Incoming-Tourism Germany

German National Tourist Board Incoming-Tourism Germany Edition 2009 Facts and Figures 2008

CONTENTS 03 Introduction / Guidelines 04 International travel 2008 05 Economic importance of tourism 06 Growth outlook for Europe / use of the internet in Europe 07 Forms of transport / hotel prices in Europe 08 Incoming tourism in Germany 09 Incoming tourism importance and breakdown 10 Seasonal breakdown / accommodation capacities 11 Types of accommodation / airports 12 City breaks 13 Business travel 14 Source markets for incoming touris Reasons for travel among Europeans 16 Holiday preferences among Europeans / Satisfaction of holidaymakers 17 Source markets in Northwest / Southwest / Northeast Europe 18 Source markets in Southeast Europe / travel arrangements 19 America / Israel source markets 20 US source market 21 Asian source market 22 Other source markets / T & T C Index 23 Germany in the world / GNTB growth outlook 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 www.germany-tourism.de www.germany-extranet.de Design: M.A.D. Kommunikation, Offenbach / Main Printed by: Hans Reuffurth GmbH, Germany Translation: LingServe Ltd Pictures credits: Merten, Hans-Peter / DZT p. 02; Krüger, Torsten / DZT p. 02; Endler, Heinz / Look p. 03; Keute, Jochen / DZT p. 03 Edition 2009 2 (GB) 2009 02 www.germany-tourism.de

Introduction To coincide with and the Germany Travel Mart (GTM) 2009 in the Hanseatic City of Rostock and the IMEX 2009 in Frankfurt / Main, 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 and studies carried out by the GNTB s own business planning and market research department like from the World Travel Monitor, TNS-Infratest, F.U.R. and data supplied by the Federal Statistical Office, international and national associations of tourism service providers. 10 strategic spheres of activity for Germany s Incoming Tourism 1 Strengthen the image of Germany as a travel destination 2 Generate tourism growth at the global level 3 Expand and integrate air, rail and road infrastructure for tourism 4 Secure position as premier business travel destination in Europe 5 Rise to the challenge of global socio-demographic change 6 Develop and exploit the cultural attractions of Germany for tourism purposes 7 Develop health-related tourism, particularly in the domestic market 8 Develop products and scenarios to cope with climate change 9 Promote greater internationalisation of cities and regions 10 Adopt multi-channelling strategy for global sales and marketing 03

International tourism 2008 According to the Unwto, 924 million (+ 1.8 %) international arrivals were recorded in 2008 Arrivals in millions 924 900 800 700 488.5 600 500 400 188.3 147.6 300 200 52.9 46.9 100 Europe +0.1 % Asia / Pacific +1.6 % America +3.6 % Middle East +11.3 % Africa +4.6 % World +1.8 % 0 Arrivals in millions Growth in 2008 Source: UNWTO 2009 (1) Development of international arrivals worldwide, in Europe and Germany Germany has gained substantial momentum since 2003 and has experienced growth at the global average in 2008 175 150 125 The index values are shown from a base point of 100 (1995 = 100) 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 100 Germany World Europe Source: UNWTO 2009 (1), Federal Statistical Office 2009 (4) 04 World

