Tourism in Tirol Facts and Figures 2017...Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 2 Agenda 1. Arrivals and overnight stays in Tirol 3 2. Markets of origin 9 3. Tourism

Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 1

Tourism in TirolFacts and Figures 2017


Agenda

1. Arrivals and overnight stays in Tirol 3

2. Markets of origin 9

3. Tourism associations and municipalities 16

4. Accommodation 20

5. Alpine competitors at a glance 27

6. Economic importance of tourism in Tirol 31

7. Reasons for visiting Tirol 35


Arrivals and overnight stays in Tirol


Arrivals and overnight stays at a glance

Arrivals• Winter 2016/17: 5.9 million• Summer 2017: 5.9 million• Tourism year 2016/17: 11.7 million

Overnight stays• Winter 2016/17: 26.5 million• Summer 2017: 21.2 million• Tourism year 2016/17: 47.7 million

Source: Office of the Tirol State Government, Regional Development - Statistics

Overnight stays

Winter 2016/17 Summer 2017 TY 2016/17

Tirol total 26,464,201 21,188,147 47,652,348

Arrivals

Winter 2016/17 Summer 2017 TY 2016/17

Tirol total 5,882,494 5,864,951 11,747,445

0

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10

15

20

25

30

35

40

45

50

Mill

ion


Development of overnight stays since 1951

• slight decrease in winter season 2016/17 after an increase in the previous year• Declines in summer since the beginning of 1990s, since 2009 slight increases in overnight stays; summer 2017: best

results of overnight stays since 199347.7mOS TY

26.5mOS Winter

21.2mOS Summer

Source: Office of the Tirol State Government, Regional Development – Statistics; OS = overnight stays, TY = tourism year

0

5

10

15

20

25

30

35

40

45

50

2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17

Mill

ion


Development in the past 10 years

Tourism year:• Arrivals +36.8% • Overnight stays +14.8%

Winter: • Arrivals +27.6%• Overnight stays +10.0%

Summer:• Arrivals +47.4% • Overnight stays +21.4%

47.7mOS TJ

26.5mOS Winter

21.2mOS Summer

41.5m

24.1m

17.5m

Source: Office of the Tirol State Government, Regional Development – Statistics; OS = overnight stays, TY = tourism year


Comparison of arrivals and overnight stays

• The average length of stay for guests in Tirol decreased in the last 10 years from 4.8 to 4.1 days• Trend towards shorter holidays, but more of them• Guests stay longer in Tirol in winter than in summer:

• Winter 2016/17: 4.6 days• Summer 2017: 3.7 days



Distribution over the seasons

• Tourism year 2016/17:Winter season clearly stronger with 56% of overnight stays compared to the summer season (44%)

• Tourism year 2006/07:Share of the winter season was slightly higher (58%)

Summer44%

Winter56%



Markets of origin


Source markets in winter 2016/17

• Germany is by far the no. 1 source market in the winter in Tirol

• Netherlands in the second place ahead of Austria• Growth for most of the top 15 markets over the past

10 years – decline of overnight stays from theNetherlands, UK, Denmark & Italy

• High growth rates for Romania, Poland and the Czech Republic in the last 10 years (but starting from a very low level), high increases also for Switzerland (+51.5%)

