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  5. How to target and reach the German market

How to target and reach the German market

6 minute read • Last updated: 1 July 2025

Scotland receives many visitors from Germany, who spend a good amount of time in the country and a significant amount of money. Thanks to great connections from Germany to Scotland all-year-round, it is consistently the second largest market of visitors.

German visitors love coming to Scotland for the landscapes, culture and people and have an interest in responsible and sustainable tourism experiences. Read on for tips on creating the right marketable product for these visitors and help increase your bookings.

In this article:

  • Why should you target German visitors?
  • What value could they bring to your business?
  • How can you capture their attention?
  • Where can you reach the German market?
  • Tips on reaching the German market
  • Your next steps

Why should you target German visitors?

A couple sit on a hill overlooking trees and a large body of water with hills in the distance

Ord Hill, North Kessock

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
  • they make up just under 10% of all international visits to Scotland and 7% of all international spend
  • Germany is the second biggest market by numbers of visits and nights, and the third largest market by spend
  • Scotland delivers well on their holiday needs

Review the full visitors from Germany profile.

What value could they bring to your business?

  • 343,000 visits

    Total number of visits by German visitors to Scotland

  • 2.6 million nights

    Total number of nights in Scotland by German visitors

  • £247 million

    Total spend by German visitors in Scotland

  • 7.6 nights

    Average nights per visit by German visitors to Scotland

Source: International Passenger Survey 2023 (numbers have been rounded)

How can you capture their attention?

If you understand what German visitors are looking for and when, you can tailor your products and marketing to better catch their eye and fulfil their needs.

  • Why they choose Scotland

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

  • What German visitors want

    • high quality experiences and customer service
    • exploring through adventure activities such as hiking and cycling
    • agritourism products and experiences eg farm to fork tours
    • responsible and sustainable tourism
    • off-the-beaten track experiences
    • longer and slower experiences

  • When they plan and book

    On average, German visitors start planning their trip around 6.5 months in advance and book around 4 months prior to arrival.

    German visitors often travel during off-peak season.

    Factor this into your marketing and be promoting the right season at the right time to the German market.

Where can you reach the German market?

  • Travel distribution partners

    When arranging a trip to Scotland:

    • 55% used at least one type of travel distribution partner including travel agents, tour operators, online marketplaces and travel comparison websites.
    • 68% of German visitors book all or part of their trip via a travel distribution partner.

  • Key partners in the German market

    • Booking.com
    • Wolters
    • Dertour
    • Studiosus
    • Argus Reisen
    • British Travel Company

  • VisitScotland.com

    • Almost 50% of German visitors used VisitScotland’s website when planning their trip to Scotland.
    • The website article content is available in German language.

    Find out how to sign up for a free business listing.

Tips on reaching the German market

  • Dial up how your product covers the motivating themes

    How is your business connected, for example, to landscapes and nature or history and culture?

  • Create a new product

    If you don’t currently cover these topics enough, could you create something new or expand your current product?

    German visitors 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. Remember to check if you do partner up, to follow the package travel regulations. 

  • Deliver quality in every interaction

    Visitors from Germany expect high levels of customer service. Read more about how to set your standards and provide an excellent on-site experience.

    Top tip: German visitors tend to eat dinner early so make sure your opening hours take that into account.

  • Talk about what else is nearby

    You might not cover the key themes directly, but maybe you’re right next door to a natural attraction or an event venue, making you the perfect place to stop after.

    Over a third of German visitors were inspired by a film, TV or book featuring Scotland. Are you close to any filming locations?

  • Create a picture of a whole trip

    German visitors like to enjoy a mix of different experiences - somewhere to eat and somewhere to stay, an activity or a cultural event to enjoy. Show how your business can be a part of an overall trip.

  • Provide practical travel information

    List the nearest train station, bus stop and bus routes to help people get around and provide parking with electric charge points. You should also find and share your nearest walking and cycling routes.

  • Include your sustainability

    German visitors are known to keen on responsible tourism practices. Highlight your sustainable practices and go into some detail such as how this supports the local community, and how the money is going to local suppliers.

  • Consider seasonality

    A significant number of German visitors travelled during off-peak season thanks to their relative proximity and the good direct connections available to Scotland. You should make sure to mention all the great things to do in your area during the quieter months, particularly for those key topics such as landscapes and history.

Your next steps

Manage your website

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Manage your social media accounts

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Other types of marketing

Learn more about the ways you can promote your business through marketing and how to get started.

Article
5 minute read

Promoting responsible tourism

Promote Scotland online responsibly with sustainable activities, off-season stays, and eco-friendly travel benefiting communities and businesses.

Article
5 minute read

Selling through travel distribution partners

Learn about travel distribution and how working with a partner can help to grow your business.

Making accommodation bookable

Check out our top tips for being online bookable, and find a list of potential booking systems to introduce to your accommodation business.

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3 minute read

Making visitor attractions bookable

Find the right online booking system for your experience and make it easier to take and manage customer bookings.

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Active and outdoor

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