Denmark s Tourism Performance in Europe

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2 s Tourism Performance in Europe Visit Tourism Research Islands Brygge 43, 3 DK-2300 Copenhagen S ISBN: December, 2010 (revised edition) 1

3 Introduction About the report For the third year in a row, Visit publishes a benchmark study of the performance of European nations in terms of bednights. This year s report analyses the development of bednights in Europe during as well as during 2009, which is the most recent year in European statistics. s performance compared to other European destinations is identified and as a special feature the report analyses the development of market shares of important source markets. The report contains a brief summary of results followed by tables, divided into three parts: Part 1 compares the European nations tourism performance in their function as tourism destinations. Winner and loser destinations in terms of bednight growth are identified. Part 2 identifies the most important source markets for European tourism, and the development in Europe of the source markets is analysed. Part 3 analyses the development of market shares in Europe from selected source markets. These markets include the Norwegian, Swedish, German, Dutch and British source markets. Sources and methodology The European market for tourism is defined by all forms of registered commercial bednights within 29 European countries. Bednights reported by the following countries are comprised:,,,,, the ublic,,,,,,,,,,,,, the,,,,,,,,, and. Due to incomplete data series the very important holiday destination, Greece, is not included in this report. The analysis is primarily based on commercial bednight statistics reported in the TourMIS tourism statistics system, powered by the Economic University of Vienna. Other data sources are the Euro-Stat office under the European Commission and publications by different National Tourist Offices and the National Statistical Authorities. The statistics include all forms of commercial accommodations, which apart from hotel bednights to some extent also include overnights in hostels, bed & breakfast units, holiday cottages and campgrounds. Please note that the range of registration of bednights in holiday cottages/homes varies from country to country. While all bednights in rented holiday homes are included in the Danish statistics, bednights in rented holiday homes are included only partially in other countries. The analysis is based on data gathered in the period September to November 2010, and the report has been compiled by business consultant Claus Sager and Visit. 2

4 Main Findings Benchmark of European Destinations (Part I) 2009 a year of crisis 2009 represented a year of serious decline for almost all European countries. Only and the experienced a weak increase in bednights, due to increasing domestic tourism. With Brød regard to 1foreign bednights all European destinations, except, experienced a negative development. On average, foreign bednights in the reporting European destinations declined by -7,8 percent. Due to the strong dependency of the German market, which during 2009 only had a minor decline in demand for tourism to neighbouring countries, was among the destinations in Europe experiencing the smallest loss in the number of foreign bednights. Trends The decline of foreign bednights during 2009 had a significant negative impact on the growth rate of European tourism during the whole decade. During the total analysed period , the number of commercial bednights in the 29 European nations comprised in this report grew by only 0,0 percent annually. Behind this apparent stagnation of tourism in Europe, lies many years of growth followed by severe loss during The number of international bednights grew by 0,1 percent annually, also due to the significant decline experienced in Winner destinations in terms of annual average growth rates during were the in terms of bednight numbers small nations like, the Baltic countries,, and. Among the traditional Western European countries only and reported annual growth rates of international bednights well above the European average. s performance With an average yearly decline of 2 percent in the number of international bednights, was one of the worst performing European destinations in the foreign bednight segment. Due to the increase of domestic tourism throughout the decade, performed better (no. 16) in the development of total bednights, but still below the European average. Despite the significant loss of foreign bednigts remains, in a European context, a significant destination as the 11th largest destination in terms of international bednights. Top 10 European Growth Destinations 2009 Growth Rank Destination Rate 1 5,1% 2-0,2% 3 The -1, 4-1,2% 5-3, 6-3,2% 7-5,5% 8-5,5% 9-5, 10-5,8% All -7,8% Foreign bednights Top 10 European Growth Destinations Growth Rank Destination Rate 1 15, 2 10, 3 Lithiania 7,3% 4 6,2% 5 4,7% 6 3, 7 3,2% 8 3, 9 2,8% 10 2,4% 28-2, All 0,1% Annual average growth rates. Foreign bednights only. 3

