India’s role in international tourism continues to expand rapidly, emerging as one of the most promising markets for global tourism. According to Skift India, outbound travel spending from India grew at an annual rate of 17% from 2008 to 2019, significantly surpassing the growth rate of global tourism. With projections pointing to a staggering 230% growth by 2027, India is set to become one of the top five source markets for global tourism.
Recognizing this growth potential, the German National Tourist Board (GNTB) has ramped up its efforts to engage the Indian market. The GNTB is committed to ensuring that Germany remains a top destination for Indian travellers by strategically aligning its marketing initiatives with the evolving trends of the Indian market. At a recent press conference in New Delhi, Petra Hedorfer, CEO of the GNTB, outlined the organization’s plans to enhance Germany’s appeal as a travel destination for Indian tourists.
Strategic Expansion of GNTB in India
For over two decades, the GNTB has actively engaged with the Indian travel market, working through a sales agency. In 2015, the organization took a significant step by launching its first India Pool, which successfully supported German tourism stakeholders in capturing the growing Indian outbound travel market. Between 2015 and 2019, the number of overnight stays by Indian guests in Germany rose by an impressive 40%, from 693,000 to 962,000.
As the Indian market continues to evolve, the GNTB is poised to build upon this success. Hedorfer emphasized that the new edition of the India Pool will feature market-specific activities tailored to meet the needs and preferences of Indian travellers. Furthermore, the GNTB is keen on leveraging the latest technological advancements to bridge the gap between Indian demand and German tourism offerings.
The GNTB India Digital Travel Knowledge Tour, scheduled for next spring, will serve as a cornerstone of the organization’s strategy. This high-profile delegation trip will bring top executives from the German travel industry to India, where they will engage with key Indian tech and travel companies. This initiative aims to foster collaborations and capitalize on India’s rapidly digitizing travel landscape.
India’s Growing Significance in German Tourism
The Indian market has become a key focus for German inbound tourism, with steady growth in the number of Indian visitors over the years. The post-pandemic recovery of Indian tourism has been particularly remarkable. In 2023, Indian tourists accounted for 826,000 overnight stays in German hotels and guesthouses, marking a 33% increase compared to the previous year. This rapid recovery, with a rate of 86%, outpaced other Asian markets, signalling the robust potential of India as a source market.
According to Tourism Economics, the number of overnight stays by Indian travellers in Germany is projected to reach 1.6 million by the end of this decade. Beyond sheer numbers, Indian tourists also contribute significantly to the local economy. In 2023, the total turnover from Indian visitors in Germany amounted to a substantial 900 million euros, highlighting the value Indian tourists bring to German tourism.
GNTB India Digital Travel Knowledge Tour: May 2025
One of the most exciting developments in the GNTB’s strategic plan for India is the upcoming India Digital Travel Knowledge Tour, which will take place from May 4 to May 9, 2025. This delegation trip will focus on fostering deeper connections between the German and Indian travel industries, with a special emphasis on technological innovation.
The delegation, composed of CEOs and top-level executives from leading German travel companies, will visit Delhi, Bangalore, and Mumbai. These cities are not only major travel hubs but also centres of digital transformation in India. By interacting with forward-thinking Indian tech companies, the delegation aims to gain insights into the latest trends and innovations driving the Indian travel market. The goal is to create partnerships that will unlock new opportunities and allow German tourism businesses to cater more effectively to the needs of Indian travellers.
Targeted Campaigns for the Indian Market
To further solidify Germany’s position as a preferred destination for Indian travellers, the GNTB has developed several targeted campaigns that resonate with the unique preferences of this market. One of the standout initiatives is the “Live Like a Local” project, which taps into the growing influence of Indian social media influencers. Through this project, influencers are invited to explore Germany’s rich culture and heritage, immersing themselves in local traditions and customs. They share their experiences on social media, reaching a vast audience of potential travellers in India.
The project also incorporates an interactive, personalized travel guide, enabling Indian tourists to create their own customized travel itineraries based on their interests. This innovative tool combines interactive maps with personalized points of interest, allowing travellers to experience Germany in a way that feels uniquely tailored to them.
In addition to leisure tourism, the GNTB is targeting the lucrative Indian wedding market. Germany offers an array of stunning, romantic venues perfect for the elaborate weddings that many Indian families desire. To tap into this market, the GNTB has launched a special wedding campaign that showcases Germany as an ideal destination for destination weddings.
India Pool 2025: Strengthening German-Indian Tourism Collaboration
As part of its long-term strategy, the GNTB is launching the second edition of the India Pool in 2025. This initiative will focus on bundling resources from the German travel industry, which is predominantly made up of small and medium-sized enterprises (SMEs), to enhance Germany’s brand awareness in India. The India Pool aims to create synergies between German tourism stakeholders and Indian travel agencies, enabling more effective marketing campaigns and a greater presence in the Indian market.
By pooling resources, the GNTB and its partners are better equipped to tap into the full potential of the Indian market. The initiative not only supports increased market penetration but also ensures that the unique cultural and travel preferences of Indian tourists are understood and catered to, fostering long-lasting relationships between the two countries.
Conclusion
The German National Tourist Board’s intensified focus on the Indian market underscores the importance of India as a rising star in global tourism. By implementing strategic initiatives such as the India Digital Travel Knowledge Tour, targeted campaigns, and the India Pool, the GNTB is positioning Germany as a top destination for Indian travellers. The Indian market’s rapid recovery post-pandemic and its projected growth make it a key driver for the future of German inbound tourism.
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