German National Tourist Board Incoming- Edition 2013

Facts and Figures 2012 CONTENTS

03 Introduction / International 14 / Trade fairs / tourism 2012 Conventions 04 Growth Outlook world tourism / 15 Business travel destinations Economic crisis and tourism for Europeans / Types of business trips 05 International travel destination Germany / 16 Reasons for travel among Euro- Germany in the World peans / Holiday preferences 06 Germany in the World 17 Transport / Modal split / Satisfaction of holidaymakers 07 T & T Competitiveness Index / Germany inside Europe 18 Disabled-Friendliness / Source markets in Northwest / 08 Incoming Tourism in Germany – Southwest Europe Facts and Figures 19 Source markets in Northeast 09 Hotel prices in Europe Europe / Southeast Europe and Germany / Source markets for Incoming Tourism 20 Travel arrangements / Source markets in America / Israel 10 Incoming Tourism – importance and breakdown / 21 US source market Seasonal breakdown 22 Asian source markets / 11 Accommodation capacities / Tax-Free Shopping Types of accommodation 23 Other source markets / 12 City breaks GNTB growth outlook 13 Source markets for Incoming- 24 German National Tourist Board Tourism / Airports

02 www.germany.travel Introduction

To coincide with the Germany Travel Mart (GTM) 2013 in the city of , the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2012.

This publication is aimed at providing the GNTB’s partners with a regular and up-to-date annual overview of the most important market research results for the previous travel year. This edition is based on studies by the UNWTO, EUROSTAT, the WEF and studies carried out by the GNTB’s own business planning and market research department like from the , Quality Monitoring of German Tourism and data supplied by the Federal Statistical Office, inter­ national and national associations of tourism service providers.

International tourism 2012 Source: UNWTO 2013 (1) Record number in world Tourism 2012: More than 1 billion international arrivals

The destination with the largest growth in international travel is Asia/Pacific

Arrivals in million Change 2012/11

World 1,035.0 +3.8%

Europe 534.8 +3.3%

Asia / Pacific 232.9 1,035 milliMiono. +6.8% worldwideinternational e Americas 162.1 internationalAnkünf tearrivals weltweit +3.7%

Middle East 52.6 –4.9%

Africa 52.3 +6.3% ( … )

Worldwide growth forecast 2012: % to + %

03 WORLD / EUROPE

Growth Outlook world tourism Source: UNWTO 2013 (1)

Growth Outlook for world tourism 2030

Tourism is one of the global growth industries of the future, with 2.3 % forecast growth per annum to Europe

Arrivals Arrivals Arrivals Annual Market Market in million in million in million growth % share share 1995 2012 2030* 1995–2030 % 2012 % 2030*

Europe 336.0 534.8 744.0 +2.3 51.7 41.1

East Asia/Pacific 85.0 232.9 535.0 +4.9 22.5 29.6

Americas 110.0 162.1 248.0 +2.6 15.7 13.7

Middle East 14.0 52.6 149.0 +4.6 5.1 8.2

Africa 20.0 52.3 134.0 +5.0 5.1 7.4

World 565.0 1,035.0 1,809.0 +3.3 100.0 100.0

* forecast

+ 3.8 % worldwid e + 3.3 % Europe

Economic crisis and tourism Source: GNTB/WTM 2012 (5), outbound travellers only

European and major asian outbound markets mostly crisis-resistant for traveling in 2013

Impact of financial and economic crisis on the travel behavior

%

Japan % %

Asia % %

Europe % %

China % %

Brazil % %

USA % %

crisis-resistant change in travel behavior

04 International travel destination Germany Source: GNTB/WTM 2013 (5)

In 2012 Germany is for the 3rd time the second most popular travel destination for Europeans behind Spain

Germany with a high growth rate among the top five destinations worldwide for European travellers

Trips in million Change 2012/2011

Spain 49

Germany 46 + 7 %

France 36

Italy 33

Austria 24

420 mn Trips abroad from Europe %

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2012 (7)

Germany worldwide in second place

Image 2012: on the demand side, Germany is in second place of 50 countries worldwide. Tourism is one of the six key locational factors for a country’s Image

Tourism (9) 69.61 *

71.89 * Exports (3)

People (6) 66.10 *

64.41 * Governance (3)

68.11 * Cultural and Heritage (5)

66.22 * Investment and Immigration (3)

