Tourism in Tallinn 28 In 28, 2.38 million tourists stayed in Estonian accommodation establishments, 5% of whom stayed in Tallinn. Arrivals in Tallinn: 1,189, (+4%)1 Bednights in Tallinn: 2,97, (%) Total foreign tourists: 1,22, (+6%) Bednights of foreign tourists: 1,812, (+2%) Total domestic tourists: 166, (-5%) Bednights of domestic tourists: 285, (-12%) Growth in bednights by foreign tourists Primary markets: Finland: +41, nights (+6%) Russia: +3,3 nights (+3%) Germany: +1,2 nights (+9%) Sweden: -2,4 nights (-2%) Latvia: -6,1 nights (-1%) Norway: -17,5 nights (-15%) Great Britain: -26,6 nights (-21%) Shorter length of stay among tourists in Tallinn The average length of stay of tourists in Tallinn in 28 was 1.76 nights (-4%). Stays by foreign tourists: 1.77 nights (-4%) Domestic tourists: 1.71 nights (-8%) Among primary markets, Norwegians spent the longest time in Tallinn (2.48 nights), and Finns spent the shortest time (1.43 nights). Increase in foreign tourists leisure and conference travel Of the bednights spent by foreign tourists in Tallinn, 74% were for leisure purposes, 19% business, 4% conference attendance, and 3% other purposes. Domestic tourists spent half of their bednights for leisure purposes (51%), a third (33%) for business, 8% conference attendance, and 8% other purposes. Room occupancy rates decreased; price of guest nights remained stable 412 accommodation establishments were registered in Tallinn by the end of 28 (+4%), with a total of 7,172 rooms and 14,439 beds. On average, 5% of rooms were occupied, a 5% drop from last year. A guest night in Tallinn accommodation cost 6 kroons on average, remaining unchanged from 27. Growth in passengers in air and sea travel 1.81 million passengers passed through Tallinn Airport in 28 (+5%). Passengers in Tallinn Old City Harbour totalled 7.21 million (+12%), of whom 84% were on the Tallinn-Helsinki line. Increase in cruise passenger numbers 298 cruise ships and 375, cruise passengers (+28%) visited Tallinn in 28. 21% of cruise passengers originated from the USA, 18% from Great Britain, 15% from Germany, and 13% from Spain. Improvement in foreign visitors satisfaction with trip to Tallinn Evaluations of overall impressions of trips to Tallinn have improved over the last three years; visitors from Finland, Russia and Latvia give the most positive judgments. 7% growth in visits to Tallinn Tourist Information Centres Altogether 173,9 visitors (+7%) visited Tallinn s two tourism information centres in 28. The greatest growth was in numbers of visitors from Russia (+72%), Lithuania (+48%) and Germany (+2%). 1 In comparison with 27 data. Tallinn City Tourist Office & Convention Bureau 5.5.29 1
Tourists staying in Tallinn s accommodation establishments In 28, a total of 2.38 million tourists (+1.5%) stayed in Estonian accommodation establishments. 6% of them, or 1.43 million, were residents of foreign countries (+4%), who stayed a total of 2.93 million bednights. 944, domestic tourists (-2%) stayed in Estonian accommodation establishments for a total of 1.67 million bednights. Half (5%) of the tourists staying in accommodation were in Tallinn. 1,22, (+6%) foreign tourists stayed in Tallinn s accommodation establishments in 28, and 166, Estonian residents (-5%). Compared to 27, the number of people in accommodation grew 4% altogether (both foreign and domestic), or by 47, tourists. Tourists in Tallinn in proportion to all tourists in Estonia, 23-28 14 12 1 8 6 4 2 55 55 55 51 49 5 23 24 25 26 27 28 1 8 6 % 4 2 Tourists in Tallinn Market share of the tourists in Estonia (%) Bednights spent by tourists remained comparable with the previous year, with a total of 2.1 million bednights (%) spent in Tallinn s accommodation establishments. While bednights by foreign tourists grew by 2% (totalling 1,812, bednights), bednights by Estonian residents shrank by 12% (total 285, bednights). Analysis of changes in bednights by month shows that tourist numbers grew in the first half of the year (except April), stopped growing in the summer months (June through August), and in the final quarter, bednights shrank in comparison to the previous year. The decrease in bednights in April was to be expected, as Easter was in March in 28, and in April in 27. The decrease in bednights in the final quarter of 28 was primarily due to significantly shorter lengths of stay caused by the economic downturn. Bednights by foreign tourists grew most in February (+1%), March (+1%) and May (+17%), and this was primarily due to a growth in bednights by Finnish tourists. The greatest drop was in April (-12%), explained by the timing of Easter. Domestic tourists increased most in January (+25%) and decreased most in November (-28%). Changes in domestic tourist numbers are also connected to the economic situation. Tallinn City Tourist Office & Convention Bureau 5.5.29 2
