Balance anual de turismo receptivo en Alemania, interesante documento.

1. German National Tourist Board
Incoming-Tourism
Germany
Edition 2011
Facts and Figures 2010

2. CONTENTS
03 Introduction / 14 Business travel /
International tourism 2010 Conferences / Trade fairs
04 rowth Outlook world tourism /
G 15 European business travel
International travel destination destinations / Types of
Germany business trips
05 Germany in the world 16 Reasons for travel among Euro-
peans / holiday preferences
06 Germany in the world /
T T Competitiveness Index 17 Transport / Modal split /
Satisfaction of holidaymakers
07 Germany inside Europe
18 Disabled-Friendliness /
08 Incoming Tourism in Germany –
Source markets in Northwest /
Facts and Figures
Southwest Europe
09 Hotel prices in Europe and
19 Source markets in Northeast
Germany / Source markets for
Europe / Southeast Europe
Incoming Tourism
20 Travel arrangements / Source
10 Incoming Tourism – importance
markets in America / Israel
and breakdown / Seasonal
breakdown 21 US source market
11 Accommodation capacities /
22 Asian source markets /
Types of accommodation Tax-Free Shopping
12 City breaks 23 Other source markets /
GNTB growth outlook
13 Source markets for Incoming-
Tourism / Airports
02 www.germany.travel

3. Introduction
To coincide with the Germany Travel Mart (GTM) 2011 in the cities
of Cologne / Bonn, the GNTB is publishing 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 UNWTO, EUROSTAT, the WEF and studies carried out by
theGNTB’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 Office, inter­
national and national associations of tourism service providers.
International tourism 2010 Source: UNWTO 2011 (1)
Arrivals picked up in 2010
following the crisis and grew by 7 % worldwide
The destinations with the largest growth in international travel
are 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 / Europe
G
rowth Outlook world tourism Source: UNWTO 2011 (1)
Growth Outlook for world tourism 2020
Tourism 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 45.9
America 110.0 150.4 282.0 3.8 19.3 18.1
East Asia/Pacific 81.0 192.8 397.0 6.5 14.4 25.4
Africa 20.0 48.8 77.0 5.5 3.6 5.0
Middle East 14.0 59.7 69.0 6.7 2.2 4.4
South Asia 4.0 11.0 19.0 6.2 0.7 1.2
World 565.0 935.0 1,561.0 4.1 100.0 100.0
2010: + 6.7 % worldwide + 3.4 % Europe
International travel destination Germany Source: GNTB/WTM 2011 (5)
Germany the second most popular travel destination
for Europeans for the first time in 2010, behind Spain
Germany with the highest growth rate among
the 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 50
04 * Forecast

5. Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)
Germany worldwide in second place
On the demand side, Germany is in second place of 50 countries
worldwide – 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 Immigration
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)
Germany among the top 10 of 50
worldwide destinations
Germany receives excellent ratings
from its major source and growth markets
Cultural Germany’s Tourism Germany’s
image ranking image ranking
Total Germany 4 Total Germany 9
USA 3 Russia 5
Russia 3 China 6
China 3 India 6
France 5 Japan 7
India 6 Brazil 8
05

6. World / Europe
Germany in the World Source: Anholt-GfK Roper Nation-Brands-Index 2010 (7)
Lasting impact of the World Cup, plus sporting
success, define Germany’s 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
Strenuous Film Relaxing Fascinating
Informative Modern design Risqué
Boring Museums Music Circus
Opera Romantic Sculpture Spiritual
Exciting Sport Pop videos
Depressing Street parades
T T Competitiveness Index Source: World Economic Forum 2011 (3)
Travel Tourism Competitiveness Index 2011
From a supply perspective, Germany is in second place compared
to 139 countries worldwide
2011 2009
Country Ranking of 139 Index-Wert Ranking of 133
Switzerland 1 5.68 1
Germany 2 5.50 3
France 3 5.41 4
Austria 4 5.41 2
Sweden 5 5.34 7
USA 6 5.30 8
UK 7 5.30 11
Spain 8 5.29 6
Canada 9 5.29 5
Singapore 10 5.23 10
06

