www.germany.travel
German National Tourist Board Incoming-Tourism Germany Facts and Figures 2014 Edition 2015
Tw o thousand four teen CONTENT
03 Introduction / 14 Business travel / Trade fairs / International tourism 2014 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 Germany in the World Europeans / 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 and Europe / Southeast Europe 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) 2015 in the city of Erfurt, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2014. 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 market research department like from the World Travel Monitor, Quality Monitoring of German Tourism and data supplied by the Federal Statistical Office, international and national associations of tourism service providers.
International tourism 2014 Source: UNWTO 2015 (1) Record number in world tourism 2014: More than 1.1 billion international arrivals
Largest growth in international travel in the Americas and Asia/Pacific
arrivals in million Change 2014/13
World 1,138.0 + .%
Europe 588.4 + .%
Asia / Pacific 263.0 , Mimilliono. +. % worldwidinternaetional e Americas 180.6 internationalAnkünfte weltwei arrivalst +. %
Africa 56.0 +. %
Middle East 50.3 + . % ( … ) , ,
worldwide growth forecast + % to + %
03 WORLD / EUROPE
Growth Outlook world tourism Source: UNWTO 2015 (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 2010 2014 2030* 2010–2030 2014 % 2030 %*
Europe 484.9 588.4 744.0 +2.3 51.7 41.1
Asia/Pacific 205.1 263.0 535.0 +4.9 23.1 29.6
Americas 150.6 180.6 248.0 +2.6 15.9 13.7
Africa 49.9 56.0 134.0 +5.0 4.9 7.4
Middle East 58.2 50.3 149.0 +4.6 4.4 8.2
World 949.0 1,138.0 1,809.0 +3.3 100.0 100.0
* forecast
: + . % worldwide + . % Europe
Economic crisis and tourism Source: GNTB/WTM 2014(5), outbound travelers only
European and major asian outbound markets mostly crisis-resistant for traveling in 2015
Impact of financial and economic crisis on the travel behavior
% China
% % Japan % % Asia % % Europe
% % America
% % USA % % Brazil % %
crisis-resistant change in travel behavior/no travel (next 12 month)
04 International travel destination Germany Source: GNTB/WTM 2015 (5)
Germany is the second most popular destination for the fifth time since 2010.
Germany with a high growth rate among the top five destinations worldwide for European travelers Trips in million Change 2014/2013
Spain 55 + %
Germany 50 + %
France 38 + %
Italy 33 + %
Austria 25 + %
: million trips abroad from Europe + %
Germany in the World Source: Anholt-GfK Roper Nation-Brands- Index 2014 (7)
Germany worldwide number one
Image 2014: on the demand side, Germany is ranked first compared to 50 countries worldwide. Tourism is one of the six key locational factors for a country’s Image
. * Tourism ()
.* Exports ()
. * People ()
.* Governance ()
.* Culture and Heritage ( )
.* Investment and Immigration ()
* from a max. of 100 points; in brackets: worldwide ranking
05 WORLD / EUROPE
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2014 (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
2013 2 8 5
2014 1 7 1
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2014 (7)
Lasting impact of the World Cup, plus sporting success, define 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 2015 (3)
Germany leading in health standards, security, culture, infrastructure, education and environment
Germany’s strenght as international travel destination compaired with 141 nations worldwide (Rank 1: Spain, rank 2: France, rank 3: Germany) Scale: 1 = low, 7 = high
Indicator Score 2015
Health and hygiene 6.8
Safety and security 6.1
Cultural resources 6.0
Ground transport infrastructure 6.0
Tourism infrastructure 5.6
ICT infrastructure 5.5
Education and training 5.2
Environmental sustainability 4.9
Air transport infrastructure 4.9
2015 Index for GERMANY 5.2
Germany inside Europe Source: Eurostat 2015 (2)
Germany has a market share of 6 % in total overnight stays by foreign visitors in the European Union