Economic importance of tourism Contribution of Travel & Tourism economy 2009 Direct and indirect effects of tourism Rank Country US-$ bn 1 USA 1,356.9 2 Japan 479.3 3 China 449.3 4 France 278.2 5 Germany 267.3 6 Spain 251.5 7 Italy 212.5 8 UK 200.1 9 Mexico 133.8 10 Canada 110.4 Tourism Satellite Account (TSA) The Travel & Tourism Economy identifies the broad impact of travel demand as it flows-through the economy. It consists of goods and services produced for visitors and other activities strongly dependent on Travel & Tourism spending, such as retailing and construction, which would decline if travel demand reduced. Source: TSA / WTTC 2009 (2) Contribution of Travel & Tourism industry 2009 Direct effects of tourism Rank Country US-$ bn 1 USA 503.4 2 Japan 177.6 3 China 107.3 4 France 103.6 5 Spain 93.7 6 Italy 85.8 7 UK 76.2 8 Germany 72.6 9 Mexico 44.8 10 Australia 36.9 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 2009 (2) Travel & Tourism Demand / Capital Investment (CI) in the Travel & Tourism economy in 2009 Rank Country T & T Demand in US-$ bn 1 USA 1,640.3 2 Japan 556.1 3 China 526.6 4 Germany 438.4 5 France 378.1 6 Spain 310.0 7 UK 307.2 8 Italy 281.0 9 Canada 176.8 10 Mexico 158.2 Source: TSA / WTTC 2009 (2) Rank Country CI in US-$ bn 1 USA 262.3 2 China 165.4 3 Japan 65.2 4 Spain 60.0 5 Italy 39.3 6 France 38.3 7 Russia 36.5 8 Germany 32.8 9 UK 31.0 10 Australia 30.9 Source: TSA / WTTC 2009 (2) World 05

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 Arrivals in million 1995 Arrivals in million 2010 Arrivals in million 2020 Annual growth % 1995-2020 Market share 1995 % Market share 2020 % Europe 336.0 527.0 717.0 3.1 59.8 45.9 America 110.0 190.0 282.0 3.8 19.3 18.1 East Asia / Pacific 81.0 195.0 397.0 6.5 14.4 25.4 Africa 20.0 47.0 77.0 5.5 3.6 5.0 Middle East 14.0 36.0 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 1,006.0 1,561.0 4.1 100.0 100.0 Worldwide growth 2008: +1.8 %, Europe + 0.1 % Source: UNWTO 2009 (1) Countries with the highest number of internet users in Europe Ranking Country No. of users (million) % of population 1 Germany 55.2 67.0 2 Great Britain 43.2 70.9 3 France 40.1 64.6 4 Italy 28.3 48.6 5 Spain 27.0 66.8 6 Poland 20.0 52.0 7 Netherlands 13.8 82.9 8 Romania 7.4 33.4 9 Sweden 7.3 80.7 10 Belgium 7.0 67.3 Total 1 to 10 249.4 62.2 Total EU 297.0 60.7 Source: Internet World Stats 04 / 2009 (12) 06 Europe

Modal split / hotel prices in Europe Breakdown of international travel by Europeans according to form of transport in millions 2008 Travel by air and road are the dominant categories for travel throughout Europe. Total outbound trips by Europeans 2008: 422 million no change 08/07 Travel by car 29 % Air Travel 50 % Other 2 % Boat Travel 3 % Rail Travel 7 % Coach Travel 9 % Source: GNTB/WTM 2009 (5) Comparison of hotel prices in European and German cities 2008 Germany has an excellent price / performance ratio in hotel accomodation 300 TOP 5 Europe TOP 5 Germany 250 252 230 200 181 150 160 159 Berlin 88 100 111 110 108 101 97 50 0 Moscow Geneva Paris Zurich Milan Heidelberg Duesseldorf Munich Cologne Hamburg Source: IHA/STR Global 2009 (10) Europe 07

Incoming Tourism in Germany Germany Capital Berlin Federal states 16 of which: Non-city states 13 City states 3 Member of UNWTO since 1976 Surface (1,000 sq. km) 357 Population (million) 82.6 Gross domestic product (2006 in Euro bn) 2,492.0 GDP per capita 2007 (in Euro) 30,342 Real GDP growth (in %) 2006 + 3.0 2007 + 2.5 2008 + 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 2008 International arrivals in thousands (incoming) 24.9 Arrivals per 100 of the population 30 Travel and tourism in Germany 2008 Overnight stays by domestic travellers (thousands) 313,043 Domestic growth + 1.9% Overnight stays by international travellers (thousands) 56,537 International growth + 3.2% Total overnight stays (thousands) 369,580 Total growth + 2.1% of which hotel / guesthouse Overnight stays by domestic travellers (thousands) 173,028 Overnight stays by international travellers (thousands) 45,218 Total overnight stays (thousands) 218,246 Number of hotel beds 2 (as of July 2008) 1,678,738 Utilisation of available hotel beds (2007: 36.7 %) 36.5% Outgoing travel 2008 3 Trips taken by Germans in thousands 302,200 of which trips abroad in thousands 75,900 No. of foreign trips per 100 of the population 63 Inbound travel from Europe 3 Trips to Germany by Europeans (in thousands) 37,300 Expenditure for travel to Germany per trip/ person: 531 per night/ person: 79 7.2 nights Length of stay in Germany (average) Travel and tourism balance of payments 4 Expenditure on travel and tourism (08/ 07: + 2.3 %) 62.0 bn Income from travel and tourism (08/ 07: + 3.4 %) 27.2 bn International balance of payments for travel and tourism (08/ 07: + 1.3 %) 34.8 bn Expenditure for domestic travel 2008 3 65.9 bn 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 2009 (5) 4 Deutsche Bundesbank, March 2009 * excl. business travel, travel to visit friends and family, public investment 08 Germany Source: Federal Statistical Office 2009 (4), GNTB 2009 (6)

