Tourism in the Tyrol Facts and Figures figures

Tourism in the Tyrol Facts and Figures figures 2013 2012 Facts Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 1

Agenda 1. Arrivals and overnight stays in the Tyrol 2. Markets of origin 3. Tourism associations and municipalities 4. Accommodation 5. Economic importance of tourism in the Tyrol 6. Reasons for visiting the Tyrol Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 2

Arrivals and overnight stays in Tyrol Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 3

Arrivals and overnight stays at a glance Overnight stays Arrivals • Winter 2012/13: 5. 4 million • Winter 2012/13: 26. 2 million • Summer 2013: 4. 8 million • Summer 2013: 18. 7 million • Tourist year 2012/13: 10. 2 million • Tourist year 2012/13: 44. 9 million Winter 2012/13 Tyrol total 0 Arrivals 5. 382. 965 Summer 2013 TY 2012/13 4. 820. 201 10. 203. 166 Overnight stays Winter 2012/13 Summer 2013 Tyrol total 26. 189. 170 18. 698. 303 TY 2012/13 44. 887. 473 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 4

Development of overnight stays since 1951 • Growth in winter; new all-time high of overnight stays in winter season 2012/13 • Declines in summer since the beginning of 1990 s, since 2007 slight increases in overnight stays; Summer 2013: best results of overnight stays since 1995 50, 000 45, 000 Summe r 40, 000 35, 000 30, 000 25, 000 20, 000 15, 000 10, 000 5, 000 61 19 63 19 65 19 67 19 69 19 71 19 73 19 75 19 77 19 79 19 81 19 83 19 85 19 87 19 89 19 91 19 93 19 95 19 97 19 99 20 01 20 03 20 05 20 07 20 09 20 11 20 13 59 19 57 19 55 19 53 19 19 19 51 0 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 5

Development in the past 10 years • Summer: Arrivals +29. 3% Overnight stays +5. 0% 50, 000 45, 000 40, 000 • Winter: Arrivals +18. 2% Overnight stays +7. 6% 35, 000 30, 000 25, 000 20, 000 15, 000 • Tourist year: Arrivals +23. 2% Overnight stays +6. 5% TY 10, 000 Winter 5, 000 Summer 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 6

Comparison of arrivals and overnight stays • The average length of stay for guests in the Tyrol declined in the last 10 years from 5. 1 to 4. 4 days • Trend towards shorter holidays, but more of them • Guests stay longer in the Tyrol in winter than in summer • • Winter 2012/13: 4. 9 days Summer 2013: 3. 9 days Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 7

Winter 58% • TY 2012/13: Winter season clearly stronger with 58% of the overnight stays compared to the summer season (42%) Summ er 42% • TY 2002/03: Same distribution of the seasons Distribution over the seasons Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 8

Markets of origin Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 9

Source markets in winter 2012/13 • • Germany is the no. 1 source market in the winter in the Tyrol 1 Germany Winter 2012/13 Overnight % 02/03 Market share stays 12/13 13. 348. 875 51, 0% -6, 9% 2 Netherlands 3. 199. 388 12, 2% -2, 7% 3 Austria 1. 799. 387 6, 9% 8, 5% 4 UK 1. 193. 075 4, 6% 17, 3% 5 Switzerland 1. 183. 646 4, 5% 42, 8% 6 Belgium 918. 699 3, 5% 21, 3% 7 Russia 638. 863 2, 4% k. A. 8 Poland 486. 290 1, 9% 86, 0% 9 Czech Republic 440. 671 1, 7% 110, 1% 10 Denmark 407. 776 1, 6% 34, 3% 11 France 388. 241 1, 5% 38, 1% 12 Italy 313. 935 1, 2% 13, 8% 13 Sweden 203. 859 0, 8% 44, 8% 14 Romania 179. 380 0, 7% 2200, 6% 15 Luxembourg 129. 030 0, 5% 38, 1% Other markets 1. 358. 055 5, 2% 52, 4% Tyrol total 26. 189. 170 100, 0% 7, 6% Rank Markets of origin Netherlands in the second place ahead of Austria Growth for all major markets except Germany (-6. 9%) and the Netherlands (-2, 7%) in the last 10 years High growth rates for the countries of East and Central Europe in the last 10 years, but starting from a very low level Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 10

