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German National Tourist Board

Incoming-TourismGermanyFacts and Figures 2013

www.germany.travel

International travel destination Wellness Holiday benefits Satisfaction Modal split Facts Accommodation capacities Region Locational factors Image World tourism City Tourism Business travel Destination Tourism Mode of transport Market share Europe Figures Season Source market Accommodation Hotel Arrivals Congress Travel destination Travel Holiday centres Forecast Gross domestic product Culture Transport Touring trip Reasons for travel Vacation Economy Trade fair Capacity Indices World Growth Incoming tourism Length of stay Booking Room occupancy Guesthouses National gross value added

Edition 2014

CONTENTS

02

03 Introduction / International tourism 2013

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 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 outlooke

24 German National Tourist Board

www.germany.travel

03

IntroductionTo coincide with the Germany Travel Mart (GTM) 2014 in the city of Bremen, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2013. 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 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 2013 Source: UNWTO 2014 (1)

Record number in world Tourism 2013: about 1.1 billion international arrivals

The destination with the largest growth in international travel is Asia

arrivals in million Change 2013/12

World 1,087.0

Europe 562.8

Asia/ Pacific 247.7

Americas 168.9

Africa 56.1

Middle East 51.9

Mio.internationale Ankünfte weltweit

worldwide growthforecast 2014

0 100 200 300 400 500 1000( … )

1,087 millionworldwideinternational arrivals

+4% to +4.5%

+5.0%

+5.4%

+6.0%

+3.6%

+5.6%

+0.3%

WORLD / EUROPE

04

Growth outlook world tourism Source: UNWTO 2014 (1)

Growth outlook for world tourism 2030

Tourism is one of the global growth industries of the future, with 2.3 % forecast growth per annum to Europe

Arrivals in million

2010

Arrivalse in million

2013

Arrivals in million

2030*

Annualgrowth %

2010–2030

Market share

% 2013

Market share

% 2030*

Europe 484.9 562.8 744.0 +2.3 51.8 41.1

Asia/Pacific 205.1 247.7 535.0 +4.9 22.8 29.6

Americas 150.6 168.9 248.0 +2.6 15.5 13.7

Africa 49.9 56.1 134.0 +5.0 5.2 7.4

Middle East 58.2 51.9 149.0 +4.6 4.8 8.2

World 949.0 1,087.0 1,809.0 +3.3 100.0 100.0

* forecast

Economic crisis and tourism Source: GNTB/WTM 2014 (5), outbound travelers only

European and major asian outbound markets mostly crisis-resistant for traveling in 2014

Impact of financial and economic crisis on the travel behavior

China

Asia

Japan

Europe

USA

America

Brazil

2013: + 5.0 % worldwide + 5.4 % Europe

%

crisis-resistant change in travel behavior / no travel (next 12 months)

50 %

52 %

52 %

62 %

67 %

69 %

73 %

50 %

48 %

48 %

38 %

33 %

27 %

31 %

05

International travel destination Germany Source: GNTB/WTM 2014 (5)

Germany the second most popular travel destination 2013 for Europeans since 2010, behind Spain

Germany with a high growth rate among the top five destinations worldwide for European travelers

Trips in million Change 2013/2012

Spain 51

Germany 48

France 37

Italy 33

Austria 24

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2013 (7)

Germany worldwide in second place

Image 2013: 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

* from a max. 100 of points; in brackets: worldwide ranking

Investment and Immigration (3)

Cultural and Heritage (5)

Governance (3)

People (6)

Exports (3)

Tourism (8)69.54*

72.15*

66.00*

64.44*

67.74*

66.00*

2013: 432 million Trips abroad from Europe + 3 %

+ 4 %

+ 3 %

+/– 0 %

+ 2 %

+ 4 %

WORLD / EUROPE

06


Germany among the top 10 worldwide destinations in tourism and culture

Major events (FIFA World Cup 2006™) have lasting positive effects on image

* out of 50 countries worldwide

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

2012 2 9 5

2013 2 8 5


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 Risque Modern design Boring Museums Music Circus

