First half of the year just below the previous year. New offers change the guest mix. The “Vision Salzburg 2040” strategy process includes locals.
Salzburg (OTS) – A total of 776,584 arrivals (-0.78% compared to the previous year) led to 1,361,852 overnight stays in the months January to June 2024, which corresponds to a decrease of 1.90% compared to the comparable period January to June 2023. Even though the home guest has regained the top spot in the national rankings from Germany, both markets are recording declining numbers, which can be attributed to this year’s European Men’s Football Championship, particularly in the neighboring country.
The European markets of the UK, Switzerland, Italy and the Netherlands are also losing slightly, but remain important. The long-distance markets have set a strong example, with guests from the USA in particular recording steady growth. For the mayor responsible for the department, Bernhard Auinger, the current figures impressively show that Salzburg is still a very popular travel destination worldwide. “We are therefore continuing to focus on quality tourism in the city in order to maintain the attractiveness of our beautiful city and the acceptance of the population.” However, quality tourism has nothing to do with income: guests should feel comfortable in Salzburg regardless of the contents of their wallets have good coexistence with the population.
Most important long-distance market: the USA
“In the most important long-distance travel market, the USA, we are almost back to the pre-Corona numbers. This market is characterized by high added value and is very important for tourism in the city of Salzburg,” says Christine Schönhuber, Managing Director of TSG Tourismus Salzburg GmbH. “We expect further strong impetus from the USA next year, because in autumn and winter we will be implementing intensive marketing activities for the 60th anniversary of ‘The Sound of Music’.” In addition, the increased communication of the new Rosewood Schloss Fuschl is special noticeable in the luxury market in the United States, adds Schönhuber. It remains to be seen whether and how the US election in November will affect international travel.
Developments in Europe
The developments in the countries of origin show two tendencies: Nations such as Germany or the Netherlands, which recorded strong growth last year, are settling back down to a traditional, still strong level. At the same time, new offers have an impact on the statistics. With the recently launched flight connection between Salzburg and London Luton, Wizz Air has contributed significantly to the increase in overnight stays from the United Kingdom by 20.93%. “The travel industry is extremely dynamic, where well-communicated offers change the customer journey of our guests as soon as they book in their home country
“, says Christine Schönhuber.
The first half of the year in numbers
The top 10 countries of origin: After German guests topped the list of nations last year, Austria is once again taking the top spot as the strongest origin market with 332,054 overnight stays (-4.80%). Germany recorded a decrease of 11.86% and came in second place with 309,467 overnight stays. The USA (108,555 overnight stays, +7.54%), the United Kingdom (56,771, +20.93%) and Switzerland follow in the ranks (38,370, +3.07%). This means that the DACH countries account for a total of 49% of all overnight stays. Italy (32,694 overnight stays, -18.95%), South Korea (31,877, +21.39%), Southeast Asia (26,091, 20.11%) and Taiwan (25,641, +32.31%) follow in places 6 to 10. and the Netherlands (25,118, -11.13%).
Salzburg Card: TSG’s all-inclusive guest card was sold a total of 99,739 times in the first six months of the year. Compared to the previous year, this corresponds to an increase of 18.62% and represents a new record. The Salzburg Card is not only a convenient tool for exploring the sights, it also includes public transport and is therefore an instrument for sustainable and conscious travel . The card’s range of services also includes sights outside the center (Hellbrunn water features, Stiegl Brauwelt, Untersberg) and thus serves to equalize the flow of guests.
Coaches: In the first half of 2024, 9,867 coaches were recorded at the bus terminals. This corresponds to an increase of 24% compared to the previous year (7,973 buses). The average of 55 buses per day are evenly distributed between the two terminals Nonntal and Paris-Lodron. When booking the terminal on Paris-Lodron-Straße, buses whose guests stay overnight in Salzburg’s hotels are preferred.
Outlook for the festival summer
In a TSG survey of the Salzburg hotel industry, the majority of accommodations were very confident. Almost 60% state that their room occupancy is currently at 75% or above. The majority of hotel companies consider the role of the festival to be great, and many regular guests are welcomed, especially from German-speaking countries, who booked their stays together with the festival tickets many months ago. The companies also emphasize that the challenges in the industry – above all a shortage of skilled workers and personnel as well as inflation – make daily work significantly more difficult.
Vision Salzburg 2040
Tourism is a very important economic factor in the city of Salzburg and is currently in the development of the strategy „Vision Salzburg 2040“ great attention from the population. Until July 31, 2024, Salzburg residents can participate in the redesign of quality-oriented and sustainable tourism using an online survey and idea map. Mayor Auinger hopes for active participation: “I’m already looking forward to the feedback from the people of Salzburg, who can have an important say on the topic of tourism as part of the Vision Salzburg 2040 tourism strategy.
“In the next step, groups of experts will meet to help set the course for the coming measures.
Questions & Contact:
TSG Tourism Salzburg GmbH
Martina C. Trummer
Communications department
0043 662 88987 325
communication@salzburg.info