Benchmark af turismen Titel i Danmark med Europa og Skandinavien
Om analysen (1) Udviklingen Brød 1 i overnatninger i Danmark er velkendt, men hvordan ser billedet ud, hvis vi sætter udviklingen i perspektiv? Brød 2 Formål: Nyt værktøj til at kortlægge danske turismes udvikling i forhold til nordiske og europæiske konkurrenterne Dokumentation for hvordan dansk turisme overordnet set klarer sig sammenlignet med vores konkurrenter Grundlag for prioritering og strategi i dansk turisme Baseret på indberetninger til TourMIS databasen Bredt fokus på alle overnatningsformer Store krav til datakvalitet gør, at gennemsnitlig årlig vækstrate, og dermed udviklingen i markedsandele, er det mest interessante parameter at benchmarke
Om analysen (2) Brød Kendt 1 metode fra The European Cities Tourism Report Brød 2 Benchmark af vækstrater målt på overnatninger - Udvikling i overnatninger 1996 2006 - Udvikling i overnatninger 2000 2006 - Gennemsnitlige årlig vækstrater 2000 2006 - Vækstrate 2005-2006 Markedsandele - Nordiske (Danmark, Norge, Sverige og ) - Europæiske (Tilgængelig data i TourMIS databasen) Andele af udenlandske overnatninger
Udviklingen 2000-2006 Index 2000=100 120 115 110 105 100 95 90 Scandinavian bednight growth indices 2000-2006 (Index 2000=100) Total bednights 130 +2 120 + 1 +6, 110 +6. 100 90 Scandinavian Average +11, 80 Scandinavian Average +2% Foreign bednights +27% +2-7% - 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 Scandinavian versus European bednight growth indices 2000-2006 (Index 2000=100) Index 2000=100 115 110 105 100 95 90 Scandinavian Average +11, Total bednights 2000 2001 2002 2003 2004 2005 2006 27 EU nations + 2% North-west Europe -6,5% * Scandinavia in this Report =,,, and 120 115 110 105 100 95 90 Scandinavian Average +2% Foreign bednights 2000 2001 2002 2003 2004 2005 2006 North-west Europe +23% 27 EU nations + 9,7% ** North-west Europe =,, and the UK
European Nations Benchmarked Total & Foreign market segments 2000-2006 641.000 632.000 1 Average annual growth rates Total bednights 2000-2006 6% 2% Benchmark average = 1,2 % Croatia Lithuania. -2% - Average annual growth rates Foreign bednights 2000-2006 Benchmark average = 2,2 % - Average annual growth (pct) Average annual growth (pct) Croatia Malta
European Nations Benchmarked Total & Foreign market segments 2005-2006 16% Annual growth rate Total bednights 2005-2006 Benchmark average = 3,1 % - Annual growth (pct) Annual growth (pct) Lithuania Croatia Annual growth rate Foreign bednights 2005-2006 Benchmark average = 4,0 % Croatia Malta - -
Overblik 2000 2006 2005 2006 Markeder hvor vi vinder markedsandele Markeder hvor vi taber markedsandele Markeder hvor vi vinder markedsandele Markeder hvor vi taber markedsandele Storbritannien Tyskland Tyskland Storbritannien USA Italien Holland Italien Holland Polen Spanien Spanien Norge USA Frankrig Polen Irland Norge Sverige Rusland Sverige Japan Japan
Andel af udenlandske overnatninger 2005 og 2006 Dansk turisme er langt mere internationaliseret end vores skandinaviske og nordvesteuropæiske konkurrenter. 6 5 4 3 2 51, FOREIGN SHARE 2005 50,1% FOREIGN SHARE 2006 The percentage share of foreign bednights 2005 vs. 2006 33,6% FOREIGN SHARE 2005 33,5% FOREIGN SHARE 2006 % share 2005 % share 2006 28, FOREIGN SHARE 2005 31,1% FOREIGN SHARE 2006 44,2% FOREIGN SHARE 2005 Scandinavia * NW- Europe ** Europe 27 45,1% FOREIGN SHARE 2006 * Scandinavia =,,, and ** North-west Europe =,, and the UK
Nordiske markedsandele 2006 10 9 8 7 6 5 4 3 2 1 541.600 =3% 1.632.000 9% 2.123500 13.577.219 76% 477.40 2 741.700 3 642.700 26% 582.100 2 UK 163.540 2 211.118 236.896 26% 125.069 1 26% 269.050 277.222 4 33% 241.781 3 157.404 220.714 2 26% 201.543 25% 142.976 16% 124.405 1 Source markets 197.300=7% 761.500 27% 716.000 25% 1.182.000 41% Nation s source market share in % of total Bednights in volumes and percentage terms from the four nations totals
Nordiske markedsandele 2006 10 9 8 7 6 5 4 3 2 1 207.565 15% 148.973 31% 94.198 29% 39.872 25% 330.043 2 67.567 39.420 124.260 26% 21% 25% 421.786 31% 41.107 101.851 113.671 25% 31% 23% 413.328 93.573 39.076 3 63.293 2 25% 19% USA Japan China Australia 673.120 6 102.263 1 168.586 17% 53.722= 5% Russia 74.790 15% 187.659 37% 137.139 27% 111.397 22% Poland 27.217 25% 15.816 15% 31.231 2 35.658 32% Nation s source market share in % of total Source markets Bednights in volumes and percentage terms from the four nations totals
Markedsandele Island Dansk turismes europæiske markedsandele 19, Norge 17, Sverige 13,5% Islændingene og nordmændene foretrækker Danmark, men svenskerne kommer her også gerne! Tyskland Holland Litauen Letland Kina 2,1% 2, 2, 1,9% 1,9% 6, I Tyskland, verdens største rejsemarked, er vi godt med! Estland Grækenland Australien USA Japan 1,7% 0,9% 0, 0, 0,7% Canada 0,6% Polen 0,6% Italien 0,6% Schweiz 0,5% Spanien 0,5% UK 0,5% Belgien 0, Rusland 0, Frankrig 0, Østrig 0,3% Irland 0,3% 0, 2, 4, 6, 8, 10, 12, 14, 16, 18, 20, Kilde: TourMIS, 2006.
