SHAPING THE FUTURE Destination Germany - Germany Travel
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2017 SHAPING THE FUTURE Destination Germany GNTB ANNUAL REPORT
Contents
A message from the Executive Board4
message from Thomas Bareiß
A
Member of the German Parliament,
Parliamentary State Secretary at the Federal Ministry for Economic
Affairs and Energy, and Federal Government Commissioner for Tourism 6
A message from Brigitte Goertz-Meissner
President of the GNTB Board of Directors 8
Interview with Petra Hedorfer
Chief Executive Officer of the GNTB 10
01 The German National Tourist Board14
Inbound tourism today – Politicians 20
02 Facts, figures and image24
Inbound tourism today – Transport 36
03 GNTB members, sponsors and partners40
Inbound tourism today – Hotel industry 50
04 The GNTB’s sales and marketing strategy 54
Inbound tourism today – Regional marketing organisations 68
05 Theme-based marketing 76
Inbound tourism today – Tourism partners 94
06 International marketing96
07 Administration 126
Organisation and structure 134
Production credits 141
Bavaria, Pinakothek der Moderne, Munich 3
A MESSAGE FROM THE EXECUTIVE BOARD
Dear friends, colleagues and partners
of tourism in Germany,
This report presents the results of another successful year for In 2018, we will focus on our global ‘Culinary Germany’ cam- supporter of our work. We now look forward to working with A particular mention at this point goes to our committees –
inbound tourism to Germany. paign, where we will be shining a light on one of the lesser- her successor, Thomas Bareiß, Member of the German Parlia- our members elected a new Board of Directors in 2017. Fol-
known features of Destination Germany. As with all our ment and new Parliamentary State Secretary and Commis- lowing the election, the Board of Directors appointed Brigitte
We were able to use the favourable conditions last year to theme-based campaigns, we will be primarily using digital sioner for Tourism. Goertz-Meissner as its new chairperson. She succeeds Klaus
benefit from the increase in travel in Europe and around the communication channels. Laepple, who has been at the helm for 15 years. The new vice
world, and to achieve considerable growth. The board would also like to thank the members of the Tour- presidents for the next term are Franz-Josef Pschierer, Bavari-
Digitalisation is also playing a key role in the ongoing en- ism Committee of the German Bundestag and the tourism an Minister of State for Economic Affairs, Energy and Technol-
All the key figures are positive: visitors from abroad made hancement of our organisation. The growing use of digital policy spokespersons of the parties. ogy, Peter Siemering, Vice President of the German Tourism
almost 84 million overnight stays, a rise of 3.6 per cent com- technologies is affecting all levels of the value chain in the Association (DTV), and Guido Zöllick, President of the German
pared to 2016, and the eighth record result in a row. Germany tourism industry, and we are adapting our day-to-day work The exceptional level of inbound tourism to Germany is the Hotel and Restaurant Association (DEHOGA).
remains the second most popular destination for Europeans in response to these changes. The new industry players, such result of excellent teamwork. The employees at the GNTB
– after Spain and well ahead of France. We are the no. 1 des- as online travel companies (OTCs), that are involved at various headquarters in Frankfurt, in the foreign representative offic-
tination for city breaks and cultural travel for European holi- stages of the customer journey have been integrated into our es and in the sales and marketing agencies around the world
daymakers. Germany remains a top destination for business digital strategy, as have our existing partners. The focus is the have been pulling together to tackle the challenges that lie
travel and is more popular than ever for holidays. customer. ahead. We would like to take this opportunity to express our
heartfelt thanks to all our staff for the dedication, hard work
This is once again demonstrated by the strong positioning of As in previous years, we were able to deliver our ongoing and imagination they put into our activities.
the Destination Germany brand in the global market. global marketing projects and invest in our future with the Petra Hedorfer
reliable support of the Federal Ministry for Economic Affairs We are also grateful to the members and sponsors that sup- Chief Executive Officer
Key to this are the core brand values of nature and culture. and Energy (BMWi) as a provider of grants. The Executive port our work through their contributions, whether financial
In addition to the basic themes that we are continually pro- Board of the GNTB would like to thank our partners at the or otherwise.
moting, we focused heavily on cultural tourism during 2017 BMWi for the constructive working relationship that we en-
with our ‘Luther 2017 – 500 years since the Reformation’ joy with them. We would also like to thank Iris Gleicke, the
campaign. We used Luther as a symbol of the Reformation in Parliamentary State Secretary at the Federal Ministry for
contemporary campaign elements in order to portray a mod- Economic Affairs and Energy, and Federal Government Com- Reinhard Werner
ern image of Germany. missioner for Tourism, who has been a tireless and reliable Commercial Director
4 www.germany.travel 5
A MESSAGE FROM THE FEDERAL GOVERNMENT COMMISSIONER FOR TOURISM
Dear readers, Thomas Bareiß Member of the German Parliament
Parliamentary State Secretary at the Federal
Ministry for Economic Affairs and Energy and
Federal Government Commissioner for Tourism
This publication shines a light on the and in major overseas source markets. government’s objective of strengthen- cities, on stunning natural landscapes BMWi, has become a firm fixture at the cultures and engaging with other soci-
work of the German National Tourist It also enables us to strategically tap ing rural regions as self-contained liv- and on appealing and sustainable rec- ITB and is an innovative platform for eties and ways of living helps us to em-
Board (GNTB), which has been a relia- into the potential offered by dynamic, ing spaces and economic zones, in par- reational activities. dialogue between domestic and inter- brace diversity and form relationships
ble partner for the Federal Ministry for fast-growing markets in Asia and South ticular in terms of sustainability and national experts from tourism destina- with people who are different to us.
