Visitors from Germany

1. Executive summary 2022

Germany remains a core international market for Scotland.

In 2022, Germany was Scotland’s third largest international source market measured by number of visits, after USA and France. It was fourth by expenditure and third by number nights.

German visitors accounted for 7% of all overseas visits to Scotland and 5% of all overseas spend in Scotland in 2022.

Although 2022 was the first full year where there were no travel restrictions from Europe, the volume of visits from Germany and spend in 2022 were lower than pre-pandemic levels.

This may be due to a shift in behaviour during the pandemic which saw Germans encouraged to take domestic trips or to visit closer bordering countries.

The average spend per visit in 2022 was £726. The average spend per night was £87.

The average length of stay was 8.4 nights.

View more graphs and charts on tourismobservatory.scot. 

Source: IPS, 2022

2. Motivations to visit Scotland

In addition to the official statistics from the International Passenger Survey (IPS), 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.