Opera Romantic Sculpture Spiritual

Exciting Sport Pop videos Depressing Street parades

07

T & T Competitiveness Index Source: World Economic Forum 2013 (3)

Germany leading in health standards, infrastructure, culture, security, education and environment

Germany’s strenght as international travel destination compaired with140 nations worldwide (Rank 1: Switzerland, rank 3: Austria)

Scale: 1 = low, 7 = high

Indicator Score 2013

Health and hygiene 6.8

Cultural resources 6.3

Ground transport infrastructure 6.2

Safety and security 6.0

Education and training 5.9

Environmental sustainability 5.8

Tourism infrastructure 5.7

ICT infrastructure 5.4

Air transport infrastructure 5.4

2013 Index for GERMANY 5.4

Germany inside Europe Source: Eurostat 2014 (2)

Germany has a market share of 6 % in total overnight stays by foreign visitors in the European Union

Germany is in the sixth place with a high growth rateChange

overnight stays by foreign guests in million* 2013/12

Spain 251.9Italy 179.6

France 132.2Great Britain 116.7

Austria 78.1Germany 71.0

Greece 68.8Croatia 59.3

Netherlands** 31.9Portugal 31.1

* in hotels and similar establishments (estimates) ** no comparison due to change of method

Total overnight stays by foreign

visitors in the 28 EU countries in 2013:

1,180.8 million

Change 2013/12: +4.8 %

0 50 100 150 200 250

+ 3.5 %

– 0.5 %

+ 5.6 %

+ 16.7 %

+ 1.2 %

+ 4.3 %

+ 13.2 %

+ 3.9 %

**

+ 7.1 %

GERMANY

08

Incoming Tourism in Germany Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

GermanyCapital BerlinFederal states 16Non-city states 13City states 3Member of UNWTO since 1976Surface (1,000 sq. km) 357Population (million) 81.8Gross domestic product (2013 in Euro billion) 2,737.6GDP per capita 2013 (in Euro) 33,447Real GDP growth (in %) 2012 / 2013 + 0.7 / + 0.4Economic importance of travel and tourism 1Total expenditure by tourists 278.3 billion €

by domestic tourists 241.7 billion € (87 %)by international tourists 36.6 billion € (13 %)

Total national gross value added (direct, indirect, and induced effect) 214.1 billion €Proportion of total national gross value added 9.7 %of which: total national gross value added (direct effect) 97.0 billion €Proportion of total national gross value added 4.4 %

Overall impact on employment (direct, indirect and induced effect) 4.9 million workersProportion of total number of workers in Germany 12.0 %of which: impact on employment (direct) 2.9 million workersProportion of total number of workers in Germany 7.0 %

International arrivals 2013International arrivals in million (incoming) 31.5Arrivals per 100 of the population 39Travel and tourism in Germany 2013Overnight stays by domestic travelers (thousands) 339,860Domestic growth + 0.4 %Overnight stays by international travelers (thousands) 71,919International growth + 4.5 %Total overnight stays (thousands) 411,779Total growth + 1.1 %Sales turnover of overnight stays by domestic travelers 1 115.4 billion €of which hotel / guesthouseOvernight stays by domestic travelers (thousands) 196,499Overnight stays by international travelers (thousands) 58,323Total overnight stays (thousands) 254,821Number of hotel beds 2 (as of July 2013) 1,758,230Hotel room occupancy 5 (2013) (2012: 66.2 %) 2013: 66.9 %Outgoing travel 2013 3Trips taken by Germans (in thousands) 334,600Of which trips abroad (in thousands) 75,100No. of foreign holiday trips per 100 of the population 67Inbound travel from Europe 2013 3Trips to Germany by Europeans (in thousands) 47,800Expenditure for travel to Germany per trip/person: 518 € per night/person: 84 €Length of stay in Germany (average) 6.2 nightsTravel and tourism balance of payments 2013 4Expenditure on travel and tourism (13 / 12 + 2.2 %) 64.7 billion €Income from travel and tourism (13 / 12 + 4.5 %) 31.0 billion €International balance of payments for travel and tourism (13 / 12 + 0.2 %) − 33.7 billion €