Economic Affairs and Energy (BMWi) America to our long-term advantage. future viability, while retaining their at- The second theme is inclusivity. Ac- tions, the tourism industry, disability
for many years. The GNTB promotes tractiveness. Tourism can be an impor- cessibility in tourism has now become associations, politics and academia. The 2006 football World Cup and
Destination Germany around the But the GNTB represents more than tant driver of wages, employment and firmly established in political discourse, its accompanying slogan ‘A time to
world on behalf of the BMWi and it is just figures that we can count and the maintenance of local infrastruc- and a growing number of tourism ser- The key themes of this year’s event, make friends™’ set the high standard
doing a magnificent job. measure. The work of the GNTB also ture, especially in less well-developed vice providers are aligning their busi- which focused on barrier-free active by which we are now judged, and by
conveys a positive and welcoming im- rural areas. ness with a greater commitment to holidays and accessibility in the coun- which we judge ourselves. A tolerant,
In 2017, a new record was set for in- age of Germany and has a significant inclusivity. tryside, demonstrated that people with cosmopolitan outlook is key to Destina-
bound tourism to Germany, with vis- influence on how we are perceived Germany’s rural regions offer travellers disabilities are also interested in hol- tion Germany’s success.
itors from abroad making 83.9 mil- abroad as a country and a society. a wide range of products and have a The GNTB is playing its part in pro- idays involving nature, wellness and
lion overnight stays. That is a rise of particular appeal that should be pro- moting accessibility as a hallmark of being active, and that this can be used I hope you enjoy reading this report
4 per cent compared to 2016, and the One of the core messages of the GNTB moted, in particular considering the tourism in Germany around the world. to promote tourism in entire areas, par- and find it both entertaining and in-
eighth annual increase in a row. is that we receive our guests with non-exportable jobs and vocational This includes the partnership with the ticularly in rural regions. formative.
openness and friendliness. This is re- training opportunities in the hospitali- Association of Barrier-free Destinations
The money spent by international visi- flected in the digital channels that the ty industry that are supported by tour- in Germany, whose member towns, cit- A key component of this is the holistic
tors underlines the importance of tour- GNTB uses to address its target groups, ism. One approach is the better inte- ies and holiday regions are particularly approach of the ‘Travel for all’ certifi-
ism as an economic factor. According to and in the way that the staff in its offic- gration of cultural and travel offerings, committed to the development of ac- cation system funded by the BMWi. Its
a study published by the BMWi in June es abroad interact with their contacts. and the BMWi project ‘The destination cessible tourism in Germany. systematic expansion has made com-
2017, tourism accounts for 4 per cent as the stage: how can cultural tourism prehensive and reliable information
of the entire gross value added in Ger- There is also the GNTB’s work on mat- bring success to rural areas?’ is working There is also the Barrier-free Tourism available about accessible offerings
many and for around one in 15 jobs. ters relating to social policy and region- towards this. Day at the ITB international travel fair along the entire tourism service chain.
al development. I would like to explore in Berlin, organised by the GNTB with
The funds we receive from the feder- two of these themes a little further. Under the banner ‘Beyond the cities – its long-standing partner, the Nation- And finally, I would like to mention
al government allow us to secure and holidays in the German countryside’, al Coordination Board Tourism for All the contribution that tourism makes
extend our strong position as an at- The first is the work on promoting tour- the GNTB is focusing its marketing on (NatKo), and now in its seventh year. to fostering understanding between
tractive tourism destination in Europe ism in rural areas. This is based on the cultural attractions outside the major This event, which is supported by the nations. Meeting people from other Thomas Bareiß
6 www.germany.travel 7
A MESSAGE FROM THE PRESIDENT OF THE BOARD OF DIRECTORS
Dear friends, colleagues and partners,
dear readers,
Brigitte Goertz-Meissner
President of the Board of Directors
of the German National Tourist Board
Franz Josef Pschierer, Vice President Peter Siemering, Vice President of the Guido Zöllick, Vice President of the
of the GNTB Board of Directors GNTB Board of Directors GNTB Board of Directors
Bavarian Minister of State for Economic Vice President of the German Tourism President of the German Hotel and
Affairs, Energy and Technology Association (DTV) Restaurant Association (DEHOGA)
2017 was another good year for in- But most of all, we once again man- This is particularly the case in relation In this respect, the GNTB relies on ac- rent and new members of the Tourism al increase in funding will support the
bound tourism to Germany. aged to showcase interesting facets of to the digital revolution, which has tive support from the tourism trade Committee for their support and co GNTB in the long term.
Destination Germany and whet poten- had an impact on the entire tourism and from policymakers, in particular. operation.
Almost 84 million international over- tial visitors’ appetite for a holiday in our value chain. The GNTB has taken steps We look forward to continuing our ex-
night stays is an excellent figure, rep- country. in recent years to prepare the organi- The political environment changed to We firmly believe that the newly cellent working relationship with our
resenting the eighth record result in sation for the challenges of the digital some extent for the GNTB following formed Tourism Committee of the partners in Germany’s inbound tour-
a row. This shows how successful the work of age. It has successfully developed and the German federal election last au- German Bundestag will continue its ism industry.
the GNTB has been. It has used innova- implemented new marketing formats, tumn. commitment to creating a climate in
This increase of nearly 4 per cent is tive products and modern communi- in particular for addressing end con- which foreigners will want to travel to
even more impressive considering cation methods to set new standards sumers. I would like to take this opportunity Germany. Safety and a culture of being
that it was achieved in a highly com- in the global marketing of Destination to congratulate Thomas Bareiß, Parlia- open and welcoming are essential to
petitive market. Germany. The Board of Directors supports the mentary State Secretary at the Federal the successful marketing of inbound
activities through which the GNTB is Ministry for Economic Affairs and Ener- tourism.
The conditions were a little more fa- I congratulate Petra Hedorfer and her driving forward its digital strategy. The gy, on his appointment as Federal Gov-
vourable than in the previous year, with team for this excellent performance. aim is to continue promoting a positive ernment Commissioner for Tourism. The Board of Directors also believes
political and economic stability in the image of Germany that will attract vis- that the GNTB requires a solid finan-
source markets boosting consumption The GNTB’s success is also based on the itors and holidaymakers, even at a time On behalf of the Board of Directors, I cial basis in order to actively influence
and the appetite for travel. And there fact that it has never rested on its lau- when communication methods are would also like to thank the decision changes in the tourism industry and to
were no more major terrorist attacks in rels; instead it has identified challenges changing rapidly. makers at the Federal Ministry for Eco- cement Destination Germany’s strong
Germany. early and faced them with vigour. nomic Affairs and Energy and the cur- position in the global market. A gradu- Brigitte Goertz-Meissner
8 www.germany.travel 9
INTERVIEW WITH PETRA HEDORFER
Petra Hedorfer to top hotels offering first-class service. Tourists visiting
Germany can choose from public and personal transport
This requires the end customer to be addressed directly.
What does the future hold for the travel trade?
