GNTB Annual Report

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

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

4 www.germany.travel 5 A message from Iris Gleicke

Iris Gleicke, Member of the German Parliament Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and for SMEs and Tourism

Dear friends, colleagues and partners, dear readers,

Worldwide it is justifiable to talk of tourism as the model sector Economic Affairs and Energy (BMWi), I would like to thank the of the 21st century. Tourism creates jobs, added value and pros- GNTB for its achievements. perity, it promotes understanding between cultures and it has a huge impact on how a country is perceived. This applies as much The funds that the BMWi provides for the GNTB’s work are very to traditional holiday destinations as it does to highly developed well invested. The returns come in the form of growing numbers industrial nations. of international visitors who spend and stay overnight in Ger- Parliamentary State Secretary Iris Gleicke at the 2015 ITB travel fair in Berlin many, benefiting the economy as a whole and thereby levels of Last year, Germany once again gained in popularity as a travel income and employment. High-quality tourism also enhances destination. The Federal Statistical Office registered a total of the reputation and popularity of Germany – as a travel destina- Last year, the GNTB made a clear move in this direction through Last year marked the 25th anniversary of the fall of the Berlin 424 million overnight stays at hotels and campsites – an in- tion but also in many other ways. For these reasons we have its campaign entitled ‘UNESCO World Heritage in Germany – Wall. The GNTB commemorated these historic events through a crease of 3 per cent on the already high level of the previous year. increased our grant again for this year, as a means of promoting Sustainable cultural and natural tourism’. And this year too it global campaign, ‘Germany Reunified. 25 years on.’T his theme tourism to Germany and supporting small and medium-sized is continuing the ‘Beyond the cities – holidays in the German was particularly important to me personally as a Thuringian and In addition to the accommodation effect, tourism brings sub- enterprises in particular. countryside’ theme and giving it additional momentum with its as Federal Government Commissioner for the New Federal stantial economic benefits for the transport, restaurant and Traditions and Customs campaign. States. I would like to thank the GNTB for making such a success retail sectors. The German tourism economy, as a cross-sectoral Part of the productive collaboration between the BMWi and of this and I wish them even more success going forward. industry, generates a total added value of almost €100 billion GNTB involves identifying key issues that affect the economic One of our stated aims for the German travel industry is to ex- every year and employs 2.9 million people. development of our country, including in inbound tourism, and pand barrier-free tourism. Domestic and international travellers making a concerted effort to address these. An example of this is with restricted mobility – including people with a disability but Inbound tourism is proving a particularly strong performer in the structural and demographic change in the rural regions. also older people or families with buggies and luggage – should this regard. In 2014, Germany achieved its fifth record year in Vibrant and attractive rural areas are essential for a high stand- be given reliable information about the accessibility of tourism succession for the number of overnight stays by visitors from ing of living and the ‘good life’, but their tourism potential can amenities so that they can use this in their decisions about Iris Gleicke abroad, which reached 75.6 million. This increase of 5.1 per cent also be harnessed. Conversely, tourism can play a big part in where to visit. This is why it is important to make the entire tour- is an outstanding result for Germany and for our tourism econo- maintaining infrastructure and advancing the prosperity of ism service chain as accessible as possible. Through the ‘Travel my, which is dominated by SMEs. And it means we are perform- countryside regions. Cultural tourism is a particular USP for Des- for all’ project we are getting the tourism economy in shape to ing brilliantly in the international market. tination Germany. We want to see the rural areas benefit more do even more to cater for guests with restricted mobility. At the from their diverse cultural appeal. Tourism can help to preserve same time, standardised nationwide quality criteria and univer- The German National Tourist Board has paved the way for this our cultural heritage in all parts of the country and make it more sal signage are supporting tourism marketing at home and encouraging trend through its international marketing for accessible to the public. abroad. The GNTB, with its wealth of expertise, is an important Destination Germany. On behalf of the Federal Ministry for partner in the delivery of this project.

6 www.germany.travel 7 A message from Iris Gleicke

Dear friends, colleagues and partners, dear readers,

6 www.germany.travel 7 A message from Klaus Laepple

Klaus Laepple President of the Board of Directors of the German National Tourist Board

Dear friends, colleagues and partners, dear readers, Klaus Laepple, As President of the Board of Directors of the GNTB, I am delight- Factors that contribute to Germany’s success include not only President of the Board of Directors of the German National Tourist Board ed to have the opportunity to work for an organisation that sets outstanding infrastructure and value for money, but also effec- a benchmark in Germany and abroad with its successful tour- tive and forward-looking theme-based marketing. This allows ism marketing. the GNTB to continually shift the focus of attention and to open up new markets and target groups. The key theme for last year Outside Germany, the GNTB ensures that Germany performs was UNESCO World Heritage in Germany. The campaign not exceptionally well relative to competing international travel des- only managed to enhance Germany’s existing image as a cul- tinations. Within Germany, the GNTB acts as a professional in- tural destination, it also highlighted rural regions and sustaina- termediary, using innovative marketing to open up international ble tourism, it generated interest in Destination Germany Ilse Aigner, Vice President of the Ernst Fischer, Vice President of the Peter Siemering, Vice President of the Board of Directors of the GNTB Board of Directors of the GNTB Board of Directors of the GNTB markets to medium-sized businesses in the travel industry. among young people, and it presented our cultural heritage in a Bavarian State Minister of Economic Af- President of the German Hotel and Vice President of the German Tourism modern communications context. fairs and Media, Energy and Technology Restaurant Association (DEHOGA) Association Record inbound figures for the fifth year in a row: this is an impressive achievement and I would like to personally congratulate 75.6 million overnight stays by international visitors in Germa- Petra Hedorfer and her entire team. In short, you could say that ny: this is a significantly higher figure than the GNTB had antici- the GNTB conducts premium marketing for a premium product. pated only a few years ago, which is why the GNTB developed a and Brazil are developing into strong source markets. In short, tunity to thank everyone involved for their invaluable support, long-term forecast in 2014 based on scientific analysis. Accord- more and more travellers are coming from Asia and Latin Amer- above all Iris Gleicke, the Parliamentary State Secretary and Fed- As a travel destination, Germany is of interest to many target ing to the results, we can realistically expect over 121 million ica. That said, Germany remains an attractive travel destination eral Government Commissioner for SMEs and Tourism and Fed- groups and its appeal has grown significantly over the past overnight stays by foreign visitors in 2030. The detailed findings in traditional markets, but we are facing strong competition, eral Government Commissioner for the New Federal States. 25 years since the fall of the Berlin Wall and German reunifi give us the certainty to plan ahead and are a sound basis for the particularly from our European neighbours. We are also seeing cation. Above all, we have been able to make the appeal of strategic planning of marketing activities in future. strong competition in marketing. We have to do considerably Germany tangible and to bring it to life. more to make our presence known in the future growth markets Our forecast indicates that Europe will remain the most impor- of Asia and Latin America, without reducing our marketing ef- The GNTB has broken new ground by shifting its marketing ac- tant source market for Germany, and for tourism worldwide, at forts at established locations. By increasing the GNTB’s presence tivities towards online marketing and launching major social the end of the coming decade. We will however see a shift in the is China, we are making a significant step forward. Klaus Laepple media campaigns. In turn, this has enhanced the profile of Des- market share. Traditional markets are stagnating and emerging tination Germany on social networks. The GNTB also acts as an markets are expanding. Over the next few years, China will de- We can also make headway through positive discussions with opinion former in the industry, passing on its expertise and con- velop into the biggest source market worldwide for outbound policymakers at the Federal Ministry for Economic Affairs and ducting groundbreaking online projects in collaboration with travel. In ten years’ time, one in five international tourists around Energy and with members of parliament from the Tourism Com- the federal states and regions. the world will come from China. India, Indonesia, Russia, Turkey mittee of the German Bundestag. I would like to take this oppor-

8 www.germany.travel 9 A message from Klaus Laepple

Klaus Laepple President of the Board of Directors of the German National Tourist Board

8 www.germany.travel 9 Interview with Petra Hedorfer

themes, which we promote alongside the two product lines ‘cul- helps the whole economy. Since the beginning of the decade, we ture / events’ and ‘health / relaxation’. On the other, our themed had been working on a forecast for this decade. Based on that, campaigns change every year and highlight different aspects of our target for 2020 was 80 million overnight stays by inter Germany. national visitors. But this time, we have not only looked at our own destination market, but also at our source markets. You Last year, our new innovations management team worked in- could say that we have not only analysed supply but also de- tensively to develop facets of our core brand that will be increas- mand until the year 2030. ingly important for the image of a destination in future – and we An interview with have incorporated these into our marketing activities. Would you expect the source markets to develop so differently?

More and more people are showing an interest in environmen- There are a number of markets today that have delivered very Petra Hedorfer, tally and socially responsible tourism. Germany already offers a high rates of growth within a few years and become real players Chief Executive Officerof the GNTB wide range of tourism products and services that are sustaina- in global tourism. China is a prime example: in 2004 group travel ble. Our sustainability initiative is driven by the trend towards to Germany became possible under the Approved Destination environmentally and socially responsible tourism and ties in Status scheme. In 2010 we recorded over a million overnight with these products and services. But this initiative is not just stays, and in 2014 over two million. We have seen similarly a standalone marketing campaign. Our theme-based cam- strong growth from the Arab Gulf States, which today represent Bright prospects for Germany’s paigns – from ‘Traditions and Customs’ to ‘Holidays in the heart the third-largest overseas market for us. These trends are, of inbound tourism industry of nature’ – also highlight aspects of sustainability and therefore course, a reason for us to step up our marketing activities in play a part in the complex image of tourist destinations that are future growth markets – in South East Asia, for example, and in In 2014 Germany’s incoming tourism industry saw record results sis, nor can we use marketing to prevent them happening. But meeting tomorrow’s challenges today. South America. for the fifth consecutive year – an exceptional success story. Can it we have created a solid position that will help us to mitigate continue on this trajectory? certain crisis scenarios. The same can be said of accessibility. Over the years we have Does that mean that, at some point, the majority of our visitors developed extensive expertise in this area, which we actively in- will come from Asia? The record figures for inbound tourism are indeed a reason for What is the formula for this success? corporate into our marketing activities. celebration. However, this is not only about the increase in over- No, Europe is still expected to have a considerable share of the night stays by international visitors in Germany. These figures For a start, Germany is a popular travel destination in a wide Does the number of people with disabilities represent such a inbound travel market at the end of the coming decade – more certainly provide a good indication of where we stand and how variety of source markets. Our largest source market – the Neth- large target group? than 70 per cent to be precise. But we are operating in a highly Germany’s appeal as a tourist destination is growing, but they erlands – has a 14 per cent share of the inbound tourism market, competitive and dynamic environment and we want to take a also represent significant value creation, and jobs in an industry while all other markets in the top ten have a single-figure mar- Within the EU, we are talking about roughly 140 million people larger-than-average cut of the potential growth. that predominantly consists of small and medium-sized enter- ket share. This means that even if a top ten market were to who have accessibility needs. Of those, almost two thirds are prises. Tourism revenue is also being generated in rural regions, decline significantly, the effect on the overall market would be older people and more than a third are disabled people of work- Will there be a change in the way tourism in Germany is which see few of the benefits from the booming metropolitan very limited. ing age. Because of demographic change alone, the require- marketed to specific target groups? areas. And the inbound travel industry continues to make a con- ments of older travellers will increase considerably. Accessibility tribution to the country’s balance of payments. In this respect, Secondly, we offer a very broad-based range of tourism services is also an indicator of quality and convenience for the entire We are currently in the middle of this process. In addition to the continuing prosperity of our inbound travel market is of vital and attractions in Germany. In other European countries, inter- service chain in the tourism industry. demographic change, which will result in a higher number of interest to the economy as a whole. I am confident that the suc- national visitors tend to focus their interest on one product or a older people coming to Germany on holiday, we are also pleased cess story you mentioned is not over yet. small number of holiday resorts, whereas we are able to offer a In terms of the relevant issues, you are well prepared for the chal- to report a clear increase in the number of younger travellers to whole host of different themes and a wide range of destina- lenges ahead. But you still felt it necessary to publish a detailed Germany. We have incorporated the communication culture So we don’t need to worry that this positive trend will be fol- tions, which are all very different in their own right. forecast last year? that is used by this target group into many areas of our market- lowed by a downturn? ing activities, such as online campaigns and social media activi- In what areas does Destination Germany score most highly? Analysis-based forecasts are an important tool if you want to ties. We are setting a new benchmark in the travel industry with Over the long term, economic developments are always charac- tailor your strategic marketing to specific markets and target our online platform www.germany.travel, and user-generated terised by phases of lower and higher growth. We can’t predict Over the years, we have continually developed and refined our groups. This is also essential for demand-driven capacity plan- content with a focus on video formats is now a standard part of political crises or natural disasters using detailed market analy- brand communications. On the one hand, we have the basic ning for the entire infrastructure. That is how our expertise our brand communications.