Italy France 1% Poland Denmark 1% 2% 2% Sweden Romania Other markets 1% 5% 1% • • Czech Republic 2% • Russia 2% Belgium 4% Germany 51% UK 5% Switzerland 5% Austria 7% • The market share of Germany is about 50% of overnight stays The top 3 markets Germany, Netherlands and Austria with 70% of all overnight stays Decrease of the German market share in the last 10 years – in winter 2002/03 Germany had a market share of nearly 60% Increasing market share of overnight stays for Switzerland (+1. 1 pp), Czech Republic (+0. 8 pp) and Poland (+0. 8 pp) in the last 10 years Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible Netherlands 12% Source markets in winter 2012/13 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 11

Source markets summer 2013 1 Germany Summer 2013 Overnight Market share % 2003 -13 stays 9. 759. 020 52, 2% -1, 4% Austria in the second place ahead of Netherlands 2 Austria 2. 048. 642 11, 0% 20, 7% 3 Netherlands 1. 451. 488 7, 8% -2, 8% 4 Switzerland 1. 375. 416 7, 4% 25, 8% Decline of overnight stays in the last 10 years for Germany, Belgium, France, UK and the USA; other main markets increasing (especially Switzerland Austria) • Clear increases of overnight stays from Czech Republic, Poland, Hungary and China, but starting from a low level 5 Italy 713. 335 3, 8% 6 Belgium 588. 394 3, 1% -8, 2% 7 France 553. 381 3, 0% -11, 5% 8 UK 463. 386 2, 5% -25, 6% 9 Czech Republic 164. 258 0, 9% 113, 3% 10 Denmark 153. 522 0, 8% 15, 4% 11 USA 146. 761 0, 8% -0, 6% 12 China 115. 188 0, 6% 1443, 7% 13 Poland 98. 325 0, 5% 159, 2% 14 Hungary 92. 629 0, 5% 90, 4% 15 Spain 78. 250 0, 4% 13, 5% Other markets 896. 308 4, 8% 62, 1% Tyrol total 18. 698. 303 100, 0% 5, 0% • • Germany also no. 1 concerning overnight stays in summer Rank • Tirol Werbung / Strategien & Partner Markets of origin FACTS AND FIGURES 2013 12

Denmark USAChina 1% 1% 1% Poland 1% Czech Republic 1% UK Spain 0% Other markets 5% • • 2% France 3% Belgium 3% Italy 4% • Switzerland 7% Germany 52% Netherlands 8% • Austria 11% • In summer Germany has a market share of 52% The top 3 markets are Germany, Austria and Netherlands with 71% of all overnight stays Also in summer the market share of Germany decreased in the last 10 years – in summer 2003 Germany had a market share of 56% Decreasing market share for the UK (-1. 0 pp), France and Netherlands (-0. 6 pp) and Belgium (-0. 9 pp) Clear increase of market share for Austria (+1. 4 pp) and Switzerland (+1. 2 pp) Source markets in summer 2013 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 13

Source markets in TY 2012/13 Tourist year 2012/13 • • Germany is no. 1 source market with about half of all overnight stays in Tyrol Rank Netherlands in second place ahead of Austria 1 Germany 2 Netherlands 4. 650. 876 10, 4% -2, 7% 3 Austria 3. 848. 029 8, 6% 14, 6% 4 Switzerland 2. 559. 062 5, 7% 33, 2% 5 UK 1. 656. 461 3, 7% 1, 0% 6 Belgium 1. 507. 093 3, 4% 7, 8% 7 Italy 1. 027. 270 2, 3% 8, 9% 8 France 941. 622 2, 1% 3, 9% 9 Russia 701. 827 1, 6% k. A. 10 Czech Republic 604. 929 1, 3% 110, 9% 11 Poland 584. 615 1, 3% 95, 3% 12 Denmark 561. 298 1, 3% 28, 6% 13 Sweden 274. 344 0, 6% 28, 0% 14 USA 234. 856 0, 5% -15, 9% 15 Romania 211. 982 0, 5% 2618, 8% Other markets 2. 415. 314 5, 4% 65, 7% Total 44. 887. 473 100, 0% 6, 5% Losses in the last 10 years for Germany, Netherlands and USA • no comparison over a longer period of time is possible Tirol Werbung / Strategien & Partner Overnight stays Market share % 02/0312/13 23. 107. 895 51, 5% -4, 6% Switzerland is no. 4 with very positive results in the last years Very high growth rates in the markets Czech Republic, and Romania Remark: The data from Russia is. Poland only available since 2005, therefore Markets of origin FACTS AND FIGURES 2013 14

