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Berlin pushes to be Europe’s hub for Asian visitors

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Marketing agency visitBerlin boosts ties with trade in Asia
Tourism and congress marketing agency visitBerlin is boosting ties with the trade in Asia and positioning the German capital as the gateway to central Europe.
“Berlin is easier to sell to Asian travellers when combined with Prague, Vienna and Budapest because central Europe is still regarded as [undiscovered] and is very interesting for travellers,” explains Ralf Ostendorf, visitBerlin’s director for market management.
While north and south-east Asia are still small markets that only contributed 3.2% of total arrivals in Berlin last year, Ostendorf thinks there is a lot of potential for growth, particularly from China, South Korea, Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines.
“We are taking it step by step, working with the local trade in Asia to understand market needs before reaching out to consumers. In a more mature market such as China, we are already [involved in] B2C activities and social media outreach,” he said.
Also visitBerlin hopes to increase the length of stay of Asian travellers, currently averaging three days, by promoting the city as a cultural attraction worth visiting at any time of the year.
It is also banking on the opening of the new Berlin Brandenburg Airport to improve air connectivity between Berlin and Asia. Plagued by delays, the opening date is now set for the second half of next year.
TTG Asia

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