MARKET OVERVIEW

MARKET OVERVIEW
Germany
As Europe's largest economy and second most populous nation (after Russia), Germany is a key
member of the continent's economic, political, and defence organisations.
Country Fast Facts
Population 82.3 million *
German 91.5%, Turkish 2.4%, other 6.1% (made up largely of
Greek, Italian, Polish, Russian, Serbo-Croatian, Spanish)
Population of Major Markets Berlin 3.4m
Hamburg 1.7m
Munich 1.2m
Cologne 965,000
Frankfurt 657,000
Dortmund 589,000
Essen 589,000
Stuttgart 572,000
Language
German, English widely spoken
Religion Protestant 34%, Roman Catholic 34%, Muslim 3.7%,
unaffiliated or other 28.3%*
Annual Leave Entitlement 26-30 working days
Trend to 2-3 shorter holidays a year
Public Holidays 2011 1 January, 22 April, 25 April, 1 May, 02 June, 13 June, 03
October, 25 & 26 December
No bank holiday but usually only ½ working day: 24
December, 31 December
In addition to the above but only celebrated in some
regions/states: 06 January, 03 June, 15 August, 31 October, 01
November, 17 November
Currency
Euro
Exchange Rate to AUD 1 AUD = 0.70 Euro (www.xe.com, 01 Oct 10)
GDP per Capita
USD 34.100 (2009 est.)*
Economic Growth
-4.9% (2009 est.)*
Inflation
0.3% (2009 est.)*
*World Fact Book, as at 16 September 2010
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Germany 2010

ECONOMIC & FINANCIAL OVERVIEW
The German economy, the fifth largest economy in the world in purchasing power parity terms
and Europe's largest, is a leading exporter of machinery, vehicles, chemicals, and household
equipment and benefits from a highly skilled labor force. Like its western European neighbors,
Germany faces significant demographic challenges to sustained long-term growth. Low fertility
rates and declining net immigration are increasing pressure on the country's social welfare system
and necessitate structural reforms.
Sources: www.cia.gov/library/publications/the-world-factbook
Germany crept out of recession in the second and third quarters of 2009 and is now leading the
euro zone’s economic growth. The Ifo Business Climate for industry and trade in Germany has
reported slight improvement in September with companies more satisfied than they were in the
previous month. In retailing the business climate has brightened for the third consecutive month.
The surveyed retailers
reported their current business
situation as better, with levels
similar to those seen following
the unification boom.
Sources: www.cesifo-group.de
Consumer Confidence
Germany, the Euro region’s
largest economy, posted a
welcomed rebound in quarter
two 2010 with an increase of seven index points to 81, up from 74 index points in quarter one,
the highest increase in the region. In the second quarter, newly confident Germans began to spend
again and were among the world’s top 10 discretionary spenders on clothes and out-of-home
entertainment. In fact, the German job market showed a rather robust upward trend, a possible
sign that consumers now believe that the worst has passed.
Source: Nielsen Global consumer confidence survey, June 2010
The positive economic forecast resulted in German travel agents experiencing a significant
increase in holiday bookings. According to the latest GfK survey of 1,200 agencies, holiday
revenues soared by as much as 22% in August in comparison to the previous year.
There was a surge of last-minute bookings, with 54% of revenue generated by sales for departures
in the summer season. The European summer 2010 is now heading for record revenues with a
cumulative 6.8% rise at the end of last month. August revenues are now 8.7% higher year-on-year,
while September and October (+14%) are also selling well.
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Germany 2010

Winter holidays are also selling strongly, with a cumulative 15% rise so far and November (+24%)
and December (+21%) generating heavy demand. Last year experienced a very slow start to
winter bookings, with bookings 22.5% lower than at the same time last year.
Sources: www.fvw.com
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Germany 2010

TOURISM MARKET
There were 58,000 German visitors to Victoria in the year ending June 2010, a 3.8% decrease
over the previous year. Nationally, German visitation to Australia increased by 3.0% to 157,800.
German visitation to Victoria has increased by an average rate of 1.7% per annum between 2000
and 2010.
Victoria’s market share of visitor nights spent by German travellers in the year ending June 2010
was 14%, behind Queensland (31%) and New South Wales (30%).
Germany is Australia’s third most important international leisure market in terms of regional
dispersal. 54% of German visitor nights are spent outside Sydney, Brisbane, Melbourne or Perth.
This is significantly higher than the 39% average for all inbound leisure visitors to Australia.
43% of German leisure visitors are repeat visitors to Australia (+3%), below the total inbound
repeat rate of 59%.
The 15-29 year old segment is the biggest age segment of the German market, representing 46%
of total arrivals from the market in year ended March 2010.
The 50-59 age group has had the fastest growth in the German market, with a 16% increase for
the year ended March 2010 relative to March 2009. The 30-39 and the 60+ age groups
experienced declines during the same period (down 24% and 6% respectively).
Tourism Outlook
Feedback from German, Swiss and Austrian sellers of Australian tourism product noted the
decreased price competitiveness of Australia relative to North America and Asian destinations.
However, German inbound tourism to Australia is expected to be supported by healthy rates of
growth by Working Holiday Makers and expansions in long haul aviation capacity.
A number of factors will influence this recovery:
The value of the Australian dollar against the major world currencies
Airline seat capacity and price discounting on Australia international routes
German air tax to be introduced 01 Jan 2011 (€45 one way for long haul flights)
Global consumer consent
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Germany 2010

Forecast Germany (Tourism Forecasting Committee)
Exchange rate
The currently weak Euro may cause difficulties for Australia as a travel destination. Reports from
the European travel industry suggest that the impact of increased exchange rates on Australian
holidays is now more visible to the consumer given it has flowed through to product pricing in the
latest 2010 travel brochures.
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Germany 2010