Rank Markets of origin

Winter 2016/17Overnight

stays

Market share % 06/07-16/17

1 Germany 13,222,871 50.0% 5.4%

2 Netherlands 3,248,578 12.3% -0.8%

3 Austria 1,792,398 6.8% 8.1%

4 Switzerland and Liechtenstein 1,324,297 5.0% 51.5%

5 UK 1,244,066 4.7% -2.8%

6 Belgium 980,630 3.7% 15.1%

7 Poland 566,956 2.1% 64.0%

8 Czech Republic 523,998 2.0% 70.5%

9 Denmark 404,317 1.5% -8.7%

10 France (incl. Monaco) 363,096 1.4% 7.3%

11 Italy 332,570 1.3% -0.7%

12 Russia 326,257 1.2% 9.7%

13 Sweden 233,998 0.9% 29.1%

14 Romania 186,385 0.7% 126.6%

15 Luxemburg 143,862 0.5% 33.6%

Other markets 1,564,063 5.9% 37.0%Tirol total 26,458,342 100.0% 10.0%


DE50%

NL12%

AT7%

CH5%

UK5%

BE4%

PL2%

CZ2%

DK1.5%

FR1%

IT1%

RUS1%

SWE1%

RO1%

LUX0,5%

Other markets

6%


Source markets in winter 2016/17

• Germany with a market share of 50% of all overnight stays

• The top 3 markets Germany, the Netherlands and Austria with 70% of all overnight stays

• Decrease of the German market share in the last 10 years – in winter 2006/07 Germany had a market share of nearly 52%

• Increasing market share of overnight stays from Switzerland (+1.4 percentage points/pp), Poland (+0.7 pp) and Czech Republic (+0.7 pp) in the last 10 years



Source markets in summer 2017

• Germany also no. 1 concerning overnight stays in summer

• Austria in the second place ahead of the Netherlands• Decline of overnight stays in the last 10 years for

Belgium, France, UK and the USA• Other main markets increasing (especially Germany,

Austria and Switzerland); clear increases of overnight stays from China, Czech Republic and Poland (but starting from a low level)

Rank Markets of origin

Summer 2017

Overnight stays Market share % 2007-17

1 Germany 11,244,922 53.1% 25.0%

2 Austria 2,254,531 10.6% 21.1%

3 Netherlands 1,556,700 7.3% 4.7%


5 Italy 730,413 3.4% 0.7%

6 Belgium 601,409 2.8% -7.7%

7 France (incl. Monaco) 487,387 2.3% -17.1%

8 UK 457,977 2.2% -25.8%

9 Czech Republic 225,473 1.1% 133.8%

10 China 209,890 1.0% 342.3%

11 Denmark 179,883 0.8% 19.9%

12 USA 167,773 0.8% -2.5%

13 Poland 161,454 0.8% 147.0%

14 Hungary 122,115 0.6% 82.3%

15 Spain 103,630 0.5% 15.2%

Other markets 1,222,940 5.8% 80.9%

Tirol total 21,188,147 100% 21.4%Source: Office of the Tirol State Government, Regional Development - Statistics

DE53%

AT11%

NL7%

CH7%

IT3%

BE3%

FR2%

UK2%

CZ1%

CN1%

DK1%

USA1%

PL1%

HU1%

ES0.5%

Other markets

6%


Source markets in summer 2017

• In summer Germany has a market share of 53%• The top 3 markets are Germany, Austria and

Netherlands with about 70% of all overnight stays• The market share of Germany in summer slightly

increased in the last 10 years – in summer 2007 Germany had a market share of 51.5%

• Decreasing market share also for the UK (-1.4 percentage points/pp), as well as for France (-1.1 pp) and the Netherlands (-1,2pp)

• Biggest increase of market share for Germany (+1.5 pp)



Source markets in TY 2016/17

• Germany is no. 1 source market with about half of all overnight stays in Tirol

• Netherlands in second place ahead of Austria• Switzerland is no. 4 with very positive results in the

past years• Decline of overnight stays in the last 10 years for the

UK, France and the USA• Very high growth rates in the source markets Poland,

Czech Republic and China

Rank Markets of originTourism year 2016/17

Overnight stays Market share % 06/07-16/17

1 Germany 24,470,746 51.4% 10.1%

2 Netherlands 4,805,760 10.1% 5.7%

3 Austria 4,047,582 8.5% 16.5%


5 UK 1,701,852 3.6% -9.1%

6 Belgium 1,582,078 3.3% 10.0%

7 Italy 1,063,108 2.2% 0.2%

8 France (incl. Monaco) 850,651 1.8% -9.2%

9 Czech Republic 749,537 1.6% 93.6%

10 Poland 728,775 1.5% 99.5%

11 Denmark 584,190 1.2% 7.8%

12 Russia 379,906 0.8% 31.7%

13 China 341,361 0.7% 494.7%

14 Sweden 324,851 0.7% 27.1%

15 USA 285,328 0.6% -11.7%

Other markets 2,950,146 6.2% 53.4%

Tirol total 47,652,348 100.0% 14.2%Source: Office of the Tirol State Government, Regional Development - Statistics


