Incoming Tourism to Germany

Transcription

1 EDITION 2004 Incoming Tourism to Germany FACTS AND FIGURES German National Tourist Board

2 CONTENTS INTRODUCTION Introduction 3 International travel 2003 in arrivals 4 Economic importance of tourism 5 Growth outlook for Europe/ use of the internet in Europe 6 Forms of transport/hotel chains in Europe 7 Incoming tourism in Germany 8 Incoming tourism importance and breakdown 9 Seasonal breakdown/types of accommodation 10 Accommodation capacities/camping 11 City breaks 12 Business travel 13 Source markets for incoming tourism 14 Reasons for travel among Europeans 15 Holiday preferences among Europeans 16 Source markets in Northwest/ Southwest/Northeast Europe 17 Source markets in Southeast Europe/travel arrangements 18 America/Israel source markets 19 US source market 19 Asian source market 21 Other source markets 22 GNTB market research 22 Sources 23 PRODUCTION CREDITS Published by: German National Tourist Board (GNTB) Beethovenstrasse Frankfurt am Main Germany Tel.: +49 (0) Fax: +49 (0) [email protected] Internet: Design: Querformat, Frankfurt am Main Printed by: Akzidenzdruck, Dieburg Germany Translation: LingServe Ltd 3 (D) 2004 To coincide with the GTM 2004 in Hamburg, the GNTB is publishig a summary of key facts and figures for incoming tourism to Germany. 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 WTO, the European and World Travel Monitors, data supplied by the Federal Statistical Office, the European Commission, international and national associations of tourism service providers, and studies carried out by the GNTB s own business planning and market research department. In order to be able to react promptly to the constant changes in the economic climate and to make effective use of the potential it offers for the German travel industry, it is vital to observe the market in a targeted and forward-thinking manner. Contents include International tourism and its development Development of tourism within Europe German incoming, breakdown and structures Source markets for incoming travel to Germany and their development Frankfurt, May EDITION 2004 EDITION

3 INTERNATIONAL TOURISM 2003 IN ARRIVALS ACCORDING TO THE WTO, MILLION INTERNATIONAL ARRIVALS WERE RECORDED IN 2003 ECONOMIC IMPORTANCE OF TOURISM INCOME FROM TOURISM BY INTERNATIONAL REGIONS Europe +0.4% Asia/Pacific -9.3% America -2.1% 30.5 Africa +4.9% Arrivals in millions Growth in 2003 (provisional) in millions Arrivals in millions Middle East +10.3% Source: WTO 2004 (1) provisional 0 Region % US-$ bn US-$ bn US-$ bn World total Africa America Asia/Pacific Europe of which Germany Middle East PERCENTAGE OF GROSS DOMESTIC PRODUCT DERIVED FROM TOURISM IN THE EU COUNTRIES Source: WTO 2004 (1) INTERNATIONAL ARRIVALS IN MILLIONS SOUTHERN/WESTERN EUROPE STILL IN THE LEAD Within Europe, Germany is in third place behind Italy and Spain 147,0 139,1 Arrivals in millions 150 Italy Spain Germany 120 France Portugal 68,3 90 Greece Austria Belgium 47,1 60 Great Britain Ireland 30 Sweden Netherlands Southern Europe/ Mediterranean Western Europe (incl. Germany) Central/ Eastern Europe Northern Europe (provisional) Source: WTO 2004 (1) 0 Finland 0.0% 4.0% 8.0% 12.0% Source: Eurostat 2002 (2) 4 WORLD EUROPE 5