Denmark Sweden USA Romania Other markets 1% 1% 5% 1% 1% Poland Russia 1% 2% Czech Republic 1% France 2% Belgium Italy 3% 2% UK 4% Switzerland 6% Germany 51% Austria 9% Netherlands 10% Germany with a market share of 52% in the tourism year 2012/13 • The top 3 markets Germany, Netherlands and Austria with a market share of 70% • Clear decrease for Germany in the last 10 years –the market share in 2002/03 was still about 58% • High increase of the market share for Switzerland (+1. 1 pp) • Remark: The data from Russia is only available since 2005, therefore no comparison over a longer period of time is possible Source markets in TY 2012/13 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 15

Tourism associations and municipalities Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 16

Top 15 tourism associations by overnight stays • Ötztal Tourismus clearly on top (winter rank 1, summer rank 2) • Innsbruck and its holiday villages in 2 nd place (winter rank 6, summer rank 1) ahead of Paznaun-Ischgl (winter rank 2, summer only rank 23!) • Also in the summer and winter top 10: Mayrhofen-Hippach, Serfaus-Fiss-Ladis, Erste Ferienregion im Zillertal, Wilder Kaiser und Stubai Tirol Tourism association Ötztal Tourismus Innsbruck / Feriendörfer Paznaun-Ischgl Mayrhofen - Hippach Serfaus-Fiss-Ladis Erste Ferienregion im Zillertal Olympiaregion Seefeld Osttirol Wilder Kaiser Stubai Tirol Kitzbüheler Alpen - Brixental Tiroler Oberland Achensee St. Anton am Arlberg Tiroler Zugspitz Arena TY 2012/13 3. 702. 258 2. 841. 956 2. 563. 697 2. 332. 819 2. 293. 131 2. 286. 146 1. 916. 627 1. 881. 470 1. 799. 276 1. 749. 156 1. 552. 023 1. 483. 911 1. 478. 740 1. 453. 594 1. 434. 979 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Winter 2012/13 2. 643. 783 1. 318. 312 2. 173. 786 1. 446. 503 1. 532. 264 1. 348. 923 944. 950 855. 071 1. 003. 440 1. 084. 349 952. 027 864. 256 578. 602 1. 240. 686 786. 097 Rank 1 6 2 4 3 5 11 14 9 8 10 13 19 7 16 Summer 2013 1. 058. 475 1. 523. 644 389. 911 886. 316 760. 867 937. 223 971. 677 1. 026. 399 795. 836 664. 807 599. 996 619. 655 900. 138 212. 908 648. 882 Rank 2 1 23 7 9 5 4 3 8 10 13 12 6 31 11 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 17

Top 15 tourism associations by occupancy in % Tux-Finkenberg has the highest occupancy in winter (61. 3%) ahead of Serfaus-Fiss-Ladis with 60. 8%; Paznaun-Ischgl with 54. 2% in 3 rd place • In winter 6 regions have an occupancy over 50%; across the Tyrol, occupancy is 42. 3% in winter and 30. 3% in summer • In summer Achensee (59. 5%) and Naturparkregion Reutte (50. 9%) clearly at the top • Winter Rank Tourism association 2012/13 1 Achensee 61, 2 Naturparkregion Reutte 1 Tux-Finkenberg 3 3 Kaiserwinkl 60, 4 Tannheimer Tal 2 Serfaus-Fiss-Ladis 8 5 Innsbruck / Feriendörfer 54, 6 Imst - Gurgltal 3 Paznaun-Ischgl 2 7 Ferienland Kufstein 53, 8 Tiroler Oberland 4 Ötztal Tourismus 9 9 Olympiaregion Seefeld 52, 10 Tiroler Zugspitz Arena 5 Stubai Tirol 0 11 Silberregion Karwendel 51, 12 Alpbachtal & Tiroler Seenland 6 Mayrhofen - Hippach 2 13 Region Hall - Wattens 49, 14 Tirol West 7 St. Anton am Arlberg 6 15 Wilder Kaiser 49, 8 Tiroler Oberland Source: Office of the Tyrol State Government, Regional Development - Statistics 1 48, Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 Rank Tourism association Summer 2013 59, 5 50, 9 47, 7 47, 2 44, 3 42, 3 40, 8 36, 2 35, 8 35, 0 34, 8 34, 4 34, 2 33, 7 18