Incoming Tourism importance and breakdown Breakdown of all arrivals in Germany in 2008 by continent 81 per cent of arrivals in Germany in 2008 were domestic trips and 19 per cent were incoming trips Domestic 81 % Europe 14 % America 2 % Asia 2 % Africa, Australia, New Zeeland and Oceania <1 % Source: Federal Statistical Office 2009 (4) Overnight stays in Germany by foreign visitors in 2008 by federal state 1,345,416 Hamburg 1,612,097 Bremen 377,671 Lower Saxony Schleswig- Holstein 2,856,106 Mecklenburg- Western Pom. 837,032 Brandenburg Berlin 7,045,049 North Rhine- Westphalia 8,054,541 Hesse 5,307,525 464,205 741,160 Saxony-Anhalt Saxony 524,277 1,464,953 Thuringia Rhineland- Palatinate 5,120,446 Saarland 263,914 7,692,133 12,830,381 Total overnight stays: 56.5 million Baden- Wuerttemberg Bavaria Source: Federal Statistical Office 2009 (4) Germany 09

Seasonal breakdown / accommodation capacities 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 4,000 3,000 2,000 May April March February January 2007 2008 June July August September October November December Source: Federal Statistical Office 2009 (4) Capacities in Germany by type of accommodation 2008 Type of accommodation Accommodation capacity Establishments in operation (as of July 2008) Share in % Hotels 13,281 25.5 Bed & breakfast hotels 8,074 15.5 Inns 9,165 17.6 Guesthouses 5,371 10.3 Traditional accommodation providers 35,891 68.8 Leisure, recreational and training centres 2,742 5.3 Holiday centres 93 0.2 Holiday homes or apartments 10,624 20.4 Holiday cottages, youth hostels 1,789 3.4 Preventative medical clinics and rehabilitation clinics 902 1.7 accommodation types* 52,143 100.0 *including 102 boarding houses (recorded for the first time in 2004) Source: Federal Statistical Office 2008 (4) 10 Germany

Types of accommodation / airports Overnight stays in Germany by foreign visitors in 2008 by type of accommodation Hotels and bed & breakfast hotels: 73 % share of the market Hotels 56 % Campsites 6 % Other 15 % Inns 4 % Guesthouses 2 % Bed & breakfast hotels 17 % Source: Federal Statistical Office 2009 (4) Traffic revenue at Germany s international airports increased by 1.1 % in 2008 91 % of the passenger volume of 191 million is allotted to the TOP 10 airports. Frankfurt Passengers (in millions)* 53.5 Munich 34.5 Berlin (total) Duesseldorf 18.2 21.4 Hamburg Cologne / Bonn Stuttgart Hanover Nuremberg Hahn 5.6 4.3 3.9 10.3 9.9 12.8 TOP 5 airports with the highest transit flights revenue: 1. Leipzig / Halle 450,959 2. Frankfurt 233,561 3. Saarbrücken 57,919 4. Munich 54,672 5. Hanover 42,815 0 10 20 30 40 50 60 2008 Source: ADV 2009 (14), * incl. transit flights Germany 11

