German National Tourist Board Incoming-Tourism Germany
24
Facts and Figures 2011 German National Tourist Board Incoming-Tourism Germany Edition 2012
Transcript of German National Tourist Board Incoming-Tourism Germany
Facts and Figures 2011
German National Tourist Board
Incoming-Tourism GermanyEdition 2012
03 Introduction / International tourism 2011
04 Growth Outlook world tourism / Economic crisis and tourism
05 International travel destination Germany / Germany in the World
06 Germany in the World
07 T & T Competitiveness Index / 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 / Trade fairs / Conventions
15 Business travel destinations for Europeans / Types of business trips
16 Reasons for travel among Euro-peans / Holiday preferences
17 Transport / Modal split / Satisfaction of holidaymakers
18 Disabled-Friendliness / Source markets in North-west / 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
24 German National Tourist Board
02 www.germany.travel
CONTENTS
0 100 200 300 400 500 ( … ) 1000
To coincide with the Germany Travel Mart (GTM) 2012 in the city of Leipzig, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2011.
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 the GNTB’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, inter-national and national associations of tourism service providers.
Introduction
Record number in world Tourism 2011: 980 million international arrivalsThe destinations with the largest growth in international travel are Asia and Europe
arrivals in million Change 2011/10
World 980.0
Europe 502.3
Asia / Pacific 217.1
Americas 156.0
Middle East 54.8
Africa 50.0
+4.4 %
+5.8 %
+6.1 %
+4.2 %
−8.4 %
+0.2 %
880 Mio.internationale Ankünfte weltweit
worldwide growth forecast 2012: +3% to +4%
980 millionworldwide international arrivals
Source: UNWTO 2012 (1)International tourism 2011
03
WORLD / EUROPE
Growth Outlook for world tourism 2030Tourism 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
2011
Arrivals in million
2030*
Annual growth %
1995–2030
Market share
2011 %
Market share
2030 %*
Europe 336.0 502.3 744.0 +2.3 51.2 41.1
East Asia/Pacific 85.0 217.1 535.0 +4.9 22.1 29.6
Americas 110.0 156.0 248.0 +2.6 15.9 13.7
Middle East 14.0 54.8 149.0 +4.6 5.6 8.2
Africa 20.0 50.0 134.0 +5.0 5.1 7.4
World 565.0 980.0 1,809.0 +3.3 100.0 100.0
Source: UNWTO 2012 (1) Growth Outlook world tourism
2011: + 4.4 % worldwide + 5.8 % Europe
* forecast
Japan
Europe
China
India
USA
European and major asian outbound marketsmostly crisis-resistant for traveling in 2012 Impact of financial and economic crisis on the travel behavior
Source: GNTB/WTM 2012 (5), outbound travellers onlyEconomic crisis and tourism
100 %
65.0 %
64.0 %
62.0 %
59.0 %
38.0 %
32.0 %
28.0 % 8.0 %
26.0 % 12.0 %
28.0 % 13.0 %
41.0 % 21.0 %
3.0 %
crisis-resistant change in travel behavior no travel (next 12 month)
04
0 10 20 30 40 50
Source: GNTB/WTM 2012 (5)International travel destination Germany
Germany the second most popular travel destination for Europeans in 2010 and 2011, behind SpainGermany with a high growth rate among the top five destinations worldwide for European travellers
Spain 48
Germany 43
France 36
Italy 33
Austria 23
Trips in million
+8 %
+7 %
+1 %
+4 %
+4 %
Change 2011/ 2010
Source: Anholt-GfK Roper Nation-Brands-Index 2011 (7)Germany in the World
* from a max. 100 of points; in brackets: worldwide ranking
Germany worldwide in second placeImage 2011: on the demand side, Germany is in second place of 50 countries worldwide. Tourism is one of the six key locational factors for a country’s Image
69.90 *
72.23 *
65.84 *
67.71 *
68.14 *
