incoming tourism

Figures Data Facts 2011

tourism in niedersachsen
Figures Data Facts 2011

The brochure Figures Data Facts gives an overview of the key tourism figures for travelling 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
Deutsche Zentrale fr Tourismus e.V. (DZT), Market information 2011 Deutsche Zentrale fr Tourismus e.V. (DZT), Incoming tourism Germany Edition 2011, 2011 Eurostat 2011 GfK GeoMarketing GmbH, RegioGraph 10, 2009 Landesbetrieb fr Statistik und Kommunikationstechnologien (LSKN), Accommodation from businesses obliged to report from 9 beds including camp sites, LSKN-Online, 2001 2010 Statistisches Bundesamt, Monthly tourism survey 2001 2010 Design H.ZWEI.S Werbeagentur GmbH Hannover Production

Published in May 2011

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BWH GmbH Die Publishing Company

Editorial

Contents

The holiday destination Niedersachsen can look back at a successful decade: in 2010, over 3 million overnight stays from abroad were achieved for the first time and thus 45 % more than in 2001. The leader here continues to be the Netherlands. These figures and further results are provided by this brochure from TourismusMarketing Niedersachsen GmbH (TMN). It draws on data from official statistics, in which demand (holiday, private and business travel) in businesses from 9 beds upwards is surveyed. If you have any questions about the sources or data please contact us.

Page 4 Long term development of tourism from abroad Page 9 Selected types of accommodation according to source markets Page 11 Travel destinations of selected source markets Page 22 Growth forecasts 2020

Arrivals/overnight stays in Niedersachsen 2001 2010

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

Source: LSKN 2001 2010

Due to the economic crisis, cross border tourism declined worldwide in 2009. In the first year after the crisis, 2010, the holiday destination Niedersachsen could post clear growth once again. Thus it was possible to significantly increase the number of guests (+1.7 million) and overnight stays (+1.4 million) by foreigners compared with 2001.
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Development of the Top 15 markets for Niedersachsen 2001 2010

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.
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Development of Niedersachsen source markets according to continents

The positive development of the European market in particular has influenced the growth trend in incoming

Thousand overnight stays

Source: LSKN 2001 2010

Above all, the holiday destination Niedersachsen is more popular in Europe. Thus the number of overnight stays from the European source markets rose by 48.2 % (+ 857,763) between 2001 and 2010 and thus Europes market share rose from 82.8 % to 84.9 %.

Development of niederschsischen Mrkte 2001 bis 2011 Entwicklung der Niedersachsen markets 2001 2010

Alongside Denmark, the main contributors to growth continue to be Dutch guests, whose number of overnight stays has more than doubled since 2001

Thousand overnight stays

Source: LSKN 2001 2010

While the United Kingdom, Sweden, Poland and the Alpine countries recorded a moderate growth, during the same period of time the number of overnight stays by Dutch guests doubled (+120 %). And the Danish result for overnight stays was also more than positive with growth of 46 %.
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Comparison for Germany and Niedersachsen 2001 2010

Development of the Netherlands and Poland significantly better than national average

Source: TMN by state, Bundesamt, LSKN 2010

The holiday destination Niedersachsen has been able to grow in the Netherlands above all. Primarily, the expansion of the range (holiday parks) has attracted many guests from the neighbouring country. The development of the United Kingdom source market has been characterised by difficult developments: due to the closure of British garrisons, an important reason to travel has disappeared.
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Overnight stays according to accommodation and origin 2010

The origin decisively determines the choice of accommodation

Hotel B&B Guesthouse Boarding house Holiday centre/ apartment/home I Camp site I Others I I I I I

100,000 40,000 10,000

Sweden

Norway Netherlands Russia Denmark United Kingdom

Poland Belgium

France

Switzerland

Austria

Spain
Cartography: TMN 2011, Source: LSKN 2010

Italy
Map basis: GfK GeoMarketing

Guests have clear preferences according to the countries of origin when choosing accommodation. While the Dutch particularly frequently spend the night in holiday apartments and holiday centres, southern Europeans are attracted to hotels. The size of the circles stands for the number of overnight stays from the source market in Niedersachsen.
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Overnight stays of guests in municipalities in Niedersachsen 2010

Tourist demand from abroad is concentrated on towns and holiday parks

Butjadingen

Oldenburg

Bispingen Soltau Lneburg Wietzendorf Celle Hannover Braunschweig Wolfsburg

Papenburg Haren (Ems)

Molbergen

Bad Bentheim

Osnabrck

Langenhagen Hameln Hildesheim Goslar

Total volumes of overnight stays, municipalities 2010 I I I I I I I I < 5,000 or 5,000 10,000 20,000 50,000 80,000 250,000 350,000 no data availabler < 10,000 < 20,000 < 50,000 < 80,000 < 250,000 < 350,000 < 500,000

Braunlage

Gttingen

Bad Lauterberg im Harz

Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LSKN

More than half the overnight stays of foreign guests (holiday, private and business trips) were accounted for by around 10 municipalities in Niedersachsen. With 400,000 international overnight stays in 2010, Hannover took 1st place followed by Bad Bentheim.