City breaks Breakdown of overnight stays in 2008 by foreign visitors in German towns and cities according to size 51 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000 less than 10,000 25 % more than 100,000 51 % 10,000 100,000 24 % Source: Federal Statistical Office 2009 (4) Top towns and cities in Germany in 2008 (overnights stays) The 10 largest cities have a 37 % market share of all overnight stays by foreign visitors in Germany Berlin 7,045,049 39.6 %* Munich 4,584,559 46.6 %* Frankfurt / Main 2,516,950 46.4 %* Cologne Hamburg Duesseldorf Stuttgart Nuremberg Dresden Hanover 1,612,097 1,517,700 1,371,826 790,650 689,727 558,700 428,691 0 1 2 3 4 5 6 20.9 %* 35.2 %* 40.8 %* 28.9 %* 30.3 %* 17.2 %* 23.1 %* 7 million *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: Regional Statistical Offices 2009 (11), GNTB 2009 (6) 12 Germany

Business travel Business tourism / travel within the German tourism sector Overview of market segments Business trips (with overnight stay) 72.5 m in Germany (2008) Spending: 39.0 bn Euro Source: GNTB/TNS-Infratest 10.4 m guests from Europe (2008) Spending: 6.7 bn Euro 1.4 m * guests from overseas Spending: 5.0 bn * Euro Source: GNTB/IPK Day business trips (DBT) 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 Euro Source: BMWI/DWIF Total spending: 65 bn Euro *estimate Source: GNTB 2009 (6) Trade fair locations / exhibitors The six largest trade fair and exhibition centres in Germany in 2009 were: Location as of January 2009 Indoor area (gross in m 2 ) Outdoor area (gross in m 2 ) Ranking worldwide Hanover 495,265 58,070 1 Frankfurt/Main 321,750 83,700 4 Cologne 284,000 100,000 5 Duesseldorf 251,038 32,500 6 Munich 180,000 255,000 18 Berlin 160,000 100,000 20 Source: AUMA 2009 (8) The German conference and congress market General overview Supply Meeting and event venues Total 1 6,200 Convention and event centres (EC) 1,498 Meeting hotels (MH) 3,091 Special venues 2 1,611 Demand Events 2.8 m Average duration 1.4 days Meetings 64 % Events 36 % Total attendees 314.0 m There of international 5.3 % Total meeting rooms 64,000 Meeting attendees Event attendees 123.9 m 190.1 m 1 Sites with at least 100 seats in the largest room (theatre-style seating) 2 Castle, monastery, museum, factory / depot, studio, theme park, zoo, educational site / university, airport Source: EITW 2008 (9) Germany 13

Source markets for Incoming Tourism Breakdown of overnight stays in Germany by continent Europe has a growth rate of + 4.6 % in 2008 and an increasing market share Europe 76 % America 10 % Asia 9 % Africa 1 % Other 3 % Australia, New Zeeland and Oceania 1 % Source: Federal Statistical Office 2009 (4) Top 20 source markets for Germany by number of overnight stays in 2008 Germany has a variety of source markets Netherlands USA Great Britain Switzerland Italy Austria Belgium France Denmark Spain Sweden Poland Russia Japan PR of China & Hong Kong Arab Gulf States Czech Republic Norway Canada Finland 4.4 4.2 3.7 3.1 2.5 2.5 2.4 2.3 1.8 1.5 1.3 1.3 1.1 0.9 0.8 0.7 0.7 0.6 0.5 0 2 4 6 8 Change 2008 / 2007 9.7 + 7.7 % 4.6 % 4.3 % + 2.2 % + 1.1% + 4.0 % + 2.1 % + 3.4 % + 7.7 % + 0.5 % 0.4 % + 9.6 % + 19.4 % 5.3 % 0.8 % + 7.1 % + 12.2 % + 4.1 % + 4.8 % 1.8 % 10 million. Source: Federal Statistical Office 2009 (4) 14 Germany