66.32 *
Tourism (8)
Exports (3)
People (8)
Governance (3)
Cultural and Heritage (5)
Investment and Immigration (4)
05
WORLD / EUROPE
Lasting impact of the World Cup, plus sporting success, define Germany’s international image, just as much as museums, design and musicTourism-related and cultural word associations: Germany continues to belinked with a broad range of cultural activities
Source: Anholt-GfK Roper Nation-Brands-Index 2011 (7)
Source: Anholt-GfK Roper Nation-Brands-Index 2011 (7)
Germany in the World
Germany in the World
Strenuous Film Relaxing Fascinating
Informative Risqué Modern design Boring Museums Music Circus
Opera Romantic Sculpture Spiritual
Exciting Sport Pop videos Depressing Street parades
Germany among the top 10 worldwide destinations in tourism and cultureMajor events (FIFA World Cup 2006™) have lasting positive effects on image
PeriodRanking*
for Germany overall
Ranking*for tourism
image
Ranking*for cultural
image2006 1st quarter (before FIFA World Cup) 5 19 5
2006 4th quarter (after FIFA World Cup) 1 13 4
2008 1 10 4
2009 3 9 5
2010 2 9 4
2011 2 8 5
*out of 50 countries worldwide
06
180140 160120100806040200
Source: World Economic Forum 2011 (3)T & T Competitiveness Index
Germany has a market share of 7 % in total overnight stays by foreign visitors in the European UnionGermany is in the seventh place with a high growth rate
Source: Eurostat 2012 (2), as of April 2012Germany inside Europe
Total overnight stays by foreign visitors in the 27 EU countries in 2011
741.1 mnChange 2011/10: +7.2%
* in hotels and similar establishments
Change 2011/10 overnight stays by foreign guests in million*
Indicator Score 2011
Health and hygiene 6.8
Ground transport infrastructure 6.5
Tourism infrastructure 6.3
Cultural resources 6.3
Safety and security 6.2
Education and training 6.0
Environmental sustainability 5.8
ICT infrastructure 5.7
Air transport infrastructure 5.5
2011 Index for GERMANY 5.5
Germany leading in health standards, infrastructure, culture, security, education and environmentGermany´s strenght as international travel destination compaired with 139 nations worldwide (Rank 1: Switzerland, rank 3: France)
Scale: 1 = low, 7 = high
Spain 175.5Italy 116.3
France 67.3Great Britain 61.1
Austria 59.1 Greece 53.1
Germany 51.4Portugal 26.2
Czech. Republic 18.5Netherlands 16.7
+ 14.0 %
+ 4.2 %
+ 2.5 %
+ 3.4 %
+ 1.4 %
+ 10.0 %
+ 6.2 %
+ 11.1 %
+ 9.4 %
+ 3.3 %
07
1 DIW econ 2012, TSA-Base year 2010 2 In hotels / b & b-hotels / inns / guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2012 (5) 4 Deutsche Bundesbank, April 2012 5 IHA/STR Global 2012
Germany
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Incoming Tourism in Germany
Capital BerlinFederal states 16Non-city states 13City states 3Member of UNWTO since 1976Surface (1,000 sq. km) 357Population (million) 82,2Gross domestic product (2011 in Euro bn) 2,570,0GDP per capita 2011 (in Euro) 31,265Real GDP growth (in %) 2010 / 2011 + 3.7 / + 3.0Economic importance of travel and tourism1
Total expenditure by tourists € 278.3 bn by domestic tourists by international tourists
€ 241.7 bn (87%) € 36.6 bn (13%)
Total national gross value added (direct, indirect, and induced effect) € 214.1 bn. Proportion of total national gross value added of which: total national gross value added (direct effekt) Proportion of total national gross value added
9.7% € 97.0 bn
4.4%Overall impact on employment (direct, indirect, and incluced) 4.9 million workers
Proportion of total number of workers in Germany of which: impact on employment (direct) Proportion of total number of workers in Germany
