22%

Jan–Mar Apr–Jun Jul–Sep Oct–Dec

48%

1%

Study

25%

Holiday

4%

MiscM

GermanyMarket snapshot

14 %

4 %

2 %

15%

13 %

2 %

5 %4 %

4 %

8 %

30 %

0.3%

% share of nights

High

Medium

Low

#18

22%

Business

By air

74%

By sea

21%

By tunnel

4%

Visits from Germany

6 nights

Purpose of travel* (2017)Seasonal spread of travel* (2017)

Annual visits* Annual visitor spend*

Market access* (2017)

Average length of stay* (2017)

Regional spread of travel* (2017)

Global ranking for inbound visits to the UK in 2017#3 Global ranking for inbound spend in the UK in 2017#2

Inbound tourism overview

VFR**

**Visit friends and/or relatives. Sour

ces:

*In

tern

atio

nal P

asse

nger

Sur

vey

(IPS

).

16% 30% 31% 23%

3,34

1,00

0

3,38

0,00

0

2,78

0,00

0

3,00

4,00

0

2,94

7,00

0

2,96

7,00

0

3,04

8,0

00

3,22

0,00

0

3,24

9,00

0

2009 2010 2011 2012 2013 2014 2015 2016 2017

2017 averagespend per visit

£468

2009 2010 2011 2012 2013 2014 2015 2016 2017

VisitBritain

Alexanderplatz 1

10178 Berlin

Germany

Consumer website: visitbritain.com

Corporate website: visitbritain.org

Image library: visitbritainimages.com

Trade website: trade.visitbritain.com

Media centre: media.visitbritain.com

LoveGreatBritain.de

@LoveGreatBritain_de

#LoveGreatBritain

Holger Lenz

VisitBritain Manager Central Europe

holger.lenz@visitbritain.org

£1,

193

m£

1,19

3 m

£1,

252

m£

1,25

2 m

£1,

223

m£

1,22

3 m

£1,

490

m£

1,49

0 m

£1,

358

m£

1,35

8 m

£1,

478

m£

1,47

8 m

£1,

378

m£

1,37

8 m

£1,

581

m£

1,58

1 m

£1,

167

m£

1,16

7 m

16-24 12%

0-15 5%

25-34 20%

35-44 20%

45-54 24%

55-64 11%

65+ 7%

Contemporaryculture

Vibrantcities

Historicbuildings

Sports

Visits in 000s I% share of visits

High

Medium

Low

GermanyMarket snapshot

Hamburg166 | 6%

Bremen78 | 3%

Saarland41 | 1%

Niedersachsen

188 | 6%

Nordrhein-Westfalen

771 | 26%

Hessen

294 | 10%

Baden-Württemberg

308 | 10%

Bayern

423 | 14%

Rheinland-Pfalz

106 | 4%

Berlin220 | 7%

Brandenburg

81 | 3%

Sachsen79 | 3%Thüringen

38 | 1%

Sachsen-Anhalt

49 | 2%

Schleswig-Holstein

59 | 2% Mecklenburg-Vorpommern58 | 2%

A travel guidebook

Other / unknown290

Visitor profileKey demographics* (2017) Visitors' origin* (2015)

of German visitors were repeat visitors in 2015*75%of German visitors were “likely” or “extremely likely” to recommend Britain in 2015*

93%

Britain is ranked highly (within the top 10 out of 50 countries) by the Germans for:

Perceptions of Britain*** (2017)

√ Cultural attractions √ Wide variety of places to visit √ Somewhere English is spoken √ Countryside/natural beauty √ Vibrant cities

Top motivations for choosing Britain for a holiday** (2016)

Travel companions** (2016)

Sour

ces:

* In

tern

atio

nal P

asse

nger

Sur

vey

(IPS

), *

* V

isit

Bri

tain

/Ips

os 'D

ecis

ions

and

Influ

ence

s' re

sear

ch (A

pplic

able

to p

eopl

e w

ho v

isit

ed B

rita

in),

***

Anh

olt-

GfK

Nat

ion

Bra

nds

Inde

x.

Top three activities in the UK* (2007-2017)

Word of mouth Information on search engines

1 3

Top influences in visiting Britain** (2016)

Culturalheritage

62%

10% 20%

Spouse/ Partner

14%On their own

With childrenunder 16 With friends

12%

With other adultfamily members

2

Priority market segments & attributes

BuzzseekersPrimarily 18-34 age group, dominanceof singles, pre-family couples and youngprofessionals. Active, enjoy foreigncultures. Motivated by culturalattractions, ease of access, vibrant cities,and a variety of places to visit.

ExplorersMainly 55+, couples and empty nestersthat have time and are flexible travellers.Mature and open-minded with highinterest in culture, arts and history. Enjoyvariety of holidays from seaside, lakes& mountains to soft activities.

Going tothe pub

Dining inrestaurants

Goingshopping

Other / unknown

1%