VisitBritain, in partnership with Tourism Ireland, has opened registrations for Germany Workshop 2024, an event aimed at connecting trade-ready businesses with travel agents from across Germany.
Set to take place in Frankfurt from 13 to 14 November 2024, Germany Workshop 2024 is specifically designed to facilitate direct engagement between UK businesses and German travel trade professionals, providing an invaluable opportunity to showcase products and services. Attendees will receive dedicated support from VisitBritain’s local team on how to best approach the market.
Germany is the UK’s third largest source market by visit volume and the second most valuable by visitor spending, topped only by the US. In 2023, German visitors set a new record with £1.8 billion contributed to the UK’s visitor economy (up 17% on 2019 value and driven by records in all but the first quarter of 2023). German visitors had an average stay length of six months, and spent an average of £619 per visit – £134 more than pre-pandemic.
Visitors from Germany contributed a record £842 million to London’s visitor economy in 2023, and the market also offers excellent regional spread opportunities. Last year, 35% of German visitor nights in the UK were spent in London, whilst 46% were spent elsewhere in England, 15% in Scotland and 4% in Wales.
UK holidays visits from Germany almost fully recovered in 2023 (just 3% shy of 2019 volume) and set a new record with 9.2 million visitor nights spent in the UK. The German holiday market is now worth a record of more than £1 billion in visitor spending across the UK. With an average spend per visit of £706, German holidaymakers spent £130 more per visit in 2023 than in 2019.
The registration deadline for Germany Workshop 2024 is 5 August 2024.
Click here to find out more and to register for the event.
