Tourism Source Market Insights: Germany – Analysis of tourist profiles, traveler flows, spending patterns, main destination markets, and risks and opportunities

GlobalData’s "Tourism Source Market Insights: Germany", provides a thorough insight into the Germany's domestic and outbound tourism industry. The report shades light into the profiles of Germany tourists and summarizes the key reasons why Germans travel. The report 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 German outbound travel market.

Germany is the top-spending nation in Europe on international tourism. Total outbound tourist expenditure increased from US$122.6 billion in 2016 to US$135.7 billion in 2017, and GlobalData predicts that this will total US$191.9 billion in 2022.

Germans spend a proportionately higher amount of their income on domestic trips than on international trips. Whereas 14% of residents’ income was spent on domestic trips in 2017, international trips accounted for a lower proportion of 6%.

German domestic travel is double the international travel market, with a total of 214.1 million domestic trips compared to 96.5 million outbound trips in 2017. This is due to convenience and financial reasons, even though Germany is considered a rich country.

Germany is conveniently located in the center of Europe, and is home to one of Europe’s largest and busiest airports, Frankfurt Airport. Its road infrastructure and automobile industry also also highly advanced, helping domestic and international tourism thrive.

People between 35 and 49 make up the main holiday-taking age group in Germany. However, an increase in the number of German tourists in the 25-34 age group is expected in the future. Travel and tourism companies must therefore design targeted strategies to cater to these tourist groups.


– Domestic tourism is growing more slowly than outbound travel, but still outstrips international travel.

– In 2017, Europe accounted for 86.8% of outbound German travelers, with Austria being the main international destination, followed by Italy and Spain.

– Although far behind Europe, Asia-Pacific is the second most visited region by German visitors in terms of international trips, accounting for 4.7% of outbound travel.

– The majority of German citizens travel abroad for leisure purposes. This accounted for 71% of international departures in 2017.

– Transportation and accommodation are the top sectors for outbound expenditure. In 2017, these sectors accounted for 45% of all German outbound expenditure.

– Germans prefer to travel as couples, families, or in groups. However, solo travel is becoming more and more popular, and is set to grow at the highest rate by 2022.

Reasons to buy

– This report provides clear insight into developments in one of the most valuable outbound tourist market.

– The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, and main destination markets.

– Moreover, the report explores the different profiles of German tourists and the reasons why they travel, hence providing an insight into the trends in different segments of the market.

– The reader gains a strong understanding of the opportunities in the country, and how to attract German travelers, as well as the risks, to support better business decisions.

Companies mentioned



TUI Deutschland GmbH

Intrepid Travel

Insight Vacations


Condor Flugdienst


Table of Contents

Table of Contents

1. Overview

Country Snapshot

At a glance: The German tourist market in 2017

Risks to Outbound German Tourism

Main Findings

2. Traveler profiles

Why do Germans Travel?

Insight into German Travelers

3. Domestic Tourism

Domestic Flows

Domestic Spending

4. Outbound Tourism

Outbound Flows

Outbound Spending

5. Main Destination Markets

Where did German visitors travel in 2017?

Regional and Country Overview

Fastest-growing Outbound Destinations

Destination Focus: Austria

Destination Focus: Turkey



How to Attract German Tourists



Terminology and Definitions

About the Author

GlobalData At a Glance


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