12.0% 2.9 million workers
7.0%International arrivals 2011International arrivals in million (incoming) 28.4Arrivals per 100 of the population 35Travel and tourism in Germany 2011Overnight stays by domestic travellers (thousands) 320,290Domestic growth + 3.2 %Overnight stays by international travellers (thousands) 63,746International growth + 5.7 %Total overnight stays (thousands) 394,036Total growth + 3.6 %Sales turnover of overnight stays by domestic travellers 1 € 115.4 bn of which hotel / guesthouseOvernight stays by domestic travellers (thousands) 189,392Overnight stays by international travellers (thousands) 51,390Total overnight stays (thousands) 240,782Number of hotel beds 2 (as of July 2011) 1,750,003Hotel room occupancy 5 (2010: 63.4%) 65.1 %Outgoing travel 2011 3Trips taken by Germans (in thousands) 320,900Of which trips abroad (in thousands) 72,900No. of foreign holiday trips per 100 of the population 63Inbound travel from Europe 2011 3Trips to Germany by Europeans (in thousands) 42,700Expenditure for travel to Germany per trip/person: € 511 per night/person: € 84 Length of stay in Germany (average) 6.4 nightsTravel and tourism balance of payments 2011 4Expenditure on travel and tourism (11 / 10: + 2.8 %) € 60.6 bnIncome from travel and tourism (11 / 10: + 6.7 %) € 27.9 bnInternational balance of payments for travel and tourism (11 / 10: − 0.3 %) € − 32.7 bn
08
GERMANy
80 100 120 140 240160 ( … )
Source: IHA/STR Global 2012 (10)Hotel prices in Europe and Germany
Comparison of hotel prices in European and German citiesGermany has an excellent price / performance ratio in hotel accomodation
Breakdown of overnight stays in Germany by continentEurope with a growth rate of +6.0 % in 2011 still the most important source market. Asia extends its market share
Australia, New Zealand and Oceania 1 %
Africa 1 %Other 2 %
Source: Federal Statistical Office 2012 (4)Source markets for Incoming Tourism
76 % Europe
10 % Americas
10 % Asia
EU-Average: 100 € (+2.6 %)
Germany: 92 € (+1.4 %)
Berlin: 86 €(− 2.0 %)
TOP 5 EuropeParis 237
London 154
Rome 149
Brussels 111
Amsterdam 88
TOP 5 Germany
Frankfurt 116
Munich 114
Heidelberg 109
Duesseldorf 108
Hamburg 102
+ 12.5 %
+ 6.2 %
+ 4.3 %
+ 3.7 %
− 1.2 %
+ 2.9 %
− 0.9 %
+ 2.8 %
+ 3.4 %
+ 2.6 %
Net prices 2011 in €, Change 2011 /10
09
2011
2010
Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2012 (4)
Overnight stays in Germany by foreign visitors in 2011 by federal state
BavariaBaden-Wuerttemberg
Rhineland-Palatinate
Hesse
Thuringia
Saxony-Anhalt
Saxony
Mecklenburg-Western Pomerania
Lower Saxony
North Rhine-Westphalia
Seasonal breakdown of overnight stays by foreign visitors travelling to Germany
overnight stays by foreign visitors (1,000)
Source: Federal Statistical Office 2012 (4)Seasonal breakdown
Jan Feb March April May June July Aug Sep Oct Nov Dec
Brandenburg
Schleswig-Holstein
Total overnight stays
63.7 millionSaarland278,618
Berlin9,250,538
Hamburg2,042,103
Bremen 407,290
14,084,133
1,464,430
3,366,579
5,647,316
5,378,032
8,786,133
763,184
798,026
1,633,733
456,416
566,419
8,000
7,000
6,000
5,000
4,000
3,000
2,000
10
GERMANy
0 10 20 30 40 50
Source: Federal Statistical Office 2011 (4) 1 as of July 2011 Accommodation capacities
Accommodation capacity
Type of accommodation Establishments in operation 1 Share in %*
Hotels 13,495 24.6
Bed & breakfast hotels 7,948 14.5
Inns 8,654 15.7
Guesthouses 5,550 10.1
Traditional accommodation providers 35,647 64.9
Leisure, recreational and training centres 2,626 4.8
Holiday centres 119 0.2
Holiday homes or apartments 10,719 19.5
Holiday cottages, youth hostels 1,908 3.5
