the German market Suvi Mkinen Agenda The German travel market - - PowerPoint PPT Presentation

Lithuanian Tourism Promotion in the German market

Suvi Mäkinen

Agenda

• The German travel market
• Activities and projects in the German market for

Lithuanian tourism promotion

– Past and ongoing activities – Upcoming activities

• Strengths and opportunities for improvement of

Lithuanian tourism in the German market

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THE GERMAN TRAVEL MARKET

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German travel market

Market Overview Germany

• Population: 81.9 million
• Major Cities: Munich, Hamburg,

Düsseldorf, Frankfurt, Berlin

• Annual leave: an average of 28

working days (plus ten days public holiday)

• 76,3% of the population travel
• Average number of trips per traveller: 1,3

 High potential but decentralized structure

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German travel market

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• Seasonality of school holidays periods in different Federal states  an

almost “all-year source market” for Lithuania

• In 2012: 69,3 million holiday trips, total spent of EUR 62 billion on journeys
• Trips by German abroad grew more strongly than income or consumer

spending  now expected slowdown in the German market with declines in arrivals and declines in visitor nights from Germany

• 2013: Outbound travel from Germany remains solid, though last year’s

bright performance makes current growth rates look modest

German traveller profile

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• 40% holiday packages, 92% of those booked in a travel agency
• Average trip length: 10,3 days (2012)
• Holiday-makers prefer a combination of one extended holiday and at least
• ne additional short holiday
• Destinations in 2012:
• 31% domestic trips
• 69% trips abroad
• Mediterranean: 35%
• Eastern Europe: 6,6%

Sources: DRV Zahlen und Fakten 2012, ADAC Reisemonitor

German traveller profile

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Saisonality of trips in 2012

German travel market

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German travel market

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German travel market

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• More than 2.500 listed tour operators
• 57% of the market covered by the “big players”
• Besides the big generalists: specialized and medium size tour
• perators
• Approx. 10,000 travel agencies
• Remain the most important distribution channel for tour operator’s

tourism products

Awareness of Lithuania

AVIAREPS Tourism consumer survey April 2013

• Main findings:

– Heard of Lithuania: 88% yes, 12% no – 90% of interviewees had not been to Lithuania

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Awareness of Lithuania

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ACTIVITIES AND PROJECTS IN THE GERMAN MARKET – PAST AND ONGOING ACTIVITIES

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Cooperation with travel industry

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• Travel agents training programme: 218/100

trained agents (by 30.8.2013)

E-Marketing

Administration of German website: Adding of German Tour Operator list, regular update of news, banner placement Implementation

• f German

facebook page, facebook advertising

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E-Marketing

Online Quiz in facebook

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Cooperation with local media

Achieved PR Value through press releases in Q1 + Q2: 116.603,43€

05.03.2013, Augsburger Allgemeine 15.03.2013, fvw.de 25.06.2013, www.fvw.de

7 / 15 press releases distributed to German speaking media contacts

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Cooperation with local media

Acquisition of 44 / 50 new media contacts

Organisation of seminar meeting: 10 journalists attended a press seminar in Frankfurt

• n 10th June

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Cooperation with Tourism associations, Lithuanian embassy and Honorary Consuls in Germany

Presentation of Lithuanian Tourism products in 2 events

• Europa Tag in Munich
• Intl. Karlspreis in Aachen

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Participation representation in international and regional exhibitions/ tourism fairs, road shows

Visit of f.re.e München | Die Reise- und Freizeitmesse

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Marketing Projects

Advertising in popular German tourist magazines

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Distribution of quarterly newsletter

Distribution to 23.135 trade contacts and 500 media contacts

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ACTIVITIES AND PROJECTS IN THE GERMAN MARKET – UPCOMING ACTIVITIES

Upcoming activities

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• Presentation of Lithuanian inbound tourism opportunities: 2

events (40 trade and press representatives)

• Participation in events organised by German-Lithuanian

tourism associations: 2 events

– Airport event with airBaltic in Berlin on 12th Nov

• Presentation of Lithuania at the AVIAREPS road show in

December: 2 events

• Optimization of the German website using SEO
• Publication of Lithuanian tourism news in different tourism

websites

• Participation at Consumer Fair “Reiselust” in Bremen 8.-

10.11.2013: Baltic States as partner region

• Visit of CMT in January 2014

Additional support: Cooperation with local media

Assistance with the

• rganisation of

group press trip: Selection and invitation of journalists, itinerary suggestions

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STRENGTHS AND OPPORTUNITIES FOR IMPROVEMENT OF LITHUANIAN TOURISM IN THE GERMAN MARKET

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Lithuanian tourism in the German market

OPPORTUNITIES Connectivity Undiscoveredness Unique country branding Touristic infrastructure Development of touristic products, accessibility Availability of foreign- language information Climate/ off season products EU presidency STRENGHTS Relative proximity German heritage/ cultural unity Unspoiled nature/ recreation resources Ample cultural and historic resources Easy entry Short distances Value for money

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Ačiū!