Market overview

Germany is New Zealand’s second-largest visitor market in Europe (after the UK) and one that presents significant opportunities, particularly when it comes to value.

For many Germans, New Zealand is an aspirational destination for 'their trip of a lifetime'. Because of this, Germans are willing to invest in their trip, spending an average of $6300 per person on ground activities, the highest spend of all our target markets.

Key insights

  • Our key market segments in Germany are the high value independent professionals.
  • The majority of German travellers spend significant time researching New Zealand 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.
  • German visitors are independent travellers and travel to an average of eight regions in New Zealand, making them our most widely travelled market.
  • They appreciate New Zealand's mix of natural wonders and cultural attractions and seek an active encounter with the environment and culture.
  • The length of stay and average spend per night are both high relative to other markets, increasing the value of the German market to New Zealand's tourism industry.
  • 80% of all German visitors into New Zealand book through a traditional travel agent, about 5% book via an online travel agent, and about 15% book direct online.

Marketing and trade activity

Our work in Germany is focused on converting the dream of a New Zealand holiday into travel bookings. To do this we invest in PR and paid marketing activities targeting high value visitors that helps them plan their New Zealand holiday. We also educate travel agents on how to design itineraries and the different flight routes available to New Zealand.

We run a range of campaign activities in Germany, including advertising, online marketing, and public relations. We also work closely with regional tourism organisations, airlines, operators, and travel sellers to promote New Zealand and develop the market. Germans are confident researching their New Zealand holidays online and our campaign activity in this market makes the most of digital media channels.

8 is the average amount of regions German travellers visit while in NZ.

The aim of our marketing activity in Germany is to show German travellers what there is to see and do in the less travelled regions of New Zealand and to help them overcome perceived barriers to booking their trip to New Zealand. We mainly use digital media for this, as it enables us to be highly targeted.

Germany is a nation of travellers and their passion for travel is serviced by a strong network of German travel sellers. We have built strong relationships with travel sellers in Germany and these relationships are managed from our office based in London.

We organise and participate in a number of offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. Take a look at our event calendar for more information.

Airline activity

The number of one-stop routes to New Zealand has grown over the past few years. This is particularly due to Emirates and Qatar who have made it easier and faster to reach New Zealand, especially from regional cities like Munich or Dusseldorf, reducing the journey time by up to six hours. 

Singapore Airlines and Air New Zealand, in their Star Alliance code share arrangement, are also popular amongst Germans when it comes to flying to New Zealand.

More information

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GDP growth:

For more detailed information on the German economy, view the New Zealand Trade and Enterprise's Germany market guide.