Facts and Figures 2012German National Tourist BoardIncoming-Tourism Ge - PDF document

Facts and Figures 2012German National Tourist BoardIncoming-Tourism GermanyEdition 2013 02 Introduction / International tourism 2012Growth Outlook world tourism / Economic crisis and tourismInternational travel destination Germany / Germany in the WorldGermany in the World07T & T Competitiveness Index / Germany inside EuropeIncoming Tourism in Germany – Facts and FiguresHotel prices in Europe and Germany / Source markets for Incoming TourismIncoming Tourism – importance and breakdown / Seasonal breakdownAccommodation capacities / Types of accommodationCity breaksSource markets for Incoming-Tourism / AirportsBusiness travel / Trade fairs / ConventionsBusiness travel destinations for Europeans / Types of Reasons for travel among Europeans / Holiday preferencesTransport / Modal split / Satisfaction of holidaymakersDisabled-Friendliness / Source markets in Northwest / Southwest EuropeSource markets in Northeast Europe / Southeast EuropeTravel arrangements / Source markets in America / Israel21US source marketAsian source markets / Tax-Free ShoppingOther source markets / GNTB growth outlook24German National Tourist Boardwww.germany.travel CONTENTS 03 IntroductionTo coincide with the Germany Travel Mart (GTM) 2013 in the city of Stuttgart, the GNTB is publishing a summary of key facts and gures for incoming tourism to Germany 2012.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 business planning and market research department like from the World Travel Monitor, Quality Monitoring of German Tourism and data supplied by the Federal Statistical Oce, international and national associations of tourism service providers.International tourism 2012Source: UNWTO 2013 (1)Record number in world Tourism 2012: More than 1 billion international arrivalsThe destination with the largest growth in international travel is Asia/Pacic Arrivals in millionChange 2012/11World EuropeAsia / Pacic Middle East Africa +3.8%+3.3%+6.8%+3.7%–4.9%+6.3% ( … ) Mio.internationale Ankünfte weltweitWorldwide growth forecast 2012: % to+ % millionworldwide international arrivals 1,035 04 Growth Outlook world tourism Source: UNWTO 2013 (1)Growth Outlook for world tourism 2030Tourism is one of the global growth industries of the future, with 2.3 % forecast growth per annum to Europe Arrivals in million Arrivals in million Arrivals in million growth %Market shareMarket shareEuropeEast Asia/Pacic Americas Middle East Africa World * forecastEconomic crisis and tourism Source: GNTB/WTM 2012 (5), outbound travellers onlyEuropean and major asian outbound markets mostly crisis-resistant for traveling in 2013Impact of nancial and economic crisis on the travel behaviorEuropeBrazilUSA % worldwide % Europe +3.8 +3.3 % % % % % % % % % % % % % crisis-resistant change in travel behavior 05 International travel destination GermanySource: GNTB/WTM 2013 (5)In 2012 Germany is for the 3rd time the second most popular travel destination for Europeans behind SpainGermany with a high growth rate among the top ve destinations worldwide for European travellersTrips in millionChange 2012/2011Germany France Austria Germany in the WorldSource: Anholt-GfK Roper Nation-Brands-Index 2012 (7)Germany worldwide in second placeImage 2012: 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 69.61 *71.89 *66.10 *64.41 *68.11 *66.22 *Tourism (9Exports (3People (6) Governance (3Cultural and Heritage (5 mnTrips abroad from Europe % + 7 420 06 Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2012 (7)Germany among the top 10 worldwide destinations in tourism and cultureMajor events (FIFA World Cup 2006™) have lasting positive eects on image* out of 50 countries worldwide PeriodRanking*for Germany overallRanking*for tourism imageRanking*for cultural image1st quarter (before FIFA World Cup) 4th quarter (after FIFA World Cup) Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2012 (7)Lasting impact of the World Cup, plus sporting success, denes Germany’s international image, just as much as museums, design and musicTourism-related and cultural word associations: Germany continues to be linked with a broad range of cultural activities Strenuous Film Relaxing Fascinating Informative Risque Modern design Boring Museums Music