5 Main Findings Development of Source Markets (Part II) Top 5 Source Markets 2009 Key source markets in European tourism Part 2 analyses the growth of primary source markets for tourism in Europe. The aggregated Brød volume 1 of bednights in the European countries analysed in this report sums up to million bednights. In this European sample 958 million bednights were registered Brød as 2international, corresponding to a share of 42 percent. The in terms of bednight volumes largest national source markets for tourism in Europe are, Great Britain and the. Also, the US,, and Russia are important, though secondary, source markets for tourism in Europe. Growing source markets The fastest growing national source markets for European tourism during the total benchmark period were the Chinese, Russian, Polish and Spanish markets. On average, these markets grew by more than 5 percent yearly during the benchmark period. Also the other Southern European markets showed positive growth rates, accompanied by the Norwegian and Finnish source markets. According to the study, the most significant markets in decline were the Japanese, German, American and British source markets. s performance underperformed on many important source markets, especially the Chinese market, which in a European context is a growth market. The Swedish bednights also fell seriously in at a faster pace than in other European countries. Also the important German source market has decreased more in than in other European countries. On the positive side, performed better than the European average on other 6 source markets. These include the two fast growing southern European markets and, as well as the. All three markets have shown a positive development in Europe, though higher growth rates in than the European average. Finally, has also gained market shares on the American, British and to a minor degree the Japanese markets all markets that have declined in Europe. Rank Source market Million bednights Britain The USA 40 's performance Average Annual growth rate Source market Europe 's performance better than European average 7,3% 6, 3,3% 2,3% The 1,7% 0, USA 0,8% -1,9% Britain 0,4% 2,4% Japan 3,5% 3,7% 's performance under the European average Russia ( ) 6,2% 9, 6,2% 6,9% 0,3% 1,2% 0,1% 2, China ( ) -1,5% 8,1% -1,9% 1,3% -2, -2,1% -6,5% -1, 4

6 Main Findings Development of Market Shares (Part III) Market shares Part 3 Brød illustrates 1 the real winners and losers in European tourism, not in terms of volumes but in terms of relative market shares. Through an analysis of the development of the relative market shares in the European destinations, it is identified which destinations have Brød obtained 2a larger share or a smaller share - of international tourism in Europe. According to the analysis,,, and are the real winners in European tourism. These destinations have increased their market share of international tourism in Europe significantly. and have succeeded in obtaining a higher share of the world s largest tourism source market,, and this is one explanation to the success of the two destinations. 's European market shares Norwegian bednights Swedish bednights 13,7% 13,8% 17,4% 8, 9,1% 12,4% The high growth rates characterising many new Eastern European countries have only had a minor impact on market shares, as these destinations in terms of volumes are still very small. s performance As a natural consequence of lower growth levels from international tourism, has lost European market shares. The study estimates that at the beginning of the decade had a share of 2,5 percent of all international bednights in Europe. By the end of the decade, s market share had decreased to 2,1 percent. has in particular lost market shares from the Norwegian and Swedish markets. also lost market shares from the important German market, though to a much lesser extent. Finally, has to a minor extent succeeded in winning market shares from other European nations of the Dutch and British source markets. German bednights Dutch bednights British bednights Foreign bednights in Europe 5,5% 5,3% 5,7% 1,4% 1,4% 1,3% 0,4% 0,4% 0,3% 2,1% 2, 2,5% 5

7 Part I Benchmark of European Destinations 6

8 Number of Bednights in European Destinations 7 Bednights in millions Bednights in millions I. European nations total bednight volumes Lativa Benchmark average = 84,1 million 56,3 47,4 43,4 42,2 40,1 36,7 29, ,9 18,6 18,3 17,3 15, ,3 8,3 4,1 2,5 2,4 2,1 II. European nations international bednight volumes Lativa ,8 50,5 Benchmark average = 33,4 million ,3 19,97 17,7 15,5 15,4 11,7 11,3 9,6 9,5 9,0 7,6 4,9 4,5 4,2 2,7 2,7 2,0 1,7 1,5 1,

