incoming tourism Figures Data Facts 2012

Transkript

1 incoming tourism Figures Data Facts 2012 Published in May

2 As a supplement to the green brochure incoming tourism, the brochure tourism in Niedersachsen provides a summary of key tourism figures for trips to the holiday destination Niedersachsen. tourism in Niedersachsen Figures Data Facts 2012 Published in May Contact / market research information TourismusMarketing Niedersachsen GmbH Jan Matysiak t +49 (0) matysiak@ tourismusniedersachsen.de Imprint Publisher Tourismus Marketing Niedersachsen GmbH Essener Straße 1 D Hannover t +49 (0) f +49 (0) info@tourismusniedersachsen.de Published in May 2012 Sources Deutsche Zentrale für Tourismus e. V. (DZT), Market information 2012 Deutsche Zentrale für Tourismus e. V. (DZT), Incoming tourism Germany, Edition 2012, 2012 Eurostat 2012 GfK GeoMarketing GmbH, RegioGraph 10, 2009 Landesbetrieb für Statistik und Kommunikationstechnologien Niedersachsen (LSKN), LSKN-Online, 2012 Statistisches Bundesamt, Monthly tourism survey, 2012 Layout genese werbeagentur gmbh, Magdeburg Production BWH GmbH Medien Kommunikation

3 Editorial Contents Foreign source markets continued to become more important for the holiday destination Niedersachsen (Lower Saxony) in Although it still accounts for a relatively small share of total overnight stays (9.3 %), this market has evidenced the strongest growth, with an increase of 57 % since 2001 (domestic market %). The European overnight guests account for 85 % of the incoming market, making them the predominant growth engine. Thus, going forward, the incoming tourism market must be observed more closely as a dynamic growth market and an important economic factor. The brochure just published by TourismusMarketing Niedersachsen GmbH (TMN) provides a comprehensive summary of important, tourism-related structural data about the holiday destination Niedersachsen and notes about the individual subject areas. Page 4 8 Long-term trend of incoming tourism Page 9 Shares of the 20 cities Page Regional distribution of foreign guests Page Source market Netherlands Page Source market Denmark Page travel destinations of selected source markets Page growth forecasts Please feel free to contact us if you have questions about the sources or data. 3

4 Overnight stays from abroad in the federal states 2011 The holiday destination Niedersachsen evidences stable development in the incoming sector Bayern 14,1 Berlin Nordrhein-Westfalen Baden-Württemberg 9,3 8,8 8,8 Hessen Rheinland-Pfalz 5,6 5,4 Niedersachsen 3,4 Hamburg Sachsen Schleswig-Holstein Mecklenburg-Vorpommern Brandenburg Thüringen Sachsen-Anhalt Bremen Saarland 2,0 1,6 1,5 0,8 0,8 0,6 0,5 0,4 0, Millionen million Source: TMN according to Destatis 2012 In the past year, Niedersachsen was once again able to increase its growth in the foreign source market and has expanded by 56.8 % in this segment over the past eleven years. Niedersachsen thus ranks seventh among all German federal states in the number of foreign overnight stays. 4

5 Arrivals / overnight stays in Niedersachsen Incoming on the upswing again since Index 2001 = 100 Domestic Ankünfte Inländer: arrivals: 10,316, Domestic Übernachtungen overnight Inländer: stays: 37,093, Foreign Ankünfte arrivals: Ausländer: 927, Foreign Übernachtungen overnight Ausländer: stays: 2,147, Ankünfte: Arrivals: Inländer Domestic Ankünfte: Arrivals: Ausländer Foreign Übernachtungen: Overnight stays: Inländer Domestic Übernachtungen: Overnight stays: Ausländer Foreign 3,368,915 1,359,471 11,125, ,061, Source: TMN according to LSKN 2012 While the trend of domestic overnight stays remained stable during the crisis years 2008 and 2009, the incoming market reacted with significant declines. Strong growth has been observed here again since The foreign market is more dynamic in its development, but it is also more susceptible to changes in economic outline conditions. 5

