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Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
Incoming Tourism Germany 2011
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Incoming Tourism Germany 2011

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Balance anual de turismo receptivo en Alemania, interesante documento.

Balance anual de turismo receptivo en Alemania, interesante documento.

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  • 1. German National Tourist BoardIncoming-TourismGermanyEdition 2011Facts and Figures 2010
  • 2. CONTENTS03 Introduction / 14 Business travel /  International tourism 2010 Conferences / Trade fairs04 rowth Outlook world tourism / G 15 European business travel International travel destination destinations / Types of Germany business trips05 Germany in the world 16 Reasons for travel among Euro- peans / holiday preferences06 Germany in the world / T  T Competitiveness Index 17 Transport / Modal split / Satisfaction of holidaymakers07 Germany inside Europe 18 Disabled-Friendliness /08 Incoming Tourism in Germany – Source markets in Northwest / Facts and Figures Southwest Europe09 Hotel prices in Europe and 19 Source markets in Northeast Germany / Source markets for Europe / Southeast Europe Incoming Tourism 20 Travel arrangements / Source10 Incoming Tourism – importance markets in America / Israel and breakdown / Seasonal breakdown 21 US source market11 Accommodation capacities / 22 Asian source markets / Types of accommodation Tax-Free Shopping12 City breaks 23 Other source markets / GNTB growth outlook13 Source markets for Incoming- Tourism / Airports02 www.germany.travel
  • 3. IntroductionTo coincide with the Germany Travel Mart (GTM) 2011 in the citiesof Cologne / Bonn, the GNTB is publishing a summary of key facts andfigures for incoming tourism to Germany.This publication is aimed at providing the GNTB’s partners with aregular and up-to-date annual overview of the most important marketresearch results for the previous travel year. This edition is based onstudies by the UNWTO, EUROSTAT, the WEF and studies carried out bytheGNTB’s own business planning and market research departmentlike from the World Travel Monitor, Quality Monitoring of GermanTourism and data supplied by the Federal Statistical Office, inter­national and national associations of tourism service providers.International tourism 2010 Source: UNWTO 2011 (1)Arrivals picked up in 2010following the crisis and grew by 7 % worldwideThe destinations with the largest growth in international travelare Asia and the Middle East arrivals in million Change 2010/09 World 935.0 +6.7 % Europe 472.7 +3.4 % Asia / Pacific 203.8 935 million 880 Mio. +12.6 % worldwide internationale America 150.4 international arrivels Ankünfte weltweit +7.1 % Middle East 59.7 +14.2 % Africa 48.8 +6.4 % 0 100 200 300 400 500 950 worldwide growth forecast 2011: +4% to +5% 03
  • 4. World / EuropeG rowth Outlook world tourism Source: UNWTO 2011 (1)Growth Outlook for world tourism 2020Tourism is one of the global growth industries of the future,with 3 % forecast growth per annum to Europe Arrivals Arrivals Arrivals Annual Market Market in million in million in million growth % share share 1995 2010 2020* 1995–2020 1995 % 2020 %*Europe 336.0 472.7 717.0 3.1 59.8 45.9America 110.0 150.4 282.0 3.8 19.3 18.1East Asia/Pacific 81.0 192.8 397.0 6.5 14.4 25.4Africa 20.0 48.8 77.0 5.5 3.6 5.0Middle East 14.0 