www.germany.

travel

German National Tourist Board

Incoming-Tourism
Germany
Facts and Figures 2013

Edition
2014

Internationaltraveldestination Wellness
Holidaybenefits Satisfaction Modalsplit
Facts Accommodationcapacities Region
Locationalfactors Image Worldtourism
CityTourism Businesstravel Destination
Tourism Modeoftransport Marketshare
Europe Figures Season Source
market
Accommodation Hotel Arrivals Congress
Traveldestination Travel Holidaycentres
Forecast Grossdomesticproduct Culture
Transport Touringtrip Reasonsfortravel
Vacation Economy Trade
fair Capacity
Indices World Growth Incomingtourism
Lengthofstay Booking Roomoccupancy
Guesthouses Nationalgrossvalueadded

CONTENTS

03 Introduction /
International tourism 2013

14 Business travel / Trade fairs /

Conventions

04 Growth outlook world tourism /

Economic crisis and tourism

15 Business travel destinations

for Europeans / Types of
business trips

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 IncomingTourism / Airports
02

www.germany.travel

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

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 GNTBs 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 GNTBs 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

+5.0%

World 1,087.0

Europe

562.8

Asia/ Pacific

247.7

Americas

168.9

Africa

56.1

Middle East

51.9

+5.4%

1,087 million
Mio.

+6.0%

worldwide
internationale
Anknftearrivals
weltweit
international

+3.6%
+5.6%
+0.3%

100

200

300

400

500 ( ) 1000

worldwide growth
forecast 2014

+4% to +4.5%
03

WORLD / EUROPE

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 %
20102030

Market
share
% 2013

Market
share
% 2030*

Europe

484.9

562.8

744.0

+2.3

51.8

41.1

Asia/Pacic

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

49.9

56.1

134.0

+5.0

5.2

7.4

Africa
Middle East

World

58.2

51.9

149.0

+4.6

4.8

8.2

949.0

1,087.0

1,809.0

+3.3

100.0

100.0
* forecast

2013:

Economic crisis and tourism

+ 5.0 % worldwide + 5.4 % Europe

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

73 %

Asia

69 %

Japan

67 %

Europe

62 %

USA

52 %

48 %

America

52 %

48 %

Brazil

50 %

27 %
31 %
33 %
38 %

50 %
crisis-resistant

04

change in travel behavior /

no travel (next 12 months)

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

+4%

Germany

48

+4%

France

37

+3%

Italy

33

+/ 0 %

Austria

24

+2%

2013:

432 million Trips abroad from Europe + 3 %

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 countrys Image

Tourism (8)

69.54*
72.15*
66.00*

People (6)

64.44*

Governance (3)

67.74*
66.00*

Exports (3)

Cultural and Heritage (5)

Investment and Immigration (3)

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

05

WORLD / EUROPE

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

Ranking*
for Germany
overall

Ranking*
for tourism
image

Ranking*
for cultural
image

2006
1st quarter (before FIFA World Cup)

19

2006
4th quarter (after FIFA World Cup))

13

2008

10

2009

2010

2011

2012

2013

Period

Germany in the World

Source: Anholt-GfK Roper Nation-Brands-Index 2013 (7)

Lasting impact of the World Cup, plus sporting

success, define Germanys 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

Informative

Fascinating

Modern design
Boring Museums Music Circus
Opera Romantic Sculpture Spiritual
Exciting Sport Pop videos
Depressing

06

Risque

Street parades

T & T Competitiveness Index

Source: World Economic Forum 2013 (3)

Germany leading in health standards, infrastructure,

culture, security, education and environment
Germanys 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
2013/12

overnight stays by foreign guests in million*

Spain

251.9

+ 3.5 %

Italy

179.6

0.5 %

France

132.2

+ 5.6 %

Great Britain

116.7

+ 16.7 %

Austria

78.1

+ 1.2 %

Germany

71.0

Greece

68.8

Croatia

59.3

Netherlands**

31.9

Portugal

31.1

+ 4.3 %
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

+ 13.2 %
+ 3.9 %
**
+ 7.1 %

250

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

07

GERMANY

Incoming Tourism in Germany

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

Germany
Capital
Federal states
Non-city states
City states
Member of UNWTO
Surface (1,000 sq. km)
Population (million)
Gross domestic product (2013 in Euro billion)
GDP per capita 2013 (in Euro)
Real GDP growth (in %)

2012 / 2013

Berlin
16
13
3
since 1976
357
81.8
2,737.6
33,447
+ 0.7 / + 0.4

Economic importance of travel and tourism 1

Total expenditure by tourists
by domestic tourists
by international tourists
Total national gross value added (direct, indirect, and induced effect)
Proportion of total national gross value added
of which: total national gross value added (direct effect)
Proportion of total national gross value added
Overall impact on employment (direct, indirect and induced effect)
Proportion of total number of workers in Germany
of which: impact on employment (direct)
Proportion of total number of workers in Germany

