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Germany

Germany

Market conditions - German travel market:

• Germany was the world’s largest outbound travel market (only recently overtaken by China), with a spend of more than €82 billion each year. Over half the German population takes at least one holiday outside Germany each year. Holiday-taking is almost considered a right with high annual leave allowances (up to 30 days).
• Decision making is done early in the year with January, February and March the key booking time for holidays.
• Germany itself continues to be the number one holiday destination with over 30% of all Germans choosing to holiday at home.
• The five largest outbound destinations for Germans are Spain, Italy, Turkey and Austria.
• Although Germans travel throughout the year, the main holiday season is still May to August (May - September to Ireland).
• 120 tour operators offering Ireland.
• 12,000 travel agencies.

German travel to Ireland:

• Tourism Ireland’s targets in Germany are the Culturally Curious, followed by the Great Escapers. German visitors are generally pre- or post-family and live in or close to cities with direct access to the island of Ireland.
• Germany is the island of Ireland’s most important, non-English speaking market in terms of visitors, holidaymakers and revenue.
• Package bookings are still important and represent 24% of all bookings in terms of bed-nights; this represents approximately 35% of business.
• There is a high rate of repeat holidaymakers with 32% of German visitors on a repeat visit.
• With an average length of stay of 9 nights, German holidaymakers stay longer.
• Dublin, the South-West and Western regions are the most popular areas visited by German holidaymakers.
• 78% of all German holidaymakers include Dublin in their trip.
• Hotels (34%), guesthouses and B&Bs (25%) are the most popular type of accommodation used by holidaymakers from Germany. Hostels and holiday homes represent the majority of ‘Other’ accommodation.
• 16% of holidaymakers travel to Ireland by sea; 84% arrive via plane.
• 72% booked some element of the trip online. Air/sea tickets (70%) and accommodation (51%) are the most popular products booked online.
• Over half (54%) of holidaymakers from Germany are over 35 years of age.
• Hiking/cross country walking is a popular (54%) activity among German holidaymakers.
• 93% visited sites of historical interest in 2017:
o Visited National Parks/Forests (39%).
o Churches/Cathedrals (61%).
o Historic Houses/Castles (76%).
o Monuments (42%).
o Heritage/Interpretative Centres (59%).
o Museums/Art Galleries (50%).

The German tourist:

• Well prepared and book long in advance, fewer last minute bookings.
• Buys several guidebooks (e.g. Lonely Planet, Baedeker, Michael Müller, ADAC, Marco Polo).
• Enjoys longer stay holidays, tours around the country.
• Wants to discover the ‘real’ Ireland, and values = authenticity.
• Doesn‘t want ‘built’ attractions, prefers areas with = no over-development.
• The coast is a unique motivator, unspoilt natural scenery.
• Enjoys walking around and exploring a site.
• Planned spontaneity.
• Individual travellers like to practice their English (this is different for visitors on coach tours!).

Overall market performance:

• 2017 was another record year for Germany, with c667,000 German visitors arriving in Ireland and c.€400m revenue being generated.
• Continuing record performance from Germany in 2018, with the latest January-August CSO results showing a growth of +21%.
• Access continues to increase with over 32,000 airline seats per week, with direct flights from 9 German airports into Dublin, Kerry, Cork or Shannon; and increased ferry capacity for 2019.

There are lots of opportunities for you to engage with the German market in 2019 – just get in contact with us, we’re here to help.

Click here to view our complete market profile for Germany.