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Tourism in the
Baltic Sea Region
EXECUTIVE SUMMARY
1
Preface
>> This booklet gives you an overview of possibilities and
challenges in the tourism industry in the Baltic Sea region.
2
ourism in the Baltic Sea
T
Region
4
Possibilities and challenges
7
Country Portraits
>> The first part gives a short introduction to the tourism
industry in the Baltic Sea region. The region accounts for
7 percent of the world’s tourism measured by international
arrivals and thus the region as whole has a strong basis in an
increased global competition. The industry is a significant
player ensuring growth and employment in the region. Hence it
is important to ensure a favorable business environment for the
tourist industry.
  8Denmark
  10Estonia
  12Finland
  14Germany
>> The second part highlights some of the trends in the industry
and addresses some of the possibilities and challenges that the
industry faces.
  16Latvia
>> The final part of the booklet is a short introduction to the
current situation in the countries in the Baltic Sea region.
  22Sweden
  18Lithuania
  20Poland
Published by the Confederation of Danish Industry
Edited by Kathrine Winther and Sune K. Jensen
Printed by the Confederation of Danish Industry
ISBN: 978-87-7144-010-2
300.10.13
Page 1
Preface
The tourism industry in the Baltic Sea region contributes significantly to
the economies of the countries in the region. With about 73 million international arrivals in the region – equivalent to 7 percent of all international
arrivals – the tourism industry generates growth, wealth and jobs to more
than 1.4 million people.
Tourism quickly recovered from the global crisis, and the global outlook of
the tourism industry is positive. According to the UNWTO’s global forecast the average annual growth is expected to be 3.3 percent until 2030.
The Baltic Sea region has a good starting point to tap into this potential.
However other regions are investing heavily in tourism, so we need to step
up our effort if we want to maintain or increase our market share. We need
to keep on attracting tourist not only from the growth markets like Russia,
China and Brazil, but also from the closer and more mature markets in
Europe.
The tourism industry in the Baltic Sea region needs a stronger voice at
both regional and European level addressing the opportunities and challenges of the industry. Politicians often underestimate the importance and
impact of tourism on the economy. Raising awareness of the tourism industry will increase the possibilities for the sector to grow and generate
jobs.
It is our belief that a stronger collaboration among the businesses within
the region will advance the possibilities of reaching the potential of the
industry in the Baltic Sea region. Furthermore, a closer collaboration will
provide a platform to exchange experiences and challenges across borders
and sectors in the industry.
Our vision is to make the Baltic Sea region the preferred destination in
Europe.
Tourism in the Baltic Sea Region
page 2
Tourism in the Baltic Sea Region
Tourism in the
Baltic Sea Region
Put together the countries located by the Baltic Sea hold a large share of
the international tourism. In 2012 the Baltic Sea region accounted for 7 percent of the world’s tourism measured by international arrivals and 13 percent of the tourism in Europe. That is equivalent to 73 million international arrivals in the Baltic Sea region. In 2012 the total number of overnights
was 570 million.
The Baltic Sea region
is a leading destination
The region’s share of international tourism is the result of a decade generally characterized by growth in both arrivals and overnights in the countries in the region. In Latvia the rise in international arrivals has been the
highest in the region with a twofold increase in arrivals from 2000 to 2011.
The economic crisis in 2008 led to a drop in arrivals and overnights in
some countries, but they have all recovered. Compared to 2000 only Denmark has experienced a decline in the number of international overnights.
All countries but one have
had an increase in interna­tional tourism since 2000
International arrivals rose by 3 percent in Europe from 2011 to 2012. In
comparison international arrivals rose by 7 percent in Asia and the Pacific
and by 5 percent in the Americas. This indicates that despite the past decade of growth, we have lost market shares. The growing competition on
the global market is a challenge for our region.
International competition
rises
The emerging markets increase the number of destinations and hence
contribute to the increasing global competition. The emerging markets
also enlarge the number of potential tourists and thereby create new opportunities. Some countries in the Baltic Sea region have already experienced high growth rates from these economies. Russia is one of the top five
growth markets in almost all countries in the region. In Lithuania Russian
overnights rose by more than 45 percent from 2011 to 2012. Other examples
of growth markets are China and Brazil. In Denmark, the Chinese overnights rose by 35 percent and the Brazilian by 25 percent from 2011 to 2012.