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Foreign guests destinations in Niedersachsen in 2010

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

Ostfriesische Inseln Ostfriesland

Nordseekste

Unterelbe-Unterweser Oldenburger Land Oldenburger Mnsterland Mittelweser

Lneburger Heide

Hannover-Hildesheim GEO* Braunschweiger Land

Overnight stays by 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 150,000 60,000 15,000

Harz WeserberglandSdniedersachsen

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

* GEO = Grafschaft Bentheim, Emsland, Osnabrcker Land

The origin of the guests has a great part in the selection of the holiday region in Niedersachsen. While Scandinavian guests stay overnight overwhelmingly in the east and south of Niedersachsen, guests from the Netherlands prefer holiday regions near the border.

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Overnight accommodation according to month and origin 2010

Demand from neighbouring countries is highest in summer

January February March April May June July August September October November December

Guests from the Netherlands are attracted to Niedersachsen in spring and summer. Danes and Swedes frequently come to the holiday destination Niedersachsen in the long summer holidays. In autumn and winter, numerous international trade fairs ensure additional demand from abroad.
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I I I I I I I I I I I I

50,000 25,000 10,000

Norway Sweden

Russia

Denmark United Kingdom Netherlands Belgium France Switzerland Austria

Poland

Spain

Italy

Cartography: TMN 2011, Source: LSKN

Map basis: GfK Geomarketing

Overnight stay destinations Dutch guests 2010

The Dutch can mainly be found in western Niedersachsen

Butjadingen

Bispingen Papenburg Molbergen Haren (Ems) Wietzendorf

Uelsen Hannover Bad Bentheim Osnabrck Melle Bad Rothenfelde

Overnight stays by the Dutch 2010 Municipalities I I I I I I < 1,000 1,000 5,000 10,000 40,000 100,000 or no data < 5,000 < 10,000 < 40,000 < 100,000 < 300,000 (950) (79) (8) (7) (3) (1)

Celle

Rinteln Hameln Braunschweig Goslar

Braunlage

Bad Lauterberg im Harz

Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LSKN

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

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Overnight stay destinations Danish guests 2010

Towns, holiday parks and the Harz are popular with the Danes

Stade Bispingen Soltau Lneburg Wietzendorf

Winsen (Aller) Hannover Celle Wolfsburg Braunschweig Hildesheim Goslar Seesen

Overnight stays by the Danes 2010 Municipalities I I I I I I < 1,000 or 1,000 2,000 5,000 10,000 50,000 no data < 2,000 < 5,000 < 10,000 < 30,000 < 60,000 (1003) (19) (16) (3) (6) (1)

Braunlage Northeim Gttingen Hann. Mnden Bad Sachsa Bad Lauterberg im Harz

Cartography: TMN 2011, Source: LSKN

Map basis: GfK Geomarketing

The extensive offers along the A7 autobahn in the Lneburger Heide and in the Harz are used as a stopover by many Danes when driving to the south. As the most northerly low mountain range in Germany, the Harz is an attractive holiday destination for Danish guests, especially during the winter months.
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Overnight stay destinations British guests 2010

Niedersachsens towns are particularly popular among Britons

Wilhelmshaven

Leer

Bispingen Oldenburg Verden (Aller) Soltau Bad Fallingbostel

Lneburg

Papenburg

Bergen Celle Wolfsburg

Hannover Osnabrck Bad Bentheim Laatzen Hameln Hildesheim

Overnight stays by the British 2010 Municipalities I I I I I I < 500 500 1,000 2,500 5,000 10,000 or no data < 1,000 < 2,500 < 5,000 < 10,000 < 40,000 (1008) (17) (10) (7) (5) (1)

Braunschweig

Goslar

Braunlage Gttingen

Cartography: TMN 2011, Source: LSKN

Map basis: GfK Geomarketingg

With over 150,000 overnight stays, the United Kingdom is one of Niedersachsens most important source markets. Here, 45 % of the private trips made by British guests are of a family nature (GfK TravelScope), as the overnight stay destinations reflect: larger towns and (former) garrison locations are the most popular.
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Overnight stay destinations Swiss guests 2010

Swiss guests are drawn to the coastal regions and to the towns

Juist Cuxhaven Norden Wangerland Leer Butjadingen Stade Bispingen Lneburg Oldenburg Soltau Wietzendorf Celle Nordhorn Osnabrck Laatzen Braunschweig Goslar Hannover Wolfsburg

Hildesheim
Overnight stays by the Swiss 2010 Municipalities I I I I I < 500 or no data 500 < 1,000 1,000 < 2,500 2,500 < 5,000 5,000 < 25,000 (1005) (13) (21) (8) (1)

