German National Tourist Board Incoming-Tourism Germany Edition 2011 Facts and Figures 2010
CONTENTS 03 Introduction / International tourism 2010 04 Growth Outlook world tourism / International travel destination Germany 05 Germany in the world 06 Germany in the world / T & T Competitiveness Index 07 Germany inside Europe 08 Incoming Tourism in Germany Facts and Figures 09 Hotel prices in Europe and Germany / Source markets for Incoming Tourism 10 Incoming Tourism importance and breakdown / Seasonal breakdown 11 Accommodation capacities / Types of accommodation 12 City breaks 13 Source markets for Incoming- Tourism / Airports 14 Business travel / Conferences / Trade fairs 15 European business travel destinations / Types of business trips 16 Reasons for travel among Europeans / holiday preferences 17 Transport / Modal split / Satisfaction of holidaymakers 18 Disabled-Friendliness / Source markets in Northwest / Southwest Europe 19 Source markets in Northeast Europe / Southeast Europe 20 Travel arrangements / Source markets in America / Israel 21 US source market 22 Asian source markets / Tax-Free Shopping 23 Other source markets / GNTB growth outlook 02 www.germany.travel
Introduction To coincide with the Germany Travel Mart (GTM) 2011 in the cities of Cologne / Bonn, 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, EUROSTAT, the WEF and studies carried out by thegntb 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, international and national associations of tourism service providers. International tourism 2010 Source: UNWTO 2011 (1) Arrivals picked up in 2010 following the crisis and grew by 7 % worldwide The destinations with the largest growth in international travel are Asia and the Middle East arrivals in million Change 2010/09 World 935.0 Europe 472.7 Asia / Pacific 203.8 America 150.4 Middle East 59.7 935 880 million Mio. worldwide internationale international Ankünfte weltweit arrivels +6.7 % +3.4 % +12.6 % +7.1 % +14.2 % Africa 48.8 0 100 200 300 400 500 950 +6.4 % worldwide growth forecast 2011: +4% to +5% 03
World / Europe Growth Outlook world tourism Source: UNWTO 2011 (1) Growth Outlook for world tourism 2020 Tourism is one of the global growth industries of the future, with 3 % forecast growth per annum to Europe Arrivals in million 1995 Arrivals in million 2010 Arrivals in million 2020* Annual growth % 1995 2020 Market share 1995 % Market share 2020 %* Europe 336.0 472.7 717.0 3.1 59.8 45.9 America 110.0 150.4 282.0 3.8 19.3 18.1 East Asia/Pacific 81.0 192.8 397.0 6.5 14.4 25.4 Africa 20.0 48.8 77.0 5.5 3.6 5.0 Middle East 14.0 59.7 69.0 6.7 2.2 4.4 South Asia 4.0 11.0 19.0 6.2 0.7 1.2 World 565.0 935.0 1,561.0 4.1 100.0 100.0 2010: + 6.7 % worldwide + 3.4 % Europe International travel destination Germany Source: GNTB/WTM 2011 (5) Germany the second most popular travel destination for Europeans for the first time in 2010, behind Spain Germany with the highest growth rate among the top five destinations worldwide for European travellers Spain 44 Germany 40 France 36 Italy 32 Austria 22 Trips in million Change 2010/ 2009-1 % + 11 % +/- 0 % + 1 % + 2 % 0 10 20 30 40 50 04 * Forecast
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7) Germany worldwide in second place On the demand side, Germany is in second place of 50 countries worldwide enduring success since the 2006 World Cup. Tourism is one of the six key locational factors for a country s Image * from a max. 100 of points 69.51 * 72.19 * Tourism Exports 65.68 * People 63.90 * Governance 65.92 * 68.51 * Cultural and Heritage Investment and Immigration Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7) Germany among the top 10 of 50 worldwide destinations Germany receives excellent ratings from its major source and growth markets Cultural image Germany s ranking Tourism image Germany s ranking Total Germany 4 Total Germany 9 USA 3 Russia 5 Russia 3 China 6 China 3 India 6 France 5 Japan 7 India 6 Brazil 8 05
