Incoming Tourism 2011

incoming tourismFigures – Data – Facts 2011

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Imprint

The brochure “Figures – Data – Facts”gives an overview of the key tourismfigures for travelling to the holidaydestination Niedersachsen.

Publisher

TourismusMarketing Niedersachsen GmbHEssener Straße 1D-30173 Hannovert +49 (0) 511 270488-0f +49 (0) 511 270488-88info@tourismusniedersachsen.dewww.reiseland-niedersachsen.de

Contact/Informationfor market research

TourismusMarketing Niedersachsen GmbHChristian Stühringt +49 (0) 511 270488-23stuehring@tourismusniedersachsen.dewww.tourismuspartner-niedersachsen.de

DesignH.ZWEI.S Werbeagentur GmbHHannover

ProductionBWH GmbH – Die Publishing Company

List of sources

Deutsche Zentrale für Tourismus e.V. (DZT),Market information 2011

Deutsche Zentrale für Tourismus e.V. (DZT),Incoming tourism GermanyEdition 2011, 2011

Eurostat 2011

GfK GeoMarketing GmbH,RegioGraph 10, 2009

Landesbetrieb für Statistik undKommunikationstechnologien (LSKN),Accommodation from businesses obligedto report from 9 beds including camp sites,LSKN-Online, 2001 – 2010

Statistisches Bundesamt, Monthly tourismsurvey 2001 – 2010

tourism in niedersachsenFigures – Data – Facts 2011

Published in May 2011

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Editorial Contents

The holiday destination Niedersach-sen can look back at a successfuldecade: in 2010, over 3 million over-night stays from abroad wereachieved for the first time and thus45% more than in 2001. The leaderhere continues to be the Nether-lands.

These figures and further results areprovided by this brochure fromTourismusMarketing NiedersachsenGmbH (TMN). It draws on data fromofficial statistics, in which demand(holiday, private and business travel)in businesses from 9 beds upwardsis surveyed.

If you have any questions about thesources or data please contact us.

Page 4Long term developmentof tourism from abroad

Page 9Selected types of accom-modation according tosource markets

Page 11Travel destinations ofselected source markets

Page 22Growth forecasts 2020

After a growth pause caused by the economic cyclein 2009, clearly positive development in 2010 again

Due to the economic crisis, cross border tourism declined worldwidein 2009. In the first year after the crisis, 2010, the holiday destinationNiedersachsen could post clear growth once again. Thus it was pos-sible to significantly increase the number of guests (+1.7 million) andovernight stays (+1.4 million) by foreigners compared with 2001.

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Arrivals/overnight stays in Niedersachsen 2001 – 2010

Source: LSKN 2001 – 2010

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Within the last 10 years, Niedersachsen has gainedalmost 1.4 million (+ 45%) additional overnight staysfrom abroad

The six source markets with the highest volumes, the Netherlands, Den-mark, the UK, Sweden, Switzerland and Poland, accounted for around60% of tourist demand from abroad in 2010. The market share ofEuropean source markets in total was 85%; around 15% came frominter-continental markets.

Development of the Top 15 markets for Niedersachsen 2001 – 2010


The positive development of the European marketin particular has influenced the growth trendin incoming

Above all, the holiday destination Niedersachsen is more popular inEurope. Thus the number of overnight stays from the European sourcemarkets rose by 48.2% (+857,763) between 2001 and 2010 andthus Europe’s market share rose from 82.8% to 84.9%.

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Development of Niedersachsen source markets according to continents


Thou

sand

over

nigh

tsta

ys

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Entwicklung der niedersächsischen Märkte 2001 bis 2011Th

ousa

ndov

erni

ghts

tays

Alongside Denmark, the main contributors to growthcontinue to be Dutch guests, whose number of over-night stays has more than doubled since 2001

While the United Kingdom, Sweden, Poland and the Alpine countriesrecorded a moderate growth, during the same period of time the num-ber of overnight stays by Dutch guests doubled (+120%). And theDanish result for overnight stays was also more than positive withgrowth of 46%.

Development of Niedersachsen markets 2001 – 2010


Development of the Netherlands and Polandsignificantly better than national average

The holiday destination Niedersachsen has been able to grow in theNetherlands above all. Primarily, the expansion of the range (holidayparks) has attracted many guests from the neighbouring country. Thedevelopment of the United Kingdom source market has been charac-terised by difficult developments: due to the closure of British garrisons,an important reason to travel has disappeared.

