tourism in niedersachsen

Figures Data Facts 2011

incoming tourism
Figures Data Facts 2011

The brochure Incoming tourism 2011 gives an overview of the key tourism figures for travel from abroad to the holiday destination Niedersachsen.

Imprint
Publisher TourismusMarketing Niedersachsen GmbH Essener Strae 1 D-30173 Hannover t +49 (0) 511 270488-0 f +49 (0) 511 270488-88 info@tourismusniedersachsen.de www.reiseland-niedersachsen.de Contact/Information for market research TourismusMarketing Niedersachsen GmbH Christian Sthring t +49 (0) 511 270488-23 stuehring@tourismusniedersachsen.de www.tourismuspartner-niedersachsen.de List of sources
Deloitte & Touche GmbH, Touristische Entwicklungsstrategie Niedersachsen 2015, 2010 GfK GeoMarketing GmbH, RegioGraph 10, 2009 GfK TravelScope 2005 2010 Landesbetrieb fr Statistik und Kommunikationstechnologie Niedersachsen (LSKN), Lodging statistics from businesses obliged to report from 9 beds including camp sites, LSKN-Online, 2001 2010 Statistisches Bundesamt, Monthly tourism survey 2010 Staatsbad Norderney GmbH 2011 Design H.ZWEI.S Werbeagentur GmbH Hannover Production

Published in May 2011

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BWH GmbH Die Publishing Company

Editorial

Contents

More than 12 million guests and over 38.5 million overnight stays prove the great importance of tourism to Niedersachsen. The Niedersachsen tourism sector thus secures a total of 338,000 jobs, generates sales of 15.2 billion euros, underlining its role as a job engine for Niedersachsen. The federal state is the most popular travel destination in North Germany. Current forecasts also promise increasing demand for holiday travel to Niedersachsen. These figures and further results illuminate the reissued brochure from TourismusMarketing Niedersachsen GmbH (TMN). It gives a comprehensive overview of the most important facets of tourism in Niedersachsen. If you have any questions about the sources or data please contact us.

Page 4 Current developments in Germany and Niedersachsen Page 8 Overview of incoming tourism Page 10 Travel destinations Page 12 Lodging structure and types of accommodation Page 16 Holiday travel and types of holiday of Germany Page 20 Tourism as an economic factor Page 22 Current trends

Overnight stays in the Federal States 2010

Niedersachsen in 2nd place for domestic tourism

Source: Statistisches Bundesamt Deutschland 2010

The holiday destination Niedersachsen can look back at a successful year 2010. With 38.5 overnight stays in lodging businesses from 9 beds (holiday, private and business travel) upwards, Niedersachsen is in 4th place nationwide and is the most popular federal state in the North. Niedersachsen is in 2nd place for domestic overnight stays after Bayern.
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Development of overnight stays in Niedersachsen 2001 2010

Niedersachsen at record level in 2010 over 3 million overnight stays from foreign guests for the first time

Source: LSKN 2001 2010

* = calculation of absolute change on basis of single figure change rate

Niedersachsen lodging businesses have been able to raise the number of overnight stays for the fifth year in a row. Thus the second highest result since Expo 2000 (38.7 overnight stays) was achieved. In the incoming business, declines related to the economic cycle (2009) have been more than recovered and 3 million overnight stays were achieved for the first time.
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Overnight stay development in the holiday areas 2001 2010

Regions on course for growth Dynamic development in the last 5 years

Nordseekste Ostfriesische Inseln

2010: 5,217,868 2006 2010: + 5% 2010: 7,145,545 2006 2010: + 8%

Ostfriesland
2010: 1,404,700 2006 2010: + 13%

Unterelbe-Unterweser
2010: 777,587 2006 2010: + 22%

Oldenburger Land
2010: 586,078 2006 2010: + 28%

Lneburger Heide
2010: 5,813,987 2006 2010: + 9%

GEO*
2010: 4,475,978 2006 2010: + 19%

2010: 681,924 2010: 678,208 2006 2010: + 32% 2006 2010: + 38%

Oldenburger Mnsterland

Mittelweser

Hannover-Hildesheim
2010: 3,878,134 2006 2010: + 21% Braunschweiger Land 2010: 1,480,403 2006 2010: + 21% Overnight stays in lodging businesses with 9 and more guest beds I I I I I 2001 2002 2003 2004 2005 I I I I I 2006 2007 2008 2009 2010 2,500,000 1,000,000 500,000

WeserberglandSdniedersachsen
2010: 3,046,733 2006 2010: + 5%

Harz
2010: 3,291,800 2006 2010: - 5%
* GEO = Grafschaft Bentheim, Emsland, Osnabrcker Land

