Foundation for Future Studies presents 33. German Tourism Analysis 

Current research, 272

8. February 2017

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The Foundation for Future Issues presents the 33rd German Tourism Analysis

Germans are traveling more frequently, staying longer, and spending more on their holidays than ever before. This is the conclusion of the 33rd German Tourism Analysis by the BAT Foundation for Future Issues, which was presented today at a press conference at the Hamburg Travel Fair. For the study, a representative cross-section of the German population—over 4,000 people aged 14 and over—was interviewed face-to-face about their own travel habits.

Travel intensity in 2016 was higher than in the previous year.

In 2016, 57 percent of German citizens took a vacation trip lasting at least five days. Compared to the previous year, this represents an increase in travel intensity of three percentage points (2015: 541%). Those aged 30 to 54 were particularly keen to travel, with almost two-thirds (651%) taking a vacation trip of at least five days (an increase of four percentage points compared to 2015).

More than one in three travelers made multiple trips.

In 2016, roughly one in four travelers took two vacations of at least five days each; one in ten even traveled three times or more. Significant differences emerged based on income and age: 44 percent of retired travelers took at least two trips. Among higher-earning travelers (net household income over €3,500), this figure rose to 45 percent. Singles (261,000) and families with children (271,000) were considerably less likely to travel more than once.

Domestic travel destinations 2016: Between mountains and sea

German holiday regions were by far the most popular travel destinations in the 2016 season. Overall, more than one in three travelers spent their holidays between Flensburg and Garmisch-Partenkirchen. Compared to the previous year, the share of domestic tourists increased by two percentage points to 34.2 percent. Within Germany, three regions gained particularly large market shares:

  1. Bavaria (6.9%) recorded an increase of eight percent compared to the previous year,
  2. Schleswig-Holstein (6.1%) recorded an increase of 20 percent and
  3. Baden-Württemberg (3.1%) saw an increase of 15 percent.

Fewer guests than in 2015 spent their main holiday in Mecklenburg-Western Pomerania in 2016. Nevertheless, Mecklenburg-Western Pomerania remains one of Germany's most popular holiday regions, accounting for 6.9 percent of all domestic tourists.

Foreign travel destinations 2016: Austria wins, Türkiye loses

In 2016, Spain remained the clear number one destination for German tourists. Approximately one in seven travelers spent their vacation in the Balearic Islands, the Canary Islands, or mainland Spain. However, compared to the previous year, Spanish holiday destinations saw a slight decline for the first time in years (2015: 14.91%). Slightly fewer visitors also opted for Italian holiday destinations (minus 0.41%), which nevertheless remained the second most popular foreign travel destination (7.91%).
A long-standing battle has erupted between Turkey and Austria for third place (both with 4.41 TP3T). While Turkish holiday resorts suffered massively from terrorist attacks and political unrest, welcoming more than 40 percent fewer German tourists, Austria increased its share of German visitors by more than 15 percent. Croatia and Scandinavia follow in the subsequent places, both improving on their results from the previous year. Greece and France, on the other hand, experienced declines.
The long-haul travel market remained almost constant. One in nine Germans (11.4%) opted for a holiday destination outside Europe in the past travel season, with North American destinations once again being the most popular (3.1%).

Trip duration 2016: At 12.9 days, longer than the previous year.

For the second year in a row, the average length of travel for German citizens has increased. After reaching a low point in 2014 with 12.1 days, the number of vacation days spent at their destination has risen to the current 12.9 days. Not only has the average travel duration increased, but also the number of German citizens who traveled for more than 14 days: While in 2015 "only" about one in four travelers (26.71) took trips longer than two weeks, last season it was almost one in three (31.31).
Within Europe, the picture varies: Holidaymakers stayed longest in Scandinavia (16 days), followed by Turkish (15.1 days) and Spanish holiday destinations (13.4 days). Holidays were somewhat shorter in Greece (13 days), France and Italy (both 12.6 days), and Croatia (12.3 days). Germans spent even fewer days in Austria (11 days) and the Benelux countries (10.1 days).
Germans spent the longest periods of their holidays outside of Europe in 2016 as well. A long-distance trip lasted significantly longer at 18.6 days than a domestic holiday (10.7 days).

Travel expenses in 2016: Higher than ever before

With an average of €1,166 per person, Germans spent more on their holidays in 2016 than ever before. This sum includes not only travel and accommodation costs, but also all other expenses – from excursions and souvenirs to ice cream on the beach. Within the population, it is evident that spending increases with age.

  • 14- to 34-year-olds spent €1,000 or €78 per day, respectively.,
  • Those aged 35 to 54 spent €1,194 or €92 per day on their vacation.,
  • Those over 55 spent the most, averaging €1,264 or €98 per day.

Furthermore, travel costs varied depending on the destination. A vacation in another European country proved to be 40 percent more expensive at €1,171 than a trip within Germany (€831). A long-haul trip was even around two and a half times more expensive (€2,144) than a domestic vacation.

Travel forecast 2017: Number of travelers is rising

Many indicators suggest that Germans will travel even more frequently in 2017 than in 2016. A stable economy with a low unemployment rate, a strong euro, and low interest rates are fueling a growing desire to travel. Almost half of Germans (441%) already have firm travel plans for 2017. One in eight even plans to pack their bags more than once. In contrast, only 18% of Germans are already certain they will stay home this year. Compared to the previous year, the number of non-travelers has thus decreased by three percentage points (2015: 211%). 38% of Germans have not yet decided whether they want to or can go on vacation in 2017.  
And where will most German holidaymakers head in 2017? To the North and Baltic Seas or the Alps? To the Mediterranean coast or perhaps to far-flung destinations like America, Africa, or Asia? More than one in three Germans with firm travel plans is facing precisely this question and is still undecided. All holiday regions, from Sylt to the Seychelles, can therefore hope for guests from this group of undecided travelers, who are simply waiting for the right offer to book and let the anticipation begin – because, as everyone knows, anticipation is the best part.

Technical data of the 33rd German Tourism Analysis

Number and representation of respondents: 4,000 people aged 14 and over in Germany
Survey period: December 2016 / January 2017
Survey institute: GfK Marktforschung/Nuremberg

The complete evaluation of the 33rd German Tourism Analysis is now available at www.tourismusanalyse.de on the internet. A free PDF download of the study is also available there.
The complete analysis of the travel behavior of German citizens contains figures and data on holiday destinations at home and abroad, travel duration and travel costs for the year 2016, as well as travel intentions and forecasts for the year 2017.

Former „Forschung aktuell“ on the topic of „Tourism analysis“

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