4 GROWTH OUTLOOK FOR EUROPE/ INTERNET USERS IN EUROPE GROWTH OUTLOOK FOR EUROPE MODAL SPLIT/HOTEL CHAINS IN EUROPE BREAKDOWN OF INTERNATIONAL TRAVEL BY EUROPEANS ACCORDING TO FORM OF TRANSPORT IN MILLIONS Tourism is one of the global growth industries of the future, with 3% forecast growth per annum to Europe Travel by air and road are the dominant categories for travel throughout Europe Arrivals Arrivals Arrivals Annual Market Market in millions in millions in millions growth % share share Europe America East Asia/ Pacific Africa Middle East South Asia World Travel by car million 32% Boat Travel 10.6 million 3% Coach Travel 25.6 million 8% Rail Travel 36.9 million 11% Air Travel million 43% Other 10.6 million 3% Source: ETM 2004 (5) Source: WTO 2003 (1) COUNTRIES WITH THE HIGHEST NUMBER OF INTERNET USERS IN EUROPE Ranking Country No. of users (million) % of population 1 Germany Great Britain France Italy Spain Netherlands Poland Sweden Russia Switzerland Total Total Europe COMPARISON OF EUROPEAN HOTEL CAPACITIES AND HOTEL CHAINS Rooms Rooms in Share of chain 2003 total chain hotels hotels in % Italy ,7 Germany ,9 France ,2 Spain ,5 Great Britain ,1 Greece ,3 Austria ,4 Turkey ,5 Russia ,8 Switzerland ,6 Europe total ,0 By comparison: the proportion of rooms in hotel chains in the USA is 70-75%, but it is also high in Northern Europe, e.g. 50.2% in Norway, 43.4% in Finland and 41.7% in Sweden. Source: Travel Research International, The European Hotel Industry, 2003 Edition, UK 2003 (3) Source: Miniwatts International 2004 (12) 6 EUROPE EUROPE 7

5 INCOMING TOURISM IN GERMANY INCOMING TOURISM IMPORTANCE AND BREAKDOWN GERMANY (1/4/5/6/10) Capital Berlin Federal states 16 of which: City states 3 Member of WTO since 1976 Area (1,000 sq.km) 357 Population (millions) 82,5 Gross domestic product (2002 in Euro billion) 2,129.8 GDP per capita ,800 GDP growth (real in %) % of GDP derived from tourism 8% No. of people employed in the travel industry in millions 2.8 International arrivals 2003 International arrivals in thousands (incoming) 17,259 Arrivals per 100 inhabitants 21 Tourism in Germany 2003 No. of overnight stays by German nationals in thousands* 296,842 No. of overnight stays by foreign visitors in thousands* 41,746 Total no. of overnight stays in thousands* 338,588 of which hotel/guesthouse No. of overnight stays by German nationals in thousands 156,240 No. of overnight stays by foreign visitors in thousands 33,301 Total no. of overnight stays in thousands 189,541 Number of rooms 892,302 Capacity utilisation of available beds % Capacity utilisation of available hotel rooms % Outgoing travel 2003 Trips taken by Germans in thousands** 266,700 of which trips abroad in thousands** 72,700 Holidays abroad per 100 inhabitants** 66 Balance of trade 2003 Foreign trade deficit for tourism sector in Euro million - 32,281 Source: comparable data from WTO 2002 * Federal Statistical Office, includes campsites ** German Travel Monitor Average capacity utilisation 2003 for hotels, inns and guesthouses based on data from the Federal Statistical Office 2 IHA 2004 BREAKDOWN OF ALL ARRIVALS IN GERMANY IN 2003 BY CONTINENT 84 per cent of arrivals in Germany in 2003 were domestic trips and 16 per cent were incoming trips Europe 12% OVERNIGHT STAYS IN GERMANY BY FOREIGN VISITORS IN 2003 BY FEDERAL STATE 2 Hamburg 1,092,868 3 Bremen 259,823 3,656,899 Lower Saxony 5,962,992 North Rhine- Westphalia Saarland 227,327 Total overnight stays: 38.5 million without camping America 2% Rhineland- Palatinate Asia 2% Hesse 3 5,207,132 1,900,694 4,471,508 Baden-Wuerttemberg 899,874 Schleswig- Holstein 2 Africa, Australia, New Zealand and Oceania <1% 293,773 Saxony-Anhalt 424,836 Thuringia Mecklenburg- Western 500,640 Pomerania 8,873,677 Bavaria Brandenburg 1 922, ,802 Domestic 84% Source: Federal Statistical Office 2004 (4) Saxony 1 Berlin 3,356,891 Source: Federal Statistical Office 2004 (4) 8 GERMANY GERMANY 9