Campsites 3,028 5.5
Preventative medical clinics and rehabilitation clinics 902 1.6
All types of accommodation 54,949 100.0
Capacities in Germany by type of accommodation 2011
Overnight stays in Germany by foreign visitors in 2011 by type of accommodation
Source: Federal Statistical Office 2012 (4)Types of accommodation
Hotels 56 %
Bed & break - fast hotels 18 %
Campsites 6 %
Inns 4 %
Holiday centres 4 %
Holiday cottages, youth hostels 4 %
Holiday homes or apartments 4 %
Guesthouses 2 %
Others 2 %
Market share of hotelsand b&b-hotels
74 %
*deviations due to rounding
Share in %*
11
0 1 2 3 4 5 6 7 8
Source: Federal Statistical Office 2012 (4)City breaks
Breakdown of overnight stays in 2011 by foreign visitors in German towns and cities according to size53 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000
23 % less than 10,000
24 % 10,000 – 100,000
53 % more than 100,000
City breaks Source: Regional Statistical Offices 2012 (11), GNTB 2012 (6)
Top towns and cities in Germany in 2011 (overnights stays)The 11 largest cities have about 41 % market share of all overnight stays by foreign visitors in Germany
Berlin 9,250,538
Munich 5,421,929
Frankfurt / Main 2,813,562
Hamburg 2,042,103
Cologne 1,673,663
Duesseldorf 1,544,422
Stuttgart 859,031
Nuremberg 790,810
Dresden1 676,345
Hanover1 482,535
Leipzig1 349,849
41.4 %2
46.2 %2
44.1 %2
21.4 %2
33.7 %2
40.2 %2
29.6 %2
31.4 %2
17.8 %2
22.9 %2
16.4 %2
1 excluding campsites 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)
9 million
12
GERMANy
20 4 6 8 10
0 10 20 30 40 50
million
Top 20 source markets for Germany by number of overnight stays in 2011Netherlands Germany’s number 1 source market, Switzerland first time at second place
Change 2011 / 2010
Source markets for Incoming Tourism Source: Federal Statistical Office 2012 (4)
*excl. transit flights
Source: ADV 2012 (13)Airports
Traffic revenue at Germany’s international airports increased by + 5.0 % in 201192 % of the passenger volume of 198.2 million is allotted to the TOP 10 airports*
Frankfurt 56.3
Munich 37.6
Berlin 24.0
Duesseldorf 20.3
Hamburg 13.5
Cologne / Bonn 9.6
Stuttgart 9.5
Hanover 5.3
Nuremberg 3.9
Hahn 2.8
Passengers 2011 (millions); Change 2011/ 2010
Netherlands 10.7 Switzerland 4.8
USA 4.7 UK 4.3
Italy 3.3 Austria 3.0 France 2.9
Belgium 2.8 Denmark 2.6
Spain 2.0 Russia 1.8 Poland 1.7
Sweden 1.5 PR of China & Hong Kong 1.3
Japan 1.2 Arab Gulf States 1.0
Czech Republic 0.8 Norway 0.7
Australia 0.6 Hungary 0.6
+ 1.6 %+ 13.8 %
− 2.3 %+ 2.8 %− 0.9 %+ 6.8 %+ 7.2 %+ 4.3 %+ 2.2 %+ 6.0 %
+ 20.2 %+ 24.2 %
+ 0.7 %+ 21.0 %
+ 9.3 %+ 4.0 %
+ 13.9 %+ 2.1 %+ 3.9 %
+ 21.1 %
52.7 %
+ 6.8 %
+ 8.8 %
+ 7.8%
+ 7.2%
+ 4.8%
− 2.1 %
+ 4.1 %
+ 5.8 %
− 5.3 %
− 18.2 %
13
Source: DIW econ 2012 (15)Business travel / Trade fairs / Conventions
Trade Fairs in Germany Foreign visitors 2010/ AUMA category international and national events
Total 2.55 million foreign visitors
Africa 2.2 %
Middle East 3.5 %
North America 3.0 %
Latin America 2.8 %
Australia / Oceania 1.0 %
South-East-Central-Asia 6.9 %
66.9 % European Union
13.8 % Europe (Non-EU)
Source: AUMA 2011 (8)
Total expenditure € 36.6 billion= 13% of the total expenditure by tourists in Germany of €278.3 billion
Private travellers Business travellers
With accommodation €20.6 billion €13.5 billion
Day visits €1.3 billion €1.2 billion
Total €21.9 billion €14.7 billion
Germany as a conference location:No. 1 in Europe – no. 2 worldwideICCA - Ranking: International Meetings 2010
Source: ICCA 2011 (16)
Rank TOP 10 in Europe Number of meetings TOP 10 worldwide Number of meetings
1. Germany 542 USA 623
2. Spain 451 Germany 542
