Whilst German hoteliers, as the host country, were perhaps always going to be the big winners of the UEFA Euro 2024 tournament, data from DidaTravel – a tech-driven global travel wholesaler – today revealed a further breakdown on how the event has impacted local tourism. germany tourism euro 2024

Based on bookings via DidaTravel’s platform – one of the world’s biggest accommodation wholesalers worldwide – the ‘winning’ city would have to be Gelsenkirchen, which is experiencing an astonishing 786% increase in year-on-year bookings. Other cities have also seen significant growth: Leipzig (570%), Dortmund (329%), Munich (124%), and Frankfurt (62%). In addition, cities such as Cologne, Düsseldorf, Stuttgart, Berlin and Hamburg have also benefited from this surge in tourism.

Overall, the average daily rate (ADR) for hotels across Germany, based on DidaTravel’s bookings – which come from travel agents, tour operators, online travel agencies and more in source markets across the globe – has increased by 35% during the tournament compared to the same period last year.

The study from DidaTravel also revealed that the average length of stay, remains consistent with last year, averaging about two days per destination. There has however been a notable shift in the booking window, which increased from 17 days in advance to 28 days, with travellers keen to secure accommodation further in advance.

Gareth Matthews, CMO of DidaTravel, commented: 

“Clearly for smaller cities such as Gelsenkirchen, a destination not used to such high demand – regardless of how their national team performs in the tournament – they’ll have much to celebrate. For travel sellers around the world this underscores the importance of working with a B2B accommodation partner who can source hotels in secondary and tertiary destinations, at the right rates and with availability on the right dates, something we ensured we had in place well ahead of the tournament.”

*** All data is based on bookings made through DidaTravel’s platform and distribution channels and compares full-year performance to 28 June 2024 with the previous 12 months; 14 June 2024 to 14 July 2024 with the same period last year.

About Dida Travel: germany tourism euro 2024

DidaTravel is a tech-driven global travel distribution company that was founded in 2012. The company is headquartered in Shenzhen, China, and has over 650 employees in 12 offices globally.

The company works with over 35,000 travel-buying clients around the world, including travel agencies, tour operators, wholesalers, OTAs, travel management companies (TMCs), and airlines. The company has a portfolio of over 75k competitively sourced direct hotel contracts, as well as 1.5 million accommodation products provided by 600+ global suppliers, covering more than 200 countries/regions.

Additionally, the company offers over 50,000 tours & activities products and connects with 500+ airlines flying to more than 20,000 destinations around the world.

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