6 Trend of the top 15 source markets Since 2001, Niedersachsen has gained 1.2 million additional overnight stays from abroad (+ 57 %) The Netherlands Niederlande % (since 2001) Dänemark Denmark + 50 % Vereinigtes United Königreich Kingdom Poland Polen Switzerland Schweiz Schweden Sweden USA Österreich Austria Italien Italy Frankreich France Belgium Belgien Russland Russia Spanien Spain PR China, VR, Hongkong Kong Norwegen Norway - 2 % % + 46 % - 7 % + 9 % + 59 % + 12 % + 22 % + 74 % + 65 % + 27 % % - 2 % Total from abroad : + 1,221,000 overnight stays (+ 57 %) 0 200, , , , ,000, ,200,000 Source: TMN according to LSKN 2012 The Netherlands, Denmark, Great Britain, Poland, Switzerland, and Sweden remain the source markets with the highest volumes. Poland advanced to the number 4 position in the rankings due to strong growth in 2011, while Sweden became somewhat less significant than in the previous year and dropped two positions in the rankings. 6

7 Trend of foreign source markets according to origin European source markets are growth engines 4,000, ,500, ,000, übriges Rest of Europa Europe DK NL Quellmärkte Overseas source Übersee markets Respective share of overnight stays: 2,500, ,000, Europe: 84.6 % 1,500, % 1,000, , % Overseas: 15.4 % Source: TMN according to LSKN 2012 Growth from the European source market is generated above all from the Netherlands and Denmark. On the whole, there has been a clear increase in European guests since The percentage share of overseas guests in overall growth, on the other hand, is declining. 7

8 Trend of foreign overnight stays in tourist areas The strongest growth was in western Niedersachsen Harz Braunschweiger Land ,130 insgesamt ,103 Hannover-Hildesheim ,750 Weserbergland-Südniedersachsen ,093 Lüneburger Heide ,559 Mittelweser ,662 GEO * ,175 Oldenburger Münsterland ,314 Oldenburger Land Unterelbe-Unterweser Ostfriesland Nordseeküste Ostfriesische Inseln , , , , , , , , , , , ,000 Source: TMN according to LSKN 2012 Other Übrige source Quellmärkte markets Denmark Dänemark the Niederlande Netherlands 8 The tourist areas GEO*, Hannover-Hildesheim, and Lüneburger Heide are the growth leaders in terms of the increase in the absolute number of overnight stays. Above all, the GEO* area benefits from its close proximity to the Dutch border and has recorded an increase of approx. 388,000 overnight stays from this source market alone since * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land

9 Share of the 20 cities in foreign overnight stays in Niedersachsen 2011 In 2011, approx. 38 % of the 3.4 million foreign guests stayed over night in one of the 20 cities * Excluding overnight stays of unspecified origin Absolute Absolute Share of the Selected overnight stays in share of the 20 cities source markets Niedersachsen * 20 cities in % Australia, Oceania 17,158 12, % America 172, , % Asia 176, , % Africa 22,833 16, % Europe 2,849, , % 20 cities: Hannover, Goslar, Wolfsburg, Braunschweig, Göttingen, Lüneburg, Oldenburg, Osnabrück, Wilhelmshaven, Lingen (Ems), Papenburg, Hildesheim, Celle, Stade, Hameln, Hann. Münden, Emden, Verden (Aller), Gifhorn, Wolfenbüttel Source: TMN according to LSKN 2012 The fact that the 20 cities account for a more than 70 % share of overnight stays underscores their importance for intercontinental incoming tourism. Approximately 32 % of non-european overnight stays take place in the City of Hannover. Other high-volume travel destinations for intercontinental guests: Wolfsburg, Braunschweig, Göttingen. 9