Reasons for travel among Europeans Reasons for travel among Europeans travelling abroad and to Germany in 2008 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 2008 in millions 1 Germany 2008 in millions 1 Europe 2008 Percentage 1 Germany 2008 Percentage 1 Holidays 294 20 70 % 54 % Short breaks of 1-3 nights 54 8 13 % 22 % Longer holidays of 4+ nights 240 12 57 % 31 % Visits to friends or relatives 28 3 7 % 9 % Other travel 35 4 8 % 10 % Business trips 64 10 15 % 28 % Total travel 422 37 100% 100% 1 Deviations are due to rounding differences Source: GNTB/WTM 2009 (5) Breakdown of European business travel volume into different types of business trips to Germany in 2008 Total volume: 10.4 million trips Traditional business trips 50 % ( 7 %-Points) Incentive travel 5 % (+ 2 %-Points) Trade fairs and exhibitions 19 % (+ 4 %-Points) Conferences / congresses 26 % (+ 2 %-Points) Source: GNTB/WTM 2009 (5) Germany 15

Holiday preferences among Europeans / Satisfaction of holidaymakers Ranking of holiday contents of Europeans in Germany 2008 as a percentage In 2008 Germany s strengths lay in city / event breaks and general tours Seaside/lakeside holidays 7 % Trip for a special private occasion 9 % Visit of a leisure park 2 % Other holiday 7 % 35 30 25 20 15 10 5 Holidays in the countryside 12 % Holidays in the mountains 4 % General tours 24 % City breaks 21% Health & fitness holidays 2 % Event-related holidays 5 % Winter sports 1 % to Germany Cruise/boat holiday 1 % Europe Sports holidays 3 % Source: GNTB/WTM 2009 (5) Satisfaction of holidaymakers in Germany with individual aspects Events / entertainment Scale: 1 = delighted 6 = disappointed Indoor attractions Activities for children Arts and culture Sporting activities Attractive towns and villages Wellness and spa facilities Atmosphere / ambience Friendliness of local people Landscape / scenery 1.8 1.9 2.0 1.9 2.0 1.8 1.8 1.7 1.7 1.6 1.6 2.4 2.1 2.4 2.5 2.3 2.3 2.2 2.2 2.1 1.5 2 2.5 German visitors Foreign visitors Source: GNTB/ERV 2008 (15), rounded values 16 Europeans in Germany

Source markets in Northwest / Southwest / Northeast Europe Source markets in Northwest and Southwest Europe With a total of 27.9 million overnight stays in 2008, the source markets of Northwest and Southwest Europe have a nearly 50 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays 2008 Overnight stays Forecast 2015 Population in millions 1 Northwest Europe 16,839,935 19,500,000 88.4 Netherlands 9,689,240 10,000,000 16.4 Great Britain 4,222,415 5,600,000 61.0 Belgium 2,473,257 3,200,000 10.5 Luxembourg 455,023 700,000 0.5 Southwest Europe 11,026,637 16,100,000 172.9 Switzerland 3,681,978 5,500,000 7.5 Italy 3,070,813 4,400,000 58.9 France 2,431,320 2,900,000 61.9 Spain 1,842,526 3,300,000 44.6 Total 27,866,572 35,600,000 261.3 1 2008 data Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) Source markets in Northeast Europe / Russia With just under 7.9 million overnight stays in 2008, the source markets of Northern and Eastern Europe / Russia have a 14 % share of all overnight stays in Germany by foreign visitors Markets Northeast Europe / Russia Overnight stays 2008 Overnight stays Forecast 2015 Population in millions 1 7,903,144 9,900,000 211.4 Denmark 2,296,078 2,500,000 5.5 Sweden 1,494,198 1,900,000 9.1 Norway 652,915 700,000 4.7 Finland 509,257 700,000 5.3 Poland 1,346,876 2,000,000 38.0 Russia 1,308,499 1,500,000 141.8 Baltic States 295,321 600,000 7.0 1 2008 data Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) Europeans in Germany 17