FAST FACTS
Germany
Brochures Production The main period of brochure production is from September-
November
Validity
Most of the wholesale brochures are valid for 1 year with a
few of the bigger operators publishing a second brochure with
price updates for the summer season
Rates Validity At least 12 months, 18 months preferable
Setting Rates
Between July – October
Commission Wholesalers Minimum 20-25%
Key Source Cities
Retailers
Minimum10%
Well spread across Germany (more in former West and a
gradient fall from north to south)
Major Consumer Shows Cologne, Leipzig, Stuttgart, Hamburg, Munich (November –
February)
ITB Berlin – March (two days for consumers)
Major Trade Fairs
Peak Booking Time
Peak Travel Period
Best Time For Sales Calls
ITB Berlin – March
January – March, September – November
Trend to short term bookings increasing strongly
October – December, February- March
July – August for families
June – August (post ATE and before brochure production);
March to May; Sales calls should be planned well in advance
with a minimum of 4 weeks notice
Best Time For Sales Training
February – March, July – September (ideal to combine
products to visit at same time)
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Germany 2010

INDUSTRY INFRASTRUCTURE
Distribution Overview - Change
The internet is now nearly twice as important as an information source to consumers as visiting a
travel agent, although ultimately the travel trade is still very important in terms of travel
distribution. Prepackaged holidays remain an extremely important product in Europe, and tour
operators still generate more than double the bookings of online travel agents (OTAs). Dynamic
packaging is continuing to grow its share, both through the efforts of OTAs as well as tour
operators who recognise the importance of offering consumers control over package
components.
Retail agents
The number of high street travel agencies continues to decline. Ten years ago there were more
than 19,000 travel agencies in Germany. Today only approximately 11,000 registered retail travel
offices are left. More than 95% of these retail agencies are “allied”, i.e. franchised, chains and/or
members of a consortium.
Unfortunately “allied” also means that retailers aren't necessarily free to sell what's best for the
customer. The four large tour operators who control over 70% of the total leisure market have
increased their minimum turnover conditions. To achieve commission levels to ensure
profitability, travel agencies find they have to concentrate their sales efforts on the products of
one of the four large tour operators, in other words: to survive, they have to be agents/advocates
for TUI, DER, COOK or FTI. Obviously this influences the choice of tour or hotel that agencies
are offering clients. DERTOUR operates the largest agency network and is the most popular
specialist for modular long haul travel arrangements.
Aussie Specialists
In September 2010 there was a total of 1646 qualified Aussie Specialists throughout Germany. 858
agents were also Victorian Specialists, which is an increase of 18% compared to the same time last
year.
With the introduction of the Premium Aussie Specialist Programme in Germany last year, Tourism
Australia has created a pool of 130 VIP agents.
Wholesalers
There are approximately 70-80 tour operators selling Australia in Germany, distributing product
via wholesale/retail agencies. The major companies selling Australia include DERTOUR, FTI,
Meier’s Weltreisen, TUI and STA Travel.
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Germany 2010

Direct Sellers
Direct sellers are a very important feature of the German market, producing a good share of the
outbound travellers to Australia. Key direct sellers include Best of Travel Group, Explorer
Fernreisen and Boomerang Reisen. Several direct sell operators are actively growing their agency
network throughout Germany and into neighbouring countries including the Netherlands,
Switzerland and Austria.
Student/Youth:
STA is the largest operator for youth travel in Germany. They have rebranded their operations as
they no longer want to be seen as a student operator and would prefer to cater for the younger,
open minded traveller. Due to the increase in working holiday visa travellers, other operators like
Step-in and Travelworks are reporting growth in travel to Australia and are actively promoting
Australia.
Niche Operators:
There are a couple of operators which service specialised market segments such as luxury travel,
honeymoon or adventure. One of the major operators in the luxury segment is Airtours (part of
TUI) which produces an Australian, Asia and South Pacific brochure. Windrose and Art of Travel
are also specialised in this segment. Design Reisen is a new player in the Australian market and
have just produced their first design travel flyer in conjunction with Etihad. FTI and DERTOUR
have now also introduced a global luxury brochure.
There are several operators specialised on trekking, mountain biking or other outdoor activities.
Diamir, Chamaeleon, Wikinger and Globetrotter are just three of the key players, however they
are global and don’t have a large emphasis on Australia.
Online travel agents
Online travel agents (OTAs) such as Expedia and Opodo have been star performers in the
European travel market – both contributing to and benefiting from growing consumer use of the
Internet for travel planning and booking. While OTA growth has slowed from the marked doubledigit
figures earlier in the decade (the segment grew 26% in 2007), OTAs continue to outperform
the broader European travel market. OTAs grew an impressive 17% in 2008 while the total travel
market was essentially flat. They recorded 6% growth in 2009, a remarkable performance
considering the recession forced a 10% contraction in the travel market overall (Sources: PhoCusWright,
ETTSA study, Sep 10).
OTAs will continue to gain overall market share. Their share of all travel sales will double to 11%
by 2011, versus 6% in 2006. Total OTA gross bookings are expected to reach €29 billion by 2011,
up from €24 billion in 2009 and €15 billion in 2006.
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Germany 2010

