German Tourist Trends

Report
The German Tourist
Year Ended April 2012
Produced by Tourism New Zealand, Insights –
May 2012
Executive Summary
German holiday arrivals have been relatively flat over the last
decade with a slight dip since 2011. The age profile of the visitor
to New Zealand has changed, a significant decrease in the 30 to 39
year old market offset by an increase in those aged 18 to 29 (more
working holiday visitors).
A high proportion of Germans are visiting New Zealand for the first
time. Satisfaction with the experience in New Zealand is high
driven by the outdoors and the activities they do here.
Arrivals in NZ from Germany follow a very similar pattern to
Australia – both NZ and Australia are showing negative growth from
Germany in 2012 & 2011
German expenditure is worth NZD $ 213 million with an average spend
per person of $3,500.
German behaviour on newzealand.com shows they are tend more towards
independent, lower cost travel options. They use newzealand.com to
look for general information, likely as one information source to
populate their own independent travel plans. There is a strong
tendency towards non-commercial sights, attractions and travel
elements, away from packaged tourist attractions and chain
operators.
German Arrival Trends
German Arrivals
German pure holiday arrivals* have been relatively
flat over the last decade, where VFR arrivals and
working holiday arrivals have been increasing.
Arrivals From Germany
45,000
40,000
35,000
Arrivals
30,000
25,000
20,000
15,000
10,000
5,000
0
2002
2003
2004
2005
2006
2007
2008
2009
Year End April
Pure Holiday
Working Holiday
VFR
*Note: Pure holiday arrivals are holiday arrivals less
working holiday arrivals
2010
2011
2012
Annual Arrival Growth
Pure
Holida Working
y
Holiday VFR
2007 -3.5% 42.1% 7.5%
2008 2.0%
-3.6% 0.5%
2009 3.8%
25.2% 6.3%
2010 4.1%
3.7% 7.1%
2011 -4.1% 10.1% 1.1%
15.0
2012 -5.1%
2.3%
%
Working Holiday
Of the 42,708 German holiday arrivals New Zealand received
over the last year, 4,464 entered New Zealand on a working
holiday visa.
Not surprisingly these working holiday tourists stay in New
Zealand for a much longer period of time (164 days on
average) than pure holiday tourists.
These working holiday tourists are all aged between 18 and 31
(in fact 60 per cent are aged between 18 and 20). Also there
is a slight bias towards females (54 per cent).
Source: International Travel and Migration – YE April 2012
Average Length of
Stay
44.6
Holiday
days
Working
163.6
Holiday
days
30.7
Pure Holiday
days
Age
The age profile of German tourists has changed
considerably over the last decade. There has been a
significant decrease in the 30 to 39 year old market
from Germany offset by an increase in those aged 18
to 29.
Arrivals From Germany by Age
35%
Percent of Arrivals
30%
25%
Average Age
10 - 19 Years
20%
20 - 29 Years
30 - 39 Years
15%
40 - 49 Years
10%
50 - 59 Years
5%
60 - 69 Years
0%
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Year End April
Note: 63 per cent of the 10-19 age group is aged
18 or 19 years
Source: Statistics New Zealand – International Travel and
2012
201
2002 2
Germany 40 36
All
Markets 39 40
Repeat Visitation
A large proportion of German arrivals are visiting
New Zealand for the first time, although repeat
visitation is seeing a slight increasing trend.
Repeat Visitation of German Tourists
Holiday Tourists Only
100%
90%
78%
80%
Arrivals
70%
60%
50%
First Visit
40%
Not First Visit
30%
22%
20%
10%
0%
2002
2003
2004
2005
2006
2007
2008
2009
2010
Year End March
Source: Ministry of Economic Development, International
Visitor Survey, YE March 2012
2011
2012
Port of Embarkation
German tourists arrive in New Zealand via a range of
different ports/ countries. Australia is the most
common single country German tourists arrive from.
