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Germany Market Spotlight

Germany Market Profile (2024 Full Year)

Population (million)

83.0

GDP per Capita (USD)

55,521

Arrivals to Hong Kong

168,115
Source: World Bank (Dec 2024), IMF (Oct 2024), Immigration Department

Tourism Statistics Database

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* For the individual breakdown of tourism statistics by key source region/ market, please refer to the section "Tourism Performance".

Holiday Calendar

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Target Segments

Demographic
  • Achievers (age >46)
  • Young / Mid-Career (age 21-45)
Geographic
  • Germany 84.3 million
  • Austria 9.1 million
  • Switzerland 8.9 million

Flight Schedule Monthly Update

Weekly flight capacity between Hong Kong and Germany (for )
Airline Flight itinerary No. of Flights per Week*

* Subject to change

Source: Hong Kong Civil Aviation Department

Trade Activities Handout


Major Marketing Activities

Events, roadshows & fairs

ITB, March 2024

General information regarding ITB in Berlin, the world’s leading travel trade show, 5 - 7 March 2024:

  • 5,500 exhibitors from 170 countries
  • Almost 100,000 visitors attended the fair this year (vs. 90,000 in 2023), exceeding expectations (fvw) 
  • Optimistic outlook from industry partners as German’s desire to travel remains unbroken

This year, we were particularly excited about welcoming 27 co-exhibitors to our booth and having a successful stand function with approx. 90 trade and media guests joining. It was a wonderful occasion to highlight Hong Kong’s core experiences and meet face-to-face with trade partners and discuss co-op opportunities for FY24/25.

Chinese New Year

  • CNY events with CNTO and CX in Frankfurt and CX at Mandarin Oriental Hotel in Munich with selected trade partners:
  • CNY event with HKTDC and CX and 70 business partners in Frankfurt presenting core experiences:

Luxury Edition of PATA Roadshow in Munich and Stuttgart with 40+ selected trade partners, April 2024


Tactical partnerships

Tactical co-op with the tour operator Journaway

  • Journaway is known as the largest comparison and booking portal for round trips in the market
  • Multi-destination promotion to Hong Kong + Bali, Hong Kong + Japan as well as Hong Kong only promotion addressing Gen Z target group
  • Campaign period: November 2023 - June 2024, travel period: November 2023 - October 2024
  • Online and social promotion incl. “Hello Hong Kong” destination page featuring standalone and Multi-D trips to Hong Kong:

Multi-D tour operator co-op with REWE & Penny Reisen

  • Sales via the most well-known supermarket chain targeting affluent travellers. Hong Kong added as new stopover destination in combo with Thailand. 3 - 4 nights in Hong Kong to increase LOS.
  • Integrated multi-channel communication: Retail, online sales and POS.
    Estimated travel period: September 2024 - March
  • Launch of Hong Kong / Thailand combi in Penny and REWE supermarkets via online and offline promotion:

Tactical Campaign with tour operator Studiosus

  • Aiming to drive arrivals to Hong Kong by targeting affluent travelers with long-haul affinity.
  • Development of a tour series with 12 groups each with a capacity of 22 guests. Tour-series is promoted via the tour-operator trade-mark Marco Polo Reisen. Hong Kong ONLY package with 4 nights sold via selected online & offline media including subscription clientele who are doctors/dentists.
  • Targets: Print: 10 pages with a total circulation of 1,221,000 / Online: 241M visits.

Trade FAMs

Trade FAM trip by Tourism Australia with stopover in Hong Kong in June

  • 9 selected travel agents/ premier Aussie specialists, feedback was very well received
  • Showcasing Hong Kong as attractive stopover destination en route to Australia

Trade FAM trip by Aerticket in coop with CX in June

  • 6 selected key account contacts of Germanys biggest air ticket consolidator
  • Core experiences featured: Victoria Harbour, WKCD, Temple Street, GOHK via Sai Kung + Big Buddha, Street Art and Foodie Tour

MEDIA

HKTB created a number of positive storytelling covering core experiences and events featured via press releases and influencer coop to generate coverage.


Media Highlights

  • Media visit by journalist Andreas Drouve covering GOHK and island hopping resulted in 250+ articles and PV of 1.1M EUR
  • Hong Kong as cruise hub and its core experiences featured in trade magazine during ITB:

Influencer co-op

Blog post and social coverage relating to influencer trip of Michaela Carrot (271k) & partner Dejan (141k) with reach of 189k


Suggested Research & Publication

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