FINAL REPORT for Sports Tourism Report For the Year 2013 Prepared for The Cyprus Tourism Orgaization September 201 CONTENTS Page 1. Main Findings 2 2. Appointment and Methodology 3. General Indicators: Total Level and Sports Activities. Results by Region 9. Sports Activities by Region 12 6. Seasonality 1 7. Nationality 20 8. Revenue 2 9. Other Sports Activities 27 1
Sports Tourism Report for the Year 2013 (Football, Cycling, Water Sports, Track and Field, and Diving) 1. Main Findings The total number of international sports related** visitors to Cyprus for the year 2013 was estimated at 20,803 visitors, which is an estimated % increase compared to the prior year (2012) when comparing visits for the common sporting activities measured for both years (2012 and 2013). The largest share of sports visitors to Cyprus were on account of Football (3% of visitors), while the second largest share of visits were for Diving (21% of visitors), followed by Cycling (17% of visitors) and finally for Swimming (1% of visitors). The average duration of stay measured in number of nights, at the total level for all sports activities, was estimated at 11.2 nights with the total number of nights for accommodation amounting to 21,6. The average duration of stay was found to be longest in the Larnaca region (1.9 nights average stay) while the shortest average duration of stay was recorded in the Nicosia region (2.9 nights average stay). Limassol (with 6,10 visitors), Ammohostos (with,619 visitors) and Pafos (with,320 visitors) were the three towns which accommodated the largest number of total sports visitors. On the other hand, Larnaca had the largest share of total nights for accommodation (27% of the total nights), with the Ammohostos region immediately in second place (capturing 26% of the total nights for accommodation) and Limassol in third place with 22% of the total nights for accommodation. Nicosia and Ammohostos were preferred as destinations for Football, even though the Larnaca region also recorded a relatively high share of Football visitation (30%) in its total share of visitors. On the contrary, the majority of sports visitors selecting Pafos as their destination were for Swimming and Water Sports (6% of its visitors), while sports visitors to Limassol were mainly involved in Diving and Cycling. The majority of sports visits to Cyprus were recorded in the months of February, March and April, which accounted for % of the total visits to the Island, and as a result of more intense visitations for Football, Marathon and Cycling sporting activities. 2
Russia, Great Britain and Germany were the main countries of origin of sports visitors to Cyprus in the year 2013, with the three mentioned countries accounting for % of the total sports visitors. The revenue from the Sports Tourism sector to the Cyprus economy for the year 2013, based on estimates taken from the sports activities included as part of the scope of the said study, was estimated at about 30,00,00 Euros. ** The aforementioned results concern only the sports activities included within the scope of the said study and do not represent the total value of the Sports Activities sector for Cyprus for the year 2013. The said results are indicative of the information provided, which allow for a representative estimation of the total market size and profile. It should also be noted that the information provided concerning the Cycling figures are very likely to be lower than the market reality due to the particularities of the specific sports activity and the subsequent difficulty in contacting visitors who visit Cyprus for this purpose as individuals (as opposed to being part of a larger group). 3