An interview with the Chief Executive Officer of the GNTB options that are kind to the environment.
The growing use of digital technologies has opened up en-
And I would also mention that one third of Germany’s tirely new channels of communication. The customer can
land area is under special protection within a national reach us directly online. Using the services of a profession-
Ms Hedorfer, 2017 was a good year for tourism more than just an economic sector. Travel connects peo- park or nature park. These conservation areas are also al travel agent is now optional. On the flip side, we can use
worldwide. How does Germany compare to the ple, opens up new horizons for travellers and fosters tol- tightly regulated in terms of how they can be used. social media to communicate directly with our customers,
benchmark? erance towards other cultures. Tourism can contribute to get to know them, and target them more precisely.
peaceful coexistence – this is a factor that is easily under- So we have already reached the stage of perfection?
We have seen further strong growth in inbound tourism estimated, especially with many countries going it alone The travel trade will continue to play an important role as
to Germany, with record results for the eighth year run- and becoming increasingly protectionist. There is still room for improvement, but the digital rev- part of our B2B activities, but we have analysed in detail
ning. The number of overnight stays made by interna- olution is providing us with more and more tools to the impact and multiplier effects we are achieving with
tional visitors is growing at a faster rate than the overall We are well positioned to take advantage of this growth achieve this. The aim is to analyse the specific local con- our strategic partners.
volume of overnight stays, our position as the leading Eu- thanks to our attractiveness as a tourism destination, our ditions and monitor and manage them accordingly.
ropean business travel destination remains unchallenged infrastructure, our cultural identity and our heritage, and Will this result in new partnerships?
and we are increasingly popular with holidaymakers. This there are just as many good reasons to do so. Will there come a point where travel in Destination
is excellent news indeed. Nevertheless, there are signifi- Germany will be reduced to a virtual experience? In recent years, traditional travel companies along the en-
cant challenges – competitors such as Spain and Italy But tourism also has its critics. Overtourism tire value chain have taken stock of their portfolio of ser-
are experiencing stronger growth than us, and France is was one of the buzzwords at this year’s ITB… No. Travel relies heavily on sensual impressions and en- vices and in some cases have redefined their roles.
also growing after several weaker years. And many other joying a personal experience of other cultures. You cannot
countries are running considerable marketing drives in an If many people want to visit a place or a region, it need recreate that virtually, and we are not attempting to do so. Furthermore, a number of heavyweight players have
attempt to strengthen their position as attractive tourism not necessarily lead to overtourism. It only becomes a arrived in the market that do not offer travel services in
destinations. problem if the infrastructure is unable to cope with the But we can use our digital media and online marketing the traditional sense, but are consolidating their position
volume, if there are no means of controlling the stream tools to strategically target potential visitors to Destina- thanks to huge capital streams or the data available to
How do you view the future for inbound of tourists and if attractions have been insufficiently pro- tion Germany, and we are already making good progress them. With the advent of the platform economy, portals
tourism to Germany? tected from the effects of tourism marketing. with this. This has brought new possibilities for the man- such as Google, Booking, Expedia and Airbnb have gained
agement of visitor streams, and tour operators, airlines a considerable share of the market.
We are in a market that has excellent growth prospects. In relation to most of these points we are already taking a and hotels have already developed effective measures in
Global tourism continues to expand, bringing wealth and sustainable approach. We have an excellent range of plac- this regard, for example by using pricing to extend sea- Their success has many factors in common, such as
prosperity to the countries visited. And tourism is much es to stay, from budget accommodation for backpackers sons and balance seasonal fluctuations. data-driven business models, high risk-affinity, rigorous
10 www.germany.travel 11
INTERVIEW WITH PETRA HEDORFER
testing, rapid implementation of ideas and maximum
focus on the customer. That is to say, their day-to-day op-
erations have been based on customer dialogue from the
outset.
And customers have adapted their behaviour to these
digital services, be it while searching for holidays, during
the booking process or while travelling. In short, online
travel companies (OTCs) can use the knowledge they have
of their customers to influence the customer journey at
various stages.
The value chain is becoming more complex, and we aim
to be part of this. Under our traditional business model,
we worked at one level with our members and partners,
and at another with the end customer. But now we are
working in a multidimensional space where we need to
address and integrate several levels all at the same time.
Is this achievable with the GNTB’s traditional
business model?
Over the past years, we have continually recalibrated our
business model and have often found ourselves in the
vanguard of the entire sector. We were one of the first to
have an online presence and we were an early adopter
of social media – experiences that we have been able to
share. We were pioneers with our digitalisation strategy
Saxony-Anhalt, masters’ houses by Walter Gropius near Dessau
and with our introduction of innovations management.
Working with many other players in German tourism, we
have promoted Germany’s position as a sustainable trav-
el destination and showcased our barrier-free credentials Are there any specific examples? the leading online travel platform, Ctrip, to develop our
with certified offerings. first fully integrated campaign.
We use numerous global data sources to analyse our po- Yes, but we can only engage with these potential partners
The digital revolution – including disruptive business sition in the market, and one of our main tasks is to make through new formats, such as our GNTB Knowledge Days. This leads us on to the topic of
models, the platform economy, voice-control, chatbots this knowledge even more transparent, to link it together We are currently developing a two-day knowledge camp brand communication and cultivation…
and artificial intelligence – represents a new challenge in and to actively position it. By combining traditional market with a range of workshops to be held this autumn, and we
our everyday work. research with strategies and analysis methods based on also offer regular themed webinars. Our starting position is excellent – according to the
big data, we can support our members and partners in the Nation Brands Index (NBI), Germany’s brand image is once
How will this manifest itself? market with better insights and efficient marketing. This extends to new formats of brand communication, of again ranked number one in a worldwide comparison of
course. An example is our first multi-regional campaign 50 countries.
We are developing our corporate strategy based on three We have analysed the content, activities and campaigns of with Expedia in the UK, Switzerland, Denmark and the
areas of action: knowledge management for our members more than 80 OTCs across 32 markets in relation to their Netherlands. Major changes lie ahead.
and partners in the German travel industry, relationship offerings in Germany and in competitor countries. The When is the process going to start?
management with small and medium-sized tourism pro- results of these analyses are then reflected in our market In China, the GNTB and 13 of our partners, including the
viders, and brand communication and cultivation. These activities. German national rail operator Deutsche Bahn and the The digital revolution won’t wait. We are already right in
areas are all linked with one another in various ways. Magic Cities marketing association, have teamed up with the middle of it.