1 DIW econ 2013, TSA-Base year 2010 2 In hotels / b&b-hotels / inns / guesthouses (according to Federal Statistical Office)3 GNTB/WTM 2014 (5) 4 Deutsche Bundesbank, March 2014 5 IHA/STR Global 2014

09

Hotel prices in Europe and Germany Source: IHA/STR Global 2014 (10)

Germany has an excellent price / performance ratio in hotel accommodation

Comparison of hotel prices in European and German cities

TOP 5 Europe

Paris 243

Zurich 195

London 162

Rome 146

Amsterdam 132

TOP 5 Germany

Munich 125

Frankfurt 122

Heidelberg 115

Duesseldorf 107

Cologne 104

Source markets for Incoming Tourism Source: Federal Statistical Office 2014 (4)

Breakdown of overnight stays in Germany by continent

Europe with a growth rate of +3.8 % in 2013 still the most important source market. Asia extends its market share.

+ 2.6%

+ 3.7%

– 2.2%

– 3.8%

– 0.1%

+ 5.6%

+ 0.7%

– 5.8%

+ 5.4%

– 5.1%

24080

Net prices 2013 in € (excl. breakfast and taxes), Change 2013/12

100 120 140 160 180 ( … )

EU-Average: 101 € (–0.6%)

Germany: 94 € (+0.7%)

Berlin: 88 € (–0.5%)

% Australia, New Zealand and Oceania

Africa Other

Europe

Asia

75 %

11 % 10 % Americas

GERMANY

10

Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2014 (4)

Overnight stays in Germany by foreign visitors in 2013 by federal state

Seasonal breakdown Source: Federal Statistical Office 2014 (4)

Seasonal breakdown of overnight stays by foreign visitors travelling to Germany

BavariaBaden-Wuerttemberg

Rhineland-Palatinate

Saarland

Hesse

Thuringia

Saxony-Anhalt

Saxony

BrandenburgBerlin

Mecklenburg-Western Pomerania

Schleswig-HolsteinHamburg

Bremen

Lower Saxony

North Rhine-Westphalia

71.9millionTotal overnight stays

11,559,883

830,627

945,346

504,459

563,236

5,223,459

6,375,943

9,512,166

3.556,681

442,265

2,662,154

1,718,987

342,283 15,918,080

1,865,684

9,898,132

2013

2012

9,000

8,000

7,000

6,000

5,000

4,000

3,000

overnight stays by foreign visitors (thousands)

Jan Feb March April May June July Aug Sep Oct Nov Dec

11

Accommodation capacities Source: Federal Statistical Office 2013 (4)

Capacities in Germany by type of accommodation 2013Accommodation capacity (as of July 2013)

Type of accommodation Establishments in operation Share in % *

Hotels 13,307 25.4

Bed & breakfast hotels 7,581 14.4

Inns 7,864 15.0

Guesthouses 5,251 10.0

Traditional accommodation providers 34,003 64.8

Leisure, recreational and training centres 2,649 5.0

Holiday centres 113 0.2

Holiday homes or apartments 10,067 19.2

Holiday cottages, youth hostels 1,922 3.7

Campsites 2,818 5.4

Preventative medical clinics and rehabilitation clinics 901 1.7

All types of accommodation 52,473 100.0

Types of accommodation Source: Federal Statistical Office 2014 (4)

Overnight stays in Germany by foreign visitors in 2013 by type of accommodation

Share in % *

Hotels 56 %

Bed & breakfast hotels 19 %

Campsites 6 %

Holiday cottages, youth hostels 4 %

Holiday homes or apartments 4 %

Holiday centres 3 %

Inns 3 %

Guesthouses 3 %

Other 2 %

* deviations due to rounding

Market share of hotelsand b&b-hotels

%

GERMANY

12

55 % 23 % 22 %more than 100,000 10,000–100,000 less than 10,000

City breaks Source: Federal Statistical Office 2014 (4)

Breakdown of overnight stays in 2014 by foreign visitors in German towns and cities according to size

55 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000

City breaks Source: Regional Statistical Offices 2014 (11), GNTB 2014 (6)