* from a max. 100 of points; in brackets: worldwide ranking

05 WORLD / EUROPE

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2012 (7)

Germany among the top 10 worldwide destinations in tourism and culture

Major events (FIFA World Cup 2006™) have lasting positive effects on image

* out of 50 countries worldwide Ranking* Ranking* Ranking* Period for Germany for tourism for cultural overall image image 2006 5 19 5 1st quarter (before FIFA World Cup) 2006 1 13 4 4th quarter (after FIFA World Cup)

2008 1 10 4

2009 3 9 5

2010 2 9 4

2011 2 8 5

2012 2 9 5

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2012 (7)

Lasting impact of the World Cup, plus sporting success, defines Germany’s international image, just as much as museums, design and music

Tourism-related and cultural word associations: Germany continues to be linked with a broad range of cultural activities

Strenuous Film Relaxing Fascinating

Informative Risque Modern design Boring Museums Music Circus Opera Romantic Sculpture Spiritual Exciting Sport Pop videos

Depressing Street parades

06 T & T Competitiveness Index Source: World Economic Forum 2013 (7)

Germany leading in health standards, infrastructure, culture, security, education and environment

Germany at second rank as international travel destination compaired with 140 nations worldwide (Rank 1: , rank 3: ) Scale: 1 = low, 7 = high

Indicator Score 2013

Health and hygiene 6.8

Cultural resources 6.3

Ground transport infrastructure 6.2

Safety and security 6.0

Education and training 5.9

Environmental sustainability 5.8

Tourism infrastructure 5.7

ICT infrastructure 5.4

Air transport infrastructure 5.4

2013 Index for GERMANY 5.4

Germany inside Europe Source: Eurostat 2013 (2)

Germany has a market share of 7 % in total overnight stays by foreign visitors in the

Germany is in the sixth place with a high growth rate Change Overnight stays by foreign guests in million* 2011/10 Spain 175.2 + 13.8 % 120.0 + 7.6 % 67.2 + 2.5 % Great Britain 65.9 + 1.3 % Austria 59.1 + 1.4 % Germany 51.4 + 6.2 % Total overnight stays by foreign visitors Greece** 48.2 + 5.0 % in the 27 EU countries in 2011 Portugal 26.0 + 10.1 % mn Czech. Republic 18.0 766.4 + 6.8 % Change 2011/10: + 7.6 % 16.7 + 3.2 %

* in hotels and similar establishments. ** data of 2010 07 GERMANY

Incoming Tourism in Germany Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Germany

Capital Federal states 16 Non-city states 13 City states 3 Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82.0 (2012 in Euro bn) 2,645.0 GDP per capita 2012 (in Euro) 32,256 Real GDP growth (in %) 2011 / 2012 + 3.0 / + 0.7 Economic importance of travel and tourism 1 Total expenditure by tourists € 278.3 bn by domestic tourists € 241.7 bn (87 %) by international tourists € 36.6 bn (13 %) Total national gross value added (direct, indirect and induced effect) € 214.1 bn Proportion of total national gross value added 9.7 % of which: total national gross value added (direct effect) € 97.0 bn Proportion of total national gross value added 4.4 % Overall impact on employment (direct, indirect and induced effect) 4.9 million workers Proportion of total number of workers in Germany 12.0 % of which: impact on employment (direct) 2.9 million workers Proportion of total number of workers in Germany 7.0 % International arrivals 2012 International arrivals in million (incoming) 30.4 Arrivals per 100 of the population 37 Travel and tourism in Germany 2012 Overnight stays by domestic travellers (thousands) 338,432 Domestic growth + 2.7 % Overnight stays by international travellers (thousands) 68,828 International growth + 8.1 % Total overnight stays (thousands) 407,260 Total growth + 3.6 % Sales turnover of overnight stays by domestic travellers 1 € 115.4 bn of which hotel / guesthouse Overnight stays by domestic travellers (thousands) 194,562 Overnight stays by international travellers (thousands) 55,539 Total overnight stays (thousands) 250,091 Number of hotel beds 2 (as of July 2012) 1,750,755 Hotel room occupancy 5 (2011: 64.9 %) 66.3 % Outgoing travel 2012 3 Trips taken by (in thousands) 329,200 Of which trips abroad (in thousands) 73,500 No. of foreign holiday trips per 100 of the population 64 Inbound travel from Europe 2012 3 Trips to Germany by Europeans (in thousands) 45,800 Expenditure for travel to Germany per trip/person: € 510 per night/person: € 83 Length of stay in Germany (average) 6.3 nights Travel and tourism balance of payments 2012 4 Expenditure on travel and tourism (12 / 11: + 5.8 %) € 65.3 bn Income from travel and tourism (12 / 11: + 6.2 %) € 29.7 bn International balance of payments (12 / 11: + 5.4 %) € − 35.6 bn for travel and tourism

