INBOUND TOURISM IN ESTONIA IN 213 TOURISM IN ESTONIA IN 213 (as of 17 March 214) 1 In 213, 1.94 million foreign tourists stayed overnight in the accommodation establishments of Estonia. Compared with 212, their number increased by 3.6% or by 66,611 in absolute numbers. The number of foreign overnights was 3.9 million (2.3% up on 212). This means a new record level in inbound tourism for the 4th consecutive year. It is worth noting that both in 21 and 211 inbound tourism in Estonia increased substantially (both in 21 and 211, foreign overnights increased by 17% compared with the previous year). Both in 212 and 213, foreign overnights increased by 2% compared with the previous year. In 211, the driving force behind the substantial increase was the creation of new transport connections with many European target markets (especially low-cost flights). However, both in 212 and 213 the number of air connections was reduced again (compared with the previous year). In 213, (holiday) tourism from the UK, Germany and the Netherlands was most severely influenced by this development. Thus, the growth in inbound tourism in 213 was achieved thanks to an increase in tourism from nearby source markets (Finland, Russia, Latvia, Lithuania and also Poland). In addition, tourism from Asia showed a strong increase, with Chinese overnights increasing by 48% and Japanese overnights by 23%. The share of Finnish overnights among all foreign overnights remained on the same level as in 212 43%. The share of Russian overnights continued to increase: in 212, they accounted for 15.5% of all foreign overnights; in 213, this figure increased to 17.4%. The share of German overnights decreased slightly (from 6% to 5.4%). The market share of Sweden and Latvia remained roughly on the 212 level (both accounted for 4% of all foreign overnights). The regional distribution of foreign overnights changed slightly: the share of Tallinn as a destination decreased slightly for the second consecutive year (in 211, Tallinn accounted for 67% of foreign overnights; in 212 65% and in 213 64%). This can be explained by the changes in source markets: the market share of nearby markets increased (tourists from these markets are more inclined to visit destinations outside Tallinn), whereas the share of several more distant Western and Southern European source markets decreased (they tend to prefer to stay in Tallinn). The share of Pärnu remained stable (12%), while the share of Tartu continued to increase (from 3.6% in 211 to 4.6% in 213) thanks to the increase in Russian, Latvian and Finnish overnights there. The long-term growth trend in Ida-Viru County in North-East Estonia continued as well especially thanks to the long-term increase from Russia but in 213 also thanks to the growth from Finland. Of the 1.94 million foreign tourists staying overnight in the accommodation establishments, 1.4 million were holiday tourists. Their number increased by 2.1% compared with 212 but as the holiday trips were shorter than a year ago, the number of foreign overnights on holiday trips increased by just.1% (remaining at 2.6 million). The number of foreign overnights on business trips was 792,297 (increase by 4.7%). Overnights on other trips amounted to 524,732 (increase by 1%). In 213 the number of tourists from the largest source market, Finland, amounted to 894,54 (+8% compared with 212) and their overnights to 1.69 million (+2.4%). Both figures reached a new record level. In absolute figures, their overnights increased most in Tallinn where both the number of Finnish tourists and overnights reached a new record. However, their length of stay in Tallinn decreased slightly (with the number of Finnish tourists in Tallinn increasing by 1% but their overnights by just 3%). This development is probably related to the changes in ADR (average daily rate) in Tallinn. Their average length of stay in Tallinn increased when ADR decreased in 29 and 21 but by now ADR has increased to the pre-crisis level, making people consider slightly shorter trips again. In addition to Tallinn, Finnish overnights