6 SEASONAL BREAKDOWN/ TYPES OF ACCOMMODATION SEASONAL BREAKDOWN OF OVERNIGHT STAYS BY FOREIGN VISITORS TRAVELLING TO GERMANY ACCOMMODATION CAPACITIES/CAMPING CAPACITIES IN GERMANY BY TYPE OF ACCOMMODATION ,000,000 4,000,000 3,000,000 2,000,000 Accommodation providers by type of accommodation in 2003 and share of the overall market for each type of accommodation Accommodation capacity Establishments in operation Share Type of accommodation (as of July 2003) in % Hotels 13, Bed & breakfast hotels 8, Inns 10, Guesthouses 5, Traditional accommodation providers 37, Leisure, recreational and training centres 2, Holiday centres Holiday homes or apartments 10, Holiday cottages, youth hostels 1, Preventative medical clinics and rehabilitation clinics 1, All accommodation types 53, January February March April May June July August September October November December Source: Federal Statistical office (4) HOLIDAY CAMPSITES IN GERMANY IN 2003 (TOTAL OF 2,542 SITES) Source: Federal Statistical office 2004 (4) OVERNIGHT STAYS IN GERMANY BY FOREIGN VISITORS IN 2003 BY TYPE OF ACCOMMODATION With an additional 3.2 million overnight stays by foreign visitors in 2003, campsites are an important part of the German travel industry s portfolio Hotels and bed & breakfast hotels are extremely important in the incoming sector (79% share of the market) Total number of establishments: 53,771 (as of July 2003) Other 14% Guesthouses 2% Inns 5% Hotels 61% Bed & breakfast hotels 18% Source: Federal Statistical Office 2004 (4)) Federal state Market share Market share of sites of overnight stays by foreign visitors Bavaria 16% 21% Lower Saxony 16% 9% Baden-Wuerttemberg 10% 19% Rhineland-Palatinate 10% 26% Schleswig-Holstein 11% 4% North Rhine-Westphalia 8% 7% Hesse 7% 5% Brandenburg 7% 1% Mecklenburg-Western Pomerania 6% 4% Saxony 4% 1% Saxony-Anhalt 3% 1% Thuringia 2% 1% Saarland 1% < 1% Berlin/Hamburg/Bremen < 1% < 1% Source: Federal Statistical Office 2004 (4) 10 GERMANY GERMANY 11

7 CITY BREAKS BUSINESS TRAVEL BREAKDOWN OF OVERNIGHT STAYS IN 2003 BY FOREIGN VISITORS IN GERMAN TOWNS AND CITIES ACCORDING TO SIZE GERMANY AS A TRADE FAIR DESTINATION 55% of overnight stays by foreign visitors are in towns and cities with a population of more than 100,000 more than 100,000 55% Internationally, Germany is the number one destination for trade fair travel Germany as a trade fair destination in 2002 Total Trade fairs (international) 145 Exhibitors 165,859 International exhibitors 82,735 Rented space 6,639,204 m 2 Visitors 9,218,276 of which international visitors approx. 1,900,000 10, ,000 24% less than 10,000 21% Source: Federal Statistical office 2004 (4) TRADE FAIR LOCATIONS/EXHIBITORS Source: AUMA 2003 (8) TOP TOWNS AND CITIES IN GERMANY IN 2003 (OVERNIGHTS STAYS IN MILLIONS) Berlin and Munich recorded the highest number of overnight stays by foreign visitors Berlin Munich 3,057,417 3,356,891 The six largest trade fair and exhibition centres in Germany in 2002 were: Location Indoor area Outdoor area Ranking within (gross in m 2 ) (gross in m 2 ) Europe Hanover 495,255 57,880 1 Frankfurt/Main 324,041 83,163 3 Cologne 286,000 52,000 4 Düsseldorf 234,400 32,500 5 Munich (new trade fair) 160, , Berlin 160, , Frankfurt/Main Cologne Hamburg 1,154,769 1,092,868 1,985,703 THE GERMAN CONFERENCE AND CONGRESS MARKET 2002/2003 Source: AUMA 2003 (8) Düsseldorf 944,070 Stuttgart 603,111 Nuremberg 523,160 Medebach* 363,625 Heidelberg 334, ,000,000 2,000,000 3,000,000 * Medebach has a large leisure park (Center-Park) and is in the Upper Sauerland region Source: list according to the Statistical Yearbook Data: Federal Statistical Office 2004 (4) 12 GERMANY Germany is ranked third throughout Europe Data Events 1.3 million Average duration 1.8 days Event days 2.3 million Total attendees 69.0 million of which foreign visitors 9.7 million Overnight stays 67.6 million Revenue 49.3 billion Conference venues of which hotels congress centres 420 higher education establishments 327 airports 40 Rooms Source: GCB/ghh 2003 (9) GERMANY 13