1 DIW econ 2012, TSA-Base year 2010 2 In hotels / b & b-hotels / inns / guesthouses (according to Federal Statistical Office) 3 4 5 08 GNTB/WTM 2013 (5) , March 2013 IHA/STR Global 2013 Hotel prices in Europe and Germany Source: IHA/STR Global 2013 (10)

Germany has an excellent price / performance ratio in hotel accommodation

Comparison of hotel prices in European and German cities

Net prices 2012 in € (excl. breakfast and taxes), Change 2012/11 TOP 5 Europe Paris 256 + 8.7% Geneva 246 – 0.7% Zurich 185 – 5.8%

London 172 + 12.0%

Rome 142 – 2.7% TOP 5 Germany

Munich 123 + 8.9%

Frankfurt 117 + 2.8%

Heidelberg 117 EU-Average: +4.7% + 7.2% Duesseldorf 112 Germany: +3.4% + 3.9%

Hamburg 103 Berlin: +3.7% + 1.3%

( … )

Source markets for Incoming Tourism Source: Federal Statistical Office 2013 (4)

Breakdown of overnight stays in Germany by continent

Europe with a growth rate of +7.1 % in 2012 still the most important source market. Asia extends its market share

% Europe

% % Australia, Americas New Zealand and Asia Oceania

Africa Other

09 GERMANY

Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2013 (4)

Overnight stays in Germany by foreign visitors in 2012 by federal state

1,540,402 Schleswig- - 2,390,809 917,525 401,385 Lower Berlin 3,508,991 10,589,924

531,699 801,678 North Rhine-Westphalia Saxony-Anhalt 9,210,105

Hesse Saxony 6,226,058 593,444 1,815,935 Rhineland- 5,315,950 68.8mn Total overnight stays 257,009 15,299,135

9,427,609 Baden- Wuerttemberg

Seasonal breakdown Source: Federal Statistical Office 2013 (4)

Seasonal breakdown of overnight stays by foreign visitors travelling to Germany

Overnight stays by foreign visitors (1,000) 9,000

8,000

7,000

6,000

5,000 2012

4,000

2011 3,000

Jan Feb March April May June July Aug Sep Oct Nov Dec

10 Accommodation capacities Source: Federal Statistical Office 2012 (4)1 as of July 2012

Capacities in Germany by type of accommodation 2012

Accommodation capacity Type of accommodation Establishments in operation 1 Share in % *

Hotels 13,384 25.1

Bed & breakfast hotels 7,681 14.4

Guesthouses 8,158 15.3

Inns 5,355 10.1

Traditional accommodation providers 34,578 64.9

Leisure, recreational and training centres 2,640 5.0

Holiday centres 118 0.2

Holiday homes or apartments 10,260 19.3

Holiday cottages, youth hostels 1,920 3.6

Campsites 2,834 5.3

Preventative medical clinics and rehabilitation clinics 896 1.7

All types of accommodation 53,246 100.0

Types of accommodation Source: Federal Statistical Office 2013 (4)

Overnight stays in Germany by foreign visitors in 2012 by type of accommodation Share in % *

Hotels 56 %

Bed & breakfast hotels 19 % Campsites 6 % Holiday cottages, youth hostels 4 % Holiday homes 4 % Market share of hotels or apartments and b&b-hotels Holiday centres 4 % % Guesthouses 4 %

Inns 3 %

Others 1 %

* deviations due to rounding 11 GERMANY

City breaks Source: Federal Statistical Office 2013 (4)

Breakdown of overnight stays in 2012 by foreign visitors in German towns and cities according to size

54 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000

% % % more than 10,000–100,000 less than 10,000 100,000

City breaks Source: Regional Statistical Offices 2013 (11), GNTB 2013 (6)

Top towns and cities in Germany in 2012 (overnights stays)

