The UEFA European Football Championship, the second most-watched football tournament globally, returned to the world stage from 14 June to 14 July. Unlike Euro 2020, which was played across various nations, this year's tournament was hosted entirely in Germany â the first time since the 2006 World Cup. Matches were spread across several cities, from popular tourist destinations like Berlin and Munich to lesser-known locations such as Dortmund.
Smaller Markets See a Surge in Revenue
Data from STR, a global leader in hospitality data and insights, reveals that the tournament provided a significant boost for smaller markets. Cities like Dortmund, hosting six matches including the England vs. Netherlands semi-final, experienced a remarkable rise in revenue and occupancy. During the tournament, Dortmund witnessed a 30% increase in occupancy on match days compared to non-match days. The semi-final clash between the Netherlands and England resulted in a staggering 118% jump in occupancy, with room rates reaching a peak of â¬433.
Leipzig, another city that benefitted from the Euros, recorded a 27% difference in occupancy between match days and non-match days. The four matches hosted in the city also saw substantial ADR spikes, with the Netherlands vs. France group stage game reaching an average ADR of â¬256.
Traditional Markets Lag Behind
While traditional tourist hotspots like Berlin and Munich saw slight increases in both occupancy and ADR, they did not experience the same level of success as Dortmund and Leipzig. This can be attributed to the displacement of typical tourist demand, as visitors who would normally travel to these cities opted for other destinations due to the anticipated influx of football fans.
Munich and Berlin actually saw a dip in occupancy on game days, despite a surge in ADR. For instance, the Slovenia vs. Serbia match in Munich saw a near 140% increase in ADR compared to the same period in 2023, but with only a modest lift in occupancy. Berlin experienced smaller ADR increases compared to 2023, hovering around the 50% mark before the final, but witnessed a 200% increase on the night of the championship. However, the city also suffered a drop in occupancy compared to the same period in 2023.
Frankfurt and Düsseldorf, despite hosting matches, saw bigger ADR spikes from conferences like ACHEMA & DRUPA before the tournament than they did from any of the games. Frankfurt's largest ADR spike came during the England vs Denmark match, which fell short of the revenue generated by ACHEMA.
Short-Term Gains for Smaller Cities
The data suggests that fans did not stay in each city for extended periods. Significant drops in room rates and occupancy the day after a match indicate that visitors were primarily there for the game and moved on quickly. While the Euros provided a temporary boost, smaller cities did not benefit in the same way as an Olympic host city, where visitors typically stay longer and contribute to a more sustained economic impact.
The ADR premiums highlight the temporary nature of this surge, with Dortmund experiencing a 175% jump in ADR on match days compared to non-match days, while Berlin and Munich saw increases of 52% and 66%, respectively.
In conclusion, the UEFA European Football Championship delivered a significant economic windfall for smaller cities like Dortmund and Leipzig, but traditional tourist markets did not experience the same level of success. The tournament resulted in short-term gains for smaller cities, with fans preferring to stay for a brief period and move on after the games. The event serves as a reminder of the potential for sporting events to boost tourism in less traditional destinations.