Circus Opera Romantic Sculpture Spiritual Exciting Sport Pop videos Depressing Street parades 07 T & T Competitiveness Index Source: World Economic Forum 2013 (7)Germany leading in health standards, infrastructure, culture, security, education and environmentGermany at second rank as international travel destination compaired with 140 nations worldwide (Rank 1: Switzerland, rank 3: Austria)Scale: 1 = low, 7 = high IndicatorScore 2013Health and hygiene Cultural resources Ground transport infrastructure Safety and security Education and training Environmental sustainability Tourism infrastructure ICT infrastructure Air transport infrastructure 2013 Index for GERMANY Germany inside EuropeSource: Eurostat 2013 (2)Germany has a market share of 7 % in total overnight stays by foreign visitors in the European Union Germany is in the sixth place with a high growth rateChange Overnight stays by foreign guests in million*2011/10FranceGreat Britain Austria GermanyGreece**Portugal Czech. Republic * in hotels and similar establishments. ** data of 2010 Change 2011/10 mn + 13.8 + 7.6 + 2.5 + 1.3 + 1.4 + 6.2 + 5.0 + 10.1 + 6.8 + 3.2 + 7. %766.4Total overnight stays by foreign visitors in the 27 EU countries in 2011 08 Incoming Tourism in GermanySource: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Germany Capital Federal states Non-city states City states Member of UNWTOSurface (1,000 sq. km) Population (million) Gross domestic product (2012 in Euro bn) GDP per capita 2012 (in Euro)Real GDP growth (in %)Economic importance of travel and tourism Total expenditure by touristsby domestic touristsby international touristsTotal national gross value added (direct, indirect and induced eect)Proportion of total national gross value addedtotal national gross value added(direct eect)Proportion of total national gross value addedOverall impact on employment (direct, indirect and induced eect)4.9 million workersProportion of total number of workers in Germanyimpact on employment (direct)2.9 million workersProportion of total number of workers in GermanyInternational arrivals 2012International arrivals in million (incoming) Arrivals per 100 of the population Travel and tourism in Germany 2012Overnight 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 of which hotel / guesthouseOvernight stays by domestic travellers (thousands) Overnight stays by international travellers (thousands) Total overnight stays (thousands) (as of July 2012) Hotel room occupancyOutgoing travel 2012 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 2012 Trips to Germany by Europeans (in thousands) Expenditure for travel to Germany per trip/person: € 510per night/person: € 83Length of stay in Germany (average)6.3 nightsTravel and tourism balance of payments 2012 Expenditure on travel and tourism Income from travel and tourism International balance of paymentsfor travel and tourism DIW econ 2012, TSA-Base year 2010 In hotels / b & b-hotels / inns / guesthouses (according to Federal Statistical Oce) GNTB/WTM 2013 (5) Deutsche Bundesbank, March 2013 IHA/STR Global 2013 09 Hotel prices in Europe and Germany Source: IHA/STR Global 2013 (10)Germany has an excellent price / performance ratio in hotel accommodationComparison of hotel prices in European and German citiesTOP 5 EuropeParisGeneva Zurich London Rome TOP 5 GermanyFrankfurtHeidelberg Duesseldorf HamburgSource markets for Incoming Tourism Source: Federal Statistical Oce 2013 (4)Breakdown of overnight stays in Germany by continentEurope with a growth rate of +7.1 % in 2012 still the most important source market. Asia extends its market share + 8.7%Net prices 2012 in € (excl. breakfast and taxes), Change 2012/1– 5.8% ( … EU-Average: Germany: Berlin: – 2.7%+ 12.0%– 0.7%+ 8.9%+ 7.2%+ 1.3%+ 3.9%+ 2.8%+4.7%+3.4%+3.7% Africa Other % Europe % Americas % Asia Australia, New Zealand andOceania 10 Incoming Tourism – importance and breakdown Source: Federal Statistical Oce 2013 (4)Overnight stays in Germany by foreign visitors in 2012 by federal stateSeasonal breakdown Source: Federal Statistical Oce 2013 (4)Seasonal breakdown of overnight stays by foreign visitors travelling to Germany Overnight stays by foreign visitors (1,000) Bavaria Baden-Wuerttemberg Rhineland-Palatinate Saarland HesseThuringia Saxony-Anhalt SaxonyBrandenburg