Market Performance 

Our third largest source market, in Germany delivered more than three quarters of a million visitors to the island of Ireland pre-covid, of which 70% were valuable holidaymakers, amounting to 545k visitors. 

Direct Air Access 

Pre-Covid, Ireland enjoyed very good air connectivity with Germany, with more than 30k one-way seats in Summer, and approximately 26k during the Winter. Four airlines Ryanair, Aer Lingus, Lufthansa, Eurowings operating from eight major German airports delivered good year-round connectivity.  Given the decentralised federal nature of the German state, direct routes to Ireland from the largest possible number of key cities is important. Direct routes to several of our regional airports in Summer, namely Kerry, Knock and Shannon give our German visitors the option of arriving directly onto the Wild Atlantic Way as well as into the gateway airport of Dublin.      

Why should you target this market? 

Huge potential: Germany is the second largest outbound tourism market in the world, with German residents normally making more than 100M trips abroad every year, mainly within Europe. So the market presents huge potential. In fact, Germany is the third largest inbound tourism market for the island of Ireland and is our largest source market from continental Europe.   

High spenders: Visitors from Germany stay longer and spend more than the average visitor: they spend €625/£541 per person while here, staying nine nights on average. Favouring hostels and B&Bs as well as hotels, Germans account for more than six million paid bed-nights in Ireland every year and almost half use a car to travel around the island. German visitors are comfortable speaking and being addressed in English. 

Resilient market: Over the years, the German visitor to Ireland has proven resilient in times of tourism downturns and travel tends to recover quickly with an economic upswing or lifting of other barriers to travel.  More than half of all German holidaymakers to the island of Ireland are under 35 years old and a third have been here before. Tourism Ireland’s latest research forecasts that the German market will play an important part of recovery post Covid 19, and a younger demographic alongside repeat visitors are showing the strongest interest in travelling. 

Good Target: Exploring our history and culture along with walking and hiking are the most popular activities for our German visitors. Ireland’s wide range of outdoor activities and opportunities to connect with nature are likely to be even more appealing to German visitors from now on. 

How to work with this market 

Trade: Chris Ruebel and Denise Quinn in our Trade Team maintain constant contact with our German Tour Operators and Travel Agents, supporting them with the latest updates from Ireland and closely monitoring developments in the market.  We continue actively to explore new opportunities and platforms for our Island of Ireland Industry partners to meet German trade in tailored virtual meetings when the time is right. 

Consumer: We are planning to return to consumer advertising with standout campaigns for the island of Ireland on TV, always on digital and other platforms in key cities across Germany, as soon as it makes sense to do so. Your offers will form a central part of these campaigns. Until then, our Consumer Team is keeping the destination very much top of mind with German consumers through our so called “warm channels”. We share inspiring content daily with over 360k fans and followers on our social media and our ezine is sent biweekly to over 56k potential visitors. Why not join us on our Facebook and Instagram pages to get an insight into what inspires the German visitor? You can also get involved in Tourism Ireland’s #FillYourHeartWithIreland global social media campaign where we share inspirational photos and video content from Ireland with our communities in each market.

Publicity: Our Publicity Team achieves exceptional levels of editorial coverage for the Ireland destination across a wide range of German media both Print, Online, TV and Radio. Our journalist and Influencer contacts will be essential to our recovery plans, so the team is working hard to keep them focused on Ireland.  While we can’t invite them to travel right now, we continue to engage with them in a proactive manner and your stories can feature in the press bulletins and story ideas we send out regularly to these important contacts. 

Download our Germany Social Media Factsheet here

Click here to view our complete market profile for Germany and here to see our recent market review. 

Market contact: Nadine Lehmann, Market Manager, Germany