what is outbound tourism in germany

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As the travel & tourism industry continues on its recovery path, outbound trips from Germany are increasing, with people eager to resume and reboot their travel plans. According to GlobalData, this pent-up demand, coupled with increased confidence around COVID-19 protocols, is helping to drive the recovery of Germany’s outbound travel sector. GlobalData provides a complete picture of the outbound destinations from Germany in its Travel & Tourism in Germany report. Buy the report here.

In 2022, international departures from Germany grew by 88%.

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Outbound travel from Germany is not dominated by any single destination, but intraregional travel is a noticeable trend. In the case of Germany, ten of the ten most popular destinations are located in Europe.

However, even when focusing only on the top ten, flows to different destinations vary. Understanding the relative size of these and identifying high-potential destinations outside of this list is key to identifying promising growth markets for Germany as a source market and for destinations to understand current preferences among German travelers so they can better target them.

According to GlobalData’s report, Travel & Tourism in Germany, the most popular destinations for the country’s travelers include Austria, Italy, France, Spain and Turkey among others.

For more detailed analysis of the outbound destinations from Germany, buy GlobalData’s Travel & Tourism in Germany.

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GlobalData , the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.     

GlobalData’s Travel & Tourism Intelligence Center provides tracks tourism demand s and flows, expenditure, and competitor KPIs across 180 countries . It also s egment s over $26 trillion in expenditure by accommodation, foodservice, retail, transport, and entertainment . GlobalData’s analysis reports provide d etailed insight into key source and destination markets with real world examples of success to support recommendations .      

Data Insights Travel & Tourism in Germany (2022)

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What is outbound tourism and why is it important?

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Outbound tourism is an important type of tourism . Many countries rely heavily on travellers leaving their home country in search of an international tourism experience.

But what does it actually mean to be an outbound tourist? In this article I will explain what is meant by the term outbound tourism, provide definitions of outbound tourism and I will discuss the advantages and disadvantages of outbound tourism. Lastly, I will provide examples of destinations which have significantly sized outbound tourism markets.

What is outbound tourism?

Outbound tourism definitions, the advent of low cost travel, increased disposable income and leisure time, globalisation, the importance of outbound tourism, the growth of the chinese outbound tourism industry, positive impacts of outbound tourism, negative impacts of outbound tourism, the value of outbound tourism to the uk, outbound tourism: conclusion, further reading.

Outbound tourism is the act of travelling ‘out’ of your home country for the purposes of tourism.

Outbound tourism does not include the purchasing of good or services before or after the trip within the tourism generating country.

To learn more about what a ‘tourism generating country’ is, read my post about Leiper’s Tourism System .

The terms outbound tourism and inbound tourism are often used interchangeably.

This is because a tourist who is travelling internationally is both an outbound tourist (because they travel OUT of their home country) and an inbound tourist (because they travel IN to another country).

The only exception to this would be if a person was travelling on a multi-centre trip, for example a backpacker. This is because they are not necessarily travelling from their home country.

The most widely utilised definition of tourism , proposed by the World Trade Organisation (WTO) and United States (UN) Nations Statistics Division (1994), prescribes that in order to qualify as a tourist one must travel and remain in a place outside of their usual residential environment for not more than one consecutive year for leisure, business or other purposes.

When considering outbound tourism, it therefore makes sense to simply add in the prerequisite of leaving your home country country…

Based on this commonly accepted definition (although this is not without its limits- see this post for more details ), therefore, outbound tourism can be defined as:

‘The act of leaving your home country to travel internationally for not more than one consecutive year for leisure, business or other purposes.’

Some other organisations have also offered definitions for the term outbound tourism.

The European Union define outbound tourism as:

‘Visits by residents of a country outside that country’.

Similarly, Visit Britain state that outbound tourism is:

‘The activities of a resident visitor outside of their country of residence’.

The growth of outbound tourism

The outbound tourism market has grown considerably throughout the years.

Of course, the outbound tourist market has grown at different rates in different parts of the world, but the reasons for this growth are largely the same.

Three of the biggest factors contributing to the growth of outbound tourism are: the advent of low cost travel, increases in disposable income and leisure time and globalisation.

The past two decades have seen significant developments in the history of tourism .

Increased competition within the marketplace and the introduction of low cost airlines has meant that more of us are able to travel more often.

In recent years the amount of disposable income that the average person has each year has increased. This means that people have more money to spend on international tourism .

People also have more leisure time than they used to. Paid holidays and increased flexibility as a result of flexi-time practices at work, means that people have more opportunities for international tourism than they did in the past.

Other posts that you might be interested in: – What is tourism? A definition of tourism – The history of tourism – The structure of the tourism industry – Stakeholders in tourism – Inbound tourism explained: What, why and where – What is ABTA and how does it work? – The economic impacts of tourism

More people want to experience outbound tourism nowadays than ever before. Globalisation has opened up many opportunities for us around the world.

Many destinations that were not previously accessible have opened up and subsequently developed their tourism industries.

Click here to learn more about globalisation and its impact on the tourism industry!

Outbound tourism is hugely important to many countries around the world. The OECD have a handy tool on their website which demonstrates the value of this tourism in different parts of the world.

Outbound tourism has many positive economic impacts that reaches further than just the tourism industry. Outbound tourism can help to enhance the economies of many countries by providing economic boosts in a range of sectors such as retail, healthcare and education.

Many countries, however, rely too much on outbound tourism. Should there be a reason that tourism declines, for example during the 2020 Coronavirus pandemic, a country’s economy could face dire consequences if they do not diversify their income.

A major recent development in the tourism industry is the growth of Chinese outbound tourism.

Today, China is the largest outbound tourism market in the world.

Chinese tourists spent more than $288billion on international travel in 2018, which equates to a whooping 25% of global tourism spend . It is predicted that Chinese tourists will take 160 million overseas trips by 2020.

This growth is largely attributed to rising incomes amongst Chinese workers and new freedoms allowed to the population . Many countries around the world now offer simpler and easy to obtain visas for Chinese citizens than they did in previous years.

This has resulted in a boom in Chinese outbound tourism. Whilst Chinese tourists travel all over the world, markets in Asian countries such as Thailand and Bali have seen particular increases in overall tourism numbers as a result.

Chinese tourists typically spend significantly more money when they travel than tourists from other countries. This means that the Chinese outbound tourism market is particularly welcomes in many destinations around the world.

Outbound tourism can be beneficial for both the traveller generating region and the tourist destination region .

In the tourist’s home country, outbound tourism can help to boost the economy. If tourists use a local operator to organise their travel arrangements, such as the national airline or a domestic travel agent, then some of the profits made will be retained in the home country.

When the tourist reaches their holiday destination there are many economic advantages to the host destination. The graph below by the Office of National Statistics (ONS) outlines the areas that profit the most from outbound tourism.

Foreign exchange income can be particularly beneficial in destinations where the currency is weak. Many destinations focus their marketing efforts in countries that have strong currencies, such as the UK, USA or Europe.

Another positive impact of outbound tourism is that income from tourism can be used to help boost the wider economy. Money can be reinvested in areas such as healthcare and education.

There are two major economic impacts that can have a negative effect on the destination.

The first is economic leakage in tourism . Outbound tourists often seek the familiar and may choose to spend their money in large chain organisations such as a Hilton Hotel or a McDonalds fast food restaurant. This causes money to be taken out of the tourist destination region, thus limiting the positive impacts from tourism.

The second is over dependence. If a destination relies too heavily on their outbound tourism industry, they could come into trouble should this be disrupted.

Disruptions to the tourism industry occur frequently around the world. Reasons include natural disasters, political unrest, economic instability and pandemics.

You can read about the economic impacts of tourism in more detail here.

According to the ONS, outbound tourism is a significant market in the UK, accounting for 1.8% of GDP.

The outbound tourism sector accounts for more than 221,000 jobs in the United Kingdom.

The economic contribution of UK outbound tourism equates to £37.1 billion.

The graph below indicates which destinations UK outbound tourists are choosing to travel to, with Spain being the most popular.

Outbound tourism is an important part of the structure of the tourism industry . Many countries rely heavily on outbound tourist markets and outbound tourism is a significant economic contributor. The outbound tourism market has grown and developed throughout the years, with the most significant and rapidly emerging market being the Chinese.

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Perspectives on travel recovery: Germany

The German tourism market dropped by nearly 38% between 2019 and 2020, and it is not expected to return to its pre-crisis level until 2023 (earlier than other European countries such as UK, Italy, France or Spain, than will do so around 2024). Around 1 million direct jobs have been affected.

Domestic expenditures have been the most resilient compared to other European countries, even though they has declined by 33% due to the less rigid COVID-19 travel restrictions. Both the business and leisure segment should recover fast comparing to the European average of recovery and return to its pre-crisis level in 2022 (faster than Spain, France, Italy or UK).

Outbound expenditures dropped significantly by 71% between 2019 and 2020. We do no anticipate both business and leisure outbound travel from Germany to recover to pre-crisis levels until 2024. For Germany, the inbound business segment looks to be the slowest to recover and won’t do so until 2026.

In terms of outbound spend, Germany occupies the first position in Europe (40 value in USD bn) and the second position in terms of average trip expenditure for international trips (1481 value in USD bn) only behind Finland.

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A compilation of data on outbound tourism by country, including data on international tourism expenditure and outbound trips.

COUNTRY PROFILE – OUTBOUND TOURISM

In order to better understand outbound tourism, the World Tourism Organization (UNWTO) has launched a dashboard on country profiles with data on outbound tourism .

The dashboard includes data on:

• International tourism expenditure
• International tourist departures
• Comparison of source markets
• Ranking of indicators on outbound tourism

This platform and its APIs have reached their end of life and will be switched-off at the end of May 2024.

Data are not updated anymore. We invite you to use instead our new data dissemination platform OECD Data Explorer.

To find the corresponding OECD Data Explorer dataset, see this Excel file.

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Industry Analysis of Outbound Tourism in Germany

Comprehensive Examination of Demand Forecast for Outbound Tourism by Age Group and Booking Channel in Germany

German Tour Operators Assisting Individual Explorers by Providing Customized Itineraries, Security Protocols, and Community-Based Events. Get more Insights to Promote Outbound Tourism Business in the Region

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A Complete Study of Outbound Tourism in Germany from 2024 to 2034

The outbound tourism industry in Germany is estimated to be valued at US$ 114,960.2 million in 2024 and is projected to reach US$ 292,799.9 million by 2034. The industry is expected to rise at a CAGR of 9.8% in the forecast period.

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Key Insights on the Outbound Tourism Sector of Germany

• There are nowadays more options to draw tourists from Europe by promoting nature-based, off-season, and sustainable vacations.
• The desire to visit a unique destination present on their bucket list is especially strong among younger travelers in Germany.
• The air connectivity between Germany and Southeast Asian countries such as Singapore, Thailand, Malaysia, and Indonesia is growing steadily.
• One of the niche emerging trends in Germany's outbound travel industry is wildlife viewing, followed by luxury tours.
• While group or package vacations are still quite popular in Germany, independent or solo travelers are becoming more common.

