On Thursday, February 27, Gran Canaria Tourism held a technical presentation at the Playa del Inglés Island Tourism Centre and aimed at professionals in the sector, in anticipation of the island's participation in the ITB fair in Berlin, which takes place next week, between March 4 and 6.
Total spending by German tourists in 2024 was 883,7 million euros, 9,5% more than in 2023
After several years defined by uncertainty and restraint in spending by German customers, as a result of the energy and financial crisis in Bavaria, Gran Canaria has recovered, with the arrival of 903.023 customers in the year 2024 and a turnover of 883,7 million euros, the pre-Covid values that made the German customer the most profitable for the island's tourism sector. It is the second in terms of arrival volume and the first in terms of turnover. In addition, there is a notable decrease in the sale of so-called 'all-inclusive' stays and an increase in the number of days of stay to 11,5 days, which has led to a 9,5% increase in spending compared to 2023, thanks mainly to the appreciation of the complementary product to the traditional sun and beach.
“We have once again exceeded the figure of 900.000 Germans in an annual period, something that has not happened since 2018, which places us in the third or fourth best ratio in history in relation to this market. We are connected to 15 airports directly, something unprecedented, with a 28% growth in tourist places for next summer. Therefore, 2024 has been a really good year for the German market and the performance that is presented for 2025 indicates that it will be better”, said Pablo Llinares, managing director of Turismo de Gran Canaria during the professional meeting with the sector that took place this Thursday, at the Insular Tourism Centre in Playa del Inglés, an initiative that is part of Gran Canaria's imminent participation in the international fair ITB that the city of Berlin will host between March 4 and 6.
The most positive indicator, according to the analysis offered by the technicians and experts of the Tourism Department of the Cabildo de Gran Canaria, is the appreciation of the complementary product which, together with a decrease in the contracting of all-inclusive packages, raises the turnover to unprecedented values. “It is a market with an average stay of 11,5 days on the island, with an expenditure above the average - €1.684,49 per tourist and trip - and this is important, because together with a loyalty rate of 75% we are talking about a very loyal, repeat and long-stay market, which benefits the positioning of Gran Canaria as a destination that seeks an increase in spending and that prioritizes turnover over the number of tourist arrivals. We are committed to ensuring that this income is distributed throughout the island, not only in the tourist area, but also so that the rest of the municipalities benefit to a greater extent from tourist spending. And this is something that is already happening,” explained the managing director of Tourism of Gran Canaria.
Total expenditure by German tourists in 2024 was 883,7 million euros, 9,5% more than in 2023. On the other hand, expenditure per tourist and trip averages €1.684,49, 2,8% more, expenditure on accommodation is €813,69 (+4%) and expenditure on transport is €485,07 (-0,48%).
“Surveys show that 35% of Germans who visit us are interested in Gran Canarian cuisine and have it among their main priorities. This is something we did not have before and it means that we are achieving the challenge of relocation, because more people leave the hotel to consume and spend their holiday budget, and, on the other hand, it allows for a significant increase in turnover in non-tourist municipalities,” Llinares added by way of example.
These were some of the conclusions raised at the professional conference, organised by Turismo de Gran Canaria, which featured the prominent participation of Fernando Arias Texeira, Tourism Business Promoter of Turismo de Gran Canaria for Germany, Austria and Switzerland, and Noelia Medina Ojeda, responsible for Tourism Promotion of Gran Canaria in Germany. The former offered an analysis of the political and economic situation of the Bavarian country, as well as its current tourist behaviour. Arias explained that Germans travel 10% less compared to 2019, pre-Covid years, which adds value to the 3% increase in the arrival of clients to Gran Canaria compared to that reference date.
Looking ahead to 2025, Arias said that a 6% increase in turnover is expected for trips with the same number of travellers; that early bookings for next summer have multiplied since November; that Spanish, Turkish and Greek destinations are the preferred destinations for this client; that tour operations are growing strongly in Germany and that 75% of the clients who come to Gran Canaria do so through this booking channel. In addition, he stressed that awareness about the environmental and social impact on the destination is growing and is beginning to become a determining factor for German clients.
For her part, Noelia Medina offered data on German clients in the destination. In terms of total turnover, German clients are the ones who contribute the most to the total sum with 883,7 million euros in 2024. They are followed by the Nordic countries, a short distance behind the clients from the United Kingdom, who were the most numerous. 2024, therefore, is the year with the highest turnover and the highest volume of arrivals, in this case since 2018 (978.759) with the effect of the Arab Spring. In 2019 there were 874.742 German tourists; 292.641 in 2020 with the pandemic. After this came a slow recovery with 407.466 in 2021; 720.959 in 2022; and 819.660 in 2023.
Regarding the forecast for places for next summer, a total of 233.488 places are expected between April and June, with an increase of 28% compared to the previous year. Between August and October, the second half of the low season, there would be 174.209 places, 17% more. It should be noted that experts pointed out that Gran Canaria is still a winter client.
Finally, in relation to the profile, 33% of German visitors are over 60 years old; 25% are between 45 and 60 years old; 21,5% are between 30 and 45 years old; and 19.9% are between 16 and 30 years old. The main motivation of German clients is rest and tranquility for 52%, previously it was 46%. The attractive power of Gran Canarian gastronomy, which is the main element for 35% of Germans who visit us, as well as visits to the Cumbre and Medianías and Active Tourism, such as hiking, is gaining a lot of weight in this indicator. 50% travel as a couple; 16% do so with children; 14% alone and 11% with friends. The four-star option continues to be, by far, the preferred option for 46,69% of Germans who visit us.
