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German National Tourist Board

Incoming-Tourism Germany
Edition 2012

Facts and Figures 2011

CONTENTS

03 Introduction/ International tourism 2011 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 IncomingTourism/Airports
02 www.germany.travel

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 outlook 24 German National Tourist Board

Introduction
To coincide with the Germany Travel Mart (GTM) 2012 in the city of Leipzig, the GNTB is publishing a summary of key facts and figures for incoming tourism to Germany 2011. 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 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.

International tourism 2011

Source: UNWTO 2012 (1)

Record number in world Tourism 2011: 980 million international arrivals


The destinations with the largest growth in international travel are Asia and Europe
arrivals in million Change 2011/10

World 980.0 Europe 502.3 Asia/Pacific 217.1 Americas 156.0 Middle East Africa

+4.4% +5.8%

980 880 million Mio.

+6.1% +4.2% 8.4% +0.2%

worldwide internationale international Anknfte weltweit arrivals

54.8 50.0
0 100 200 300 400 500 ( ) 1000

worldwide growth forecast 2012:

+3% to +4%
03

World/Europe

Growth Outlook world tourism 

Source: UNWTO 2012 (1)

Growth Outlook for world tourism 2030


Tourism 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 2011 Arrivals in million 2030* Annual growth % 19952030 Market share 2011% Market share 2030%*

Europe
East Asia/Pacific Americas Middle East Africa

336.0
85.0 110.0 14.0 20.0

502.3
217.1 156.0 54.8 50.0

744.0
535.0 248.0 149.0 134.0

+2.3
+4.9 +2.6 +4.6 +5.0

51.2
22.1 15.9 5.6 5.1

41.1
29.6 13.7 8.2 7.4

World

565.0

980.0

1,809.0

+3.3

100.0

100.0
* forecast

2011:

+4.4% worldwide +5.8% Europe


Source: GNTB/WTM 2012 (5), outbound travellers only

Economic crisis and tourism

European and major asian outbound markets mostly crisis-resistant for traveling in 2012
Impact of financial and economic crisis on the travel behavior
100%

Japan

65.0% 64.0% 62.0% 59.0% 38.0% 41.0%


crisis-resistant

32.0% 28.0% 26.0% 28.0% 3.0% 8.0% 12.0% 13.0% 21.0%


no travel (next 12 month)

Europe
China India USA

change in travel behavior

04

International travel destination Germany

Source: GNTB/WTM 2012 (5)

Germany the second most popular travel destination for Europeans in 2010 and 2011, behind Spain
Germany with a high growth rate among the top five destinations worldwide for European travellers
Trips in million Change 2011/2010

Spain

48 43 36 33 23
0 10 20 30 40 50

+8% +7% +1% +4% +4%

Germany
France Italy Austria

Germany in the World

Source: Anholt-GfK Roper Nation-Brands-Index 2011 (7)

Germany worldwide in second place


Image 2011: 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

69.90* 72.23* 65.84*

Tourism (8) Exports (3)

People (8)

67.71* 68.14* 66.32*

Governance (3) Cultural and Heritage (5) Investment and Immigration (4)

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

05

World/Europe

Germany in the World

Source: Anholt-GfK Roper Nation-Brands-Index 2011 (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

Period
2006 2006
1st quarter (before FIFA World Cup) 4th quarter (after FIFA World Cup)

Ranking* for Germany overall


5 1 1 3 2

Ranking* for tourism image


19 13 10 9 9

Ranking* for cultural image


5 4 4 5 4

2008 2009 2010

2011

Germany in the World

Source: Anholt-GfK Roper Nation-Brands-Index 2011 (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

Informative

Strenuous

Moderndesign Boring Museums Music Circus Opera Romantic Sculpture Spiritual Exciting Sport Popvideos
Risqu
Depressing

Film

Relaxing

Fascinating

Street parades

06

T&T Competitiveness Index

Source: World Economic Forum 2011 (3)

Germany leading in health standards, infrastructure, culture, security, education and environment
Germanys strenght as international travel destination compaired with 139 nations worldwide (Rank 1: Switzerland, rank 3: France)
Scale: 1 = low, 7 = high

Indicator Health and hygiene Ground transport infrastructure Tourism infrastructure Cultural resources Safety and security Education and training Environmental sustainability ICT infrastructure Air transport infrastructure