Emerging markets create
opportunities
However it is important to note that the number of arrivals and overnights
from the growth markets is still relative low in comparison with the more
traditional and closer markets.
It goes without saying that Germany is one of the important markets for
the countries in the region. In all the countries German tourists account
for such a large number of overnights that Germany is among the top five
markets. Another mature market of importance is the United States. The
Unites States is especially an important market for Poland and Germany.
Germany is a significant
market for all countries in
the region
Page 3
Tourism in the Baltic Sea Region
The domestic markets are in many cases also of great importance to the
industry. In 2011 84 percent of the overnights in Germany were German
tourists and in Sweden 76 percent of the overnights were Swedish. In comparison the international overnights are more important in other markets;
like in Latvian where 70 percent of the overnights were international in
2011.
Regardless of the difference in number of arrivals and overnights and regardless of the dependence on the domestic or international markets the
tourism industry is of great economic importance in every country in the
region, since the effect on the GDP is between 1.5 percent (Lithuania) and
3.3 percent (Estonia). The tourism industries also affect the employment
in the region and accounts for between 1.8 percent (Sweden) and 3.2 percent (Estonia) of the total employment in the countries.
The similarities in the tourism sector across the Baltic Sea region indicate
that the industry in the region faces similar possibilities and challenges
despite minor variations. Some of these possibilities and challenges are
described in the following.
The industry create
employment and benefit
the GDP
page 4
Tourism in the Baltic Sea Region
Possibilities and
Challenges
New markets and changing travel patterns create new opportunities for
the markets in the Baltic Sea region. The rising number of destinations
on the other hand creates more competition and new challenges for the
industry. The following is a brief overview of some of the opportunities
and challenges that the industry faces.
A growing market
The countries located by the Baltic Sea have generally experienced growth
in international arrivals since the 1990s. This follows the global growth
trend in the industry with a growth rate of 4 percent and more than 1 billion arrivals in 2012. UNWTO’s forecasts predict that the growth in international tourism will continue with an average annual growth of 3.3 percent until 2030 and UNWTO expects that the number of arrivals will reach
1.8 billion in 2030.
International tourism will
continue to grow
With increased competition
Europe accounts for half of the world's total tourism and as mentioned the
Baltic Sea region accounts for around 13 percent of the tourism in Europe
and 7 percent of the world's tourism measured by arrivals. Despite the current market share which in comparison with other regions is quite high,
the growing competition on the global marked is a challenge.
The tourists at the destinations in the Baltic Sea region are primarily
from other countries in the region or from other European countries. The
growth rates for neighboring markets are considerably lower in comparison with distant emerging markets like China. Even though the growth
rate for tourism from distant emerging markets in several countries in the
Baltic Sea region is very high, the total number of arrivals and overnights is
still relative low compared to the close markets. It is to be expected that the
demand from the emerging markets will continue to rise, but the markets
will remain relative small for some time.
Arrivals from new markets
grow
China it not only an important market due to the significant growth in
arrivals and overnights. In 2012 the Chinese tourism expenditure exceeded
Germany and USA. The Chinese tourists are now the top spenders in international tourism. Another market with high growth rates in the Baltic
Sea region and also among the top spenders is Russia. Russia is number
five on the list of top spenders.
Chinese tourists spend the
most when travelling
Page 5
Tourism in the Baltic Sea Region
However, the tourists from new markets are not enough to compensate for
any decline in tourists from our neighboring markets, since the number of
arrivals and overnights from these markets is still relative small. Despite
the fact that the neighboring markets in many cases do not have the same
growth rates as distant markets the neighboring markets still holds great
opportunities for the tourism industry in the Baltic Sea region. Therefore
a focus on the more traditional and neighboring markets as well as the new
growth markets will be beneficial.
New trends and demands
The region’s large share of global tourism, 7 percent of arrivals in 2012, indicates that the destinations in the region possess some of the qualities
that tourists find attractive. Many of these areas still hold a potential. To
reach the potential of destinations like coastlines, cities and cultural attractions in an increased global competition there need to be a continued
focus on improving the attractiveness of the region.
