2024-11-27
October 31, at the WTA· Xianghu Dialogue 2024 in Sanya, Hainan, Ms. Ulrike KATZ, Vice President of Deutscher Reiseverband e.V., delivered a keynote speech on "Exploring New Partnerships: Collaboration and Innovation in the Global Travel Serices Industry". Below is a summary of the key points discussed.
Tourism relies more on international cooperation than any other industry. I am optimistic about the future of international relations, particularly between businesses and associations in tourism industry. Tourism exchanges and collaborations will not weaken—they will only strengthen. Specifically, I am confident that cooperation between Germany and China will spark innovation, meet travelers’ needs, and create unforgettable experiences for tourists. It is widely recognized that the global tourism industry has undergone profound transformation, especially in the past two years, as technological advancements have made a significant impact. Consumer interests, preferences, and expectations for holidays have shifted. Tourists now seek more personalized, sustainable, and immersive experiences. For us, these shifts present both challenges and immense opportunities for growth and innovation. Cooperation has always been, and will always remain, essential. By sharing resources and insights and maintaining open dialogue, we deepen mutual understanding, support one another, and deliver unparalleled services to travelers.
In Germany, approximately 2,300 travel agencies are dedicated to developing diverse tourism products, and nearly 8,000 offline travel service providers cater to domestic and international visitors. As a professional tourism organization, the Deutscher Reiseverband plays a pivotal role in fostering industry growth through its robust organizational structure. We work closely with our member organizations to advance the sector. Despite the rapid advancement of technology, we unanimously agree that offline travel agencies will retain their relevance in the future. They cannot be fully replaced by online service providers. The primary reason lies in the complexity of certain tourism products, which are often best handled by travel agencies. German locals and international tourists alike tend to seek professional advice and assistance from experienced travel agency staff before booking intricate or less-known travel experiences. This highlights the value of the trust travelers place in agencies. Building such trust between agencies and their clients is invaluable, especially in a country like Germany, where cities are smaller than in China and many people may only travel abroad once in their lifetime. Relationships often rely on personal connections, making this trust even more precious.
To meet evolving traveler demands, travel agencies must broaden their horizons and gain an in-depth understanding of various destinations, including China. Only by thoroughly understanding China can agencies effectively recommend it to their clients. To achieve this, we must form alliances, cultivate partnerships, and provide mutual support and encouragement. The Deutscher Reiseverband frequently offers additional support and training for the local market. We acknowledge that no single company can independently deliver all high-end services. Therefore, we rely on local partners and seek collaboration with Chinese partners. Through such cooperation, we aim to provide seamless and smooth travel experiences for visitors—from booking their trip to returning home safely. Our goal is to ensure that travelers recall their holidays with joy and cherish unforgettable memories. Upon their return, they should feel compelled to share their experiences with friends and family, becoming ambassadors for responsible tourism and inspiring others to explore destinations like China.
Cooperation extends beyond immediate partnerships. Innovation is the driving force for progress. Technologies such as big data and artificial intelligence are reshaping the tourism industry at an unprecedented pace. Continuous innovation is essential to remain competitive. These technologies allow us to analyze traveler behavior, understand preferences, and receive real-time feedback. This helps us provide more personalized products and services, fostering stronger connections with customers. The other backdrop is sustainable tourism is the future solution. With growing demand for sustainable tourism products, the Deutscher Reiseverband has focused on developing eco-friendly tourism offerings. We look forward to collaborating with Chinese companies to introduce innovative solutions for environmentally conscious travelers. Together, we aim to protect beautiful destinations, ensuring that future generations can appreciate their charm. Of course, there is still much work to be done, such as taking climate action and safeguarding the environment of tourist destinations. Additionally, we need to bridge cultural gaps. Cultural differences have a profound impact on tourism. Developing the industry requires a deep understanding of local partners’ cultural backgrounds. We are optimistic that artificial intelligence will one day help us overcome cultural barriers.
As we move forward, it is crucial to strengthen partnerships and recognize the importance of cultural and tourism exchange. The beauty of travel lies in fostering human connection and mutual understanding, thereby promoting multicultural interaction. Both the German and Chinese people value their unique cultural heritage while respecting and appreciating each other’s traditions. Building mutual understanding, encouraging interaction, and learning from one another are more important than ever. Developing a deep understanding of partners’ organizational structures and establishing a solid foundation of trust are the keys to achieving mutual benefit and shared success.
The future is bright for tourism. Let us seize opportunities, deepen collaboration, and jointly create a sustainable tourism industry. Together, we can provide better experiences for travelers from Germany and China and contribute to a more enriching global travel environment for all.