Sources: PhoCusWright, ETTSA study, Sep 10
OTAs are clearly a preferred channel for online travel shopping. PhoCusWright’s European
Consumer Travel Report (2010) reveals that European online travel buyers are significantly more
likely to shop for travel via an OTA versus any other type of website (excluding general search
engines).
More than 40% of French travellers and 50% of German and UK travellers cite OTAs as the type
of website they typically use.
Online Environment
The Internet has become a popular shopping channel for Germans, and remains the fastest
growing sales channel. E-commerce sales rose significantly once again in 2009, bucking the general
trend for non-food products.
Sources: the Nielsen Company
Globally social networks and blogs are the most popular online category when ranked by average
time spent, followed by online games and instant messaging. With 206.9 million unique visitors,
Facebook was the number one global social networking destination in December 2009 and 67% of
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Germany 2010

global social media users visited the site during the month. Time spent on Facebook has also
increased, with global users spending nearly six hours per month on the site.
While some organisations may remain skeptical about the ability to use social media to drive
transaction revenues, maintaining and monitoring a brand presence wherever consumers choose
to discuss travel has important value. Word of mouth has tremendous power in consumer travel
decisions, and social media applications like Twitter allow companies to essentially “eavesdrop” on
conversations and interact with consumers directly. The value of social networks for public
relations and customer service are reason enough to build a branded presence in popular
networks. Interaction with consumers outside of a website adds a new facet to brand identity to
allow a company to become more than just a URL, and drives new touch points and higher levels
of engagement.
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Germany 2010

ARRIVALS TO VICTORIA & AUSTRALIA
Arrivals from Germany have been constant over the last few years – despite the global recession.
For Germans, travelling is an essential part of their lives and they would rather save their spending
on clothes and consumer goods than on travel. It is no surprise that Germany is the biggest
outbound travel market in Europe. However, only 7% of all German travels are long haul - the
majority of trips stay within Germany or Europe.
For the year ending June 2010 Australia showed a slight increase in visitor numbers whereas
German visitors to Victoria have decreased by 4 percent.
Germany
Visitors
Y/E June 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AAG % change
Complete 09/10
Australia 111,619 113,278 118,128 122,174 125,216 125,596 142,900 142,920 131,959 130,161 136,642 137,889 145,188 143,614 149,689 153,264 157,818 2% 3%
New South Wales 80,859 83,928 89,526 85,490 91,741 90,427 97,804 96,289 97,647 92,171 92,434 96,815 97,529 99,569 105,974 104,923 107,777 2% 3%
Queensland 67,981 63,032 65,767 68,206 75,258 69,646 74,646 71,358 78,284 64,615 70,852 71,802 75,931 74,851 73,617 79,625 81,291 1% 2%
Victoria 44,488 53,047 48,849 51,064 53,814 46,588 53,819 55,302 54,371 51,196 54,033 55,518 57,330 55,272 62,893 60,312 58,043 2% -4%
Victoria Mkt Share 40% 47% 41% 42% 43% 37% 38% 39% 41% 39% 40% 40% 39% 38% 42% 39% 37%
Source: International Visitor Survey 1994-2010, Tourism Research Australia
Visitors
175,000
50%
150,000
45%
40%
125,000
35%
Visitors
100,000
75,000
30%
25%
20%
Market Share
50,000
15%
10%
25,000
5%
0
0%
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Year Ending June
Australia New South Wales Queensland Victoria Victoria Mkt Share
Visitor Forecasts 2019
Places Visited - Overnight Visit or Daytrip (% of all Visitors to Victoria)
Australia 201,129 Great Ocean Road 59%
Victoria 76,061 Phillip Island, penguin parade 29%
Ballarat, Sovereign Hill 13%
Yarra Valley 12%
Source: Tourism Forecasting Committee,
Forecast 2010 Issue 1, Tourism Research
Dandenongs, Puffing Billy, Healesville 12%
Australia, Canberra.
Mornington Peninsula 10%
(Tourism Victoria estimates for Visitor
Source: International Visitor Survey, Tourism Research Australia (year ending December 2009)
Forecasts 2019 based on Year Ending
December 2009 International Visitor Survey
data).
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Germany 2010

Nights ('000)
Y/E June 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AAG % change
Complete 09/10
Australia 3,904 3,830 4,123 3,814 4,257 4,066 4,266 4,562 5,352 4,688 6,320 5,517 6,490 6,672 6,770 7,482 7,115 4% -5%
New South Wales 1,044 1,055 1,095 1,354 1,091 1,139 1,183 1,346 1,543 1,590 1,746 1,413 1,807 1,967 1,993 2,009 2,170 5% 8%
Queensland 1,118 976 970 953 1,117 949 967 974 1,219 1,097 1,627 1,548 1,793 1,886 1,839 2,237 2,174 4% -3%
Victoria 471 648 863 414 632 800 617 598 1,074 658 1,220 924 1,168 1,052 902 1,216 969 5% -20%
Victoria Mkt Share 12% 17% 21% 11% 15% 20% 14% 13% 20% 14% 19% 17% 18% 16% 13% 16% 14%
Source: International Visitor Survey 1994-2010, Tourism Research Australia
Nights
8,000
25%
7,000
6,000
20%
Nights ('000)
5,000
4,000
3,000
15%
10%
Market Share
2,000
5%
1,000
0
0%
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Year Ending June
Australia New South Wales Queensland Victoria Victoria Mkt Share
Main Reason for Trip
Visitors (%) Nights (%)
Aus Vic Aus Vic
Holiday 64% 72% 63% 54%
Visiting friends and relatives 14% 6% 7% 5%
Business 10% 11% 4% 9%
Education 6% 6% 16% 23%
Employment 2% 2% 5% 7%
Other reason 4% 2% 5% 1%
Source: International Visitor Survey - Year ending June 10, Tourism Research Australia
Note: The figures which appear in red are subject to sampling variability that is too high for practical purposes and should be used with caution, as they have a large margin of error.
Prepared by Tourism Victoria Research Unit
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Germany 2010