Germany Outbound Tourism Industry Outlook Vs. Demand Forecast

Total revenue generated from German tourists exploring overseas in 2019 was figured to be around US$ 72,959.3 million. With a 9.5% CAGR in outbound tourism in Germany from 2019 to 2023 the net worth of the business reached US$ 104,890.7 million in 2023.

The traveling abroad industry in Germany recovered slowly during the post-pandemic period. However, as per the German outbound tourism industry analysis, the country is anticipated to experience a complete recovery in long-distance travel patterns by 2025.

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Key Trends Influencing Demand for Outbound Tourism in Germany

Growing Options in Outbound Travel Trends from Germany

Though curious German travelers have left their mark everywhere, the United States and Canada consistently rank at the top of their lists of preferred foreign travel locations. In Southeast Asia, Thailand is the destination that German tourists choose the most.

Germany Tourist Spending Overseas is Rising Constantly

Increasing spending capacity and growing desire to travel to Asia, especially among the younger generation, is expected to drive the German outbound tourism sector. Furthermore, low accident rates and reduced economic fares offered by airlines in Asia are likely to add up to the trend during the forecast period.

Outbound Travel Agencies Offer Unique Tour Packages to Attract More Customers

Visitor participation in group excursions such as semi-independent tours, small-group outings with friends, and custom tours, is greater than 50%. Traditional package tours are popular among families, seniors, visitors from smaller cities, and tourists alike. Additionally, specialized travel choices such as closed-door tour groups are set to gain impetus in the next ten years in the German outbound vacation industry.

Immense Popularity of Cruise Trips to Push Outbound Travel in Germany

Cruise vacations are gaining immense popularity among vacationers from Germany. These comfortable floating hotels, which offer a wide variety of entertainment and shore sightseeing, are becoming increasingly popular among young travelers.

Growing Popularity of Destinations Located in Türkiye

Türkiye is a desirable vacation destination due to its pleasant climate, stunning scenery, intriguing cuisine & culture, fantastic beaches, and inexpensive flights from other European nations. In 2018, about 27% of all trips to Türkiye were from Germany alone. The high percentage of German visitors can be attributed to the substantial Turkish immigrant population in Germany.

Comparative View of the Outbound Tourism Industry in Germany

The section below provides a comparative analysis of the outbound tourism business in Germany, Hong Kong, and the healthcare sector. The outbound tourism industry in Hong Kong and the outbound medical tourism sector are expected to reveal the dynamics of Germany's overseas tourism industry. The section outlines the anticipated CAGR through 2034 for each industry in addition to important trends and business prospects.

Germany Outbound Tourism Industry:

Hong Kong Outbound Tourism Industry:

Outbound Medical Tourism Industry:

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Category-wise insights

German tourists prefer online booking channels for their outbound tours.

The online segment is anticipated to contribute almost 43.8% of revenue in the Germany tourists’ abroad industry in 2024.

The majority of German tourists reserve their accommodations, as well as vacation packages or personalized tours in advance. So, the availability of online travel portals has undoubtedly provided customers with easy access to a wide range of options. Moreover, travel comparisons on booking portals and hotel websites are likely to spur outbound travel from Germany.

Tourists in the 36 to 45 Years Age Group are Looking more for Outbound Travel

Travelers belonging to the age group of 36 to 45 years account for more than 32% of the German outbound tourism industry share.

Further growth in this segment can be attributed to high spending capacity, enthusiasm to travel & discover, and availability of time amongst these age groups. The millennial generation is attracted to adventurous destinations across the globe and young Germans are more attracted to wildlife tours.

Competitive Landscape

Currently, the competition in Germany's traveler’ abroad industry is intense following the emergence of many new players after 2022. Many regional tour operators are providing customization options according to the specific needs of citizens traveling abroad from Germany. They are also providing combo offers (flight, accommodation, and transport) to attract a large customer base. These personalized trips would help to draw tourists and tour operators are providing discounts on their packages.

Recent Developments in the Outbound Tourism Sector in Germany

• In October 2022, The Tourism Authority of Thailand (TAT) announced the launch of a novel marketing campaign that promotes Thailand as a year-round destination at a time when heating bills and prices are growing in the USA and Europe. The country is aiming to bring in more Americans and Europeans who are facing an expensive and harsh winter.
• In October 2022, the Hong Kong Tourism Board mentioned that tourists will be provided with free flight tickets to the country in a bid to push visitor numbers, which have dropped by tens of millions a year since the pandemic. The new initiative will give away about 50,000 plane tickets worth £ 225 million to travelers.

German Tour Agencies like TUI Group, Thomas Cook, and DER Touristik Group Are Using Online Platforms to Promote Outbound Tourism

TUI Group is a leisure, travel, and Tourism Corporation based in Germany. TUI stands for Touristik Union International (Tourism Union International). TUI AG was previously known as Preussag AG until 1997 when the firm shifted its focus from mining to tourism. It is based in Hanover, Germany.

The company’s complete tourist value chain is covered under one roof. This includes over 400 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 16 cruise ships ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships to TUI Cruises' Mein Schiff fleet and cruise ships at Marella Cruises in the United Kingdom. The company also encompasses Europe's major tour operator brands and online marketing platforms, five airlines with over 100 contemporary medium & long-haul aircraft, and over 1,000 travel agents.

TUI is progressively concentrating on the growth of digital platforms in addition to extending its core business with hotels, cruises, and activities in vacation locations through successful joint ventures. At the same time, the company is transitioning into a digital enterprise.

In June 2021, TUI Group, the world's biggest tourist operator, signed an agreement to build a new digital platform for multi-day excursions in collaboration with Nezasa, an award-winning travel technology firm. The deal underlines TUI's continuous strategic investment in digital platform capabilities for increased efficiency and speed, as well as to allow future development in the tours & activities sector by providing better, more personalized client experiences.

Thomas Cook Ltd, on the other hand, is the country's largest integrated travel and travel-related financial services company, providing a wide range of services such as foreign exchange, corporate travel, meetings, incentives, conferences & exhibitions (MICE), leisure travel, and travel insurance.

Germany has a well-established tourism business that attracts many foreign inbound visitors, which may also be leveraged for attracting domestic tourists, aiding future recovery such as increasing interest in dark tourism. In September 2020, Thomas Cook was relaunched by Fosun International as Thomas Cook Holidays, an online travel firm with 50 employees.

DER Touristik Group is one of Europe's largest tourist organizations. DER Touristik has a company history that dates back over 100 years. The company has over 2,300 travel agencies in Germany, the United Kingdom, France, Eastern Europe, and Switzerland, including successful DETOUR, DEPART, and Kuoni sales brands. DER Touristik Group is with its customers from the beginning of their vacation planning to the end of their trip.

In May 2022, the DER Touristik Group announced the acquisition of a premium resort brand named Aldiana. This implies that LMEY (Zug in Switzerland) transferred its 50% stake in Aldiana Holding GmbH (Frankfurt) to DER Touristik Hotels & Resorts GmbH. (Cologne).

Key Players for Outbound Tourism in Germany

• TUI Germany
• Thomas Cook
• DER Touristik
• Aida Cruises
• Schauinsland-Reisen
• TUI Cruises
• Hotelplan Suisse
• Phoenix Reisen

Scope of Germany Outbound Tourism Industry Report

Key segments covered in germany outbound tourism industry survey report, by purpose type:.

• Holiday or Leisure
• Other Purpose

By Booking Channel:

• Phone Booking
• Online Booking
• In Person Booking

By Tourist Type:

• International

By Tourism Type:

• Cultural & Heritage Tourism
• Medical Tourism
• Ecotourism or Sustainable Tourism
• Sports Tourism
• Wellness Tourism
• Other Tourisms

By Tour Type:

• Independent Traveler
• Package Traveler

By Consumer Orientation:

By age group:.

• 15 to 25 Years
• 26 to 35 Years
• 36 to 45 Years
• 46 to 55 Years
• 66 to 75 Years

Frequently Asked Questions

At what rate is the outbound tourism sector growing in germany.

The outbound tourism sector in Germany is anticipated to register a CAGR of 9.8% through 2034.

How Big will the Outbound Tourism Business Be in Germany by 2034?

Outbound tourism business revenue in Germany could be around US$ 292,799.9 million by 2034.

What is the Key Strategy for Outbound Tourism Companies in Germany?

Outbound tourism companies in Germany are targeting young travelers to boost revenues.

Which is the Leading Booking Channel for the Outbound Tourism Industry in Germany?

The online booking segment is likely to account for 43.8% of revenue share in 2024.

Which Age Group is creating more Demand for Outbound Tourism in Germany?

The demand for outbound tourism among 36 to 45 age group garners 32% of the total revenue in Germany.

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What is the demand for outbound tourism on the European market?

Global outbound tourism continues to recover well, reaching 84% of pre-pandemic levels by the end of July 2023. Germany and the UK are the largest European markets, and demand for outbound travel from these markets is high. Africa and Asia are the most visited regions by Europeans, and Turkey is the most popular destination by some margin. Europeans want to enjoy a wide variety of travel experiences. These include culture, wellness, food tourism, nature tourism and ecotourism, walking and hiking, and community-based tourism (CBT). In developing destinations, Europeans often look for adventure tourism.

Contents of this page

• What makes Europe an interesting market to target?
• Which European markets offer the most opportunities for tourism suppliers in developing countries?
• Which tourism products from developing countries are most in demand in European markets?

1. What makes Europe an interesting market to target?

Europe is an interesting market to target because it is the largest outbound travel market. As the tourism sector continues its recovery, Europe and the Middle East are bouncing back most quickly. The industry expectation is that tourism will recover to 2019 levels by the end of 2024 or 2025, although this will vary from region to region. Challenges to the sector’s recovery include the state of the global economy and the impact of economic developments on personal travel budgets, as well as the ongoing war in Ukraine, which continues to create uncertainty. Longer term, sustainability remains a challenge as the sector strives to meet global net-zero commitments by 2050.

Current status of worldwide tourism after the pandemic

Tourism is proving to be a highly resilient global industry. The sector is on track for a full recovery, with arrivals reaching 84% of pre-pandemic levels between January and July 2023 and 90% in July 2023. Around 700 million tourists travelled internationally between January and July 2023. This is roughly 43% more than in the same months in 2022.

Table 1: Worldwide tourism arrivals in 2022 and Q1-Q2 2023 compared to 2019

Source: UNWTO

• The Middle East witnessed the strongest performance between January and July 2023. Arrivals were 20.3% higher than those reported for the same period in 2019. In Q1 2023, the region already saw a 15% increase in arrivals compared to the same quarter in 2019, making it the first to achieve pre-pandemic numbers in a full quarter.
• Arrivals to Europe reached 91% of pre-pandemic levels by the end of July 2023. Recovery was mostly driven by strong intra-regional demand: Europeans preferred to visit neighbouring European countries over long-haul destinations. The Southern Mediterranean region exceeded pre-pandemic levels by 1%.
• Africa also performed strongly, witnessing a return to 92% of pre-pandemic levels. The North Africa subregion in particular exceeded pre-pandemic levels in the first half of 2023 (+8%).
• The Central America subregion also performed strongly in the first seven months of 2023, exceeding pre-pandemic levels by 1.7%. The region was quicker to open up to international tourism following the pandemic, which stimulated faster growth.
• South America recovered to 89% of pre-pandemic levels, led by strong performers such as Colombia, where arrivals are already exceeding 2019 levels.
• Asia was the slowest growing region, recovering to 61% of pre-pandemic levels. Many countries in this region opened up more slowly – China did not reopen its borders to international tourism until March 2023. South Asia, however, enjoyed a stronger recovery (93%) than other Asian subregions.