2. Appointment and Methodology The Cyprus Tourism Organization has appointed NOVERNA Analytics & Research for the collection of data that relate to the Sports Tourism industry for the year 2013. More specifically, the data collected for the study are regarding the number of visitors to the Island for sports activities and their respective occupancy details for the following sporting activities: Football, Swimming and and Water Sports, Cycling, Track and Field, Marathon, Triathlon and Diving. Furthermore, the information included in this report represent only the sporting activities included in the aforementioned list and do not represent the total number of visitors to the Island for Sporting Activities for the year 2013. The information collected and analysed for the sporting activities mentioned above include: The number of visitors The duration of stay and total nights accommodation The specific period and month of stay (seasonality) The geographic distribution of stay (by region) The visitor country of origin Information relating to costs and expenditure Regarding the term sports visitors, this term includes not only persons who have visited as part of a larger group coming to Cyprus but also persons who have visited as individuals or as supporters of their teams. With regards to the analysis, the information is presented for the current year of data collection (2013), after all the relevant data cleaning and vetting activities were carried out, as well as for the preceding years of 2012, 2011, 2010 and 2009. The data was collected by interviewing various types of sporting organizations and establishments via telephonic interviews, fax, email, and face to face interviews, in accordance to the below sample structure: Contacted Provided information for Sports Tourism 3, and Star Hotels and A Class Tourist 210 Apartments Organizations/Federations and Sports 3 22 Facilities Tourist Operators and Organizers of Sporting 8 38 Activities Diving Centres 31 17 Total 360 132
3. General Indicators: Total Level and Sports Activities The total number of international visitors to Cyprus for sports related activities for the year 2013, included in the scope of the said study, was estimated at 20,803. The largest share of these visitors arrived on the Island for Football related activities (7,13 visitors), followed in second place by visitors for diving activities (,317 visitors), the third largest share were for Cycling activities (3, visitors) and finally those visiting for Swimming activities constituted the fourth largest share (3,072 visitors). Regarding the Track and Field sports activities (which includes Track, Field, the Triathlon and the Marathon) the total number of visitors amounted to 2,72. Number of International Visitors to Cyprus for Sports Activities 2013 Number of Visitors Total Diving Triathlon Marathon Track Cycling Swimming Football 317 397 2217 111 3 3072 713 20803 0 000 10000 1000 20000 2000 The 16,86 visitors represents an increase compared to the prior year (2012) when comparing visits for the common sports activities measured for both years (2012 and 2013). Furthermore, a significant increase was also recorded amongst those visiting for the Marathon sports activities (17% increase visàvis 2012) and Football activities (13% increase visàvis 2012).
It should further be noted that the figures regarding Cycling are very likely to be lower than the market reality due to the particularities of the specific sporting activity and the subsequent difficulty in contacting thos who visit for this purpose as individuals (as opposed to being part of a larger group). Tracking Comparison of International Visitors to Cyprus for Sports Activities Diving 317 Triathlon 30 98 70 397 2010 No. of Visitors Marathon Track 66 677 70 38 296 111 1887 2217 2011 No. of Visitors Cycling 1690 2212 370 3 2012 No. of Visitors Golf 87 Swimming 282 3226 30 3072 2013 No. of Visitors Football 87 918 6286 713 0 2000 000 6000 8000 In addition to the data collected for the year 2013, the Football sports activities captured the lion s share of total visitors to Cyprus with 3%, followed by Diving with 21%, Cycling with 17% and Swimming with 1%, while the Triathlon and Track sports activities represent the smallest share of visitors with 2% and 1% respectively. 6