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

Niedersachsens regions have gained significantly, particularly over the past 5 years. The Niedersachsen Nordsee (islands and coast + 950,000) posted the highest absolute growth in overnight stays since 2006, followed by the GEO region (+ 720,000), Hannover-Hildesheim (+ 670,000) and the Lneburger Heide (+ 460,000).
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Overnight stays in 20 towns and cities in Niedersachsen 2009 2010

7 million overnight stays in Niedersachsen towns and cities 2010

Source: LSKN 2009 2010

Niedersachsens towns and cities profit from the positive developments domestically and abroad and in part have been able to significantly increase overnight stays in 2010. Around 15 % of guests came from abroad and spent around 1.1 million nights in the towns. Every third overnight stay was spent in the State capital.
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Development of the Top 15 markets for Niedersachsen 2001 2011

Within the last 10 years, Niedersachsen has gained almost 1.4 million (+ 45 %) additional overnight stays from abroad

Source: LSKN 2001 2010

The six source markets with the highest volumes, the Netherlands, Denmark, the UK, Sweden, Switzerland and Poland, accounted for around 60 % of tourist demand from abroad in 2010. The market share of European source markets in total was 85 %; around 15 % came from inter-continental markets.
Detailed data and explanations of the demand from abroad can be found in the special edition of the TMN market research brochure Incoming tourism in Niedersachsen

Foreign guests destinations in Niedersachsen in 2010

Hannover-Hildesheim and GEO with the highest volumes of international overnight stays

Ostfriesische Inseln Ostfriesland

Nordseekste

Unterelbe-Unterweser Oldenburger Land Oldenburger Mnsterland Mittelweser

Lneburger Heide

Hannover-Hildesheim GEO* Braunschweiger Land

Overnight stays of foreigners according to origin 2010 I I I I I I I I I NL Scandinavia Alps (AT & CH) UK PL USA China Other Europe Inter-continental

Harz
150,000 60,000 15,000

WeserberglandSdniedersachsen
* GEO = Grafschaft Bentheim, Emsland, Osnabrcker Land

Cartography: TMN 2011, Source: LSKN, Map basis: GfK Geomarketing Quelle: TMN nach LSKN 2010, Kartengrundlage: GfK GeoMarketing

The origin of guests has a great part in the selection of the holiday region in Niedersachsen. While Scandinavian guests stay overnight mainly in the east and south of Niedersachsen, guests from the Netherlands prefer holiday regions near the border.
Detailed data and explanations of demand from abroad can be found in the special edition of the TMN market research brochure Incoming tourism in Niedersachsen

Seasonal demand in Niedersachsens holiday destinations in 2010

The regions show varying seasonal developments

Ostfriesische Inseln Nordseekste Ostfriesland Oldenburger Land Unterelbe-Unterweser

Oldenburger Mnsterland GEO*

Lneburger Heide Mittelweser

Hannover-Hildesheim Braunschweiger Land

Overnight stays in Niedersachsens holiday areas 2010 January February March April May June I I I I I I I I I I I I July August September October November December 400,000 200,000 100,000
* GEO = Grafschaft Bentheim, Emsland, Osnabrcker Land

WeserberglandSdniedersachsen Harz

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

While on the coast tourist demand is concentrated in the summer months, the course of the season varies in other regions, in part very differently. The Harz, as well as some other regions in Central Niedersachsen, has evolved into an all-year round destination.

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Overnight stays in Niedersachsens municipalities in 2010

Demand is concentrated on the tourist strongholds

Norderney Borkum

Langeoog Wangerland

Cuxhaven

Norden

Wilhelmshaven

Butjadingen Bispingen

Bad Zwischenahn Papenburg Haren (Ems)

Lneburg Bad Bevensen

Soltau Wietzendorf Celle

Hannover Lingen (Ems)

Wolfsburg Braun schweig

Bad Bentheim Osnabrck Bad Rothenfelde Bad Pyrmont

I I I I I I I I I Total volumes of overnight stays, municipalities 2010 < 20,000 > 20,000 > 50,000 > 100,000 > 200,000 > 400,000 > 600,000 >1,000,000 >1,400,000 or no data 50,000 100,000 200,000 400,000 600,000 1,000,000 1,400,000 2,000,000

Hildesheim Goslar

Braunlage

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

* Source: Staatsbad Norderney GmbH

Almost half of the officially recorded overnight stays were accounted for by the 20 municipalities with the strongest volumes, such as the classic tourism locations on the Nordseekste, but also Hannover and the municipalities dominated by holiday parks. Overnight stays in the smallest businesses (< 9 beds) have not been taken into account. Thus, for example, total overnight stay volumes in Norderney were over 3.1 million.*
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Lodging structure of business subject to reporting in 2010

The structure of the lodging range is very different regionally

Nordseekste 964

Ostfriesische Inseln 862

Unterelbe-Unterweser 207 Lneburger Heide 853 Ostfriesland 242 Oldenburger Land 88

Oldenburger Mnsterland 126 GEO* 488 Mittelweser 212 Hannover-Hildesheim 483 Braunschweiger Land 227

Lodging structure in holiday areas in 2010, registered businesses from 9 beds I I I I I I

Hotel, B&B Guesthouse, boarding house Holiday centre Holiday home, holiday apartment Camp site Others (rehab clinics, rest homes, etc.)