By destination, several countries exceeded arrivals recorded between January and July 2019, with some even enjoying double-digit growth. Many of these high performers were European countries, including Albania (56%), Andorra (31%), Armenia (31%), Liechtenstein (19%), Serbia (17%), Montenegro (14%) and Iceland (13%). Outside Europe, many developing destinations also saw unprecedented growth in the first quarter of 2023. Arrivals in these countries were much higher than in 2019, as can be seen in the table below.

Figures from the International Air Transport Association also show a strong recovery post-pandemic. By the end of May 2023, global air traffic revenues had recovered to 96% of pre-pandemic levels . Passenger numbers were back at 88%.

Future projections and challenges

The state of global tourism mid-2023 is cause for optimism, and current projections indicate that recovery will continue. International tourism is expected to remain on track to recover to between 80% and 95% of pre-pandemic levels, depending on the region. There is also growing confidence that international tourism will fully recover – to pre-pandemic levels – by the end of 2024. However, this will also vary from region to region.

In October 2023, the International Monetary Fund (IMF) predicted that the global economy would grow by 3% in 2023 , an increase of 0.2%. Growth is expected to be driven partly by increased travel after the pandemic, as well as by a strong jobs market and services sector. Still, challenges to this growth remain.

Downturns or slow growth in some of the world’s largest economies, including the US, Europe and China, may have a negative impact on tourism performance at a macro level. At a more local level, there are high consumer prices, high inflation and high interest rates, which continue to dent consumer confidence.

Driven by the war in Ukraine, which has pushed up prices, the cost-of-living crisis has affected many countries, including developed nations. The soaring costs of food and energy, along with high inflation rates, are negatively affecting consumer budgets. Other factors that are limiting growth are travel disruptions caused by staff shortages and industry disputes in the travel and transportation sector. These continue to play a role in several destinations.

Besides the war in Ukraine, there are other geopolitical tensions as well. The relationship between NATO and Russia is strained, for instance, as is the one between the US and China. These tensions could also threaten the recovery of the tourism industry. Safety and security are becoming more and more important as tourists actively assess any potential threats to their own personal safety while travelling.

• Stay up to date on global, regional and national issues that might have an impact on your local tourism sector. Having a good understanding of these issues will help you reassure your buyers if they have concerns. Be sure to take appropriate action to address issues if necessary.
• Use the CBI study How to manage risks in tourism to keep your risk management policy up to date. Although the pandemic is officially over, other risks remain.

Sustainability requirements

At a macro level, switching to sustainable business practices to fight climate change has never been more important. Net-zero targets have been adopted by 97 countries , including the EU’s 27 member states and the UK. At a micro level, tourists are increasingly concerned about their negative impact on the planet, people and places. Europeans are becoming more eco-conscious and expect tourism businesses to be sustainable. They also want to see evidence that their actions are not damaging the places they visit.

The EU Green Deal was launched in 2019 and involves a series of sustainability measures. The goal of these measures is to help Europe become the first climate-neutral continent by 2050. This will have an impact on European tour operators, who will have to meet certain sustainability standards. These standards will also apply to their partners, including local tour operators.

• To find out how to make your business sustainable, read the CBI study How to be a sustainable tourism business .

Analysis of outbound tourism volumes from Europe

Europe is the largest source market for outbound tourism, making it an interesting region to target. In 2019, there were 743.9 million international tourist arrivals from Europe (UNWTO). These accounted for just over one half (51%) of global outbound tourism (1.465 billion international arrivals).

By 2022, the share of international arrivals from Europe had risen to 62% of global outbound tourism, reaching 595 million (80% of the 2019 level). This share may decrease again as tourism returns to normal levels. Still, it remains a good indicator of the strength of the European market. Air passenger traffic also shows that Europe is recovering well from the pandemic. By Q3 2022, it had already recovered to 86% of the 2019 level.

Source: Eurostat

An analysis of travel data reveals that Europeans predominantly visit European destinations. Of 1.1 billion trips taken by European nationals in 2019, 96.3% were to European countries, according to Eurostat. This means that 33.8 million trips were taken to destinations outside Europe. These figures are not surprising. Most Europeans prefer short-haul destinations, and there are many neighbouring countries with excellent tourist attractions that are easily accessible and familiar to European nationals.

But many Europeans also like to explore the rest of the world. Before the pandemic, demand for travel to developing destinations was increasing, and exciting experiences, transformative travel and nature-based travel were becoming more and more popular. This means that there are lots of opportunities for local tour operators to reach this large outbound tourism market.

Asia and Africa are the most popular destinations for trips outside Europe, accounting for 44.3% and 35.1% of trips in 2019 respectively. Central and South America accounted for 16.2% of trips.

The most popular destinations for Europeans have remained the same for many years. Turkey, Egypt, Thailand and Morocco are the countries with the highest number of visitors from the key source markets. Turkey, Egypt and Morocco are medium-haul destinations. They are relatively easily accessible by Europeans from all over the continent and are well served by air, including by low cost carriers (LCCs). These destinations appeal to all kinds of visitors, from budget to luxury tourists.

Thailand is a long-haul destination, but it has drawn European nationals for many years. It offers world-class attractions and extraordinary natural environments, and has a reputation as a good value destination. Like Turkey, Egypt and Morocco, it also has a favourable, warm climate that appeals to Europeans.

In 2019, 33.5 million Europeans travelled to Turkey, making it the top destination by a wide margin. Egypt was the second most visited destination (8.4 million), followed by Thailand (7 million). Turkey was also quicker to recover after the pandemic, welcoming a significant number of visitors in both 2020 and 2021.

Further analysis of arrivals to top developing destinations from key source markets shows that tourists from different European countries prefer different destinations. For instance, the table below shows that in 2019:

• The top destinations for German holidaymakers were Turkey (5 million arrivals) and Egypt (1.7 million).
• British tourists preferred Turkey (2.5 million) and Thailand (1 million).
• French tourists mostly travelled to Morocco (2 million) and Turkey (0.9 million).
• Spanish tourists also preferred Morocco (0.9 million), as well as Mexico (0.4 million).

Language is clearly a factor when it comes to these preferences. Morocco has a high proportion of French speakers, while the national language of Mexico is Spanish. These factors are more fully explored in the section below, Which European markets offer the most opportunities for tourism suppliers in developing countries ?

Analysis of global and European value of tourism

International tourism expenditure was €1,335 billion in 2019 . After collapsing to roughly a third of the 2019 level in 2020, by 2022 expenditure had recovered to €979 billion, 69% of the pre-pandemic level. Europe accounted for the largest share of global spending in 2022, at 53%.

European countries are big spenders when it comes to outbound tourism. There are six major European markets in the top 15 countries by outbound expenditure, and Germany, the UK and France are the top spending markets after the US and China. Moreover, tourists from Germany, the UK and France spent almost as much in 2022 as they did in 2019, which shows that these markets are on track to make a full recovery.

Table 2: International tourism expenditure by top source markets, 2019 and 2022

Source: UNWTO; *ONS

Outside the top 15, Switzerland, Belgium and Norway are the biggest European outbound tourism spenders, making them interesting markets to target.

• Continue to monitor tourism recovery trends and patterns in your target markets. Google Trends and Looker Studio (previously Data Studio) have a range of free online tools for this. Google Trends shows the popularity of top Google search queries, while Looker Studio creates graphs, charts and tables to help visualise this data. CBI has created several Data Studio Dashboards to help you understand demand and recovery in the biggest outbound markets.
• Read the study How to forecast tourism demand with Google Trends & Data Studio? for more information, and watch the video on how to use the dashboard .

2. Which European markets offer the most opportunities for tourism suppliers in developing countries?

The European markets that offer the most opportunities for tourism suppliers in developing countries are Germany, the UK, Italy, France, the Netherlands and Spain. These are the largest outbound overnight tourism markets from Europe. Please note that the UK figures in the chart below also include day visitors.

Sources: UNWTO; OECD (Germany, 2021); ONS (UK)

Research conducted by CBI in 2022 indicates that these source markets have a high preference for travel to developing countries. It is also interesting to note that there was a greater intention to travel to developing countries in the next 12 months, particularly amongst British, Spanish, Italian and French nationals.

Table 3: Europeans’ travel plans in the next 12 months, 2022

Source: CBI

Germany has a population of 83 million, the largest of any European country. It also has the largest economy in Europe and the fourth largest in the world. Germans enjoy a high standard of living. Like most of Europe at the beginning of 2023, Germany was affected by high energy costs as a result of the war in Ukraine, and by rising inflation. These factors led to low consumer confidence, which affected consumer spending.

The German economy is strong, but there are still uncertainties about economic growth, consumer confidence and the longer-term outlook. (It should be noted that these uncertainties are not unique to Germany, but also exist in other European countries.) In September 2023, it was reported that the German economy had stagnated in Q2 2023 and was forecast to shrink by 0.4% for the year. Inflation is expected to fall to 6.4% in 2023 and to 2.8% in 2024. Looking ahead, the German economy is forecast to grow by 1.1% in 2024.

German outbound travel market

Germany is Europe’s largest outbound travel market. In 2019, German nationals made 99.5 million overnight trips. The market is also predicted to grow over the next 10 years. In 2022, Germany’s outbound tourism market was valued at US$95.3 billion , and it is projected to grow to US$241.4 billion by 2032. This represents a compound annual growth rate (CAGR) of 9.7% during the forecast period. Germans are keen travellers and Germany is likely to be one of the first European outbound tourism markets to recover fully from the pandemic.

In 2022, Reise Analyse reported that German nationals took 67.1 million holiday trips of 5+ nights . Of these trips, 73% were to international destinations (49.0 million), only slightly less than in 2019. 2022 was a record year for holiday travel expenditure, with German tourists spending €80.1 billion, €7 billion more than in 2019.

Figure 7: Volume of German holiday travel in 2022

Source: Reise Analyse

Germans like to travel to a variety of destinations, both domestically (27% of all trips) and internationally (73%). Europe is the top destination for German tourists (57%); long-haul destinations account for just 6%. Turkey is the most popular developing destination for German tourists, representing 7.9% of all outbound trips in 2022, a 1.6% increase on 2021. Turkey is conveniently located and well served by a range of scheduled, charter and LCC flights.

Egypt, Thailand, Morocco and South Africa are also popular with German tourists, although German arrivals to these destinations have not fully recovered yet. Before and (to some extent) after the pandemic, other popular destinations for German tourists have included Vietnam, Sri Lanka and Namibia. German is still spoken in in certain areas of Namibia, which adds to its appeal.

German travel behaviour

According to Reise Analyse, the average length of stay in 2022 was 12.6 days, slightly longer than in 2019 (12.4 days). Average spending per trip also increased, from €1,032 in 2019 to €1,194 in 2022. Additional research found that German tourists spent more than one third of their budget on accommodation (35.6%), more than any of the other source markets. This was followed by flights and other transport (23.9%). Activities accounted for 12.8% of German budgets, more than any other source market except France.

