oberland 49.2 7 Mayrhofen - Hippach 48.6 8 St. Anton am Arlberg 48.4 9 Zillertal Arena 46.9 10 Innsbruck / Feriendörfer 45.9 11 Pitztal 43.0 12 Wilder Kaiser 42.1 13 Erste Ferienregion im Zillertal 41.0 14 Kitzbühel Tourismus 40.8 15 Achensee 40.3 Source: Office of the Tirol State Government, Regional Development - Statistics Rank Tourism association Summer 2017 1 Achensee 60.8 2 Innsbruck / Feriendörfer 50.9 3 Tannheimer Tal 50.9 4 Kaiserwinkl 48.2 5 Naturparkregion Reutte 45.9 6 Imst Tourismus 42.9 7 Wilder Kaiser 42.1 8 Silberregion Karwendel 39.4 9 Tiroler Zugspitz Arena 39.0 10 Olympiaregion Seefeld 38.9 11 Kufsteinerland 38.7 12 Tiroler Oberland 38.0 13 Tirol West 36.6 14 Stubai Tirol 36.5 15 Kitzbüheler Alpen - St. Johann... 36.4 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 Source: Office of the Tirol State Government, Regional Development - Statistics 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 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 Hotels Hotellerie Holiday Ferienwohnungen apartments 4.8 8.3 Overnight stays in million 13.5 16.1 Accommodation Winter categories 2016/17 % 06/07-16/17 Hotels 16,074,925 6.0% Holiday apartments 8,294,408 33.0% Private lodgings 1,202,679-35.3% Others 892,189 10.5% Total 26,464,201 10.0% Private Privatquartiere 0.8 1.2 lodgings 0.9 Others Sonstige 2.0 Source: Office of the Tírol State Government, Regional Development - Statistics ÜN Winter Winter 2016/17 2016/17 ÜN Summer Sommer 2017 2017 Accommodation categories Summer 2017 % 07-17 Hotels 13,487,189 13.8% Holiday apartments 4,826,049 64.1% Private lodgings 832,225-29.0% Others 2,042,684 37.7% Total 21,188,147 21.4% 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 categories 2006/07 2016/17 % 06/07-16/17 Hotel 176,362 174,326-1.2% Holiday apartments 104,350 122,503 17.4% Private lodgings 46,791 27,299-41.7% Others 11,284 13,567 20.2% Total 338,787 337,695-0.3% Accommodation Number of beds summer categories 2007 2017 % 07-17 Hotel 171,646 166,138-3.2% Holiday apartments 101,883 116,574 14.4% Private lodgings 47,004 26,803-43.0% Others 15,816 18,899 19.5% 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 Private lodgings are frequented clearly below average Hotels Hotellerie Holiday Ferienwohnungen apartments 31.3% 36.3% 51.6% 60.7% Private Privatquartiere lodgings Others Sonstige 4.5% 8.1% 3.4% 4.0% Übernachtungen Overnight stays Betten Beds 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 Private lodgings and holiday apartments are frequented below average Hotels Hotellerie Holiday Ferienwohnungen apartments 22.8% 35.5% 50.6% 63.7% Private Privatquartiere lodgings Others Sonstige 3.9% 8.2% 9.6% 5.8% Overnight Übernachtungen stays Beds Betten 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) 57.8 52.1 48.0 42.1 39.5 28.9 44.3 26.1 35.2 20.3 30.2 24.8 Winter 2016/17 Sommer Summer 2017 25.5 16.3 21.1 18.2 4-5* Hotel 3* Hotel 2/1* Hotel Com. Gew. hol. FeWo apart Private FeWo hol. Privat apart. Private FeWo Privat hol. apart. a.b. Private Privatquartier lodgings Privatquartier Private 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 87 78 72 53 80 48 64 37 55 46 Winter 2016/17 Summer Sommer 2017 46 30 38 34 4-5* Hotel 3* Hotel 2/1* Hotel Com. Gew. hol. FeWo apart Private FeWo hol. Privat apart. FeWo Private Privat hol. apart. a.b. Privatquartier Private lodgings Privatquartier Private 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: Summer 2017: 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. 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 (selfemployed and employed, full time equivalent) Out of this, nearly 50.000 are working in the socalled 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: 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 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 Tirol 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 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 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 Tirol Sport opportunities and mountains Tirol 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 Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 36
Summer in Tirol 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 Tirol 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 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 +43.512.5320-92236 julia.voegele@tirolwerbung.at www.tirol.at t f e w Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 38