AIR ACCESS TO VICTORIA & AUSTRALIA
The main growth from Europe into Australia is via the Middle Eastern carriers. Emirates are
adding aircraft with more seat capacity, Etihad is increasing flight capacity out of Frankfurt, and
Qatar came online to Australia last year. These carriers also have the advantage of regional uplift
since they depart from a variety of different airports in Germany - Qatar will soon add four flights
a week from Stuttgart to Doha. Singapore Airlines has recognised the regional advantage of the
Middle Eastern carriers and has introduced daily flights from Munich starting March 2010.
Emirates and Etihad have also reacted to the fact that they do not have a domestic airline
connection in Australia. Emirates have introduced the Australia airpass in cooperation with Virgin
Blue, and Etihad has recently signed an agreement with Virgin Blue which includes a code share
agreement on the V-Australia flights ex Abu Dhabi.
There are currently no direct flights from German ports into Melbourne.
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Germany 2010

MARKET S.W.O.T
Strengths
Melbourne and Victoria offers contrasting experiences to those found in Europe; fantastic
landscapes, wildlife and coastal lifestyle, easily accessible and in close proximity to Melbourne.
The self-drive and touring experience continues to be popular, with 69% of Germans
participating in a self driving experience whilst on holidays in Australia (Jan-Sep09, IVS).
Great Ocean Road has been named one of the best coastal drives in the world and a ‘not to
be missed’ inclusion on an Australian self drive itinerary.
Australia is considered a relatively safe destination to visit with low threats of terrorism,
political stability and low crime rate.
There is a high desirability across Europe to visit Australia.
Aussie Specialist Program is recognised as an industry leader in retail trade engagement
globally.
Australia offers Working Holiday visas to German citizens aged 18-30 providing the
opportunity to leverage the youth segment.
Weakness
Distance, time of travel, cost and the perception of the time required for an Australian holiday
remain barriers to travel.
The value proposition of Australia compared to other long-haul destinations (e.g. Asia and US)
remains a challenge as the AUD strengthens and airfares to Australia remain high
comparatively.
Australia struggles to compete with the all-inclusive package holiday destinations due to the
higher airfare component of a packaged holiday.
Lack of urgency to travel to Australia – perceived as a ‘once in a lifetime’ holiday dream trip –
continues to be a core barrier for conversion of travel to Australia.
Victoria doesn’t belong to three “have to see” experiences for a first time visitor (Sydney, Reef
& Rock)
Lack of luxury resorts and products in Victoria.
Opportunities
German leisure visitors to Australia have the fifth highest rate of dispersal globally (54% YE
Dec 09) and an above average and growing length of stay (43 nights Vs 23 nights on average).
Their preference for extended stays, self-drive and campervan touring represents an ongoing
opportunity to promote touring holidays in regional Victoria.
Germany is Europe’s largest outbound travel market, representing a large pool of potential
travellers for the Australian market.
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Germany 2010

Holidays are considered a basic necessity by Germans, taking advantage of their long annual
leave entitlement (5-6 weeks per annum), providing the opportunity to maximise German
length of stay in Australia.
With a growing luxury market (1% of German population are high income earners, net
monthly HHI >€4000), Australian luxury products and experiences are increasingly being
brochured by German operators and receiving improved media coverage.
The choice and frequency of airline services to Australia has increased from this market with
Singapore Airlines launching flights from Munich in March 2010 and Middle Eastern carriers
boosting frequencies.
Digital opportunities within the social networking sites and blogosphere provide cost effective
ways to reach consumers (esp. youth) and engage consumers.
Engage with the Aussie Specialists and promote the Victorian Specialist programme.
Threats
Media consolidation and cutbacks have resulted in redundancies and reluctance from
journalists to take extended leave due to concerns over job security. This, in conjunction with
smaller budgets, limits media famils opportunities.
The short- to mid-haul destinations are taking advantage of the last minute booking trend of
all-inclusive deals, and are consequentially increasing their marketing investment.
Airlines are looking to re-coup some of the money lost from low pricing in 2008/09. Coupled
with the newly introduced air tax from 01 January 2011, Australia runs the risk of looking
more expensive again in the future.
The majority of competitor destinations (e.g. South Africa, Morocco, Thailand) boosted
marketing spend in 2009 and are expected to maintain this increased investment. This
resulting increased their share of voice in the market means that Australia will have increased
competition for share of voice.
Australia’s share of Germany’s outbound market has changed very little since 2000, fluctuating
between 0.7% and 0.8%. In 2008, Australia represented 0.7% of Germany’s outbound market
to destinations outside of Western Europe. As at 2008, Germany’s top destinations (outside
Western Europe) include the United States, with Australia ranked 30 th .
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Germany 2010

MARKETING OPPORTUNITIES
UK/Europe New Product Workshop, February 2011
This workshop has proved a popular and over subscribed event. In its 4 th year the event will run
with the objective of increasing awareness of Australia’s new product and continued development
and strengthening of Australia’s key travel experiences and highlighting the diversity of Australia’s
tourism experiences. The mission will facilitate business opportunities for participating delegates
and provide a forum that is conducive to establishing new contacts and potential business.
Applications have closed for 2011, however this event is planned to be repeated annually.
Corroboree Europe, Darwin, May 2011
This annual retail training and mega famil event will be hosted in Darwin on 3-5 June 2011
(workshop dates) following on from Melbourne’s successful hosting of the event in May 2010.
Corroboree includes a 3-day training workshop followed by a series of famils across Australia.
This event allows participating Australian sellers to train over 300 Aussie Specialists from across
Europe in one location during one event. Agents from the German-speaking regions are involved
in Corroboree.
Tourism Victoria will host a total of 4 famils from Europe and South Africa post the 2011
workshops to showcase Melbourne and regional Victoria product/regions.
Australian Tourism Exchange (ATE), Sydney, April 2011
ATE remains the prime forum to showcase Victorian product. This is a key event and product
should continue to be “seen” and contract with operators.
Regional Sales Mission, September/October 2011
The Melbourne and Regional Victoria Sales Mission is planned to run again in September 2011.
The formula is based on key market relevant regions attending, which allows the opportunity to
access and train a wider mix of retailers, ASPs, and key wholesalers regardless of their preferred
individual product choice. It is anticipated that the 2011 mission will incorporate cities within the
UK and Germany and also include countries not visited in 2010, for example The Netherlands, the
Nordic Region and Italy. A strong product manager meeting schedule will also be incorporated
into this event.
DERTOUR Laenderspecial, May 2011
Together with DERTOUR and South Australia, Tourism Victoria is planning a training event in
Victoria for 100 travel agents from the DERTOUR group. A workshop will be held in Melbourne
with famil options to different regions. The visit will take place from 1 – 17 May 2011, and
represents an excellent opportunity for Victorian product to be showcased to a large number of
influential German travel agents from the country’s biggest wholesaler. Please advise Tourism
Victoria’s Melbourne office (Diana Morgan) if you are interested in supporting this event.
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Germany 2010