10 Overnight stays by foreign guests in municipalities in Niedersachsen 2011 Tourist demand from abroad is concentrated on cities and destinations with holiday parks Cuxhaven Wilhelmshaven Butjadingen Stade Varel Bispingen Papenburg Soltau Lüneburg Haren (Ems) Molbergen Hannover Wietzendorf Bad Bentheim Celle Wolfsburg Uelsen Osnabrück Braunschweig Übernachtungen Total overnight von Ausländern stays by foreigners insgesamt Gemeinden Municipalities < oder or no keine data Daten available verfügbar < < < < < < < Hameln Göttlingen Hildesheim Goslar Braunlage Bad Lauterberg im Harz Source: LSKN 2012 Map basis: GfK GeoMarketing More than half of the overnight stays by foreign guests were accounted for by 14 municipalities in Niedersachsen. Hannover was in first place with around 483,000 overnight stays in 2011, followed by Bad Bentheim (holiday parks). 10

11 Foreign guests destinations in Niedersachsen 2011 Hannover-Hildesheim and GEO* have the highest overnight stay volumes Ostfriesische Inseln Nordseeküste Ostfriesland Unterelbe-Unterweser Oldenburger Land Lüneburger Heide Oldenburger Münsterland GEO * Mittelweser Hannover-Hildesheim Braunschweiger Land Overnight stays by foreigners according to origin 2011 NL Scandinavia Alps (AT & CH) UK PL Italy + Spain Rest of Europe USA China Intercontinental 100,000 40,000 10,000 Source: LSKN 2012, Map basis: GfK GeoMarketing Weserbergland- Südniedersachsen Harz * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land The origin of the guests plays a major role in the selection of the holiday region in Niedersachsen. While Scandinavian guests stay predominantly in the eastern and southern part of Niedersachsen (especially the Harz Mountains and the Lüneburger Heide), guests from the Netherlands prefer holiday regions near the border. 11

12 Dutch overnight stays according to type of accommodation Holiday parks are the most popular among the Dutch ,200,000 Andere Other ,000,000 Camping Ferienzentrum,Fewo./Ferienhaus Holiday park, apartment / cottage Hotel B & B Garni ,000 Hotel , , , Source: TMN according to LSKN 2012 When it comes to the choice of accommodations, a significant shift toward holiday parks, apartments, and cottages has been observed since While these overnight stays accounted for an approx. 20 % share in 2001, in 2011, nearly 50 % of all Dutch overnight guests chose one of these types of accommodations. 12

13 Overnight stay destinations Dutch guests 2011 The Dutch stay overnight mainly in western Niedersachsen Butjadingen Uelsen Papenburg Haren (Ems) Bad Zwischenahn Sögel Bad Bentheim Molbergen Rieste Hatten Wietzendorf Winsen (Aller) Bispingen Faßberg Celle Osnabrück Melle Bad Rothenfelde Rothenfe Overnight Übernachtungen stays from von Niederländern the Netherlands 2011 Municipalities Gemeinden < or oder no keine data Daten (949) < (68) < (22) < (7) < (1) < (1) Rinteln Source: LSKN 2012, Map basis: GfK GeoMarketing Hannover Hameln Bad Pyrmont Uslar Osterode am Harz Hildesheim Bad Lauterberg im Harz Braunschweig Goslar Braunlage Bad Sachsa The most popular travel destinations among Dutch overnight guests are the border regions such as Bad Bentheim, Haren (Ems) or Molbergen. However, they also frequent destinations such as Hannover, the Lüneburger Heide and the Harz Mountains. 13

14 Danish overnight stays according to type of accommodation Danish guests prefer hotels , , , , , , , Other Camping Holiday park / cottage / apartment B & B Hotel Source: TMN according to LSKN 2012 Hotels continue to grow in significance when it comes to Danish guests choice of accommodations. In 2011, accommodations of this type already accounted for more than 40 % of overnight stays from the source market Denmark. 14

15 Overnight stay destinations Danish guests 2011 Cities, holiday parks, and the Harz Mountains are popular with the Danes Butjadingen Stade Bispingen Soltau Lüneburg Wietzendorf Hannover Celle Wolfsburg Hameln Rothenfe Overnight Übernachtungen stays from von Niederländern Denmark Municipalities Gemeinden < or oder no keine data Daten (949) (1002) < (68 (17) ) < (22 (20) ) < (7) (2) < (1) (6) < (1) (1) Source: LSKN 2012, Map basis: GfK GeoMarketing Goslar Hildesheim Bad Grund (Harz) Bad Lauterberg im Harz Göttingen Hann. Münden Braunschweig Braunlage Many Danes driving south use the extensive offerings along the A 7 autobahn for a stopover in the Lüneburger Heide and the Harz Mountains. The Harz, Germany s northernmost mountain range, is an attractive holiday destination for Danish guests, especially during the winter months. 15

