Germany Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2023 Update

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Explore thorough market trends and insights from the ‘Germany Source Tourism’ report:

  • Get an in-depth analysis of traveler flows and spending patterns to understand the market better.
    • The report looks at tourist profiles and summarizes the key reasons that they travel.
  • Garner exhaustive data on the main and developing destination markets across regions.
  • Stay up to date with current and future opportunities for tourism businesses seeking to tap into the German outbound travel market.
  • Assess the impact of COVID-19 on domestic and outbound tourism markets.

How is our Germany Source Tourism’ market report unique from other reports in the market? This report provides:

  • Clear insight into the developments within the Germany domestic and outbound tourism markets.
  • Data and analysis to discuss future trends related to domestic trips, international departures, traveller spending, and main destination markets.
  • In-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the Germany outbound travel market.
  • A strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.

We recommend this valuable source of information to anyone involved in:

  • ​​Tour Operators and Travel Agencies/OTAs/Event Planners
  • Entertainment, Recreation and Holiday Planners
  • Hospitality Industry – Leaders and Startups
  • Strategy, Marketing, and Business Development
  • Market Intelligence and Portfolio Managers
  • Professional Services – Investment Banks, PE/VC firms
  • M&A and Investment Consultants
  • Management Consultants and Consulting Firms

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Germany Source Tourism Market Report Overview

Germany’s source tourism market witnessed 98.26 million outbound trips and 244.43 million inbound trips in 2022. While Germany in itself is a remarkable holiday destination and many Germans travel local for their year-round trips, however, traveling abroad is still popular for many reasons. Leisure remains the most popular reason for travel, followed by VFR and business travel. However, in 2020 most of the travel in Germany was domestic due to the pandemic.

The Germany source tourism market research report provides insights into Germany’s domestic and outbound tourism market. It looks at the profiles of Germany tourists and summarizes the key reasons for their traveling. Moreover, it offers an in-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the Germany outbound travel market.

Key Segments Domestic Tourism and Outbound Tourism
Top Outbound Destinations Macau, South Korea, Hong Kong, United States, Thailand, UAE, Germany, Japan, Malaysia, and Indonesia
Key Holiday Types Sun and Beach Holidays, Visiting Friends or Family, Cultural Holidays, Adventure/Sport Holidays, City Break Holidays, Gastronomical Holidays, Eco Holidays, Multi-Stop Trip Holidays, Wellness/Medical Holidays, Wedding Related Holidays, Cruise Holidays, Religious Holidays, LGBTQIA+ Holidays, and Others
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Germany Source Tourism Market Dynamics

Younger German travelers and the older generation in Germany have different ideas and preferences when it comes to travelling. Older generations are rarely influenced by social media and prefer more traditional methods of advertising,whereas, younger residents of Germany are more heavily influenced by social media asrevealed by GlobalData’s Q3 2021 consumer survey. Social media usage has changed during the pandemic with more people using Facebook and a significant increase in usage of TikTok between 2019 and 2020. This is important to note if destinations wish to attract younger German travelers shortly. It should also be noted that the younger generations have been greatly affected financially by the COVID-19 pandemic.

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Germany Source Tourism Market Segments

The key segments in the Germany source tourism market are domestic tourism and outbound tourism. Domestic tourism was the leading segment in the Germany source tourism market in 2022.

Domestic Tourism: Domestic travel is more popular than international travel in Germany. In a country that is an established destination for overseas tourists with a variety of options, it makes sense that Germans travel domestically for many of their holidays, which is evident in GlobalData’s demands and flows database. Domestic travel saw a YoY increase in 2022 due to lessening pandemic restrictions, causing an uptick in both domestic and international travel. The total number of domestic return trips is expected to rebound to well above pre-pandemic levels by 2023.

Outbound Tourism: Although many Germans travel local for their year-round trips, traveling abroad is still popular for many reasons. Leisure remains the most popular reason for travel, followed by VFR and business travel. VFR travel out of Germany is small. The percentage of leisure trips overall shows a good opportunity for destinations that are looking to attract travelers travelling abroad for leisure purposes. Leisure travelers have the ability and willingness to spend more money per trip than those traveling for VFR.

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Germany Source Tourism Market Segmentation by Holiday Types

The types of holidays preferred by tourists from Germany are sun and beach holidays, visiting friends or family, cultural holidays, adventure/sport holidays, city break holidays, gastronomical holidays, eco holidays, multi-stop trip holidays, wellness/medical holidays, wedding related holidays, cruise holidays, religious holidays, and LGBTQIA+ holidays, others. The most popular holiday choice for Germany travelers is sun and beach.

GlobalData’s consumer survey Q3 2021 suggests that German travelers enjoy city break holidays more than the rest of the world. Germany has many popular cities, meaning domestic city travel has strong potential as a travel market. is home to several destinations, ideal for a short city break, including Berlin, Munich, and Düsseldorf. European cities are accessible by long-distance bus and train, especially Interrailing. Taking cheap flights to get around Europe is also still popular, however, concerns about the climate has led to a surge in interest for alternative transport options.

Germany Source Tourism Market Analysis by Holiday Types, (%)

Germany Source Tourism Market Analysis by Holiday Types, (%)

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Segments Covered in the Report

Germany Source Tourism Market Segments Outlook

  • Domestic Tourism
  • Outbound Tourism

Germany Source Tourism Market Holiday Types

  • Sun and beach
  • Visiting friends or family
  • Cultural
  • Adventure/sport
  • City break
  • Gastronomical
  • Eco
  • Multi-stop trip
  • Wellness/medical
  • Wedding Related
  • Cruise
  • Religious
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Table of Contents

  • 1. Overview

    • 1.1. Country Snapshot 2022
    • 1.2. At a glance: Germany’s tourism market in 2022
    • 1.3. Risk
    • 1.4. Main Findings

  • 2. Germany’s Tourist Profile

    • 2.1. What types of holidays do German travelers take?
    • 2.2. Insight into the German traveler
    • 2.3. How has COVID-19 affected German travelers’ appetite for travel?

  • 3. Domestic Tourism

    • 3.1. Domestic Flows
    • 3.2. Domestic Spending
    • 3.3. Domestic Destinations

  • 4. Outbound Tourism

    • 4.1. Outbound Flows
    • 4.2. Outbound Spending

  • 5. Main and Developing Destination Markets

    • 5.1. Where did German tourists travel to in 2022?
    • 5.2. Main Destination Markets
    • 5.3. Developing Destination Markets

  • 6. Outlook

    • 6.1. Opportunities
    • 6.2. Challenges

  • 7. Appendix

Frequently asked questions

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