In the recent years Europe has experienced that the growth rates in arrivals have been higher than the growth rates in overnights. This is possibly caused by a travelling trend of more frequent trips combined with
shorter stays. In line with the trend towards shorter trips city tourism has
increased.
More frequent travels,
but shorter trips
There is a general international tendency towards more cultural tourism,
which has raised the importance of developing the cultural attractiveness
of the destinations. At the same time it is important to increase the overall
quality of the tourism products to ensure a competitive advantage compared to the competitors outside our region.
Increased importance
of culture
Following the trend towards increased city tourism, the cruise industry
has experienced a rapid annual growth of 8 percent for the last 20 years.
This trend has had a positive impact on destinations in Northern Europe,
but the Baltic Sea region’s popularity as a cruise destination is under pressure. The competition from other growing cruise destinations like Asia
and the Pacific foster a continued focus on developing the cruise industry
to maintain the market share.
Along with the opportunities follow a number of challenges and possible
negative impacts on the environment. Therefore developing the tourism
industry in line with the goals of sustainable tourism has become an area
of interest at both national and international level.
Sustainability
page 6
Another challenge for the tourism industry is the need of strengthening
the productivity and innovation of the industry to maintain the attractiveness of the destinations in our region.
The challenges facing the tourism industry are complex and numerous.
Addressing these challenges requires highquality information for sound
decision making by both the businesses and the politicians. Therefore the
quality and timeliness of tourism statistics need to be improved to ensure
continued development and growth in the tourism industry.
Need for a strong voice
The tourism industry accounts for a considerable part of the employment
in the countries in the region. The market growth entails great opportunities, but the recent traveling trends as well as increased competition from
new destinations challenge the industry in the Baltic Sea region.
It is of common interest to improve the conditions for the industry to comply with the current challenges. With a common strong voice we can raise
the politicians’ awareness of the importance of the tourism industry and
the challenges that we face.
Tourism in the Baltic Sea Region
Page 7
Tourism in the Baltic Sea Region
Country Portraits
The following section contains a brief overview of the situation in the tourism industry in the countries by the Baltic Sea.
The data sources have been chosen to be able to compare the different
countries in the region. In some cases the numbers might not tell the
whole truth, since the countries in some cases include different variables
in the statistics. One issue is the lack of comparable categorizations. Another is that the data is not timely. Therefore some of the data should be
interpreted with some caution.
Finland
Sweden
estonia
Latvia
Denmark
Lithuania
Poland
germany
page 8
Tourism in the Baltic Sea Region
Denmark
The number of both arrivals and overnights in Denmark is relatively high
compared to other countries in the Baltic Sea region. In the past 20 years
there has been a comparable development in the number of annual arrivals and overnights in Denmark with a relative small growth rate. Unfortunately the total number of international overnights has decreased in the
past couple of years. Denmark is the only country in the region which has
had a negative development in that time period. One of the challenges for
the industry is a high price level compared with the rest of the region.
Tourism Facts – Denmark
Number of arrivals (mio., 2011)
7.9
Number of overnights (mio., 2011)
44.7
International overnights – percentage of total (2011)
49
Employment by the tourism industry (2012)
188,900
Employment by the tourism industry – percentage of total (percent, 2012)
7.2
Tourism industry GDP – percentage of total (percent, 2012)
1.9
Travel and Tourism Competitiveness Index, Europe (out of 42)
14
Decrease in international
overnights
<
Source
World Economic Forum: The Travel
and tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
and Statistics Denmark
In Denmark the tourism industry is of great importance, since the indu­
stry accounts for 7.2 percent of the total employment. This number is quite
high compared to other countries in the Baltic Sea region. More in line
with the general trend is the contribution to the GDP, which in Denmark
accounts for 1.9 percent.
Top Five Markets in Denmark
<
Overnights (1,000)
Note
Figures from 2012
14,000
12,000
Source
10,000
Statistics Denmark and
Visit Denmark
8,000
6,000
4,000
2,000
0
Germany
Norway
Sweden
The Netherlands
Great Britain
Page 9
Tourism in the Baltic Sea Region
The largest part of tourism in Denmark is costal tourism, which accounts
for 34 million of the total number of overnights in Denmark.
