07138 Incoming 07_englisch_final 23.05.2007 12:38 Uhr Seite 1

EDITION 2007 Incoming – Germany

FACTS AND FIGURES 2006 www.germany-tourism.de German National Tourist Board 07138 Incoming 07_englisch_final 23.05.2007 12:38 Uhr Seite 2

CONTENTS INTRODUCTION/GUIDELINES

1. Introduction/Guidelines 3 INTRODUCTION 2. International 2006 4 To coincide with the Germany Travel Mart (GTM) 2007 in Berlin/Pots- 3. Economic importance of tourism 5 dam, the GNTB is publishing a summary of key facts and figures for 4. Growth outlook for Europe/ incoming tourism to Germany. This publication is aimed at providing use of the internet in Europe 6 the GNTB’s partners with a regular and up-to-date annual overview 5. Forms of / prices of the most important market research results for the previous in Europe 7 travel year. 6. Incoming 8 7. Incoming tourism – importance This edition is based on studies by the UNWTO, the WTTC and studies and breakdown 9 carried out by the GNTB’s own business planning and market research 8. Seasonal breakdown/accommodation PRODUCTION CREDITS department like from the World Travel Monitor, TNS-Infratest, F.U.R. Published by: capacities 10 German National Tourist Board and data supplied by the Federal Statistical Office, international and 9. Types of accommodation/camping 11 (GNTB) national associations of tourism service providers. Beethovenstrasse 69 10. City breaks 12 60325 Frankfurt am Main 11. 13 Germany 10 STRATEGIC GUIDELINES Tel.: +49 (0)69 974 640 12. Source markets for incoming tourism 14 Fax: +49 (0)69 751 903 FOR GERMANY'S TOURISM 13. Reasons for travel among Europeans 15 Email: 1 Strengthen the image of Germany as a travel destination [email protected] 14. preferences among Europeans 16 Internet: 2 Generate tourism growth at the global level 15. Source markets in Northwest/ www.germany-tourism.de Design: 3 Expand and integrate air, rail and road infrastructure for tourism Southwest/Northeast Europe 17 Querformat, Frankfurt am Main 16. Source markets in Southeast Printed by: 4 Secure position as premier business travel destination in Europe Dreieich-Druck Europe/travel arrangements 18 Langen / Hesse, Germany 5 Rise to the challenge of global socio-demographic change 17. America/Israel source markets 19 Translation: 6 Develop and exploit the cultural attractions of Germany for tourism purposes 18. US source market 20 LingServe Ltd Pictures credits: 7 Develop health-related tourism, particularly in the domestic market 19. Asian source market 21 J. Keute / DZT cover; M. Dlouhy / DZT p. 2; 8 Develop products and scenarios to cope with climate change 20. Other source markets/ Stadt Bochum Presseamt / DZT p. 2; T & T C – Index 22 K.+D. Lehnartz / DZT p. 3; 9 Promote greater internationalisation of cities and regions Torsten Krüger DZT p. 3 21. Germany in the world/ 10 Adopt multi-channelling strategy for global sales and marketing GNTB Growth outlook 23 Source: GNTB 2007 (6) 1 (GB) 2007

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INTERNATIONAL TOURISM 2006 ECONOMIC IMPORTANCE OF TOURISM

ACCORDING TO THE UNWTO, 842 MILLION (+4.5%) CONTRIBUTION OF TRAVEL & TOURISM ECONOMY 2006 INTERNATIONAL ARRIVALS WERE RECORDED IN 2006

