SIX major German travel operators descended on Guangzhou and Hong Kong last week to meet with a selected group of travel consultants.
Organised by German National Tourist Board (GNTB), the exclusive meetings with CEO/manager-only level of travel operators aims to inject a new luxury theme into the market and to explore new segments, said GNTB director for destination management, Constanze Hilgers.
“In my decade-long experience handling the China market, I have seen a shift from mass market to FIT luxury. Guangzhou has demonstrated a dynamic Chinese tourism demand of a more mature and sophisticated nature which is different from North China,” said Hilgers.
Guangzhou issued 40,000 visas last year and expects this number to grow 20 per cent this year. From January to July 2014, visitor numbers from China and Hong Kong had surged 15.8 per cent.
Visa application procedure in China was improved early this year, shortening the wait to about five days from 10.
Managing director of Dresden Marketing Board and chairwoman of Magic Cities Germany, Dr Bettina Bunge, notes that visas for Germany are vital for both groups and FITs.
“I believe the ease of visa application is not the main reason for people to come to Germany. But it takes a shorter time now and people don’t have to plan it so well in advance, especially when travel behaviour changes, as with shorter and more flexible trips.
“If the visa application procedure is less complicated, it may also reach more potential visitors. This is especially true when we are in major competition with other countries.”
Meanwhile, GNTB also launched the Smart Luxury theme, which boasts a dedicated website (http://www.germany.travel/en/ms/smart-luxury/home) showcasing content like Michelin-star restaurants, five-star hotels and exclusive travel.
Hilgers explained: “It’s not super high-end but rather it’s about quality products for ‘smart’ shoppers. In addition to the Chinese version, we’ll also roll it out in Brazilian, Russian and Indian languages.
