Domestic clientele remains dominant on the German market and represents 76.1% of overnights spent in 2015. Germany does not have a strong international tourism tradition but the tourism sector is going through an expansion stage: international arrivals in tourist recorded an average growth by +4.5% per year between 2007 and 2015, despite the unfavourable global and European economic background.
For several years, international arrivals have been a key growth engine for the hotel German market, particularly in large cities. The Netherlands is the leading foreign market, followed by Switzerland, the United States and the United Kingdom; they all recorded strong growth over the 2007-2015 period.
The boom in Chinese demand is also remarkable: overnights spent in Germany by Chinese guests increased by 20% between 2014 and 2015, and tripled from 2007 marks. The exponential growth rate of Chinese tourism, which is the strongest in the world, is therefore yielding a positive impact on Germany’s hotel market. The Asian continent as a whole currently generates 3.4% of total overnights spent in the country, making it the second largest international source market in Germany after Europe and ahead of North America (2.2%).
Urban stays are mainly in Berlin, Munich, Frankfurt, Hamburg and Cologne. Berlin has a very positive image in terms of cultural activity, and appeals particularly to young Europeans thanks to its major music events and festivals. Meanwhile, Munich maintains its position as an upscale destination, boasting a wide array of luxury boutiques. Düsseldorf, already well established in Germany as a destination for fashion and MICE events, is gaining traction as a global hot spot.
The D.Z.T. in charge of Germany’s promotion abroad, has defined two main goals: reinforce Germany’s international image and increase overnights spent in the country.
The German National Tourist Board (DZT) has a goal to reach 80 million foreign overnight stays in 2020, and evokes the figure of 121.5 million in 2030. To achieve its goals, DZT focuses its communication campaign on tradition, gastronomy, art and German craftsmanship.
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