BerlinMecklenburg-Schleswig-HamburgBremen Lower Saxony North Rhine-WestphalimnTotal overnight stays2,390,80968.81,540,402917,5253,508,991531,699801,6781,815,935593,4449,210,1056,226,0585,315,950257,0099,427,60915,299,13510,589,924401,385 20122011 9,000 8,00 0 6,00 0 5,0004 ,0003,000 7,000Jan Feb March April May June July Aug Sep Oct Nov Dec 11 Accommodation capacities Source: Federal Statistical Oce 2012 (4) as of July 2012Capacities in Germany by type of accommodation 2012Accommodation capacity Type of accommodation Establishmentsin operation Share in % *Bed & breakfast hotels Inns 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 All types of accommodation Types of accommodation Source: Federal Statistical Oce 2013 (4)Overnight stays in Germany by foreign visitors in 2012 by type of accommodationShare in % * Bed & breakfast Campsites Holiday cottages, youth hostels Holiday homes or apartments Holiday centres * deviations due to rounding % Market share of hotels and b&b-hotels 12 City breaks Source: Federal Statistical Oce 2013 (4)Breakdown of overnight stays in 2012 by foreign visitors in German towns and cities according to size54 % of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000City breaks Source: Regional Statistical Oces 2013 (11), GNTB 2013 (6)Top towns and cities in Germany in 2012 (overnights stays)The “Magic Cities” have about 42 % market share of all overnight stays by foreign visitors in GermanyFrankfurt / MainHamburgCologne Duesseldorf StuttgartNuremberg Dresden HanoverLeipzig excluding campsites The percentage gures 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 42.5 %47.9 %45.4 %22.5 %34.1 %40.3 %28.6 %31.6 %18.6 %21.0 %15.8 % % % % more than 100,00010,000–100,000less than 10,000 13 Source markets for Incoming Tourism Source: Federal Statistical Oce 2013 (4)Top 20 source markets for Germany by number of overnight stays in 2012Netherlands Germany’s number 1 source market, Switzerland as before at second placeChange 2012/2011Switzerland USAAustria France Russia Poland Sweden PR of China & Hong Kong Arab Gulf States Czech Republic Norway HungaryAustralia Airports Source: ADV 2013 (13)Trac revenue at Germany’s international airports increased by + 1.1 % in 201293 % of the passenger volume of 200.4 million is allotted to the TOP 10 airports *Passengers 2012 (millions); Change 2012/2011FrankfurtDuesseldorf HamburgStuttgartCologne/Bonn HanoverNuremberg * excl. transit ights millio mn + 2.9 % + 9.4 % + 4.2 % + 5.7 % + 6.4 % + 6.3 % + 4.6 % + 4.4 % + 10.6 % + 25.9 % – 0.8 % + 17.6 % + 8.9 % + 18.2 % + 12.1 % + 27.5 % + 12.4 % + 12.7 % + 15.6 % + 10.1 % 68.8Overnight stays + 1.7 % + 1.5 % + 5.2 % + 2.4 % + 1.1 % + 1.5 % – 3.6 % – 0.8 % – 9.4 % – 6.5 % 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 travellers Business travellersWith accommodation Day visits Total Germany as a conference location: No. 1 in Europe – no. 2 worldwideICCA – Ranking: International Meetings 2012 Rank TOP 10 in Europe Number of meetings TOP 10 worldwide Number of meetingsGermany USASpain Germany Spain France Italy FranceSource: ICCA 2012 (16)Trade Fairs in GermanyForeign visitors 2011/ AUMA category international and national eventsSource: AUMA 2012 (8) 7.2%3.4% Total mnforeign visitorAfrica Middle EastLatin America North America Australia/Oceania South-East-Central-Asia % European Union% Europe (Non-EU)2.0%2.6%3.2%0.8%14.566.32.5 Total expenditure= 13% of the total expenditure by tourists in Germany of € 278.3 billionbillion € 36.6 15 Business trips by Europeantotal in mn Traditional business trips Promotable business trips (Meeting/Incentive/Convention/Exhibition ) 61.56.32.12.11.91.41.51.30.90.90.76.22.42.41.41.71.41.31.00.80.7 Business travel destinations for Europeans Source: GNTB/WTM 2013 (5)Germany leads the way among the top ten business travel destinations for Europeans Germany France Great Britain Austria USA Sweden Types of business trips Source: GNTB/WTM 2013 (5)Breakdown of European business travel volume into dierent types of business trips to Germany 20126.2 million promotable business tripsShare (change to 2011) Incentive(+/ 0 %- Points) (+/ 0 %-Points) Total volume mn trips% Traditional business trips ( 3 %-Points)% Promotable business trips (+ 3 %-Points)% Conferences / congresses (+ 2 %-Points) % Trade