Top towns and cities in Germany in 2013 (overnights stays)

The 11 “Magic Cities” have about 43 % market share of all overnight stays by foreign visitors in Germany

Berlin 11,559,883

Munich 6,329,045

Frankfurt / Main 3,352,592

Hamburg 2,662,154

Cologne 1,780,728

Duesseldorf 1,696,419

Stuttgart 929,625

Nuremberg 847,262

Dresden 1 776,505

Hanover 448,031

Leipzig 1 434,594

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)

million

42.9 %2

49.1 %2

44.7 %2

22.9 %2

35.1 %2

40.0 %2

29.0 %2

31.8 %2

18.8 %2

21.5 %2

16.1 %2

13

Source markets for Incoming Tourism Source: Federal Statistical Office 2014 (4)

Top 20 source markets for Germany by number of overnight stays in 2013

Netherlands Germany’s number 1 source market, Switzerland as before at second place

Change 2013/2012

Netherlands 10.8Switzerland 5.5

USA 4.9Great Britain 4.9

Italy 3.5Austria 3.4France 3.1

Denmark 3.0Belgium 2.9

Russia 2.6Poland 2.2

Spain 2.0PR of China & Hong Kong 1.7

Sweden 1.7Arab Gulf States 1.5

Japan 1.3Czech Republic 0.9

Norway 0.9Israel 0.8Brazil 0.7

Airports Source: ADV 2014 (13)

Traffic revenue at Germany’s international airports increased by + 0.7 % in 201493 % of the passenger volume of 201.8 million is allotted to the TOP 10 airports *

Passengers 2013 (millions); Change 2013/2012

Frankfurt 57.9

Munich 38.6

Berlin 26.3

Duesseldorf 21.2

Hamburg 13.5

Stuttgart 9.5

Cologne/Bonn 9.1

Hanover 5.2

Nuremberg 3.3

Bremen 2.6

* excl. transit flights

million

Overnight stays by international travellers 2013:

71.9 million

– 1.0 %+ 5.2 %+ 1.3 %+ 8.1 %+ 0.5 %+ 4.6 %+ 2.5 %+ 3.8 %+ 0.9 %

+ 15.5 %+ 9.3 %– 0.5 %

+ 11.0 %+ 3.2 %

+ 20.2 %– 1.3 %+ 5.5 %+ 2.4 %

+ 15.4 %+ 5.5 %

+ 1.1 %+ 0.9 %+ 4.2 %+ 1.9 %– 1.4 %– 1.4 %– 2.2 %– 0.9 %– 7.7 %+ 6.7 %

GERMANY

14

Business travel / Trade fairs / Conventions Source: DIW econ 2012 (15)

International visitors spend around € 37 billion in total during their trips to Germany

Private travelers Business travelers

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 2012

Rank TOP 10 Europe Number of meetings TOP 10 worldwide Number of meetings

1. Germany 649 USA 833

2. Spain 550 Germany 649

3. Great Britain 477 Spain 550

4. France 469 Great Britain 477

5. Italy 390 France 469

Source: ICCA 2013 (16)

Trade Fairs in GermanyForeign visitors 2012 / AUMA category international and national events

Source: AUMA 2013 (8)

Total expenditure

= 13% of the total expenditure by tourists in Germany of € 278.3 billion

billion € 36.6

Total 2.65 million

foreign visitors

Asia/Middle East 11.9 %

America 6.2 %

Africa 2.5 %

Australia/Oceania 1.3 %

12.7 % Europe

(Non-EU)

65.3 % European Union

15

Total volume 201312.6 million trips

23 % Trade fairs and exhibitions(+ 2 %-Points)

Traditional business trips(– 5 %-Points)

45 %

Conferences / congresses(+ 2 %-Points)

28 %4 % Incentives (+ 2 %-Points)

Promotable business trips(+ 5 %-Points)

55 %

Business travel destinations for Europeans Source: GNTB/WTM 2014 (5)

