II. OECD COUNTRIES PROFILES –

Germany

Tourism in the economy is a growing economic sector in Germany, generating close to EUR 100 billion in Gross Value Added, equivalent to 4.4% of total GVA. Some 2.9 million workers are directly employed in the tourism industry, equivalent to 7% of total employment. 2014 was a particularly successful year for German tourism. For the fifth consecutive year, Germany registered a record number of overnights to reach 424 million, an increase of 3% on 2013. International visitor numbers increased by 4.6% (to 75.5 million), considerably faster than the European average. The is the main source market and accounts for roughly 15% of all non-resident overnight stays. , and were the most popular destinations for city-based tourism in 2014. Domestic and international visitor spending combined amounts to EUR 278.3 billion. Overnight visitors account for 41% of visitor spending (EUR 115.4 billion) while international visitors are responsible for 30% of this (EUR 34.1 billion), according to the German Institute for Economic Research. Forecasts by the German National Tourist Board show that inbound tourism is expected to continue its long-term rise, as the number of overnight stays by international tourists is predicted to reach 121.5 million by 2030, or an increase of 80%.

Tourism governance and funding Germany’s federal structure means that the Federal Government is primarily responsible for establishing an appropriate policy environment for tourism. The 16 Federal States (Länder) are responsible for developing, shaping and promoting tourism policy. The Federal Länder-Committee on Tourism meets twice a year, fostering the exchange of information and the co-ordination of measures involving more than one of the Länder. The Federal Minister for Economic Affairs and Energy has lead responsibility for tourism policy. The Federal Government’s Commissioner for the New Federal States (Länder), SMEs and Tourism is responsible for co-ordinating tourism policy within the Federal Government and with the German Parliament (), especially with the Parliamentary Tourism Committee. The Federal Minister for Economic Affairs and Energy is supported by the Advisory Council on Tourism Issues which brings together the interests of government, commerce, academia, trade unions and others. The Länder ministries responsible for tourism devise, implement and fund policies to promote tourism development. Local tourism offices co-ordinate the work of small, local enterprises, promote product design and undertake relevant marketing activities. Each

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Land has a tourism association representing the interests of regional and local/municipal organisations and/or a destination marketing organisation. The German National Tourist Board (GNTB) is responsible for marketing Germany abroad. The GNTB works closely with the tourism marketing organisations of the 16 Länder and co-operates throughout the world with the German Chambers of Commerce Abroad, the Oversees Trade Exhibition Division of the Federal Ministry of Economic Affairs and Energy and the Association of the German Industry.

Germany: Organisational chart of tourism bodies

Federal Ministry Social Partners Tourism industry German Parliament for Economic Academic (Trade unions, associations/ (Bundestag) Affairs and Institutions chambers of enterprises Energy industry/commerce)

Parliamentary Federal Commissioner for the New Parliamentary State Secretaries Federal States, SMEs and Tourism Tourism and State Committee Secretaries

Directorate Advisory Council on General for SME Tourism Issues Policy

Directorate for Overall German National Ministries responsible for Tourism SME Policy Tourist Board of the 16 Federal States and Services

Joint Federal/States Tourism Policy Committee Division for Tourism

Source: OECD, adapted from the Federal Ministry for Economic Affairs and Energy, 2016.

The budgetary funds available to the Federal Ministry for Economic Affairs and Energy for tourism are concentrated on two main areas:

● Institutional support for the GNTB: this increased by EUR 1.6 million to around EUR 30.6 million in 2015, with the additional funds channelled into targeting the and Brazil markets.

● Promotion of projects to enhance the performance of tourism: EUR 1.6 million in 2015. Other federal ministries fund measures and projects in their respective policy fields which benefit tourism in Germany. Businesses in the tourism sector are able to access funding from the Federal Government to support investment, through for example the Joint Federal/Länder Scheme for the Improvement of Regional Economic Structures or interest subsidies as part of the European Recovery Program. Financing for tourism in Germany at municipal, regional, and Länder level derives from a range of different sources. In addition to public funds, revenue is also generated from spa and tourism taxes, as well as from bed taxes.

