German National Tourist Board Incoming- Edition 2008

Facts and Figures 2007 CONTENTS

03 Introduction/Guidelines Introduction 04 International 2007 05 Economic importance of tourism To coincide with the IMEX 2008 in /Main and the Germany 06 Growth outlook for Europe/ Travel Mart (GTM) 2008 in /Augsburg, the GNTB is publishing use of the internet in Europe a summary of key facts and figures for incoming tourism to Germany. 07 Forms of / prices This publication is aimed at providing the GNTB’s partners with in Europe a regular and up-to-date annual overview of the most important 08 Incoming market research results for the previous travel year. 09 Incoming tourism – importance and

breakdown Production Credits This edition is based on studies by the UNWTO, the WTTC and studies 10 Seasonal breakdown/ Published by: carried out by the GNTB’s own business planning and market accommodation capacities German National research­ department like from the , TNS- Tourist Board (GNTB) 11 Types of accommodation/airports Beethovenstrasse 69 Infratest, F.U.R. and data supplied by the Federal Statistical Office, 12 City breaks 60325 Frankfurt am Main international and national associations of tourism service providers. Germany 13 Tel.: +49 (0)69 974 640 14 Source markets for incoming touris Fax: +49 (0)69 751 903 Email: [email protected] Reasons for travel among Europeans www.germany-tourism.de 16 preferences among www.germany-extranet.de 10 strategic spheres of activity for Germany’s Europeans Design: M.A.D. Kommunikation, Offenbach/Main Incoming Tourism 17 Source markets in Northwest/ Printed by: Hans Reuffurth Southwest/Northeast Europe GmbH, Germany 1 Strengthen the image of Germany as a travel destination Translation: LingServe Ltd 18 Source markets in Southeast Pictures credits: 2 Generate tourism growth at the global level Europe/travel arrangements TAM MUC/Allianz-Arena/ 3 Expand and integrate air, rail and road infrastructure for tourism 19 America/Israel source markets DZT p. 02; 4 Secure position as premier business travel destination in Europe Krüger, Torsten / DZT p. 02; 20 US source market Nürnberg Congress & 5 Rise to the challenge of global socio-demographic change 21 Asian source market Tourismus Zentrale / DZT p. 03; 6 Develop and exploit the cultural attractions of Germany for Leif Agentur für Photos & 22 Other source markets/ Reportagen GmbH / DZT p. 03 tourism purposes T & T C – Index 7 Develop health-related tourism, particularly in the domestic Edition 2008 23 Germany in the world/ market GNTB growth outlook 1 (GB) 2008 8 Develop products and scenarios to cope with climate change 9 Promote greater internationalisation of cities and regions 10 Adopt multi-channelling strategy for global sales and marketing

Source: GNTB 2007 (6) 02 www.germany-tourism.de 03 2007 Economic importance of tourism

According to the Unwto, 898 million (+ 6.1 %) Contribution of Travel & Tourism economy 2008 international arrivals were recorded in 2007 Direct and indirect effects of tourism

Arrivals in millions 898 Rank Country US-$ bn Tourism Satellite Account (TSA) 900 1 1,442.8

800 2 508.6 The Travel & Tourism Economy identifies 3 Japan 438.1 the broad impact of travel demand as it 700 4 Germany 316.2 flows-through the economy. It consists of goods and services produced for visitors 600 5 307.0 and other activities strongly dependent on 6 Spain 276.7 480 500 Travel & Tourism spending, such as retailing 7 UK 262.3 and construction, which would decline if 400 8 226.1 travel demand reduced. 9 Canada 154.6 300 10 Mexico 130.2 185 Source: TSA / WTTC 2008 (2) 142 200

46 44 100 Contribution of Travel & Tourism industry 2008 0 Europe Asia/Pacific America Middle East Africa World +4 % +10 % +5 % +13 % +8 % +6 % Direct effects of tourism

Arrivals in millions Growth in 2007 (provisional) Rank Country US-$ bn Source: UNWTO 2008 (1), provisional Tourism Satellite Account (TSA) 1 United States 542.4 2 Japan 162.5 The Travel & Tourism Industry indentifies 3 France 115.7 the narrower economic impact – goods Development of international arrivals worldwide, 4 China 109.0 and services directly for visitors, such as 5 Spain 102.5 accommodation and transport. It is the in Europe and Germany narrower perspective of our activity which 6 UK 97.0 can be compared with other industries in Germany has gained substantial momentum since 2003 and has 7 Italy 94.0 the economy. experienced growth at the global average in 2007 8 Germany 88.7 9 Australia 46.3

