Germany: Germany Tourism Profile

Further increase of travel and tourism in Germany in 2013

2013 was the fourth positive year in a row for travel and tourism in Germany, with the industry continuing its recovery next a setback in the context of the world economic and financial crisis and the subsequent recession in 2009. Domestic, inbound and outbound tourism flows all saw ongoing positive development both in terms of trips and total price sales.

Domestic and outbound tourism continued to benefit from the huge importance of holidays for Germans in general inclunding rather strong consumer confidence since the recession. Inbound tourism was able to further grow due to increasing awareness abroad of Germany as an attractive and good price-for-money destination.

Online and social media developments as well influence the industry

The % of total price sales generated online compared to offline continued to grow in 2013, although next considerable increase during the review period as a whole rates were much lower than, for example, during the early years of the review period.

The online channel no longer only meant accessing the internet via a desktop, laptop or netbook but as well increasingly via smartphones or tablet computers. Similarly, social media websites like Facebook, Twitter and YouTube became increasingly significant for all players in the travel and tourism industry.

Affordable price-for-money deals key to luring consumers

Low prices, or at least good price for money, continued to be of great importance for companies offering products and/or services in the travel and tourism industry in Germany, a trend which rather intensified than slowed towards the end of the review period. Domestic and outbound tourism thereby were mainly influenced by the above-average price-sensitivity of Germans, inclunding strong competition between different players. Inbound tourism, meanwhile, as well saw a certain focus on that topic due to the fact that one of the key selling arguments of the German national tourism office (DZT) was the affordability and good price for money offered by Germany as a tourist destination.

Ongoing further development expected over the estimate period

It is widely agreed by industry experts that the positive development of travel and tourism in Germany will continue over the estimate period. Increase rates in most areas are very likely to be somewhat slower due to the fact that next four completely successful years these are measured against a considerably higher base. However, the in general outlook is completely bright, with the stable incomes of German consumers supporting both domestic and outbound trips. Meanwhile, inbound tourists are as well expected to continue to steadily flow into Germany to round off in general healthy prospects for the industry as a whole.