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
Airline capacity and utilisation; Arrivals by country of origin; Arrivals by
mode of transport; Arrivals by purpose of visit; Car rental services by
sector; Demand factors; Departures by destination; Departures by mode of
transport; Departures by purpose of visit; Domestic tourism by destination;
Domestic tourism by mode of transport; Tourism receipts and expenditure;
Tourist attractions; Transportation; Travel accommodation; Travel retail
services
Executive summary
1. EXECUTIVE SUMMARY
Germans remain cautious but American, Canadian and Australian tourists rediscover Austria
In 2005 Germans remained pessimistic with regard to their economic prospects
and as they account for 50% of incoming tourists, their lack of spending or
decision not to come on holiday to Austria in the first place generated a
rather negative trend. However, Americans, Canadians and especially
Australians rediscovered Austria valuing the country highly for its freedom
from terrorism.
Asian tsunami had little influence on Austrian tourism
In a study conducted by the institute for leisure and tourism, only 2% of
Austrians indicated that they would choose a different destination abroad for
their holiday due to the tsunami in Asia. Only women over 50 and young men up
to 24 years of age showed a higher crisis awareness and of these groups 4%
opted for alternative destinations. Moreover, the effects of this crisis are
rapidly disappearing as time goes by.
Short term trends in Austrian travel and tourism
Tourism displayed a continuously upward trend in both arrivals and departures
in 2005. However, there was a significant trend for trips of shorter duration
during the review period. Austrians favoured destinations that were near hand.
Many still very much enjoy coastal holidays which they cannot have in their
landlocked country. Therefore the long-time favourite Italy is still very much
in demand, although Portugal, Croatia and Slovenia are becoming increasingly
popular.
On-line sales boom in 2005
The strong boom in on-line sales resulted in a current value growth rate of
90% in 2005 over 2004. Compared with the beginning of the review period, total
on-line sales of travel accommodation, transportation, car rental services,
travel retail services and tourist attractions increased sixty-fold.
Most of the growth was generated by on-line platforms such as Tiscover.at,
Austria.com or Expedia to name but a few. These companies became very popular
and are used by every independent hotel and every tourist attraction. Their
expanded product ranges also made them more attractive to consumers.
However, direct suppliers such as airlines, tour operators and major hotel
chains also offered their own on-line booking systems which reduced costs per
transaction.
Package holidays suffer from a shift towards self-organised trips
Package holidays suffered a 6% decline in sales as more Austrian consumers
organised holidays for themselves using the internet as an information and
booking tool. Based on research by the institute for leisure and tourism, the
main reason for this change lies in greater flexibility among consumers who do
not want to be bound or restricted by packaged holidays and only use travel
retail services if there is a benefit in so doing.
Celebrations for 250th aniversary of Mozart
The Austrian tourism industry is looking forward to strong interest in the
musical programmes and tourist packages that will be staged to celebrate the
250th anniversary of Mozart's birth. Salzburg, renowned for the "Sound of
Music", historic buildings and famous people such as Mozart, expects increased
sales through incoming tourists as well as domestic visitors.
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