Score 2011 6.8 6.5 6.3 6.3 6.2 6.0 5.8 5.7 5.5

2011 Index for GERMANY

5.5

Germany inside Europe

Source: Eurostat 2012 (2), as of April 2012

Germany has a market share of 7% in total overnight stays by foreign visitors in the European Union
Germany is in the seventh place with a high growth rate
overnight stays by foreign guests in million* Change 2011/10

Spain Italy France Great Britain Austria Greece

175.5 116.3 67.3 61.1 59.1 53.1 51.4 26.2 18.5 16.7
0 20 40 60

+ 14.0% + 4.2% + 2.5% + 3.4% + 1.4% Total overnight stays by foreign visitors in the 27 EU countries in 2011 + 10.0% + 6.2% + 11.1% + 9.4% + 3.3%
80 100 120 140 160 180 * in hotels and similar establishments

Germany
Portugal Czech. Republic Netherlands

Change 2011/10: +7.2%

741.1 mn

07

Germany

Incoming Tourism in Germany

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Germany
Capital Federal states Non-city states City states Member of UNWTO Surface (1,000 sq. km) Population (million) Gross domestic product (2011 in Euro bn) GDP per capita 2011 (in Euro) Real GDP growth (in %) Berlin 16 13 3 since 1976 357 82,2 2,570,0 31,265 + 3.7/+ 3.0 278.3 bn 241.7 bn (87%) 36.6 bn (13%) 214.1 bn. 9.7% 97.0 bn 4.4% 4.9 million workers 12.0% 2.9 million workers 7.0% 28.4 35 320,290 + 3.2% 63,746 + 5.7% 394,036 + 3.6% 115.4 bn 189,392 51,390 240,782 1,750,003 65.1% 320,900 72,900 63 42,700 per night/person: 84 6.4 nights 60.6 bn 27.9 bn 32.7 bn

2010/2011

Economic importance of travel and tourism1


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 effekt) Proportion of total national gross value added Overall impact on employment (direct, indirect, and incluced) Proportion of total number of workers in Germany of which: impact on employment (direct) Proportion of total number of workers in Germany

International arrivals 2011


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

Travel and tourism in Germany 2011


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

of which hotel/guesthouse
Overnight stays by domestic travellers (thousands) Overnight stays by international travellers (thousands) Total overnight stays (thousands) Number of hotel beds 2 (as of July 2011) Hotel room occupancy 5

(2010: 63.4%)

Outgoing travel 2011 3


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

Inbound travel from Europe 2011 3


Trips to Germany by Europeans (in thousands) Expenditure for travel to Germany Length of stay in Germany (average) per trip/person: 511

Travel and tourism balance of payments 2011 4


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

(11/10: + 2.8%) (11/10: + 6.7%) (11/10: 0.3%)

DIW econ 2012, TSA-Base year 2010

08

In hotels/b&b-hotels/ inns/guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2012 (5) 4 Deutsche Bundesbank, April 2012 5 IHA/STR Global 2012

Hotel prices in Europe and Germany

Source: IHA/STR Global 2012 (10)

Comparison of hotel prices in European and German cities


Germany has an excellent price/performance ratio in hotel accomodation
TOP 5 Europe
Paris 237 London 154 Rome 149 Brussels 111 Amsterdam
Net prices 2011 in , Change 2011/10

+ 12.5% + 6.2% + 4.3% + 3.7% 1.2%

88

TOP 5 Germany
Frankfurt 116 Munich 114 Heidelberg 109 Duesseldorf 108 Hamburg 102
80 100 120

+ 2.9% 0.9% EU-Average: Germany:

100 (+2.6%) 92 (+1.4%) Berlin: 86 (2.0%)


140 160 () 240

+ 2.8% + 3.4% + 2.6%

Source markets for Incoming Tourism

Source: Federal Statistical Office 2012 (4)

Breakdown of overnight stays in Germany by continent


Europe with a growth rate of +6.0 % in 2011 still the most important source market. Asia extends its market share

76 % Europe 10% 10% Asia


Other 2%

Americas

Australia, New Zealand and Oceania 1% Africa 1%

09

Germany

Incoming Tourism importance and breakdown

Source: Federal Statistical Office 2012 (4)

Overnight stays in Germany by foreign visitors in 2011 by federal state


1,464,430
Hamburg Bremen SchleswigHolstein MecklenburgWestern Pomerania

2,042,103 407,290
Lower Saxony

798,026
Brandenburg Berlin

3,366,579
North RhineWestphalia Hesse

9,250,538 456,416
Saxony-Anhalt

763,184

Saxony Thuringia

5,647,316
RhinelandPalatinate

566,419

1,633,733

5,378,032
Saarland

Total overnight stays

63.7million
14,084,133
BadenWuerttemberg

278,618 8,786,133

Bavaria

Seasonal breakdown

Source: Federal Statistical Office 2012 (4)