10 www.germany.travel 11 Interview with Petra Hedorfer

10 www.germany.travel 11 A wonder to behold. Schirn art gallery in Frankfurt, Hessen

The German National Tourist Board Destination Germany – modern and cosmopolitan. As a travel destination Germany offers a wealth of history and culture, a multitude of options for leisure and relaxation, an abundance of natural beauty and fantastic business opportunities. The German National Tourist Board successfully promotes the diversity of Germany’s tourist attractions around the world. Every year more people from every corner of the globe come to experience Destination Germany.

13 A wonder to behold. Schirn art gallery in Frankfurt, Hessen

13 1 The German National Tourist Board

The German National Strategy for the professional marketing The GNTB works with its partners to develop sustainable tour- Tourist Board (GNTB) is Germany’s national tourism of Destination Germany ism products. The result of this cooperation are annual themes organisation which form the basis of key campaigns for their international . It works on behalf of the Federal Ministry of Economic Affairs and Professional, strategic planning provides the foundation for marketing. Energy (BMWi) to represent Germany as a tourist destination and is funded by a broad-based strategy in the international marketing of Desti- nation Germany. The pooling of different sales and marketing The GNTB, as a service provider, assists tourism providers in the Ministry in accordance with a decision taken by the German Bundestag. The activities enables the tourism potential of Germany to be effi- Germany in the development of products. GNTB’s remit includes image building and the development of products and ciently communicated. Rigorous analysis of the source markets provides the basis for this. The GNTB is the key contact for all partners in the German travel strategies, as well as sales, market research, advertising and PR activities. industry as a coordinator of joint promotions. This public-private GNTB brand strategy partnership concept provides an opportunity for all those involved to maintain a global presence in the relevant markets.

■■ authoritative market research and market analysis Global sales activities at a glance ■■ intensive press and PR activities abroad

■■ www.germany.travel website with links to partner The German National Tourist Board uses numerous sales chan- organisations nels to target international influencers and key market players: ■■ social media activities targeted at B2B and B2C markets The GNTB markets Germany as a destination for both Successful marketing abroad ■■ advertising in international media to secure partners ■■ It promotes Destination Germany at selected international holiday tourism and business travel boosts the economy at home for tourism service providers tourism trade fairs and at regional exhibitions (trade and ■■ providing advice to service providers and tourism public). Extensive marketing has enabled the GNTB and its partners to Success abroad pays dividends at home. The GNTB actively helps organisations on market-specific product development ■■ It canvasses the international travel trade at position Destination Germany as an attractive brand around the to secure and create jobs in the travel industry, which is domi- and business development workshops and roadshows. world. nated by small and medium-sized companies. A study on tour- ■■ It organises the GTM Germany Travel Mart™, the biggest ■■ ongoing development and production of new, theme- ism as an economic factor published by the German Institute for sales event for Germany’s inbound tourism industry. related advertising material such as sales brochures, In accordance with its charter, the GNTB pursues two main ob- Economic Research (DIW) bears out this positive impact on em- ■■ It organises the Central Europe Workshop, image brochures jectives through its campaigns and activities – enhancing the ployment: 7 per cent of workers in Germany – some 2.9 million an important marketing platform for markets ■■ collaboration with the media in Germany and abroad positive image of German towns, cities and regions abroad and people – are employed directly or indirectly in the tourism sector. in central and south-east Europe. promoting travel to Germany. The yardstick for its success is the Of these, 1,714,000 are employed in the hotel and restaurant ■■ support for and marketing of packages for ■■ It recruits international tour operators volume of overnight stays made by visitors from other countries. industry, 256,000 provide services in sports, recreation, leisure specific target groups and regions to act as sales partners. In 2014 this number exceeded 75 million for the first time. It was and entertainment, 159,000 work in road transport, 103,000 in ■■ positioning sustainability as a facet of the core ■■ It runs Destination Germany fact-finding tours for inter also the fifth consecutive record year for inbound tourism to healthcare and physiotherapy clinics, 47,000 in travel agencies Destination Germany brand national travel professionals and media representatives. Germany. and for tour operators, and 42,000 in air travel and at airports. ■■ developing and promoting quality-assured ■■ It offers the Sales Guide Germany at www.germany.travel accessible products and services as a central sales tool for the travel industry. The Federal Ministry of Economic Affairs and Energy sets specific Global awareness of the Germany brand annual objectives and tasks for the GNTB’s international marketing in conjunction with the business plan. By working to- The GNTB coordinates its international activities through six The results of these evaluations are used to develop a range of The foreign representative offices and sales & marketing agen- gether with the private sector, tourism organisations and the regional management teams: North West Europe, South West sales and marketing activities aimed at promoting tourism to cies target end customers directly and in 30 languages through media, the GNTB is able to generate synergies and consolidate Europe, North East Europe, South East Europe, Americas / Israel Germany. the GNTB website www.germany.travel. activities. Because the GNTB is a public service organisation, it and Asia / Australasia. There are 30 permanent foreign represent- has an obligation to use the resources provided to it economi- ative offices operating within these territories, of which eleven are Improving use of public funds through The GNTB will continue to meet the challenges presented by the cally and efficiently and to minimise administrative costs.T he the GNTB’s own offices and 19 are sales agencies run in collabo public-private partnerships global markets with strategic initiatives both in promotional total budget made available to the GNTB in 2014 came to ration with local partners. Of the 145.1 full-time-equivalent posi- work and in sales. €36.3 million. This comprised government grants, contributions tions at the GNTB, 71 are based outside Germany. The GNTB’s The global marketing of Destination Germany is underpinned from members and funds generated by commercial activities. international activities focus on business development in the by the cooperation between the GNTB and its 72 members A total of €22.5 million of the overall budget was spent on mar- travel industry and direct targeting of end consumers and the and twelve sponsors, which include companies in the tourism keting activities. media. In Turkey and South Korea the GNTB works with two PR industry, associations and all the marketing organisations of the agencies that position Germany as a travel destination. federal states.

14 www.germany.travel 15 1 The German National Tourist Board

■■ authoritative market research and market analysis Global sales activities at a glance ■■ intensive press and PR activities abroad

14 www.germany.travel 15 1 The German National Tourist Board

Objectives and tasks for the GNTB for 2015 In accordance with its charter, the GNTB promotes Germany as a travel destination around the world. The Federal Ministry for Economic Affairs and Energy is the main source of funding for the GNTB and is closely involved in the definitionof specific objectives and tasks for each year.

General objectives Cultivating the image of Destination Germany abroad / market research A prosperous tourism sector substantially benefits the German economy overall. The federal government’s tourism policy en- In 2015 the GNTB is continuing with its market research activities deavours to create a positive environment in which the German in order to analyse the current positioning of Destination Germany tourism industry can flourish. A major element of this is the in the international tourism market. This market research uses sta- tourism marketing carried out by the German National Tourist tistical analyses as well as various sources that gauge the image of Board. Germany around the world. The conclusions drawn from the results form the basis of the marketing strategy in accordance with The GNTB aims to enhance the capacities and competitiveness the product lines Culture and Active Holidays / Health & Fitness. GNTB parliamentary breakfast at the 2015 ITB travel fair with the Federal Ministry for Economic Affairs and Energy and the Tourism Committee of the German Bundestag of the tourism industry – which predominantly consists of small and medium-sized enterprises – to secure jobs in the sector and to boost the economies of less well developed rural regions paign, in particular, is highlighting the strengths of Germany as Coordinating the marketing activities of tourism providers through the promotion of tourism. a sustainable destination and the appeal of holidays in rural regions. In 2015 the GNTB is focusing on special anniversaries Public-private partnerships remain a core element in the GNTB Funding for the GNTB as an institution is provided by the Federal and tourism-related events with its ‘Scenic Routes of Germany’ strategy with regard to making efficient use of funds and gener- Ministry for Economic Affairs and Energy (BMWi) on the instruc- campaign and the continuation of ‘Germany Reunified. 25 years ating the greatest possible multiplier effect. In 2015 the GNTB is tions of the German parliament. The GNTB’s tasks, which take on.’ The numerous events celebrating the 500th anniversary of continuing to focus on its partnerships with national organisa- the form of specific targets, are defined on an annual basis and the birth of Lucas Cranach the Younger and the 500th anniver- tions and key brands that represent Destination Germany, such in close consultation with the BMWi. sary of the Reformation in 2017 are being communicated both as the GCB German Convention Bureau, Magic Cities Germany, online and offline using the full array of PR tools. In 2016 atten- Historic Highlights of Germany, the German UNESCO World The GNTB’s specific objectives are to enhance Germany’s position turns to Germany’s beautiful natural landscapes – with the Heritage Sites Association and Deutsches Küstenland. tive image as a travel destination and to promote international revival of rural regions once again a particular focus. tourism to the country. It also aims to increase the volume of The GNTB works together with the Pacific AsiaT ravel Association overnight stays by visitors from abroad, and the revenues from Marketing Germany as a travel destination (PATA) to develop high-potential markets in Asia. It is also ex- inbound tourism. Iris Gleicke, Member of the German Parliament, Parliamentary State Secretary panding the scope of ongoing cooperations with strategic part- at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and for SMEs and Tourism at the At the heart of the GNTB’s marketing of Destination Germany, in ners such as Lufthansa and Deutsche Bahn. The mid-term and long-term objectives of the GNTB’s Germany stand at the 2015 ITB travel fair addition to social media activities specific to individual markets GNTB are, in accordance with its charter: and themes, is the multimedia content available in 30 languag- At European level, the European Travel Commission (ETC) will Devising strategies and carrying out press and PR work in the es at www.germany.travel. In 2015 the GNTB is once again pro- continue to market Europe overseas and there will be an in- 1 to cultivate the image of Destination Germany form of advertising campaigns and theme-related projects moting Germany at 15 leading trade and consumer fairs around creased focus on the BRICS countries. and conduct market research the world and hosting at least 26 of its own workshops / road- 2 to devise strategies and carry out press and PR work in the The GNTB implements its strategic objectives through theme- shows. As part of its remit it coordinates German tourism pro- form of advertising campaigns and theme-related projects based marketing campaigns. In 2015 the GNTB’s activities viders at these events. In Germany itself, the GTM Germany Travel 3 to market Germany as a travel destination are focused on the campaigns ‘Traditions and Customs’ and Mart™ is a combination of workshop, product presentation and 4 to coordinate the marketing activities of tourism providers ‘25 years of German unity’. The ‘Traditions and Customs’ cam- networking opportunity for the international travel trade.

16 www.germany.travel 17 1 The German National Tourist Board

16 www.germany.travel 17 Roundtable: politicians

Roundtable: members of the German Bundestag’s Tourism Committee The Tourism Committee raises public awareness for the economic significance of tourism through its initiatives, queries and hearings. Representing a cross-section of parties, it deals with a wide range of tourism policy issues, including the environment and nature conservation, transport and digital infrastructure, work and society, health and finance. The members of the committee support the work of the GNTB by setting the agenda for tourism policy and in doing so champion the cause of the German tourism industry.

remain on its successful What will your work path and capitalise on current trends. By in- in inbound tourism to creasing the GNTB’s funds to €30 million, Germany focus on in we are ensuring that it future? can continue its effec- tive work in promoting Germany internationally Heike Brehmer, CDU / CSU (Committee Chair): In the Tourism as a holiday destination. Heike Brehmer, MdB (CDU/CSU) Committee of the German Bundestag, it is our job to create the Through an open and Chair of the Tourism Committee of the German Bundestag right conditions for tourism to thrive and to publicise the merits welcoming tourism cul- of our homeland. The coalition parties have tabled a joint ture, we are aiming to play our part in keeping Germany ‘on motion for the development of cultural tourism in the regions in trend’. order to highlight the importance of cultural heritage for tourism. Events of international significance, such as the anniversary Daniela Ludwig, CDU / CSU: Germany’s achievements in in- of the Reformation in 2017 and the Bauhaus anniversary in bound tourism are predicated on an exceptionally competitive 2019, contribute as much to the appeal of Germany as the coun- tourism industry. A wide choice of products and services, excel- try’s many UNESCO World Heritage sites and this year’s celebra- lent marketing and stable conditions are the drivers of success tion of 25 years of German unity. The digitisation of the travel for Destination Germany. The tourism policy that underpins this market, barrier-free tourism and sustainability are just some of is first and foremost concerned with business and infrastruc- Berlin, Reichstag the many other focal points of our work. In partnership with the ture. Optimum transport links to the holiday regions and com- GNTB we want to see the marketing of Destination Germany prehensive Wi-Fi coverage are just two of the key success factors.

