Germany

country profile 

April 2026

Market specific information

 

Significance for Azerbaijan

Germany is Europe’s largest outbound travel market, making it crucial for Azerbaijan's tourism sector. ATB is focused on increasing German leisure and business travellers by highlighting Azerbaijan's rich culture, natural beauty, hospitality, and cuisine. Germany's high spending power and travel priority, with the tourism market projected to grow from USD 95.3 billion in 2022 to USD 241.4 billion by 2032, present significant opportunities for Azerbaijan. Germans seek detailed travel information and prefer sustainable options, aligning well with Azerbaijan’s offerings.
 

Main holidays period

  • April – Easter time

  • May – 1, 14, 19, 25, 30 bank holidays in different states

  • July – August – The summer period (school holidays)

  • Christmas – New Year – End of December

Tourist Information

Profile of the tourist

German tourists are predominantly aged 25-54, with a significant number of retirees (65+) travelling frequently.


Holiday types

  • Sun and Beach Holidays: Popular destinations include Spain, Italy, and Greece.

  • City Breaks: Enjoyed both domestically and within Europe.

  • Cultural Holidays: High interest in museums, historical sites, and landmarks.

  • Adventure and Sports Holidays: Activities like hiking, cycling, and skiing.

  • Gastronomical Holidays: Increasing interest in food and wine tours.

  • Wellness and Medical Tourism: Interest in spa treatments and medical procedures.

  • Eco Holidays: Value sustainable and eco-friendly travel.

  • Cruises: Popular among older travellers, especially river cruises along the Rhine and Danube.

  • LGBTQIA+ Holidays: Seek inclusive travel experiences in LGBTQIA+ friendly Germany.
     

Preferences

  • Sustainability: Prefer eco-friendly options and are willing to pay more.

  • Detailed Planning: Research extensively using online travel agencies, social media, and word-of-mouth.

  • Value for Money: Seek good value and transparent pricing.

  • Safety and Security: Prioritize safe and stable destinations.

  • Comfort and Quality: Favor high-quality accommodation and services.


Average Spending

Average holiday costs in 2025 amounted to €1,636 per person, almost €100 higher than the previous year.


Key travel audience

  • Families

  • Seniors 

  • Couples

  • Friends’ groups


Information source

  • Social media (Instagram, TikTok, Facebook for Millennials and Gen Z)

  • Friends’ recommendations (Word of Mouth)

  • Travel agencies

  • Online travel agencies (OTAs)


Planning and travel decision period

Germans usually book their vacations 6 months before the holiday. However, the decision-making process can vary: 

  • For major holidays or international trips, they might plan and book up to a year in advance.

  • For summer vacations, bookings are typically made 6 months ahead.

  • Short-term trips or last-minute bookings are also common, especially in response to fluctuating travel prices and availability, with some bookings made only 14 days in advance due to rising prices in Europe.


Means for purchase

  • Online bookings (49.6%)

  • Face-to-face bookings (36.1%)

  • Travel agencies

  • Direct bookings with accommodation providers
     

Distribution system

  • Online travel agencies (OTAs): Expedia, Opodo

  • Specialized providers: Booking.com, Hotels.com, Airbnb

  • Most visited travel and tourism websites: bahn.de, booking.com, tripadvisor.de
     

Special interest tourism

  • Campervans and RVs: Companies include Reisebine, Camperbörse, Alacampa

  • Study and education trips: Studiosus, Gebeco (including youth/adventure travel with GoExplore brand)

  • Luxury/Premium: Art of Travel, Design Reisen, Windrose, Kugler Reisen
     

Travel duration

In 2025, the average duration of the main vacation among Germans was around 13 days.

 

Travel trade information

List of leading tourism companies

  • TUI Group

  • DER Touristik Group

  • Schauinsland-Reisen GmbH

  • Lufthansa Group

  • Emirates Group

  • Expedia Group

  • Booking Holdings Inc.

  • American Express Global Business Travel

  • CWT (Carlson Wagonlit Travel)

 

Direct flights


Major events in the market

  • Internationale Tourismus Börse (ITB Berlin) every March

  • IMEX Frankfurt, every May
     

ATB events

 

German tourists in Azerbaijan: Key insights

Arrivals

The number of German arrivals to Azerbaijan increased steadily from 15,110 in 2017 to 20,494 in 2019, marking an overall growth of approximately 35% over this period. In 2020, due to the COVID-19 pandemic, arrivals dropped sharply by around 83%, reaching only 3,529 visitors. From 2021 onwards, the market showed a strong recovery trend. In 2025, arrivals reached 24,140, showing an 11 % growth over 2024 and surpassing pre-pandemic levels, indicating a full market rebound.