Germans like to book package holidays, more than other European tourists. In the past, they preferred to book directly with travel agents. However, they are increasingly booking their holidays online (49.6%, an increase of 5.6% percentage points). At the same time, face-to-face bookings are falling (36.1%, a decrease of 2.9% percentage points).

German characteristics and travel motivations

Germans are particularly motivated by a desire to experience nature. They enjoy beautiful scenery and wildlife, and going to the beach is a popular activity. They also like to stay active – walking/hiking and cycling are important pastimes. Culture is important to them as well, and visiting cities, shopping and enjoying local food and wine are key activities that appeal to German tourists.

Like many Europeans, German tourists care about sustainability, and they are increasingly looking to minimise their travel impact. Research conducted by the EU in 2021 found that amongst German tourists:

• 54% would choose to consume locally sourced products while on holiday.
• 47% would be prepared to pay to protect the natural environment.
• 45% planned to reduce waste while on holiday.
• 43% would travel to less visited destinations.

United Kingdom

The UK has a large population of 67.3 million, as well as the second largest European economy. Because the British economy is largely service-driven, it contracted more sharply during the pandemic. Although GDP grew by 4% in 2022, it has fallen since then, and the economy is expected to be weak in 2023 and 2024 . Inflation and interest rates remain higher than in many other European countries. This directly contributes to the current cost-of-living crisis, which in turn has a negative impact on consumer confidence.

British outbound travel market

The UK is the second largest outbound tourism market in Europe, and British tourists made more than 93 million outbound trips in 2019. Since the end of the pandemic, demand for travel has been very high. In 2022, British nationals took 71 million trips, 76% of the 2019 level. It is most likely that outbound tourism from the UK will recover in 2024 or later, depending on the state of the economy and the spending power of British tourists. An optimistic projection from 2022 suggested that outbound tourism would reach 86.9 million trips by 2024 .

The future outlook for outbound tourism from the UK is positive, despite economic difficulties. The UK’s outbound travel market was estimated to be worth US$76.7 billion in 2022 and is projected to reach US$175.2 billion by 2032, growing at a CAGR of 8.6% during the forecast period. However, continued economic uncertainties may affect tourism’s recovery. Affordability is now a major criterion for British tourists in deciding where to go on holiday. British tourists spent £62.3 billion abroad in 2019, and £58.5 billion in 2022 (94% of the 2019 level).

Britons are very keen tourists, and they travel to a diverse range of countries. Compared to the other key source markets, British tourists are most likely to visit developing destinations. Turkey has consistently been the most popular long-haul destination for British tourists for many years, followed by India. India and many African countries like Kenya and Tanzania are traditionally popular destinations for UK nationals, owing to historical ties.

The table below clearly shows that UK arrivals to developing destinations are beginning to recover. In 2022, arrivals to Turkey, Mexico, Nigeria and Egypt surpassed those in 2019, showing robust demand for overseas tourism from the UK.

Source: ONS

British travel behaviour

In 2022, British tourists stayed for an average of 8.7 nights while on holiday, 6.9 nights when travelling for business and 17.1 nights when visiting friends or relatives. In 2019, the average spend per holiday trip was £739, compared to £697 per business trip. By 2022, average expenditure had risen to £887 for a holiday trip and £1,070 for a business trip – an increase of 20% and 46% respectively.

Britons spend almost a third of their travel budget on flights and transport, over a quarter (28.3%) on accommodation and almost a fifth (19.8%) on food and drink. Tourists from the UK spend the least on accommodation compared to other source markets.

A 2022 study found that online travel agencies (OTAs) were the preferred booking method for British tourists (39%), followed by booking accommodation and flights separately (26%). Tour operator bookings accounted for 16%.

British characteristics and travel motivations

Travel is important to UK nationals and they are experienced overseas tourists. Visiting other countries allows them to escape their daily routine, recharge and have new experiences. While they like immersive experiences, hygiene, accessibility, convenience and safety are still important to them. British tourists also like to take part in activities, which is one of the top factors influencing their final decision. Common activities include visiting natural attractions and wildlife watching.

In 2023, Mintel conducted a study on British holiday intentions in the next 12 months. It found that:

• A summer beach holiday was the most popular planned holiday (47%).
• City breaks were the second most popular (45%).
• 35% were planning a family holiday.
• 23% intended to go on a cultural and historical sightseeing holiday.

British tourists are very sustainability minded. In a recent survey, 86% of British respondents stated that sustainability was important to them . Amongst the 18-24 age group, this figure rises to 95%; in the 65+ age group, it is 75%. Other research revealed that 32% of British travellers avoid flying altogether on account of environmental concerns, and 62% would use more sustainable forms of transport (such as trains) if they were cheaper. Busy destinations are avoided by 59%, who are more interested in travelling to lesser-known places.

All in all, sustainable destinations are more likely to attract British tourists.

Italy has a population of 60.2 million, the fifth largest in Europe. Its economy – the eighth largest in the world – grew by 3.9% in 2022, driven by domestic demand. This growth is expected to slow down in 2023, however, as a result of high inflation. Most Italians are well educated and enjoy a high standard of living. They tend to speak English to a good level, but appreciate information being made available in Italian.

Italian outbound travel market

Italian tourists made 34.7 million outbound trips in 2019. In 2021, they made 12.4 million outbound trips; this figure rose to 25.1 million in 2022, reaching around 72% of the 2019 level. By the end of May 2023, outbound travel was at 88% compared to 2022, suggesting that recovery in Italy may be slower than in other European countries. Some forecasters estimate that Italian tourism will not fully recover from the pandemic until 2025 , and business travel until 2027.

According to the Banco d’Italia, outbound tourists spent €26.0 billion in 2022 , just short of the €27.1 billion spent in 2019 (96%).

Domestic travel is very popular in Italy; outbound travel accounts for just 24% of tourism departures. Egypt, Turkey and Morocco are the most popular outbound developing destinations for Italian tourists. There was notable growth in departures to Turkey and Mexico in 2021.

Destinations popular with Italian tourists before the pandemic included Madagascar, Indonesia, Jordan, Vietnam and South Africa.

Italian travel behaviour

The average length of stay of Italian tourists has been increasing. In 2019, the average length of stay while on holiday was 8.3 days; by 2021, this had risen to 12.9 days. It is likely that Italians were keen to make the most of their travel time after the pandemic and opted for longer stays. The average spend per trip in 2022 was €909.63, a 16% increase from 2019 (€780.97). This could be the result of the increased length of stay.

Italians spend the largest share of their travel budget on accommodation and flights (30.6% and 27.1% respectively). Around 12.8% is spent on activities, the highest amongst the source markets along with France and Germany.

Italian tourists like to book trips well in advance, sometimes up to 11 months. They value recommendations from friends and family very highly (52%) and often use review sites (41%). In general, they like to do a lot of online research before making a decision. Italians are more likely to book their own travel arrangements using online platforms compared to other European countries and tend not to book package holidays.

Italians are tech savvy and spend a lot of time on social media.

Italian characteristics and travel motivations

Italians look for active, cultural holidays and prefer exploration to relaxation. They enjoy nature and like to spend time in the great outdoors, visiting natural attractions and experiencing wildlife. They are also very outgoing and like to eat out and socialise.

Italian tourists have the following characteristics:

• Older, wealthier Italians will travel at any time of the year.
• Italians like guided tours with Italian-speaking guides.
• Security, high-quality accommodation and good food are important to them.
• More than a quarter of Italians like to travel off-season.

While keen on sustainability, Italians are less sustainably minded than other European nations when they travel. However, as a nation of ‘foodies’, they do like to consume locally sourced produce while on holiday (42%). They also prefer to travel outside the main tourist season (27%), offering good opportunities to attract Italians in the low and shoulder seasons.

France has a population of 67.6 million people, the third largest in Europe. The French enjoy a high standard of living and above average wages within the European region. France’s economy is the third largest in Europe, after Germany and the UK. Despite the cost-of-living crisis and high inflation, which are affecting most countries in Europe, the French economy is expected to grow by 1% in 2023 and 1.2% in 2024 .

French outbound travel market

The French like to travel, making 30.4 million outbound trips in 2019 and 13.1 million in 2021. France’s outbound tourism expenditure is the third highest in Europe, after Germany and the UK, and in 2019 French tourists spent €56.7 billion overseas. The domestic leisure market proved resilient during the pandemic, and outbound travel is expected to recover in 2024 .

The outbound travel market is estimated at US$33.9 billion and projected to reach US$51.6 billion by 2032. This represents a CAGR of 4.3%.

Outside Europe, Africa is the most popular continent for French nationals to travel to. In 2019, Morocco was the most popular destination for French tourists, followed by Tunisia and Turkey. The table below shows that French tourism to most developing destinations still has some way to go before it reaches 2019 levels again. Before the pandemic, Malaysia, Sri Lanka, Chile, Colombia and Costa Rica were popular choices for French long-haul tourists. Countries with historical ties to France, like Senegal and Madagascar, are also favoured.

S ource: UNWTO

French travel behaviour

The average length of an outbound trip was 8.45 days in 2019; in 2021, this had fallen to 8.11 days. French tourists spend most of their travel budget on flights and transport (30.2%) and accommodation (29.5%). They also spend a comparatively large amount on food and drink (19.4%). Meanwhile, activities represent 13.1% of their expenditure, more than any other source market.

French tourists tend to start planning their trips around six months in advance, depending on the destination. They particularly value recommendations from friends and relatives (54%) and use websites to look at reviews and ratings from other tourists (29%). They are also keen users of traditional guidebooks alongside social media platforms. Generally, French tourists prefer to book directly with airlines and hotels (28%), and through online platforms (22%). If possible, they will use personal connections to book through a trusted source (26%).

French characteristics and travel motivations

French tourists are especially interested in the natural environment of a destination, and off-the-beaten-track destinations are becoming more popular. Local cultural offerings are also very important to them.

French people are known for their independent nature. Many French tourists like to make their own decisions and prefer to travel individually rather than as part of a group. The French can be very direct and straightforward in their communication, and they tend to speak less English than tourists from other European countries – if you can speak French to them, it will be appreciated. Reassurance about health and safety precautions are important for French holidaymakers.

French tourists are particularly interested in food, nature and scenery, and experiencing local culture. They like authenticity and immersive experiences. As an ageing country, the 55+ age group is set to be an important consumer group.

As a nation, France is especially concerned with sustainability, and French tourists are more likely to pay more for sustainable travel and accommodation than other Europeans. According to EU research, almost half of French people (48%) feel that sustainably certified accommodations are important . Individually, French tourists are increasingly choosing to travel less and stay longer. They may also look for alternative travel options, for instance taking the train instead of flying. French tourists have a number of strong preferences:

• Eat locally sourced products while on holiday (52%).
• Reduce waste while on holiday (45%).
• Know that more of their money directly benefits local communities (39%).
• Go on holiday outside the main tourist season (39%).

Netherlands

The Netherlands is a small but densely populated country of 17.5 million people. It is a wealthy, highly developed nation with a well-educated population. The Dutch economy is set for moderate growth in 2023 . The Netherlands is one of the most environmentally aware and sustainability-minded countries in Europe.