10 Canada 45.8 Source: TSA / WTTC 2008 (2) 175

Employees / Capital Investment (CI) in the Travel & Tourism economy in 2008 150

Rank Country Employees Rank Country CI in US-$ bn (million) 1 China 74.5 1 United States 285.6

125 2 India 30.5 2 China 224.6 3 United States 14.9 3 Spain 70.0 4 Japan 6.8 4 Japan 56.4 The index values are shown from 5 Mexico 6.6 5 France 46.1 a base point of 100 (1995 = 100) 6 Indonesia 5.9 6 UK 45.9 100 7 5.5 7 Germany 39.7 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 8 Vietnam 4.9 8 Italy 38.9 Germany World* Europe* 9 Russian Fed. 4.1 9 Russian Fed. 38.4 12 Germany 3.6 10 Australia 35.7 Source: UNWTO 2008 (1), Federal Statistical Office 2008 (4) *Provisional data for 2007 S o u r c e : T S A / W T T C 2 0 0 8 ( 2 ) Source: TSA / WTTC 2008 (2)

04 World World 05 Growth outlook for Europe / internet users in Europe Modal split / hotel prices in Europe

Growth outlook for Europe Breakdown of international travel by Europeans

Tourism is one of the global growth industries of the future, with 3 % forecast according to form of transport in millions 2007 growth per annum to Europe Travel by air and road are the dominant categories for travel throughout Europe. Total outbound trips by Europeans 2007: 409.3 million Arrivals Arrivals Arrivals Annual Market Market in million in million in million growth % share 1995 share 2020 1995 2010 2020 1995-2020 Travel by car 29 % Air Travel 50 % (+ 1 % Point) (+ 1 % Point) Europe 336.0 527.0 717.0 3.1 59.8 45.9

America 110.0 190.0 282.0 3.8 19.3 18.1

East Asia/ 81.0 195.0 397.0 6.5 14.4 25.4 Pacific

Africa 20.0 47.0 77.0 5.5 3.6 5.0

Middle 14.0 36.0 69.0 6.7 2.2 4.4 East

South Asia 4.0 11.0 19.0 6.2 0.7 1.2 Other 2 % (- 1 % Point) World 565.0 1,006.0 1,561.0 4.1 100.0 100.0 Travel 3 % Rail Travel 7 % (+/- 0 % Points) (+ 1 % Point) Worldwide growth 2007: + 6.1 % Source: UNWTO 2008 (1) Coach Travel 9 % (+/- 0 % Points) Source: GNTB/WTM 2008 (5)

Countries with the highest number Comparison of hotel prices in European of internet users in Europe and German cities 2007

TOP 5 Europe TOP 5 Germany Ranking Country No. of users (million) % of population 300 € 1 Germany 53.2 64.6 257 2 Great Britain 40.4 66.4 250 € 3 France 34.9 54.7 227 217 4 Italy 33.1 57.0 200 € 192 5 Spain 22.8 56.5 169 6 14.5 87.8 150 € 7 Poland 11.4 29.6 114 106 8 Portugal 7.8 73.1 102 99 100 € 94 9 Romania 7.0 31.4

10 Sweden 7.0 77.3 50 €

Total 1 bis 10 232.1 59.8 0 € Total EU 273.2 55.7 Paris Milan Moscow Geneva London Munich Source: Internet World Stats 2008 (12) Düsseldorf

Frankfurt/ Source: IHA/Deloitte 2008 (10)

06 Europe Europe 07 Incoming Tourism in Germany Incoming Tourism – importance and breakdown

Germany Breakdown of all arrivals in Germany in 2007 by continent Capital Federal states 16 81 per cent of arrivals in Germany in 2007 were domestic trips and 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) 82.6 (2006 in Euro bn) 2,423.0 GDP per capita 2007 (in Euro) 29,455 Real GDP growth (in %) 2005 +0.8 2006 +2.9

