admin Berlin is ramping up efforts to attract travelers from Southeast Asia, targeting countries like Thailand, Vietnam, and Indonesia. The city aims to diversify its tourism beyond traditional markets such as the U.S. and Germany. Ralf Ostendorf, Director of Market Management at Visit Berlin, stresses the need to understand these markets’ unique preferences. At the PATA Travel Mart 2025 in Bangkok, he highlighted Berlin’s strategy to engage both emerging and established markets effectively.
Southeast Asia is witnessing rapid growth in outbound tourism. Consequently, Berlin sees immense potential in connecting with travelers from this region. Visit Berlin is strengthening B2B networks to reach key travel industry players. Moreover, collaborations with local tour operators help ensure tailored experiences for visitors. This approach, Ostendorf believes, will enhance Berlin’s appeal in Asia.
The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector remains a cornerstone of Berlin’s economy. MICE travelers spend significantly more than leisure tourists, making this segment highly profitable. Berlin already hosts major events such as ITB Berlin, one of the largest global travel trade shows. Additionally, the city offers world-class convention centers and a wide range of hotels suitable for large-scale events. These assets solidify Berlin’s position as a preferred MICE destination.
European markets continue to contribute strongly to MICE growth. The UK remains the largest contributor, followed by France, Italy, and Spain. Building on this foundation, Berlin now aims to replicate its MICE success in Asian markets.
Air connectivity remains a challenge despite Berlin’s new airport facilities. Visit Berlin is collaborating with airlines and Berlin Airport to boost direct flights from Asia. Qatar Airways and Turkish Airlines already operate regular services. Expansion plans target additional connections, particularly for Southeast Asian travelers. This will simplify access and encourage more visitors.
Looking forward, Berlin is committed to deepening its ties with Southeast Asia. Rapid economic growth and a rising middle class make the region a key opportunity. Cultural exchange, business travel, educational tourism, and leisure trips combine to create a strategic focus for Visit Berlin. With these initiatives, the city aims to strengthen its reputation as a top European destination for Southeast Asian travelers.
Berlin’s proactive strategy, strong MICE offerings, and improved connectivity signal a promising future. As Southeast Asia’s tourism market expands, the German capital is ready to welcome a growing wave of visitors.
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