Source: State Migration Service

Statistics

 

Purpose of Visit

43% of German visitors to Azerbaijan travel for leisure and entertainment purposes, while 45% visit for business reasons.


Average Spending

The average German tourist spends 1,980.98 AZN in Azerbaijan. Breakdown of their expenses:

  • 45% on transport

  • 20% on accommodation

  • 20% on food

  • 10% on shopping (goods, souvenirs)


Length of Stay

In 2025, 45% of Germans stayed in Azerbaijan for 1-3 nights, while 36% stayed for 4-7 nights.


Popular Regions

The most visited regions by Germans in Azerbaijan are Gusar, Guba, Gabala, and Shaki. 


Tourist Preferences and Interests

German tourists exhibit a strong preference for a variety of cultural and natural experiences connected to the ATB product sub-categories of historical buildings, monuments, museums, galleries & libraries, theatres, cultural & opera houses, and hiking.

 

Products of Azerbaijan that connect to the German market can be grouped into “Fits all” – products that all first-time visitors should see or experience, “Add-ons” – products that can be seen or experienced with longer or repeat visits, and “Tailored” – products that are considered of specific relevance to the market.

 

Fits all

Add-ons

Tailored

Monuments

  • Haydar Aliyev Centre

  • Maiden Tower

  • Diri Baba Mausoleum

  • Ateshgah fire temple

  • Flame Towers

 

 

Historical Buildings and Sites

  • Gobustan petroglyphs

  • Baku Old City

  • Kish Alban Church

  • Shaki Khans Palace

  • Shaki Khans Mosque & Cemetery

  • Shaki Upper Caravanserai

  • Yanardag burning mountain

  • Victor Klein House (Goygol)

  • Goygol Lutheran Church (Goygol)

  • German wine cellars (Shamkir)

  • Siemens Bridges (Ganja)

  • Siemens building (Ganja)

Hiking

  • Shahdag National Park hiking trails

  • Hirkan lakeside walks & local chaykhanas

  • Goygol National Park Mountain lakes hiking trails

  • Trans Caucasus Trail

  • Laza-Laza hiking trail

  • Zengilan National Park hiking trails (Nakchivan)

  • Gadabay - Dashkasan

Museums, Galleries & libraries

  • Heydar Aliyev Center

  • Shirvanshah Museum

  • Carpet Museum

  • National History Museum

  • Gobustan Mud Volcano Centre & Museum

  • Museum of Modern Art

  • Shamkir Lutheran Church Museum

Ethnic & Cultural Villages

  • Shaki old city (national heritage)

  • Khinalig village (Caucasian-Albanian)

  • Nij village (Udi / Caucasian-Albanian)

  • Basqal village (national heritage)

  • Sim village (Talish)

  • Ivanovka village (Russian Molokan)

  • Red village (Mountain Jews)

  • Shamkir City German Quarter

  • Goygol City German Quarter

Arts & Crafts

 

  • Carpet weaving masterclass

  • Lahij coppersmith masterclass

  • Shaki Shebeke masterclass

  • Mugham centre performance

  • Basgal Kelaghayi masterclass

 

Additional information
 

German outbound tourism forecast

The German travel industry anticipates a robust year in 2026, with the Deutscher Reiseverband (DRV) forecasting that German citizens will spend around €86 billion on holidays and travel this year. Consequently, the turnover in the market for holiday and leisure travel with at least one overnight stay in the 2025/26 tourism year will grow by about 3%. This growth is driven by strong demand for both package and individually organized holidays, particularly to Mediterranean destinations, long-haul locations, and cruises. Notably, early bookings have surged, indicating a shift towards planning vacations well in advance.


Top tips for the German market

  • Relationship management is crucial; loyalty and strong relationships with wholesalers are important.

  • The best time for sales calls is late March after the ITB event through to July.

  • Email is preferred for initial and follow-up communications. Face-to-face meetings, especially during trade shows like ITB Berlin, are highly valued. Virtual meetings and video calls are also accepted. Ensure all communication is clear, professional, and punctual.

  • Key market centres to visit are Frankfurt, Munich, Düsseldorf, Hannover, Hamburg, Trier, and Geldern.