Ranking in Europe: Arrivals in millions Direct and indirect effects of tourism Tourism Satellite Account (TSA) 500 458 1. France Rank Country US-$ bn 2. Spain 1 USA 1,390.8 The Travel & Tourism Economy identi- fies the broad impact of travel demand 3. Italy 400 2 Japan 446.5 3 China 301.2 as it flows-through the economy. It 4. UK 4 Germany 267.7 consists of goods and services produ- ced for visitors and other activities 5. Germany 300 5 France 250.0 strongly dependent on Travel & Tourism 6 UK 212.8 spending, such as retailing and con- 7 Spain 212.3 struction, which would decline if travel 200 167 8 Italy 192.5 demand reduced. 136 9 Canada 131.8 10 Mexico 118.4 Source: TSA / WTTC 2007 (2) 100 41 40 0 CONTRIBUTION OF TRAVEL & TOURISM INDUSTRY 2006 Europe Asia/Pacific America Middle Africa +4 % +8 % +2 % East +8 % +4 % ■ Arrivals in millions ■ Growth in 2006 (provisional) Source: UNWTO 2007 (1) Direct effects of tourism Tourism Satellite Account (TSA) Rank Country US-$ bn DEVELOPMENT OF INTERNATIONAL ARRIVALS WORLDWIDE, 1 USA 518.4 The Travel & Tourism Industry indenti- 2 Japan 168.5 fies the narrower economic impact - IN EUROPE AND GERMANY 3 France 95.8 goods and services directly for visitors, 4 Spain 81.6 such as accommodation and transport. Germany has gained substantial momentum since 2003 and has 5 Italy 81.6 It is the narrower perspective of our activity which can be compared with experienced growth above the global average in 2000 and 2006 6 UK 79.9 other industries in the economy. 160 7 Germany 78.0 8 China 63.4 9 Mexico 42.0 10 Canada 41.5 Source: TSA / WTTC 2007 (2)

140 EMPLOYEES/CAPITAL INVESTMENT (CI) IN THE TRAVEL & TOURISM ECONOMY IN 2006

Rank Country Employees (million) Rank Country CI in US-$ bn 120 1 China 77.6 1 USA 282.0 2 India 24.3 2 China 135.1 3 USA 15.6 3 Japan 56.0 4 Indonesia 7.3 4 Spain 48.1 The index values are shown from 5 Japan 6.9 5 UK 33.4 a base point of 100 (1995 = 100) 100 6Brasil 5.5 6 France 30.9 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 7 Mexico 5.0 7 Italy 29.0 8 Russia 4.5 8 Germany 27.7 ■ Germany ■ World* ■ Europe* 9 Germany 4.0 9 Australia 23.3 Source: UNWTO 2007 (1); Federal Statistical Office 2007 (4) *Provisional data for 2006 10 Thailand 3.8 10 South Korea 22.1

Source: TSA / WTTC 2007 (2) Source: TSA / WTTC 2007 (2)

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GROWTH OUTLOOK FOR EUROPE/ MODAL SPLIT/HOTEL PRICES INTERNET USERS IN EUROPE IN EUROPE

BREAKDOWN OF INTERNATIONAL TRAVEL BY EUROPEANS GROWTH OUTLOOK FOR EUROPE ACCORDING TO FORM OF TRANSPORT IN MILLIONS 2006

Tourism is one of the global growth industries of the future, Travel by air and road are the dominant categories for travel throughout Europe with 3 % forecast growth per annum to Europe Total outbound trips by Europeans 2006: 389 million

Arrivals Arrivals Arrivals Annual Market Market Travel by car 30 % Air Travel 49 % in millions in millions in millions growth % share share 1995 2010 2020 1995-2020 1995 2020 Europa 338.4 527.3 717.0 3.0 59.8 45.9 America 108.9 190.4 282.3 3.9 19.3 18.1 East Asia/ Pacific 81.4 195.2 397.2 6.5 14.4 25.4 Other 3% Africa 20.2 47.0 77.3 5.5 3.6 5.0 Boat Travel 3% Middle East 12.4 35.9 68.5 7.1 2.2 4.4 Coach Travel 9% South Asia 4.2 10.6 18.8 6.2 0.7 1.2 Rail Travel 6% Source: GNTB/WTM 2006 (5) World 565.4 1,006.4 1,561.1 4.1 100.0 100.0

Worldwide growth 2006: + 4.5 % Source: UNWTO 2006 (1) COMPARISON OF HOTEL PRICES IN EUROPEAN AND GERMAN CITIES 2006

