THE German National Tourist Board is investing half a million euros (US$645,029) in the Indian market in 2013, with 60 per cent of this going to trade activities.
The NTO has its sights trained on the youth segment in India, having recently introduced its 2013 marketing theme, Germany for Young People.
“India has a strong youth population. To target this segment, we have tied up with tour operators like Cox & Kings, which has collaborated with Meininger Hotel, a chain of youth hostels in Germany. We will also be organising fam trips for travel consultants as part of the strategy to tap this segment,” said Romit Theophilus, director, sales & marketing, German National Tourist Office (GNTO) India.
With the 10 per cent increase from last year’s budget, 60 per cent of the total will be poured into trade engagement efforts, while the rest will be used for consumer activities.
“We will be investing in joint partnerships with companies like Cox & Kings, Kuoni Travel and Kesari Tours. We will also spend on consumer advertising through hoardings and different media platforms. Strengthening our presence in social media will be another focus area,” added Theophilus.
The German National Tourist Board’s Youth Hotspots in Germany – Share the Moment social media campaign, launched at ITB Berlin, will also be promoted in India. The core elements are a mobile app and a microsite.
Since opening in India in 2006, GNTO has seen a 55 per cent growth in traffic from India to Germany. Germany recorded 377,025 overnights from India in 2007, a figure that has climbed to 584,508 in 2012.
“Germany has been receiving a lot of business traffic from India, but is also gaining in popularity as a leisure destination. Germany is a vibrant country that’s rich in culture and heritage, and products like the German Fairy Tale Route will appeal greatly to India’s youth travellers,” said Shravan Bhalla, chief executive, High Flyer India.