2007 +2.5 Europe 14 % Economic importance of travel and tourism1 America 2 % Gross economic output of the travel and tourism € 185 bn industry Africa, Australia, New Zeeland Asia 2 % and Oceania <1 % Value creation of the travel and tourism sector € 94 bn Direct proportion* of GDP 3.2 % International arrivals 2007 Source: Federal Statistical Office 2008 (4) International arrivals in thousands (incoming) 24,400 Arrivals per 100 of the population 30 Travel and tourism in Germany 2007 Overnight stays by domestic travellers (thousands) 307,060 Domestic growth +3.0 % Overnight stays in Germany Overnight stays by international travellers (thousands) 54,779 by foreign visitors in 2007 by federal state International growth +3.5 % Total overnight stays (thousands) 361,839 Total growth +3.0 % 1,276,197 of which hotel/guesthouse Schleswig- Overnight stays by domestic travellers (thousands) 170,234 Hamburg - 1,536,324 Western Pom. Overnight stays by international travellers (thousands) 44,441 753,631 Total overnight stays (thousands) 214,675 369,905 Number of hotel beds2 (as of July 2007) 1,643,748 Lower Berlin Utilisation of available hotel beds (2006: 35.9 %) 36.7 % 2,733,591 6,613,928 Outgoing travel 20073 416,508 705,929 Trips taken by in thousands 296,900 North Rhine- Saxony-Anhalt Westphalia of which trips abroad in thousands 75,900 Saxony No. of foreign trips per 100 of the population 63 7,755,399 529,787 4 5,381,567 1,344,860 Travel and tourism balance of payments Expenditure on travel and tourism (07/06: + 3 %) € 60.5 bn Rhineland- Income from travel and tourism (07/06: +1 %)** € 26.3 bn International balance of payments for travel and tourism (07/06: + 4 %) € - 34.2 bn 4,823,600

1 GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 299,190 2 In /b & b-hotels//guesthouses year 2007 (according to Federal Statistical Office) 12,802,538 7,436,523 3 GNTB/WTM 2008 (5) 4 (as of March 2008) Baden- * excl. business travel, travel to visit friends and family, public investment Total overnight Wuerttemberg ** Increase after adjusting for the effect of the World Cup; the Bundesbank estimates the overall effect of the World stays: 54.8 million Cup on travel-industry receipts in 2006 at around € 1.5 bn; if the World-Cup effect is removed from the figures for 2006, receipts rose by 7% in 2007

Source: Federal Statistical Office 2008 (4), GNTB 2008 (6) Source: Federal Statistical Office 2008 (4) 08 Germany Germany 09 Seasonal breakdown / accommodation capacities Types of accommodation / airports

Seasonal breakdown of overnight stays Overnight stays in Germany by foreign visitors by foreign visitors travelling to Germany in 2007 by type of accommodation overnight stays by foreign visitors (1,000) 8,000 Hotels and bed & breakfast hotels: 74 % share of the market

Hotels 57 % 7,000

6,000

5,000

4,000

Campsites 6 % Bed & breakfast hotels 17 % 3,000 Other 14 % Inns 4 %

Guesthouses 2 %

January February March April May June July August September October November December 2,000

Source: Federal Statistical Office 2008 (4)

2006 2007 Source: Federal Statistical Office 2008 (4)

Capacities in Germany by type of accommodation 2007 Traffic revenue at Germany’s international airports increased by 6.0 % in 2007 Accommodation capacity 94 % of the passenger volume of 184.7 million is allotted to the Establishments in Type of accommodation Share in % TOP 10 airports. operation (as of July 2007) Passengers (in millions)* Hotels 13,156 25.2 54.2 Bed & breakfast hotels 8,200 15.7 Frankfurt 34.0 Inns 9,351 17.9 Munich

Guesthouses 5,234 10.0 20.0 Berlin (total) Traditional accommodation providers 35,941 68.9 17.8 Leisure, recreational and training centres 2,784 5.3 Düsseldorf 12.8 Holiday centres 87 0.2 Hamburg Holiday homes or apartments 10,600 20.3 10.5 Cologne/Bonn Holiday cottages, youth 1,728 3.3 TOP 5 airports with the highest 10.3 transit flights revenue: Preventative medical clinics 941 1.8 and rehabilitation clinics 5.6 1. : 333,774 2. Frankfurt: 268,863 3. Hamburg: 74,381 4.2 4. Munich: 66,262 accommodation types* 52,168 100.0 5. Hahn: 59,237 4.0 Hahn

*including 87 boarding houses (recorded for the first time in 2004) 2007 Source: Federal Statistical Office 2007 (4) Source: ADV 2008 (14), * incl. transit flights

