tourism in niedersachsen.pdf

tourism in NiedersachsenFigures – Data – Facts 2012

Published in May 2012

2

As a supplement to the red brochure “tourism in Niedersachsen”, the bro-chure “incoming tourism” provides a summary of key tourism figures for trips to the holiday destination Nieder- sachsen from abroad.

Contact / market research information

TourismusMarketing Niedersachsen GmbHJan Matysiakt +49 (0) 511 27048823matysiak@ tourismusniedersachsen.dewww.tourismuspartner-niedersachsen.de

Imprint

PublisherTourismus Marketing Niedersachsen GmbHEssener Straße 1D-30173 Hannovert +49 (0) 511 2704880f +49 (0) 511 27048888info@tourismusniedersachsen.dewww.reiseland-niedersachsen.de


Sources

Deolitte & Touche GmbH, Tourism Development Strategy Niedersachsen 2015, 2010

DIW econ in BMWI “Wirtschaftsfaktor Tourismus Deutschland”, 2012

GfK GeoMarketing GmbH, RegioGraph 10, 2009

GfK TravelScope 2012

Landesbetrieb für Statistik und Kommu-nikationstechnologien Niedersachsen (LSKN), LSKN-Online, 2012

Statistisches Bundesamt, Monatserhebung im Tourismus, 2012

Layout

genese werbeagentur gmbh, Magdeburgwww.genese-md.de

Production

BWH GmbH Medien Kommunikation

1

incoming tourismFigures – Data – Facts 2012


3

The significance of the German tourism sector was recently indicated by its 4.4 % share of total gross value added. The income and employment effects associated with this are especially wor-thy of mention. Niedersachsen (Lower Saxony) concluded the 2011 tourism year on a high note with a record 39.4 million overnight stays, thus attaining an increase of 2.5 % in comparison with the previous year. These figures document the growing importance of the tourism sector as a fundamental economic factor and underscore the importance of a detailed consideration of the influencing factors.

The brochure just published by Touris-musMarketing Niedersachsen GmbH (TMN) provides a comprehensive sum-mary of important, tourism-related structural data about the holiday destination Niedersachsen and notes about the individual subject areas.

Please feel free to contact us if you have questions about the sources or data.

Page 4 – 9

Current trends in Germany and Niedersachsen

Page 10 – 11

Summary of incoming tourism

Page 12 – 13

Available beds and capacity utilization

Page 14 – 15

Duration of stay and accommodations

Page 16 – 18

Source market NRW and cross-cutting topics

Page 19 – 21

Tourism as an economic factor

Page 22 – 23

Reservation trends

Editorial Contents

4

Overnight stays in the federal states 2011

In terms of the number of overall number of overnight stays in 2011, Niedersachsen ranks fourth in comparison with all German federal states. For key market segment of domestic overnight stays, Nieder-sachsen ranks third just behind Baden-Württemberg.

Niedersachsen ranks 4th in a comparison of all German federal states, and even 3rd in terms of domestic guests

0 20 40 60 80

Bremen

Saarland

Sachsen-Anhalt

Hamburg

Thüringen

Brandenburg

Sachsen

Rheinland-Pfalz

Berlin

Schleswig-Holstein

Mecklenburg-Vorpommern

Hessen

Niedersachsen

Nordrhein-Westfalen

Baden-Württemberg

Bayern

Millionen

81,0

45,6

44,2

39,4

29,0

27,6

24,5

22,4

21,5

17,3

11,1

9,5

9,5

7,1

2,3

1,9

Source: TMN according to Destatis 2012

Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”.

Domestic overnight stays Foreign overnight stays

million

5

Trend of overnight stays in Niedersachsen 2000 – 2011

In 2011, the number of overnight stays in Niedersachsen exceeded the Expo level for the first time

With more than thirty-nine million overnight stays, for the first time, Niedersachsen has surpassed the level of the Expo year 2000. Thus the prevailing growth trend in connection with both domestic overnight stays and incoming continues unabated. The number of foreign guests staying overnight even increased by 8.5% in comparison with 2010.

