European Cities Marketing (ECM), the leading network of City Tourist
Offices and Convention Bureaux, represents more than 100 major cities in
33 countries. An analysis of a representative sample of European cities
conducted by the association shows that the European city tourism market
has experienced a surprisingly fast recovery in visitor flows beginning
in the second half of 2009.

ECM is reporting for the first time on the recent developments of
tourism demand in its member destinations. Based on a representative
sample of European cities, comprising many leading city tourism
destinations in Europe, ECM reports that the total number of national
and international bednights in 2009 dropped by only 2.6%, while the
number of arrivals decreased by 2.8%.

While the first six months of 2010 were characterised by a continuous
decline in bednights, the months from July to December show a steady
growth of the city tourism industry reaching 6.6% in the last month of
2009. “European city tourism recovers from the economic crisis faster
than other areas. Of course we have to remember that these figures
compare the second half of 2009 with the second half of 2008 when
tourism had already begun to encounter trouble. However, accommodation
prices will still have to rise in order to ensure the continued quality
of tourism services in European cities,” says Dieter Hardt-Stremayr, ECM
President.

The cities with the most bednights and arrivals in 2009 were London,
Paris, Berlin, Rome, and Madrid. In German cities, the overall number of
arrivals and bednights increased in 2009. Among the leading European
cities, Florence had the highest relative increase in bednights from
2008 with 19.4%, followed by Linz, Berlin, Milan, and Stockholm.

Expectations for tourism demand in European cities in 2010 have improved
as a result of the ongoing recovery from the global financial crisis.
According to the results of the latest survey of experts from ECM member
cities, 79% estimate that total bednights will increase or at least stay
at the same level. Experts’ forecasts for domestic, international and
the other 6 individual source markets are also positive. The US and the
UK source markets are still expected to decrease. Estimates for the
domestic market are optimistic with 55% of participants believing that
overnights from domestic markets will increase.

www.europeancitiesmarketing.com

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