59.7 69.0 6.7 2.2 4.4South Asia 4.0 11.0 19.0 6.2 0.7 1.2World 565.0 935.0 1,561.0 4.1 100.0 100.0 2010: + 6.7 % worldwide + 3.4 % EuropeInternational travel destination Germany Source: GNTB/WTM 2011 (5)Germany the second most popular travel destinationfor Europeans for the first time in 2010, behind SpainGermany with the highest growth rate amongthe top five destinations worldwide for European travellers Trips in million Change 2010/ 2009 Spain 44 - 1 % Germany 40 + 11 % France 36 +/- 0 % Italy 32 + 1 % Austria 22 + 2 % 0 10 20 30 40 5004 * Forecast
  • 5. Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)Germany worldwide in second placeOn the demand side, Germany is in second place of 50 countriesworldwide – enduring success since the 2006 World Cup.Tourism is one of the six key locational factors for a country’s Image* from a max. 100 of points Tourism 69.51 * 72.19 * Exports 65.68 * People 63.90 * Governance 68.51 * Cultural and Heritage 65.92 * Investment and ImmigrationGermany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)Germany among the top 10 of 50worldwide destinationsGermany receives excellent ratingsfrom its major source and growth marketsCultural Germany’s Tourism Germany’simage ranking image rankingTotal Germany 4 Total Germany 9USA 3 Russia 5Russia 3 China 6China 3 India 6France 5 Japan 7India 6 Brazil 8 05
  • 6. World / EuropeGermany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)Lasting impact of the World Cup, plus sportingsuccess, define Germany’s international image, justas much as museums, design and musicTourism-related and cultural word associations: Germany continues to belinked with a broad range of cultural activitiesStrenuous Film Relaxing FascinatingInformative Modern design RisquéBoring Museums Music CircusOpera Romantic Sculpture SpiritualExciting Sport Pop videosDepressing Street paradesT  T Competitiveness Index Source: World Economic Forum 2011 (3)Travel Tourism Competitiveness Index 2011From a supply perspective, Germany is in second place comparedto 139 countries worldwide 2011 2009Country Ranking of 139 Index-Wert Ranking of 133Switzerland 1 5.68 1Germany 2 5.50 3France 3 5.41 4Austria 4 5.41 2Sweden 5 5.34 7USA 6 5.30 8UK 7 5.30 11Spain 8 5.29 6Canada 9 5.29 5Singapore 10 5.23 1006
  • 7. Germany inside Europe Source: Eurostat 2011 (2)Germany is the largest domestictourism market in the European UnionGermany is ranked first with a market share of 21 % overnight stays by domestic visitors (in million)* Germany 180.1 Italy 135.3 France 130.4 Spain 113.3 Great Britain 107.0 Austria 23.1 Sweden 20.8 Poland 19.0 Netherlands 17.8 Greece 16.4 Portugal 14.0 Total overnights stays by domestic Romania 12.4 visitors in the 27 EU countries in 2010 Finland Czech. Republic 11.4 9.5 853.1 million Hungary 7.3 0 20 40 60 80 100 120 140 160 180 * in hotels and similar establishmentsGermany inside Europe Source: Eurostat 2011 (2)Germany has a market share of 7 % in total overnightstays by foreign visitors in the European UnionGermany is in the sixth place with an above average growth rate Change overnight stays by foreign visitors (in million)* 2010/09 Spain 154.8 + 8.9 %  Italy 109.4 + 2.4 % France 66.0 + 3.0 % Great Britain 59.2 + 0.1 % Austria 58.7 + 1.5 % Germany 48.6 Total overnights stays by foreign + 11.9 % Greece 46.3 visitors in the 27 EU countries in 2010 + 16.9 % Portugal 24.3 705.7 million + 3.8 % Czech. Republic 16.9 Change 2010/09: +5.1% + 5.7 % Netherlands 16.4 + 13.4 % 0 20 40 60 80 100 120 140 160 * in hotels and similar establishments 07
