hamburg tourism monitoring · 13.5 m air passengers ... e a s t + 7 3 % s in c e 2 03 2 a s ia a n...

1

HAMBURG TOURISM MONITORING

Facts, Figures & Trends 2013

23 % € 6 bn11.6 m

Advice. Bookings. Service.Tel. +49 (0)40.300 51 300www.hamburg-travel.com

86.2 m

1,842

26,191hotel rooms

2,249

13.5 mair passengers

restaurants and snack bars

day visitors

cruise calls178

pubs and barsContents

Hamburg tourism trends in 2013

National and international tourism

Hamburg tourism at a glance

Hamburg’s accommodation market at a glance

Hamburg and its competitors

Tourism as an economic factor in Hamburg

Overnight guests and day visitors in Hamburg

The Hamburg Metropolitan Region

The Hamburg Tourist Board

Hamburg Tourism Monitoring

Sources, cooperation partners and imprint

03

04

08

12

16

20

24

30

34

36

38

2

86,2 Mio.

1.842

26.191Hotelzimmer

2.249Bars und Kneipen 13,5 Mio.

Fluggäste

Restaurants und Imbisse

Tagesgäste

Kreuzfahrtanläufe

178

86.2 m

1,842

26,191hotel rooms

2,249

13.5 mair passengers

restaurants and snack bars

day visitors

cruise calls178

pubs and barsHamburg tourism trends in 2013

Tourism in Hamburg continues to grow with the city recording around 970,000 additional overnight stays in 2013. Showing atotal of 11.6 million overnight stays, Hamburg experienced growth for the twelfth consecutive year. For the very first time, Hamburg also recorded more than one million overnight stays per month within a period of six months.

The trends in foreign demand are particularly promising as the number of international guests increased disproportionately by 11.3% to 2.7 million overnight stays. In view of the strong performance in the preceding year, these are excellent results. Overall, additional domestic and foreign overnight stays have brought 204 million euro of additional revenue into the coffers of Hamburg businesses.

With an increase in overnight stays of more than 9% compared with the previous year, Hamburg once again scored high among international comparison. The city continues to advance in the rankings of the most popular European urban destinations.

3Source: (1), (2), (3), (4), (5) cf. page 38

4

1,0872013

INTERNATIONAL ARRIVALS

9082007


8912009


6902003


8072005


9952011


National and international tourism

Worldwide growth exceeds all EXPECTATIONS.

5

1,0872013


9082007


8912009


6902003


8072005


9952011


World tourism trends 2003–2013International tourism continued its upward trend, exceeding the one-billion mark of international tourist arrivals for the second consecutive year.

Source: UNWTO 2014 (6)

.

5

Worldwide growth exceeds all EXPECTATIONS.

number of international arrivals in millions

169AMERICA

+49 % SINCE 2003

56AFRICA

+82 %SINCE 2003

52

MIDDLE EAST

+73 % SINCE 2003

248ASIA AND

THE PACIFIC

+117 % SINCE 2003

2013 GLOBAL 1,087,000,000 INTERNATIONAL ARRIVALS+56 % COMPARED WITH 2003

563EUROPE

+38% SINCE 2003

Development of international arrivals according to world regions In 2013, all of the world regions recorded growth figures, with the exception of the Middle East. Europe continues to be the most visited region in the world by far with a market share of 52%.

Source: UNWTO 2014 (6), UNWTO 2006 (7)

number of international arrivals in millions

6

200

250

350

450

100

150

50

300

400

0

Overnight stays in millions domestic international

2003

277

39

315

339 344 351362 370 369

380394

412407

2004

293

45

2005

296

48

2006

298

53

2007

307

55

2008

313

57

2009

314

55

2010

320

60

2011

330

64

2012

338

69

2013

340

72

7

Overnight stays in Germany 2003–2013Germany’s tourism industry once again achieved a record year with about 412 million overnight stays in 2013.

Source: German Federal Statistical Office 2014 (8) (deviations are due to rounding)

8

Hamburg tourism at a glance

TOURISM IN HAMBURG is growing

at a continuous rate.

TOTAL DURATION OF STAY: 2.0 DAYSINTERNATIONAL: 2.2 DAYS, DOMESTIC: 1.9 DAYS

international guests German guests

4,651,251+5.0% SINCE 2012

ARRIVALS

1,229,063+4.6% SINCE 2012

ARRIVALS

8,940,981+8.5% SINCE 2012

OVERNIGHT STAYS

2,662,154+11.3% SINCE 2012

OVERNIGHT STAYS

A total of 5.9 million guests with 11.6 million overnight stays ensured an increase of about one million overnight stays compared with the preceding year. As in previous years, overnight stays by international guests developed quite favourably also in 2013.

