EXECUTIVE SUMMARY. 1 Preface. 2 Tourism in the Baltic Sea. 4 Possibilities and challenges

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1 di analysis Tourism in the Baltic Sea Region EXECUTIVE SUMMARY > > This booklet gives you an overview of possibilities and challenges in the tourism industry in the Baltic Sea region. > > The first part gives a short introduction to the tourism industry in the Baltic Sea region. The region accounts for 7 percent of the world s tourism measured by international arrivals and thus the region as whole has a strong basis in an increased global competition. The industry is a significant player ensuring growth and employment in the region. Hence it is important to ensure a favorable business environment for the tourist industry. > > The second part highlights some of the trends in the industry and addresses some of the possibilities and challenges that the industry faces. > > The final part of the booklet is a short introduction to the current situation in the countries in the Baltic Sea region. 1 Preface 2 Tourism in the Baltic Sea Region 4 Possibilities and challenges 7 Country Portraits 8 denmark 1 estonia 12 Finland 14 Germany 16 Latvia 18 Lithuania 2 Poland 22 Sweden

2 Published by the Confederation of Danish Industry Edited by Kathrine Winther and Sune K. Jensen Printed by the Confederation of Danish Industry ISBN:

3 Page 1 Preface The tourism industry in the Baltic Sea region contributes significantly to the economies of the countries in the region. With about 73 million international arrivals in the region equivalent to 7 percent of all international arrivals the tourism industry generates growth, wealth and jobs to more than 1.4 million people. Tourism quickly recovered from the global crisis, and the global outlook of the tourism industry is positive. According to the UNWTO s global forecast the average annual growth is expected to be 3.3 percent until 23. The Baltic Sea region has a good starting point to tap into this potential. However other regions are investing heavily in tourism, so we need to step up our effort if we want to maintain or increase our market share. We need to keep on attracting tourist not only from the growth markets like Russia, China and Brazil, but also from the closer and more mature markets in Europe. The tourism industry in the Baltic Sea region needs a stronger voice at both regional and European level addressing the opportunities and challenges of the industry. Politicians often underestimate the importance and impact of tourism on the economy. Raising awareness of the tourism industry will increase the possibilities for the sector to grow and generate jobs. It is our belief that a stronger collaboration among the businesses within the region will advance the possibilities of reaching the potential of the industry in the Baltic Sea region. Furthermore, a closer collaboration will provide a platform to exchange experiences and challenges across borders and sectors in the industry. Our vision is to make the Baltic Sea region the preferred destination in Europe.

4 page 2 Tourism in the Baltic Sea Region Put together the countries located by the Baltic Sea hold a large share of the international tourism. In 212 the Baltic Sea region accounted for 7 percent of the world s tourism measured by international arrivals and 13 percent of the tourism in Europe. That is equivalent to 73 million international arrivals in the Baltic Sea region. In 212 the total number of overnights was 57 million. The region s share of international tourism is the result of a decade generally characterized by growth in both arrivals and overnights in the countries in the region. In Latvia the rise in international arrivals has been the highest in the region with a twofold increase in arrivals from 2 to 211. The economic crisis in 28 led to a drop in arrivals and overnights in some countries, but they have all recovered. Compared to 2 only Denmark has experienced a decline in the number of international overnights. International arrivals rose by 3 percent in Europe from 211 to 212. In comparison international arrivals rose by 7 percent in Asia and the Pacific and by 5 percent in the Americas. This indicates that despite the past decade of growth, we have lost market shares. The growing competition on the global market is a challenge for our region. The emerging markets increase the number of destinations and hence contribute to the increasing global competition. The emerging markets also enlarge the number of potential tourists and thereby create new opportunities. Some countries in the Baltic Sea region have already experienced high growth rates from these economies. Russia is one of the top five growth markets in almost all countries in the region. In Lithuania Russian overnights rose by more than 45 percent from 211 to 212. Other examples of growth markets are China and Brazil. In Denmark, the Chinese overnights rose by 35 percent and the Brazilian by 25 percent from 211 to 212. The Baltic Sea region is a leading destination All countries but one have had an increase in interna - tional tourism since 2 International competition rises Emerging markets create opportunities However it is important to note that the number of arrivals and overnights from the growth markets is still relative low in comparison with the more traditional and closer markets. It goes without saying that Germany is one of the important markets for the countries in the region. In all the countries German tourists account for such a large number of overnights that Germany is among the top five markets. Another mature market of importance is the United States. The Unites States is especially an important market for Poland and Germany. Germany is a significant market for all countries in the region