Source markets in TY 2016/17

• Germany with a market share of 51% in the tourism year

• The top 3 markets are Germany, the Netherlands and Austria with a market share of about 70%

• Decline for Germany in the last 10 years – the market share in 2006/07 was about 52%

• Increase of overnight stays especially for Switzerland (+0.9 percentage points/ pp); decreases for the Netherlands (-1.4 pp) and the UK (-1.0 pp)


DE51%

NL10%

AT8,5%

CH6%

UK4%

BE3%

IT2%

FR2%

CZ2%

PL1.5%

DK1%

RUS1%

CN1%

SWE1%

USA1%

Other markets

6%


Tourism associations and municipalities


Top 15 tourism associations by overnight stays

• Ötztal Tourismus clearly on top (winter rank 1, summer rank 2)• Innsbruck and its holiday villages in 2nd place (winter rank 4, summer rank 1) ahead of Paznaun-Ischgl (winter rank 2, summer only

rank 22)• Also in the summer and winter top 10: Serfaus-Fiss-Ladis, Erste Ferienregion im Zillertal, Mayrhofen-Hippach, Olympiaregion Seefeld

and Wilder Kaiser


Tourism association TY 16/17 Rank Winter 16/17 Rank Summer 17 RankÖtztal Tourismus 4,075,601 1 2,900,009 1 1,175,592 2 Innsbruck / Feriendörfer 3,205,032 2 1,459,565 4 1,745,467 1 Paznaun-Ischgl 2,702,105 3 2,257,163 2 444,942 22 Serfaus-Fiss-Ladis 2,479,232 4 1,552,289 3 926,943 9 Erste Ferienregion im Zillertal 2,456,762 5 1,355,320 6 1,101,442 4 Mayrhofen - Hippach 2,323,107 6 1,363,242 5 959,865 8 Olympiaregion Seefeld 2,050,155 7 962,391 9 1,087,764 5 Osttirol 2,005,970 8 837,165 15 1,168,805 3 Wilder Kaiser 1,934,238 9 958,381 10 975,857 6 Stubai Tirol 1,870,177 10 1,113,071 8 757,106 11 Kitzbüheler Alpen - Brixental 1,622,013 11 943,034 11 678,979 13 Tiroler Oberland 1,561,733 12 847,543 14 714,190 12 St. Anton am Arlberg 1,554,496 13 1,260,356 7 294,140 29 Achensee 1,547,323 14 571,477 19 975,846 7 Tiroler Zugspitz Arena 1,529,844 15 754,905 16 774,939 10

Rank Tourism association Winter 2016/171 Tux-Finkenberg 62.8 2 Serfaus-Fiss-Ladis 57.5 3 Ötztal Tourismus 57.0 4 Stubai Tirol 56.5 5 Paznaun-Ischgl 55.3 6 Tiroler Oberland 49.2 7 Mayrhofen - Hippach 48.6 8 St. Anton am Arlberg 48.4 9 Zillertal Arena 46.9

10 Innsbruck / Feriendörfer 45.9 11 Pitztal 43.0 12 Wilder Kaiser 42.1 13 Erste Ferienregion im Zillertal 41.0 14 Kitzbühel Tourismus 40.8 15 Achensee 40.3


Top 15 tourism associations by occupancy in %

• Tux-Finkenberg has the highest occupancy in winter (62.8%) ahead of Serfaus-Fiss-Ladis with 57.5%; Ötztal Tourismus (57.0%) in 3rd place ahead of Stubai Tirol with 56.5%

• In winter 5 regions have an occupancy over 50%; in Tirol overall occupancy is 42.8% in winter and 33.1% in summer• In summer Achensee (60.8%) ahead of Innsbruck/Feriendörfer (50.9%) and Tannheimer Tal (50.9%)