Arrivals and overnight stays in Hamburg in 2013

Source: Statistikamt Nord 2014 (9) 9

10

Development of overnight stays in Hamburg 2003–2013 Following excellent results in the preceding year, Hamburg managed to boost the number of overnight stays by approximately one million in 2013.

Development of overnight stays in Hamburg – seasonal progress 2011–2013 For the very first time, the one-million mark in overnight stays was surpassed over a period of six consecutive months. This represents a new record for tourism in Hamburg.

Overnight stays per month in thousands

< 1,295,224 overnight stays

0

300

100

200

600

400

500

900

700

800

1,000

1,300

1,400

1,100

1,200

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

2011 2012 2013

Source: Statistikamt Nord 2014 (9) (deviations are due to rounding) Source: Statistikamt Nord 2014 (9)

8

10

4

6

2

12

0

Overnight stays in millions domestic international

2006

5.6

1.6

7.2

2005

5.1

1.3

6.4

2004

4.7

1.2

5.9

2003

4.3

1.1

5.4

2013

8.9

2.7

11.6

2012

8.2

2.4

10.6

2011

7.5

2.0

9.5

2010

7.1

1.9

8.9

2009

6.5

1.7

8.2

2008

6.1

1.6

7.7

2007

5.9

1.5

7.4

11

40

0

80

120

160

200

240

280274

263 259

218

180

141

114

85 83 82 78 78

55 54 5039 38

28

Switzerl

and

Denmark

UK

Austria USA

Netherl

ands

Franc

eRus

siaSpa

in

Sweden Ita

ly

Arab Gulf

States

Chin

a

Norway

Polan

dJa

pan

Belgium

Finlan

d

+ 21

.9 %

+ 3.

2 %

+ 9.

1 %

+ 7.

8 %

+ 16

.5 %

+ 10

.7 %

+ 9.

0 %

+ 6.

6 %

+ 4.

3 %

+ 4.

3 %

+ 14

.5 %

+ 35

.2 %

+ 43

.1%

+ 6.

5 %

+ 6.

7 %

+ 4.

1%

+ 3.

6%

-5.4

%

Development of Hamburg’s most important foreign markets 2003–2013Hamburg’s key foreign source markets are located in Europe. In particular, overnight stays by guests from the neighbouring countries of Denmark, Austria and Switzerland increased over the past decade.

Zuwachsraten bei den Übernachtungen seit 2003

Denmark

Austria

Switzerland

United Kingdom

USA

50 %0 % 100 % 150 % 200 % 250 % 300 % 350 % 400 %

257 %

201 %

112 %

91 %

386 %

Development of foreign markets in Hamburg in 20132013 was a record year for Hamburg with just under 2.7 million international visitors staying overnight. With the exception of Finland, all of the top 18 source markets recorded a positive performance throughout the entire year.

Growth rates in overnight stays since 2003 Overnight stays in 2013 according to countries in thousands

Source: Statistikamt Nord 2014 (9) Source: Statistikamt Nord 2014 (9)

12

Hamburg’s accommodation market at a glance

In the upcoming tourism year,

AN INCREASE to more than 12 million

overnight stays seems realistic.

Hamburg’s accommodation market is clearly dominated by the hotel industry, with a share of around 91%. Despite this domination by the hotel industry, the share of youth hostels has increased by a total of 4 percentage points over the past two years.

Overnight stays in Hamburg in 2013 according to accommodation type

6% 3%

Youth hostels and lodges

Hotels (excluding B&B hotels)

Campsites,holiday and

convalescent centres,holiday homes and

guesthouses

Source: Statistikamt Nord 2014 (10)

share of overnight stays according to accommodation type 2013

59%

Bed & breakfast hotels

32%

13

average room occupancy rate

78.0 %Hamburg

+4.1% SINCE 2012

72.6 %Berlin

+0.1%SINCE 2012

Munich

+2.3% SINCE 2012

76.7 %

Dusseldorf

+1.7 % SINCE 2012

64.6 %

Frankfurt

+1.7% SINCE 2012

68.3 %

Dynamic development in the hotel marketCompared with other large German cities, Hamburg occupied a leading position in 2013, recording an average room occupancy rate of 78%.