COUNTRIES WITH THE HIGHEST NUMBER OF INTERNET USERS IN EUROPE TOP 5 Europe – TOP 5 Germany 250 € 221 219 Ranking Country No. of users (million) % of 204 population 200 € 1 Germany 50.6 61.3 175 2 Great Britain 37.6 62.3 159 3 France 30.8 50.3 € 4 Italy 30.8 51.7 150 5 Spain 19.2 42.7 6 Poland 11.4 29.9 110 109 107 7 Netherlands 10.8 65.7 100 € 100 97 8 Portugal 7.8 73.8 9 Sweden 6.8 74.7 10 Belgium 5.1 48.5 50 € Total 1-10 210.9 56.1 Total Europe 312.7 38.6 0 € Source: Internet World Stats 2007 (12) Moscow Geneva Paris London Rome Munich Frankfurt/ Heidelberg Hamburg Berlin/ Main Düsseldorf Source: IHA/Deloitte 2007 (10)

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INCOMING TOURISM IN GERMANY INCOMING TOURISM – IMPORTANCE AND BREAKDOWN

BREAKDOWN OF ALL ARRIVALS IN GERMANY GERMANY IN 2006 BY CONTINENT

Capital Berlin 81 per cent of arrivals in Germany in 2006 were domestic trips and Federal states 16 19 per cent were incoming trips of which: Non-city states 13 City states 3 Domestic 81 % Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82.7 Gross domestic product (2006 in Euro bn) 2,302.7 GDP per capita 2006 (in Euro) 27,844 Real GDP growth (in %) 2004 +1.2 Europe 14 % 2005 +0.9 2006 +2.5 America 2% 1 Africa, Australia, New Zealand Economic importance of travel and tourism Asia 2% and Oceania <1 % Gross economic output of the travel and tourism industry € 185 bn Value creation of the travel and tourism sector € 94 bn Source: Federal Statistical Office 2007 (4) Direct proportion* of GDP 3.2 % International arrivals 2006 International arrivals in thousands (incoming) 23,569 OVERNIGHT STAYS IN GERMANY Arrivals per 100 of the population 29 BY FOREIGN VISITORS IN 2006 BY FEDERAL STATE Travel and tourism in Germany 2006 Overnight stays by domestic travellers (thousands) 298,277 Domestic growth +0.9 % Overnight stays by international travellers (thousands) 52,947 1,225,444 1 Berlin International growth +9.8 % Schleswig- 5,925,193 2 Hamburg Total overnight stays (thousands) 351,224 Holstein Mecklenburg- 1,561,569 2 Western Total growth +2.1 % 695,505 Pomerania 3 of which hotel/guesthouse 3 Bremen Overnight stays by domestic travellers (thousands) 165,355 349,080 Lower Saxony Brandenburg Overnight stays by international travellers (thousands) 42,821 2,604,831 1 Total overnight stays (thousands) 208,176 424,276

Number of rooms (as of July 2006) 896,980 Saxony-Anhalt 665,648 Utilisation of available hotel rooms2 (2005: 61.5 %) 62.8 % 7,740,167 3 Outgoing travel 2006 Saxony Trips taken by Germans in thousands 286,700 North Rhine- Westphalia 5,441,170 530,940 1,326,602 of which trips abroad in thousands 74,500 Thuringia No. of foreign trips per 100 of the population 63 Hesse 4,856,122 Travel and tourism balance of payments4 Expenditure on travel and tourism (06/05: -0.3 %) € 59.6 bn Rhineland- Income from travel and tourism (06/05: +11.5 %) € 26.1 bn Palatinate

International balance of payments Saarland for travel and tourism (06/05: -8.0 %) € - 33.5 bn 285,336 7,260,638 12,054,852 1 GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 2 IHA 2007 (10) Baden-Wuerttemberg Bavaria 3 GNTB/WTM 2006 (5) Total overnight 4 Deutsche Bundesbank 2007 stays: 52.9 million * excl. business travel, travel to visit friends and family, public investment

Source: UNWTO 2006 (1), Federal Statistical Office 2007 (4), GNTB 2007 (6) Source: Federal Statistical Office 2007 (4)

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SEASONAL BREAKDOWN/ TYPES OF ACCOMMODATION/CAMPING ACCOMMODATION CAPACITIES

SEASONAL BREAKDOWN OF OVERNIGHT STAYS OVERNIGHT STAYS IN GERMANY BY FOREIGN BY FOREIGN VISITORS TRAVELLING TO GERMANY VISITORS IN 2006 BY TYPE OF ACCOMMODATION

■ 2005 ■ 2006 and bed & breakfast hotels are extremely important in the incoming sector (74% share of the market)