16 Overnight stay destinations Polish guests 2011 Polish guests are attracted to the amusement and holiday parks and cities Wilhelmshaven Schwanewede Papenburg Meppen Emstek Stuhr Soltau Wietzendorf Haselünne Hannover Landesbergen Celle Braunschweig Wolfsburg Salzbergen Osnabrück Hildesheim Overnight stays from Poland 2011 Municipalities < or oder no keine data Daten (987) (949) < (68 (30) ) < (22 (15) ) < (11) (7) < (1) (3) < (1) (2) Source: LSKN 2012, Map basis: GfK GeoMarketing Göttingen Goslar Demand from Poland was boosted significantly over the past 11 years (+ 138 %). Polish guests like to stay in the cities as well as in the municipalities dominated by amusement, holiday, and adventure parks. The increase in business relations with the neighbouring country also contributes to general growth. 16

17 Overnight stay destinations British guests 2011 Niedersachsen s cities are especially popular among Britons Cuxhaven Wilhelmshaven Wiesmoor Leer Bispingen Lüneburg Papenburg Oldenburg Verden (Aller) Soltau Bad Fallingbostel Bergen Nordhorn Hannover Celle Osnabrück Wolfsburg Bad Bentheim Hameln Braunschweig Overnight stays from Great Britain 2011 Municipalities < or oder no keine data Daten (949) (1005) < ,000 (68 (16) ) ,000 < 2, (22 (14) ) 2, < ,000 (7) (8) ,000 < ,000 (1) (4) ,000 < 40, (1) (1) Source: LSKN 2012, Map basis: GfK GeoMarketing Hildesheim Göttingen Goslar Braunlage With more than 170,000 overnight stays, Great Britain is one of Niedersachsen s most important source markets. 45 % of personal trips by British guests are of a family nature (GfK Travel- Scope), which is reflected by the overnight stay destinations: larger cities and (former) garrison towns are the most popular. 17

18 Overnight stay destinations Swiss guests 2011 Swiss guests are drawn to the costal regions and the cities Langeoog Norderney Juist Borkum Wangerland Norden Wilhelmshaven Leer Spiekeroog Braunschweig Oldenburg Cuxhaven Stade Bispingen Lüneburg Soltau Wietzendorf Landesbergen Hannover Celle Wolfsburg Osnabrück Hildesheim Übernachtungen Overnight stays from aus der Switzerland Schweiz 2011 Gemeinden Municipalities < 500 oder or no keine data Daten (995) 500 < (23) < (20) < (9) < (1) Source: LSKN 2012, Map basis: GfK GeoMarketing Hann. Münden Göttingen Goslar The Swiss are discerning guests when it comes to their choice of accommodations and prefer middle class or first class hotels (DZT market information). Their preferred holiday destinations include the municipalities on the coast and the East Frisian Islands, but also larger cities. 18

19 Overnight stay destinations Swedish guests 2011 Southern and eastern Niedersachsen particularly popular among Swedes Stade Bispingen Lüneburg Papenburg Oldenburg Stuhr Walsrode Soltau Hannover Celle Bad Bevensen Bramsche Osnabrück Bückeburg Hameln Overnight bernachtungen stays from aus der Sweden Schweiz Municipalities emeinden < 500 oder or no keine data Daten (1016) (995) 500 < (23) (19) ,000 < ,000 (20) (9) ,000 < 10, (9) (3) 10, < ,000 (1) (1) Source: LSKN 2012, Map basis: GfK GeoMarketing Bad Pyrmont Hann. Münden Braunschweig Hildesheim Seesen Lehrte Northeim Göttingen Wolfsburg Goslar Swedes often spend the night near the A 7 transit route and in the Hannover-Hildesheim region. The average duration of stay is correspondingly brief at 1.5 nights. In 2011, the number of overnight stays declined by approximately - 6% in comparison with the previous year. 19