Germany ranked seventh remaining a high growth rate Change 2014 overnight stays by foreign guests in million* 2014/2013 Spain 259.5 + . % Italy 183.9 – . % France 131.0 – . % Great Britain** 116.7 + . % Austria 77.9 – . % Greece 77.3 + . % Total overnight stays by foreign Germany 74.5 + . % visitors in the EU countries in : Croatia 61.0 + . % , . million Netherlands 35.0 + . % Change / : + . % Portugal 34.7 + . %
*in hotels and similar establishments (estimates) **2013 data
07 GERMANY
Incoming Tourism in Germany Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Germany
Capital Berlin Federal states 16 Non-city states 13 City states 3 Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 80.6 Gross domestic product (2014 in Euro billion) 2,903.2 GDP per capita 2014 (in Euro) 36,020 Real GDP growth (in %) 2013 / 2014 + 0.1 / + 1.5 Economic importance of travel and tourism1 Total expenditure by tourists 278.3 billion € by domestic tourists 241.7 billion € (87 %) by international tourists 36.6 billion € (13 %) Total national gross value added (direct, indirect, and induced effect) 214.1 billion € Proportion of total national gross value added 9.7 % of which: total national gross value added (direct effect) 97.0 billion € Proportion of total national gross value added 4.4 % Overall impact on employment (direct, indirect, and incluced) 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 2014 International arrivals in million (incoming) 33.0 Arrivals per 100 of the population 40 Travel and tourism in Germany 2014 Overnight stays by domestic travelers (thousands) 348,484 Domestic growth + 2.5 % Overnight stays by international travelers (thousands) 75,577 International growth + 5.1 % Total overnight stays (thousands) 424,062 Total growth + 3.0 % Sales turnover of overnight stays by domestic travelers 1 115.4 billion € of which hotel / guesthouse Overnight stays by domestic travelers (thousands) 201.846 Overnight stays by international travelers (thousands) 61,312 Total overnight stays (thousands) 263,158 Number of hotel beds 2 (as of July 2014) 1,764,907 Hotel room occupancy 5 (2014) (2013: 68.5 %) 2014: 70.1 % Outgoing travel 2014 3 Trips taken by Germans (in thousands) 344,700 Of which trips abroad (in thousands) 76,700 No. of foreign holiday trips per 100 of the population 71 Inbound travel from Europe 2014 3 Trips to Germany by Europeans (in thousands) 49,700 Expenditure for travel to Germany per trip/person: 596 € per night/person: 98 € Length of stay in Germany (average) 6.1 nights Travel and tourism balance of payments 2014 4 Expenditure on travel and tourism (14 / 13 + 0.9 %) 69.4 billion € Income from travel and tourism (14 / 13 + 4.9 %) 32.6 billion € International balance of payments for travel and tourism (14 / 13 – 2.4 %) − 36.8 billion €
1 DIW econ 2012, TSA-Base year 2010 2 In hotels / b & b-hotels / inns / guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2015 (5) 4 Deutsche Bundesbank, March 2015 5 IHA/MKG Hospitality 2015 08 Hotel prices in Europe and Germany Source: IHA/MKG Hospitality 2015 (10)
Germany has an excellent price / performance ratio in hotel accommodation
Comparison of hotel prices in European and German cities
TOP 5 Europe Net prices in (excl. breakfast and taxes), Change / in % Geneva 211 + .% London 157 + .% Paris 151 + .% Rome 124 – .% Amsterdam 116 + .%
TOP 5 Germany
Munich 110 +/– .% Duesseldorf 99 + .%* Frankfurt 95 EU-Average: (+.%) – .% Hamburg / + .%/ Germany: € (+1.6%) Mainz 91 87 + .% Stuttgart 90 Berlin: 89 € (+2.0%) + .%
* international exhibitions from Jan-May
Source markets for Incoming Tourism Source: Federal Statistical Office 2015 (4)
Breakdown of overnight stays in Germany by continent
Europe with a growth rate of +4.2% in 2014 remains the most important source market. Asia extends its market share
% Europe
% % Australia, Americas New Sealand and Asia Oceania %
Africa % Other %
09 GERMANY
Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2015 (4)
Overnight stays in Germany by foreign visitors in 2014 by federal state
, , Schleswig- Holstein Hamburg Mecklenburg- , , Western Pomerania ,, Bremen , Brandenburg Lower Saxony Berlin , , , ,
, , North Rhine-Westphalia Saxony-Anhalt . .
