1. IMPORTANCE OF TOURISTS FROM CHINA FOR THE CITY OF HAMBURG. How important are Chinese tourists/visitors for the City of Hamburg?
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2 1. IMPORTANCE OF TOURISTS FROM CHINA FOR THE CITY OF HAMBURG How important are Chinese tourists/visitors for the City of Hamburg? Chinese tourists have become increasingly important for Hamburg. They already rank eleventh in the list of the most important home countries of foreign tourists coming to Hamburg. Has this importance changed in the last five years? Yes, the number of tourists from China has indeed grown over the last few years. In 2016, in particular, the number of overnight stays by Chinese tourists increased by about 30 per cent. How many tourists visited Hamburg in 2016? In that year, 35,572 Chinese tourists visited Hamburg. We registered a total number of overnight stays of 92,831. Which kind of Chinese travellers mainly visit Hamburg: group travellers or individual travellers? Based on our estimations, more than half of the tourists coming to Hamburg are group travellers.
3 CAISSA, one of the largest travel agencies in Hamburg that organises both visits of official delegations as well as tours for individual travellers, reports for example that the share of individual travellers has already grown to almost half of the total number of all visitors. We also estimate that about 60 per cent of visitors are coming for business purposes to Hamburg, and the remaining 40 per cent for leisure ones. How many days do Chinese travellers spend on average in Hamburg? On average, Chinese tourists stay for 2.6 days. How do you assess the potential of Chinese tourists in the future; in the next five years? We think that the future potential of Chinese tourism is very strong. This is why we created the China Pool already in 2008, an association of private and public entities. The idea is to join forces in the marketing of Hamburg as a very attractive city that offers a broad range of both cultural and business opportunities.
4 2. CITY MARKETING TOURISM MARKETING OF THE CITY OF HAMBURG IN CHINA Is Hamburg Tourism making advertising in China so as to attract Chinese tourists to the city? Yes we are very active in marketing our city in China. Through the representative office of the City of Hamburg in Shanghai, which is the sister city of Hamburg, we are organising roadshows to introduce our city s diverse highlights and cultural events. We recognise the great potential of social media in China, and so have one Chinese assistant in our Hamburg Tourism representative office focusing on attracting Chinese tourists through the Chinese internet platform Weibo and the mobile platform WeChat. We are also present on the largest Chinese internet portal for travellers, QYER. The challenge for Hamburg is, however, that our city is not located on the so-called A Route, consisting mainly of the European capital cities such as Paris and London. Another challenge is that there is no direct flight connection from Hamburg to anywhere in China at present. Therefore, we need to cooperate with other attractive cities in order to create a string of travel locations for a specific route. Hamburg, for example, cooperates with Copenhagen and markets the city as the gateway to Scandinavia.
5 What image do you promote of Hamburg so as to attract tourists from China? Hamburg is promoted particularly as a city of music and culture. The new music hall in Hamburg, the Elbphilharmonie, is one of the main attractions. In addition, Hamburg hosts also the historical storage city (Speicherstadt), which is included in the UNESCO list of world cultural heritage sites. 3. HAMBURG TOURISM AND ITS SUPPORT OF LOCAL COMPANIES (Retailers/hotels located in Hamburg doing business with Chinese tourists) Does Hamburg Tourism offer any support to interested companies from the tourist and retail industries so as to help them attract Chinese tourists? Many companies from a variety of industries located in Hamburg are already taking part in our China Pool, and so profit from our marketing activities in China. Examples are Bucherer (a famous jeweller), the German railway (Deutsche Bahn) as well as Scandlines, a ferry company connecting Germany, Denmark and Sweden. China Pool members can also participate in our trade workshops, press conferences and study tours. Our services cover the inclusion of a company s profile after it has been translated into Chinese, as well as support in finding Chinese travel companies and in designing a specific strategy to attract Chinese tourists.
6 China Pool member companies can present themselves on our Chinese Hamburg Tourism website, can participate in our sales calls tours in China to explore the market, can be introduced on Chinese social media or can take part in our cultural trainings or, alternatively, other specific seminars on Chinese tourism. What should companies who are interested in obtaining further information or who have questions about cooperation with Hamburg Tourism in relation to Chinese tourists do as a next step? Such parties can get in touch with us directly. The contact details are: Hamburg Tourismus GmbH Wexstraße 7 D Hamburg, Germany Phone: Contact Person: Mrs Silke Walter, Marketing Manager International Markets walter@hamburg-tourismus.de
7 Now it is your turn: Now it is your turn to position yourself with an appropriate strategy in order to benefit from the potential spending power of Chinese outbound travellers in Our recommendation for you our FREE LIVE WORKSHOP: You want to start your business dealings with Chinese tourists in 2018? If you are not yet doing business with Chinese tourists, now is the right time of the year to start becoming more engaged with them. The Chinese outbound tourism market will further expand in 2018, and as such will offer huge opportunities for European companies. You can profit from the analysis and insights that our free online live workshop will offer. Our FREE LIVE WORKSHOP - HOW TO ATTRACT CHINESE TOURISTS will demonstrate how you can attract Chinese tourists for your business. Reserve your seat now! Our free live workshop is only available to a limited numbers of attendees.
8 We would recommend that you sign up for our newsletter, which will keep you informed about all the latest trends in Chinese tourism.
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