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 2

THE GERMAN TRAVEL MARKET 3

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 4

German travel market • 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 5

German traveller profile • 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 one 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 6

German traveller profile Saisonality of trips in 2012 7

German travel market 8

German travel market 9

German travel market • 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 operators • Approx. 10,000 travel agencies • Remain the most important distribution channel for tour operator’s tourism products 10

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 11

Awareness of Lithuania 12

ACTIVITIES AND PROJECTS IN THE GERMAN MARKET – PAST AND ONGOING ACTIVITIES 13

Cooperation with travel industry • Travel agents training programme: 218/100 trained agents (by 30.8.2013) 14

E-Marketing Implementation Administration of of German German website: facebook page, Adding of German facebook Tour Operator list, advertising regular update of news, banner placement 15

E-Marketing Online Quiz in facebook 16

Cooperation with local media 7 / 15 press releases distributed to German speaking media contacts 15.03.2013, fvw.de 25.06.2013, www.fvw.de Achieved PR Value through press releases in Q1 + Q2: 116.603,43 € 05.03.2013, Augsburger Allgemeine 17

Cooperation with local media Acquisition of 44 / 50 new media contacts Organisation of seminar meeting: 10 journalists attended a press seminar in Frankfurt on 10 th June 18

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 19

Participation representation in international and regional exhibitions/ tourism fairs, road shows Visit of f.re.e München | Die Reise- und Freizeitmesse 20

Marketing Projects Advertising in popular German tourist magazines 21

Distribution of quarterly newsletter Distribution to 23.135 trade contacts and 500 media contacts 22

ACTIVITIES AND PROJECTS IN THE GERMAN MARKET – UPCOMING ACTIVITIES 23

Upcoming activities • 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 12 th 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 24

Additional support: Cooperation with local media Assistance with the organisation of group press trip: Selection and invitation of journalists, itinerary suggestions 25

STRENGTHS AND OPPORTUNITIES FOR IMPROVEMENT OF LITHUANIAN TOURISM IN THE GERMAN MARKET 26

Lithuanian tourism in the German market STRENGHTS OPPORTUNITIES Relative proximity Connectivity German heritage/ cultural Undiscoveredness unity Unique country branding Unspoiled nature/ Touristic infrastructure recreation resources Development of touristic Ample cultural and products, accessibility historic resources Availability of foreign- Easy entry language information Short distances Climate/ off season Value for money products EU presidency 27

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