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GCB to increase Asian presence

Beginning in early 2015, the German Convention Bureau (GCB), which represents and markets Germany as a destination for conventions, meetings, events and incentives both on a national and international scale, will increase its presence in the Asian market through new operations in China. In sync with the GCB’s charter to further the German meetings industry, the move into China emphasizes the importance of this market for Germany.

ECN 072014_INT_German city_China city event 2Chinese business trips account for 40 percent of the total number of journeys to Germany (e.g., 964,000) – a level not seen from any other individual source market. Additionally, research data from organizations such as the Global Business Travel Association (GBTA) predicts that China will overtake the U.S. as the largest nation of business travelers by 2016.

“China is a growing, important market for the German meetings industry and we look forward to working more closely with Asian buyers and planners,” said Matthias Schultze, managing director, GCB.

Operations in China will build upon initial activities undertaken by the GCB in collaboration with the German National Tourist Office including: Chinese event planner visits to Munich and Nuremberg; press meetings in Shanghai and Beijing; and an online Germany meetings tutorial program, which has drawn over 600 Chinese event planners since being launched in September.

With the introduction of representatives in China, the GCB now has feet on the ground on three continents, with offices also in Frankfurt and New York City.

China is Germany’s most important trading partner in Asia. There are currently 900 Chinese companies operating in Germany and over 5,000 German companies operating in China. With a trading volume of over $170 billion in 2013, Germany is by far China’s biggest trading partner in Europe.

For more information, visit germany-meetingexperts.com.

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