Share of Total Visitors by Sports Activity for 2013 11% 2% 1% 21% 3% Football Swimming Cycling Track Marathon Triathlon Diving 17% 1% 7
Based on the information collected for the year 2013, the average number of nights of accommodation at total level for all sports activities measured was estimated at about 11.2, with the total number of nights accommodation amounting to 21,6. Average Number of Nights of Accommodation and Total Nights Accommodated per Sports Activity Average Nights of Accommodation Total Nights Accommodation Total 11.2 21,6 Football 10.8 7,1 Swimming 10.2 31,999 Cycling 16.7 7,7 Track 7.0 00 Marathon/ Track.2 6,708 Triathlon 9.8,977 Diving 10.7 38,36 Based on these estimates, the Football sports activities also captured the lion s share of total nights accommodation with 3% share of nights, followed by Cycling in second place with 27% share of nights and Diving activities in third place with 18% share. Share of Total Nights Accommodation for Sports Activities 2013 2% 3% 1% 27% 18% 1% 3% Football Swimming Cycling Track Marathon Triathlon Diving 8
. Results by Region Limassol (with 6,10 visitors) was the city recorded with the most sports related visitors for the year 2013, which is also a significant lead from the remaining cities, while considerably high were also the number of visitors to Ammohostos (with,619 visitors) and Pafos (with,320 visitors). Nicosia on the other hand recorded the least number of sports visitors with only 916 visitors. Number of International Visitors to Cyprus for Sports Activities by Region 2013 Number of Visitors Total Unspecified Ammohostos Pafos Larnaca Limassol Nicosia 138 619 320 3260 610 916 20803 0 000 10000 1000 20000 2000 For the common sports activities measured for 2012 and 2013, a 3% increase in the number of visitors was recorded in the Limassol and Ammohostos regions. Furthermore, a small decrease was recorded in the Pafos region (of about %) as well as a decrease of about 10% in the Nicosia region, while the Larnaca region remained at roughly the same number of visitors as those captured in 2012. 9
Tracking Comparison of International Visitors to Cyprus for Sports Activities by Region Total Unspecified Ammohostos Pafos Larnaca Limassol Nicosia 26 873 2768 138 1760 21 211 619 220 32 391 320 280 271 2629 3260 3000 2682 2861 610 100 100 1023 916 11371 12879 1733 20803 2010 No. of Visitors 2011 No. of Visitors 2012 No. of Visitors 2013 No. of Visitors 0 000 10000 1000 20000 2000 Based on the above figures, the most preferred regions for sports activities are Limassol with 30% share of total visitors (or 32% of the total declared locations), Ammohostos with 22% share of total visitors (or 2% of the total declared locations) and Pafos with 21% share of total visitors (or 22% of the total declared locations). Share of Total Sports Activity Visitors by Region 2013 7% % 22% 30% Nicosia Limassol Larnaca Pafos Ammohostos Unspecified 21% 16% 10
Based on the information collected, the longest average nights of accommodation at the total level were recorded in Larnaca (with 1.9 average nights) and Ammohostos (with 11.6 average nights) while the shortest stays were recorded in the Nicosia region (2.9 average nights). Average Nights of Accommodation by Region Average Nights of Accommodation Nicosia 2.9 Limassol 11.2 Larnaca 1.9 Pafos 9.6 Ammohostos 11.6 Based on estimates, Larnaca recorded the largest share (with 27%) of the total nights accommodation for sports visitors, while Ammohostos were in second place with 26% of nights accommodation, followed by Limassol and Pafos with 22% and 19% of the accommodatgion respectively. Regional Share of the Total Nights Accommodation of Sports Activity Visitors 2013 26% 19% 6% 1% 22% 27% Nicosia Limassol Larnaca Pafos Ammohostos Unspecified 11
