Hamburg Tourism Monitor Facts, Figures & Trends 2009

Transcription

1 Hamburg Tourism Monitor Facts, Figures & Trends 2009

2 Contents and editorial Contents 6 National and international tourism trends 12 Tourism in Hamburg: an overview 18 Hamburg and its competitors 24 Tourism: an economic factor in Hamburg 28 Hamburg Metropolitan Region 32 Looking to the future 36 Monitoring Hamburg s tourism 38 Sources, partners, imprint Hamburg s powerful appeal creates added value Tourism is hugely important for Hamburg s economy and an engine of employment. The industry gives jobs to 102,000 people and generates an annual turnover of 6.6 bn. In 2009 alone 4.37 million visitors and 8.19 million overnight stays added up to a 6% increase on 2008 and a clear token of affection for Hamburg. Besides such hard facts and key infrastructural factors such as direct flights to and from Hamburg, without which tourism cannot develop, emotions and values play a very important role in the tourism business. Visitors are attracted by the Hamburgers affection for their city and immediately fall in love with the place. As a result, Hamburg regularly occupies one of the top spots in likeability leagues. Such empathy has enormous power and opens up excellent opportunities to position Hamburg internationally as a metropolis that is well worth living in and an attractive location for business. This makes tourism the most direct and emotional means of marketing the city. Together with our partners we want to take advantage of this powerful appeal. And we have a clear goal: 11 million overnights stays forecast for 2015 and that would take Hamburg into Europe s top ten of most-visited cities. Dietrich von Albedyll Managing Director Hamburg Tourismus GmbH 2 3

3 Kapitel Hamburg bucks the trend: growth in a recession 4 5

4 National and international tourism trends In 2009 the recession triggered off a decline in tourism worldwide. Particularly in the first few months of the year there were significantly fewer international arrivals than in previous years. The second half of the year, however, saw a slight recovery. In Germany as a whole, international arrivals fell by 2.7%. Development of global tourism Development of global tourism million international arrivals were recorded in After five years of growth, tourism worldwide declined by 4.3% from the previous year s figure as a result of the global financial and economic crisis Source: UNWTO 2010 (1) 6 7

5 National and international tourism trends International arrivals 2009 Trends in global tourism by continents 02 In 2009 Europe suffered the biggest drop in international arrivals a fall of 5.6% or some 20 million fewer visitors. The decline for the Americas was 5.1% or some 7 million international visitors. Market Arrivals (m) Change on prev. year Global share World % 100.0% Europe % 52% Asia-Pacific % 21% Americas % 16% Africa % 6% Middle East % 6% Source: UNWTO 2010 (1) Overnight stays (m) Germans Foreigners Trends in overnight stays in Germany: Despite the recession, Germany s tourist industry almost maintained its high level of overnights stays in 2009 (-0.3%). A 3% fall in overnight stays by international visitors was virtually offset by a constantly high number of overnight stays by Germans themselves Source: Federal Statistics Office 2010 (2) 8 9

6 Overnight stays in Hamburg rise to 8.19 million 10 11

7 Tourism in Hamburg: an overview Tourism in Hamburg has been recording aboveaverage growth rates for years. The number of overnight stays rose by 70% from 2001 to Even in 2009, a year of global recession, the number rose by a further 6% to 8.19 million. And Hamburg remained the engine of growth for Hamburg Metropolitan Region. Hamburg: economic indicators Hamburg: economic indicators 04 GDP (2008) 89.6 bn Population (June 2009) 1,778,120 1,124,500 Gainfully employed (2009) Hamburg s economic and population growth is higher than the average figure for other German cities. Unemployment rate (ø 2009) 8.6% km 2 Area Sources: North German Statistics Office 2010 (3), Federal Employment Office 2010 (4) 12 13

8 Tourism in Hamburg: an overview Overnight stays (m) Germans Foreigners Overnight stays in Hamburg: In 2009 Hamburg s tourism industry saw the eighth consecutive rise in overnight stays to a new record of 8.19 million. Between 2001 and 2009 the number of German visitors rose by 77% and of foreigners by 54%. Around 20% of all overnight stays in Hamburg are booked by non-germans Source: North German Statistics Office 2010 (5) Arrivals and overnight stays in Hamburg 2009 Hamburg tourism in Arrivals Overnight stays / /08 No. Change No. Change Foreigners 806, % 1,655, % Germans 3,561, % 6,535, % Total 4,367, % 8,190, % 4.4 million visitors and 8.2 million overnight stays add up to an increase of 462,524 overnight stays, or 6% more than the previous year. Source: North German Statistics Office 2010 (5) Monthly overnight stays (000s) Overnight stays in Hamburg by season: The summer months and in particular July, August and September are when most tourists come to Hamburg. The absolute record came in August 2009 with some 850,000 overnight stays Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: North German Statistics Office 2010 (5) 14 15

