Saxony keen to further develop presence at all ITB shows

Where arts and culture have the wow effect: Saxony is Germany’s number one cultural destination

Over the coming years, Saxony plans to actively promote its assets at all Global ITB shows. Wolfgang Gaertner, Head of International Marketing, TMGS Tourismus Marketing Gesellschaft Sachsen mbH, explains why it is increasingly important to promote to long-haul feeder markets.

In 2018, Asia, for example, generated almost 220,000 overnight stays. More than half of these overnights were generated by our two largest inbound market sources from Asia, China and Japan. Our positioning in the heart of Europe, halfway between Berlin and Prague, can of course be considered as an asset but it can also be a weakness. This is why we need to communicate more.

Our geographical position is an asset as Saxony is easily accessible from anywhere.

Why do you think that being in the centre of Europe is an asset and weakness together?
Our geographical position is an asset as Saxony is easily accessible from anywhere. However, to be located between two popular destinations such as Berlin and Prague turn Saxony into an “add-on” destination for foreigners who often stay a day or two. We need, for example, to convince Indian tour operators that Saxony is worth a few days.

What are the best assets of Saxony as a destination for non-European tourists?
Our landscapes and our culture are our biggest assets. However, we need more creativity to make our cultural highlights more entertaining and more like “storytelling”… in particular for Asian millennials.


Photo: Wolfgang Gaertner, Head of International Marketing, TMGS Tourismus Marketing Gesellschaft Sachsen mbH