Romit Theophilus
Director for India, The German National Tourist Office
Based on feedback received from industry stakeholders, the latent need to travel cannot remain bottled up for long and the cork will pop soon. It is expected that starting March 2022, tourism will start witnessing some signs of recovery. The gradual opening of tourist and cultural businesses in the German states and the relaxation of entry regulations have inspired potential Indian travellers for their next visit to Germany. As an evolution due to the pandemic, nature and recreational activities gained importance. Outdoor activities are in greater demand, and interest in health, wellness and sustainable vacations are on the rise. Basis the findings of a travel survey, it was found that ‘not being overcrowded’ was the most important factor to decide on a holiday destination amongst Indians. Peace, quiet, and safety were the next most important aspects. Further, based on feedback received during our interactions with tour operators and travellers, we have noticed a high demand for Germany this year, especially in the leisure sector. We anticipate Germany being recognised as a go-to travel destination ahead of the summer travel season this year.
The relaunch of tourism in 2022 is in full swing. It was inevitable that the travel bug would prove stronger than the virus. But it is also clear that the places where safety can be guaranteed and not overcrowded will be the first to experience a post-pandemic travel boom. And that is the case within Germany.
Our ongoing mission is to maintain the strong image our customers have of Germany as a travel destination and provide the expertise, up-to-date market analysis, and effective marketing activities that will enable our partners in Germany’s tourism industry to make a fresh start. In terms of our strategy jointly with our headquarters, the German National Tourist Board, we are currently working hard to put our marketing on the right track in response to the crisis and looking further ahead. In light of the current trends, we are also strengthening our collaborations with tour operators/travel agents. The experiences gathered during the virtual meetings and events are helping us here. The content of our campaigns for 2022 ‘German.Local.Culture’, ‘Embrace Nature’, and Feel Good are geared towards the new challenges.