THE EUROPEAN CITIES MARKETING BENCHMARKING REPORT 10 th OFFICIAL EDITION 2013 2014 Scientific partner
THE 1ST SOURCE ON CITY TOURISM IN EUROPE The European Cities Marketing (ECM) Benchmarking Report measures how city tourism in Europe developed on the basis of more than 100 European cities. It is essential reading for city tourism professionals, consul tants, academics and students. LEARN ABOUT 1. The triumph of the cities in Europe 2. The latest performance, develop ment & benchmark of European cities: number of international & domestic bednights. 3. The most attractive cities for visitors from China, France, Germany, Italy, Japan, Russia, UK or the USA 4. The success factors of cities in 2013 from inter national city tourism experts 5. The latest developments and forecasts of tourism demand in Europe 6. City Tourism Trends 2014 for total bednights, international bednights, and bednights in 9 markets WHAT EXPERTS SAY ABOUT THE REPORT Unique source of information on the volume of city tourism A firm reference tool when benchmarking city tourism Answering vital market intelligence needs Over 100 leading European cities analyzed Top markets for city tourism featured Extended commentary and over 100 graphs and charts Expert-based analysis of current year assessment of market prospects ra2 studio - Fotolia.com WHO SHOULD BUY THE REPORT?
Top 15 European cities Total bednights in ECM Report Cities 2013 #1 source in City Tourism Statistics in Europe edinghts in thousands Be 60,000 50,000 40,000 30,000 20,000 10,000 0 53,697 36,679 26,942 24,161 16,485 14,874 14,654 14,598 13,545 12,895 11,603 Benchmark nominal average = 18,770,265 11,262 10,987 9,922 9,250 *London *Paris Berlin *Rome *Barcelona *Madrid Prague *Istanbul *Vienna *Munich Hamburg *Amsterdam *Stockholm Milan *Dublin GET IN TOUCH WITH EUROPEAN CITIES MARKETING TO m Pre-order your copy of the ECM Benchmarking Report 2014 «Light Package» Including comprehensive city tourism benchmarks for more than 100 destinations in Europe; success factors of cities in 2013; visualization of City Tourism Trends 2014 for total bednights, international bednights and bednights in 9 markets based on forecasts of changes in market volumes, for only 490 (free for all ECM members). m Pre-order your copy of the ECM Benchmarking Report 2014 «Professional Package» The Professional Package includes the elements stated in the «ECM Benchmarking Report Light Package» + the complete dataset (Excel and Powerpoint files as a background to your analysis and presentations) for only 990 (free for all ECM members). m Learn more about the report and get a free copy of sample charts and contents TO ORDER YOUR COPY OF THE REPORT www.europeancitiesmarketing.com/ecm-benchmarking-report FIND OUT MORE ABOUT EUROPEAN CITIES MARKETING www.europeancitiesmarketing.com flavie@europeancitiesmarketing.com 20
CITY TOURISM AT A GLANCE... European cities continued a strong positive growth trend to lead a robust European tourism industry in 2013. ECM states that cities achieved an average relative change in total bednights of 3.5%. The ECM Benchmarking report 2013-14 mentions that cities are the clear leaders of the European tourism industry. The average yearly bednight growth rate for the ECM report cities was 6.3%, 1.9 percentage points higher than the average yearly bednight growth rate for the 28 EU countries. In the past five years, total bednights from the key source markets grew by 22.6% in ECM report cities compared to 8.4% in the 28 EU nations. Internationally-sourced bednight numbers continue to grow at a faster rate than those sourced domestically. Once again Germany, the United States, and the United Kingdom topped the list of source markets by contributing a combined 75 mil+ bednights to European cities. Spain and Italy maintained their status as top source markets as they reversed the negative growth trends exhibited in 2012. France and Japan maintained steady positive growth as source markets in 2013 while the Russian and Chinese markets continued to stand out with growth rates in the double digits. Since 2009 the latter two source markets have more than doubled the bednights contributed to European cities. The 10 th edition of the ECM Benchmarking Report provides a vital perspective on the volume of urban tourism in Europe, enabling individual city destinations to chart trends and to benchmark themselves in terms of volume and other parameters, especially key source markets. It presents compelling evidence of the economic significance of contemporary urban tourism. Put simply, cities are the dominant geographical focus of European tourism, especially the lucrative (and therefore much sought after!) short break and congress and/ or conventions segments. The mutually beneficial sharing of information and experience is both the hallmark and modus operandi of European Cities Marketing, and the ECM Benchmarking Report is one important outcome. Indeed, the ECM Benchmarking report is provided free of charge to all ECM members as part of their basic membership benefits package. Thanks are due to the many individuals who have devoted time and invested resources in this project and, in particular, to Professor Karl Wöber and his team at MODUL University and to ECM s Benchmarking Report Editorial Group chaired by Clemens Költringer. Last but not least, credit must be given to all the participating cities for their regular and timely provision of the base information.
