EDITION 2006 Incoming Tourism to Germany FACTS AND FIGURES 2005 www.germany-tourism.de German National Tourist Board Germany
CONTENTS INTRODUCTION 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. Introduction 3 International travel 2005 in arrivals 4 Economic importance of tourism 5 Growth outlook for Europe/ use of the internet in Europe 6 Forms of transport/hotel prices in Europe 7 Incoming tourism in Germany 8 Incoming tourism importance and breakdown 9 Seasonal breakdown/accommodation capacities 10 Types of accommodation/camping 11 City breaks 12 Business travel 13 Source markets for incoming tourism 14 Reasons for travel among Europeans 15 Holiday preferences among Europeans 16 Source markets in Northwest/ Southwest/Northeast Europe 17 Source markets in Southeast Europe/travel arrangements 18 America/Israel source markets 19 US source market 20 Asian source market 21 Other source markets/ Germany in the world 22 GNTB Growth outlook/sources 23 PRODUCTION CREDITS Published by: 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: mafo@d-z-t.com Internet: www.germany-tourism.de Design: Querformat, Frankfurt am Main Printed by: Akzidenzdruck, 64807 Dieburg Germany Translation: LingServe Ltd Pictures credits: Ruhrgebiet Tourismus GmbH/DZT cover; Tourist Information Regensburg/ DZT p. 2; F. Mader/DZT p. 2,3; R. Kiedrowski/DZT p. 3 1 (GB) 2006 INTRODUCTION To coincide with the Germany Travel Mart (GTM) 2006 in Düsseldorf, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany. 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, the WTTC, the World Travel Monitors, data supplied by the Federal Statistical Office, international and national associations of tourism service providers, and studies carried out by the GNTB s own business planning and market research department. GNTB MARKET RESEARCH In order to get the right answers, you first need to ask the right questions. And this is more important than ever in times of continual market changes. The GNTB s market research is focused on forward-thinking, networked surveys aimed at providing its partners and other companies within the German travel industry with cutting-edge analysis for a professional marketing strategy. Frankfurt / Main, May 2006 2 EDITION 2006 EDITION 2006 3
INTERNATIONAL TOURISM 2005 IN ARRIVALS ACCORDING TO THE UNWTO, 808 MILLION INTERNATIONAL ARRIVALS WERE RECORDED IN 2005 ECONOMIC IMPORTANCE OF TOURISM CONTRIBUTION OF TRAVEL & TOURISM ECONOMY 2005 444 156 133 Arrivals in millions 500 400 300 200 100 Direct and indirect effects of tourism Tourism Satellite Account (TSA) Rank Country US-$ bn The Travel & Tourism Economy identifies 1 USA 1,339.4 the broad impact of travel demand 2 Japan 465.4 as it flows-through the economy. It 3 Germany 284.0 consists of goods and services produced for visitors and other activities 4 France 279.2 strongly dependent on Travel & Tourism 5 UK 234.2 spending, such as retailing and construction, 6 China 217.8 which would decline if travel 7 Italy 212.7 demand reduced. 