THE Munich Tourist Office is intensifying efforts to promote the Bavarian capital as a destination of choice in Europe to the markets of South-east Asia and China and attract more visitors.
Karin Baedeker, marketing, trade and media relations for Asia and Australia, Munich Tourist Office, said both South-east Asia and China are among the top 10 arrivals markets for the city and they have potential for futher growth.
Last year, South-east Asian arrivals grew more than 18 per cent in overnight stays for a total of 236,000 visitors. Chinese tourist numbers rose 13 per cent year-on-year in 2013 with 208,000 overnight stays.
The tourism body will promote Munich as a gateway for daytrips to surrounding areas including Garmisch-Partenkirchen, Salzburg and Innsbruck, thus generating longer stays for Munich where the average length of stay is two days.
Said Baedeker: “We want to increase the length of stay to three or four days in the next few years.”
The Munich Tourist Office will also promote Munich as a City of Culture and Traditions. It is working with cultural partners to promote orchestra music, ballet, and theatre.
Besides inviting travel consultants and media on fam tours to Munich, the tourism authority is promoting the city’s cultural offerings overseas.
In January 2015, Gärtnerplatz-Theater will be performing Sleeping Beauty in Beijing and Shanghai and press conferences will be organised to promote both the show and the destination, said Baedeker.