19 Roundtable: politicians

Daniela Ludwig, MdB Gabriele Hiller-Ohm, MdB Kerstin Kassner, MdB Markus Tressel, MdB Spokesperson on Tourism Spokesperson on Tourism Policy Spokesperson on Tourism Policy Spokesperson on Tourism Policy for Policy for the CDU/CSU for the SPD for DIE LINKE Bündnis 90/DIE GRÜNEN

The work of the Tourism Committee will focus on these and Health Act we will be improving the options for taking advan- other important areas. This includes a review of job profiles, par- tage of preventive medical services in the spa resorts. We ticularly in the hotel and restaurant industry. In times of skill will also be driving forward the standardisation of signage for shortages across all sectors, the appeal of a particular profession barrier-free tourism across the country and continuing to is crucial when it comes to recruiting staff. Moreover, the demo- prepare for the Reformation anniversary in 2017. graphic shift and changing lifestyles are increasing the pressure on existing structures to adapt. But for tourism they are also Kerstin Kassner, Die Linke: Not all parts of Germany are of equal opening up new opportunities for growth. There is currently interest and appeal to foreign tourists. While the cities are strong demand in the health and fitness sector, for example, booming, the rural regions are hardly showing any growth at all. because people are increasingly aware that prevention is often The importance of tourism to the economy is still not sufficient- better than a cure. Going forward, the Tourism Committee will ly established in the minds of politicians. I therefore see three continue to address a range of issues with the aim of further main areas requiring attention, but that are interconnected: improving the conditions for tourism in Germany. 1. Supplying broadband to the regions as quickly as possible. In Parliamentary breakfast at the 2015 ITB travel fair in Berlin with representatives from the Federal Ministry for Economic Affairs and Energy and the Tourism Committee of the German Bundestag Gabriele Hiller-Ohm, SPD: I will continue to work hard to im- many outlying and rural areas there is barely any internet access. prove Germany’s already excellent position as a travel destina- But foreign tourists expect that there will be. They don’t just tion. In a fiercely contested global tourism market I want us to want to book things online, they also want to read their usual crafts and pretty little inns and vineyards. Improved marketing need. These tools include funds for maintaining tourism infra- stay ahead of the competition. Key to this is strong financial newspaper, monitor their home remotely or be contactable if an concepts and improved visibility on the world wide web are par- structure, improved facilities and links in the transport sector backing for the international marketing of Germany. We are urgent matter arises. On my home island of Rügen, the visitors ticularly important here. and proactive business and locational policies. Through targeted looking to stabilise the high level of federal funds allocated to from northern Europe expect to be able to go online at all times. development initiatives we are looking to kick-start innovation the GNTB in the budget in order to exploit new opportunities, Markus Tressel, B90 / Die Grünen: We are delighted that Desti- processes at local level and to support the SME economy in its for example in the Chinese market. We have to make sure that 2. The industry has long lamented the shortage of skilled work- nation Germany is becoming more and more popular. But it’s efforts to make buildings more energy efficient. Improved work- we preserve the foundations of tourism in our country – these ers. I don’t believe that relying solely on foreign workers is a good important to ensure that it’s not only the cities and tourism ing conditions and fair pay will be key factors in growing tourism are the skilled workers who are at times desperately sought after solution. We should do more to train and recruit home-grown hotspots that benefit from the boom.T he Green Party is an ad- in a region, as will the sensitive treatment of the area’s cultural in the hotel and restaurant sector. The number of trainees in this staff, for example by offering flexible working hours, fair pay, vocate of sustainable tourism growth for all of Germany. The treasures and natural landscapes. These are things for which I sector has been falling for a number of years now. This trend has attractive working environments, prospects, qualifications and rural regions have to be made fit for the future as well so that will continue to campaign. to be stopped – above all by the industry itself. opportunities to improve language skills. they too are attractive to international travellers. The economic potential presented by increased levels of inbound tourism has In terms of policy, we will be focusing even more heavily on cul- 3. The rural regions are attracting hardly any tourism, and those been undervalued here for far too long. Opportunities to make tural tourism in the regions, where, with our current parliamen- that do are located close to the borders or the coast. But key policy changes have been ignored. In the Green Party, we tary motion, we will be integrating tourism and culture and Germany can boast a unique tourism offering with its diverse work at a European, federal and regional level to ensure that thereby leveraging potential for rural areas in particular. This will landscapes and its lesser known attractions, which range from these opportunities are being recognised by policymakers and also benefit health and fitness tourism. With the new Preventive castles, palaces and historic old towns to traditional arts and that the local stakeholders are being given the tools that they

20 www.germany.travel 21 Roundtable: politicians

20 www.germany.travel 21 Timeless. Otto Piene’s More Sky light installation, 2014, Berlin

Tourism in Germany in 2014 Facts - figures- information - forecast for 2030 Record inbound figures for the fifth year in a row, growth well above the European average, first place in the Nation Brands Index, most popular cultural travel destination for Europeans and an 80 per cent increase in tourism expected by the end of the next decade. Destination Germany is playing a major role in the top tier of international tourism.

23 Timeless. Otto Piene’s More Sky light installation, 2014, Berlin

23 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

the last five years, Russia remains just outside the top ten, with time high in the volume of global travel for 2014. Despite crises, nearly 2.4 million overnight stays. wars and terror attacks, the number of worldwide arrivals rose by 4.7 per cent – a far higher rate than overall global economic In the positions below this, China (up by 17.2 per cent to 2.0 mil- growth – to reach 1.14 billion. This increase in tourist traffic saw Record result for the fifth year lion overnight stays) and the Arab Gulf States (up by 20.6 per cent global tourism revenues go up by 7 per cent. to 1.9 million overnight stays) were the top performers, recording steep gains and thereby growing in importance for Germa- Germany was on a par with worldwide growth in tourism, re- with more ny’s inbound tourism. cording a 4.6 per cent increase in arrivals. The figure for Europe running in 2014, as a whole was just 3.9 per cent – well below that of Asia (growth Europe is traditionally the biggest player in inbound tourism to of 5.3 per cent) and the Americas (growth of 7.4 per cent). Taking Germany, accounting for roughly 75 per cent of the market. a medium-term view over the past five years, growth figures for than million Within the continent, the highest increases came mainly from arrivals in Germany have outperformed the equivalent Europe- 75 international south-east Europe last year. The Balkan countries, in particular, an and worldwide figures. strengthened their position as source markets for tourism, with some delivering double-digit growth rates. In 2014 the Asian In 2014 the vast majority of outbound travellers once again overnight stays for the very first time markets once again grew particularly strongly. Together they remained within their own continent. The proportion of intra generated an increase of 11.2 per cent, significantly boosting the continental trips was higher in Europe (84 per cent) than in the volume of inbound travel from the overseas markets. The Asia- Americas (77 per cent) or in Asia (72 per cent). Pacific region has an 11.7 per cent share of Germany’s inbound tourism market. Just under 10 per cent of the market is account- Germany increasingly popular with European holidaymakers With a total of 75.6 million overnight stays, the volume of inter- by 2.3 per cent). Poland, which in the third quarter broke into the ed for by the Americas, which followed the general upward national travel to Germany hit a record level in 2014 for the fifth top ten of Germany’s tourism source markets, consolidated its trend with a 5 per cent gain. Although Asia and the Americas recorded higher levels of year in succession. The number of overnight stays by inter position with further growth, going up by 11.2 per cent to reach growth, Europe remained by far the biggest source and target national visitors was up 3.7 million on the previous year’s total, more than 2.4 million overnight stays. Germany strengthens its position in the global market market for tourism in 2014, contributing 444 million outbound an increase of 5.1 per cent. trips (UNWTO). Germany strengthened its already excellent po- The total for the Russian market was down by 7.5 per cent in The growth in inbound travel to Germany is in line with growth sition among the top European travel destinations last year. Its Inbound tourism thus accounts for an above-average proportion 2014. However, after averaging almost 16 per cent growth over in international tourist traffic.T he UNWTO recorded another all- volume of inbound travel rose by 5.1 per cent on 2013, which of the growth enjoyed by the tourism industry and tourism service providers in Germany. Absolute growth in 2014: 3.7 million overnight Germany grows faster than the European and global average for the fifth year in a row stays by international visitors Arrivals went up by 4.6 per cent, putting Germany comfortably above the comparable growth rate for Europe (3.9 per cent), Switzerland + 378,488 and on a par with the global growth rate of 4.7 per cent (source: 130

UNWTO). Arab Gulf States + 318,071 ENES I S - O nline, January ffice/G 2015 International arrivals growth index (1995 = 100%) Further growth from key source markets China + 298,350 110

UK + 254,989 Between January and December, Germany generated growth in 90 tatistical O S tatistical ), Federal all its major source markets. The biggest market for inbound Poland + 246,573

travel to Germany was still, by some distance, the Netherlands, N W TO

and it registered another slight improvement, by 1.5 per cent USA + 245,756 70 year on year to reach 11.0 million overnight stays. Switzerland ffice 2015, accommodation statistics incl. camping statistics accommodation ffice 2015, remained in second place, recording above-average growth of 6.9 per cent to reach 5.9 million overnight stays. In third position 50 2008 2009 2010 2011 2012 2013 2014 rganization (U ourism O rganization

was the USA, which went up by 5.0 per cent to reach 5.2 million T overnight stays, just ahead of the UK. Next came Italy (up by • Germany • Europe • World 5.0 per cent), followed by Austria (up by 5.6 per cent), France (up 48 per cent of the absolute growth ource: World World S ource: by 2.4 per cent), Denmark (up by 5.9 per cent) and Belgium (up in 2014 came from six source markets O S tatistical Federal S ource:

24 www.germany.travel 25 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

UNWTO). Arab Gulf States + 318,071 ENES I S - O nline, January ffice/G 2015 International arrivals growth index (1995 = 100%) Further growth from key source markets China + 298,350 110

UK + 254,989 Between January and December, Germany generated growth in 90 tatistical O S tatistical ), Federal all its major source markets. The biggest market for inbound Poland + 246,573 travel to Germany was still, by some distance, the Netherlands, N W TO and it registered another slight improvement, by 1.5 per cent USA + 245,756 70 year on year to reach 11.0 million overnight stays. Switzerland ffice 2015, accommodation statistics incl. camping statistics accommodation ffice 2015, remained in second place, recording above-average growth of 6.9 per cent to reach 5.9 million overnight stays. In third position 50 2008 2009 2010 2011 2012 2013 2014 rganization (U ourism O rganization was the USA, which went up by 5.0 per cent to reach 5.2 million T overnight stays, just ahead of the UK. Next came Italy (up by • Germany • Europe • World 5.0 per cent), followed by Austria (up by 5.6 per cent), France (up 48 per cent of the absolute growth ource: World World S ource: by 2.4 per cent), Denmark (up by 5.9 per cent) and Belgium (up in 2014 came from six source markets O S tatistical Federal S ource:

