Travel in
Estonia

Country Report

Executive Summary

Sep 2019
More positive performance for inbound arrivals in 2019, supported by recovering tourist numbers from Finland

While the number of domestic trips continued to experience stable growth in 2019, with Estonians continuing to enjoy short trips to locally popular destinations such as coastal areas including Pärnu, the number of inbound arrivals experienced a notable recovery at the end of the review period, supported by positive growth in the number of inbound tourists from the country’s largest market Finland. Inbound arrivals from this country had witnessed a decline mid-review period, when excise taxes were heavily increased leading to a hike in prices of alcohol; while Finns have traditionally enjoyed visiting Estonia for its natural beauty and easily accessible location which they often travel to by ferry, the attraction of cheaper alcohol in Estonia compared to their home country used to be a huge incentive for Finns to visit.

Estonians increasingly book online due to convenience and competitive prices

Estonians are increasingly opting to book their travel arrangements online due to the convenience this platform offers time-restricted consumers, in addition to the cost savings that can potentially be made. Consumers increasingly appreciate the freedom of being able to plan and book their own travel arrangements such as the initial stage of choosing a destination, being able to read reviews of hotels on TripAdvisor to purchasing the most competitively-priced flights.

Low cost carriers can offer threat to national carrier Nordica with competitive prices and expanding list of routes

With an increasing number of international low cost carriers entering travel in Estonia, this segment offers strong potential. The arrival of Hungarian low cost carrier Wizz Air in the summer of 2018 and the rapid expansion of AirBaltic in terms of offering competitively-priced flights to a wider range of destinations, is placing pressure on national carrier Nordica.

Major travel intermediaries could face competition from Polish travel operators

Although Lithuanian travel operators, Novaturas and Tez Tour, continued to be the leading players in Estonian intermediaries in 2019, they may face competitive pressure in the future in the country. The two largest Polish travel operators, Itaka and Rainbow Tours, entered Lithuanian travel mid-review period, offering cheaper holiday package options.

Stronger growth in numbers for inbound arrivals over the forecast period

With a positive outlook for the Estonian economy, a strong labour market and increasing disposable incomes, local consumers will become increasingly willing to raise their discretionary spending, which will have a significant impact on the growth of Estonian travel over the forecast period. With celebrations of the country’s centenary extending to February 2020, the awareness of Estonia as a viable travel destination with natural beauty, coastal regions and historic locations, the number of inbound trips is predicted to record stronger growth over the forecast period compared with the review period.

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Overview:

Discover the latest market trends and uncover sources of future market growth for the Travel industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Estonia for free:

The Travel in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts (of market share, market trends, market growth)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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This industry report originates from Passport, our Travel And Tourism market research database.

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Travel in Estonia

EXECUTIVE SUMMARY

More positive performance for inbound arrivals in 2019, supported by recovering tourist numbers from Finland
Estonians increasingly book online due to convenience and competitive prices
Low cost carriers can offer threat to national carrier Nordica with competitive prices and expanding list of routes
Major travel intermediaries could face competition from Polish travel operators
Stronger growth in numbers for inbound arrivals over the forecast period

SWOT

Summary 1 Destination Estonia: SWOT

MARKET DATA

Table 1 Other Transport: Value 2014-2019
Table 2 Forecast Other Transport: Value 2019-2024
Table 3 Car Rental Sales: Value 2014-2019
Table 4 Forecast Car Rental Sales: Value 2019-2024
Table 5 Attractions and Experiences: Value 2014-2019
Table 6 Forecast Attractions and Experiences: Value 2019-2024

SOURCES

Summary 2 Research Sources

TOURISM FLOWS

Headlines
Prospects
Inbound tourist numbers from Finland improve following excise tax cut on alcohol
Stagnating demand from Russia with growing competition from cheaper Baltic countries
Low cost carriers could encourage higher number of Estonians to travel further afield
Category Data
Table 7 Inbound Arrivals: Number of Trips 2014-2019
Table 8 Inbound Arrivals by Country: Number of Trips 2014-2019
Table 9 Inbound Receipts: Value 2014-2019
Table 10 Forecast Inbound Arrivals: Number of Trips 2019-2024
Table 11 Forecast Inbound Arrivals by Country: Number of Trips 2019-2024
Table 12 Forecast Inbound Receipts: Value 2019-2024
Table 13 Domestic Trips by Purpose of Visit: Number of Trips 2014-2019
Table 14 Domestic Business Trips by Travel Mode: Number of Trips 2014-2019
Table 15 Domestic Leisure Trips by Travel Mode: Number of Trips 2014-2019
Table 16 Domestic Expenditure: Value and Growth 2014-2019
Table 17 Forecast Domestic Trips by Purpose of Visit: Number of Trips 2019-2024
Table 18 Forecast Domestic Business Trips by Travel Mode: Number of Trips 2019-2024
Table 19 Forecast Domestic Leisure Trips by Travel Mode: Number of Trips 2019-2024
Table 20 Forecast Domestic Tourist Expenditure: Value and Growth 2019-2024
Table 21 Outbound Departures: Number of Trips 2014-2019
Table 22 Outbound Departures by Destination: Number of Trips 2014-2019
Table 23 Outbound Expenditure: Value 2014-2019
Table 24 Forecast Outbound Departures: Number of Trips 2019-2024
Table 25 Forecast Outbound Departures by Destination: Number of Trips 2019-2024
Table 26 Forecast Outbound Expenditure: Value 2019-2024

AIRLINES

Headlines
Prospects
Mixed performance for Nordica towards end of the review period
Low cost carriers attract Estonians with their expansive range of destinations and competitive prices
Internet transactions continue to dominate bookings through airlines, with positive growth set for the forecast period
Category Data
Table 27 Airlines Sales: Value 2014-2019
Table 28 Forecast Airlines Sales: Value 2019-2024

LODGING

Headlines
Prospects
Number of new hotels continues to record sluggish growth impacting demand during high season
Short-term rentals continues to be most dynamic performer as increasing number of Estonians invest in properties to capitalise on demand in high traffic areas
Increasing penetration of internet transactions for lodging although offline sales remain dominant
Category Data
Table 29 Lodging Sales: Value 2014-2019
Table 30 Lodging Outlets: Units 2014-2019
Table 31 Forecast Lodging Sales: Value 2019-2024
Table 32 Forecast Lodging Outlets: Units 2019-2024

TRAVEL INTERMEDIARIES

Headlines
Prospects
Time restrictions, convenience and competitive deals continue to favour online travel intermediaries
Leading online travel intermediaries could face competition from Polish operators over the forecast period which would benefit consumers
Online sales through travel intermediaries will continue to hold marginally higher share
Category Data
Table 33 Travel Intermediaries Sales: Value 2014-2019
Table 34 Forecast Travel Intermediaries Sales: Value 2019-2024