German National Tourist Board Incoming-Tourism Edition 2012

Facts and Figures 2011 CONTENTS

03 Introduction / 14 Business travel / Trade fairs / International tourism 2011 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 / Germany in the World 16 Reasons for travel among Euro- peans / Holiday preferences 06 Germany in the World 17 Transport / Modal split / 07 T & T Competitiveness Index / Satisfaction of holidaymakers Germany inside Europe 18 Disabled-Friendliness / 08 Incoming Tourism in Germany – Source markets in North- Facts and Figures west / Southwest Europe 09 Hotel prices in Europe and 19 Source markets in Northeast Germany / Source markets for Europe / Southeast Europe Incoming Tourism 20 Travel arrangements / Source 10 Incoming Tourism – importance markets in America / Israel and breakdown / Seasonal breakdown 21 US source market 11 Accommodation capacities / 22 Asian source markets / Types of accommodation Tax-Free Shopping 12 City breaks 23 Other source markets / GNTB growth outlook 13 Source markets for Incoming- Tourism / Airports 24 German National Tourist Board

02 www.germany.travel Introduction To coincide with the Germany Travel Mart (GTM) 2012 in the city of Leipzig, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2011. This publication is aimed at providing the GNTB’s partners with a regular and up-to-date annual overview of the most important market research results for the previous travel year. This edition is based on studies by the UNWTO, EUROSTAT, the WEF and studies carried out by the GNTB’s own business planning and market research department like from the World Travel Monitor, Quality Monitoring of German Tourism and data supplied by the Federal Statistical Office, inter­ national and national associations of tourism service providers.

International tourism 2011 Source: UNWTO 2012 (1) Record number in world Tourism 2011: 980 million international arrivals

The destinations with the largest growth in international travel are Asia and Europe

arrivals in million Change 2011/10

World 980.0 +4.4 %

Europe 502.3 +5.8 %

Asia / Pacific 217.1 980880 millionMio. +6.1 % worldwideinternationale Americas 156.0 internationalAnkünfte weltweit arrivals +4.2 %

Middle East 54.8 −8.4 %

Africa 50.0 +0.2 % 0 100 200 300 400 500 ( … ) 1000

worldwide growth forecast 2012: +3% to +4% 03 World / Europe

Growth Outlook world tourism Source: UNWTO 2012 (1)

Growth Outlook for world tourism 2030

Tourism is one of the global growth industries of the future, with 3 % forecast growth per annum to Europe

Arrivals Arrivals Arrivals Annual Market Market in million in million in million growth % share share 1995 2011 2030* 1995–2030 2011 % 2030 %*

Europe 336.0 502.3 744.0 +2.3 51.2 41.1

East Asia/Pacific 85.0 217.1 535.0 +4.9 22.1 29.6

Americas 110.0 156.0 248.0 +2.6 15.9 13.7

Middle East 14.0 54.8 149.0 +4.6 5.6 8.2

Africa 20.0 50.0 134.0 +5.0 5.1 7.4

World 565.0 980.0 1,809.0 +3.3 100.0 100.0

* forecast

2011: + 4.4 % worldwide + 5.8 % Europe

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

European and major asian outbound markets mostly crisis-resistant for traveling in 2012

Impact of financial and economic crisis on the travel behavior

100 %

Japan 65.0 % 32.0 % 3.0 % Europe 64.0 % 28.0 % 8.0 %

China 62.0 % 26.0 % 12.0 %

India 59.0 % 28.0 % 13.0 %

USA 38.0 % 41.0 % 21.0 %

crisis-resistant change in travel behavior no travel (next 12 month)

04 International travel destination Germany Source: GNTB/WTM 2012 (5)

Germany the second most popular travel destination for Europeans in 2010 and 2011, behind Spain

Germany with a high growth rate among the top five destinations worldwide for European travellers Trips in million Change 2011/ 2010

Spain 48 +8 %

Germany 43 +7 %

France 36 +1 %

Italy 33 +4 %

Austria 23 +4 %

0 10 20 30 40 50

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2011 (7)