Source: STR Global 2014 (11)14

ø room rate 2013Munich €125 +2.6% compared with previous yearFrankfurt €122 +3.7% compared with previous yearDusseldorf €107 -3.8% compared with previous yearHamburg €102 -0.1% compared with previous yearBerlin €88 -0.5% compared with previous year

15

Available beds and bed occupancy rate in Hamburg 2003–2013

Shares of rooms according to star ratings in Hamburg in 20134-star hotels dominate Hamburg’s accommodation market with a share of 41%. The smallest share of rooms can be found in the 1-star segment.

19 % ★★

41 % ★★★★

25 % ★★★

9 % ★★★★★

6 % ★

Source: Statistikamt Nord 2014 (12)

Source: List of hotels from Hamburg Tourism Monitoring 2014 (4); the list is based on data from 301 establishments from a total of 334 registered hotel businesses. The hotel rating is either based on the official DEHOGA categorisation scheme, or on the self-assessment of the respective hotel. The share of rooms within the 1-star category also includes rooms from hotels without a rating.

Due to the fairly moderate increase in available beds in 2013 and a continued demand for overnight stays, room occupancy increased to a solid level of 59%.

Shares of rooms according to star ratings

20042003 2005 2006 2007 2008 2009 2010 2011 2012 2013

10,000

0

20,000

30,000

40,000

50,000

60,000

Available beds and bed occupancy rate occupancy rate in %

49% 50%56% 56% 54% 53% 53%

59%54% 55%

52%

available beds

16

Hamburg and its competitors

With a substantial

increase in overnight stays,

Hamburg has solidified its position in Europe’s

TOP 10.

5,077,192COLOGNE 2013

3,427,3502003

7,498,881FRANKFURT 2013

3,935,0152003

11,603,135HAMBURG 2013

5,406,5422003

12,894,504MUNICH 2013

7,057,4442003

26,942,082BERLIN 2013

11,329,4592003

+ 138 %

+ 83 %

+ 115 %

+ 91 %

+ 48 %

5,077,192COLOGNE 2013

3,427,3502003

7,498,881FRANKFURT 2013

3,935,0152003

11,603,135HAMBURG 2013

5,406,5422003

12,894,504MUNICH 2013

7,057,4442003

26,942,082BERLIN 2013

11,329,4592003

+ 138 %

+ 83 %

+ 115 %

+ 91 %

+ 48 %

Long-term comparison of overnight stays in Germany’s five largest cities In terms of the absolute number of overnight stays, Hamburg continues to be ranked third among German destinations, just after Berlin and Munich. Since 2001, Hamburg has succeeded in reducing the gap between Munich and Hamburg by 1.5 million overnight stays.

Source: State Offices for Statistics 2014 (13)

number of overnight stays in the top 5 cities

17

+9.1%Hamburg

abs. 11.6 m

Dusseldorf

+4.7%abs. 4.2 m

Berlin

+8.2%abs. 26.9 m

Dresden

+2.3%abs. 4.1 m

Munich

+4.3%abs. 12.9 m

Nuremberg

+0.8%abs. 2.7 m

Frankfurt

+5.8%abs. 7.5 m

Cologne

-0.1%abs. 5.1 m

Hanover

-0.2%abs. 2.1 m

Stuttgart

+2.6%abs. 3.2 m

Leipzig

+8.7%abs. 2.7 m

ø Magic Cities:+4.2% compared with 2012

rate of change compared with 2012 in %

18

Development of overnight stays in German cities in 2013

Source: State Offices for Statistics 2014 (13)

With regard to its dynamic development, Hamburg occupies the first place in the ranking of the 11 largest German cities (Magic Cities). With an increase of 9.1% in 2013 Hamburg surpassed Leipzig and Berlin.

19

+9.1%Hamburg

abs. 11.6 m

Dusseldorf

+4.7%abs. 4.2 m

Berlin

+8.2%abs. 26.9 m

Dresden

+2.3%abs. 4.1 m

Munich

+4.3%abs. 12.9 m

Nuremberg

+0.8%abs. 2.7 m

Frankfurt

+5.8%abs. 7.5 m

Cologne

-0.1%abs. 5.1 m

Hanover

-0.2%abs. 2.1 m

Stuttgart

+2.6%abs. 3.2 m

Leipzig

+8.7%abs. 2.7 m

ø Magic Cities:+4.2% compared with 2012

rate of change compared with 2012 in %

Development of overnight stays in selected European cities 2001–2013

Overnight stays in European cities in 2013

In a long-term comparison of selected European cities, Hamburg continues to be the number one, recording an increase in overnight stays of 143.3% in 2013.

When comparing the absolute numbers of overnight stays, the city of London dominated the tourism market in 2013 again. Hamburg succeeded in retaining its tenth position in the ranking of European cities.

Source: dwif Consulting 2014 (14)

Leipzig

Hamburg

Berlin

Frankfurt a. M.