Hesse Saxony , , , ,, Thuringia Rhineland- Palatinate , , . million Total overnight stays Saarland , , ,
, , Baden- Bavaria Wuerttemberg
Seasonal breakdown Source: Federal Statistical Office 2015 (4)
Seasonal breakdown of overnight stays by foreign visitors travelling to Germany overnight stays by foreign visitors (thousands) ,
,
,
,
,
,
, Jan FebMarchApril MayJuneJulyAug SepOctNov Dec
10 Accommodation capacities Source: Federal Statistical Office 2014 (4)
Capacities in Germany by type of accommodation 2014
Accommodation capacity (as of July 2014) Type of accommodation establishments in operation Share in % *
Hotels 13,270 25.6
Bed & breakfast hotels 7,400 14.3
Inns 7,540 14.5
Guesthouses 5,189 10.0
Traditional accommodation providers 33,399 64.4
Leisure, recreational and training centres 2,608 5.0
Holiday centres 113 0.2
Holiday homes or apartments 10,066 19.4
Holiday cottages, youth hostels 1,930 3.7
Campsites 2,857 5.5
Preventative medical clinics and rehabilitation clinics 892 1.7
All types of accommodation 51,865 100.0
Types of accommodation Source: Federal Statistical Office 2015 (4)
Overnight stays in Germany by foreign visitors in 2014 by type of accommodation
Share in % *
Hotels 56 % Bed & breakfast Hotels 19 % Campsites 6 % Holiday cottages, Youth hostels 4 % Holiday homes or appartments 4 % Market share of hotels and b&b-hotels Holiday centres 3 % % Inns 3 %
Guesthouses 3 %
Other 2 %
* deviations due to rounding 11 GERMANY
City breaks Source: Federal Statistical Office 2015 (4)
Breakdown of overnight stays in 2014 by foreign visitors in German towns and cities according to size
55 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000
% % % ,– , less than , more than ,
City breaks Source: Regional Statistical Offices 2015 (11), GNTB 2015 (6)
Top towns and cities in Germany in 2014 (overnights stays)
The 11 “Magic Cities” have a market share of 44% of all overnight stays by foreign visitors in Germany
Berlin 12,495,526 . %
Munich 6,650,914 . %
Frankfurt / Main 3,633,879 . %
Hamburg 2,935,960 . %
Cologne 1,951,899 . %
Duesseldorf 1,850,938 . %
Stuttgart 1,014,441 . %
Nuremberg 911,615 . %
Dresden 1 828,608 . %
Hanover 455,763 . %
Leipzig 1 392,525 . %
million
1 excluding campsites 2 The percentage figures refer to the number of overnight stays by foreign visitors as a 12 percentage of the total number of overnight stays (in each respective city) Source markets for Incoming Tourism Source: Federal Statistical Office 2015 (4)
Top 20 source markets for Germany by number of overnight stays in 2014
The Netherlands are Germany’s number 1 source market, Switzerland maintains second place Change 2014/2013 Netherlands 11.0 + . % Switzerland 5.9 + . % USA 5.2 + . % Great Britain 5.2 + . % Italy 3.7 + . % Austria 3.6 + . % France 3.2 + . % Denmark 3.1 + . % Belgium 3.0 + . % Poland 2.4 + . % Russia 2.4 – . % Spain 2.1 + . % PR of China & Hong Kong 2.0 + . % Arab Gulf States 1.9 + . % Sweden 1.7 Overnight stays by + . % Japan 1.3 international travelers : – . % Czech Republic 1.0 + . % Norway 0.9 . million + . % Israel 0.9 + . % Brazil 0.8 + . % million
Airports Source: ADV 2015 (13)
Traffic revenue at Germany’s international airports increased by + 3.0 % in 2014 93 % of the passenger volume of 207.9 million is allotted to the TOP 10 airports *
Passengers 2014 (million); Change 2014/2013
Frankfurt 59.4 + . % Munich 39.6 + . % Berlin 28.0 + . % Duesseldorf 21.8 + . % Hamburg 14.7 + . % Stuttgart 9.7 + . % Cologne/Bonn 9.4 + . % Hanover 5.3 + . % Nuremberg 3.2 – . % Bremen 2.8 + . %
* 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 travelers Business travelers
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 € . billion = % of the total expenditure by tourists in Germany of . billion
Germany as a conference location: No. 1 in Europe – no. 2 worldwide
ICCA - Ranking: International Meetings 2014
Rank TOP 5 Europe Number of meetings TOP 5 worldwide Number of meetings 1. Germany 659 USA 831 2. Spain 578 Germany 659 3. Great Britain 543 Spain 578 4. France 533 Great Britain 543 5. Italy 452 France 533
Source: ICCA 2015 (16)
Trade Fairs in Germany
Foreign visitors 2013/ AUMA category international and national events
Asia / . % Middle East . % Europe (Non-EU)
. % European Union
America . %
Africa . %
Australia / Oceania . % Total . m illion foreign visitors
Source: AUMA 2014 (8) 14 Business travel destinations for Europeans Source: GNTB / WTM 2015 (5)
Germany leads the way among the top ten business travel destinations for Europeans
business trips in million
Germany 12.3 . , .
