www.germany-tourism.de ”A time to make friends™“ The 2006 FIFA World Cup™ and its effect on the image and economy of Germany HOW THE GERMAN POPULATION SAW IT Before the 2006 FIFA World Cup™ took place, 81.7 per cent of people in How much of the World Cup atmosphere could Germany thought the country was the right choice to host the event. they already sense in Germany? What impact did they expect it to have on their own town or city? 70% 35% 60% 30% 32% 50% 58% 25% 29% 51% 40% 20% 30% 37% 15% 36% 20% 10% 18% 10% 5% 10% 10% 4% 0% 2% 3% 8% 0% Increased/improved a great deal Awareness Tourism quite a lot Image Infrastrucutre some Revenue Events not much Jobs No increase/improvement none at all Source: Prof. Alfons Madeja – Source: Prof. Alfons Madeja – Survey of Germans at the 2005 FIFA Confederation Cup in Germany Survey of Germans taken at the 2005 FIFA Confederation Cup in Germany INVESTMENT AND OPPORTUNITY The impact of foreign visitors to Germany Scenario in billion euros 2006 2007 2008 Total Economic impact of the 2006 FIFA World Cup™ The German government estimates the overall value to the economy Gross domestic product 1.25 0.37 0.03 1,65 of which consumer spending 0.52 0.39 0.07 0.98 of World Cup-induced activity to be around three billion euros, spre- Capital investment 0.13 0.05 -0.04 0.14 ad over a period of at least three years. The event is predicted to crea- Exports 1.02 0.04 0.01 1.07 te 50,000 new jobs, which are expected to generate additional eco- Imports 0.42 0.11 0.00 0.53 nomic value of about 1.5 billion euros in 2007 and 2008, and to Tax revenue 2.32 0.58 0.04 2.94 increase tax receipts by around 600 million euros." Steueraufkommen 0.286 0.089 0.013 0.388 Workforce 14,539 47 1,180 15,766 Source: seventh progress report by the German federal government in preparation for the 2006 FIFA World Cup™ Source: GNTB, GWS, Nov. 2005 Host cityStadium capacity Construction Expenditure on trans- How Germany can capitalise on the 2006 FIFA World Cup™ for the 2006 FIFA costs in milli- port infrastructure in to improve its image as a travel destination World Cup™ on euros million euros The 2006 FIFA World Cup™ presents numerous opportunities for Berlin 66,021 242 486 promoting Germany as a travel destination. The German National Dortmund 60,285 36 28 Tourist Board (GNTB) expects the event to attract a total of around Frankfurt 43,324 126 53 five million additional overnight stays by domestic and internatio- Gelsenkirchen 48,426 186 58 nal visitors. The huge numbers of football fans expected to visit Hamburg 40,226 105 1312 Germany is further bolstered by the participation of so many Hannover 39,297 64 304 neighbouring countries, in particular the three most populous, Kaiserslautern 41,513 71 123 France, the Netherlands and Poland. High-spending target groups Cologne 40,590 117 90 from the USA, Japan and Saudi Arabia will also be coming to Leipzig 38,898 116 596 Germany to cheer on their teams. With its comprehensive trans- Munich 59,416 340 301 port infrastructure, Germany is well equipped to deal with the Nuremberg 36,898 56 30 influx, boasting an array of international airports including the Stuttgart 47,757 51 198 two important hubs of Frankfurt and Munich. Source: Gerd Ahlert, Institute of Economic Structures Research (GWS), Nov. 2005 Source: GNTB forecasts, Nov. 2005 HOW GERMANY IS PERCEIVED ABROAD How do you expect Germany to benefit from Awareness of where the 2006 FIFA World Cup™ is taking place hosting the 2006 FIFA World Cup™? (unprompted poll) 100% 70% 90% 60% 50% 64% 80% 62% 40% 87.1% 49% 50% 70% 30% 46% 40% 45% 60% 20% 10% 50% 61.2% 62.4% 0% 40% Netherlands Poland 46.6% 30% 44.4% Brazil Japan Sweden Italy 20% France 28.7% 10% 0% Around six months before the 2006 FIFA World Cup™ kicked off, the proportion of those surveyed who know that the tournament is Good advertisement for the country being held in Germany ranges from 40 per cent (Italy) to 64 per cent Boost to the tourism industry Improved relations with people from abroad (Netherlands). In Germany, the proportion of the population with a moderate to strong interest in the 2006 FIFA World Cup™ is just over Better stadiums Get more young people interested in football 40 per cent. Interest is particularly high in the traditional footballing More people going to live games countries of Brazil and France. Source: University of Hohenheim, Marketing Reports: Acceptance levels and assessment Source: GNTB/TNS Infratest: random, cross-sectional study of 1,000 people in each of the seven countries, of the 2006 FIFA World Cup™ among the German