Thuringia Visitor Survey launched

With the Thuringia Visitor Survey, the next state-wide visitor survey started on 1 May 2023, which we are happy to accompany.

On behalf of Thüringer Tourismus GmbH and in close cooperation with the eleven regions of the state, Thuringia's guests are surveyed for one year. The aim is to build up a data pool as a basis for decisions and new ideas in tourism.

The survey is aimed at all overnight guests who have spent a tourist stay in Thuringia during the period under consideration, regardless of whether the trip was privately or business motivated.


Clever mix of methods for meaningful results

Methodologically, the survey is based on the concept of the Comparative Visitor Monitor. This means that it is conducted in writing, in particular with the help of an online questionnaire. In addition, printed questionnaires are also used.

This mix of methods, together with various instruments to activate survey participants, is the key to meaningful results.

The involvement of the entire sector in the implementation of the project is also an important basis. The process, therefore, began with a large kick-off conference on 25 April. About 80 representatives of the sector were present to learn about the concept of the survey and the possibilities of participation.


Project overview

Survey period: May 2023 to April/May 2024

Aim of the survey: Building a data pool as a basis for more targeted offer development, more efficient marketing and data-based dialogue with partners that can be used for all levels of tourism.

Survey content:

  • Lifestyle, demographics
  • Travel motives, decision criteria
  • Information and booking behaviour
  • Image of the regions
  • Travel characteristics (length of stay, travel companionship, seasonality, frequency of travel, etc.)
  • Travel behaviour (mobility, activities, accommodation, etc.)
  • Satisfaction overall and with selected offer factors
  • Intention to revisit and recommend the destination

Sample: 400 overnight visitors per DMO

Sampling: Sampling is done by promoting the online questionnaire and distributing printed questionnaires with the support of regions, municipalities and service providers throughout the federal state.

Results: The results are expected to be available in summer 2024.