6,000,000 Hotels 57 %

5,000,000

4,000,000 Campsites 6 %

3,000,000 Other 14 % Bed & breakfast hotels 17 % Guesthouses 2 % 4 % 2,000,000 Source: Federal Statistical Office 2007 (4) July May June April March August January October February December November September HOLIDAY CAMPSITES IN GERMANY IN 2006 Source: Federal Statistical Office 2007 (4) (TOTAL OF 2,568 SITES*)

CAPACITIES IN GERMANY BY TYPE OF ACCOMMODATION With an additional 3.3 million overnight stays by foreign visitors in 2006, campsites are an important part of the German travel industry’s portfolio

Federal state Market share Market share of overnight Accommodation providers by type of accommodation in 2006 and share of of sites overnight stays by foreign the overall market for each type of accommodation visitors in Federal state Bavaria 16 % 18 % Accommodation capacity Lower Saxony 13 % 8 % Establishments in operation Share in Schleswig-Holstein 11 % 5 % Type of accommodation (as of July 2006) % Baden-Wuerttemberg 11 %28 % Hotels 13,071 25.0 Rhineland-Palatinate 10 %43 % Bed & breakfast hotels 8,84 16.0 North Rhine-Westphalia 8 % 21 % Inns 9,480 18.1 Hesse 8 %16 % Guesthouses 5,266 10.1 Mecklenburg-Western Pomerania 7 % 6 % Traditional accommodation providers 36,201 69.2 Brandenburg 7 % 3 % Leisure, recreational and training centres 2,653 5.1 Saxony 4 % 13 % Holiday centres 88 0.2 Saxony-Anhalt 2 %12 % Holiday homes or apartments 10,684 20.4 Thuringia 2 % 8 % Holiday cottages, youth 1,671 3.2 Saarland 1 % 14 % Preventative medical clinics and rehabilitation clinics 975 1.9 Berlin < 1 % 41 % Hamburg/Bremen < 1 % <1 % accommodation types 52,341* 100.0 Germany total 100 % 15 % *including 69 boarding houses (recorded for the first time in 2004) Source: Federal Statistical Office 2006 (4) *as of July 2006 Source: Federal Statistical Office 2007 (4)

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CITY BREAKS BUSINESS TRAVEL

BREAKDOWN OF OVERNIGHT STAYS IN 2006 BY FOREIGN VISI- / TRAVEL TORS IN GERMAN TOWNS AND CITIES ACCORDING TO SIZE WITHIN THE GERMAN TOURISM SECTOR

51 % of overnight stays by foreign visitors are in towns and cities with a population of Overview of market segments more than 100,000 Business trips (with overnight stay) Day business trips (DBT) 10,000 – 100,000 25 % 71.5 m in Germany (2006) 315.4 m classic DBT less than 10,000 24 % Spending: 38.5 bn Euro 122.6 m at seminars/trainings Source: GNTB/TNS-Infratest 59.4 m at meetings/conventions 9.7 m guests from Europe (2006) 42.7 m at fairs/exhibitions Spending: 6.3 bn Euro Total: 540 m in Germany 1.4 m guests from overseas (2005) Spending: 14.0 bn Euro Spending: 4.5 bn Euro Source: BMWI/DWIF Source: GNTB/IPK more than 100,000 51 % Total spending: 63.3 bn Euro Source: GNTB 2007 (6)

Source: Federal Statistical Office 2007 (4) TRADE FAIR LOCATIONS/EXHIBITORS

TOP TOWNS AND CITIES IN GERMANY IN 2006 The six largest trade fair and exhibition centres in Germany in 2006 were: (OVERNIGHTS STAYS) Location Indoor area Outdoor area Ranking within (gross in m2) (gross in m2) Europe The 10 largest cities have a 35 % market share of all overnight Hanover 495,265 57,070 1 stays by foreign visitors in Germany Frankfurt/Main 321,754 89,163 3 Cologne 284,000 75,000 4 Düsseldorf 252,214 32,500 5 Berlin 5,925,193 37 %* Munich 180,000 253,000 13 Berlin 160,000 100,000 14 Munich 4,183,177 47 %* as of January 2006 Source: AUMA 2006 (8) Frankfurt/Main 2,514,561 49 %*