5 Page 3 The domestic markets are in many cases also of great importance to the industry. In percent of the overnights in Germany were German tourists and in Sweden 76 percent of the overnights were Swedish. In comparison the international overnights are more important in other markets; like in Latvian where 7 percent of the overnights were international in 211. Regardless of the difference in number of arrivals and overnights and regardless of the dependence on the domestic or international markets the tourism industry is of great economic importance in every country in the region, since the effect on the GDP is between 1.5 percent (Lithuania) and 3.3 percent (Estonia). The tourism industries also affect the employment in the region and accounts for between 1.8 percent (Sweden) and 3.2 percent (Estonia) of the total employment in the countries. The industry create employment and benefit the GDP The similarities in the tourism sector across the Baltic Sea region indicate that the industry in the region faces similar possibilities and challenges despite minor variations. Some of these possibilities and challenges are described in the following.

6 page 4 Possibilities and Challenges New markets and changing travel patterns create new opportunities for the markets in the Baltic Sea region. The rising number of destinations on the other hand creates more competition and new challenges for the industry. The following is a brief overview of some of the opportunities and challenges that the industry faces. A growing market The countries located by the Baltic Sea have generally experienced growth in international arrivals since the 199s. This follows the global growth trend in the industry with a growth rate of 4 percent and more than 1 billion arrivals in 212. UNWTO s forecasts predict that the growth in international tourism will continue with an average annual growth of 3.3 percent until 23 and UNWTO expects that the number of arrivals will reach 1.8 billion in 23. International tourism will continue to grow With increased competition Europe accounts for half of the world's total tourism and as mentioned the Baltic Sea region accounts for around 13 percent of the tourism in Europe and 7 percent of the world's tourism measured by arrivals. Despite the current market share which in comparison with other regions is quite high, the growing competition on the global marked is a challenge. The tourists at the destinations in the Baltic Sea region are primarily from other countries in the region or from other European countries. The growth rates for neighboring markets are considerably lower in comparison with distant emerging markets like China. Even though the growth rate for tourism from distant emerging markets in several countries in the Baltic Sea region is very high, the total number of arrivals and overnights is still relative low compared to the close markets. It is to be expected that the demand from the emerging markets will continue to rise, but the markets will remain relative small for some time. China it not only an important market due to the significant growth in arrivals and overnights. In 212 the Chinese tourism expenditure exceeded Germany and USA. The Chinese tourists are now the top spenders in international tourism. Another market with high growth rates in the Baltic Sea region and also among the top spenders is Russia. Russia is number five on the list of top spenders. Arrivals from new markets grow Chinese tourists spend the most when travelling

7 Page 5 However, the tourists from new markets are not enough to compensate for any decline in tourists from our neighboring markets, since the number of arrivals and overnights from these markets is still relative small. Despite the fact that the neighboring markets in many cases do not have the same growth rates as distant markets the neighboring markets still holds great opportunities for the tourism industry in the Baltic Sea region. Therefore a focus on the more traditional and neighboring markets as well as the new growth markets will be beneficial. New trends and demands The region s large share of global tourism, 7 percent of arrivals in 212, indicates that the destinations in the region possess some of the qualities that tourists find attractive. Many of these areas still hold a potential. To reach the potential of destinations like coastlines, cities and cultural attractions in an increased global competition there need to be a continued focus on improving the attractiveness of the region. In the recent years Europe has experienced that the growth rates in arrivals have been higher than the growth rates in overnights. This is possibly caused by a travelling trend of more frequent trips combined with shorter stays. In line with the trend towards shorter trips city tourism has increased. There is a general international tendency towards more cultural tourism, which has raised the importance of developing the cultural attractiveness of the destinations. At the same time it is important to increase the overall quality of the tourism products to ensure a competitive advantage compared to the competitors outside our region. More frequent travels, but shorter trips Increased importance of culture Following the trend towards increased city tourism, the cruise industry has experienced a rapid annual growth of 8 percent for the last 2 years. This trend has had a positive impact on destinations in Northern Europe, but the Baltic Sea region s popularity as a cruise destination is under pressure. The competition from other growing cruise destinations like Asia and the Pacific foster a continued focus on developing the cruise industry to maintain the market share. Along with the opportunities follow a number of challenges and possible negative impacts on the environment. Therefore developing the tourism industry in line with the goals of sustainable tourism has become an area of interest at both national and international level. Sustainability