9 Growth of Bednights in European Destinations (I) 4% 2% 7,3% 7,2% 6,7% I. Average annual growth rates Total bednights ,2% 4,3% Benchmark market value = 0,0 % 2,4% 2, 1, 1,4% 1,1% 1, 0,7% 0,7% 0,5% 0,3% 0,1% 0,1% 0,1% 0,1% -0,1% -0,1% -0,2% -0,2% -1,3% -2,7% -2,8% -3,2% -2% -4% 12% 9% 3% II. Average annual growth rates International bednights ,3% 6,2% 4,7% Benchmark market value = 0,1 % 3, 3,2% 3, 2,8% 2,4% 2,1% 2,1% 1,3% 1,1% 0,9% 0,8% 0,7% 0,1% 0, -0,3% -0,9% -1, -1,3% -1,7% -1,8% -1,9% -1,9% -2,-4, -3% 8 Average annual growth (%) Average annual growth (%) 15% 1

10 Growth of Bednights in European Destinations (II) Annual average growth rates International bednights

11 Growth of Bednights in European Destinations (I) 5% I. Annual growth rates Total bednights % -1-15% 0, 0,4% -0,2% -1,3% -1,4% -1,8% -1,9% -2, -2,4% -3, -3,4% -3, -4,3% -4, -5, -5,7% -6, -7,4% -7,7% -9,-10,4%-15,1%-16,-16,4%-16,7%-20,2%-27,4% -2 5% -5% -1-15% II. Annual growth rates International bednights Average annual growth (%) Average annual growth (%) Benchmark market value = -3,4 % -0,2% -1, -1,2% -3, -3,2%-5,5% -5,5% -5,-5,8% -6,4% -6,5% -6,5%-6,5% -7,8% -7,9% -9,1% % -11% -12% -14% % -48% 5,1% Benchmark market value = -7,8 %

12 Growth of Bednights in European Destinations (II) 3 1, I. Changes in the nation s total bednight volumes ,37-0,07-0,1-0,48-0,52-0,57-0,72-0,8-0,84-0,88-0,96-1,4-1,5-1,5-2,1-2,1-2,4-2,5-2,6-2,6-2,9-3,4-4,2-5,5-12,7-27, Bednights in millions Bednights in millions Average = -2,9million 3 0 II. Changes in the nation s international bednight volumes ,07-0,1-0,15-0,19-0,2-0,2-0,25-0,32-0,42-0,56-0,58-0,65-0,69-0,9-0,9-1,1-1,2-1,3-1,5-1,7-2,3-2,9-3,0-3,9-6,7-8,3-8,6-10,5-23, Average = -2,8 million

13 Part II Development of Source Markets 12

14 Key Source Markets 2009 I. Aggregated bednight volumes INTERNATIONAL 58% 42% DOMESTIC Total bednight volumes: Bednights in millions II. Source Market Ranking: Bednight volumes 2008 & ,3 141,7 119,6 83,3 80, ,3 48,2 48,8 45,9 43,5 39,7 29,6 28,2 23,9 20,2 20,7 18,3 20,117,7 16,715,5 16,5 14,8 10,9 10,8 9,1 8,7 GER UK NL F USA ITA ESP RUS POL SWE NOR IRL JAP FIN 13

15 Growth of Key Source Markets Index 2000=100 I. Aggregated national source market indices - Bednight growth RUS 160 POL 145 ESP NOR 130 ITA International bednights 28 EU nations ,3% Russian source market + 128% Spanish source market + 67% Polish source market + 64% Norwegian source market +29% French source market + 19% Finish source market +12% Italian source market + 11% 120 Aggregated national source market indices - Bednight growth continued Index 2000= UK SWE USA NL JAP Dutch source market +6, Swedish source market -14,8% German source market -17% USA source market -18% UK source market -21% International bednights 28 EU nations - 0,3% Japanese source market -28% 14

16 Growth of German Bednights in Europe 12% 9% 3% I. Average Annual growth rates German bednights ,5% 2,4% 4,7% Benchmark market value = -2,1 % 1,9% 1,1% 0,5% 0,3% 0,2% 0,1% -0,8% -1, -1,3% -1, -2,3% -2, -3,1% -3,4% -3, -3,7% -4,3% -4,4% -5,2% -5, -6,1% -7, -3% - II. Annual growth rates German bednights Annual growth (%) Average annual growth (%) 12,1% 20, - -12% 4,3% 2,5% 1,4% 0,3% -1,2% -1,3%-2, -3,1%-3,5% -4, -4,1% -4,1% -5, -5,7% -7,9% -8,2% -8,2% -9,3% % -11% -1-18% -18% -2-25% % -24% Benchmark market value = -6,4 %