The “Magic Cities” have about 42 % market share of all overnight stays by foreign visitors in Germany

Berlin 10,589,924 42.5 %

Munich 5,924,393 47.9 %

Frankfurt / Main 3,213,261 45.4 %

Hamburg 2,390,809 22.5 %

Cologne 1,730,728 34.1 %

Duesseldorf 1,635,877 40.3 %

Stuttgart 891,802 28.6 %

Nuremberg 836,209 31.6 %

Dresden 1 750,621 18.6 %

Hanover 438,535 21.0 %

Leipzig 2 391,464 15.8 %

million

1 excluding campsites 2 The percentage figures refer to the number of overnight stays by foreign visitors 12 as a percentage of the total number of overnight stays (in each respective city) Source markets for Incoming Tourism Source: Federal Statistical Office 2013 (4)

Top 20 source markets for Germany by number of overnight stays in 2012

Netherlands Germany’s number 1 source market, Switzerland as before at second place Change 2012/2011 Netherlands 10.9 + 2.9 % Switzerland 5.2 + 9.4 % USA 4.9 + 4.2 % UK 4.5 + 5.7 % Italy 3.5 + 6.4 % Austria 3.2 + 6.3 % France 3.1 + 4.6 % 2.9 + 4.4 % 2.9 + 10.6 % Russia 2.3 + 25.9 % Spain 2.0 – 0.8 % Poland 2.0 + 17.6 % Sweden 1.7 + 8.9 % PR of & Hong Kong 1.6 + 18.2 % Japan 1.3 Overnight stays + 12.1 % Arab Gulf States 1.3 by international travellers 2012: + 27.5 % Czech Republic 0.9 + 12.4 % Norway 0.8 68.8 mn + 12.7 % Hungary 0.7 + 15.6 % Australia 0.7 + 10.1 % million

Airports Source: ADV 2013 (13)

Traffic revenue at Germany’s international airports increased by + 1.1 % in 2012 93 % of the passenger volume of 200.4 million is allotted to the TOP 10 airports *

Passengers 2012 (millions); Change 2012/2011 Frankfurt 57.3 + 1.7 % Munich 38.2 + 1.5 % Berlin 25.2 + 5.2 % Duesseldorf 20.8 + 2.4 % Hamburg 13.7 + 1.1 % Stuttgart 9.7 + 1.5 % /Bonn 9.3 – 3.6 % 5.3 – 0.8 % 3.6 – 9.4 % Hahn 2.6 – 6.5 %

* excl. transit flights 13 GERMANY

Business travel / Trade fairs / Conventions Source: DIW econ 2012 (15)

International visitors spend around € 37 billion in total during their trips to Germany

Private travellers Business travellers

With accommodation € 20.6 billion € 13.5 billion

Day visits € 1.3 billion € 1.2 billion

Total € 21.9 billion € 14.7 billion

Total expenditure € 36.6 billion = 13% of the total expenditure by tourists in Germany of € 278.3 billion

Germany as a conference location: No. 1 in Europe – no. 2 worldwide

ICCA – Ranking: International Meetings 2012

Rank TOP 10 in Europe Number of meetings TOP 10 worldwide Number of meetings 1. Germany 577 USA 759 2. Spain 453 Germany 577 3. UK 434 Spain 453 4. France 428 UK 434 5. Italy 363 France 428

Source: ICCA 2012 (16)

Trade Fairs in Germany

Foreign visitors 2011/ AUMA category international and national events

Africa 2.0%

Latin America 2.6% 14.5% Europe (Non-EU)

North America 3.2% 66.3 % European Union Middle East 3.4%

South-East-Central-Asia 7.2% Total mn Australia/Oceania 0.8% 2.5 foreign visitors

Source: AUMA 2012 (8) 14 Business travel destinations for Europeans Source: GNTB/WTM 2013 (5)

Germany leads the way among the top ten business travel destinations for Europeans

business trips in million

Germany 12.5 6.3 6.2

France 4.5 2.1 2.4

Great Britain 4.5 2.1 2.4

Austria 3.3 1.9 1.4

Spain 3.1 1.4 1.7

Italy 2.9 1.5 1.4

USA 2.6 1.3 1.3

Netherlands 1.0 1.9 0.9 Business trips by Europeans China 1.5 0.9 0.7 total in 61.5 mn Sweden 1.5 0.7 0.8