Bednights spent in accommodation establishments in Tallinn, 1998-28 25 thousands 2 15 1 5 +14% +15% 91 9 653 767 +9% +9% +6% 126 +18% 18 114 12 98 998 158 1153 +32% 163 +9% -1% % +15% 17 289 325 285 1526 1769 1824 1778 1812 1998 1999 2 21 22 23 24 25 26 27 28 foreign tourists domestic tourists Tourists from Tallinn s primary target markets (Finland, Sweden, Germany, Great Britain, Norway, Russia and Latvia) make up 79% of all foreign tourists in 28. Compared with the previous year, the proportion of Russia and other markets grew, while Sweden, Great Britain and Norway s market share dropped by a percentage point. The proportion of tourists from Finland and Germany remained the same as 27. Tourists from primary target markets as share of all foreign tourists, 28 Percentage change in tourists from: United Kingdom 4% Russia 6% other 21% Latvia 4% Russia +52% Germany +8% Finland +7% Norway 4% Latvia +1% Finland 49% Germany 6% Sweden 6% Sweden -1% Norway -15% Great Britain -17% Finland continues to hold the greatest share of the market (49%), and both numbers of Finnish tourists as well as their bednights grew in 28. Finnish tourists staying overnight increased by 7%, or 34,4, totalling 59, tourists. Bednights by residents of Finland grew a total of 6%, or 41, bednights, for a total of 726,4 bednights. Analysing market behavior by month, we see that Finnish tourists in accommodation increased most in February (25%) and May (21%), but their bednights spent in Tallinn Tallinn City Tourist Office & Convention Bureau 5.5.29 3
grew most significantly in February (22%), March (18%) and October (12%). The growth in the Finnish market in 28 was boosted by improved ferry connections (large fast ferries between Tallinn and Helsinki, an ice-free winter), new ships being added to the line (e.g. Tallink s Baltic Princess) and marketing campaigns promoting Tallinn. The Foreign Tourists Survey 28 showed that among Finns, Tallinn is primarily a short holiday destination. Over the last three years, the share of visits to Tallinn for shopping purposes has decreased and the proportion of leisure trips has been on the rise. In comparison with earlier years, Finns spent more time in restaurants, cafes, and spas and health centres in 28. Trips to Tallinn by residents of Sweden, the second most important among priority markets, decreased similarly to the previous year. Market behavior, however, was more positive. While in 27 visitors staying in accommodation decreased by 14%, in 28, taking into account the whole year, the number of visitors in accommodation was nearly unchanged (-1%). Altogether, 62,3 Swedes stayed in Tallinn s accommodation, amounting to 8 tourists less than the previous year. Bednights in Tallinn by residents of Sweden also fell. Altogether, Swedish visitors spent 19,7 nights in Tallinn, a fall of 2%, or 2,6 bednights, compared to a year earlier. Although 28 began with a continuing fall, the decrease stopped in the spring, and figures began to grow. The months with the greatest decreases were January and February, when bednights by Swedes fell by 25% on average. We know from the Foreign Visitors Survey 28 that first-time visitors among Swedes are decreasing, while repeat visitor numbers are on the rise. The favorite activities of Swedish visitors to Tallinn are shopping, sightseeing, and visiting cafes and restaurants. In comparison with earlier years, spa and health tourism has grown. Russia rose to third place in market size in 28, and the Russian share of tourists rose 2%. The number of Russians in Tallinn s accommodation establishments fell from April 27 to January 28. From February, the number of Russians began to increase again and a notable rise in tourist numbers continued through the end of the year. The main factor affecting the growth was the simplification of visa procedures (after Estonia s joining the Schengen visa area, Russians do not need an Estonian visa: any Schengen member state visa is sufficient). The growth was also boosted by a general growth in Russian residents trips abroad and marketing campaigns promoting Tallinn throughout the year. Altogether, 52% more Russian tourists stayed in Tallinn s accommodation than in 27. Bednights by Russians also increased by nearly a third (3%). 