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Comparison for Germany and Niedersachsen 2001 – 2010

Source: TMN by state, Bundesamt, LSKN 2010

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The origin decisively determinesthe choice of accommodation

Guests have clear preferences according to the countries of originwhen choosing accommodation. While the Dutch particularly frequentlyspend the night in holiday apartments and holiday centres, southernEuropeans are attracted to hotels. The size of the circles stands for thenumber of overnight stays from the source market in Niedersachsen.

Overnight stays according to accommodation and origin 2010

United Kingdom

Netherlands

Sweden

Norway

Denmark

France

Spain

Belgium

SwitzerlandAustria

Italy

Russia

Poland

HotelB&BGuesthouseBoarding houseHoliday centre/apartment/homeCamp siteOthers

��

��

100,00040,00010,000

Cartography: TMN 2011, Source: LSKN 2010 Map basis: GfK GeoMarketing

Tourist demand from abroad is concentratedon towns and holiday parks

More than half the overnight stays of foreign guests (holiday, privateand business trips) were accounted for by around 10 municipalitiesin Niedersachsen. With 400,000 international overnight stays in2010, Hannover took 1st place followed by Bad Bentheim.

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Overnight stays of guests in municipalities in Niedersachsen 2010

Bispingen

PapenburgHaren

(Ems)

Bad Bentheim

Hannover

SoltauWietzendorf

Lüneburg

Wolfsburg

GoslarHildesheim

HamelnLangenhagen

Braunlage

Göttingen

Celle

Braun-schweig

Butjadingen

Molbergen

Oldenburg

Osnabrück

< 5,000 or no data availabler≥ 5,000 – < 10,000≥ 10,000 – < 20,000≥ 20,000 – < 50,000≥ 50,000 – < 80,000≥ 80,000 – < 250,000≥ 250,000 – < 350,000≥ 350,000 – < 500,000

��

Bad Lauterbergim Harz

Cartography: TMN 2011, Source: LSKN Map basis: GfK Geomarketing

Langenhagen

Total volumes ofovernight stays,municipalities 2010

Hannover-Hildesheim and GEO have the highestinternational overnight stay volumes

The origin of the guests has a great part in the selection of the holidayregion in Niedersachsen. While Scandinavian guests stay overnightoverwhelmingly in the east and south of Niedersachsen, guests fromthe Netherlands prefer holiday regions near the border.

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Foreign guests’ destinations in Niedersachsen in 2010

Ostfriesische Inseln

Ostfriesland

Unterelbe-Unterweser

Nordseeküste

Oldenburger Land

GEO*

Oldenburger Münsterland

Mittelweser

Harz

Hannover-Hildesheim

Lüneburger Heide

Braunschweiger Land

Weserbergland-Südniedersachsen

NLScandinaviaAlps (AT & CH)UKPLUSAChinaOther EuropeInter-continental

��

Overnight stays byforeigners accordingto origin 2010

150,00060,00015,000

Cartography: TMN 2011Source: LSKNMap basis: GfK Geomarketing

* GEO = Grafschaft Bentheim,Emsland,Osnabrücker Land

United Kingdom

Netherlands

Sweden

Norway

Denmark

France

Spain

Belgium

Switzerland

Austria

Italy

Russia

Poland

Demand from neighbouring countriesis highest in summer

Guests from the Netherlands are attracted to Niedersachsen in springand summer. Danes and Swedes frequently come to the holiday des-tination Niedersachsen in the long summer holidays. In autumn andwinter, numerous international trade fairs ensure additional demandfrom abroad.

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Overnight accommodation according to month and origin 2010

JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember

50,000

25,00010,000


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The Dutch can mainly be found in westernNiedersachsen

The overnight stays of the Dutch are concentrated on the regions nearthe border and also on Lüneburger Heide and in the Harz, as well asin towns like Hannover, Celle and Goslar.

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Overnight stay destinations Dutch guests 2010

Bispingen

Haren(Ems)

Uelsen

Bad Bentheim

Hannover

Goslar

Braunlage

Butjadingen

Molbergen

< 1,000 or no data (950)≥ 1,000 – < 5,000 (79)≥ 5,000 – < 10,000 (8)≥ 10,000 – < 40,000 (7)≥ 40,000 – < 100,000 (3)≥ 100,000 – < 300,000 (1)

��

Overnight stays by the Dutch 2010Municipalities

Melle Rinteln

Braunschweig

Celle

Wietzendorf

Papenburg

Osnabrück

Bad Rothenfelde

Hameln

Bad Lauterbergim Harz


Towns, holiday parks and the Harz are popularwith the Danes

The extensive offers along the A7 autobahn in the Lüneburger Heideand in the Harz are used as a stopover by many Danes when drivingto the south. As the most northerly low mountain range in Germany,the Harz is an attractive holiday destination for Danish guests, espe-cially during the winter months.