8 page 6 Another challenge for the tourism industry is the need of strengthening the productivity and innovation of the industry to maintain the attractiveness of the destinations in our region. The challenges facing the tourism industry are complex and numerous. Addressing these challenges requires highquality information for sound decision making by both the businesses and the politicians. Therefore the quality and timeliness of tourism statistics need to be improved to ensure continued development and growth in the tourism industry. Need for a strong voice The tourism industry accounts for a considerable part of the employment in the countries in the region. The market growth entails great opportunities, but the recent traveling trends as well as increased competition from new destinations challenge the industry in the Baltic Sea region. It is of common interest to improve the conditions for the industry to comply with the current challenges. With a common strong voice we can raise the politicians awareness of the importance of the tourism industry and the challenges that we face.

9 Page 7 Country Portraits The following section contains a brief overview of the situation in the tourism industry in the countries by the Baltic Sea. The data sources have been chosen to be able to compare the different countries in the region. In some cases the numbers might not tell the whole truth, since the countries in some cases include different variables in the statistics. One issue is the lack of comparable categorizations. Another is that the data is not timely. Therefore some of the data should be interpreted with some caution. Finland Sweden estonia Latvia Denmark Lithuania germany Poland

10 page 8 Denmark The number of both arrivals and overnights in Denmark is relatively high compared to other countries in the Baltic Sea region. In the past 2 years there has been a comparable development in the number of annual arrivals and overnights in Denmark with a relative small growth rate. Unfortunately the total number of international overnights has decreased in the past couple of years. Denmark is the only country in the region which has had a negative development in that time period. One of the challenges for the industry is a high price level compared with the rest of the region. Decrease in international overnights Tourism Facts Denmark Number of arrivals (mio., 211) 7.9 Number of overnights (mio., 211) 44.7 International overnights percentage of total (211) 49 Employment by the tourism industry (212) 188,9 Employment by the tourism industry percentage of total (percent, 212) 7.2 Tourism industry GDP percentage of total (percent, 212) 1.9 Travel and Tourism Competitiveness Index, Europe (out of 42) 14 World Economic Forum: The Travel and tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, and Statistics Denmark In Denmark the tourism industry is of great importance, since the industry accounts for 7.2 percent of the total employment. This number is quite high compared to other countries in the Baltic Sea region. More in line with the general trend is the contribution to the GDP, which in Denmark accounts for 1.9 percent. Top Five Markets in Denmark Overnights (1,) 14, 12, 1, 8, Note Figures from 212 Statistics Denmark and Visit Denmark 6, 4, 2, Germany Norway Sweden The Netherlands Great Britain

11 Page 9 The largest part of tourism in Denmark is costal tourism, which accounts for 34 million of the total number of overnights in Denmark. Despite a general decline in total arrivals in Denmark the number of overnights in Copenhagen has increased with 6 percent in 212. In line with this development the number of cruise passengers visiting Copenhagen has more than doubled since 24 and reached 84, passengers in 212. Top Five Markets in Denmark Percent China Brazil Russia Finland Overnights (1,) Australia Growth (211/212) Overnights (212) Statistics Denmark and Visit Denmark Germany by far represents the largest market for Danish tourism and accounts for almost half of all foreign overnights. The decrease in arrivals and overnights is especially caused by a drop in the number of German tourists, while Danish overnights have increased. The Scandinavian markets Norway and Sweden represent the second and third largest market, with a share of international overnights of respectively 11 percent and 8 percent. The countries which represent the markets with the highest growth rates are neighboring markets, Russia and Finland, as well as more distant markets, China, Brazil and Australia. It is important to note, that the total number of overnights from the top five growth markets is still relatively small compared to the top five markets measured in overnights. For instance the Chinese tourists only have a market share of foreign overnights of.5 percent. The growth markets cannot compensate for the loss in German overnights.