61,9 Russian residents stayed in Tallinn s accommodation establishments, and they spent a total of 132,2 bednights here. With that, the number of Russian tourists grew not only in comparison with 27, but also with 26, the year before the decrease. According to the Foreign Visitors Survey, the number of Russian tourists who do not stay in paid accommodation has also grown. Over half (59%) of foreign tourists coming from Russia do not use Tallinn s accommodation establishments, but stay with friends and acquaintances. Russians come to Tallinn primarily for leisure, and in 28 they visited more museums, exhibitions and concerts than in earlier years. Although Russians do not come to Tallinn for shopping trips, they spend more money on shopping than visitors from other countries. In 28, the falling trend in the German market halted, and the number of German tourists began to rise again. The number of Germans staying in accommodation increased by 8%, or 4,5 tourists. Bednights also increased by 9%. Altogether, nearly 6, Germans visited Tallinn, who spent a total of 13,8 bednights here. As in previous years, Germans visited Tallinn mostly in the summer period (May-September). Tallinn City Tourist Office & Convention Bureau 5.5.29 4
The greatest number of German tourists in 28 came in August, but the greatest change in the number of tourists compared to a year earlier was in May (31%). The increase in trips by residents of Germany was influenced by the Tallinn-Munich flight connection, which was opened in the summer season. According to the Foreign Visitors Survey, Germans were the most active visitors to Tallinn they went sightseeing, visited cultural events, went shopping and walked around town. Most Germans evaluate their impressions of Tallinn favorably and would recommend Tallinn as a travel destination to their friends and acquaintances. Over the last years, we have seen a dramatic increase in trips to Tallinn by residents of Latvia. In the first half of 28, the growth continued; both tourist numbers and their bednight numbers increased. In the second half of the year, tourists and their bednights decreased. Altogether, over the course of the year, the number of tourists remained at the level of 27 (36,2), but bednights fell by a tenth (to 56,2). The most likely cause of the change in Latvians travel habits is the worsening economic situation, which is reflected in shorter trips. Unlike other foreign visitors to Tallinn, Tallinn is the only destination for most Latvians, and the purpose of the visit is mostly connected to business (work trip, training, conference, and so on). Most Latvians had a positive impression of Tallinn from their visit and would recommend it to their friends and acquaintances as a travel destination. Country of Origin Number Accommodated Change 27/28 Bednights Change 27/28 Length of Stay Finland 58 962 34 422 7,3% 726 392 4 954 6,% 1,43 Sweden 62 274-834 -1,3% 19 666-236 -1,8% 1,76 Russia 61 845 21 129 51,9% 132 227 3 282 29,7% 2,14 Germany 59 97 4 549 8,2% 13 783 1 213 8,5% 2,18 Great Britain 41 762-8 884-17,5% 12 653-26 622-2,6% 2,46 Norway 39 167-6 671-14,6% 97 95-17 495-15,3% 2,48 Latvia 36 247 24,7% 56 195-6 75-9,8% 1,55 Total foreign tourists 1 22 467 57 235 5,9% 1 811 987 34 413 1,9% 1,77 Total domestic tourists 166 58-9 474-5,4% 284 79-39 939-12,3% 1,71 Total 1 188 525 47 761 4,2% 2 96 696-5 526 -,3% 1,76 As with the Swedish market, the market shares of Great Britain and Norway also fell by one percent. The British market has been declining since 26, and this fall continued in 28 in both numbers of visitors in accommodation and their bednights. While in 27, nearly a tenth (-8%) fewer tourists came to Tallinn from the UK than the previous year, in 28, the number fell by a sixth (17%). In 28, 41,7 residents from Great Britain stayed in accommodation establishments in Tallinn, spending a total of 12,6 nights here. British tourists also visited other European cities less than in previous years (-8%), which may be an effect of less interest in short holidays, as well as the economic downturn. The Norwegian market also saw a drop in trips abroad in 28. Norwegians trips to Tallinn have grown yearly, but in the beginning of 28 the number of tourists began to decline, and this trend continued until year-end. Both the number in accommodation and their bednights decreased by 15%. Last year 39,1 Norwegian residents stayed in Tallinn for a total of 97,1 nights. Tallinn City Tourist Office & Convention Bureau 5.5.29 5