Top 15 municipalities with most overnight stays • Sölden clearly on top (winter rank 1, summer rank 6) • Mayrhofen in second place (winter rank 4, summer rank 3) shortly ahead of Innsbruck (winter rank 8, summer rank 1) and Ischgl (winter rank 2, summer only rank 49!) • Also in the summer and winter top 10: Neustift/Stubaital and Serfaus Municipalities Sölden Mayrhofen Innsbruck Ischgl Neustift/Stubaital St. Anton/Arlberg Serfaus Seefeld/Tirol Eben/Achensee Tux Fiss Kirchberg/Tirol Kitzbühel Wildschönau Ellmau TY 2012/13 2. 309. 308 1. 529. 850 1. 445. 266 1. 426. 966 1. 208. 939 1. 139. 670 1. 134. 854 1. 092. 440 1. 024. 743 939. 013 879. 396 856. 584 777. 094 715. 812 689. 066 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Winter 2012/13 1. 883. 135 923. 819 633. 126 1. 314. 682 768. 087 1. 016. 018 753. 127 525. 744 391. 623 640. 320 589. 185 486. 935 442. 469 416. 575 369. 200 Rank 1 4 8 2 5 3 6 10 17 9 11 12 13 18 Summer 2013 426. 173 606. 031 812. 140 112. 284 440. 852 123. 652 381. 727 566. 696 633. 120 298. 693 290. 211 369. 649 334. 625 299. 237 319. 866 Rank 6 3 1 49 5 43 7 4 2 13 8 9 11 10 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 19

Tyrol accommodation Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 20

Accommodation categories 2012/13 • 2/3 of all overnight stays in the Tyrol are in hotels • Strong decline for private lodging in summer and winter (but also sharp decline in the number of beds in the private lodging segment and hardly any active marketing by the landlords) • Winter and summer: highest increase in overnight stays for holiday apartments in the last 10 years 18, 000 16, 000 Winter 12/13 14, 000 Summer 2013 12, 000 10, 000 8, 000 6, 000 4, 000 2, 000 0 Hotels Holiday apartments Private lodgings Others Accommodation categories Hotels Holiday apartments Private lodgings Others Total 16. 072. 190 7. 777. 604 1. 462. 282 877. 094 26. 189. 170 % 02/0312/13 4, 6% 34, 6% -38, 3% 4, 7% 7, 6% Summer 2013 % 03 -13 12. 354. 233 3. 703. 208 875. 533 1. 765. 329 18. 698. 303 7, 1% 20, 5% -45, 8% 10, 9% 5, 0% Winter 12/13 Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 21

Number of beds • The Tyrol has about 340, 000 beds (number of beds in winter slightly higher than in summer) • Every second bed in the Tyrol is a hotel bed • One third is in holiday apartments and 10% in private lodgings • Sharp decline in the number of beds offered by private lodgings in the last 10 years • Number of beds in 2/1 -star hotels and 3 -star hotels also declining; by contrast 4/5 -star hotels with an increase in the number of beds • The number of beds in holiday apartments also rose sharply in the last 10 years Accommodation categories Hotel Holiday apartments Private lodgings Others Total Number of beds winter share 12/13 in % 02/032012/13 % 12/13 177. 616 52, 0% -1, 1% 116. 422 34, 1% 28, 8% 33. 736 9, 9% -39, 0% 13. 996 4, 1% 39, 4% 341. 770 100, 0% 1, 9% Accommodation categories Hotel Holiday apartments Private lodgings Others Number of beds summer 2013 share 2013 in % % 03 -13 170. 490 50, 8% -2, 7% 111. 363 33, 2% 23, 9% 33. 587 10, 0% -41, 0% 19. 873 5, 9% 51, 9% Total 335. 313 100, 0% 0, 1% Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 22

Ration of overnight stays to beds in winter • • Every second bed is a hotel bed These generate just over 60% of all overnight stays in the Tyrol 70. 0% 61. 4% 60. 0% 52. 0% 40. 0% 34. 1% 29. 7% 30. 0% • Private lodgings are clearly frequented below average Overnight stays Beds 50. 0% 20. 0% 9. 9% 5. 6% 10. 0% 3. 3%4. 1% 0. 0% Hotel Holiday apartments Private lodgings Others Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 23

Ratio of overnight stays to beds in summer • Every second bed is a hotel bed 70. 0% 66. 1% 60. 0% • • These generate over 2/3 of all overnight stays in the Tyrol Private lodgings and holiday apartments are frequented below average 50. 8% Overnight stays 50. 0% 40. 0% 33. 2% 30. 0% 19. 8% 20. 0% 10. 0% 4. 7% 9. 4% 5. 9% Private lodgings Others 0. 0% Hotel Holiday apartments Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 24