OECD TOURISM TRENDS AND POLICIES 2016 © OECD 2016 175 II. OECD COUNTRIES PROFILES – GERMANY

Tourism policies and programmes At the request of the German Parliament, the Federal Government regularly reports on the development of the tourism industry in Germany. It delivers on this by creating reports on tourism policy, which are available on the Ministry’s website. A central goal of the Federal Government’s tourism policy is to boost the performance and competitiveness of the German tourism industry. The focus is on supporting small and medium-sized enterprises (SMEs) in the tourism industry so that SMEs can develop their competitive position and fully unlock potential for growth and employment, particularly in the rural areas, shaping demographic change and strengthening sustainable tourism and social responsibility in the tourism industry. Four priority areas, together with the relevant response, are outlined below. Accessibility for all is a tourism policy priority in Germany, to make services and information available for people with restricted movement and families with small children. The Federal Ministry has funded an accessible tourism project involving uniform labelling for accessible services, development of quality standards, training and skills development along the service chain, and information compilation. The Tourism for All labelling system includes the creation and operation of an internet-based labelling database. The GNTB has organised an Accessible Tourism Day at the ITB travel trade show since 2013. The Federal Government has also prioritised strengthening rural tourism, with a number of relevant actions have been taken (Box 1.2). Rural regions account for 60% of Germany’s territory and 32% of holiday accommodation capacity but only 12% of tourism value added. They are structurally weak in terms of providing employment and income, but opportunities exist for rural enterprises to gain business from the growing tourism sector. Labour and skills issues are a further priority. Competition for skilled professionals has intensified across the entire economy and is impacting the continued development of tourism. Many firms in the tourism industry are registering declining numbers of trainees, comparatively high training drop-out rates and high staff turnover levels. Tourism workers face demanding working hours and work conditions and it is a challenge to make the industry attractive to the next generation. Demographic change is also making the situation more difficult. The Federal Government is supporting SMEs as they tackle this sizeable challenge.

Boosting skilled labour for the tourism industry in Germany The Federal Ministry funded a project to analyse the labour market in tourism, leading to the publication in 2014 of a report “Skilled Labour for the Tourism Industry – Fit for the Future”, which made practical recommendations and identified examples of good practice. The Ministry is using this to help SMEs to recruit skilled labour. Employers need to offer further vocational training. Germany’s dual system of vocational training provides a solid basis for this in the tourism sector. The training regulations used in the dual system are regularly modernised with the help of experts from business, business associations, trade unions, and vocational schools in order to integrate new content and requirements. The tourism industry in Germany covers 12 different occupations in which over 70 000 young people are currently undergoing training. Employers and employees in the hospitality industry are discussing the existing need for modernising training regulations. Vocational training is further supported through Centres of Excellence (key points of contact) and an alliance between Government, business, trade unions and Länder that provides support for young people.

176 OECD TOURISM TRENDS AND POLICIES 2016 © OECD 2016 II. OECD COUNTRIES PROFILES – GERMANY

A further priority is to maintain Germany’s diverse range of unspoilt landscapes, outstanding cultural monuments and vibrant local traditions. The German Tourist Association’s research project entitled Developing criteria for sustainable tourist destinations in Germany aims to produce a practical set of criteria for tourism destinations which wish to become increasingly sustainable. The stated intention is not to offer yet another label or certification system, but to bring together the best features of existing standards, systems, guidelines and competitions. A team of experts is looking into the question of what indicators cover all regional features and the requirements of German tourism regions. The project combines the expertise of tourism destinations and leading certification systems. Guidelines are to be produced in early 2016 containing recommendations for action which can apply across the country.