3. UK 399 Spain 451
4. France 371 UK 399
5. Italy 341 France 371
International visitors spend around €37 billion in total during their trips to Germany
14
GERMANy
0 2 4 6 8 10 12
Source: GNTB / WTM 2012 (5)Business travel destinations for Europeans
Germany leads the way among the top ten business travel destinations for Europeans
Germany 11.4
Great Britain 4.5
France 4.4
Italy 3.3
Austria 3.1
Spain 3.0
USA 2.2
Netherlands 1.8
Sweden 1.8
China 1.8
business trips in million
Source: GNTB / WTM 2012 (5)Types of business trips
Breakdown of European business travel volume into different types of business trips to Germany 2011 5.3 million promotable business trips
1 % Incentives (+ 1 %-Point)
Total volume 2011
11.4 million trips
53 % Traditional business trips(+/− 0 %-Points)
24 % Conferences / congresses(+/− 0 %-Points)
21 % Trade fairs and exhibitions(− 1 %-Point)
47 % Promotable business trips(+/− 0 %-Points)
Share (change to 2010)
Business trips by Europeans
total in 2011: 58.4 million
6.1
2.1
1.1
0.9
0.9
1.0
1.4
2.0
1.8
2.0
5.3
2.4
0.7
0.9
0.9
1.2
1.6
1.1
1.5
2.4
Traditional business trips Promotable business trips (Meeting/Incentive/Convention/Exhibition)
15
35302520151050
Source: GNTB/WTM 2012 (5)Reasons for travel among Europeans
Reasons for travel among Europeans travelling abroad and to Germany in 2011 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 2011 in million *
Germany 2011 in million *
Europe 2011 Percentage *
Germany 2011 Percentage *
Holidays 300.5 23.2 72.8 % 54.9 %
Short breaks of 1–3 nights 67.1 10.7 16.3 % 25.0 %
Longer holidays of 4+ nights 233.4 12.5 56.6 % 29.4 %
Visits to friends or relatives
24.8 3.7 6.0 % 8.7 %
Other travel 29.0 4.3 7.2 % 10.1 %
Business trips 58.4 11.4 14.1 % 26.8 %
Total travel 412.8 42.7 100 % 100 %
Ranking of holiday contents of Europeans in Germany 2011 as a percentageIn 2011 Germany’s strengths lay in city / event breaks and general tours
Source: GNTB / WTM 2012 (5)Holiday preferences
City breaks
General tours
Other holiday
Holidays in the countryside
Trip for a special private occasion
Seaside / lakeside holidays
Event-related holidays
Holidays in the mountains
Sports holidays
Visit of a leisure park
Health & fitness holidays
Winter sports
Cruise / boat holiday
Europeans to Germany
Europeans worldwide
* deviations due to rounding
29 %26 %
9 %7 %6 %6 %4 %4 %3 %2 %2 %2 %1 %
share responses
16
EUROPEANS IN GERMANy
Source: GNTB / WTM 2012 (5)Transport / Modal split
30 % Plane(+ 1 %-Point)
49 % Car(− 4 %-Points)
Car and plane travel more popular again in 2011All trips from Europe to Germany in 2011: 42.7 million
8 % Coach (− 1 %-Point)
6 % Other (+ 1 %-Point) 7 % Rail
(+/− 0 %-Points) 42.7 million
European trips to Germany in 2011
Share (change to 2010)
Source: GNTB/ERV 2012 (12) , rounded valuesSatisfaction of holidaymakers
Overall satisfaction1.75 1.83
Range & quality of products and services
1.83 1.87
Accommodation 1.76 1.58
Food and drink 1.81 1.77
Opening times 1.91 1.83
Value for money2.15 2.08
Excellent scores from abroad for destination Germany
Holiday travellers
average score2010/11*
Business travellers
1 = delighted; 6 = disappointed
1.52.02.5 1.0
*May 2010 – April 2011, total travel from abroad, as of February 2012
17
Source: GNTB / ERV 2009 (14), rounded valuesDisabled-Friendliness
People with restricted mobility
2.252.79
Walking impaired / wheelchair users
2.423.09
Blind / partially sighted people
2.623.24
Deaf / hard of hearing people
2.382.88
Visitors with pushchairs2.052.50
Good to satisfactory rating for accessibility by German and international visitorsWas your holiday disabled-friendly?
