Tourist arrivals rose dramatically in Q1 2025, primarily driven by an uptick in travelers during the same period in the previous year.
Schleswig-Holstein Tourism Faces Variability in Overnight Stays
- Download: 250523 PI_SH-Touris~ first quarter.pdf (226 KB)
Tourism Agency of Schleswig-Holstein reports on Q1 results
Overnight stays in Schleswig-Holstein's tourism sector have shown a fluctuating trend in recent years, with steady to increasing figures, as reported by the Tourism Agency of Schleswig-Holstein (TA.SH) based in Kiel. This consistency has started to wane, according to the latest statistics from the North Statistics Office.
In the first quarter of 2025, the numbers have shown noticeable volatility. The quarter began on a positive note, with a 5.5% increase in arrivals and a marginal 0.1% rise in overnight stays in January. However, the subsequent months, February and March, have shown declines. Lodgings reported a 1.9% decrease in arrivals and a 5.9% drop in overnight stays in February, followed by a more substantial 16.4% fall in arrivals and a 19.8% decrease in overnight stays in March. Overall, the first quarter of 2025 showed a 7.3% decrease in arrivals and a 11.1% reduction in overnight stays compared to the same period last year.
The significant drops in March may be attributed to the timing of Easter. Previous years show that the overnight stay figures for March and April often vary depending on the position of the holidays. In 2025, Easter fell in mid-April, while in 2024, it began in the last week of March and Easter Monday coincided with April 1.
Furthermore, the first quarter of 2025 did not have school holidays in any federal state, which may have contributed to the declines. Some federal states had only a few days of winter holidays in February, but that was not the case for Schleswig-Holstein's main source markets, North Rhine-Westphalia and Hesse, as well as Lower Saxony.
Additionally, 2025 is not a leap year, meaning that the 29th of February, a day on which several thousand overnight stays could have been registered, is missing. Some tourism providers in the region have also reported a partial but sometimes significant booking restraint from guests.
Minister of Tourism, Claus Ruhe Madsen, responded to the quarterly figures:
"We had a successful tourist year in 2024, and we aim to build on this success. However, it's not just about higher overnight stays, but also the importance of quality and a reasonable price-performance ratio. Studies, such as those by the DWIF, indicate that our guests are willing to pay more for accommodation and vacations within certain limits, as long as the value is right."
TA.SH Managing Director, Dr. Bettina Bunge, spoke about the annual result of 2024 and reassured:
Last summer's weather was rainy, leading early departures, but it eventually resulted in a good year. Despite the unpredictable booking trends for short holidays, second or third vacations, and the shift toward last-minute bookings for weekend trips or bridge days, I remain optimistic for this year. However, during periods of tighter financial margins, tourists are planning their vacations more carefully, making it crucial for us as TA.SH to consistently target our advertising campaigns together with regional partners to highlight the strengths of Schleswig-Holstein, especially during the off-peak season.
The Tourism Agency of Schleswig-Holstein GmbH is based in Kiel and is responsible for the state's tourism development. The agency was established in 2003 as a joint venture of Schleswig-Holstein's tourism industry, the state government, and the municipalities (Amtsgericht Kiel, HRB 5412, Chairwoman of the Supervisory Board: Julia Carstens, Managing Director: Dr. Bettina Bunge, Registered Office: 24103 Kiel, Tax ID: FA Kiel 20/296/47310).
For travel inspiration, visit TA.SH on Facebook, Instagram, Pinterest, or LinkedIn.
- The Tourism Agency of Schleswig-Holstein could consider promoting home-and-garden retreats or staycations as a viable option for locals to support the industry, given the fluctuating trend in overnight stays.
- To attract tourists during the off-peak season and off-set the declines in the first quarter, the Tourism Agency of Schleswig-Holstein could focus its advertising campaigns on showcasing the lifestyle charms of Schleswig-Holstein, especially in the home-and-garden and travel sectors.
