India is increasingly recognised as a vital source market for global tourism. Analyses conducted by Skift India indicate that expenditure on international travel surged by an impressive 17% each year from 2008 to 2019, outpacing the global tourism growth rate by a remarkable fourfold. As we look ahead to 2027, Skift anticipates an extraordinary projected growth of 230% compared to 2019. This remarkable trajectory places India firmly among the top five source markets for international tourism, reinforcing its significance on the world stage.
To maintain its momentum in the rapidly growing Indian outbound market, the German National Tourist Board (GNTB) is expanding its activities in the region. At a press conference in New Delhi today, Petra Hedorfer, CEO of the GNTB, outlined their strategic plans for future market development in India. “We have been working the Indian market with a sales agency for two decades. In 2015, we initiated an India pool for the first time, which has been extremely successful in supporting the activities of German partners in India. The number of overnight stays by Indian guests in Germany rose by almost 40 percent from 693,000 to 962,000 by 2019. With a new edition of the India Pool and market-specific activities, we are building bridges between the demand from Indian travelers and the tourism offering in Germany. In view of the changing conditions - especially technological developments - we are also organising a high-profile delegation trip with top managers from the German travel industry next spring with the GNTB India Digital Travel Knowledge Tour.”
The number of travellers from India to Germany has steadily increased. Following the end of the coronavirus pandemic, Indian visitors generated 826,000 overnight stays in hotels and guesthouses in 2023, marking a 33% increase compared to 2022. With a recovery rate of 86%, the Indian market is rebounding from the COVID-19 pandemic much more quickly than other Asian countries. Tourism Economics predicts that by the end of the decade, there will be 1.6 million overnight stays from India in Germany annually. Additionally, the Indian market shows great potential for value creation. According to IPK International, Indian tourists spent 900 million euros on goods and services in Germany in 2023.
The delegation trip focuses on technological innovation and networking within the international travel industry. CEOs from the German travel sector will meet with forward-thinking Indian tech and travel companies in Delhi, Bangalore, and Mumbai. This trip will provide valuable insights into the specific needs of the Indian market and highlight current trends driven by rapid digital transformation. Additionally, there will be opportunities to initiate collaborations with prominent Indian market players, allowing German inbound tourism to fully leverage the potential of this dynamic market.
The 'Live Like a Local' project engages Indian influencers by immersing them in the local customs and traditions of various regions in Germany. They share their authentic experiences with a broad audience on social media channels. This initiative taps into the high digital skills of Indian tourists by offering an interactive, personalised travel guide that combines an interactive map with points of interest tailored to the user's profile. Germany boasts numerous hotspots and picturesque locations for the lavish events typical of Indian weddings. The German National Tourist Board (GNTB) is launching a special wedding campaign to attract this specific audience.
The GNTB is launching an India Pool for the second time in 2025 to consolidate its market development efforts in India. The GNTB, in collaboration with the German travel industry—primarily composed of small and medium-sized enterprises (SMEs)—is investing in the Indian market to enhance brand awareness of Germany as a travel destination. This initiative aims to tap into the market potential more effectively.
The German National Tourist Office (GNTO), India represented by Airplus Travel Services Pvt Ltd is the official representative office of the German National Tourist Board. With its inception in 2011, the GNTO is based in New Delhi to facilitate, strategize and implement the goals outlined by the German National Tourist Board to enhance the positive image of Destination Germany. The German National Tourist Board (GNTB) works on behalf of the Federal Ministry for Economic Affairs and Climate Action to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. Working closely with the German travel industry and private-sector partners and trade associations, the GNTB develops strategies and marketing campaigns to promote Germany’s positive image abroad as a travel destination and to encourage tourists to visit the country.
The GNTB’s primary strategic areas of action are:
Conducting targeted market research and analysis of market-specific customer demand in relation to various aspects of travel in the context of sustainability and culture among those with values-based lifestyles.
Supporting the travel industry, which is dominated by small and medium-sized businesses, through relationship management and the sharing of knowledge.
Raising awareness of the Destination Germany brand and enhancing the brand profile with a focus on sustainability and climate change mitigation.
The GNTB promotes forward-thinking tourism that aligns with the goals of the German government, emphasising sustainability and digitalization. The GNTB follows a three-pillar strategy to enhance the sustainability and competitiveness of inbound tourism. This approach focuses on sharing knowledge with external partners, implementing a supportive communications strategy, and advancing our internal sustainability initiative. The GNTB aims to position Germany as a sustainable and inclusive destination within the international travel market.