Cities in the Benchmarking Report in Alphabetic Order Aachen Amsterdam Antwerp Augsburg Barcelona Basel Belgrade Bergen Berlin Bern Bilbao Bologna Bolzano Bonn Braga Bratislava Bregenz Bremen Bruges Brussels Budapest Cascais Coimbra Cologne Copenhagen Cordoba Dijon Dresden Dublin Dubrovnik Düsseldorf Eisenstadt Espoo Evora Faro Florence Frankfurt Funchal Geneva 20
Cities in the Benchmarking Report in Alphabetic Order Genua Ghent Gijón Göteborg Granada Graz Hamburg Hannover Heidelberg Helsinki Innsbruck Istanbul Klagenfurt La Coruna Las Palmas Lausanne Leipzig Leuven Linz Lisbon Ljubljana London Lucerne Lyon Madrid Malaga Malmö Maribor Milan Munich Münster Nicosia Novi Sad Nürnberg Olomouc Opatija Oslo Padua Palma de Mallorca
Cities in the Benchmarking Report in Alphabetic Order Paris Porto Prague Regensburg Reims Reykjavik Rijeka Rome Rouen Salzburg San Sebastian Santa Cruz Santiago de Compostela Saragossa Setubal Seville Sintra Split St. Pölten Stockholm Stuttgart Tallinn Tampere Tarragona The Hague Turin Turku Valencia Venice Verona Vicenza Vienna Vilnius Weimer Würzburg Zagreb Zurich 20
TABLE OF CONTENTS 1. Preface III 2. Editorial Report Mission 1 3. Executive Summary 3 4. Success Factors of Cities in 2013 6 5. Scope and Methods of the Report 8 5.1 Main Definitions 8 5.2 Cities in the Report 9 5.3 City Benchmark Groups 9 5.4 Benchmarking Method 10 6. Top 15 European Cities 16 6.1 ECM Report Cities 2013 Top 15 Total Bednights 17 6.2 Top 15 European Cities Average Annual Total Bednights Growth 2009 2013 18 6.3 ECM Report Cities 2013 Top 15 Total Bednights 19 6.4 Top 15 Cities Average Annual International Bednights Growth 2009 2013 20 6.5 Top 15 Cities Total Bednights Growth 2009 2013 21 6.6 Top 15 European Cities International Bednights Growth 2009 2013 22 7. City Rankings in 2013 23 8. Trends in 2013 30 8.1 ECM Report Cities 2012 2013 Total Bednights (nominal value) 31 8.2 ECM Report Cities 2012 2013 Total Bednights (relative change) 32 8.3 ECM Report Cities 2012 2013 International Bednights (nominal value) 33 8.4 ECM Report Cities 2012 2013 International Bednights (relative change) 34
8.5 ECM Report Cities Last Year s Growth Performance Total bednights 2013 35 8.6 ECM Report Cities Last Year s Growth Performance International Bednights 36 8.7 ECM Source Markets 2013 37 9. Market Developments in 2013 38 9.1 German Market Last Year s Growth Performance 2013 39 9.2 German Bednight Volumes and Cities Market Shares in 2013 40 9.3 Italian Market Last Year s Growth Performance 2013 41 9.4 Italian Bednight Volumes and Cities Market Shares in 2013 42 9.5 French Market Last Year s Growth Performance 2013 43 9.6 French Bednight Volumes and Cities Market Shares in 2013 44 9.7 Spanish Market Last Year s Growth Performance 2013 45 9.8 Spanish Bednight Volumes and Cities Market Shares in 2013 46 9.9 UK Market Last Year s Growth Performance 2013 47 9.10 UK Market Bednight Volumes and Cities Market Shares in 2013 48 9.11 USA Market Last Year s Growth Performance 2013 49 9.12 USA Market Bednight Volumes and Cities Market Shares in 2013 50 9.13 Japanese Market Last Year s Growth Performance 2013 51 9.14 Japanese Market Bednight Volumes and Cities Market Shares in 2013 52 9.15 Russian Market Last Year s Growth Performance 2013 53 9.16 Russian Market Bednight Volumes and Cities Market Shares in 2013 54 9.17 Chinese Market Last Year s Growth Performance 2013 55 9.18 Chinese Market Bednight Volumes and Cities Market Shares in 2013 56 9.19 Annual Growth 2009 2013 57 20