World / Europe Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (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 T & T Competitiveness Index Source: World Economic Forum 2011 (3) Travel & Tourism Competitiveness Index 2011 From a supply perspective, Germany is in second place compared to 139 countries worldwide Country 2011 2009 Ranking of 139 Index-Wert Ranking of 133 Switzerland 1 5.68 1 Germany 2 5.50 3 France 3 5.41 4 Austria 4 5.41 2 Sweden 5 5.34 7 USA 6 5.30 8 UK 7 5.30 11 Spain 8 5.29 6 Canada 9 5.29 5 Singapore 10 5.23 10 06
Germany inside Europe Source: Eurostat 2011 (2) Germany is the largest domestic tourism market in the European Union Germany is ranked first with a market share of 21 % overnight stays by domestic visitors (in million)* Germany 180.1 Italy 135.3 France 130.4 Spain 113.3 Great Britain 107.0 Austria 23.1 Sweden 20.8 Poland 19.0 Netherlands 17.8 Greece 16.4 Portugal 14.0 Romania 12.4 Finland 11.4 Czech. Republic 9.5 Hungary 7.3 Total overnights stays by domestic visitors in the 27 EU countries in 2010 853.1 million 0 20 40 60 80 100 120 140 160 180 * in hotels and similar establishments Germany inside Europe Source: Eurostat 2011 (2) Germany has a market share of 7 % in total overnight stays by foreign visitors in the European Union Germany is in the sixth place with an above average growth rate Spain 154.8 Italy 109.4 France 66.0 Great Britain 59.2 Austria 58.7 Germany 48.6 Greece 46.3 Portugal 24.3 Czech. Republic 16.9 Netherlands 16.4 overnight stays by foreign visitors (in million)* Total overnights stays by foreign visitors in the 27 EU countries in 2010 705.7 million Change 2010/09: +5.1% Change 2010/09 + 8.9 % + 2.4 % + 3.0 % + 0.1 % + 1.5 % + 11.9 % + 16.9 % + 3.8 % + 5.7 % + 13.4 % 0 20 40 60 80 100 120 140 160 * in hotels and similar establishments 07
Germany Incoming Tourism in Germany Source: Federal Statistical Office 2011 (4), GNTB 2011 (6) Germany Capital 1 GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 2 In hotels / b & b-hotels / inns / guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2011 (5), 4 Deutsche Bundesbank, April 2011 5 DWIF, Munich 2010 6 IHA/STR Global 2011 * excl. business travel, travel to visit friends and family, public investment 08 Berlin Federal states 16 Non-city states 13 City states 3 Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82.1 Gross domestic product (2010 in Euro bn) 2,497.6 GDP per capita 2010 (in Euro) 30,421 Real GDP growth (in %) 2008 + 1.3 2009-4.7 2010 + 3.6 Economic importance of travel and tourism 1 Gross economic output of the travel and tourism industry Value creation of the travel and tourism sector 185 bn 94 bn Direct proportion* of GDP (as of 2004) 3.2 % International arrivals 2010 International arrivals in million (incoming) 26.9 Arrivals per 100 of the population 33 Travel and tourism in Germany 2010 Overnight stays by domestic travellers (thousands) 320,024 Domestic growth + 2.0 % Overnight stays by international travellers (thousands) 60,310 International growth + 10.0 % Total overnight stays (thousands) 380,334 Total growth + 3.2 % Sales turnover of overnight stays by domestic travellers 5 of which hotel / guesthouse 53.0 bn Overnight stays by domestic travellers (thousands) 179,956 Overnight stays by international travellers (thousands) 48,386 Total overnight stays (thousands) 228,342 Number of hotel beds 2 (as of July 2010) 1,721,729 Hotel room occupancy 6 (2009: 59.9%) 63.4 % Outgoing travel 2010 3 Trips taken by Germans (in thousands) 308,300 Of which trips abroad (in thousands) 72,000 No. of foreign holiday trips per 100 of the population 62 Inbound travel from Europe 2010 3 Trips to Germany by Europeans (in thousands) 40,000 Expenditure for travel to Germany per trip/person: 497 per night/person: 84 Length of stay in Germany (average) Travel and tourism balance of payments 2010 4 6.3 nights Expenditure on travel and tourism (10 / 09: + 0.7 %) 58.6 bn Income from travel and tourism (10 / 09: + 5.3 %) 26.2 bn International balance of payments for travel and tourism (10/ 09: - 2.7 %) - 32.4 bn Expenditure for domestic travel 2010 3 66.7 bn
Hotel prices in Europe and Germany Source: IHA/STR Global 2011 (10) Comparison of hotel prices in European and German cities Germany has an excellent price / performance ratio in hotel accomodation TOP 5 Europe Paris 171 London 149 Rom 139 Milan 133 Amsterdam 127 Net prices 2010 in, Change 2010 /09 + 6.7 % + 14.1 % + 0.3 % - 2.9 % + 6.0 % TOP 5 Germany Frankfurt / Munich 113 Duesseldorf 104 Hamburg 100 Stuttgart 99 Cologne 96 EU-Average: 99 (+4.5 %) Germany: 90 (+12.6 %) Berlin: 87 (+9.0 %) + 7.5 / 18.5 % + 18.2 % + 9.0 % + 13.3 % + 3.7 % 80 100 120 140 160 Source markets for Incoming Tourism Source: Federal Statistical Office 2011(4) Breakdown of overnight stays in Germany by continent Europe with a growth rate of +8.9 % in 2010 still the most important source market. Asia extend its market share 76 % Europe 10 % Americas 9 % Asia Other 3 % Australia, New Zealand and Oceania 1 % Africa 1 % 09
Germany Incoming Tourism importance and breakdown Source: Federal Statistical Office 2011 (4) Overnight stays in Germany by foreign visitors in 2010 by federal state 1,407,239 Hamburg 1,852,309 Bremen 393,845 Lower Saxony 3,105,454 North Rhine- Westphalia 8,234,963 Schleswig- Holstein Hesse 5,443,373 473,764 Saxony-Anhalt 567,826 Thuringia Rhineland- Palatinate 5,393,373 Mecklenburg- Western Pomerania 846,968 Brandenburg 755,180 Saxony 1,606,165 Berlin 8,507,166 Saarland 230,234 13,472,221 Total overnight stays 60.3 million 8,020,368 Baden- Wuerttemberg Bavaria Seasonal breakdown Source: Federal Statistical Office 2011 (4) Seasonal breakdown of overnight stays by foreign visitors travelling to Germany overnight stays by foreign visitors (1,000) 8.000 7.000 6.000 5.000 2010 4.000 3.000 2009 2.000 Jan Feb March April May June July Aug Sep Oct Nov Dec 10
Accommodation capacities Source: Federal Statistical Office 2010 (4) 1 as of July 2010 Capacities in Germany by type of accommodation 2010 Type of accommodation Accommodation capacity Establishments in operation 1 Share in %* Hotels 13,487 24.4 Bed & breakfast hotels 8,033 14.5 Inns 8,893 16.1 Guesthouses 5,530 10.0 Traditional accommodation providers 35,943 65.0 Leisure, recreational and training centres 2,651 4.8 Holiday centres 113 0.2 Holiday homes or apartments 10,852 19.6 Holiday cottages, youth hostels 1,897 3.4 Campsites 2,952 5.3 Preventative medical clinics and rehabilitation clinics 907 1.6 All types of accommodation 55,315 100.0 Types of accommodation Source: Federal Statistical Office 2011 (4) Overnight stays in Germany by foreign visitors in 2010 by type of accommodation Share in %* Hotels 57 % Bed & breakfast hotels 18 % Campsites 6 % Inns 4 % Holiday centres 4 % Holiday cottages, youth hostels Holiday homes or apartments 4 % 4 % Market share of hotels and b&b-hotels 74 % Guesthouses 2 % Others 2 % 0 10 20 30 40 50 *deviations due to rounding 11