  • 8. GermanyIncoming Tourism in Germany Source: Federal Statistical Office 2011 (4), GNTB 2011 (6)GermanyCapital BerlinFederal states 16Non-city states 13City states 3Member of UNWTO since 1976Surface (1,000 sq. km) 357Population (million) 82.1Gross domestic product (2010 in Euro bn) 2,497.6GDP per capita 2010 (in Euro) 30,421Real GDP growth (in %) 2008 + 1.3 2009 - 4.7 2010 + 3.6Economic importance of travel and tourism 1Gross economic output of the travel € 185 bnand tourism industryValue creation of the travel and tourism sector € 94 bnDirect proportion* of GDP (as of 2004) 3.2 %International arrivals 2010International arrivals in million (incoming) 26.9Arrivals per 100 of the population 33Travel and tourism in Germany 2010Overnight stays by domestic travellers (thousands) 320,024Domestic growth + 2.0 %Overnight stays by international travellers (thousands) 60,310International growth + 10.0 %Total overnight stays (thousands) 380,334Total growth + 3.2 %Sales turnover of overnight stays by domestic travellers 5 € 53.0 bnof which hotel / guesthouseOvernight stays by domestic travellers (thousands) 179,956Overnight stays by international travellers (thousands) 48,386Total overnight stays (thousands) 228,342Number of hotel beds 2 (as of July 2010) 1,721,729Hotel room occupancy 6 (2009: 59.9%) 63.4 %Outgoing travel 2010 3Trips taken by Germans (in thousands) 308,300Of which trips abroad (in thousands) 72,000No. of foreign holiday trips per 100 of the population 62Inbound travel from Europe 2010 3Trips to Germany by Europeans (in thousands) 40,000Expenditure for travel to Germany per trip/person: € 497 per night/person: € 84Length of stay in Germany (average) 6.3 nightsTravel and tourism balance of payments 2010 4Expenditure on travel and tourism (10 / 09: + 0.7 %) € 58.6 bnIncome from travel and tourism (10 / 09: + 5.3 %) € 26.2 bnInternational balance of payments for travel and tourism (10 / 09: - 2.7 %) €- 32.4 bnExpenditure for domestic travel 2010 3 € 66.7 bn1 GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 In hotels / b  b-hotels / 2inns / guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2011 (5), 4 Deutsche Bundesbank, April 20115 DWIF, Munich 2010 6 IHA/STR Global 2011* excl. business travel, travel to visit friends and family, public investment08
  • 9. Hotel prices in Europe and Germany Source: IHA/STR Global 2011 (10)Comparison of hotel pricesin European and German citiesGermany has an excellent price / performance ratio in hotel accomodation Net prices 2010 in €, Change 2010 /09TOP 5 Europe Paris 171 + 6.7 % London 149 + 14.1 % Rom 139 + 0.3 % Milan 133 - 2.9 % Amsterdam 127 + 6.0 %TOP 5 Germany Frankfurt / Munich 113 + 7.5 / 18.5 % Duesseldorf 104 + 18.2 % Hamburg  100 EU-Average: 99 € (+4.5 %) + 9.0 % Stuttgart 99 Germany: 90 € (+12.6 %) + 13.3 % Cologne 96 Berlin: 87 €(+9.0 %) + 3.7 % 80 100 120 140 160Source markets for Incoming Tourism Source: Federal Statistical Office 2011(4)Breakdown of overnight staysin Germany by continentEurope with a growth rate of +8.9 % in 2010 still the most importantsource market. Asia extend its market share 76 % Europe 10 % 9 % Australia, New Americas Asia Zealand and Oceania 1 % Africa 1 % Other 3 % 09
