Kohl & Partner - Tourism Profile Macedonia E...This is a rather small figure compared to other...
Transcript of Kohl & Partner - Tourism Profile Macedonia E...This is a rather small figure compared to other...
TOURISM PROFILE
MACEDONIA
Macedonia is one of the smaller countries in Europe – in
total the country has around two million inhabitants
2
Cities and regions
Macedonia consists of 80 municipalities (10 of them constitute the City of Skopje). This is the
only administrative division in the country, as there are no counties/regions.
The biggest municipality is Prilep ( ) in the South-Central part of Macedonia (boarding
Greece) with a surface of 1.198 square kilometers - the smallest municipality (besides some of
the municipalities of Skopje) is Vevčani ( ) in the Western part of the country with only 35
square kilometers.
Skopje (507’)
Kumanovo (106’)
Bitola (95’)
Tetovo (87’)
Gostivar (81’)
Prilep (77’)
Struga (63’)
Kičevo (57’)
Ohrid (56’)
Veles (55’)
1
2
3
4
5
6
7
8
9
10
Source: State Stat is t ical Of f ice
10 largest cities in Macedonia
6
1
2
5
7
4
3
9
8
10
Skopje airport is the main entrance gate for Macedonia – an
international airport also exists in Ohrid
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Transport infrastructure
Source: ACI Internat ional
The airport in Skopje generates the majority
of the annual air passengers in Macedonia.
The only other international airport is Ohrid
with currently around 83.000 annual
passengers.
In 2013 Skopje airport registered 984.000
passengers – this is another increase in
comparison to the previous year. The overall
development is positive, as the airport
achieved to increase the number of annual
passengers every year since 2009.
Also at Ohrid airport the number of annual
passengers increased significantly between
2010 and 2013 – from 44.000 to 83.000.
Since 2008 both airports are managed by
the Turkish company Tepe Akfen Ventures
(TAV).
Currently Skopje has direct flight
connections to Ljubljana, Belgrade, Rome,
Vienna, Zurich, Zagreb, Dubai, Berlin,
Istanbul, Basel/Mulhouse, Beauvais,
Bergamo, Charleroi, Cologne/Bonn,
Dortmund, Eindhoven, Gothenburg,
Frankfurt, London, Malmö, Memmingen,
Stockholm and Treviso. Ohrid only offers
seasonal flight connections.
Annual airport passengers in Skopje and Ohrid
653 601681
760 829984
44 75 78 83
0
400
800
1.200
1.600
2008 2009 2010 2011 2012 2013
thousand
Skopje Ohrid
Tourism in Macedonia currently represents 5,0 % of the GDP
and contributes USD 264 annually per inhabitant
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Economic importance of tourism
Source: W TTC
Tourism Contribution to GDP 2013 (in %) Contribution to GDP 2013 (per inhabitant, USD)
Currently the travel and tourism industry contributes 5,0 %
to the national GDP of Macedonia – the country is therefore
ranked on the 42nd position out of 47 analyzed countries in
Europe.
At the same time, this figure did not change significantly
over the last 15 years, as the contribution was relatively
stable between 4,3 % and 5,7 % since the year 2000.
The more meaningful figure, when it comes to evaluate the
importance of tourism for a country, is the total contribution
per inhabitant.
In Macedonia the total volume of the travel & tourism
industry to the GDP was USD 264 per inhabitant. This is on
the level of countries like Ukraine, Armenia, Serbia and
Belarus.
54
55
57
264
271
321
6.290
6.747
9.660
0 2.500 5.000 7.500 10.000 12.500
Uzbekistan
Moldova
Kyrgyzstan
Macedonia
Armenia
Ukraine
Switzerland
Luxembourg
Iceland 1
2
3
GG.
42
43
44
Croatia
(27,7 %)
Malta
(25,5 %)
Iceland
(21,6 %)
Romania
(5,1 %)
Macedonia
(5,0 %)
Germany
(4,7 %)
GG.
1 2 3
41 42 43
GG.