Germany worldwide in second place

Image 2011: on the demand side, Germany is in second place of 50 countries worldwide. Tourism is one of the six key locational factors for a country’s Image

Tourism (8) 69.90 *

72.23 * Exports (3)

65.84 * People (8)

67.71 * Governance (3)

68.14 * Cultural and Heritage (5)

66.32 * Investment and Immigration (4)

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

05 World / Europe

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2011 (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

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2011 (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 Risqué 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 2011 (3)

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

Germany´s strenght as international travel destination compaired with 139 nations worldwide (Rank 1: Switzerland, rank 3: France)

Scale: 1 = low, 7 = high

Indicator Score 2011

Health and hygiene 6.8

Ground transport infrastructure 6.5

Tourism infrastructure 6.3

Cultural resources 6.3

Safety and security 6.2

Education and training 6.0

Environmental sustainability 5.8

ICT infrastructure 5.7

Air transport infrastructure 5.5

2011 Index for GERMANY 5.5

Germany inside Europe Source: Eurostat 2012 (2), as of April 2012

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

Germany is in the seventh place with a high growth rate Change overnight stays by foreign guests in million* 2011/10 Spain 175.5 + 14.0 % Italy 116.3 + 4.2 % France 67.3 + 2.5 % Great Britain 61.1 + 3.4 % Austria 59.1 + 1.4 % Greece 53.1 Total overnight stays by foreign + 10.0 % Germany 51.4 visitors in the 27 EU countries in 2011 + 6.2 % Portugal 26.2 741.1 mn + 11.1 % Czech. Republic 18.5 Change 2011/10: +7.2% + 9.4 % Netherlands 16.7 + 3.3 %

0 20 40 60 80 100 120 140 160 180 * in hotels and similar establishments 07 Germany

Incoming Tourism in Germany Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Germany

Capital Federal states 16 Non-city states 13 City states 3 Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82,2 Gross domestic product (2011 in Euro bn) 2,570,0 GDP per capita 2011 (in Euro) 31,265 Real GDP growth (in %) 2010 / 2011 + 3.7 / + 3.0 Economic importance of travel and tourism1 Total expenditure by tourists € 278.3 bn by domestic tourists € 241.7 bn (87%) by international tourists € 36.6 bn (13%) Total national gross value added (direct, indirect, and induced effect) € 214.1 bn. Proportion of total national gross value added 9.7% of which: total national gross value added (direct effekt) € 97.0 bn 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 2011 International arrivals in million (incoming) 28.4 Arrivals per 100 of the population 35 Travel and tourism in Germany 2011 Overnight stays by domestic travellers (thousands) 320,290 Domestic growth + 3.2 % Overnight stays by international travellers (thousands) 63,746 International growth + 5.7 % Total overnight stays (thousands) 394,036 Total growth + 3.6 % Sales turnover of overnight stays by domestic travellers 1 € 115.4 bn of which hotel / guesthouse Overnight stays by domestic travellers (thousands) 189,392 Overnight stays by international travellers (thousands) 51,390 Total overnight stays (thousands) 240,782 Number of hotel beds 2 (as of July 2011) 1,750,003 Hotel room occupancy 5 (2010: 63.4%) 65.1 % Outgoing travel 2011 3 Trips taken by Germans (in thousands) 320,900 Of which trips abroad (in thousands) 72,900 No. of foreign holiday trips per 100 of the population 63 Inbound travel from Europe 2011 3 Trips to Germany by Europeans (in thousands) 42,700 Expenditure for travel to Germany per trip/person: € 511 per night/person: € 84 Length of stay in Germany (average) 6.4 nights Travel and tourism balance of payments 2011 4 Expenditure on travel and tourism (11 / 10: + 2.8 %) € 60.6 bn Income from travel and tourism (11 / 10: + 6.7 %) € 27.9 bn International balance of payments for travel and tourism (11 / 10: − 0.3 %) € − 32.7 bn

