EHI investigates the market for shopping tourism in Germany for Global Blue
Germany is a popular destination among foreign tourists — not least due to the shopping opportunities it offers. Every year, travellers from all over the world are drawn to the palatial shopping malls and department stores in German cities. Chinese tourists rank number one when it comes to these attractions.
A love of shopping: who, where and what
Representing 40.8 percent of tax-free shopping sales figures in Germany, Chinese tourists demonstrate a love of shopping and are the most important group of shopping tourists. After that comes Russia with 12 percent and the Gulf States with 10.9 percent. It is mainly the German metropolises Munich, Berlin and Frankfurt that attract shopping tourists. Together, these cities account for over 50 percent of sales activity. The most significant classes of goods are watches & jewellery as well as clothing, accounting for 80 percent of sales activity. Social media channels such as Facebook, Instagram and WeChat communicate to younger generations in particular that shopping is more than just luxury brands — the focus is on the world of experience, which creates an opportunity for a broader group of retailers to harness the potential of tax-free shopping.
EHI Retail Institute e. V., Spichernstraße 55, 50672 Köln, www.ehi.org