Seasonal breakdown of overnight stays by foreign visitors travelling to Germany


overnight stays by foreign visitors (1,000) 8,000 7,000 6,000 5,000

2011

4,000 3,000

2010
Jan Feb March April May June July Aug Sep Oct Nov Dec

2,000

10

Accommodation capacities

Source: Federal Statistical Office 2011 (4) 1 as of July 2011

Capacities in Germany by type of accommodation 2011


Type of accommodation Hotels Bed & breakfast hotels Inns Guesthouses Establishments in operation 1 13,495 7,948 8,654 5,550
Accommodation capacity

Share in %* 24.6 14.5 15.7 10.1

Traditional accommodation providers


Leisure, recreational and training centres Holiday centres Holiday homes or apartments Holiday cottages, youth hostels Campsites Preventative medical clinics and rehabilitation clinics

35,647
2,626 119 10,719 1,908 3,028 902

64.9
4.8 0.2 19.5 3.5 5.5 1.6

All types of accommodation

54,949

100.0

Types of accommodation

Source: Federal Statistical Office 2012 (4)

Overnight stays in Germany by foreign visitors in 2011 by type of accommodation


Share in %*

Hotels 56% Bed & break18% fast hotels Campsites Inns Holiday centres Holiday cottages, youth hostels Holiday homes or apartments Guesthouses Others

6% 4% 4% 4% 4% 2% 2%
0 10 20 30 40 50

Market share of hotels and b&b-hotels

74%

*deviations due to rounding

11

Germany

City breaks

Source: Federal Statistical Office 2012 (4)

Breakdown of overnight stays in 2011 by foreign visitors in German towns and cities according to size
53% of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000

more than 100,000

53%

10,000 100,000

24%

less than 10,000

23%

City breaks

Source: Regional Statistical Offices 2012 (11), GNTB 2012 (6)

Top towns and cities in Germany in 2011 (overnights stays)


The 11 largest cities have about 41% market share of all overnight stays by foreign visitors in Germany
Berlin 9,250,538 Munich 5,421,929 Frankfurt/Main 2,813,562 Hamburg 2,042,103 Cologne 1,673,663 Duesseldorf 1,544,422 Stuttgart Nuremberg Dresden1 Hanover1 Leipzig1 41.4%2 46.2%2 44.1%2 21.4%2 33.7%2 40.2%2 29.6%2 31.4%2 17.8%2 22.9%2 16.4%2
0
1

859,031 790,810 676,345 482,535 349,849


1 2 3 4 5 6 7 8

9 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 2012 (4)

Top 20 source markets for Germany by number of overnight stays in 2011


Netherlands Germanys number 1 source market, Switzerland first time at second place
Change 2011/2010

Netherlands 10.7 Switzerland 4.8 USA 4.7 UK 4.3 Italy 3.3 Austria 3.0 France 2.9 Belgium 2.8 Denmark 2.6 Spain 2.0 Russia 1.8 Poland 1.7 Sweden 1.5 PR of China & Hong Kong 1.3 Japan 1.2 Arab Gulf States 1.0 Czech Republic 0.8 Norway 0.7 Australia 0.6 Hungary 0.6
0 2 4 6

52.7%

+ 1.6% + 13.8% 2.3% + 2.8% 0.9% + 6.8% + 7.2% + 4.3% + 2.2% + 6.0% + 20.2% + 24.2% + 0.7% + 21.0% + 9.3% + 4.0% + 13.9% + 2.1% + 3.9% + 21.1%
million

10

Airports

Source: ADV 2012 (13)

Traffic revenue at Germanys international airports increased by +5.0% in 2011


92% of the passenger volume of 198.2 million is allotted to the TOP 10 airports*
Passengers 2011 (millions); Change 2011/2010

Frankfurt 56.3 Munich 37.6 Berlin 24.0 Duesseldorf 20.3 Hamburg 13.5 Cologne/Bonn Stuttgart Hanover Nuremberg Hahn

+ 6.8% + 8.8% + 7.8% + 7.2% + 4.8% 2.1% + 4.1% + 5.8% 5.3% 18.2%
0 10 20 30 40 50