  • 10. GermanyIncoming Tourism – importance and breakdown Source: Federal Statistical Office 2011 (4)Overnight stays in Germanyby foreign visitors in 2010 by federal state 1,407,239 Schleswig- Hamburg Holstein Mecklenburg- Western Pomerania 1,852,309 846,968 Bremen 393,845 Brandenburg Lower Saxony Berlin 8,507,166 3,105,454 North Rhine- 473,764 755,180 Westphalia Saxony-Anhalt 8,234,963 Saxony Hesse 5,443,373 567,826 1,606,165 Thuringia Rhineland- Palatinate Total overnight stays 5,393,373 60.3 million Saarland 230,234 13,472,221 8,020,368 Baden- Bavaria WuerttembergSeasonal breakdown Source: Federal Statistical Office 2011 (4)Seasonal breakdown of overnight staysby foreign visitors travelling to Germany 8.000overnight stays by foreign visitors (1,000) 7.000 6.000 5.000 2010 4.000 3.000 2009 2.000 Jan Feb March April May June July Aug Sep Oct Nov Dec10
  • 11.  Accommodation capacities Source: Federal Statistical Office 2010 (4) 1 as of July 2010Capacities in Germany by type of accommodation 2010 Accommodation capacityType of accommodation Establishments Share in %* in operation 1Hotels 13,487 24.4Bed breakfast hotels 8,033 14.5Inns 8,893 16.1Guesthouses 5,530 10.0Traditional accommodation providers 35,943 65.0Leisure, recreational and training centres 2,651 4.8Holiday centres 113 0.2Holiday homes or apartments 10,852 19.6Holiday cottages, youth hostels 1,897 3.4Campsites 2,952 5.3Preventative medical clinics and rehabilitation clinics 907 1.6All types of accommodation 55,315 100.0Types of accommodation Source: Federal Statistical Office 2011 (4)Overnight stays in Germany by foreign visitorsin 2010 by type of accommodation Share in %* Hotels 57 % Bed break­­- fast hotels 18 % Campsites 6 % Inns 4 % Holiday centres 4 % Market share of hotels and bb-hotelsHoliday cottages, 4 % 74 % youth hostelsHoliday homes or apartments 4 % Guesthouses 2 % Others 2 % 0 10 20 30 40 50*deviations due to rounding 11
  • 12. GermanyCity breaks Source: Federal Statistical Office 2011 (4)Breakdown of overnight stays in 2010 by foreignvisitors in German towns and cities according to size52 % of overnight stays by foreign visitors are in towns and cities witha population of more than 100,000 52 % more than 100,000 24 % 10,000 – 100,000 24 % less than 10,000City breaks Source: Regional Statistical Offices 2011 (11), GNTB 2011 (6)Top towns and cities in Germany in 2010(overnights stays)The 10 largest cities have a 40 % market share of all overnight staysby foreign visitors in Germany Berlin 8,507,166 40.9 %2 Munich 5,169,928 46.6 %2Frankfurt / Main 2,700,214 44.5 %2 Hamburg 1,852,309 20.7 %2 Cologne 1,554,785 34.0 %2 Duesseldorf 1,415,913 39.5 %2 Stuttgart 811,037 30.0 %2 Nuremberg 719,922 29.8 %2 Dresden1 640,514 18.1 %2 Hanover1 400,694 20.8 %2 0 1 2 3 4 5 6 7 8 million 1 excluding campgrounds ² The percentage figures refer to the number of overnight stays by foreign12 visitors as a percentage of the total number of overnight stays (in each respective city)
  • 13. Source markets for Incoming Tourism Source: Federal Statistical Office 2011 (4)Top 20 source markets for Germanyby number of overnight stays in 2010Netherlands well ahead of the rest as Germany’s number 1 source market Change 2010 / 2009 Netherlands 10.5 + 5.4 % USA 4.8 + 11.1 % Switzerland 4.2 + 8.6 % Great Britain 4.2 + 13.0 % Italy 3.3 + 6.2 % Austria 2.8 + 10.3 % France 2.7 + 9.1 % Belgium 2.6 + 3.9 % Denmark 2.5 Spain 1.9 50 % + 7.1 % + 10.3 % Sweden 1.5 + 11.4 % Russia 1.5 + 24.1 % Poland 1.4 + 15.7 %PR of China Hong Kong 1.1 + 33.3 % Japan 1.1 + 12.8 % Arab Gulf States 1.0 + 26.4 % Norway 0.7 + 17.6 % Czech Republic 0.7 + 11.0 % Australia 0.6 + 27.0 % Canada 0.6 + 16.0 % 0 2 4 6 8 10 millionAirports Source: ADV 2011 (13)Traffic revenue at Germany’s internationalairports increased by + 4.7 % in 201091 % of the passenger volume of 189 million is allotted to the TOP 10 airports Passengers 2010 (millions) * Frankfurt 52.7 Munich 34.6 Berlin 22.3 Duesseldorf 18.9 Hamburg 12.9Cologne / Bonn 9.8 Stuttgart 9.2 Hanover 5.0 Nuremberg 4.0 Hahn 3.5 0 10 20 30 40 50*excl. transit flights 13