Dutch outbound travel market

Travel is extremely important to the Dutch – 85% of the population travel for personal reasons. In 2019, there were 22.0 million outbound trips from the Netherlands, which is an average of 1.3 trips per person and higher than the European average. The value of outbound tourism was €17.6 billion in 2019 and €7.5 billion in 2021, 60.4% below the level of 2019.

Recent outbound expenditure shows that Dutch people are increasingly keen to travel overseas again. In Q3 2022, outbound Dutch tourists spent more than €8.4 billion overseas , of which €1.4 billion was spent outside Europe. This represents an increase of 9% over the same period in 2019.

Turkey was the most popular destination for Dutch tourists in 2019, and demand for Turkish holidays showed strong growth in 2021. Morocco and Mexico were also popular destinations for Dutch tourists. Other notable destinations for Dutch tourists both before and after the pandemic include Malaysia, Vietnam, India and Colombia.

Dutch travel behaviour

According to Eurostat, the average length of stay of Dutch tourists abroad was 10.2 nights, and they spent €790 per trip. Dutch tourists are price conscious and look for good value. Like tourists from other European markets, the Dutch spend the majority of their travel budget on accommodation (30.2%) and flights and transport (28.2%). They also spend a relatively high proportion of their budget on food and drink (22.2%).

When planning a trip, the Dutch rely heavily on word of mouth from friends, colleagues and relatives (53%), and they use their own personal experiences to help shape their decisions (40%). As tech-savvy consumers, Dutch tourists also use websites like Tripadvisor to compare customer reviews and ratings, and to gather information.

Dutch characteristics and travel motivations

Nature and culture are important to Dutch tourists. They are also adventurous, seeking less crowded destinations with good sustainable credentials. Authentic experiences are important to them as well. They look for relaxation and the opportunity to get away from the stresses of everyday life by enjoying nature and outdoor activities.

Many Dutch people speak multiple languages to a good level, particularly English. They are interested in other cultures and are careful with their money, looking for good value. They are well organised when it comes to planning their holidays, often researching trips up to six months in advance. They are very comfortable using the internet to book their trips; few Dutch tourists use traditional travel agents to book their trips these days.

In general, the Dutch are very concerned about the environment, preferring to travel sustainably. The younger age groups show the strongest intention to change their travel behaviour. These changes include choosing alternative forms of transport to avoid flying and minimising their use of plastics to protect the environment. More and more Dutch people are becoming vegetarians (11% of the population) , particularly the younger generation aged 18-24. Destinations with good vegetarian cuisines will be popular choices for conscious consumers.

Figure 18: Importance of sustainability to Dutch tourists

Source: Visit Britain

Additional EU research found that Dutch tourists like to take practical action to travel sustainably, and that they aim to:

• Take holidays outside the main tourist season (45%).
• Eat locally sourced products while on holiday (44%).
• Reduce waste while on holiday (44%).
• Travel to less visited destinations (43%).

Spain has a large population of 47.2 million people and a well-diversified and resilient economy. It has the 14th largest economy in the world and the fourth largest in the EU. Although the Spanish economy grew by 5.5% in 2022, driven by public spending, it has yet to return to 2019 levels. Moreover, growth is expected to slow in 2023. This means that, like other European tourists, Spanish holidaymakers will be looking for good value experiences as the cost of living continues to influence spending behaviour.

Spanish outbound travel market

In 2019, Spain was the fifth largest outbound tourism market in the EU, with 19.8 million outbound trips. Most of these trips were to European destinations, the most popular being France, Portugal and Italy. Spanish outbound tourists spent a total of €27.7 billion in 2019.

Before the pandemic, Morocco was the most popular developing country for Spanish tourists by some margin, followed by Mexico. In 2021, there was a notable increase in departures to Mexico and Costa Rica from Spain. Both of these countries are Spanish speaking, and Latin America opened up more quickly to tourism than Asia.

Other destinations that appeal to Spanish tourists include Vietnam, Indonesia and India. South Africa is also a trending destination for Spanish holidaymakers, with arrivals in 2022 exceeding expectations by 60.2%.

Spanish travel behaviour

In 2019, Spanish tourists’ average length of stay was 7.2 days; by 2021, this had risen to 9.4 days. This most likely reflects a desire to travel again after the pandemic. It is also possible that Spanish tourists saved their holiday leave to go on longer trips. However, expenditure per day fell from US$123.9 in 2019 to US$92.4 per day in 2021. Spanish tourists spend more than half of their travel budget on accommodation (30.3%) and flights and transport (27.5%), in line with other European nations. However, they also spend more than one fifth of their budget on food and drink (20.5%), more than any other source market.

EU research shows that Spanish tourists value recommendations from friends and relatives, and that they use a variety of online websites to book their trips, including OTAs. Cultural offerings are the most important factor for them, closely followed by nature and price.

Many Spanish tourists book their holidays online, and they typically plan their trips abroad one to six months in advance, depending on the destination.

Spanish travel motivations

Beach destinations are the most popular amongst Spanish outbound tourists (37%), followed by rural/nature destinations (17%). They are also keen on taking part in religious activities, most likely because many Spanish people are Catholic and actively take part in religious festivals and ceremonies – more so than many other European nations. Food and drink experiences, CBT and ecotourism are also increasing in popularity amongst Spanish tourists. Other post-pandemic trends include taking big, once-in-a-life trips, and nomadic travel.

Value for money and authentic experiences with opportunities to interact with local people and cultures are also important factors for Spanish holidaymakers in choosing a destination. However, local cultural offerings (44%) and the natural environment (43%) are the most important factors.

Spanish tourists are amongst the most sustainably minded and proactively look to minimise their impact on destinations when they travel. They like to:

• Consume locally sourced products while on holiday (71%).
• Reduce waste while on holiday (68%).
• Take holidays outside the main tourist season (53%).
• Travel to less visited destinations (52%).
• Reduce water usage while on holiday (52%).
• Contribute to carbon-offsetting activities (52%).
• To find out more about European markets, do your own internet research. Many countries’ tourism organisations publish market profiles and consumer insights, including the UK , South Africa , and Australia . Although these organisations focus on inbound markets, they can still offer valuable information about tourists’ characteristics and motivations.
• Look for tourism research published by the EU. The Eurobarometer studies survey public opinion in the EU. The Flash Eurobarometer 499 – Attitudes of Europeans towards tourism was published in 2021.
• To keep up with relevant statistics, consult UNWTO and Eurostat’s tourism database . UNWTO has a tourism dashboard for statistics, but for more detailed data you will have to pay to get access to the e-library . Eurostat publishes many statistics that can be accessed for free.

3. Which tourism products from developing countries are most in demand in European markets?

The tourism products from developing countries that are most in demand in European markets are closely aligned with the adventure tourism segment. Adventure tourism is defined as tourism that includes at least two of the following three elements: a physical activity, the natural environment and cultural immersion. Developing countries offer some of the world’s most exciting and interesting adventure tourism opportunities, which Europeans are especially keen to take part in.

The most popular tourism products amongst European tourists are culture, wellness, food tourism, nature tourism and ecotourism, walking and hiking, and community-based tourism (CBT). All of these segments, which are profiled below, overlap or have links with adventure tourism, which is the primary segment for most developing countries.

Cultural tourism

Cultural tourism involves travel to experience and learn about the culture of a country or region. It includes both the tangible features (built heritage) and intangible features (such as music, local lifestyles, homestays and so on) of a destination’s history and heritage, culture, art, architecture and religion that have shaped its way of life.

Cultural tourism is perhaps the largest tourism niche in the world today, valued at up to US$1.1 trillion. It overlaps with many other niches, including CBT, visiting cities, religious tourism and food tourism. According to UNWTO, at least 40% of all tourists worldwide are cultural tourists. Cultural tourism is also set to grow, as tourists seek meaningful, immersive experiences and transformative and experiential tourism have become major trends.

The market for European cultural tourists is large as well, accounting for an estimated 40% of all European tourism. Tourists from Italy, France and the Netherlands are most interested in cultural tourism, while Germany has the largest European cultural tourism market. Cultural tourists have specific characteristics. They are typically well educated, tech savvy and affluent, and they are active and frequent travellers. They also tend to stay longer in a destination, spend more per day and enjoy interacting with local communities.

Figure 21: Enjoying cultural tourism in Machu Picchu, Peru

Source: Unsplash

The quality of a cultural tourism product depends to a large extent on the quality of local guides. They must be able to offer interesting and stimulating information, as well as an authentic and unique experience. Like all tourism products, cultural tourism must be developed based on sustainable, responsible and ethical principles. It must directly benefit local communities, while any negative impact on those communities, and on the environment and local culture, must be minimal.

The market for European buyers is very large. Most European tour operators, including Window to Travel and Nomade Aventure , offer cultural tourism – usually as part of a trip that also involves other forms of tourism. Culture is also a popular theme in tour operators’ advertising. There are specialist cultural tour operators as well, such as Martin Randall and Envoy Tours . Online travel agents (OTAs) such as Withlocals and Viator sell huge numbers of cultural products, ranging from short tours to full-day sightseeing excursions. Private guides, cooking classes, guided tours and skip-the-line tickets to major attractions are also popular.

• To find out how to attract European tourists, read the CBI study What are the opportunities on the European cultural tourism market ?

Wellness tourism

Wellness tourism is another significant niche that has shown particular resilience since the pandemic. Globally, people have been more interested in their own health and wellness, actively seeking ways to stay fit, both physically and mentally. Wellness encompasses many traditional activities, including yoga, meditation, spa treatments, hot springs tourism and eating healthy. However, ‘feel good’ activities like CBT, walking, cycling and swimming also contribute to wellness, so this is a broad category.

Besides North America, Europe is the largest market for wellness worldwide. European wellness tourists took almost 300 million wellness trips the year before the pandemic, and this market is expected to expand. It was valued at US$814.6 billion in 2023 , and over the next seven year it is predicted to grow at a CAGR of 12.4%.

There are two types of European wellness tourists: primary wellness tourists and secondary wellness tourists. Primary wellness tourists usually stay in all-inclusive wellness resorts that are typically luxurious and offer a full wellness package. Secondary wellness tourists are a much larger group, accounting for almost nine in 10 wellness trips, and 86% of total wellness expenditure. They engage in wellness activities as part of a bigger trip and are more interested in the cultural link between a destination and its unique local wellness remedies. This is the group that offers the best opportunities for local tour operators.

Germany, the UK and France are the most important source markets for wellness tourism. The Netherlands, Spain and Italy are other important markets. Germans are particularly experienced wellness travellers who value spending time in nature. British tourists focus on mental wellness and often choose yoga and meditation retreats for their wellness trips. French holidaymakers spend more than their counterparts from other European countries and will often travel further (if they can), favouring French-speaking countries like Madagascar.

There are many specialist wellness tourism providers in the European market, such as Healing Holidays and Wellnessurlaub . OTA platforms like Viator , GetYourGuide and Musement offer an enormous range of wellness trips, tours and experiences. Wellness products sold to European consumers must meet strict regulations around health, safety, cleanliness and qualified practitioners. These are key to ensuring the safety of wellness tourists and confidence in the skills and professionalism of local operators.

• To discover more about the European wellness tourism market, read the CBI study What are the opportunities on the European wellness tourism market ?