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Overnight stay destinations Danish guests 2010

Bispingen

Hannover

Goslar

Braunlage

< 1,000 or no data (1003)≥ 1,000 – < 2,000 (19)≥ 2,000 – < 5,000 (16)≥ 5,000 – < 10,000 (3)≥ 10,000 – < 30,000 (6)≥ 50,000 – < 60,000 (1)

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Overnight stays by the Danes 2010Municipalities

Soltau

Wietzendorf

Hann. Münden

Bad Lauterberg im Harz

Bad Sachsa

Göttingen

Northeim

Celle

Braunschweig

Wolfsburg

Lüneburg

Stade

Hildesheim

Seesen

Winsen (Aller)



Niedersachsen’s towns are particularly popularamong Britons

With over 150,000 overnight stays, the United Kingdom is one ofNiedersachsen’s most important source markets. Here, 45% of theprivate trips made by British guests are of a family nature (GfKTravelScope), as the overnight stay destinations reflect: larger townsand (former) garrison locations are the most popular.

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Overnight stay destinations British guests 2010

Hannover

Verden (Aller)

Laatzen

Goslar

Wolfsburg

Hameln

Braunschweig

Celle

Bergen

BadFallingbostel

< 500 or no data (1008)≥ 500 – < 1,000 (17)≥ 1,000 – < 2,500 (10)≥ 2,500 – < 5,000 (7)≥ 5,000 – < 10,000 (5)≥ 10,000 – < 40,000 (1)

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Overnight stays by the British 2010Municipalities

Göttingen

Osnabrück

Oldenburg

Leer

Papenburg

Wilhelmshaven

Hildesheim

Braunlage

Bad Bentheim

BispingenLüneburg

SoltauBadFallingbostel

Cartography: TMN 2011, Source: LSKN Map basis: GfK Geomarketingg

Swiss guests are drawn to the coastal regionsand to the towns

The Swiss are demanding guests when choosing their accommodationand prefer middle class or first class hotels (DZT Market Information).Their preferred holiday destinations include the municipalities on thecoast and the Ostfriesische Inseln, but also larger towns.

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Overnight stay destinations Swiss guests 2010

Hannover

Hildesheim

Laatzen

< 500 or no data (1005)≥ 500 – < 1,000 (13)≥ 1,000 – < 2,500 (21)≥ 2,500 – < 5,000 (8)≥ 5,000 – < 25,000 (1)

��

Overnight stays by the Swiss 2010Municipalities

Goslar

Braunlage

Norden

ButjadingenWangerland

Juist

Bispingen

Stade

Cuxhaven

Leer

Nordhorn Wolfsburg

Braun-schweig

Oldenburg

Osnabrück

Göttingen

Hann. Münden

Lüneburg

Celle


Soltau

Wietzendorf

South and east particularly popular among Swedes

Swedes often spend the night near the A7 transit route on the way tothe south and in the Hannover-Hildesheim area (stopovers). The aver-age duration of their stays is correspondingly short at 1.5 nights.Through targeted marketing, it will be possible to continue to maintainthe high overnight stay level of the Swedes.

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Overnight stay destinations Swedish guests 2010

Hannover

Langenhagen Wolfsburg

HildesheimBraunschweig

Celle

< 500 or no data (1015)≥ 500 – < 1,000 (21)≥ 1,000 – < 5,000 (6)≥ 5,000 – < 10,000 (5)≥ 10,000 – < 20,000 (1)

��

Overnight stays by the Swedes 2010Municipalities

Göttingen

Hameln

Hann. Münden

Goslar

Lehrte

Braunschweig

Lüneburg

Bad BevensenPapenburg

Oldenburg

Osnabrück

Bramsche

Bispingen

Stade

Soltau

Laatzen

Cartography: TMN 2011, Source: LKSN Map basis: GfK Geomarketing

Polish guests are attracted to leisureand holiday parks and to the towns

It has been possible to increase demand from Poland significantly inthe last 10 years (+74%). Polish guests like to stay in the towns as wellas in the municipalities dominated by leisure, holiday and adventureparks. The increase in business relationships with the neighbouringcountry is also making a contribution to general growth.

