Germany

Last Updated on: 1 March 2010

Visitor Arrivals January 2010

Year End Total 65,528 4.3%
Month End Total 10,092 10.6%
Year End Holiday 46,332 6.9%
Month End Holiday 7,482 13.2%

Other Stats (YE September 2009)

Median Length of Stay (Holiday) 22 days
Average Expenditure per Visit NZD4638
Total Expenditure per Annum NZD299.4m

Situation and Outlook

Germany's economy is stabilising, with hefty government spending and a rebound in global trade helping lift the country out of recession. New Zealand has seen good growth in arrivals,...

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70%

of German arrivals in New Zealand are holiday visitors.

Market Overview

New Zealand is a popular holiday destination among Germans, who appreciate the mix of natural wonders and local culture. However it remains an aspirational holiday for many travellers, so the challenge for New Zealand lies in converting the dream of a New Zealand holiday into reality.

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. However, 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 nearly a quarter will have previously visited New Zealand. More than two thirds visit another country en route to New Zealand.

After a period of decline, the market has grown slowly but steadily (35 per cent), since 1999. While awareness of New Zealand is good, travellers will put off a holiday here because other destinations are a higher priority and also because of the high cost of travel to New Zealand.

Last year Tourism New Zealand moved to promoting New Zealand in targeted German cities, rather than taking a countrywide approach. This has seen some success, with arrivals from Germany rising 4.5 per cent in the year ending September 2009, compared with a 1.8 per cent decline across all international markets. New Zealand's share of the German outbound market grew from 0.9 per cent to 1.1 per cent in the 2008 calendar year.

  • Situation and Outlook

    Germany's economy is stabilising, with hefty government spending and a rebound in global trade helping lift the country out of recession. New Zealand has seen good growth in arrivals, driven...

    Read More
  • Visitor Arrivals

    Visitor arrivals from Germany follow a very seasonal trend with the peak season occurring from November through to March. The current forecast is for arrivals to increase on average 2.0...

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  • What We're Up To

    Tourism New Zealand's strategy in Germany is to keep awareness of New Zealand high and make it more desirable than other destinations. A five-city marketing campaign, attendance at key consumer...

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  • Working in Market

    Germany is a nation of travellers and the national passion for travel is serviced by a strong network of German travel sellers. Tourism New Zealand has built strong relationships with...

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  • Visitor Experience Monitor

    During 2008/09 visitors from Germany were among the most satisfied of all our international visitors. They rated their New Zealand holiday experience 9.2 out of 10 and most are likely...

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  • Contact Us

    Tourism New Zealand's London team manages trade, marketing and media activity for the UK and Western European markets, as well as Scandinavia and the Middle East.

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