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

Comparison of hotel prices in European and German cities

Germany has an excellent price / performance ratio in hotel accomodation

Net prices 2011 in €, Change 2011 /10 TOP 5 Europe Paris 237 + 12.5 %

London 154 + 6.2 %

Rome 149 + 4.3 %

Brussels 111 + 3.7 %

Amsterdam 88 − 1.2 % TOP 5 Germany

Frankfurt 116 + 2.9 %

Munich 114 − 0.9 %

Heidelberg 109 EU-Average: 100 € (+2.6 %) + 2.8 % Duesseldorf 108 Germany: 92 € (+1.4 %) + 3.4 % 102 Berlin: 86 €(− 2.0 %) + 2.6 %

80 100 120 140 160 ( … ) 240

Source markets for Incoming Tourism Source: Federal Statistical Office 2012 (4)

Breakdown of overnight stays in Germany by continent

Europe with a growth rate of +6.0 % in 2011 still the most important source market. Asia extends its market share

76 % Europe

10 % 10 % Australia, New Americas Asia Zealand and Oceania 1 %

Africa 1 % Other 2 %

09 Germany

Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2012 (4)

Overnight stays in Germany by foreign visitors in 2011 by federal state

1,464,430

Schleswig- Hamburg Holstein Mecklenburg- 2,042,103 Western Pomerania 798,026 407,290 Brandenburg Lower Saxony Berlin 9,250,538 3,366,579

North Rhine- 456,416 763,184 Westphalia Saxony-Anhalt

Saxony 5,647,316 566,419 1,633,733 Thuringia

Rhineland- Palatinate Total overnight stays 5,378,032 63.7 million Saarland 278,618 14,084,133

8,786,133 Baden- Wuerttemberg

Seasonal breakdown Source: Federal Statistical Office 2012 (4)

Seasonal breakdown of overnight stays by foreign visitors travelling to Germany

8,000 overnight stays by foreign visitors (1,000)

7,000

6,000

5,000

2011 4,000

3,000

2010 2,000

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

10 Accommodation capacities Source: Federal Statistical Office 2011 (4)1 as of July 2011

Capacities in Germany by type of accommodation 2011

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

Hotels 13,495 24.6

Bed & breakfast hotels 7,948 14.5

Inns 8,654 15.7

Guesthouses 5,550 10.1

Traditional accommodation providers 35,647 64.9

Leisure, recreational and training centres 2,626 4.8

Holiday centres 119 0.2

Holiday homes or apartments 10,719 19.5

Holiday cottages, youth hostels 1,908 3.5

Campsites 3,028 5.5

Preventative medical clinics and rehabilitation clinics 902 1.6

All types of accommodation 54,949 100.0

Types of accommodation Source: Federal Statistical Office 2012 (4)

Overnight stays in Germany by foreign visitors in 2011 by type of accommodation Share in %*

Hotels 56 % Bed & break-­­ fast hotels 18 % Campsites 6 %

Inns 4 %

Holiday centres 4 % Market share of hotels and b&b-hotels Holiday cottages, youth hostels 4 % Holiday homes or 74 % apartments 4 % Guesthouses 2 %

Others 2 %

0 10 20 30 40 50

*deviations due to rounding 11 Germany

City breaks Source: Federal Statistical Office 2012 (4)

Breakdown of overnight stays in 2011 by foreign visitors in German towns and cities according to size

53 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000

53 % 24 % 23 % more than 100,000 10,000 – 100,000 less than 10,000

City breaks Source: Regional Statistical Offices 2012 (11), GNTB 2012 (6)

Top towns and cities in Germany in 2011 (overnights stays)

The 11 largest cities have about 41 % market share of all overnight stays by foreign visitors in Germany

