The change in the structure of tourism, which was already evident in 2022, continued in part in 2023. The local markets continued to be disproportionately important (with a share of 90 per cent). The most important source market is still Germany, which accounts for 66.6 per cent of the total overnight stays. The most important foreign market is the Netherlands, followed by the UK. The growth of supply in the hotel industry also developed favourably. The number of available hotel beds in Cologne was 37,616 in 2023 \u2014 4.3 per cent more than in 2022.
Whereas traditional business travel remains persistently below pre-crisis levels, the promotable business travel segment is experiencing an upward trend. Several trade fairs were extremely well attended last year. The MICE market (Meetings, Incentives, Conventions, Events), which registered an increased average number of participants per event, is demonstrating the structural change in business travel. Another significant increase is expected for 2024 as a result of the opening of Confex. The operator and marketer Koelncongress has already received numerous bookings for the multifunctional convention and event venue, which has a capacity of more than 6,000 people on the Koelnmesse exhibition grounds.
Tourism strategy begins to bear fruit
Tourism in Cologne is successful not only in quantitative terms. In terms of quality as well, various parameters show an extremely positive development and suggest that the path taken by the Cologne Tourist Board to sharpen Cologne\u2019s profile and focus on target groups is beginning to bear fruit. For one thing, the proportion of guests whose visit was prompted by a cultural event is higher in Cologne than in all other Magic Cities*. Secondly, gross sales amounting to \u20ac5.24 billion from tourism almost reached the 2019 level again in 2023, despite the war in Ukraine and the rise in the cost of living. Spending in the hospitality industry has returned to pre-crisis levels due to higher spending by leisure guests. The fact that Cologne\u2019s star hotel industry posted the highest increase in RevPar (revenue per available room) in the international benchmark (43.6 per cent compared to 2022) indicates an increase in demand and the quality of the destination. Here\u2019s another key indicator: A recent study by Brand Trust showed that Cologne\u2019s tourism brand is stronger than that of many of its competitors.
\"The continued upward trend is cause for celebration,\u201d says Dr. J\u00fcrgen Amann, the Chief Executive Officer of the Cologne Tourist Board. \u201cWhat is even more remarkable, however, is that we are also constantly improving in the area of quality tourism, and this is thanks to the tireless work of the entire team at the Cologne Tourist Board and our tourism partners in the city. The tourism strategy is starting to show results, and that is the best reward for our work.\u201d
\r\n\r\nThe outlook for 2024: Continued digitalisation, new tourist information and many highlights
For the Cologne Tourist Board, the coming year will be characterised by continued digitalisation\u2014in processes within the organisation as well as in tourism work and communication. In addition to working with and further developing the in-house corporate AI solution VisitK\u00f6lnGPT, the continuous feeding of structured POI data sets into the Data Hub NRW and the GNTB\u2019s Knowledge Graph is a top priority. Hybrid products such as the K wie K\u00f6ln magazine, new mindwalks like Le Journal Belgique and a new urban art map for a special city experience are also planned and will continue to cater to the target groups and their interests. The new Tourist Info, which is currently still being converted, will be a flagship project with many digital aspects that provides a contemporary framework for a personal consultancy experience. In addition, the Cologne Tourist Board will once again give Cologne residents and visitors access to the gallery on the first floor with a view of the cathedral, which was originally part of the concept developed in the 1950s. The opening, which is planned for the spring, will later also offer an important point of contact in the city for the guests traveling to the European Football Championship in the summer.
\u201cOur course 2024 is still headed towards digitisation. We are focusing our attention on raising the profile of the Cologne brand, creating offers for our target groups and continuing the associated qualitative development of our destination. Especially with regard to our new and evolving products, I\u2019m delighted that we are constantly working with local experts and communities, and thus creating together with our partners authentic Cologne experiences that are of interest not only to guests but also to the residents of our city,\u201d Amann explains.
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