GNTB annual report Record result Stronger brand positioning New forecast CONTENTS 2014 annual report Foreword 4 3 GNTB members, sponsors and partners 40 A message from Iris Gleicke 6 Roundtable: the hotel industry 48 A message from Klaus Laepple 8 4 Sales and marketing strategy 52 Interview with Petra Hedorfer 10 Roundtable: regional marketing organisations 92 1 The German National Tourist Board 12 5 International marketing 98 Roundtable: politicians 18 Roundtable: tourism partners 126 2 Tourism in Germany in 2014 Facts – figures – information – 6 Administration 130 forecast for 2030 22 Organisation and structure 136 Roundtable: transport 36 Production credits 143 Colonnade in Schwerin, Mecklenburg-Western Pomerania 3 CONTENTS 2014 annual report Foreword 4 3 GNTB members, sponsors and partners 40 A message from Iris Gleicke 6 Roundtable: the hotel industry 48 A message from Klaus Laepple 8 4 Sales and marketing strategy 52 Interview with Petra Hedorfer 10 Roundtable: regional marketing organisations 92 1 The German National Tourist Board 12 5 International marketing 98 Roundtable: politicians 18 Roundtable: tourism partners 126 2 Tourism in Germany in 2014 Facts – figures – information – 6 Administration 130 forecast for 2030 22 Organisation and structure 136 Roundtable: transport 36 Production credits 143 Colonnade in Schwerin, Mecklenburg-Western Pomerania 3 FOREWORD Dear friends, colleagues and partners of tourism in Germany, We are delighted to present another excellent set of results in our annual report for 2014. Last year, 75.6 million overnight stays by international visitors were recorded in Germany, a year-on-year increase of 5.1 per cent. This means that we have achieved record results for the fifth consecutive year. Compared with other destinations in the international placed France. As a holiday destination, Germany has seen The key theme for 2014 was our campaign ‘UNESCO World Her- both at head office and in the foreign representative offices and travel market, Germany continues to perform exceptionally well. above-average growth, in particular with regard to longer holi- itage in Germany – Sustainable cultural and natural tourism’. agencies, for their hard work and dedication. It is the combined A 4.6 per cent increase in arrivals means that we are on a par days, which were up by 17.3 per cent. For us, this is an indication This campaign allowed us to consolidate Germany’s position as efforts of everyone involved that make the global marketing for with the growth rate of global tourism, which the UNWTO puts that we are reaching more and more consumers through our the number one cultural travel destination among Europeans, Destination Germany so successful and enable us to achieve at 4.7 per cent, and comfortably above the European level, which sophisticated marketing mix, our online activities and our social and to highlight how firmly enshrined the aspect of sustainabil- such outstanding results. was up 3.9 per cent in 2014. media campaigns and generating more interest in Destination ity is in the core brand of Destination Germany. Germany. Our work is facilitated by both tangible and intangible contribu- Other key points, which we outline on the following pages We will continue to use theme-based marketing to raise Ger- tions, now and in the future. We would therefore like to take this of this report, include: visitors to Germany coming from all parts The growing affinity for internet use among our target groups is many’s profile and to build on our competitive advantage in the opportunity to express our gratitude to the members and spon- of the world; Europe remaining by far the largest source market another key consideration in our strategy. More than three quar- global markets. sors of the GNTB. Our special thanks go to our governing bodies for Germany; and strong impetus for growth emanating from ters of travellers to Germany use the internet in some way or for their unfailing commitment and support, above all the Board the Asia-Pacific region.T he latter trend, which we had already other to plan their trip and to book part or all of it. Accordingly, We work in close collaboration with the Federal Ministry for Eco- of Directors and its President Klaus Laepple, Vice President Ilse noted in previous years, is proving to be a dynamic, long-term we are continuing to interlink our activities in new media so that nomic Affairs and Energy, our main funding provider, on all the Aigner, Bavarian State Minister of Economic Affairs and Media, development. we can ultimately accompany our customers at every stage of activities outlined in this report and on strategic decisions for Energy and Technology, Ernst Fischer, President of the German their customer journey: inspiring potential customers to visit the future. The Executive Board of the GNTB would like to thank Hotel and Restaurant Association (DEHOGA), and Peter A major project for us in 2014 was the development of a long- Germany, offering travellers information