Altogether, the results for 28 in markets of secondary importance from the point of view of Tallinn s tourism marketing (Belgium, Spain, Italy, France, Denmark, China, Japan, USA) were also positive. Visitors from Europe and their bednights showed general growth for the year, and the largest growth in these markets was in the summer months. Numbers of tourists from Belgium in Tallinn s accommodation establishments grew by 13% and the bednights they spent in Tallinn grew by 21%. Altogether, 5,4 Belgians stayed in accommodation, for a total of 11,5 bednights. Numbers of tourists from Spain and their bednights grew (respectively, 15,5 tourists, +4%, and 34,4 nights, +11%). Similarly, Italian (21 8, +9%) and French (14 1, +7%) citizens visits increased, but their bednights spent here grew less (respectively: 21,8, +1% and 14,1, +2%). The Danish market also grew, with 3% more Danes visiting Tallinn than the previous year (11,2 tourists), and their bednight numbers grew by 5% (24,6 nights total). More tourists (+8%) arrived from Asia than in 27, although their visits were significantly shorter than in 27. The number of tourists from China increased the most (+85%, total 1,6 tourists) over the year, but their bednights increased by only a tenth (11%, to 3,8 nights). As with other European cities, Tallinn also received fewer tourists from Japan. The number of tourists in accommodation decreased by 6% (total 5,8 tourists) and their bednights decreased by nearly a tenth (-8%, 1,4 nights total). The American market continued its decline, as tourist numbers decreased by 15% (or 2,8 fewer tourists) and their bednights fell by 16% (-7,5 nights). Among other markets, the most notable changes were in the Austrian, Luxembourgian and Swiss markets, where tourist numbers increased in 28 by 47%, 56% and 32%, respectively. Bednights by Austrian tourists increased by 41%, residents of Luxembourg spent 52% more bednights here, and Swiss tourists, 17% more. The Lithuanian and Polish markets have seen rapid growth in the last years, while their share among Tallinn s foreign visitors is similar to other secondary markets (2.7% and 1.5% respectively). In 28, the growth in these markets was more restrained compared to the previous year. Visitors in accommodation from Lithuania totalled 27,2, or a growth of 12% (or +2,8 tourists) over the previous year. Visitors in accommodation from Poland grew by 8%, or 1,1 tourists, for a total of 15,6 tourists. The largest proportional growth in 28 was in visitors from Turkey; visitors in accommodation increased by 224% (+1,8 tourists), and their bednights increased by 116% (+2,7 nights). 2,55 residents from Turkey stayed in accommodation in Tallinn in 28 for a total of 5, bednights. The main event influencing this market growth was the Estonia-Turkey football game in September and the visit of Turkish president Abdullah Gül. Length of Stay of Tourists in Tallinn According to the Foreign Visitors Survey, half of foreign visitors (51%) stay in Tallinn overnight, while the rest are either cruise passengers (15%) or one-day visitors (34%). Most of the foreign visitors who stayed in Tallinn (77%) used accommodation establishment services, and the rest spent the night with friends or acquaintances, in their personal living quarters, or other places. This information is missing for visitors to Estonia overall, and so the length of trips to Tallinn are evaluated only for those visitors who stayed in Tallinn s accommodation establishments. Although the number of overnight visitors to Tallinn grew in the last year, the average length of stay in Tallinn showed a decreasing trend, across all months. The average length of stay for tourists in Tallinn in 28 was 1.76 nights (-4%). Tallinn City Tourist Office & Convention Bureau 5.5.29 6
The average trip length among foreign tourists shortened by 4%, from 1.84 to 1.77 nights. The length of stay for domestic tourists decreased even more, from 1.85 to 1.71 nights, or 8%. The longest stays in Tallinn are in January, and the shortest are in November. Foreign visitors trips are longer in January primarily because of the long winter holiday enjoyed by Russian tourists. Compared to the previous year, the average length of stay decreased the most in November. The length of stay of domestic tourists showed a notable decline in the final quarter (October-December) compared with 27. Estonians trips to Tallinn grew in the beginning of the year (+3% in January), and the summer months were similar to the previous year. The