8 Spain 208.7 9 Canada 129.3 10 Mexico 93.8 Source: TSA / WTTC 2005 (2) 38 37 Europe +4 % Asia/Pacific +7 % America +6 % Middle East +7 % Africa +10 % 0 CONTRIBUTION OF TRAVEL & TOURISM INDUSTRY 2005 Arrivals in millions Growth in 2005 (provisional) Source: UNWTO 2006 (1) INTERNATIONAL ARRIVALS IN MILLIONS SOUTHERN/WESTERN EUROPE STILL IN THE LEAD 159 141 Arrivals in millions 200 150 Direct effects of tourism Rank Country US-$ bn 1 USA 514.4 2 Japan 172.3 3 France 110.0 4 Italy 92.0 5 UK 89.5 6 Germany 84.5 7 Spain 81.1 8 China 44.5 9 Canada 41.9 10 Australia 34.7 Tourism Satellite Account (TSA) The Travel & Tourism Industry indentifies the narrower economic impact - goods and services directly for visitors, such as accommodation and transport. It is the narrower perspective of our activity which can be compared with other industries in the economy. Source: TSA / WTTC 2005 (2) 92 100 EMPLOYEES/CAPITAL INVESTMENT (CI) IN THE TRAVEL & TOURISM ECONOMY IN 2005 Southern Europe/ Mediterranean Western Europe (incl. Germany) Central/ Eastern Europe Northern Europe 1990 2000 2005 (provisional) Source: UNWTO 2006 (1) 52 50 0 Rank Country Employees (million) 1 China 64.6 2 India 24.3 3 USA 16.8 5 Japan 7.2 4 Indonesia 7.1 6 Brasil 5.8 7 Russia 5.3 8 Mexico 4.1 9 Germany 4.0 10 France 3.7 Source: TSA / WTTC 2005 (2) Rank Country CI in US-$ bn 1 USA 250.7 2 China 100.3 3 Japan 68.7 4 Spain 45.1 5 UK 34.1 6 France 32.5 7 Germany 31.0 8 Italy 29.3 9 South Korea 20.2 10 Russia 20.2 Source: TSA / WTTC 2005 (2) 4 WORLD WORLD 5
GROWTH OUTLOOK FOR EUROPE/ INTERNET USERS IN EUROPE GROWTH OUTLOOK FOR EUROPE Tourism is one of the global growth industries of the future, with 3% forecast growth per annum to Europe MODAL SPLIT/HOTEL PRICES IN EUROPE BREAKDOWN OF INTERNATIONAL TRAVEL BY EUROPEANS ACCORDING TO FORM OF TRANSPORT IN MILLIONS 2005 Travel by air and road are the dominant categories for travel throughout Europe Total outbound trips by Europeans 2005: 376 million Arrivals Arrivals Arrivals Annual Market Market in millions in millions in millions growth % share share 1995 2010 2020 1995-2020 1995 2020 Europe 338.4 527.3 717.0 3.0 59.8 45.9 America 108.9 190.4 282.3 3.9 19.3 18.1 East Asia/ Pacific 81.4 195.2 397.2 6.5 14.4 25.4 Africa 20.2 47.0 77.3 5.5 3.6 5.0 Middle East 12.4 35.9 68.5 7.1 2.2 4.4 South Asia 4.2 10.6 18.8 6.2 0.7 1.2 World 565.4 1,006.4 1,561.1 4.1 100.0 100.0 Travel by car 31% Other 2% Boat Travel 3% Coach Travel 10% Rail Travel 7% Air Travel 47% Worldwide growth 2005: +5.5% Source: UNWTO 2006 (1) COMPARISON OF HOTEL PRICES IN EUROPE (SELECTION OF EUROPEAN UNION COUNTRIES) Source: WTM 2005 (5) COUNTRIES WITH THE HIGHEST NUMBER OF INTERNET USERS IN EUROPE Ranking Country No. of users (million) % of population 1 Germany 48.7 59.0 2 Great Britain 37.8 62.9 3 Italy 28.9 48.8 4 France 26.2 43.0 5 Spain 17.1 38.7 6 Netherlands 10.8 65.9 7 Poland 10.8 27.8 8 Sweden 6.8 74.9 9 Switzerland 4.9 66.0 10 Czech Republic 4.8 47.0 Total 1-10 196.6 50.6 Total Europe 290.1 35.9 Source: Internet World Stats 2006 (12) Ranking Country 2004 average room rate Hotel Price Index per night (in US $) (100 = most expensive) 1 Sweden 136.33 100 2 Italy 123.08 90 3 Greece 118.72 87 4 Slovakia 117.32 86 5 Denmark 115.38 85 6 Swizerland 113.81 83 7 Lithuania 110.43 81 8 Netherlands 107.80 79 9 Great Britain 105.53 77 10 Republic Ireland 105.04 77 11 Spain 102.88 75 12 Portugal 101.07 74 13 Belgium 99.09 73 14 Norway 98.41 72 15 Finland 98.28 72 16 Czech Republic 97.93 72 17 France 97.67 72 18 Austria 92.19 68 19 Luxembourg 91.24 67 20 Poland 84.67 62 21 Hungary 83.58 61 22 Germany 83.14 61 Quelle: WTTC 2005 (3) 6 EUROPE EUROPE 7
