hamburg tourism monitor facts, figures & trends 2009 · in 2009 swiss visitors to hamburg were,...

Hamburg Tourism MonitorFacts, Figures & Trends 2009

2 3

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

Contents and editorial

Hamburg’s powerful appeal creates added value

Tourism is hugely important for Hamburg’s economy and an en-

gine 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 can-

not 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 interna-

tionally as a metropolis that is well worth living in and an attrac-

tive 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 AlbedyllManaging Director Hamburg Tourismus GmbH

Kapitel

4

Kapitel

5

Hamburg bucks the trend: growth in a recession

6 7

National and international tourism trends

880 million international arrivals were recorded in 2009. 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)

Development of global tourism 2001-2009

01

0

200

100

400

300

600

500

800

700

1000

900

2001 2002 2003 2004 2005 2006 2007 2008 2009

Development of global tourism 2001-2009

682 702 692763

805850

908 924880

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%.

8 9

National and international tourism trends

5

0

35

20

25

30

15

10

2001 2002 2003 2004 2005 2006 2007 2008 2009

Germans ForeignersOvernight stays (m)

International arrivals 2009

Market Arrivals (m)Change on prev. year Global share

World 880 -4.3% 100.0%

Europe 460 -5.6% 52%

Asia-Pacific 181 -1.9% 21%

Americas 140 -5.1% 16%

Africa 48 +5.1% 6%

Middle East 53 -5.6% 6%

Source: Federal Statistics Office 2010 (2)


In 2009 Europe suffered the biggest drop in international ar-rivals – a fall of 5.6% or some 20 million fewer visitors. The decline for the Americas was 5.1% or some 7 million interna-tional visitors.

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 virtu-ally offset by a constantly high number of overnight stays by Germans themselves.

Trends in overnight stays in Germany: 2001-2009

03

Trends in global tourism by continents

02

10 11

Overnight stays in Hamburg rise to 8.19 million

12 13

Tourism in Hamburg: an overview

Tourism in Hamburg has been recording above-average growth rates for years. The number of overnight stays rose by 70% from 2001 to 2009. Even in 2009, a year of global recession, the number rose by a further 6% to 8.19 mil-lion. And Hamburg remained the engine of growth for Hamburg Metropolitan Region.

Hamburg’s economic and population growth is higher than the average figure for other German cities.

Sources: North German Statistics Office 2010 (3), Federal Employment Office 2010 (4)

Hamburg: economic indicators 04

1,778,120

�€ 89.6 bn

8.6% 755.3 km2

1,124,500

Hamburg: economic indicators

Unemployment rate (ø 2009)

Population (June 2009)

GDP (2008)

Area

Gainfully employed (2009)

14 15

Source: North German Statistics Office 2010 (5)



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.

Hamburg tourism in 2009 06

In 2009 Hamburg’s tourism industry saw the eighth consecu-tive 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.

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.

Overnight stays in Hamburg by season: 2007-2009

07

Overnight stays in Hamburg: 2001-2009

05


2

0

10

8

6

4

2001 2002 2003 2004 2005 2006 2007 2008 2009

Germans ForeignersOvernight stays (m)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

800

900

700

600

500

400

300

200

100

0

2007 2008 2009Monthly overnight stays (000s)

Arrivals and overnight stays in Hamburg 2009

Arrivals Overnight stays

2009 2009/08 2009 2009/08

No. Change No. Change

Foreigners 806,275 +5.4% 1,655,138 +2.7%

Germans 3,561,446 +6.3% 6,535,007 +6.9%

Total 4,367,721 +6.1% 8,190,145 +6.0%

16 17




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. Swit-zerland, Austria and Denmark. The countries with declining numbers included the UK (-8.1%), which had traditionally been Hamburg’s No. 1.

Trends in foreign visitors to Hamburg in 2009

08

2001 2002 2003 2004 2005 2006 2007 2008 2009

10,000

0

20,000

30,000

40,000

50,000

Beds available and occupancy rate Occupancy rate (%)

44.447.0

50.251.7

55.8 56.053.8 53.2

48.8

The number of hotel beds in Hamburg rose again in 2009. Be-tween 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 2009.

Beds available and occupancy rates: 2001-2009

09

20

0

40

60

80

140

120

100

160

180 163158 157

135128

9490

65 5953

4135 34 31 28 28 27 27

+13.

4%

-8.1

%

+13.

9%

+15.

7%

-0.4

%

+4.2

%

+15.

2%

+15.

6%

+1.3

%

-3.9

%

-12.

7%

-25.

1%

-3.8

%

-9.9

%

+9.9

%

-5.1

%

-6.6

%

Overnight stays by country of origin (000s)

+3.3

%

Sw

itze

rlan

d

UK

Au

stri

a

Den

mar

k

US

A

Net

her

lan

ds

Fran

ce

Sp

ain

Ital

y

Sw

eden

Ru

ssia

Ch

ina

No

rway

Gu

lf S

tate

s

Bel

giu

m

Jap

an

Po

lan

d

Fin

lan

d

18 19

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.