Berlin 9,250,538 41.4 %2

Munich 5,421,929 46.2 %2

Frankfurt / Main 2,813,562 44.1 %2

Hamburg 2,042,103 21.4 %2

Cologne 1,673,663 33.7 %2

Duesseldorf 1,544,422 40.2 %2

Stuttgart 859,031 29.6 %2

Nuremberg 790,810 31.4 %2

Dresden1 676,345 17.8 %2

Hanover1 482,535 22.9 %2

Leipzig1 349,849 16.4 %2

0 1 2 3 4 5 6 7 8 9 million

1 excluding campsites ² The percentage figures refer to the number of overnight stays by foreign 12 visitors as a percentage of the total number of overnight stays (in each respective city) Source markets for Incoming Tourism Source: Federal Statistical Office 2012 (4)

Top 20 source markets for Germany by number of overnight stays in 2011

Netherlands Germany’s number 1 source market, Switzerland first time at second place Change 2011 / 2010 Netherlands 10.7 + 1.6 % Switzerland 4.8 + 13.8 % USA 4.7 − 2.3 % UK 4.3 + 2.8 % Italy 3.3 − 0.9 % Austria 3.0 + 6.8 % France 2.9 + 7.2 % Belgium 2.8 + 4.3 % Denmark 2.6 + 2.2 % Spain 2.0 52.7 % + 6.0 % Russia 1.8 + 20.2 % Poland 1.7 + 24.2 % Sweden 1.5 + 0.7 % PR of China & Hong Kong 1.3 + 21.0 % Japan 1.2 + 9.3 % Arab Gulf States 1.0 + 4.0 % Czech Republic 0.8 + 13.9 % Norway 0.7 + 2.1 % Australia 0.6 + 3.9 % Hungary 0.6 + 21.1 % 0 2 4 6 8 10 million

Airports Source: ADV 2012 (13)

Traffic revenue at Germany’s international airports increased by + 5.0 % in 2011 92 % of the passenger volume of 198.2 million is allotted to the TOP 10 airports*

Passengers 2011 (millions); Change 2011/ 2010

Frankfurt 56.3 + 6.8 % Munich 37.6 + 8.8 % Berlin 24.0 + 7.8% Duesseldorf 20.3 + 7.2% Hamburg 13.5 + 4.8% Cologne / Bonn 9.6 − 2.1 % Stuttgart 9.5 + 4.1 % Hanover 5.3 + 5.8 % Nuremberg 3.9 − 5.3 % Hahn 2.8 − 18.2 %

0 10 20 30 40 50

*excl. transit flights 13 Germany

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

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

Private travellers Business travellers

With accommodation €20.6 billion €13.5 billion

Day visits €1.3 billion €1.2 billion

Total €21.9 billion €14.7 billion

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

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

ICCA - Ranking: International Meetings 2010

Rank TOP 10 in Europe Number of meetings TOP 10 worldwide Number of meetings 1. Germany 542 USA 623 2. Spain 451 Germany 542 3. UK 399 Spain 451 4. France 371 UK 399 5. Italy 341 France 371

Source: ICCA 2011 (16)

Trade Fairs in Germany

Foreign visitors 2010/ AUMA category international and national events

Africa 2.2 % 13.8 % Latin America 2.8 % Europe (Non-EU)

North America 3.0 % 66.9 % European Union Middle East 3.5 %

South-East-Central-Asia 6.9 % Total million Australia / Oceania 1.0 % 2.55 foreign visitors

Source: AUMA 2011 (8) 14 Business travel destinations for Europeans Source: GNTB / WTM 2012 (5)

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

business trips in million

Germany 11.4 6.1 5.3

Great Britain 4.5 2.1 2.4

France 4.4 2.0 2.4

Italy 3.3 1.8 1.5

Austria 3.1 2.0 1.1

Spain 3.0 1.4 1.6

USA 2.2 1.0 1.2

Netherlands 1.8 0.9 0.9 Business trips by Europeans Sweden 1.8 0.9 0.9 total in 2011: 58.4 million China 1.8 1.1 0.7

0 2 4 6 8 10 12

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

Types of business trips Source: GNTB / WTM 2012 (5)

