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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.
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Discover the main booking inspirations of European visitors, their preferences while in Scotland and how to leverage these insights to your advantage.
Ord Hill, North Kessock
There is a strong potential for Scotland to receive more German visitors than we do currently because:
Review the full visitors from Germany profile.
Total number of visits by German visitors to Scotland in 2024
Total number of nights in Scotland by German visitors in 2024
Total spend by German visitors in Scotland in 2024
Average nights per visit by German visitors to Scotland in 2024
Source: International Passenger Survey 2024 (numbers have been rounded)
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.
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.
When arranging a trip to Scotland:
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How is your business connected, for example, to landscapes and nature or history and culture?
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.
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.
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?
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.
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.
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.
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.
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