longest trips were in June (1.91 nights) and the shortest in November (1.5 nights). Average length of stay for tourists in Tallinn, January-December 28 2,4 2,2 bednights 2, 1,8 1,6 2,9 1,76 1,8 1,65 1,86 1,7 1,72 1,68 1,74 1,69 1,91 1,73 1,86 1,76 1,84 1,77 1,81 1,71 1,71 1,68 1,62 1,76 1,61 1,4 1,5 1,2 1, January February March April May June July August September October November December foreign tourists domestic tourists By primary markets, the longest stays in Tallinn in 28 were spent by Norwegians (2.48 nights), whose trip length shortened by one percent. Following them were British tourists, at 2.46 nights, whose average length of stay also fell (-4%). Finns continued to stay for the shortest length of time, averaging 1.43 nights (-1%) this year. Only the Germans took the same length of time as a year earlier, at 2.18 nights. Although Russian tourist numbers and their bednights increased significantly last year, their length of stay shortened the most (from 2.5 to 2.15 nights, or -15%). Likewise, the length of stay of Latvians and Swedes also decreased (-1% and -1%, respectively). Most of the secondary markets also showed decreases in length of stay compared with a year earlier. Chinese visits shortened the most, from 3.99 to 2.38 nights, and residents of Belgium and Spain stayed for longer periods (+7%, or 2.11 and 2.22 nights, respectively). Purpose of visit In 28, the 1.19 million tourists who stayed in Tallinn s accommodation establishments were divided according to their purpose of travel as follows: leisure travellers 73%, business travellers 25% and visitors with other aims (studies, health, friends) 2%. Tallinn City Tourist Office & Convention Bureau 5.5.29 7
Purpose of travel 25 26 27 28 by number accommodated Number (per cent) Number (per cent) Number (per cent) Number (per cent) Leisure travel 793 361 (7%) 843 771 (73%) 86 749 (71%) 869 31 (73%) Business 245 758 (22%) 235 511 (2%) 245 133 (21%) 225 261 (19%) Conference travel 5 652 (4%) 48 158 (4%) 43 822 (4%) 64 462 (5%) Other travel 41 441 (4%) 33 673 (4%) 45 6 (4%) 29 51 (2%) TOTAL 1 131 212 1 161 113 1 14 764 1 188 525 In 28, Tallinn s accommodation facilities accommodated an increase of 62,5 leisure travellers (+8%), 2,6 conference travellers (+47%) and 768 business travellers (+.3%) more than the previous year. Travellers with other purposes decreased by 15,5 (-35%), which was primarily due to a decrease in health cure travellers. Comparing the proportion of trips with 27, the proportion of leisure and conference travel grew, while the proportion of business and other travel shrank. Analysing numbers of bednights according to purpose of travel, we find that the proportion of leisure travel is 71%, business trips comprise 25% and other travel, 4% of all bednights by tourists. Comparing these results with those of 27, we see the same trends as in numbers of tourists staying in accommodation establishments. The proportion of business and leisure travel increased, as the proportion of travellers with other purposes decreased. Leisure travel made up 71% of all foreign tourists bednight numbers. Business travellers spent 26% of the total nights spent in Tallinn, of which 4% were attending conferences. Trips with other purposes made up 3% of the total of foreign visitor bednight numbers. In comparison with the previous year, both leisure and business trips by foreign tourists have increased, and conference attendance has increased significantly (+16 5 bednights). Foreign tourists' bednights spent by purpose of visit, 28 business 22% conference 4% other 3% leisure 71% Domestic tourists spent half their bednights in Tallinn (51%) for leisure purposes. Business travel accounted for 41%, of which 8% comprised conference attendance. Other reasons accounted for 8% of all bednights by residents of Estonia. D ome stic tourists' be dnights spe nt by purpose of visit, 28 conference 8% other 8% Compared with 27, the results for 28 show that the proportion of Estonians bednights for leisure travel has risen by a few percentage points, while business travel has fallen by the same amount. business 33% le is ure 51% Tallinn City Tourist Office & Convention Bureau 5.5.29 8