showed a bigger increase in absolute figures also in Pärnu and Pärnu County, in Ida-Viru County and in Tartu. It is worth noting that in Tartu their overnights increased for the fourth consecutive year, reaching a new record. Also, their length of stay there has gradually increased over a longer period. As in several previous years, tourism from Russia continued to show an impressive increase. The general outbound travel trend in Russia continued to be very positive in 213, with strong growth in Russian arrivals and overnights reported for the majority of European destinations. However, at least in the Nordic-Baltic region, their growth was slower than in the past few years. The number of Russian tourists staying at accommodation establishments in Estonia 34,644 was 38,452 or 14% more than in 212. The number of Russian overnights also increased by 14%, reaching 679,343. As in previous years, tourism from Russia continued to increase substantially in their most popular destination Tallinn (+13%) as well as in most other regions of Estonia. However, the share of Tallinn among the destinations in Estonia continued to decrease slightly (for example, in 27 Tallinn accounted for 68% of Russian overnights in Estonia but in 213 the respective figure was 61%). This reflects active promotion by various regions and entrepreneurs, in addition to the promotional activities on the national level. Tourism from Germany decreased in 213, following three years of growth and a new all-time record achieved in 212. In 213 the number of German tourists at accommodation establishments amounted to 11,596 (9% less than in 212) and their overnights to 21,955 (-7%). The decline can mainly be attributed to the decline in the number of flight connections with Germany (following an increase in flight connections in 211 and in
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 2 212). On the other hand, German overnights decreased in all the Baltic and Nordic countries as well (with the exception of Sweden where they showed a small increase). The number of Latvian tourists and their overnights reached a new record level for the third consecutive year, although in 213 the growth was much more modest than in 211 and 212. The number of Latvian tourists amounted to 15,48 (5% more than in 212) and their overnights to 158,31 (4% more than a year ago). In absolute figures, most of the growth occurred in Tartu and Tartu County, following a strong growth already in 212. The long-term growth trend in Pärnu continued as well. In 213 the number of Swedish tourists was 74,313 or 5% less than a year ago, however, the number of Swedish overnights decreased by just 1%, amounting to 159,813. In Tallinn both the number of Swedish tourists and their overnights decreased by 8%. However, in Pärnu their second most popular destination in Estonia their arrivals increased by 12% and their overnights by as much as 2%. The number of overnights in Pärnu increased thanks to the increase in the number of longer spa holidays: their average length of stay in Pärnu increased from 4.2 nights to 4.5 nights. DOMESTIC TOURISM IN ESTONIA IN 213 The number of domestic tourists and their overnights continued to grow, achieving a new record. In 213, 1.4 million domestic tourists stayed overnight in the accommodation establishments of Estonia. Compared with 212, their number increased by 8% or by 74,359 in absolute numbers. The number of domestic overnights was 1.82 million (6% up on 212). The number of domestic tourists exceeded the precrisis record level for the first time already in 212 but the number of their overnights only in 213. The number of domestic overnights increased mainly thanks to the increase in holiday travel. Domestic overnights on holiday trips amounted to 865,581, increasing by 12% or by 9,59 nights. Overnights of domestic tourists on business trips increased by 3% but their overnights on other trips decreased by 1%. 6 Overnights at accommodation establishments of Estonia (), 24-213. Source: Statistics Estonia 55 5 4543 4675 462 471 5399 5545 5734 +3,4% 45 4 3758 4112 4123 3749 3823 399 35 3 2747 2982 32 2915 2933 2741 324 +2,3% 25 2 15 1 5 111 1129 1523 1759 167 total - foreign overnights - domestic overnights 1382 1497 1651 1721 1825 24 25 26 27 28 29 21 211 212 213 +6% YoY change, %
