The Canary Islands go to the ITB with a turnover from the German market of 21% growth above 2019
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Turismo de Canarias will attend the Berlin International Tourism Exchange (ITB Berlin) with a closing of 2023 that has left positive figures in turnover from the German market, which reached 3,635 million euros, 21.1% more than in 2019. A growth that occurs in a year in which fewer German tourists arrived than in the pre-pandemic era, with 2.5 million, 3.8% less.
“Despite the economic situation that Germany is experiencing, its citizens continue to choose the Canary Islands as a priority vacation destination, especially in winter, and it is a market that allows us to fulfill our strategy of increasing spending and not the number of visitors,” stated the Minister of Tourism and Employment of the Government of the Canary Islands, Jéssica de León, who detailed in a press conference, together with the managing director of Tourism of the Canary Islands, José Juan Lorenzo, the strategy that the archipelago will deploy at the fair.
Last year, German tourists who came to the islands generated a turnover of 3,635 million euros, 21.1% more than in 2019 (3,002 million euros) and 18.8% more than in 2022 (3,059 million euros). euros). “Positive billing data taking into account that fewer German tourists arrived last year than in the pre-pandemic era, with 2.5 million,” added De León.
Although 2023 closed with an increase in German tourists compared to 2022 of 12.2%, pre-covid levels have not yet been completely recovered (-3.8%). The islands that exceeded the number of German visitors received in 2019 were Tenerife, with 13% more; El Hierro, with an increase of 5.6%; and Fuerteventura, with a growth of 4.1%.
De León valued the importance of the data recorded in the archipelago, taking into account the economic situation in Germany. «This country, which has traditionally been the locomotive of Europe, was the developed economy with the worst growth data in 2023. Firstly, due to the pandemic and, subsequently, due to the war in Ukraine, which has seriously hit the German economic model. ». This situation means that “currently, consumer confidence is at levels well below pre-pandemic levels, which keeps the savings rate very high, above 20% of disposable income, and consumption that has not ended.” to take off,” explained the counselor.
In line with these economic fundamentals, De León argued that Germans’ travel decisions have been postponed, contrary to what has been happening in other markets, which have shown a very high willingness to travel after covid, despite that the economic situation was not very favorable. “Despite this economic context, we can confirm that at the end of 2023 the recovery of the German market in the Canary Islands became a reality,” said the counselor.
For the first quarter of 2024, the Bundesbank estimates that the German GDP will once again register negative growth although, as a positive fact, it considers that the economic situation could reverse in the coming months as a result of the improvement in disposable income, which will allow an improvement in consumption and travel “partly motivated by the change in mentality that Germans are experiencing, who now want to enjoy the present, experiences and trips more,” said the counselor. In fact, the year started very positively for the Canary Islands. In January, the arrival of German passengers increased 11.1% year-on-year, a growth that, depending on the air capacity for sale, could increase until March, a month in which the increase will be much higher due to the change in the travel calendar. Holy Week, which last year was celebrated in April.
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