Despite a general decline in total arrivals in Denmark the number of overnights in Copenhagen has increased with 6 percent in 2012. In line with
this development the number of cruise passengers visiting Copenhagen
has more than doubled since 2004 and reached 840,000 passengers in 2012.
Top Five Markets in Denmark
Percent
Overnights (1,000)
40
400
35
350
30
300
25
250
20
200
15
150
10
100
5
50
0
China
Brazil
Russia
Finland
Australia
0
Germany by far represents the largest market for Danish tourism and accounts for almost half of all foreign overnights. The decrease in arrivals
and overnights is especially caused by a drop in the number of German
tourists, while Danish overnights have increased.
The Scandinavian markets Norway and Sweden represent the second and
third largest market, with a share of international overnights of respectively 11 percent and 8 percent.
The countries which represent the markets with the highest growth rates
are neighboring markets, Russia and Finland, as well as more distant markets, China, Brazil and Australia. It is important to note, that the total
number of overnights from the top five growth markets is still relatively
small compared to the top five markets measured in overnights. For instance the Chinese tourists only have a market share of foreign overnights
of 0.5 percent. The growth markets cannot compensate for the loss in German overnights.
<
Growth (2011/2012)
Overnights (2012)
Source
Statistics Denmark and
Visit Denmark
page 10
Tourism in the Baltic Sea Region
Estonia
The tourism industry in Estonia has generally been experiencing a positive development for the last decade. Following this trend, the number of
arrivals rose by 12 percent from 2010 to 2011. International overnights account for 70 percent of the total overnights in Estonia, which is a very high
share compared to other countries in the Baltic Sea region. Most foreign
overnights are Finnish tourists, but Russia is also a very important market
with both a high number of tourists as well as high growth rates.
Tourism Facts – Estonia
Number of international arrivals (mio., 2011)
2.7
Number of overnights (mio., 2011)
5.4
International overnights – percentage of total (2011)
69
Employment by the tourism industry (2012)
19,400
Employment by the tourism industry – percentage of total (percent, 2012)
3.3
Tourism industry GDP – percentage of total (percent, 2012)
3.2
Travel and Tourism Competitiveness Index, Europe (out of 42)
20
Finland and Russia are
important markets
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Visit Estonia
The tourism industry in Estonia accounts for both a large part of the employment, 3.3 percent as well as a large part of the GDP, 3.2 percent, which
is high compared to other countries in the region.
Estonia has experienced a very high growth rate in number of arrivals,
Top Five Markets in Estonia
<
Overnights (1,000)
Note
Figures from 2012
1,800
1,600
1,400
Source
1,200
Visit Estonia
1,000
800
600
400
200
0
Finland
Russia
Germany
Sweden
Latvia
Page 11
Tourism in the Baltic Sea Region
which was more than 12 percent from 2010 to 2011. This follows a positive
trend where total arrivals have increased from 1.5 million in 2003 to 2.8
million in 2012. The positive development in both arrivals and overnights
in the past decade has only been interrupted by the financial crises, which
had a negative impact on both arrivals and overnights. The growth picked
up quickly and is now, as mentioned, very positive.
The top five markets; Finland, Russia, Germany, Sweden and Latvia, are
all neighboring markets. Finland is by far the largest market and accounted for 44 percent of all foreign overnights in Estonia in 2012. Finland is
followed by Russia, which accounted for 15 percent of all overnights in Estonia. The Swedish overnights have declined with 10 percent from 2011 to
2012, but Sweden is still one of the largest markets.
Russia is not only the second largest market, it is also the market with the
Top Five Markets in Estonia
Percent
Overnights (1,000)
30
600
25
500
20
400
15
300
10
200
5
100
0
United States
Russia
Latvia
China
France
0
second highest growth of 25 percent from 2011 to 2012. Another important market is Latvia considering the growth rate and the large number
of overnights. In 2012 Latvia accounted for 4 percent of the total number
of overnights in Estonia. Among the growth markets are two distant markets: the US and China, but both markets account for a very small number
of overnights.