17 2 15% 1 5% -5% Growth of Norwegian Bednights in Europe I. Average Annual growth rates Norwegian bednights ,4% 13,7% 10,1% Benchmark market value = 2,6 % 8,3% 7,2% 6,1% 5,4% 4,8% 3,5% 3,3% 3,2% 3,2% 2,1% 0,2% 0,1% 0,1% 0,1% -0,9% -3, -3, -3,3% -3,9% II. Annual growth rates Norwegian bednights Annual growth (%) Average annual growth (%) 30, 21,5% - -12% -18% -24% -3 2,2% 0,4% -0,5% -2,9% -4,5% -5,3% -7,5% -7, -7,8% -8,5% -9,3% -14% -14% -15% -15% -1-18% -2-21% -24% -25% -28% -32% -38% Benchmark market value = -6,9 % 9, 6,2%

18 Growth of Swedish Bednights in Europe 15% I. Average Annual growth rates Swedish bednights % -5% 17 Average annual growth (%) 18,1% 23,1% 9, 9,5% 5,9% 2,7% 2,1% 1, 1,2% 0,2% 0,2% 0,1% -0,7% Benchmark market value = -1,6 % -0,9% -1,3% -1,4% -2,2% -2,5% -2,9% -2,9% -3, -4,3% -4,5% -4, -4,8% -6,5% - -12% -18% II. Annual growth rates Swedish bednights , -1,5% -2,9% -3,1% -4, -5,4% -7, -8,3% -9, -9, -1-11% -11% -12% -14% -14% -15% -15% -1-17% -18% -19% -19% -2-23% -23% -25% -39% -24% -3 Benchmark market value = -11,9 % Annual growth (%)

19 1 12% 8% 4% -4% -8% Growth of Dutch Bednights in Europe I. Average Annual growth rates Dutch bednights , 11,8% 6,5% Benchmark market value = 0,6 % 3,4% 3, 2,8% 2, 2,3% 1,8% 1,7% 1,3% 1,2% 0,7% 0, -0,8% -1, -1,8% -1,9% -2,7% -4,4% -5, -7,3% II. Annual growth rate Dutch bednights Annual growth (%) Average annual growth (%) 19,4% 12% - -12% -18% Benchmark market value = -3,1 % 4,8% 2,8% -0, -1,2% -1,5% -2,2% -2, -4,5% -4,7% -6,1% -7,1% -7,7% -7,7% -7,8% -9, % -13% -13% -14% -15% -17% % 19,4%

20 18% 12% - Growth of British Bednights in Europe I. Average Annual growth rates British bednights ,7% 12, 11% 8,5% 7,3% 4,5% 4,3% 3,9% 2,8% 2,7% Benchmark market value = -2,4 % 1,2% 0,7% 0, -0,2% -0,4% -0,4% -1,1% -2,2% -2,4% -3,1% -3,4% -3, -3,8% -3,9% -5,2% -5,3% II. Annual growth rates British bednights Annual growth (%) Average annual growth (%) 20, Rep 8% Rep 7% -8% -1-24% -32% 0,5% -8% -9% -1-11% -12% -14% -14% -14% -15% -1-17% -17% -18% -19% -19% % -22% -23% -24% -25% -25% -28% -3-32% -43% Benchmark market value = -15,7 %

21 15% 1 5% -5% Growth of US-American Bednights in Europe I. Average Annual growth rates US- American bednights ,5% 6,8% Benchmark market value = -1,9 % 2,5% 1,9% 1, 1,4% 1,1% 0,8% -1,2% -1,2% -1,8% -2,7% -2,8% -2,8% -3,4% -3,8% -4,1% -4,7% -4,7% -4,9% -5,2% -5, -5,7% -6, 20 Annual growth (%) Average annual growth (%) 18,8% Czech Czech 1 5% -5% -1-15% -2-25% II. Annual growth rates US-American bednights , 3,7% 1,1% -2,5% -2,9% -3,5% -4,3% -5,1% -5,3% -6,2% -7,4% -8,9% -9,7% % -13% -13% -13% -14% -15% -19% -19% % -25% Benchmark market value = -5,8 % 15,