Food tourism

Food tourism is a very large and important tourism niche that has become more and more popular amongst outbound tourists. Estimates of its value vary from US$500 billion to US$1 trillion. It is a very diverse niche spanning many different things, such as food festivals, food museums, cooking classes, wine tastings and artisan producer visits. Through food, tourists can get a true sense of a destination’s culture, heritage and traditions. Local cuisines are often the main factor in choosing a destination.

Europeans who want to have immersive and authentic experiences often choose food experiences. This means that there are lots of opportunities for local operators to develop unique food tourism products and showcase their local cuisine. Food tourism also reaches many more people than just dedicated food tourists. It can also help stimulate year-round tourism by attracting tourists travelling out of season.

The European market is estimated to account for 35% of the food tourism niche. Holidaymakers from Spain are most likely to be food tourists (31%), followed by Italy (22%), France (20%) and Germany (18%). Food tourists spend roughly the same as other tourists during a trip (€1,547).

The European buyer market is a mix of tour operators for longer trips and OTAs for short food experiences. Tour operators like Original Travel and Essential Escapes usually include food experiences as part of a longer trip. There are also a small number of specialist food tour operators, such as Gourmet on Tour . OTAs are the most common platforms for short experiences. This group includes specialist platforms like Traveling Spoon and Eatwith , as well as larger activity-based OTAs like Viator .

• To find out more about the food tourism niche market, read the CBI study What are the opportunities on the European food tourism market ? .

Nature tourism and ecotourism

Nature tourism and ecotourism are closely related. Nature tourism involves travel for the purpose of enjoying natural areas and their biodiversity. Ecotourism involves environment-based experiences that are sustainable, low impact and help to protect or preserve local communities or natural environments. Demand for authentic and immersive experiences in natural surroundings is very high in the European market. This has been driven by the pandemic, which caused tourists to actively seek out less crowded destinations and natural environments.

The nature tourism niche is a significant segment. In 2018, global tourism to protected areas was valued at US$600 billion, while wildlife tourism was valued at US$343.6 billion. In line with sustainability trends, demand from Europeans for authentic, responsible nature trips is high. Germany has the largest market for nature tourists, followed by France and the Netherlands. Ecotourists are often prepared to pay more for experiences if they are meaningful and immersive.

Figure 22: Nature tourism and ecotourism in Costa Rica’s rainforests

Sustainability is an essential component in nature tourism and ecotourism. Taking a ‘ nature positive ’ approach to tourism development has been identified as crucial in the global effort to halt and reverse biodiversity loss by 2030 and build a better world. EU research from 2021 shows that Europeans want to behave sustainably when they travel, for instance by consuming locally sourced produce and reducing waste.

European tour operators usually offer a range of different experiences as part of nature packages, including trekking, cycling, wildlife safaris and birdwatching. Ecotourism experiences are often included in nature packages, but they can also be sourced directly (such as an ecolodge in the rainforest). Examples of European tour operators that specialise in nature tourism and ecotourism include Better Places , Far and Wild Travel and ASI Reisen .

• Do your own research on the nature tourism and ecotourism markets. The CBI studies What are the opportunities in the European market for nature tourism ? and What are the opportunities on the European ecotourism market ? are a good place to start.

Walking and hiking

Walking and hiking are popular all over the world, and they are directly linked to nature tourism and ecotourism. There are all kinds of walking and hiking opportunities, ranging from easy trails over gentle terrain to more challenging routes in more difficult conditions. Trips can last from a few hours to days or weeks, or longer. Walking and hiking tourism encompasses several specialist niche markets, including trekking, Nordic walking, hill and mountain walking, rock climbing and long-distance walking. Many hikers wants to discover remote destinations, immerse themselves in local cultures, and enjoy local cuisines en route.

Walking and hiking are amongst the most popular pastimes across Europe, attracting people of all ages. France has the largest hiking community in Europe – 54% of the population, or 38 million people, identify as hikers. In the UK, social media platforms are driving an increase in walking groups of people in their 20s and 30s. Research in 2018 found that 81% of UK millennials (born between 1980 and 1995, aged 27 to 42 today) would consider taking up hiking as a hobby. In Germany, Spain, Italy and the Netherlands, more and more people are taking to the trails every year.

Additional CBI research has shown that walking tourists usually stay longer at a destination, for an average of 12.6 nights. They also spend more, at €1,657 per trip. Walkers prefer to book their accommodation online, either on specialist platforms like Booking.com, or on platforms that combine services.

Almost half of all European tour operators are active in the walking and hiking niche (49.8%). Many operators specialise in walking holidays, such as Walks Worldwide (UK) and SNP Natuurreizen (Netherlands). Others include walking and hiking as themes within their portfolios. It is relatively easy to develop sustainable walking products that have minimal impact on the local environment and benefit local communities. They can also be less costly to implement.

• To find out more about the walking tourism niche, read the CBI study What are the opportunities for walking tourism from Europe ?

Community-based tourism

Community-based tourism (CBT) involves community-led tourism experiences where communities own, host and manage their own tourism programmes. Local communities benefit from this through economic empowerment and skills development. This form of tourism also inspires tourists and promotes cross-cultural understanding. CBT is a very popular tourism activity today, particularly amongst Europeans seeking authentic and immersive experiences. CBT is directly aligned with the growing demand for indigenous-led tourism experiences.

Sustainability is an essential component of CBT. This means that local CBT tour operators must offer sustainable products. As a result of the EU Green Deal, more and more European tour operators will only work with suppliers that are certified as sustainable. Travelife for Tour Operators , the Good Travel Seal and TourCert are the most widely recognised certification schemes by European buyers.

CBT particularly offers opportunities for small communities to enter the tourism market. CBT leaders like Costa Rica, Vietnam and India have been promoting CBT successfully for many years. But there are also emerging destinations, such as Colombia, which after decades of conflict now offers CBT as a way to develop economic self-sufficiency for remote communities and promote peacebuilding.

Figure 23: Community homestay in remote region of Colombia

Source: Acorn Tourism Consulting

European CBT tourists are adventure tourists, motivated by the ‘feel-good factor’ of immersive, cultural experiences. They want to ‘make a difference’ by helping local communities. CBT tourists can be found across all ages and consumer groups, and many like to travel independently as FITs (fully independent travellers), booking directly with communities or OTAs. Spanish tourists have the highest preference for CBT, followed by the UK, France and the Netherlands.

CBI research shows that CBT tourists stay longer in a destination (11.8 nights) than other tourists (10.5 nights). However, they also spend less than other tourists: €1,294 vs €1,547. CBT experiences are often less expensive than other tourism activities, which may account for the lower spending per trip. But although they spend less, CBT tourists are prepared to pay for experiences that they know will have a positive impact on people, places and the planet.

European tour operators usually sell CBT as part of larger adventure packages, which can either be scheduled or tailor-made tours. They often work with local destination marketing organisations (DMOs). The UK has the largest market for operators that specialise in cultural and adventure trips. Examples include Culture Contact and Nomadic Tribe . OTAs like Earth Changers and I Like Local are major platforms for CBT, offering local providers the opportunity to list their products directly.

• To find out more about CBT, read the study What are the opportunities for community-based tourism from Europe ?

Other interesting niches to be aware of

Other interesting niches that Europeans are keen on include SAVE (scientific, academic, volunteer and education tourism), water sports, sun and beach tourism, religious tourism, wildlife watching and city breaks.

The business tourism sector is another interesting sector. More and more business travellers are adding leisure to their work trips, also known as ‘bleisure’. Other tourists travel mainly for leisure but conduct business at the same time, staying in one place for longer. A new term that has emerged for this kind of leisure/business travel is ‘lisness’. These travellers can be compared to digital nomads and have similar communication requirements as they want to make sure they can conduct business efficiently.

To find out more about trends in the tourism industry, read the CBI report Which trends offer opportunities or pose threats on the European market ?

You can also read about other niche market segments and target groups on the CBI website .

Acorn Tourism Consulting Limited carried out this study on behalf of CBI.

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Germany Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2023 Update

All the vital news, analysis, and commentary curated by our industry experts.

Published: July 06, 2023 Report Code: GDTT-SMI23-13-ST

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Table of Contents

Explore thorough market trends and insights from the ‘Germany Source Tourism’ report:

• The report looks at tourist profiles and summarizes the key reasons that they travel.
• Garner exhaustive data on the main and developing destination markets across regions.
• Stay up to date with current and future opportunities for tourism businesses seeking to tap into the German outbound travel market.
• Assess the impact of COVID-19 on domestic and outbound tourism markets.

How is our ‘ Germany Source Tourism’ market report unique from other reports in the market? This report provides:

• Clear insight into the developments within the Germany domestic and outbound tourism markets.
• Data and analysis to discuss future trends related to domestic trips, international departures, traveller spending, and main destination markets.
• In-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the Germany outbound travel market.
• A strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.

We recommend this valuable source of information to anyone involved in:

• ​​Tour Operators and Travel Agencies/OTAs/Event Planners
• Entertainment, Recreation and Holiday Planners
• Hospitality Industry – Leaders and Startups
• Strategy, Marketing, and Business Development
• Market Intelligence and Portfolio Managers
• Professional Services – Investment Banks, PE/VC firms
• M&A and Investment Consultants
• Management Consultants and Consulting Firms

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Germany Source Tourism Market Report Overview

Germany’s source tourism market witnessed 98.26 million outbound trips and 244.43 million inbound trips in 2022. While Germany in itself is a remarkable holiday destination and many Germans travel local for their year-round trips, however, traveling abroad is still popular for many reasons. Leisure remains the most popular reason for travel, followed by VFR and business travel. However, in 2020 most of the travel in Germany was domestic due to the pandemic.

The Germany source tourism market research report provides insights into Germany’s domestic and outbound tourism market. It looks at the profiles of Germany tourists and summarizes the key reasons for their traveling. Moreover, it 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 Germany outbound travel market.

Germany Source Tourism Market Dynamics

Younger German travelers and the older generation in Germany have different ideas and preferences when it comes to travelling. Older generations are rarely influenced by social media and prefer more traditional methods of advertising,whereas, younger residents of Germany are more heavily influenced by social media asrevealed by GlobalData’s Q3 2021 consumer survey. Social media usage has changed during the pandemic with more people using Facebook and a significant increase in usage of TikTok between 2019 and 2020. This is important to note if destinations wish to attract younger German travelers shortly. It should also be noted that the younger generations have been greatly affected financially by the COVID-19 pandemic.

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Germany Source Tourism Market Segments

The key segments in the Germany source tourism market are domestic tourism and outbound tourism. Domestic tourism was the leading segment in the Germany source tourism market in 2022.

Domestic Tourism: Domestic travel is more popular than international travel in Germany. In a country that is an established destination for overseas tourists with a variety of options, it makes sense that Germans travel domestically for many of their holidays, which is evident in GlobalData’s demands and flows database. Domestic travel saw a YoY increase in 2022 due to lessening pandemic restrictions, causing an uptick in both domestic and international travel. The total number of domestic return trips is expected to rebound to well above pre-pandemic levels by 2023.

Outbound Tourism : Although many Germans travel local for their year-round trips, traveling abroad is still popular for many reasons. Leisure remains the most popular reason for travel, followed by VFR and business travel. VFR travel out of Germany is small. The percentage of leisure trips overall shows a good opportunity for destinations that are looking to attract travelers travelling abroad for leisure purposes. Leisure travelers have the ability and willingness to spend more money per trip than those traveling for VFR.

