million promotable business trips to 6.7 by Europeans 35.1 billion spent on travel to Germany million by Europeans 83.9overnight stays Facts • Figures • Information

201731.6 million holiday trips by Europeans 121.5 million overnight stays possible by 2030

million overnight stays in cities 47.1 with over 100,000 inhabitants IN 2017 Contents 01 Global tourism 6 Inbound travel to Germany: 02 Inbound tourism to Germany 8 eighth record result 02.1 Inbound tourism from Europe 11 02.2 Inbound tourism from overseas 16 in a row

03 Inbound tourism segments 18

04 Forecast for inbound tourism/emerging markets 22

million international2017 overnight stays  in 83.9

3 INTRODUCTION Destination Germany st place in ... 1as a cultural travel destination for Europeans Source: GNTB/WTM 2018 st place st on1 the demand side of 1 place 50 countries worldwide worldwide as an international Source: Anholt-GfK Roper Nation Brands Index 2017 report destination Source: AUMA 2017 rd 3 place st 2018 Best Country Report 1 place TOP Germany scores highly thanks to its strong economy, in Europe as an international worldwide influence and commitment to important global challenges. conference destination by global Source: News & World Report 2018 Source: ICCA 2017 positions st comparison rd place 3 place as1 a city break destination on the supply side in a global comparison of 136 countries for Europeans Source: 2017 Travel & Tourism Competitiveness Report, Source: GNTB/WTM 2018 World Economic Forum st th 1 place place in Europe as a destination for as5 an economic power international luxury travel in a global comparison of Source: GNTB/WTM 2017 137 countries Source: Global Competitiveness Report, nd World Economic Forum 2017 place 2as a travel destination for young Europeans (aged 15 to 24) Source: GNTB/WTM 2018

4 www.germany.travel 5 01 GLOBAL TOURISM

Global tourism is continually growing.

ASIA / PACIFIC EUROPE + 5.8 % + 8.4 % MIDDLE AMERICAS EAST + 2.9 % + 4.8 %

AFRICA + 7.8 %

International 1,322 million has January 2018 Barometer, Tourism World UNWTO, Source: risen arrivals worldwide The destination regions of Europe and + 6.7 % Africa showed the highest rates of growth 2017/16 in 2017. International arrivals will increase to billion by a further 4 to 5 per cent in 2018. 1.3 arrivals 7 02 INBOUND TOURISM TO GERMANY

Since 1993 the number of overnight stays by foreign visitors to Germany has risen by 49.2 million.

Overnight stays made by visitors from outside Germany in millions since 1993.

Global demand

Year 1993 2002 2014 2015 2016 2017 is growing: Office 2018 Statistical Federal Source: up by 34.7 40.6 75.6 79.7 80.8 83.9 since 1993 Total figures for each year include overnight stays from unspecified countries 14 2 % (around 1.7 million in 2017) 9 02 INBOUND TOURISM TO GERMANY 02.1 INBOUND TOURISM FROM EUROPE

Most important source markets Destination Germany the second worldwide for Germany in 2017. most popular destination for Europeans for the eighth year running. 11.2 6.7 2 USA 6.2 UK 5.6 3 4.0 International 1 3.7 overnight stays in 2017: 3.5 83.9million 3.3 The Netherlands remains the most important source 3.1 market for Germany.

POLAND 2.9

CHINA 2.9 SPAIN FRANCE GERMANY million million million SPAIN 67.0 41.0 56.2 2.8 trips in 2017 trips in 2017 trips in 2017 Source: Federal Statistical Office 2018 Statistical Federal Source: IPK 2018 Monitor, Travel GNTB/World Source:

10 www.germany.travel 11 02.1 INBOUND TOURISM FROM EUROPE

Germany has a disproportionately Promotable business trips to large share of the international business Germany by Europeans have the largest travel market and is generating growing market share, with 6.7 million in 2017. demand in the leisure sector. Total volume in 2017: 12.9 million trips (+ 1.5 per cent)

Trips abroad Trips to Germany by Europeans in 2017: by Europeans in 2017: 48% traditional business trips (+ 3.6 per cent) Business trips 13 % Market share (change compared 23 % with 2016 )