22 15% 1 5% -5% Growth of Italian Bednights in Europe 13,2% 11,9% I. Average Annual growth rates Italian bednights II. Annual growth rates Italian bednights Annual growth (%) Average annual growth (%) 19,3% 15, 1 5% -5% -1-15% -2 Benchmark market value = 1,2 % 6,3% 4,7% 4, 4,4% 4,2% 3,7% 3, 2, 1,9% 1,8% 1,3% 0,9% 0,8% 0,8% 0,4% 0,3% 0,3% 0, -0,1% -1, -2, -4, -7,1% 9, 9, 3,7% 2,9% 1, 1,3% 1,2% 1,1% 1, 1, -1,3% -1,8% -3,1% -3,4% -4,3% -5,7% -8,9% -9,5% -1-13% -14% -15% % -23% -25% -2 Benchmark market value = -8,6 % 16,5%

23 2 1 2% 2 8% 4% -4% Growth of French Bednights in Europe I. Average Annual growth rates French bednights % 15, 11,4% Benchmark market value = 2,3 % 9, 8, 5,8% 5,7% 4,7% 4,4% 3,8% 3,8% 3,3% 3,2% 3,1% 2,7% 2,3% 2,1% 2, 2, 1, 1,3% 1,1% -0,5% -1, -1,2% II. Annual growth rates French bednights Annual growth (%) Average annual growth (%) 27,5% 20,8% 12% - -12% -18% 5,4% 3,8% 3,8% 3, 3,2% 1,5% 1,2% 1, 0,8% 0, 0,4% 0,3% -0,4% -0,4% -4, -4,7% -6,3% -6,5% -6,8%-7,4% -7,4% -7,5% -1-15% % -25% Benchmark market value = 0,4 % 12,1%

24 24% 18% 12% Growth of Spanish Bednights in Europe I. Average Annual growth rates Spanish bednights ,9% 13,2% 12,7% 11,9% Benchmark market value = 6,0 % 11, 7,3% 6,7% 6,3% 6,2% 5,9% 4,7% 4, 3,8% 3,8% 3,5% 3,2% 2,9% 2,8% 2,8% 2,5% 1, II. Annual growth rates Spanish bednights Annual growth (pct) Average annual growth (pct) 24,5% 22,8% 22, 22,1% 1 5% 22,8% 9,5% -5% -1-15% -2 7,5% 7,1% 5,4% 5,3% 2,8% 1,8% 1,1% 0,5% -2,9% -3,2% -5, -6,4% -6,7% -7, -1-12% -13% -13% -13% -14% -19% -19% -2-22% -24% Benchmark market value = -1,2 %

25 1 12% 8% 4% -4% Growth of Finnish Bednights in Europe 14,4% I. Average Annual growth rates Finnish bednights , 8,1% Benchmark market value = 1,3 % 5,4% 4,8% 4,4% 3,2% 2,5% 2, 1,5% 1,1% 1, 0,9% 0,9% 0,4% 0, -0, -1,1% -1,2% -1, -1,9% -3, -3,8% II. Annual growth rates Finnish bednights Annual growth (%) Average annual growth (%) 28,8% 24, - -12% -18% -24% 5,4% 5,3% 3,5% 3,4% 0, 0, -0,5% -1,3% -2,2% -3,2% -3,4% -4,2% -7, % -11% -13% -14% -17% -18% -2-27% -28% -31% Benchmark market value = -3,9 % 8,9% 8,