45
46
47
Only 21 % of all beds in Macedonia are situated in hotels –
in total the country has a capacity of around 70.300 beds
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Number of beds
Source: State Stat is t ical Of f ice
* CAGR = Compound Annual Growth Rate
Beds (in 000) 2009 2010 2011 2012 2013 CAGR*
Hotels 11.307 12.374 13.317 13.884 14.724 +6,8 %
Private accommodation 25.134 26.132 26.132 26.232 26.032 +0,9 %
Camping 8.726 8.971 8.971 9.011 9.011 +0,8 %
Others 24.394 21.625 21.317 21.160 20.530 -4,2 %
Total 69.561 69.102 69.737 70.287 70.297 +0,3 %
The number of beds in hotels increased from 11.300 in 2009 to
14.700 in 2013. This equals a compound annual growth rate of
6,8 %. Currently the share of hotel beds amount to
approximately 21 %.
A strong increase has been registered in the last five years in
the amount of beds in 3-star hotels (plus 2.300 beds) and 4-
star hotels (additional 1.500 beds). The amount of beds in
private accommodation facilities and at camping sites
remained relatively stable.
1,3
1,7
2,7
4,2
1,5
3,8
5,8
5,0
0
2
4
6
8
09 10 11 12 13
thousand
5-star 4-star 3-star 2-/1-star
More than 2,1 million overnights had been generated in 2013
– stable figures over the last five years
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Number of overnights
Source: State Stat is t ical Of f ice
* CAGR = Compound Annual Growth Rate
Overnights (in 000) 2009 2010 2011 2012 2013 CAGR*
Hotels 722 688 888 937 1.005 8,6 %
Private accommodation 788 754 738 681 648 -4,8 %
Spas 129 216 220 216 222 14,5 %
Others 463 362 327 318 282 -11,7 %
Total 2.102 2.020 2.173 2.152 2.157 0,6 %
While the number of overnights in hotels increased
from 722.000 to over a million between 2009 and
2013, the number of overnights in private
accommodation continuously decreased.
Within the hotel segment, the 3-star hotels achieved
the most significant increase in the last five years with
an CAGR of 32,3 %.
127
211
83
301
188
384
254
178
0
200
400
600
5-stars 4-stars 3-stars 2-/1-stars
thousand
09 13 09 13 09 13
CAGR*:
+10,3 %
09 13
CAGR*:
+16,1 %
CAGR*:
+32,3 %
CAGR*:
-12,3 %
Development of overnights in hotels (by category)
Macedonia has only a very limited number of hotels
operated by international hotel operators
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Internationally branded hotels
Source: W ebsite of the hotel chains
Hotels Macedonia Hungary Bulgaria Serbia Croatia Romania
Intercontinental 1 2 1 2 - 2
Wyndham 1 2 2 - - 11
Marriott - 4 - - - 1
Hilton - 2 2 - 2 5
Accor - 18 2 - - 6
Number of hotels of the five largest international hotel chains
Hotels in
MacedoniaLocation
Intercontinental Skopje
Wyndham Gevgelija
Marriott -
Hilton -
Accor -
From the five largest international hotel chains (Inter-
continental, Wyndham, Marriott, Hilton and Accor) only
Intercontinental and Wyndham are active in Macedonia,
with one Holiday Inn in Skopje and one Ramada in
Gevgelija.
The situation is similar in other countries of the former
Yugoslavia (2 hotels in Serbia and 2 hotels in Croatia) but
less than other countries in the region – e.g. Hungary
already has 28 hotels of those hotel chains and Romania
25.
The main reason for this is, that the existing hotel properties
are hardly suitable to be operated by international chains
(due to size, seasonality, etc.).
Ohrid generates the largest amount of annual overnights,
followed by Struga and Skopje
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Tourism-intensive municipalities
Source: State Stat is t ical Of f ice
Ohrid 796
Struga 277
Skopje 252
Dojran 135
Strumitsa 73
Krushevo 66
Debar 62
Bitola 62
Mavrovo and Rostusha 44
Resen 26
1
2
3
4
5
6
7
8
9
10
The top 3 municipalities regarding annual overnights (Ohrid, Struga and Skopje), generate more than 61 % of the total overnights
in Macedonia. Ohrid Municipality, with almost 800.000 annual overnights, is by far the most tourism-intensive municipality in
Macedonia.
The only other municipality with more than 100.000 annual overnights is Dojran (with Lake Dojran). All other municipalities had
less than 100.000 overnights in 2013. Part of the Top 10 are also Strumitsa, Krusehvo, Debar, Bitola, Mavrovo and Rostusha
and Resen. Tourism hubs (with accommodation facilities) mainly developed around the natural resources of Macedonia (lakes
and mountains) and in the larger cities of the country. According to official statistics, accommodation facilities only exist in 23
municipalities.