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Hannover

GarbsenLangenhagen

Braun-schweig

Celle

< 500 or no data (1001)≥ 500 – < 1,000 (22)≥ 1,000 – < 2,000 (18)≥ 2,000 – < 5,000 (4)≥ 5,000 – < 10,000 (2)≥ 10,000 – < 20,000 (1)

��

Overnight stays by the Poles 2010Municipalities

Göttingen

Emstek

Papenburg

Oldenburg

Achim

Cuxhaven

Soltau

Osnabrück

SalzbergenStadthagen

Wolfsburg

Overnight stay destinations Polish guests 2010


Langenhagen

Niedersachsen’s towns especially popularamong Austrians

Overnight stays from Austria have been growing for years. AlongsideHannover, the Nordseeküste, the Harz and Niedersachsen’s townshave generated growth in particular. With 2.1 nights, the Austriansstay for a similar length of time as the Swiss in the holiday destinationNiedersachsen.

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Overnight stay destinations Austrian guests 2010

< 500 or no data (1015)≥ 500 – < 1,000 (17)≥ 1,000 – < 2,500 (11)≥ 2,500 – < 5,000 (4)≥ 5,000 – < 20,000 (1)

��

Overnight stays by the Austrians 2010Municipalities

Hannover

Hildesheim

Laatzen

Celle

Goslar

Salzgitter

Bad Harzburg

Papenburg

Norden

Oldenburg

Cuxhaven

Lüneburg

Soltau

Braun-schweig

Wolfsburg

Osnabrück

Göttingen


Bad Bentheim was the most popular destinationfrom Belgium in 2010

Around 70% of the trips to Germany made by Belgians are holidaytrips. In Niedersachsen, Belgians frequently stay at holiday centres(Bad Bentheim, Bispingen, Butjadingen) and also in towns such asHannover or Goslar.

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Overnight stay destinations Belgian guests 2010

Hannover

HildesheimGoslar

Braunlage


Hameln

Laatzen

Overnight stays by the Belgians 2010Municipalities

Bad Bentheim

Braunschweig

Butjadingen

Bispingen

Osnabrück

Göttingen

Celle


< 500 or no data (1022)≥ 500 – < 1,000 (11)≥ 1,000 – < 2,500 (10)≥ 2,500 – < 5,000 (1)≥ 5,000 – < 10,000 (2)≥ 10,000 – < 15,000 (2)

��

Niedersachsen and the west of Germany popularamong the Dutch

The Dutch play an important role, above all for Niedersachsen, Rhein-land-Pfalz and Nordrhein-Westfalen. After Berlin and Schleswig-Holstein,Niedersachsen is the third most important German destination marketfor Danish guests.

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Foreigners’ holiday destinations in Germany in comparison 2010

Cartography: TMN, Source: Stat. offices of the Federal states Map basis: GfK GeoMarketing

German statesGermany2010

NLUKSWEDKPLOther foreign countries

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4,000,0001,500,000

300,000

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Germany more and more popular abroad

In 2010, the holiday destination Germany achieved more than 60 mil-lion overnight stays from abroad for the first time. Using successful mar-keting, around 70-80 million overnight stays are expected in 2020.Other European countries will be the most important source regions bya long distance with around three quarters of overnight stays.

Growth forecast 2020 of the Deutsche Zentrale für Tourismus*

Source: DZT 2011

*German National Tourism Board

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Good growth opportunities inEuropean source markets

With successful marketing, by 2020, Niedersachsen can expect toachieve 2.1 to 2.7 overnight stays from the most important Europeansource markets (around 2/3 of the demand from abroad) and thusgain up to 700,000 additional overnight stays. Around one third ofthe growth here can be achieved from the Netherlands.

2020 growth forecast for Niedersachsen

Source: LSKN 2010, DZT 2011, Eurostat 2011¹Overnight stay forecast on basis of DZT forecast

(Incoming Edition 2011)

Source market Overnight stays Forecast OS InhabitantsNiedersachsen 2010 Niedersachsen 20201

Netherlands 1,026,307 1,080,000 to 16.6 m1,300,000

Denmark 320,895 330,000 to 5.5 m480,000

United Kingdom 153,308 158,000 to 62 m198,000

Sweden 126,863 134,000 to 9.3 m151,000

Switzerland 118,858 119,000 to202,000 7.8 m

Poland 116,790 135,000 38.2 m

Belgium 90,654 93,000 to 10.8 m137,000

Austria 81,741 84,000 to 8.4 m129,000

www.tourismuspartner-niedersachsen.de

Incoming Tourism 2011

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