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 3 58 56 54 52 5 48 46 44 42 4 38 36 34 32 3 28 26 24 22 2 18 16 14 12 1 8 6 4 2 171 21 218 228 Overnights of foreign tourists at accommodation establishments of Estonia by month (). Source: Statistics Estonia 21 211 212 213 148 175 179 185 174 198 23 243 238 28 298 261 32 342 356 372 328 4 43 412 53 577 569 571 49 47 453 493 26 31 311 316 256 33 298 31 26 238 245 257 Jan Feb March April May June July August Sep Oct Nov Dec 212 245 263 271 28 26 24 22 2 18 16 14 12 1 8 6 4 2 92 13 14 19 Overnights of domestictourists at accommodation establishments of Estonia by month (). Source: Statistics Estonia 21 211 212 213 92 15 1 116 129 137 95 16 18 13 115 12 125 155 17 178 194 221 246 249 264 195 218 219 238 15 11 116 123 121 128 134 141 11 123 133 18 12 128 132 Jan Feb March April May June July August Sep Oct Nov Dec
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 4 4 38 36 34 32 3 28 26 24 22 2 18 16 14 12 1 8 6 4 2 1% Foreign tourists and overnights at accommodation establishments by purpose of trip (thousands). Source: Statistics Estonia. 124 228 23 6 51 122 985 Other purpose Other business trip Conference / seminar Holiday trip 118 271 38 1138 119 115 14 324 341 342 48 6 47 1318 1369 1398 555 454 95 484 437 88 1829 1732 523 516 71 294 56 642 93 476 525 662 678 95 258 259 2592 28 29 21 211 212 213 28 29 21 211 212 213 Tourists Overnights Foreign overnights by source market (%). Source: Statistics Estonia. 9% 8% 7% 6% 5% 4% 13,3% 14,4% 15,7% 17,1% 17,5% 16,3% 16,3% 18,6% 18,8% 18,5% 3,% 1,2% 3,5% 2,2% 6,7% 6,% 3,7% 3,5% 1,4% 5,3% 2,5% 7,9% 7,2% 4,6% 4,5% 1,7% 5,2% 5,1% 4,3% 2,1% 2,4% 4,8% 3,8% 3,4% 4,1% 4,2% 7,8% 6,7% 6,3% 6,1% 6,1% 6,4% 5,9% 5,1% 6,8% 3,9% 3,2% 2,% 1,7% 2,9% 2,6% 3,8% 5,8% 5,6% 3,5% 5,2% 5,2% 3,3% 2,9% 2,3% 2,1% 2,% 2,4% 4,6% 3,3% 2,6% 3,5% 4,% 4,% 4,8% 4,2% 4,1% 5,8% 6,% 5,4% 8,1% 1,3% 12,7% 15,5% 17,4% other countries Norway Lithuania UK Latvia Sweden 3% 2% 6,6% 53,% 49,7% 48,9% 48,3% 51,7% 51,9% 44,7% 43,2% 43,3% Germany Russia 1% % 24 25 26 27 28 29 21 211 212 213 Finland
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 5 18 17 16 15 14 13 12 11 1 9 8 7 6 5 4 3 2 1 Overnights of foreign tourists at accommodation establishments of Estonia (). Source: Statistics Estonia 1665 1691 1582 1677 151 1664 1652 1426 1416 1416 Finland 12 139 177 15 198 221 Russia 33 476 24 25 26 27 28 29 21 211 212 213 679 594 24 22 2 18 16 14 12 1 8 6 164 Overnights of foreign tourists at accommodation establishments of Estonia (). Source: Statistics Estonia 216 186 177 188 24 25 26 27 28 29 21 211 212 213 154 168 219 228 211 185 235 237 196 186 158 168 18 161 16 6 75 11 119 123 13 112 13 152 158 95 159 156 14 112 78 82 172 128 1 4 2 Germany Sweden Latvia UK
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 6 16 15 14 13 12 11 1 9 8 7 6 5 4 3 2 1 32,1 4,9 52,2 Overnights of foreign tourists at accommodation establishments of Estonia (). Source: Statistics Estonia 24 25 26 27 28 29 21 211 212 213 61,2 69,6 55,5 55,5 77,4 77,6 93,8 81,3 15,4 134,7 148,3 125,7 18,2 12, 122,4 111,1 91,5 44,5 44,3 49,5 53,6 46, 39,6 46,3 52,4 66,7 63,7 52,5 59,6 61,3 6,4 6,7 46,9 54,5 Lithuania Norway USA Italy 79,5 7,1 62,7 65 6 55 5 45 4 35 3 25 2 15 1 5 31,8 38,3 48,3 31,9 36,4 Overnights of foreign tourists at accommodation establishments of Estonia (). Source: Statistics Estonia 52,2 5,4 6,8 29,4 35,4 38,5 31,1 37,4 59,5 53,1 54,6 35,8 37,8 38,4 35,9 44,2 51,2 54,8 52,4 29,1 26,9 27,7 24,9 24,2 38,9 38,9 34,1 15,5 12,2 12,1 13, 13,3 16, 15,7 19,3 4,5 3,8 4,3 4,3 5,1 26 27 28 29 21 211 212 213 9,4 1,3 15,3 Poland Spain France Holland Japan China