  • 14. GermanyBusiness travel / Conferences / Trade fairs Source: GNTB 2010 (6)Business tourism / travel within the German tourism sectorOverview of market segmentsBusiness trips (with overnight stay) Day business trips (DBT) 372.5 m Germany 1 315.4 m classic DBTSpending: 39.0 bn € 1 122.6 m at seminars / trainings    59.4 m at meetings / conventions10.7 m guests from Europe 2 42.7 m at fairs / exhibitionsSpending: 7.5 bn € 21.4 m guests from overseas 2 * Total: 540 m in GermanySpending: 5.0 bn € 2 * Spending: 14.0 bn € 66 bn € Source: GNTB / TNS-Infratest 1 Total spending: 2 Source: GNTB / IPK 3 Source: BMWI / DWIF * estimateTrade fair locations / exhibitors as of January 2011The six largest trade fair and exhibition centres in Germany in 2010 were: Indoor area Outdoor area RankingLocation (gross in sqm) (gross in sqm) worldwideHanover 495,265 58,070 1Frankfurt / Main 345,697 95,721 4Cologne 284,000 100,000 5Duesseldorf 262,704 43,000 6Munich 180,000 360,000 18Berlin 160,000 100,000 20 Source: AUMA 2011 (8)Trade Fairs in GermanyForeign visitors 2009/ AUMA category international and national events Africa 1.7 % Latin America 2.0 % 14.6 % Europe (Non-EU)North America 2.7 % 68.8 % Middle East 3.2 % European Union South-East-Central-Asia 6.3 % Australia / Oceania 0.7 % Total 2.05 million foreign visitors14 Source: AUMA 2010 (8)
  • 15. Business travel destinations for Europeans Source: GNTB / WTM 2011 (5)Germany leads the way among the top tenbusiness travel destinations for Europeans business trips in million Germany 10.7 France 4.7 Great Britain 4.4 Italy 3.2 Spain 3.0 Austria 2.3 USA 2.2 Russia 1.9 Traditional business trips Belgium 1.8 Promotable business trips (Meeting/Incentive/ Convention/Exhibition) Sweden 1.8 0 2 4 6 8 10 12Types of business trips Source: GNTB / WTM 2010 (5)Breakdown of European business travel volume intodifferent types of business trips to Germany 2010Nearly 50% promotable business trips Share (change 2010 /09) 53 % business trips Traditional (+ 2 %-Points) 22 fairs and % Trade exhibitions 24 % Conferences / congresses 1 % Incentives (+ 2 %-Points) (+/- 0 %-Points) (- 2 %-Points) 47 % business trips Total volume 2010 Promotable (- 1 %-Point) 10.7 million travels 15
  • 16. Europeans in Germany Reasons for travel among Europeans Source: GNTB/WTM 2011 (5) Reasons for travel among Europeans travelling abroad and to Germany in 2010 Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector Europe 2010 Germany 2010 Europe 2010 Germany 2010 Reason for travel in million * in million * Percentage * Percentage * Holidays 286.7 21.4 71.6 % 53.8 % Short breaks of 1–3 nights 63.9 9.4 16.0 % 23.6 % Longer holidays of 4+ nights 222.8 12.0 55.6 % 30.2 % Visits to friends 23.8 3.9 5.9 % 9.8 % or relatives Other travel 32.0 4.0 8.0 % 10.1 % Business trips 58.0 10.7 14.5 % 26.9 % Total travel 400.6 39.8 100 % 100 % Holiday preferences Source: GNTB / WTM 2011 (5) Ranking of holiday contents of Europeans in Germany 2010 as a percentage In 2010 Germany’s strengths lay in city / event breaks and general tours City breaks 27 % General tours 20 % Holidays in the countryside 10 %Trip for a special private occasion 8 % Other holiday 7 % Seaside/lakeside holidays 7 % Sports holidays 5 % Event-related holidays 4 % Holidays in the mountains 3 % to Germany Visit of a leisure park 3 % Health fitness holidays 2 % Europe Winter sports 2 % Cruise / boat holiday 1 % 0 5 10 15 20 25 30 35 16 * deviations due to rounding
