By the end of 2004, more than 338 million overnight stays had been registered in Germany – 86.6% of these were made by domestic tourists and 13.4% were made by international visitors. Every German länder (region) witnessed an increase in the number of overnight stays made by foreign tourists when compared to the previous year. The country’s cities remained a big drawcard for tourists, particularly Berlin, Munich and Hamburg. Visitors also continued to be attracted to the länders of Rhienland-Palatinate, Hesse and North-Rhine Westphalia. Non-business-related tourism accounted for 70% of all international arrivals in 2004, with cultural festivals and events, the natural environment, German cities and health spas all-important ingredients for tourists.

In a competitive international travel market – something that is particularly true in Central Europe with an ever-increasing number of budget flights, and cheaper prices (for tourists) in the neighbouring countries of the Czech Republic and Poland – one major challenge for Germany is keeping holidaying Germans in the country.