26 3 24% 18% 12% - Growth of Polish Bednights in Europe I. Average Annual growth rates Polish bednights ,8% 3, 2, 2,5% 1, -1,3% -1,5% 21,7% 18,8% 16,2% 15,3% 13,9% Benchmark market value = 6,9 % 10,5% 8,9% 7,7% 7,1% 7, 6,7% 6,2% 5,3% 4,7% 4,3% 4,2% II. Annual growth rates Polish bednights Annual growth (%) Average annual growth (%) 11,1% 40,1% 39, 8,7% 9, 12% - -12% -18% -24% -3 6,4% 5,8% 5, 0,2% -0,2% -7,2% -7,4% -7,9% -8,2% -9,2% -1-11% -12% -12% -13% -15% -17% -19% -2-25% -27% -3-34% -34% Benchmark market value = -10,4 %

27 Growth of Russian Bednights in Europe I. Average Annual growth rates Russian bednights II. Annual growth rates Russian bednights ,8% -0,3% -0,5% -2,9% -4,3% -4,3% -4,8% -8,4% -8,7% -12% -12% -14% -14% -14% -15% -18% % -22% -23% -23% -2-32% -34% 26 Annual growth (%) Average annual growth (%) 11,4% 10,1% 2 15% 1 5% -5% -1 16,8% 16,7% 16,3% 15,7% 14% Benchmark market value = 9,0 % 13,3% 13,2% 12,4% 12,3% 11,3% 10,8% 9,8% 9,4% 8,1% 7,7% 6,9% 6,7% 6,3% 6,2% 6, 0,9% -2, -6,1% -12,% Benchmark market value = -15,9 % 20,8% 18,4%

28 12% 8% 4% -4% -8% Growth of Japanese Bednights in Europe I. Average Annual growth rates Japanese bednights ,2% 3,1% 2,4% 0,4% -0, -2,1% -3,5% -3, -3,8% -3,9% -4,1% -4,2% -4,8% -5,1% -6,5% -7,4% -7, -8, -9,2% II. Annual growth rates Japanese bednights Annual growth (%) Average annual growth (%) 58,8% 30, 17,4% 20,1% 18% 12% - -12% -18% -24% Benchmark market value = -3,7 % 14,3% 10,1% 7, 3,7% -0,5% -2, -3,3% -3,9% -6,8% -7,4% -8,1% -8,5% -9,1% -9,8% -13% -15% -18% % -22% -24% -3 Benchmark market value = -0,7 %

29 32% 24% 2 8% -8% Growth of Chinese Bednights in Europe I. Average Annual growth rates Chinese bednights ,7% Benchmark market value = 8,1 % 19,2% 18, II. Annual growth rates Chinese bednights Annual growth (%) Average annual growth (%) 30,3% 30,1% 27,9% 13,5% 10,1% 8,7% 5,5% 0, -0,9% -1, -1,2% -1,5% -1,8% -2,8% -4,4% 30,7% 24% 1 8% -8% -1-24% 15,3% 12,9% 12,9% Benchmark market value = -11,9 % 11,2% 8,9% 8,4% 3, -1,7% -2,1% -3, -4,8% -6, -9,2% -13, -18,7% -20,3% -22,5% -31,8% -54, 29, 25,5% 18,9%

30 Part III Development of Market Shares Sources for Part I charts: TourMIS, INE and Euro Stat 29

31 Distribution of Market Shares in Europe (I) Market Shares Total bednights 2000; 2008 & 2009 Brød 15% 1 12% Market Share 2000 Market Shares (%) 9% 3% Market Share 2008 Market Share 2009 DE IT ES FR UK AT NL HR SE PT DK CH CZ BE NO IE FI HU RO BG CY SK SI EE LV LU LT MS ,4% 15,3% 15,2% 12,8% 13,8% 5, 3, 1,7% 1,8% 1,8% 1,8% 1,7% 2,1% 1,3% 1,1% 1, 0,7% 0,8% 0,8% 0,4% 0,8% 0,5% 0,3% 0,1% 0,1% 0,1% 0, MS ,7% 15,9% 15, 12, 9,9% 5,4% 3,9% 2,4% 2,1% 2, 1,9% 1,8% 1,7% 1,3% 1,2% 1,2% 0,8% 0,8% 0,9% 0,8% 0, 0,5% 0,4% 0,2% 0,1% 0,1% 0,1% MS ,2% 15,9% 15, 12,8% 10,3% 5,5% 4,1% 2,5% 2,1% 1,9% 1,9% 1,8% 1, 1,3% 1,2% 1, 0,8% 0,8% 0,8% 0,7% 0, 0,5% 0,4% 0,2% 0,1% 0,1% 0,1% Volumes from and are Report estimates 30