France 5.0 . .
Great Britain 4.5 . .
Austria 3.6 . .
Spain 3.3 . .
Italy 3.2 . .
USA 2.2 . .
Netherlands 2.1 . . Business trips by Europeans Russia 2.0 . . total in : . million Poland 1.9 . .
Sweden 1.7 . .
Switzerland 1.7 . .
traditional business trips promotable business trips (Meeting/Incentive/Convention/Exhibition)
Types of business trips Source: GNTB / WTM 2015 (5)
Breakdown of European business travel volume into different types of business trips to Germany 2014
6.9 million promotable business trips
Share (change to 2013)
% Traditional business trips (– % point)
% Trade fairs and exhibitions (– % point) % Conferences / congresses % Incentives (– % point) (+ % points)
% Promotable business trips Total volume (+ % point) . million trips 15 EUROPEANS IN GERMANY
Reasons for travel among Europeans Source: GNTB / WTM 2015 (5)
Reasons for travel among Europeans when travelling abroad and to Germany in 2014
Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector
Europe 2014 Germany 2014 Europe 2014 Germany 2014 Reason for travel in million* in million* percentage * percentage *
Holidays 322.8 27.8 72.7 % 55.9 %
Short breaks of 1–3 nights 81.8 11.7 18.4 % 23.5 %
Longer holidays of 4+ nights 241.1 16.2 54.3 % 32.6 %
Visits to friends or relatives 30.3 5.3 6.8 % 10.7 %
Other travel 28.9 4.3 6.5 % 8.7 %
Business trips 61.8 12.3 13.9 % 24.7 %
Total travel 443.8 49.7 100 % 100 %
Holiday preferences Source: GNTB / WTM 2015 (5)
Ranking of holiday contents of Europeans in Germany 2014 as a percentage
In 2014 Germany’s strengths lay in city / event breaks and round trips
share of responses
City breaks 33 % Round trips 24 % Trip for a special private occasion 8 % Seaside / lakeside holidays 7 % Other holiday 5 % Event-related holidays 5 % Holidays on the countryside 4 % Holidays in the mountains 4 % Cruise / boat holiday 3 % Europeans Visit of a leisure park 2 % to Germany Sports holidays Europeans 2 % worldwide Winter sports 2 % Health & fitness holidays 1 %
* deviations due to rounding
16 Transport / Modal split Source: GNTB / WTM 2015 (5)
Car and plane as the most popular means of transport in 2014
All trips from Europe to Germany in 2014: 49.7 million Share (change to 2013)
% % Plane Car (+ %-Point ) (– %-Point)
% European trips Other % Coach to Germany in (+/− %-Points) % Rail (+/− %-Points) (+/− %-Points) . million
Satisfaction of holidaymakers Source: GNTB Quality Monitor 2015, rounded values
Excellent scores from abroad for destination Germany 1 = delighted; 6 = disappointed
1.78 Overall satisfaction 1.97
Range & quality 1.87 of products and services 1.93
1.98 Accommodation 1.95
1.96 Gastronomy 1.98
2.05 Opening hours average grade 2.07 * Holiday travelers 2.10 Value for money 2.15 Business travelers
. . . . * Data as to September 2014, total travel from abroad
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 (rounded values)
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 of 2.38 hearing people 2.88 Level of satisfaction 2.05 for German visitors Visitors with pushchairs Level of satisfaction 2.50 for foreign visitors
. . . . .
Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Source markets in Northwest and Southwest Europe
With a total of 35.0 million overnight stays in 2014, Northwest and Southwest Europe source markets have a share of about 46 % in all overnight stays in Germany by foreign visitors
Overnight Stays Forecast Population Markets 2014 Overnight stays 2030 * in million 1 Northwest Europe 20,079,537 25,100,000 97.2 Netherlands 10,987,835 12,300,000 16.8 UK and Rep. of Ireland 5,544,046 7,400,000 68.7 Belgium 2,965,314 4,500,000 11.2 Luxembourg 582,342 900,000 0.5 Southwest Europe 14,873,853 22,900,000 180.5 Switzerland 5,863,826 9,300,000 8.1 Italy 3,658,614 4,900,000 59.8 France 3,217,086 4,700,000 66.0 Spain 2,134,327 4,000,000 46.6 Total 34,953,390 48,000,000 277.7
Overnight stays by foreign visitors : . million : . m illion
18 * excluding campsites, deviations due to rounding 1 2013 data Source markets in Northeast Europe Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Source markets in Northeast Europe / Russia
With 11.6 million overnight stays in 2014, Northern and Eastern Europe / Russia source markets have about a 15 % share of all overnight stays in Germany by foreign visitors
Overnight Stays Forecast Population Markets 2014 Overnight stays 2030 * in million1 Northeast Europe / 11,640,118 21,700,000 214.0 Russia Denmark 3,137,551 4,400,000 5.6
Poland 2,448,115 4,600,000 38.5
Russia 2,398,010 7,200,000 143.5
Sweden 1,726,746 2,300,000 9.6
Norway 886,874 1,300,000 5.1
Finland 645,303 1,100,000 5.4
Baltic States 397,519 800,000 6.3
Overnight stays by foreign visitors : . million : . millio n
Source markets in Southeast Europe Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Source markets in Southeast Europe
With a total of about 7.4 million overnight stays in 2014, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors
Overnight Stays Forecast Population Markets 2014 Overnight stays 2030 * in million1 Southeast Europe 7,428,011 13,100,000 79.5
Austria 3,561,687 6,000,000 8.5
Czech Republic 978,090 1,500,000 10.5
Hungary 696,080 1,200,000 9.9
Slovakia 336,543 800,000 5.4
Slovenia 255,611 600,000 2.1
Balkans 2 1,600,000** 3,000,000** 43.1
Overnight stays by foreign visitors : . million : . million
* excluding campsites, deviations due to rounding; **GNTB calculation; 1 2013 data 2 Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia 19 EUROPEANS / US AMERICANS IN GERMANY
Travel arrangements Source: GNTB / WTM 2015 (5)
Used booking sites of the Europeans when traveling to Germany
Germany must adopt a multi-channeling strategy in order to succeed against international competition Share of booking channels / sites in % (2014)
Internet 80 %
Direct (Accommodation) 22 %
Travel Agency 17 %
Direct (Transport) 14 %
Tourist Office 3 %
Club / Newspaper / Church / School 3 %
Implant 2 %
Multiple responses; Other 9 % only prebooked trips
( … )
Source markets in America / Israel Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Source markets in America / Israel
With about 8.2 million overnight stays in 2014 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 5.2 million overnight stays in 2014 are the main overseas source market
Overnight Stays Forecast Population Markets 2014 Overnight stays 2030 * in million1 America / Israel 8,179,132 13,800,000 970.6
USA 5,160,877 6,800,000 316.1
Brazil 779,122 1,700,000 200.4
Canada 633,034 1,000,000 35.2
Central-/South America 736,756 2,900,000 410.8 America total 7,309,789 12,400,000 962.5
Israel 869,343 1,400,000 8.1
Overnight stays by foreign visitors : . million : . million
20 * excluding campsites, deviations due to rounding; 1 2013 data US source market Source: GNTB / WTM 2014 (5)
Main travel destinations for US Americans in Europe
Total travel from the USA to Europe 2013: 12.4 million trips
Trips in million
Great Britain 2.6 Italy 2.4 France 2.0 Germany 1.8 Eastern Europe 1.4 Spain 1.1 Belgium/Netherl./Luxemb. 1.0 Austria/Switzerland 1.0 Ireland 0.9 Multiple selection of destinations possible Northern Europe 0.6
. . . . . .
