1. No category

Europe Fact Sheet
Europe Overview
The HTA, through Hawai‘i Tourism Europe (HTE), targets visitors from the countries of the United Kingdom
and Germany, the two top source markets in the Europe Major Market Area (U.K., Germany, France, Italy
and Switzerland). In 2014, HTA also provided additional funds to support trainings in France and
Scandinavia. Year end 2014 visitor arrivals are up 4.6% compared to the same period last year, and per
person per day spending is down -2.7% The UK Pound and Euro was relatively stable against the dollar.
Focus was mainly on the travel trade, in addition to building brand awareness and demand for the
destination via PR activities in anticipation of potential direct service with the introductory of Boeing's 787
Dreamliner and Airbus A380.
2014 Quick Facts
Visitor Expenditures:
Primary Purpose of Stay:
Average Length of Stay:
First Time Visitors:
Repeat Visitors:
$321.7 million
Pleasure (125,781) vs. MCI (7,293)
13.05 days
69.1%
30.9%
EUROPE MMA (by Air)
Visitor Expenditures* ($ Millions)
Visitor Days
Arrivals
Per Person Per Day Spending* ($)
Per Person Per Trip Spending* ($)
Length of Stay (days)
*Excludes supplemental business spending
2012
292.1
1,669,269
129,252
175.0
2,259.7
12.91
2013
321.6
1,818,056
136,805
176.9
2,351.1
13.29
2014
Preliminary
% Change
2014P vs
2013
321.7
1,868,391
143,132
172.2
2,247.8
13.05
0.0%
2.8%
4.6%
-2.7%
-4.4%
-1.8%
2015 Target
(Rev Feb
2015)
344.2
1,998,906
153,130
172.2
2,247.8
13.05
% Change
2015T 2014P
7.0%
7.0%
7.0%
0.0%
0.0%
0.0%
P: Preliminary
Contact Information
Hawai‘i Tourism Authority: Caroline Anderson, Tourism Brand Manager
Tel: (808) 973-2273
caroline@gohta.net
Hawai‘i Tourism Europe:
Germany: Kerstin Wierzeyko, Account Manager
Tel: 49 (89) 55 25 33 409
kwierzeyko@aviareps.com
As of February 2015
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Europe Fact Sheet
Contact Information (cont.)
UK: Olusola Thomson, Account Manager
Tel: 44 (0) 207 6446 127
othomson@aviacircle.com
Market Summary
Overall
 European arrivals increased +4.6% in 2014.
 Daily spending was also up 1.5% at $172.2, and thus total visitor spending to increase 14.5%.
 Length of stay increased +3.2% to 13.3 days, which brought about double-digit growth to total
visitor days at +12.8%.
 MCI visitors increased 3.4% to 7, 293 visitors.
 Majority (74%) visited O‘ahu, followed by Maui (42%), Hawai‘i Island (34%) and Kaua‘i (22%) in
2013.
 The first two months of 2014 show visitor arrivals up 7.5% over the same period last year.
Market Conditions
Outlook
 The U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries’ forecasts the
following growth for 2015 (against 2014): UK (+2%); Germany (+2%); France (+4%); Italy (+6%);
Switzerland (+2%). Visitor volume from Europe is expected in to increase in 2015, followed by
similar and slowly increasing growth over the next four years. The largest growth from Europe will
come from the U.K., France and Germany. While the growth forecasts reflect low-growth rates, it
is based on large traveler volume bases. (as of October 2014, NTTO)
 The Euro and British pound are weakening against the U.S. dollar, but both currencies are still
above the US dollar (whereas other foreign currencies are below the US dollar).
 Twenty percent of UK consumers say they anticipate spending more on holidays in 2015 compared
to 15% who say they will spend less.
 Vacation and travel remains one of Germany’s most popular leisure activities with the United
States the leading overseas destination.
 Increased seat capacity out of the US West and US East will open seat availability for European
visitors.
As of February 2015
2
Europe Fact Sheet
Visitor Statistics 2009-2014p
EUROPE MMA (by Air)
Visitor Expenditures* ($ Millions)
Visitor Days
Arrivals
Per Person Per Day Spending* ($)
Per Person Per Trip Spending* ($)
Length of Stay (days)
2009
197.2
1,366,674
104,403
144.3
1,888.7
13.09
2010
2011
228.5
1,437,409
112,765
159.0
2,026.2
12.75
244.0
1,525,705
119,825
160.0
2,036.7
12.73
2012
292.1
1,669,269
129,252
175.0
2,259.7
12.91
2014
Preliminary
2013
321.6
1,818,056
136,805
176.9
2,351.1
13.29
% Change
2014P vs
2013F
321.7
1,868,391
143,132
172.2
2,247.8
13.05
0.0%
2.8%
4.6%
-2.7%
-4.4%
-1.8%
2014 Target
2015 Target
(updated
2014P vs
(Rev Feb
Aug 2014) 2014 Target
2015)
367.2
1,943,006
149,140
189.0
2,462.3
13.03
-12.4%
-3.8%
-4.0%
-8.9%
-8.7%
0.2%
% Change
2015T 2014P
344.2
1,998,906
35,000
172.2
2,247.8
13.05
7.0%
7.0%
15.5%
0.0%
0.0%
0.0%
*Excludes supplemental business spending
Europe: Distribution by Island
EUROPE MMA (by Air)
O'ahu
Maui County
...Maui
...Moloka'i
...Lāna'i
Kaua'i
Hawai'i Island
…Hilo
…Kona
2009
76,412
39,698
39,012
1,763
1,733
20,938
30,397
14,567
24,263
2010
81,352
44,120
43,253
1,801
1,801
21,908
30,868
14,533
24,631
2011
86,432
47,678
46,955
1,949
1,803
24,273
34,916
16,591
28,679
2012
89,337
54,331
53,556
2,132
1,469
28,773
40,687
18,766
33,299
2013
99,092
58,992
57,837
2,242
2,399
31,099
45,429
22,801
36,371
2014
Preliminary
103,148
59,784
59,043
2,876
2,178
32,025
47,738
23,071
39,489
% Change
2014P vs
2013
4.1%
1.3%
2.1%
28.2%
-9.2%
3.0%
5.1%
1.2%
8.6%
2013
2014
Preliminary
% Change
2014P vs
2013
Europe: Group vs. FIT; Leisure vs. Business
EUROPE MMA (by Air)
Group vs FIT
Group tour
True Independent
Leisure vs business
Pleasure (Net)
MCI (Net)
Convention/Conf.
Corp. Meetings
Incentive
As of February 2015
2009
2010
2011
2012
7,236
59,568
6,913
63,342
8,493
68,749
9,124
74,481
8,190
85,429
7,633
92,981
-6.8%
8.8%
89,807
7,077
5,507
773
966
97,522
5,533
4,045
700
962
103,072
7,695
5,185
1,159
1,557
111,188
6,489
4,148
952
1,573
119,432
7,052
4,362
1,031
1,968
125,781
7,293
4,540
1,346
1,795
5.3%
3.4%
4.1%
30.5%
-8.8%
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Europe Fact Sheet
Europe: First Timers vs. Repeat Visitors
EUROPE MMA (by Air)
1st timers (%)
Repeaters (%)
2009
70.4
29.6
2010
71.2
28.8
2011
69.9
30.1
2012
70.8
29.2
2014
2013
Preliminary
70.9
69.1
29.1
30.9
% Change
2014P vs
2013
-1.8
1.8
Tax Revenue
EUROPE MMA (by Air)
2009
2010
State tax revenue generated* ($ Millions)
20.0
24.9
*State government tax revenue generated (direct, indirect, and induced)
As of February 2015
2011
26.58
2012
31.82
2014
2013
Preliminary
34.30
34.30
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