In an exclusive interview with Ralf Ostendorf, Director of Market Management at Visit Berlin, we delve into the city’s growing focus on Southeast Asia as a key tourism market. With Southeast Asian countries like Thailand, Vietnam, and Indonesia becoming increasingly significant for Berlin’s tourism strategy, Ostendorf highlights the region’s booming travel demand and the city’s efforts to tap into this potential. He discusses the importance of understanding the diverse needs of these markets while strengthening Berlin’s B2B networks and collaborations with local travel industry players.
In addition, Ostendorf touches on Berlin’s ambitious plans to expand its MICE (Meetings, Incentives, Conferences, and Exhibitions) business, which has proven highly lucrative for the city’s economy. The interview also sheds light on Berlin’s aspirations to enhance air connectivity, particularly from Asia, as the capital seeks to attract more visitors and solidify its position as a leading European destination.Berlin is witnessing an exciting shift in its tourism strategy, with Visit Berlin focusing on Southeast Asia as a key region for growth. The tourism board sees immense potential in markets like Thailand, India, and Vietnam, recognizing the growing demand from these countries for travel to the German capital. Ralph Ostendorf, Director of Market Management at Visit Berlin, emphasized the importance of understanding the nuances of each market while expanding the city’s tourism outreach. At the PATA Travel Mart 2025 in Bangkok, Ostendorf discussed the significance of engaging with both emerging and established markets to boost tourism to Berlin.
Southeast Asia’s Role in Berlin’s Tourism Strategy
Southeast Asia is a booming region, and Berlin is positioning itself as a prime destination for travelers from this area. Markets like Thailand, Vietnam, and Indonesia are seeing increased interest in European travel, and Visit Berlin aims to leverage this growth by expanding its presence in these countries. Though the USA and Germany remain the top long-haul markets for Berlin, the rise of Southeast Asian countries is undeniable, and Berlin is committed to being at the forefront of this shift.
Key Markets in Asia for Berlin Tourism
The top markets for Berlin tourism in Asia right now are China and India, which are driving strong growth in visitor numbers. However, as Ostendorf pointed out, it’s not just the largest economies that are vital for Berlin’s future tourism plans. Countries like Thailand, Indonesia, and the Philippines are quickly becoming crucial players as more people from these regions start exploring international destinations like Berlin. As part of its strategy, Visit Berlin is building strong B2B networks to ensure that the city can effectively tap into these markets by connecting with key players in the travel and tourism industry.
The Importance of MICE Business to Berlin
One of the highlights of Visit Berlin’s tourism strategy is its focus on the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. According to Ostendorf, MICE visitors tend to spend much more than regular tourists, making it an incredibly lucrative market for the city. Berlin is already known for hosting major events such as ITB Berlin, one of the largest travel trade shows in the world, and this status is helping to strengthen the city’s position in the global MICE industry.
The city boasts an impressive convention center and a wide range of hotels and venues that can cater to large-scale events, further cementing Berlin’s reputation as a go-to destination for MICE events.
European Markets Contributing to MICE Growth
Europe remains an important source market for MICE business in Berlin. The UK is one of the largest contributors to the MICE market, followed by other European nations such as France, Italy, and Spain. Visitors from these countries have long been key to Berlin’s success as a MICE destination. This solid foundation is crucial as Visit Berlin looks to expand into Asia, where it sees the potential to replicate its success.
Expanding Air Connectivity to Berlin
One of the challenges Berlin faces in its tourism expansion efforts is its air connectivity. Despite being the capital of Germany, Berlin’s airport has historically been underserved compared to major hubs like Munich and Frankfurt. As Ostendorf explained, Berlin’s airport, though new and well-functioning, still faces challenges in terms of long-haul flights.
To address this, Visit Berlin is working closely with Berlin Airport and international airline partners to increase direct flights from Asia. Qatar Airways, Turkish Airlines, and other carriers are already operating regular flights to Berlin, but the goal is to expand these services further, especially for travelers coming from Southeast Asia. By increasing direct connections, Visit Berlin hopes to make it easier for visitors from Asia to travel to the city.
The Future of Berlin Tourism in Southeast Asia
Looking ahead, Berlin is committed to deepening its connections with Southeast Asia. With rapidly growing economies and an expanding middle class, Southeast Asia represents a huge opportunity for the city’s tourism sector. The combination of cultural exchange, educational tourism, business opportunities, and leisure travel makes this region a strategic focus for Visit Berlin in the coming years.
As Southeast Asia continues to rise as a key travel market, Visit Berlin’s efforts to engage with countries like Thailand and Vietnam will prove essential in maintaining the city’s position as a leading European destination.
Visit Berlin is working hard to position itself as a top destination for travelers from Southeast Asia. By focusing on emerging markets like Thailand, India, and Vietnam, the city is ready to capitalize on the growing demand for European travel. The strong focus on MICE events and efforts to expand air connectivity are also important factors in driving future growth. As Southeast Asia’s tourism sector booms, Visit Berlin is preparing for a bright and successful future in these markets.
Tags: MICE Business Berlin, Berlin Tourism