Rank Tourism association Summer 20171 Achensee 60.8 2 Innsbruck / Feriendörfer 50.9 3 Tannheimer Tal 50.9 4 Kaiserwinkl 48.2 5 Naturparkregion Reutte 45.9 6 Imst Tourismus 42.9 7 Wilder Kaiser 42.1 8 Silberregion Karwendel 39.4 9 Tiroler Zugspitz Arena 39.0

10 Olympiaregion Seefeld 38.9 11 Kufsteinerland 38.7 12 Tiroler Oberland 38.0 13 Tirol West 36.6 14 Stubai Tirol 36.5 15 Kitzbüheler Alpen - St. Johann ... 36.4



Top 15 municipalities with most overnight stays

• Sölden clearly on top of the ranking (winter rank 1, summer rank 6)• Innsbruck in second place (winter rank 7, summer rank 1) ahead of Ischgl (winter rank 2, summer only rank 49) and Mayrhofen (winter

rank 4, summer rank 3)• Also in the summer and winter top 10: Neustift/Stubaital, Serfaus and Seefeld

Municipalities TY 16/17 Rank Winter 16/17 Rank Summer 17 RankSölden 2,566,334 1 2,083,144 1 483,190 6 Innsbruck 1,640,443 2 714,566 7 925,877 1 Ischgl 1,500,996 3 1,376,335 2 124,661 49 Mayrhofen 1,497,607 4 861,241 4 636,366 3 Neustift/Stubaital 1,338,964 5 815,784 5 523,180 5 St.Anton/Arlberg 1,213,177 6 1,026,088 3 187,089 34 Serfaus 1,197,256 7 750,427 6 446,829 7 Seefeld/Tirol 1,111,147 8 514,925 10 596,222 4 Eben/Achensee 1,047,563 9 372,804 17 674,759 2 Tux 996,055 10 677,054 8 319,001 13 Fiss 968,792 11 606,655 9 362,137 11 Kirchberg/Tirol 871,166 12 474,351 11 396,815 8 Kitzbühel 829,795 13 461,029 12 368,766 10 Längenfeld 738,710 14 428,142 13 310,568 16 Ellmau 733,910 15 351,402 19 382,508 9



Tirol accommodation

Accommodationcategories Summer 2017 % 07-17

Hotels 13,487,189 13.8%Holiday apartments 4,826,049 64.1%Private lodgings 832,225 -29.0%Others 2,042,684 37.7%Total 21,188,147 21.4%

Accommodationcategories

Winter 2016/17 % 06/07-16/17

Hotels 16,074,925 6.0%Holiday apartments 8,294,408 33.0%Private lodgings 1,202,679 -35.3%Others 892,189 10.5%Total 26,464,201 10.0%

16.1

8.3

1.2

0.9

13.5

4.8

0.8

2.0

Hotellerie

Ferien-wohnungen

Privat-quartiere

Sonstige

ÜN Winter 2016/17

ÜN Sommer 2017

Hotels

Holiday apartments

Private lodgings

Others


Overnight stays in accommodation categories 2016/17

• About 2/3 of all overnight stays in Tirol 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)• Highest increase in overnight stays in holiday apartments in the last 10 years in winter and summer

Overnight stays in million

Source: Office of the Tírol State Government, Regional Development - Statistics

Winter 2016/17Summer 2017


Number of beds

• In Tirol there are about 340,000 beds (number of beds in winter slightly higher than in summer)• Every second bed in Tirol is a hotel bed• One third is in holiday apartments and 8% 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 decreased; 4/5-star hotels with an increase in the number of

beds• The number of beds in holiday apartments also increased sharply in the last 10 years