8 SOURCE MARKETS FOR INCOMING TOURISM BREAKDOWN OF OVERNIGHT STAYS IN GERMANY BY CONTINENT REASONS FOR TRAVEL AMONG EUROPEANS REASONS FOR TRAVEL AMONG EUROPEANS TRAVELLING ABROAD AND TO GERMANY IN 2003 Europe has a market share of just under 74% Europe 73.6% Reason for travel Europe Germany Percentage Percentage in millions in millions Europe Germany Holidays Short breaks of 1-3 nights Longer holidays of 4+ nights Visits to friends or relatives Business trips Other travel America 12.0% Asia 9.6% Australia 0.8% Africa 1.1% Other 2.9% Total travel Source: Federal Statistical Office 2004 (4) Source: ETM 2003/2004 (5) TOP 20 SOURCE MARKETS FOR GERMANY BY NUMBER OF OVERNIGHT STAYS IN 2003 Germany has a variety of source markets Netherlands USA Great Britain Switzerland Italy Austria France Belgium Denmark Sweden Japan Spain Other European countries Poland Other Asian countries Russia PR of China & Hong Kong Czech Republic Arab Gulf States Norway million BREAKDOWN OF BUSINESS TRAVEL VOLUME INTO DIFFERENT TYPES OF BUSINESS TRIPS IN 2003 Total volume: 7.7 million trips Traditional business trips 56% Trade fairs and exhibitions 22% Incentive travel 3% Conferences/congresses 19% Source: ETM 2004 (5) Source: Federal Statistical Office 2004 (4) 14 GERMANY EUROPEANS IN GERMANY 15