. Sports Activities by Region Both Nicosia and Ammohostos are the destinations preferred mainly for Football activities, whereby 93% and 73% of their sports visitors respectively visit these destinations for this particular activity. Quite high (30%) was the share of Football visitors in Larnaca as well. On the contrary, the majority of sports visitors to Pafos were for Swimming and Water Sports activities (6% share of visitors) while the majority of visitors to Limassol were for Diving and Cycling activities. More specifically, 33% of sports visitors to Limassol were for Diving, 23% were for Cycling, and about 18% visited Limassol for Marathon and Track. Number of Sports Visitors by Major Town 2013 Football Swimming Cycling Track Marathon Triathlon Diving Total Nicosia 82 2 62 916 Limassol 879 92 1399 6 1078 108 208 610 Larnaca 96 1 96 83 172 63 3260 Pafos 62 1976 319 6 732 76 320 Ammohostos 3366 19 100 619 Unspecified 20 7 670 32 117 138 Total 713 3072 3 111 2217 397 317 20803 12
Share of Sports Activities within Region 2013 Nicosia 7 0 93 Triathlon Limassol 2 18 1 23 10 1 33 Marathon Track Larnaca 3 29 1 30 20 Cycling Pafos 17 2 7 6 1 13 Swimming Ammohostos 31 73 23 Football 0% 20% 0% 60% 80% 100% Diving Regarding the tracking of visitor shares by sports activity within each region, the 2013 information is not directly comparable with that of 2012 due to the fact that the Diving sports activity was a 2013 addition to the data. Despite this fact, a reduction was observed in Nicosia regarding the Track sports activity. Tracking of Share of Sports Activities by Region 2012: Ammohostos 2013: Ammohostos 2012: Pafos 31 11 1 26 73 100 8 23 1 Triathlon Marathon 2013: Pafos 2012: Larnaca 2013: Larnaca 17 18 3 2 7 3 1 29 6 21 1 30 1 3 13 20 Track Cycling 2012: Limassol 2013: Limassol 2012: Nicosia 2 1 2 18 21 1 1 1 23 32 10 13 1 77 29 33 Swimming Football 2013: Nicosia 7 0 93 Diving 0% 20% 0% 60% 80% 100% 13
Regarding the distribution of visitors per sports activity within each region, it is apparent that Pafos has the lion s share of visitors for Swimming while Limassol has the largest share of visitors for Cycling, Diving, Marathon and Field sports activities. On the other hand Ammohostos attracts the largest share of visitors for Football while Larnaca had a significant share of the Triathlon visitors. Distribution of Sports Visitors by Major Town 2013 Triathlon Marathon & Field Track Cycling Swimming Football Diving 2 0 27 9 1 39 19 1 12 12 1 7 9 3 27 1 33 9 9 6 7 13 29 1 19 2 20 6 Nicosia Limassol Larnaca Pafos Ammohostos Unspecified 0% 20% 0% 60% 80% 100% Tracking of Distribution of Sports Visitors by Major Town 2013: Triathlon 2012: Triathlon 2013: Marathon/Field 2012: Marathon/Field 2013: Track 2012: Track 2013: Cycling 2012: Cycling 2013: Swimming 2012: Swimming 2013: Football 2012: Football 2013: Diving 1 2 0 0 27 2 19 13 12 13 9 38 1 39 11 1 18 12 13 7 1 18 73 9 3 100 23 27 27 9 1 29 33 1 1 33 9 11 7 9 9 19 38 6 20 63 7 7 6 0 8 13 2 Nicosia Limassol Larnaca Pafos Ammohostos Unspecified 0% 20% 0% 60% 80% 100% 1
6. Seasonality Regarding the seasonality of sports visitors to the Island, the majority of visitors in 2013 were recorded in the months of February, March and April capturing % of the total visits. Monthly Distribution of Sports Visitor Arrivals for the Years 2013, 2012, 2011, 2010 and 2009 100% 90% 80% 70% 60% 0% 0% 30% 20% 10% 0% 2 3 3 7 1 10 7 7 2 10 7 7 7 6 3 9 18 9 3 1 2 2 1 6 2 6 10 6 3 11 8 11 9 18 26 13 1 1 17 18 2 21 22 1 6 10 8 7 2009 2010 2011 2012 2013 Unspecified Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan 1
The table below depicts the month of visitor arrivals by region, excluding from the analysis those who did not claimed neither the month of arrival nor the location. Number of Sports Visitors by Region and Month of Arrival for the Year 2013 Nicosia Limassol Larnaca Pafos Ammohostos Unspecified Total % Total Jan 30 21 7 782 133 7% Feb 0 683 361 13 1211 13 2781 1% Mar 87 1113 667 996 69 1 33 18% Apr 2 87 8 72 92 117 2737 1% May 7 31 269 686 123 103 139 8% Jun 00 8 219 170 78 91 % Jul 37 2 108 23 21 893 % Aug 13 3 196 1% Sep 9 307 189 26 16 3 10 % Oct 121 736 178 632 118 80 186 10% Nov 139 76 316 186 22 29 133 7% Dec 71 237 19 127 39 937 % Total 81 816 323 230 9 83 16