INCOMING TOURISM IN GERMANY INCOMING TOURISM IMPORTANCE AND BREAKDOWN GERMANY Capital Berlin Federal states 16 of which: Non-city states 13 City states 3 Member of WTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82.7 Gross domestic product (2004 in Euro bn) 2,244.0 GDP per capita 2004 27,134 Real GDP growth (in %) 2003 +0.9 2004 +2.4 2005 +1.3 Economic importance of travel and tourism 1 Gross economic output of the travel and tourism industry 185 bn Value creation of the travel and tourism sector 94 bn Direct proportion* of GDP 3.2% International arrivals 2005 International arrivals in thousands (incoming) 21,500 Arrivals per 100 of the population 26 Travel and tourism in Germany 2005 Overnight stays by domestic travellers (thousands) 295,735 Domestic growth +0.8% Overnight stays by international travellers (thousands) 48,246 International growth +6.4% Total overnight stays (thousands) 343,981 Total growth +1.6% of which hotel/guesthouse Overnight stays by domestic travellers (thousands) 161,895 Overnight stays by international travellers (thousands) 38,872 Total overnight stays (thousands) 200,767 Number of rooms (as of July 2005) 890,153 Utilisation of available hotel rooms 2 61.5% Outgoing travel 2004 Trips taken by Germans in thousands 282,700 of which trips abroad in thousands 76,300 No. of foreign trips per 100 of the population 66 Travel and tourism balance of payments 4 Expenditure on travel and tourism 58.8 bn Income from travel and tourism 23.5 bn International balance of payments for travel and tourism -35.3 bn BREAKDOWN OF ALL ARRIVALS IN GERMANY IN 2005 BY CONTINENT 82 per cent of arrivals in Germany in 2005 were domestic trips and 18 per cent were incoming trips Europe 13% OVERNIGHT STAYS IN GERMANY BY FOREIGN VISITORS IN 2005 BY FEDERAL STATE 2 Hamburg 1,311,136 3 Bremen 304,516 4,733,435 Lower Saxony 7,105,080 North Rhine- Westphalia America 2% Rhineland- Palatinate Asia 2% Hesse 3 1,037,379 Schleswig- Holstein 2,463,102 5,090,970 2 Africa, Australia, New Zealand and Oceania <1% 338,312 Saxony-Anhalt 507,449 Thuringia Mecklenburg- Western 646,470 Pomerania Brandenburg 1 592,635 1,168,962 Domestic 82% Saxony 1 Berlin 5,025,996 1 GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 2 IHA 2006 (10) 3 WTM 2005 (5) 4 Deutsche Bundesbank 2006 * excl. business travel, travel to visit friends and family, public investment Source: UNWTO 2005 (1), Federal Statistical Office 2006 (4), GNTB 2006 (6) Saarland 267,082 Total overnight stays: 48.2 million 6,571,528 Baden-Wuerttemberg 11,016,384 Bavaria 8 GERMANY GERMANY 9
SEASONAL BREAKDOWN/ CAPACITIES ACCOMMODATION SEASONAL BREAKDOWN OF OVERNIGHT STAYS BY FOREIGN VISITORS TRAVELLING TO GERMANY TYPES OF ACCOMMODATION/CAMPING OVERNIGHT STAYS IN GERMANY BY FOREIGN VISITORS IN 2005 BY TYPE OF ACCOMMODATION 2004 2005 Hotels and bed & breakfast hotels are extremely important in the incoming sector (74% share of the market) 6,000,000 Hotels 58% 5,000,000 4,000,000 3,000,000 Campsites 7% Other 13% Guesthouses 2% Inns 4% Bed & breakfast hotels 16% 2,000,000 January February March April May June July August September October November December HOLIDAY CAMPSITES IN GERMANY IN 2005 (TOTAL OF 2,530 SITES*) CAPACITIES IN GERMANY BY TYPE OF ACCOMMODATION Accommodation providers by type of accommodation in 2005 and