In September, 278,000 tourists stayed in hotels in Estonia. Compared to last year, 11% more foreign tourists and 8% fewer domestic tourists stayed in accommodation establishments in September, BNS reports.
The cost of living in accommodation establishments was 50 euros per day per person on average, which is 4% more expensive compared to September last year.
“Compared to September 2019, the number of tourists was still 6% less,” said the chief analyst at the Department of Statistics Helga Laurmaa. There were 20% fewer international tourists and 19% more domestic tourists staying in accommodation establishments than in the pre-crisis record year in September. “In September this year, 153,000 foreign and 125,000 local tourists stayed in accommodation establishments in Estonia. The number of local tourists is decreasing for the third consecutive month,” said Laurmaa.
About 46,000 tourists visited Estonia from Finland, ie 30% of foreign tourists staying in accommodation establishments. 17,000 (11%) tourists came from Latvia, 13,000 (9%) tourists from Germany and around 7,000 (5%) tourists from Lithuania.
Compared to September last year, the number of tourists from Germany increased the most: 4,500 (51%) more stayed in hotels. There were fewer tourists from nearby Finland and Latvia in accommodation establishments, 5% and 2% respectively. There were 9% fewer tourists coming from Lithuania.
Most of the foreign tourists accommodated were still on holiday (77%), which is typical for September. The remaining 17% said the purpose of their trip was work. Of the foreign tourists, 73% preferred to spend the night in Harju County, followed by Pärnu (10%), Tartu (7%) and Saare (3%) counties.
Of the local tourists who stayed overnight, 68% said the purpose of their trip was recreation, 23% - work. The largest number of local tourists stayed in Harju County (34%), followed by Pärnu County (12%), Tartu and Ida-Viru Counties (9% each), and Saare County (7%).
Tourists spent a total of 513,000 nights in accommodation establishments, of which domestic tourists spent 212,000 nights and international tourists 302,000.
In September, 1,059 accommodation companies offered their services to tourists. Tourists had 23,000 rooms and 53,000 beds available to them; 47% of the rooms were filled. The average cost of living in an accommodation establishment was 50 euros per night per person, which is 4% more expensive than in September 2023 and 25% more expensive than the same month in 2019. In Tartu County it was the cost of living is 55 euros, in Harju County – 54 euros, in Ida-Viru County – 46 euros, in Pärnu County - 45 euros and in Saare County - 44 euros per person per night.
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Time.News Interview: Understanding Estonia’s Tourism Trends Post-Pandemic
Editor: Welcome, Helga Laurmaa, Chief Analyst at the Department of Statistics. Thank you for joining us today to discuss the recent trends in Estonian tourism. We’ve seen some intriguing data from September. Can you help us unpack what the numbers tell us?
Helga Laurmaa: Thank you for having me! I’m excited to delve into these trends. September showed a significant increase in the number of foreign tourists—278,000 stayed in hotels, which is a promising sign for our tourism sector.
Editor: Indeed, an 11% increase in foreign tourists is noteworthy. However, I’m curious about the decline in domestic tourism, which saw an 8% drop. What’s contributing to that trend?
Helga Laurmaa: That decline is a bit concerning. It seems that locals might be opting to spend their holidays elsewhere or are perhaps feeling the pinch of rising living costs. The average cost of accommodation has risen by 4% to about 50 euros per person per day, and this could impact locals’ decision to travel within Estonia.
Editor: Yes, the rising costs seem to be a concern. Speaking of costs, how does the current average price of accommodation compare to pre-pandemic levels?
Helga Laurmaa: Interestingly, although the number of total tourists hasn’t yet returned to pre-pandemic levels, the cost of living in accommodation is only slightly higher than in September 2019, with a 6% decrease in overall tourists compared to that record year. This indicates how the market is balancing demand and pricing post-crisis.
Editor: It’s fascinating to witness this dynamic between demand and supply. I noticed that while the total number of international tourists decreased by 20% compared to 2019, the number of domestic tourists increased by 19%. What factors do you think are influencing these shifts?
Helga Laurmaa: The international tourist landscape is still recovering from the pandemic, with many travelers hesitant to venture too far. However, we’ve seen a strong uptick in domestic tourism during certain periods, which suggests locals are exploring their own country. That said, the continuous drop in local tourists over the last three months might suggest a need for fresh domestic tourism initiatives.
Editor: That’s a great insight. Another interesting point is the source of foreign tourists. Finland remains the largest contributor, comprising 30% of foreign visitors. Why do you think Finland is still leading despite a decline?
Helga Laurmaa: Finland’s geographical proximity certainly plays a significant role. Historically, Finland has been our largest tourism market, given our close cultural ties and ease of travel. However, we saw a slight decrease of about 5% from last year, which could indicate that some Finnish travelers are exploring other options, possibly due to external economic factors.
Editor: And what about the significant rise in German tourists—over 51% more compared to last year? What do you think is attracting them to Estonia?
Helga Laurmaa: The increase from Germany is indeed noteworthy. This could be attributed to targeted marketing strategies, improved travel connections, or perhaps a shift in travel trends where German tourists are looking for unique experiences that Estonia offers. It’s also possible that they are seeking more affordable options in the Baltic region, especially compared to other European destinations.
Editor: As we look ahead, what can we expect in terms of strategies to boost both foreign and domestic tourism in Estonia?
Helga Laurmaa: It’s essential for us to focus on enhancing the local experience for domestic travelers while continuing to attract international guests through promotions and collaborations with travel agencies. We may also need to consider addressing cost factors and exploring new markets beyond our traditional sources.
Editor: Thank you, Helga, for your valuable insights. It’s clear that while there are both challenges and opportunities in Estonia’s tourism sector, with strategic planning, there’s great potential for recovery and growth.
Helga Laurmaa: Thank you for this engaging discussion. Let’s hope for a prosperous tourism future in Estonia!