9 Tourism in Hamburg: an overview Overnight stays by country of origin (000s) Trends in foreign visitors to Hamburg in % -8.1% +13.9% % -0.4% % % % % % % % -3.8% % +9.9% -5.1% -6.6% +3.3% In 2009 Swiss visitors to Hamburg were, for the first time, the strongest foreign contingent with 163,000 overnight stays. Switzerland was followed by the UK and Austria. In a year of global recession Hamburg recorded more overnight stays, in particular from neighbouring countries in Europe, e.g. Switzerland, Austria and Denmark. The countries with declining numbers included the UK (-8.1%), which had traditionally been Hamburg s No Switzerland UK Austria Denmark USA Netherlands France Spain Italy Sweden Russia China Norway Gulf States Belgium Japan Poland Finland Source: North German Statistics Office 2010 (5) Beds available and occupancy rate Occupancy rate (%) Beds available and occupancy rates: ,000 The number of hotel beds in Hamburg rose again in Between 2001 and 2009 the number increased by 50%, or around 14,000 beds. Despite this growth, the occupancy rate remained high at 53.2% in ,000 30,000 20,000 10, Source: North German Statistics Office 2010 (5) 16 17

10 Hamburg and its competitors A Europe-wide comparison of overnight stays in the recession year of 2009 reveals that Hamburg, Berlin and Barcelona were the three fastest-growing cities. Hamburg expanded its share of the German market and narrowed the gap on Munich, the second most popular city after Berlin. Overnight stays in the top five cities (m) Overnight stays in Germany s five biggest cities: Berlin Munich Hamburg Frankfurt Cologne In absolute terms Hamburg is in third place after Berlin and Munich and ahead of Frankfurt and Cologne. A long-term comparison of the top five cities shows that in terms of the total number of overnight stays, Hamburg is catching up on Munich and widening the gap on Frankfurt and Cologne. Hamburg and Berlin were the only top five cities that increased their market shares in recent years. The five biggest cities account for more than 12% of all overnight stays in Germany Source: State Statistics Offices 2010 (6) 18 19

11 Hamburg and its competitors Trends in overnight stays in Germany: (%) Berlin Hamburg Dresden Leipzig Munich 6.2 % 6.0 % 2.0 % 1.3 % 0.6 % Hannover* Frankfurt* Cologne Düsseldorf Stuttgart *Jan. Nov % -6% -4% -2% -2.5 % -3.5 % -4.1 % -4.2 % -8.3 % 0 2% 4% 6% total 18.9 m 8.2 m 3.3 m 1.9 m 9.9 m 1.7 m 4.9 m 4.1 m 3.2 m 2.7 m Development of overnight stays in German cities in 2009 Despite the recession, Berlin and Hamburg again managed to grow their overnight business by some 6% in Cities with higher percentages of foreign tourists and business travellers, e.g. Frankfurt or Düsseldorf, suffered a decline in overnight stays. Source: State Statistics Offices 2010 (6) 11 Trends in overnight stays in Europe: (%) Barcelona Stockholm* Amsterdam** 6% 3.6% 0.7% Paris Vienna Copenhagen* Prague*** Budapest -3.5% -3.8% -6.2% -9.6% -10.2% -10% -8% -6% -4% -2% 0% 2% 4% 6% * Jan. Nov. 2009, **Jan. Oct. 2009, *** Jan. Sept Development of overnight stays in Europe in 2009 A similar picture emerges if we compare European cities. Few were able to grow significantly in Berlin, Hamburg and Barcelona top the table with growth rates of around 6%. Source: dwif 2010 (7) 12 Overnight stays in Europe: 2009 (m) only hotels 2 all paid-for accommodation 3 incl. very small establishments and outlying districts figures Overnight stays in European cities in Hamburg is 13th in the European city tourism table. But in 2009 Hamburg caught up significantly on the two cities ahead of it in the table through an increase of some 400,000 overnight stays. 5 0 London 3 as per Paris 1 Dublin 2, Berlin Rome 2 Madrid 1 Barcelona Prague Munich Vienna Amsterdam 1 Edinburgh 2,4 Hamburg Milan 1,4 Stockholm Lisbon Budapest Brussels Florence 1 Copenhagen Source: dwif 2010 (7) 20 21