Occupancy in % • Highest occupancy in upmarket hotels in winter and summer • Establishments generally better occupied in winter than in summer; greatest difference between summer and winter season for holiday apartments • Total occupancy in the Tyrol: winter 42. 3%, summer 30. 3% (both with slight increase compared to the previous year) 70 60 50 58. 2 49. 3 Winter 2012/13 47. 6 44. 0 37. 1 40 Summer 2013 30 37. 5 34. 8 23. 7 21. 1 29. 6 16. 1 20 21. 1 25. 2 20. 5 13. 9 14. 8 10 0 4 -5* Hotel 3* Hotel 2/1* Hotel Com. hol. apart. Private hol. Private lodgings apart. (farms) Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 25

Occupancy in days • Occupancy Tyrol in total: • Winter: 77 days of full occupation (winter season: 183 days) • Summer: 56 days of full occupation (summer season: 181 days) 120 105 91 Winter 2012/13 86 80 Summer 2013 80 68 68 63 54 60 44 40 39 39 30 46 37 26 27 20 0 4 -5* Hotel 3* Hotel 2/1* Hotel Com. hol. apart. Private hol. apart. (farms) Private lodgings (farms) Source: Office of the Tyrol State Government, Regional Development - Statistics Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 26

Economic importance of tourism in the Tyrol Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 27

Employment • • • 71. 000 people are employed in tourism in the Tyrol (self-employed and employed, full time equivalent) Out of this, nearly 60. 000 are working in the so-called characteristic tourism industries (lodging & hospitality, transport & travel agencies, culture, entertainment, sport) The rest works in tourism related and not tourism specific industries (retail industry, banking industry, . . . ) Industry Share Lodging and hospitality 56% Transport (busses, taxis, rail- and air traffic, cable cars, basement garages, . . . ) 23% Retail industry, ski schools and other services 18% Culture, entertainment and sport 3% Total 100% Source: MCI Tourism (G. Lehar – TSA 2007) Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 28

Expenditure and turnover • Daily expenditure of guests (incl. arrivals) higher in winter than in summer: winter € 123, - and summer € 97, - • • Of which approx. 50% for accommodation • Approx. 15% for food • Purchases slightly higher in summer (7%) than in winter (6%) • Expenditure for cable cars, public transport much higher in winter (16% in winter vs. 5% in summer) • Expenditure for entertainment, leisure, culture and wellness summer and winter 5% Tourism in the Tyrol generates € 7. 3 billion turnover • € 5. 6 bn for overnight tourism • € 1. 6 bn from day visitors Source: T-Mona Summer 2011 and Winter 2011/12, Tourismus-Satellitenkonto Tirol 2007 Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 29

Value creation • Tourism value creation for the Tyrol is approximately € 4 bn • Average share of tourism in GDP of the Tyrol is 18% • This figure is far higher in tourism centres • For Austria, the share is 5. 8% • By comparison: Upper Austria 3. 1% and Vienna 1. 6% Source: Tourismus-Satellitenkonto Tyrol rev. 2008, Tourismus-Satellitenkonto Austria 2012, Upper Austria 2011 and Vienna 2008 Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 30

Reasons for visiting the Tyrol Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 31

Winter in the Tyrol Holiday activities • • • Reasons for visiting the Tyrol Sport: skiing is THE sport activity, snowboarding occupies a niche (every second skies as well); snowboarding and tobogganing especially popular with the younger guests; winter hiking and cross-country skiing are especially popular with the older target group Dining as an important holiday component, regional food and drinks are more important in summer than in winter Strong focus on nightlife • Beautiful landscape/mountains • The Tyrol has high competence in winter sports: attractive ski areas, guaranteed snow • Nature and tranquillity • Top accommodation • Good experiences in the past • Friendly locals, great hospitality • Great accessibility Source: T-Mona Winter 2011/12 Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 32

Summer in the Tyrol Holiday activities Reasons for visiting the Tyrol • A lot of different sport activities • Beautiful landscape/mountains • Sport: hiking is by far THE sports activity (importance increases with age); water activities attract many in summer; climbing, mountain biking and adventure sports are gaining importance for younger guests • Fresh air, peace and quiet • Hospitality • Sport opportunities, great variety of hiking trails, bicycle- and mountain bike tracks • Quality of accommodation • Good experiences in the past • • Beside sports also culture, enjoyment and relaxation are important (importance increases with age) Walking in the nature, visiting sights, trips outside the holiday resort, enjoying regional food and beverages Source: T-Mona Summer 2011 Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 33

Tirol Werbung Gmb. H Strategien & Partner Mag. Kathrin Rauch Maria-Theresien-Straße 55 6020 Innsbruck · Österreich +43. 512. 5320 -236 t +43. 512. 5320 -92236 f kathrin. rauch@tirolwerbung. at e www. tirol. at w Tirol Werbung / Strategien & Partner FACTS AND FIGURES 2013 34