7. Germany inside Europe Source: Eurostat 2011 (2)
Germany is the largest domestic
tourism market in the European Union
Germany 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 establishments
Germany inside Europe Source: Eurostat 2011 (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 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. Germany
Incoming Tourism in Germany Source: Federal Statistical Office 2011 (4), GNTB 2011 (6)
Germany
Capital Berlin
Federal states 16
Non-city states 13
City states 3
Member of UNWTO since 1976
Surface (1,000 sq. km) 357
Population (million) 82.1
Gross domestic product (2010 in Euro bn) 2,497.6
GDP per capita 2010 (in Euro) 30,421
Real GDP growth (in %) 2008 + 1.3
2009 - 4.7
2010 + 3.6
Economic importance of travel and tourism 1
Gross economic output of the travel
€ 185 bn
and tourism industry
Value creation of the travel and tourism sector € 94 bn
Direct proportion* of GDP (as of 2004) 3.2 %
International arrivals 2010
International arrivals in million (incoming) 26.9
Arrivals per 100 of the population 33
Travel and tourism in Germany 2010
Overnight stays by domestic travellers (thousands) 320,024
Domestic growth + 2.0 %
Overnight stays by international travellers (thousands) 60,310
International growth + 10.0 %
Total overnight stays (thousands) 380,334
Total growth + 3.2 %
Sales turnover of overnight stays by domestic travellers 5 € 53.0 bn
of which hotel / guesthouse
Overnight stays by domestic travellers (thousands) 179,956
Overnight stays by international travellers (thousands) 48,386
Total overnight stays (thousands) 228,342
Number of hotel beds 2 (as of July 2010) 1,721,729
Hotel room occupancy 6 (2009: 59.9%) 63.4 %
Outgoing travel 2010 3
Trips taken by Germans (in thousands) 308,300
Of which trips abroad (in thousands) 72,000
No. of foreign holiday trips per 100 of the population 62
Inbound travel from Europe 2010 3
Trips to Germany by Europeans (in thousands) 40,000
Expenditure for travel to Germany per trip/person: € 497 per night/person: € 84
Length of stay in Germany (average) 6.3 nights
Travel and tourism balance of payments 2010 4
Expenditure on travel and tourism (10 / 09: + 0.7 %) € 58.6 bn
Income from travel and tourism (10 / 09: + 5.3 %) € 26.2 bn
International balance of payments for travel and tourism (10 / 09: - 2.7 %) €- 32.4 bn
Expenditure for domestic travel 2010 3 € 66.7 bn
1
GWS on behalf of the Federal Ministry of Economics and Labour 2003, TSA-Base year 2000 In hotels / b b-hotels /
2
inns / guesthouses (according to Federal Statistical Office) 3 GNTB/WTM 2011 (5), 4 Deutsche Bundesbank, April 2011
5
DWIF, Munich 2010 6 IHA/STR Global 2011
* excl. business travel, travel to visit friends and family, public investment
08

9. Hotel prices in Europe and Germany Source: IHA/STR Global 2011 (10)
Comparison of hotel prices
in European and German cities
Germany has an excellent price / performance ratio in hotel accomodation
Net prices 2010 in €, Change 2010 /09
TOP 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 %
80 100 120 140 160
Source markets for Incoming Tourism Source: Federal Statistical Office 2011(4)
Breakdown of overnight stays
in Germany by continent
Europe with a growth rate of +8.9 % in 2010 still the most important
source market. Asia extend its market share
76 %
Europe
10 % 9 % Australia, New
Americas Asia Zealand and
Oceania 1 %
Africa 1 %
Other 3 %
09

10. Germany
Incoming Tourism – importance and breakdown Source: Federal Statistical Office 2011 (4)
Overnight stays in Germany
by 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
Wuerttemberg
Seasonal breakdown Source: Federal Statistical Office 2011 (4)
Seasonal breakdown of overnight stays
by foreign visitors travelling to Germany
8.000
overnight 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 Dec
10

11. Accommodation capacities Source: Federal Statistical Office 2010 (4) 1 as of July 2010
Capacities in Germany by type of accommodation 2010
Accommodation capacity
Type of accommodation Establishments Share in %*
in operation 1
Hotels 13,487 24.4
Bed breakfast hotels 8,033 14.5
Inns 8,893 16.1
Guesthouses 5,530 10.0
Traditional accommodation providers 35,943 65.0
Leisure, recreational and training centres 2,651 4.8
Holiday centres 113 0.2
Holiday homes or apartments 10,852 19.6
Holiday cottages, youth hostels 1,897 3.4
Campsites 2,952 5.3
Preventative medical clinics and rehabilitation clinics 907 1.6
All types of accommodation 55,315 100.0
Types of accommodation Source: Federal Statistical Office 2011 (4)
Overnight stays in Germany by foreign visitors
in 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-hotels
Holiday cottages,
4 %
74 %
youth hostels
Holiday homes or
apartments
4 %
Guesthouses 2 %
Others 2 %
0 10 20 30 40 50
*deviations due to rounding 11

