FRANKFURT, 13 December 2016: German National Tourist Board will increase its marketing activities in Southeast Asia focusing on the key markets of Singapore, Indonesia, Malaysia and Thailand.
This is the first time the national tourist office has identified the four markets for a focused sales campaign.
In the past, promotions in Southeast Asia were led by state agencies such as Munich’s tourist office and private company, or corporations such as airlines and Deutsche Bahn, the German rail system.
It was not clear whether the strategy would involve high profile consumer campaigns, or a drive to bring outbound tour companies in Southeast Asia on-board.
“In 2015 about 2 million trips to Europe were made from these four important high-growth markets, nearly 300,000 of them went to Germany,” according to GNTB chief executive officer Petra Hedorfer.
“By 2030 the volume of overnight stays from the Asia in which we haven’t had a presence so far could more than double, from 1.4 to 3.3 million.”
GNTB reports the volume of outbound travel from Singapore increased by 22% between 2009 and 2015, from 5.5. to 6.7 million trips annually. Just 6% of the trips were to Europe. The number of trips to Germany over the same period rose from 39,000 to 65,000, a particularly strong increase of 67%. Germany is the third most popular holiday destination after the UK and Italy.
Between 2009 and 2015 the volume of outbound travel from Indonesia increased by 41%, from 5.1 million to 7.2 million annually. In 2015, around 600,000 of the overseas trips, more than 8%, were to Europe, with just under 16% (around 95,000) going to Germany. This makes Germany the second most popular destination for Indonesians flying to Europe, after the Netherlands.
Outbound travel from Malaysia increased by more than two-thirds from 3.5 to 5.9 million between 2009 and 2015. Nine per cent of trips were to Europe, and of these 12% were to Germany. Germany is the fourth most popular European holiday destination for Malaysians with 62,000 trips.
Outbound travel from Thailand increased by almost two-thirds from 2.4 to 4.0 million between 2009 and 2015. Eleven per cent of trips were to Europe, and of these 16% were to Germany. Germany is the top European holiday destination for Thais, ahead of the UK, with 71,000 trips.
GNTB has 30 agencies around the world to support its activities.