Cologne 1,633,189 37 %* THE GERMAN CONFERENCE AND CONGRESS MARKET

Hamburg 1,561,569 22 %* General overview Düsseldorf 1,201,599 41 % * Supply Demand

Stuttgart 825,981 32 %* Meeting and Events 2.6 m event venues Average duration 1.1 days Nuremberg 720,335 33 %* Total1 5,868 Meetings 33.8 % Events 66.2 % Dresden 486,797 14 %* and event centres (EC) 1,400 Total attendees 291.5 m Hanover 415,589 27 %* Meeting hotels (MH) 3,030 There of international 4.9 % Special venues2 1,438 Meeting attendees 98.4 m 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 Total meeting rooms 64,000 Event attendees 193.1 m *The percentage figures refer to the number of overnight stays by foreign visitors as a percentage of the total number of overnight stays (in each respective city) 1 Sites with at least 100 seats in the largest room (theatre-style seating) Source: Regional Statistical Offices 2007 (11), GNTB 2007 (6) 2 Castle, monastery, museum, factory/depot, studio, theme park, zoo, educational site/university, airport Source: EITW 2007 (9)

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SOURCE MARKETS REASONS FOR TRAVEL FOR INCOMING TOURISM AMONG EUROPEANS

BREAKDOWN OF OVERNIGHT REASONS FOR TRAVEL AMONG EUROPEANS TRAVELLING STAYS IN GERMANY BY CONTINENT ABROAD AND TO GERMANY IN 2006

Europe has a growth rate of +8.7 % in 2006 and an increasing market share Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector Europe 74 % Reason for travel Europe Germany Europe Germany 2006 2006 2006 2006 in millions in millions Percentage Percentage Holidays 262.7 17.4 68 % 52 % Short breaks of 1-3 nights 50.2 7.0 13 % 21 % Longer holidays of 4+ nights 212.5 10.4 55 % 31 % Visits to friends or relatives 27.9 2.9 7 % 9 % America 12 % Australia 1% Other travel 38.6 3.8 10 % 11 % Africa 1% Business trips 59.6 9.7 15 % 28 % Asia 9% Other 3% Total travel 388.8 33.7 100 % 100 % Source: Federal Statistical Office 2007 (4)

TOP 20 SOURCE MARKETS FOR GERMANY BY NUMBER Source: GNTB/WTM 2006 (5) OF OVERNIGHT STAYS IN 2006

BREAKDOWN OF EUROPEAN BUSINESS TRAVEL VOLUME INTO Germany has a variety of source markets Change 2006/2005 DIFFERENT TYPES OF BUSINESSTRIPS TO GERMANY IN 2006

Netherlands 8.8 +4.2% USA 4.7 +5.2% Total volume: 9.7 million trips Great Britain 4.5 +14.1% Switzerland 3.5 +7.1% Traditional business trips 54 % (+1 %-Point) Italy 2.9 +6.5% Belgium 2.3 +8.4% France 2.2 +8.7% Austria 2.2 +6.8% Denmark 2.0 +10.3% Incentive travel Spain 1.6 +7.5% 3% (+1 %-Point) Sweden 1.5 +8.4% Japan 1.4 +5.3% Poland 1.2 +18.6% Russia 1.0 +11.9% Trade fairs and exhibitions 20 % Conferences/congresses 23 % PR of China & Hong Kong 0.9 +8.4% (+1 %-Point) (-4 %-Points) Arab Gulf States 0.7 +2.6% Source: GNTB/WTM 2006 (5) Norway 0.6 +10.1% Czech Republic 0.6 -0.9% Australia 0.5 X Canada 0.5 +13.8% million 0.0 2.0 4.0 6.0 8.0

X= no data; recorded for the first time in 2006 Source: Federal Statistical Office 2007 (4)

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HOLIDAY PREFERENCES SOURCE MARKETS IN NORTHWEST/ AMONG EUROPEANS SOUTHWEST/NORTHEAST EUROPE

RANKING OF HOLIDAY CONTENTS OF EUROPEANS SOURCE MARKETS IN NORTHWEST IN GERMANY 2006 AS A PERCENTAGE AND SOUTHWEST EUROPE