In absolute terms Hamburg is in third place after Berlin and Munich and ahead of Frankfurt and Cologne. A long-term com-parison 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)

Overnight stays in Germany’s five biggest cities: 2001-2009

10

2001 2002 2003 2004 2005 2006 2007 2008 2009

2

0

4

6

8

10

12

14

16

18

20

Overnight stays in the top five cities (m)

Berlin

Munich

Hamburg

Frankfurt

Cologne

20 21

Source: dwif 2010 (7)

Source: State Statistics Offices 2010 (6)


A similar picture emerges if we compare European cities. Few were able to grow significantly in 2009. Berlin, Hamburg and Barcelona top the table with growth rates of around 6%.

Development of overnight stays in Europe in 2009

12

Despite the recession, Berlin and Hamburg again managed to grow their overnight business by some 6% in 2009. Cities with higher percentages of foreign tourists and business travellers, e.g. Frankfurt or Düsseldorf, suffered a decline in overnight stays.

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.

Overnight stays in European cities in 2009 13

Development of overnight stays in German cities in 2009

11

Hamburg and its competitors

Trends in overnight stays in Germany: 2008-2009 (%)

Berlin

Hamburg

Dresden

Leipzig

Munich

Hannover*

Frankfurt*

Cologne

Düsseldorf

Stuttgart-8% -6% -4% -2% 0 2% 4% 6%

6.2 %

6.0 %

2.0 %

1.3 %

0.6 %

-2.5 %

-3.5 %

-4.1 %

-4.2 %

-8.3 %

18.9 m

total

*Jan.–Nov. 2009

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

Trends in overnight stays in Europe: 2008-2009 (%)

Barcelona

Stockholm*

Amsterdam**

Paris

Vienna

Copenhagen*

Prague***

Budapest

-10% -8% -6% -4% -2% 0% 2% 4% 6%

6%

3.6%

0.7%

* Jan.–Nov. 2009, **Jan.–Oct. 2009, *** Jan.–Sept. 2009

-3.5%

-3.8%

-6.2%

-9.6%

-10.2%

Lond

on3

Paris1

Dublin

2,4

Berlin

Rome2

Mad

rid1

Barce

lona1

Pragu

e

Mun

ich

Vienna

Amst

erda

m1

Edinbu

rgh2,

4

Hamburg

Mila

n1,

4

Stock

holm

Lisbo

n

Budap

est

Bruss

els4

Flore

nce1

Copen

hage

n

Overnight stays in Europe: 2009 (m)

0

5

10

15

20

25

30

40

8.2

1only hotels2all paid-for accommodation3incl. very small establishments and outlying districts42008 figures

as per 17.2.10

71.7

33.9

19.8

18.9

18.6

13.7

12.3

11.0

9.9

9.8

8.4

8.3

7.3

6.3

5.6

5.4

5.2

5.1

4.4

22 23

Turnover from tourism in 2009: €6.6 bn

24 25

Tourism: an economic factor in Hamburg

Tourism is one of Hamburg’s most important in-dustries. The turnover generated in 2009 alone was €6.6 bn, or 3.72% of Hamburg’s GDP. As a classic cross-sectoral industry, tourism safe-guards turnover and jobs in the hotel and cater-ing industry, the retail trade and other service industries in Hamburg.

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).

Source: Deloitte, HWWI 2010 (8)

Tourism’s contribution to Hamburg’s economy – an overview

148.2 m (commercial) à €173 = €1.415 bn

11.0 m (private) à €44 = €484 m

19.2 m overnight stays

€ 1.899 bn

22 m (business) à €30 = � € 660 m

91.8 m (private) à € 44 = � €4.039 bn

113.8 m day trips

€ 4.699 bn

133 m days stayed p.a.

€ 6.6 bn gross turnover

Around 365,000 visitors and a turnover of €18.1 m per day

102,000 persons employed in Hamburg (full-time equivalents)

Overnight stays Daily trips

26 27


Source: Deloitte, HWWI 2010 (8), dwif 2008 (9)

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 Ham-burg’s tourism, while some 28% comes from the gastronomy sector.

Turnover by industry 16

Around 114 million day visitors a year are an extremely signifi-cant 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.

Days stayed and turnover by market segments

15

Tourism: an economic factor in Hamburg

Turnover (%)

Services

Gastronomy

Retail trade

Hotels

27.9

44.8

17.5

9.8

Business day trips

Private day trips

Overnight stays in private accommodation

Overnight stays in commercial establishments

16.2%

69.6%

8.2%

6.0%

9.9%

62.4%

7.3%

20.4%

Days stayed and turnover

133 m days € 6.6 bn

28 29

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 mil-lion, tourism is a pillar of the region’s economy and a significant engine of growth.

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.