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Statistical profile

Table 1. Germany: Domestic, inbound and outbound tourism

2010 2011 2012 2013 2014 TOURISM FLOWS, THOUSAND Domestic tourism Total domestic trips ...... Overnight visitors (tourists) 113 116 118 710 122 328 | 123 646 127 791 Same-day visitors (excursionists) ...... Nights in all types of accommodation 319 970 330 290 338 432 | 339 860 348 484 Hotels and similar establishments 179 956 189 392 194 562 | 196 499 201 846 Specialised establishments ...... Other collective establishments ...... Private accommodation ...... Inbound tourism Total international arrivals ...... Overnight visitors (tourists) 26 875 28 351 30 410 | 31 545 32 999 Same-day visitors (excursionists) ...... Top markets Netherlands 3 900 4 000 4 200 | 4 124 4 238 2 000 2 300 2 500 | 2 594 2 778 2 000 2 100 2 200 | 2 294 2 415 2 200 2 200 2 300 | 2 310 2 371 1 500 1 500 1 600 | 1 581 1 642 Nights in all types of accommodation 60 310 63 746 68 828 | 71 919 75 577 Hotels and similar establishments 48 386 51 390 55 529 | 58 323 61 312 Specialised establishments ...... Other collective establishments ...... Private accommodation ...... Outbound tourism Total international departures ...... Overnight visitors (tourists) .. .. 82 729 87 459 83 008 Same-day visitors (excursionists) ...... Top destinations ...... TOURISM RECEIPTS AND EXPENDITURE, MILLION EUR Inbound tourism Total international receipts 37 491 38 667 40 547 .. .. International travel receipts 26 159 27 923 29 666 31 030 .. International passenger transport receipts 11 332 10 744 10 881 .. .. Outbound tourism Total international expenditure 69 385 71 938 75 526 .. .. International travel expenditure 58 934 61 686 64 944 64 677 .. International passenger transport expenditure 10 451 10 252 10 582 .. ..

.. Not available; | Break in series Disclaimer: http://oe.cd/disclaimer

Source: OECD Tourism Statistics (Database). 1 2 http://dx.doi.org/10.1787/888933319954

178 OECD TOURISM TRENDS AND POLICIES 2016 © OECD 2016 II. OECD COUNTRIES PROFILES – GERMANY

Table 2. Germany: Enterprises and employment in tourism

Number of Number of persons employed establishments1 2014 2010 2011 2012 2013 2014 Total ...... Tourism industries ...... Accommodation services for visitors .. 1 413 1 457 1 452 .. .. Hotels and similar establishments 33 399 ...... Food and beverage serving industry ...... Passenger transport ...... Air passenger transport ...... Railways passenger transport ...... Road passenger transport ...... Water passenger transport ...... Passenger transport supporting services ...... Transport equipment rental ...... Travel agencies and other reservation services ...... industry Cultural industry ...... Sports and recreation industry ...... Retail trade of country-specific tourism ...... characteristic goods Other country-specific tourism industries ...... Other industries ......

.. Not available Disclaimer: http://oe.cd/disclaimer 1. Data for food and beverage, travel agencies and other reservation services industry refer to number of enterprises.

Source: OECD Tourism Statistics (Database). 1 2 http://dx.doi.org/10.1787/888933319967

Table 3. Germany: Internal tourism consumption Million EUR

2010 Domestic tourism consumption Inbound tourism consumption Internal tourism consumption Total ...... Consumption products 221 236 36 627 257 863 Tourism characteristic products 120 312 29 677 149 989 Accommodation services for visitors 17 135 9 519 26 654 Food and beverage serving services 44 047 5 629 49 676 Passenger transport services 29 327 11 475 40 802 Air passenger transport services ...... Railways passenger transport services ...... Road passenger transport services ...... Water passenger transport services ...... Passenger transport supporting services ...... Transport equipment rental services ...... Travel agencies and other reservation services 8 200 .. 8 200 industry Cultural services 13 718 2 068 15 786 Sports and recreation services 7 885 986 8 871 Country-specific tourism characteristic goods ...... Country-specific tourism characteristic services ...... Other consumption products 100 924 6 950 107 874 Tourism connected products ...... Non-tourism related consumption products ...... Non-consumption products ......

.. Not available Disclaimer: http://oe.cd/disclaimer

Source: OECD Tourism Statistics (Database). 1 2 http://dx.doi.org/10.1787/888933319972

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Access the complete publication at: https://doi.org/10.1787/tour-2016-en

Please cite this chapter as:

OECD (2016), “Germany”, in OECD Tourism Trends and Policies 2016, OECD Publishing, Paris.

DOI: https://doi.org/10.1787/tour-2016-18-en

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