In 2006 Germany's strengths lay in city breaks and sports/event-related travel With a total of 26.1 million overnight stays in 2006, the source markets of Northwest and 30% Southwest Europe have a nearly 50 % share of all overnight stays in Germany by foreign visitors 25% City breaks 28 % Winter sports 2% ■ 20%

15% Overnight stays Overnight stays % of holidays Population 2006 Forecast 2015 taken abroad1 in millions2 ■ 10% General tours 18 % Event-related Northwest Europe 15,984,165 17,700,000 81.1 87.1 5% ■ ■ holidays 5% Netherlands 8,778,441 9,500,000 113.3 16.4 ■■ ■ Great Britain 4,531,178 4,700,000 68.2 59.8 ■ Belgium 2,254,192 2,900,000 101.3 10.4 ■ ■■■■ ■ ■ Luxembourg 420,353 600,000 167.0 0.5 ■ ■■ Holidays in the countryside Health & fitness Southwest Europe 10,099,081 14,200,000 33.9 169.5 13 % holidays 2% Switzerland 3,451,905 5,400,000 135.7 7.3 Italy 2,853,427 3,900,000 26.5 58.1 France 2,223,960 2,400,000 34.1 60.7 ■ Spain 1,569,789 2,500,000 25.2 43.4 Seaside/lakeside holidays 5% Sports holidays 3% Total 26.083.246 31.900.000 50.0 256.6 Holidays in the mountains 4% ■ Incoming to Germany 1 2006 data ■ Source: GNTB/WTM 2006 (5) 2 2006 data Total Europe Source: Federal Statistical Office 2007 (4), GNTB 2006 (6)

HOLIDAY CONTENT FOR EUROPEANS SOURCE MARKETS IN NORTHEAST EUROPE/RUSSIA ON CITY BREAKS IN EUROPE AND GERMANY

With just under 7.0 million overnight stays in 2006, the source markets of Northern and Content of Total foreign city Rank City breaks Rank Eastern Europe/Russia have a 13 % share of all overnight stays in Germany by foreign visitors city breaks* breaks 2006 2006 to Germany 2006 by Europeans by Europeans Overnight Overnight stays % of holidays Population (frequency in %) (frequency in %) stays 2006 Forecast 2015 taken abroad1 in millions2 Sightseeing 59 1 56 2 Northeast 6,852,866 7,200,000 18.4 212.4 Enjoying 49 2 61 1 Europe/Russia atmosphere/ambience Denmark 1,956,103 2,000,000 104.7 5.4 Visiting museums 40 5 41 5 Sweden 1,521,611 1,800,000 62.1 9.1 Enjoying food 41 3 48 4 Norway 575,253 600,000 83.2 4.6 and drink Finland 447,951 600,000 80.0 5.3 Shopping 41 4 53 3 Poland 1,156,982 1,200,000 17.1 38.5 Visiting exhibitions 23 8 30 6 Russia 964,888 1,000,000 7.7 142.5 Nightlife 26 6 28 8 Baltic States 230,078 k.A. 28.5 7.0 Visiting parks/green areas 25 7 29 7 1 2006 data 2 2006 data * Trips involving one or more overnight stay; excluding the motive Source: Federal Statistical Office 2007 (4), GNTB 2006 (6) of visiting friends or relatives Source: GNTB/WTM 2006 (5)

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SOURCE MARKETS IN SOUTHEAST SOURCE MARKETS IN AMERICA/ISRAEL EUROPE/TRAVEL ARRANGEMENTS

SOURCE MARKETS IN SOUTHEAST EUROPE SOURCE MARKETS IN AMERICA/ISRAEL

With a total of 3.4 million overnight stays in 2006, the source markets of Southeast With total 6.7 million overnight stays in 2006 the source markets in America and Israel Europe have just under a 6 % share of all overnight stays in Germany by foreign visitors have a 13 % share of all overnight stays in Germany by foreign visitors in Germany. USA with a total of 4.7 million overnight stays in 2006 is the main overseas source market