Germany City breaks Source: Federal Statistical Office 2011 (4) Breakdown of overnight stays in 2010 by foreign visitors in German towns and cities according to size 52 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000 52 % more than 100,000 24 % 10,000 100,000 24 % less than 10,000 City breaks Source: Regional Statistical Offices 2011 (11), GNTB 2011 (6) Top towns and cities in Germany in 2010 (overnights stays) The 10 largest cities have a 40 % market share of all overnight stays by foreign visitors in Germany Berlin 8,507,166 Munich 5,169,928 Frankfurt / Main 2,700,214 Hamburg 1,852,309 Cologne 1,554,785 Duesseldorf 1,415,913 Stuttgart 811,037 Nuremberg 719,922 Dresden 1 640,514 Hanover 1 400,694 0 1 2 3 4 5 6 7 40.9 % 2 46.6 % 2 44.5 % 2 20.7 % 2 34.0 % 2 39.5 % 2 30.0 % 2 29.8 % 2 18.1 % 2 20.8 % 2 8 million 12 1 excluding campgrounds ² 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)
Source markets for Incoming Tourism Source: Federal Statistical Office 2011 (4) Top 20 source markets for Germany by number of overnight stays in 2010 Netherlands well ahead of the rest as Germany s number 1 source market Netherlands 10.5 USA 4.8 Switzerland 4.2 Great Britain 4.2 Italy 3.3 Austria 2.8 France 2.7 Belgium 2.6 Denmark 2.5 Spain 1.9 Sweden 1.5 Russia 1.5 Poland 1.4 PR of China & Hong Kong 1.1 Japan 1.1 Arab Gulf States 1.0 Norway 0.7 Czech Republic 0.7 Australia 0.6 Canada 0.6 50 % 0 2 4 6 8 10 Change 2010 / 2009 + 5.4 % + 11.1 % + 8.6 % + 13.0 % + 6.2 % + 10.3 % + 9.1 % + 3.9 % + 7.1 % + 10.3 % + 11.4 % + 24.1 % + 15.7 % + 33.3 % + 12.8 % + 26.4 % + 17.6 % + 11.0 % + 27.0 % + 16.0 % million Airports Source: ADV 2011 (13) Traffic revenue at Germany s international airports increased by + 4.7 % in 2010 91 % of the passenger volume of 189 million is allotted to the TOP 10 airports Frankfurt 52.7 Munich 34.6 Berlin 22.3 Duesseldorf 18.9 Hamburg 12.9 Cologne / Bonn 9.8 Stuttgart 9.2 Hanover 5.0 Nuremberg 4.0 Hahn 3.5 Passengers 2010 (millions) * 0 10 20 30 40 50 *excl. transit flights 13
Germany Business travel / Conferences / Trade fairs Source: GNTB 2010 (6) Business tourism / travel within the German tourism sector Overview of market segments Business trips (with overnight stay) 72.5 m Germany 1 Spending: 39.0 bn 1 10.7 m guests from Europe 2 Spending: 7.5 bn 2 1.4 m guests from overseas 2 * Spending: 5.0 bn 2 * Day business trips (DBT) 3 315.4 m classic DBT 122.6 m at seminars / trainings 59.4 m at meetings / conventions 42.7 m at fairs / exhibitions Total: 540 m in Germany Spending: 14.0 bn Total spending: 66 bn 1 Source: GNTB / TNS-Infratest 2 Source: GNTB / IPK 3 Source: BMWI / DWIF * estimate Trade fair locations / exhibitors as of January 2011 The six largest trade fair and exhibition centres in Germany in 2010 were: Location Indoor area (gross in sqm) Outdoor area (gross in sqm) Ranking worldwide Hanover 495,265 58,070 1 Frankfurt / Main 345,697 95,721 4 Cologne 284,000 100,000 5 Duesseldorf 262,704 43,000 6 Munich 180,000 360,000 18 Berlin 160,000 100,000 20 Source: AUMA 2011 (8) Trade Fairs in Germany Foreign visitors 2009/ AUMA category international and national events Africa 1.7 % Latin America 2.0 % North America 2.7 % Middle East 3.2 % 14.6 % Europe (Non-EU) 68.8 % European Union South-East-Central-Asia 6.3 % Australia / Oceania 0.7 % Total 2.05 million foreign visitors 14 Source: AUMA 2010 (8)