% Holidays 4 Incentive % % 17 % 74 56 Trade fairs and travel exhibitions 31 % (+ 33.0 per cent) (- 6.9 per cent) Conferences/ conventions (+ 0.2 per cent)

Other private trips 21 % 52 % 13 % promotable business trips (- 0.3 per cent) Source: GNTB/, IPK 2018 Monitor, Travel GNTB/World Source: IPK 2018 Monitor, Travel GNTB/World Source:

12 www.germany.travel 13 02.1 INBOUND TOURISM FROM EUROPE

Cars and planes are the most Booking agent/channels important modes of transport for trips for trips made by Europeans to made by Europeans to Germany. Germany in 2017. A multi-channel strategy is a must for travel to Germany in All trips from Europe to Germany in 2017: 56.2 million order to succeed in the international market. (+ 5.0 per cent) Market share (change compared Tourist with 2016) information 3 % Other * 11 % CAR % 49 2017 /16 (+ 7.4 per cent) Direct booking of travel 13 %

PLANE 32 % Travel agency 2017 /16 (+ 3.2 per cent) % 17 COACH 9 % 2017 /16 (+ 7.9 per cent) Direct booking of accommodation 26 % TRAIN 7 % 2017 /16 (+ 3.8 per cent) OTHER* 3 % by sea, motorbike, bicycle and other transport; bicycle sea, motorbike, by Source: GNTB/World Travel Monitor, IPK 2018 Monitor, Travel GNTB/World Source: 2017 /16 (- 17.0 per cent) *

In 2017 travel expenditure** on trips to Germany by visitors from Internet % Europe came to €35.1 billion, an increase of 9.0 per cent on 2016. 84 **all travel expenditure for transportation, accommodation, food, shopping, etc. while staying in Germany,

as well as travel to, from and within Germany. and other agency travel school, company church, newspaper, IPK 2018; *club, Monitor, Travel GNTB/World Source: in advance) booked permitted, only travel (multiple answers Share of bookings in 2017 (%)

14 www.germany.travel 15 02.2 INBOUND TOURISM FROM OVERSEAS

As well as being a popular destination Air travel is the dominant for holidays, Germany has an above- means of transport for trips to Germany average share of the international from overseas*. market. All trips to Germany from overseas* in 2017: 7.9 million (+ 9 %) Trips to Europe Trips to Germany from overseas*: from overseas*:

Business trips 19 % 28 % 2 %

Holidays 68 % 63 % 98 %

Other *Basis: 17 markets, source: GNTB/World Travel Monitor, IPK 2018 Monitor, Travel GNTB/World source: *Basis: 17 markets, private trips IPK 2018 Monitor, Travel GNTB/World source: *Basis: 17 markets, 13 % 9 % In 2017 travel expenditure on trips from overseas* to Germany came to € 23.6 billion, up by 16 per cent on the previous year.

16 www.germany.travel 17 03 INBOUND TOURISM SEGMENTS

Overnight stays by foreign visitors An increase to Germany in 2017 by federal state. 2.0 million

3.4 SCHLESWIG- 1.0 of million million - % 3.6in 2017 14.0 million 0.5 LOWER 3.8 million million SAXONY- ANHALT 1.0 NORTH RHINE- million WESTPHALIA 0.6 million 11.0 SAXONY million 2.1 7.7 million million 0.6 million HESSEN RHINELAND- 5.2 million 19.1 0.5 million million 11.4 million

BADEN- WÜRTTEMBERG Source: Federal Statistical Office 2018 Statistical Federal Source:

19 03 INBOUND TOURISM SEGMENTS

Germany’s major cities are Rural regions are an important facet particularly popular. of Germany’s global marketing.

place for Germany as a destination for nature-based travel* among Europeans travelling worldwide. 56 % 3rd in destinations % of foreign holidaymakers in with over 100,000 Germany consider landscape inhabitants and scenery an important 23 % reason for travel**. in destinations with 10,000 - 100,000 30 inhabitants % growth (2005 – 2017) in 21 % overnight stays by foreign in destinations with visitors in smaller towns fewer than 10,000 and villages*** inhabitants 41 (up to 10,000 inhabitants) Distribution of international overnight stays in