Overnight Overnight stays % of holidays Population Overnight Overnight stays Population stays 2006 Forecast 2015 taken abroad1 in millions2 stays 2006 Forecast 2015 in millions1 Southeast Europe 3,429,402 4,130,000 56.0 35.9 Total 6,703,485 8,200,000 903.9 Austria 2,193,167 2,960,000 98.1 8.2 USA 4,652,389 6,400,000 301.1 Czech Republic 571,899 700,000 45.7 10.2 Canada 501,286 600,000 32.6 Hungary 427,251 470,000 34.6 10.1 Central-/South America 1,176,285 800,000 563.4 Slovenia 143,021 k.A. 38.7 5.4 America 6,329,960 7,800,000 897.1 Slovakia 94,064 k.A. 89.2 2.0 Israel 373,525 400,000 6.8

1 2006 data 1 2006 data Source: Federal Statistical Office 2007 (4), GNTB 2006 (6) 2 2006 data Source: Federal Statistical Office 2007 (4), GNTB 2006 (6)

USED BOOKING SITES OF THE EUROPEANS MAIN TRAVEL DESTINATIONS FOR US WHEN TRAVELING TO GERMANY IN EUROPE IN 2005

Germany must adopt a multi-channelling strategy in order to succeed Total travel from the USA to Europe 2005: 12.0 million trips against international competition Booking Channels / Sites in %

Internet 46 % Great Britain 32 %

Travel Agency 24 % France 18 %

Direct (Accommodation) 20 % Italy 17 % Direct (Transport) 14 % Germany 14 % Tourist Office 2 % Netherlands/Belgium/ 10 % Luxembourg Club, Newspaper, Church, School 2 % share % 0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % Implant 5 % multiple selection of destinations possible Others 10 % Source: GNTB/WTM 2005 (5)

0% 10% 20% 30% 40% 50% Multiple Responses Source: GNTB/WTM 2005 (5)

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US SOURCE MARKET ASIAN SOURCE MARKETS

INFORMATION SOURCES USED BY US AMERICANS CHINA WILL BECOME THE MOST IMPORTANT ASIAN TRAVELING TO GERMANY SOURCE MARKET FOR GERMANY IN THE NEAR FUTURE

39 % 2,462.1 2,500 Internet 43 % 35 % /Tour Company 45 % 2,000 Airlines 30 % 37 %

Friends or Relatives 13 % 1,465.6 19 % 1,500 1,382.7 11 % 1,183.4 Corporate Travel Dept 1 % 7 % 1,000 Travel guides 18 % 924.7 642.6 National Tourist Offices 2 % 3 % 389.8 500 TV/Radio/Newspaper/ 1 % 291.7 325.7 Magazines 3 % 193.1 0 % 10 % 20 % 30 % 40 % 50 % 116.1 94.7 ■ ■ 0 Holiday travel All travel Share in % Source: GNTB/WTM 2005 (5) JapanChina South Korea Taiwan in 1,000

■ Overnight stays 1994 ■ Overnight stays 2006 ■ Forecast 2015 HOLIDAY ACTIVITIES OF US AMERICANS IN GERMANY Source: Federal Statistical Office 2007 (4), GNTB 2006 (6)

CHINESE AND JAPANESE ARE AMONGST THE HIGHEST Dining in 92 % SPENDERS FOR TAX-FREE SHOPPING IN GERMANY Visit historical places 89 %

Shopping 85 % Sales in million Euro

Visit small towns 69 %

Sightseeing in Cities 66 % Russia 91.8 346 € 1

Touring countryside 57 % China/Hongkong 69.9 195 € / 594 € Art Gallery/Museum 55 % Switzerland 42.4 € Cultural heritage sites 51 % 123

Guided Tours 34 % Japan 24.9 341 € Concert/Play/Musical 27 % USA 24.1 262 € Cruises (1 night +) 22 %

Nightclubs/Dancing 20 % 020406080100

0 % 20 % 40 % 60 % 80 % 100 %

Multiple selection of categories is possible, Share % Source: GNTB/WTM 2005 (5) 1 Average spending per shopping visit Source: Global Refund 2007 (13)