12 www.germany.travel 13
01
GLOBAL
The German National Tourist Board
PLAYER
The GNTB markets Destina-
tion Germany worldwide as
an attractive brand. Targeted
marketing provides the basis
for the long-term development
of the German inbound tour-
ism sector.
Hessen, Schirn art gallery, Frankfurt
01 THE GERMAN NATIONAL TOURIST BOARD
Strategic and professional
marketing for
The digital revolution will dominate the GNTB’s future strategy
Destination Germany Data-driven
business models
The German National Tourist Board (GNTB) has its headquarters in Frankfurt am Brand
Relationship
Main, Germany. In accordance with its charter, the GNTB runs campaigns and communication
management Platform economy
and cultivation
activities that aim to enhance the positive image of German towns, cities and
regions abroad and promote travel to Germany.
Disruptive competition
Knowledge
management
German
National
Tourist Board International marketing business travel. Destination Germany consecutive record year for inbound
Frankfurt am Main
The GNTB works to promote Germa- is globally positioned as an attractive tourism to Germany.
ny globally as a travel destination on brand.
behalf of the German federal govern-
ment. Funding for the GNTB as an insti- Combining strengths
tution is provided by the Federal Min- Boosting SMEs The global marketing of Destination
istry for Economic Affairs and Energy The GNTB aims to enhance the capac- Germany is underpinned by the co-
(BMWi) in accordance with a resolution ities and competitiveness of the tour- operation between the GNTB and
Global marketing via
12 foreign representative offices
passed by the German parliament. ism industry – which predominantly its 70 members and 16 sponsors,
consists of small and medium-sized which include companies in the tour-
20 sales and marketing agencies
The total budget made available to the enterprises – to secure jobs in the sec- ism industry, associations and all the
GNTB in 2017 came to €39.5 million. tor and to boost the economies of less marketing organisations of the federal
50 markets
This comprised government grants, well-developed rural regions through states. Within the scope of its strate-
contributions from members and funds the promotion of tourism. gic theme-based marketing, the GNTB
in over generated by commercial activities. A to- is continually expanding its inbound
tal of €25.0 million of the overall budget The yardstick for its success is the vol- tourism network to include new part-
was spent on marketing activities. ume of overnight stays made by visi- ners.
tors from other countries. In 2017, this
The GNTB markets Germany as a des- number reached almost 84 million for
tination for both holiday tourism and the first time. It was also the eighth
16 www.germany.travel 17
01 THE GERMAN NATIONAL TOURIST BOARD
The GNTB’s mid-term
and long-term objectives
and tasks
A key objective of the German government’s tourism policy is to create an
environment where tourism in Germany, one of the major growth sectors of
the 21st century, and the German tourism industry can thrive. For the Federal
Ministry for Economic Affairs and Energy (BMWi), which is responsible for the Berlin, government quarter
government’s tourism policy, promoting Germany as a travel destination in
other countries is an important tool in achieving this objective.
The BMWi has tasked the German Na- and expand jobs and training oppor- The GNTB’s qualitative tasks support ism based on the GNTB’s market re- gions. The GNTB analyses and assesses Institute and organisations in the
tional Tourist Board (GNTB) with pro- tunities in tourism, and to boost the key pillars of the government’s tourism search. The annual themes and specific current developments and medium- to worldwide network of German cham-
moting Destination Germany around economies of underdeveloped regions policy, which is concerned with the pos- theme-based campaigns are decided long-term trends in travel behaviour bers of commerce, delegate offices and
the world. The GNTB works closely with as a means of maintaining and improv- itive effects tourism can have on local in agreement with the Federal Ministry and the targeting of its intended au- agencies.
the BMWi and uses the federal funds ing local infrastructures. communities and infrastructure. They for Economic Affairs and Energy. dience through its marketing. Such
provided to fulfil the specific targets also promote the recognition of tour- developments include the influence of
and tasks for each year. Another reason why the federal gov- ism as an economic and image factor, The product lines ‘city breaks and cul- digitalisation, the importance of trade Performance monitoring
ernment is keen to promote inbound support SMEs, help to develop sustain- tural tourism’, ‘business travel’ and fairs, workshops and roadshows, the The GNTB’s activities are audited an-
The funding of the GNTB, a registered tourism to Germany is the growth able tourism, and allow everyone to ‘health & fitness holidays’ are to be use of social media and the direct or nually to ensure that it uses public
association with 32 offices and agen- stimulus that tourism provides to oth- be included in tourism, particularly in promoted effectively, while tourism to indirect communication with end cus- funds effectively, economically and for
cies worldwide, is based on a decision er areas of the economy, such as trans- terms of accessibility. rural areas, in particular, will provide tomers. the purposes of fulfilling its remit. This
by the German Bundestag. portation, retail and skilled trades. All an additional focus. In this context, includes an evaluation of the GNTB’s
along the value chain, tourism offers The GNTB carries out extensive mar- the GNTB is also tasked with increas- foreign representative offices – an idea
further opportunities for small and ket research to ensure that it makes ing awareness of less well-frequent- Committee work and developed in consultation with the
Objectives and tasks assigned medium-sized enterprises. The tasks the best and most cost-effective use ed tourism regions. In doing so, it also partnerships with German Federal Ministry for Economic Affairs
to the German National Tour- and objectives that the BMWi sets to of the public funds that it is provided considers collaboration opportunities institutions abroad and Energy – and the analysis of how
ist Board (GNTB) for 2018 promote inbound tourism to Germa- with. The results provide the basis for with organisations whose target groups The GNTB works with committees suitable the marketing activities for
Overnight stays and the money spent ny as part of its institutional funding all non-domestic marketing activities, mainly spend their holidays in rural and at home and abroad with the aim of Destination Germany have been over-
by foreign guests are a major factor of the GNTB, are of both a quantitative both with regards to the sales channels unspoilt destinations. improving national and international all and whether they have influenced
behind the importance of tourism in and a qualitative nature. selected and to the economic potential collaboration. It ensures that its work is travel decisions.