45%
41%
40%
Percent of Arrivals
35%
30%
25%
20%
15%
11%
10%
10%
9%
7%
6%
5%
5%
3%
3%
2%
2%
US
Bankok
Japan
London
0%
Australia Singapore
Dubai
Pacific Hong Kong Korea
Islands
Source: Statistics New Zealand – International Travel and
Other
Satisfaction with the Holiday
• Experience
German holiday visitors have high levels of satisfaction with their
holiday in New Zealand
Germany
Total NZ
Accommodation
17%
8.3
8.1
7.9
7.7
8.4
8.4
8.8
9.0
Food and Beverage
10%
Internal Transport
7%
Overall
Satisfaction
8.8
Activities
30%
i-SITEs
12%
Environment
8.9
8.9
8.7
9.1
Safety
10%
Overall Satisfaction
Key
Q1&2
FY12
NUMBER OF ACTIVITIES
DONE
Q1&2 FY10
23.7
Q1&2 FY11
21.3
Q1&2
FY12
Sample size
Q3–4 2011
Satisfaction
x.x
9.1
113
Significantly higher than average
Significantly lower than average
Notes: 1. Sample size n = 2,166
19.7
Key Market Differences
Total
NZ
Germany
Use of i-SITE
40%
71%
Perceive NZ to
have sever
environmental
issues
14%
36%
Aspect of Experience
Importance
xx%
9.1
8.8
8.6
14%
OVERALL SATISFACTION
Q1&2 FY10
9.4
Q1&2 FY11
9.2
Australia vs NZ Arrivals
German tourist arrivals follow extremely similar
patterns in both New Zealand and Australia. In fact
the correlation between Australian and New Zealand
arrivals of German tourists is near perfect
(correlation = 0.92).
Arrivals From Germany
180,000
70,000
160,000
60,000
140,000
50,000
Arrivals
120,000
100,000
40,000
80,000
30,000
60,000
20,000
40,000
10,000
20,000
0
0
2002
2003
2004
2005
2006
2007
2008
2009
2010
Year End April
Australia (lhs)
New Zealand (rhs)
Source: Statistics New Zealand – International Travel and
Migration
2011
2012
Average Growth
Austra
lia
200
8
200
9
201
0
201
1
201
2
New
Zealand
2.5%
3.7%
3.6%
1.6%
3.5%
6.6%
-3.6%
-2.6%
-3.7%
-1.3%
International Comparisons
New Zealand has seen relatively comparable levels in
growth of German arrivals compared to Australia, but
has underperformed against the US.
German Arrival Growth
Year on Year
60%
Percentage Change
40%
Average Growth
NZ
Austra
lia
US*
Japan
*
1%
2%
34%
15%
4%
6%
55%
8%
4%
1%
5%
1%
0%
-1%
4%
12%
-1%
-4%
6%
-55%
20%
0%
New Zealand
Australia
US*
-20%
-40%
-60%
2007
2008
2009
2010
2011
Note: US and Japan are holiday/leisure
arrivals only
Source: Statistics New Zealand – International Travel and
Migration
Japan*
200
7
200
8
200
9
201
0
201
1
German Travel Trends – IPK
International
Positive trend continues in the all-German travel market
Germans took 321 million domestic and outbound trips in 2011, 4% up on the
previous year – within that holiday rose 4% also and is now 45% of the
market. This is made up of 92.9 million domestic trips (up 5%) and 52.7
million outbound trips (up 4%).
“We’ve been noting this German trend of more domestic trips and fewer
outbound trips for several years now,” affirmed IPK director Rolf Freitag.
Source: IPK International, Global Travel Trends 2011/12
German Expenditure
Germany – Total Expenditure
Total Expenditure
$350,000,000
€160,000,000
Expenditure (NZ$)
€120,000,000
$250,000,000
€100,000,000
$200,000,000
€80,000,000
$150,000,000
€60,000,000
$100,000,000
Expenditure (EU€)
€140,000,000
$300,000,000
€40,000,000
$50,000,000
€20,000,000
$0
€0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
CAGR 2000 to 2011
Total (NZ$) lhs
Total (EU€) rhs
NZ$ EU€
Total
Expenditure
1.7% 2.9%
The graph above shows that total tourism expenditure from German tourists has been increasing in
New Zealand dollars over the last decade. In converting this total expenditure to Euros a similar
trend is evident.
In the last two years the Euro has seen significant depreciation against the New Zealand dollar.
This is clearly seen from 2009 to 2011 where expenditure in New Zealand dollars has decreased
sharply where total expenditure in Euros has remained relatively positive.
Source: Ministry of Economic Development, International
Visitor Survey
Germany – Average Expenditure
Average Expenditure Per Person
5,000
4,000
3,000
CAGR 2000 to 2011
2,000
Avg Expenditure
NZ$
-0.3%
EU€
0.9%
1,000
0
2000
2001
2002
2003
2004
2005
Total (NZ$)
2006
2007
2008
2009
2010
2011
Avg (EU€)
This graph shows how average expenditure by German tourists in both New Zealand dollars and Euros
has seen an increasing trend over the last decade.
Source: Ministry of Economic Development, International
Visitor Survey

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