fairs and exhibitions 50265012.5 16 Reasons for travel among Europeans Source: GNTB/WTM 2013 (5)Reasons for travel among Europeans travelling abroad and to Germany in 2012Germany has a disproportionately large share of the international business travel market and is generating growing demand in the leisure sector Reason for travel Europe 2012Germany 2012 Europe 2012Percentage *Germany 2012Percentage *Holidays Short breaks of 1–3 nightsLonger holidays of 4+ nights Visits to friends or relativesOther travel Business trips Total travel Holiday preferences Source: GNTB/WTM 2013 (5)Ranking of holiday contents of Europeans in Germany 2012 as a percentageIn 2012 Germany’s strengths lay in city / event breaks and general toursShare responsesCity breaksGeneral toursOther holidayTrip for a special private occasionHolidays in the countrysideSeaside / lakeside holidaysEvent-related holidaysHolidays in the mountainsHealth & tness holidaysSports holidaysVisit of a leisure parkWinter sportsCruise / boat holiday* deviations due to rounding Europeans to Germany Europeans worldwide 17 Transport / Modal split Source: GNTB/WTM 2013 (5)Car and plane travel more popular again in 2012All trips from Europe to Germany in 2012: 45.8 millionshare (change to 2011)Satisfaction of holidaymakers Source: GNTB/ERV 2012 (14), rounded valuesExcellent scores from abroad for destination Germany1 = delighted; 6 = disappointed Overall satisfaction Range & quality of products and services Accommodation Food and drinkValue for money* May 2011 – April 2012, total travel from abroad, as of October 2012 Holiday travellersaverage score Business travellers 2.5 2.0 1.5 1. % Plane (+/ 0 %-Points) % Car (+ 1 %-Point) Coach (+/ 0 %-Points)Other ( 2 %-Points) Rail (+ 1 %-Point) mn European trips to Germany in 2012 45.8 4 % 18 Disabled-Friendliness Source: GNTB/ERV 2009 (14), rounded valuesGood to satisfactory rating for accessibility by German and international visitorsWas your holiday disabled-friendly?1 = delighted; 6 = disappointedPeople with restricted mobilityWalking impaired / Blind / partially sighted peopleDeaf / hard Visitors with Source markets in Northwest / Southwest EuropeSource: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Source markets in Northwest and Southwest EuropeWith a total of 33.0 million overnight stays in 2012, the source markets of Northwest and Southwest Europe have about a 50 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays Forecast OS Population Northwest Europe Netherlands 11,000,000 to 13,300,000UK and Rep. of Ireland 5,000,000 to 5,400,000Belgium 3.000.000 to 4.000.000Luxembourg Southwest Europe Switzerland 5,000,000 to 7,100,000Italy France Spain Total * deviations due to rounding , 2012 data Level of satisfactionfor German visitors Level of satisfactionfor foreign visitor 3.0 2.5 2.0 1.5 1.0 Overnight stays by foreign visitors mn mn 33.039.4 19 Source markets in Northeast Europe Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Source markets in Northeast Europe / RussiaWith 10.6 million overnight stays in 2012, 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 Forecast OS PopulationNortheast Europe / Russia Denmark 3,000,000 to 3,800,000Russia Poland Sweden 1,600,000 to 1,800,000Norway FinlandBaltic States Source markets in Southeast Europe Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Source markets in Southeast EuropeWith a total of about 6.7 million overnight stays in 2012, the source markets of Southeast Europe have about a 10 % share of all overnight stays in Germany by foreign visitors Markets Overnight stays Forecast OS PopulationSoutheast Europe Austria Czech Republic Hungary Slovakia Slovenia Balkans *deviations due to rounding; ** GNTB calculation; Data 2012 Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia Overnight stays by foreign visitors mn mn 10.611.5 Overnight stays by foreign visitors mn mn 6.77.8 20 Travel arrangements Source: GNTB/WTM 2013 (5)Used booking sites of the Europeans when traveling to Germany 2012Germany must adopt a multi-channelling strategy in order to succeed against international competitionShare of booking channels / sites in % (2012)InternetTravel Agency Direct (Accommodation) Direct (Transport) Tourist Oce Implant Club, Newspaper, Church, School Source markets in America / Israel Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Source markets in America / IsraelWith about 7.5 million overnight stays in 2012 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 2012 is the main overseas source market Markets Overnight stays Forecast OS Population America / Israel USABrazil Canada Central-/South America n/aAmerica total Israel* deviations due to rounding , 2012 data ( … Multiple responses;only prebooked trip Overnight stays by foreign visitors mn mn 7.58.3 EUROPEANS / US AMERICANS IN GERMANY 21 US source market Source: GNTB/WTM 2012 (5)Main travel destinations for US Americans in EuropeTotal travel from the USA to Europe 2011: 12.8 million tripsTrips in millionGreat Britain France Germany Eastern Europe Belgium / Netherl. / Luxemb. Spain Austria/Switzerland Ireland Northern Europe US source market Source: GNTB/WTM 2012 (5)General tours/sightseeing are the dominant holiday activities of US travellers in Germany Type of holiday in Germany by visitors from USA 2011Share in %General tours/ Sightseeing Trips for a special private occasion Holidays in the countryside Cruise/Boat holiday City breaks Event-related holidays Other holiday Multiple selection of 0.0 0.5 1.0 1.5 2.0 2.5 % % % % % % % ( … 22 Asian source markets Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6)China is the most important Asian source market for GermanyOvernight stays in 1,000 PR of China & Hong KongArabic Gulf StatesTax-Free Shopping Source: Global Blue 2013 (12)Russia, China and Switzerland are amongst the highest spenders for tax free shopping in GermanyShare of nations at total sales turnoverRussia Switzerland UAE TaiwanBrazil Ukraine USA Forecast 0 500 1,000 1,500 2,000 2,40 % % % % % % % % tax free turnovebnTotal in 2012: € 1.5(+46% change to 2011 ASIA / WORLD 23 Other source markets Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6)Source markets Asia, Australia and AfricaWith about 6.2 million overnight stays in 2012, the source markets Asia, Australia and Africa have a share of 9 % of all overnight stays in Germany by foreign visitors Markets Overnight stays Forecast OS Population Asia/Australia/Africa PR of China / Hong Kong Japan Arabic Gulf States Australia, New Zeeland and Oceania India South Korea South Africa n/a data 2012 Australia onlyGNTB growth outlook Source: Federal Statistical Oce 2013 (4), GNTB 2013 (6) growth forecasts for 2020Through successful marketing Germany can net about 80 million overnight stays from abroad by 2020Overnight stays (millions), including campsites EuropeAsia / Australia / AfricaAmerica / Israel* deviations due to rounding Overnight stays by foreign visitors mn mn6.28.6 ** Forecast ** excl. 1.2 million other overnight stays www.germany.travelGerman National Tourist BoardWorking 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 oces / sales and marketing agencies include:Strengthening the economic position of GermanyIncreasing the volume of tourismIncreasing tourism exports.As a registered non-prot organisation, the GNTB is committed to transparency and eciency rather than commercial gain.SourcesUNWTO World Tourism Organization, World Tourism Barometer 1 / 2013, Madrid 2013EUROSTAT, Luxembourg 2013World Economic Forum, Travel & Tourism Competitiveness Report 2013, Geneva 2013Federal Statistical Oce, Annual Reports and Monthly Reports 1995 to 2012, Wiesbaden 2013GNTB / IPK-International, World Travel Monitor, Malta 2012, 2013GNTB Market Research, Frankfurt 2012, 2013GNTB / Anholt-GfK Roper Nation-Brands-Index 2012, USA 2012Association of the German Trade Fair Industry (AUMA), Messe-Trend, Key Figures, Berlin 2012Meeting- und Event Barometer of EITW commissioned by EVVC, GCB, GNTB; Wernigerode 2011, 2012German International Hotel Association (IHA) / STR Global, Berlin 2013Regional Statistical Oces 2013Global Blue Germany, Duesseldorf 2013ADV (German Airports Association), Berlin 2013GNTB / Europäische Reiseversicherung AG, Qualitätsmonitor Deutschland-Tourismus, (Quality Monitoring of German Tourism) Frankfurt, Munich 2010–2012BTW/BMWi, DIW econ, Berlin 2012ICCA, Amsterdam 2012CopyrightsPage 2:© Getty ImagesPage 3:© Achim Mende, TMBW © Jochen Knobloch, www.aeroverde.eu ImprintP ublished by: German Na tional Tourist Board (G NTB) WORLD / EUROPE GERMANY EUROPEANS IN GERMANY