Germany Opens a Tourism Agency for Southeast Asia

The German National Tourist Board (GNTB) is intensifying its marketing activities in Asia and South America. A marketing and promotion agency has been inaugurated in Singapore last January taking into consideration the growing importance of ASEAN outbound countries.

“We started to have contacts last year to evaluate the market and we found that Southeast Asia offers excellent opportunities for growth. We indeed expect to see the region recording growth rates between 10% and 15% over the next three years”, explained Petra Hedorfer, Chairwoman of the board of the German National Tourism Board DZT during the last edition of ITB Berlin.

“The office is operated within the German Chamber of Commerce in Singapore and will have marketing activities for Thailand, Malaysia, Singapore and Indonesia. We have long pioneering overseas emerging countries starting with an office in Brazil back to 1972”, she said. Another agency opened as well in Buenos Aires on January 1st, covering both Argentina and Chile.

“With the expansion of our sales agencies, we are specifically strengthening the market showing
particularly high potential growth”, added Petra Hedorfer.

Last year, statistics from the DZT showed that ‘other Asian countries’ generated over 643,000 arrivals in 2015, the equivalent of 1.51 million overnight stays. This is already more than Japan and as much as Russia. While 2016 arrivals have not been released yet, overnights from ‘other Asian countries’ progressed last year by 2.8% to reach 1.55 million stays.

“We are now setting the course for the future growth of these markets and we forecast two million overnight stays before the end of the decade”, indicated Petra Hedorfer.

DZT Singapore sales agency will organise this year numerous promotional activities including a road show, intensive social media campaigns as well as various fam trips for both trade and press. The newly established representation agency plans to send a delegation at the upcoming German Travel mart early May in Nuremburg, Bavaria.

Germany joins three other European countries having a presence in Southeast Asia. France and Spain have both an office in Singapore while the Netherlands has a marketing coordinator looking for Southeast Asia based at the NCTB headquarters in Den Haag while Italian tourism agency ENIT is planning to have its own office opened in Bangkok over the next few months.