Traditional business trips Promotable business trips (Meeting/Incentive/Convention/Exhibition)

Types of business trips Source: GNTB/WTM 2013 (5)

Breakdown of European business travel volume into different types of business trips to Germany 2012

6.2 million promotable business trips

Share (change to 2011)

50 % Traditional business trips (− 3 %-Points)

% Trade fairs and 26 % exhibitions Conferences / congresses Incentives (+/− 0 %-Points) (+ 2 %-Points) (+/− 0 %-Points)

50 % Total volume Promotable business trips (+ 3 %-Points) 12.5 mn trips

15 EUROPEANS IN GERMANY

Reasons for travel among Europeans Source: GNTB/WTM 2013 (5)

Reasons for travel among Europeans travelling abroad and to Germany in 2012

Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector

Europe 2012 Germany 2012 Europe 2012 Germany 2012 Reason for travel in million * in million * Percentage * Percentage *

Holidays 300.7 24.5 71.6 % 53.5 %

Short breaks of 1–3 nights 71.4 11.8 17.0 % 25.8 %

Longer holidays of 4+ nights 229.3 12.7 54.6 % 27.7 %

Visits to friends or relatives 28.1 4.7 6.7 % 10.3 %

Other travel 29.9 4.2 7.1 % 9.2 %

Business trips 61.5 12.5 14.6 % 27.3 %

Total travel 420.2 45.8 100 % 100 %

Holiday preferences Source: GNTB/WTM 2013 (5)

Ranking of holiday contents of Europeans in Germany 2012 as a percentage

In 2012 Germany’s strengths lay in city / event breaks and general tours

Share responses

City breaks 33 % General tours 22 % Other holiday 8 % Trip for a special private occasion 8 % Holidays in the countryside 7 % Seaside / lakeside holidays 6 % Event-related holidays 4 % Holidays in the mountains 4 % Health & fitness holidays 3 % Europeans Sports holidays 2 % to Germany Visit of a leisure park 2 % Europeans worldwide Winter sports 1 % Cruise / holiday 1 %

* deviations due to rounding 16 Transport / Modal split Source: GNTB/WTM 2013 (5)

Car and plane travel more popular again in 2012

All trips from Europe to Germany in 2012: 45.8 million share (change to 2011)

% % Plane Car (+/− 0 %-Points) (+ 1 %-Point)

Other 4% European trips to (− 2 %-Points) Rail Germany in 2012 Coach (+ 1 %-Point) (+/− 0 %-Points) 45.8 mn

Satisfaction of holidaymakers Source: GNTB/ERV 2012 (14), rounded values

Excellent scores from abroad for destination Germany 1 = delighted; 6 = disappointed

1.82 Overall satisfaction 2.02

Range & quality 1.98 of products and services 2.09

2.03 Accommodation 2.07

2.03 Food and drink 2.08

2.17 Opening times average score 2.26 Holiday travellers 2.24 Value for money 2.33 Business travellers 2.5 2.0 1.5 1.0

* May 2011 – April 2012, total travel from abroad, as of October 2012

17 EUROPEANS IN GERMANY

Disabled-Friendliness Source: GNTB/ERV 2009 (14), rounded values

Good to satisfactory rating for accessibility by German and international visitors

Was your holiday disabled-friendly? 1 = delighted; 6 = disappointed

People with 2.25 restricted mobility 2.79

Walking impaired / 2.42 wheelchair users 3.09

Blind / partially 2.62 sighted people 3.24

Deaf / hard 2.38 of hearing people 2.88 Level of satisfactionfor German visitors Visitors with 2.05 pushchairs Level of satisfactionfor 2.50 foreign visitors

3.0 2.5 2.0 1.5 1.0

Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Source markets in Northwest and Southwest Europe

With a total of 33.0 million overnight stays in 2012, the source markets of Northwest and Southwest Europe have about a 50 % share of all overnight stays in Germany by foreign visitors

Overnight stays Forecast OS Population Markets 2012 2020 * in millions 1 Northwest Europe 19,189,880 21,200,000 90.8 Netherlands 10,939,882 11,000,000 to 13,300,000 16.7 UK and Rep. of Ireland 4,839,427 5,000,000 to 5,400,000 62.8 Belgium 2,870,823 3.000.000 to 4.000.000 10.8 Luxembourg 539,748 800,000 0.5 Southwest Europe 13,771,503 18,200,000 179.0 Switzerland 5,210,806 5,000,000 to 7,100,000 7.7 Italy 3,468,347 5,100,000 61.0 France 3,064,548 3,600,000 63.5 Spain 2,027,802 3,800,000 46.8 Total 32,961,383 39,400,000 269.8