Stuttgart

Dresden

Düsseldorf

München

Nürnberg

Köln

Hannover

Zuwachs bei Übernachtungen 2013 im Vergleich zum Vorjahr (in %)

4 %0 % 8 % 12 % 16 % 10 %

16,2

11,6

11,4

10,8

7,4

6,3

5,5

5,4

5,2

2,3

- 0,5

Gesamt

2,5 Mio.

10,6 Mio.

24,9 Mio.

7,1 Mio.

3,1 Mio.

4,0 Mio.

4,1 Mio.

12,4 Mio.

2,6 Mio.

5,1 Mio.

2,1 Mio.

Hamburg

Berlin

Venice

Barcelona

Copenhagen

Frankfurt

Stockholm

Vienna

Munich

Milan

Prague

Lisbon

Rome

Budapest

0

10

20

30

40

50

60

20% 40% 60% 80% 100% 120% 140% 160%

61.3

60.7

52.7

62.1

66.4

69.2

74.4

77.8

78.8

86.4

103.1

111.9

137.5

143.3

0%

Londo

nPa

risMila

nBerl

inRom

e

Barcelo

na

Madrid

Pragu

eVien

na

Munich

Amsterda

m

Stockho

lm

Hambu

rg

Budap

est

Frankf

urt

Lisbo

n

Floren

ceVen

ice

Copen

hage

n

Brussel

s

56.9

36.6

11.3 9.8 7.9 7.8

10th position

11.613.413.5

14.9

26.9

16.7

24.2

12.9

7.57.5 7.26.4 6.3 6.1

Leipzig

Hamburg

Berlin

Frankfurt a. M.

Stuttgart

Dresden

Düsseldorf

München

Nürnberg

Köln

Hannover

Zuwachs bei Übernachtungen 2013 im Vergleich zum Vorjahr (in %)

4 %0 % 8 % 12 % 16 % 10 %

16,2

11,6

11,4

10,8

7,4

6,3

5,5

5,4

5,2

2,3

- 0,5

Gesamt

2,5 Mio.

10,6 Mio.

24,9 Mio.

7,1 Mio.

3,1 Mio.

4,0 Mio.

4,1 Mio.

12,4 Mio.

2,6 Mio.

5,1 Mio.

2,1 Mio.

Hamburg

Berlin

Venice

Barcelona

Copenhagen

Frankfurt

Stockholm

Vienna

Munich

Milan

Prague

Lisbon

Rome

Budapest

0

10

20

30

40

50

60

20% 40% 60% 80% 100% 120% 140% 160%

61.3

60.7

52.7

62.1

66.4

69.2

74.4

77.8

78.8

86.4

103.1

111.9

137.5

143.3

0%

Londo

nPa

risMila

nBerl

inRom

e

Barcelo

na

Madrid

Pragu

eVien

na

Munich

Amsterda

m

Stockho

lm

Hambu

rg

Budap

est

Frankf

urt

Lisbo

n

Floren

ceVen

ice

Copen

hage

n

Brussel

s

56.9

36.6

11.3 9.8 7.9 7.8

10th position

11.613.413.5

14.9

26.9

16.7

24.2

12.9

7.57.5 7.26.4 6.3 6.1


Overnight stays in 2013 troughout Europe in millionsIncrease in overnight stays in 2013 compared with 2001 (in %)

20

Tourism as an economic factor in Hamburg

A strong tourism sector is a key economic factor for

SECURING EXISTING JOBS and creating new ones.

€ 1,578

€ 6,021.3 m

104.656 m

97,320

income from tourism industry per resident per year

gross turnover from tourism

days of tourist stay

Hamburg residents who make their living from tourism

tourism industry’s relative contribution to primary income

5.6 %

Thanks to the city’s high volume of day tourists and overnight guests, tourism is one of Hamburg’s most important industry sectors. In 2013 alone, Hamburg’s tourism sector generated a turnover of 6.02 billion euro. In comparison: in 2001, the tourism sector’s gross turnover amounted to 2.71 billion euro. The sector thus managed to boost revenues by 122% over a period of just twelve years.

Being a crosssectoral industry, tourism secures turnover and employment not only in Hamburg’s hospitality industry but also in retail and additional services.

Source: dwif Consulting 2014 (3) 21

Key economic figures for tourism in Hamburg

22

At a glance: tourism as an economic factor in HamburgEach day, around 287,000 people come to visit Hamburg, thereby contribute to generating a daily turnover of 16.5 million euro. Yet tourism is also a strong job driver: more than 97,000 Hamburg residents make their living from regional tourism.


