Germany Aims 1 And Half Million Indian Nights By 2020
To achieve its Indian target for 2020, the GNTO- India office is set to reorient its marketing and promotional strategy. The theme of the GNTO’s 2014 campaign is ‘Germany - UNESCO World Heritage destination’. Last year, GNTO’s campaign revolved around young travellers. This year Germany is promoting not only its UNESCO heritage sites, but also celebrating the 25th anniversary of the fall of the Berlin Wall and 600th anniversary of the Council of Constance.
“We received 615,000 overnights from India in 2013, reflecting a growth 5.3 per cent over 2012. We are targeting an approximate 8 to 10 per cent growth from all visitor segments from India and will be investing to the tune of EUR 500,000 into the market in 2014. By 2020, we aim to receive 1.5 mn overnights from India,” Romit Theophilus, Director, Sales and Marketing, German National Tourist Office – India, said in New Delhi while launching the new campaign.
Germany witnessed around 60 per cent increase in Indian overnights between 2007 and 2013. This number has risen from 377,025 in 2007 to 615,617 in 2013, Theophilus added. He further stated that GNTO will earmark 40 per cent of its annual budget for B2C marketing against 20 per cent in 2013, and will be undertaking direct consumer campaigns to promote Germany as a tourism destination this year. The campaign is focussed on increasing the cultural diversity and supporting cross-cultural dialogue between Germany and other countries across the globe.
GNTO – India office is confident of Germany maintaining its position as one of the most favoured European destinations in India. The German Ambassador to India, Michael Steiner said, “Germany stands not only for excellent cars and high tech, but for much more: Vibrant, reunified Berlin, modern design and world heritage with magnificent monuments that have stood the test of time – just take the castles in Potsdam or the Cologne Cathedral. More than 615,000 overnights from India in 2013 alone show Germany is trendy and a top destination for high end business and leisure.” He also briefed on the recent measures taken to facilitate visa application procedures in India. He informed that 15 of the proposed 16 visa application centres in India have been opened in collaboration with VFS Global.
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