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 7 4 38 36 34 32 3 28 26 24 22 2 18 16 14 12 1 8 6 4 2 Foreign overnights at accommodation establishments by destination (). Source: Statistics Estonia. 123 11 154 68 96 564 1526 128 146 91 93 112 1 17 159 64 72 113 136 142 9 92 89 75 18 182 63 74 97 126 533 512 483 429 134 85 56 135 75 112 428 1769 1824 1778 1812 1716 155 12 51 152 11 117 471 256 227 178 197 13 99 97 7 15 14 157 143 142 135 157 175 135 162 179 47 467 477 253 2494 258 24 25 26 27 28 29 21 211 212 213 other regions Lääne Harju Saare (Saaremaa) Ida-Viru Tartu Pärnu Tallinn other regions Saare (Saaremaa) Ida-Viru Tartu Pärnu 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% Foreign overnights at accommodation establishments by destination (%). Source: Statistics Estonia. 3% 3% 2% 3% 2% 1% 1% 1% 11% 11% 12% 1% 2% 2% 3% 2% 13% 17% 14% 1% 1% 5% 5% 4% 3% 4% 3% 1% 2% 8% 5% 4% 5% 4% 4% 4% 2% 2% 4% 2% 4% 1% 2% 4% 1% 2% 7% 4% 3% 4% 5% 16% 1% 4% 7% 13% 5% 3% 12% 25% 21% 5% 4% 4% 4% 2% 4% 64% 11% 11% 44% 54% 58% 61% 67% 69% 73% 82% 83% 85% 86% 88% 91% Tallinn %
TOURISM IN ESTONIA IN 213 (as of 17 March 214) 8 Arrivals and overnights at all accommodation establishments of Estonia by country of residence, 28-213. Source: Statistics Estonia. Arrivals at accommodation establishments Year on year change 28 29 21 211 212 213 211/1 212/11 213/12 213/12 total 2 377 671 2 147 133 2 41 763 2 725 937 2 839 895 2 98 865 324 174 113 958 14 97 5% domestic 944 325 766 593 837 811 918 18 966 376 1 4 735 8 27 48 358 74 359 8% foreign 1 433 346 1 38 54 1 563 952 1 87 919 1 873 519 1 94 13 243 967 65 6 66 611 4% Finland 728 181 75 984 832 874 84 714 829 225 894 54 7 84-11 489 65 279 8% Russia 82 28 93 947 141 964 23 24 266 192 34 644 61 24 62 988 38 452 14% Latvia 79 527 68 32 72 684 85 229 1 638 15 48 12 545 15 49 4 842 5% Germany 91 915 75 966 84 454 13 559 111 251 11 596 19 15 7 692-9 655-9% Sweden 86 38 77 47 81 196 86 287 78 412 74 313 5 91-7 875-4 99-5% Lithuania 41 396 33 441 34 17 47 3 47 397 52 21 12 896 394 4 84 1% UK 46 575 33 395 35 692 69 912 54 35 43 19 34 22-15 67-11 196-21% Norway 47 24 4 915 4 414 51 51 48 479 36 918 11 96-3 31-11 561-24% USA 19 185 16 284 2 53 23 824 29 61 27 442 3 321 5 777-2 159-7% Italy 26 28 19 959 23 17 33 618 3 574 26 56 1 61-3 44-4 68-13% Poland 2 859 17 62 19 522 27 93 25 513 26 1 7 571-1 58 488 2% Spain 17 844 15 77 16 86 27 16 25 3 22 926 1 246-2 13-2 77-8% France 18 522 16 864 19 319 22 31 24 89 22 78 2 982 1 788-1 39-5% Holland 12 533 11 595 11 713 17 968 18 279 16 358 6 255 311-1 921-11% Denmark 14 281 12 36 11 14 13 92 14 91 11 9 2 762 189-2 191-16% Japan 6 862 7 253 7 235 8 732 8 778 1 768 1 497 46 1 99 23% China 1 895 2 58 2 823 5 549 5 934 7 86 2 726 385 1 872 32% Overnights at accommodation establishments Year on year change 28 29 21 211 212 213 211/1 212/11 213/12 213/12 total 4 62 212 4 122 526 4 7 68 5 399 392 5 544 537 5 734 33 698 712 145 145 189 496 3% domestic 1 669 55 1 381 83 1 496 959 1 65 527 1 721 498 1 824 77 153 568 7 971 13 29 6% foreign 2 932 662 2 74 696 3 23 721 3 748 865 3 823 39 3 99 326 545 144 74 174 86 287 2% Finland 1 415 884 1 416 113 1 664 139 1 677 119 1 651 965 1 691 35 12 98-25 154 39 7 2% Russia 198 319 22 945 33 276 475 95 593 783 679 343 145 629 117 878 85 56 14% Germany 187 665 154 26 167 58 218 698 227 959 21 955 51 19 9 261-17 4-7% Sweden 185 592 158 492 168 165 179 523 161 46 159 813 11 358-18 63-1 647-1% Latvia 123 299 13 91 112 122 13 154 152 491 158 31 18 32 22 337 5 54 4% UK 112 423 78 322 81 791 171 748 127 969 99 742 89 957-43 779-28 227-22% Lithuania 69 555 55 465 55 535 77 428 77 585 93 784 21 893 157 16 199 21% Norway 125 683 18 27 12 19 122 443 111 131 91 451 2 424-11 312-19 68-18% USA 46 14 39 61 46 35 52 387 66 725 63 69 6 82 14 338-3 35-5% Italy 6 692 46 856 54 451 79 455 7 7 62 7 25 4-9 385-7 37-11% Poland 48 254 31 878 36 442 52 153 5 351 6 788 15 711-1 82 1 437 21% Spain 38 51 31 89 37 369 59 527 53 144 54 633 22 158-6 383 1 489 3% France 38 416 35 98 44 236 51 223 54 79 52 368 6 987 3 567-2 422-4% Holland 27 662 24 876 24 227 38 93 38 96 34 117 14 73-24 -4 789-12% Denmark 31 684 25 725 23 489 27 928 27 887 24 174 4 439-41 -3 713-13% Japan 12 143 12 998 13 33 15 967 15 723 19 272 2 664-244 3 549 23% China 4 344 4 268 5 57 9 429 1 337 15 339 4 372 98 5 2 48%