24 www.germany.travel 25 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

was higher than the increase for Europe as a whole (up by Travel to Germany in 2014 above the European trend in many cases 3.9 per cent). Germany therefore accounted for around to 16 per cent of growth in Europe’s inbound tourism market. 15 34-year-olds Travel abroad Travel to Germany According to the latest figures from IPK International, Germany made 10.8 per cent more was the destination for 50 million intra-European trips last year UK + 4 % + 5 % and so remained in second place behind Spain (55 million trips) overnight stays in in the ranking of the most popular holiday destinations. With a France + 4 % + 3 % 4 per cent gain on 2013, Germany extended its lead over its Germany than the previous year nearest rivals France (up by 3 per cent to 38 million trips), Italy Netherlands + 1 % + 2 % (up by 2 per cent to 33 million trips) and Austria (up by 1 per cent to 25 million trips). customer journey grew by a further 9 per cent, with a consolida- Switzerland + 5 % + 7 % tion of the trend from using the internet purely for research Germany also strengthened its profile as one of the leading towards actual online booking. Poland + 8 % + 9 % destinations in the European market in 2014. It has successfully M, IPK 2015 positioned itself as a traditional holiday destination for travellers Germany generated above-average growth rates in numerous Austria - 1 % + 5 % from Europe with growth of 7 per cent in the holiday travel seg- European source markets in 2014. In its biggest source market, ment. While the short breaks segment fell slightly, by 4.6 per cent the Netherlands, the volume of all outbound travel rose slightly Europe as a whole + 3 % + 4 % ource: G NT B/WS ource: T to 11.7 million trips, the number of longer holidays involving last year, by 1 per cent; the number of trips to Germany went up four or more overnight stays went up by an impressive by 2 per cent. The outbound market in Switzerland, which 17.3 per cent to reach 16.2 million. expanded by 5 per cent as a whole, increased by 7 per cent for Germany only. Poland, an increasingly important source market City states continue to lead the way within Germany Germany’s cities a big hit for cultural travel This was reflected in the weighting of the inbound travel seg- for the global tourism industry, saw an 8 per cent rise in out- ments: 27.8 million holiday trips corresponds to a market share bound travel overall, but an increase of more than 9 per cent in In 2014 almost all federal states attracted more overnight stays Culture, events and city breaks play an important role in Ger- of 56 per cent (2013: 54 per cent). Nearly one in four trips from travel to Germany. Even in Austria, where outbound travel fell by by international visitors than in the previous year. The city states, many’s inbound tourism market: 44 per cent of all international Europe to Germany (a total of 12.3 million trips) were business 1 per cent in 2014, Germany achieved a gain of over 5 per cent. in particular, were able to build on their already strong position. overnight stays in Germany were made in the Magic Cities, the trips (2013: 26 per cent). There were 5.3 million trips to visit marketing association representing Germany’s eleven most friends and family, equivalent to a market share of just under Germany the no. 1 business travel destination for Europeans The undisputed no. 1 was Berlin. Last year, in the German capital, popular city destinations (eleven in 2014, now ten). 11 per cent. foreign visitors made 12.5 million overnight stays in accommo- In 2014 IPK International and the World Travel Monitor (WTM) dation establishments with at least ten beds. This 8.1 per cent The capital of Germany remained the most popular destination The volume of travel to Germany by the 15 to 34-year-old age registered a total of 61.8 million outbound business trips by increase on 2013 was another year-on-year gain for the city. by some margin, with 12.5 million overnight stays, followed by group increased by 11 per cent last year, after having gone up by Europeans. As the destination for 12.3 million of these trips, Hamburg also did well, with its number of international over- Munich (6.7 million) in second place and Frankfurt (3.6 million) 8 per cent in 2013. This correlates with the growing online affin- Germany was by some distance the most popular choice, ahead night stays rising 10.3 per cent to reach 3.0 million. Its fellow in third. ity of visitors to Germany from Europe. The amount of European of France (5.0 million trips) and the UK (4.5 million). Germany Hanseatic city Bremen also generated growth, of nearly travellers to Germany who used the internet throughout their thereby consolidated its position as the number one business 10 per cent, to register almost half a million overnight stays. In 2014 Germany’s major cities delivered a year-on-year increase travel destination for Europeans. of 7.5 per cent. Eight of the eleven Magic Cities (eleven in 2014, Among the non-city states, there were above-average gains for now ten) recorded growth rates above the national average for Within the business travel sector, there was a further shift in the Brandenburg (up by 9.9 per cent), Schleswig-Holstein (up by international overnight stays (5.1 per cent). segment breakdown. According to IPK International, 56 per cent 8.9 per cent), Thuringia (up by 5.8 per cent) and North Rhine- Holiday travel of the market was accounted for by promotable business trips, Westphalia (up by 5.5 per cent). Mecklenburg-Western Pomera- These figures confirm the popularity of Germany as a destina- which encompasses trade fairs and exhibitions as well as meet- nia (up by 5.8 per cent) registered more than a million overnight tion for European travellers. According to IPK International, city ings, incentives, conferences and events (MICE). Last year a total stays by international visitors for the very first time.T he Saar- breaks are the most popular form of holiday to Germany, was up by 7 per cent, of 6.9 million trips were recorded in this segment. Within the land, Germany’s smallest non-city state, recorded 455,000 over- accounting for 33 per cent of visits. By way of comparison, the MICE segment itself, conferences / conventions, meetings and night stays by foreign visitors. This 33 per cent increase was average across Europe is 21 per cent. Germany also does much by seminars accounted for the largest number of visitors, at 3.4 mil- attributable to one-off effects from an expansion of its tourism better than Europe as a whole for multi-destination tours longer stays lion, followed by trade fairs and exhibitions with 2.7 million visi- offering. Bavaria once again generated the highest number of (24 per cent compared to the average of 18 per cent) and event- tors. There was a decline in the volume of traditional business international overnight stays (16.6 million). related trips (5 per cent and 3 per cent). 17.3 per cent to 16.2 million trips, which fell by 4 per cent last year to 5.4 million – equivalent to a market share of 44 per cent.

26 www.germany.travel 27 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

The GNTB is promoting tourism in rural regions in the relevant Air travel is becoming increasingly popular as a markets with specific offerings based on the themes of sustain- means of transport for trips to Germany ability, health and fitness and activity-based holidays.T his year’s All trips to Germany theme-based marketing campaigns, ‘Traditions and Customs’, from the rest of Europe ‘Scenic routes of Germany’ and ‘Holidays in the heart of nature’, in 2014: 49.7 million are also encouraging people from around the world to venture (+4.1 per cent) beyond the city regions when they visit Germany. 46 % 2014 /13 + 2.9 %

Infrastructure meets existing demand

Hotels 33 %

Germany’s hotel and restaurant industry benefited from the 2014 /13 + 5.3 % excellent inbound tourism figures last year. According to the German Hotel Association (IHA), the hotel sector comprises 34,408 establishments and 1.7 million beds. These high numbers mean visitors can enjoy a wide choice of accommodation – 9 % from luxury hotels to places catering for travellers on a small 2014 /13 + 10.8 % budget – which in turn means that Germany can offer outstanding value for money within the European market. At €87, the average room price in 2014 was just 1.6 per cent above the comparable figure for the previous year, while net room prices across the European Union on average also rose slightly, by 1.4 per cent 8 % to €89. In a direct city-to-city comparison, the hotels in Germa- 2014 /13 - 5.2 % ny’s major cities are far more affordable than those of their Euro- The Rococo Schloss: one of the Dornburg Palaces pean competitors.

Other: by sea, motorbike, Modes of transport 4 % bicycle or other means of transport 2014 /13 + 16.7 % Concerted effort to promote rural regions The GNTB’s Quality Monitor survey reveals that foreign visitors to In 2014 the dominant mode of transport for Europeans visiting Germany’s rural areas are particularly keen on health and fitness, Germany was once again the car. IPK International puts its mar- Source: GNTB/WTM, IPK 2015 In 2014, in accordance with the objective set by the federal gov- visits to friends and families, the great outdoors and active pur- ket share for the year at 46 per cent. Air travel also experienced ernment, the GNTB stepped up its efforts to promote tourism in suits. And their expectations are clearly being met: at 1.7, the above-average growth last year, at 5 per cent. One third of all rural regions. Numerous theme-based marketing activities (see overall satisfaction rating of all respondents was higher even than European visitors arrive by plane. A sharp rise of almost Booking patterns chapter 4) supported an overarching initiative entitled ‘Beyond for Germany’s city regions (scale: 1 delighted, 6 disappointed). 11 per cent took rail’s share of the market up to 9 per cent, while the cities – holidays in the German countryside’. coach travel (down 5 per cent in 2014) accounted for 8 per cent New media are becoming increasingly important – including for Over the past ten years, the number of overnight stays made by of arrivals in Germany. Germany’s inbound travel industry: last year 79 per cent of Euro- international visitors in smaller towns and villages (under pean visitors to Germany used the internet at some point in the 10,000 residents) has increased by 35 per cent, reaching more In 2014 close to 208 million passengers passed through Germa- planning of their trip. In fact, almost two thirds went online not 22 per cent of inbound than 16.3 million in 2014. This means that rural regions now ac- ny’s airports, a year-on-year increase of 3 per cent. The major air- just to do research but also to book all or part of their holiday. count for 22 per cent of all inbound tourism in Germany. ports consolidated their leading positions: Frankfurt (59.4 mil- Visits to travel agents, on the other hand, accounted for travel to Destination lion), Munich (39.6 million), Berlin (28.0 million) and Düsseldorf 17 per cent of advance bookings made by Europeans travelling The biggest source markets for the rural regions are Germany’s (21.8 million). According to the German Airports Association to Germany. Germany is to rural regions neighbouring countries. The Netherlands lead the way with (ADV) growth drivers included intercontinental travel, which (municipalities with a population of less than 10,000) a 32 per cent share of the market (5.2 million overnight stays), grew by 5.6 per cent. The number of European passengers travel- Visitors to Germany from overseas were even more likely to use followed by Switzerland (2.0 million), Belgium, Denmark, Austria ling by air was up 3.1 per cent. the web: 82 per cent used the internet to plan their trip, while and Poland. 72 per cent actually booked online.

28 www.germany.travel 29 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Infrastructure meets existing demand

Hotels 33 %

28 www.germany.travel 29 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

of that total was attributable to travellers from abroad (€34.1 bil- * Based on the ten most important overseas source markets for Germany’s lion). DIW econ found that tourism is directly responsible for inbound tourism, in particular the USA, China and the Arab Gulf States. 4.4 per cent of value creation and directly employs 2.9 million people. Excellent image enhances Germany’s popularity

Inbound tourism is become increasingly important to the Last year Germany improved on its already strong standing German economy and is playing a big part in improving the around the world. The GNTB continually analyses people’s per- country’s balance of payments. According to the Bundesbank, ceptions of Germany to determine how best to position it as a travel expenditure by Germans visiting other countries rose by travel destination. It draws on various sources that measure fac- 0.9 per cent in 2014 to reach €69.4 billion. Over the same period, tors on both the demand and supply side of the international travel receipts from foreign visitors to Germany went up by tourism market. The picture is completed by the Quality Monitor 4.9 per cent to a total of €32.6 billion. The ratio of revenue gener- survey, which gauges the views of tourists who are already in ated by tourists in Germany to the amount that German tourists Germany. Schlossplatz square in Stuttgart spend abroad is therefore 47 per cent.

In 2014 Germany moved up from second to first place in the In the GNTB’s Quality Monitor survey of foreign visitors to Outstanding image Anholt-GfK Roper Nation Brands Index, which measures the im- Germany, the average scores either remained high or improved Germany no. 1 for the first time in survey of prospective travellers from 50 countries around the world age of 50 countries around the world. The reputation of Germa- slightly, with the overall level of satisfaction improving from ny is now ahead of international rivals such as the USA and the 1.9 to 1.8 (scale: 1 delighted, 6 disappointed, September 2014, UK in the overall rankings. In the tourism category, Germany latest available data from 2013). Tourism is one of six key locational factors for a country’s image. rose from eighth to seventh position, putting it on a par with Tourism, 7th place traditional holiday destinations such as those in the Mediterra- Outlook 71.45 * nean. In the culture and heritage category, Germany jumped from fifth to first place. The latest UNWTO forecasts suggest that the international trav- Exports, 3rd place el market will expand by between 3 and 4 per cent this year. Last 74.35 * The Anholt-GfK Roper Nation Brands Index (NBI) ranks 50 desti- year the GNTB came up with a new forecast that was presented nations around the world in terms of their reputation, conduct- to and approved by the Board of Directors at an extraordinary ing online surveys of over 20,000 consumers in more than meeting in November. It now forms the basis for the GNTB’s People, 3rd place 68.24 * 20 countries. People’s opinions of various locational factors in future strategy and targets. the categories of culture, governance, exports, people, immi Politics / governance, gration / investment potential and tourism are collated and 67.26 * 3rd place compared to produce the rankings. The NBI believes that tour- Outlook for travel in 2015 ism makes up a big part of how countries are perceived. And tourism as a locational factor is playing an increasingly impor- Culture and 70.82 * tant role in investment decisions. The GNTB forecast for inbound travel in 2015: heritage, 1st place On the supply side, Germany held on to third place in the World growth of to Immigration & investment 68.88 * Economic Forum’s Travel & Tourism Competitiveness 3 4 per cent potential, 2nd place Report, which ranks 141 countries (latest available figures from 2013). Germany took top position in the categories health / * Points on a scale of 1-100 hygiene, ground transport infrastructure, tourism infrastruc-

ovember 2014 2014 report, N ovember Index Brands N ation Roper Anholt-GfK S ource: ture, cultural resources and security / stability.