US source market Source: GNTB / WTM 2014 (5)
General tours/sightseeing are the dominant holiday activities of US travelers in Germany
Type of holiday in Germany by visitors from USA 2013
Share in %
Round trips / Sightseeing 32%
City breaks 20%
Holidays on the countryside 16%
Event-related holidays 6%
Trips for a special private occasion 5%
Other holiday 27%
% % % % % % % %
21 ASIA/ WORLD
Asian source markets Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
China is the most important Asian source market for Germany
Overnight stays in 1,000
5,000.0 PR of China & Hong 2,032.9 Kong Forecast 291.7 * 1,500.0
Japan 1,255.2 1,183.4
2,000.0 India 650.1
3,600.0 Arab Gulf States 1,862.1
207.1 * excluding campsites , , , , ,
Tax-Free Shopping Source: Global Blue 2015 (12)
China, Russia and Switzerland with the highest spendings for tax-free shopping in Germany
Share of nations at total sales turnover
China 35 %
Russia 20 %
Switzerland 6 %
UAE 3 %
Kuwait 3 %
Taiwan 2 %
Thailand 2 % Saudi Arabia 2 % Total in : tax free turnover USA 2 % . billion (–. % change to ) Israel 2 %
% % % % % % % %
22 Other source markets Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
Source markets Asia, Australia and Africa
With about 7.3 million overnight stays in 2014, the source markets Asia, Australia and Africa have a share of 10 % of all overnight stays in Germany by foreign visitors
Overnight Stays Forecast Population Markets 2014 Overnight stays 2030 * in million1
Asia/Australia/Africa 7,327,746 14,600,000 2,925.9
PR of China / Hong Kong 2,032,946 5,000,000 1,357.4
Arab Gulf States 1,862,103 3,600,000 48.7
Japan 1,255,181 1,500,000 127.3 Australia, New Zeeland 845,053 1,300,000 37.2 and Oceania India 650,103 2,000,000 1,252.1
South Korea 500,943 900,000 50.2
South Africa 181,417 300,000 53.0
Overnight stays by foreign visitors : . million : . million 1 2013 data * excluding campsites, deviations due to rounding
GNTB growth outlook Source: Federal Statistical Office 2015 (4), GNTB 2015 (6)
GNTB growth forecasts for 2030
Germany can obtain 121.5 million overnight stays from abroad by 2030 through successful marketing overnight stays (million), including campsites
86.7
Europe 56.3
33.6 Forecast * 19.5 Asia / Australia / 9.5 ** Africa 4.9
13.8
America / 8.2 Israel * excluding campsites ** excl. . million other overnight stays 5.6
23 www.germany.travel
German National Tourist Board
Working on behalf of the federal government, the German National Tourist Board (GNTB), based in Frankfurt am Main, has been planning, coordinating and implementing activities for marketing Germany abroad for more than 60 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 organization, the GNTB is committed to transparency and efficiency rather than commercial gain.
Sources
1 UNWTO World Tourism Organization, World 11 Regional Statistical Offices 2015 Tourism Barometer 1 / 2015, Madrid 2015 12 Global Blue Germany, Duesseldorf 2015 2 EUROSTAT, Luxembourg 2015 13 ADV (German Airports Association), 3 World Economic Forum, Travel & Tourism Berlin 2015 Competitiveness Report 2015, Geneva 2015 14 GNTB / Europäische Reiseversicherung AG, 4 Federal Statistical Office, Annual Reports Qualitätsmonitor Deutschland-Tourismus, and Monthly Reports 1995 to 2014, (Quality Monitoring of German Tourism) Wiesbaden 2015 Frankfurt, Munich 2010 – 2014
5 GNTB / IPK-International, World Travel 15 DIW econ, Berlin 2012 Monitor, Malta 2014, 2015 16 ICCA, Amsterdam 2015 6 GNTB Market Research, Frankfurt 2014, 2015
7 GNTB / Anholt-GfK Roper Nation-Brands- Index 2014, USA 2014 Copyrights 8 Association of the German Trade Fair Page 2: Source GNTB, Koelnmesse; Industry (AUMA), Messe-Trend, Key Figures, Page 3: Source GNTB, Darmstadt: Alte Stadt Berlin 2014 mauer und Darmstadtium – Wissen- 9 Meeting- und Event Barometer of EITW schafts- und Kongresszentrum (WKZ), commissioned by EVVC, GCB, GNTB, photographer: Rolf-Dieter Düppe; Wernigerode 2013/2014 Berlin: Museumsinsel, Touristinnen im Pergamonmuseum, 10 German International Hotel Association photographer: Hans Peter Merten (IHA) / MKG Hospitality, Berlin 2015
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