and practical tips the policymakers at the Federal Ministry for Economic Affairs Siemering, Vice President of the German Tourism Association. term forecast. Our aim was to make a reliable assessment of the before and during their trip, and providing tools that can be used and Energy for their continued support, and in particular Iris influences of global trends on inbound travel to Germany over to share experiences and get others interested in Germany as Gleicke, the Parliamentary State Secretary at the Federal Minis- the next ten to fifteen years and to use this as a basis for strate- a travel destination. try for Economic Affairs and Energy and Federal Government gic decisions going forward. Taking into account numerous Commissioner for Tourism. We would also like to express our factors on the demand and supply side, we can realistically ex- In 2014, Germany commemorated the 25th anniversary of the gratitude to the Tourism Committee of the German Bundestag pect inbound travel to Germany to continue to show strong fall of the Berlin Wall. We have devoted a two-year themed cam- for always offering their invaluable support and, in particular, for Petra Hedorfer, growth and to benefit from the global increase in tourist traffic. paign to this historic event and the subsequent developments their approval of additional budgetary funds of €2.2 million for Chief Executive Officer According to our assessment, over 121 million overnight stays that led to German reunification. Under the banner ‘Germany 2014 and subsequent years. This provides a clear signal from by international visitors would be possible in 2030 – an increase Reunified. 25 years on’, this campaign highlights the growing the German Bundestag about the importance of our work in the of 80 per cent. tourist appeal of Germany as a whole. We have launched various future, for which we are most grateful. promotions in our source markets in combination with online For Europeans, we are still the second most popular travel desti- communication. The success of our work reflects the success of our employees. At Reinhard Werner nation behind Spain and have extended our lead over third- this point we would like to thank all employees of the GNTB, Commercial Director 4 www.germany.travel 5 FOREWORD Dear friends, colleagues and partners of tourism in Germany, We are delighted to present another excellent set of results in our annual report for 2014. Last year, 75.6 million overnight stays by international visitors were recorded in Germany, a year-on-year increase of 5.1 per cent. This means that we have achieved record results for the fifth consecutive year. Compared with other destinations in the international placed France. As a holiday destination, Germany has seen The key theme for 2014 was our campaign ‘UNESCO World Her- both at head office and in the foreign representative offices and travel market, Germany continues to perform exceptionally well. above-average growth, in particular with regard to longer holi- itage in Germany – Sustainable cultural and natural tourism’. agencies, for their hard work and dedication. It is the combined A 4.6 per cent increase in arrivals means that we are on a par days, which were up by 17.3 per cent. For us, this is an indication This campaign allowed us to consolidate Germany’s position as efforts of everyone involved that make the global marketing for with the growth rate of global tourism, which the UNWTO puts that we are reaching more and more consumers through our the number one cultural travel destination among Europeans, Destination Germany so successful and enable us to achieve at 4.7 per cent, and comfortably above the European level, which sophisticated marketing mix, our online activities and our social and to highlight how firmly enshrined the aspect of sustainabil- such outstanding results. was up 3.9 per cent in 2014. media campaigns and generating more interest in Destination ity is in the core brand of Destination Germany. Germany. Our work is facilitated by both tangible and intangible contribu- Other key points, which we outline on the following pages We will continue to use theme-based marketing to raise Ger- tions, now and in the future. We would therefore like to take this of this report, include: visitors to Germany coming from all parts The growing affinity for internet use among our target groups is many’s profile and to build on our competitive advantage in the opportunity to express our gratitude to the members and spon- of the world; Europe remaining by far the largest source market another key consideration in our strategy. More than three quar- global markets. sors of the GNTB. Our special thanks go to our governing bodies for Germany; and strong impetus for growth emanating from ters of travellers to Germany use the internet in some way or for their unfailing commitment and support, above all the Board the Asia-Pacific region.T he latter trend, which we had already other to plan their trip and to book part or all of it.