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Research and Statistics Economic Development Department

Fact sheet number 5 | November 2011

Tourism 2010: a new record for Amsterdam In 2010 tourism in Amsterdam grew at a remarkably high rate: 14% compared to 2009. A new record of nearly 10 million bed nights was reached. The Amsterdam tourism industry owes this growth to several factors: the improving global economy, the maritime SAIL event and the increase in hotel capacity. Both hotel capacity and the number of bed nights in Amsterdam is growing faster than it is nationally. Due to the increasing demand for hotels, the occupancy in 2010 was better than in 2009 and as a result hoteliers have increased their prices. However, the tourism industry has not yet fully recovered since the recession. The hospitality industry is still showing a decline in sales and the number of jobs throughout the tourism sector is increasing more slowly than the average for Amsterdam. Although the expectations for 2011 are favourable, it remains to be seen whether the level reached in 2010 can be surpassed given the global economic uncertainty, especially in the Eurozone.

In 2010 Amsterdam attracted 5.3 million tourist

1.2 million more bed nights than in 2009 (14%),

arrivals, good for 9.7 million bed nights. This was

and also 880,200 bed nights above the previous record level in 2007 (+10%). Compared to 2005

Tourist Arrivals and bed nights in Amsterdam, 2001-2010

– the year when the previous SAIL event was

10 x 1 mil.

held – tourism in Amsterdam has increased by

9

22%. Guests stayed an average of 1.84 nights in

8

Amsterdam in 2010, slightly longer than in 2005

7

and 2007 (1.82).

6

3

Growth in tourism in 2010 thanks to the Dutch, with slowdown in 2011

2

The 1.2 million increase in bed nights in

1

Amsterdam in the period 2009-2010 is largely

5 4

due to hotel accommodation for Dutch tourists

0 2001

2002

tourist arrivals

2003

2004

bed nights

2005 SAIL

2006

2007

2008

2009

2010 SAIL

Source: Census Bureau (CBS)

(+281.000), Brits (+129.000), Italians (+118.000), Spaniards (+113.000) and guests from the United


Increase of bed nights in hotels by country of origin (sorted by percentage of growth in 2010) 40

%

30 20

2

10 0 –10

to ta l

s* * tri e co un IC BR

re s

Un

ur op e

do m ng Ki

d ite

N e Th

change year to year 2009/2010

to fE

ia As

A

G

er m

US

an

y

ce Fr an

et he

rla

Sp

ai

nd

s

n

ly Ita

.U cl (e x

a er ic Am

Af ric

a

/O ce

an

SA

ia

)

–20

change january-june 2011* to january-june 2010

*) Preliminary figures. **) BRIC countries: Brasil, Russia, India and China. 

Census Bureau (CBS). The growth was mitigated

Tourist arrivals in Amsterdam by country of origin, 2010 5%

3% 3% 21%

16%

Source: Census Bureau (CBS)

The Netherlands

by a shorter length of stay in hotels – the possible

United Kingdom

effect of higher prices. Domestic tourism also

USA

decreased as did tourism from European coun-

Germany

tries such as Great-Britain, Spain, France and Italy.

France Spain 15%

4%

Italy BRIC countries*

5%

rest of Europe 6% 6%

10% 7%

In mid 2010 Amsterdam had 370 hotels, with a total of 21,700 rooms and 47,700 beds. Strong

rest of Asia Africa and Oceania rest of America

**) BRIC countries: Brasil, Russia, India and China.

Room occupancy and room rates rose in 2010

Source: Census Bureau (CBS)

growth in the number of bed nights during the period 2009-2010 gave hotels a better room occupancy: the average occupancy increased with four percentage points to 72% in 2010. The occupancy of hotel beds in this period also increased

States (+113.000). But in relative terms the

by four percentage points to 61%. The growing

growth of smaller, less known tourism markets is

demand for hotel rooms and increased occupancy

noticeable: Africa and Oceania (together +33%)

gave hoteliers some space to increase their room

and parts of America other than the United States

rates in 2010, after two years of price cuts due to

(+28%). For the fifth year in a row the BRIC coun-

severe price competition in 2008 and 2009. Room

tries have shown an increase (+9%) in 2010.

rates in 2010 were still below the level of 2007

In the first six months of 2011, the number of bed

and 2008.1 Luxury accommodation (4-5 stars)

nights in Amsterdam increased with an average

achieved a relatively large increase in capacity,

of 1.8%, according to preliminary figures from the

demand and price.