Germany to the overall economy. The and growth prospects in current and targeted, cost-effective and compatible
tourism industry, which is heavily dom- Examples of quantitative tasks include future source markets. Marketing tools with its marketing remit.
inated by small and medium-sized en- increasing the number of overnight The GNTB bases its marketing of Des-
terprises, contributes around 4 per cent stays by foreign visitors and boosting tination Germany on themes, and The GNTB’s foreign representative of-
to the gross value added and accounts their spending during their stay, and, Marketing themes also develops innovative ideas and the fices identify opportunities to collabo-
for one in every 15 jobs in Germany. It as a benchmark target, achieving a In 2018, the focus is primarily on ‘Cu- appropriate tools to deliver them. This rate with German institutions abroad,
is therefore very much in the interests growth rate above that of the five lead- linary Germany’, and future topics will clearly distinguishes it from the desti- in particular the embassies and con-
of the federal government to increase ing European competitors. continue to be chosen to align with the nation-focused marketing activities of sulates, the representative offices of
Germany’s tourism appeal, to secure potential worldwide demand for tour- the federal states and the tourism re- Germany Trade & Invest, the Goethe
18 www.germany.travel 19INBOUND TOURISM TODAY – POLITICIANS INBOUND TOURISM TODAY – POLITICIANS
The spokespersons of the
political parties on the Tourism
Committee of the
German Bundestag
The GNTB is supported on the basis of a decision by the German Bundestag.
The Tourism Committee raises public awareness for the economic significance of
tourism through its initiatives, queries and hearings. Representing a cross-section of
parties, it deals with a wide range of tourism policy issues, which include the environ-
ment and nature conservation, transport and digital infrastructure, work and society,
health and finance. The members of the committee support the work of the GNTB by
setting the agenda for tourism policy and in doing so, they champion the cause of the
German tourism industry.
What are and will be the cornerstones of the inbound
tourism industry for this new legislative period?
to the great efforts of the tourism in- businesses are charged for providing
dustry. The government’s tourism poli- accommodation.
cy needs to create an environment that
is conducive to further growth. Unless we rectify this anomaly soon,
we will be faced with an avalanche of
Through our public funding of the bankruptcies in the travel trade. Com-
GNTB we aim to ensure that our coun- panies that are unable to move their
try will continue to be perceived fa- registered office aboard will fall by the
Sebastian Münzenmaier Member vourably abroad. wayside. That is why the Bundestag
of the German Parliament, AfD, Chair- needs to intervene and use legislation
man of the Tourism Committee of the Under no circumstances can we allow to rein in the tax authorities. For the
German Bundestag the levying of trade tax to make travel sake of holidaymakers and small busi-
more expensive and throttle inbound nesses.
Germany can look back on excellent tourism. We find ourselves in the im-
figures for overnight stays over the past possible position where businesses are “Germany can look back on
eight years, and holidaying here is be- not charged trade tax on space they excellent figures for overnight
coming increasingly attractive thanks use for storing their goods, but other stays over the past eight years.”
Hamburg, Speicherstadt warehouse district 21INBOUND TOURISM TODAY – POLITICIANS
Last year, inbound tourism to Germa- “We are joining forces with
ny was boosted by the 500th anniver- the industry in an initiative to
sary of the Reformation, in particular. counter the lack of skilled work-
Many regions that are not considered ers, especially in the hospitality
traditional travel destinations recorded sector.”
increasing visitor numbers. We hope
GNTB parliamentary breakfast at the 2018 ITB
that these destinations will continue to
benefit from the past year in the long
Paul Lehrieder Member of the term. For the new legislative period, the “For me, one of the most pressing issues for the inbound tourism
German Parliament, Spokesperson on coalition has agreed to focus particu- industry remains the lack of skilled workers and the difficulty in
Tourism Policy for the CDU/CSU larly on the issues of accessibility and attracting young talent.”
“We are already making good progress when it comes to For me, one of the most pressing issues for the inbound tourism industry remains
accessible travel.” the lack of skilled workers and the difficulty in attracting young talent. Surveys and
Gabriele Hiller-Ohm Member of statistics show that even now many businesses in the restaurant trade are unable
the lack of skilled workers. Apart from the question of attracting enough skilled the German Parliament, Spokesperson to maintain normal opening hours because they do not have enough staff. One solu-
workers, there is also the matter of making existing job profiles in tourism more on Tourism Policy for the SPD tion could be to expand the government’s whitelist for immigration into recognised Kerstin Kassner Member of the
attractive and developing them further. The most recent job profile report shows occupations to include the hotel and restaurant industry, so that non-EU citizens are German Parliament, Spokesperson on
that too many young people break off their vocational apprenticeship early. This The SPD wants to bolster tourism in able to fill the gap. Tourism Policy for DIE LINKE
has to change. We are already making good progress when it comes to accessible Germany for the long term and further
travel, but we cannot rest on our laurels. We will work closely with the associations improve the conditions in which the Visas are another familiar, but still highly topical, problem. The German authorities simply take too long to process and approve
and the tourism industry to make this one of our key areas of focus. industry operates. That is why we will visa applications from Asia, for example from China and South Korea. Potential tourists are therefore more likely to visit neigh-
work with federal states and local au- bouring countries, and the German tourism industry is losing out on around 500,000 overnight stays every year. The result is
thorities, within the scope of the coali- fewer available jobs – not to mention the lost revenue.
tion agreement, to develop a national
“We want to get more young tourism strategy. In order to maintain I also think there is a problem with the support that the GNTB receives. Although it is well funded by the federal government, I
people with qualifications in- the encouraging growth in visitor num- believe there is a lack of support when it comes to finding solutions, for example regarding visa requirements. I hope to see even
terested in Germany as a travel bers from abroad, we will continue to more support going forward, including behind closed doors.
destination, and hopefully also provide a high level of funding for the
as a place to work.” GNTB’s work in promoting Germany as
a cosmopolitan and welcoming travel
The number of overnight stays made in destination. We are joining forces with “Our tourism policy will need to address a number of
Germany has increased for eight years the industry in an initiative to counter challenges to ensure that this positive trend for Destination
in succession, and this shows how suc- Dr Marcel Klinge Member of the the lack of skilled workers, especially in Germany continues.”