10 Germany Germany 11 City breaks Business travel

Breakdown of overnight stays in 2007 by foreign / travel visitors 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 Overview of market segments population of more than 100,000 Business trips (with overnight stay) Day business trips (DBT) less than 10,000 72.8 m in Germany (2007) 315.4 m classic DBT 24 % Spending: 39.0 bn Euro 122.6 m at seminars/trainings Source: GNTB/TNS-Infratest 59.4 m at meetings/conventions 42.7 m at fairs/exhibitions 10.3 m guests from Europe (2007) Spending: 8.4 bn Euro Total: 540 m in Germany 1.5 m guests from overseas Spending: 14.0 bn Euro Spending: 5.3 bn Euro Source: GNTB/IPK Source: BMWI/DWIF

Total spending: 66.7 bn Euro more than 100,000 10,000 – 100,000 51 % 25 % Source: GNTB 2008 (6)

Source: Federal Statistical Office 2008 (4) locations / exhibitors

The six largest trade fair and exhibition centres in Germany in 2007 were:

Location Indoor area Outdoor area Ranking within (gross in m2) (gross in m2) Europe Top towns and cities in Germany in 2007 Hanover 495,265 58,070 1 Frankfurt/Main 321,750 83,700 3 (overnights stays) Cologne 284,000 100,000 4 Düsseldorf 251,038 32,500 5 The 10 largest cities have a 37 % market share of all overnight stays Munich 180,000 255,000 10 by foreign visitors in Germany Berlin 160,000 100,000 12

as of November 2007 Source: AUMA 2007 (8)

Berlin 6,613,928 38.3 %*

Munich 4,522,759 47.4 %* The German conference and congress market Frankfurt/Main 2,544,661 47.3 %* General overview Cologne 1,585,412 35.4 %*

Hamburg 1,536,324 20.8 %* Supply Demand Meeting and Events 2.8 m Düsseldorf 1,219,392 40.0 %* event venues Total1 6,200 Average duration 1.4 days Stuttgart 774,252 29.9 %* Meetings 64 % and Events 36 % Nuremberg 698,827 31.9 %* event centres (EC) 1,498 Meeting hotels (MH) 3,091 Total attendees 314.0 m 514,873 15.5 %* Special venues2 1,611 There of international 5.3 %

Hanover 400,391 24.5 %* Total meeting rooms 64,000 Meeting attendees 123.9 m Event attendees 190.1 m 0 1 2 3 4 5 6 7 million.

1 Sites with at least 100 seats in the largest room (theatre-style seating) *The percentage figures refer to the number of overnight stays by foreign visitors as a 2 Castle, monastery, museum, factory/depot, studio, theme park, , educational site/ percentage of the total number of overnight stays (in each respective city) university, airport Source: Regional Statistical Offices 2008 (11), GNTB 2008 (6) Source: EITW 2008 (9)

12 Germany Germany 13 Source markets for Incoming Tourism Reasons for travel among Europeans

Breakdown of overnight stays in Germany Reasons for travel among Europeans travelling by continent abroad and to Germany in 2007

Europe has a growth rate of + 5.3 % in 2007 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 2007 Germany 2007 Europe 2007 Germany 2007 Europe 75 % Reason for travel in millions in millions Percentage Percentage

Holidays 279.0 18.8 68 % 53 % Short breaks of 1-3 nights 48.6 7.5 12 % 21 % Longer holidays of 4+ nights 230.4 11.3 56 % 32 %

Visits to friends 30.4 3.1 8 % 9 % or relatives

Australia, Nee Other travel 37.1 3.4 9 % 9 % Zeeland and Business trips 62.9 10.3 15 % 29 % Oceania 1 % America 11 % Africa 1 % Total travel 409.3 35.6 100 % 100 % Asia 9 % Other 3 % Source: GNTB/WTM 2008 (5)

Source: Federal Statistical Office 2008 (4)

Top 20 source markets for Germany by number Breakdown of European business travel volume into of overnight stays in 2007 different types of business trips to Germany in 2007