Braunlage Gttingen Hann. Mnden

Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LSKN

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

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Overnight stay destinations Swedish guests 2010

South and east particularly popular among Swedes

Stade

Oldenburg Soltau Papenburg

Bispingen

Lneburg

Bad Bevensen Celle Hannover Bramsche Langenhagen Laatzen Osnabrck Hildesheim Hameln Lehrte Wolfsburg

Braunschweig

Overnight stays by the Swedes 2010 Municipalities I I I I I < 500 500 1,000 5,000 10,000 or no data < 1,000 < 5,000 < 10,000 < 20,000 (1015) (21) (6) (5) (1)

Goslar

Gttingen Hann. Mnden

Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LKSN

Swedes often spend the night near the A7 transit route on the way to the south and in the Hannover-Hildesheim area (stopovers). The average duration of their stays is correspondingly short at 1.5 nights. Through targeted marketing, it will be possible to continue to maintain the high overnight stay level of the Swedes.
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Overnight stay destinations Polish guests 2010

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

Cuxhaven

Oldenburg Soltau Papenburg Emstek Achim Hannover Garbsen Osnabrck Salzbergen Stadthagen Langenhagen Celle Braunschweig

Wolfsburg

Overnight stays by the Poles 2010 Municipalities I I I I I I < 500 500 1,000 2,000 5,000 10,000 or no data < 1,000 < 2,000 < 5,000 < 10,000 < 20,000 (1001) (22) (18) (4) (2) (1)

Gttingen
Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LSKN

It has been possible to increase demand from Poland significantly in the last 10 years (+ 74 %). Polish guests like to stay in the towns as well as in the municipalities dominated by leisure, holiday and adventure parks. The increase in business relationships with the neighbouring country is also making a contribution to general growth.
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Overnight stay destinations Austrian guests 2010

Niedersachsens towns especially popular among Austrians

Cuxhaven Norden

Lneburg Papenburg Oldenburg Soltau Celle Hannover Osnabrck Laatzen Hildesheim

Overnight stays by the Austrians 2010 Municipalities I I I I I < 500 or no data 500 < 1,000 1,000 < 2,500 2,500 < 5,000 5,000 < 20,000 (1015) (17) (11) (4) (1)

Wolfsburg Braunschweig

Salzgitter

Goslar Gttingen Bad Harzburg

Cartography: TMN 2011, Source: LSKN

Map basis: GfK Geomarketing

Overnight stays from Austria have been growing for years. Alongside Hannover, the Nordseekste, the Harz and Niedersachsens towns have generated growth in particular. With 2.1 nights, the Austrians stay for a similar length of time as the Swiss in the holiday destination Niedersachsen.
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Overnight stay destinations Belgian guests 2010

Bad Bentheim was the most popular destination from Belgium in 2010

Bispingen Butjadingen

Hannover Bad Bentheim Celle

Osnabrck

Laatzen Braunschweig Hildesheim Goslar

Overnight stays by the Belgians 2010 Municipalities I I I I I I < 500 500 1,000 2,500 5,000 10,000 or no data < 1,000 < 2,500 < 5,000 < 10,000 < 15,000 (1022) (11) (10) (1) (2) (2)

Hameln

Braunlage Gttingen Bad Lauterberg im Harz

Map basis: GfK Geomarketing

Cartography: TMN 2011, Source: LSKN

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

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Foreigners holiday destinations in Germany in comparison 2010

Niedersachsen and the west of Germany popular among the Dutch

German states Germany 2010 I I I I I I NL UK SWE DK PL Other foreign countries 4,000,000 1,500,000 300,000

Cartography: TMN, Source: Stat. offices of the Federal states

Map basis: GfK GeoMarketing

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

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Growth forecast 2020 of the Deutsche Zentrale fr Tourismus*

Germany more and more popular abroad

Source: DZT 2011

In 2010, the holiday destination Germany achieved more than 60 million overnight stays from abroad for the first time. Using successful marketing, around 70-80 million overnight stays are expected in 2020. Other European countries will be the most important source regions by a long distance with around three quarters of overnight stays.
*German National Tourism Board
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2020 growth forecast for Niedersachsen

Good growth opportunities in European source markets

Source market

Overnight stays Forecast OS Inhabitants Niedersachsen 2010 Niedersachsen 20201 1,026,307 320,895 153,308 126,863 118,858 116,790 90,654 81,741 1,080,000 to 1,300,000 330,000 to 480,000 158,000 to 198,000 134,000 to 151,000 119,000 to 202,000 135,000 93,000 to 137,000 84,000 to 129,000 16.6 m 5.5 m 62 m 9.3 m

Netherlands Denmark United Kingdom Sweden Switzerland Poland Belgium Austria

7.8 m 38.2 m 10.8 m 8.4 m

Source: LSKN 2010, DZT 2011, Eurostat 2011

Overnight stay forecast on basis of DZT forecast (Incoming Edition 2011)

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