cessful the work of the GNTB has been. German Parliament, Spokesperson on the hospitality sector. Accessible tour-
We want to get more young people Tourism Policy for the FDP ism is growing in importance, and that tion is down to the hard work of many to the effects of climate change. Over
with qualifications interested in Ger- is why we are supporting the ‘Travel for people, particularly at the GNTB. In the the course of this legislative period,
many as a travel destination, and hopefully all’ certification system, in the hope that new legislative period, our tourism pol- the legal framework for the sector will
also as a place to work. For example, by offering them the option of coming here on even more companies will participate. icy will need to address a number of change, for example in terms of data
a working holiday. The infrastructure and the tools are all in place, we just need to The funding instruments of the EU and Markus Tressel Member of the challenges to ensure that this positive protection, consumer protection and
use them better. This also applies to digitalisation, currently the biggest challenge the federal and regional governments German Parliament, Spokesperson trend for Destination Germany con- tax law. Tourism policymakers will need
for inbound tourism. The digital revolution has rapidly changed the way many cus- need to be better integrated, and should on Tourism Policy for Bündnis 90 / tinues. These challenges include the to manage these processes closely and
tomers make their bookings. It is possible, for example, to book a trip with just a few also have a greater focus on the develop- DIE GRÜNEN digitalisation of travel, establishing an assess their impact. Where necessary,
words to a voice-controlled digital assistant. The expectations of potential visitors ment of tourism in rural areas. adequate pool of skilled workers, devel- they will need to speed up the progress
are also growing – they want to be able to virtually explore their chosen destination Inbound tourism to Germany has been oping new transport solutions at and of readjustments to ensure fair compe-
in advance and plan their stay. But the ‘analogue’ infrastructure also has to be right, breaking one record after another for between holiday destinations, boost- tition and a clear and consistent legal
and there are considerable investment backlogs, particularly in rural areas, that we several years now, and this strong posi- ing tourism in rural areas and adapting framework for the travel trade.
aim to tackle.
22 www.germany.travel 2302
FURTHER
Facts, figures and image
GROWTH
Inbound tourism to Germany
continued to grow in 2017.
Purpose-built infrastructure,
an excellent image and target-
ed marketing put us in a posi-
tion to benefit from the long-
term growth trend in global
tourism.
Bavaria, Lake Eibsee near Garmisch-Partenkirchen02 FACTS, FIGURES AND IMAGE GERMANY AND THE INTERNATIONAL COMPETITION
Inbound travel to Germany Top position for Germany:
8th record year the second-most popular destination for Europeans
in a row 2nd
SPAIN
67.0 million
trips in 2017
Inbound tourism to Germany gained even more momentum in 2017. The 2016 / 17 + 8.0 %
number of international overnight stays increased by 3.6 per cent, a rate of
growth that was almost three times as high as in the previous year. Positive GERMANY
economic data, political stability in important source markets and the 3rd 56.2 million
excellent positioning of the Destination Germany brand in the international trips in 2017
2016 / 17 + 5.0 %
market all contributed to this strong showing.
FRANCE
Source: GNTB/WTM, IPK 2018.
Almost 84 million overnight stays: 1st 41.0 million
Germany’s inbound tourism con-
trips in 2017
tinues its strong growth 2016 / 17 + 9.0 %
International visitors accounted for
18.3 per cent of all overnight stays in Ger-
many, a small increase on the previous year.
Global tourism: highest increase for seven years Growing demand
The United Nations World Tourism Organization registered growth of 6.8 per cent from Europeans
to 1.32 billion arrivals worldwide in 2017. This record figure is based on a continual In most European countries, consumer
upward trend: since 2010, the number of arrivals has grown by at least 4 per cent spending increased and the appetite
every year. for travel received a boost in 2017, and
Germany has been able to benefit from
Europe is again cementing its position as the leading destination for interna- this immensely in some countries.
tional travel – driven by the Mediterranean countries in particular – with a rise According to IPK International, out-
of around 8.4 per cent. The Asia-Pacific region, where inbound travel was up by bound travel from Austria increased by
5.9 per cent, saw slightly weaker growth compared to 2016, as did the Americas 4 per cent overall, with trips to neigh-
with 3.2 per cent. The Middle East managed a considerable turnaround from a bouring Germany rising by 8 per cent.
drop of 4.3 per cent to a plus of 4.4 per cent. Africa also continued its upward trend In the growth market of Romania,
with a rise of 9.0 per cent – albeit from a much smaller market (source: UNWTO, 12 per cent more international trips
Mar / Apr 2018). were made in 2017, with trips to Ger-
many up by 19 per cent. And in Croatia,
According to the UNWTO, the global economic upturn and robust demand from outbound travel increased by 8 per cent
established and emerging source markets, such as Brazil and Russia, are the rea- overall, with 12 per cent more Croatian
sons behind this. travellers making a trip to Germany.
million international Tourism is a proven growth sector
overnight stays in 2017 According to the World Travel Monitor (WTM),
+ 3.6 % (2016 / 17) North Rhine-Westphalia, the average spend per person per outbound trip rose by per cent worldwide in 6
UNESCO World Heritage
Zollverein Mine in Essen
2017 to reach €916, while global tourism revenues increased by per cent. 12
26 www.germany.travel 2702 SOURCE MARKETS FOR INBOUND TRAVEL TO GERMANY
Almost three quarters The growth drivers in 2017 RUSSIA
of all international overnight stays + 302,532
overnight stays
in Germany were made by visitors USA
61.3
EUROPE
+ 505,226
other European
from overnight stays
countries million overnight stays CHINA/HONG KONG
+ 273,962
2.6 %
EUROPE
2016/17 + North America, Eastern Europe Poland
overnight stays
and Asia provide a boost + 274,843 overnight stays
In 2017, six markets accounted
Austria
for 60 per cent of the year-on-
year increase of almost three + 241,002 overnight stays
million overnight stays. Romania
+ 164,139 overnight stays
Source: Federal Statistical Office 2018, statistics for accommodation with at least ten beds.
Netherlands 11.2 million OS 13.4% MS
Switzerland 6.7 million OS 8.0% MS
USA 6.2 million OS 7.4% MS
United Kingdom 5.6 million OS 6.7% MS
20.9
OVERSEAS Austria 4.0 million OS 4.8% MS
Italy 3.7 million OS 4.4% MS The
Source: Federal Statistical Office 2018, accommodation statistics incl. camping;
OS = overnight stays, MS = market share
million overnight stays
France 3.5 million OS 4.2% MS top ten source markets
at a glance
Denmark 3.3 million OS 3.9 % MS
*incl. around 160,000 overnight stays from unspecified countries.
