Incoming Tourism Germany 2011

Facts and Figures 2010

German National Tourist Board

Incoming-Tourism GermanyEdition 2011

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 Euro-peans / 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

CONTENTS

0 100 200 300 400 500 950

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, inter-national and national associations of tourism service providers.

Introduction

Arrivals picked up in 2010 following the crisis and grew by 7 % worldwideThe 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

Africa 48.8

+6.7 %

+3.4 %

+12.6 %

+7.1 %

+14.2 %

+6.4 %

880 Mio.internationale Ankünfte weltweit

worldwide growth forecast 2011: +4% to +5%

935 millionworldwide international arrivels

International tourism 2010 Source: UNWTO 2011 (1)

03

0 10 20 30 40 50

WORlD / EUROPE

Growth Outlook for world tourism 2020Tourism 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

Growth Outlook world tourism Source: UNWTO 2011 (1)

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 SpainGermany 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

- 1 %

+ 11 %

+/- 0 %

+ 1 %

+ 2 %

Change 2010/ 2009

* Forecast04

Tourism

Exports

People

Governance

Cultural and Heritage

Investment and Immigration

Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)

* from a max. 100 of points 69.51 *

72.19 *

65.68 *

63.90 *

68.51 *

65.92 *

Germany worldwide in second placeOn 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


Germany among the top 10 of 50worldwide destinationsGermany 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

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


Strenuous Film Relaxing Fascinating

Informative Risqué Modern design Boring Museums Music Circus

Opera Romantic Sculpture Spiritual

Exciting Sport Pop videos Depressing Street parades

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

Travel & Tourism Competitiveness Index 2011From a supply perspective, Germany is in second place compared to 139 countries worldwide

T & T Competitiveness Index Source: World Economic Forum 2011 (3)

06

180160140120100806040200

160140120100806040200

Germany has a market share of 7 % in total overnight stays by foreign visitors in the European UnionGermany is in the sixth place with an above average growth rate

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 %

Germany inside Europe Source: Eurostat 2011 (2)

Total overnights stays by domestic visitors in the 27 EU countries in 2010

853.1 million

Total overnights stays by foreign visitors in the 27 EU countries in 2010

705.7 millionChange 2010/09: +5.1%

Germany 180.1Italy 135.3

France 130.4Spain 113.3

Great Britain 107.0Austria 23.1

Sweden 20.8Poland 19.0

Netherlands 17.8Greece 16.4

Portugal 14.0Romania 12.4

Finland 11.4Czech. Republic 9.5

Hungary 7.3

Spain 154.8Italy 109.4

France 66.0Great Britain 59.2

Austria 58.7Germany 48.6

Greece 46.3Portugal 24.3

Czech. Republic 16.9Netherlands 16.4

+ 8.9 %

+ 2.4 %

+ 3.0 %

+ 0.1 %

+ 1.5 %

+ 11.9 %

+ 16.9 %

+ 3.8 %

+ 5.7 %

+ 13.4 %

overnight stays by domestic visitors (in million)*

* in hotels and similar establishments

* in hotels and similar establishments

Change 2010/09 overnight stays by foreign visitors (in million)*

07

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

Capital BerlinFederal states 16Non-city states 13City states 3Member of UNWTO since 1976Surface (1,000 sq. km) 357Population (million) 82.1Gross domestic product (2010 in Euro bn) 2,497.6GDP per capita 2010 (in Euro) 30,421Real GDP growth (in %) 2008 + 1.3

2009 - 4.72010 + 3.6

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 bnDirect proportion* of GDP (as of 2004) 3.2 %

International arrivals 2010International arrivals in million (incoming) 26.9Arrivals per 100 of the population 33

Travel and tourism in Germany 2010Overnight stays by domestic travellers (thousands) 320,024Domestic growth + 2.0 %Overnight stays by international travellers (thousands) 60,310International growth + 10.0 %Total overnight stays (thousands) 380,334Total growth + 3.2 %Sales turnover of overnight stays by domestic travellers 5 € 53.0 bn

of which hotel / guesthouseOvernight stays by domestic travellers (thousands) 179,956Overnight stays by international travellers (thousands) 48,386Total overnight stays (thousands) 228,342Number of hotel beds 2 (as of July 2010) 1,721,729Hotel room occupancy 6 (2009: 59.9%) 63.4 %

Outgoing travel 2010 3

Trips taken by Germans (in thousands) 308,300Of which trips abroad (in thousands) 72,000No. of foreign holiday trips per 100 of the population 62

Inbound travel from Europe 2010 3

Trips to Germany by Europeans (in thousands) 40,000Expenditure for travel to Germany per trip/person: € 497 per night/person: € 84 length of stay in Germany (average) 6.3 nights

Travel and tourism balance of payments 2010 4

Expenditure on travel and tourism (10 / 09: + 0.7 %) € 58.6 bnIncome from travel and tourism (10 / 09: + 5.3 %) € 26.2 bnInternational balance of payments for travel and tourism (10 / 09: - 2.7 %) €- 32.4 bn