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Germany Source Tourism Market Segmentation by Holiday Types

The types of holidays preferred by tourists from Germany are sun and beach holidays, visiting friends or family, cultural holidays, adventure/sport holidays, city break holidays, gastronomical holidays, eco holidays, multi-stop trip holidays, wellness/medical holidays, wedding related holidays, cruise holidays, religious holidays, and LGBTQIA+ holidays, others. The most popular holiday choice for Germany travelers is sun and beach.

GlobalData’s consumer survey Q3 2021 suggests that German travelers enjoy city break holidays more than the rest of the world. Germany has many popular cities, meaning domestic city travel has strong potential as a travel market. is home to several destinations, ideal for a short city break, including Berlin, Munich, and Düsseldorf. European cities are accessible by long-distance bus and train, especially Interrailing. Taking cheap flights to get around Europe is also still popular, however, concerns about the climate has led to a surge in interest for alternative transport options.

Germany Source Tourism Market Analysis by Holiday Types, (%)

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Segments Covered in the Report

Germany Source Tourism Market Segments Outlook

• Domestic Tourism
• Outbound Tourism

Germany Source Tourism Market Holiday Types

• Sun and beach
• Visiting friends or family
• Adventure/sport
• Gastronomical
• Multi-stop trip
• Wellness/medical
• Wedding Related
• 1.1. Country Snapshot 2022
• 1.2. At a glance: Germany’s tourism market in 2022
• 1.4. Main Findings
• 2.1. What types of holidays do German travelers take?
• 2.2. Insight into the German traveler
• 2.3. How has COVID-19 affected German travelers’ appetite for travel?
• 3.1. Domestic Flows
• 3.2. Domestic Spending
• 3.3. Domestic Destinations
• 4.1. Outbound Flows
• 4.2. Outbound Spending
• 5.1. Where did German tourists travel to in 2022?
• 5.2. Main Destination Markets
• 5.3. Developing Destination Markets
• 6.1. Opportunities
• 6.2. Challenges
• 7. Appendix

Frequently asked questions

Domestic tourism is the leading segment in the Germany source tourism market.

Leisure remains the most popular reason for travel, followed by VFR and business travel.

Transportation ranks highest compared to other expenditures of outbound German tourists, and this is due to the high spending of travelers, both in Germany, and the preferred destinations of German tourists.

Sun and beach holiday is the leading type of holiday in the Germany source tourism market.

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16 Countries That Travel The Most (And Their Top Destinations)

A s more people become more interested in places different from their countries of birth, there has been an increase in international travel. Whether it’s for work, school, adventures, or other reasons, there are certain countries around the world that travel the most. This is an interesting thing to study, especially since most people traveling from one place are usually headed for the same destination. This piece aims to inspire travelers by revealing the top countries that travel the most according to the latest outbound travel report by Research and Markets and also reveal the destinations they mostly travel to.

UPDATE: 2023/07/10 20:42 EST BY REENA JAIN

Countries That Travel The Most (And Their Top Destinations)

As mentioned in the UNWTO study, the first half of 2023 saw a revival in international travel, and the same pattern is anticipated for the months ahead. Two more countries that travel the most and spend the most on international tourism have been added to the list to reflect current trends.

The happiest country in the world , Finland, also deserves to be on this list for spending a lot on outbound travel. The Finnish people like exploring their own country as the nation is full of natural beauty, history, stunning water bodies, and modern marvels, but they prioritize traveling to different international destinations. Sweden is the most popular foreign travel destination for them followed by Estonia, Spain, and Norway.

From eateries where travelers can try tasty cuisine to fun and exciting activities and attractions that leave visitors amazed, there is so much to do and see in Denmark . Yet, residents travel to neighboring countries for leisure and to explore new international destinations. As mentioned in GlobalData’s report, there is a steep rise in international tourism in Denmark. And Danish residents travel the most to other European countries, specifically Sweden, Spain, Germany, France, and Italy.

Even though China has eased some of its COVID restrictions and is moving toward a tourism recovery, outbound travel has recovered more quickly than inbound travel to the area. Although China has countless beautiful beaches, mountains, islands, cities, and many natural and modern wonders , Chinese people also love to travel abroad. They prefer visiting nearby Japan, Thailand, and Korea for a short international trip, though other popular destinations include the Philippines, Thailand, and the United Kingdom.

According to GlobalData's report , outbound travel from Canada in 2022 increased by 312% to reach 22.3 million, the highest number since 2019. Although Canada is full of fantastic destinations, Canadians, after the pandemic, prefer to spread their wings and travel to distant regions, particularly in the United States, Thailand, Indonesia, and Europe. However, the majority of Canada's top ten international travel destinations are in the United States.

Following the Japanese government's decision to lower its travel warning for 34 countries and territories, Japan's outbound market is regaining strength, with an increasing number of people traveling abroad. According to data from Japan's Immigration Service Agency, there were 1045.7% more Japanese tourists abroad in February 2023 than in the same month in 2002. Furthermore, South Korea, the United States, Thailand, Singapore, and Taiwan are among the top international destinations for Japanese travelers.

Singapore is a traveler's dream destination with numerous breathtaking natural beauties as well as of man-made marvels . However, the people of this lovely nation also look for chances to travel to nearby countries for a short trip and faraway destinations for a long break. According to the e-Conomy SEA 2022 report , 52% of Singaporeans intend to travel abroad in 2023, an increase of 13% from 2022. And the majority of them spend three to four days on vacation in Thailand, Indonesia, Japan, South Korea, Malaysia, and Taiwan, which are their preferred international vacation destinations.

Since restrictions were lifted, outbound travel in Austria has continued to skyrocket. It now seems more people are trying to get out of the country than ever. For Austrians, Croatia is the favorite destination for outbound travel, although Italy and Germany are also favorite destinations for according to Statista’s outbound tourist numbers for Austria in 2021 .

Switzerland

There are plenty of interesting things to enjoy in Switzerland , but that does not stop millions of people from leaving the country every year and spending their vacations in European destinations. In 2019 before the pandemic, approximately 19.8 million people traveled abroad, and their favorite destinations are France and Germany.

Related: Switzerland Vs Austria: Which Has The Better Alps?

Italy has everything a person needs, from a destination, from archaeological sites to beautiful beaches and delicious food , and while those are popular among Italian travelers, they also love to travel abroad and check out some of their favorite destinations. In July, outbound travelers from Italy amounted to 3.2 million, and Romania was the country’s most beloved travel destination. Spain and France, however, are popular destinations among Italian travelers.

France has been responsible for the most outbound travels from Belgium. In 2019, approximately 4.5 million trips originating from Belgium landed in France, and although the number may have reduced, one can still expect this trend as more people resume outbound travel.

Russian outbound travel may be on a downward trend, but it remains a country with huge outbound tourism numbers. In 2022, Turkey was the main place of interest for Russian outbound travelers , and the UAE is also popular among Russian travelers.

The Netherlands

Before the pandemic hit, outbound trips from the Netherlands in 2019 were 22 million, and even though the country may not recover its previous number till 2024, the Netherlands remains one of the countries where people travel the most. Wellness travel is popular among travelers from the Netherlands; Germany is the country’s favorite destination, while Spain and Belgium are also popular among Dutch travelers.

United Kingdom

The Royals , castles, museums, and delicious food are not enough to keep people in the UK from being among the top outbound travelers in the world. In 2019, the country saw an outbound tourism number of 84.7 million, and according to GlobalData , this number is set to reach 86.9 million by 2024, and Spain remains the favorite holiday destination for UK travelers.

Being the most visited country in the world does not mean people in France just sit around and let other people do the traveling. They also travel in huge numbers, and French people typically prefer to visit other European destinations such as Spain, the U.K., and Germany.

Related: Want To Know A Secret? Here Are Some Strange France Facts

Germany’s numerous natural and man-made attractions have made it one of the most visited countries in the world, but it has not prevented people from traveling to other destinations for more experiences. In 2019, German travelers took up to 99.5 million trips abroad , placing the country at the top of the list of outbound tourism worldwide. Even though the pandemic reduced global travel, outbound tourism in Germany remains on the high side. German travelers love destinations in the Baltic Sea, although Spain and Italy also rank among the top destinations for German travelers.

United States

Inbound travel in the US is high as the country has some of the world’s most sought-after attractions. Americans, however, also love visiting other destinations in the world, which is why outbound tourism in the country is on the high side, making it the country that travels the most. US travelers love Europe and the Caribbean, but Mexico has remained at the top of the US favorite destination list as it received approximately 24 million US travelers as of September 2022.

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Travel & Tourism - Germany

• In Germany, the Travel & Tourism market is expected to witness a rise in revenue, with projections indicating US$67.57bn in 2024.
• The market is expected to grow annually at a rate of 0.93% between 2024 and 2028, culminating in a market volume of US$70.11bn in 2028.
• The Package Holidays market is the largest in this industry and is projected to generate revenue worth US$41.35bn in 2024.
• By 2028, the number of users in the Package Holidays market is expected to reach 38.57m users.
• The user penetration rate is projected to rise from 78.3% in 2024 to 80.4% by 2028.
• The average revenue per user (ARPU) is expected to be US$1.04k.
• The online sales channel is also set to play a significant role in the Travel & Tourism market, with projections indicating that 82% of total revenue will be generated online by 2028.
• It is worth noting that in global comparison, United States is expected to generate the highest revenue in this market, with projections indicating US$199bn in 2024.
• Germany's tourism industry is shifting towards sustainable and eco-friendly options, with an emphasis on nature and wellness experiences.

Key regions: Malaysia , Europe , Singapore , Vietnam , United States

Definition:

The Travel & Tourism market encompasses a diverse range of accommodation services catering to the needs and preferences of travelers. This dynamic market includes package holidays, hotel accommodations, private vacation rentals, camping experiences, and cruises.

The market consists of five further markets.

• The Cruises market covers multi-day vacation trips on a cruise ship. The Cruises market encompasses exclusively passenger ticket revenues.
• The Vacation Rentals market comprises of private accommodation bookings which includes private holiday homes and houses as well as short-term rental of private rooms or flats.
• The Hotels market includes stays in hotels and professionally run guest houses.
• The Package Holidays market comprises of travel deals that normally contain travel and accommodation sold for one price, although optional further provisions can be included such as catering and tourist services.
• The Camping market includes bookings at camping sites for pitches using tents, campervans, or trailers. These can be associated with big chains or privately managed campsites.

Additional Information:

The main performance indicators of the Travel & Tourism market are revenues, average revenue per user (ARPU), users and user penetration rates. Additionally, online and offline sales channel shares display the distribution of online and offline bookings. The ARPU refers to the average revenue one user generates per year while the revenue represents the total booking volume. Revenues are generated through both online and offline sales channels and include exclusively B2C revenues and users for the above-mentioned markets. Users represent the aggregated number of guests. Each user is only counted once per year. Additional definitions for each market can be found within the respective market pages.

The booking volume includes all booked travels made by users from the selected region, independent of the departure and arrival. The scope includes domestic and outbound travel.