278.3 billion
241.7 billion (87%)
36.6 billion (13%)
214.1 billion
9.7%
97.0 billion
4.4%
4.9 million workers
12.0%
2.9 million workers
7.0%

International arrivals 2013

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

31.5
39

Travel and tourism in Germany 2013

Overnight stays by domestic travelers (thousands)
Domestic growth
Overnight stays by international travelers (thousands)
International growth
Total overnight stays (thousands)
Total growth
Sales turnover of overnight stays by domestic travelers 1

339,860
+ 0.4 %
71,919
+ 4.5%
411,779
+ 1.1%
115.4 billion

of which hotel / guesthouse

Overnight stays by domestic travelers (thousands)
Overnight stays by international travelers (thousands)
Total overnight stays (thousands)
Number of hotel beds 2 (as of July 2013)
Hotel room occupancy 5 (2013)

(2012: 66.2%)

196,499
58,323
254,821
1,758,230
2013: 66.9%

Outgoing travel 2013 3

Trips taken by Germans (in thousands)
Of which trips abroad (in thousands)
No. of foreign holiday trips per 100 of the population

334,600
75,100
67

Inbound travel from Europe 2013 3

Trips to Germany by Europeans (in thousands)
Expenditure for travel to Germany
Length of stay in Germany (average)

47,800
per trip/person: 518 per night/person: 84
6.2 nights

Travel and tourism balance of payments 2013 4

Expenditure on travel and tourism
Income from travel and tourism
International balance of payments for travel and tourism
1

(13 / 12 + 2.2%)
(13 / 12 + 4.5%)
(13 / 12 + 0.2%)

64.7 billion
31.0 billion
33.7 billion

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

08

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

TOP 5 Europe
Paris 243

5.1%

Zurich 195

+ 5.4%

London 162

5.8%

Rome 146

+ 0.7%

Amsterdam 132

+ 5.6%

TOP 5 Germany
Munich 125

+ 2.6%

Frankfurt 122

+ 3.7%

101 (0.6%)
Germany: 94 (+0.7%)
Berlin: 88 (0.5%)

Heidelberg 115

2.2%

EU-Average:

Duesseldorf 107
Cologne 104
80

100

120

140

Source markets for Incoming Tourism

160

180

()

3.8%
0.1%
240

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.

75
%
Europe
10 % 11 %

Americas

Asia

Other

Australia,
New Zealand and
Oceania
Africa

09

GERMANY

Incoming Tourism importance and breakdown

Source: Federal Statistical Office 2014 (4)

Overnight stays in Germany

by foreign visitors in 2013 by federal state
1,718,987
SchleswigHolstein

Hamburg

MecklenburgWestern Pomerania

2,662,154

945,346

Bremen

442,265

Brandenburg

Lower Saxony

Berlin

11,559,883

3.556,681
830,627

504,459

North Rhine-Westphalia

Saxony-Anhalt

9,512,166

Saxony

Hesse

6,375,943

1,865,684

563,236
Thuringia

RhinelandPalatinate

71.9 million

5,223,459

Total overnight stays

Saarland

342,283

15,918,080
9,898,132

BadenWuerttemberg

Bavaria

Seasonal breakdown

Source: Federal Statistical Office 2014 (4)

Seasonal breakdown of overnight stays by foreign

visitors travelling to Germany
overnight stays by foreign visitors (thousands)

9,000
8,000
7,000
6,000
5,000

2013

4,000

2012
Jan

10

Feb

March

April

3,000
May

June

July

Aug

Sep

Oct

Nov

Dec

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

Hotels

in operation

Share in % *

13,307

25.4

Bed & breakfast hotels

7,581

14.4

Inns

7,864

15.0

Guesthouses

5,251

10.0

34,003

64.8

2,649

5.0

113

0.2

Holiday homes or apartments

10,067

19.2

Holiday cottages, youth hostels

1,922

3.7

Campsites

2,818

5.4

901

1.7

52,473

100.0

Traditional accommodation providers

Leisure, recreational and training centres
Holiday centres

Preventative medical clinics and rehabilitation clinics

All types of accommodation

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
19 %
hotels
Campsites

6%

Holiday cottages,
youth hostels

4%

Holiday homes
or apartments

4%

Holiday centres

3%

Inns

3%

Guesthouses

3%

Other

2%

Market share of hotels

and b&b-hotels

* deviations due to rounding

11

GERMANY

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

55 %

more than 100,000

City breaks

23 %

10,000100,000

22 %

less than 10,000

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

42.9 % 2

Munich 6,329,045

49.1 % 2

Frankfurt / Main 3,352,592

44.7 % 2

Hamburg 2,662,154

22.9 % 2

Cologne 1,780,728

35.1 % 2

Duesseldorf 1,696,419

40.0 % 2

Stuttgart

929,625

29.0 % 2

Nuremberg

847,262

31.8 % 2

Dresden 1

776,505

18.8 % 2

Hanover

448,031

21.5 % 2

Leipzig 1

434,594

16.1 % 2
million

12

excluding campsites

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)