0

5000000

10000000

15000000

20000000

25000000

30000000

35000000

40000000

45000000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Source: TMN according to LSKN 2012

40.0

35.0

30.0

25.0

20.0

15.0

10.0

5.0

0


36.2

2.5

33.8

2.1

32.3

2.2

32.3

2.6

34.0

2.9

35.4

3.1

34.9

2.1

33.3

2.2

31.8

2.5

33.2

2.7

34.8

2.8

36.1

3.4

* = Calculation of absolute change on the basis of the single-digit rate of change

2001 annual result in comparison with the previous yearDiscrepancies in totals are due to rounding

Mill

ions

of o

vern

ight

sta

ys

ForeignersDomestic

Total+ 2.5 %+ 951,859*

Foreigners+ 8.5 %+ 263,461*

Domestic+ 1.9 %+ 688,397*

6

Trend of the tourist areas of Niedersachsen 2001 – 2011

Heterogeneous development in the tourist areas of Niedersachsen

The majority of the tourist areas in Niedersachsen were able to generate strong growth over the past five years. In terms of the short-term trend since 2009, the top regions in terms of absolute growth in the number of overnight stays are Hannover-Hildesheim (+ 604,000), GEO* (+ 495,000), and the Lüneburger Heide (+ 93,000).

Source: LSKN 2012, Map basis: GfK GeoMarketing* GEO = Grafschaft Bentheim,

Emsland, Osnabrücker Land

Ostfriesische Inseln2011: 5,285,900

Ostfriesland2011: 1,466,860

Oldenburger Land2011: 587,808

Nordseeküste2011: 7,109,468

Unterelbe-Unterweser2011: 828,895

Lüneburger Heide2011: 5,969,106Mittelweser

2011: 745,004

Hannover-Hildesheim2011: 4,238,815 Braunschweiger Land

2011:1,540,820

Weserbergland- Südniedersachsen2011: 3,172,254

Harz2011: 3,285,308

Oldenburger Münsterland2011: 666,235

GEO *2011: 4,534,330

200120022003200420052006

Overnight stays in tourist accommo-dations with 9 or more guest beds

20072008200920102011

2,500,000

1,000,000500,000

7

Trend of the tourist areas of Niedersachsen 2001 – 2011 Overnight stays in selected cities in Niedersachsen 2011

Niedersachsen’s cities are popular travel destinations

Niedersachsen’s cities are popular and highly frequented and, in some cases, have exhibited strong growth over the past few years. Now foreigners account for approx. 17 % of overnight guests (just 15 % in 2010). 38 % of all foreign guests in Niedersachsen stay overnight in one of the twenty cities.

108

111

114

120

163

196

215

234

256

268

278

281

290

298

308

430

487

505

673

2.106

0 500 1.000 1.500 2.000 2.500

Gifhorn

Wolfenbüttel

Verden

Emden

Hann. Münden

Hameln

Stade

Lingen

Papenburg

Hildesheim

Celle

Wilhelmshaven

Oldenburg

Lüneburg

Osnabrück

Göttingen

Braunschweig

Wolfsburg

Goslar

Hannover

Tausend

Veränderung ÜN 2009 - 2011 absolut in Tsd.

+ 295

+ 52

+ 43 + 18

+ 38

+ 19

+ 30

+ 56

+ 61

+ 4

+ 58

+ 45

+ 72

+ 52

+ 17

+ 16

+ 15

- 1

+ 33

+ 4

Source: TMN according to LSKN 2012 Thousands of overnight stays

,

Ab

solu

te c

ha

ng

e in

ove

rnig

ht

sta

ys 2

00

9 –

201

1 in

thous

and

s

Thousands of overnight stays in 2011


8

Overnight stays in the municipalities of Niedersachsen 2011

Demand is concentrated in tourism centres on the coast and inland

The twenty-five municipalities in Niedersachsen with the highest vol-umes account for more than half of all overnight stays. In particular, coastal towns, but also the municipalities Haren (Ems) and Bispin-gen, which are dominated by holiday parks and campgrounds, con-tribute to this with high volumes of overnight stays. The above figures do not account for overnight stays in micro-enterprises (< 9 beds).