  • 17. Transport / Modal split Source: GNTB / WTM 2011 (5)Car and plane travel morepopular again in 2010All trips from Europe to Germany in 2010: 40 million Share (change 2010/09) 29 % 50 % Plane Car (-1 %-Point) (+4 %-Points) 5 % Other European trips to (+ / - 0 %-Points) 9 % Coach 7 % Rail Germany in 2010 (- 1 %-Point) (- 2 %-Points) 40 millionSatisfaction of holidaymakers Source: GNTB / ERV 2011 (14), rounded valuesSatisfaction of holidaymakers in Germanywith individual aspects Landscape / scenery 1.7 1.7 Atmosphere / ambience 1.8 1.7 Attractive towns and villages 1.9 1.7 Wellness and spa facilities 1.9 1.9 Sporting activities 2.1 2.2 Indoor attractions 2.4 2.3 Events / entertainment 2.3 Level of satisfaction 2.2 for German visitors Activities for children 2.5 Level of satisfaction 2.7 for Foreign visitors Arts and culture 2.6 1 = delighted 2.2 6 = disappointed 2.5 2.0 1.5 1.0 17
  • 18. Europeans in GermanyDisabled-Friendliness Source: GNTB / ERV 2009 (14), rounded valuesGood to satisfactory rating for accessibilityby German and international visitorsWas your holiday disabled-friendly? People with 2.25 restricted mobility 2.79 Walking impaired / 2.42 wheelchair users 3.09 Blind / partially 2.62 sighted people 3.24 2.38 Level of satisfaction Deaf / hard of for German visitors hearing people 2.88 Level of satisfaction for foreign visitors 2.05Visitors with pushchairs 1 = delighted 2.50 6 = disappointed 3.0 2.5 2.0 1.5 1.0Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Source markets in Northwest and Southwest EuropeWith a total of 30.3 million overnight stays in 2010, the source markets ofNorthwest and Southwest Europe have a 50 % share of all overnight staysin Germany by foreign visitorsMarkets Overnight stays 2010 Forecast OS 2020 * Population in millions 1Northwest Europe 18,142,074 21,200,000 94.4Netherlands 10,483,114 11,000,000 to 13,300,000 16.7UK and Rep. of Ireland 4,512,029 4,300,000 to 5,400,000 66.5Belgium 2,639,425 2,700,000 to 4,000,000 10.7Luxembourg 507,506 800,000 0.5Southwest Europe 12,147,646 18,200,000 175.6Switzerland 4,186,422 4,200,000 to 7,100,000 7.6Italy 3,295,849 5,100,000 60.1France 2,735,869 3,600,000 62.6Spain 1,929,506 3,800,000 45.3Total 30,289,720 39,400,000 270.0 Overnight stays by foreign visitors 2010: 30.3 mn 2020: 39.4 mn18 * deviations due to rounding 1 2010 data
  • 19. Source markets in Northeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Source markets in Northeast Europe / RussiaWith 8.5 million overnight stays in 2010, the source markets of Northernand Eastern Europe / Russia have a 14 % share of all overnight staysin Germany by foreign visitorsMarkets Overnight stays 2010 Forecast OS 2020 Population in millions 1Northeast Europe / 8,497,163 10,800,000 210.2RussiaDenmark 2,528,220 2,600,000 to 3,800,000 5.5Sweden 1,514,850 1,600,000 to 1,800,000 9.3Russia 1,486,471 2,000,000 140.4Poland 1,380,549 1,600,000 38.0Norway 733,407 900,000 