30 www.germany.travel 31 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Inbound tourism a boon for the economy Europeans spent a total of €29.5 billion on their trips to Germa- ny in 2014 (IPK / ETM). This includes all expenditure for trans- The tourism industry as a whole plays a key role in the German port, accommodation, food and shopping etc. while staying in economy. DIW econ, the German Institute for Economic Germany, as well as travel to, from and within Germany. Over- Research, reported that in 2012 annual consumer spending by seas travellers are another big factor in the economic impor- domestic and international visitors on day trips and longer stays tance of Germany’s inbound tourism industry: in 2014 revenue amounted to €278.3 billion. 41 per cent (€115.4 billion) of this generated by visitors from overseas source markets during their was generated by people who stayed overnight, and 30 per cent stay in Germany amounted to €15 billion*. of that total was attributable to travellers from abroad (€34.1 bil- * Based on the ten most important overseas source markets for Germany’s lion). DIW econ found that tourism is directly responsible for inbound tourism, in particular the USA, China and the Arab Gulf States. 4.4 per cent of value creation and directly employs 2.9 million people. Excellent image enhances Germany’s popularity

ovember 2014 2014 report, N ovember Index Brands N ation Roper Anholt-GfK S ource: ture, cultural resources and security / stability.

30 www.germany.travel 31 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Continuous growth in traditional markets and Overall increase by 2030: New forecast for Germany’s inbound strong momentum from the BRIC countries 53.7 million overnight stays + 80 per cent

International overnight stays* All source markets currently targeted by the GNTB’s marketing tourism industry: 2030 121.5 activities offer further growth potential up to the end of the 2029 117.7 potentially 121.5 million coming decade. 2028 114.1 international 2027 +80.0 % 110.6 The GNTB expects strong growth and increased market share 2026 107.3 overnight stays by 2030 from South East Asia, South America and the Middle East. The 2025 104.0 BRIC countries in particular are changing the profile of inter 2024 100.9 2023 97.9 International arrivals in 2030: national visitors to Germany, with above-average growth in the 2022 95.0 1.8 billion arrivals worldwide + 66.4 per cent triple-digit range. In the longer term, the GNTB expects growth 2021 92.2 potential for Russia that is well above the average: a leap from 2020 89.5 the current level of 2.4 million to 7.2 million overnight stays will 2019 85.9 take Russia from the lower reaches of Germany’s top ten source 2018 82.5 markets up to third place. China is looking at an increase of 2017 79.3 +114.2 % 3.2 million to 5.0 million overnight stays, while India will more 2016 76.2 +31.4 % +47.5 % 2015 73.3 +209.1 % than triple its current number of overnight stays to 2.0 million. 2014 70.5 Europe Asia / Pacific The strongest individual market in South America is Brazil, Average annual Americas arrivals ), international 2013 67.8 which is projected to reach 1.7 million overnight stays. growth: 3.5 % Middle East N W TO

+145 %

Africa rganization (U ourism O rganization T Total for the BRIC countries in 2030: 15.9 million overnight stays + 184 per cent 2030 5 million ource: World World S ource:

a new long-term forecast for the period up to 2030. Improved than other sectors. Moreover, a thriving travel industry will boost methodology and the use of a broader range of tools mean that the economies in developed and newly industrialising countries 2030 Brazil the GNTB and its partners are now able to make strategic deci- alike. So it is justifiable to talk of tourism as the model sector of 2 million sions with a greater degree of certainty. the 21st century. Russia

in the years ahead. of global tourism on Germany as a travel destination. Examining / the combined effect of several factors, it concludes that the Potential for an additional In 2013 worldwide arrivals surpassed the one billion mark for number of overnight stays – in line with arrivals – is likely to rise 10.1 million overnight stays the very first time.T he World Tourism Organization (UNWTO) by an average of 3.5 per cent a year, enabling Germany’s inbound from the BRIC countries. India expects this to rise by an average of 3.3 per cent a year to reach tourism industry to benefit particularly strongly from the global (Assuming continuing economic

1.81 billion arrivals by 2030. Europe will continue to grow in pop- growth in this sector. charts: G NT B for S ource and political stability) ularity as a destination and remain the biggest target market for

32 www.germany.travel 33 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Continuous growth in traditional markets and Overall increase by 2030: New forecast for Germany’s inbound strong momentum from the BRIC countries 53.7 million overnight stays + 80 per cent

+145 %

Africa rganization (U ourism O rganization T Total for the BRIC countries in 2030: 15.9 million overnight stays + 184 per cent 2030 5 million ource: World World S ource:

2013 2030 2030 1.7 million The GNTB’s worldwide marketing is underpinned by intensive international tourism by some distance. Growth from the Asia- 7.2 million 1.7 million market research. Thorough analysis of the potential of source Pacific region will be strong, with much of the momentum com- China / Hong Kong markets is essential as a means not only of identifying trends in ing from the Middle East. 2013 order to set themes, but also of determining where and how 2013 2.6 million 0.7 million best to invest resources in marketing. In 2014 the GNTB unveiled According to UNWTO figures, tourism will grow at a faster rate a new long-term forecast for the period up to 2030. Improved than other sectors. Moreover, a thriving travel industry will boost methodology and the use of a broader range of tools mean that the economies in developed and newly industrialising countries 2030 Brazil the GNTB and its partners are now able to make strategic deci- alike. So it is justifiable to talk of tourism as the model sector of 2 million sions with a greater degree of certainty. the 21st century. Russia

2013 The global travel market will continue to expand The GNTB’s forecast looks at the potential impact of the growth 0.6 million ager 2014, *excluding campsites, figures are rounded are figures campsites, 2014, *excluding Claus S ager in the years ahead. of global tourism on Germany as a travel destination. Examining / the combined effect of several factors, it concludes that the Potential for an additional In 2013 worldwide arrivals surpassed the one billion mark for number of overnight stays – in line with arrivals – is likely to rise 10.1 million overnight stays the very first time.T he World Tourism Organization (UNWTO) by an average of 3.5 per cent a year, enabling Germany’s inbound from the BRIC countries. India expects this to rise by an average of 3.3 per cent a year to reach tourism industry to benefit particularly strongly from the global (Assuming continuing economic

32 www.germany.travel 33 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Overseas markets to grow faster – Inbound tourism: two thirds of the overall increase will be higher than from the Americas. The Arab Gulf States will be erations, particularly with regard to the source markets, and has a but Europe to remain the biggest source region from Europe and one third from overseas the top performer in the Middle East region. The USA will remain the horizon that extends well beyond current political circumstances. largest overseas source market despite a slowdown in growth. This makes it a valid basis for deciding on the global marketing 88.1 At 103 per cent, the increase in inbound travel to Germany will strategy for Destination Germany. International overnight stays be higher from the overseas markets than from Europe as a (million)* Differentiated forecasting model offers predictions based on whole (up by 74 per cent). In absolute terms, however, intra solid analysis Various key performance indicators (KPIs) from a number of inde- 50.8 + 74 % continental travel will account for two thirds of this growth. This pendent sources were used to compile the forecast. An individual means that by 2030, Europe will still be the leading source 31.8 The current forecast for the period up to 2030 is focused on long- ‘forecast key’ was produced for each of the 47 source markets that region for inbound travel to Germany, with a 73 per cent share 15.7 + 103 % term perspectives. It takes into account various economic consid- are currently covered by the official accommodation statistics. of the market for overnight stays by all foreign travellers. 2013 2030 2013 2030 EUROPE OVERSEAS Five key performance indicators (basic) Weighting In 2030, European visitors will make 88.1 million overnight stays Average increase in the number of overnight stays in Germany 1995 – 2012 (source: Federal Statistical Office) 33.3 % in Germany, 74 per cent more than today, with western Europe France and Italy. Growth from northern and southern Europe

expected to improve on its traditionally strong position. will be more muted. Average increase in the number of overnight stays in Europe 2002 – 2012 (source: TourMIS) 16.7 %

slight increase in market share. The central and eastern Europe- the traditional big players for German tourism will maintain their Trends in commercial air traffic in the international source markets and forecasts for the period up to 2030 16.7 % an markets will drive growth, with Russia leading the way. The leading positions over the long term. Emerging economies, how- (sources: ACI, Boeing, DLR & World Bank) volume from Poland will more than double, elevating the coun- ever, will increasingly be a force. Growth from the Asia-Pacific re- try into the same league as traditionally strong markets such as gion, for example, with its large newly industrialising countries, Two key performance indicators (additional)

Volume of travel in the international source markets (sources: World Bank, IPK International) 66.6 % Top ten source markets in Europe in 2030 Total for Europe in 2030: Demographic change 1995 – 2012 including future trends (sources: IMF, World Bank) 33.3 %

37.7 Netherlands 8.5 3.8 12.3 International overnight stays (million)* Switzerland 5.1 4.2 9.3 = Basis for source market forecast 14.5 Russia 2.6 4.6 7.2 19.2 16.7 UK 4.7 2.2 6.9 13.6 11.0 5.9 Austria 3.3 2.7 6.0 7.8 3.4 1.5 4.9 23.1 8.2 10.8 Italy 5.8 International overnight stays (million)* France 3.0 1.7 4.7 Western Central / Northern Southern high Europe eastern Europe Europe Poland 2.2 2.4 4.6 140 135.4 Europe 2.7 1.8 4.5 million ■ projection of linear percentage growth up to 2030 Belgium International overnight 2.7 1.7 4.4 stays (million)* ■ leads to a volume of 135.4 million international overnight Denmark 120 121.5 stays in 2030 million

Top ten overseas source markets in 2030 Total for the overseas markets in 2030: 100 104.5 average 14.3 million USA 4.9 1.9 6.8 ■ projection of linear percentage growth in the source 80 China/Hong Kong 1.7 3.2 5.0 12.4 markets up to 2020 International overnight 1.5 2.0 3.6 Arab Gulf States stays (million)* ■ 2021 – 2030: - 25 % (UNWTO method) 1.3 1.9 Other Asian 3.2 60 Other S. American 0.5 1.9 2.4 7.9 5.4 2012 2014 2016 2018 2020 2022 2024 2026 2028 2030 India 0.6 1.3 2.0 low Brazil 0.7 0.9 1.7

ager 2014, *excluding campsites, figures are rounded are figures campsites, 2014, *excluding Claus S ager rounded are figures campsites, 2014, *excluding Claus S ager The GNTB’s preference, in line with the UNWTO ■ projection of linear percentage growth in the source

1.3 0.2 1.5 / / Japan model, is the ‘average’ scenario. This model assumes markets up to 2015 Other African 0.5 0.8 1.3 International overnight 3.6 a mix of high-growth and low-growth years and thereby ■ 2016 – 2020: - 25 % Australia 0.7 0.4 1.1 stays (million)* 6.4 7.0 avoids unrealistic expectations based on non-stop 2.0 ■ 2021 – 2030: - 50 % 1.6 economic growth. 1.5 0.9 0.7 ource for charts: G NT B for S ource charts: G NT B for S ource • Increase 2014 – 2030 (million) • 2013 (million) Asia / Pacific Americas Middle East Africa

34 www.germany.travel 35 2 Tourism in Germany in 2014 Facts – figures – information – forecast for 2030

Tourism forecasts by UNWTO for 2030 and WTTC for 2025 (sources: UNWTO, WTTC) 16.7 % The Netherlands and Switzerland will remain the biggest source The volume of overnight stays by overseas visitors will more than countries for inbound travel to Germany and will even see a double to reach 31.8 million. In the intercontinental market, too, GNP in the source markets 1995 – 2012 and forecasts for the period up to 2020 (sources: World Bank, IMF, Goldman Sachs) 16.7 % slight increase in market share. The central and eastern Europe- the traditional big players for German tourism will maintain their Trends in commercial air traffic in the international source markets and forecasts for the period up to 2030 16.7 % an markets will drive growth, with Russia leading the way. The leading positions over the long term. Emerging economies, how- (sources: ACI, Boeing, DLR & World Bank) volume from Poland will more than double, elevating the coun- ever, will increasingly be a force. Growth from the Asia-Pacific re- try into the same league as traditionally strong markets such as gion, for example, with its large newly industrialising countries, Two key performance indicators (additional)

34 www.germany.travel 35 Roundtable: transport

Excellent transport links to and within Germany GNTB members from the transport sector were interviewed for this roundtable. Read on to see their replies.