9 HOLIDAY PREFERENCES AMONG EUROPEANS IN 2002 RANKING OF HOLIDAY CONTENTS AS A PERCENTAGE SOURCE MARKETS IN NORTHWEST/ SOUTHWEST/NORTHEAST EUROPE SOURCE MARKETS IN NORTHWEST AND SOUTHWEST EUROPE City breaks 21% 25% Winter sports 2% 20% 15% General tours 25% 10% Event-related 5% holidays 3% Holidays in the countryside 11% Health & fitness holidays 1% Seaside/lakeside holidays 7% Sports holidays 3% 30% Holidays in the mountains 5% Source: ETM 2004 (5) provisional With a total of 18.6 million overnight stays in 2003, the source markets of Northwest and Southwest Europe have a 48% share of all overnight stays in Germany by foreign visitors. From 1995 to 2003, the number of overnight stays by visitors from these market regions increased by 3.5 million overnight stays. Overnight stays Overnight stays % of holidays Population taken abroad in millions* Northwest Europe 9,574,762 11,166, Netherlands 5,055,629 5,794, Great Britain 2,952,366 3,344, Belgium 1,346,954 1,705, Luxembourg 219, , Southwest Europe 5,520,699 7,421, Switzerland 1,664,793 2,479, Italy 1,656,995 2,235, France 1,557,746 1,712, Spain 641, , Total 15,095,461 18,587, * 2002 data Source: Federal Statistical Office 2004 (4/6) CITY BREAKS AND GENERAL TOURS THE MOST IMPORTANT MARKET SEGMENT SOURCE MARKETS IN NORTHEAST EUROPE/RUSSIA In 2003, Europeans took almost 14.3 million holidays in Germany. The most important market segments are ranked as follows: 1. General tours 3.6 million trips 2. Holidays in holiday regions broken down into Holidays in the countryside 1.6 million trips Seaside/lakeside holidays 0.9 million trips Holidays in the mountains 0.7 million trips 3. City breaks 3.0 million trips 4. Sports holidays 0.4 million trips 5. Event-related holidays 0.4 million trips 6. Winter sports 0.2 million trips 7. Health & fitness holidays 0.1 million trips 8. Other 3.3 million trips Source: ETM 2004 (5) provisional With just under 5.2 million overnight stays in 2003, the source markets of Northern and Eastern Europe/Russia have a 13.5% share of all overnight stays in Germany by foreign visitors. Overnight stays Overnight stays % of holidays Population taken abroad in millions* Northeast 4,554,910 5,218, Europe/Russia Denmark 1,063,488 1,304, Sweden 953,851 1,241, Norway 398, , Finland 267, , Poland 927, , Russia 764, , Baltic States 179, , * 2002 data Source: Federal Statistical Office 2004 (4/6) 16 EUROPEANS IN GERMANY EUROPEANS IN GERMANY 17

10 SOURCE MARKETS IN SOUTHEAST EUROPE/TRAVEL ARRANGEMENTS SOURCE MARKETS FOR AMERICA/ISRAEL SOURCE MARKETS IN SOUTHEAST EUROPE SOURCE MARKETS FOR AMERICA/ISRAEL With a total of 2.6 million overnight stays in 2003, the source markets of Southeast Europe have just under a 7% share of all overnight stays in Germany by foreign visitors. From 1995 to 2003, the number of overnight stays by visitors from these market regions increased by just under 0.5 million overnight stays. Overnight stays Overnight stays % of holidays Population taken abroad in millions* Southeast Europe 2,131,683 2,612, Austria 1,286,725 1,718, Czech Republic 474, , Hungary 370, , Slovenia No figures available No figures available Slovakia No figures available No figures available * 2002 data Overnight stays Overnight stays Population in millions* Total 4,236,692 4,914, USA 3,186,396 3,740, Canada 266, , Central/South America 506, , America 3,959,076 4,619, Israel 277, , * 2002 data Source: Federal Statistical Office 2004 (4) MAIN DESTINATIONS FOR US TRAVELLERS IN EUROPE AND POSITION OF GERMANY Source: Federal Statistical Office 2004 (4/6) TRAVEL ARRANGEMENTS MADE BY EUROPEANS TAKING A HOLIDAY IN GERMANY IN % of Europeans booked services relating to their stay in Germany in advance No booking 43% Package tour 13% Germany is the 4th most popular destination in Europe 3,383 2,626 1,944 1,894 Great Britain France Italy Germany Trips in thousands 3,500 3,000 2,500 2,000 1, , Spain Netherlands Individual booking through service provider 30% Partial package tour 14% Source: ETM 2004 (5) The majority of American visitors visit at least one other country Source: In-flight survey/ipk 2002 (7) Multiple responses Number of countries visited Total Holidays VFR* Business trips in % in % in % in % Nur Deutschland Germany plus 1 country Germany plus 2 countries Germany plus 3 countries Germany plus 4 countries or more * Trips to visit friends and relatives Source: In-flight survey/ipk 2002 (7) 18 EUROPEANS IN GERMANY US AMERICANS IN GERMANY 19