share of the overall market for each type of accommodation Accommodation capacity Establishments in operation Share Type of accommodation (as of July 2005) in % Hotels 13,116 24.8 Bed & breakfast hotels 8,502 16.1 Inns 9,745 18.4 Guesthouses 5,230 9.9 Traditional accommodation providers 36,593 69.2 Leisure, recreational and training centres 2,677 5.1 Holiday centres 85 0.2 Holiday homes or apartments 10,804 20.4 Holiday cottages, youth hostels 1,660 3.1 Preventative medical clinics and rehabilitation clinics 1,002 1.9 All accommodation types 52,877* 100.0 * including 56 boarding houses (recorded for the first time in 2004) With an additional 3.2 million overnight stays by foreign visitors in 2005, campsites are an important part of the German travel industry s portfolio Market share of sites Market share of overnight stays by foreign visitors in Federal state Federal state Bavaria 16% 17% Lower Saxony 13% 8% Schleswig-Holstein 11% 5% Baden-Wuerttemberg 11% 24% Rhineland-Palatinate 10% 44% North Rhine-Westphalia 8% 19% Hesse 7% 14% Brandenburg 7% 6% Mecklenburg-Western Pomerania 7% 3% Saxony 4% 12% Saxony-Anhalt 3% 9% Thuringia 2% 6% Saarland 1% 13% Berlin 1% 36% Hamburg/Bremen < 1% < 1% Germany total 100% 15% * as of July 2005 10 GERMANY GERMANY 11
CITY BREAKS BUSINESS TRAVEL BREAKDOWN OF OVERNIGHT STAYS IN 2005 BY FOREIGN VISITORS IN GERMAN TOWNS AND CITIES ACCORDING TO SIZE GERMANY AS A TRADE FAIR DESTINATION 2005 50% of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000 more than 100,000 50% Internationally, Germany is the number one destination for trade fair travel Total Trade fairs (international) 142 Exhibitors 158,000 International exhibitors 84,000 Rented space 6,300,000 m 2 Visitors 9,700,000 of which international visitors 2,200,000* 10,000 100,000 25% less than 10,000 25% * as of 2004 Source: AUMA 2006 provisional (8) TRADE FAIR LOCATIONS/EXHIBITORS TOP TOWNS AND CITIES IN GERMANY IN 2005 (OVERNIGHTS STAYS) The 10 largest cities have a 35% market share of all overnight stays by foreign visitors in Germany Berlin Munich Frankfurt/Main Cologne Hamburg Düsseldorf Stuttgart Nuremberg Dresden Hanover 0 * The percentage figures refer to the number of overnight stays by foreign visitors as a percentage of the total number of overnight stays (in each respective city 12 GERMANY 1.000.000 2.000.000 3.000.000 4.000.000 5,025,996 34 %* 3,722,777 45 %* 2,298,180 50 %* 1,456,735 35 %* 1,311,136 20 %* 1,086,373 40 %* 664,567 28 %* 601,860 31 %* 443,704 15 %* 408,433 27 %* 5.000.000 Source: Regional Statistical Offices 2006 (11), GNTB 2006 (6) The six largest trade fair and exhibition centres in Germany in 2005 were: Location Indoor area Outdoor area Ranking within (gross in m 2 ) (gross in m 2 ) Europe Hanover 495,265 57,880 1 Frankfurt/Main 324,277 83,163 3 Cologne 286,000 52,000 4 Düsseldorf 252,214 32,500 5 Munich 180,000 103,000 13 Berlin 160,000 100,000 14 as of January 2005 Source: AUMA 2005 (8) THE GERMAN CONFERENCE AND CONGRESS MARKET Germany is ranked first throughout Europe Data Events 1.3 million Average duration 1.8 days Event days 2.3 million Total attendees 69.0 million of which foreign visitors 9.7 million Overnight stays 67.6 million Revenue 49.3 billion Conference venues 10,935 of which hotels 10,148 congress centres 420 higher education establishments 327 airports 40 Rooms 60,500 Source: GCB/ghh 2003 (9) GERMANY 13