Total volume: 10.3 million trips Change Germany has a variety of source markets 2007/2006 Traditional business trips 57 % Netherlands 9.0 + 2.5 % (+3 %-Points) USA 4.7 + 0.2 % Great Britain 4.4 - 2.6 % 3.6 + 4.4 % Italy 3.0 + 6.4% 2.4 + 7.4 % 2.4 + 8.8 % France 2.4 + 5.7 % 2.1 + 9.0 % Incentive travel 3 % Spain 1.8 + 16.8 % (+/-0 %-Points) Sweden 1.5 - 1.4 % Poland 1.2 + 6.2 % Japan 1.2 - 13.7 % Trade fairs and exhibitions 16 % Russia 1.1 + 13.6 % (-4 %-Points) Conferences/congresses 24 % PR of China & Hong Kong 1.0 + 2.8 % (+1 %-Point) Arab Gulf States 0.7 + 8.8 % Norway 0.6 + 9.0 % Czech Republic 0.6 + 2.4 % Canada 0.5 + 6.0 % Source: GNTB/WTM 2008 (5) Finland 0.5 + 15.8 % 0 2 4 6 8 10 million.

Source: Federal Statistical Office 2008 (4)

14 Germany Germany 15 Holiday preferences among Europeans Source markets in Northwest / Southwest / Northeast Europe

Ranking of holiday contents of Europeans in Source markets in Northwest and Southwest Europe

Germany 2007 as a percentage With a total of 27.1 million overnight stays in 2007, the source markets of Northwest and Southwest Europe have a nearly 50 % share of all overnight In 2007 Germany’s strengths lay in city/event breaks and general tours stays in Germany by foreign visitors Seaside/lakeside holidays 5 % Markets Overnight stays Overnight stays % of holidays Population Other holiday 9 % 35 Holidays in the countryside 12 % 2007 Forecast 2015 taken abroad1 in millions2

30 Northwest Europe 16,266,119 19,000,000 81.1 88.2 Trip for a special 25 Holidays in the private occasion 8 % mountains 5 % Netherlands 8,996,531 9,500,000 113.3 16.4 20 Great Britain 4,412,579 5,600,000 68.2 60.8 15 Belgium 2,421,613 3,200,000 101.3 10.5 10 Visit of a Luxembourg 435,396 700,000 167.0 0.5 leisure park 5 General 2 % tours 22 % Southwest Europe 10,823,726 16,100,000 33.9 172.3 Switzerland 3,603,045 5,500,000 135.7 7.5 Health & fitness Italy 3,036,460 4,400,000 26.5 58.9 City breaks 25 % holidays 2 % France 2,351,218 2,900,000 34.1 61.7 Spain 1,833,003 3,300,000 25.2 44.2

Event-related holidays 6 % Winter sports 1 % Total 27,089,845 35,100,000 50.0 260.5

Cruise/boat holiday 1 % Sports holidays 3 % 1 2006 data 2 2007 data to Germany Europe Source: GNTB/WTM 2008 (5) Source: Federal Statistical Office 2008 (4), GNTB 2008 (6)

Holiday content for Europeans on city breaks Source markets in Northeast Europe / Russia in Europe and Germany With just under 7.4 million overnight stays in 2007, the source markets of Northern and Eastern Europe/Russia have a 13.5 % share of all overnight stays in Germany by foreign visitors Total foreign City breaks to Content of city breaks city breaks by Germany by Rank Rank 2007* Europeans Europeans Markets Overnight stays Overnight stays % of holidays Population 1 2 (frequency in %) (frequency in %) 2007 Forecast 2015 taken abroad in millions Northeast Europe/ 7,390,934 9,400,000 18.4 212.4 Sightseeing 62 % 1 62 % 1 Russia

Denmark 2,131,938 2,500,000 104.7 5.4 Enjoying atmosphere/ 49 % 2 58 % 2 Sweden 1,500,265 1,900,000 62.1 9.1 ambience Norway 627,073 700,000 83.2 4.6 Shopping 44 % 3 54 % 3 Finland 518,678 700,000 80.0 5.3 Enjoying food and drink 42 % 4 50 % 4 Poland 1,228,823 1,500,000 17.1 38.5

Visiting museums 40 % 5 43 % 5 Russia 1,095,723 1,500,000 7.7 142.5

Nightlife 25 % 6 24 % 8 Baltic States 288,434 600,000 28.5 7.0

Visiting parks/green areas 24 % 7 28 % 6 1 2006 data 2 2007 data Visiting exhibitions 23 % 8 26 % 7 Source: Federal Statistical Office 2008 (4), GNTB 2008 (6)

