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Market Opportunities and Trends in Germany in 2016

German tourism marketing experts predict a low single-digit increase in 2016 against the background of generally solid economic trends but uncertainty over the global political situation and the potential impact of terror attacks on demand. The main trend in the traditional beach holiday market is the fluctuation in passenger flows between different destinations rather than significant overall growth. German holidaymakers are switching from the Eastern Mediterranean to the Western Mediterranean - regarded as a safer holiday region.

Real market growth is in niche segments and this is where destinations, suppliers, wholesalers and coach group holiday travel operators are advised to look for future growth. The cruise market is sailing ahead and some tour operators have already started to offer ‘land + sea’ packages combining, for example, a one-week Mediterranean cruise with a few days’ beach holiday or coach sightseeing excursions / events.

Long-haul travel is another big growth area at present. This is mostly driven by attractively priced packages to mainstream destinations such as the Caribbean, North America, the Arabian Gulf and South-East Asia. But other destinations, for example, in Latin America, Africa and other parts of Asia hope to benefit next year, too. Improved access, competitive pricing and targeted marketing could help some destinations gain a larger share of the highly competitive German market.

Many niche markets offer excellent growth prospects. Luxury holidays, cultural trips, active holidays, sport events & wellness are just some examples, along with offers for specific target groups such as active seniors and single travellers. Leading tour operators are increasingly recognising this potential and are diversifying their offers or teaming up with incoming specialists to provide holiday content while they use their sales strength to market the packages.

The organised travel market in Germany, estimated at about € 27 billion, accounts for about half of the overall German market. The remainder comprises direct bookings of transportation and accommodation by consumers, mostly online and increasingly through international booking portals. If coach and group holiday tour operators can succeed in winning some of these individual bookings, then they could start to transform their prospects for the coming year.


Annette Heinemann
Phone: +49 2244 90 33 33
Facsimile: +49 2244 87 74 22

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