Source markets in Southeast Europe / travel arrangements Source markets in Southeast Europe With a total of 4.0 million overnight stays in 2008, the source markets of Southeast Europe have about a 7 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays 2008 Overnight stays Forecast 2015 Population in millions 1 Southeast Europe 3,982,117 4,800,000 36.0 Austria 2,482,052 3,200,000 8.4 Czech Republic 656,259 700,000 10.2 Hungary 495,179 700,000 10.0 Slovakia 193,773 200,000 5.4 Slovenia 154,854 200,000 2.0 1 2008 data Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) Used booking sites of the Europeans when traveling to Germany Germany must adopt a multi-channelling strategy in order to succeed against international competition Booking Channels / Sites in % (2008) Internet 55 % Travel Agency 28 % Direct (Accommodation) 20 % Direct (Transport) 12 % Tourist Office 3 % Implant Club, Newspaper, Church, School Others 3 % 2 % 8 % 0 % 10 % 20 % 30 % 40 % 50 % 60 % Multiple responses; only prebooked trips 18 Europeans in Germany Source: GNTB / WTM 2009 (5)

Source markets in America / Israel Source markets in America / Israel With total 6.3 million overnight stays in 2008 the source markets in America and Israel have just under a 11 % share of all overnight stays in Germany by foreign visitors in Germany. USA with a total of 4.4 million overnight stays in 2008 is the main overseas source market Markets Overnight stays 2008 Overnight stays Forecast 2015 Population in millions 11 Total 6,263,323 8,600,000 922.7 USA 4,445,440 6,100,000 308.8 Canada 556,503 700,000 33.2 Central-/ South America 878,941 1,300,000 573.7 America 5,880,884 8,100,000 915.7 Israel 382,439 500,000 7.0 1 2008 data Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) Main travel destinations for US Americans in Europe Total travel from the USA to Europe: 12.3 million trips Market share (%) Great Britain 25 % Italy 20 % France 18 % Germany 15 % Netherlands / Belgium / Luxembourg 10 % 0 % 5 % 10 % 15 % 20 % 25 % 30 % Multiple selection of destinations possible Source: GNTB / WTM 2008 (5) US Americans in Germany 19

US source market Almost three quarters of US travellers would book a future trip to Germany through the internet Booking method (US citizens who have travelled abroad and are interested in Germany) Internet 72 % Other booking site 2 % Travel agency 26 % Source: GNTB/WTM 2009 (5) The dominant aspect of the image US citizens have of Germany is fascinating culture/attractions Image aspects of Germany (US citizens who travel abroad) Interesting culture / sights Beautiful / varied landscape A lot of interesting cities 59 % 59 % 75 % Clean 47 % Safe Modern 36 % 41 % Good hotels Good gastronomy / cuisine Good accessibility Cosmopolitan / hospitable Good shopping opportunities Exciting nightlife Good price / performance ratio 10 % 17 % 21 % 27 % 30 % 35 % 34 % 0 % 20 % 40 % 60 % 80 % Multiple selection of categories is possible, share % 20 US Americans in Germany Source: GNTB/WTM 2009 (5)

Asian source markets China will become the most important Asian source market for Germany in the near future 2,000.0 (in 1,000) 2,000 1,183.4 1,130.3 1,200.0 943.0 1,500 1,000 750.0 291.7 421.5 318.3 500.0 500 116.1 Japan China India South Korea 0 Overnight stays 1994 Overnight stays 2008 Forecast 2015 Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) Russia, China and Switzerland are amongst the highest spenders for tax-free shopping in Germany Russia 26.6 % + 37.4 %* China 12.8 % + 7.8 %* Switzerland 8.0 % - 2.0 %* UAE 4.1 % + 22.2 %* USA 2.9 % - 23.9 %* Korea 2.8 % - 30.4 %* Japan 2.3 % - 19.2 %* Brasil 2.0 % + 12.1 %* 0 % 5 % 10 % 15 % 20 % 25 % 30 % * Change 2008 / 07 Source: Global Refund 2009 (13) World 21