4.9Finnland 574,818 900,000 5.3Baltic States 278,848 500,000 6.8 Overnight stays by foreign visitors 2010: 8.5 mn 2020: 10.8 mnSource markets in Southeast Europe  Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Source markets in Southeast EuropeWith a total of 4.4 million overnight stays in 2010, the source markets ofSoutheast Europe have about a 7 % share of all overnight stays in Germanyby foreign visitorsMarkets Overnight stays 2010 Forecast OS 2020 Population in millions 1Southeast Europe 4,400,570 6,300,000 36.3Austria 2,838,779 2,900,000 to 4,470,000 8.4Czech Republic 672,257 780,000 10.5Hungary 510,219 550,000 10.0Slovakia 220,444 720,000 5.4Slovenia 158,871 580,000 2.0 Overnight stays by foreign visitors 2010: 4.4 mn 2020: 6.3 mn* deviations due to rounding 1 2010 data 19
  • 20. Europeans / US Americans in GermanyTravel arrangements Source: GNTB/WTM 2011 (5)Used booking sites of the Europeanswhen traveling to GermanyGermany must adopt a multi-channelling strategy in order to succeedagainst international competition Booking Channels / Sites in % (2010) Internet 71 % Travel Agency 17 % Direct 22 %(Accommodation) Direct 9 % (Transport) Tourist Office 1 % Implant 3 %Club, Newspaper, 2 % Church, School Multiple responses; Others 9 % only prebooked trips 0 10 20 30 40 50 60  70 Source markets in America / Israel Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Source markets in America / IsraelWith about 7 million overnight stays in 2010 the source markets in Americaand Israel have a 11 % share of all overnight stays in Germany by foreign visitors.USA with a total of 4.8 million overnight stays in 2010 is the main overseassource market Population inMarkets Overnight stays 2010 Forecast OS 2020 millions 1America / Israel 6,855,397 8,300,000 941.8 USA 4,769,373 5,900,000 317.6 Canada 579,401 850,000 33.9 Brazil 482,319 830,000 195.4Central-/South America 519,098 k.A. 583.0America total 6,350,191 7,600,000 934.5Israel 505,206 700,000 7.3 Overnight stays by foreign visitors 2010: 6.9 mn 2020: 8.3 mn20 * deviations due to rounding 1 2010 data
  • 21. US source market Source: GNTB / WTM 2010 (5)Main travel destinationsfor US Americans in EuropeTotal travel from the USA to Europe 2009: 10.6 million trips Trips in million Great Britain 2.7 Italy 1.9 France 1.9 Germany 1.5 Eastern Europe 1.3 Spain 1.1Netherl. /Belgium /Luxemb. 1.0 Austria/Switzerland 0.8 Multiple selection of Ireland 0.6 destinations possible Northern Europe 0.5 Portugal 0.2 0.0 0.5 1.0 1.5 2.0 2.5 3.0US source market Source: GNTB / WTM 2010 (5)Dining, Sightseeing and shoppingare the dominant holiday activities ofUS Americans in GermanyHoliday activities in Germany (US citizens who travel abroad) Dining in restaurants 88 % Visit historical places 85 % Shopping 79 % Visit small towns 71 % Sightseeing in Cities 70 % Art Gallery/Museum 53 % Cultural heritage sites 52 % Touring countryside 50 % Guided Tours 41 % Cruises (1 night +) 23 % Concert/Play/Musical 20 % Nightclubs/Dancing 17 % Multiple selection ofAmusement/Theme Parks 8 % categories is possible, Visit National Parks 8 % Share % 0 % 20 % 40 % 60 % 80 % 21
