Germany

October 2024

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

End of April – Easter time
May – 1, 9, 19, 20, 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 accommodations and services.

Average Spending

In 2022, the average spending per trip for German tourists was €1194, an increase from €1032 in 2019. In 2023 they spent an average of €93 per night in European beach destinations, while €132 per night within Germany.

Key travel audience

Families
Seniors
Couples
Friends’ groups

Information source

Social media (Instagram, 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 2023, the average duration of the main vacation among Germans was around 12 days.

Travel trade information

List of leading tourism companies

TUI Group
DER Touristik Group
FTI Group
Schauinsland-Reisen GmbH
Lufthansa Group
Emirates Group
Expedia Group
Booking Holdings Inc.
American Express Global Business Travel
CWT (Carlson Wagonlit Travel)

Direct flights

Updated information about flight connectivity can be found on the interactive board of the State Tourism Agency of the Republic of Azerbaijan.

Internationale Tourismus Börse (ITB Berlin) every March
IMEX Frankfurt, every May

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 13,838 in 2014 to 20,509 in 2019, representing an overall growth of approximately 48.18% over this period.
From 2021 to 2023, the numbers started to recover post-pandemic, with arrivals increasing by 67.75% in 2021 and by 18.30% in 2023 compared to 2022, indicating a strong recovery trend.

Source: State Migration Service

Statistics

Purpose of Visit

61% of German visitors to Azerbaijan travel for leisure and entertainment purposes, while 21% visit for business reasons.

Average Spending

The average German tourist spends 1,990 AZN in Azerbaijan, with 45% of their budget allocated to transport, followed by accommodation (22%) and food (20%).

Length of Stay

In 2023, 48% of Germans stayed in Azerbaijan for 1-3 nights, while 31% stayed for 4-7 nights.

Popular Regions

The most visited regions by Germans in Azerbaijan are Guba, Gabala, Sheki, and Ganja.

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 Sheki Khans Palace Sheki Khans Mosque & Cemetery Sheki 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	Sheki 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 Sheki Shebekhe masterclass	Mugham centre performance	Basgal Kelaghayi masterclass

Additional information

German outbound tourism forecast

Germany's Travel & Tourism market is expected to witness a rise in revenue, with projections indicating USD 67.57 billion in 2024. The Package Holidays market is the largest in this industry and is projected to generate USD 41.35 billion in 2024. The trend is shifting towards sustainable and eco-friendly options, with an emphasis on nature and wellness experiences.

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.

Contact person

Khadija Nasirova, Head of EMEA Region