<
Growth (2011/2012)
Overnights (2012)
Source
Visit Estonia
page 12
Tourism in the Baltic Sea Region
Finland
The tourism industry is of great importance to the overall economy and
accounts for both 2.1 percent of GDP and of employment. There has been
a positive growth in the number of arrivals from 2010 to 2011 of 14 percent
The number of overnights has increased with 5 percent from 2011 to 2012.
The main reason for this is an increase in Russian tourists. This positive
development is also reflected in the consumption, since foreign visitors
spent 2.3 billion Euros in 2012, which is 70 million more than the previous
year.
Russian tourists are the main
contributor to growth
There are great regional differences in the tourism in Finland. The southern parts and the archipelago accounts for 57 percent, while Lakeland accounts for 24 percent and Lapland for 19 percent.
Tourism Facts – Finland
Number of arrivals (mio., 2011)
Number of overnights (mio., 2011)
International overnights – percentage of total (2011)
Employment by the tourism industry (2012)
4.2
20.0
28
52,300
Employment by the tourism industry – percentage of total (percent, 2012)
2.1
Tourism industry GDP – percentage of total (percent, 2012)
2.1
Travel and Tourism Competitiveness Index, Europe (out of 42)
10
Finland’s rather high growth of 14 percent in arrivals from 2010 to 2011 follows a positive trend in the last 20 years with growth in both arrivals and
overnights. Since 2003 the total number of arrivals has increased from 8.4
million to 10.8 million in 2012. Following the economic crisis in 2008 there
was a small drop in arrivals and overnights, but the trend quickly turned
and regained the positive development.
27.5 percent of overnights in Finland are international overnights, which
in comparison with other countries in the region, is rather small.
The top markets are all neighboring markets. Like many countries in the
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Statistics Finland
Page 13
Tourism in the Baltic Sea Region
region, Russia accounts for a very large part of the international tourism
in Finland, 27 percent. The neighboring countries Sweden and Estonia are
also on the list and account for respectively 9.7 percent and 4 percent of
the foreign tourism in Finland. In comparison with 2011 the number of
overnights from Sweden and Germany has decreased by 2.7 percent and
1.3 percent.
Top Five Markets in Finland
<
Overnights (1,000)
Note
Figures from 2012
1,600
1,400
Source
1,200
Statistics Finland
1,000
800
600
400
200
0
Russia
Sweden
Germany
Great Britain
Estonia
Russia not only accounts for the largest part of international tourism, it is
also an important growth market. Two of the growth markets, Japan and
Brazil, are distant markets. Despite the high growth rate, they account for
a very small number of overnights.
Top Five Markets in Finland
Percent
Overnights (1,000)
30
1,800
25
1,500
20
1,200
15
900
10
600
5
300
0
Lithuania
Brazil
Japan
Russia
Switzerland
0
<
Growth (2011/2012)
Overnights (2012)
Source
Statistics Finland
page 14
Tourism in the Baltic Sea Region
Germany
Germany is a popular destination for European tourists. Especially popular is Berlin and the southern part of Germany which receive the largest
part of the overnights in Germany. The Dutch tourists are the largest tourist segment in Germany. They account for 17 percent of the foreign overnights in Germany. Another interesting market is Russia with a growth
rate around 25 percent from 2011 to 2012.
Tourism Facts – Germany
Number of arrivals (mio., 2011)
Number of overnights (mio., 2011)
International overnights – percentage of total (2011)
Employment by the tourism industry (2012)
28.4
393.2
16
723,000
Employment by the tourism industry – percentage of total (percent, 2012)
1.8
Tourism industry GDP – percentage of total (percent, 2012)
1.6
Travel and Tourism Competitiveness Index, Europe (out of 42)
2
As mentioned Germany accounts for the largest part of arrivals in the Baltic Sea region with more than 28 million arrivals, but only a small part of
these are in the north of Germany. The number of overnights in Germany
is like the number of arrivals by far the largest in the Baltic Sea region with
almost 340 million overnights.
