The German National Tourist Board (GNTB) is eyeing South-east Asian markets “with an enormous amount of interest”, stepping up its promotional efforts in the region including through campaigns built around different themed events.
In Singapore, Germany is the second-most popular European travel destination after UK. According to IPK International’s World Travel Monitor data, tourist traffic from Singapore to Germany has been steadily increasing, posting a 45 per cent increase from 75,000 in 2016 to 109,000 in 2018.
Of these travellers, the average length of stay is eight nights, and 81 per cent were booked online.
“We are looking at South-east Asia with an enormous amount of interest. This is an economical powerhouse with a huge market, and we’re expecting to see growth of five to six per cent a year from this region,” said Ulrich A Sante, ambassador to Singapore of the Federal Republic of Germany.
GNTB forecasts that by 2030, the number overnight stays by travellers from Asia-Pacific will grow by 123 per cent to reach 14.3 million.
The board’s trade efforts in the region include OTA campaigns, industry meet-ups, online roadshows and online training for agents.
This year’s activations will push 100 Years of Bauhaus, a celebration that includes festivals, events and activities centering on the architectural movement.
Concurrent campaigns that GNTB will push this year include German Summer Cities – which showcases urban attractions for summer vacations – and the 30-year mark since the fall of the Berlin Wall.
In 2020, campaigns lined up to promote tourism to Germany include a nature campaign and the 250th anniversary of the birth of Beethoven.