Market Profile:  GERMANY

RATING: Mature 

STRENGTHS:

Washington State is visited by Germans enjoying their third or fourth trip into the United States.  Generally it’s the 50+ generation who have the time and money to travel from Germany, Austria and Switzerland.  The 50+ age group seeks nature, culinary, lifestyle and authentic experiences which Washington has to offer.  Individualized “self drive” tours are the preferred way to travel while in the Pacific Northwest.  Germans are champions in travelling and have high disposable income and time (minimum vacation of 24 days/year). Therefore long-haul destinations are very high in demand.   Germans are key revenue generators in the more rural parts of the state.   Sea-Tac Airport is the gateway (well-known in the German market, nonstop daily flights with Lufthansa from Frankfurt and Northwest from Amsterdam).  They typically view Washington State as a very safe travel destination.

CHALLENGES

Despite the economic crisis, German tour operators are experiencing a positive 2010. Their vacation is important to the Germans and they have been known to cut back on short trips in order to afford long summer vacation (e.g. a trip to the US.)  Tour operators think that strong demand for US destinations will continue especially considering the positive dollar exchange rate, lower fuel cost and a more global image, due to the new Obama administration.  The German’s perception of distance to Washington State can be a challenge as tourists have to be educated that the 10 hours of flight time from Frankfurt, is the same as to Miami, FL.  New ESTA regulations could also be perceived as a deterrent to entering US.  Monetary catalog support is expected as a way of doing business and may affect what tour products are offered in 2011, due to the state’s lack of funding these past opportunities.

AIRLINES:

Airlines flying to Seattle:  Daily non-stop to Seattle by Lufthansa, with additional flights from Germany on SAS, United, KLM/Northwest – Delta, British Airways, US Air and Air France.  The most recent addition into Sea-Tac,  is that of IcelandAir  through Reykjavik, which is gaining in popularity due to low cost and the no fee stopover in Iceland to extend their holidays.