Travel Reference
In-Depth Information
Although Finnish visitors still dominate the market
for total visitor arrivals, the reliance the Estonian
tourism industry has on the market is diminish-
ing. In 2003, visitors from Finland accounted for
53% of all arrivals compared with 72% in 1995
(Enterprise Estonia/Estonian Tourist Board,
2004b). Over the same time period, a reorienta-
tion towards the more distant EU markets has
occurred, in particular Germany, the UK, Italy,
France, The Netherlands and Spain. As a group,
these countries grew by over 213% in contrast
with total visitor arrivals to Estonia, which only
grew by 39% over the same time period. Market
share has also been gained by the near Eastern
markets of Russia, Latvia, Lithuania and
Ukraine, up from 19% to 25% in 2003, a
numerical increase of 95%, and the nearby
Scandinavian markets of Sweden, Denmark and
Norway significantly growing by 112%.
The earlier lifeblood of the industry, same-
day visitors, only grew by 8% between 1996
and 2003, while overnight visitors increased by
120% and from 27% to 43% of all international
arrivals. Clearly the market was reorientating
towards overnight visitors and away from
cross-border shopping, or 'vodka tourists', as
some
early
Finnish
visitors
were
described
(Worthington, 2001).
Given the high percentages of same-day
visitors it is worthwhile to consider the data for
those who stayed overnight. Figures shown in
Tables 13.3 and 13.4 demonstrate that these
Table 13.3.
Estonia: number of foreign tourists staying in registered accommodation, 1995-2003
(excluding health spas).
Year
Country of residence
1995
1997
1999
2001
2003
Finland
185,040
341,407
467,082
611,895
610,182
Sweden
22,748
34,546
51,226
55,943
60,513
Germany
23,006
25,592
28,369
43,617
66,615
Latvia
10,239
16,046
21,527
25,219
28,333
UK, Ireland
7,739
14,608
16,537
23,513
31,557
Russia
12,914
12,190
14,953
24,989
35,340
Norway
4,542
7,556
10,731
16,298
29,213
Lithuania
8,615
11,981
11,536
12,267
14,092
Denmark
6,540
9,368
11,725
11,107
14,527
Benelux countries
4,002
4,624
6,132
6,981
10,815
Italy
3,233
3,773
5,622
7,180
13,003
France
2,119
3,193
5,281
4,958
8,233
Poland
1,661
2,031
2,443
5,343
11,424
Spain, Portugal
865
1,804
2,208
5,107
9,033
Switzerland
1,481
1,452
2,049
2,945
3,745
Austria
1,277
2,341
2,271
2,309
3,450
Czech Republic,
Slovakia
1,003
963
1,608
1,202
2,586
Hungary
691
624
877
986
1,477
Other Europe
12,644
19,478
12,178
10,719
15,462
USA
13,516
13,830
14,398
14,687
12,513
Canada
1,681
1,937
2,175
2,191
1,517
Japan
-
-
5,405
6,907
6,893
Other countries
5,297
a
11,070
a
7,337
11,709
9,843
Total foreign visitors
330,853
540,414
703,670
908,072
1,000,366
a
Includes Japan.
Source:
Enterprise Estonia/Estonian Tourist Board, 2004.
