How to target and reach the German market

There is a strong potential for Scotland to receive more German visitors than we do currently because:

• compared to the other European markets, they are the most likely international travellers
• Scotland delivers well on their holiday needs

Germany remains a core international market for Scotland and has consistently been our second largest international market.

In 2023, visits from Germany were up compared to both the previous year and pre-Covid-19 levels, making Germany the second biggest market by numbers of visits and nights, and the third largest market by spend.

German visitors make up just under 10% of all international visits to Scotland and 7% of all international spend.

Review the visitors from Germany profile.

German visitors love exploring our incredible landscapes and enjoying nature experiences particularly through outdoor soft adventure activities such as hiking and cycling, with the use of e-bikes in particular growing.

There is also an increased demand for Scottish agritourism products and experiences such as meeting lambs and Highland cows, and farm to fork tours with typical Scottish produce. Visitors like to speak to the producers as it all makes them feel more connected to the destination.

Main motivations

• landscapes and nature
• history and culture
• our people
• outdoor activities

Think about whether your current product covers these topics. Could you expand your products to covers these topics? Could you create a new product which would deliver in these areas?

There could be an opportunity to partner with another business to launch a bespoke personal and immersive experience.

Examples

• a tailored dinner with storytelling at a historic site
• a scenic tour leaving directly from the accommodation
• a new stop at a UNESCO site on an existing tour
• a behind-the-scenes tour of a farm

German visitors also like touring, and often visit two or more locations during their trip to Scotland. There could be an opportunity to partner with businesses elsewhere in Scotland, encouraging a trip between your two locations*.

*If you’re offering a joint package, please check if your product needs to meet the package travel regulations.

Visitors from Germany are interested in responsible tourism including:

• visiting green projects such as rewilding experiences
• choosing businesses who minimise their environmental impact
• supporting the countries and local communities they visit in ways such as buying local
• choosing destinations that are less visited to avoid excessive tourism

Highlight on your website and social media channels how your sustainable practices help protect and preserve Scotland’s landscapes and nature. Go into some detail on how this supports the local community, and how their money is going to local suppliers.

Encourage use of public transport – make sure to list your nearest bus stop, train station and electric charging point, and timetables on your website and business listings. You could also offer a discount to anyone who arrives at your business using train, coach or bus.

German visitors are known to be responsive to responsible tourism practices such as:

• exploring off-the-beaten track
• visiting during off-peak season
• taking longer trips
• slowing down their trip
• supporting the local community
• staying in one place longer
• sustainable transport to and around Scotland

40% of German visitors are over 55 – review your accessibility practices and ensure you’re able to cater for an older demographic.

Read more about how to create an inclusive business.