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ItalianoUpdated 21.11.2022
This year's summer season ended on 31 October. The results for Tyrol's tourism are pleasing: Overnight stays have increased both compared to the previous year and the previous season. There was also an increase in value added. In contrast, the tourism year, which has also been completed, has mixed results due to the challenging winter season 2021/22.
Innsbruck, 21 November 2022 - Holidays in Tyrol remain in demand. 22.4 million overnight stays in summer 2022 mean an increase of 13 percent compared to the previous year and of 1.3 percent compared to 2019, the last summer before the pandemic. In terms of guest arrivals, 6.0 million will be recorded from May to October. This represents an increase of 21.8 per cent compared to 2021 and a decrease of 2.7 per cent compared to the pre-pandemonium period. Along with this, the average length of stay for this year's summer is 3.7 days, lower than last year (4.0 days) but slightly higher than 2019 (3.6 days).
Local markets form stable basis
Once again, the local markets form the basis of this summer's good demand. Almost 83 percent of overnight stays came from the four countries Germany, Austria, the Netherlands and Switzerland. With 13.2 million overnight stays, German guests in particular spent 6.0 percent more nights in Tyrol this summer than in the previous year and 8.9 percent more than in 2019. This means that the share of German holidaymakers in total overnight stays this summer is around 59 percent. The home market, on the other hand, had mixed results. 2.3 million overnight stays mean a minus of 2.7 per cent compared to the previous year, but a slight plus of 0.2 per cent compared to 2019. The third most important market, the Netherlands, with 1.7 million overnight stays shows growth compared to 2021 (11.9 per cent) as well as to 2019 (7.7 per cent).
Potential in value creation
"Increases in arrivals and overnight stays are pleasing, but they are not our main focus," comments Tyrol's Tourism Provincial Councillor Mario Gerber on the results. "Much more important is an appropriate value added." According to a calculation by MCI Tourismus, the value added for this year's summer season is 2.2 billion euros, after 1.8 billion in the previous year. And the summer holds additional potential, as a comparison of average daily expenditure shows. "Our winter guests spend an average of 188 euros per day, Tyrolean summer guests 147 euros. In order to tap this potential, we must continue to develop more strongly in the direction of quality tourism," says Gerber.
Tirol Werbung Managing Director Karin Seiler agrees: "For an economically sound development of Tyrolean tourism, it is important to seize the opportunities for quality growth in the summer season in the coming years as well." Summer holidays in the Alps will certainly become more attractive. It is important to take advantage of this and to achieve higher price penetration. "Easy accessibility and a stress-free arrival and departure are becoming increasingly important for guests. For this reason, we need to focus more on good-quality public transport services as a real alternative to travelling to and from home by car and using it on holiday," says Seiler. Incidentally, this summer's result is not due to an increase in the number of beds. On the contrary: "The number of beds has fallen by 13 per cent to around 333,000 in the past 20 years," Seiler points out.
Tourism year: good summer, challenging winter
Not only the summer season, but also the tourism year traditionally ends in October. The balance sheet is mixed, because the good summer season was preceded by a challenging winter season including an initial lockdown. In total, there were 43.4 million overnight stays in Tyrol from 1 November 2021 to 31 October 2022. This corresponds to a minus of 12.7 percent compared to the tourism year 2018/19. A comparison with the previous tourism year is not representative due to the complete lockdown in winter 2020/21. In terms of guest arrivals, 10.5 million in the current tourism year mean a minus of 15.5 percent compared to 2018/19. The length of stay has increased slightly - from 4.0 days in the tourism year 2018/19 to currently 4.1 days.