Expenditure for domestic travel 2010 3 € 66.7 bn

Germany

Incoming Tourism in Germany Source: Federal Statistical Office 2011 (4), GNTB 2011 (6)

08

GERMANy

80 100 120 140 160

Hotel prices in Europe and Germany Source: IHA/STR Global 2011 (10)

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 +8.9 % in 2010 still the most important source market. Asia extend its market share

Australia, New Zealand and Oceania 1 %

Africa 1 %Other 3 %

Source markets for Incoming Tourism Source: Federal Statistical Office 2011(4)

76 % Europe

10 % Americas

9 % Asia

EU-Average: 99 € (+4.5 %)

Germany: 90 € (+12.6 %)

Berlin: 87 €(+9.0 %)

TOP 5 EuropeParis 171

london 149

Rom 139

Milan 133

Amsterdam 127

TOP 5 Germany

Frankfurt / Munich 113

Duesseldorf 104

Hamburg 100

Stuttgart 99

Cologne 96

+ 6.7 %

+ 14.1 %

+ 0.3 %

- 2.9 %

+ 6.0 %

+ 7.5 / 18.5 %

+ 18.2 %

+ 9.0 %

+ 13.3 %

+ 3.7 %

Net prices 2010 in €, Change 2010 /09

09

2010

2009

8.000

7.000

6.000

5.000

4.000

3.000

2.000

Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2011 (4)

Overnight stays in Germany by foreign visitors in 2010 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)

Seasonal breakdown Source: Federal Statistical Office 2011 (4)

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

Saarland 230,234

BrandenburgBerlin 8,507,166

Schleswig-HolsteinHamburg

1,852,309

Bremen393,845

13,472,221

1,407,239

3,105,454

8,234,963

5,443,373

5,393,373

8,020,368

755,180

846,968

1,606,165

473,764

567,826

Total overnight stays

60.3 million

10

GERMANy

0 10 20 30 40 50

Accommodation capacities Source: Federal Statistical Office 2010 (4) 1 as of July 2010

Accommodation capacity

Type of accommodation 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

Capacities in Germany by type of accommodation 2010

Overnight stays in Germany by foreign visitors in 2010 by type of accommodation

Types of accommodation Source: Federal Statistical Office 2011 (4)

Hotels 57 %

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

City breaks Source: Federal Statistical Office 2011 (4)

Breakdown of overnight stays in 2010 by foreign visitors in German towns and cities according to size52 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000

24 % less than 10,000

24 % 10,000 – 100,000

52 % more than 100,000

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

Dresden1 640,514

Hanover1 400,694

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

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)

8 million

12

GERMANy

20 4 6 8 10

0 10 20 30 40 50

50 %

million

Top 20 source markets for Germany by number of overnight stays in 2010Netherlands well ahead of the rest as Germany’s number 1 source market

Change 2010 / 2009

Source markets for Incoming Tourism Source: Federal Statistical Office 2011 (4)

*excl. transit flights

Airports Source: ADV 2011 (13)

Traffic revenue at Germany’s international airports increased by + 4.7 % in 201091 % 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) *

Netherlands 10.5USA 4.8

Switzerland 4.2Great Britain 4.2

Italy 3.3Austria 2.8France 2.7

Belgium 2.6Denmark 2.5

Spain 1.9Sweden 1.5

Russia 1.5Poland 1.4

PR of China & Hong Kong 1.1Japan 1.1

Arab Gulf States 1.0Norway 0.7

Czech Republic 0.7Australia 0.6

Canada 0.6

+ 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 %

13

Business travel / Conferences / Trade fairs Source: GNTB 2010 (6)

Total spending: 66 bn €

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 GermanySpending: 14.0 bn €

Trade fair locations / exhibitors as of January 2011

The six largest trade fair and exhibition centres in Germany in 2010 were:

Source: AUMA 2011 (8)

1 Source: GNTB / TNS-Infratest 2 Source: GNTB / IPK 3 Source: BMWI / DWIF * estimate

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

Business tourism / travel within the German tourism sectorOverview of market segments

Trade Fairs in GermanyForeign visitors 2009/ AUMA category international and national events

Total 2.05 million foreign visitors

Africa 1.7 %

Middle East 3.2 %

North America 2.7 %

latin America 2.0 %

Australia / Oceania 0.7 %

South-East-Central-Asia 6.3 %

68.8 % European Union

14.6 % Europe (Non-EU)

Source: AUMA 2010 (8)14

GERMANy

0 2 4 6 8 10 12

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

Russia 1.9

Belgium 1.8

Sweden 1.8

business trips in million

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

Traditional business trips

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

1 % Incentives (- 2 %-Points)

Total volume 2010

10.7 million travels

53 % Traditional business trips(+ 2 %-Points)

24 % Conferences / congresses(+/- 0 %-Points)

22 % Trade fairs and exhibitions(+ 2 %-Points)

47 % Promotable business trips(- 1 %-Point)

Share (change 2010 /09)