20 Overnight stay destinations Belgian guests 2011 Bad Bentheim and Hannover were the most popular destinations among Belgians in 2011 Braunschweig Wilhelmshaven Bispingen Wiesmoor Butjadingen Lüneburg Oldenburg Molbergen Hannover Celle Osnabrück Wolfsburg Bad Bentheim Hameln Hildesheim Overnight stays from Belgium 2011 Municipalities < or oder no keine data Daten (1017) (949) < 1, (68 (14) ) ,000 < 2, (22 (11) ) 2, < ,000 (7) (2) ,000 < 10, (1) (2) ,000 < ,000 (1) (2) Göttingen Source: LSKN 2012, Map basis: GfK GeoMarketing Cartography: TMN 2011, Source: LSKN 2010 Map basis: GfK GeoMarketing Neustadt am Rübenberge Goslar Braunlage Around 70 % of trips made to Germany by Belgians are holiday trips. In Niedersachsen, Belgians frequently stay at holiday parks (Bad Bentheim, Bispingen, Butjadingen), but also in cities such as Hannover or Goslar. 20

21 Overnight stay destinations intercontinental guests 2011 Overnight stays primarily in Hannover and south-eastern Niedersachsen Cuxhaven Emden Wilhelmshaven Wittmund Leer Stade Buxtehude Lüneburg Papenburg Oldenburg Hannover Bispingen Vechta Celle Nordhorn Travel destinations for intercontinental guests 2011 Municipalities Overnight stays by foreigners Osnabrück < ,000 or oder no keine data Daten (949) (1017) ,000 < ,000 (68 (14) ) ,000 < ,000 (22 (11) ) ,000 < ,000 (7) (2) ,000 < ,000 (1) (2) ,000 < ,000 (1) (2) Source: LSKN 2012, Map basis: GfK GeoMarketing Garbsen Bückeburg Hameln Bad Pyrmont Hildesheim Göttingen Wolfenbüttel Salzgitter Gifhorn Laatzen Braunschweig Goslar Duderstadt Wolfsburg Braunlage For the most part, overnight stays by intercontinental guests (total 64 %) are concentrated on the cities of Hannover and Wolfsburg, as well as Langenhagen, Göttingen, Braunschweig, Celle, and Hildesheim. The strong connection to trade fair and business locations suggests that these trips are motivated by economic interests. 21

22 2020 growth forecast of the DZT Germany more and more popular abroad Millions of overnight stays incl. camping ,0 Europe , ,6 Asia/ Australia/ Africa 9.0 9, ,7 4, forecast ,0 8.0 America/ Israel 7.0 7, ,6 22 Source: DZT million 1 excluding approx. 1.3 million overnight stays from other countries In 2011, the holiday destination Germany once again attained an increase in overnight stays from the European and overseas source markets (total % in comparison with 2010). Europe remains the most important foreign market with an approx. 76 % share. According to the DZT (German National Tourism Board) forecast, given successful marketing, it will be possible to attain overnight stay figures in the m range by 2020.

23 2020 growth forecast of the most important source markets for Niedersachsen Good growth opportunities in European source markets Source market Overnight stays Forecast OS Inhabitants 2011 Niedersachsen Netherlands 1,034,630 1,068,000 to 16.7 m 1,291,000 Denmark 329, ,000 to 5.6 m 485,000 Great Britain 171, ,000 to 62.4 m 216,000 Sweden 119, ,000 to 9.4 m 141,000 Switzerland 127, ,000 to 7.8 m 190,000 Poland 159, , m Belgium 95, ,000 to 10.9 m 138,000 Austria 101, ,000 to 8.4 m 149,000 Source: TMN according to LSKN 2012, DZT 2012, Eurostat Overnight stay forecast based on DZT forecast (Incoming Edition 2012) With successful marketing, by 2020, Niedersachsen can attain 2.3 to 2.8 million overnight stays from the most important European source markets (approx. two thirds of the demand from abroad) and thus gain up to 660,000 additional overnight stays. Approximately one third of this growth can be realized from the Netherlands. 23

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