Overnight stays by foreign visitors 33.0 mn 39.4 mn

18 * deviations due to rounding , 1 2012 data Source markets in Northeast Europe Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Source markets in Northeast Europe / Russia

With 10.6 million overnight stays in 2012, the source markets of Northern and Eastern Europe / Russia have a 15 % share of all overnight stays in Germany by foreign visitors

Overnight stays Forecast OS Population Markets 2012 2020 * in millions 1 Northeast Europe / 10,602,980 11,500,000 213.4 Russia Denmark 2,855,677 3,000,000 to 3,800,000 5.6

Russia 2,247,281 2,500,000 142.7

Poland 2,013,267 2,200,000 38.3

Sweden 1,659,463 1,600,000 to 1,800,000 9.5

Norway 843,686 900,000 5.0

Finland 612,339 900,000 5.4

Baltic States 371,267 500,000 6.9

Overnight stays by foreign visitors 10.6 mn 11.5 mn

Source markets in Southeast Europe Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Source markets in Southeast Europe

With a total of about 6.7 million overnight stays in 2012, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors

Overnight stays Forecast OS Population Markets 2012 2020 * in millions 1 Southeast Europe 6,716,942 7,800,000 83.8

Austria 3,221,467 3,200,000 bis 4,470,000 8.4

Czech Republic 858,798 1,000,000 10.6

Hungary 714,635 800,000 10.0

Slovakia 301,061 400,000 5.5

Slovenia 220,981 300,000 2.0

Balkans 2 1,400,000** 1,500,000 47.3

Overnight stays by foreign visitors 6.7 mn 7.8 mn

*deviations due to rounding; ** GNTB calculation; 1 Data 2012 2 Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia 19 EUROPEANS / US IN GERMANY

Travel arrangements Source: GNTB/WTM 2013 (5)

Used booking sites of the Europeans when traveling to Germany 2012

Germany must adopt a multi-channelling strategy in order to succeed against international competition Share of booking channels / sites in % (2012)

Internet 75 %

Travel Agency 20 %

Direct (Accommodation) 17 % Direct (Transport) 12 %

Tourist Office 3 %

Implant 2 %

Club, Newspaper, Church, School 2 % Multiple responses; Others 8 % only prebooked trips

( … )

Source markets in America / Israel Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Source markets in America / Israel

With about 7.5 million overnight stays in 2012 the source markets in America and Israel have a 11 % share of all overnight stays in Germany by foreign visitors. USA with a total of 4.9 million overnight stays in 2012 is the main overseas source market

Overnight stays Forecast OS Population Markets 2012 2020 * in millions 1 America / Israel 7,503,775 8,300,000 956.0

USA 4,854,776 5,900,000 315.8

Brazil 694,440 830,000 198.4

Canada 623,867 850,000 34.7

Central-/South America 669,756 n/a 399.4 America total 6,842,839 7,600,000 948.3

Israel 660,936 700,000 7.7

Overnight stays by foreign visitors 7.5 mn 8.3 mn

* deviations due to rounding , 1 2012 data 20 US source market Source: GNTB/WTM 2012 (5)

Main travel destinations for US Americans in Europe

Total travel from the USA to Europe 2011: 12.8 million trips

Trips in million

Great Britain 2.6 Italy 2.1 France 1.8 Germany 1.7 Eastern Europe 1.2 Belgium / Netherl. / Luxemb. 1.1 Spain 1.1 Austria/Switzerland 0.9 Ireland 0.7

Northern Europe Multiple selection of 0.6 destinations possible 0.0 0.5 1.0 1.5 2.0 2.5

US source market Source: GNTB/WTM 2012 (5)

General tours/sightseeing are the dominant holiday activities of US travellers in Germany