Germany leads the way among the top ten business travel destinations for Europeans

business trips in million

Germany 12.6

France 5.0

Great Britain 4.2

Italy 3.1

Spain 3.0

Austria 2.8

Russia 2.2

USA 2.1

Netherlands 2.0

Poland 2.0

Sweden 1.8

China 1.6

Types of business trips Source: GNTB/WTM 2014 (5)

Breakdown of European business travel volume into different types of business trips to Germany 2013

6.9 million promotable business tripsShare (change to 2012)

Business trips by Europeans

total in 2013: 61.0 million

6,3

Traditional business trips Promotable business trips (Meeting/Incentive/Convention/Exhibition)

5.6 6.9

2.7

2.4

1.7

1.6

1.5

1.1

1.3

1.2

0.8

2.3

1.8

1.4

1.4

1.3

1.40.8

1.0

1.01.0

0.7

0.6

0.8

EUROPEANS IN GERMANY

16

Reasons for travel among Europeans Source: GNTB/WTM 2014 (5)

Reasons for travel among Europeans travelling abroad and to Germany in 2013

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 2013 in million*

Germany 2013 in million*

Europe 2013 Percentage *

Germany 2013 Percentage *

Holidays 311.0 26.0 72.0 % 54.4 %

Short breaks of 1–3 nights 72.5 12.2 16.8 % 25.5 %

Longer holidays of 4+ nights 238.5 13.8 55.2 % 28.9 %

Visits to friends or relatives 31.1 5.1 7.2 % 10.7 %

Other travel 29.1 4.1 6.7 % 8.6 %

Business trips 61.0 12.6 14.1 % 26.4 %

Total travel 432.1 47.8 100 % 100 %

Holiday preferences Source: GNTB/WTM 2014 (5)

Ranking of holiday contents of Europeans in Germany 2013 as a percentage

In 2013 Germany’s strengths lay in city / event breaks and round trips

share responses

City breaks 33 %Round trips 20 %

Trip for a special private occasion 7 %Holidays in the countryside 7 %

Seaside/lakeside holidays 6 %Other holiday 6 %

Event-related holidays 5 %Holidays in the mountains 4 %

Sports holidays 3 %Visit of a leisure park 2 %

Health & fitness holidays 2 %Winter sports 2 %

Cruise/boat holiday 1 %

* deviations due to rounding

Europeans to Germany

Europeans worldwide

17

Transport / Modal split Source: GNTB/WTM 2014 (5)

Car and plane travel more popular again in 2013

All trips from Europe to Germany in 2013: 47.8 millionShare (change to 2012)

Satisfaction of holidaymakers Source: GNTB Quality Monitor 2014,

Excellent scores from abroad for destination Germany

1 = delighted, 6 = disappointed (rounded values)

Overall satisfaction1.811.97

Range & quality of products and services

1.901.94

Accommodation1.991.98

Gastronomy1.972.00

Opening hours2.052.08

Value for money2.102.16

* January – December 2013, total travel from abroad

Holiday travelers

Business travelers

average score 2013*

47.8 million

European trips toGermany in 2013

32 % Plane(+ 2 %-Points)

Car(– 3 %-Points)

47 %

8 % Rail (+/− 0 %-Points)

9 % Coach(+ 1 %-Points)

4 % Other(+/− 0 %-Points)

EUROPEANS IN GERMANY

18

Disabled-Friendliness Source: GNTB/ERV 2009 (14)

Good to satisfactory rating for accessibility by German and international visitors

Was your holiday disabled-friendly?1 = delighted; 6 = disappointed (rounded values)

People withrestricted 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 pushchairs2.05

2.50

Source markets in Northwest/Southwest Europe Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

Source markets in Northwest and Southwest Europe

With a total of 33.6 million overnight stays in 2013, the source markets of Northwest and Southwest Europe have about a 47 % share of all overnight stays in Germany by foreign visitors

Markets Overnight stays 2013

Forecast Overnight stays 2020 *

Population in millions1

Northwest Europe 19,499,518 21,200,000 90.8Netherlands 10,824,588 11,000,000 to 13,300,000 16.7

