CTC News

Germany rediscovered its long-haul travel confidence in 2011.

Economic resurgence prompts reinvigorated approach to exploring the world, according to CTC’s latest Global Tourism Watch report.

19 January 2012

While most of Europe seemed to disappear under an avalanche of bad economic news headlines in 2011, Germany stayed strong and powered ahead. The latest Global Tourism Watch (GTW) summary report, just published by the Research department of the Canadian Tourism Commission (CTC), highlights how Germans are getting itchy feet again and have long-haul travel back on their horizons.

Some other report takeaways:

  • Despite long-haul travel prospects looking up, there were icebergs ahead for Germany, predominantly helping out other members of the Eurozone with their heavy debt problems and rising domestic inflation.
  • In these cash-conscious times, affordability is the main barrier to Germans venturing too far afield. Substantial discounts and/or value-added offers could make real headway in dissolving the perception that Canada is an expensive place to visit.
  • Concerns about safety/terrorism and international conflicts, such as the intermittent outbreaks in the Middle East, are other major reasons for Germans keeping their luggage stowed away at home.
  • British Columbia (82%) andOntario (80%) are neck and neck in terms of being of interest to German travellers who have booked or are considering a trip to Canada over the next two years. Quebec (63%), Alberta (48%) and Yukon (38%) complete the top five.
  • Canada has closed the gap on Australia and the US, its two main rivals for top-of-mind awareness in the German market, to the smallest margins since the Global Tourism Watch studies began (eight and 18 percentage points respectively).
  • Although seeing beautiful scenery still tops the German to-do list while on holiday, Aboriginal culture and events scores highly in this market, a big potential plus for Canada.
  • There is a growing LOHAS (Lifestyles of Health and Sustainability) movement in Germany: 20% of the adult population give the thumbs-up to active holidays and wellness breaks, strong factors for Canada.
  • Major events are an increasing factor for travel in this market, just as in Australia. The soccer-mad Germans are already contemplating trips to Brazil for the 2014 FIFA World Cup.
  • Television travel shows have the greatest reach for German travellers getting solid info on Canada, with one in three tuning in. However, movies filmed or set in Canada are one of the top five sources, the only GTW market where this is the case.

Harris/Decima Research conducts the Global Tourism Watchsurvey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2011 reports look to identify shifts in each market since 2007.

Read the Global Tourism Watch Germany 2011 summary report.


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