Foundation for Future Studies presents 36th German Tourism Analysis 

• TRAVEL INTENSITY 2019: Three out of five citizens traveled in 2019.
• DOMESTIC TRAVEL DESTINATIONS 2019: Germany remains the most popular travel destination for German citizens, but loses market share.
• EUROPEAN TRAVEL DESTINATIONS 2019: One in ten people spent their vacation in Spain. The winners in Europe were Scandinavia and Greece.
• LONG-TERM TRAVEL 2019: Long-distance travel boom in times of climate change
• TRAVEL DURATION AND TRAVEL COSTS 2019: Travel duration decreases, travel costs average EUR 1,208 per person.
• TRAVEL FORECAST 2020: More frequent and more expensive

These are the findings of the 36th German Tourism Analysis by the BAT Foundation for Future Issues, for which a representative cross-section of the German population of over 3,000 people aged 18 and over was surveyed about their own travel behavior in 2019 and their holiday intentions for 2020.

Travel intensity in 2019: Three out of five citizens traveled in 2019.

„"Vacation remains the most popular form of happiness"—and most Germans didn't want to forgo this happiness in the past travel season either. Sixty-one percent took at least one vacation trip lasting more than five days. Twenty-one percent even traveled twice, and 19 percent packed their bags even more frequently. Families and childless couples were the most enthusiastic travelers. More than seven out of ten of them traveled at least once during the 2019 season.

The overall travel intensity of the German population decreased slightly by one percent compared to the previous year (2018: 62%), but remained at a high level in a long-term comparison.

Domestic travel destinations 2019: Germany remains the most popular travel destination

German holiday regions were by far the most popular travel destinations for German citizens in 2019. More than one in three travelers (341,000) spent their main vacation between the northern coast and the southern mountains. The lakes and Baltic Sea resorts in Mecklenburg-Western Pomerania were once again particularly popular over the past twelve months. But the southern German destinations in Bavaria and Baden-Württemberg, as well as Schleswig-Holstein and Lower Saxony, also welcomed numerous visitors. However, compared to ten years ago, the number of main vacations within Germany decreased by almost three percent (2009: 36.71,000).

„Fully booked beds, relatively high prices, and the unpredictable weather are leading more and more Germans to spend their main vacation abroad. This decline can usually be offset by the increasing number of travelers in the off-season, who then spend their second or third vacation domestically,“ says Professor Dr. Ulrich Reinhardt, scientific director of the BAT Foundation for Future Issues.

European travel destinations 2019: Individuality instead of mainstream

In Europe, Spanish holiday destinations once again proved to be the most popular with German tourists. Approximately one in ten travelers spent their vacation in the Balearic Islands, the Canary Islands, or mainland Spain. Italy, Austria, and the resurgent Greek resorts followed in the rankings. A long-term comparison reveals a decline in the popularity of numerous classic holiday destinations. Particularly in Spain and Turkey, significantly fewer German tourists visited than ten years ago. In contrast, Scandinavian holiday regions, the Benelux countries, and France saw the most significant increases in visitors.

Reinhardt: „Individuality instead of mainstream is the motto of many holidaymakers. With increasing travel experience, they want to find more authenticity, atmosphere and individual offers, rather than interchangeable hotel complexes on overcrowded beaches.“

Long-distance travel 2019: Clear winner of the past travel season

Never before have so many Germans spent their main vacation outside Europe (17%). Vacation regions in the Far East and North America benefited particularly. Destinations from Canada and the United States to China, Thailand, Indonesia, Sri Lanka, and the Maldives more than doubled their market share in the last ten years. More Germans are also slowly choosing destinations in North Africa (e.g., Egypt), which, while still far from their peak levels, have bottomed out.

Even though discussions about the effects of climate change dominated media coverage in 2019, resulting in Fridays for Future demonstrations in numerous cities, increased environmental awareness, and a growing importance of ecological issues, the long-distance travel market boomed.

„Despite all the awareness and concerns, many Germans refuse to compromise on their holidays and choose far-flung destinations. Flight shaming – that is, feeling ashamed of a flight taken – proves to be a myth on vacation,“ says Professor Dr. Ulrich Reinhardt, scientific director of the BAT Foundation for Future Issues.

Travel duration and costs 2019: Holidays are becoming more expensive and therefore shorter.

On average, Germans spent 12.3 days away on their main vacation in 2019. Younger Germans between 18 and 24 years old traveled the longest, staying an average of over two weeks. In contrast, the main vacation of a single person lasted just over 10 days. A comparison with the previous 10 years shows a decrease in vacation duration of about one day.

Even though trips to almost all destinations were shorter, the differences remain significant. A domestic holiday lasts only about half as long as a long-distance trip. And within Europe, the length of stay almost always increased with distance: while visitors stayed in Turkey for over 14 days, a holiday in Austria lasted only about 11 days.

At an average of €98 per day, a vacation remains an expensive pleasure. Over the past 10 years, the average total expenditure for a vacation trip has increased by more than 20 percent to a total of €1,208 per person. These costs include not only accommodation, food, and transportation, but also all other expenses, from entrance fees and souvenirs to tips.

A comparison of daily costs reveals numerous differences. A day's vacation in Germany, for example, was significantly cheaper at €85 than a day in Spain, Greece, or Scandinavia, each costing over €100. Long-haul trips were considerably more expensive, averaging €125 per day. In contrast, vacations in destinations such as Croatia (€69), Poland (€70), North Africa (€80), and Turkey (€81) were significantly cheaper than domestic holidays.

Travel forecast 2020: More frequent and more expensive

Almost two-thirds of all Germans are already certain they will travel for at least five days in 2020. In contrast, only about one in seven knows that they will not travel in the next twelve months. The remaining 21 percent are currently unsure whether they will travel at all, or undecided about where they will spend their vacation this year.

Reinhardt: "Germans are planning and booking their trips much earlier again and are more likely to take advantage of early booking discounts than to rely on last-minute bargains. This provides planning security for tour operators, hotels and airlines. And for holidaymakers, the anticipation begins with the booking – and as we all know, anticipation is the best part."„

The trend towards more long-distance travel will continue in 2020 when it comes to choosing travel destinations. Even if these are somewhat more expensive, more than one in six citizens are already certain they will visit a destination outside of Europe.

Technical data of the 36th German Tourism Analysis 2020

Number and representativeness of respondents: 3,000 people aged 18 and over in Germany
Survey period: December 2019 / January 2020
Survey institute: GfK Marktforschung/Nuremberg