Visitor numbers from the South East Asia region are amongst the highest globally –the region is up 73% versus the same period last year - demonstrating Europe's current attraction as the ultimate shopcation'.
The top visiting non-European market to the Villages is China, followed by Russia, and in third place, South East Asia (Singapore, Malaysia, Thailand and Indonesia). The Middle East and Korea are in fourth and fifth position respectively, demonstating the overwhelming power of the Asian consumer in Europe. Of the South East Asian markets, Singapore demonstrated the highest growth increase at + 130% vs. Q1 2010, nearly double that of the other markets.
Helen Gomm, Senior non EU Tourism Manager, Value Retail explains: "We have seen a huge uplift in visitor numbers particularly from markets like Singapore, Thailand and Malaysia. Ultimately, the appeal of tax savings combined with the attraction of both global luxury and niche European brands is what makes the villages so popular, putting them on the map as must visit international fashion destinations for global visitors".
The figures have also received a boost due to collaborations with local partners – helping to put the Villages on the map for visitors to Europe. In the first half of the year, leading travel trade representative, Pacific Leisure, has continued to forge relationships with airlines that have services between Singapore and Europe, as well as leading travel agents, and personal service provider Concierge Silk, to drive awareness of the high-end retail experience that the Chic Outlet Shopping® Villages offer.
A number of agent familiarisation trips have taken place in 2010 – Qatar Airlines and Cathay Pacific representatives visited Barcelona's La Rocca Village and Milan's Fidenza Village respectively; and Trade Winds Holidays, SA Tours and Stamford Travel visited La Vallée Village in Paris, and Frankfurt's Wertheim Village. Developed to bring the Villages to life for agents, the visits help to demonstrate the unique experience that Chic Outlet Shopping® offers as part of a travel itinerary.
As Charles Leong, Managing Director of Pacific Leisure commented: “Our strategy for the Chic Outlet Shopping® Villages is to seek out likeminded partners who look to create high-end experiences for their customers or members. Through working with partners, we are able to help enhance the Chic Outlet Shopping® experience for visitors – helping to ensure that they arrive at the villages in style and are given VIP treatment throughout their visit”.
SOURCE: etravelblackboard.com
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