Tourism Victoria quarterly trade newsletter
Tourism Victoria sends out a quarterly trade newsletter to a database of over 10,000 travel agents
across the German speaking markets, Italy and France. Please keep Tourism Victoria updated with
any news to be featured.
Aussie Specialist Program
The Aussie Specialist Program (ASP) provides suppliers with the opportunity to advertise their
product to the increasing number of Aussie Specialist members across Europe. Currently there
are about 5,000 Aussie Specialists across Europe with another 5,000 agents in training. The exact
reach of from the ASP database will be confirmed on booking of newsletter advertising.
Shared
Exclusive
AUD $25 inc GST per 100 emails
AUD $40 inc GST per 100 emails
UK £10 inc VAT per 100 emails
UK £17 inc VAT per 100 emails
Consumer & Trade Shows
Destination Australia Partnership and Tourism Australia will participate in ITB, the largest trade
and consumer travel show in Germany. It will be held from 9-13 March 2011 in Berlin.
Destination Australia Partnership – Trade Trainer
As part of the DAP agreement between Tourism Australia and the STOs, Tourism Victoria has a
dedicated training resource in the Frankfurt office, covering Germany, Switzerland & Austria. All
products conducting in-market training should contact Alexandra Anger, DAP Trainer,
(aanger@tourism.australia.com) and ensure she is aware of and updated on your individual
product.
Trade and Media Familiarisations
Suppliers are encouraged to assist with Tourism Victoria’s series of sales consultant famils and
media visits. These are an integral part of developing and maintaining product awareness, and
enable consultants to sell Victoria with confidence.
Consumer Media and PR
Tourism Victoria welcomes direct contact from Victoria’s products to Tourism Victoria’s PR
Company and recommends that any newsworthy developments, regular newsletters or PR
releases, and any “quirky” stories for the media, be communicated to account manager Caroline
Zimmermann at cz@liebl.-pr.de, for possible use in Tourism Victoria’s media communications.
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Germany 2010

Tourism Victoria Overview
Objectives
KEY STRATEGIC ACTIVITIES
Tourism Victoria’s core objective in the German speaking markets is to protect, maintain and
increase Melbourne and Victoria’s market share.
Maximise international visitation through the development of innovative online and cross
media consumer promotions.
Increase visitation to regional Victoria and increase yield through increasing length of stay and
visitor expenditure.
Improve destination awareness through fresh images, video and podcast content in both print
and online environments.
Drive visitation to www.melbourne.com/de.
Increase the use of online media to communicate directly with the consumer.
Embrace the surge in online travel bookings through innovative online campaigns that include
both awareness and tactical/sales elements, for example special offers.
Support the Nature Based Tourism Strategy.
Educate and motivate the German travel trade on selling Melbourne and Victoria.
Provide Victorian stakeholders with market knowledge and create opportunities for
involvement in trade and consumer campaigns, press and trade famils, in-market visits and
training.
Maximise Melbourne and Victoria’s position with Tourism Australia’s local marketing activity,
including maximising Victoria’s inclusion in their new “There’s nothing like Australia”
campaign.
Consumer Marketing Strategy
Media and public relations are the core of Tourism Victoria’s consumer marketing strategy in
Europe. Tourism Victoria’s priority is to maximize media exposure through targeted media
outlets using the services of Tourism Victoria’s dedicated PR company Uschi Liebl PR. Key
messages are nature & wildlife, outdoor activities, journeys (self drive routes), Melbourne (as
the trendy gateway) and food & wine (niche market).
Maximise awareness of Melbourne and Victoria through a close working relationship with
Tourism Australia’s in market PR Company, Faktor 3, and through the Country Media
Programme.
Together with Tourism Victoria’s airline partners work on individual media familiarisations to
Melbourne & Victoria.
With social networking and online shopping still on the rise, Tourism Victoria will penetrate
this communication platform and aim to spread destination messages throughout the
consumer buying cycle, for example during the information search and decision making
process and conversion through special package deals and air fares.
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Germany 2010

Run online advertising campaigns to spread content as well as to drive visitation to
www.visitmelbourne.com/de. Provide relevant, accurate and updated content to market and
review imagery regularly
With the youth market being identified as Tourism Victoria’s second priority target group,
continue to work on online or print campaigns for the youth market including social media
channels like Facebook or Youtube.
Development of a consumer newsletter on www.visitmelbourne.com/de
Trade Marketing Strategy
Training and support are the keys to broadening the product knowledge of agents. One of
Tourism Victoria’s major tasks is to train and inform the Aussie Specialists, the regular travel
agents and the direct selling travel agencies.
Work with the German trade press in order to increase coverage of Melbourne & Victoria
Tourism Victoria will conduct regular face to face meetings with product managers in order
to discuss product development possibilities. Introducing new products to the operators is a
critical part of this relationship management.
Tourism Victoria is considering developing a training kit including a selling guide and useful
information on the destination to maximise the effectiveness of agent training.
Distribute quarterly e-newsletter to product managers and key travel agents including
product updates, event information and other relevant STO news.
Hold the agent event “DERTOUR Laenderspecial” in Melbourne.
Plan and participate in Corroboree 2011.
Participation in ITB in March 2011, Berlin
Special interest/niche strategy
Nature/Walking
Nature and outdoor activities are important in the German market and Tourism Victoria will
therefore support the nature based tourism strategy.
Work with selected hiking and walking tour operators to promote the Great Ocean Walk
and other walks in Victoria.
Engage with outdoor magazines in order to spread the word about the different nature
activities to be found in Victoria.
Produce a walking and hiking booklet for Victoria.
Food & Wine
Support food & wine connoisseur media famils in order to boost coverage in relevant outlets.
19
Germany 2010