9.6 9.5 5.3 3.9 2.8

*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
Private travellers With accommodation Day visits Total 20.6 billion 1.3 billion 21.9 billion Business travellers 13.5 billion 1.2 billion 14.7 billion

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

36.6

Germany as a conference location: No. 1 in Europe no. 2 worldwide


ICCA - Ranking: International Meetings 2010
Rank TOP 10 in Europe Number of meetings TOP 10 worldwide USA Number of meetings 623

1. Germany 2. Spain 3. UK 4. France 5. Italy

542
451 399 371 341

Germany
Spain UK France

542
451 399 371
Source: ICCA 2011 (16)

Trade Fairs in Germany


Foreign visitors 2010/ AUMA category international and national events
Africa 2.2% Latin America 2.8% North America 3.0% Middle East 3.5%

Europe (Non-EU)

13.8%

European Union

66.9%

South-East-Central-Asia

6.9%

Australia/Oceania 1.0%

Total

foreign visitors

2.55 million
Source: AUMA 2011 (8)

14

Business travel destinations for Europeans

Source: GNTB/WTM 2012 (5)

Germany leads the way among the top ten business travel destinations for Europeans
business trips in million

Germany 11.4 Great Britain France Italy Austria Spain USA Netherlands Sweden China

6.1 2.1 2.0 1.8 2.0 1.4 1.6 2.4 2.4 1.5 1.1

5.3

4.5 4.4 3.3 3.1 3.0 2.2 1.8 1.8 1.8


0

1.0 1.2 0.9 0.9 0.9 0.9 1.1 0.7


2 4 6 8 10 12

Business trips by Europeans total in 2011:

58.4 million

Traditional business trips

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

Types of business trips

Source: GNTB/WTM 2012 (5)

Breakdown of European business travel volume into different types of business trips to Germany 2011
5.3 million promotable business trips
Share (change to 2010)

53 % Traditional business trips


(+/0%-Points)

21 % Trade fairs and


exhibitions (1%-Point)

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

1% Incentives (+1%-Point)

Total volume 2011

11.4 million trips

47 % Promotable business trips


(+/ 0%-Points)

15

Europeans in Germany

Reasons for travel among Europeans

Source: GNTB/WTM 2012 (5)

Reasons for travel among Europeans travelling abroad and to Germany in 2011
Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector
Europe 2011 Germany 2011 in million * in million * 300.5 67.1 233.4 24.8 29.0 58.4 23.2 10.7 12.5 3.7 4.3 11.4 Europe 2011 Percentage * 72.8% 16.3% 56.6% 6.0% 7.2% 14.1% Germany 2011 Percentage * 54.9% 25.0% 29.4% 8.7% 10.1% 26.8%

Reason for travel Holidays Short breaks of 13 nights Longer holidays of 4+ nights Visits to friends or relatives Other travel Business trips

Total travel

412.8

42.7

100%

100%

Holiday preferences

Source: GNTB/WTM 2012 (5)

Ranking of holiday contents of Europeans in Germany 2011 as a percentage


In 2011 Germanys strengths lay in city/event breaks and general tours
share responses

City breaks General tours Other holiday Holidays in the countryside Trip for a special private occasion Seaside/lakeside holidays Event-related holidays Holidays in the mountains Sports holidays Visit of a leisure park Health & fitness holidays Winter sports Cruise/boat holiday

29% 26% 9% 7% 6% 6% 4% 4% 3% 2% 2% 2% 1%
0 5 10 15 20 25 30 35 Europeans to Germany Europeans worldwide

16

* deviations due to rounding

Transport/Modal split

Source: GNTB/WTM 2012 (5)

Car and plane travel more popular again in 2011


All trips from Europe to Germany in 2011: 42.7 million
Share (change to 2010)

30 % Plane

(+1%-Point)

49 % Car

(4%-Points)

6% Other

(+1%-Point)

8% Coach

7% Rail

(1%-Point)

(+/0%-Points)

42.7 million
Source: GNTB/ERV 2012 (12) , rounded values

European trips to Germany in 2011

Satisfaction of holidaymakers

Excellent scores from abroad for destination Germany


1 = delighted; 6 = disappointed

Overall satisfaction
Range & quality of products and services Accommodation

1.75 1.83 1.83 1.87 1.76 1.58 1.81 1.77 1.91 1.83 2.15 2.08
2.5 2.0 average score 2010/11* Holiday travellers Business travellers 1.5 1.0