SOURCE MARKETS FOR INCOMING TOURISM BREAKDOWN OF OVERNIGHT STAYS IN GERMANY BY CONTINENT REASONS FOR TRAVEL AMONG EUROPEANS REASONS FOR TRAVEL AMONG EUROPEANS TRAVELLING ABROAD AND TO GERMANY IN 2005 Europe has a growth rate of +6.9% in 2005 and an increasing market share Europe 74% Reason for travel Europe Germany Europe Germany 2005 2005 2005 2005 in millions in millions Percentage Percentage Holidays 255.4 16.5 68 53 Short breaks of 1-3 nights 45.4 6.3 12 20 Longer holidays of 4+ nights 210.7 10.2 56 33 Visits to friends or relatives 24.5 2.6 7 8 Business trips 57.3 8.3 15 26 Other travel 38.6 3.9 10 13 America 11% Asia 10% Australia 1% Africa 1% Other 3% Total travel 375.8 31.3 100 100 Source: WTM 2005 (5) TOP 20 SOURCE MARKETS FOR GERMANY BY NUMBER OF OVERNIGHT STAYS IN 2005 Germany has a variety of source markets Netherlands USA Great Britain Switzerland Italy Belgium Austria France Denmark Spain Sweden Japan Poland Russia PR of China & Hong Kong Arab Gulf States Czech Republic Norway Australia/ NZ / Oc Canada 14 GERMANY Change 2005/2004 8.4 +5.1% 4.4 +2.4% 4.0 +5.4% 3.2 +10.2% 2.7 +8.3% 2.1 +7.1% 2.1 +8.2% 2.0 +4.2% 1.8 +12.1% 1.5 +20.1% 1.4 +2.1% 1.3 +2.1% 1.0 +2.4% 0.9 +4.8% 0.9 +8.0% 0.6 +26.7% 0.6 +4.8% 0.5 +7.8% 0.4 +9.4% 0.4 +7.8% million 0.0 2.0 4.0 6.0 8.0 BREAKDOWN OF EUROPEAN BUSINESS TRAVEL VOLUME INTO DIFFERENT TYPES OF BUSINESS TRIPS TO GERMANY IN 2005 Total volume: 8.3 million trips Traditional business trips 53% (-5% Points) Trade fairs and exhibitions 19% (-2% Points) Incentive travel 2% (+/-0% Points) Conferences/congresses 27% (+8% Points) Source: WTM 2005 (5) EUROPEANS IN GERMANY 15
HOLIDAY PREFERENCES AMONG EUROPEANS RANKING OF HOLIDAY CONTENTS OF EUROPEANS IN GERMANY 2005 AS A PERCENTAGE SOURCE MARKETS IN NORTHWEST/ SOUTHWEST/NORTHEAST EUROPE SOURCE MARKETS IN NORTHWEST AND SOUTHWEST EUROPE City breaks 27% 30% 25% 20% 15% Winter sports 2% General tours 21% 10% Event-related 5% holidays 5% With a total of 24.3 million overnight stays in 2005, the source markets of Northwest and Southwest Europe have a 50% share of all overnight stays in Germany by foreign visitors. Overnight stays Overnight stays % of holidays Population 1995* 2005 taken abroad 1) in millions 2) Northwest Europe 9,574,762 14,859,239 81.9 86.9 Netherlands 5,055,629 8,428,199 113.2 16.3 Great Britain 2,952,366 3,970,807 69.8 59.7 Belgium 1,346,954 2,079,083 98.2 10.4 Luxembourg 219,813 381,150 166.2 0.5 Holidays in the countryside 12% Health & fitness holidays 2% Southwest Europe 5,520,699 9.413,059 33.1 169.0 Switzerland 1,664,793 3,223,698 134.3 7.3 Italy 1,656,995 2,681,855 25.6 58.1 France 1,557,746 2,074,255 35.3 60.5 Spain 641,165 1,460,251 22.9 43.1 Seaside/lakeside holidays 6% Sports holidays 2% Total 15,095,461 24,272,298 255.9 Holidays in the mountains 5% Source: WTM 2005 (5) 1) 2005 data 2) 2005 data * excl. camping Source: Federal Statistical Office 2005 (4), GNTB 2006 (6) HOLIDAY CONTENT FOR EUROPEANS ON CITY BREAKS IN EUROPE AND GERMANY SOURCE MARKETS IN NORTHEAST EUROPE/RUSSIA Content of Total foreign Rank city breaks* city breaks 2005 by Europeans (frequency in %) Sightseeing 58 1 Enjoying 45 2 atmosphere/ambience Visiting museums 40 4 Enjoying food and drink 42 3 Shopping 37 5 Visiting exhibitions 23 8 Nightlife 