Germany Tourism Strategy

Executive Summary We believe that with a strong orientation on targets and goals Germany could clamber from the actual rang 10 to rang 5 of the most popular holiday destinations worldwide in the following 3 years. Therefore a complex system of cooperation partners will be established as basis for multifaceted strategies and actions The red threat of all strategies and actions suggested from our agency will be „Germany – explore fascinating diversity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Expectations of the client ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

situation analysis the target countries Germany the five federal states Facts and Data SWOT-analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population: 58,100,000 official language: Italian GIP p. Person : 25,473$ Italy, officially the Italian Republic, is a Southern European country, situated on the western side of the European continent. It comprises the Italian peninsula, the Po River valley, and two large islands in the Mediterranean Sea, Sicily and Sardinia, and shares its northern alpine boundary with France, Switzerland, Austria, and Slovenia. The country also shares a sea border with Croatia, and France. The independent countries of San Marino and the Vatican City are enclaves within Italian territory. It is shaped like a boot, and for this reason it is commonly called lo stivale (Italian for boot). Italy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population : 46,061,274 official language : Spanish GIP p. Person: 21,154$ Spain, is the largest of the three sovereign nations that make up the Iberian peninsula—the others are Portugal and Andorra—located in Southern Europe. To the west and to the south of Galicia, Spain borders Portugal. To the south, it borders Gibraltar and, through its cities in North Africa ( Ceuta and Melilla ), Morocco. To the northeast, along the Pyrenees mountain range, it borders France and the tiny principality of Andorra. It also includes the Balearic Islands in the Mediterranean Sea, the Canary Islands in the Atlantic Ocean and a number of uninhabited islands on the Mediterranean side of the strait of Gibraltar, known as Plazas de soberanía, such as the Chafarine islands, the "rocks" (peñones) of Vélez and Alhucemas, and the tiny Isla Perejil (disputed). In the northeast along the Pyrenees, a small exclave town called Llívia in Catalonia is surrounded by French territory. Spain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population: 47,432,000 official language: Afrikaans, English and 9 smaller ones GIP p. Person: 3,714$ The Republic of South Africa is a country located at the southern tip of the African continent. It borders the countries of Namibia, Botswana, Zimbabwe, Mozambique, and Swaziland. Lesotho is an enclave entirely surrounded by South African territory. South Africa has experienced a significantly different evolution from other nations in Africa arising primarily from two facts: immigration from Europe reached levels not experienced in other African communities and a level of mineralogical wealth that made the country extremely important to Western interests particularly during the Cold War. As a result of the former, South Africa is a very racially diverse nation. It has the largest population of people of Colored (i.e., mixed racial background), European, and Indian communities in Africa. Black South Africans account for roughly 75% of the population. Republic of South Africa ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population: 1,095,351,995 official language: Hindi, English and 21 other ones GIP p. Person: 590$ India is a country that occupies the greater part of the Indian subcontinent in Asia. It has a coastline of over 7,000 kilometers (4349 miles) , borders Pakistan to the west, Nepal, China and Bhutan to the north, and Bangladesh and Myanmar to the east. In the Indian Ocean, it is adjacent to the island nation of Sri Lanka. India is the seventh-largest country by geographical area and has one of the most diverse populations of wildlife, geographical terrain and climate systems found anywhere in the world. India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population: 2,563,300 official language: Arabic GIP p. Person: 29,067$ The United Arab Emirates (also the UAE or the Emirates) is a Middle Eastern country situated in the southeast of the Arabian Peninsula in Southwest Asia on the Persian Gulf, comprising seven emirates: Abu Dhabi, Ajmān, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Qaiwain. Before 1971, they were known as the Trucial States or Trucial Oman, in reference of a nineteenth-century truce between the British and some Arab Sheikhs. It borders Oman and Saudi Arabia. The country is rich in oil. United Arab Emirates ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

population: 298,754,511 official language: English GIP p. Person: 38,500$ The United States of America is a federal republic in North America. Founded in 1776, it is the oldest extant constitutional republic in the world. The U.S. originated from thirteen colonies in British North America that declared their independence in 1776. After winning the American War of Independence, it was recognized as the new nation following the Treaty of Paris in 1783. During the 19th and 20th centuries, thirty-seven new states were added. Buoyed by victories and as the only major power not devastated in World Wars I and II, and especially after the collapse of the Soviet Union in 1991 following the Cold War, the U.S. emerged as the world's sole superpower or hyper power. It is a founding member of the United Nations, G8, NATO and NAFTA. United States of America ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

