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To effectively target potential customers in the tourism industry, it is essential to understand consumer search behavior in detail. Local travel agencies, in particular, face the challenge of adapting to an increasingly digital market landscape. In an era dominated by online bookings and digital travel platforms, traditional travel agencies must develop innovative strategies to stay competitive. Understanding preferred travel destinations plays a crucial role here. But where do Germans prefer to travel?When it comes to European vacations, Germany has clear favorites. Turkey stands out as the top destination – at least according to Google search queries. Albania, on the other hand, has seen the greatest surge in interest for foreign getaways: the country experienced a remarkable boom with a more than 100% increase in search interest since last year.This finding comes from Localyzer's recent Google analysis, which examined German search behavior from May 2023 to May 2024. The study analyzed search terms related to vacations across 34 European countries. Turkey leaves the competition far behind. Meanwhile, Serbia, North Macedonia, and Bosnia rank among the least popular vacation destinations.
Turkey Leads Among German Travelers
With an average of 160,890 searches per month, Turkey is by far the most popular European vacation destination. This applies not only nationwide but also across individual federal states, where Turkey consistently ranks first in search volume. Croatia is also highly favored, with a nationwide average of 84,890 searches per month, earning it second place. Greece secures the bronze medal with 79,070 searches. Overall, the top three destinations are consistent across federal states, except in Schleswig-Holstein, where Turkey, Greece, and Denmark lead the list.Search volume for vacations in Albania is 61,750, placing the country fourth in comparison. Italy follows at a distance with 43,410 searches nationwide. Interest in domestic vacations is relatively moderate. Among European countries, Germany ranks 19th with 14,220 monthly searches, placing it in the middle of the pack.
Interest in Travel to Serbia is the Lowest
Users searched for information about a possible vacation in Serbia an average of 2,180 times per month, placing the country in Southeastern Europe at the bottom of the ranking. North Macedonia follows with 2,400 searches, and Liechtenstein comes next with 2,500. Bosnia and Luxembourg are also not among Germans' preferred vacation destinations, with 2,800 and 2,820 searches respectively, ranking fourth and fifth from the bottom.
European Vacations: Hamburg Leads in Searches Per Capita
Looking at the travel interest of individual federal states, Hamburg takes the lead. On average, there are 13.23 searches per 1,000 residents for vacations in the examined countries. Mecklenburg-Vorpommern follows at a distance with 10.84 monthly searches per 1,000 residents. Saxony also shows high interest in vacations abroad, with 10.81 searches per 1,000 residents.
Countries with the Highest Increase in Search Interest Since May 2023
Albania has recently become a top destination for Germans. Not only does it rank fourth in the country ranking for the highest number of searches, but its search volume has also more than doubled (100.7%) since May 2023 – a growth unmatched by any other country. Interest in trips to Slovakia has also risen significantly, with a 23.1% increase. Finland and Monaco share third place with a 20.8% growth in search volume.
About Localyzer
Localyzer is an online platform for local online marketing on Google, Facebook, Instagram, YouTube, and other websites. The product enables brands to implement tailored local online campaigns for an unlimited number of locations – all in a multichannel format. The platform automates the creation of thousands of campaigns, ensuring necessary local relevance. Current information about Localyzer can be found on LinkedIn, Facebook, YouTube, Xing, and Twitter.
Press Contacts:
Desiree Engel | desiree.engel@tonka-pr.com | +49 172 620 6392
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