Business travel destinations for Europeans Source: GNTB / WTM 2011 (5) Germany leads the way among the top ten business travel destinations for Europeans Germany 10.7 France 4.7 Great Britain 4.4 Italy 3.2 Spain 3.0 Austria 2.3 USA 2.2 business trips in million Russia 1.9 Belgium 1.8 Sweden 1.8 Traditional business trips Promotable business trips (Meeting/Incentive/ Convention/Exhibition) 0 2 4 6 8 10 12 Types of business trips Source: GNTB / WTM 2010 (5) Breakdown of European business travel volume into different types of business trips to Germany 2010 Nearly 50% promotable business trips Share (change 2010 /09) 53 % Traditional business trips (+ 2 %-Points) 22 % Trade fairs and exhibitions (+ 2 %-Points) 24 % Conferences / congresses (+/- 0 %-Points) 1 % Incentives (- 2 %-Points) Total volume 2010 10.7 million travels 47 % Promotable business trips (- 1 %-Point) 15
Europeans in Germany Reasons for travel among Europeans Source: GNTB/WTM 2011 (5) Reasons for travel among Europeans travelling abroad and to Germany in 2010 Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector Reason for travel Europe 2010 in million * Germany 2010 in million * Europe 2010 Percentage * Germany 2010 Percentage * Holidays 286.7 21.4 71.6 % 53.8 % Short breaks of 1 3 nights 63.9 9.4 16.0 % 23.6 % Longer holidays of 4+ nights 222.8 12.0 55.6 % 30.2 % Visits to friends or relatives 23.8 3.9 5.9 % 9.8 % Other travel 32.0 4.0 8.0 % 10.1 % Business trips 58.0 10.7 14.5 % 26.9 % Total travel 400.6 39.8 100 % 100 % Holiday preferences Source: GNTB / WTM 2011 (5) Ranking of holiday contents of Europeans in Germany 2010 as a percentage In 2010 Germany s strengths lay in city / event breaks and general tours City breaks General tours Holidays in the countryside Trip for a special private occasion Other holiday Seaside/lakeside holidays Sports holidays Event-related holidays Holidays in the mountains Visit of a leisure park Health & fitness holidays Winter sports Cruise / boat holiday 27 % 20 % 10 % 8 % 7 % 7 % 5 % 4 % 3 % 3 % 2 % 2 % 1 % to Germany Europe 0 5 10 15 20 25 30 35 16 * deviations due to rounding
Transport / Modal split Source: GNTB / WTM 2011 (5) Car and plane travel more popular again in 2010 All trips from Europe to Germany in 2010: 40 million Share (change 2010/09) 29 % Plane (-1 %-Point) 50 % Car (+4 %-Points) 5 % Other (+ / - 0 %-Points) 9 % Coach (- 1 %-Point) European trips to 7 % Rail Germany in 2010 (- 2 %-Points) 40 million Satisfaction of holidaymakers Source: GNTB / ERV 2011 (14), rounded values Satisfaction of holidaymakers in Germany with individual aspects Landscape / scenery Atmosphere / ambience Attractive towns and villages Wellness and spa facilities Sporting activities Indoor attractions Events / entertainment Activities for children Arts and culture 1.7 1.7 1.8 1.7 1.9 1.7 1.9 1.9 2.1 2.2 2.4 2.3 2.3 2.2 2.5 2.7 2.6 2.2 Level of satisfaction for German visitors Level of satisfaction for Foreign visitors 1 = delighted 6 = disappointed 2.5 2.0 1.5 1.0 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? People with restricted mobility Walking impaired / wheelchair users Blind / partially sighted people Deaf / hard of hearing people Visitors with pushchairs 2.25 2.79 2.42 3.09 2.62 3.24 2.38 2.88 2.05 2.50 Level of satisfaction for German visitors Level of satisfaction for foreign visitors 1 = delighted 6 = disappointed 3.0 2.5 2.0 1.5 1.0 Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Source markets in Northwest and Southwest Europe With a total of 30.3 million overnight stays in 2010, the source markets of Northwest and Southwest Europe have a 50 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays 2010 Forecast OS 