Rascasse Audience Intelligence

Tourism Audience in Germany

A data profile of the people who buy, follow and care about Tourism in Germany — modelled from more than twelve digital signal sources. Tourism has an estimated audience of 2,035,540 people in Germany.

#125among Field of study in Germany#1912among Topic in Germany#324in Business & Career

The average Tourism fan in Germany is 40.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Tagesschau, Vacations, Travel Adventures, with strongest over-indexing on Tagesschau (1.73× the country average).

Demographically, the Tourism audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Individualism, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Tourism fan in Germany is balanced, around 40.9 years old, with strong Individualism tendencies and a notable affinity for Tagesschau.

Category: Business & Career · Type: Topic · Subtype: Field of study

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Tourism profile in Germany.

Audience size
2M
in Germany
Gender
54.2%♀
45.8% male
Age
40.9
average years
Country rank
#3306
Topic in Germany
Fig. 01

Search interest · 12-month trend

+28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Tourism fans

54.2% are female, 45.8% are male, average age 40.9.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Tourism audience in Germany
MetricValue
Female54.2%
Male45.8%
Average age40.9
Estimated audience size2,035,540
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Tourism audience in Germany
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4924%
50+21%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Tourism audience comes from Germany.

Worldwide audience distribution share by country for Tourism
CountryShare
United States14.1%
Italy3.9%
Japan3.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Tourism audience in Germany is strongest.

Fig. 05

Top regions by affinity

Tourism fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~50K1.23×
02Bayern~400K1.19×
03Thüringen~60K1.13×
04Baden-Württemberg~300K1.12×
05Brandenburg~70K1.11×
06Sachsen~100K1.06×
07Sachsen-Anhalt~50K1.02×
08Rheinland-Pfalz~100K1.00×
09Nordrhein-Westfalen~400K0.96×
10Niedersachsen~200K0.96×
11Schleswig-Holstein~70K0.96×
12Saarland~20K0.95×
13Hessen~100K0.90×
14Berlin~80K0.89×
15Hamburg~40K0.89×
16Bremen~10K0.82×
Fig. 06

Affinity by region

Affinity by region — Tourism, Germany
0.82×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Tourism audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tourism audience
#·InterestCategoryAffinity×
01Backpacking (travel)Travel & Leisure1.94×
02Travel websiteTravel & Leisure1.86×
03Travel photographyTechnology & Electronics1.83×
04Dog harnessPets & Animals1.81×
05Travel AdventuresTravel & Leisure1.76×
06TagesschauMovies & TV1.73×
07OutdoorsTravel & Leisure1.72×
08Dog healthPets & Animals1.70×
09Outdoor enthusiastSports1.66×
10Adventure travelTravel & Leisure1.64×
11Auto maintenanceCars & Mobility1.62×
12Cat play and toysPets & Animals1.61×
13Nature photographyTechnology & Electronics1.60×
14Street photographyTechnology & Electronics1.60×
15Fine-art photographyTechnology & Electronics1.60×
16VacationsTravel & Leisure1.59×
17HolidayTravel & Leisure1.58×
18Wildlife photographyTechnology & Electronics1.58×
19Landscape photographyTechnology & Electronics1.57×
20Ski resortTravel & Leisure1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tourism audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Tourism audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.39×
TravellingTHRILL1.35×
Community OrientationOPEN1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tourism audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.85×
Family OrientationCONSERVATISM0.89×
TraditionCONSERVATISM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Tourism have in Germany?

Tourism has an estimated audience of 2,035,540 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Tourism fans?

54.2% of Tourism fans are female, 45.8% are male, with an average age of 40.9 years.

03

Which brands do Tourism fans like most?

Tourism fans show strongest brand affinity for Tagesschau (1.73×), Vacations (1.59×), and Travel Adventures (1.76×) over the country average.

04

Where do Tourism fans live in Germany?

Tourism fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Tourism fans also like?

Beyond Tourism itself, the audience over-indexes on Vacations (1.59×), Travel Adventures (1.76×), Travel photography (1.83×), and Holiday (1.58×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Field of study audiences in Germany

See Tourism audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Tourism. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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