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 Germanys number 1 source market,
Switzerland as before at second place
Change 2013/2012

Netherlands 10.8
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

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 %
million

Airports

Source: ADV 2014 (13)

Traffic revenue at Germanys 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

Frankfurt 57.9

+ 1.1 %

Munich 38.6

+ 0.9 %

Berlin 26.3

+ 4.2 %

Duesseldorf 21.2

+ 1.9 %

Hamburg 13.5

1.4 %

Stuttgart 9.5

1.4 %

Cologne/Bonn 9.1

2.2 %

Hanover 5.2

0.9 %

Nuremberg 3.3

7.7 %

Bremen 2.6

+ 6.7 %

* excl. transit flights

13

GERMANY

Business travel / Trade fairs / Conventions

Source: DIW econ 2012 (15)

International visitors spend around 37 billion in total

during their trips to Germany

With accommodation
Day visits
Total

Private travelers

Business travelers

20.6 billion

13.5 billion

1.3 billion

1.2 billion

21.9 billion

14.7 billion

36.6

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

1. Germany
2. Spain
3. Great Britain
4. France
5. Italy

TOP 10 worldwide

Number of meetings

649

USA

833

550

Germany

649

477

Spain

550

469

Great Britain

477

390

France

469
Source: ICCA 2013 (16)

Trade Fairs in Germany

Foreign visitors 2012 / AUMA category international and national events
Asia/
Middle East 11.9 %

12.7 %

Europe
(Non-EU)

65.3 %

America 6.2 %

European Union

Africa 2.5 %
Australia/Oceania 1.3 %

14

2.65

Total
million
foreign visitors
Source: AUMA 2013 (8)

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

5.6
6,3

France 5.0

2.3

6.9

Great Britain 4.2

1.8

Italy 3.1

1.4

Spain 3.0

1.4

1.6

Austria 2.8

1.3

1.5

2.7
2.4
1.7

Russia 2.2 0.8 1.4

USA 2.1 1.0

1.1

Business trips by Europeans

Netherlands 2.0 0.7 1.3

total in 2013:

Poland 2.0 1.0 1.0

61.0 million

Sweden 1.8 0.6 1.2

China 1.6 0.8 0.8

Traditional business trips

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

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)

45 %

Traditional business trips

( 5 %-Points)

23 %

Trade fairs and

exhibitions
(+ 2 %-Points)

Total volume 2013

12.6 million trips

28 %

Conferences / congresses
(+ 2 %-Points)

4 % Incentives
(+ 2 %-Points)

55 %

Promotable business trips

(+ 5 %-Points)
15

EUROPEANS IN GERMANY

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

Holidays

Europe 2013
in million*

Germany 2013
in million*

311.0
72.5

Short breaks of 13 nights

Longer holidays of 4+ nights

Europe 2013
Percentage*

Germany 2013
Percentage*

26.0

72.0 %

54.4 %

12.2

16.8 %

25.5 %

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

Total travel

61.0

12.6

14.1 %

26.4 %

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 Germanys 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%

Europeans
to Germany
Europeans
worldwide

* deviations due to rounding

16

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)

32 %

47
%
Car

Plane
(+ 2 %-Points)

( 3 %-Points)

4 % Other
(+/ 0 %-Points)

9 % Coach
(+ 1 %-Points)

European trips to
Germany in 2013

8 % Rail
(+/ 0 %-Points)

Satisfaction of holidaymakers

47.8 million
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

Gastronomy

Opening hours

Value for money

1.99
1.98
1.97
2.00
2.05
2.08
2.10
2.16

average score 2013*

Holiday travelers
Business travelers

* January December 2013, total travel from abroad

17

EUROPEANS IN GERMANY

Disabled-Friendliness

Source: GNTB/ERV 2009 (14)

Good to satisfactory rating for accessibility

by German and international visitors
Was your holiday disabled-friendly?
People with
restricted mobility
Walking impaired /
wheelchair users

2.79
2.42
3.09

Blind / partially
sighted people

2.62
3.24

Deaf / hard of
hearing people

2.38

Visitors with pushchairs

1 = delighted; 6 = disappointed (rounded values)

2.25

2.88
Level of satisfaction
for German visitors

2.05

Level of satisfaction
for foreign visitors

2.50
3.0

2.5

Source markets in Northwest/Southwest Europe

2.0

1.5

1.0

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
Forecast
Overnight stays 2020*