12 Turnover from tourism in 2009: 6.6 bn 22 23

13 Tourism: an economic factor in Hamburg Tourism is one of Hamburg s most important industries. The turnover generated in 2009 alone was 6.6 bn, or 3.72% of Hamburg s GDP. As a classic cross-sectoral industry, tourism safeguards turnover and jobs in the hotel and catering industry, the retail trade and other service industries in Hamburg. Overnight stays Daily trips 8.2 m (commercial) à 173 = bn 22 m (business) à 30 = 660 m 11.0 m (private) à 44 = 484 m 91.8 m (private) à 44 = bn 19.2 m overnight stays m day trips bn bn Around 365,000 visitors and a turnover of 18.1 m per day Tourism s contribution to Hamburg s economy an overview On average, around 365,000 people visit Hamburg every day and generate a daily turnover of 18.1 million. Tourism is not just a source of turnover but also a powerful job generator. The gross income from tourism safeguards around 100,000 jobs in Hamburg (full-time equivalents) m days stayed p.a. 6.6 bn gross turnover 102,000 persons employed in Hamburg (full-time equivalents) Source: Deloitte, HWWI 2010 (8) 24 25

14 Tourism: an economic factor in Hamburg Days stayed and turnover Days stayed and turnover by market segments % 69.6% 9.9% 62.4% Business day trips Around 114 million day visitors a year are an extremely significant factor for Hamburg s economy. Add this to the 19.2 million overnight stays and you end up with an annual figure of some 133 million days stayed. Around 85% of this is accounted for by day visitors; or put differently, for every overnight stay in Hamburg there are 15 day trips. This ratio is reflected in the turnover figures with over 72% of turnover generated by day visitors. 7.3% 8.2% 20.4% 6.0% 133 m days 6.6 bn Private day trips Overnight stays in private accommodation Overnight stays in commercial establishments Source: Deloitte, HWWI 2010 (8), dwif 2008 (9) Turnover (%) Turnover by industry Retail trade Services The gross turnover generated by tourism in Hamburg is divided up among various industries. Around 45% of the turnover is accounted for by the retail trade, which profits most from Hamburg s tourism, while some 28% comes from the gastronomy sector Hotels Gastronomy Source: dwif 2008 (9) 26 27

15 Hamburg Metropolitan Region Tourism in Hamburg Metropolitan Region has been a success story since the mid-80s. With an annual total of some 18.5 million overnight stays and a gross turnover of around 257 million, tourism is a pillar of the region s economy and a significant engine of growth. Rural districts in the Metropolitan Region Hamburg Metropolitan Region 17 Dithmarschen Steinburg Segeberg Stormarn Cuxhaven Pinneberg Herzogtum-Lauenburg Stade Hamburg Ludwigslust Harburg Lüneburg Rothenburg Hamburg Metropolitan Region is made up of the City of Hamburg, six rural districts in Schleswig-Holstein and eight in Lower Saxony, covering an area about the size of the US state of New Jersey. Uelzen Lüchow-Dannenberg Soltau-Fallingbostel 28 29

16 Hamburg Metropolitan Region Economic indicators Metropolitan Region 2008 Area 19, km 2 Population 4,286,123 Change in population since 2000 (%) 2.6 Gainfully employed (2007) 2,087,800 Unemployment rate (%) 7.8 GDP ( m) 144,478 Incoming commuters 170,549 Outgoing commuters 148,119 Economic indicators for Hamburg Metropolitan Region Hamburg Metropolitan Region is one of the most competitive regions in Germany and Europe. With its 4.3 million inhabitants the Metropolitan Region is the economic centre of North Germany. Source: North German Statistics Office 2010 (3) 18 Overnight stays (000s) w/o camping HH Metropol. Region w/o HH Metrop. Region w. HH Development of overnight stays in Hamburg Metropolitan Region: A 2% increase in overnight stays in 2009 maintained the positive trend in the Metropolitan Region since The motor of this growth in 2009 was once again Hamburg, which compensated for the slight fall in overnight stays in the rest of the Region (-0.8%) Source: North German Statistics Office 2010 (10), Lower Saxony State Office for Statistics and Communications Technology 2010 (11) Overnight stays Daily trips 18.4 m (comm. accom.) bn 32.0 m (business) 842 m 36.0 m (small est. & private) bn m (private) bn 54.4 m overnight stays bn m day trips bn Around 704,000 visitors and a turnover of 26.7 m per day m days stayed p.a. 9.7 bn gross turnover Tourism s contribution to the Metropolitan Region s economy Tourism generates an annual turnover of 9.7 bn in Hamburg Metropolitan Region. Half comes from day visitors, the other from those who stay overnight. The gross income from tourism safeguards around 150,000 jobs in the Region (full-time equivalents) ,000 persons employed in the Metropolitan Region (full-time equivalents) Source: Deloitte, HWWI 2010 (8) 30 31