Tallinn s Accommodation Establishments As of December, 28, Tallinn has 412 registered accommodation establishments, including 53 hotels, 14 guesthouses, 16 hostels, 37 guest apartments, 18 B&Bs, and 5 camping sites. Compared with the previous year, the number of accommodation establishments increased by 4%, with hotels accounting for 2%. 96 new rooms were added, but the number of beds was reduced. Room occupancy rates decreased by 5% from 27. Change Accommodation 27/28 Establishments 25 26 27 28 Number % Nr. of accommodation 31 364 395 412 17 4% establishments incl. number of hotels 46 48 52 53 1 2% Number of rooms in 5 668 6 49 7 76 7 172 96 1% accommodation est. Room occupancy rate 6% 58% 55% 5% -5% Number of beds in accomodation est. 1 945 12 13 14 456 14 439-17 % Bed occupancy rate 52% 49% 47% 42% -5% Average cost of a guest night (kroons) 582 598 64 61-3 % Source: Tallinn City Tourist Office & Convention Bureau The revenue of Tallinn s accommodation establishments from sales of accommodation services amounted to 1.27 billion kroons, according to Statistics Estonia. As the number of bednights spent by tourists remained the same as in 27, while the number of rooms increased, the room occupancy rate decreased in all months, throughout the year. In 28, half of all rooms (5%) were occupied on average, with ocupancy down 5% from 27. As in earlier years, the room occupancy rate was higher during summer months and lowest in January and February. The highest occupancy rates were in July and August (67% and 65%, respectively), and the lowest were in January (34%), February (39%) and, surprisingly, also December (39%). Average cost of a guest night and room occupancy rate in Tallinn 8 8 7 7 6 6 kroons 5 4 3 5 4 3 % 2 2 1 1 January February March April May June July August September October November December 27 average cost of a guest night, kroons 28 average cost of a guest night, kroons 27 room occupancy rate, % 28 room occupancy rate, % Tallinn City Tourist Office & Convention Bureau 5.5.29 9
According to data from the Estonian Hotel and Restaurant Assocation (EHRL), the room occupancy rates in Tallinn s hotels was better than in other accommodation establishments, but nevertheless lower than the previous year. In 27, the occupancy rate among EHRL member hotels was 59%, while in 28 occupancy fell to 53%. A night s stay in Tallinn s accommodation establishments cost 61 kroons on average, 3 kroons less than last year (%). An average guest night in EHRL member hotels was higher (893 kroons), but compared with the previous year, the cost of a room fell more than in other accommodation establishments (-8%). Travellers in Tallinn Airport In 28, regular direct flights flew from Tallinn Airport to 29 destinations, with 2 additional destinations compared to the previous year. The highest demand out of Tallinn Airport was for flights to Helsinki, London, and Stockholm. The largest market share in Tallinn Airport is held by Estonian Air (41%), followed by easyjet (9%) and Finnair (8%). Altogether, 11 airlines offered regular flights. 1.81 million passengers came through Tallinn Airport in 28. International flights comprised 98.8% of all passenger numbers, with 1.2% on domestic flights. Compared with 27, the number of passengers in Tallinn Airport grew by 5%, or 83,1 passengers. The two previous years had seen 1% growth. Analysis of the number of passengers by month shows that the number of passengers grew in the first half of the year, stopped growing in the summer months, and fell in the last two months of the year. The largest growth in passenger numbers was in April (+17%) and February (+16%), while the largest decline in passenger numbers was in December (-14%) and November (-12%). Passengers in Tallinn Airport, 2-28 thousands 2 18 16 14 12 1 8 6 4 2 2 21 22 23 18 178 179 1519 16 1378 6 5 15 979 554 568 591 7 2 21 22 23 24 25 26 27 28 international flights domestic flights Source: Tallinn Airport The results of a study conducted by Tallinn Airport showed that Estonians make up 48% of passengers on regular international flights. International passengers mostly include residents of Sweden, Russia, Norway, Finland, the UK and Germany in other words, travellers from Tallinn s priority target market countries. Compared with earlier years, in 28 the proportion among all passengers of Swedes, Norwegians, and Russians grew. Tallinn City Tourist Office & Convention Bureau 5.5.29 1