Days of stay and turnover according to market segments

day trips

single-day business trips

commercial businesses

private homes (VFR)

private accommodation, touristic and long-term camping

6.0 billion euro104.7 million days

Aufenthaltstage und Umsätze

7.9 %

40.2 %

4.5 %0.5 %

17.2 %

46.9 %

65.2 %

11.0 %

6.3 %

0.3 %

With 86.2 million guests, day-trip tourism plays an important role in Hamburg. Together with around 18.5 million overnight stays, this adds up to roughly 105 million days of stay in the Hanseatic city of Hamburg per year.


day trips

single-day business trips

commercial businesses

private homes (VFR)

private accommodation, touristic and long-term camping

6.0 billion euro104.7 million days

Aufenthaltstage und Umsätze

7.9 %

40.2 %

4.5 %0.5 %

17.2 %

46.9 %

65.2 %

11.0 %

6.3 %

0.3 %

Days of stay and turnover generated

11.484 m commercial €2.418 bn

0.372 m campsites/private accommodation €0.029 bn

6.6 m private homes (VFR) €0.273 bn

18.0 m business €0.478 bn

68.2 m private €2.823 bn

104.656 m days spent per year

gross turnover of €6.021 bn

approx. 287,000 visitors and a turnover of €16.5 m per day

97,320 employees in Hamburg (full-time equivalent)

Overnight stays Day visits

18.456 m overnight stays € 2.72 bn

86.2 m day visits € 3.30 bn

catering

23.3 %

retail

37.7 %accommodation

18.0 %

Vservices

21.0 %

Tourism turnover according to industry sectors The gross turnover generated by tourism is spread across several industry sectors. With a share of 41%, the hospitality industry (i.e. accommodation and cate-ring) is the main beneficiary.


turnover share in %

23

24

Overnight guests and day visitors in Hamburg Hamburg is so attractive to tourists because it continuously

REINVENTS ITSELF.

c87%INTEND TO RECOMMEND

“Most certainly”c“Excellent”

STAY IN HAMBURG

75% c56%INTEND TO REVISIT

“Most certainly”

German tourists have declared their love for Hamburg: with 75% giving the city an excellent review and a 87% intending to recommend the city as a destination, Hamburg ranks first in a national benchmark.

Source: GfK/IMT 2014 (15)

Quality assessment by German tourists

25

Hamburg is so attractive to tourists because it continuously

REINVENTS ITSELF.

Domestic overnight guests in Hamburg

Source: dwif Consulting 2014 (16)26

composition of travel group

48% couples19% families10% friends

10% travel groups8% couples with friends5% individual travellers

local activities

1. strolling2. visiting restaurants

3. visiting cafés4. shopping

5. sightseeing

1. art and cultural scene

2. atmosphere/flair 3. image of destination

4. diversity of offers; town- scape/cityscape; architecture

5. positive experiences in the past

average age

43.8 years

means of transport on arrival

62% car21% train11% bus 5% plane1% other

The average overnight guest in Hamburg is slightly younger than his/her foreign counterpart and predominantly arrives in Hamburg by car. Hamburg’s art and cultural scene as well as the city’s flair and image are considered the key factors when choosing Hamburg as a destination.

reasons for choice of destination

International overnight guests in Hamburg

Source: dwif Consulting 2014 (16) 27

composition of travel group

52 % couples14% friends12% families

11% individual travellers7% couples with friends

4% travel groups

1. art and cultural scene

2. image of destination3. diversity of offers4. atmosphere/flair

5. the country and its people

average age

45.4 years

means of transport on arrival

48% plane35% car

14% train1% bus

2% other

International overnight guests primarily arrive in Hamburg by plane. Around 50% of international guests travel to Hamburg with their partner. Strolling, shopping and restaurant visits are at the top of the list of activities.

local activities

1. strolling2. shopping

3. visiting restaurants 4. visiting cafés5. sightseeing

reasons for choice of destination

North Sea

Baltic Sea

26,2Hamburg

ANTEIL 30,39% 26.2HAMBURG

SHARE OF 30.4%

24.4SCHLESWIG-

HOLSTEIN

SHARE OF 28.3%

3.8

MECKLENBURG-WEST POMERANIA

SHARE OF 4.4 %

19.0LOWER SAXONY

SHARE OF 22.0%

2.7BREMEN

SHARE OF 3.1%

OTHER FEDERAL STATES 10.1 M DAY VISITORS WITH

HAMBURG AS A DESTINATION SHARE OF 11.7%

number of day visitors in millions

Origins of day visitorsHamburg has recorded a total of 86.2 million day visits. Of these, 30% are residents of Hamburg. The average distance travelled by day visitors when coming to Hamburg is 105.5 kilometres, which is considerably higher than the German average.