* trips involving one or more overnight stay; excluding the motive of visiting friends or relatives Source: GNTB/WTM 2008 (5)

16 Europeans in Germany Europeans in Germany 17 Source markets in Southeast Europe / travel arrangements Source markets in America / Israel

Source markets in Southeast Europe Source markets in America / Israel

With a total of 3.8 million overnight stays in 2007, the source markets With total 6.4 million overnight stays in 2007 the source markets in America of Southeast Europe have about a 7 % share of all overnight stays and Israel have just under a 12 % share of all overnight stays in Germany by in Germany by foreign visitors foreign visitors in Germany. USA with a total of 4.7 million overnight stays in 2007 is the main overseas source market

Markets Overnight stays Overnight stays % of holidays Population Markets Overnight stays Overnight stays Population in 2007 Forecast 2015 taken abroad1 in millions2 2007 Forecast 2015 millions1

Southeast Europe 3,753,682 4,800,000 56.0 35.9 Total 6,417,225 8,000,000 912.2

Austria 2,386,205 3,200,000 98.1 8.2 USA 4,661,543 6,100,000 305.8 Czech Republic 585,149 700,000 45.7 10.2 Canada 531,179 700,000 32.9 Hungary 463,331 500,000 34.6 10.1 Central-/South America 854,632 700,000 566.6 Slovenia 189,656 200,000 38.7 5.4 America 6,047,354 7,500,000 905.3 Slovakia 129,341 200,000 89.2 2.0 Israel 369,871 500,000 6.9

1 2006 data 1 2007 data 2 2007 data

Source: Federal Statistical Office 2008 (4), GNTB 2008 (6) Source: Federal Statistical Office 2008 (4), GNTB 2008 (6)

Used booking sites of the Europeans when Main travel destinations for US traveling to Germany in Europe

Germany must adopt a multi-channelling strategy in order to succeed Total travel from the USA to Europe 2006: 12.0 million trips against international competition Booking Channels / Sites in % (2007)

Internet 49 % Great Britain 28 %

Travel Agency 27 %

Direct 18 % France 18 % (Accommodation)

Direct (Transport) 14 % Italy 18 % Tourist Office 1 %

Club, Newspaper, 2 % 14 % Church, School Germany

Implant 4 % Netherlands/ Belgium/ 11 % 10 % Others Luxembourg

0 % 10 % 20 % 30 % 40 % 50 % 0 % 5 % 10 % 15 % 20 % 25 % 30 %

Multiple responses; only prebooked trips Multiple selection of destinations possible Source: GNTB/WTM 2008 (5) Source: GNTB/WTM 2007 (5)

18 Europeans in Germany Americans in Germany 19 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 Share in % 2,000.0 (in 1,000) 2,000 51 % Internet 45 %

Travel agency/ 41 % Tour Company 36 % 1,500 29 % Airlines 26 % 1,183.41,193.71,200.0 18 % Friends or Relatives 13 % 950.8 1,000 2 % Corporate Travel Dept 13 %

16 % Travel guides 7 % 500.0 500 1 % National Tourist Offices 347.2 1 % 291.7 300.0 170.5 TV/Radio/Newspaper/ - % 116.1 94.7 Magazines < 0.5 % 0 0 % 10 % 20 % 30 % 40 % 50 % 60 % Japan China South Korea Taiwan

Holiday travel All travel Multiple selection of categories is possible Overnight stays 1994 Overnight stays 2007 Forecast 2015 Source: GNTB/WTM 2007 (5) Source: Federal Statistical Office 2008 (4), GNTB 2008 (6)

Holiday activities of US Americans in Germany Russia, China and Switzerland are amongst the highest spenders for tax-free shopping in Germany

Market share on total spending (%)

Visit historical places 90 % Russia 21.1 % + 25.4 %* Dining in 86 %

Shopping 79 % China 12.9 % + 15.5 %*

Sightseeing in cities 76 % Switzerland + 13.9 %* Visit small towns 69 % 8.9 %

Cultural heritage sites 66 % Korea 4.4 % + 9.1 %* Art Gallery/Museum 55 %

Touring countryside 54 % USA 4.2 % - 5.9 %* Guided Tours 45 %

Cruises (1 night +) 27 % UAE 3.7 % + 21.0 %*

Concert/Play/Musical 24 % Japan 3.1 % - 33.2 %* Nightclubs/Dancing 15 %

0 % 20 % 40 % 60 % 80 % 100 % 0 % 5 % 10 % 15 % 20 % 25 %

Multiple selection of categories is possible, Share % (2006) * Change 2007/06 Source: GNTB/WTM 2007 (5) Source: Global Refund 2008 (13) 20 US Americans in Germany World 21 Other source markets / T & T Competitiveness Index Germany in the world / Gntb growth outlook

