Germany targets youth market
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In a strategic move, Germany is targeting the youth market from India.
The destination is looking at attracting the youth under the theme ‘Germany for Young People’ by deploying high technology tools. At a media briefing on tourism promotion in New Delhi on 20 March, the Ambassador for the Federal Republic of Germany, Michael Steiner along with Romit Theophilus, Director of Sales and Marketing for German National Tourist Office (GNTO) in India, highlighting the attractions of the European nation for the Indian traveller.
The tourism board is promoting the Brothers Grimm-The German Fairytale Route a place where childhood dreams spring to life. Theophilus said, “The latest 2013 campaign ‘Youth Hotspots in Germany – share the moment’ is centered around broad spectrum of activities targeting the young, ranging from social media, online micro-site development and development of youth hotspots.”
The Ambassador revealed that school children were being sent to Germany from India as a part of creating awareness on the destination. “The mental nearness was more important than geographical distance, referring to the affinity between the Indian and German economic and political models.”
The GNTO is targeting a 10% growth from all visitor segments from India in 2013 and an approximate investment of half a million Euros by Germany in India this year. The country expects to receive 1.5 million Indian visitors by 2020. It has registered 5,84,508 visitor overnights from India in 2012 with favourite cities being Munich, Frankfurt, Stuttgart, Berlin and Dusseldorf.