For the last 20 years there has been a positive development in both arrivals
and overnights. The international arrivals have increased from 18 million
in 2003 to 28 million in 2012. Likewise the international overnights have
increased from 41.6 million to 68.8 million from 2003 to 2012. The development in arrivals has been more steady and with less fluctuations than the
development in overnights. In comparison with other countries in the region the share of international overnights is relative small and the growth
in total arrivals has been relatively low.
None of the countries in the Baltic Sea region are among the top five markets for German tourism. Neighboring markets like the Netherlands,
Switzerland, United Kingdom, and Italy are on the top five list. The US,
which is the third largest market, is the only distant market among the
top five. The Netherlands account for 17 percent of the foreign overnights
in Germany, while the other top five markets have a smaller market share
between 5 percent and 8 percent.
Russia a significant growth
market
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
DeStatis Statistisches Bundesamt
Page 15
Tourism in the Baltic Sea Region
Top Five Markets in Germany
<
Overnights (1,000)
Note
Figures from 2012
12,000
10,000
Source
DeStatis Statistisches Bundesamt
8,000
6,000
4,000
2,000
0
Netherlands
Switzerland
United States
United Kingdom
Italy
The growth rates of the top five growth markets were between 20 and 26
percent from 2011 to 2012. The growth markets in Germany are mainly
neighboring markets. Russia is an important market, both because of the
very high growth rate and because of the total number of overnights which
in comparison with other growth markets is very high. The Russian share
of total foreign overnights in Germany was 3.5 percent in 2012.
Top Five Markets in Germany
Percent
<
Overnights (1,000)
30
3,000
25
2,500
20
2,000
15
1,500
10
1,000
500
5
0
0
Ukraine
Russia
Cyprus
Republic of Korea
Slovenia
Growth (2011/2012)
Overnights (2012)
Source
DeStatis Statistisches Bundesamt
page 16
Tourism in the Baltic Sea Region
Latvia
Since the beginning of the 1990s, Latvia has experienced growth in both
arrivals and overnights. During the last ten years the growth picked up, but
was shortly disrupted by the economic crisis in 2008. From 2010 to 2011 the
growth rate for arrivals was 8.7 percent. Compared to neighboring markets
like Estonia (12.4 percent) and Lithuania (17.8 percent) this development is
relative low. Russia is the main market for Latvia’s tourist industry with a
share of 24 percent of foreign overnights.
Tourism Facts – Latvia
Number of international arrivals (mio., 2011)
1.5
Number of overnights (mio., 2011)
3.3
International overnights – percentage of total (2011)
Employment by the tourism industry (2012)
70
28,800
Employment by the tourism industry – percentage of total (percent, 2012)
2.9
Tourism industry GDP – percentage of total (2012)
3.1
Travel and Tourism Competitiveness Index, Europe (out of 42)
29
Like other countries in the Baltic Sea region the tourism industry accounts
for both a relatively high level of employment of 2.9 percent as well as a
high share of GDP, 3.1 percent.
Latvia’s tourist industry heavily depends on foreign tourist. 70 percent of
the total overnights are foreign overnights. Compared to some of the other
countries in the region this level of foreign overnights is very high.
Russia accounts for one
quarter of the foreign
overnights
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Latvia Statistics
Page 17
Tourism in the Baltic Sea Region
Top Five Markets in Latvia
<
Overnights (1,000)
Note
Figures from 2012
700
600
Source
Latvia Statistics
500
400
300
200
100
0
Russia
Germany
Norway
Lithuania
Finland
The top five markets are all neighboring markets. Russia it the largest market for Latvian tourism and in 2012 Russian tourists accounted for 24 percent of all foreign overnights in Latvia. From 2011 to 2012 overnights from
three of the markets in the top five have decreased. Finland decreased with
17 percent, Lithuania with 10 percent, and Norway with 5 percent.
Top Five Markets in Latvia
<
Percent
Overnights (1,000)
100
20
90
18
80
16
70
14
60
12
50
10
40
8
30
6
20
4
10
2
0
0
Malta
Uzbekistan
Slovakia
Bulgaria
Azerbaijan
The top five growth markets all have very high growth rates, which are
between Malta with 95 percent and Azerbaijan with a growth rate of 54
percent. Of the top five countries, Uzbekistan has the highest number
of international overnights, 16,000, which is only 0.6 percent of the total
number of foreign overnights.