27 6 Visiting parks/green areas 24 7 City breaks Rank to Germany by Europeans (frequency in %) 55 1 49 2 38 3 36 4 36 5 26 6 23 7 23 8 With just under 6.3 million overnight stays in 2005, the source markets of Northern and Eastern Europe/Russia have a 13 % share of all overnight stays in Germany by foreign visitors. Overnight stays Overnight stays % of holidays Population 1995* 2005 taken abroad 1) in millions 2) Northeast 4,554,910 5.889.601 16.5 213.0 Europe/Russia Denmark 1,063,488 1,773,335 106.8 5.4 Sweden 953,851 1,402,910 61.9 9.0 Norway 398,131 522,744 78.2 4.6 Finland 267,745 426,536 80.3 5.2 Poland 927,002 975,934 14.5 38.6 Russia 764,737 862,592 1.2 143.2 Baltic States 179,956 286,676 27.8 7.1 * Trips involving one or more overnight stay; excluding the motive of visiting friends or relatives Source: WTM 2005 (5) 1) 2005 data 2) 2005 data *excl. camping Source: Federal Statistical Office 2005 (4), GNTB 2006 (6) 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 3.0 million overnight stays in 2005, the source markets of Southeast Europe have just under a 6% share of all overnight stays in Germany by foreign visitors. Overnight stays Overnight stays % of holidays Population 1995* 2005 taken abroad 1) in millions 2) Southeast Europe 2,131,683 3,044,126 52.4 35.9 Austria 1,286,725 2,053,432 89.2 8.2 Czech Republic 474,836 577,457 45.5 10.2 Hungary 370,122 413,237 29.3 10.1 Slovenia No figures available No figures available 91.7 2.0 Slovakia No figures available No figures available 38.3 5.4 1) 2005 data 2) 2005 data * excl. camping, GNTB 2006 (6) With just under 6.0 million overnight stays in 2005 the source markets in America and Israel have a 12% share of all overnight stays in Germany by foreign visitors in Germany. USA with a total of 4.4 million overnight stays in 2005 is the main overseas source market. Overnight stays Overnight stays Population 1995* 2005 in millions 1) Total 4,236,692 5,822,460 894.2 USA 3,186,396 4,422,975 298.2 Canada 266,142 440,695 32.3 Central/South America 506,538 641,732 557.0 America 3,959,076 5,505,402 887.5 Israel 277,616 317,058 6.7 1) 2005 data * excl. camping TRAVEL ARRANGEMENTS MADE BY EUROPEANS TAKING A HOLIDAY IN GERMANY IN 2005 57% of Europeans booked services relating to their stay in Germany in advance MAIN TRAVEL DESTINATIONS FOR US AMERICANS IN EUROPE IN 2004 Total travel from the USA to Europe 2004: 13.7 million trips No booking 43% Great Britain 23 % Direct booking* 28% France 12 % Germany 12 % Italy/ Malta 12 % travel agency* 14% Internet booking* 26% Netherlands/Belgium/ Luxembourg 8 % *multiple answers possible Source: WTM 2005 (5) 0 % 5 % 10 % 15 % 20 % multiple selection of destinations possible Source: WTM 2005 (5) 18 EUROPEANS IN GERMANY US AMERICANS IN GERMANY 19
US SOURCE MARKET ASIAN SOURCE MARKETS HOW ACCOMMODATION IN GERMANY WAS BOOKED CHINA WILL BECOME THE MOST IMPORTANT ASIAN SOURCE MARKET FOR GERMANY IN THE NEAR FUTURE Travel agency 19 % 38 % 2,462.1 2,500 2,000 Accommodation provider 12 % 29 % 1,312.5 1,183.4 1,465.6 1,500 Corporate travel office 15 % 853.4 1,000 642.6 Internet share 9 % 9 % 14 % 0 % 10 % 20 % 30 % Holiday travel All travel Source: WTM 2004 (5) HOLIDAY ACTIVITIES OF US AMERICANS IN GERMANY IN 2004 291.7 305.6 116.1 0 Japan China South Korea Taiwan in 1,000 Overnight stays 1994 Overnight stays 