12. Germany
City breaks Source: Federal Statistical Office 2011 (4)
Breakdown of overnight stays in 2010 by foreign
visitors in German towns and cities according to size
52 % of overnight stays by foreign visitors are in towns and cities with
a population of more than 100,000
52 %
more than 100,000
24 %
10,000 – 100,000
24 %
less than 10,000
City 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 stays
by foreign visitors in Germany
Berlin 8,507,166 40.9 %2
Munich 5,169,928 46.6 %2
Frankfurt / 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 foreign
12 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 Germany
by number of overnight stays in 2010
Netherlands 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 million
Airports Source: ADV 2011 (13)
Traffic revenue at Germany’s international
airports increased by + 4.7 % in 2010
91 % 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 12.9
Cologne / 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. Germany
Business travel / Conferences / Trade fairs Source: GNTB 2010 (6)
Business tourism / travel within the German tourism sector
Overview of market segments
Business trips (with overnight stay) Day business trips (DBT) 3
72.5 m Germany 1 315.4 m classic DBT
Spending: 39.0 bn € 1 122.6 m at seminars / trainings
59.4 m at meetings / conventions
10.7 m guests from Europe 2 42.7 m at fairs / exhibitions
Spending: 7.5 bn € 2
1.4 m guests from overseas 2 * Total: 540 m in Germany
Spending: 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
* estimate
Trade fair locations / exhibitors as of January 2011
The six largest trade fair and exhibition centres in Germany in 2010 were:
Indoor area Outdoor area Ranking
Location (gross in sqm) (gross in sqm) worldwide
Hanover 495,265 58,070 1
Frankfurt / Main 345,697 95,721 4
Cologne 284,000 100,000 5
Duesseldorf 262,704 43,000 6
Munich 180,000 360,000 18
Berlin 160,000 100,000 20
Source: AUMA 2011 (8)
Trade Fairs in Germany
Foreign 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 visitors
14 Source: AUMA 2010 (8)

15. Business travel destinations for Europeans Source: GNTB / WTM 2011 (5)
Germany leads the way among the top ten
business 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 12
Types of business trips Source: GNTB / WTM 2010 (5)
Breakdown of European business travel volume into
different types of business trips to Germany 2010
Nearly 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 more
popular again in 2010
All 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 million
Satisfaction of holidaymakers Source: GNTB / ERV 2011 (14), rounded values
Satisfaction of holidaymakers in Germany
with 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 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 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
2.05
Visitors with pushchairs 1 = delighted
2.50 6 = disappointed
3.0 2.5 2.0 1.5 1.0
Source markets in Northwest / Southwest Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)
Source markets in Northwest and Southwest Europe
With a total of 30.3 million overnight stays in 2010, the source markets of
Northwest and Southwest Europe have a 50 % share of all overnight stays
in Germany by foreign visitors
Markets Overnight stays 2010 Forecast OS 2020 * Population in millions 1
Northwest Europe 18,142,074 21,200,000 94.4
Netherlands 10,483,114 11,000,000 to 13,300,000 16.7
UK and Rep. of Ireland 4,512,029 4,300,000 to 5,400,000 66.5
Belgium 2,639,425 2,700,000 to 4,000,000 10.7
Luxembourg 507,506 800,000 0.5
Southwest Europe 12,147,646 18,200,000 175.6
Switzerland 4,186,422 4,200,000 to 7,100,000 7.6
Italy 3,295,849 5,100,000 60.1
France 2,735,869 3,600,000 62.6
Spain 1,929,506 3,800,000 45.3
Total 30,289,720 39,400,000 270.0
Overnight stays by foreign visitors
2010: 30.3 mn 2020: 39.4 mn
18 * 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 / Russia
With 8.5 million overnight stays in 2010, the source markets of Northern
and Eastern Europe / Russia have a 14 % share of all overnight stays
in Germany by foreign visitors
Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1
Northeast Europe / 8,497,163 10,800,000 210.2
Russia
Denmark 2,528,220 2,600,000 to 3,800,000 5.5
Sweden 1,514,850 1,600,000 to 1,800,000 9.3
Russia 1,486,471 2,000,000 140.4
Poland 1,380,549 1,600,000 38.0
Norway 733,407 900,000 4.9
Finnland 574,818 900,000 5.3
Baltic States 278,848 500,000 6.8
Overnight stays by foreign visitors
2010: 8.5 mn 2020: 10.8 mn
Source markets in Southeast Europe Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)
Source markets in Southeast Europe
With a total of 4.4 million overnight stays in 2010, the source markets of
Southeast Europe have about a 7 % share of all overnight stays in Germany
by foreign visitors
Markets Overnight stays 2010 Forecast OS 2020 Population in millions 1
Southeast Europe 4,400,570 6,300,000 36.3
Austria 2,838,779 2,900,000 to 4,470,000 8.4
Czech Republic 672,257 780,000 10.5
Hungary 510,219 550,000 10.0
Slovakia 220,444 720,000 5.4
Slovenia 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 Germany
Travel arrangements Source: GNTB/WTM 2011 (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
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 / Israel
With about 7 million overnight stays in 2010 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 4.8 million overnight stays in 2010 is the main overseas
source market
Population in
Markets Overnight stays 2010 Forecast OS 2020
millions 1
America / 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 482,319 830,000 195.4
Central-/South America 519,098 k.A. 583.0
America total 6,350,191 7,600,000 934.5
Israel 505,206 700,000 7.3
Overnight stays by foreign visitors
2010: 6.9 mn 2020: 8.3 mn
20 * deviations due to rounding 1
2010 data