Food and drink

Opening times

Value for money

*May 2010 April 2011, total travel from abroad, as of February 2012

17

Europeans in Germany

Disabled-Friendliness

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

Good to satisfactory rating for accessibility by German and international visitors


Was your holiday disabled-friendly?
People with restricted mobility Walking impaired/ wheelchair users Blind/partially sighted people Deaf/hard of hearing people
1 = delighted; 6 = disappointed

2.25 2.79 2.42 3.09 2.62 3.24 2.38 2.88 2.05 2.50
3.0 2.5 2.0 Level of satisfaction for German visitors Level of satisfaction for foreign visitors 1.5 1.0

Visitors with pushchairs

Source markets in Northwest/Southwest Europe

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Northwest and Southwest Europe


With a total of 31.5 million overnight stays in 2011, the source markets of Northwest and Southwest Europe have a 50% share of all overnight stays in Germany by foreign visitors
Markets Overnight stays 2011 Forecast OS 2020 * Population in millions 1

Northwest Europe
Netherlands UK and Rep. of Ireland Belgium Luxembourg

18,535,198
10,653,148 4,608,666 2,755,820 517,564

21,200,000
11,000,000 to 13,300,000 4,300,000 to 5,400,000 2,700,000 to 4,000,000 800,000

94.9
16.7 66.9 10.8 0.5

Southwest Europe
Switzerland Italy France Spain

13,005,659
4,764,553 3,262,617 2,933,315 2,045,174

18,200,000
5,000,000 to 7,100,000 5,100,000 3,600,000 3,800,000

178.1
7.7 60.8 63.1 46.5

Total

31,540,857

39,400,000

273.0

Overnight stays by foreign visitors

2011:
18

31.5mn 2020: 39.4mn


* deviations due to rounding 1 2011 data

Source markets in Northeast Europe

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Northeast Europe/Russia


With 9.3 million overnight stays in 2011, the source markets of Northern and Eastern Europe/Russia have a 15% share of all overnight stays in Germany by foreign visitors
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1

Northeast Europe/ Russia


Denmark Russia Poland Sweden Norway Finland Baltic States

9,281,364
2,583,749 1,786,603 1,716,479 1,525,431 749,284 600,392 319,426

10,800,000
3,000,000 to 3,800,000 2,000,000 2,000,000 1,600,000 to 1,800,000 900,000 900,000 500,000

210.2
5.5 140.4 38.0 9.3 4.9 5.3 6.8

Overnight stays by foreign visitors

2011:

9.3mn 2020: 10.8mn


Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in Southeast Europe Europe

Source markets in Southeast Europe


With a total of about 6.3 million overnight stays in 2011, the source markets of Southeast Europe have about a 10% share of all overnight stays in Germany by foreign visitors
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1

Southeast Europe
Austria Czech Republic Hungary Slovakia Slovenia Balkans2

6,266,506
3,030,904 765,879 618,408 267,996 183,319

7,400,000
3,200,000 to 4,470,000 780,000 650,000 720,000 580,000

36.3
8.4 10.5 10.0 5.4 2.0 47.5

1,400,000**1,500,000 Overnight stays by foreign visitors

2011:

6.3mn 2020: 7.4mn


19

* deviations due to rounding **GNTB calculation; 1data 2011 2Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia

Europeans/US Americans in Germany

Travel arrangements

Source: GNTB/WTM 2012 (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 % (2011)

Internet Travel Agency Direct (Accommodation) Direct (Transport) Tourist Office Implant Club, Newspaper, Church, School Others

73% 16% 13% 6% 2% 3% 2% 7%


0 10 20
Multiple responses; only prebooked trips

30

()

70

Source markets in America/Israel

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets in America/Israel


With about 7.0 million overnight stays in 2011 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 4.7 million overnight stays in 2011 is the main overseas source market
Markets Overnight stays 2011 Forecast OS 2020* Population in millions 1

America/Israel
USA Canada Brazil

6,983,909
4,661,597 597,579 586,590

8,300,000
5,900,000 850,000 830,000

946.4
313.1 34.4 196.7

Central-/South America America total Israel

583,348 6,429,114 554,795

n.n. 7,600,000 700,000

394.6 938.8 7.6

Overnight stays by foreign visitors

2011:
20

7.0mn 2020: 8.3mn


* deviations due to rounding
1

2011 data

US source market

Source: GNTB/WTM 2012 (5)

Main travel destinations for US Americans in Europe


Total travel from the USA to Europe 2011: 12.8 million trips
Trips in million

Great Britain 2.6 Italy 2.1 France 1.8

Germany 1.7
Eastern Europe 1.2 Belgium/Netherl./Luxemb. 1.1 Spain 1.1 Austria/Switzerland 0.9 Ireland 0.7 Northern Europe 0.6 0.0 0.5 1.0 1.5
Multiple selection of destinations possible

2.0

2.5

US source market

Source: GNTB/WTM 2012 (5)

General tours/sightseeing are the dominant holiday activities of US travellers in Germany 2011
Type of holiday in Germany by visitors from USA
Share in %

General tours/ 45% Sightseeing Trips for a special 11% private occasion Holidays in the 10% countryside Cruise/Boat holiday City breaks Event-related holidays

8% 7% 4%

Other holiday 15%


0% 5% 10% 15%

()

30%

40%

50%

21

Asia/World

Asian source markets

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

China is most important Asian source market for Germany


Overnight stays in 1,000

PR of China & 1,322.6 Hong Kong

2,200.0 Forecast 2020

291.7

1,200.0
Japan 1,185.3

2011

1,183.4
India

1,500.0 547.5 2,000.0

1994

Arabic Gulf 1,006.9 States

207.1
0 500 1,000 1,500 2,000 2,400

Tax-Free Shopping

Source: Global Blue 2012 (12)

Russia, China and Switzerland are amongst the highest spenders for tax-free shopping in Germany
share of nations at total sales turnover

China 26.5% Russia 23.6% Switzerland UAE Brazil Ukraine Taiwan Japan USA

+50.3%* +33.5%* +27.9%* +1.4%* +34.9%* +19.1%* +28.7%* +12.5%* +1.2%*


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

6.7% 3.2% 2.2% 2.2% 2.1% 2.0% 1.8%

22

* Change 2011/10

Other source markets

Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

Source markets Asia, Australia and Africa


With about 5.3 million overnight stays in 2011, the source markets Asia, Australia and Africa have a share of about 8% of all overnight stays in Germany by foreign visitors
Overnight stays 2011 Forecast OS 2020 * Population in million 1

Asia/Australia/Africa
PR of China / Hong Kong Japan Arabic Gulf States Australia, New Zeeland and Oceania India South Korea South Africa

5,297,623
1,322,564 1,185,279 1,006,856 731,836 547,480 346,856 156,752

8,500,000
2,200,000 1,200,000 2,000,000 900,000 2 1,500,000 600,000 n.n.

2,886.6
1,347.6 126.5 36.0 36.3 1,241.5 48.4 50.5

Overnight stays by foreign visitors


1

data 2011 Australia only


2

2011:

5.3mn 2020: 8.5mn


Source: Federal Statistical Office 2012 (4), GNTB 2012 (6)

GNTB growth outlook

Gntb growth forecasts for 2020


Through successful marketing Germany can net about 70 to 80 million overnight stays from abroad by 2020
overnight stays (millions), including campsites

59.0 Europe 48.7 33.6 9.0 Asia/ Australia/ 6.7 Africa 4.9 8.0 America/ 7.0 Israel 5.6
0 10 20 ** e  xcl. 1.3 million other overnight stays 30 40 50 60

Forecast 2020

2011**

2004

* deviations due to rounding

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 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 organisation, the GNTB is committed to transparency and efficiency rather than commercial gain.

Sources 1 UNWTO World Tourism Organization, World Tourism Barometer 3/2012, Madrid 2012 2  EUROSTAT, Luxembourg 2012 3  World Economic Forum, Travel & Tourism Competitiveness Report 2011, Geneva 2011 4  Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2011, Wiesbaden 2012 5 GNTB/IPK-International, World Travel Monitor, Malta 2011, 2012 6  GNTB Market Research, Frankfurt 2011, 2012 7 GNTB/Anholt-GfK Roper Nation-BrandsIndex 2011, 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 2010, 2011 10  German International Hotel Association (IHA)/STR Global, Berlin 2012 11  Regional Statistical Offices 2012 12  Global Blue Germany, Duesseldorf 2012 13  ADV (German Airports Association), Berlin 2012 14 GNTB/Europische Reiseversicherung AG, Qualittsmonitor Deutschland-Tourismus, (Quality Monitoring of German Tourism) Frankfurt, Munich 2010 2012 15 DIW econ, Berlin 2012 16 ICCA, Amsterdam 2011

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