Ammohostos is dependent to a large degree on the months of January until April, while Pafos is dependent on the months of February until May, and Nicosia from Septmber until November. On the contrary, both Limassol and Larnaca seem to have a more even distribution of sports visitor arrivals throughout the year. Distribution of Sports Visitors per Month by Region Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Ammohostos 17 27 1 20 3 1 3 0 3 Pafos 0 12 2 11 16 6 6 1 0 Larnaca 7 11 21 18 8 3 3 6 6 10 7 Limassol 12 19 10 6 7 2 13 8 8 Nicosia 1 9 1 6 16 21 2 8 0% 10% 20% 30% 0% 0% 60% 70% 80% 90% 100% It is also apparent that the months of February, March and April are the most popular for the Football, Marathon and Cycling sports activities while the months of May, June and July are more popular for Diving activities. Distribution of Sports Visitors by Sports Activity per Month Jan Feb Mar Apr Mai Jun Jul Aug Sep Oct Nov Dec Diving 1 8 12 16 1 2 10 10 3 10 Football 11 27 16 16 2 110 8 3 Swimming 6 13 1 18 17 2 1 2 20 3 3 Cycling 7 9 26 12 6 1 2 9 7 Track 11 27 7 8 18 29 Marathon 8 7 39 10 3 1 17 1 Triathlon 9 11 8 19 1 2 2 2 30 2 2 0% 10% 20% 30% 0% 0% 60% 70% 80% 90% 100% 17
Regarding the duration of accommodation, the months of January, February and November have recorded the longest durations of stay amongst sports visitors on average. Average Nights of Accommodation per Month Average Nights Jan 1.9 Feb 13.3 Mar 10.8 Apr 11.0 May 11.8 Jun 11. Jul 10.6 Aug 10. Sep 11.7 Oct 8.9 Nov 13.1 Dec 10.2 18
Share of Accommodation per Month for the Year 2013 % 6% 8% 6% 10% Jan Feb 18% Mar Apr 1% % % 8% 17% May Jun Jul Aug Sep 12% Oct 19
7. Nationality Russia, Great Britain and Germany were the main countries of origin of sports visitors to Cyprus in the year 2013, with the three mentioned countries accounting for % of the total sports visitors. Share of Sports Visitors by Nationality 2013 36% 17% Russia Gr. Britain Germany Sweeden 16% France Finland Switzerland 2% 2% 3% 3% % % % 10% Norway Israel Greece Other 20
The table below is a more detailed distribution of sports visitors to Cyprus by nationality across the seven major sporting activities as well as the distribution of sports visitors by nationality per month of arrival. Number of Sports Visitors by Nationality per Sports Activity 2013 Country Triathlon Marathon / Field Track Cycling Swimming Football Diving Total Russia 231 71 9 60 71 133 92 37 G. Britain 10 22 10 8 8 22 12 330 Germany 37 319 32 678 26 2 321 2167 Sweeden 39 8 1 67 06 28 829 France 3 89 0 2 169 780 Finland 2 36 1 29 110 21 72 Switzerland 7 36 278 21 227 29 602 Norway 2 12 120 278 9 28 Holland 2 8 0 77 21 118 28 1 Israel 3 10 11 200 39 Greece 212 0 1 367 Czechoslovakia 10 21 260 30 321 Other EU 0 0 0 2 0 3 18 308 Bulgaria 7 21 298 Austria 3 108 6 63 16 289 Belgium 2 3 70 131 278 Moldova 278 278 Poland 7 20 188 8 263 Slovakia 6 27 162 30 22 Italy 6 36 30 128 9 209 Romania 9 130 189 Armenia 17 17 Hungary 1 1 33 70 1 Iceland 10 10 Ukraine 20 63 9 3 9 136 Ireland 12 60 60 132 Lebanon 21 90 11 122 Serbia 1 106 120 USA 33 80 113 21
Country Triathlon Marathon / Field Track Cycling Swimming Football Diving Total Spain 1 2 70 108 Latvia 28 7 70 10 Slovenia 9 66 7 South Africa 17 0 7 Kazakhstan Turkey 6 6 Estonia 8 3 3 Lithuania 2 0 2 Canada 3 39 Egypt 31 36 Croatia 3 3 Portugal 3 3 China 1 30 31 South Korea 30 30 New Zealand 3 26 29 Australia 23 23 Namibia 18 18 Oman North Korea India 1 1 Japan 1 1 Other 0 9 0 0 0 28 30 67 Unspecified 283 71 08 9 26 2211 22
