Key lessons for attracting German tourists to Auvergne-Rhône-Alpes – Auvergne-Rhône-Alpes Tourisme – professional site

In 2023, with 8.2 million overnight stays, German tourists will be our 4^th foreign customers.

If their summer attendance is significant (4.9 million overnight stays, or 60% of their annual attendance), their winter attendance (29%) would benefit from being increased.

Auvergne-Rhône-Alpes Tourisme has therefore launched two studies with a view to:

• Build loyalty and grow this market through the summer season
• Get these customers back in the winter

A modern way

For this we called on the design company Kantar and a very innovative method: the MDS(for Meaningfull/Porteur de sens, Differentiant and Salient) an international approach from sales/trade.

A general survey was therefore carried out in February 2024, from which we extracted specific marketing indicators to define a strategy.

The objectives were as follows:

• Check the logo of our destinations/stations,
• Know reputation, image and response to customer expectations,
• Rate our value for money,
• Replace our competitors with these marketing ideas,
• Calculate our market share of mind (based on understanding our destination),

The Kantar study therefore highlights the strengths and challenges of the region’s summer and winter destinations for German customers, the region’s fourth largest international customer base.

For the winter season, participants joined our study (Savoie-Mont-Blanc Tourisme, Les 3 Vallées, Tignes, Les Ménuires and Val Thorens) and put themselves against other resorts in Germany, in Switzerland, Italy and Austria.

The essential points identified by season

Winter (December to April):

Tourist behavior :

• 76% of German tourists intend to go to Europe outside of Germany, this is one of the most widespread markets in Europe.
  • Austria dominates the winter market, while France is in 4th position.
  • Contrary to preconceived notions, the 1 is not the language, but the value of the money^Yes obstacle to coming to our country (item mentioned by 39% of respondents).

Fortress points:

• Ski world: an essential strategic asset

With 31% of the total desirability, skiing​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ is a key tool for attracting German tourists. Our destinations must capitalize on their reputation and brand image by highlighting the unique quality of their network of ski slopes and ski lifts. Stronger communication about the unique experience the area offers – combining stunning landscapes, modern infrastructure and authenticity – will help attract customers looking for memorable moments.

• The essentials: the foundation of winter appeal

Coming second to expectations, basic aspects strongly influence visitors’ decisions. To make the most of them, our destinations must:

Improve understanding of prices, by justifying the value using concrete and different arguments.

Promote a local welcome, emphasizing the warmth and hospitality of the residents, which is often a decisive criterion for retaining visitors.

Focus on regional gastronomy, a key component to enhance the stay experience, by highlighting local specialties and unique experiences.

Promote sustainable and responsible tourism, meeting the growing expectations of travelers seeking authenticity and eco-responsibility.

Diversify the offer for families, with special attention to activities for children, thus making it possible to meet the demand for a modified and complete stay.

A communication strategy focused on these dimensions, together with attractive and authentic campaigns, will help to consolidate the area’s place among Europe’s top winter destinations.

Summer (May to September)

• Tourist behavior :
  • 73% of German tourists intend to go to Europe outside of Germany, this is one of the most widespread markets in Europe.
  • France is the Germans’ third choiceafter Spain and Italy.

The “Essentials”: at the heart of summer appeal

With 43% of summer desirability, “Essentials” represent a key basis for attracting tourists. The area has many resources to meet these expectations:

• Living surrounded by nature, offering calm and disconnection,
  • Hiking, a key activity to discover unique landscapes,
  • Moments of relaxation, adapted to the relaxation needs of visitors,
  • A warm welcome from residents, a differentiating feature to build loyalty,
  • Budget accessibility, essential to convince budget conscious vacationers.

By capitalizing on these strengths, the region can position itself as an essential destination for authentic and rejuvenating holidays.

Summer activities: a key attraction tool

Almost 24% of the desirability of the summer is based on the diversity of activities on offer. Swimming in natural waters, which is popular in the summer, as well as the fun and family activities, play an important role in the choice of holidaymakers. Emphasizing these experiences will allow the area to stand out and attract customers looking for adventure and recreation.

sdifferent techniques

• Winter : Take advantage of it world of skiing and develop the perceived value destinations to overcome the price barrier.
• Summer : Strengthen the picture on the landscapes and authenticitywhile targeting Millennials with immersive offers.

By benefiting from these views, the sector can better capture the attention and loyalty of German tourists, while meeting their expectations depending on the season.