15

35302520151050

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 %

Ranking of holiday contents of Europeans in Germany 2010 as a percentageIn 2010 Germany’s strengths lay in city / event breaks and general tours

Holiday preferences Source: GNTB / WTM 2011 (5)

27 %20 %10 %

8 %7 %7 %5 %4 %3 %3 %2 %2 %1 %

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

to Germany

Europe

* deviations due to rounding16

EUROPEANS IN GERMANy

Transport / Modal split Source: GNTB / WTM 2011 (5)

29 % Plane(-1 %-Point)

50 % Car(+4 %-Points)

Car and plane travel more popular again in 2010All trips from Europe to Germany in 2010: 40 million

9 % Coach (- 1 %-Point)

5 % Other (+ / - 0 %-Points) 7 % Rail

(- 2 %-Points) 40 million

European trips to Germany in 2010

Satisfaction of holidaymakers Source: GNTB / ERV 2011 (14), rounded values

Satisfaction of holidaymakers in Germany with individual aspects

level of satisfaction for German visitors

level of satisfaction for Foreign visitors

1 = delighted 6 = disappointed

1.52.02.5 1.0

landscape / scenery 1.71.7

Atmosphere / ambience 1.81.7

Attractive towns and villages 1.91.7

Wellness and spa facilities 1.91.9

Sporting activities 2.12.2

Indoor attractions 2.42.3

Events / entertainment 2.32.2

Activities for children 2.52.7

Arts and culture 2.62.2

Share (change 2010/09)

17

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

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 = delighted6 = disappointed

3.0 1.52.02.5 1.0

Markets Overnight stays 2010 Forecast OS 2020 * Population in millions 1

Northwest Europe 18,142,074 21,200,000 94.4Netherlands 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 18,200,000 175.6Switzerland 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

Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)

Source markets in Northwest and Southwest EuropeWith 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

* deviations due to rounding 1 2010 data

Overnight stays by foreign visitors

2010: 30.3 mn 2020: 39.4 mn

18

EUROPEANS IN GERMANy

Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1

Northeast Europe /Russia

8,497,163 10,800,000 210.2

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

Source markets in Northeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)

Source markets in Northeast Europe / RussiaWith 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

Source markets in Southeast EuropeWith 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


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


Source markets in Southeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)


2010: 8.5 mn 2020: 10.8 mn


2010: 4.4 mn 2020: 6.3 mn

19

0 10 20 30 40 50 60 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

Booking Channels / Sites in % (2010)

Internet 71 %

Travel Agency 17 %

Direct (Accommodation) 22 %

Direct (Transport) 9 %

Tourist Office 1 %

Implant 3 %

Club, Newspaper, Church, School 2 %

Others 9 %

Travel arrangements Source: GNTB/WTM 2011 (5)


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


Source markets in America / IsraelWith 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

Source markets in America / Israel Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)


2010: 6.9 mn 2020: 8.3 mn

20

EUROPEANS / US AMERICANS IN GERMANy

0 % 20 % 40 % 60 % 80 %

Main travel destinations for US Americans in EuropeTotal travel from the USA to Europe 2009: 10.6 million trips

Multiple selection of destinations possible

Trips in million

US source market Source: GNTB / WTM 2010 (5)

Multiple selection of categories is possible, Share %

Great Britain 2.7Italy 1.9

France 1.9Germany 1.5

Eastern Europe 1.3Spain 1.1

Netherl. /Belgium /luxemb. 1.0Austria/Switzerland 0.8

Ireland 0.6Northern Europe 0.5

Portugal 0.2

0.0 0.5 1.0 1.5 2.0 2.5 3.0

US source market Source: GNTB / WTM 2010 (5)

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 %

Dining, Sightseeing and shopping are the dominant holiday activities of US Americans in GermanyHoliday activities in Germany (US citizens who travel abroad)

21

2010

1994

0 % 5 % 10 % 15 % 20 % 25 %

Asian source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)

PR of China &

Hong Kong

2,184.8

1,092.5

291.7

Japan

934.4

1,084.3

1,183.4

India1,447.2

455.7

Arabic Gulf States

2,326.4

968.3

207.1

China will become the most important Asian source market for Germany in the near future

Overnight stays in 1,000

Forecast2020

Tax-Free Shopping Source: Global Blue 2011 (12)

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

* Change 2010/09

share of nations at total sales turnover

1,500 2,4001,000500 2,0000

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 % *

22

ASIA /WORlD

50 60403020100

2010 **

2004

Source markets Asia, Australia and AfricaWith 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

Other source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)

* deviations due to rounding

GNTB growth outlook Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)

GNTB growth forecasts for 2020Through successful marketing Germany can net about 70 to 80 million overnight stays from abroad by 2020

** excl. 1.7 million other overnight stays

overnight stays (millions), including campgrounds

Forecast2020

1 data 2010 2 Australia only

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


2010: 4.8 mn 2020: 8.4 mn

Europe

59.2

45.9

33.6

Asia / Australia /

Africa

8.4

5.8

4.9

America / Israel

8.3

6.9

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 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

Incoming Tourism Germany 2011

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