Jens Bischof Birgit Bohle Regine Sixt Board Member Responsible for Chief Executive Officer, Senior Executive Vice President, Sales, Marketing and Product, DB Vertrieb GmbH Sixt International, Sixt SE Passenger Business, at Lufthansa

In 2015, Lufthansa will continue to develop inbound tourism combine train travel, hotel accommodation and extras such as 6 per cent), the USA (up by 8 per cent), China (up by 14 per cent) markets along the entire travel chain and needs to adapt to spa packages and museum tickets. At Ameropa we expect this and the Netherlands (up by 20 per cent). The Russian market, changing customer expectations more than ever before. ‘Made to lead to a substantial increase in train travel. Of course, we meanwhile, fell by only 4 per cent, though we expect its inbound How would your in Germany’ enjoys an outstanding reputation abroad. Going will also continue to focus on our city breaks, short breaks and figures to fall more substantially in 2015. New long-haul desti- forward, Lufthansa will meet this expectation of quality by offer- wellness trips. nations, such as Tehran and Kuwait, together with lots of new organisation sum up ing a five-star product for all its customers. In the near future, European routes will see Munich Airport increase not only its the entire long-haul fleet will be fitted with the latest product Regine Sixt, Sixt: 2014 was a very successful year for Sixt. We passenger numbers but also its aircraft movements in 2015. We 2014 in terms of inbound generation in first and business class.T he new premium econ grew strongly not only in Europe and the USA, but also in our are especially proud that for 2015 Skytrax has named Munich omy class offers 50 per cent more personal space and its home market of Germany, where our rental revenues increased Airport the best airport in Europe, as they did last year as well, travel compared to customer feedback has been outstanding. And from this sum- again. The healthy expansion abroad is helping us to raise the and awarded us an additional star that makes us the continent’s mer, on European routes, we are creating even more individual- international profile of the Sixt brand. As a result, we are increas- first five-star airport. previous years? And ity for our guests from around the world with a new, straight ingly able to win the custom of foreign tourists who have forward pricing structure. already had good experiences of Sixt in their home countries Dr Stefan Schulte, Fraport: Not only is Frankfurt Airport still the what developments and are now coming to Germany. gateway to Europe for travellers from the United States, but for Birgit Bohle, Deutsche Bahn: Despite significant challenges for a number of years now we have been seeing how much it has and challenges do you Deutsche Bahn – including competition from long-distance Market surveys indicate that the volume of travel in Germany become the arrival point of choice for Germany and Europe for anticipate for 2015? coaches and the lengthy strikes organised by the train drivers’ will increase this year. We will therefore be expanding our range new source markets. At the forefront of this trend is China, union – inbound tourism was a stabilising element in 2014, as it of products so that we are targeting international visitors as where demand for travel is increasing in line with the country’s was in the previous year too, performing well overall. The results well. The Sixt brand underpinning these products needs to development. But all the other major Asian countries too are no of our tour operator, Ameropa, also improved on the previous stand for the same values for which it has been renowned in less important as components of our inbound tourism sector. year’s level. The popularity of our city break and wellness travel Germany for decades: excellent service, premium vehicles and products with visitors from neighbouring countries played a big value for money. Our ambition is to win the custom of every For our Chinese visitors, the consumer experience ranks high on Jens Bischof, Lufthansa: Increasing inbound tourism over the part in this. Our passengers like the fact that they can get from tourist who visits Germany. their scale of travel priorities, even if currency shifts and the Chi- long term is one of our stated aims. Germany offers a wealth of A to B without needing a car and for a reasonable price on a nese anti-luxury policy had a slightly dampening effect here last opportunities that we can use to achieve this: from weekend well-maintained network. We focus on environmentally friendly Dr Michael Kerkloh, Munich Airport: With an increase of one year. We have responded to this at Frankfurt Airport by develop- city breaks and shopping trips to medieval towns and palaces travel both to the holiday destinations and at local level. million passengers to nearly 40 million, Munich Airport set ing increasingly differentiated and specialised offerings. For amidst beautiful scenery. By stepping up our marketing partner- another new record last year. This increase in passenger num- example in the form of our personal shoppers who happily ad- ships, including for the 25th anniversary of the fall of the Berlin Inbound tourism remains a key pillar of our business and we bers is drawn exclusively from gains in international traffic: the vise our Chinese guests in their shopping activities. These are Wall and as part of our ‘Mountain Hub’ Munich initiative, we would like to expand it further. Ameropa will step up its inter 7 per cent rise in intercontinental passengers to 6.2 million was young people who speak the passengers’ language, are aware of recorded a sharp rise in inbound tourism in 2014. China, Japan national sales activities in 2015. We see huge potential – in par- the highest across all segments. The volume of international in- their specific needs and know which of the terminals’ stores can and Russia are become increasingly important as source mar- ticular to counter the threat from long-distance coaches – in our bound travel at Munich Airport rose by 2 per cent in 2014. Above- best cater to them. With their help, the passengers are able to kets alongside the USA, the UK, Spain and Italy. combination offers.T hese ‘hassle-free all-inclusive packages’ average increases were generated by the UK/Ireland (up by find what they’re looking for. Similarly, the information available

36 www.germany.travel 37 Roundtable: transport

Excellent transport links to and within Germany GNTB members from the transport sector were interviewed for this roundtable. Read on to see their replies.

36 www.germany.travel 37 Roundtable: transport

Dr Michael Kerkloh Dr Stefan Schulte Dr Ludger Dohm Martin Gruber Torben Greve Raimund Jennert Chief Executive Officer of Munich Airport Chief Executive Officer, Chairman of the Management Board, Managing Director of Avis Budget in Managing Director of MFB Head of Tourism at the German Cyclists’ and President of the German Airports Fraport AG Düsseldorf Airport Germany, Austria, Switzerland and MeinFernbus GmbH Federation (ADFC) Association (ADV) the Czech Republic

before and during flights is being tailored more and more so In 2015, Düsseldorf Airport will continue to work on expanding bus FlixBus in 2015 is focused on a concerted expansion into dation options. Rental e-bikes and other new offerings mean that our Chinese guests are provided with the required infor its route network and thereby increasing inbound traffic to Germany’s neighbouring countries. The main international that even those who are less fit are able to explore topographi- mation in Mandarin and are given assistance in finding their Germany. From September, for example, Cathay Pacific’s new growth markets alongside Austria and Switzerland are France, cally challenging holiday regions by bicycle. bearings at Frankfurt Airport. non-stop service to Hong Kong will ensure that our region is Italy, the Netherlands, Belgium, Luxembourg and the Czech easily accessible to travellers from southern China. Germany Republic. Because this will give lots of prospective holiday But it’s not just Germany that has turned its attention to the The trend towards a very focused level of consumption by tourist needs high-performing, growing airports in order to maintain makers a cheaper and often more direct alternative for travelling attractive cycling tourism segment. Other popular holiday desti- groups as an adjunct to the travel experience will continue, and its position in the international tourism market. to Germany, whole new opportunities will open up for the nations are getting in on the act too. France and South Tyrol are not only among Chinese visitors. German tourism industry. The two biggest challenges lie in investing heavily in this area. And Austria, Denmark, Belgium Martin Gruber, Avis Budget: Overall, Avis Budget car hire had a bringing the right offering to the market and in finding an effec- and Luxembourg are advertising using the ADFC quality marks Inbound tourism has long been a key economic factor, and it will very positive year in 2014, with markets such as the USA, South tive method of targeting and activating the intended audience Bett+Bike, Qualitatsradroute and RadReiseRegion. German continue to grow in line with levels of prosperity in fast-growing America, the Arab region and Asia continuing to deliver high of potential tourists. One of the main ways that MeinFernbus regions and route operators need to do more to cater to specific economies. All this means that more and more people will growth. As part of the Avis Budget Group, with its excellent glob- FlixBus is looking to meet these challenges is by working togeth- groups from other countries. Information about cycling tourism become inbound tourists for Destination Germany! al positioning, we benefit from a strong network and are able to er with the GNTB and its partners. in different languages – particularly on the internet – would be meet a wide range of transport needs with our two brands, Avis an important first step. Dr Ludger Dohm, Düsseldorf Airport: Düsseldorf Airport had and Budget. We are very optimistic about 2015 – we are looking Raimund Jennert, ADFC: Cycling and mountain biking are, after another record year in 2014 – 21.8 million passengers used our to further expand our services in our ever-growing network of walking, the most popular sporting activity for foreign visitors airport in the regional capital of North Rhine-Westphalia, more locations and make ourselves even more attractive for our cus- to Germany. According to the World Travel Monitor, the most than ever before. The range of long-haul routes in particular has tomers from around the world. We work constantly on innova- important source markets for this are the Netherlands, Belgium, been greatly expanded in recent years. The latest example is last tion, both in service and in regard to our fleet offering. Individual Poland, Switzerland and the UK. More and more cycling tourists year’s addition of a new daily non-stop service to Tokyo, operat- travel experiences are becoming increasingly important. Our are coming to us on cross-border routes such as the Rhine Cycle ed by All Nippon Airways. Today, passengers in Düsseldorf can premium vehicles, in particular, are very popular in this regard. Route – or via one of the nine routes of the EuroVelo European choose from more than 120 weekly long-haul flights to 26 inter- We are, for example, the exclusive rental car partner of Porsche long-distance cycle network. continental destinations. These are supplemented by an exten- and offer, in addition to the Select Series, the option of hiring sive network of European and domestic routes. very specific models in Germany instead of only individual Germany is a dream destination for cycling tourists with its river vehicle categories as before. and coastal routes, its routes focused on particular themes or As the main airport for North Rhine-Westphalia, Düsseldorf aspects of culture, its mountain bike regions and routes that fol- Airport serves as a gateway for Germany’s biggest federal state Torben Greve, MFB MeinFernbus GmbH: Whereas inbound tour- low disused railways, not to mention the network of long- by population and thereby for Destination Germany as a whole. ism still played a minor role for MeinFernbus and FlixBus in distance cycle paths covering more than 70,000 kilometres. Ger- The intercontinental routes in particular put our region in touch 2014, this is set to change following the merger of Germany’s many also offers outstanding quality and excellent service for with business travellers and tourists from China, Japan, the Arab two largest long-distance coach operators, which was complet- visiting cyclists, with ADFC-certified premium routes and cycling region and the Americas. ed at the beginning of 2015. The growth strategy for MeinFern- regions as well as 5,000 cyclist-friendly ‘Bed & Bike’ accommo-

38 www.germany.travel 39 Roundtable: transport

38 www.germany.travel 39 World Heritage. Zeche Zollverein mine in Essen, North Rhine-Westphalia

GNTB members, sponsors and partners The successful international marketing of Germany in 2014 was again built on long-standing, active collaborations with strong business partners. The GNTB continued to expand its productive working relationship with its members, of which there are now 72, as well as with its twelve sponsors and its other partners.