2020 * Population in millions 1 Northwest Europe 18,142,074 21,200,000 94.4 Netherlands 10,483,114 11,000,000 to 13,300,000 16.7 UK and Rep. of Ireland 4,512,029 4,300,000 to 5,400,000 66.5 Belgium 2,639,425 2,700,000 to 4,000,000 10.7 Luxembourg 507,506 800,000 0.5 Southwest Europe 12,147,646 18,200,000 175.6 Switzerland 4,186,422 4,200,000 to 7,100,000 7.6 Italy 3,295,849 5,100,000 60.1 France 2,735,869 3,600,000 62.6 Spain 1,929,506 3,800,000 45.3 Total 30,289,720 39,400,000 270.0 Overnight stays by foreign visitors 2010: 30.3 mn 2020: 39.4 mn 18 * deviations due to rounding 1 2010 data
Source markets in Northeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Source markets in Northeast Europe / Russia With 8.5 million overnight stays in 2010, the source markets of Northern and Eastern Europe / Russia have a 14 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1 Northeast Europe / 8,497,163 10,800,000 210.2 Russia Denmark 2,528,220 2,600,000 to 3,800,000 5.5 Sweden 1,514,850 1,600,000 to 1,800,000 9.3 Russia 1,486,471 2,000,000 140.4 Poland 1,380,549 1,600,000 38.0 Norway 733,407 900,000 4.9 Finnland 574,818 900,000 5.3 Baltic States 278,848 500,000 6.8 Overnight stays by foreign visitors 2010: 8.5 mn 2020: 10.8 mn Source markets in Southeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Source markets in Southeast Europe With a total of 4.4 million overnight stays in 2010, the source markets of Southeast Europe have about a 7 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1 Southeast Europe 4,400,570 6,300,000 36.3 Austria 2,838,779 2,900,000 to 4,470,000 8.4 Czech Republic 672,257 780,000 10.5 Hungary 510,219 550,000 10.0 Slovakia 220,444 720,000 5.4 Slovenia 158,871 580,000 2.0 Overnight stays by foreign visitors 2010: 4.4 mn 2020: 6.3 mn * deviations due to rounding 1 2010 data 19
Europeans / US Americans in Germany Travel arrangements Source: GNTB/WTM 2011 (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 Internet 71 % Booking Channels / Sites in % (2010) Travel Agency 17 % Direct (Accommodation) Direct (Transport) 22 % 9 % Tourist Office 1 % Implant 3 % Club, Newspaper, Church, School 2 % Others 9 % Multiple responses; only prebooked trips 0 10 20 30 40 50 60 70 Source markets in America / Israel Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Source markets in America / Israel With about 7 million overnight stays in 2010 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 4.8 million overnight stays in 2010 is the main overseas source market Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1 America / Israel 6,855,397 8,300,000 941.8 USA 4,769,373 5,900,000 317.6 Canada 579,401 850,000 33.9 Brazil 482,319 830,000 195.4 Central-/South America 519,098 k.a. 583.0 America total 6,350,191 7,600,000 934.5 Israel 505,206 700,000 7.3 Overnight stays by foreign visitors 2010: 6.9 mn 2020: 8.3 mn 20 * deviations due to rounding 1 2010 data
US source market Source: GNTB / WTM 2010 (5) Main travel destinations for US Americans in Europe Total travel from the USA to Europe 2009: 10.6 million trips Trips in million Great Britain 2.7 Italy 1.9 France 1.9 Germany 1.5 Eastern Europe 1.3 Spain 1.1 Netherl. /Belgium /Luxemb. 1.0 Austria/Switzerland 0.8 Ireland 0.6 Northern Europe 0.5 Portugal 0.2 Multiple selection of destinations possible 0.0 0.5 1.0 1.5 2.0 2.5 3.0 US source market Source: GNTB / WTM 2010 (5) Dining, Sightseeing and shopping are the dominant holiday activities of US Americans in Germany Holiday activities in Germany (US citizens who travel abroad) Dining in restaurants 88 % Visit historical places 85 % Shopping 79 % Visit small towns 71 % Sightseeing in Cities 70 % Art Gallery/Museum 53 % Cultural heritage sites 52 % Touring countryside 50 % Guided Tours 41 % Cruises (1 night +) 23 % Concert/Play/Musical 20 % Nightclubs/Dancing 17 % Amusement/Theme Parks 8 % Visit National Parks 8 % Multiple selection of categories is possible, Share % 0 % 20 % 40 % 60 % 80 % 21
