Germany M A R K E T R E V I E W 2 0 1 6 German Visitors in Finland Statistical Trends and Profile
VOLUME OF GERMAN OUTBOUND TRAVEL AND IMPACT FOR FINLAND Population 80,6 million people Outbound travel from Germany: 100,5 million arrivals to all destinations in 2016 +5 % compared to 2015 Europe s share of German outbound travel is 88 % Finland s share of German outbound travel is 0,4 % 600 000 500 000 400 000 300 000 200 000 100 000 Germany is the 3rd most important market for Finland by the number of overnights 540 300 registered overnights* from Germany in 2016 9 % of all foreign overnights in Finland Average annual change of overnights 0,5 % per year (2010 2016) and -0,5 % in 2016 2010 2011 2012 2013 2014 2015 2016 15% 10% 5% 0% Number of nights spent Share of foreign overnights * Incl. hotels, motels, hostels, youth hostels, holiday villages and camping sites with at least 20 bed places or caravan pitches with electrical connection points. Sources: CIA World Factbook Tourism Economics Statistics Service Rudolf 2
GERMANY IS THE MOST IMPORTANT SOURCE MARKET FOR THE NORDIC COUNTRIES With 6,6 million overnights in 2016, Germany is number one source market for the Nordic countries. The number of overnights has increased in the last couple of years after a drop in 2013. Finland s share of the German overnights in the Nordic countries was 8 % in 2016. In high winter season 2016 Finland s share was 19 % and in the summer season only 5 %. Nordic countries' share of German overnights 2016 1 600 000 German overnights in the Nordic countries, WINTER season (Dec-Apr) 2009-2016 German overnights in the Nordic countries, SUMMER season (Jun-Aug) 2009-2016 Sweden 2 173 600 33 % Denmark 2 553 500 39 % 1 400 000 1 200 000 1 000 000 800 000 Norway 1 343 300 20 % Finland 540 200 8 % 600 000 400 000 200 000 184 600 231 600 2009 2010 2011 2012 2013 2014 2015 2016 Denmark Finland Norway Sweden 2009 2010 2011 2012 2013 2014 2015 2016 Denmark Finland Norway Sweden Sources: Statistics Service Rudolf, Visit Finland Statistics Sweden, Norway and Denmark 3
AREA OF RESIDENCE IN GERMANY AND DESTINATION AREAS IN FINLAND In 2016 a total of 86 000 leisure trips were made from Germany with Finland as the main destination. The majority of trips were made from Berlin, Bavaria and North Rhine-Westphalia states. Number of German overnights and share by destination area in 2016 Lapland 17 % 18 % 21 % 145 000 27 % Coast and Archipelago Lakeland 117 800 22 % 83 700 15 % With a share of 36 % of German overnights in Finland, Helsinki area was the most preferred area for visitors from Germany in 2016. A quarter of overnights from Germany were registered in Lapland. Helsinki Metropolitan Area 193 900 36 % Sources: Statistics Service Rudolf, Visit Finland VF Visitor Survey 2016 4
60 % OF GERMAN OVERNIGHTS IN FINLAND ARE REGISTERED IN SUMMER German overnights in 2016 in Finland, share: Summer 325 500 overnights Winter 212 200 overnights The majority of German overnights are registered in the summer season in Finland. The number of overnights grew by 5 % in the winter season 2016 and decreased by 3 % in the summer season compared to previous year. The overnights grew by 10 % in the winter season 2017 compared to the winter season 2016. Source: Statistics Service Rudolf, Visit Finland 5
TOURISM BY SEASON 7 % 37 % 5 % 5 % 18 % TOP 3 months, percentage of yearly overnights: June 13 % July 15 % August 15 % 37 % 6 % 41 % Lapland and Helsinki Area were the most popular regions by the number of overnights in the winter season 2016 (212 200 overnights in Finland). In the summer season, Helsinki Area was the most popular destination (325 500 overnights in Finland). High summer season months June August are the most typical months for the Germans to stay in Finland. January, February, May, November and December got more popular among the Germans in 2016 compared to the previous year. Source: Statistics Service Rudolf, Visit Finland 6
Helsinki most popular destination in summer, Lapland in winter German overnights in Finnish destination areas have stayed rather stable in the last ten years. Helsinki as destination area has maintained its over 35 % share of German overnights, while Lapland has won share in the winter season. Summer is more popular tourist season than winter in all other areas except in Lapland. 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 - German Overnights in Summer 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 - German Overnights in Winter 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Helsinki Coast and archipelago Lakeland Lapland Helsinki Coast and archipelago Lakeland Lapland Source: Statistics Service Rudolf, Visit Finland 7
PURPOSE OF THE TRIP AND ACCOMMODATION TYPE Leisure trip 26% Shopping trip 1% Studies Other 5% reason 5% Congress, fair or seminar 2% Transit 1% Business trip 27% Visit to friends or relatives 33% A third of trips made from Germany were a visit to friends or relatives. A quarter of trips (27%) to Finland were made for business, and another quarter (26%) for leisure. Hotel or motel Friends or relatives Camping area, hostel or rented cottage Rental flat (incl. Airbnb) Other (incl. flat or cottage owned by visitor) Share of 540 300 overnights 11% 9% 8% 33% 48% For German visitors, the most typical accommodation type by the number of nights spent was a hotel or motel accounting for almost half of total overnights. Second most nights were spent with friends or relatives. Other forms of accommodation interests were distributed rather evenly among the Germans. Sources: VF Visitor Survey 2016 8
ACTIVITIES AND EXPERIENCES IN FINLAND Source: VF Visitor Survey 2016 9
GERMANY IS AMONG THE BIGGEST TOURISM SPENDERS IN FINLAND EXPENDITURE IN FINLAND M 200 180 160 140 120 100 80 60 40 20 180 6,6 % Travel-related credits from Germany and share of total tourism income 165 162 160 5,5 % 5,3 % 5,9 % 7,5 % 172 8% 7% 6% 5% 4% 3% 2% 1% Travel-related credits / top 5 countries 2015 1. Russia 2. Sweden 3. Estonia 4. Germany 5. United Kingdom Growth compared to previous year +8 % Share of total tourism income 7,5 % 0 2011 2012 2013 2014 2015 0% In 2016 German visitors spent a quarter of their travel budget in Finland on accommodation, and a fifth was spent on shopping and food products. Source: VF Visitor Survey 2016 10
SOURCES AND MORE INFORMATION: TILASTOPALVELU RUDOLF www.visitfinland.fi/tutkimukset-ja-tilastot www.visitfinland.com/about-us/tourism-finland STATISTICS SERVICE RUDOLF VISIT FINLAND VISITOR SURVEY NORDIC STATISTICS MARKET NEWS TRADE FOLLOW UP MR JYRKI OKSANEN Visit Finland Representative Germany, Austria, Benelux, Switzerland firstname.lastname@visitfinland.com 11