21. US source market Source: GNTB / WTM 2010 (5)
Main travel destinations
for US Americans in Europe
Total 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 1.1
Netherl. /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 3.0
US source market Source: GNTB / WTM 2010 (5)
Dining, Sightseeing and shopping
are the dominant holiday activities of
US Americans in Germany
Holiday 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 of
Amusement/Theme Parks 8 % categories is possible,
Visit National Parks 8 % Share %
0 % 20 % 40 % 60 % 80 %
21

22. Asia /World
Asian source markets Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)
China will become the most important Asian
source market for Germany in the near future
Overnight stays in 1,000
2,184.8
PR of
China 1,092.5
Hong Kong Forecast
291.7 2020
934.4
Japan 1,084.3 2010
1,183.4
1,447.2 1994
India
455.7
2,326.4
Arabic Gulf
968.3
States
207.1
0 500 1,000 1,500 2,000 2,400
Tax-Free Shopping Source: Global Blue 2011 (12)
Russia, China and Switzerland are amongst the
highest 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 Africa
With 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 in
Germany by foreign visitors
Overnight stays 2010 Forecast OS 2020 * Population in million 1
Asien/Australien/Afrika 4,755,553 8,400,000 2,876.5
China / Hong Kong 1,092,470 2,200,000 1,361.8
Japan 1,084,285 900,000 127.0
Arabic Gulf States 968,336 2,300,000 39.2
Australia, New Zeeland 710,952 900,000 2 35.0
and Oceania
India 455,655 1,500,000 1,214.5
South Korea 294,829 600,000 48.5
South Africa 149,026 k. A. 50.5
Overnight stays by foreign visitors
1
data 2010 Australia only
2 2010: 4.8 mn 2020: 8.4 mn
GNTB growth outlook Source: Federal Statistical Office 2011 (4), GNTB 2010 (6)
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 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.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 29 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 10 German International Hotel Association
Tourism Barometer 1 / 2011, Madrid 2011 (IHA) / STR Global, Hotelmarkt Deutschland
(The German Hotel Market), Industry
2 EUROSTAT, Luxembourg 2011
Report 2011, Berlin 2011
3 World Economic Forum, Travel Tourism
11 Regional Statistical Offices 2011
Competitiveness Report 2011, Geneva 2011
12 Global Blue Germany, Duesseldorf 2011
4 Federal Statistical Office, Annual Reports
and Monthly Reports 1995 to 2010, 13 ADV (German Airports Association),
Wiesbaden 2011 Berlin 2011
5 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 – 2011
6 GNTB Market Research, Frankfurt 2010, 2011
7 GNTB / Anholt-GfK Roper Nation-Brands-
Index 2010, USA 2011
Copyrights
8 Association of the German Trade Fair Industry
Seite 2: © DZT / Jim McDonald;
(AUMA), Messe Trend, Key Figures, Berlin 2011
Seite 3: © DZT / Beethovenfest Bonn
9 Meeting- und Event Barometer of EITW
commissioned by EVVC, GCB, GNTB;
Wernigerode 2009, 2010