  • 22. Asia /WorldAsian source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)China will become the most important Asiansource market for Germany in the near future Overnight stays in 1,000 2,184.8 PR of China 1,092.5Hong Kong Forecast 291.7 2020 934.4 Japan 1,084.3 2010 1,183.4 1,447.2 1994 India 455.7 2,326.4Arabic Gulf 968.3 States 207.1 0 500 1,000 1,500 2,000 2,400Tax-Free Shopping Source: Global Blue 2011 (12)Russia, China and Switzerland are amongst thehighest spenders for tax-free shopping in Germany share of nations at total sales turnover Russia 22.5 % +31.5 % * China 22.4 % +90.3 % * Switzerland 6.6 % +13.2 % * UAE 4.1 % +27.9 % * Ukraine 2.3 % +23.8 % * Japan 2.3 % +33.4 % * Egypt 2.3 % +11.0 % * USA 2.3 % +18.7 % * Brazil 2.1 % +65.0 % * Taiwan 2.0 % +92.2 % * 0 % 5 % 10 % 15 % 20 % 25 %22 * Change 2010/09
  • 23. Other source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Source markets Asia, Australia and AfricaWith about 4.8 million overnight stays in 2010, the source markets Asia,Australia and Africa have a share of about 8 % of all overnight stays inGermany by foreign visitors Overnight stays 2010 Forecast OS 2020 * Population in million 1Asien/Australien/Afrika 4,755,553 8,400,000 2,876.5China / Hong Kong 1,092,470 2,200,000 1,361.8Japan 1,084,285 900,000 127.0Arabic Gulf States 968,336 2,300,000 39.2Australia, New Zeeland 710,952 900,000 2 35.0and OceaniaIndia 455,655 1,500,000 1,214.5South Korea 294,829 600,000 48.5South Africa 149,026 k. A. 50.5 Overnight stays by foreign visitors1 data 2010 Australia only 2 2010: 4.8 mn 2020: 8.4 mnGNTB growth outlook Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)Gntb growth forecasts for 2020Through successful marketing Germany can net about 70 to 80 millionovernight stays from abroad by 2020 overnight stays (millions), including campgrounds 59.2 Europe 45.9 Forecast 33.6 2020 8.4 Asia /  Australia /  5.8 2010 ** Africa 4.9 8.3 2004 America /  6.9 Israel ** excl. 1.7 million other overnight stays 5.6 0 10 20 30 40 50 60* deviations due to rounding 23
  • 24. www.germany.travelGerman National Tourist BoardWorking on behalf of the federal government, the GermanNational Tourist Board, based in Frankfurt am Main, has beenplanning, coordinating and implementing activities for marketingGermany abroad for more than 50 years.The aims of the GNTB with its 6 regional managements andits 29 foreign representative offices / sales and marketingagencies 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 totransparency and efficiency rather than commercial gain.Sources1 UNWTO World Tourism Organization, World 10 German International Hotel Association Tourism Barometer 1 / 2011, Madrid 2011 (IHA) / STR Global, Hotelmarkt Deutschland (The German Hotel Market), Industry2 EUROSTAT, Luxembourg 2011 Report 2011, Berlin 20113 World Economic Forum, Travel Tourism 11 Regional Statistical Offices 2011 Competitiveness Report 2011, Geneva 2011 12 Global Blue Germany, Duesseldorf 20114 Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2010, 13 ADV (German Airports Association), Wiesbaden 2011 Berlin 20115 GNTB / IPK-International, World Travel 14 GNTB / Europaische Reiseversicherung AG, Monitor / In-Flight-Survey, Malta 2010, Qualitatsmonitor Deutschland-Tourismus 2011, USA 2010 (Quality Monitoring of German Tourism), Frankfurt, Munich 2009 – 20116 GNTB Market Research, Frankfurt 2010, 20117 GNTB / Anholt-GfK Roper Nation-Brands- Index 2010, USA 2011 Copyrights8 Association of the German Trade Fair Industry Seite 2: © DZT / Jim McDonald; (AUMA), Messe Trend, Key Figures, Berlin 2011 Seite 3: © DZT / Beethovenfest Bonn9 Meeting- und Event Barometer of EITW commissioned by EVVC, GCB, GNTB; Wernigerode 2009, 2010

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