Numbers of passengers aboard Estonian Air flights grew by 1.5%, reaching 757, passengers (including 685,6 passengers on regular flights). Flights were 68% full, which was the same as in 27. Passenger numbers grew by a sixth over the first five months of the year (17%), stopped growing in June, and began to fall in the final months of the year. Passengers in Tallinn Old City Harbour While the two previous years saw a decline in numbers of passengers passing through Tallinn Old City Harbour, in 28, the number of passengers grew by 12%, or 757, passengers. 7.21 million passengers passed through Tallinn Old City Harbour in 28, an all-time record. Passengers in Tallinn Old City Harbour, 2-28 9 thousands 8 7 6 5 4 +14% -6% +3% -2% 5989 5622 5812 5727 +12% +4% +15% -4% -2% 6591 6855 6588 6458 7215 3 2 1 2 21 22 23 24 25 26 27 28 Source: Tallinn Harbour The greatest share of the passengers in Tallinn Old City Harbour were passengers on the Tallinn-Helsinki line, comprising 84% of all passengers (6.6 million passengers, or +1%). The growth in passenger numbers was positively affected by three new ships being added to the Tallinn-Helsinki line, increasing the convenience and flexibility of sea travel. 777, passengers travelled on the Tallinn-Stockholm line, which reflected a growth of 14% from the previous year. Cruise passengers comprised 6% of all Old City Harbour passengers in 28, totalling 375,5 passengers. Cruise passengers made up 15% of all international tourists. Unlike the previous year, when the number of cruise passengers decreased, a notable growth was seen in 28. The number of cruise passengers increased by 28%, or 83, passengers. Tallinn City Tourist Office & Convention Bureau 5.5.29 11
Cruise ships and passengers in Tallinn thousands 4 35 3 25 2 15 1 186 92 187 173 16 11 175 134 165 127 236 232 24 25 324 294 299 311 268 292 375 298 5 1998 1999 2 21 22 23 24 25 26 27 28 cruise passengers cruise ships calls Source: Tallinn Harbour In 28, cruise ships paid 298 calls to Tallinn, amounting to 3 harbour calls more than the previous year (+11%). The greatest number of cruise ship calls was in July (79 harbour calls). Of the cruise passengers who visited Tallinn, 21% originated from the USA, 18% from Great Britain, 15% from Germany, 13% from Spain, 6% from Italy, 6% from Sweden, and 5% from Canada. Compared with last year, cruise passenger numbers grew in the largest primary destinations: the USA (+2%), Great Britain (+3%), and Germany (+19%). Compared with last year, cruise tourists included significantly more tourists from Spain (+91%), Sweden (+59%) and Canada (+45%). According to the Tallinn Foreign Visitors Survey, half (48%) of cruise tourists were over 55 years of age, most of them were travelling with a companion (92%), and they included both people in employment (59%) and pensioners (32%). Compared with earlier years, numbers of younger people and employed people have risen. According to both the Tallinn Harbour cruise passenger survey and the Tallinn Foreign Visitors Survey, passengers were satisfied with their experience from the trip to Tallinn, and a majority (57%) thought that they would come to Tallinn on a holiday in the future. On average, each cruise tourist spent 242 kroons on shopping during their time in Tallinn, which was 125 kroons less than a year earlier. Tallinn Harbour estimated financial profits from cruise tourists to come to appproximately 9 million kroons. Tallinn s Revenue from Tourism In 28, Estonian export of tourism services (that is, all expenditures in Estonia by foreign visitors in connection with their trip, including accommodation, dining, entertainment, shopping, etc.) totalled 17.6 billion kroons (according to the Bank of Estonia), of which Tallinn s share of the revenue can be estimated at nearly 14.9 billion kroons. Compared with 27, the export of travel services grew by 1%, or 91 million kroons, for a total of 1.2 billion kroons. Adding to that 4.7 billion kroons from the export of passenger transport (payments by foreign visitors to Estonian transportation companies), Tallinn City Tourist Office & Convention Bureau 5.5.29 12
we arrive at a total of 14.9 billion kroons for Tallinn s total export of tourism services. This is 1.2 billion kroons, or 9%, greater than in 27. 16 Total receipts from international tourism, 2-28 (billion kroons) 14 12 1 8 2532 27 298 29 2813 3264 4182 4327 4713 6 4 688 7117 7319 752 888 94 115 9382 1283 2 2 21 22 23 24 25 26 27 28 international travel receipts international fare receipts Source: Bank of Estonia Visits to Tallinn Tourist Information Centres In 28, Tallinn s two Tourist Information Centres (in the Old Town and Viru Shopping Centre) were visited by a total of 173,9 visitors, 92% of whom were from countries abroad (16, visitors), and 8%, or 13,8, were from Estonia. Compared with 27, the number of visitors has grown by 7%, or 11,3 visitors. The growth in visits came primarily during the low season (autumn and winter months), whereas the