How to target and reach the German market

8 minute read • Last updated: 25 February 2025

Scotland receives many visitors from Germany, who spend a good amount of time in the country and a significant amount of money. But there is potential for growth from this market – Germans are keen holiday goers and value their holiday time highly. It is consistently the second largest market for Scotland, and 2023’s figures were up on the previous year and pre-Covid levels.

Take the time to understand the German market and what these visitors are looking for. You can use these tips to create the right marketable product for these visitors and increase your bookings.

Why should I target German visitors?

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.

Key statistics

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)

Create the right experiences

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.

Offer a quality experience

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

Most German visitors have basic English but they always appreciate German language provision, so consider what key materials and information you can share with them in German.

Other tips

54% of German visitors went for a hill walk or hike, according to our 2023 Scotland Visitor Survey. Accommodation businesses could consider offering a transfer to the start and end point for walkers and provide a packed lunch option for visitors to take with them on their travels.
German visitors tend to eat dinner early so make sure your opening hours take that into account.

Be responsible and inclusive

trees and fields surrounding a wooden sauna buildings — The natural landscape surrounding Eastwood Forest sauna
© Aga Urbanska

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.

How to market to German visitors

Timing

On average, German visitors start planning around 29 weeks before a trip (around 6.5 months) and booking around 17 weeks in advance (around 4 months). You need to factor this into your marketing and be promoting the right season at the right time to the German market.

Travel distribution partners

When planning 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 are:

Find out how to work with travel distribution partners.

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.

Marketing messages

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

Returning visitors

Over 50% of visitors from Germany are repeat travellers to Scotland, which makes them more likely to look for new areas and places to visit. There is an opportunity for businesses outside of the main cities to market to German visitors.

Quieter seasons

A significant number of German visitors travelled during off-peak season thanks to their relative proximity and the good connections available direct 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.

Main inspirations

Across all of your marketing – your website, social media channels, listings and travel distribution information – include how your business is related to their interests or located near these types of attractions.

All businesses can talk about what else there is to do in the area and encourage German visitors to make a day of it or stay longer in the area to see everything.

Talk about nearby:

National Parks, forest parks, national nature reserves
UNESCO sites
historic castles, monuments and sites
viewing spots
social enterprises such as cafés
walking routes

You should also research and promote your location in relation to:

driving routes
long-distance walking and cycling trails
other initiatives such as food trails

Film and TV

Over a third of German visitors were inspired by a film, TV or book featuring Scotland.

Are you close to any filming locations? This is something you could post on your social channels and mention on your website and listings.

Popular media with the German market includes Outlander, Harry Potter, James Bond and Braveheart.

Food and drink

Give food & drink ideas and recommendations that may complement your business. German visitors in Scotland most visited:

farm shops
farmers’ markets
food activities eg a class or afternoon tea
fine dining restaurants
farm experiences eg farm to fork

Events and festivals

Almost a third of German visitors attended an event while in Scotland. Give ideas and recommendations for events and festivals throughout the year, particularly:

cultural events and festivals – eg art, comedy, music, dance or literature
Highland games
live music concerts

Practicalities

Travel to and within Scotland

There are great connections from Germany to Scotland all-year-round via the main airports and via ferry to Newcastle including:

Direct flights with easyJet, Eurowings, Lufthansa and Ryanair to Edinburgh and Glasgow from cites such as Berlin, Dusseldorf and Stuttgart. Find out more on flights from Germany.
Ferries with DFDS to Newcastle or P&O to Hull.

Mention your proximity to the nearest airport and consider promoting airport transfers for accommodation businesses.

Those coming over by ferry tend to bring their own vehicle, so talk about how to get from north England to your business. Think about parking options as well.

Once they’re in Scotland, almost half used the train and a third used public bus or coach – so list the nearest train station, bus stop and bus routes for your business.

During the visit

Personal recommendations were a key source of inspiration. Encourage reviews and help create photo opportunities which could be shared on social media.

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