2005 Forecast 2015 167.2 94.7 389.8 500, GNTB 2006 (6) Sightseeing 57 % CHINESE AND JAPANESE ARE AMONGST THE HIGHEST SPENDERS FOR TAX-FREE SHOPPING IN GERMANY Eating good food 37 % Historical places of interest 32 % Sales in million Shopping Entertainment Museums/ art exhibitions Group sightseeing tours 17 % 23 % 21 % 31 % Russia China/Hongkong Japan 27.5 53.6 372 69.3 189 / 600 320 1 Visiting festivals 9 % USA 21.5 241 National parks Nightlife 7 % 5 % 0 % 10 % 20 % 30 % 40 % 50 % Switzerland 18.9 204 0 10 20 30 40 50 60 70 Multiple selection of categories is possible Source: WTM 2004 (5) 1 Average spending per shopping visit Source: Global Refund 2006 (13) 20 US AMERICANS IN GERMANY ASIANS IN GERMANY 21
OTHER SOURCE MARKETS/ GERMANY IN THE WORLD GNTB GROWTH OUTLOOK/SOURCES SOURCE MARKETS ASIA, AFRICA AND AUSTRALIA GNTB GROWTH FORECASTS FOR 2015 With just under 5.5 million overnight stays in 2005 the source markets Asia, Africa and Australia have 11% share of all overnight stays in Germany by foreign visitors. Overnight stays 1 Overnight stays Population 2 1995 * 2005* in millions* gesamt 3,805,761 5,527,879 4,758.0 Japan 1,306,499 1,312,456 128.1 China/Hongkong 333,266 853,449 1,322.9 South Korea 165,055 305,637 47.8 Asia 3,161.772 4.650,176 3,821.0 Africa 349,473 413,610 904.8 Australia, New Zealand and 294,516 464,093 32.2 Oceania other countries 2,711,130 2,652,099 307.8 1 excl. camping Trough successful marketing Germany can net just under 58 million overnight stays from abroad (+16 million) by 2015 32.8 41.1 overnight stays (in millions) 50 40 30 20 * excl. Israel 2 data 2005 5.2 8.3 5.8 7.6 10 GERMANY IN THE WORLD The Nation Brand Index shows that 6 factors come into play when evaluating a location Europa 2005 2015 Asia Australia Africa America Israel 1.3 0.9 others 0 Source: German Federal Statistical Office 2006 (4), excl. camping, GNTB 2006 (6) Tourism 4.6 Brands and products 4.9 People 5.9 Politics (foreign) 6.2 Culture and tradition 4.6 Investments 4.4 max. 7 points possible Source: Anholt-GMI 2005 (7) 22 WORLD SOURCES 1 UNWTO World Tourism Organization, World Tourism Barometer 1/2006, Tourism Market Trends 2004 Edition, Spain 2004-2006 2 TSA/ WTTC World Travel and Tourism Council, The 2005 Travel and Tourism Economic Research, Country League Tables, UK 2005 3 WTTC World Travel and Tourism Council, Competitiveness Monitor 2004, UK 2005 4 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2005, Wiesbaden 2006 5 IPK-International, World Travel Monitor/D.K. Shifflet-Performance/ Monitor, Malta 2006, USA 2005 6 GNTB Market Research, Frankfurt 2005, 2006 7 Anholt-GMI, Nation Brands Index 2005, USA 2005 8 Association of the German Trade Fair Industry (AUMA), Messeplatz Deutschland (Germany as a Trade Fair Destination), Berlin 2005 to 2006 9 GCB/ghh consult/gntb, Der Deutsche Tagungs- und Kongressmarkt (The German Conference and Congress Market), Frankfurt 2003 10 German International Hotel Association (IHA)/Deloitte, Hotelmarkt Deutschland (The German Hotel Market), Industry Report 2006, Berlin 2006 11 Regional Statistical Offices 2006 12 Internet World Stats, USA 2006 13 Global Refund Germany, Düsseldorf 2006 23
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. 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: info@d-z-t.com Internet: www.germany-tourism.de