ø distance between point of departure and destination: 105.5 km

28 Source: dwif Consulting 2014 (17)

North Sea

Baltic Sea

26,2Hamburg

ANTEIL 30,39% 26.2HAMBURG

SHARE OF 30.4%

24.4SCHLESWIG-

HOLSTEIN

SHARE OF 28.3%

3.8

MECKLENBURG-WEST POMERANIA

SHARE OF 4.4 %

19.0LOWER SAXONY

SHARE OF 22.0%

2.7BREMEN

SHARE OF 3.1%

OTHER FEDERAL STATES 10.1 M DAY VISITORS WITH

HAMBURG AS A DESTINATION SHARE OF 11.7%

number of day visitors in millions

Main travel occasions and means of transport of day visitorsEvery second day visitor uses his/her private car to travel to Hamburg. The main travel occasions for day trippers include visiting friends and relatives, sightse-eing and events, as well as shopping trips.


private vehicle (car/motorbike)50.0%

other3.2%

bicycle and on foot6.1%

train (excluding local public transport)

18.8%

local public transport18.4 %

bus (excluding local public transport)

13.3%

visiting friends/relatives 27.2%

organised trip0.7% specific activity

5.5%

ø expenditure of day visitors

per person€38.30

29

main travel occasions for private day trips means of transport for day trips to Hamburg (Multiple choice)

visiting gastronomic venues8.7%

attending an event14.8%

leisurely drive9.1%

1sightseeing/tourist attractions18.1%

shopping trip15.9%

30

The Hamburg Metropolitan Region There is

enormous potential in marketing the touristic diversity of

THE HAMBURG METROPOLITAN REGION

to an even greater extent.

2,608,100labour force in 2012

surface area in 2012

26,103 km²

175,549inward-bound commuters1 in 2012

gross domestic product in 2011€172,535 m

5,023,266184,566

outward-bound commuters1 in 2012

residents in 2013

There is

enormous potential in marketing the touristic diversity of

THE HAMBURG METROPOLITAN REGION

to an even greater extent.

2,608,100labour force in 2012

surface area in 2012

26,103 km²

175,549inward-bound commuters1 in 2012

gross domestic product in 2011€172,535 m

5,023,266184,566

outward-bound commuters1 in 2012

residents in 2013

In 2012, the Hamburg Metropolitan Region was further enlarged to include another three districts and two towns. This resulted in a further increase in the region’s attractiveness and growth opportunities. Thus, the Hamburg Metropolitan Region is Germany’s only area with direct access to both of Germany‘s bordering seas: the North Sea and Baltic Sea.

With more than 5 million residents living on an area of 26,000 square kilometres, the Hamburg Metropolitan Region is the economic centre of Northern Germany. As tourism continues to grow, it has become one of the most important cornerstones of the regional economy.

Source: Hamburg Metropolitan Region 2011/2012 (18); Arbeitskreis Erwerbstätigenrechnung des Bundes und der Länder 2013 (19); dwif Consulting 2014 (20)

1 Employees covered by social security as of 30/06.

31

Key figures for the Hamburg Metropolitan Region

Die Landkreise, Kreise und Städte der Metropolregion Hamburg

Dithmarschen

Steinburg Segeberg

Lüchow-DannenbergUelzen

Heidekreis

RotenburgHarburg

Hamburg

Lüneburg

Stade

Cuxhaven

Nordwestmecklenburg

Neumünster

Alt-Landkreis Ludwigslust

LübeckStormarn

Ostholstein

Herzogtum LauenburgPinneberg

Dithmarschen

Steinburg Segeberg

Lüchow-DannenbergUelzen

Heidekreis

RotenburgHarburg

Hamburg

Lüneburg

Stade

Cuxhaven

Nordwestmecklenburg

Neumünster

Alt-Landkreis Ludwigslust

LübeckStormarn

Ostholstein

Herzogtum LauenburgPinneberg

North Sea

Baltic Sea

Source: Hamburg Metropolitan Region 2012 (21)

The Hamburg Metropolitan RegionThe Hamburg Metropolitan Region comprises 17 administrative districts, two independent towns and the city of Hamburg. As Germany’s second-largest metro-politan area after the Ruhr region, the Hamburg Metropolitan Region is also one of Europe’s most vibrant economic regions.