10. Bed Capacity Development 58 10.1 ECM Report Cities Bed Capacities 2013 (nominal) 59 10.2 ECM Report Cities Bed Supply Last Year s Growth Performance 2013 60 10.3 ECM Report Cities Bed Capacities Growth 2009 2013 (percentage 61 11. European City Tourism 2009 2013 62 11.1 Cities versus National Tourism Source Markets 2009 2013 (index 63 11.2 Cities versus National Tourism Source Markets Market Volumes 2013 64 11.3 Cities versus National Tourism Source Markets Average Annual Growth Rate in International bednights 2009 2013 65 11.4 Cities versus National Source Markets Source Markets Relative Size 2013 66 11.5 Eurostat Economic Indicator and Tourism Demand Total Bednights 2009 2013 67 11.6 International Bednights Growth in ECM Report Cities and EU 28 Nations versus National GDP Indicators 2008 2012 68 12. Premier League Cities 69 12.1 Total Bednights Average Annaul Growth Rate 2009 2013 70 12.2 International Bednights Average Annual Growth Rate 2009 2013 71 12.3 Annual Growth Indices International vesus Domestic 2009 2013 72 12.4 Total Bednights Average Annual Percentage Growth 2009 2013 73 12.5 Total Bednights Average Annual Nominal Growth 2009 2013 74 12.6 Last Year s Growth Performance Total Bednights 2013 75 12.7 International Bednights Average Annual Percentage Growth 2009 2013 76 12.8 International Bednights Average Annual Nominal Growth 2009 2013 77 12.9 Last Year s Growth Performance International Bednights 2013 78 12.10 International versus Domestic Bednights 2013 79 12.11 Source Market Bednights Growth Indices 2009 2013 80
13. Second Division Cities 81 13.1 Total Bednights Average Annual Growth rate 2009 2013 82 13.2 International Bednights Average Annaul Growth Rate 2009 2013 83 13.3 Annual Growth Indices International versus Domestic 2009 2013 84 13.4 Total Bednights Average Annual Percentage Growth 2009 2013 85 13.5 Total Bednights Average Annual Nominal Growth 2009 2013 86 13.6 Last Year s Growth Performance Total Bednights 2013 87 13.7 International Bednights Average Annual Percentage Growth 2009 2013 88 13.8 International Bednights Average Annuall Nominal Growth 2009 2013 89 13.9 Last Year s Growth Performance Total bednights 2013 90 13.10 International versus Domestic Bednights 2013 91 13.11 Source Market Bednights Growth Indices 2009 2013 92 14. ECM Forecasts for 2014 93 14.1 ECM Forecast Total Bednights 2013 2014 (nominal) 94 14.2 ECM Forecast Total Bednights 2013 2014 (percentage) 95 14.3 ECM Forecast International Bednights 2013 2014 (nominal) 96 14.4 ECM Forecast International Bednights 2013 2014 (percentage) 90 14.5 ECM Forecast European Cities 2013 2014 Growth rate (nominal) 91 15. Annex 99 15.1 Data Rectification Procedures 99 15.2 City Index 99
REPORT MISSION City tourism organizations need internationally comparable statistical data on the present structure of the industry as well as on historical and future trends. Based on reliable information, strategies and operational plans are implemented, monitored and where necessary, modified in response to feedback from the market. In 1996, the Austrian National Tourist Office (www.austria.info) initiated the development of an internetbased tourism marketing information system TourMIS (www.tourmis.info). In 1998, the two most significant international tourism organization networks in Europe, European Cities Marketing (www.europeancitiesmarketing.com) and the European Travel Commission (www.etc-corporate.org), joined the project and are since then using TourMIS as a platform for exchanging tourism statistics among their members. The TourMIS database consists of various sources, mainly tourism statistics on bednights, arrivals and capacities in European destinations (cities and countries), whose maintenance is carried out in different ways depending on the origin of the data sources but mainly by ECM and ETC members entering their data into the system. The major aim of TourMIS is to provide information and decision support for tourism managers providing online tourism survey data, as well as various tools to transform data into valuable management information. In 2009, TourMIS was awarded the prestigious Jury Prize for Innovation in Tourism Enterprises by the United Nations World Tourism Organization (UNWTO) Ulysses Committee. The present report covers the information needs of city tourism managers and is based on the data collected by TourMIS. The initiative for this report goes back to 2002 when Peter Hansen and Claus Sager at Wonderful Copenhagen (www.visitcopenhagen.dk) developed a standard publication comparing the performances of city tourism destinations in Europe. As a result of this initiative, Hansen and Sager published the first two reports before transferring their concept to European Cities Marketing. Since 2004, European Cities Marketing is the leading body producing the annual European Cities Marketing Benchmarking Report (formerly European Cities Visitors Report). The European Cities Marketing Benchmarking Report (= ECM Report ) has a distinct focus on the strategic and competitive position of European city destinations and thus equips destination managers with important trends and recent developments in the European city tourism business. The prime objective of the ECM Report is to convert complex statistical data to easily accessible and comprehensive managerial information mainly by graphical presentation of charts. The tenth official edition of the ECM Report analyses the development of bednights of 15 European city destinations in terms of gaining or losing market share over the years 2009-2013. The recent trends of 9 key source market segments for European city tourism is monitored. For the European Cities Marketing Report 2013-2014, the ECM Editorial Group consisted of following members: Clemens Költringer (Vienna, chairperson), Doreen Gruber (Berlin, vicechairperson), Thomas Deschamps (Paris), Lone Alletorp Callard (Copenhagen), Peter Rømer Hansen (Copenhagen), André Barata Moura (Lisbon), Camilla Nyman (Göteborg), Olivier Ponti (Amsterdam), Gemma Segura (Barcelona), Ossian Stiernstrand (Göteborg), Ralf Zednik (Munich). The team of MODUL University researchers responsible for the analysis and drafting of This year s ECM Report are: Dr. Irem Önder, Prof. Dr. Karl Wöber and Elizabeth Shanaman. For the outline of the report, the authors were predominantly following the proven concept of previous reports.
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European Cities Marketing improves the competitiveness and performance of the leading cities of Europe by providing a platform for convention, leisure and city marketing professionals to exchange knowledge, best practice and widen their network to perform even better. European Cities Marketing is promoting and linking the interests of more than 110 members from more than 100 major cities in 32 countries. www.europeancitiesmarketing.com