Germany. Edition 2014

(1)

German National Tourist Board

Incoming-Tourism

Germany

Facts 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

(2)

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

(3)

Introduction

To 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

World1,087.0 Europe 562.8 Asia/ Pacific 247.7 Americas 168.9 Africa 56.1 Middle East 51.9

Mio.

internationale Ankünfte weltweit

worldwide growth forecast 2014 0 100 200 300 400 500 ( … ) 1000

1,087

million

worldwide international arrivals

+4

% to

+4.5

%

+5.0% +5.4% +6.0% +3.6% +5.6% +0.3%

(4)

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* Annual growth % 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 %

(5)

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 %

(6)

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

Period for Germany Ranking*

overall Ranking* for tourism image Ranking* for cultural image 2006

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

(7)

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 with

140 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 rate

Change overnight stays by foreign guests in million* 2013/12 Spain 251.9 Italy 179.6 France 132.2 Great Britain 116.7 Austria 78.1 Germany 71.0 Greece 68.8 Croatia 59.3 Netherlands** 31.9 Portugal 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 %

(8)

GERMANY

08

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

Germany

Capital Berlin

Federal states 16

Non-city states 13

City states 3

Member of UNWTO since 1976

Surface (1,000 sq. km) 357

Population (million) 81.8

Gross domestic product (2013 in Euro billion) 2,737.6

GDP per capita 2013 (in Euro) 33,447

Real GDP growth (in %) 2012 / 2013 + 0.7 / + 0.4

Economic importance of travel and tourism 1

Total 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 workers Proportion of total number of workers in Germany 12.0 % of which: impact on employment (direct) 2.9 million workers Proportion of total number of workers in Germany 7.0 % International arrivals 2013

International arrivals in million (incoming) 31.5

Arrivals per 100 of the population 39

Travel and tourism in Germany 2013

Overnight stays by domestic travelers (thousands) 339,860

Domestic growth + 0.4 %

Overnight stays by international travelers (thousands) 71,919

International growth + 4.5 %

Total overnight stays (thousands) 411,779

Total growth + 1.1 %

Sales turnover of overnight stays by domestic travelers 1 _{115.4 billion €}

of which hotel / guesthouse

Overnight stays by domestic travelers (thousands) 196,499 Overnight stays by international travelers (thousands) 58,323

Total overnight stays (thousands) 254,821

Number of hotel beds 2_{(as of July 2013)} _1,758,230

Hotel room occupancy 5₍₂₀₁₃₎ _{(2012: 66.2 %)} _{2013: 66.9 %}

Outgoing travel 2013 3

Trips taken by Germans (in thousands) 334,600

Of which trips abroad (in thousands) 75,100

No. of foreign holiday trips per 100 of the population 67 Inbound travel from Europe 2013 3

Trips to Germany by Europeans (in thousands) 47,800 Expenditure for travel to Germany per trip/person: 518 € per night/person: 84 €

Length of stay in Germany (average) 6.2 nights

Travel and tourism balance of payments 2013 4

Expenditure 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}

(9)

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% 240 80

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

(10)

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

Bavaria Baden-Wuerttemberg Rhineland-Palatinate Saarland Hesse Thuringia Saxony-Anhalt Saxony Brandenburg Berlin Mecklenburg-Western Pomerania Schleswig-Holstein Hamburg Bremen Lower Saxony North Rhine-Westphalia

71.9 million

Total 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)

(11)

Accommodation capacities Source: Federal Statistical Office 2013 (4)

Capacities in Germany by type of accommodation 2013

Accommodation 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 % * Hotels56 %

Bed & breakfast hotels19 % 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 hotels and b&b-hotels

(12)

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

Berlin11,559,883 Munich 6,329,045 Frankfurt / Main 3,352,592 Hamburg 2,662,154 Cologne1,780,728 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 Netherlands10.8 Switzerland 5.5 USA 4.9 Great Britain 4.9 Italy 3.5 Austria 3.4 France 3.1 Denmark 3.0 Belgium 2.9 Russia 2.6 Poland 2.2 Spain 2.0 PR of China & Hong Kong 1.7 Sweden 1.7 Arab Gulf States 1.5 Japan 1.3 Czech Republic 0.9 Norway 0.9 Israel 0.8 Brazil 0.7

Airports Source: ADV 2014 (13)

Traffic revenue at Germany’s international airports

increased by + 0.7 % in 2014

93 % of the passenger volume of 201.8 million is allotted to the TOP 10 airports *

Passengers 2013 (millions); Change 2013/2012 Frankfurt57.9 Munich38.6 Berlin26.3 Duesseldorf21.2 Hamburg13.5 Stuttgart 9.5 Cologne/Bonn 9.1 Hanover 5.2 Nuremberg 3.3 Bremen 2.6 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 %

(14)

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 worldwide

ICCA – 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 Germany

Foreign 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

2013

12.6 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 Germany12.6 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 trips

Share (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 1.4 0.8 1.0 1.0 1.0 0.7 0.6 0.8

(16)

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 million

Share (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 satisfaction 1.81_1.97

Range & quality of products and services 1.90_1.94

Accommodation 1.99_1.98 Gastronomy 1.97_2.00 Opening hours 2.05 2.08 Value for money 2.10 2.16 * January – December 2013, total travel from abroad

Holiday travelers Business travelers average score 2013*

47.8 million

European trips to Germany in 2013

32 %

Plane

(+ 2 %-Points) Car_{(– 3 %-Points)}

47 %

8 % Rail (+/− 0 %-Points) 9 % Coach (+ 1 %-Points) 4 % Other (+/− 0 %-Points)

(18)

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 with restricted mobility 2.25_2.79 Walking impaired / wheelchair users 2.42 3.09 Blind / partially sighted people 2.62 3.24 Deaf / hard of hearing people 2.38_2.88 Visitors with pushchairs 2.05 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 _{Overnight stays 2020 *}Forecast _{in millions}Population 1

Northwest Europe 19,499,518 21,200,000 90.8

Netherlands 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 18,200,000 179.0 Switzerland 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

(20)

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) Internet80 % Direct (Accommodation)23 % Travel Agency17 % 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 / Israel

With 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 80 10

0 ( … )

2013:

7.8 million 2020:

8.4 million

(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 Britain2.6 Italy2.4 France2.0 Germany 1.8 Eastern Europe1.4 Spain1.1 Belgium/Netherl./Luxemb.1.0 Austria/Switzerland1.0 Ireland0.9 Northern Europe0.6

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 2013

Share in % Round trips / Sightseeing32% City breaks20% Holidays in the countryside16% Event-related holidays 6%

Trips for a special private occasion 5% Other holiday27% 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 %

(22)

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 China32 % Russia27 % 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 Zeeland

and 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 million

overnight 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

2013** 2004 Forecast 2020

(24)

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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German National Tourist Board (GNTB)

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