Future of Distribution
In 2024, Tourism Australia undertook a research project to unpack the post-pandemic complexities of tourism distribution.
Markets
Market insights snapshot - Germany
Learn about market spend and recovery trends and consumer priorities for the Germany market.
Market trends
- Arrivals from Germany grew 7 per cent to 179,497 in the year ending (YE) December 2025.
- German travellers spent over A$1.1 billion on their Australian trips for the year ending September 2025, that is a decrease of 6 per cent over YE September 2024.
- The German leisure market is a high-yield segment for Australia, with an average trip expenditure exceeding $6,500 per person. This value is largely driven by Germany’s status as Australia’s leading global market for regional dispersal; 42 per cent of all German visitors travel beyond capital cities, with the vast majority (75 per cent) opting for self-drive itineraries – resulting in longer stays and higher overall spend. Top regions of interest include the Sunshine Coast (QLD), North Coast (NSW), and Whitsundays (QLD).
- German leisure visitors are the most likely to engage in Indigenous cultural experiences, with 33 per cent (or 45,000) doing so when exploring Australia.
Consumer trends
- German out of region travellers are more likely to be male, predominantly living in the West, with half being high yield travellers. They predominantly travel as couple.
- Germans often decide their travel time based on when they can get time off work, and they plan most details within six months before the trip.
- The United States is the main competitor with the highest levels of salience, desirability, awareness, and consideration. Other successful long-haul destinations include Japan, Southern Africa and Canada.
- The key driver of destination choice is an appealing climate or weather.
- According to the CDP destination choice drivers for German consumers are: 1) Natural Wonders 2) Beautiful Natural environments 3) Friendly Citizens 4) Authentic Indigenous Experiences.
