Hefty Government spending and a rebound in global trade have seen the German economy recover well from the recession. There is good overall demand for holidays to New Zealand....
Market Overview
Germany is our second-largest visitor market in Europe and one
that presents significant opportunities for New Zealand tourism.
German visitor arrivals have shown strength over the past year,
despite the impacts of the global economic downturn. Tourism New
Zealand is also working to attract German-speaking visitors from
neighbouring markets including Austria and Switzerland.
Continued growth in arrivals from Germany reflects New Zealand's
popularity among German travellers and the stability of the German
travel market; many Germans will cut back on spending in other
areas before they give up their annual overseas holiday, even in
difficult economic times.
German travellers appreciate New Zealand's mix of natural
wonders and cultural attractions. For many Germans, New Zealand is
an aspirational destination and Tourism New Zealand's work in this
market is focused on converting this dream of a New Zealand holiday
into travel bookings. Other barriers to travel include the high
cost of flights to New Zealand and the fact that visiting other
less-travelled destinations can be a priority for some
travellers.
German visitors are independent travellers and four out of five
will travel beyond the major tourist centres. They often start
researching New Zealand well before travelling and are keen users
of guidebooks. German visitors are likely to make the majority of
their travel arrangements as they travel around New Zealand.
Holiday visitors make up 70 per cent of German visitor arrivals
and a quarter will have previously visited New Zealand. More than
two-thirds visit another country en route to New Zealand.
Length of stay and average spend per night are both high
relative to other markets, increasing the value of this market to
New Zealand's tourism industry.
Tourism New Zealand has completed research in this market to
identify those most likely to visit New Zealand: active
considerers. This group, which forms Tourism New Zealand's target
market, are already seriously considering coming to New Zealand on
holiday. Read more about the
research