German tourist board optimistic on European prospects

The German tourism authorities are confident that the country will be less hard hit than many other destinations in Europe and the German National Tourist Board's CEO, Petra Hedorfer, even thinks Germany could experience growth or consolidation in some of its European markets.

The World Tourism Organisation says international tourism is expected to drop by up to two per cent and up to three per cent in Europe.

"However," Ms Hedorfer told an international press conference in the northern German city of Rostock, "the current indications are that incoming tourism in Germany will experience a slight fall of just one per cent or so. Overall, despite minor setbacks, we expect inbound tourism to remain in line with the global average and above that of our European neighbours".

Data compiled by the German tourist board and released at the German Travel Mart show that the tourism industry in Europe grew by 5.2 per cent in 2007. Provisional figures indicate a decline of 0.1 per cent last year whereas the drop for this year can vary between minus three per cent and zero per cent.

Of course, the various international source markets will vary in terms of performance. The GNTB thinks the eastern European markets are likely to stagnate this year. However, it is possible that Germany's incoming tourism industry could generate a modest growth from Poland and the Czech Republic. Demand is expected to fall by about two per cent in Western Europe.

Overseas markets account for almost 20 per cent of German incoming tourism. An expected drop in the number of visitors from the US is likely to be offset by growth in both the Chinese and Indian markets. Indeed, in this case Germany is expecting "consolidation".

Ms Hedorfer is quite upbeat about the prospects: "There is good reason why even in difficult times it is worth visiting Germany". One had to be positive and think positive in order to bring about that feeling of trust that makes a holidaymaker want to travel. Germany's main problem seems to be in business travel.

One of the slides flashed by Ms Hedorfer during her power-point presentation to the international press, contained a positive even if philosophical message: "Every crisis is followed by recovery: boom has always outweighed bust".

But, of course, just being positive and philosophical will simply not do the trick. And Ms Hedorfer listed nine points she said affected Germany's potential.

"Value for money is our most powerful argument", the other eight points to work on being: quality; investment in tourism infrastructure; the 20th anniversary of the fall of the Berlin Wall on November 9, 1989; exploring new territory; the coastal region; wellness, health and fitness holidays (health is considered to be a mega market); culture and events; new products and services.

The GNTB is adamant in exploiting Germany's "exceptional" value for money as a competitive advantage.

On average, visitors to Germany spend €67 a day on travel, accommodation, food, drink and excursions. This, the GNTB says, ranks Germany seventh in the world league of leading holiday destinations, making it cheaper than Switzerland (€74 a day), Austria (€77), Greece (€80), Spain (€84), Italy (€85) and the UK (€85).

This fact and the international economic crisis, where, of course, one is more prone to ensure good value for money, prompted the GNTB to have another look at its marketing strategy, modifying it and laying stress on price, coming up with the slogan: Affordable Hospitality - Destination Germany, Great Deals. Easy Booking.

The German Federal Government's Commissioner for Tourism, Ernst Hinsken, was no less optimistic than Ms Hedorfer although, like her, he too keeps his feet firmly on the ground.

"Everyone is talking about the economic crisis and, as you know, the crisis is also having an impact on tourism. The latest figures testify to the seriousness of the situation. Nevertheless, there is still reason for restrained optimism in my favourite sector: tourism. This optimism is directed toward the coming vacation season and a certain sense of indestructibility that the tourism sector has shown over and over again in recent years," he said.

There had been crises in the past, he pointed out, including major ones such as wars, terrorist attacks and epidemics. Yet, they were overcome and, every time, people would start travelling more than ever before. "And I am certain that time will be no different."

The "be positive" message was clear throughout. As airlines all over the world struggle to keep soaring in the face of the economic ills, Lars Redeligx, Lufthansa's vice president for pricing and sales development, preferred to be optimistic: We hold course in stormy times. Lufthansa remains in line with previous year results.

"The crane is a real solid bird and it can manage severe turbulence," he said referring to the airline's logo. For the record, the Lufthansa "stylised crane" was created in 1918 by Otto Firle, aimed at underscoring both flying and technical skills. In 1955, it was changed to reflect Lufthansa's new post-war look. The crane, now blue, was placed on a yellow parabola. The logo was altered again in 1967, the crane featuring in a small circle on a yellow background, as it is today.

Of course, the proof of the pudding is in the eating, so one has yet to see whether or not this optimism is just wishful thinking. However, the German tourism authorities and stakeholders are certainly rolling up their sleeves and giving it their best shot.