Accommodation

categories

Number of beds winter

2006/07 2016/17 % 06/07-16/17

Hotel 176,362 174,326 -1.2%

Holiday apartments 104,350 122,503 17.4%

Private lodgings 46,791 27,299 -41.7%

Others 11,284 13,567 20.2%

Total 338,787 337,695 -0.3%

Accommodation

categories

Number of beds summer

2007 2017 % 07-17

Hotel 171,646 166,138 -3.2%

Holiday apartments 101,883 116,574 14.4%

Private lodgings 47,004 26,803 -43.0%

Others 15,816 18,899 19.5%

Total 336,349 328,414 -2.4%



Ratio of overnight stays to beds in winter

• Every second bed is a hotel bed• These generate just over 60% of all overnight

stays in Tirol• Private lodgings are frequented clearly below

average

60.7%

31.3%

4.5%

3.4%

51.6%

36.3%

8.1%

4.0%

Hotellerie

Ferien-wohnungen

Privat-quartiere

Sonstige

ÜbernachtungenBetten


Hotels

Holiday apartments

Private lodgings

Others

Overnight staysBeds


Ratio of overnight stays to beds in summer

• Every second bed is a hotel bed• These generate about two-thirds of all overnight

stays in Tirol• Private lodgings and holiday apartments are

frequented below average

63.7%

22.8%

3.9%

9.6%

50.6%

35.5%

8.2%

5.8%

Hotellerie

Ferien-wohnungen

Privat-quartiere

Sonstige

Übernachtungen

Betten


Hotels

Holiday apartments

Private lodgings

Others

Overnight staysBeds

57.8

48.0

39.544.3

35.230.2

25.521.1

52.1

42.1

28.926.1

20.324.8

16.3 18.2

4 - 5* Hotel 3* Hotel 2/1* Hotel Gew. FeWo FeWo Privat FeWo Privat a.B. Privatquartier Privatquartier a.B.

Winter 2016/17

Sommer 2017

• 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 Tirol: winter 42.8%, summer 33.1% (with slight decline in both seasons compared to the previous

year)


Occupancy in %

Winter 2016/17Summer 2017

Com. hol. apart Private hol. apart. Private hol. apart. Private lodgings Private lodgings



Occupancy in days

Occupancy Tirol in total:• Winter: 77 days of full occupation (winter season: 181 days)• Summer: 61 days of full occupation (summer season: 184 days)

105

87

72 80

64 55

46 38

96

78

53 48

37 46

30 34

4 - 5* Hotel 3* Hotel 2/1* Hotel Gew. FeWo FeWo Privat FeWo Privat a.B. Privatquartier Privatquartier a.B.

Winter 2016/17

Sommer 2017

Com. hol. apart Private hol. apart. Private hol. apart. Private lodgings Private lodgings

Winter 2016/17

Summer 2017



Alpine competitors at a glance


Selected competitors winter

Total amount of all markets of originOvernight stays & arrivals winter 2011/12 – 2016/17 in millionsChanges winter 2015/16 – 2016/17 in millions and %

Source: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung, Tourismus Netzwerk

Overnight stays

Arrivals

South Tyrol

Total amount of all markets of originOvernight stays & arrivals summer 2012 – 2017 in millionsChanges summer 2016 – 2017 in millions and %


Selected competitors summerSource: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat). Chart: Tirol Werbung, Strategien & Partner/Tourismusforschung.

Arrivals

Overnight stays

South Tyrol


Comparison of the most important competitors

Winter 2016/17:• Tirol with 26.5 Mio. overnight stays ahead of Salzburg (15.1 Mio.), South Tirol (11.8 Mio.) and Vorarlberg (4.9 Mio.). Except of

South Tyrol, slight decreases for all regions in comparison to the previous year (Tirol -1.3% or -350,000; Salzburg -0.4% or -50.000; Vorarlberg -4.1% or -210,000; Südtirol +0.8% or +100,000).

• Tirol with 5.9 Mio. arrivals ahead of Salzburg (3.7 Mio.), South Tyrol (2.8 Mio.) and Vorarlberg (1.2 Mio.). Compared to the previous year, all regions, except Vorarlberg with increases.

• Slight increases were recorded in all regions since the last 5 years.