Population
in millions1

19,499,518

21,200,000

90.8

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

558,703

800,000

0.5

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

Markets

Northwest Europe
Netherlands

Luxembourg

Southwest Europe

Overnight stays
2013

Overnight stays by foreign visitors

2013:
18

33.6 million

2020:

39.4 million

*deviations due to rounding 12012 data

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

Northeast Europe /
Russia

Overnight stays
2013

Forecast
Overnight stays 2020 *

Population
in millions1

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
38.3

Poland

2,201,369

2,200,000 to 3,000,000

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

Overnight stays by foreign visitors

2013:

11.3 million

Source markets in Southeast Europe

2020:

12.5 million

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

Southeast Europe
Austria
Czech Republic

Overnight stays
2013

Forecast
Overnight stays 2020 *

Population
in millions1

6,913,355

7,800,000

83.8

3,368,594

3,200,000 to 4,470,000

8.4

906,064

1,000,000

10.6

Hungary

712,173

800,000

10.0

Slovakia

318,085

400,000

5.5

Slovenia

208,439

Balkans 2

1,400,000**

300,000

2.0

1,500,000

47.3

Overnight stays by foreign visitors

2013:

6.9 million

*deviations due to rounding; **GNTB calculation; 1Daten 2012

2
Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia

2020:

7.8 million
19

EUROPEANS / US AMERICANS IN GERMANY

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
23 %
(Accommodation)
Travel Agency 17 %
Direct
11 %
(Transport)
Implant

2%

Tourist Office

2%

Club/Newspaper/
Church/ School

2%

Other

6%

Multiple responses;
only prebooked trips

10

()

20

Source markets in America / Israel

70

80

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.
Markets

America/Israel
USA

Overnight stays
2013

Forecast
Overnight stays 2020 *

Population
in millions1

7,776,645

8,400,000

956.0

4,916,500

5,900,000

315.8

Brazil

732,888

830,000

198.4

Canada

634,559

850,000

34.7

729,991

n/a

399.4

7,013,938

7,600,000

948.3

762,707

700,000 to 800,000

7.7

Central-/South America
America total
Israel

Overnight stays by foreign visitors

2013:
20

7.8 million

2020:

8.4 million

*deviations due to rounding 12012 data

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

Multiple selection
of destinations possible

Northern Europe 0.6

0.0

0.5

1.0

1.5

US source market

2.0

2.5

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/
32%
Sightseeing
City breaks 20%
Holidays
16%
in the countryside
Event-related holidays

6%

Trips for a special

private occasion

5%

Other holiday 27%

0%

5%

10 %

15 %

20 %

25 %

30 %

35 %

21

ASIA / WORLD

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

2,200.0

PR of
China & 1,734.7
Hong Kong

Forecast
2020

291.7

1,400.0
Japan 1,308.0

2013

1,183.4
India

1,500.0

1994

615.6
2,000.0

Arabic
1,543.7
Gulf States

207.1
0

500

1,000

1,500

Tax-Free Shopping

2,000

2,400

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%

Total in 2013:

1.6 billion tax free turnover

(+4.5 % change to 2012)

22

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
Overnight stays
2013

Forecast
Overnight stays 2020 *

Population
in millions1

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

Markets

Asia/Australia/Africa

Australia, New Zeeland

and Oceania
India

828,551

900,000

36.8

615,617

1,500,000

1,258.4

South Korea

449,235

600,000

48.6

South Africa

178,748

n/a

50.7

Overnight stays by foreign visitors

1
2012 data 2Australia only
*deviations due to rounding

GNTB growth outlook

2013:

6.7 million

2020:

8.6 million

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

60.0
Europe 54.1

33.6

Forecast
2020

9.0
Asia /
Australia /
Africa

8.6

2013**

4.9
8.4
America /
Israel

2004

7.8
5.6

** excl. 1.4 million other overnight stays

23

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

EUROSTAT, Luxembourg 2014

World Economic Forum, Travel & Tourism

Competitiveness Report 2013, Geneva 2013

Federal Statistical Office, Annual Reports

and Monthly Reports 1995 to 2013,
Wiesbaden 2014

GNTB/ IPK-International, World Travel

Monitor, Malta 2013, 2014

GNTB Market Research, Frankfurt 2013, 2014

GNTB/ Anholt-GfK Roper Nation-BrandsIndex 2013, USA 2013

Association of the German Trade Fair

Industry (AUMA), Messe-Trend, Key Figures,
Berlin 2013

Meeting- und Event Barometer of EITW commissioned by EVVC, GCB, GNTB; Wernigerode 2012/2013

11

Regional Statistical Offices 2014

12

Global Blue Germany, Duesseldorf 2014

13

ADV (German Airports Association)

Berlin 2014

14 GNTB/ Europische Reiseversicherung AG,

Qualittsmonitor 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

10 German International Hotel Association

(IHA) / STR Global, Berlin 2014

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German National Tourist Board (GNTB)

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