KEY INDUSTRY CONTACTS
TOURISM AUSTRALIA
Neue Mainzer Str. 22
D-60311 Frankfurt / Main
T: +49 69 2740 0622
www.australia.com
Ms Katherine Droga
Regional Manager Central Europe
kdroga@tourism.australia.com
FAKTOR3 (PR Agency for Tourism Australia)
Kattunbleiche 35
D-22041 Hamburg
T: +49 40 679446-0
www.faktor3.de
Mr Vanessa Lengert
Account Director
v.lengert@faktor3.de
Mr Johannes Falck
Trade Manager Germany, Switzerland, Austria
falck@tourism.australia.com
TOURISM VICTORIA
Neue Mainzer Str. 22
D-60311 Frankfurt / Main
T: +49 69 2740 0677/15
tvic.frankfurt@tvic.australia.com
www.visitmelbourne.com/de
Susanne Stellberg
Marketing Manager German speaking countries, Italy,
France
sstellberg@tvic.australia.com
Sarah Kemsat
Marketing Executive German speaking markets, Italy,
France
skemsat@tvic.australia.com
Uschi liebl pr
(PR Agency for Tourism Victoria)
Emil Geiss -Str 1
D-8137 München
T: +49 89 72402920
www.liebl-pr.de
Mrs Uschi Liebl-Wickstead
General Manager
ul@liebl-pr.de
Ms Caroline Zimmermann
Account Manager
cz@liebl-pr.de
20
Germany 2010

EMBASSY / AUSTRADE / INVEST VICTORIA
AUSTRALIAN EMBASSY – GERMANY
Wallstr. 76-79
D-10179 Berlin
T: +49 30 8800 88357
presse@australian-embassy.de
Mr Günter Schlothauer
PR
guenter.schlothauer@dfat.gov.au
STATE OF VICTORIA – EUROPEAN OFFICE
Grüneburgweg 58-62
D-60322 Frankfurt
T: +49 69 668074-11
frankfurt@invest.vic.gov.au
Mr Andre Haermeyer
Commissioner for Europe
AUSTRADE GERMAN OFFICE
Main Tower, 28 th Floor
Neue Mainzer Str. 52-58
D-60311 Frankfurt
T: + 49 69 90558 116
www.austrade.gov.au
Mr Nicola Watkinson
Consul General Federal Republic Germany
nicola.watkinson@austrade.gov.au
21
Germany 2010

AIRLINES
CATHAY PACIFIC
Lyoner Strasse 15
D-60528 Frankfurt
EMIRATES
Eschersheimer Landstr. 55
D-60322 Frankfurt
T: +49 69-71008-262
www.cathaypacific.com
T: +49 69 9596 8824
www.emirates.com
Mrs Regina Hornbostel
Sales Executive Leisure
regina_hornbostel@cathaypacific.com
Ms Stephanie Krinner
Marketing Executive
Stephanie.krinner@emirates.com
ETIHAD AIRWAYS
Oberanger 34-36
D-80331 Munich
MALAYSIA AIRLINES
Wilhelm-Leuschner Str. 23
D-60329 Frankfurt
T: +49 89 44238893
www.etihadairways.com
T: +49 69 1387 1923
www.malaysiaairlines.de
Ms Isabel Steigauf
Marketing Officer
isteigauf@etihad.ae
QANTAS AIRWAYS
Lyoner Str. 9
D-60528 Frankfurt
Mr Thomas Trass
Sales Manager
Thomas.trass@malaysiaairlines.de
QATAR AIRWAYS
Schillerstrasse 18-20
D-60313 Frankfurt
T: +49 69 6958 5623
www.qantas.com.au
T: +49 69 505057210
www.qatarairways.com
Mr Paul Yankson
Regional Manager Central & Eastern Europe
paulyankson@qantas.com.au
Ms Claudia Erb
Marketing Executive
cerb@de.qatarairways.com
Ms Kiki Loukas
Marketing Manager
kloukas@qantas.com.au
SINGAPORE AIRLINES
(Germany & Austria)
Kettenhofweg 51
D-60325 Frankfurt
T: +49 69 7199 5123
www.singaporeairlines.com.sg
Mr Norbert Hofmann
Marketing
norbert_hofmann@singaporeair.com.sg
THAI AIRWAYS
Zeil 127
D-60313 Frankfurt
T: +49 69 92 87 41 36
www.thai-airways.
Mr Matthias Horn
District Sales Manager Germany, Australia & Eastern
Europe
matthias.horn@thai-airways.de
Mr Thomas Rosenbrock
Sales
thomas_rosenbrock@singaporeair.com.sg
22
Germany 2010

TRADE MEDIA
FVW INTERNATIONAL
(fortnightly trade paper)
Wandsbeker Allee 1
D-22041 Hamburg
T: +49 40 4144 8244
www.fvw.de
Mr Klaus Hildebrandt
Editor in Chief
kh@fvw.de
TRAVEL ONE (weekly trade paper)
Stefanstr. 3
D-64295 Darmstadt
T: +49 6151 390 700
www.travel-one.net
Mr Christian Schmidtke
Editor in Chief
redaktion@travel-one.net
TOURISTIK AKTUELL (weekly trade paper)
(EuBuCo Verlag GmbH)
Osting 13
D-65205 Wiesbaden
T: +49 6122 770 9215
www.touristikaktuell.de
Mr Wilfried Geipert
Editor
w.geipert@touristik-aktuell.de
23
Germany 2010