Source: LSKN 2012, Map basis: GfK GeoMarketing

Goslar

Braunlage

Göttingen

Norden

Wangerland

Bispingen

Haren(Ems)

Lingen (Ems)

Bad Rothenfelde

Hannover

Wolfsburg

Celle

O snabrück

Papenburg

Hildesheim

Göttingen

GoslarBad Pyrmont

Braunlage

BadZwischenahn

Norden

SoltauSoltauWietzendorfW ietzendorf

Wangerland

WilhelmshavenWilhelmshavenButjadingen

BadZwischenahn

BraunschweigBraunschweig

Bad Rothenfelde

< 20.000 oder keine Daten> 20.000 – ≤ 50.000> 50.000 – ≤ 100.000> 100.000 – ≤ 200.000> 200.000 – ≤ 400.000> 400.000 – ≤ 600.000> 600.000 – ≤ 1.000.000>1.000.000 – ≤ 1.400.000>1.400.000 – ≤ 2.500.000

LangeoogNorderney

Borkum Cuxhaven

Die Nachfrage konzentriert sich auf dietouristischen Hochburgen

Fast die Hälfte der amtlich erfassten Übernachtungen entfällt auf die 20volumenstärksten Gemeinden wie den klassischen Tourismusstandorten ander Nordseeküste, aber auch Hannover und von Ferienparks dominiertenGemeinden wie Haren (Ems) und Bispingen. Nicht berücksichtigt sind Über-nachtungen in Kleinstbetrieben (<9 Betten), so liegt beispielsweise das ge-samte Übernachtungsvolumina von Norderney bei über 3,1 Millionen.*

11

Übernachtungen 2010 in den niedersächsischen Gemeinden

Kartographie: TMN 2011Quelle: LSKN 2010Kartengrundlage:GfK GeoMarketing * Quelle: Staatsbad Norderney GmbH

Bad Bentheim

BadBevensen

Lüneburg

Übernachtungsvolumen insgesamt, Gemeinden 2011

Norden

Wangerland

Bispingen

Haren(Ems)

Lingen(Ems)

BadRothenfelde

Hannover

Wolfsburg

Celle

Osnabrück

Papenburg

Hildesheim

Göttingen

Goslar BadPyrmont

Braunlage

BadZwischenahn

Norden

Soltau SoltauWietzendorf Wietzendorf

Wangerland

Wilhelmshaven WilhelmshavenButjadingen

BadZwischenahn


BadRothenfelde

<20.000oderkeineDaten>20.000–≤50.000>50.000–≤100.000>100.000–≤200.000>200.000–≤400.000>400.000–≤600.000>600.000–≤1.000.000>1.000.000–≤1.400.000>1.400.000–≤2.500.000

LangeoogNorderney

BorkumCuxhaven

DieNachfragekonzentriertsichaufdietouristischenHochburgen

FastdieHälftederamtlicherfasstenÜbernachtungenentfälltaufdie20volumenstärkstenGemeindenwiedenklassischenTourismusstandortenanderNordseeküste,aberauchHannoverundvonFerienparksdominiertenGemeindenwieHaren(Ems)undBispingen.NichtberücksichtigtsindÜber-nachtungeninKleinstbetrieben(<9Betten),soliegtbeispielsweisedasge-samteÜbernachtungsvoluminavonNorderneybeiüber3,1Millionen.*

11

Übernachtungen2010indenniedersächsischenGemeinden

Kartographie:TMN2011Quelle:LSKN2010Kartengrundlage:GfKGeoMarketing*Quelle:StaatsbadNorderneyGmbH

BadBentheim

BadBevensen

Lüneburg

Übernachtungsvolumeninsgesamt,Gemeinden2011

Norden

Wangerland

Bispingen

Haren(Ems)

Lingen(Ems)

BadRothenfelde

Hannover

Wolfsburg

Celle

Osnabrück

Papenburg

Hildesheim

Göttingen

Goslar BadPyrmont

Braunlage

BadZwischenahn

Norden

Soltau SoltauWietzendorf Wietzendorf

Wangerland

Wilhelmshaven WilhelmshavenButjadingen

BadZwischenahn


BadRothenfelde

<20.000oderkeineDaten>20.000–≤50.000>50.000–≤100.000>100.000–≤200.000>200.000–≤400.000>400.000–≤600.000>600.000–≤1.000.000>1.000.000–≤1.400.000>1.400.000–≤2.500.000

LangeoogNorderney

BorkumCuxhaven

DieNachfragekonzentriertsichaufdietouristischenHochburgen

FastdieHälftederamtlicherfasstenÜbernachtungenentfälltaufdie20volumenstärkstenGemeindenwiedenklassischenTourismusstandortenanderNordseeküste,aberauchHannoverundvonFerienparksdominiertenGemeindenwieHaren(Ems)undBispingen.NichtberücksichtigtsindÜber-nachtungeninKleinstbetrieben(<9Betten),soliegtbeispielsweisedasge-samteÜbernachtungsvoluminavonNorderneybeiüber3,1Millionen.*