people Nov. 2005 What have you heard about the 2006 FIFA World Cup™ so far? INTEREST IN FOOTBALL 2001 2002 2003 2004 2005 Can you see yourself watching any of the World Cup Location of the stadiums 25% 54% 46% 45% 57% games on giant screens in city centres and town squares? Ticket prices/how to buy tickets 2% 1% 5% 7% 56% Logo/mascot 2% 16% 11% 33% 35% Security measures 4% 4% 6% 4% 18% 30% 32.8% Football Globe tour 1% 2% 2% 3% 5% 25% Source: University of Hohenheim, Marketing Reports: survey in the run-up to the 2006 FIFA World Cup™ 20% 26.4% 50% 15% 10% 40% 5% 14.8% 10.7% 30% 7.8% 0% 7.5% 20% not likely ↔ extremely likely 10% Source: University of Hohenheim, Marketing Reports: series of surveys in the run-up to the 2006 FIFA World Cup™ 2001 2002 2003 2004 2005 How interested in football are people in Germany? Location of the stadiums very interested just interested not interested Ticket prices/how to buy tickets Logo/mascot Men 57% 26% 17% Security measures Football Globe tour Women 15% 33% 52% Source: University of Hohenheim, Marketing Reports: survey in the run-up to the 2006 FIFA World Cup™ Source: Sportfive – marketing and market research: Sportprofile, Allensbach Market and Media Analysis 2005 A TIME TO MAKE FRIENDS Previous visits to Germany Reasons for travel to Germany 1% 10% 19% 43% 16% 73% 36% First time in Germany Only here for the 2006 FIFA World Cup™ Second time in Germany Combining trip to the 2006 FIFA World Cup™ with a holiday Third time or more in Germany Combining trip to 2006 FIFA World Cup™ with visit to friends or family Other reason The aim of opening Germany up to new groups of customers cent). The long-term effect and lasting impact of this major has been achieved. Three quarters of those surveyed had come sporting event is borne out by the fact that 16 per cent combi- to Germany specially for the 2006 FIFA World Cup™ and for ned their visit with a holiday in Germany and 10 per cent used almost half of respondents this was their first visit (43 per the World Cup as an opportunity to visit friends and family. Source: GNTB/TNS Infratest: 1,281 people visiting the host cities of Berlin, Dortmund, Hamburg, Cologne and Munich from all corners of the globe were asked about their experiences of Germany during the group stage of the World Cup. Increase in overnight stays June/July 2006 % change in overnight stays in the host cities in June 2006 300,000 Total % Foreign % Domestic % 250,000 35.9% 200,000 Frankfurt 27.4 43.8 11.3 Nuremberg 18.4 108.2 -16.5 21.2% 150,000 Munich -4.4 17.4 -23.5 Leipzig 17.9 118.1 -3.8 100,000 405.1% 6.4% Gelsenkirchen 10.7 262.7 -19.6 50,000 255.8% Kaiserslautern 30.2 80.6 6.8 19.2% Cologne 21.6 107.0 -14.3 Hamburg 12.9 57.1 0.6 292,943 UK Dortmund 45.3 285.6 -3.3 210,791 USA 166,730 Central America/Caribbean Berlin -2.6 31.2 -18.8 140,363 Netherlands Hannover 7.0 56.6 -14.1 135,154 Brazil Stuttgart 11.9 90.9 -19.2 72,308 Sweden Source: GNTB/Federal Statistical Office, June/July 2006 Source: Bangerth 2007, based on date from the regional statistical agencies Production credits Published by Norbert Tödter We would like to express our special Design German National Tourist Board (GNTB) Head of Business Planning thanks to the individuals and organi- abold GmbH, Munich Beethovenstrasse 69 and Marketing Research, sations responsible for the studies car- www.abold.de 60325 Frankfurt/Main project leader for the nation- ried out before, during and after the Picture credits Germany wide service and friendliness 2006 FIFA World Cup™, selected results www.germany-tourism.de For picture credits and information, visit: campaign of which are used in this brochure www.actionimages.com www.germany-tourism.de Country FIFA World Cup™ base Hamburg Country FIFA World Cup™ base Angola Celle Netherlands Freiburg Trinidad and Tobago USA Argentina Herzogenaurach Sweden Hanover Paraguay Oberhaching Australia Öhringen Poland Barsinghausen Gelsenkirchen Dortmund Berlin Angola Brazil Königstein/BG Portugal Bonn Poland Germany Costa Rica Heidelberg Serbia & Montenegro France Ukraine Saudi Arabia Bad Nauheim Spain Portugal Germany Berlin Italy Mexico Leipzig Sweden Bremen Cologne Ecuador Bad Kissingen Korea Republic Switzerland Bad Bertrich Ivory Coast Saudi Croatia Ivory Coast Niederkassel Japan Arabia Serbia& Montenegro Billerbeck Chech Republic Ecuador England Baden-Baden Brazil Nuremberg Spain Kamen Tunisia France Aerzen/Hamlyn Switzerland Ghana South Korea Bensberg Argentinia Ghana Würzburg Costa Rica Frankfurt Togo Wangen Iran Friedrichshafen Australia Trinidad & Tobago Rotenburg a.