Positive Numbers For Tyrol's Summer Business
Tyrol remains in demand as a holiday destination. The previous summer season from May to September has brought an increase in overnight stays compared to the previous year and the pre-corona period. According to an initial calculation, the added value has also grown. Energy is a major challenge for the coming winter. The industry is nevertheless confident in view of the booking situation.
The interim balance after five out of six months of the summer season, which represents around 90 percent of all summer overnight stays, shows a positive result. During this period, Tyrol was better booked than in the previous year or than in 2019, the last summer before the pandemic. 20.1 million overnight stays mean an increase of 14.9 percent compared to 2021 and 1.5 percent compared to 2019. A differentiated picture emerges when it comes to guest arrivals: 5.4 million in the current summer mean an increase of 25 percent compared to 2021, but a slight minus of 2.4 percent compared to 2019. The length of stay has developed accordingly. This summer has averaged 3.8 days and is therefore lower than in the previous year (4.1 days), but still higher than before the 2019 pandemic (3.6 days).
Increased added value
"The summer balance is basically positive because our country continues to radiate great attraction," sums up the designated Tyrolean Tourism and Economic Councilor Mario Gerber. “However, the number of arrivals and overnight stays says nothing about the economic success of tourism. It is therefore particularly important to me that the added value has increased from 1.8 billion euros in the previous year to 2.2 billion this year according to an initial calculation." This result is also reflected in the seasonal tourism barometer, a representative survey of Tyrolean accommodation providers: 61 percent are satisfied with the economic success of the current summer season, 25 percent are even very satisfied.
For Karin Seiler, Managing Director of Tirol Tourist Board, the season that is coming to an end underscores an important goal: "We want to continue to strengthen the summer so that it catches up with the winter, above all economically." Six out of ten euros in Tyrolean tourism have so far been earned in winter. "Our goal is therefore to increase the value of summer tourism, as is also anchored in our Tyrolean Way strategy.
German guests bring growth
The increase in overnight stays this summer is largely due to the German guests, who account for almost six out of ten overnight stays in Tyrol. Their overnight stays increased by around 800,000 (+7.3%) compared to the previous year and by 1.1 million (+10.0%) to 11.9 million in 2019. The Netherlands market also developed positively. 1.7 million overnight stays mean an increase of 13.4 percent compared to the previous year and 7.8 percent compared to 2019. With two million overnight stays, guests from Austria saw a slight decrease of 2.0 percent compared to the previous year and from 0 .5 percent compared to 2019.
confidence for the winter
The good development from the summer should continue in the winter. "According to the tourism barometer, almost three quarters of the companies are very satisfied or satisfied with the booking situation for the coming winter season," explains Gerber. Here, too, the greatest expectations rest on the German market: 85% of those surveyed are satisfied or very satisfied with the booking situation for German guests.
Energy costs as a challenge
The mood in terms of sales expectations is more restrained. Almost 40 percent expect to be able to maintain the sales from the previous year, a good quarter expect a sales increase. On the other hand, 30 percent expect losses. For Gerber, this is a clear indication of the great challenges of the coming winter. “In particular, the massive increases in energy costs, which in some cases are more than ten times the previous price, are having an effect here. Of course, I am aware of this great burden for the companies and will do my best for the industry," says Gerber.
In addition, crises and inflation are causing uncertainty among guests. "Sometimes they wait a very long time before making a travel decision, so we have to expect bookings at very short notice this winter," says Seiler. According to the tourism barometer, the majority of Tyrolean accommodation providers are reacting to this with flexible cancellation regulations in order to encourage holidaymakers to book early.
Campaign with a Tyrolean feeling
This weekend the Tirol Tourist Board launched its winter campaign “Das Tirol Feeling”. In this way, the holiday destination of Tyrol is advertised in particular in the core markets of Austria, Germany, the Netherlands and Switzerland. The focus of the playout is the online area, supplemented by TV and radio spots, print ads and outdoor advertising.