Annual overnights (in 000)
1
3
24
56
7
9
810
The municipalities of Skopje and Gevgelija increased their
overnights significantly between 2004 and 2013
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Development of overnights
Source: State Stat is t ical Of f ice
Top performer
Strong
performance
• Skopje (+95)
Change in overnights 2004 – 2013 (in 000)
Only those municipalities with registered overnights (according to the online database of State Statistical Office) in 2013 have
been included in the list.
• Gevgelija (+54)
• Krushevo (+28)
• Dojran (+17)
• Strumitsa (+24)
• Berovo (+13)
• Debar (+23)
Moderate
performance
• Shtip (+9)
• Veles (+7)
• Mavrovo and Rostusha (+6)
• Kumanovo (+2)
• Negotino (+8)
• Prilep (+6)
• Vinitsa (+3)
• Tetovo (+1)
• Kavadartsi (+7)
• Kichevo (+6)
• Kochani (+2)
• Gostivar (+-0)
Negative
performance
• Bitola (-3)
• Struga (-37)
• Ohrid (-10) • Resen (-32)
The Netherlands are currently the most important source
market for Macedonia, followed by Turkey and Greece
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Inbound source markets
Source: State Stat is t ical Of f ice
* Compound Annual Growth Rate
The official statistics show, that approximately 880.000 overnights had been registered by foreigners in Macedonia in 2013. This
is only 41 % of all overnights, which implies that around 59 % (or 1,27 million overnights) were conducted by Macedonians.
This is a rather small figure compared to other emerging markets in the CEE region – the Czech Republic (19,4 million annual
overnights by foreigners), Hungary (10,4 million) and Bulgaria (12,5 million) for example show significantly higher annual figures.
Currently the number one source market for Macedonian tourism are the Netherlands with 127.000 overnights, followed by
Turkey (105.000) and the Greece (81.000). While the number of overnights by Dutch and Turkish visitors increased significantly
between 2009 and 2013, the number of overnights by people from the neighboring countries (Bulgaria, Albania and Serbia)
decreased over the same period of time.
Tourists (in 000) 2009 2010 2011 2012 2013 CAGR*
1. Netherlands 13 17 112 145 127 76,8 %
2. Turkey 33 36 65 81 105 33,6 %
3. Greece 38 43 78 73 81 20,8 %
4. Serbia 89 75 73 71 74 -4,5 %
5. Bulgaria 47 29 35 39 41 -3,4 %
6. Albania 48 43 36 35 41 -3,9 %
7. Germany 24 23 22 26 30 5,7 %
8. Poland 14 13 14 18 30 21,0 %
9. Slovenia 28 26 31 30 28 0 %
10. Kosovo - 25 24 23 28 n.a.
14% 12%
9%
8%
5%
5%
3%
3%3%3%
34%
Turkey
Poland
Netherlands
Slovenia
Kosovo
Other Albania
Greece
Serbia
Germany
Bulgaria
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About Kohl & Partner
Kohl & Partner is an independent and
internationally operating consulting company,
specialized in the field of hotel and tourism
development.
Kohl & Partner is the leading tourism consulting
company in Austria, one of the most developed
tourism destinations in the world (with more than 132
million overnights per year). Outside Austria Kohl &
Partner established offices in eight other countries
and is therefore one of the biggest companies with this specialization in Europe. Clients of Kohl &
Partner range from famous tourism destinations, leading companies, public authorities to well-
known investors. Our tourism know-how, combined with more than 30 years of experience in
the field of tourism development gives us the ability to act as a reliable partner for the
development of international tourism projects.
Kohl & Partner means „quality in tourism“. The company is being developed and managed
according to the EFQM-Modell for Business Excellence and won the “Austrian Quality Award” (a
competition of the Austrian Ministry of Economics) for SMEs in Austria. Furthermore Kohl &
Partner is an affiliate member of the UN
World Tourism Organization and works in
accordance with international consulting
standards.
Beside the German speaking markets we
put a special focus on Central, Eastern
and South-eastern Europe. Currently we
have offices and local partners in nine
countries (Austria, Germany, Italy,
Switzerland, Hungary, Romania, Turkey,
Macedonia and Albania). In total more
than 40 professionals are employed at
Kohl & Partner.
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