GERMAN TOUR OPERATOR CONTACT DETAILS
COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL
GETTING THERE / TIPS
Australia Tours
Dieselstr. 3
87437 Kempten/Allgäu
T: +49 (0) 831 254 0347
www.australiatours.de
Art of Travel
Tal 26
80331 Munich
T: +49 (0) 89 2110 7610
www.artoftravel.de
Australia Tours has been an Australian Specialist
for almost 20 years. Small direct seller with 11
offices in Germany. Very active with lots of
marketing ideas.
Operating since 1993 and specialising in FIT travel
to Australia, NZ and South Pacific. Main focus on
upmarket products for the discerning traveller. All
itineraries are tailor made and direct mailings are
sent on a regular basis. Good contact for high end
products.
Ca 1500
Managing Director/Owner
Mr German Diethei
german@australiatours.de
Product Manager Australia
Ms Bettina Boettcher
info@artoftravel.de
Kempten is located south of
Munich. The best way to get
there is either by train via
Ulm or by car via Ulm and
then on to
Memmingen/Kempten.
Can easily be included in a day
of sales calls in Munich.
Best of Travel Group
Ostwall 30
47608 Geldern
T: +49 (0) 2831 133209
www.botg.de
14 independent and experienced tour operators in
Europe – Germany, Austria, Switzerland,
Netherlands and Belgium. The strategic aim is
common product management as well as sales and
marketing. All members are represented in the
market by the same corporate brochure. Australia
is presented in its own brochure and there is a
good spread of Victorian product. BOTG aims to
be the largest direct travel provider to the South
Pacific region out of Continental Europe.
Ca 18,000
across the
group
General Manager
Mr Bernd Roesner
bernd.roesner@botg.de
Assistant Manager
Mrs Inka van Baal
inka.vanbaal@vbotg.de
Geldern is located north west
of Düsseldorf. Good to
combine with a visit at
Explorer. Car is the best way
to get there. Otherwise
regular train connections are
available. Sales staff training at
each of the operators is
recommended.
24
Germany 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL
GETTING THERE / TIPS
Boomerang Reisen
Biewerer Str. 15
54293 Trier
T: +49 (0) 651 966 8000
www.australien.com
Specialist selling Australia, NZ and the South Pacific
through 12 offices in Germany and one each in the
Netherlands, Switzerland and Austria. Active with
marketing campaigns and present at all German
consumer shows. TUI has just bought 49% of
Boomerang which enables Boomernag access to a
bigger distribution network.
Ca 3500
Managing Director
Mr Andreas Macherey
a.macherey@boomerang-reisen.de
Product Manager
Mrs Sabine Schamburger
s.schamburger@boomerang-reisen.de
Trier is quite a stretch from
everywhere. By car from
Frankfurt it approx. takes 2.5
hours. It is also good to visit
the agencies and train the
front line staff.
DER TOUR
Emil-von-Behring Str. 6
50354 Frankfurt
T: + 49 (0) 69 9588 3261
www.dertour.de
Largest wholesaler for long haul destinations. Part
of the REWE group. The brochure is distributed to
approx. 11,000 retail offices. DERTOUR offers
customised, individual holiday arrangements where
clients can choose different combinable modular
systems.
Australia is part of the DER Tour road show every
year. They also conduct the DERTOUR
Reiseakademie every year which is the biggest tool
to train the sales staff (around 700 staff attending).
Sells only through travel agents and relies on
product in brochure.
Ca 35,000
Product Manager
Mr Peter Just
peter.just@dertour.de
Director Division Africa/Asia
Ms Petra Fraatz
petra.fraatz@dertour.de
DER Tour is a bit out of town
but easy to reach by tram
from TVI office, Taxi or car.
Good to combine with a visit
to Meier’s since they are in
the same building.
25
Germany 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL GETTING THERE /
TIPS
Explorer Fernreisen
Huettenstr. 17
40215 Duesseldorf
T: +49 (0) 211 9949 200
www.exlorer-fernreisen.com
Direct seller with 11 (just opened Munich) offices
located in major German cities. 122 well educated
employees are selling products of 88 contracted
airlines and out of 4 comprehensive brochures to
direct costumers and more than 2500 travel
agencies. Owner Rolf Bienert sold the company to
a consolidator – Brand will continue but sales also
via travel agencies not only Explorer offices.
Ca 17,000
Product Manager
Sabine Besken
sabine.besken@explorer-fernreisen.com
General Manager
Andreas Neumann
Andreas.neumann@explorerfernreisen.com
Easy to get to once in
Düsseldorf. Very much in
the city centre.
FTI Frosch Touristik
Friedensstr. 30-32
81671 Muenchen
T: +49 (0) 89 2525 8175
www.fti.de
Leading tour operator in Germany and Austria for
modular holidays. Products are distributed through
10,000 travel agents in Germany and Austria.
Largest selection of product. Open to new
product if seen as sellable. Books only via
inbounder AOT.
Ca 25,000
Senior Product Manager
Mr Dietmar P. Schulz
dietmar.schulz@fti.de
Easy to get to once in
Munich. The best way is by
Taxi or car.
Gebeco
Holzkoppelweg19
24118 Kiel
T: +49 (0) 431 5446 390
www.gebeco.de
Increasing Australia program with more FIT
building blocks. Strong for group tours and one-off
groups.
Ca 3,000
Product Manager
Mr David Kaiser
dka@gebeco.de
Kiel is in the very North of
Germany. Good to
combine with sales calls in
Hamburg.
26
Germany 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL GETTING THERE /
TIPS
Kiwi Tours
Franziskaner Str. 15
81669 Muenchen
T: +49 (0) 89 7466 250
www.kiwitours.com
Small specialised tour operator to Australia & New
Zealand. Mainly groups and special interest. Group
sizes vary from minimum 60-80 pax.
Ca 2,500
Product Manager
Ms Isolde Stengel
i.stengel@kiwitours.de
Managing Director
Mr Guenter Wrede
g.wrede@kiwitours.de
Product Manager
Mr Joachim Voss
joachim.voss@meiers-weltreisen.de
Good contact to include
while in Munich anyway.
Very much in the city
centre. Easy to get to by
taxi or car.
Meier’s Weltreisen
Emil-von-Behring Str. 6
60439 Frankfurt
T: +49 (0) 69 9588 3744
www.meiers.-weltreisen.de
Part of the REWE Touristik and one of the top
three tour operators in Germany.
In the classic roundtrips and beach holiday
segments Meier’s is the leader in the German longdistance
market with high brand awareness. They
are interested in niche products like Food & Wine.
Ca 7,500
See DER Tour
Pacific Travelhouse
Bayerstr. 95
80335 Muenchen
T: +49 (0) 89 5432 180
F: +49 (0) 89 5432 1822
www.pacific-travel-house.de
Small specialised wholesaler for South Pacific.
Good product selection in their brochure.
Special interest in scuba diving.
Managing Director
Mr Joerg Poppen
j.poppen@pacific-travel-house.de
The office is in walking
distance of the main train
station in Munich. Just use
the exit “Bayerstrasse”
when getting off the train
and turn right.
STA Travel
Praunheimer Landstr. 50
60488 Frankfurt
T: +49 (0) 69 97907260
www.statravel.de
Worldwide the biggest operator for youth travel.
They are great promoters for Australia and focus
very much on the WHM. Good opportunities for
products which are geared to this market.
However with the recent brand update they now
also target the older travel segment.
Managing Director
Mr Andreas Siegmann
Andreas.Siegmann@statravel.de
Product Manager
Mr Michael Schmidtke
Michael.schmidtke@statravel.de
Located in Frankfurt. Best
to get there by taxi or
tram.
27
Germany 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL GETTING THERE /
TIPS
Step-In
Beethoven Allee 21
53173 Bonn
T: +49 (0) 228 956 9515
www.step-in.de
Also a good agency contact for youth products and
once again very focused on WHM in Australia/NZ.
Worthwhile contact for products geared to the
youth market.
Product Manager
Ms Verena Hanneken
Verena.hanneken@step-in.de
Bonn is close to Cologne
and Düsseldorf. Sales calls
could be combined with
Explorer in Düsseldorf.
Studiosus Reisen
Riesstrasse 25
80992 Muenchen
T: +49 (0) 89 500 60277
www.studiosus.com
Europe’s leading cultural group-tour operator.
They distribute 14 different brochures through
approx. 9000 travel agencies throughout Germany,
Austria and Switzerland. Tours range from hiking
and cycling cultural tours to cultural tours with a
high level of comfort.
Ca 1000
Product Manager
Thomas Graune
thomas.graune@studiosusreisen.de
Thomas Cook Reisen
Zimmersmuehlenweg 55
61440 Oberursel
T: +49 (0) 6171 652050
www.thomascook.de
Major wholesaler in Germany but small product
range for Australia.
Product Manager Australia
Florian Werzinger
florian.werzinger@thomascookag.com
Oberursel is close to
Frankfurt. Can be
combined with a visit to
DERTOUR/Meier’s since
they are located in the
same direction.
Travelworks
Muensterstr. 111
48155 Muenster
T: +49 (0) 2506 304721
www.travelworks.de
Another travel agent geared to the WHM. The
only WHV operator delivering significant numbers
for Melbouerne as arrival city.
Very active in online marketing
PR/Marketing Manager
Tanja Kuntz
tkuntz@travelworks.de
Muenster is north of
Düsseldorf. Approx. 150
km. Difficult to combine a
visit there with anything
else.
28
Germany 2010