Hamburg Metropolitan Region 17

Dithmarschen

Steinburg Segeberg

Lüchow-DannenbergUelzen

Soltau-Fallingbostel

Rothenburg

Harburg

Hamburg

Lüneburg

Stade

Cuxhaven

StormarnPinneberg

Herzogtum-Lauenburg

Ludwigslust

Rural districts in the Metropolitan Region

30 31


Source: North German Statistics Office 2010 (10), Lower Saxony State Office for Statistics and Communications Technology 2010 (11)


A 2% increase in overnight stays in 2009 maintained the positive trend in the Metropolitan Region since 2004. 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%).

Development of overnight stays in Hamburg Metropolitan Region: 2001-2008

19

Hamburg Metropolitan Region is one of the most competitive regions in Germany and Europe. With its 4.3 million inhabit-ants the Metropolitan Region is the economic centre of North Germany.

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 tour-ism safeguards around 150,000 jobs in the Region (full-time equivalents).

Tourism’s contribution to the Metropolitan Region’s economy

20

Economic indicators for Hamburg Metropolitan Region

18

Hamburg Metropolitan Region

2001 2002 2003 2004 2005 2006 2007 2008 20090

HH Metropol. Region w/o HH Metrop. Region w. HHOvernight stays (000s)

0

4000

8000

12000

16000

16

12

8

4

20000

w/o camping

18.4 m (comm. accom.) €2.127 bn

36.0 m (small est. & private) €1.147 bn

54.4 m overnight stays € 3.345 bn

32.0 m (business) €842 m

170.3 m (private) €5.552 bn

202.3 m day trips € 6.394 bn

256.7 m days stayed p.a. € 9.7 bn gross turnover

Around 704,000 visitors and a turnover of € 26.7 m per day

150,000 persons employed in the Metropolitan Region (full-time equivalents)

Overnight stays Daily trips

Economic indicators – Metropolitan Region 2008

Area 19,802.35 km2

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

32 33

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 eco-nomic factor and job generator, tourism will become considerably more important.


The UNWTO forecasts around 1.6 billion international arrivals worldwide in 2020 – twice as many as in 2000.

UNWTO forecast for international tourist arrivals in 2020

21

2000 2020

2000 2020Africa

2000 2020

2000 2020

x3

x3.5

2000 2020Asia

AmericasArab countries

Forecast of international arrivals in 2020

Europe

x2

x2.5 x4

34 35



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 2020. By today’s estimates that would mean tax revenues of

€629 million and up to 140,000 jobs generated by tourism.

The forecasts for 2015 range from 9.9–11.4 million overnight stays and by 2020 experts expect something in the range of 11.7–13.5 million.

Overall economic impact 2009-2020 23

Two forecasts of tourism growth in Hamburg to 2020

22

Looking to the future

Forecast of overnight stays in Hamburg (m)

1984 1988 1992 1996 2000 2004 2008 20142010 2012 2016 2018 2020

2

0

4

6

8

10

12

14

Scenario II

Scenario I

11.7

13.5

8.2

Cruise Center AltonaHafenCityElbphilharmonieGreen Capital

Int. Horticultural ShowInt. Construction Exhibition

Overall economic impact 2009-2020

2009 2015 2020

Gross turnover (€m) 6,598 7,858 9,096

Share of GDP 3.72% 4.03% 4.34%

No. of employees 101,867 121,308 140,425

Tax revenues (€m) 456 543 629

3736

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 recom-mendations. 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. Busi-ness consultants, investors, universities, institutes and stu-dents can also be granted access to selected data.

For further details of the Hamburg Tourism Monitor and its find-ings please refer to: www.hamburg-tourismus.de/tourismus-monitoring

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: www.hamburg-tourismus.de/tourismus-monitoring

Monitoring Hamburg’s tourism

Hamburg Tourismus MonitoringKultur und Tourismus

Hamburg Tourism MonitorFacts, Figures & Trends 2009

3938

Sources

1 UNWTO World Tourism Organization, World Tourism Barometer 1/2010 (2010)

2 Federal Statistics Office, monthly accommodation figures, 2001-2009 (2010)

3 North German Statistics Office, www.statistik-nord.de (2010)

4 Federal Employment Office, www.pub-arbeitsagentur.de (2010)

5 North German Statistics Office, monthly accommodation figures for Hamburg, 2001-2009 (2010)

6 State Statistics Offices, monthly accommodation figures, 2001-2009 (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, 2001-2009 (2010)

11 Lower Saxony State Office for Statistics and Communications Technology, monthly accommodation figures, 2001-2009 (2010)

12 UNWTO, www.unwto.org (2010)

Sources, partners, imprint

The Hamburg Tourism Monitor is made possi-ble by the support of five premium partners:

Hamburg Tourismus GmbH

Monitoring & Consulting

Design and execution

boy | Strategie und Kommunikation GmbH, Kiel

Photos

Hamburg Marketing GmbH, www.media-server.hamburg.de

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Printed on FSC-certified paper

Hamburg, April 2010

Imprint

Marketing GmbH

40

Hamburg Tourismus GmbH

Monitoring & Consulting

Steinstraße 7 · 20095 Hamburg

Phone: +49 40-300 51 105

E-mail: [email protected]

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hamburg tourism monitor facts, figures & trends 2009 · in 2009 swiss visitors to hamburg were,...

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