UK and Rep. of Ireland 5,218,927 5,000,000 to 5,400,000 62.8

Belgium 2,897,300 3,000,000 to 4,000,000 10.8

Luxembourg 558,703 800,000 0.5

Southwest Europe 14,127,875 18,200,000 179.0Switzerland 5,483,657 5,000,000 bis 7,100,000 7.7

Italy 3,485,300 5,100,000 61.0

France 3,142,370 3,600,000 63.5

Spain 2,016,548 3,800,000 46.8

Total 33,627,393 39,400,000 269.8

* deviations due to rounding 1 2012 data

Level of satisfaction for German visitors

Level of satisfaction for foreign visitors

3.0 2.5 2.0 1.5 1.0

2013: 33.6 million 2020: 39.4 million

Overnight stays by foreign visitors

19

Source markets in Northeast Europe Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

Source markets in Northeast Europe / Russia

With 11.3 million overnight stays in 2013, the source markets of Northern and Eastern Europe / Russia have about a 16 % share of all overnight stays in Germany by foreign visitors




Northeast Europe / Russia 11,346,238 12,500,000 213.4

Denmark 2,962,136 3,000,000 to 3,800,000 5.6

Russia 2,595,270 2,500,000 to 3,500,000 142.7

Poland 2,201,369 2,200,000 to 3,000,000 38.3

Sweden 1,712,503 1,600,000 to 1,800,000 9.5

Norway 864,081 900,000 5.0

Finland 627,638 900,000 5.4

Baltic States 383,241 500,000 6.9

Source markets in Southeast Europe Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

Source markets in Southeast Europe

With a total of about 6.9 million overnight stays in 2013, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors




Southeast Europe 6,913,355 7,800,000 83.8

Austria 3,368,594 3,200,000 to 4,470,000 8.4

Czech Republic 906,064 1,000,000 10.6

Hungary 712,173 800,000 10.0

Slovakia 318,085 400,000 5.5

Slovenia 208,439 300,000 2.0

Balkans 2 1,400,000** 1,500,000 47.3

*deviations due to rounding; ** GNTB calculation; 1 Daten 2012 2 Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia

2013: 11.3 million 2020: 12.5 million


2013: 6.9 million 2020: 7.8 million


EUROPEANS / US AMERICANS IN GERMANY

20

Travel arrangements Source: GNTB/WTM 2014 (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

Share of booking channels / sites in % (2013)

Internet 80 %

Direct (Accommodation) 23 %

Travel Agency 17 %

Direct (Transport) 11 %

Implant 2 %

Tourist Office 2 %

Club / Newspaper / Church / School 2 %

Other 6 %

Source markets in America / Israel Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

Source markets in America / IsraelWith about 7.8 million overnight stays in 2013 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 4.9 million overnight stays in 2013 is the main overseas source market.




America/Israel 7,776,645 8,400,000 956.0

USA 4,916,500 5,900,000 315.8

Brazil 732,888 830,000 198.4

Canada 634,559 850,000 34.7

Central-/South America 729,991 n/a 399.4

America total 7,013,938 7,600,000 948.3

Israel 762,707 700,000 to 800,000 7.7

* deviations due to rounding 1 2012 data

Multiple responses; only prebooked trips

20 70 80100 ( … )



21

US source market Source: GNTB/WTM 2014 (5)

Main travel destinations for US Americans in Europe

Total travel from the USA to Europe 2013: 12.4 million trips

Trips in million

Great Britain 2.6

Italy 2.4

France 2.0

Germany 1.8

Eastern Europe 1.4

Spain 1.1

Belgium/Netherl./Luxemb. 1.0

Austria/Switzerland 1.0

Ireland 0.9

Northern Europe 0.6

US source market Source: GNTB/WTM 2014 (5)

Round trips / sightseeing are the dominant holiday activities of US travelers in Germany