41 World Heritage. Zeche Zollverein mine in Essen, North Rhine-Westphalia

41 3 GNTB members, sponsors and partners

The global marketing of Destination Germany is underpinned by the cooperation between the GNTB and its members and sponsors, which include companies in the tourism industry, associations and all the marketing organisations of the federal states. Strategic partners New GNTB members: Welcome to the Destination Germany network Thispublic-private partnership concept provides an opportunity for all Strategic partners play a very important role in the collaborative those involved to maintain a global presence in the relevant markets. success of the GNTB network. They are more than just mem- The GNTB gained more new members in 2014, and with effect bers – they help to shape and promote Destination Germany. from 1 January 2015 both MFB Flixbus and Lufthansa City The interaction with trade associations, marketing associations and other They contribute in many different ways, for example by provid- Center International also became GNTB members. ing transport and accommodation for travel industry profes- tourism enterprises results in a multi-layered network. sionals and media representatives, by collaborating in market- MFB Flixbus ing campaigns and by continually sharing their expertise. MFB MeinFernbus GmbH was Deutsche Lufthansa AG founded in 2011 in Berlin. The company launched its first sched- Lufthansa is one of the world’s lead- uled services in 2012 – before the deregulation of coach travel in ing airlines, offering global products Germany. Today MFB is the biggest and most successful provider and services. The premium air carri- in a fast-growing market, holding a 74 per cent market share. er has worked successfully with the GNTB since 1957. Alongside The MeinFernbus services are operated by more than 80 medi- a core level of international cooperation, the partnership incor- um-sized coach partners based in Germany, Luxembourg and porates joint sales and marketing ventures in key source mar- the Netherlands. At the beginning of 2015 MeinFernbus merged kets and emerging markets. with competitor Flixbus – which will help it to further expand its long-distance coach network within Europe. One of the main collaboration projects in 2014 was at the GTM Germany Travel Mart™ in Bremen and Bremerhaven, where Lufthansa City Center International The GNTB members In accordance with its charter, all companies or organisations of Lufthansa once again joined forces with the GNTB. Lufthansa national importance are eligible for GNTB membership provided also provided invaluable support to the GNTB in the organisa- Lufthansa City Center Inter There are currently 72 active members of the GNTB. The public- that their activities support the aims and objectives of the GNTB. tion of fact-finding tours for international travel professionals national (LCCI) is a unique global private partnership structure gives stakeholders in the German and leading media representatives from around the world. network of travel agents based travel industry access to the GNTB’s market analyses, themed GNTB members are drawn from a cross-section of industry outside Germany. It currently has more than 350 partners in marketing campaigns and global marketing network. This opens sectors. More than half of the members are companies. The Deutsche Bahn AG over 80 countries. As well as serving customers in the business up a host of opportunities for providing practical support in a hotel industry is represented by everything from budget accom- segment, the Lufthansa City Centers are heavily involved in tour- wide range of projects. From participation in the industry’s big- modation for young travellers to luxury hotels. All aspects of the As one of the world’s leading pas ism, an area in which the arrangement of travel to Germany, gest trade fairs to a share in collaborative marketing campaigns, transport sector – air, road and rail travel – are also thoroughly senger and logistics companies, often with the assistance of the LCC partners in Germany, is the GNTB is on hand with contacts, experience and extensive covered. Companies providing unique travel experiences in Ger- Deutsche Bahn AG (DB) works in becoming ever more important. industry know-how to ensure German tourism products and many benefit just as much from GNTB membership as those partnership with the GNTB to pro- services receive maximum publicity. offering simple shopping breaks.T ravel insurance providers and mote tourism in Germany. Joint international marketing cam- Willy Scharnow Tourism Foundation other tourism-related companies complete the portfolio of paigns have been run for a number of years now and this inten- Large strategic partners are able to raise their standing in the members. sive and successful model of cooperation continued in 2014. The Willy Scharnow Tourism Founda- inbound tourism markets, while small and medium-sized enter- tion was founded in 1953 in order to prises are able to participate in the international marketing of It is a stated aim of the GNTB, in accordance with the remit it has Deutsche Bahn also participated in last year’s GTM Germany promote understanding between Destination Germany. been given by the Federal Ministry for Economic Affairs and En- Travel Mart™ in Bremen and Bremerhaven. The GNTB’s fact-find- nations and international friendship and to teach employees ergy, to develop these partnerships and attract new members. ing tours, once again offered in partnership with Deutsche Bahn, of tourism providers about different cultures and countries. The GNTB also has an advisory role, in which it supports mem- enjoyed high levels of demand in 2014. Travel experts and jour- Fact-finding tours with a seminar format remain at the heart of bers in the development of new products and services and acts nalists were able to discover Destination Germany by train, with the foundation’s work. The offering for Germany is being ex- as a central coordinator. particular emphasis on the GNTB’s annual and basic themes. panded all the time.

42 www.germany.travel 43 3 GNTB members, sponsors and partners

The GNTB’s members and sponsors (as at June 2015)

Companies Corporate bodies, associations, foundations, institutions and organisations

A • Allgemeiner Deutscher Fahrradclub e. V. (ADFC) • B • Bundesverband der Deutschen Tourismuswirtschaft e. V. (BTW) • D • Deutscher Heilbäderverband e. V. (DHV) • Deutscher Hotel- und Gaststättenverband e. V. (DEHOGA) • Deutscher Industrie- und Handelskammertag e. V. (DIHK) • Deutscher ReiseVerband e. V. (DRV) • Deutscher Tourismusverband e. V. (DTV) • G • German Convention Bureau e. V. (GCB) • Goethe Institut • H • Historic Highlights of Germany e. V. (HHOG) • Hotelverband Deutschland (IHA) e. V. • M • Magic Cities Germany e. V. (MCG) • R • RDA Internationaler Bustouristik Verband e. V. • U • UNESCO-Welterbestätten Deutschland e. V. • W • Willy Scharnow-Stiftung für Touristik

Berlin • Neumünster

Sponsors

Tourism marketing organisations of the federal states

Thuringia visit-thuringia.com

44 www.germany.travel 45 3 GNTB members, sponsors and partners

Collaboration with GNTB members Historic Highlights of Germany Campaigns with other cooperation partners the landscapes that they look after model regions for sustaina- Implementation of strategic goals and themed ble development. campaigns with cooperation partners in 2014 As of this year, the cooperative marketing venture Beyond the circle of its members the GNTB is very well connect- Historic Highlights of Germany (HHoG) comprises ed both at national and international level. Strong partners, such The German Coastal Association ADFC 14 members, all of them university cities that are at as the European Travel Commission (ETC), the Polish National

segment, putting a particular focus on promoting green meet- Going forward, the GNTB will be working Deutscher Wanderverband The German Spa Association (DHV) ings. The GNTB also collaborates with the Association of the even more closely with its French counter- represents the interests of more German Trade Fair Industry (AUMA) to promote Germany as a part, Atout France. The agreement, which than 350 quality-certified spa re- location for international trade fairs and exhibitions. initially runs for three years, will see the two organisations coor- sorts in Germany and their federal dinate activities and provide mutual support with marketing Deutscher Olympischer Sportbund / Deutsche Sport Marketing GmbH organisations at regional and state level. The objective of the German UNESCO World Heritage Sites Association campaigns in their domestic markets. Work will be focused on (DOSB / DSM) • Deutscher Wanderverband (DWV) • Danube DHV is to provide an assurance of quality, to develop products areas such as market research, press conferences, press tours, Competence Center • Deutsche Welle (DW-TV) • Polnische Organisation and to promote health-related travel to the various spa towns. The German UNESCO World promotional campaigns, initiatives with tour operators and für Tourismus (POT) The GNTB and the DHV work in partnership to promote health- Heritage Sites Association pro- online activities and will be aimed at driving demand for France oriented tourism to prospective visitors from abroad. At motes low-impact, specialised and Germany as travel destinations. Absolutely Alps www.germany.travel, for example, the GNTB features extensive and sustainable tourism to Ger- content on health-related travel. many’s World Heritage sites, which are some of the country’s EUROPARC European Travel Commission (ETC) • Pacific Asia Travel Association most popular attractions. It has been a member of the GNTB (PATA) • ATC (Alpine Tourist Commission) Magic Cities Germany since 2010. The association, together with the German Commis- With a view to the 2016 campaign sion for UNESCO as a strategic partner, played a key role in the glob- ‘Holidays in the heart of nature – In 2014 the then eleven members al marketing of Germany’s 39 UNESCO World Heritage sites during Germany’s national parks & nature of the Magic Cities Germany the 2014 campaign ‘UNESCO World Heritage in Germany – parks’, the GNTB has decided to team up with EUROPARC, which marketing association – Berlin, Sustainable cultural and natural tourism’. represents the interests of all protected national landscapes in GNTB sponsors Cologne, Dresden, Düsseldorf, Germany. EUROPARC provides support to the organisations that Frankfurt, Hamburg, Hannover, Leipzig, Munich, Nuremberg and German Wine Institute (DWI) run the parks, as well as to associations, foundations and Since 2009, organisations have also been able to affiliate them- Stuttgart – accounted for 42 per cent of all overnight stays by sponsors. Its overall aim is to protect natural beauty, preserve it selves to the GNTB through sponsorship. This means organi foreign visitors in Germany. This cooperative marketing venture The GNTB and the German Wine for the future and improve the visitor experience. sations and companies that are interested in the GNTB, but do highlights the diverse appeal of Germany’s city regions in Institute (DWI) signed a cooperation not fulfil the membership criteria, can still benefit from the contrast with other, more monocentric destinations elsewhere agreement in January 2014 with the Association of German Nature Parks GNTB’s worldwide marketing infrastructure. Corporate bodies, in Europe. In 2014, drawing on the GNTB’s market expertise, the aim of building on the successful 2012 campaign entitled ‘Wine associations and foundations from the worlds of research, con- Magic Cities association focused its promotional activities on heritage and nature in Germany’. The two organisations are The GNTB is also systematically preparing sultancy, media, the arts and sport are taking advantage of this the selected overseas markets of China, India, Brazil and pooling their resources to conduct joint marketing and commu- for the 2016 campaign by working with the arrangement. All sponsors belong to the GNTB’s Advisory Board Asia / South East Asia. nications activities. One of the aims of the collaboration is to Association of German Nature Parks (VDN). and can use the GNTB sponsor logo in their marketing. The promote tourism in rural regions. The jointly defined target mar- The VDN is the umbrella association for GNTB is currently working with twelve sponsors. kets are the Netherlands, the UK, Switzerland, the USA, Norway Germany’s 104 nature parks and is committed to protecting and and China. maintaining natural beauty. It also helps its members to make

46 www.germany.travel 47 3 GNTB members, sponsors and partners

LAND GAN H Z SC O T B least 700 years old. Each one is of above-average im- Tourist Office OT(P ) and the Pacific AsiaT ravel Association (PATA), E The German Coastal Association (Deutsches U N E ! D The German Cyclists’ Federation portance for Germany’s inbound tourism industry. provide valuable support in international marketing. Collabora- Küstenland, or DKL) is a collective of the D E D U N T LA SC N (ADFC) represents the interests In 2014 the key markets for HHoG’s joint marketing activities tions with Deutsche Welle TV boost the global media presence. HES KÜSTE regional marketing organisations of the five of cyclists in Germany and cham- with the GNTB were the USA, Japan and China overseas, and the north German federal states (Hamburg, pions the cause of low-impact UK and Italy in Europe. Various partnerships with product-related, nationwide initia- Bremen, Schleswig-Holstein, Lower Saxony and Mecklenburg- transport. The ADFC quality-certified routes are a seal of approv- tives and associations provide additional expertise in the devel- Western Pomerania) and the Hanseatic city of Lübeck. Their al for cycling tourism in Germany. Last year the existing coopera- German Convention Bureau and AUMA opment of basic themes and in the delivery of theme-based marketing activities are mainly connected by a common mari- tion agreement between the GNTB and the ADFC was extended campaigns. time theme. The GNTB works together with DKL to present a for the years 2015 / 2016. The GNTB, which markets cycling as By working closely with the Ger- more multifaceted image of Germany to markets abroad. The a core theme, publishes a pocket guide promoting the ADFC’s man Convention Bureau (GCB) A number of cooperation agreements were newly signed or ex- main markets for the collaboration are Italy and Russia. ‘Discover Germany by bike’ products and features the organisa- to market promotable business tended in 2014: tion’s 70 long-distance cycle routes on the GNTB website. travel to Germany, the GNTB is able to harness synergies and Atout France German Spa Association (DHV) strengthen its portfolio in this segment, putting a particular focus on promoting green meet- Going forward, the GNTB will be working Deutscher Wanderverband The German Spa Association (DHV) ings. The GNTB also collaborates with the Association of the even more closely with its French counter- represents the interests of more German Trade Fair Industry (AUMA) to promote Germany as a part, Atout France. The agreement, which than 350 quality-certified spa re- location for international trade fairs and exhibitions. initially runs for three years, will see the two organisations coor- sorts in Germany and their federal dinate activities and provide mutual support with marketing Deutscher Olympischer Sportbund / Deutsche Sport Marketing GmbH organisations at regional and state level. The objective of the German UNESCO World Heritage Sites Association campaigns in their domestic markets. Work will be focused on (DOSB / DSM) • Deutscher Wanderverband (DWV) • Danube DHV is to provide an assurance of quality, to develop products areas such as market research, press conferences, press tours, Competence Center • Deutsche Welle (DW-TV) • Polnische Organisation and to promote health-related travel to the various spa towns. The German UNESCO World promotional campaigns, initiatives with tour operators and für Tourismus (POT) The GNTB and the DHV work in partnership to promote health- Heritage Sites Association pro- online activities and will be aimed at driving demand for France oriented tourism to prospective visitors from abroad. At motes low-impact, specialised and Germany as travel destinations. Absolutely Alps www.germany.travel, for example, the GNTB features extensive and sustainable tourism to Ger- content on health-related travel. many’s World Heritage sites, which are some of the country’s EUROPARC European Travel Commission (ETC) • Pacific Asia Travel Association most popular attractions. It has been a member of the GNTB (PATA) • ATC (Alpine Tourist Commission) Magic Cities Germany since 2010. The association, together with the German Commis- With a view to the 2016 campaign sion for UNESCO as a strategic partner, played a key role in the glob- ‘Holidays in the heart of nature – In 2014 the then eleven members al marketing of Germany’s 39 UNESCO World Heritage sites during Germany’s national parks & nature of the Magic Cities Germany the 2014 campaign ‘UNESCO World Heritage in Germany – parks’, the GNTB has decided to team up with EUROPARC, which marketing association – Berlin, Sustainable cultural and natural tourism’. represents the interests of all protected national landscapes in GNTB sponsors Cologne, Dresden, Düsseldorf, Germany. EUROPARC provides support to the organisations that Frankfurt, Hamburg, Hannover, Leipzig, Munich, Nuremberg and German Wine Institute (DWI) run the parks, as well as to associations, foundations and Since 2009, organisations have also been able to affiliate them- Stuttgart – accounted for 42 per cent of all overnight stays by sponsors. Its overall aim is to protect natural beauty, preserve it selves to the GNTB through sponsorship. This means organi foreign visitors in Germany. This cooperative marketing venture The GNTB and the German Wine for the future and improve the visitor experience. sations and companies that are interested in the GNTB, but do highlights the diverse appeal of Germany’s city regions in Institute (DWI) signed a cooperation not fulfil the membership criteria, can still benefit from the contrast with other, more monocentric destinations elsewhere agreement in January 2014 with the Association of German Nature Parks GNTB’s worldwide marketing infrastructure. Corporate bodies, in Europe. In 2014, drawing on the GNTB’s market expertise, the aim of building on the successful 2012 campaign entitled ‘Wine associations and foundations from the worlds of research, con- Magic Cities association focused its promotional activities on heritage and nature in Germany’. The two organisations are The GNTB is also systematically preparing sultancy, media, the arts and sport are taking advantage of this the selected overseas markets of China, India, Brazil and pooling their resources to conduct joint marketing and commu- for the 2016 campaign by working with the arrangement. All sponsors belong to the GNTB’s Advisory Board Asia / South East Asia. nications activities. One of the aims of the collaboration is to Association of German Nature Parks (VDN). and can use the GNTB sponsor logo in their marketing. The promote tourism in rural regions. The jointly defined target mar- The VDN is the umbrella association for GNTB is currently working with twelve sponsors. kets are the Netherlands, the UK, Switzerland, the USA, Norway Germany’s 104 nature parks and is committed to protecting and and China. maintaining natural beauty. It also helps its members to make