12 page 1 Estonia The tourism industry in Estonia has generally been experiencing a positive development for the last decade. Following this trend, the number of arrivals rose by 12 percent from 21 to 211. International overnights account for 7 percent of the total overnights in Estonia, which is a very high share compared to other countries in the Baltic Sea region. Most foreign overnights are Finnish tourists, but Russia is also a very important market with both a high number of tourists as well as high growth rates. Finland and Russia are important markets Tourism Facts Estonia Number of international arrivals (mio., 211) 2.7 Number of overnights (mio., 211) 5.4 International overnights percentage of total (211) 69 Employment by the tourism industry (212) 19,4 Employment by the tourism industry percentage of total (percent, 212) 3.3 Tourism industry GDP percentage of total (percent, 212) 3.2 Travel and Tourism Competitiveness Index, Europe (out of 42) 2 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Visit Estonia The tourism industry in Estonia accounts for both a large part of the employment, 3.3 percent as well as a large part of the GDP, 3.2 percent, which is high compared to other countries in the region. Estonia has experienced a very high growth rate in number of arrivals, Top Five Markets in Estonia Overnights (1,) 1,8 1,6 Note Figures from 212 1,4 1,2 Visit Estonia 1, Finland Russia Germany Sweden Latvia

13 Page 11 which was more than 12 percent from 21 to 211. This follows a positive trend where total arrivals have increased from 1.5 million in 23 to 2.8 million in 212. The positive development in both arrivals and overnights in the past decade has only been interrupted by the financial crises, which had a negative impact on both arrivals and overnights. The growth picked up quickly and is now, as mentioned, very positive. The top five markets; Finland, Russia, Germany, Sweden and Latvia, are all neighboring markets. Finland is by far the largest market and accounted for 44 percent of all foreign overnights in Estonia in 212. Finland is followed by Russia, which accounted for 15 percent of all overnights in Estonia. The Swedish overnights have declined with 1 percent from 211 to 212, but Sweden is still one of the largest markets. Russia is not only the second largest market, it is also the market with the Top Five Markets in Estonia Percent Overnights (1,) Visit Estonia Growth (211/212) Overnights (212) United States Russia Latvia China France second highest growth of 25 percent from 211 to 212. Another important market is Latvia considering the growth rate and the large number of overnights. In 212 Latvia accounted for 4 percent of the total number of overnights in Estonia. Among the growth markets are two distant markets: the US and China, but both markets account for a very small number of overnights.

14 page 12 Finland The tourism industry is of great importance to the overall economy and accounts for both 2.1 percent of GDP and of employment. There has been a positive growth in the number of arrivals from 21 to 211 of 14 percent The number of overnights has increased with 5 percent from 211 to 212. The main reason for this is an increase in Russian tourists. This positive development is also reflected in the consumption, since foreign visitors spent 2.3 billion Euros in 212, which is 7 million more than the previous year. Russian tourists are the main contributor to growth There are great regional differences in the tourism in Finland. The southern parts and the archipelago accounts for 57 percent, while Lakeland accounts for 24 percent and Lapland for 19 percent. Tourism Facts Finland Number of arrivals (mio., 211) 4.2 Number of overnights (mio., 211) 2. International overnights percentage of total (211) 28 Employment by the tourism industry (212) 52,3 Employment by the tourism industry percentage of total (percent, 212) 2.1 Tourism industry GDP percentage of total (percent, 212) 2.1 Travel and Tourism Competitiveness Index, Europe (out of 42) 1 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Statistics Finland Finland s rather high growth of 14 percent in arrivals from 21 to 211 follows a positive trend in the last 2 years with growth in both arrivals and overnights. Since 23 the total number of arrivals has increased from 8.4 million to 1.8 million in 212. Following the economic crisis in 28 there was a small drop in arrivals and overnights, but the trend quickly turned and regained the positive development percent of overnights in Finland are international overnights, which in comparison with other countries in the region, is rather small. The top markets are all neighboring markets. Like many countries in the

