german national tourist board incoming-tourism … europe 06 germany in the world source: anholt-gfk...
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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 in the World Source: Anholt-GfK Roper Nation-Brands-Index 2013 (7)
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
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2013 (7)
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
Markets Overnight stays 2013
Forecast Overnight stays 2020 *
Population in millions1
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
Markets Overnight stays 2013
Forecast Overnight stays 2020 *
Population in millions1
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
Overnight stays by foreign visitors
2013: 6.9 million 2020: 7.8 million
Overnight stays by foreign visitors
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.
Markets Overnight stays 2013
Forecast Overnight stays 2020 *
Population in millions1
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 ( … )
2013: 7.8 million 2020: 8.4 million
Overnight stays by foreign visitors
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
Markets Overnight stays 2013
Forecast Overnight stays 2020 *
Population in millions1
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: 6.7 million 2020: 8.6 million
Overnight stays by foreign visitors
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
Imprint
Published by:
German National Tourist Board (GNTB)
Print compensatedId-No. 1437795
www.bvdm-online.de