COMPANY HEAD OFFICE COMPANY OVERVIEW ANNUAL
PAX TO
AUST.
KEY PERSONNEL GETTING THERE /
TIPS
TUI Deutschland
Branch: Airtours
Karl-Wiechert Allee 25
30171 Hannover
T: +49 (0) 511 5676427
www.airtours.de
The company Airtours has merged with the TUI
Deutschland GmbH. Airtours is also working
exclusively with APTC.
Airtours is concentrating on upmarket products
only – no dedicated Australia brochure.
Product Manager
Majken Müller
Majken.mueller@tui.de
Hannover is in the
northern part of Germany.
Good to combine with
sales calls in Hamburg
(approx. 2 hours).
TUI Deutschland
Karl-Wiechert-Allee 23
30171 Hannover
T: +49 (0) 511 5676427
www.tui.de
TUI is producing an Oceania brochure with
approx. 200 pages, under the TUI brand -
Weltentdecker. Product range is mainly 3-4 star
category. Exclusive Inbounder – APTC
We just ran a TUI famil with excellent feedback
Product Manager Australia
Jesko Krengel
jesko.krengel@tui.de
Hannover is in the
northern part of Germany.
Good to combine with
sales calls in Hamburg
(approx. 2 hours).
Windrose Fernreisen
Neue Grünstrasse 28
10926 Berlin
Very exclusive wholesaler. Only 5 star travel
brochure. No extra Australia brochure but part of
the Asia brochure.
Area Manager Asia & Australia
Meinhard Hiller
hiller@windrose.de
The office is just around
the corner of the German
Embassy.
T: +49 (0) 30 2017 2121
www.windrose.de
29
Germany 2010