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Germany
Market Overview
Germany’s economy is stabilising, with hefty Government spending and a rebound in global trade helping lift the country out of recession. New Zealand has seen good growth in arrivals, driven by high awareness, competitive airfares and the strong Euro against the dollar. However, consumers are still spending cautiously, booking late and looking for deals on travel.
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New Zealand is a popular holiday destination among Germans, who appreciate the mix of natural wonders and local culture. However it remains an aspirational holiday for many travellers, so the challenge for New Zealand lies in converting the dream of a New Zealand holiday into reality.
German visitors are independent travellers and four out of five will travel beyond the major tourist centres. They will often start researching New Zealand well before travelling and are keen users of guidebooks. However, German visitors are likely to make the majority of their travel arrangements as they travel New Zealand.
Holiday visitors make up 70 per cent of German visitor arrivals and nearly a quarter will have previously visited New Zealand. More than two thirds visit another country en-route to New Zealand.
After a period of decline, the market has grown slowly but steadily (35 per cent), since 1999. While awareness of New Zealand is good, travellers will put off a holiday here because other destinations are a higher priority and also because of the high cost of travel to New Zealand.
Last year Tourism New Zealand moved to promoting New Zealand in targeted German cities, rather than taking a countrywide approach. This has seen some success, with arrivals from Germany rising 4.5 per cent in the year ending September 2009, compared with a 1.8 per cent decline across all international markets. New Zealand’s share of the German outbound market grew from 0.9 per cent to 1.1 per cent in the 2008 calendar year.
Our latest campaign work launched in September 2009 and is focussed on five key cities: Hamburg, Frankfurt, Dusseldorf, Cologne and Munich.
Fast Facts:
Visitors Arrivals year to date
(Total Arrivals) | 63,799 (YE Oct 2009) +4.0% |
Median length of stay
(Holiday Arrivals) | 22 days (YE Sep 2009) |
Average Expenditure per visit
(Holiday Arrivals) | NZ$4,831 (YE Sep 2009) +25.2% |
Total Expenditure
(Total Arrivals) | NZ$299,447,350 (YE Sep 2009) +23.5% |
Forecast average growth in travel to
New Zealand 2009-2015 | 2% per annum |
| Population | 82,329,758 (by Jul 2009 est.) |
| Key Regions/cities | Hamburg, Berlin, Frankfurt, Stuttgart, Munich |
| Direct Routes to New Zealand | None |
| Leave Entitlement | 5-7 weeks |
| Currency | Euro (EUR) |
| Exchange rate |
Eur1 = NZ$ 2.01 (16 Nov 09) |
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GDP Growth | -4.9% in 2009
-1.6% in 2010
(Nov 2009 est.) |
| Per capita GDP (PPP) | US$34,608 (2008) |
This information was last updated on 23 November 2009.
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