They spend their newly acquired money freely and are already the third-largest group of tourists abroad — Chinese business travellers and package tourists are becoming a lucrative source of income for the troubled German tourism industry.

No Black Forest trip is complete without a Drubba cuckoo clock factory tour

And further easing of travel restrictions is expected to accelerate that growth in coming years.

"Chinese tourists come to Germany to go shopping, and they especially like apparel," says the Dusseldorf-based Global Refund Corporation, which handles duty-free and VAT accounts for many merchants.

On average, a Chinese tourist spends just over EUR 200 for clothes while on a package tour of Germany, says Global Refund.

That totals up to about EUR 42 million a year, with a third of that amount spent primarily in Frankfurt, which is Europe's major air hub. Cologne and Munich are also major tourist destinations for Chinese travellers.

*quote1*Language is a major stumbling block in Germany. While most major hotels and shops in big tourist centres in Germany can manage a smattering of English, French, Italian or other languages, virtually nobody speaks Mandarin.

"Consequently, the Chinese traveller often feels that he or she is not getting the same quality of service that others do," says Stefanie Lyngbye of Hamburg-based Caissa Travel Agents

"And while they have money to spend, they are very particular about where they spend it," she adds. "They buy their watches in Switzerland and they buy their perfume in Paris. They won't buy a French perfume in Germany or Italy."

While package tours from other countries tend to focus on sightseeing, Chinese tour itineraries also include shopping excursions. No trip to the Black Forest is complete with a tour of the Drubba cuckoo clock factory on Lake Titisee or to the Hugo Boss factory outlet in Metzingen.

But there is no pigeon-holing when it comes to catering to Chinese tourists. Unlike Japanese tourists, the Chinese are not interested in visiting Meissner porcelain factory. After all, the Chinese were making porcelain when Europeans were living in mud huts. That's why they call it "China", after all.

*quote2*The campaign by Germany's travel industry to attract Chinese tourists to Europe's biggest economy follows a major drive by German business into the booming Chinese economy with leading German companies including carmakers DaimlerChrysler and Volkswagen along with chemicals giant BASF seeking to carve out new markets in China.

Brand names are important to Chinese tourists, more important than the price label, industry sources note. But that is not the case when it comes to actually booking a trip to Europe, says Lyngbye.

"There's a fierce price war going on in China when it comes to booking tours," she says. "Tour groups badger hotels, restaurants and bus and plane operators for the best possible deal offering the most for their hard-earned dollars."

Great expectations are being hinged on the lifting of travel restrictions in coming weeks. Starting in September, most Chinese travellers will need only a visa to come to Europe.

"That means the tourist industry in Germany, along with other European countries, will be shifting its focus to China," says Horst Lommatzsch of the German Centre for Tourism.

August 2004

DPA

[Copyright Expatica 2004]

Subject: Life in Germany, Chinese tourism