2016/17 + 6.8 %
Belgium 3.1 million OS 3.7 % MS
The overseas markets
Poland 2.9 million OS 3.5 % MS
are growing faster.
BRIC countries achieve double-digit growth
Brazil + 14.0% Russia + 20.3% India + 13.8% China + 10.6%
764,223 overnight stays 1,792,837 overnight stays 852,224 overnight stays 2,858,513 overnight stays
Hamburg, trade fair tower
28 www.germany.travel 2902 DESTINATION GERMANY: MOST POPULAR PLACES AND SIGHTS
10 Cultural holidays account for a
60%
27%
Magic Cities
share of the market
of inbound tourism
Hessen, Frankfurt
Growth in cities and non-city states 19 % 18.3 %
Cities and urban centres remained the growth engine for inbound tourism in 2017. According to the Federal Statistical Office,
16 %
cities (more than 100,000 inhabitants) saw an increase in international overnight stays of 4.4 per cent compared to the pre-
vious year, while small and medium-sized towns saw a rise of 3.9 per cent and rural towns and villages (fewer than 10,000
15.1 % The split of
inhabitants) 0.8 per cent.
Inbound tourism by federal state
17 % inbound tourism
is almost equal between the
Source: Federal Statistical Office 2017.
The leading city state was Hamburg
with an increase of 5.1 per cent to Int. overnight stays Change compared to
(million) 2016 12 % federal states in the east and
3.4 million international overnight
stays. The majority of the Magic Cit-
(%) the west.
ies were able to maintain the strong Bavaria 19.1 + 8.3
Share of Share of
growth of previous years. Munich (up Berlin 14.0 - 1.4 international international Federal states in the west
14.7 per cent), Cologne (up 9.2 per cent), overnight stays overnight stays Germany in total
Baden-Württemberg 11.4 + 1.7
Leipzig (up 14.7 per cent) and Nurem- Federal states in the east (incl. Berlin)
berg (up 8.4 per cent) all experienced North Rhine-Westphalia 11.0 + 5.5 2007 2017
exceptional increases. Hessen 7.7 + 5.4
The capital, Berlin, ended 2017 on a
Rhineland-Palatinate 5.2 - 0.9
Number 1 In 2017, European visitors to Germany made
minus after a long boom period since
German reunification with a modest
Lower Saxony
Hamburg
3.8
3.4
+ 2.0
+ 5.1 city break 2.1 million rural holiday trips,
drop of 1.4 per cent to 14 million inter- Saxony 2.1 + 8.8 destination a share of 7 per cent of all holiday travel to Germany
national overnight stays.
Schleswig-Holstein 2.0 + 3.5 for Europeans from Europe.
Source: Federal Statistical Office 2018.
Mecklenburg-Western 1.0 - 3.5
Of the non-city states, Saxony-An- This is also reflective of where German In accordance with the objective set by the federal government, the GNTB is con-
Pomerania
halt (up 14.1 per cent), Saxony (up cities stand in the European travel mar- tinuing to promote tourism in rural regions. The overarching initiative ‘Beyond the
8.8 per cent), Bavaria (up 8.3 per cent), Brandenburg 1.0 - 0.8 ket. Germany is the only country with cities – holidays in the German countryside’ is being supported by campaigns such
Thuringia (up 7.1 per cent), North Thuringia 0.6 + 7.1 four entries in the top 25 cities by vol- as ‘Culinary Germany’. The main source markets for rural holidays are the Nether-
Rhine-Westphalia (up 5.5 per cent) ume of international overnight stays: lands, Switzerland and France.
Saxony-Anhalt 0.6 + 14.1
and Hessen (up 5.4 per cent) all made Berlin ranks number six, followed by
above-average contributions to total Bremen 0.5 + 1.7 Munich at 13, Frankfurt at 21 and
inbound tourism to Germany. Saarland 0.5 - 1.1 Hamburg at 23.
30 www.germany.travel 3102 TRAVEL SEGMENTS AND THE ECONOMY
Inbound tourism makes an above-average
contribution to the economic value creation process Wolfgang Bauer,
In 2017, shopping tourism made an-
other important contribution to the
In its latest analysis of tourism as an economic factor, DIW The tourism industry provides three million direct, non-ex- Managing Director of Holy AG economic value creation of inbound
econ, the German Institute for Economic Research, report- portable jobs in Germany. tourism. Total retail revenue generated
ed that domestic and international visitors on day trips and 2017 was another record year for Outletcity by tourism fell by nearly 8 per cent last
longer stays in Germany spent a total of €287.2 billion in Travel expenditure of international guests has been rising Metzingen. Contrary to many forecasts, we year to €1.52 billion due to the prevail-
2017. Guests staying overnight accounted for almost half steadily. In 2017, Europeans visiting Germany spent €35.1 bil- again welcomed a lot of visitors from our main ing situation in key shopping tourism
(€137.7 billion) of this figure, and almost 30 per cent was at- lion, 9 per cent more than in 2016. The increase in expenditure source markets in China, South Korea, Switzer- source markets. Nevertheless, with its
tributable to travellers from abroad (€36.8 billion). by travellers from overseas was even higher, at 16 per cent. In land, Russia, France and the Arab Gulf States. 8.7 per cent market share, Germany
total, they spent €23.6 billion. This includes all expenditure We saw a considerable increase in visitors from claimed sixth place in a ranking of the
Tourism’s direct contribution to overall economic value crea- for transport, accommodation, food and shopping etc. Russia, and South Korea exceeded all our expectations. world’s shopping destinations.
tion was €105.3 billion (3.9 per cent), placing it above indus- while staying in Germany, as well as travel to, from and within
tries such as engineering (3.5 per cent) and retail (3.3 per cent). Germany. The challenge we face is to reach a large and discerning group of people who Germany
live far beyond our country’s borders, using targeted communications that remains a popular
Germany is the leading destination for business travel in Europe
won’t break the bank. Our task is to reach out as far as possible without losing
focus. We believe that our local activities in the source markets present excel- shopping
All trips to Germany from the rest of
According to IPK International and the
lent opportunities, and we are increasing our efforts to support these activities
at press conferences, on social media and through our presence at trade fairs. destination
World Travel Monitor, Europeans made Online partnerships, influencer marketing and radio advertising have all been
Europe in 2017: 56.2 million (+ 5 %) around 64 million outbound business stepped up, and our collaboration with specialists and local agencies helps us The Chinese remained the highest
Holidays trips in 2017, 1 per cent more than in to publicise information directly and efficiently. spenders in Germany in 2017, and de-
Other private trips
11.7 million
31.6 million
2016. This trend was also reflected in the
German business travel market, where We are therefore eagerly looking forward to an exciting 2018.