17 Looking to the future Despite increasingly frequent cyclic crises, tourism is expected to grow in years to come both worldwide and in Hamburg. As an economic factor and job generator, tourism will become considerably more important. Forecast of international arrivals in 2020 x2.5 x Americas Europe x Africa x2 x Arab countries Asia UNWTO forecast for international tourist arrivals in 2020 The UNWTO forecasts around 1.6 billion international arrivals worldwide in 2020 twice as many as in Source: UNWTO 2010 (12) 32 33

18 Looking to the future Forecast of overnight stays in Hamburg (m) Cruise Center Altona HafenCity Elbphilharmonie Green Capital Int. Horticultural Show Int. Construction Exhibition Scenario I Two forecasts of tourism growth in Hamburg to 2020 The forecasts for 2015 range from million overnight stays and by 2020 experts expect something in the range of million Scenario II Source: Deloitte, HWWI 2010 (8) Overall economic impact Overall economic impact Gross turnover ( m) 6,598 7,858 9,096 Share of GDP 3.72% 4.03% 4.34% The gross turnover generated by overnight stays and day trips to Hamburg may rise from 6.6 bn in 2009 to some 9 bn in By today s estimates that would mean tax revenues of 629 million and up to 140,000 jobs generated by tourism. No. of employees 101, , ,425 Tax revenues ( m) Source: Deloitte, HWWI 2010 (8) 34 35

19 Monitoring Hamburg s tourism Hamburg Tourism Monitor The Hamburg Tourism Monitor (HTM) is a service provided by Hamburg Tourismus. In close collaboration with various partners, HTM helps to boost the success of firms involved in Hamburg s tourism industry through information and recommendations. This is due not least to the fact that marketing, investment and subsidy decisions can be taken on the basis of sound data. Besides, HTM encourages networking among the various industries and players involved in the tourism business. HTM delivers the latest information on tourism in Hamburg in a clearly arranged and concise form. It monitors trends and developments, facts and figures, benchmarks and best-practice examples. This service is not only for internal use but can also be called upon by external target groups, including partner organisations in Hamburg or elsewhere, public authorities and institutions, hotels and other service providers in the city. Business consultants, investors, universities, institutes and students can also be granted access to selected data. For further details of the Hamburg Tourism Monitor and its findings please refer to: Up-to-date statistics and other tourism-related information are also available on the Hamburg Tourismus website. Tourism Monitor Newsletter Subscribe to the online newsletter via the website. Download HTM publications on a variety of topics: Hamburg Tourismus Monitoring Kultur und Tourismus Hamburg Tourism Monitor Facts, Figures & Trends

20 Sources, partners, imprint Sources 1 UNWTO World Tourism Organization, World Tourism Barometer 1/2010 (2010) The Hamburg Tourism Monitor is made possible by the support of five premium partners: 2 Federal Statistics Office, monthly accommodation figures, (2010) 3 North German Statistics Office, (2010) Marketing GmbH 4 Federal Employment Office, (2010) 5 North German Statistics Office, monthly accommodation figures for Hamburg, (2010) 6 State Statistics Offices, monthly accommodation figures, (2010) 7 dwif, European Ranking of Top 20 Cities in 2008 and 2009 (2010) 8 Deloitte, HWWI, Tourism as an Economic Factor in Hamburg Metropolitan Region Forecasts for 2015 and 2020 (2010) 9 dwif, Tourism as an Economic Factor in Hamburg Metropolitan Region (2008) 10 North German Statistics Office, monthly accommodation figures for Schleswig-Holstein, (2010) 11 Lower Saxony State Office for Statistics and Communications Technology, monthly accommodation figures, (2010) 12 UNWTO, (2010) Imprint Hamburg Tourismus GmbH Monitoring & Consulting Design and execution boy Strategie und Kommunikation GmbH, Kiel Photos Hamburg Marketing GmbH, Page 10/11: Jörg Modrow, Hamburg Printed on FSC-certified paper Hamburg, April

21 40 Hamburg Tourismus GmbH Monitoring & Consulting Steinstraße Hamburg Phone: stahmer@hamburg-tourismus.de