Who travels to the Münsterland? Study takes a close look at guest behaviour
Where do guests come from, how do they get information, how do they book, what do they do on site, how satisfied are they and do they want to come back? Münsterland e.V. and Münster Marketing took part in an online survey conducted by Tourismus NRW e.V. to find out answers about guest behaviour in Münsterland. The survey was conducted by dwif-Consulting GmbH.
"The results confirm the Münsterland's leading position as a cycling region and the city of Münster as an attractive city break destination," summarises Michael Kösters, Head of Tourism at Münsterland e.V. Around 1,650 Münsterland guests were surveyed from May 2024 to April 2025. They now provide a sound data basis for the region and city in terms of travel behaviour, satisfaction and motives.
Kösters: "At the time, we tended to have assumptions or older figures from 2018/2019 for the various questions. Now we know many things for sure. However, we were also surprised by some things, such as the increase in the average age of our guests from 44 to 54 compared to the last survey. Or that walking and hiking trails are rated so positively, even though we are not a designated hiking region as a whole."
Cycling as a key motive for travelling
Cycling remains the decisive factor when planning a trip. 36 percent of Münsterland guests deliberately choose the Münsterland for a cycling holiday (Münster guests: 27 percent). Around 10 per cent of visitors already travel by bike (Münster: 7 per cent). During their stay, 46 per cent use the bicycle as their main means of transport (Münster: 43 per cent).
Cycling is the leading activity
At 59 per cent, cycling is also the most frequently practised activity in Münsterland (Münster: 53 per cent). The extensive, well-developed and varied network of cycle paths contributes significantly to this result and strengthens the region's position as an established cycling holiday region.
Very high guest satisfaction
Overall satisfaction in Münsterland reached a value of 1.85 and thus a very high level (Münster: 1.84). Very good infrastructure, a wide range of tourist attractions and a distinctive nature and city experience contribute significantly to the high level of guest satisfaction. Cycling holidaymakers gave their stay an average rating of 1.81. The cycling routes were also rated at 1.81, confirming the high quality of the infrastructure and the services offered along the routes.
Münster as a popular city break destination
"In Münster, sightseeing and city breaks are the main focus. 46 percent of guests state a city break as their main type of holiday, 30 percent a sightseeing trip. Activities such as sightseeing (59 per cent), strolling (57 per cent) and eating out (56 per cent) are ranked ahead of cycling. Nevertheless, cycling continues to play an important role and complements the city's offerings," says Bernadette Spinnen, Head of Münster Marketing.
"The data forms a solid basis for the future development of tourism by and for the tourism businesses, the local tourist information centres and us as a regional tourism association," concludes Michael Kösters. "They help us to address target groups even better, to further develop the quality of our offers and to make our marketing even more targeted. Overall, they strengthen the Münsterland's position as an attractive destination in the long term."
Further information: www.touristiker-muensterland.de/gaestebefragung