Prominent players in this sector include online travel agencies (OTAs) like Expedia and Opodo, as well as tour operators such as TUI. Specialized platforms like Hotels.com, Booking.com, and Airbnb facilitate the online booking of hotels and private accommodations, contributing significantly to the market's vibrancy.

For further information on the data displayed, refer to the info button right next to each box.

• Bookings directly via the website of the service provider, travel agencies, online travel agencies (OTAs) or telephone

out-of-scope

• Business trips
• Other forms of trips (e.g. excursions, etc.)

Travel & Tourism

• Vacation Rentals
• Package Holidays
• Analyst Opinion

Germany's Travel & Tourism market has been experiencing significant growth and development in recent years. Customer preferences: Travelers in Germany are increasingly seeking unique and authentic experiences, moving away from traditional tourist hotspots to explore lesser-known destinations. There is a growing demand for sustainable and eco-friendly travel options, with travelers showing a preference for accommodations and activities that prioritize environmental conservation. Trends in the market: One notable trend in the German Travel & Tourism market is the rise of experiential travel, where travelers prioritize experiences and activities that allow them to immerse themselves in the local culture. This trend has led to an increase in demand for personalized and off-the-beaten-path experiences, driving growth in niche tourism segments such as cultural tours, culinary experiences, and adventure travel. Local special circumstances: Germany's central location in Europe makes it a hub for international travel, attracting visitors from neighboring countries as well as overseas. The country's well-developed infrastructure, including efficient public transportation and a wide range of accommodation options, makes it a convenient and accessible destination for travelers. Additionally, Germany's rich history, diverse culture, and picturesque landscapes contribute to its appeal as a travel destination. Underlying macroeconomic factors: The strong performance of the German economy, characterized by low unemployment rates and robust consumer confidence, has contributed to the growth of the Travel & Tourism market. Disposable incomes have been on the rise, enabling more Germans to travel both domestically and internationally. Additionally, government initiatives to promote tourism, investments in infrastructure, and a focus on sustainability have further fueled the expansion of the market.

• Methodology

Data coverage:

Modeling approach:

Additional notes:

• Sales Channels
• Travel Behavior
• User Demographics
• Global Comparison
• Key Market Indicators

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Photo: Chen Xia/GT

China is set to witness explosive growth in outbound tourism during the May Day holidays from May 1 to May 5 as data from major online travel agencies showed a strong surge in overseas tour bookings by Chinese travelers. International flight bookings for the first day of the May Day holidays reached a record high, increasing by 20 percent compared with 2019 levels. Nearly 100 outbound destinations saw a rise in flight ticket bookings, according to data Chinese travel platform Qunar shared with the Global Times on Wednesday. Hotel booking numbers showed that Chinese tourists are expected to visit 1,035 cities worldwide during the May Day holidays. The number of air ticket bookings for several visa-free destinations during the May Day holidays surpassed the figures recorded during the same period in 2019. Specifically, flight bookings for Thailand and Malaysia saw an increase of more than 30 percent, while bookings for Singapore and Georgia more than doubled. Chinese tourists also appear more willing to opt for longer-distance travel during the five-day holiday period. The Middle East and Europe emerged as popular choices for holiday destinations, with Saudi Arabia and Egypt experiencing a more than threefold increase in flight bookings. Similarly, countries like the United Arab Emirates, Turkey, and Qatar saw a surge of over 50 percent in flight bookings. In Europe, popular destinations such as the UK, Hungary, Ireland, Spain, and Croatia witnessed a doubling of air ticket bookings, according to Qunar data. Meanwhile, with the Japanese yen hitting a 34-year low against the dollar on Monday, Japan has attracted large numbers of overseas tourists including Chinese visitors. According to Ctrip, Japan will be the top destination for outbound travel during the May Day holidays, with Thailand and South Korea following closely behind. Airbnb data also indicates that Japan is the most searched destination. According to Qunar, the top 10 destinations for the May Day holidays are Thailand, Japan, Malaysia, South Korea, Singapore, Indonesia, Vietnam, the US, the Philippines, and Australia. Bookings for flights to Japan saw a significant increase of over 60 percent compared with the same period in 2019, making it the destination with the largest growth among the top 10. The rise in outbound travel has been facilitated by a surge in international flights. China Southern Airlines announced plans to add over 900 flights from April 30 to May 6, with total planned operation of nearly 19,000 flights. China Eastern Airlines has also expanded its international and regional routes, including flights from various Chinese cities to destinations such as Thailand, Singapore, Japan, and Russia, among others. Global Times

Global hot tourist destinations will welcome a large number of Chinese tourists during the upcoming May Day holidays ...

China’s Golden Week Holiday: What’s Driving Outbound Travel

Peden Doma Bhutia , Skift

April 24th, 2024 at 3:30 AM EDT

Understanding what Chinese travelers want is crucial for stakeholders in the tourism industry to tailor offerings and experiences that match these changing preferences.

Peden Doma Bhutia

Destinations in the Middle East are emerging as favorites for China’s upcoming May Day holiday, commonly known as Golden Week.

Overall outbound travel from China during this year’s holiday is still lagging behind 2019 levels by 13%. But travel to the United Arab Emirates (UAE) has surged by 66%, and Turkey has experienced a significant growth of 56%, according to ticket sales data from ForwardKeys.

Increased seat capacity from Africa and the Middle East, which is set to expand by 75% in the second quarter, has led to this surge in travel.

Corresponding increases in seat capacity to China have backed the travel growth rates of 56% to Turkey, 19% to Italy, and 12% to the UK.

Last month, Trip.com, China’s biggest online travel agency, announced record bookings in Abu Dhabi, exceeding 57,000 room nights over the past 12 months. From 2022 to 2023, outbound travel orders across all products from Chinese travelers to the UAE surged by more than threefold.

Chinese outbound travel to Middle East had already reached pre-pandemic levels during the Chinese New Year period in February.

Pre-Pandemic Travel Patterns

ForwardKeys anticipates that the May holiday will witness notable travel peaks around April 27 and May 1, closely resembling pre-pandemic travel patterns.

In the Asian region, Malaysia has emerged as the top-performing destination for Chinese travelers, with flight bookings currently 42% ahead of 2019 levels. Because of more lenient visa policies, including visa-free travel to Malaysia and Singapore, and streamlined procedures for South Korea, travel to these destinations is expected to surpass 2019 levels in May.

These findings align with insights from Dragon Trail’s Chinese Traveler Sentiment Report , releasing later on Wednesday. According to the report, visa-free policies, direct flights, and simplified application procedures are also making outbound travel more appealing and accessible.

According to ForwardKeys, a notable shift in passenger profiles is the decrease in group travellers, which has dropped by 53% compared to 2019 levels. In contrast, solo travellers are showing a strong interest in exploring Asian destinations, with a 9% increase.

The Dragon Trail report also highlights growing preference for independent travel among Chinese tourists. Travelers also prefer, semi-self-guided travel and boutique groups of 6-10 people, which offer flexibility and convenience.

Value-Oriented Approach

Along with flexibility and convenience, Chinese travelers are also seeking relaxation and comfort in their trips.

Amidst the challenges posed by the Covid-19 pandemic and China’s economic downturn in 2023, Chinese travelers are prioritizing relaxation and comfort in their trips.

The economic pressures have led to a value-oriented approach to travel planning, with a majority carefully considering their spending to maximize value and opting for affordable travel options.

Around 20% of respondents who said they would not travel outbound in 2024 cite limited income as a barrier. Only a small percentage (11%) are willing to pay a premium for superior products and services.

Most travelers allocate less than 20% of their income for travel, with budgets typically ranging from RMB10,000 to RMB30,000 for upcoming trips.

Despite budget-consciousness, shopping remains an integral part of outbound travel, with more than two-thirds of travelers spending a minimum of RMB2,000 (US$276) per trip. Local foods and souvenirs are the primary shopping categories, followed by cosmetics, clothing, shoes and bags.

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Tags: asia monthly , budget travel , china , china outbound , golden week , middle east , shopping , turkey , uae

Photo credit: Overall outbound travel from China during this year's May holiday is 13% behind 2019. Florence Lo / Reuters

Chinese Tourists Fuel Travel Bookings Far and Wide During 2024 May Golden Week

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• Outbound travel bookings during the five-day holiday jump 100% YoY: Fliggy data
• Chinese tourists search for localized and authentic experiences at home and abroad

Chinese tourists pose in a field of canola flowers. Photo credit: Getty Images

Chinese tourists are taking to the road and air this week in droves for the five-day May Golden Week holiday, data from Alibaba Group’s travel platform Fliggy and navigation app Amap reveals.

The vacation period, which starts on China’s Labor Day on 1 May, will see millions of people across the country travel near and far to explore and relax with friends and family.

Outbound travel bookings during the holiday in 2024 doubled year-on-year, according to Fliggy , with cruises, car rentals and independent travel plans driving demand. 

Regional tourism stalwarts like Japan, Thailand, South Korea and Australia accounted for a large portion of outbound bookings, but destinations as far afield as Brazil and Turkey also registered an uptick in interest.

Likewise, domestic travel over the upcoming May Golden Week looks set to smash pre-pandemic records as Chinese tourists explore folk culture across the country.

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Bookings for tours in China doubled compared with the same period in 2019, according to Fliggy, as domestic tourists plan to visit popular destinations, including Shanghai, Beijing, Chengdu and Wuhan.

Car rentals have also surged five-fold on the platform for the holiday period. Amap predicts traffic peaks on the morning of 1 May and the afternoon of 5 May as travelers depart and return from their adventures.

Go ing Further for Less

Overseas travel is becoming more affordable, making it easier for Chinese travelers to expand their horizons. 

The average price per person for international air tickets dropped by 19% year-on-year for flights during the May Day holiday period, according to Fliggy.

“Air tickets are much cheaper than last year, and there is a wider choice of overseas travel destinations,” said a Beijing-based Fliggy user surnamed Wang, who plans to travel with her family during the upcoming holiday.

Travel by boat is also making waves among Chinese consumers, the platform’s booking data shows. 

The number of outbound cruise packages booked through Fliggy during the upcoming holiday has increased by more than 16 times year-on-year.

Chinese Tourism Over New Year 2024 Takes Off As Prices Drop: Fliggy Report  

Tailor-made travel.

Chinese tourists are increasingly taking to the road solo or in smaller groups to explore destinations at their leisure and immerse themselves in local culture, booking data shows.

Group outbound bookings have declined compared with last year, while independent travel continues to rise, according to Fliggy. The platform ranks first in the outbound independent travel sector with a market share of 39.4%, per market researcher Fastdata.

Within China, consumers’ growing preference for authentic local experiences, often accessed via rental car trips, has stoked interest in heritage tourism.

Many domestic tourists who visit historical sites such as Hangzhou’s UNESCO-listed West Lake or Chongqing’s ancient Shibati neighborhood enjoy dressing up in hanfu, clothing traditionally worn in past centuries by the Han.

Their dress may be old-fashioned, but these tourists will rely on Amap’s high-tech travel planning tools to beat an expected surge in crowds and traffic jams.

The platform predicts West Lake will be the most popular scenic spot for independent travelers during the May Golden Week and has shared alternate routes to avoid highway congestion.

Discover more stories from China’s tourism sector 

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