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Germany
Germany was CTTC’s third largest overseas market in 2008, with 393,000 visitors coming to California last year. Germans spent $444 million in California in 2008. German visitor spending in 2008 averaged $114 per day during an 9.9-night average stay, or approximately $1,129 per person. Global outbound in 2007-2008 was up by 5.9%, with the U.S. as one of the key long-haul destinations, up by around 18%, and California up by around 20.8% in 2008.
There were 1.8 million German arrivals to the U.S. in 2008, a 17% increase over 2007. And, German arrivals at California ports of entry were up an even more impressive 22% in 2008, to reach 393,000. This ranks Germany very high in terms of gains in arrivals among California’s top 10 markets. Only China, up 26%, and France, up 23%, had larger year-over-year gains. Germany is among CTTC’s top overseas markets, with potential to maintain or even still grow market share this and next year. Factors contributing to the strength of this market include a fairly strong Euro compared to the dollar; a favorable opinion of the United States in general due to the election of President Obama; and a small increase in air service, but also very low airline rates to California compared to other long-haul destinations.
There were 1.8 million German arrivals to the U.S. in 2008, a 17% increase over 2007. And, German arrivals at California ports of entry were up an even more impressive 22% in 2008, to reach 393,000. This ranks Germany very high in terms of gains in arrivals among California’s top 10 markets. Only China, up 26%, and France, up 23%, had larger year-over-year gains. Germany is among CTTC’s top overseas markets, with potential to maintain or even still grow market share this and next year. Factors contributing to the strength of this market include a fairly strong Euro compared to the dollar; a favorable opinion of the United States in general due to the election of President Obama; and a small increase in air service, but also very low airline rates to California compared to other long-haul destinations.
Current German travelers to California include medium to high-income travelers seeking premier lifestyle experiences that include wine and food, city stays, fly and drive, and outdoor adventure. The main age group is between 35 and 55, traveling with partner and in small groups, but less family travel. Additionally, many travelers are repeat California visitors or U.S. visitors who are now interested in visiting California.
Key Strategies
- To create integrated market campaign addressing our two new target audiences utilizing PR, travel trade and online marketing channels.
- To develop online partnerships with travel portals, such as Expedia.de and lastminute.de.
- To keep trade co-ops focused on key tour operators in the market.
- To organize themed and experience-driven product manager and selling agent fams to introduce and train on new product.
- To develop campaigns with online and radio media.