Does Germany need an image change?

GNTO, tourism, frankfurt, baths, beer, promore, marketing, Germany, asia, singapore, travel trade, roadshow

Mixed opinions as tourist board completes Asia tour
In response to the German National Tourist Board’s promotions in Southeast Asia, agents are optimistic that Germany can become a viable off-the-beaten-track mono-destination for the region’s travellers.
However, it is held back by lack of awareness and a more exciting image in the region, according to some agents and tourism stakeholders.
The GNTB recently wrapped up a weeklong Southeast Asian Roadshow that stopped in Bangkok, Kuala Lumpur, Jakarta and Singapore, connecting agents with German tour operators.
Aiming to grow overnight stays in Germany by two million to 3.2 million by 2030, the board has identified these four Asian markets with growth potential and will be increasing mono-destination promotions there.
“Singaporeans’ perception of Germany is very skewed towards Bavaria, Munich and Berlin,” argues Alan Ang, managing director of EU Holidays, adding that “hidden gems” can be better marketed, such as the historic operational Roman baths of Wiesbaden and the country’s oldest beer brewery, located 35 to 40 minutes by train from Frankfurt Airport.
The country’s image is defined by topics such as business, Oktoberfest and beer, and other aspects of the country should be marketed, he says.
Thinking that awareness of the country is insufficient, some have taken marketing into their own hands. Frankfurt Airport is exhibiting at roadshows to promote the city and its surroundings while launching a website to engage with agents and familiarise them with the airport’s services.
TTG Asia

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