Type of holiday in Germany by visitors from USA 2013Share in %

Round trips / Sightseeing 32%

City breaks 20%

Holidays in the countryside 16%

Event-related holidays 6%

Trips for a special private occasion 5%

Other holiday 27%

Multiple selection of destinations possible

0.0 0.5 1.0 1.5 2.0 2.5

0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 %

ASIA / WORLD

22

Asian source markets Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

China is most important Asian source market for Germany

Overnight stays in thousands

PR of China &

Hong Kong

2,200.0

1,734.7

291.7

Japan

1,400.0

1,308.0

1,183.4

India1,500.0

615.6

Arabic Gulf States

2,000.0

1,543.7

207.1

Tax-Free Shopping Source: Global Blue 2014 (12)

China, Russia and Switzerland are amongst the highest spenders for tax-free shopping in Germany

share of nations at total sales turnover

China 32 %

Russia 27 %

Switzerland 6 %

UAE 3 %

Thailand 2 %

Ukraine 2 %

Taiwan 2 %

Brazil 2 %

Turkey 2 %

Saudi Arabia 2 %

0 500 1,000 1,500 2,000 2,400

2013

1994

Forecast

2020

% % % % % % % %

1.6 billion € tax free turnover

(+4.5% change to 2012)

Total in 2013:

23

Other source markets Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

Source markets Asia, Australia and Africa

With about 6.7 million overnight stays in 2013, the source markets Asia, Australia and Africa have a share of 9 % of all overnight stays in Germany by foreign visitors




Asia / Australia / Africa 6,658,511 8,600,000 2,915.6

PR of China / Hong Kong 1,734,693 2,200,000 1,353.6

Japan 1,307,950 1,400,000 126.4

Arabic Gulf States 1,543,717 2,000,000 41.1

Australia, New Zeelandand Oceania 828,551 900,0002 36.8

India 615,617 1,500,000 1,258.4

South Korea 449,235 600,000 48.6

South Africa 178,748 n/a 50.7

1 2012 data 2 Australia only * deviations due to rounding

GNTB growth outlook Source: Federal Statistical Office 2014 (4), GNTB 2014 (6)

GNTB growth forecasts for 2020

Through successful marketing Germany can net about 80 millionovernight stays from abroad by 2020

overnight stays (millions), including campsites

Europe

60.0

54.1

33.6

Asia / Australia /

Africa

9.0

8.6

4.9

America /Israel

8.4

7.8

5.6



2013**

2004

Forecast2020

** excl. 1.4 million other overnight stays

www.germany.travel

German National Tourist Board

Working on behalf of the federal government, the German National Tourist Board (GNTB), based in Frankfurt am Main, has been planning, coordinating and implementing activities for marketing Germany abroad for more than 60 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 organization, the GNTB is committed to transparency and efficiency rather than commercial gain.

Sources

1 UNWTO World Tourism Organization, World Tourism Barometer 1 / 2014, Madrid 2014

2 EUROSTAT, Luxembourg 2014

3 World Economic Forum, Travel & Tourism Competitiveness Report 2013, Geneva 2013

4 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2013, Wiesbaden 2014

5 GNTB / IPK-International, World Travel Monitor, Malta 2013, 2014

6 GNTB Market Research, Frankfurt 2013, 2014

7 GNTB / Anholt-GfK Roper Nation-Brands- Index 2013, USA 2013

8 Association of the German Trade Fair Industry (AUMA), Messe-Trend, Key Figures, Berlin 2013

9 Meeting- und Event Barometer of EITW com-missioned by EVVC, GCB, GNTB; Wernigero-de 2012/2013

10 German International Hotel Association (IHA) / STR Global, Berlin 2014

11 Regional Statistical Offices 2014

12 Global Blue Germany, Duesseldorf 2014

13 ADV (German Airports Association) Berlin 2014

14 GNTB / Europäische Reiseversicherung AG, Qualitätsmonitor Deutschland-Tourismus, (Quality Monitoring of German Tourism) Frankfurt, Munich 2010 – 2014

15 BTW/BMWi, DIW econ, Berlin 2012

16 ICCA, Amsterdam 2013

Copyrights

Page 2: Source GNTB, Bacharach, Rhine valley photographer: Andrew Cowin

Page 3: Source GNTB, Berlin: Tourists at the Brandenburg Gate, photographer: Hans Peter Merten; Bremen: Town hall and cathedral, photographer: Torsten Krueger

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