ANTJE ROEDING, director for Gulf countries at the German National Tourist Office (GNTO) spoke to LIZ O’REILLY about her country’s popularity in the region.
How was 2009 for the German tourism industry, what were the arrival numbers and how did this compare to previous years?
Germany, as a holiday destination, has sustained its position very well in the global market over the last year and a half and has gained market share. In October 2009 we turned the corner and, since then, an improvement has been seen. In the last year, the total number of overnight stays in Germany reached 368.7 million, 2009 was a challenge for the tourism industry, Germany’s strength, its diversity in the source markets but, moreover, in the products and services we can offer to our visitors helped in this situation.
What is the number of Middle East visitors and do you have a breakdown of where these come from?
In 2009 770,980 overnight stays were recorded for Gulf nationals from the following countries: Saudi Arabia, Qatar, Kuwait, the UAE, Oman and Bahrain. Statistics published by the German Federal Statistics Office for the GCC indicate that the number of arrivals by GCC nationals in Germany during 2009 reached 258,883, indicating a 7.07 per cent increase compared to 2008. The majority of GCC tourists came from Saudi Arabia, the UAE and Kuwait.
Which areas are most popular with Middle Eastern tourists and is this remaining constant or changing?
Over the past years we have seen few changes and developments in preferences of GCC tourists coming to Germany but recent records show GCC travellers are increasingly starting to explore various areas of the country. Again, the diversity of Germany as a travel destination makes it the second most visited country out of the Gulf in Europe.
With value and price being key factors for today’s tourists has there been a need to develop or change your product offering?
In comparison to other countries, Germany has already shown that it is very affordable. For example, Germany has an excellent price ratio in hotel accommodation. Rates for overnight stays in German cities, for example are comparatively low, compared to other large European cities. Also, Germany’s major cities offer Arab guests information material in Arabic. Many hotels have hired Arabic-speaking staff and offer halal food, designated prayer rooms and various TV channels in Arabic.
How was the first quarter of 2010 and what are your expectations for the rest of the year?
The entire Gulf region is an important growing market, both as an incoming and outgoing tourist destination. Germany remains a very popular destination for GCC travellers which has been underlined by 132.998 overnight stays by GCC nationals in Germany from January to March 2010, a 9.3 per cent increase on the same period in 2009.
What is Germany’s particular tourism focus for 2010?
German National Tourist Board (GNTB) is promoting Germany worldwide as a creative and inspiring travel destination. Germany is still setting trends today, producing innovative ideas and modern art. It is precisely this wealth of creativity that we are promoting with our theme for 2010. This year, Germany is celebrating the Ruhr as the European Capital of Culture under the official name of ‘RUHR.2010, Essen for the Ruhr’. Never before has the title been held by an entire region. Hundreds of highlights and events in captivating locations will reveal a surprising new side to the region. In 2011, GNTB will promote Germany as a health and fitness destination.
How is this being promoted and are there any particular campaigns aimed at the Middle East?
Being ranked among the top 20 source markets the Gulf region is important for the German tourism industry and in response to this dynamic growth Germany is continuing its efforts to attract more GCC visitors. To promote everything Germany has to offer for travellers from the Gulf, regional promotional tours, training and study tours are offered for the trade and media in the GCC.
What are your offerings for local tour operators and agents?
The above mentioned marketing and sales tools are purely designed to support local tour operators and agents. For instance, the promotional tour ‘Dallal fi Almania’ (‘Feel Good in Germany’) held earlier in the year received good participation from GCC travel professionals and journalists. A five-stop road show took place in Riyadh, Saudi Arabia, Jeddah, Kuwait, Dubai and Abu Dhabi with 16 different partners and suppliers from the German tourism industry who presented their services and products to the travel trade and a large number of media representatives. Furthermore, GNTO supports the trade in all six markets through provision of information and various training sessions and educational trips to Germany.