Growth (2011/2012)
Overnights (2012)
Source
Latvia Statistics
page 18
Tourism in the Baltic Sea Region
Lithuania
The Lithuanian tourism industry accounts for 1.5 percent of the employment and 1.6 percent of GDP, which is a bit lower than some other countries in the Baltic Sea region. The growth in arrivals from 2010 to 2011 (18
percent) is higher than a number of other countries in the region. The
main source for the growth is the Russian market.
Tourism Facts – Lithuania
Number of international arrivals (mio., 2011)
1.8
Number of overnights (mio., 2011)
4.9
International overnights – percentage of total (2011)
48
Employment by the tourism industry (2012)
21,700
Employment by the tourism industry – percentage of total (percent, 2012)
1.5
Tourism industry GDP – percentage of total (percent, 2012)
1.6
Travel and Tourism Competitiveness Index, Europe (out of 42)
30
The growth in arrivals of almost 18 percent in Lithuania from 2010 to 2011
is very high, both compared to the neighboring countries as well as the
other countries in the region. The positive development is in line with
the development in the past 10 years with an increase in both arrivals and
overnights. The economic crises in 2008 resulted in a drop in both arrivals
and overnights, but the positive growth quickly picked up.
Russia is the main market
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Statistics Lithuania
Page 19
Tourism in the Baltic Sea Region
Top Five Markets in Lithuania
<
Percent
Overnights (1,000)
50
600
45
540
40
480
35
420
30
360
25
300
20
240
15
180
10
120
5
60
0
Iceland
Czech Republic
Luxembourg
Russia
Ireland
Note
Figures from 2012
Source
Statistics Lithuania
0
The top five markets are all neighboring markets. Russia is by far the largest market, with a share of total foreign overnights of 24 percent. Germany and Belarus both have a share of foreign overnights around 15 percent,
while Poland’s share was 11 and Latvia’s 5 percent in 2012.
The number of overnights from the top five markets has increased from
2011 to 2012, except overnights from Poland where the number has been
stable. The Latvian overnights rose by 12 percent, the Belarusian by 11 percent and the German by 4 percent.
Top Five Markets in Lithuania
Percent
Overnights (1,000)
50
600
45
540
40
480
35
420
30
360
25
300
20
240
15
180
10
120
5
60
0
Iceland
Czech Republic
Luxembourg
Russia
Ireland
0
The top five growth markets all have growth rates between 26 percent and
46 percent. It is important to note that most of the markets have a very
small number of overnights in Lithuania, except Russia. Iceland and Luxembourg have both a share of the international overnights below 1 percent.
<
Growth (2011/2012)
Overnights (2012)
Source
Statistics Lithuania
page 20
Tourism in the Baltic Sea Region
Poland
In Poland the numbers of arrivals and overnights which are respectively
13 million and 62 million are relatively high compared to other countries
in the Baltic Sea region. The development in both arrivals and overnights
has been relative positive and stable for more than a decade. The share of
international overnights on 19 percent resembles the general trend in the
countries in the region. The main market is Germany, which accounts for
more than one third of all foreign overnights, but also Russia is an important market.
Tourism Facts – Poland
Number of international arrivals (mio., 2011)
Number of overnights (mio., 2011)
International overnights – percentage of total (2011)
Employment by the tourism industry (2012)
13.4
62
19
302,900
Employment by the tourism industry – percentage of total (percent, 2012)
1.9
Tourism industry GDP – percentage of total (percent, 2012)
1.8
Travel and Tourism Competitiveness Index, Europe (out of 42)
27
In Poland the tourism industry like in the other countries in the region
is of great importance for both GDP and employment. The industry accounts for 1.8 percent of GDP and 1.9 percent of employment.
Germany is by far the largest market for Polish tourism, and German tourists account for 36 percent of foreign overnights in Poland. The German
market is followed by other markets which can also be considered neighboring markets, Great Britain, Russia and Italy. The fifth largest market is
a distant market, the US, which accounts for 3.6 percent of the total foreign
overnights.
