Lithuanian Tourism Promotion in the German market. Suvi Mäkinen
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1 Lithuanian Tourism Promotion in the German market Suvi Mäkinen
2 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
3 THE GERMAN TRAVEL MARKET 3
4 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
5 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
6 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
7 German traveller profile Saisonality of trips in
8 German travel market 8
9 German travel market 9
10 German travel market More than 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
11 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
12 Awareness of Lithuania 12
13 ACTIVITIES AND PROJECTS IN THE GERMAN MARKET PAST AND ONGOING ACTIVITIES 13
14 Cooperation with travel industry Travel agents training programme: 218/100 trained agents (by ) 14
15 E-Marketing Implementation of German facebook page, facebook advertising Administration of German website: Adding of German Tour Operator list, regular update of news, banner placement 15
16 E-Marketing Online Quiz in facebook 16
17 Cooperation with local media 7 / 15 press releases distributed to German speaking media contacts , fvw.de , Achieved PR Value through press releases in Q1 + Q2: , , Augsburger Allgemeine 17
18 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
19 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
20 Participation representation in international and regional exhibitions/ tourism fairs, road shows Visit of f.re.e München Die Reise- und Freizeitmesse 20
21 Marketing Projects Advertising in popular German tourist magazines 21
22 Distribution of quarterly newsletter Distribution to trade contacts and 500 media contacts 22
23 ACTIVITIES AND PROJECTS IN THE GERMAN MARKET UPCOMING ACTIVITIES 23
24 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 : Baltic States as partner region Visit of CMT in January
25 Additional support: Cooperation with local media Assistance with the organisation of group press trip: Selection and invitation of journalists, itinerary suggestions 25
26 STRENGTHS AND OPPORTUNITIES FOR IMPROVEMENT OF LITHUANIAN TOURISM IN THE GERMAN MARKET 26
27 Lithuanian tourism in the German market STRENGHTS Relative proximity German heritage/ cultural unity Unspoiled nature/ recreation resources Ample cultural and historic resources Easy entry Short distances Value for money OPPORTUNITIES Connectivity Undiscoveredness Unique country branding Touristic infrastructure Development of touristic products, accessibility Availability of foreignlanguage information Climate/ off season products EU presidency 27
28 Ačiū!
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