Annual ECM Benchmarking Report offers insights into the tremendous development of the European tourism industry

Annual ECM Benchmarking Report offers insights into the tremendous development of the European tourism industry

Vienna, March 5, 2013
European Cities Marketing (ECM), the influential network of leading city tourist offices and convention bureaus, has released their annual ECM Benchmarking Report. Figures prepared by MODUL Research indicate a positive development in international bednights with Russia and China showing the strongest growth as source markets.

Comparative data for an initial 58 European cities (the full report in June 2013 will show data of some 100 cities) shows international bednight growth rate at about four times that of domestic bednights. Although relatively modest growth over 2011 was observed due to the Olympics last summer, London claimed the highest number of international tourist bednights in Europe. Paris and Rome followed London in international tourist bednights, both showing positive growth over 2011. Berlin and Budapest showed the strongest international bednight growth over the previous year at +14.5% and +9.4%, respectively.

As for source markets, Japan shows notable growth after a slight dip in 2011 bednights. Germany, United Kingdom, and USA maintain their footholds as the leading source markets with steady increases over 2011 for the UK and USA and a slight negative growth for Germany. While Spain and Italy sustain positions as important source markets, 2012 figures show notable negative growth relative to 2011.

The ECM Benchmarking Report clearly shows that the continuous success of city tourism in Europe is based upon a rich mix of source markets. With an average of 65 % of international guests, European Cities can cope with negative growth in traditional markets, such as in Spain or Italy due to the economic crisis. The cities’ strategic focus on international visitors is the main reason for the triumph of the cities, which gives City Tourism Managers every reason to be confident in the strength of the European tourism industry.

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