11

Übernachtungen2010indenniedersächsischenGemeinden

Kartographie:TMN2011Quelle:LSKN2010Kartengrundlage:GfKGeoMarketing*Quelle:StaatsbadNorderneyGmbH

BadBentheim

BadBevensen

Lüneburg

Übernachtungsvolumeninsgesamt,Gemeinden2011

Norden

Wangerland

Bispingen

Haren(Ems)

Lingen (Ems)

Bad Rothenfelde

Hannover

Wolfsburg

Celle

O snabrück

Papenburg

Hildesheim

Göttingen

GoslarBad Pyrmont

Braunlage

BadZwischenahn

Norden

SoltauSoltauWietzendorfW ietzendorf

Wangerland

WilhelmshavenWilhelmshavenButjadingen

BadZwischenahn


Bad Rothenfelde

< 20.000 oder keine Daten> 20.000 – ≤ 50.000> 50.000 – ≤ 100.000> 100.000 – ≤ 200.000> 200.000 – ≤ 400.000> 400.000 – ≤ 600.000> 600.000 – ≤ 1.000.000>1.000.000 – ≤ 1.400.000>1.400.000 – ≤ 2.500.000

LangeoogNorderney

Borkum Cuxhaven

Die Nachfrage konzentriert sich auf dietouristischen Hochburgen

Fast die Hälfte der amtlich erfassten Übernachtungen entfällt auf die 20volumenstärksten Gemeinden wie den klassischen Tourismusstandorten ander Nordseeküste, aber auch Hannover und von Ferienparks dominiertenGemeinden wie Haren (Ems) und Bispingen. Nicht berücksichtigt sind Über-nachtungen in Kleinstbetrieben (<9 Betten), so liegt beispielsweise das ge-samte Übernachtungsvolumina von Norderney bei über 3,1 Millionen.*

11

Übernachtungen 2010 in den niedersächsischen Gemeinden

Kartographie: TMN 2011Quelle: LSKN 2010Kartengrundlage:GfK GeoMarketing * Quelle: Staatsbad Norderney GmbH

Bad Bentheim

BadBevensen

Lüneburg

Übernachtungsvolumen insgesamt, Gemeinden 2011

BorkumNorden

Haren (Ems)

Bad Bentheim

Bad Zwischenahn

Butjadingen

JuistNorderney

Langeoog Wangerland

Cuxhaven

Bispingen

Bad Bevensen

Wietzendorf

Hannover

Wolfsburg

Braunschweig

Bad Pyrmont

Total overnight stay volume, municipalities 2011or no data

9

Overnight stays in the municipalities of Niedersachsen 2011 Seasonal demand in the holiday destinations of Niedersachsen 2011

Coastal regions are highly seasonal

Due to seasonal effects, overnight stay figures on the North Sea coast are highest during the summer months and, on the other hand, decline sharply during the winter months. This result also indicates that these destinations are highly dependent on the weather. Only slight seasonal declines are observed in south-eastern Niedersachsen.


Ostfriesische Inseln

Ostfriesland

Oldenburger Land

Nordseeküste

Unterelbe-Unterweser

Lüneburger Heide

Mittelweser

Hannover-Hildesheim

Braunschweiger LandWeserbergland-Südniedersachsen

Harz

Oldenburger Münsterland

GEO *

JanuaryFebruaryMarchAprilMayJune

Overnight stays in the tourist areas of Niedersachsen 2011

400,000200,000100,000

JulyAugustSeptemberOctoberNovemberDecember * GEO = Grafschaft Bentheim,


10

0 200.000 400.000 600.000 800.000 1.000.000 1.200.000

Norwegen

China VR, Hongkong

Spanien

Russland

Belgien

Frankreich

Italien

Österreich

USA

Schweden

Schweiz

Polen

Vereinigtes Königreich

Dänemark

Niederlande

Trend of the top 15 source markets 2001 – 2011

The Netherlands and Denmark remain the growth engines in terms of demand

Around 85 % of all foreign overnight guests come from the Europe-an source market. The Netherlands and Denmark alone account for approx. 41 % of the overall market. Thus the intercontinental markets are less important for tourism in Niedersachsen.

