Germany is a key target market for the tourism sector in Azerbaijan and currently ATB is working on increasing the number of leisure and business travellers.
Significance for Azerbaijan
Germans were the second most frequent European visitors to Azerbaijan after the UK both in 2017 and 2018. Germans appreciate Azerbaijan’s culture, wild nature, hospitality and cuisine. They can directly fly from Berlin twice a week and Frankfurt 6 times a week.
Main holiday periods:
April – Easter time
July – August – The summer period
Christmas – New Year – End of December
The German guest
58% of Germans went abroad in 2018, which means more than one in every two people travelled. Germany is the top-spending country in Europe in terms of both domestic and international tourism. Indeed, they spent US$340bn at home in 2018. On average, German tourists spent US$154.74 per day of international holiday in 2018, which represents a 1.4% increase compared to 2017. The average expenditure was over 2,000 EUR per person in 2018.
Information sources: Social Media – Instagram and Facebook for Millennials and Gen Z, friends’ recommendations – WOM, social networks.
High internet usage: Facebook, YouTube and WhatsApp are the most-used social media accounts. 35% of Germans are active social media users, spending on average 63 minutes online daily.
Travel decision-making: Germans usually book their vacations 6 months before the holiday and booking holidays via travel agencies is still the preferred method for this nation. Some bookings are made directly via accommodation providers.
Means of transport: Germans usually travel by plane, followed by cars.
Main holiday interests: Nature holidays: sun and beach, tours and extended stays in one place; round trips: beach vacations, food and wine, city, sport and adventure, history and culture, natural beauty and wildlife.
Activities: Sightseeing, culture, hiking, spending time at the beach, food and wine tasting.
Most Germans travel with a partner or friends.
Preferences for destination choice: Safety and security, value for money, world-class nature and landscapes, and climate are the main concerns for German travellers.
Most visited places: Baku, the Absheron Peninsula, Sheki.
Regional Manager for Germany