15 Page 13 region, Russia accounts for a very large part of the international tourism in Finland, 27 percent. The neighboring countries Sweden and Estonia are also on the list and account for respectively 9.7 percent and 4 percent of the foreign tourism in Finland. In comparison with 211 the number of overnights from Sweden and Germany has decreased by 2.7 percent and 1.3 percent. Top Five Markets in Finland Overnights (1,) 1,6 1,4 1,2 1, Note Figures from 212 Statistics Finland Russia Sweden Germany Great Britain Estonia Russia not only accounts for the largest part of international tourism, it is also an important growth market. Two of the growth markets, Japan and Brazil, are distant markets. Despite the high growth rate, they account for a very small number of overnights. Top Five Markets in Finland Percent Overnights (1,) 1,8 1,5 1, Statistics Finland Growth (211/212) Overnights (212) Lithuania Brazil Japan Russia Switzerland

16 page 14 Germany Germany is a popular destination for European tourists. Especially popular is Berlin and the southern part of Germany which receive the largest part of the overnights in Germany. The Dutch tourists are the largest tourist segment in Germany. They account for 17 percent of the foreign overnights in Germany. Another interesting market is Russia with a growth rate around 25 percent from 211 to 212. Russia a significant growth market Tourism Facts Germany Number of arrivals (mio., 211) 28.4 Number of overnights (mio., 211) International overnights percentage of total (211) 16 Employment by the tourism industry (212) 723, Employment by the tourism industry percentage of total (percent, 212) 1.8 Tourism industry GDP percentage of total (percent, 212) 1.6 Travel and Tourism Competitiveness Index, Europe (out of 42) 2 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, DeStatis Statistisches Bundesamt As mentioned Germany accounts for the largest part of arrivals in the Baltic Sea region with more than 28 million arrivals, but only a small part of these are in the north of Germany. The number of overnights in Germany is like the number of arrivals by far the largest in the Baltic Sea region with almost 34 million overnights. For the last 2 years there has been a positive development in both arrivals and overnights. The international arrivals have increased from 18 million in 23 to 28 million in 212. Likewise the international overnights have increased from 41.6 million to 68.8 million from 23 to 212. The development in arrivals has been more steady and with less fluctuations than the development in overnights. In comparison with other countries in the region the share of international overnights is relative small and the growth in total arrivals has been relatively low. None of the countries in the Baltic Sea region are among the top five markets for German tourism. Neighboring markets like the Netherlands, Switzerland, United Kingdom, and Italy are on the top five list. The US, which is the third largest market, is the only distant market among the top five. The Netherlands account for 17 percent of the foreign overnights in Germany, while the other top five markets have a smaller market share between 5 percent and 8 percent.

17 Page 15 Top Five Markets in Germany Overnights (1,) 12, 1, 8, Note Figures from 212 DeStatis Statistisches Bundesamt 6, 4, 2, Netherlands Switzerland United States United Kingdom Italy The growth rates of the top five growth markets were between 2 and 26 percent from 211 to 212. The growth markets in Germany are mainly neighboring markets. Russia is an important market, both because of the very high growth rate and because of the total number of overnights which in comparison with other growth markets is very high. The Russian share of total foreign overnights in Germany was 3.5 percent in 212. Top Five Markets in Germany Percent 3 Overnights (1,) 3, Growth (211/212) Overnights (212) ,5 2, 1,5 1, 5 DeStatis Statistisches Bundesamt Ukraine Russia Cyprus Republic of Korea Slovenia

18 page 16 Latvia Since the beginning of the 199s, Latvia has experienced growth in both arrivals and overnights. During the last ten years the growth picked up, but was shortly disrupted by the economic crisis in 28. From 21 to 211 the growth rate for arrivals was 8.7 percent. Compared to neighboring markets like Estonia (12.4 percent) and Lithuania (17.8 percent) this development is relative low. Russia is the main market for Latvia s tourist industry with a share of 24 percent of foreign overnights. Russia accounts for one quarter of the foreign overnights Tourism Facts Latvia Number of international arrivals (mio., 211) 1.5 Number of overnights (mio., 211) 3.3 International overnights percentage of total (211) 7 Employment by the tourism industry (212) 28,8 Employment by the tourism industry percentage of total (percent, 212) 2.9 Tourism industry GDP percentage of total (212) 3.1 Travel and Tourism Competitiveness Index, Europe (out of 42) 29 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Latvia Statistics Like other countries in the Baltic Sea region the tourism industry accounts for both a relatively high level of employment of 2.9 percent as well as a high share of GDP, 3.1 percent. Latvia s tourist industry heavily depends on foreign tourist. 7 percent of the total overnights are foreign overnights. Compared to some of the other countries in the region this level of foreign overnights is very high.