32

33Source: dwif Consulting 2014 (3)

31.169 m commercial €4.340 bn

35.090 m small enterprises & private €1.499 bn

35.6 m business €0.864 bn

156.8 m private €4.861 bn

258.659 m days of stay per year

€11.564 bn gross turnover

approx. 709,000 visitors with a turnover of €31.7 m per day

211,830 employees in the Hamburg Metropolitan Region (full-time equivalent)

Overnight stays Day visits

66.259 m overnight stays €5.84 bn

192.4 m day visits €5.72 bn

Development of overnight stays in the Hamburg Metropolitan Region 2003–2013

overnight stays in millions

0

20

25

30

35

40

45

15

10

5

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*

Hamburg

Metropolitan Region excluding Hamburg

Metropolitan Region including Hamburg

16 % ★★

43 % ★★★★

25 % ★★★

10 % ★★★★★

6 % ★

* camp sites consistently included as of 2013


The Hamburg Metropolitan Region recorded more than 41 million overnight stays in 2013. Since 2013, this number also includes stays at camp sites in addition to commercial overnight stays.

Tourism as an economic factor in the Hamburg Metropolitan RegionThe region’s tourism revenue of approx. 11.6 billion euro is generated more or less equally by overnight guests and day visitors.

gross audience reach (contacts)

75 %

€45 mturnover in 2013

total HHT budget for 2013

€12.5 m

1.7 bn 80staff

Thanks to its corporate structure, the Hamburg Tourist Board (HHT) closelyintegrates all industry sectors involved in tourism development. The aim is to achieve those objectives defined by HHT. HHT is constantly focussed on mar-ket requirements and flexibly adapts to its changing needs in order to continue to improve its own corporate performance.

HHT’s marketing activities are directed at marketing Hamburg as a travel destination and its diverse range of products and services. HHT’s marketing strategy is based on three pillars: touristic-themed worlds, target markets and target groups. More specifically, HHT markets pre-defined Hamburg-themed topics geared towards the different and target groups. The guest is always the focus of all of HHT’s marketing endeavours.

HHT’s core fields of action are increasingly focussed on the internationalisa-tion and digitalisation of marketing. HHT sees future potential in the fields of health tourism, barrier-free travelling, cruise tourism, golf tourism and day tourism. In collaboration with Hamburg businesses, HHT is working on raising Hamburg’s quality profile also in these segments.

HHT offers comprehensive and diverse services to all guests to the city. Standard products range from individual travel programmes and hotel packages to products such as the Hamburg Travel catalogue and the Hamburg CARD as well as organised group trips and guided city tours. In addition, HHT continuously develops new products, with the aim of raising HHT’s profile as a quality service provider and attracting new target groups over the coming years.

34

The Hamburg Tourist Board

gross audience reach (contacts)

75 %

€45 mturnover in 2013

total HHT budget for 2013

€12.5 m

1.7 bn 80staff

The Hamburg Tourism AppAn innovative, interactive travel companion, featuring around 1,500 tourist attractions and booking options for traditional on-site products such as tickets.

– travel itinerary– tour guide– ticketing – boat finder– available in English and German

Event database for the Hamburg Metropolitan RegionThis event database is free of charge, offering event organisers and businesses an ideal platform for promoting their events, while providing guests to the city with a convenient search environment for finding events.

With its dedicated calendar of events, HHT has created a tool that is unique in Germany both in terms of quality and quantity. Objectives include:

– an annual average of more than 5,000 events per month– more than 3,000 venues – more than 100 distributing partners – more than 5 million contacts per month

To learn more about our services and products, please visit:www.hamburg-travel.com

www.hamburg-travel.com/info/hamburg-app

www.hamburg-travel.com/experience/events/highlights

www.facebook.com/meinhamburg www.twitter.com/HHT_News @HHT_News 35

Hamburg Tourism Monitoring

The Hamburg Tourism Monitoring is a service provided by the Hamburg Tourist Board (HHT). In collaboration with its partners, the Hamburg Tourism Monitoring gathers informa tion and recommendations concerning Hamburg’s tourism market and helps to continuously improve the performance of all businesses actively involved in Hamburg tourism. Closely monitoring the tou-rism market helps us to provide reliable data for marketing, investment and funding decisions. The Hamburg Tourism Monitoring also fosters networking activities across all industry sectors and stakeholders involved in tourism.

The Hamburg Tourism Monitoring summarises and visualises up-to-date information of Hamburg tourism, capturing trends and developments, facts and figures as well as benchmarks and best practices. This service provided by HHT is not only available to HHT’s partners but may also be used by exter-nal stakeholders upon request. These include partner organisations inside and outside of Hamburg, authorities and public institutions, as well as hotels and other local service providers, among others.