Breakdown of European business travel volume into different types of business trips to Germany 2011

5.3 million promotable business trips

Share (change to 2010)

53 % Traditional business trips (+/− 0 %-Points)

21 % Trade fairs and 24 % exhibitions Conferences / congresses 1 % Incentives (− 1 %-Point) (+/− 0 %-Points) (+ 1 %-Point)

47 % Total volume 2011 Promotable business trips (+/− 0 %-Points) 11.4 million trips

15 Europeans in Germany

Reasons for travel among Europeans Source: GNTB/WTM 2012 (5)

Reasons for travel among Europeans travelling abroad and to Germany in 2011

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

Europe 2011 Germany 2011 Europe 2011 Germany 2011 Reason for travel in million * in million * Percentage * Percentage *

Holidays 300.5 23.2 72.8 % 54.9 % Short breaks of 1–3 nights 67.1 10.7 16.3 % 25.0 % Longer holidays of 4+ nights 233.4 12.5 56.6 % 29.4 %

Visits to friends 24.8 3.7 6.0 % 8.7 % or relatives

Other travel 29.0 4.3 7.2 % 10.1 % Business trips 58.4 11.4 14.1 % 26.8 %

Total travel 412.8 42.7 100 % 100 %

Holiday preferences Source: GNTB / WTM 2012 (5)

Ranking of holiday contents of Europeans in Germany 2011 as a percentage

In 2011 Germany’s strengths lay in city / event breaks and general tours

share responses

City breaks 29 % General tours 26 % Other holiday 9 % Holidays in the countryside 7 % Trip for a special private occasion 6 % Seaside / lakeside holidays 6 % Event-related holidays 4 % Holidays in the mountains 4 % Sports holidays 3 % Europeans Visit of a leisure park 2 % to Germany Health & fitness holidays Europeans 2 % worldwide Winter sports 2 % Cruise / boat holiday 1 %

0 5 10 15 20 25 30 35

16 * deviations due to rounding Transport / Modal split Source: GNTB / WTM 2012 (5)

Car and plane travel more popular again in 2011

All trips from Europe to Germany in 2011: 42.7 million

Share (change to 2010)

30 % 49 % Plane Car (+ 1 %-Point) (− 4 %-Points)

Other 6 % European trips to (+ 1 %-Point) 7 % Rail Germany in 2011 8 % Coach (+/− 0 %-Points) (− 1 %-Point) 42.7 million

Satisfaction of holidaymakers Source: GNTB/ERV 2012 (12) , rounded values

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

1.75 Overall satisfaction 1.83

Range & quality of 1.83 products and services 1.87

1.76 Accommodation 1.58

1.81 Food and drink 1.77

1.91 Opening times average score 1.83 2010/11* Holiday travellers 2.15 Value for money 2.08 Business travellers 2.5 2.0 1.5 1.0

*May 2010 – April 2011, total travel from abroad, as of February 2012

17 Europeans in Germany

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

Good to satisfactory rating for accessibility by German and international visitors

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

People with 2.25 restricted mobility 2.79

Walking impaired / 2.42 wheelchair users 3.09

Blind / partially 2.62 sighted people 3.24

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

3.0 2.5 2.0 1.5 1.0

Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Northwest and Southwest Europe

With a total of 31.5 million overnight stays in 2011, the source markets of Northwest and Southwest Europe have a 50 % share of all overnight stays in Germany by foreign visitors

Markets Overnight stays 2011 Forecast OS 2020 * Population in millions 1 Northwest Europe 18,535,198 21,200,000 94.9 Netherlands 10,653,148 11,000,000 to 13,300,000 16.7 UK and Rep. of Ireland 4,608,666 4,300,000 to 5,400,000 66.9 Belgium 2,755,820 2,700,000 to 4,000,000 10.8 Luxembourg 517,564 800,000 0.5 Southwest Europe 13,005,659 18,200,000 178.1 Switzerland 4,764,553 5,000,000 to 7,100,000 7.7 Italy 3,262,617 5,100,000 60.8 France 2,933,315 3,600,000 63.1 Spain 2,045,174 3,800,000 46.5 Total 31,540,857 39,400,000 273.0