official language: German capital: Berlin area: 357,050 km² population: 82,411 Million inhabitants GIP p. Person: 24,438€ foundation : May 23, 1949 reunification: October 3, 1990 form of government: democratic parliamentary federal republic president: Host Köhler chancellor: Angela Merkel vice Chancellor: Franz Müntefering Federal Republic of Germany ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Germany’s main imports Germany’s main exports ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tourism in Germany ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

economical importance of tourism ,[object Object],(data source “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”; Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) : (data source: “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Current tourism level (data source Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) : ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Current tourism level 2003: 12.3% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2004: 13.4% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2005: 14.8% of all vacation days were spend by foreigners, therefrom 18% from the target countries Increasings to prior year (foreign vacation days): federal USA Italy Spain 2003 + 1.9% - 5.8% + 6.8% + 4.1% 2004 + 9.8% + 15.2% + 6.4% + 19.6% 2005 + 6.8% + 5.4% + 8.3% + 20.1% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Current tourism level Average age of tourist: Spain: 39 years (48% are under 34 years old) USA: 59 years (06% are under 34 years old) Italy: 41 years (43% are under 34 years old) India: 33 years (65% are under 34 years old) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Current tourism level increasings 2004 fill rate actual stake on (alien vacation days) (beds) alien tourists Lower Saxony: + 12.7% 34.7% 5.1% Brandenburg: + 7.5% 32.7% 1.2% Saxony: + 7.5% 38.3% 2.4% Schleswig-Holstein: + 6.3% 35.6% 2.3% Rhineland-Palatinate: + 5.0% 32.8% 9.8% all states in average: + 6.4% 36.7% 100% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

the Federal States ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

the Federal States ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brandenburg capital: Potsdam area: 29,478 km² inhabitants: 2,568,507 population density: 87 people/km² Ministerpräsident: Matthias Platzeck (SPD) ruling party: SPD/CDU coalition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Lower Saxony capital: Hanover area: 47,618 km² inhabitants: 8 002 916 population density : 168 inh./km² Ministerpräsident: Christian Wulff (CDU) ruling party : CDU/FDP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Rhineland - Palatinate capital : Mainz area: 19,846 km² inhabitants: 4 059 604 population density: 196 people/km² Ministerpräsident: Kurt Beck (SPD) ruling party: SPD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Free State of Saxony capital: Dresden area: 18,413 km² inhabitants: 4 300 000 population density : 234 inh./km² Ministerpräsident: Georg Milbradt (CDU) ruling party: CDU/SPD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Schleswig-Holstein capital: Kiel area: ca 15,776 km² inhabitants: 2 777 000 population density: 176 inh./km² Ministerpräsident: Peter Harry Carstensen (CDU) ruling parties: CDU/SPD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT - Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gap Analysis ,[object Object],Strengths * Potentialities in infrastructure, tourism, arts, knowing its history, nature and landscapes Weaknesses * Similar from other European countries Opportunities Different unknown backgrounds Negative stereotypes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gap Analysis Strengths * Potentialities in infrastructure, tourism, arts, knowing its history, nature and landscapes Weaknesses * Similar from other European countries Opportunities Different unknown backgrounds Negative stereotypes DIVERSITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

objectives quantitative qualitative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

quantitative objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* The explanations according to the increase of the federal states are enclosed in the appendices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

quantitative objectives – data explanation Current tourism level 2003: 12.3% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2004: 13.4% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2005: 14.8% of all vacation days were spend by foreigners, therefrom 18% from the target countries Increasings to prior year (foreign vacation days): federal USA Italy Spain 2003 + 1.9% - 5.8% + 6.8% + 4.1% 2004 + 9.8% + 15.2% + 6.4% + 19.6% 2005 + 6.8% + 5.4% + 8.3% + 20.1% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

quantitative objectives – data explanation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

qualitative objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

qualitative objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

target groups direct targets indirect targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

direct targets ,[object Object],[object Object],* In following these countries will be named as target countries In order to reach a definition of the direct target from every country, we prepared a survey which was made during two weeks. * 100 people of every country were asked. * The results of the surveys have been verified by statistics of every country ( see notes of the charts ) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

direct targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

direct targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

direct targets ,[object Object]

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Germany Tourism Strategy