Eksempel på strategisk anvendelse høj Markedets attraktivitet for dansk turisme** 3 Frankrig Belgien Østrig UK USA Italien Spanien Schweiz Japan 7 Polen Irland Kina Letland Estland Australien Litauen Rusland Grækenland 9 4 6 2 8 Tyskland Holland 1 Sverige Norge 5 Island Kobling af Benchmarkanalysen og Markedsrating i McKinsey modellen 9 kategorier af marked med unikke strategiske anbefalinger Dokumentationseffekt Input til strategiproces lav lav Dansk turismes styrke på markedet* høj
Rapportens hovedkonklusioner Dansk turisme oplever vækst i overnatningerne, men vi får en mindre del af kagen. - Dog ligger vi igen over det europæiske vækstgennemsnit i 2006 på alle overnatninger I forhold til de udenlandske overnatninger får vi en endnu mindre andel af markedet - Vi ligger dog stadig i toppen ifht. internationaliseringsgrad Vi har stor vækst på hjemmemarkedet - +6 mio. overnatninger 1996 2006 Vi taber tyske, finske, italienske, norske og japanske markedsandele til vores europæiske konkurrenter Vi vinder britiske, amerikanske, hollandske, spanske og franske markedsandel fra vores europæiske konkurrenter
European Nations Benchmarked British & German market segments 2000-2006 2 2 2 16% - Average annual growth rates British bednights 2000-2006 Benchmark average = 2,2 % Average annual growth (pct) Croatia Malta 2 16% - - Average annual growth rates German bednights 2000-2006 Benchmark average = -1,0 % Croatia Average annual growth (pct) Malta
European Nations Benchmarked Norwegian & Dutch market segments 2000-2006 Greece 16% - II. Average annual growth rates Norwegian bednights 2000-2006 Average annual growth (pct) 22,4 % Benchmark average = 3,2 % Average annual growth (pct) 26% 3 6% 2% -2% - -6% - I. Average annual growth rates Dutch bednights 2000-2006 Benchmark average = 1,3%
European Nations Benchmarked Polish & Swedish market segments 2000-2006 3 25% 2 15% 1 5% -5% Average annual growth rates Polish bednights 2000-2006 Average annual growth (pct) Average annual growth (pct) Latvia 61,7 % 49,0 % Benchmark average = 11,8 % 1 15% 9% 6% 3% -3% -6% Average annual growth rates Swedish bednights 2000-2006 25,0 % Benchmark average = - 0,1 %
European Nations Benchmarked Japanese & USA market segments 2000-2006 Average annual growth rates Japanese bednights 2000-2006 - - Average annual growth (pct) Average annual growth (pct) 16,3 % Benchmark average = - 0,8 % 9% 6% 3% Average annual growth rates USA bednights 2000-2006 Benchmark average = 0,1 % Croatia -3% -6%
European Nations Benchmarked British & German market segments 2005-2006 15% 9% 6% Annual growth rate British bednights 2005-2006 Benchmark average = 3,1 % 3% -3% -6% Annual growth (pct) Malta Annual growth rate German bednights 2005-2006 Benchmark average = 1,0 % - - - Annual growth (pct) Czech R
European Nations Benchmarked Norwegian & Dutch market segments 2005-2006 2 2 16% - II. Annual growth rate Norwegian bednights 2005-2006 Benchmark average = 6,3 % - - - I. Annual growth rate Dutch bednights 2005-2006 Benchmark average = 2,8 % Annual growth (pct) 29 % Greece Annual growth (pct)
European Nations Benchmarked Polish & Swedish market segments 2005-2006 16% Annual growth rate Swedish bednights 2005-2006 Benchmark average = 2,2 % - - - * 2006 figures from,ublic and are estimates Annual growth (pct) Annual growth (pct) 91 % 4 4 Annual growth rate Polish bednights 2005-2006 32% 2 Benchmark average = 18,2 % 16% - Latvia 73 %
European Nations Benchmarked Japanese & USA market segments 2005-2006 16% - - - -16% Annual growth (pct) Annual growth rate Japanese bednights 2005-2006 55% Benchmark average = 2,4 % - - Annual growth (pct) 20 % Annual growth rate USA bednights 2005-2006 Benchmark average = 3,9 %
Source market break-down in the Nordic nations in 2006 Bednights in volumes and percentage terms from the four nations totals 10 9 8 7 6 5 4 3 2 1 206.241 2.709.794 52% 2.291.054 4 606.714 17% 835.726 2 2.036.513 59% 428.219 6 142.863 2 138.804 2 56.817 22% 79.257 3 63.147 2 62.251 2 10.611 7% 19.818 1 20.921 1 93.496 65% 111.837 22% 177.196 35% 118.569 23% 101.755 2 Iceland Nation s source market share in % of total Source markets