Overnight stays by foreign visitors 2011: 31.5 mn 2020: 39.4 mn

18 * deviations due to rounding 1 2011 data Source markets in Northeast Europe Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Northeast Europe / Russia

With 9.3 million overnight stays in 2011, the source markets of Northern and Eastern Europe / Russia have a 15 % share of all overnight stays in Germany by foreign visitors

Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1 Northeast Europe / 9,281,364 10,800,000 210.2 Russia Denmark 2,583,749 3,000,000 to 3,800,000 5.5

Russia 1,786,603 2,000,000 140.4

Poland 1,716,479 2,000,000 38.0

Sweden 1,525,431 1,600,000 to 1,800,000 9.3

Norway 749,284 900,000 4.9

Finland 600,392 900,000 5.3

Baltic States 319,426 500,000 6.8

Overnight stays by foreign visitors 2011: 9.3 mn 2020: 10.8 mn

Source markets in Southeast Europe Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Southeast Europe

With a total of about 6.3 million overnight stays in 2011, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors

Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1

Southeast Europe 6,266,506 7,400,000 36.3

Austria 3,030,904 3,200,000 to 4,470,000 8.4

Czech Republic 765,879 780,000 10.5

Hungary 618,408 650,000 10.0

Slovakia 267,996 720,000 5.4

Slovenia 183,319 580,000 2.0

Balkans2 1,400,000** 1,500,000 47.5

Overnight stays by foreign visitors 2011: 6.3 mn 2020: 7.4 mn

* deviations due to rounding **GNTB calculation; 1 data 2011 2 Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia 19 Europeans / US in Germany

Travel arrangements Source: GNTB/WTM 2012 (5)

Used booking sites of the Europeans when traveling to Germany

Germany must adopt a multi-channelling strategy in order to succeed against international competition Share of booking channels / sites in % (2011)

Internet 73 %

Travel Agency 16 %

Direct (Accommodation) 13 % Direct (Transport) 6 %

Tourist Office 2 %

Implant 3 %

Club, Newspaper, Church, School 2 % Multiple responses; Others 7 % only prebooked trips

0 10 20 30 ( … ) 70

Source markets in America / Israel Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in America / Israel

With about 7.0 million overnight stays in 2011 the source markets in America and Israel have a 11 % share of all overnight stays in Germany by foreign visitors. USA with a total of 4.7 million overnight stays in 2011 is the main overseas source market Population in Markets Overnight stays 2011 Forecast OS 2020* millions 1 America / Israel 6,983,909 8,300,000 946.4

USA 4,661,597 5,900,000 313.1

Canada 597,579 850,000 34.4

Brazil 586,590 830,000 196.7

Central-/South America 583,348 n.n. 394.6

America total 6,429,114 7,600,000 938.8

Israel 554,795 700,000 7.6

Overnight stays by foreign visitors 2011: 7.0 mn 2020: 8.3 mn

* deviations due to rounding 1 2011 data

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

Main travel destinations for US Americans in Europe

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

Trips in million

Great Britain 2.6 Italy 2.1 France 1.8 Germany 1.7 Eastern Europe 1.2 Belgium / Netherl. / Luxemb. 1.1 Spain 1.1 Austria/Switzerland 0.9 Ireland 0.7 Multiple selection of Northern Europe 0.6 destinations possible

0.0 0.5 1.0 1.5 2.0 2.5

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

General tours/sightseeing are the dominant holiday activities of US travellers in Germany 2011

Type of holiday in Germany by visitors from USA

Share in % General tours/ 45 % Sightseeing

Trips for a special 11 % private occasion

Holidays in the 10 % countryside

Cruise/Boat holiday 8 %

City breaks 7 %

Event-related holidays 4 %

Other holiday 15 %

0 % 5 % 10 % 15 % ( … ) 30 % 40 % 50 %

21 Asia /World

Asian source markets Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

China is most important Asian source market for Germany

Overnight stays in 1,000 2,200.0 PR of China & 1,322.6 Hong Kong Forecast 291.7 2020 1,200.0