20 US AMERICANS IN GERMANY ASIANS IN GERMANY 21 07138 Incoming 07_englisch_final 23.05.2007 12:38 Uhr Seite 22 T&T business environment and infrastructure 1 data 2006 22 33.0 925.0 600,000 3,951.0 48.0 600,000 128.2 6,400,000 607,298 1,323.6 600,000 4,909.2 486,421 1,500,000 4,643,251 2,500,000 7,600,000 325,683 1,382,668 * excl. Israel 5,736,970 924,676 Oceania Australia, New Zealand und Africa Asia South Korea China/Hongkong Japan Total SOURCE MARKETS ASIA, AFRICA AND AUSTRALIA TRAVEL & TOURISM COMPETITIVENESS INDEX T&T human, cultural, and natural resources Australia have 11 % share of all overnight stays in Germany by foreign visitors With total 5.7 million overnight stays in 2006 the source markets Asia, Africa and Germany is in third place the world, behind Switzerland and Austria. T & COMPETITIVENESS INDEX OTHER SOURCE MARKETS/ Price competitiveness in T&T industry WORLD Ground transport infrastructure Natural and cultural resources Prioritization of T&T strategies National tourism perceptions Availability of qualified labor Policy rules and regulations Air transport infrastructure T&T regulatory framework Environmental regulation Education and training Tourism infrastructure Health and hygiene Workforce wellness Safety and security ICT infrastructure Human resources . 1020 30 . . 607.0 6.0 5.0 2.04.0 3.0 0.0 1.0 stays 2006 Source: Federal Statistical Office 2007 (4), GNTB 2006 (6) vrih vrih ty Population stays Overnight Overnight 1 2007 Index for Germany: 5.5 oeat21 in millions Forecast 2015 Source: World Economic Forum 2007 (3) 3.6 3.6 3.9 4.5 5.2 5.3 5.3 5.4 5.5 5.6 5.6 5.7 6.0 6.1 6.2 6.3 * 2 6.6 6.8 6.9 of 7 points 4.9 from a max. People of 7 points 5.1 from a max. Culture and Heritage Germany's image enjoyed a particular boost in the areas of tourism and culture 2006 overnight stays from abroad by 2015 Trough successful marketing Germany can net just under 61 million GNTB GROWTH FORECASTS FOR 2015 GERMANY IN THE WORLD ■ 39.0 06 2015 2006 uoaAsia Europa of 7 points 5.1 from a max. Tourism 44.3 5.7 Australia Africa 7.8 GERMANY IN THE WORLD/ GNTB GROWTH OUTLOOK Source: Federal Statistical Office 2007 (4), GNTB 2006 (6) 6.7

mrc Others America 1

2

3

overnight stays (in millions) 4 7.7

5

6

7 8 Source: GNTB/Anholt-GMI 2006 (7) of 7 points 5.3 from a max. Exports 1.5 of 7 points 4.9 from a max. Immigration Investment and WORLD 1.4 of 7 points 4.9 from a max. Governance 0 10 20 30 40 50 23 07138 Incoming 07_englisch_final 23.05.2007 12:38 Uhr Seite 24

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 29 for- eign 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, 7 GNTB/Anholt-GMI, Nation Brands World Tourism Barometer 1/2007, Index 2006, USA 2007 Tourism Market Trends 2006 Edition, 8 Association of the German Trade Spain 2004-2006 Fair Industry (AUMA), Messeplatz 2 TSA/ WTTC World Travel and Tourism Deutschland (Germany as a Trade Council, The 2006 Travel and Tourism Fair Destination), Berlin 2006 to 2007 Economic Research Country 9 Meeting- and Event Barometer of League Tables, UK 2007 EITW commissioned by EVVC, GCB, 3 World Economic Forum, Travel & Tou- GNTB, Wernigerode 2007 rism Competitiveness Report 2007, 10 German International Hotel Associati- Geneva 2007 on (IHA)/Deloitte, Hotelmarkt 4 Federal Statistical Office, Annual Deutschland (The German Hotel Reports and Monthly Reports 1995 Market), Industry Report 2007, to 2006, Wiesbaden 2007 Berlin 2007 5 GNTB/IPK-International, World Travel 11 Regional Statistical Offices 2007 Monitor/In-Flight-Survey 2005 12 Internet World Stats, USA 2007 Malta 2007, USA 2006 13 Global Refund Germany, 6 GNTB Market Research, Frankfurt Düsseldorf 2007 2006, 2007

German National Tourist Board (GNTB) Beethovenstraße 69 60325 Frankfurt am Main Germany Tel.: +49 (0)69 974 640 Fax: +49 (0)69 751 903 Email: [email protected] Internet: www.germany-tourism.de