Source: TMN according to LSKN 2012

+ 122 % (since 2001)

+ 50 %

- 2 %

+ 138 %

+ 46 %

- 7 %

+ 9 %

+ 59 %

+ 12 %

+ 22 %

+ 74 %

+ 27 %

+ 174 %

- 2 %

+ 65 %

Total from abroad 2001 – 2011: + 1,221,000 overnight stays (+ 57 %)

The Netherlands

United Kingdom

Poland

Switzerland

Sweden

USA

Austria

Italy

France

Belgium

Russia

Spain

PR China, Hong Kong

Norway

Denmark


20112001

200,000 400,000 600,000 800,000 1,000,000 1,200,000

11

Trend of the top 15 source markets 2001 – 2011 Foreign guests’ destinations in Niedersachsen 2011

Hannover-Hildesheim and GEO* have the highest overnight stay volumes

The origin of the guests plays a decisive role in determining the holiday destination. The Dutch, for example, prefer to stay near the border or on the Lüneburger Heide and in the Harz Mountains. Scandinavian guests are drawn above all to eastern and southern Niedersachsen.



Ostfriesland

Oldenburger Land

Nordseeküste


Lüneburger Heide

Mittelweser

Hannover-Hildesheim

Braunschweiger Land

Weserbergland-Südniedersachsen

Harz

Oldenburger MünsterlandGEO *


Overnight stays by foreigners according to origin 2011

NL Scandinavia Alps (AT & CH) UKPLItaly + Spain Rest of Europe USAChina Intercontinental

100,00040,00010,000 * GEO = Grafschaft Bentheim,


12

Trend of available beds in the tourist areas of Niedersachsen

Slight increase in available beds (all figures excluding camping)

The regions are responding to the upwards trend in overnight stays by in-creasing the number of available beds. The highest percentage increases over the past five years (2007 – 2011) were recorded by the Mittelweser region (+ 22 %), followed by the Braunschweiger Land region (+ 15 %). In terms of the increase in the absolute number of beds, the Hannover (+ 3,500) and GEO* (+ 3,000) regions topped the list during this period.



Ostfriesland

Oldenburger Land

Nordseeküste


Lüneburger Heide

Mittelweser

Hannover-Hildesheim

Braunschweiger Land


Harz


GEO *

* GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land

200120022003200420052006

Available beds by region

20072008200920102011

20,00010,0005,000

13

Trend of available beds in the tourist areas of Niedersachsen Capacity utilization in the tourist areas 2001 – 2011

Increasing capacity utilization figures throughout Niedersachsen (all figures excluding camping)

On the whole, Niedersachsen evidences a positive trend with regard to capacity utilization. In particular, the Unterelbe- Unterweser, Oldenburger Land, and Ostfriesland regions in-creased their capacity utilization figures significantly during the period 2007 – 2011.



Ostfriesland

Oldenburger Land

Nordseeküste


Lüneburger Heide

Mittelweser

Hannover-Hildesheim

Braunschweiger Land


Harz


GEO *

* GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land

200120022003200420052006

Capacity utilization by region

20072008200920102011

20 %10 %5 %

14

1.2

1.4

1.9

1.6

3.3

3.3

2.0

2.4

5.4

4.4

5.3

5.1

7.8

0.8

0.9

0.5

0.8

1.1

1.8

3.6

3.5

1.5

2.6

2.2

4.8

5.8

0.0 5.0 10.0 15.0

Sachsen-Anhalt

Brandenburg

Hamburg

Thüringen

Berlin

Sachsen


Schleswig-Holstein

Nordrhein-Westfalen

Baden-Württemberg

Hessen/Rheinland-Pfalz/Saarland

Niedersachsen

Bayern

million

short trips

extended trips (5 days or more)

VÄR TJ 09/10 auf 10/11

-2.5%

+7.1%

+6.4%

-5.2%

+6.9%

+2.9%

-5.0%

+6.1%

+10.3%

-4.9%

-3.7%

+25.8%

+17.8%

Holiday trips in the German federal states according to duration

Niedersachsen ranks 2nd in German holiday trips

Some 10 million Germans chose Niedersachsen as their holiday destination. Thus in a nationwide comparison, Niedersachsen ranks second in the number of overnight stays by private holidaymakers from Germany (excluding business trips). Moreover, this holiday destination is not only popular with short-term holidaymakers; 48 % of guests stay for more than five days.

