Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic;
Tourism flows inbound; Tourism flows outbound; Tourism receipts and
expenditure; Tourist attractions; Transportation; Travel accommodation; Travel
retail
Executive summary
2008: a record-breaking year for Austrian travel and tourism
2008 was a record-breaking year in every respect. The number of arrivals rose
by 6%, while a 3% increase was recorded in number of bednights. Both the
second part of the winter season 2007/2008 and the summer season were very
successful, with almost every region experiencing an increase in visitors. The
rising number of tourists from EU countries, and in particular the
strengthening interest of German tourists in spending their holidays in
Austria drove this good performance.
Tourism confirms its major role in Austria' s economy in 2008
Tourism is one of Austria' s most important sources of income. In 2008, the
tourism industry generated revenue worth around EUR20 billion; growth of
almost 2.5% over the previous year. Tourism is also a significant creator of
employment in Austria. Throughout 2008, approximately 180,000 people found a
job in the tourism industry, while in the winter season more than 200,000
people worked in seasonal jobs in tourism. The Austrian tourism industry' s
income creates a 40% share of Austria' s exports of services.
The impact of UEFA Euro 2008 on tourism was overestimated
The event of the year in 2008 for the country, the UEFA European Football
Championship, the final round of which was hosted by Switzerland and Austria,
did not affect Austria' s tourism industry to the extent which had been
forecast. On the one hand, the arrival of a large number of football fans was
balanced by a loss of guests of other types (such as congress visitors), who
were discouraged from travelling to the country during the European
Championship. On the other hand, the forecast number of football fans
travelling to Austria for Euro 2008 turned out to have been largely
overestimated. Industry sources see the pay-off from the event mostly in terms
of long term advertising for Austrian tourism. If, and to what extent the 2008
European Championship affected the Austrian economy could not be clearly
measured, not even by the Austrian Chamber of Commerce.
A poor performance is expected for 2009 due to the world financial crisis
The financial and economic crisis worldwide will not spare Austria' s travel
and tourism industry. Industry sources forecast a decline of 4% in the number
of arrivals in 2009, and a further decrease in 2010. In 2009, thanks to
favourable weather conditions the winter season is expected to record a good
performance, while the decline is expected to be driven by a poor summer
season for Austrian tourism when compared with the excellent performance
recorded in 2008.
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