Type of holiday in Germany by visitors from USA 2011

Share in % General tours/ Sightseeing 45%

Trips for a special private occasion 11%

Holidays 10% in the countryside

Cruise/Boat holiday 8%

City breaks 7%

Event-related holidays 4%

Other holiday 15%

% % % % ( … ) % % %

21 ASIA / WORLD

Asian source markets Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

China is the most important Asian source market for Germany

Overnight stays in 1,000

2,200.0 PR of China & 1,563.3 Hong Kong Forecast 291.7

1,400.0

Japan 1,325.5

1,183.4

1,500.0 India 584.5 2,000.0 Arabic 1,284.5 Gulf States 207,1

0 500 1,000 1,500 2,000 2,400

Tax-Free Shopping Source: Global Blue 2013 (12)

Russia, China and Switzerland are amongst the highest spenders for tax free shopping in Germany

Share of nations at total sales turnover

China 32 %

Russia 23 %

Switzerland 6 %

UAE 3 %

Japan 2 %

Thailand 2 %

Taiwan 2 %

Brazil 2 % Total in 2012: € bn tax free turnover Ukraine 2 % 1.5 (+46% change to 2011) USA 2 %

% % % % % % % %

22 Other source markets Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Source markets Asia, Australia and Africa

With about 6.2 million overnight stays in 2012, the source markets Asia, Australia and Africa have a share of 9 % of all overnight stays in Germany by foreign visitors

Overnight stays Forecast OS Population Markets 2012 2020 * in millions 1

Asia/Australia/Africa 6,163,765 8,600,000 2,915.6

PR of China / Hong Kong 1,563,298 2,200,000 1,353.6

Japan 1,325,544 1,400,000 126.4

Arabic Gulf States 1,284,583 2,000,000 41.1 Australia, New Zeeland 807,410 900,0002 36.8 and Oceania India 584,508 1,500,000 1,258.4

South Korea 423,530 600,000 48.6

South Africa 174,892 n/a 50.7

Overnight stays by foreign visitors mn mn 1 data 2012 2 Australia only 6.2 8.6

GNTB growth outlook Source: Federal Statistical Office 2013 (4), GNTB 2013 (6)

Gntb growth forecasts for 2020

Through successful marketing Germany can net about 80 million overnight stays from abroad by 2020

Overnight stays (millions), including campsites

59.0

Europe 52.1

33.6 Forecast

9.0 Asia / Australia / 8.0 ** Africa 4.9

8.0 America / Israel 7.5

** excl. 1.2 million other overnight stays 5.6

* deviations due to rounding 23 www.germany.travel

German National Tourist Board

Working on behalf of the federal government, the German National Tourist Board, based in Frankfurt am Main, has been planning, coordinating and implementing activities for marketing Germany abroad for more than 50 years.

The aims of the GNTB with its 6 regional managements and its 30 foreign representative offices / sales and marketing agencies include:

„„ Strengthening the economic position of Germany „„ Increasing the volume of tourism „„ Increasing tourism exports.

As a registered non-profit organisation, the GNTB is committed to transparency and efficiency rather than commercial gain.

Sources

1 UNWTO World Tourism Organization, World 10 German International Hotel Association Tourism Barometer 1 / 2013, Madrid 2013 (IHA) / STR Global, Berlin 2013

2 EUROSTAT, Luxembourg 2013 11 Regional Statistical Offices 2013

3 World Economic Forum, Travel & Tourism 12 Global Blue Germany, Duesseldorf 2013 Competitiveness Report 2013, Geneva 2013 13 ADV (German Airports Association), 4 Federal Statistical Office, Annual Reports Berlin 2013 and Monthly Reports 1995 to 2012, 14 GNTB / Europäische Reiseversicherung AG, 2013 Qualitätsmonitor Deutschland-Tourismus, 5 GNTB / IPK-International, World Travel (Quality Monitoring of German Tourism) Monitor, Malta 2012, 2013 Frankfurt, Munich 2010–2012

6 GNTB Market Research, Frankfurt 2012, 2013 15 BTW/BMWi, DIW econ, Berlin 2012

7 GNTB / Anholt-GfK Roper Nation-Brands- 16 ICCA, Amsterdam 2012 Index 2012, USA 2012

8 Association of the German Industry (AUMA), Messe-Trend, Key Figures, Copyrights Berlin 2012 Page 2: © Getty Images 9 Meeting- und Event Barometer of EITW Page 3: © Achim Mende, TMBW commissioned by EVVC, GCB, GNTB; © Jochen Knobloch, www.aeroverde.eu Wernigerode 2011, 2012

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