Travel & Tourism - Germany | Statista Market Forecast

In Germany, the Travel & Tourism market is expected to witness a rise in revenue, with projections indicating US$69.81bn in 2024.
The market is expected to grow annually at a rate of 2.21% between 2024 and 2029, culminating in a market volume of US$77.85bn in 2029.
The Package Holidays market is the largest in this industry and is projected to generate revenue worth US$42.99bn in 2024.
By 2029, the number of users in the Package Holidays market is expected to reach 42.02m users.
The user penetration rate is projected to rise from 80.0% in 2024 to 87.5% by 2029.
The average revenue per user (ARPU) is expected to be US$1.05k.
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 2029.
It is worth noting that in global comparison, United States is expected to generate the highest revenue in this market, with projections indicating US$214bn in 2024.
Germany's tourism industry is shifting towards sustainable and eco-friendly options, with an emphasis on nature and wellness experiences.

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.

Structure:

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.

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

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

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.

Data coverage:

The data encompasses B2C enterprises. Figures are based on bookings, revenues, and sales channels of hotels, vacation rentals, cruises, package holidays, and camping.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market. As a basis for evaluating markets, we use financial reports, the Global Consumer Survey, third-party studies and reports, data from industry associations (e.g., UNWTO), and price data of major players in respective markets. To estimate the number of users and bookings, we furthermore use data from the Statista Consumer Insigths Global survey. In addition, we use relevant key market indicators and data from country-specific associations, such as country-related GDP, demographic data (e.g., population), tourism spending, consumer spending, internet penetration, and device penetration. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, ARIMA, which allows time series forecasts, accounting for stationarity of data and enabling short-term estimates. Additionally, simple linear regression, Holt-Winters forecast, and exponential trend smoothing methods are applied. A k-means cluster analysis allows for the estimation of similar countries. The main drivers are tourism GDP per capita and respective price indices.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Mobility market, in a PDF format.

Business or corporate travel is the tourism segment that focuses on people who travel for work or professional purposes and the related tourism services. This branch also includes the meetings industry, which refers to business events, conferences, congresses, trade fairs, and exhibitions. According to the World Travel and Tourism Council (WTTC), business travel accounted for 20 percent of the global tourism expenditure in 2021. In that year, it was estimated that business travelers spent more than 740 billion U.S. dollars worldwide, with Chinese tourists topping the ranking of the biggest business travel spenders.