19 Page 17 Top Five Markets in Latvia Overnights (1,) Note Figures from 212 Latvia Statistics Russia Germany Norway Lithuania Finland The top five markets are all neighboring markets. Russia it the largest market for Latvian tourism and in 212 Russian tourists accounted for 24 percent of all foreign overnights in Latvia. From 211 to 212 overnights from three of the markets in the top five have decreased. Finland decreased with 17 percent, Lithuania with 1 percent, and Norway with 5 percent. Top Five Markets in Latvia Percent Overnights (1,) Latvia Statistics Growth (211/212) Overnights (212) Malta Uzbekistan Slovakia Bulgaria Azerbaijan 2 The top five growth markets all have very high growth rates, which are between Malta with 95 percent and Azerbaijan with a growth rate of 54 percent. Of the top five countries, Uzbekistan has the highest number of international overnights, 16,, which is only.6 percent of the total number of foreign overnights.

20 page 18 Lithuania The Lithuanian tourism industry accounts for 1.5 percent of the employment and 1.6 percent of GDP, which is a bit lower than some other countries in the Baltic Sea region. The growth in arrivals from 21 to 211 (18 percent) is higher than a number of other countries in the region. The main source for the growth is the Russian market. Russia is the main market Tourism Facts Lithuania Number of international arrivals (mio., 211) 1.8 Number of overnights (mio., 211) 4.9 International overnights percentage of total (211) 48 Employment by the tourism industry (212) 21,7 Employment by the tourism industry percentage of total (percent, 212) 1.5 Tourism industry GDP percentage of total (percent, 212) 1.6 Travel and Tourism Competitiveness Index, Europe (out of 42) 3 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Statistics Lithuania The growth in arrivals of almost 18 percent in Lithuania from 21 to 211 is very high, both compared to the neighboring countries as well as the other countries in the region. The positive development is in line with the development in the past 1 years with an increase in both arrivals and overnights. The economic crises in 28 resulted in a drop in both arrivals and overnights, but the positive growth quickly picked up.

21 Page 19 Top Five Markets in Lithuania Percent Iceland Czech Republic Luxembourg Russia Overnights (1,) Ireland Note Figures from 212 Statistics Lithuania The top five markets are all neighboring markets. Russia is by far the largest market, with a share of total foreign overnights of 24 percent. Germany and Belarus both have a share of foreign overnights around 15 percent, while Poland s share was 11 and Latvia s 5 percent in 212. The number of overnights from the top five markets has increased from 211 to 212, except overnights from Poland where the number has been stable. The Latvian overnights rose by 12 percent, the Belarusian by 11 percent and the German by 4 percent. Top Five Markets in Lithuania Percent Iceland Czech Republic Luxembourg Russia Overnights (1,) Ireland Statistics Lithuania Growth (211/212) Overnights (212) The top five growth markets all have growth rates between 26 percent and 46 percent. It is important to note that most of the markets have a very small number of overnights in Lithuania, except Russia. Iceland and Luxembourg have both a share of the international overnights below 1 percent.

22 page 2 Poland In Poland the numbers of arrivals and overnights which are respectively 13 million and 62 million are relatively high compared to other countries in the Baltic Sea region. The development in both arrivals and overnights has been relative positive and stable for more than a decade. The share of international overnights on 19 percent resembles the general trend in the countries in the region. The main market is Germany, which accounts for more than one third of all foreign overnights, but also Russia is an important market. The main market is Germany but also Russia is an important market Tourism Facts Poland Number of international arrivals (mio., 211) 13.4 Number of overnights (mio., 211) 62 International overnights percentage of total (211) 19 Employment by the tourism industry (212) 32,9 Employment by the tourism industry percentage of total (percent, 212) 1.9 Tourism industry GDP percentage of total (percent, 212) 1.8 Travel and Tourism Competitiveness Index, Europe (out of 42) 27 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Institute of Tourism In Poland the tourism industry like in the other countries in the region is of great importance for both GDP and employment. The industry accounts for 1.8 percent of GDP and 1.9 percent of employment. Germany is by far the largest market for Polish tourism, and German tourists account for 36 percent of foreign overnights in Poland. The German market is followed by other markets which can also be considered neighboring markets, Great Britain, Russia and Italy. The fifth largest market is a distant market, the US, which accounts for 3.6 percent of the total foreign overnights. In general the top five markets are growing. Russia by far has the largest growth rate (41 percent) of the five top markets, but the other markets are also growing. The growth on the American market was 13 percent from 211 to 212, the German 6 percent, the British 7 percent and finally the Italian market rose by 4.4 percent from 211 to 212.

