An estimated 90,000 German speaking visitors contributed around £42m to the Cornwall economy in 2011 and UrlaubCornwall (Holidays in Cornwall in German), a hospitality web based directory aimed at German speakers, is at the forefront of an effort to ensure this important market develops even deeper.
UrlaubCornwall are launching a partnership with German TV chef Sarah Wiener to promote Cornish produce to the huge potential of the German online market.
To tie in with Wiener’s current TV programme about her tour of Cornwall, the UrlaubCornwall website will be featuring some of the products she profiled on her series – notably, Tregothnan Tea.
Sarah Wiener (c) zero one film, 2012
Sarah Wiener is a very high profile TV chef in both Germany and her home country Austria, running several restaurants as well as an online shop. Inspired by the scenery, the local produce in the UK, and a visit to Tregothnan Estate, she wanted to help Germans get their favourite Cornish products when they are at home.
The UrlaubCornwall website is the number one Google ranked hospitality directory for German speakers searching for holidays in the county. It features only a handpicked selection of Cornish hotels, guesthouses, bed and breakfasts, cottages and attractions and has a regular blog about Cornwall with tremendous content that has resulted in up to 900 referrals year to date for its featured hotels in Cornwall from discerning German visitors. This makes www.urlaubcornwall.de the ideal partner for Weiner to work with to use her rights to distribute the unique Tregothnan products.
Sarah Wiener commented: “When I was filming my latest TV series in Cornwall, I discovered what a wonderful and idyllic region this is, full of culinary diversity, beautiful landscapes and welcoming people. After visiting Tregothnan a friendship and partnership developed, we are now excited to be the distributor of the their products in Germany, Austria and Switzerland”
Managing director Niall MacDougall said “We studied how domestic German websites promoted the county and found that by using our own local knowledge we were able to build an unmatched online resource that really lets Germans see the best of the county”
Niall MacDougall MD UrlaubCornwall
“Statistics from Visit Cornwall show that overseas visitor numbers were 7% higher in 2011 than in 2009 while domestic visitors are 11% lower. Even more important is the fact that their average holiday spend is 50% higher making them a key market to target and grow.”
Malcolm Bell, Head of VisitCornwall, added that ‘We have a world-class destination and being the top UK holiday spot is great but for the wider economic benefit for the county we should to grow overseas visitors particularly from the German speaking areas and that is why I warmly welcome this great initiative.’