32 Distribution of Market Shares in Europe (II) 15% 12% Market Shares International bednights 2000; 2008 & 2009 Market Share 2000 Market Shares (%) 9% 3% Market Share 2008 Market Share 2009 ES IT UK FR AT DE HR PT NL CH DK CZ BE IE CY SE PL BG HU NO FI SI SK EE RO LU LV SER LT MS ,4% 14,8% 8,5% 12,2% 8, 4,4% 3,5% 2,7% 2,8% 2,3% 2,5% 1,7% 1, 1,7% 1,8% 0,9% 0,7% 0,9% 1,1% 0,9% 0,4% 0,4% 0,4% 0,2% 0,2% 0,3% 0,1% 0, 0,1% MS ,4% 14,5% 10,1% 10,2% 8,9% 5,4% 4,9% 2,7% 2,4% 2,3% 2, 1,9% 1, 1,9% 1,3% 1,1% 1, 1,7% 1, 0,8% 0,5% 0,5% 0,5% 0,3% 0,3% 0,2% 0,2% 0,1% 0,1% MS ,8% 14,8% 10,3% 10,2% 9,4% 5,7% 5,3% 2, 2, 2,3% 2,1% 1,9% 1, 1, 1,2% 1,2% 1, 1, 0,9% 0,8% 0,5% 0,5% 0,4% 0,3% 0,3% 0,2% 0,2% 0,2% 0,1% Volumes from and are Report estimates 31

33 Market Shares of Norwegian Bednights in Europe 18% Market Shares Norwegian bednights 2000; 2008 & % 12% Market Share 2000 Market Share 2008 Market Shares (%) 9% 3% Market Share 2009 ES SE DK UK IT DE CY HR FR PT CZ AT PL BG NL FI LV EE HU CH BE LT SI RO SK MS ,8% 15,5% 17,4% 8,5% 6,1% 3,9% 3, 0,3% 3,1% 3,2% 1, 1,3% 0, 0,5% 1,5% 1,7% 0,2% 0,3% 0,5% 0, 0,7% 0, 0,1% 0,2% 0, MS ,8% 18, 13,8% 9,7% 10, 3,9% 3,1% 2, 2,3% 2, 1,4% 1,5% 1,4% 1,8% 1,1% 1,1% 0,8% 0,8% 0,8% 0, 0,4% 0,3% 0,1% 0,2% 0,1% MS ,4% 20,7% 13,7% 8,7% 8,3% 4, 2,8% 2, 2,2% 1,7% 1, 1, 1,4% 1,4% 1,2% 1, 0,8% 0,7% 0,7% 0, 0,4% 0,2% 0,1% 0,1% 0,1% Volumes from and are Report estimates 32

34 Market Shares of Swedish Bednights in Europe 12% Market Shares Swedish bednights 2000; 2008 & % Market Share 2000 Market Share 2008 Market Shares (%) 4% 2% Market Share 2009 ES UK IT DK DE NO CY AT HR FR FI PT PL CZ CH BG NL HU EE BE LV SI LT SK RO SER LU MS ,3% 7,4% 9,3% 12,4% 6,5% 4,8% 4,3% 3,3% 0,5% 4, 3,1% 3, 0, 1,4% 0,9% 1,1% 1,3% 0, 0,5% 0,8% 0,2% 0,1% 0, 0,1% 0,1% 0, 0,1% MS ,3% 9,5% 9,4% 9,1% 7,4% 4, 4,3% 4,2% 3, 3,1% 2,9% 2, 1,2% 1,1% 1,1% 1,5% 1, 0,9% 0,9% 0,7% 0, 0,2% 0,2% 0,2% 0,1% 0,1% 0,1% MS ,1% 8,8% 8, 8, 7,7% 5, 4,4% 3,9% 3, 3, 2,8% 2,2% 1,4% 1,2% 1,2% 1,1% 1, 0,9% 0,9% 0,7% 0, 0,2% 0,2% 0,2% 0,1% 0,1% 0,1% Volumes from and are Report estimates 33