WeserberglandSdniedersachsen 519

Harz 554

* GEO = Grafschaft Bentheim, Emsland, Cartography: TMN 2011, Source: LSKN Map basis: GfK Geomarketing Kartengrundlage: GfK GeoMarketing Osnabrcker Land Quelle: TMN nach LSKN 2010,

250 100 25

In the businesses subject to reporting, clear regional differences are shown. Particularly on the coast and the islands, holiday apartments and homes account for a large share of the businesses. The share and significance of smaller accommodation businesses clearly raise when the accommodation businesses with fewer than 9 beds are included in the calculation (compare Page 13 and 14).
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Regional distribution of overnight stays in holiday accommodations

More than 10 million overnight stays in smaller holiday accommodation businesses (9 beds)

10.62

< million overnight stays

4.24

Nordsee/Islands 2.5* 2.57 0.33 Emsland/Ostfriesland 7.8* 0.13 0.14 0.39

0.54

0.93

Lneburger Heide 1.7*

0.17

Other Niedersachsen 2.9*

Osnabrck/Oldenburg 1.4*
Overnight stays in holiday homes/ apartments in comparison LSKN/GfK I LSKN (Hol. homes/ apart. from 9 beds) I GfK TravelScope 4.0 2.0 1.0

0.03

0.22

Hannover Region/Braunschweig 6.6* 0.06 0.2 0.4 1.07

Weserbergland-Sdniedersachsen 3.6*

* Relation of overnight stay figures according to LSKN (holiday accommodation from 9 beds) and GfK (all accommodation from 1 bed) Cartography: TMN 2011, Source: LSKN 2009, GfK TravelScope 08/09 Map basis: GfK Geomarketing

West-Harz 2.7*

Due to the cut-off limit in lodging statistics, small businesses and private providers are not subject to reporting. But they make up a considerable proportion of tourist demand, particularly for holiday apartments. In total GfK TravelScope has counted around 16 million overnight stays in holiday apartments/homes, of which around two-thirds were accounted for by small accommodation businesses (< 9 beds).
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Types of accommodation for holiday travel to Niedersachsen

Hotels and holiday accommodations favoured by Niedersachsen holiday makers

Nordsee/Islands

Lneburger Heide Emsland/Ostfriesland Other Niedersachsen

Osnabrck/Oldenburg Hannover Region/Braunschweig

Weserbergland
Holiday travel 07/08 09/10 tourism year I I I I I I Hotel Boarding house Holiday home/apartment Private with relatives Camp site Others (own property, youth hostel, private room)

Harz

Cartography: TMN 2011, Source: GfK TravelScope 07/08 to 09/10 TMN nach LSKN basis: GfK Geomarketing Quelle: tourism year, Map2010, Kartengrundlage: GfK GeoMarketing

900 400 100

For private holiday travel to Niedersachsen, Germans primarily prefer hotels as well as holiday apartments and holiday homes, however with very different regional preferences. While holiday accommodation dominates on the Nordsee and on the islands, guests in the Harz prefer hotels. The sizes of the circles correspond to the number of holiday trips made in the respective region.
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Length of stay in Niedersachsens accommodations

Guests stay longest in holiday accommodation and on camp sites

I 1 3 nights I 4 7 nights I 8 11 nights I 12 14 nights I 15+ nights

Source: GfK TravelScope 07/08 to 09/10 tourism year

Niedersachsen holidaymakers stay longest (8.2 days) in holiday homes and holiday apartments; at least every fourth guest stays two weeks or longer. In contrast, three-quarters of hotel guests spend a short break (< 5 days) in the selected accommodation.

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Holiday travel in the federal states according to length of travel stay

Niedersachsen in 2nd place for holiday travel by Germans

Source: TMN/GfK TravelScope 2008 2011, Holiday travel from one overnight stay

Niedersachsen is in 2nd place for private holiday travel by Germans. Around half Niedersachsen holidays last 5 days or longer. With a total of 9.3 million guests, Niedersachsen is not only in 2nd place for domestic destinations, but also welcomes more German guests than Spain (7.5 million) or Italy (7.3 million).
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Development and market share of Federal states for holiday travel

Niedersachsen set for growth again more than 30 % additional guests in the last 5 years

Circle size = average expenditure per person per trip

X axis Source: TMN/GfK TravelScope 2005 2010, Holiday travel from one overnight stay