Level of satisfaction for German visitors
Level of satisfaction for foreign visitors
1 = delighted; 6 = disappointed
3.0 1.52.02.5 1.0
Markets Overnight stays 2011 Forecast OS 2020 * Population in millions 1
Northwest Europe 18,535,198 21,200,000 94.9Netherlands 10,653,148 11,000,000 to 13,300,000 16.7
UK and Rep. of Ireland 4,608,666 4,300,000 to 5,400,000 66.9
Belgium 2,755,820 2,700,000 to 4,000,000 10.8
Luxembourg 517,564 800,000 0.5
Southwest Europe 13,005,659 18,200,000 178.1Switzerland 4,764,553 5,000,000 to 7,100,000 7.7
Italy 3,262,617 5,100,000 60.8
France 2,933,315 3,600,000 63.1
Spain 2,045,174 3,800,000 46.5
Total 31,540,857 39,400,000 273.0
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Source markets in Northwest / Southwest Europe
Source markets in Northwest and Southwest EuropeWith a total of 31.5 million overnight stays in 2011, the source markets of Northwest and Southwest Europe have a 50 % share of all overnight stays in Germany by foreign visitors
* deviations due to rounding 1 2011 data
Overnight stays by foreign visitors
2011: 31.5 mn 2020: 39.4 mn
18
EUROPEANS IN GERMANy
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1
Northeast Europe /Russia
9,281,364 10,800,000 210.2
Denmark 2,583,749 3,000,000 to 3,800,000 5.5
Russia 1,786,603 2,000,000 140.4
Poland 1,716,479 2,000,000 38.0
Sweden 1,525,431 1,600,000 to 1,800,000 9.3
Norway 749,284 900,000 4.9
Finland 600,392 900,000 5.3
Baltic States 319,426 500,000 6.8
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Source markets in Northeast Europe
Source markets in Northeast Europe / RussiaWith 9.3 million overnight stays in 2011, the source markets of Northern and Eastern Europe / Russia have a 15 % share of all overnight stays in Germany by foreign visitors
Source markets in Southeast EuropeWith a total of about 6.3 million overnight stays in 2011, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1
Southeast Europe 6,266,506 7,400,000 36.3
Austria 3,030,904 3,200,000 to 4,470,000 8.4
Czech Republic 765,879 780,000 10.5
Hungary 618,408 650,000 10.0
Slovakia 267,996 720,000 5.4
Slovenia 183,319 580,000 2.0
Balkans2 1,400,000** 1,500,000 47.5
* deviations due to rounding **GNTB calculation; 1 data 2011 ² Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia
Source markets in Southeast Europe Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Source markets in Southeast Europe
Overnight stays by foreign visitors
2011: 9.3 mn 2020: 10.8 mn
Overnight stays by foreign visitors
2011: 6.3 mn 2020: 7.4 mn
19
0 10 20 30 ( … ) 70
Used booking sites of the Europeans when traveling to GermanyGermany must adopt a multi-channelling strategy in order to succeed against international competition
Multiple responses; only prebooked trips
Share of booking channels / sites in % (2011)
Internet 73 %
Travel Agency 16 %
Direct (Accommodation) 13 %
Direct (Transport) 6 %
Tourist Office 2 %
Implant 3 %
Club, Newspaper, Church, School 2 %
Others 7 %
Source: GNTB/WTM 2012 (5)Travel arrangements
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1
America / Israel 6,983,909 8,300,000 946.4
USA 4,661,597 5,900,000 313.1
Canada 597,579 850,000 34.4
Brazil 586,590 830,000 196.7
Central-/South America 583,348 n.n. 394.6
America total 6,429,114 7,600,000 938.8
Israel 554,795 700,000 7.6
* deviations due to rounding 1 2011 data
Source markets in America / IsraelWith about 7.0 million overnight stays in 2011 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 4.7 million overnight stays in 2011 is the main overseas source market
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Source markets in America / Israel
Overnight stays by foreign visitors
2011: 7.0 mn 2020: 8.3 mn
20
EUROPEANS / US AMERICANS IN GERMANy
0 % 5 % 10 % 15 % 40 %30 % 50 %( … )
Main travel destinations for US Americans in EuropeTotal travel from the USA to Europe 2011: 12.8 million trips