23 Page 21 Top Five Markets in Poland Overnights (1,) 5, 4,5 Note Figures from 212 4, 3,5 3, Institute of Tourism 2,5 2, 1,5 1, 5 Germany Great Britain Russia Italy Unites States The growth markets are all neighboring markets. Especially the Russian market is of importance because of the high growth of 41 percent as well as the large number of overnights compared to the other growth markets. The Russian share of foreign overnights is 5 percent, while the other growth markets have a share between.3 percent (Bulgaria) and 2.9 percent (Norway). Top Five Markets in Poland Percent Overnights (1,) Institute of Tourism Growth (211/212) Overnights (212) Ireland Bulgaria Belarus Russia Norway

24 page 22 Sweden In Sweden the tourism industry is important for both the GDP and the employment and accounts for respectively 1.8 percent and 1.7 percent. The export value of tourism has grown faster than the export of goods and services and the value of tourism has grown from 3.9 percent to 6.1 percent out of the total amount of exports since 2. The neighboring country Norway is Sweden s largest market as Norway accounts for one quarter of the foreign overnights. One quarter of foreign overnights is Norwegian tourists Tourism Facts Sweden Number of international arrivals (mio., 211) 1. Number of overnights (mio., 211) 52.6 International overnights percentage of total (211) 24 Employment by the tourism industry (212) 8,3 Employment by the tourism industry percentage of total (percent, 212) 1.7 Tourism industry GDP percentage of total (percent, 212) 1.8 Travel and Tourism Competitiveness Index, Europe (out of 42) 7 World Economic Forum: The Travel and Tourism Competitiveness Report, 213, UNWTO World Tourism Barometer, August 213, Statistics Sweden The number of overnights in Sweden is relative large compared to other countries in the Baltic Sea region, while the share of international overnights of 24 percent is relative small. The growth in the amount of international overnights in Sweden since 211 is in line with the general positive development in both overnights and arrivals for the last 2 years. The top five markets Norway, Germany, Denmark, Great Britain, and the Top Five Markets in Sweden Overnights (1,) 3,5 3, 2,5 2, Note Figures from 212 Statistics Sweden 1,5 1, 5 Norway Germany Denmark Great Britain The Netherlands

25 Page 23 Netherlands are all neighboring markets. Norway and Germany account for a very large part of all foreign overnights in Sweden with respectively 25 percent and 19 percent. Sweden has experienced a decrease in the number of overnights from all top five markets in 211 except from Norway. Four of the top five markets; Denmark, Norway, Germany, and the Netherlands are also accountable for 92 percent of the foreign owned holiday homes in Sweden. The number of foreign owned holiday homes has doubled since 2 from 18, to 36,. In comparison the Swedish owned holiday houses have only increased from 52, to 53,. This indicates a continued interest in Sweden from the neighboring countries. Poland is one of the top five growth markets and is also the country with Top Five Markets in Sweden Percent Overnights (1,) Statistics Sweden Growth (211/212) Overnights (212) Romania India Poland Turkey Brazil the highest number of overnights among the top five. The Polish share of foreign overnights is 1.8 percent. Two of the five countries are distant markets, India and Brazil. India and Brazil account for respectively.8 percent and.3 percent of the total number of international overnights. The growth in overnights from Romania is very high, 74 percent, but the share of foreign overnights is only.2 percent.

26 > DI H.C. Andersens Boulevard copenhagen V Tel.: DI@DI.DK DI.DK About DI The Confederation of Danish Industry (DI) is the strong voice of corporate Denmark. On the behalf of 1, member companies, DI works to provide the best conditions for Danish businesses in order to improve the opportunities for growth and overall competitiveness. DI represents many of the key players within the Danish tourism industry, e.g. airlines, airports, amusement parks and sea-ports, as well as enterprises within the adjacent industries. Our members employ around 2, people in the tourism sector.