With a market share of 12.6 % for holiday travel of Germans in their own country, Niedersachsen is in second place (x axis). The holiday destination Niedersachsen has been able to build on this position in the past 5 years and, after NRW, has posted the strongest percentage gains (y axis).
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Y axis

Development of types of holiday in Niedersachsen TY 2005 2010

Niedersachsen primarily popular for travel motivated by relaxation

130 120 110 100 90 Growth of travel over 5 years in % 80 70 60 50 40 30 20 10 0 -10 -20 -30
Y axis

Holiday in the mountains

Circle size = average expenditure per person per trip

Special occasion/event

Purely visit travel

Tour/ study travel

City trip

Leisurepark/ holiday park Holiday in the country

Beach holiday/ holiday by the sea

Health/ convalescence

Others/no data

-40 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 Proportion of all travel in %

X axis Source: TMN/GfK TravelScope 2005 2010, Holiday travel from one overnight stay

Beach holidays account for a quarter of holidays in Niedersachsen (x axis) but with less dynamism (y axis) in comparison to the (short) holiday types city trips, event travel and health. Holidays in the country remain important and have also developed positively. Health holidaymakers have the highest expenditure.
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Types of holiday in Niedersachsens regions TY 2010

Types of holiday very different regionally

Nordsee/Islands

Emsland/Ostfriesland

Other Niedersachsen

Lneburger Heide

Osnabrck/Oldenburg

Hannover Region/Braunschweig

Holiday travel according to type of holiday (in thousands) I I I I I I I I I I Beach holiday/holiday by the City trip Holiday in the country Holiday in the mountains Health/convalescence Leisure park/Holiday park Tour/study trip Special occasion/event Purely visit travel Others/no data sea

WeserberglandSdniedersachsen

West-Harz

Cartography: TMN 2011 Source: GfK TravelScope TY 2009/2010 Map basis: GfK Geomarketing

300 100 25

Two-thirds of guests spend a beach holiday by the Nordsee or on the islands. Niedersachsen with the Lneburger Heide is the most popular destination for Germans for travel to leisure parks (25 % market share). In contrast, city trips were made in almost all regions. The size of the circles represents the number of holiday trips respectively.
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Niedersachsen tourism as an economic factor

Over 1.5 billion euros of sales in the Niedersachsen tourist sector

Overnight stays +

38 m commercial 90 m private 128 m overnight stays 6.3 bn euros 264 m day trips 46 m one day business trips 310 m days stayed 8.9 bn euros 438 m overnight stays/ days stayed 15.2 bn euros

+ Day trips +

Tourism total

7.2 bn euros absolute contribution of tourism to Niedersachsens state income 338,000 people live from tourism (employment equivalent) 320 m euros tax takings
Source: Deloitte & Touch GmbH 2010, Data basis 2009 (including rounding differences)

With more than 338,000 location-tied jobs (employment equivalent) and 15.2 bn euros gross sales, tourism is one of the most important economic sectors for Niedersachsen. Tourism contributes 320 million euros to municipal tax takings.

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Niedersachsen tourism as an economic factor

Hospitality industry and retail profit the most

Overnight tourism 6.109 bn euros

1.327 bn euros 1.049 bn euros

Day tourism 8.925 Mrd. Euro

3.016 bn euros

0.596 bn euros

4.186 bn euros

Camping tourism 0.189 bn euros

0.041 bn euros

4.860 bn euros

I Hospitality industry I Retail I Services

0.040 bn euros 0.108 bn euros

(including rounding differences)

Source: Deloitte & Touche GmbH 2010, Data basis 2009

Tourism is a cross sector industry: alongside the hospitality industry (accommodation and restaurants), retail and services companies also profit considerably from tourism. For example, day trippers alone turn over around 4.86 bn euros in retail.

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Role of the internet according to age

Younger Niedersachsen holidaymakers show a significantly higher online affinity

I Informed in internet I Holiday/part of holiday booked in internet I None apply I No data

Source: GfK TravelScope TY 07/08-09/10 Question: What role did the internet play in choosing and booking your holiday? (Several responses) without any data

Older Niedersachsen holidaymakers continue to prefer offline media for information and booking. However, they are currently the fastest growing user group in the internet so that it can be assumed there will be growing use of online media by older people in future. In contrast, for the under 50s every third Niedersachsen holidaymaker booked the holiday or part of it in the internet.
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Role of the internet according to booking deadline

Last minute bookers with higher internet proportion

I Informed in internet I Holiday/part of holiday booked in internet I None apply

Source: GfK TravelScope TY 07/08-09/10 Question: What role did the internet play in choosing and booking your holiday? (Several responses) without any data

Offline information and booking media are used more frequently for Niedersachsen holidays that are planned more long term. In contrast, spontaneous Niedersachsen holidaymakers increasingly use the internet as a source of information and place to book.

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