decline in visits came during the high season (in August). Altogether, visitors came from 115 countries, with the farthest destinations including Tanzania, New Zealand, Nepal, Indonesia, Malawi, Fiji and Bahrain. Comparison of the visitors to the Tourist Information Centres by country of origin shows that Finns were the most frequent visitors in 28, at 17% of all visitors. They were followed by Germans, at 13%, Brits 9%, Swedes and Estonians (8% each), and Russians 7%. Compared with the previous year, the most notable growth in visits to the Tourist Information Centres was among Russians (+72%), Lithuanians (+48%), and Germans (+2%). Visits by Norwegians to the TICs dropped by a surprising amount (-38%), which may be explained by the drop in Norwegians staying in Tallinn accommodation. Decreasing figures were also seen in visits by Swedes, Italians and Latvians, which may be due to the shortened trips by residents of those countries. Tallinn City Tourist Office & Convention Bureau 5.5.29 13
Country of Origin Visits 28 Visits 27 Change 27/28 Proportion Finland 28 9 27 1 1 8 7% 17% Germany 22 3 18 6 3 6 2% 13% Great Britain 15 15 4-3 -2% 9% Sweden 13 7 14 8-1 1-8% 8% Estonia 13 8 14 3-4 -3% 8% Russia 12 3 7 2 5 2 72% 7% Spain 11 3 9 7 1 6 16% 6% USA 1 9 9 8 1 11% 6% France 7 6 5 5 8% 4% Italy 5 8 6 3-5 -9% 3% Norway 4 1 6 6-2 5-38% 2% Latvia 2 3 2 5-2 -9% 1% Lithuania 1 7 1 1 6 48% 1% Total 173 9 162 6 11 3 7% 1% Source: Tallinn City Tourist Office & Convention Bureau Visitors to the Tallinn City Tourist Information Centres 4 35 3 25 2 15 1 5 January February March April May June July August September October November December 25 26 27 28 Source: Tallinn City Tourist Office & Convention Bureau 147,7 queries were fielded at the Tourist Information Centres in 28, which was nearly 1,8 queries more than the previous year. The most frequent topics of interest among visitors were transportation connections, city maps and shopping information. There was more interest in museums and sights than earlier, but fewer queries about shopping and services. Tallinn City Tourist Office & Convention Bureau 5.5.29 14
Tourists accommodated in Tallinn, number of nights spent and length of trip Country of Origin Accommodated Change 27/28 Number % Bednights Change 27/28 Number % Length of stay Austria 6 411 2 6 47,3 15 6 4 396 41,2 2,35 Belgium 5 462 639 13,2 11 525 2 4 21 2,11 Bulgaria 751 2,3 1 729-275 -13,7 2,3 Croatia 575-323 -36 1 263-711 -36 2,2 Cyprus 544 133 32,4 1451 292 25,2 2,67 Czech Republic 3 722-44 -1,6 8 558-31 -,4 2,3 Denmark 11 273 291 2,6 24 599 1 127 4,8 2,18 Finland 58 962 34 422 7,3 726 392 4 954 6 1,43 France 14 121 886 6,7 3 836 668 2,2 2,18 Germany 59 97 4 549 8,2 13 783 1 213 8,5 2,18 Great Britain 41 762-8 884-17,5 12 653-26 622-2,6 2,46 Greece 2 239-245 -9,9 5 359-64 -1,7 2,39 Holland 8 68-234 -2,6 2 344-814 -3,8 2,36 Hungary 2 83-23 -,8 6 964-5 975-46,2 2,46 Iceland 888-1 19-53,4 2 87-3 764-64,3 2,35 Ireland 2 547-339 -11,7 6 622-1 591-19,4 2,6 Italy 21 828 1 768 8,8 51 735 414,8 2,37 Latvia 36 247 24,7 56 195-6 75-9,8 1,55 Lithuania 27 173 2 88 11,5 46 63 3 492 8,1 1,72 Luxembourg 616 22 55,6 145 481 52,1 2,28 Malta 22 121 149,4 656 46 162,4 3,25 Norway 39 167-6 671-14,6 97 95-17 495-15,3 2,48 Poland 15 594 1 135 7,8 28 176 1 757 6,7 1,81 Portugal 2 346-16 -,7 5 752 516 9,9 2,45 Romania 94 76 8,8 2 348-19 -,8 2,5 Russia 61 845 21 129 51,9 132 227 3 282 29,7 2,14 Slovakia 917 321 53,9 2 67 41 24,7 2,25 Slovenia 895 115 14,7 1 86-93 -4,9 2,2 Spain 15 533 634 4,3 34 453 3 471 11,2 2,22 Sweden 62 274-834 -1,3 19 666-236 -1,8 1,76 Switzerland 5 87 12 36 32,1 9 787 1 396 16,6 1,92 Turkey 2 55 1 764 224,4 5 7 2 687 115,8 1,96 Ukraine 3 93 875 28,6 9 914 1 975 24,9 2,52 Other European countries 16 947 3585 26,7 35 994 3 762 11,5 2,12 African countries 1 28 212 26, 2 45 44 1,9 2,34 Asian countries 11 9 78 7,6 2 1641 453 2,1 1,95 incl. China 1 613 743 85,4 3 838 369 1,6 2,38 incl. Japan 5 868-35 -5,6 1 437-87 -7,7 1,78 incl. South Korea 668-43 -6, 1 126-335 -22,9 1,69 Canada 2384-274 -1,3 5 855-867 -12,9 2,46 South and Central American countries 2 274 55 28,5 4 986 1 285 34,7 2,19 USA 16 223-2 778-14,6 3 8879-7 488-16,1 2,4 Australia, Oceania 4 298-561 -11,5 9 988-1 53-13,1 2,32 Other countries 477-63 -56,9 1 95-2 73-65,4 2,3 Total foreign tourists 1 22 467 57 235 5,9 1 811 987 34 413 1,9 1,77 Total Estonian residents 166 58-9 474-5,4 284 79-39 939-12,3 1,71 Grand Total 1 188 525 47 761 4,2 2 96 696-5 526 -,3 1,76 Tallinn City Tourist Office & Convention Bureau 5.5.29 15