Presentation held at the 2013 Nordic Tourism Investment Forum at IVA conference center in Stockholm 25September 2013

1. Nordic Tourism Investment Index 2012
The Nordic Tourism Investment Index 2012

2. Nordic Tourism Investment Index 2012
Nordic Tourism Index 2012

3. Nordic Tourism Investment Index 20123
• Measuring
- Tourism Activities in five categories: Ferries, Öresund Bridge, Air travel, Guest
nights and Ski days.
- The activities are accounted for as one unit per one way travel, 1 guest night or
one ski day.
• Purpose
- Provide tourism industry facts on Nordic tourism development and where there
is growth in market
Nordic Tourism Index 2012

4. Nordic Tourism Investment Index 2012
Nordic Tourism Index 2012
2012
Ferrys IntraNordic -6,2%
Öresund Bridge -2,2%
Domestic Air 0,1%
International Air 2,9%
Domestic guestnights 1,0%
Foreign guestnights 0,8%
Ski days 17,6%
Total activities 1,3%
5 Year
Ferrys IntraNordic -17,1%
Öresund Bridge -3,5%
Domestic Air 8,6%
International Air 12,9%
Domestic guestnights 3,2%
Foreign guestnights 3,7%
Ski days 2,5%
Total activities 4,0%
Nordic Tourism Index 2012 vs 2011 Nordic Tourism Five Year Index
-0,5%
0,9%
2,4%
0,5%
1,3%
Denmark Finland Norway Sweden Total
-1,8%
4,5%
7,3%
0,9%
4,0%
Denmark Finland Norway Sweden Total

5. Nordic Tourism Investment Index 2012
Outlook 2013 – 2014
• Steady growth in 2013-2014
• Denmark back in growth mode
2012 2013 2014
Denmark -0,4% 0,2% 1,7%
Finland 0,0% 1,3% 3,2%
Norway 3,0% 1,3% 2,6%
Sweden 1,1% 1,1% 2,6%
Five year 2012 2013 2014
Denmark -1,8% -0,5% 0% 1%
Finland 4,5% 0,9% 1% 2%
Norway 7,3% 2,4% 2% 2%
Sweden 0,9% 0,5% 1% 2%
Total 4,0% 1,3% 1% 2%
Nordic Tourism Index Outlook 2013-204Economic outlook 2013-2014
Economic GDP Outlook Nordic Countries (National Institute of
Economic Research, NIER)
Forecasts by Razormind
• Steady growth in 2013-2014
• Growing from record levels
• Business travelers back in late 2013
• Strong home markets
• Strong currencies in Sweden and Norway

6. Nordic Tourism Investment Index 2012
Nordic Tourism Investment Index 2012

7. Nordic Tourism Investment Index 20127
• Measuring
- New capacity in four categories: hotels, arenas, winter sport facilities and
tourism marketing in all Nordic countries
- We are not measuring state investments or support/aid (except marketing)
• Purpose
- Provide tourism industry facts on what investments are done by who and
where.

8. Nordic Tourism Investment Index 2012
Results of investments in 2012 compared with 2011
212 Million
Euros,
+4%
556 Million
Euros,
-20%
94 Million
Euros,
-15%
36 Million
Euros,
-47%
Investment in tourism in 2012, per country
Hotels, 503 million Euros (668, -25%)
Arenas, 229 million Euros (229, +-0)
Amusement parks, 35 million Euros (39, -10%)
Ski Resorts, 51,6 million Euros (64,5, -20%)
State investment in tourism marketing, 77,8
million Euros (77,4, +1%)
Overall result, 896,4 million Euros (1077,9, -17%)
Investment in tourism in 2012, per country

9. Nordic Tourism Investment Index 2012
Investments in tourism 2007-2013, euro
2007 2008 2009 2010 2011 2012 2013
Total
Hotels
Arenas
Ski Resorts
1078 millions
668 millions
229 millions
65 millions
”Investment peak”
896 millions
503 millions
229 millions
52 millions

10. Nordic Tourism Investment Index 2012
Summary
• We are travelling more than ever
- Up 1 percent in 2012, 4 percent since 2008
• Investments in Nordic travel industry are declining
- Investments are turning down with 17 percent since 2011

11. Nordic Tourism Investment Index 2012
Conclusions
• International competition is heating up
- Japan has tourism as second most important issue to boost economy
- “I want the United States to be the top tourist destination in the world.”
President Obama, Orlando, January 2012
- Heavy investments in Middle East destinations as Dubai, Oman, Sharjah etc
- China is developing new destinations
• We need game changers
- Visitors and investors from outside Nordic countries will not come by
themselves
- Could Nordic countries together make a difference and how?