Summer 2017:• With almost 21.2 Mio. overnight stays Tirol on top ahead of South Tyrol (20.4 Mio.); Salzburg (13.0 Mio.) and Vorarlberg (4.0

Mio.) are behind. The most considerable growth in overnight stays was recorded in South Tyrol (+690,000), Salzburg (+420,000) and Tirol (400,000).

• Tirol recorded 5.9 Mio. arrivals which is an increase of +3.4% or +200,000 and is ahead of South Tyrol with 4.5 Mio. (+4.5% or+190,000) and Salzburg with 3.9 Mio. arrivals (+6.6% or +240,000).

Source: Office of the Tirol State Government, Regional Development - Statistics; TourMIS/Statistik Austria; Autonome Provinz Bozen – Südtirol, Landesinstitut für Statistik (Astat).


Economic importance of tourism in Tirol


Employment

• 60.000 people are employed in tourism in Tirol (self-employed and employed, full time equivalent)

• Out of this, nearly 50.000 are working in the so-called “characteristic tourism industries” (lodging & hospitality, transport & travel agencies, culture, entertainment, sport)

• The rest is working in tourism related and not tourism specific industries (retail industry, banking industry,...)

Industry Share

Lodging and hospitality 55%

Transport (busses, taxis, rail- and air traffic, cable cars, basement garages,...) 12%

Retail industry, ski schools and other services 19%

Not tourism specific industries (retail industry, banking industry, etc.) 14%

Total 100%

Source: Tirol Economic Chamber 2015, Booklet „Die treibende Wirtschaftskraft“


Expenditure and turnover

Daily expenditure of guests (incl. arrival) higher in winter than in summer:winter € 155,- and summer € 119,-

• Of which approx. 40% for accommodation• Approx. 15% for food• Purchases about 8 % in summer and winter• Expenditure for cable cars, public transport much

higher in winter (16% in winter vs. 5% in summer)

Tourism in Tirol generates around € 8.4 billion turnover

• € 6.7 bn from overnight tourism• € 1.7 bn from day visitors

Source: T-Mona Summer 2014 and Winter 2013/14, Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus)


Value creation

• Direct tourism value creation for Tirol is approximately € 4.5 bn• This is 17.5% share of the total value creation of Tirol • For Austria the share of the direct value creation of tourism in the GDP is 5.3%• By comparison: Upper Austria 3.1% and Vienna 1.6%

Source: Tourismus-Satellitenkonto Tirol 2014 (MCI Tourismus), Austria 2013, Upper Austria 2013 und Vienna 2008


Reasons for visiting Tirol


Winter in Tirol

Holiday activities• Sport: skiing is THE sport activity, snowboarding occupies a

niche (every second skies as well); snowboarding and tobogganing especially popular for the younger guests; winter hiking is especially popular for 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, especially for the younger guests

Reasons for visiting Tirol• Sport opportunities and mountains

• Tirol has high competence in winter sports: attractive ski areas, guaranteed snow

• Nature, landscape and tranquillity

• Good experiences in the past

• Friendly locals, great hospitality

• Great accessibility

• Top accommodation

Source: T-Mona Winter 2013/14


Summer in Tirol

Holiday activities• A lot of different sport activities

• 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

• Beside sports also culture, enjoyment and relaxation are important

• Walking in the nature, visiting sights, trips outside the holiday resort, enjoying regional food and beverages

Reasons for visiting Tirol• Beautiful landscape/mountains and nature

• Sport opportunities, great variety of hiking trails, bicycle- and mountain bike tracks

• Peace and quiet

• Hospitality

• Good experiences in the past

• Quality of accommodation

• Fresh air and healthy climate

Source: T-Mona Summer 2014


Tirol Werbung GmbHTourismus Netzwerk

Julia Vögele, B.A.

Maria-Theresien-Straße 55 6020 Innsbruck · Österreich

+43.512.5320-236+43.512.5320-92236

[email protected]

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Documents

Tourism in Tirol Facts and Figures 2017...Tirol Werbung / Tourismus Netzwerk FACTS AND FIGURES 2017 2 Agenda 1. Arrivals and overnight stays in Tirol 3 2. Markets of origin 9 3. Tourism