11 US SOURCE MARKET ASIAN SOURCE MARKETS INFORMATION SOURCES USED WHEN PLANNING HOLIDAYS TO GERMANY JAPAN IS STILL THE MOST IMPORTANT ASIAN SOURCE MARKET FOR GERMANY Travel agency 43% 1, , Internet/PC 34% 1000 Airline company Travel guide Tour operator 18% 18% 25% Friends/relatives National tourist boards Corporate travel offices Other 11% 1% * ** 0% 10% 20% 30% 40% 50% Japan -1% China +100% South Korea +94% Taiwan +47% in % * less than 0.5% ** more than 4% Source: In-flight survey/ipk 2002 (7) LEISURE ACTIVITIES DURING A STAY IN GERMANY Overnight stays 1994 Overnight stays 2003 Source: Federal Statistical Office 2004 (4) HOLIDAYS TAKEN IN GERMANY BY JAPANESE VISITORS IN 2002 American visitors enjoy a range of activities Fine dining Shopping Visiting sites of historical interest Sightseeing in towns and cities Visiting small towns General tours The main type of holiday taken in Germany by Japanese visitors in 2002 were general tours with 83%, while 7% of holidays in Germany by Japanese visitors were city breaks and 10% were other types of holiday. Trips in thousands Visiting Museums/galleries Visiting sites of cultural interest Nightlife General tours City breaks Other types of holiday 20 0 Musicals, concerts Source: IPK/Japan 2002 (5) 0% 20% 40% 60% 80% 100% Total in % Holidays in % Source: In-flight survey/ipk 2002 (7) 20 US AMERICANS IN GERMANY ASIANS IN GERMANY 21

12 OTHER SOURCE MARKETS GNTB/SOURCES SOURCE MARKETS ASIA, AFRICA AND AUSTRALIA Overnight stays Overnight stays Total 3,805,761 4,420,142 Japan 1,306,499 1,170,776 China/Hongkong 333, ,646 South Korea 165, ,258 Asia 3,161,772 3,681,325 Africa 349, ,765 Australia, New Zealand and 294, ,052 Oceania Other countries 2,201,835 2,770,707 Source: Federal Statistical Office 2004 (4) GNTB MARKET RESEARCH In order to get the right answers, you first need to ask the right questions. And this is more important than ever in times of continual market changes. The GNTB s market research is focused on forward-thinking, networked surveys aimed at providing its partners and other companies within the German travel industry with cutting-edge analysis for a professional marketing strategy. 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 and its 28 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. The GNTB s market research activities focus mainly on: Continuous monitoring of all incoming source markets Research for theme years with 2 to 3 years lead time Systematic study of the ten key core source markets for Germany in a five-year cycle, along with a combined image and efficiency survey Theme, trend and special studies addressing specific target groups/potential markets QUELLENNACHWEIS 1 WTO World Tourism Organization, Tourism Market Trends 2003 Edition, Spain 2003/ European Commission, Eurostat Yearbook Luxembourg, Travel Research International, The European Hotel Industry, 2003 Edition, UK Federal Statistical Office, Annual Reports and Monthly Reports 1995 to 2003, Wiesbaden IPK International, European Travel Monitor, Malta 2002 and GNTB Market Research, Frankfurt U.S. Department of Commerce, In-Flight Survey 2001, Washington/Malta Association of the German Trade Fair Industry (AUMA), Messeplatz Deutschland (Germany as a Trade Fair Destination), Annual Report ghh consult/gntb, Der Deutsche Tagungs- und Kongressmarkt (The German Conference and Congress Market), Frankfurt German International Hotel Association (IHA), Hotelmarkt Deutschland (The German Hotel Market), Industry Report 2004, Berlin 2003/ Regional Statistical Offices 2002/ Miniwatts International WORLD 23

13 German National Tourist Board (GNTB) Beethovenstraße Frankfurt am Main Germany Tel.: +49 (0) Fax: +49 (0) Internet: