European Cities Marketing Benchmarking Report 2010
The recently published ECM Benchmarking Report 2010 gives tourism managers valuable information about their respective cities on many levels. The report includes the latest figures for the performance of European cities in 2009 and illustrates the main trends in city tourism between 2004 and 2009 of 101 European cities.
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The most evident value of the report is the general overview of city tourism in Europe:
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· In 2009 international city tourism demand declined slightly more than overall bednights in European cities.
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· The first six months of the year 2009 had a continuous decline in bednights but the months from July to December showed a steady growth of the city tourism industry peaking in December 2009.
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· Two out of the three leading cities in nominal bednights growth are German cities.
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· The UK source market for city tourism was the most affected by the crisis whereas the Chinese market managed the highest growth in European cities.
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Of course these insights are just some of the obvious reasons to study the report as the real added value of this report is that it contains numerous possibilities to dig into detailed data for a particular city:
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· Identify your closest competitors using one of the maps of Europe that depict each city’s bednights volume and growth rate in the last five years.
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· Using domestic and international bednights growth as a reference, you can identify at a glance whether your city is one of Europe’s “Boom Towns”, like Hamburg.
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· Find out how a given city performed in the last 5 years and if the same development occurred for competitor cities.
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· Widen your knowledge of the importance of key source markets for different cities.
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· Make customised analyses with the enclosed data file.
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The ECM Benchmarking Report can help you do all these things and more, providing you, in the clearest way, with information that helps you monitor your position, evaluate your strategy and adjust your tactics.
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The ECM Benchmarking Report is available in PDF format and is distributed by ECM Head Office (€ 990 / free of charge to ECM members / € 590 special rate for ECM partners and ETC members).
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The ECM Visitors Report can be ordered via dev.europeancitiesmarketing.com
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Katrin Heintschel
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Tourism Research, Vienna Tourist Board
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