German towns and cities by size in 2017. Office 2018 Statistical Federal Source: IPK 2017, Monitor, Travel *GNTB/World Source: Office 2018 Statistical 2015 – Oct. of(May the German tourism 2017), ***Federal survey **Quality Monitor

20 www.germany.travel 21 04 FORECAST FOR INBOUND TOURISM/EMERGING MARKETS International overnight Global tourist traffic will continue stays could to grow over the coming years.

increase Arrivals in millions 2,000 1,809.0 2017 2030 1,322.0 by 1,000 % The UNWTO expects 80by 2030 1.8 billion 744.0 international arrivals by 2030 671.1

535.0

323.7 248.0 206.6 134.0 149.0 62.1 58.3

EUROPE ASIA/ AMERICAS AFRICA MIDDLE WORLD Source: World Tourism Organization (UNWTO), World Tourism Barometer, January 2018 Barometer, Tourism World (UNWTO), Organization Tourism World Source: PACIFIC EAST

23 04 FORECAST FOR INBOUND TOURISM/EMERGING MARKETS

South American countries South East Asia with high potential. shows great potential. 1.3 million trips to Europe from Argentina and Chile alone. 2.1 million trips to Europe are already being generated by the main markets.

Almost two million additional overnight THAILAND stays* in Germany by 2030 *excluding camping; figures are rounded (regional classifi­ cation as per UNWTO) Source: GNTB/Claus Sager 2014 MALAYSIA Singapore

CHILE

INDONESIA

ARGENTINA Almost two million additional overnight stays* in Germany by 2030 *excluding camping; figures are rounded (regional classifi­ cation as per UNWTO) Source: GNTB/Claus Sager 2014

Markets Trips abroad (2016) Trips to Europe (2016) Trips to Germany (2016)

1st place Indonesia, 7,900,000 Indonesia, 622,000 Indonesia, 110,000

2nd place Singapore, 6,900,000 Singapore, 544,000 Thailand, 82,000 Markets Trips abroad (2016) Trips to Europe (2016) Trips to Germany (2016)

1st place Argentina, 9,700,000 Argentina, 915,000 Argentina, 89,000 3rd place Malaysia, 6,100,000 Malaysia, 528,000 Singapore, 75,000

2nd place Chile, 2,600,000 Chile, 338,000 Chile, 85,000 4th place Thailand, 4,400,000 Thailand, 449,000 Malaysia, 72,000

Total 12,300,000 1,253,000 174,000 Total 25,300,000 2,143,000 339,000 Source: GNTB/World Travel Monitor, IPK 2017 Monitor, Travel GNTB/World Source: Source: GNTB/World Travel Monitor, IPK 2017 Monitor, Travel GNTB/World Source:

24 www.germany.travel 25 04 FORECAST FOR INBOUND TOURISM/EMERGING MARKETS

Concept and design By 2030 Germany’s inbound tourism M.A.D. Kommunikationsgesellschaft mbH industry could potentially reach www.madkom.com Translation 121.5 million overnight stays. LingServe Ltd www.lingserve.co.uk

121.5 Print Overall increase by 2030: KOMMINFORM GmbH & Co. KG, Miltenberg am Main 53.7 million overnight stays www.komminform.de per cent Photo credits up by 80 p. 2 Getty/golero; p. 6 iStock/NicoElNino; p. 8 Getty Images/AF-studio; p. 18 iStock/StockFinland; p. 22 Getty Images/jamielawton

Avg. growth per year

3.5 % 79.3 76.2 73.3 70.5

67.8 2030

2017 2016

2015 excluding camping

2014 International overnight stays (million), 2013

Europe will still be the largest source region for Germany’s inbound tourism

industry in 2030, with a 73 per cent share of all international overnight stays. 2013 year 2014, reference Sager GNTB/Claus Source:

26 www.germany.travel 27 German National Tourist Board (GNTB) Beethovenstrasse 69 60325 am Main Tel: +49 (0)69 974 640 Fax: +49 (0)69 751 903 [email protected] www.germany.travel