spite a sharp decline in the revenue
they generated, they retained a market
2016 / 17 + 6.5 %
the number of trips rose slightly from share of 36 per cent. Russian travellers
21 %
2016 / 17 + 4.9 %
12.7 million to 12.9 million. The overall stayed in second place with a market
rankings remain unchanged: Germany share of 12 per cent, followed by Swit-
is still number one, well ahead of France zerland, the United Arab Emirates, Tai-
56 % (4.8 million trips) and the United King- The source markets generating the most revenue wan, Israel, the USA, Kuwait, Thailand
23 %
Source: GNTB/WTM, IPK 2018,
dom (4.7 million). Promotable business Travel expenditure Change compared and South Korea.
trips still account for more than half of (€ billion) to 2016 (%)
figures are rounded.
the market (52 per cent). A 0.2 per cent Munich, Frankfurt and Berlin are still
Business trips increase in visitors to conferences and
USA 6.3 + 11.0
the most popular destinations for in-
12.9 million Market share conventions (to 4.0 million in 2017)
compensated for the downturn in the
China 6.2 + 59.0 ternational shoppers. The most pop-
ular products are fashion/clothing
2016 / 17 + 1.5 %
trade fair and exhibition sector (down by Switzerland 4.0 + 3.0 (46 per cent) and watches/jewellery
Source: GNTB/WTM, IPK 2017,
6.9 per cent to 2.2 million). (19 per cent).
Poland 5.4 + 42.0
figures are rounded.
Arab Gulf States 3.1 + 0.0
Matthias Schultze, Managing Director of GCB German Convention Bureau
Turkey 2.5 + 4.0
According to the 2017 / 2018 meetings and events barometer, the number of foreign partici-
pants in events in Germany has seen a further increase of 10.9 per cent. This figure underlines the
strategy of the GCB, which has focused on internationalisation in its global marketing activities.
Digitalisation – the GCB’s second area of activity – also presents great opportunities. While smaller meet- The inbound travel industry makes a significant contribution to Germany’s balance
ings of up to 50 participants are increasingly held as virtual events, technology is also making inroads of international payments. According to the Bundesbank, travel receipts from for-
into physical conferences, with the number of hybrid events on the rise. eign visitors to Germany rose by 4.2 per cent in 2017 to €35.3 billion. This is the
eighth successive increase and means that the income from inbound tourism off-
set 48 per cent of the money spent by Germans travelling abroad.
32 www.germany.travel 3302 IMAGE OUTLOOK
Sustained high
demand …
1st
The highly respected Anholt-GfK Roper Nation Brands Index, which measures the
image of 50 countries around the world, put Germany in first place in 2017. France,
the United Kingdom, Canada and Japan made up the chasing pack. The previous
Further opportunities for growth
International arrivals in 2018
3rd
year’s winner, the USA, came sixth in 2017. UNWTO:
Initial trends in 2018
Asia/Pacific
The mood in the tourism industry
Worldwide 5 6
+ – %
According to the 2017 Travel and Tourism Competitiveness
Report compiled by the World Economic Forum (WEF), Ger-
… meets top-quality supply at the start of 2018 is significantly
more optimistic than a year ago. +4 – 5%
Africa
5 7
many remains in third place, behind Spain and France, on the Key source markets for interna-
supply side in a comparison of 136 countries. tional travel are more economically + – %
1
stable, and according to its tourism
barometer for 2018, the UNWTO Middle East
expects the stable upward trend to
continue.
4 6
+ – %
Europe Americas
3.5 4.5 % 3.5 4.5
GERMANY’S BRAND + – + – %
EQUITY IN 2017 GNTB forecast for 2018:
ranked no. 3 – 4 % more international overnight stays
UNWTO forecast for 2030:
Ongoing growth over the long term
According to the UNWTO, global tourism will The GNTB produces an overall forecast for the current year
Source: Anholt-GfK Roper Nation Brands Index.
continue to grow well into the coming decade. based on analysis of the available UNWTO and World Trav-
Its prediction is for 1.8 billion arrivals by 2030. el Monitor forecasts and on projections drawn from Federal
5th
In this scenario, Europe’s market share of glob- Statistical Office data.
al inbound tourism will fall from 51 per cent to
41 per cent, while Asia’s share as a destination mar-
Economic competitiveness … ket will increase significantly from 25 per cent to GNTB forecast for 2030:
As an economic power compared to 137 other countries in the WEF’s 2017 / 18 Global Competitiveness Report, Germany was
30 per cent. The Americas will attract 14 per cent of
global travellers (down from 16 per cent in 2017), the
121.5 million international overnight
ranked an impressive fifth. Key factors in the country’s strong showing include infrastructure, public finances, credit rating, Middle East will increase its share from 4 per cent to
stays with an annual increase of 3.5 %
technology leadership, market size and the standard of technology. 8 per cent, and Africa’s share will also increase, from
5 per cent to 7 per cent. Despite this significant shift, Europe will also remain Germany’s most important source
5th
Europe will remain the leading source and destina- market, with a 72.5 per cent share of all international over-
tion market for international travel in 2030. night stays. China and Poland are likely to be well established
sustainability
1st
in the top ten markets for Germany’s inbound tourism.
… is the basis of
Germany lies in fifth place in the Global Green Economy Index (GGEI) behind Switzerland and three Scandinavi-
an countries. The GGEI rates 80 countries according to their commitment to sustainability based on a range of
data sources. The study’s performance index assesses sustainability in the main segments of leadership & climate Emerging markets poised to see further growth in the medium term
change, efficiency sector, markets & investment, and environment. In addition to collecting factual data, the GGEI Over the coming years, the GNTB expects to see further growth in inbound tourism from markets in South East Asia and South
also surveys practitioners in these segments, with the findings forming the basis of its perception survey. Germany America. To harness the potential of these regions through systematic activities, the GNTB opened sales and marketing agen-
is in first place here. cies in Singapore and Buenos Aires in 2017.
34 www.germany.travel 35You can also read
