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ItalianoUpdated 23.10.2022
Tyrol remains in demand as a holiday destination. The summer season from May to September has brought an increase in overnight stays compared to both the previous year and the pre-Corona period. According to initial calculations, value added has also increased. For the coming winter, the issue of energy is considered a major challenge. Nevertheless, the industry is confident in view of the booking situation.
Innsbruck, 23 October 2022 - The interim balance after five out of six months of the summer season, which represents around 90 percent of the total summer overnight stays, shows a positive result. Tyrol was better booked in this period than in the previous year or than in 2019, the last summer before the pandemic. 20.1 million overnight stays mean a plus of 14.9 percent compared to 2021 and of 1.5 percent compared to 2019. The picture for guest arrivals is differentiated: 5.4 million in the current summer mean a plus of 25 percent compared to 2021, but a slight minus of 2.4 percent compared to 2019. The development of the length of stay is corresponding. So far this summer, this has averaged 3.8 days, which is lower than last year (4.1 days) but still higher than before the 2019 pandemic (3.6 days).
Increased value added
"The summer balance is basically pleasing, because our province continues to exude a great attraction," sums up Mario Gerber, Tyrol's designated tourism and economic provincial councillor. "However, arrival and overnight stay figures say nothing about the economic success of tourism. Therefore, it is particularly important to me that the value added has also 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 businesses: 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 the Tirol Tourist Board, the season that is coming to an end underpins an essential goal: "We want to further strengthen the summer so that it catches up with the winter, especially economically." Six out of ten euros in Tyrolean tourism have been earned in winter so far. "Our goal is therefore to add even more value to 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 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 market in the Netherlands also developed positively. 1.7 million overnight stays represent an increase of 13.4 per cent compared to the previous year and of 7.8 per cent compared to 2019. With two million overnight stays, there was a slight decrease of 2.0 per cent compared to the previous year and of 0.5 per cent compared to 2019 for guests from Austria.
Confidence for the winter
The good development from the summer is expected to continue in the winter. "According to the tourism barometer, almost three quarters of the businesses 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 is more reserved when it comes to turnover expectations. Almost 40 percent expect to be able to maintain the turnover from the previous year, a good quarter expect an increase in turnover. on the other hand, 30 per cent expect losses. For Gerber, this is a clear indication of the major challenges in the coming winter. "In particular, the massive increases in energy costs, some of which are more than ten times the previous price, are having an impact here. I am of course aware of this great burden on the businesses and will work with full vigour for the industry," said Gerber.
In addition, crises and inflation are causing uncertainty among guests. "They sometimes wait a very long time before deciding to travel, so we have to expect very short-term bookings this winter," Seiler makes clear. According to the Tourism Barometer, the majority of Tyrolean accommodation establishments are reacting to this with flexible cancellation policies to encourage holidaymakers to book early.
Campaign with Tirol feeling
This weekend the Tirol Tourist Board launched its winter campaign "The Tirol Feeling". The campaign promotes the Tirol as a holiday destination, especially in the core markets of Austria, Germany, the Netherlands and Switzerland. The focus of the campaign is on the online area, supplemented by TV and radio spots, print ads and outdoor advertising.