Numbver of Sports Visitors by Month of Arrival and by Nationality 2013 Country Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Unspecified Total Russia 67 967 39 2 183 1 19 86 130 12 278 17 30 G. Britain 38 13 91 306 32 33 9 22 22 6 210 237 330 Germany 2 163 3 281 61 6 3 3 9 263 23 111 60 2167 Sweeden 28 98 22 19 28 39 32 31 90 0 32 829 France 37 91 117 23 30 7 29 1 38 21 31 22 780 Finland 13 73 92 123 97 29 30 31 12 0 71 Switzerland 72 127 138 169 36 11 2 2 29 3 13 602 Norway 16 1 99 79 1 7 17 27 69 27 23 0 1 Holland 1 7 160 71 12 12 1 2 8 1 1 30 93 Israel 13 33 3 6 3 33 2 3 73 3 39 Greece 12 13 9 3 8 0 8 332 Other EU 0 0 1 0 33 2 22 0 16 36 6 16 90 308 Austria 6 3 0 90 11 2 0 12 8 13 289 Czech/vakia 160 0 21 0 286 Belgium 2 1 31 31 30 9 22 10 278 Moldova 3 3 63 3 3 2 0 278 Poland 76 8 21 1 8 1 1 1 1 1 263 Slovakia 9 9 19 1 8 228 Italy 2 29 0 2 3 22 Romania 39 1 0 189 Armenia 1 1 8 36 1 13 1 60 1 7 179 Hungary 10 70 17 Iceland 0 60 9 3 1 1 Ukraine 3 3 3 3 10 Ireland 36 36 17 26 6 1 1 2 1 9 1 136 Lebanon 120 12 132 Serbia 106 1 120 USA 38 16 17 22 113 Spain 2 70 1 108 23
Country Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Unspecified Total Λίβανος 90 11 101 Latvia 2 2 70 Slovenia 66 66 South Africa 0 8 8 1 7 Kazakhstan 39 1 Turkey 6 6 Estonia 3 8 3 Lithuania 3 2 2 Canada 3 39 Egypt 31 36 Croatia 3 3 Portugal 3 3 China 30 1 31 South Korea 30 30 New Zealand 26 3 29 Australia 23 23 Namibia 18 18 Oman 2 1 2 North Korea India 1 1 Japan 1 1 Other 0 0 9 9 0 1 0 0 33 0 67 Unspecified 19 201 360 320 1 112 11 21 376 2211 2
8. Revenue Based on respondent claims and available international statistics, the estimated revenue gained from Sports Tourism in Cyprus from the sports activities included within the scope of the said research and respective data collected is estimated at 30,2,6 Euros, which is further broken down in the table below. In reality, however, the total revenue earned from Sports Tourist is certain to be considerably more if all sports activities were to be included in the revenue calculations (see section 9). It should further be noted that the revenue estimates are based on extrapolations and assumptions made due to the fact that in a number of cercumstances the respondents were not in a position to provide either complete or reliable expenditure estimates. Total Nights of 21,6 Accommodation Total Duration of Stay 27,991 (Days) 1. Hotel Expenses % Total Nights of Accommodation Cost per Night (Euro) Excluding Travel Agent Commission Total Hotel Cost including Travel Agent Commission (Euro) (Euro) Stay at 3 Star Hotel 1.9% 90,31 8.20,11,990 Stay at or Star.0% 67.30 Hotel / Sports Center 97,090 7,677,63 Stay at Tourist Area.% 11,719 1.10 703,638 Stay at Tourist 7.7% 2.90 Apartment 16,21 83,363 TOTAL 13,979,626 2. Other Food Expenses Excluding FullBoard Type of Stay % Total Days Daily Expense (Euro) Total Expenses on (Euro) Food (Euro) % Full Board 76.9% 19096 % HalfBoard 8.9% 2197 3.2 772,882 % Bed & Breakfast 1.2% 338 1. 1,82,073 Σύνολο 2,97,9 2
3. Other Hotel Expenses Total Nights of Expenditure per (Euro) Accommodation Night (Euro) 21,6 1 Total 3,23,67. Other Personal Expenses Per Day. Transportation Costs 6. Facilities/Training Expenses Days Expenditure per (Euro) Day (Euro) 27,991 20 Total,99,820 Days Expenditure per (Euro) Person per Day (Euro) 27,991 3,7 Total 917,66 Days Expenditure per (Euro) Athlete per Day (Euro) 27,991 19. Total,83,82 Total Total 30,2,6 Euro 26
9. Other Sports Activities As part of the study data collection effort, some respondents also provided information on the number of persons who visited the Island for a number of other sports activities than the ones included within the scope of this study. More specifically, these additional sports activities identified included Shooting, Karate and the Martial Arts, Tennis, Heavy Weights, Volleyball, Boxing, Ralley/Racing, Horse Racing, Beach Volley, Gymnastics, Handball, and Basketball. Considering the relatively large number of additional sports activities identified over and above the specific sports included for the said study, it is estimated that the total revenue earned from the total Sports Tourism market is considerably greater than the estimates provided from the sports activities included in this study. 27