The Hamburg Tourist Board website offers the latest statistics and other relevant facts and figures related to the tourism market.

For further information and findings of the Hamburg Tourism Monitoring, please visit

www.hamburg-travel.com/business-press/facts-figures

Become a partner of Hamburg Tourism Monitoring: Phone: +49 (0)40 300 51 105Aleksandra GonzalesEmail: [email protected]

36

Mitgliedskarte 2014

© C. Spahrbier

Mitgliedskarte TVH 2014 RZ.indd 1 23.09.13 18:16

We represent your interestsThe Hamburg Tourism Association (TVH) is an active, modern, future-oriented industry association with more than 1,000 members. These include stakeholders from the entire tourism service chain ranging from large international hotels to small family-run businesses.

Active participation As a member of the Hamburg Tourism Association, you will be able to actively promote tourism in and travel to Hamburg by joining one of the TVH’s boards and committees.

Phone: +49 (0)40 300 51 103Susanne BrenneckeEmail: [email protected]

37

38

1 Hamburg Chamber of Commerce, August 2014 Selection order on catering establishments 2013

2 Hamburg Airport, January 2014 Transport Statistics December 2013

3 dwif Consulting, June 2014 Wirtschaftsfaktor Hamburg 2013

4 Hamburg Tourism Monitoring, 2014 List of hotels (as of February 2014)

5 Hamburg Cruise Center, 2014 www.hamburgcruisecenter.eu/en/facts/passenger-volume-and-calls-hamburg

6 UNWTO World Tourism Organization, 2014 UNWTO Annual Report 2013

7 UNWTO World Tourism Organization, January 2006 World Tourism Barometer, 01/2006

8 German Federal Statistical Office, February 2014 Monthly accommodation statistics 2003–2013

9 Statistikamt Nord, February 2014 Monthly accommodation statistics 2003–2013 Beherbergung im Reiseverkehr in Hamburg Dezember 2013

10 Statistikamt Nord, February 2014 2.1.7 Ankünfte, Übernachtungen und Aufenthaltsdauer der Gäste im aktuellen Berichtsmonat 2013 in Beherbergungsbetrieben nach Betriebsarten und dem ständigen Wohnsitz der Gäste, December 2013

11 STR Global, 2014 Largely based on data on large hotels with higher star ratings; daily data input, 2012, 2013

12 Statistikamt Nord, February 2014 4.3 Unterkünfte, Schlafgelegenheiten und deren Auslastung im aktuellen Berichtsmonat 2013 nach Gemeindegruppen und Betriebsarten, December 2013

13 State Offices for Statistics, 2014 Monthly accommodation statistics 2001–2013

14 dwif Consulting, February 2014 Ranking of European cities, evaluation for the Hamburg Tourist Board based on the relevant accommodation statistics for 2013

15 GfK Mobility / Institute for Management and Tourism (IMT) at the University of Applied Sciences Westcoast, March 2014; GfK/IMT DestinationMonitor Deutschland

16 dwif Consulting, 2014 Special evaluation of „Qualitätsmonitor Deutschland-Tourismus“, data for 2007–2011

17 dwif Consulting, May 2014 Special evaluation of the basic study „Tagesreisen der Deutschen“ for the city of Hamburg

and the Metropolitan Region of Hamburg

18 Hamburg Metropolitan Region, 2011/2012 Statistics portal of the Hamburg Metropolitan Region

19 Arbeitskreis Erwerbstätigenrechnung des Bundes und der Länder, August 2013 Calculations by the Statistical Office for Hamburg and Schleswig-Holstein

20 dwif Consulting, May 2014 Wirtschaftsfaktor Tourismus für die Metropolregion Hamburg 2013

21 Hamburg Metropolitan Region, 2012 www.metropolregion.hamburg.de/karte

Sources, cooperation partners and imprint

39

Imprint

Hamburg Tourismus GmbHMonitoring & Consulting

Design and implementation boy | Strategie und Kommunikation, Kiel

PicturesHamburg Marketing GmbH, www.mediaserver.hamburg.de

Printed on FSC-certified paper

Hamburg, November 2014

The Hamburg Tourism Monitoring is facilitated through the commitment of our premium partners:

40

Hamburg Tourismus GmbH

Wexstrasse 7, D-20355 Hamburg

Tel. + 49 (0) 40.300 51 300

Fax + 49 (0) 40.300 51 220

E-mail [email protected]

www.hamburg-travel.com

hamburg tourism monitoring · 13.5 m air passengers ... e a s t + 7 3 % s in c e 2 03 2 a s ia a n...

Documents