Visitors from Germany

1. Executive summary 2023

Germany remains a core international market for Scotland. In 2023, Germany was Scotland’s second largest international source market measured by number of visits. It was third by expenditure and second by number nights.

German visitors accounted for 9% of all overseas visits to Scotland and 7% of all overseas spend in Scotland in 2023.

The German market performed strongly in 2023, with the number of visits surpassing 2022 levels by 46% and pre pandemic levels by 6%. Expenditure also increased in 2023, surpassing 2022 levels by 44% and pre pandemic levels by 26%.

There was a slight shift in trip intentions for German visitors in 2023, with a higher proportion of holiday visits taking place compared to pre-pandemic levels. The average spend per visit in 2023 was £719. The average spend per night was £94. The average length of stay was 7.6 nights.

Source: IPS, 2023

2. Motivations to visit Scotland

In addition to the official statistics from the International Passenger Survey, we have talked to our German visitors across our research over a number of years.

We have found that the openness, remoteness and ruggedness of Scotland’s landscape are all perceived to be string benefits of a holiday in this country by German travellers.

4. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including Germany.

Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.

West European markets are more likely to demand a variety of interesting people, experiences and food and beverage options. These needs seem more distinctive than drivers in the other European regions.