Multiple selection of destinations possible
Trips in million
Source: GNTB / WTM 2012 (5)US source market
Source: GNTB / WTM 2012 (5)US source market
General tours/sightseeing are the dominantholiday activities of US travellers in Germany 2011Type of holiday in Germany by visitors from USA
Great Britain 2.6
Italy 2.1
France 1.8
Germany 1.7
Eastern Europe 1.2
Belgium / Netherl. / Luxemb. 1.1
Spain 1.1
Austria/Switzerland 0.9
Ireland 0.7
Northern Europe 0.6
0.0 0.5 1.0 1.5 2.0 2.5
General tours/ Sightseeing 45 %
Trips for a special private occasion 11 %
Holidays in the countryside 10 %
Cruise/Boat holiday 8 %
City breaks 7 %
Event-related holidays 4 %
Other holiday 15 %
Share in %
21
2011
1994
0 % 5 % 10 % 15 % 20 % 25 %
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Asian source markets
PR of China &
Hong Kong
2,200.0
1,322.6
291.7
Japan
1,200.0
1,185.3
1,183.4
India1,500.0
547.5
Arabic Gulf States
2,000.0
1,006.9
207.1
China is most important Asian source market for Germany
Overnight stays in 1,000
Forecast2020
Source: Global Blue 2012 (12)Tax-Free Shopping
Russia, China and Switzerland are amongst the highest spenders for tax-free shopping in Germany
* Change 2011/10
share of nations at total sales turnover
1,500 2,4001,000500 2,0000
China 26.5 %
Russia 23.6 %
Switzerland 6.7 %
UAE 3.2 %
Brazil 2.2 %
Ukraine 2.2 %
Taiwan 2.1 %
Japan 2.0 %
USA 1.8 %
+ 50.3 %*
+ 33.5 %*
+ 27.9%*
+ 1.4%*
+ 34.9%*
+ 19.1 %*
+ 28.7 %*
+ 12.5 %*
+ 1.2 %*
22
ASIA /WORLD
50 60403020100
2011 **
2004
Source markets Asia, Australia and AfricaWith about 5.3 million overnight stays in 2011, the source markets Asia, Australia and Africa have a share of about 8 % of all overnight stays in Germany by foreign visitors
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)Other source markets
* deviations due to rounding
Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)GNTB growth outlook
GNTB growth forecasts for 2020Through successful marketing Germany can net about 70 to 80 million overnight stays from abroad by 2020
** excl. 1.3 million other overnight stays
overnight stays (millions), including campsites
Forecast2020
1 data 2011 2 Australia only
Overnight stays 2011 Forecast OS 2020 * Population in million 1
Asia/Australia/Africa 5,297,623 8,500,000 2,886.6
PR of China / Hong Kong 1,322,564 2,200,000 1,347.6
Japan 1,185,279 1,200,000 126.5
Arabic Gulf States 1,006,856 2,000,000 36.0
Australia, New Zeeland and Oceania 731,836 900,000 2 36.3
India 547,480 1,500,000 1,241.5
South Korea 346,856 600,000 48.4
South Africa 156,752 n.n. 50.5
Overnight stays by foreign visitors
2011: 5.3 mn 2020: 8.5 mn
Europe
59.0
48.7
33.6
Asia / Australia /
Africa
9.0
6.7
4.9
America / Israel
8.0
7.0
5.6
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 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.
Sources
1 UNWTO World Tourism Organization, World Tourism Barometer 3 / 2012, Madrid 2012
2 EUROSTAT, Luxembourg 2012
3 World Economic Forum, Travel & Tourism Competitiveness Report 2011, Geneva 2011
4 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2011, Wiesbaden 2012
5 GNTB / IPK-International, World Travel Monitor, Malta 2011, 2012
6 GNTB Market Research, Frankfurt 2011, 2012
7 GNTB / Anholt-GfK Roper Nation-Brands- Index 2011, 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 2010, 2011
10 German International Hotel Association (IHA) / STR Global, Berlin 2012
11 Regional Statistical Offices 2012
12 Global Blue Germany, Duesseldorf 2012
13 ADV (German Airports Association), Berlin 2012
14 GNTB / Europäische Reiseversicherung AG, Qualitätsmonitor Deutschland-Tourismus, (Quality Monitoring of German Tourism) Frankfurt, Munich 2010 – 2012
15 DIW econ, Berlin 2012
16 ICCA, Amsterdam 2011
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