Source: TMN according to GfK TravelScope TJ 09/10 – 10/11, holiday trips with one overnight stay or more

13.7

10.0

7.5

7.0

6.9

5.9

5.6

5.1

4.4

2.5

2.3

2.3

2.0

Discrepancies in totals are due to rounding

Holiday trips with one overnight stay or more in tourism year 10/11

15

Holiday trips in the German federal states according to duration Overnight stays in Niedersachsen by type of accommodations

Holiday apartments and cottages are the most popular

When it comes to choosing accommodations, guests who make their holidays in Niedersachsen have a clear preference for holiday apartments and cottages. While this segment lost 1.3 % market share in comparison with the previous year, it still ranks number one among the types of accommodations with more than 31 %. Hotels are the second most frequently chosen type of accommodations and gained 2.6 % market share in comparison with the previous year.

Source: TMN according to GfK TravelScope 2012

100

80

60

40

20

0TJ 09 / 10 TJ 10 / 11

32.6 31.3

16.8 19.4

13.8 16.3

14.1 13.28.9

10.65.3

4.16.7 4

Hired holiday apartment /cottage Hotel

Privately with relatives, friends, acquaintances Other accommodations

Own property Guest house

Club /apartment / bungalow complex Room in private household (for payment) or farm

16

611

850

880

927

935

1.230

1.337

1.983

2.043

3.110


Österreich

Türkei

Fernreisen

GB, IRE, SKA

Italien, Malta

Schleswig-Holstein

Niederlande

Spanien

Niedersachsen/Bremen

Trend and significance of types of holidays in the source market NRW

Niedersachsen is very popular with holidaymakers from NRW

Thousands of travellers in travel year 10/11

Spain

The Netherlands

Italy, Malta

Long-distance travel

Turkey

Austria

Change in % over five years

Niedersachsen is the holiday destination of choice for holiday-makers from Nordrhein-Westfalen. Even Spain, the most popular foreign destination among Germans, and the nearby Netherlands were only second and third place respectively. Over the past five years, Niedersachsen has greatly expanded its share of the NRW source market.


Period travel year 2010/11, source market NRW

-18,1

-31,3

28,7

11,7

-15,6

-1,2

-15,0

-4,1

-13,4

20,6

17

Trend and significance of types of holidays in the source market NRW

Deviation from average in %

Significance of holiday types among wellness holidaymakers from NRW

Activities such as hiking, bicycling, and sports in general are also in demand among wellness holidaymakers from NRW

Inclusion of popular cross-cutting themes can serve as an important instrument for orientation of regional marketing. This makes it easier to appeal to theme holidaymakers from high-volume source mar-kets. Wellness holidaymakers from NRW, for example, also go on hiking, bicycling, and sports holidays with a frequency that is far above average.



23

-85

35

-38

-46

33

12

-21

24

39

-9

Badeurlaub / Urlaub am Meer

Event- /Veranstaltungsreise

Fahrradtour

gesellige/soziale Aktivitäten

Rundreise

Sporturlaub

Städtereise

Urlaub auf dem Land

Urlaub in den Bergen

Wanderurlaub

Winterurlaub im Schnee

Bathing / seaside holiday

Event holiday

Bicycling tour

Social activities

Circular tour

Sports holiday

City tours

Countryside holiday

Mountain holiday

Hiking holiday

Winter holiday in the snow

18

Significance of types of holidays among city holidaymakers from NRW

Additional interest in events among city holidaymakers from NRW

In the travel years 2009 – 2011, city holidaymakers from Nordrhein-Westfalen frequently also went on event holidays (116 % above average). Wellness and circular tours are also preferred types of holidays among this thematic group.


Deviation from average in %


-5

116

27

26

69

62

-17

-35

-29

3

-51

Badeurlaub / Urlaub am Meer

Event- /Veranstaltungsreise

Fahrradtour

gesellige/soziale Aktivitäten

Wellness

Rundreise

Sporturlaub

Urlaub auf dem Land

Urlaub in den Bergen

Wanderurlaub

Winterurlaub im Schnee

Bathing/ seaside holiday

Event holiday

Cycling tour

Social activities

Wellness

Circular tour

Sports holiday

Countryside holiday

Mountain holiday

Hiking holiday

Winter holiday in the snow

19

Significance of types of holidays among city holidaymakers from NRW Trend and significance of intra-German travel figures

Average growth + 13.5 % from 2007 to 2011

The holiday destination Niedersachsen (incl. Bremen) is positioned toward the front of the pack in comparison with all other German federal states, in terms of both market share and percentage growth over the past five years.