Japan 1,185.3 2011

1,183.4

1,500.0 1994 India 547.5

2,000.0 Arabic Gulf 1,006.9 States 207.1

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

Tax-Free Shopping Source: Global Blue 2012 (12)

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

share of nations at total sales turnover

China 26.5 % + 50.3 %*

Russia 23.6 % + 33.5 %*

Switzerland 6.7 % + 27.9%*

UAE 3.2 % + 1.4%*

Brazil 2.2 % + 34.9%*

Ukraine 2.2 % + 19.1 %*

Taiwan 2.1 % + 28.7 %*

Japan 2.0 % + 12.5 %*

USA 1.8 % + 1.2 %*

0 % 5 % 10 % 15 % 20 % 25 %

22 * Change 2011/10 Other source markets Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets Asia, Australia and Africa

With about 5.3 million overnight stays in 2011, the source markets Asia, Australia and Africa have a share of about 8 % of all overnight stays in Germany by foreign visitors

Overnight stays 2011 Forecast OS 2020 * Population in million 1

Asia/Australia/Africa 5,297,623 8,500,000 2,886.6

PR of China / Hong Kong 1,322,564 2,200,000 1,347.6

Japan 1,185,279 1,200,000 126.5

Arabic Gulf States 1,006,856 2,000,000 36.0

Australia, New Zeeland 2 and Oceania 731,836 900,000 36.3 India 547,480 1,500,000 1,241.5

South Korea 346,856 600,000 48.4

South Africa 156,752 n.n. 50.5

Overnight stays by foreign visitors

1 data 2011 2 Australia only 2011: 5.3 mn 2020: 8.5 mn

GNTB growth outlook Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Gntb growth forecasts for 2020

Through successful marketing Germany can net about 70 to 80 million overnight stays from abroad by 2020 overnight stays (millions), including campsites

59.0

Europe 48.7 Forecast 33.6 2020 9.0 Asia / Australia / 6.7 2011 ** Africa 4.9

8.0 2004 America / 7.0 Israel 5.6 ** excl. 1.3 million other overnight stays

0 10 20 30 40 50 60

* deviations due to rounding 23 www.germany.travel

German National Tourist Board

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

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

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

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

Sources 1 UNWTO World Tourism Organization, World 10 German International Hotel Association Tourism Barometer 3 / 2012, Madrid 2012 (IHA) / STR Global, Berlin 2012 2 EUROSTAT, Luxembourg 2012 11 Regional Statistical Offices 2012 3 World Economic Forum, Travel & Tourism 12 Global Blue Germany, Duesseldorf 2012 Competitiveness Report 2011, Geneva 2011 13 ADV (German Airports Association), 4 Federal Statistical Office, Annual Reports Berlin 2012 and Monthly Reports 1995 to 2011, 14 GNTB / Europäische Reiseversicherung AG, Wiesbaden 2012 Qualitätsmonitor Deutschland-Tourismus, 5 GNTB / IPK-International, World Travel (Quality Monitoring of German Tourism) Monitor, Malta 2011, 2012 Frankfurt, Munich 2010 – 2012 6 GNTB Market Research, Frankfurt 2011, 2012 15 DIW econ, Berlin 2012 7 GNTB / Anholt-GfK Roper Nation-Brands- 16 ICCA, Amsterdam 2011 Index 2011, USA 2011 8 Association of the German Trade Fair Industry (AUMA), Messe-Trend, Key Figures, Berlin 2011 Copyrights 9 Meeting- und Event Barometer of EITW Page 2: Neue Messe Leipzig, © DZT commissioned by EVVC, GCB, GNTB; Page 3: ICS Stuttgart, © Messe Stuttgart Wernigerode 2010, 2011 Stock, © Getty