Dirk Schmücker

Head of Research
Ph.D., M.A., Market Researcher (BVM)

Phone: +49 (0)431 666 567 20

Further contact details

  • Skype user name: dirkschmuecker (mostly offline, please notify)



  • 2007 – present: Head of Research at NIT
  • 1998 – 2007: Partner and Managing Director at Project M Tourism Consulting and Research (with Professor Edgar Kreilkamp and Cornelius Obier)
  • 1995 – 2007: Ph.D. in Marketing/Consumer Research, Research assistant at Lüneburg University
  • 1993: Freelancer at Studienkreis für Tourismus, Starnberg
  • 1990 – 1995: M.A. in business administration, geography and tourism management at Lüneburg University (now: Leuphana University)
  • 1986 – 1989: Vocational training as tourism expert
  • 1967: born in Lünen (Germany)


Fields of work: Travel research, decision making, information processes, destination research, empirical methods, data analytics

Guest lecturer (past and present) at Freie Universität Berlin, Wirtschaftsuniversität Wien, Christian-Albrechts-Universität Kiel, International School of Management Hamburg



The NIT has contributed data and findings from the 2018 Reiseanalyse on German outbound tourism to Asia and the interest of Germans’ in travelling to China to the publication UNWTO/GTERC Asia Tourism Trends - 2018 Edition.

UPCOMING Dates and events


ITB 2019, Berlin:

* 6 March 2019, 10:00-11:30 a.m., City Cube Berlin, Room M4: At the Online Summit 2019 of the Verband Internet Reisevertrieb (VIR) Ulf Sonntag is presenting selected results of the travel analysis on current developments in the online travel market.

* 6 March 2019, 14:30-15:30, City Cube Berlin, Room A6: Martin Lohmann is presenting first selected results of the Reiseanalyse 2019 (together with Guido Wiegand).

* 6 March 2019, 15:00-16:00, Room Weimar 2, Digitalisation and Sustainability in Tourism: Dirk Schmücker (NIT), Eric Horster (FH Westküste) and Edgar Kreilkamp (Leuphana University) are investigating the question "How will digital transformation change sustainable tourism development in the future?

* 7 March 2019, 11:30 a.m., Restaurant Brandenburg: Bente Grimm is presenting selected results from the Reiseanalyse at the press conference of the 50plus hotels (registration required).

More on past events in our archive