35 Market Shares of German Bednights in Europe 2 Market Shares German bednights 2000; 2008 & % Market Share 2000 Market Share 2008 Market Shares (%) 1 5% Market Share 2009 ES AT IT DK FR HR NL UK CH CZ PL PT BG HU BE SE NO IE CY SK FI SI RO LU LV LT EE SER MS ,5% 19,1% 20, 5,7% 5,9% 2,8% 4,3% 2,5% 2,7% 2,5% 0, 1,9% 0,9% 1, 0,8% 0,7% 1, 0,3% 0,7% 0,3% 0,2% 0,3% 0,1% 0,1% 0, 0, 0, 0, MS , 20,7% 18,1% 5,3% 5,1% 4,5% 4,1% 3, 2,9% 2,2% 1, 1, 1,2% 1, 0,8% 0,9% 0,7% 0,8% 0,5% 0,3% 0,2% 0,2% 0,2% 0,1% 0,1% 0,1% 0,1% 0, MS ,3% 21, 17,8% 5,5% 5,2% 5,1% 4,5% 3,1% 3, 2,1% 1,7% 1, 1, 0,9% 0,8% 0,8% 0,7% 0,5% 0,5% 0,2% 0,2% 0,2% 0,2% 0,1% 0,1% 0,1% 0,1% 0, Volumes from and are Report estimates 34

36 Market Shares of Dutch Bednights in Europe 25% 2 Market Shares Dutch bednights 2000; 2008 & 2009 Market Share 2000 Market Shares (%) 15% 1 5% Market Share 2008 Market Share 2009 FR ES IT DE AT BE UK HR PT CH DK NO CZ LU SE IE HU SI BG PL CY FI RO SK EE SER LT MS , 19,1% 10,3% 9,7% 9,7% 6,3% 3,1% 1,2% 2,7% 1,9% 1,3% 0,9% 1,2% 1,2% 0, 0,8% 0, 0,2% 0,1% 0, 0,5% 0,2% 0,1% 0,1% 0, 0, 0, MS ,2% 15, 14,1% 11, 11,5% 6,2% 3,7% 2,8% 2,7% 1,9% 1,4% 1, 1, 0,9% 0,9% 0, 0,4% 0,3% 0,3% 0,3% 0,2% 0,2% 0,1% 0,1% 0, 0, 0, MS ,8% 15,1% 13,4% 12,3% 11,7% 6,2% 3, 3, 2, 2, 1,4% 1, 0,9% 0,9% 0,8% 0,5% 0,4% 0,3% 0,3% 0,2% 0,2% 0,2% 0,1% 0,1% 0, 0, 0, Volumes from and are Report estimates 35

37 Market Shares of British Bednights in Europe Market Shares British bednights 2000; 2008 & % 4% Market Share 2000 Market Share 2008 Market Shares (%) 3% 2% 1% Market Share 2009 Rep ES FR IT PT CY IE DE AT NL CH BE HR CZ BG PL SE NO HU DK FI SI RO SK LU EE LV LT SER MS , 15,7% 6,8% 4,9% 6, 5, 2,7% 2, 2, 1,3% 1,7% 0,2 0,44% 0,19% 0,0 0,37% 0,35% 0,22% 0,33% 0,24% 0,1 0,07% 0,03% 0,09% 0,03% 0,02% 0,0 0,01% MS ,3% 15,1% 7,9% 5,3% 4,7% 4,4% 3, 2,8% 2,3% 1, 1,5% 0,8 0,88% 0,84% 0,63% 0,45% 0,4 0,44% 0,38% 0,38% 0,2 0,13% 0,1 0,08% 0,08% 0,1 0,05% 0,03% MS ,2% 14,5% 8, 5, 4, 3,9% 3,1% 2,7% 2,3% 1, 1,5% 1,03% 0,8 0,71% 0,64% 0,49% 0,44% 0,41% 0,4 0,39% 0,18% 0,11% 0,1 0,09% 0,07% 0,07% 0,04% 0,03% Volumes from and are Report estimates 36