Arrivals, bed nights, length of stay and average bed occupancy in Amsterdam hotels, 2010-2011

arrivals

average bed bed nights length of stay occupancy (%)

Q1 2010

1,087,886

1,934,601

1.78

49

Q2 2010

1,396,803

2,561,244

1.83

64

Q3 2010

1,517,692

2,912,129

1.92

72

Q4 2010

1,280,765

2,316,668

1.81

58

total 2010

5,283,146

9,724,643

1.84

61

Q1 2011*

1,092,000

1,908,200

1.75

49

Q2 2011*

1,479,800

2,666,800

1.80

68

*) Preliminary figures. 

Source: Census Bureau (CBS)


Growth of bed nights, hotel beds, room occupancy and room prices according to star class hotels over the period 2009-2010, Amsterdam 16

%

14

3

12 10 8 6 4 2 0 hotels 0-2 stars

hotels 3 stars beds

bed nights

bed occupancy

hotels 4-5 stars

total

room price

Source: CBS/O+S

Total jobs (total FTE and PTE) in the tourist industry, Amsterdam on 1 January 2001-2011 28

x 1,000

24 20 16 12 8 4 0 2001

2002

accommodation

2003

2004

catering

2005 transport

2006

2007

culture and leisure

2008

2009

2010

2011

rest*

* Travel agencies, touristic goods

Source: O+S

Slight growth of jobs in tourism sector2

Strong growth in tourism in Metropolitan region

On 1 January 2011 the Amsterdam tourism sector

Amsterdam presents internationally together with

provided a total of 50,100 jobs, nearly 780 more

its adjoining region as a single tourist product,

(2%) than one year earlier. The number of major

in order to encourage foreign tourists to visit.

jobs (FTE, 12 hours or more per week) increased

In addition to the hotel capacity in Amsterdam,

by 1% to 37,000 and the number of minor jobs

the Metropolitan Region has another 200 hotels;

(PTE, fewer than 12 hours per week) increased

10,000 rooms and 20,000 beds in the regional

by 4% to 13,100. There is some growth in the

municipalities, most of which are concentrated

number of jobs in catering (cafĂŠs, restaurants,

around Schiphol Airport, in the Haarlem city

fast food) in Amsterdam (3%), whereas for travel

centre and the resort of Zandvoort.

agents the number of jobs (–4%) is decreasing.

In 2010 there were 3.4 million bed nights in the region, of which 2.1 million in the municipalities around Amsterdam (Amstel Meerlanden and Waterland together). With 9.7 million bed nights bought in Amsterdam in 2010, the Metropolitan Area provided 39% of all bed nights in the Netherlands. Both in Amsterdam (+14%) and in the municipalities around Amsterdam (+16%) the number of bed nights increased faster in the period 2009-2010 than it did nationally (+7%).


Bed nights per COROP area in metropolitan area of Amsterdam, 2010 Kop van Noord-Holland Bed nights change 2009/2010

4

 growth  decrease Bed nights in 2010 more than 5,000,000 1,000,000 to 5,000,000 250,000 to 1,000,000 fewer than 250,000

The Netherlands

IJmond +7%

Waterland Zaanstreek

+20%

Metropolis Amsterdam

+28%

Agglomeratie Haarlem

AMSTERDAM

+10%

+14%

Flevoland +13%

Amstel-Meerlanden +20%

Het Gooi en Vechtstreek +12%

Source: CBS/ edited by O+S

Colophon

Notes 1 According to the Hotel Price Index (HPI), which is calcula-

Oudezijds Voorburgwal 300 1012 GL Amsterdam The Netherlands Telephone +31 (0)20 251 0333 Fax +31 (0)20 251 0444 algemeen@os.amsterdam.nl www.os.amsterdam.nl

2 The tourist sector includes the following industries:

ted annually by the international hotel marketing agency

hospitality (hotels, catering), culture and leisure (museums,

Hotels.com, hotel prices in Amsterdam saw an average

entertainment), passenger transport (including taxis), travel

increase of 8% over the period 2009-2010. This calculation

agents, retailers of souvenirs.

is based on the prices of hotel rooms booked through the website www.hotels.com (hotels with two to five stars).

Sources consulted

According to the O+S hotel survey among 194 hotels,

Amsterdam Tourism & Congress Bureau

the price for an average single room in the period

(Amsterdam Toerisme & Congres Bureau, ATCB)

2009-2010 has increased by 10%, and the price for a

Census Bureau (Centraal Bureau voor de Statistiek, CBS)

double room has increased by 12%.

Dutch Bureau for Tourism and Congresses (Nederlands Bureau voor Toerisme en Congresen, NBTC)

Weesperstraat 89 1018 VN Amsterdam The Netherlands Telephone +31 (0)20 552 3205 Fax +31 (0)20 552 2860 info@ez.amsterdam.nl www.ez.amsterdam.nl

Author: T. Fedorova, MSc (O+S) This fact sheet can also be downloaded from www.os.amsterdam.nl/publicaties


Fact sheet