Other source markets / T & T Competitiveness Index Source markets Asia, Africa and Australia With total 6.0 million overnight stays in 2008 the source markets Asia, Africa and Australia have a share of about 11 % of all overnight stays in Germany by foreign visitors Overnight stays 2008* Overnight stays Forecast 2015* Population 1 in millions* Total 6,039,837 7,700,000 5,018.2 Japan 1,130,328 1,200,000 127.9 China / Hongkong 942,988 2,000,000 1,343.6 India 421,514 750,000 1,186.2 Arabian Gulf States 776,550 1,600,000 33.5 Asia 4,979,828 6,700,000 3,998.7 Africa 463,399 400,000 985.7 Australia, New Zeeland and Oceania 596,610 600,000 33.8 * excl. Israel 1 data 2008 Source: Federal Statistical Office 2009 (4), DZT 2009 (6) Travel & Tourism Competitiveness Index 2009 Since 2007, Germany has consistently achieved third place worldwide after Switzerland and Austria Country 2009 2008 Rank (133 Countries) Score Rank (130 Countries) Switzerland 1 5.68 1 Austria 2 5.46 2 Germany 3 5.41 3 France 4 5.34 10 Canada 5 5.32 9 Spain 6 5.29 5 Sweden 7 5.28 8 United States 8 5.28 7 Australia 9 5.24 4 Singapore 10 5.24 16 United Kingdom 11 5.22 6 Hong Kong SAR 12 5.18 14 Netherlands 13 5.09 18 Denmark 14 5.08 13 Finland 15 5.07 12 Source: World Economic Forum 2009 (3) 22 World

Germany in the world / Gntb growth outlook Germany in the world On the demand side, Germany is the top location out of 20 countries enduring success since the 2006 World Cup Tourism is one of six key locational factors for a country s image. Investment and Immigration 60.7* Tourism 70.3* Cultural and Heritage 68.9* 90 100 80 70 60 50 40 30 20 10 Exports 77.0* Governance 65.3* People 66.6* * from a max. 100 of points Source: DZT / Anholt-GfK Roper 2008 (7) Gntb growth forecasts for 2015 Trough successful marketing Germany can net about 66 million overnight stays from abroad by 2015 overnight stays (millions), including campgrounds, reference year: 2007 60 51.3 50 42.3 40 33.6 30 20 4.9 5.3 6.5 5.6 6.3 8.0 10 Europe Asia / Australia / Africa America / Israel 0 2004 2008 Forecast 2015 excl. 3.0 million other overnight stays Source: Federal Statistical Office 2009 (4), GNTB 2009 (6) World 23

www.germany-tourism.de 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 / 2009, Madrid 2009 2 TSA / WTTC World Travel and Tourism Council, Travel and Tourism Economic Impact 2009, Executive Summary, UK 2009 3 World Economic Forum, Travel & Tourism Competitiveness Report 2009, Geneva 2009 4 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2008, Wiesbaden 2009 5 GNTB / IPK-International, World Travel Monitor / In-Flight-Survey, Malta 2009, USA 2008 6 GNTB Market Research, Frankfurt 2008, 2009 7 DZT / Anholt-GMI, Nation Brands Index, USA 2008 8 Association of the German Trade Fair Industry (AUMA), Messe Trend, Key Figures, Berlin 2009 9 Meeting- und Event Barometer of EITW commissioned by EVVC, GCB, GNTB; Wernigerode 2008 10 German International Hotel Association (IHA) / STR Global, Hotelmarkt Deutschland (The German Hotel Market), Industry Report 2009, Berlin 2009 11 Regional Statistical Offices 2009 12 Internet World Stats, USA 2009 13 Global Refund Germany, Düsseldorf 2009 14 ADV (German Airports Association), Berlin 2009 15 GNTB / Europäische Reiseversicherung AG, Qualitätsmonitor Deutschland-Tourismus (Quality Monitoring of German Tourism), Frankfurt, Munich 2008 German National Tourist Board (GNTB) Beethovenstraße 69 60325 Frankfurt am Main Germany Phone: +49 (0)69 974 64-0 Fax: +49 (0)69 751 903 Email: info@d-z-t.com www.germany-tourism.de www.germany-extranet.de Gefördert durch das Bundesministerium für Wirtschaft und Technologie aufgrund eines Beschlusses des Deutschen Bundestages