Source markets Asia, Africa and Australia Germany in the world

With total 52 million overnight stays in 2007 the source markets Asia, Africa Tourism is one of six key locational factors for a country’s image. and Australia have a share of about 10 % of all overnight stays in Germany On the demand side, Germany is 2007 the top location out of 36 countries – by foreign visitors enduring success since the 2006 World Cup

Overnight stays Overnight stays Population* 1 2007* Forecast 2015* in millions Tourism 5.1 Exports 5.2 from a max. of 7 points from a max. of 7 points Total 5,165,668 6,500,000 4,954.7

Japan 1,193,745 1,200,000 128.0

China/Hongkong 950,759 2,000,000 1,343.5

Asia, Africa, Australia, 1 2 3 4 5 6 7 5,165,668 6,500,000 4,954.7 People 4.9 Governance 4.9 New Zealand, Oceania from a max. of 7 points from a max. of 7 points

* excl. Israel 1 data 2007 Source: Federal Statistical Office 2008 (4), DZT 2008 (6)

Cultural and Heritage 5.0 Investment and Immigration 5.0 from a max. of 7 points from a max. of 7 points

Source: GNTB/Anholt-GMI 2008 (7)

Travel & Tourism Competitiveness Index Gntb growth forecasts for 2015

Germany is in third place* in the world, behind Switzerland and Austria Trough successful marketing Germany can net about 66 million overnight stays from abroad by 2015

2008 Index for Germany: 5.4

T&T regulatory framework 5.7 overnight stays (millions), including campgrounds, reference year: 2007 60 Policy rules and regulations 5.5 Environmental sustainability 5.8 51.3 Safety and security 5.9 50 Health and hygiene 6.8 Prioritization of Travel & Tourism 4.4 T&T business environment and infrastructure 5.4 38.9 40 Air transport infrastructure 5.5 33.6 Ground transport infrastructure 6.6 30 Tourism infrastructure 6.0 ICT infrastructure 5.2 Price competitiveness in T&T industry 3.9 20 T&T human, cultural, and natural resources 5.1 Human resources 5.5 Education and training 5.8 8.0 10 6.5 6.4 Availability of qualified labor 5.2 4.9 5.3 5.6 Affinity for Travel & Tourism 4.7 Natural resources 4.3 0 Europe Asia/Australia/Africa America/Israel Cultural resources 6.0

0 1 2 3 4 5 6 7 2004 2007 Forecast 2015 * out of 130 countries excl. 4.0 million other overnight stays Source: World Economic Forum 2008 (3) Source: Federal Statistical Office 2008 (4), GNTB 2008 (6) 22 World World 23 www.germany-tourism.de

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 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 8 Association of the German Trade Fair Industry Tourism Barometer 1/2008, Spain 2008 (AUMA), Messe Trend, Key Figures, Berlin 2007 2 TSA/ WTTC World Travel and Tourism Council, 9 Meeting- und Event Barometer of EITW The 2008 Travel and Tourism Economic commissioned by EVVC, GCB, GNTB; Research, Country League Tables, UK 2008 Wernigerode 2008 3 World Economic Forum, Travel & Tourism 10 German International Hotel Association Competitiveness Report 2008, Geneva 2008 (IHA)/Deloitte, Hotelmarkt Deutschland (The German Hotel Market), Industry 4 Federal Statistical Office, Annual Reports Report 2008, Berlin 2008 and Monthly Reports 1995 to 2007, 2008 11 Regional Statistical Offices 2008 5 GNTB/IPK-International, World Travel Monitor/ 12 Internet World Stats, USA 2008 In-Flight-Survey, Malta 2008, USA 2007 13 Global Refund Germany, Düsseldorf 2008 6 GNTB Market Research, Frankfurt 2007, 2008 14 ADV (German Airports Association), Berlin 7 DZT/Anholt-GMI, Nation Brands Index 2007, 2008 USA 2008

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] www.germany-tourism.de www.germany-extranet.de