55

50

45

40

35

30

25

20

15

10

5

0

-5

-10

-15

-200 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000

Thousands of holiday trips in travel year 10/11

Destination area Germany, period travel years 2007 – 2011

BayernHessen

Berlin

Hamburg

Schleswig-Holstein

Baden-Württemberg

Rheinland-Pfalz / Saarland

Nordrhein-Westfahlen

Niedersachsen / Bremen

Circle size = average expenditures per trip and person East (BB, SAH, SAC, TH)

Ost (BB, SAH, SAC, TH)


Gro

wth

in %

of t

rips

over

5 y

ears

20

0

5

10

15

20

25

30

35

40

direkt

indirekt

induziert

Effects of the tourist industry according to economic sectors 2010

The restaurant industry profits the most from tourism

In the tourism sector, 4.4% of the total gross value added of the German economy is generated just through direct effects. The restaurant sector accounts for a large share of tourism consumption.

Source: DIW econ * SRV = services

Additional added value is generated through indirect effects (wholesale providers) and the expenditure of the income resulting along the value-added chain (induced effects).

Euro

bill

ions

direct

indirect

induced

Effects in Germany

Resta

urant

indust

ry

Sport

s, cult

ural, a

nd le

isure

SRV *

Accom

modati

on in

dustr

y

Prope

rty an

d apa

rtmen

t man

agem

ent

Air trav

el

Road

transp

ort an

d pub

lic tra

nsit

Health

care

Trave

l age

ncies

and t

our o

perat

ors

Other c

ommerc

ial se

rvice

s

Railw

ay tra

vel

Automob

ile an

d reta

il trad

e

Vehic

le lea

sing u

p to 3

.5 t

Shipp

ing

•

•

•

21

Effects of the tourist industry according to economic sectors 2010

Source: Deloitte & Touche GmbH 2010, based on 2009 data (including rounding discrepancies)

Tourism as an economic factor in Niedersachsen

The tourism industry in Niedersachsen accounts for more than 15 billion euros in turnover

Overnight stays

Day trips

Tourism total

+

+

+

=

38 m business 90 m personal 128 m overnight stays 6.3 billion euros

264 m day trips 46 m Day business trips 310 m days of stay 8.9 m euros

438 m overnight stays/ days of stay 15.2 m euros

7.2 m euros absolute contribution of tourism to the aggregate income of Niedersachsen338,000 persons earn their livelihood from tourism (employment equivalent)320 m euros tax revenue

With more than 338,000 location-bound jobs (employment equivalent) and 15.2 billion euros in gross turnover, tourism is one of Niedersachsen’s most important industrial sectors. Tourism contributes 320 m euros to municipal tax revenues.

22

35,4 36,1 35,5 37,1 37,7

7,8 8,7 9,1

11,3 12,2

2007 2008 2009 2010 2011

Anzahl Reisen davon vorab gebucht

Expenditures in the online reservation channel

In 2011, one out of every three euros for services booked in advance was spent in the online reservation channel

The use of online services in the tourism sector has increased considerably in importance over the past few years. 35 % of all trips booked in advance from the source market Germany are now reserved online. Thus the market share for services booked in advance via this reservation medium has increased by 14 % since 2007.

Source: GfK TravelScope 2012

Number of trips thereof booked in advance

Advance holiday bookings in euro billions (source market Germany)

Online share 21% 24% 26% 32% 35% in %

23

Expenditures in the online reservation channel Reservation lead times online and overall

Trips are reserved online with a short lead time in comparison with the market as a whole

On the whole, more than 66 % of all holidays are booked earlier than two months in advance, 22.8 % are booked even more than six months in advance. The online reservation channel is used more for trips on short notice in comparison with the market as a whole. Online, 11.5 % of reservations are made less than 2 weeks in advance. Other reserva-tion channels are preferred for reservations far in advance.

Source: GfK TravelScope 2012

Total ONLINE

22.8 16.8

17.616.4

12.512.1

13.614.1

14.316.4

10.212.6

9.0 11.5

Less than 2 weeks before start 3 to 4 months before start

2 to 4 weeks before start 4 to 6 months before start

1 to 2 months before start 6 months + before start

2 to 3 months before start

Lead times for all trips reserved or reserved ONLINE (in %, source market Germany)

www.tourismuspartner-niedersachsen.de

tourism in niedersachsen.pdf

Documents

Transcript of tourism in niedersachsen.pdf