Asia /World Asian source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) China will become the most important Asian source market for Germany in the near future Overnight stays in 1,000 2,184.8 PR of China & 1,092.5 Hong Kong 291.7 934.4 Japan 1,084.3 Forecast 2020 2010 1,183.4 1,447.2 India 455.7 1994 2,326.4 Arabic Gulf 968.3 States 207.1 0 500 1,000 1,500 2,000 2,400 Tax-Free Shopping Source: Global Blue 2011 (12) Russia, China and Switzerland are amongst the highest spenders for tax-free shopping in Germany share of nations at total sales turnover Russia 22.5 % China 22.4 % Switzerland 6.6 % UAE 4.1 % Ukraine 2.3 % Japan 2.3 % Egypt 2.3 % USA 2.3 % Brazil 2.1 % Taiwan 2.0 % +31.5 %* +90.3 %* +13.2 %* +27.9 %* +23.8 %* +33.4 %* +11.0 %* +18.7 %* +65.0 %* +92.2 %* 0 % 5 % 10 % 15 % 20 % 25 % 22 * Change 2010/09
Other source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Source markets Asia, Australia and Africa With about 4.8 million overnight stays in 2010, the source markets Asia, Australia and Africa have a share of about 8 % of all overnight stays in Germany by foreign visitors Overnight stays 2010 Forecast OS 2020 * Population in million 1 Asien/Australien/Afrika 4,755,553 8,400,000 2,876.5 China / Hong Kong 1,092,470 2,200,000 1,361.8 Japan 1,084,285 900,000 127.0 Arabic Gulf States 968,336 2,300,000 39.2 Australia, New Zeeland and Oceania 710,952 900,000 2 35.0 India 455,655 1,500,000 1,214.5 South Korea 294,829 600,000 48.5 South Africa 149,026 k. A. 50.5 1 data 2010 2 Australia only Overnight stays by foreign visitors 2010: 4.8 mn 2020: 8.4 mn GNTB growth outlook Source: Federal Statistical Office 2011 (4), GNTB 2010 (6) Gntb growth forecasts for 2020 Through successful marketing Germany can net about 70 to 80 million overnight stays from abroad by 2020 59.2 overnight stays (millions), including campgrounds Europe 45.9 Asia / Australia / Africa 33.6 8.4 5.8 4.9 8.3 America / 6.9 Israel 5.6 ** excl. 1.7 million other overnight stays Forecast 2020 2010 ** 2004 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 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 Tourism Barometer 1 / 2011, Madrid 2011 2 EUROSTAT, Luxembourg 2011 3 World Economic Forum, Travel & Tourism Competitiveness Report 2011, Geneva 2011 4 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2010, Wiesbaden 2011 5 GNTB / IPK-International, World Travel Monitor / In-Flight-Survey, Malta 2010, 2011, USA 2010 6 GNTB Market Research, Frankfurt 2010, 2011 7 GNTB / Anholt-GfK Roper Nation-Brands- Index 2010, USA 2011 8 Association of the German Trade Fair Industry (AUMA), Messe Trend, Key Figures, Berlin 2011 9 Meeting- und Event Barometer of EITW commissioned by EVVC, GCB, GNTB; Wernigerode 2009, 2010 10 German International Hotel Association (IHA)/ STR Global, Hotelmarkt Deutschland (The German Hotel Market), Industry Report 2011, Berlin 2011 11 Regional Statistical Offices 2011 12 Global Blue Germany, Duesseldorf 2011 13 ADV (German Airports Association), Berlin 2011 14 GNTB / Europaische Reiseversicherung AG, Qualitatsmonitor Deutschland-Tourismus (Quality Monitoring of German Tourism), Frankfurt, Munich 2009 2011 Copyrights Seite 2: DZT / Jim McDonald; Seite 3: DZT / Beethovenfest Bonn