German holiday makers are set to be back in full swing by 2024, according to GlobalData, which expects the country’s outbound travel to recover to 117.9 million tourists, surpassing 2019’s 116.1 million despite economic decline in Europe. The leading data and analytics company notes that budget-friendly travel, visits to friends and family, and non-city locations—especially in the country’s favorite holiday destination, Austria—are set to be most popular.
This data was part of research for GlobalData’s latest report, ‘Germany Source Tourism Insight, 2022 Update’, which notes that the recovery in Germany’s outbound tourism follows a weak 2020 and 2021, wherein lower traveler confidence and strict COVID-19 measures saw Germany’s outbound tourism numbers shrink to a fraction of what they were in 2019.
Megan Cross, Travel & Tourism Analyst at GlobalData, comments: “The COVID-19 pandemic made a huge impact on international travel from Germany. Outbound tourism numbers shrank to a fraction of what they were in 2019, seeing a 64.5% decline year-on-year (YoY) from 116.1 million travelers in 2019 to 41.2 million in 2020 before a further decline in 2021 to a mere 40.4 million. With restrictions now eased, and confidence returning, projections for 2022 and beyond are much brighter. This recovery will be a great boost, as Germany is an important source market on the global stage.”
German travelers are important to the worldwide travel industry. Below, Cross offers her predictions on where German international travelers will be headed and what might be popular among German vacationers:
Low-cost holidays to be snapped up as economic impacts take hold
While rising prices has got everyone budgeting, German travelers are often looking for budget-friendly options. A survey by GlobalData found that *55% of German respondents identified ‘affordability’ as a main factor in deciding where to go on holiday, so low-cost carriers (LCCs) such as RyanAir, EasyJet, Eurowings, Air Berlin, TUIfly and Condor might be their first port-of-call when it comes to international travel.
Cross continues: “Times of high inflation would typically see severely dampened demand for international travel. However, as we have seen from multiple stories about queues at European airports,demand is still very much present. Many European travelers keen on keeping their holiday plans may simply cut the amount they spend on products and services both before and during their trip. For example, travelers that usually stay in midscale hotels may now lean towards budget forms of accommodation to keep costs down. This will certainly play into the hands of companies that already target budget travelers.”
Over a quarter of German travelers book through online travel agents
Digitalized services and products are of utmost importance when attracting the German market. A survey by GlobalData reveals that over a quarter (**29%) of German respondents typically use online travel agents when booking a trip. This was the most popular booking method by far, followed by direct booking with a lodging provider (16%) and in-store face-to-face travel agents (15%). This decision to book with travel agents (both online and off) is in line with the priority German travelers place on ‘how well the product/service is tailored to my needs and personality’, with ***59% responding it ‘always’ or ‘often’ influences their choice.
Visiting friends and relatives a key reason to travel
GlobalData’s survey reveals that 29% of German tourists typically take holidays to visit family and friends.
On the other end of the scale, just *11% of respondents said they went on gastronomy holidays in 2021, a small number—especially when compared to the rest of the world, which averaged *26%. This could be due to concerns around the pandemic, as only ****17% of German travelers said that they are not concerned about the spread of the virus. While concern about the pandemic is lessening, this lingering unease is likely to maintain the lack of interest German tourists have towards international gastronomic pursuits into the latter half of 2022.
Meanwhile, demand for city break holidays is likely to be dampened in the short term due to lingering COVID-19 fears of infection, which may drive demand for destinations in more rural areas.
Recovery in German travelers good news for Austria
Austria remains the number one outbound destination for German tourists due to easy, direct travel routes between the two countries. Austria also offers German travelers a rural destination with COVID-19-safe experiences. Germany is consistently Austria’s largest inbound tourist demographic, and, while the pandemic didn’t change this fact, the scale of inbound tourism fell dramatically from 14.4 million German tourists in 2019 to 8.6 million in 2020 and 5.8 million in 2021. The influx of German tourists anticipated by Austria will provide a welcome boost to the recovery of the Austrian tourism industry, with 14.5 million German tourists expected by 2024.
Cross adds: “A lack of German tourists during the pandemic impacted many countries, especially in Europe. Destinations that can cater to Germans’ specific needs will see their recovery timelines shortened in the coming years.”
* GlobalData’s Q3 2021 Consumer Survey ** GlobalData’s Q4 2021 Consumer Survey *** GlobalData’s Q1 2022 Consumer Survey **** GlobalData’s Q2 2022 Consumer Survey
- Information based on GlobalData’s report: Germany Source Tourism Insight Report including International Departures, Domestic Trips, Key Destinations, Trends, Tourist Profiles, Analysis of Consumer Survey Responses, Spend Analysis, Risks and Future Opportunities, 2022 Update
- Tourism Source Market Insight: Germany (2022): This report is part of GlobalData’s Source Market Insights Series. This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the German outbound travel market.
- This press release was written using data and information sourced from proprietary databases, primary and secondary research, and in-house analysis conducted by GlobalData’s team of industry experts
4,000 of the world’s largest companies, including over 70% of FTSE 100 and 60% of Fortune 100 companies, make more timely and better business decisions thanks to GlobalData’s unique data, expert analysis and innovative solutions, all in one platform. GlobalData’s mission is to help our clients decode the future to be more successful and innovative across a range of industries, including the healthcare, consumer, retail, financial, technology and professional services sectors.