In general the top five markets are growing. Russia by far has the largest
growth rate (41 percent) of the five top markets, but the other markets are
also growing. The growth on the American market was 13 percent from
2011 to 2012, the German 6 percent, the British 7 percent and finally the
Italian market rose by 4.4 percent from 2011 to 2012.
The main market is Germany
but also Russia is an
important market
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Institute of Tourism
Page 21
Tourism in the Baltic Sea Region
Top Five Markets in Poland
<
Overnights (1,000)
Note
Figures from 2012
5,000
4,500
4,000
Source
Institute of Tourism
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Germany
Great Britain
Russia
Italy
Unites States
The growth markets are all neighboring markets. Especially the Russian
market is of importance because of the high growth of 41 percent as well
as the large number of overnights compared to the other growth markets. The Russian share of foreign overnights is 5 percent, while the other
growth markets have a share between 0.3 percent (Bulgaria) and 2.9 percent (Norway).
Top Five Markets in Poland
<
Percent
Overnights (1,000)
70
700
60
600
50
500
40
400
30
300
20
200
10
100
0
Ireland
Bulgaria
Belarus
Russia
Norway
0
Growth (2011/2012)
Overnights (2012)
Source
Institute of Tourism
page 22
Tourism in the Baltic Sea Region
Sweden
In Sweden the tourism industry is important for both the GDP and the
employment and accounts for respectively 1.8 percent and 1.7 percent. The
export value of tourism has grown faster than the export of goods and services and the value of tourism has grown from 3.9 percent to 6.1 percent
out of the total amount of exports since 2000. The neighboring country
Norway is Sweden’s largest market as Norway accounts for one quarter of
the foreign overnights.
Tourism Facts – Sweden
Number of international arrivals (mio., 2011)
10.0
Number of overnights (mio., 2011)
52.6
International overnights – percentage of total (2011)
24
Employment by the tourism industry (2012)
80,300
Employment by the tourism industry – percentage of total (percent, 2012)
1.7
Tourism industry GDP – percentage of total (percent, 2012)
1.8
Travel and Tourism Competitiveness Index, Europe (out of 42)
One quarter of foreign
overnights is Norwegian
tourists
<
Source
World Economic Forum: The Travel
and Tourism Competitiveness
Report, 2013, UNWTO World
Tourism Barometer, August 2013,
Statistics Sweden
7
The number of overnights in Sweden is relative large compared to other
countries in the Baltic Sea region, while the share of international overnights of 24 percent is relative small. The growth in the amount of international overnights in Sweden since 2011 is in line with the general positive
development in both overnights and arrivals for the last 20 years.
The top five markets Norway, Germany, Denmark, Great Britain, and the
Top Five Markets in Sweden
<
Overnights (1,000)
Note
Figures from 2012
3,500
3,000
Source
Statistics Sweden
2,500
2,000
1,500
1,000
500
0
Norway
Germany
Denmark
Great Britain
The Netherlands
Page 23
Tourism in the Baltic Sea Region
Netherlands are all neighboring markets. Norway and Germany account
for a very large part of all foreign overnights in Sweden with respectively 25
percent and 19 percent. Sweden has experienced a decrease in the number
of overnights from all top five markets in 2011 except from Norway.
Four of the top five markets; Denmark, Norway, Germany, and the Netherlands are also accountable for 92 percent of the foreign owned holiday
homes in Sweden. The number of foreign owned holiday homes has doubled since 2000 from 18,000 to 36,000. In comparison the Swedish owned
holiday houses have only increased from 520,000 to 530,000. This indicates
a continued interest in Sweden from the neighboring countries.
Poland is one of the top five growth markets and is also the country with
Top Five Markets in Sweden
<
Percent
Overnights (1,000)
80
240
70
210
60
180
50
150
40
120
30
90
20
60
10
30
0
Romania
India
Poland
Turkey
Brazil
0
the highest number of overnights among the top five. The Polish share of
foreign overnights is 1.8 percent. Two of the five countries are distant markets, India and Brazil. India and Brazil account for respectively 0.8 percent and 0.3 percent of the total number of international overnights. The
growth in overnights from Romania is very high, 74 percent, but the share
of foreign overnights is only 0.2 percent.
Growth (2011/2012)
Overnights (2012)
Source
Statistics Sweden
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