The official kick-off took place on 3 May 2018 under the leadership of Thomas Bareiß, parliamentary state secretary and federal government commissioner for tourism. A newly established advisory board together with senior representatives from the tourism industry have specified the key topics of digitisation, tourism for regions and internationalisation.
These topics represent enormous challenges for small and medium-sized enterprises (SMEs) as well as for tourism organisations, but expertise on them is often already available somewhere. It is now just a matter of bringing it together, formulating it in an understandable way and, most importantly, developing specific recommendations for action.
For example, according to a study by Phocuswright, Germany lags far behind Asia on booking tourist products and services via smartphones. Asian source markets also already have an important role in many marketing plans for tourist regions. The main challenge, in addition to overcoming language barriers, is to provide mobile booking services that are also visible behind China’s “great firewall”.
Another trend is the increasingly blurred line between work and leisure. Even in the smallest hotels, guests get a WLAN password at check-in. But there is also the opposing trend for downtime with many guests wanting to get away from being permanently online and available. How should service providers best respond to such oppositions?
neusta Grafenstein has solutions for these modern-day issues. We combine 20 years of tourism-marketing experience with the digital expertise of Germany’s largest internet agency – team neusta. As a network partner in Germany’s federal competence centre for tourism, we want to get involved at precisely this juncture. If one thing’s for sure, Germany can only continue its tourism success when all actors are made aware of the upcoming upheavals and are given the appropriate tools to master them.