Germany's tourism authority is tapping the digital field to appeal to Chinese travelers. "China is one of the most promising source markets for inbound tourism to Germany, and few other countries have such a pronounced digital affinity. To continue engaging potential customers effectively, Germany will continue to enhance its digital customer services throughout the entire journey," says Petra Hedorfer, CEO of the German National Tourist Board.

Between May 26 and June 1, the board took a delegation of tourism officials and players on a digital knowledge seeking tour around China to gain insight into the latest developments in the country's travel technology sector.

The delegation included representatives from the cities of Berlin, Hamburg, Bremen, Cologne and Duesseldorf, along with the airports of Frankfurt and Munich, as well as the Hotel Adlon, porcelain maker Meissen, and luxury shopping outlets.

"This trip seeks to forge new partnerships and strengthen existing relationships between the Chinese and German travel industries. Moving forward, we want to jointly explore cooperation and business opportunities," Hedorfer says.

The German delegation paid visits to multiple digital technology companies in Beijing, Shanghai, Zhejiang province's Hangzhou and Guangdong province's Shenzhen, including JD.com for advanced automation and artificial intelligence applications, and online travel agency Trip.com Group for digitalized tour services and big data application in tourism. The board also signed a memorandum of understanding with Trip.com to promote tourism in Germany.

"These companies have extensive user bases and access to vast amounts of consumer data, which allows for deep insights into travel behavior and preferences. This data-driven approach enables more effective marketing strategies and the development of travel products that match consumer needs," Hedorfer explains.