European operators urged to rethink Asia marketing strategy

Ahead of the Arival 360 Conference in Berlin, from March 2-4, Asian tourism industry leaders are urging the European industry to prepare for a flood of Asian travellers.

However, it is advising them not to rely on their pre-pandemic experience.

The Asia tourist market is highy diverse and their holiday needs are very different compared to before the pandemic.

Hundreds of representatives from the tours, activities and attractions are set to gather at the Arival 360 conference next month.

Hot topics will include sustainability, innovation in the experiences sector, and the diversification of attractions companies.

Many influencers and executives have confirmed as speakers, including from HotelBeds, Game of Thrones Studio and Holiday Extras.

These are the top tips from the APAC industry leaders to European tour operators:

 Understand cultural differences “Tour operators should understand and respect cultural differences, as Asian markets have diverse behaviours and needs,” said Taka Mitamura, Director of Global Communications and Business Initiatives, at Japanese online travel agency Veltra. 

“Partnering with OTAs that have expertise in their respective markets can be a game-changer, as they can provide valuable insights.”

Target specific countries with localised content: “Asia represents huge potential, yet it is very diverse,” said Ricky So, CCO of Singapore Airlines’ activities, tours and experiences platform, Pelago. 

“Knowing exactly which countries you are targeting is key. Localization goes beyond simply adapting your content to their languages. It also cuts across food preferences, considerations of transportation and payment options.

Invest in social media to reach localised communities: “Distribution of your products means being available in the social media platforms your audience frequent, or showing up in local content they follow,” So added.

“Tourism Boards and Online Travel Agents invest significantly into these aspects and are great partners for operators, which might otherwise have limited resources to localize their marketing efforts.”

This year’s Arival 360 event will see its popular Attractions Forum brought to Europe for the first time.

The forum will help attractions businesses tackle issues like technology, over-tourism and how to develop successful guest experiences.

The Arival 360 Conference will take place at the Estrel Berlin, one of the largest convention hotels in Berlin, from March 2-4.

Delegates can register here.

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