Inbound tourism overview - VisitBritain€¦ · Market snapshot Hamburg 166 | 6% Bremen 78 | 3%...
Transcript of Inbound tourism overview - VisitBritain€¦ · Market snapshot Hamburg 166 | 6% Bremen 78 | 3%...
22%
Jan–Mar Apr–Jun Jul–Sep Oct–Dec
48%
1%
Study
25%
Holiday
4%
MiscM
GermanyMarket snapshot
14 %
4 %
2 %
15%
13 %
2 %
5 %4 %
4 %
8 %
30 %
0.3%
% share of nights
High
Medium
Low
#18
22%
Business
By air
74%
By sea
21%
By tunnel
4%
Visits from Germany
6 nights
Purpose of travel* (2017)Seasonal spread of travel* (2017)
Annual visits* Annual visitor spend*
Market access* (2017)
Average length of stay* (2017)
Regional spread of travel* (2017)
Global ranking for inbound visits to the UK in 2017#3 Global ranking for inbound spend in the UK in 2017#2
Inbound tourism overview
VFR**
**Visit friends and/or relatives. Sour
ces:
*In
tern
atio
nal P
asse
nger
Sur
vey
(IPS
).
16% 30% 31% 23%
3,34
1,00
0
3,38
0,00
0
2,78
0,00
0
3,00
4,00
0
2,94
7,00
0
2,96
7,00
0
3,04
8,0
00
3,22
0,00
0
3,24
9,00
0
2009 2010 2011 2012 2013 2014 2015 2016 2017
2017 averagespend per visit
£468
2009 2010 2011 2012 2013 2014 2015 2016 2017
VisitBritain
Alexanderplatz 1
10178 Berlin
Germany
Consumer website: visitbritain.com
Corporate website: visitbritain.org
Image library: visitbritainimages.com
Trade website: trade.visitbritain.com
Media centre: media.visitbritain.com
LoveGreatBritain.de
@LoveGreatBritain_de
#LoveGreatBritain
Holger Lenz
VisitBritain Manager Central Europe
£1,
193
m£
1,19
3 m
£1,
252
m£
1,25
2 m
£1,
223
m£
1,22
3 m
£1,
490
m£
1,49
0 m
£1,
358
m£
1,35
8 m
£1,
478
m£
1,47
8 m
£1,
378
m£
1,37
8 m
£1,
581
m£
1,58
1 m
£1,
167
m£
1,16
7 m
16-24 12%
0-15 5%
25-34 20%
35-44 20%
45-54 24%
55-64 11%
65+ 7%
Contemporaryculture
Vibrantcities
Historicbuildings
Sports
Visits in 000s I% share of visits
High
Medium
Low
GermanyMarket snapshot
Hamburg166 | 6%
Bremen78 | 3%
Saarland41 | 1%
Niedersachsen
188 | 6%
Nordrhein-Westfalen
771 | 26%
Hessen
294 | 10%
Baden-Württemberg
308 | 10%
Bayern
423 | 14%
Rheinland-Pfalz
106 | 4%
Berlin220 | 7%
Brandenburg
81 | 3%
Sachsen79 | 3%Thüringen
38 | 1%
Sachsen-Anhalt
49 | 2%
Schleswig-Holstein
59 | 2% Mecklenburg-Vorpommern58 | 2%
A travel guidebook
Other / unknown290
Visitor profileKey demographics* (2017) Visitors' origin* (2015)
of German visitors were repeat visitors in 2015*75%of German visitors were “likely” or “extremely likely” to recommend Britain in 2015*
93%
Britain is ranked highly (within the top 10 out of 50 countries) by the Germans for:
Perceptions of Britain*** (2017)
√ Cultural attractions √ Wide variety of places to visit √ Somewhere English is spoken √ Countryside/natural beauty √ Vibrant cities
Top motivations for choosing Britain for a holiday** (2016)
Travel companions** (2016)
Sour
ces:
* In
tern
atio
nal P
asse
nger
Sur
vey
(IPS
), *
* V
isit
Bri
tain
/Ips
os 'D
ecis
ions
and
Influ
ence
s' re
sear
ch (A
pplic
able
to p
eopl
e w
ho v
isit
ed B
rita
in),
***
Anh
olt-
GfK
Nat
ion
Bra
nds
Inde
x.
Top three activities in the UK* (2007-2017)
Word of mouth Information on search engines
1 3
Top influences in visiting Britain** (2016)
Culturalheritage
62%
10% 20%
Spouse/ Partner
14%On their own
With childrenunder 16 With friends
12%
With other adultfamily members
2
Priority market segments & attributes
BuzzseekersPrimarily 18-34 age group, dominanceof singles, pre-family couples and youngprofessionals. Active, enjoy foreigncultures. Motivated by culturalattractions, ease of access, vibrant cities,and a variety of places to visit.
ExplorersMainly 55+, couples and empty nestersthat have time and are flexible travellers.Mature and open-minded with highinterest in culture, arts and history. Enjoyvariety of holidays from seaside, lakes& mountains to soft activities.
Going tothe pub
Dining inrestaurants
Goingshopping
Other / unknown
1%