46 www.germany.travel 47 Roundtable: the hotel industry

Broad range of accommodation options For this roundtable, we interviewed GNTB members from the hotel industry. Their replies are reproduced below.

Ernst Fischer Fritz G. Dreesen René Halla Bernd Dohn President of the German Hotel and Chairman of the German Hotel Association Global Sales Director, MARITIM Hotelgesells- Chief Executive Officer, German Youth Hostel Restaurant Association (DEHOGA) (IHA) chaft mbH Association

We at DEHOGA have mixed feelings about the current year. Ger- new year with optimism and expects both overnight stays and source markets are our neighbours, particularly France, the Nether- mans are in the mood to spend, plenty of jobs are being created, revenue to rise by around 2 per cent in 2015 overall. lands and Switzerland, but also the UK, Poland, Belgium and Aus- the appetite for travel is unwavering. On that basis, DEHOGA tria. As before, the biggest overseas source market is the USA. How would your forecasts nominal growth in revenue of 2.5 per cent. However, René Halla, Maritim: As far as international source markets excessive regulation, bureaucracy and cost rises are dampening were concerned, 2014 was a record year for Maritim. It genera- The partnership with the GNTB is essential to the German Youth organisation sum up the mood. Rarely has a year begun with such problems for our ted year-on-year growth of 6 per cent, thereby outperforming Hostel Association because it boosts international demand for industry. In particular, requirements governing the documen the impressive increase in inbound travel to Germany as a who- youth hostels in Germany. Collaboration with other GNTB mem- 2014 in terms of inbound tation of working hours in connection with the introduction of a le. Our company set new records in terms of both the absolute bers, such as the Goethe Institute, fosters access to target minimum wage are causing increasing frustration rather than number of guests and the proportion who came from abroad. groups that want to visit Germany not simply as tourists – and travel compared to encouragement for companies. That is not the right accompani- The main growth drivers among the source markets included this is a good fit with the German Youth Hostel Association’s ment for record growth levels and a benign investment climate. the USA, Spain and Switzerland. We also saw a good volume of sense of responsibility towards society. previous years? And guests from Japan, China and Hong Kong and, above all, the Fritz G. Dreesen, IHA: For Germany’s hotel industry, 2014 was Arab Gulf States. In 2015, we expect consolidation at the same Susanne Weiss, Ringhotels: The Ringhotels alliance notched up what developments the fifth year of growth in succession.T he number of overnight high level. The challenge that we face from the unstable geopo- success in a number of segments in 2014: besides new addi- stays in hotels, bed & breakfasts, guesthouses and inns advan- litical situation, with conflicts in eastern Europe and elsewhere, tions, electronic bookings via the online reservations system and challenges do you ced by 3.3 per cent year on year to a record 263.2 million. Reve- should not be underestimated. We are anticipating further were up by 30 per cent. Room rates also increased, by 11 per cent, nue and employment also reached new highs. growth from the emerging markets, including India and South to an average price per room of €110.98. There was a similar anticipate for 2015? America, as we are stepping up our activities in these markets. pattern in conference business and group travel, which saw Germany has never been such a popular destination. At 61.3 mil- revenue from booked rooms rise by 16 per cent and 76 per cent lion, the number of overnight stays by international visitors Bernd Dohn, German Youth Hostel Association: The German respectively. passed the 60 million threshold for the first time, with an excep- Youth Hostel Association has always had an international focus. tionally strong increase of 5.1 per cent. One of the reasons for Our 500-plus youth hostels facilitate the coming together of We work closely with our hotels so that we can achieve more Ernst Fischer, DEHOGA: Germany remains a popular country to this is certainly the excellent marketing of Destination Germany young people from all over the world. Thanks to the Hostelling together. Only strong hotels can successfully raise a brand’s visit. We are in a very strong position, both for holidays and for carried out by the GNTB. Germany is attracting more and more International association’s worldwide network, the youth hos- profile. Our values of quality, authenticity, humanity and innova- business travel and conferences. The positive trend in overnight visitors from abroad, and its hotel industry offers outstanding tels in Germany play a vital role in international travel for child- tion have top priority for all of us. These values have also been stays in 2014 is reflected in stable growth and a steady increase value for money. ren and young people. Access to the markets is facilitated incorporated into our new HeimatGenuss core brand, which is in employment across the industry. Figures from the Federal through the partner organisations, while international designed to highlight the regional features of each of our hotels. Statistical Office reveal net revenue for the hotel and catering However, the ongoing discussion about municipal bed taxes exchange programmes for politically engaged young people sectors of €73.2 billion, which equates to a nominal gain of means future prospects are weighed down by increasing bu- help develop potential. The rapid advance of technological developments creates a chal- 3.5 per cent (in real terms: 1.3 per cent). This is the fifth consecu- reaucracy and unfair competition from private rental portals. lenge. Guests can book a hotel via an ever-growing number of tive year of growth and represents the second largest percen The proportion of young international visitors has stayed stable, websites and end devices. Keeping pace with the progress of tage increase in 20 years. Despite the many challenges, the hotel business entered the with around 800,000 overnight stays in 2014. The most important technology is certainly the most difficult task. Nonetheless, our

48 www.germany.travel 49 Roundtable: the hotel industry

Broad range of accommodation options For this roundtable, we interviewed GNTB members from the hotel industry. Their replies are reproduced below.

48 www.germany.travel 49 Roundtable: the hotel industry

Susanne Weiss Thomas Edelkamp Oliver Winter CEO of Ringhotels Member of the Board of Directors, Romantik CEO, A&O HOTELS and HOSTELS Holding AG Hotels & Restaurants AG Romantik Hotels & Restaurants AG MARITIM Hotelgesellschaft mbH

guests – particularly those travelling for pleasure – still want hotels in southern and western Germany edged up. However, some personal contact. the proportion in the north and east declined slightly, although the numbers remained the same in absolute terms, because the In the coming years, Ringhotels and its 130 or so hotels will con- domestic market performed very strongly. tinue to focus on active marketing and on establishing the new HeimatGenuss core brand. The sharp drop in overnight stays from Russia (down by 47 per cent) was especially noticeable, but there was also a Thomas Edelkamp, Romantik Hotels & Restaurants AG: We at double-digit decrease in overnight stays by guests from Spain. Romantik Hotels & Restaurants are satisfied with the growth of However, our strongest source markets – the USA and the UK – inbound travel in 2014. Our German hotels are seeing steady easily offset this downtrend. Moreover, the number of overnight increases in guests from neighbouring countries in which stays from Italy has also returned to a much more stable level. Romantik Hotels are also located. We are confident that this A&O HOTELS and HOSTELS Holding AG German Hotel and Restaurant Association Ringhotels positive trend will continue in 2015. In 2015, we expect to see a further rise in demand from guests with dollars or pounds to spend, not least due to the weakness The challenges that our members have identified for themselves of the euro. The significant growth potential in the Asian as private hoteliers are the same as in the past few years. Online markets is slowly starting to be unlocked in the budget sector, sales continue to be the top priority. Alongside the hotels’ own particularly because companies in India and China no longer websites, they need to find the right platforms with the right send only their top executives to trade fairs. Given the political target groups. This is where we expect to see consolidation, but situation, Russia will remain problematic for us, too. also increasing specialisation, among suppliers. It is particularly important that our online presence specifically highlights the strengths of the Romantik Hotels and that we create special offers for our target group. We also predict that overnight stays by guests from English-speaking countries will pick up again in the Romantik Hotels & Restaurants in particular.

Oliver Winter, A&O HOTELS and HOSTELS Holding AG: Our company saw significant regional differences in the level of inbound tourism in 2014. The proportion of international guests at our German Hotel Association (IHA) German Youth Hostel Association

50 www.germany.travel 51 Roundtable: the hotel industry

50 www.germany.travel 51 A vision in blue. Church of Our Lady in Dresden, Saxony

Sales and marketing strategy The Destination Germany brand is gaining an increasingly strong profile in the international travel market. The GNTB uses a range of tools that it continually fine-tunes to target its marketing messages to the relevant markets and groups. Culture and nature are two key facets that are firmly enshrined in the core Destination Germany brand. They form the basis for the GNTB’s marketing themes, which help to promote and update the destination’s USPs. Regularly changing campaigns and key themes drive demand for inbound tourism in specific segments and emphasise current highlights in order to open up new target groups for Destination Germany.

53 A vision in blue. Church of Our Lady in Dresden, Saxony

53 4 Sales and marketing strategy

Core brand / strategy The strategic approach taken in the The www.germany.travel website at a glance worldwide marketing of Germany as a travel destination is based on systematic market analysis and market assessment. Market research at the GNTB draws on a wide range of sources in Germany and abroad. The findings are evaluated in order to determine market-specific opportunities and risks and to decide on User-oriented Has been the biggest search function website for Destination recommended courses of action. Germany for 17 years Engaging www.germany.travel Media gallery visual experience

560 videos, 12,000 photos, 265 360° panoramas Trade section including sales guide

2014: The GNTB has developed two product lines, ‘towns, cities & use of mobile devices. The GNTB is expanding its social media 7.2 million culture’ and ‘nature & relaxation’, which are derived from the activities all the time in order to build its image and deliver Travel planner visitors (up by 12 % megatrends in our society today of culture and health. Various theme-based campaigns. In addition, themed print publications including on 2013) Users can put together their basic themes have been defined within these two product lines in various languages are adapted for the relevant markets and own content-based routes and International that provide a long-term foundation for market development supported by advertisements in selected traditional media. 1.9 million plan, save and share them press corner activities using the full range of marketing tools. The theme- Promotional activities complete the marketing portfolio aimed mobile users based campaigns, which change every year, are also linked to the at consumers around the world. (27%) product lines. Accessibility and sustainability, both important issues with relevance for the future, are also part of the core The sales tools used by the GNTB to communicate with key ac- Destination Germany brand. These cross-product-line topics counts in the international travel trade are flagship trade fairs are driven by the GNTB’s innovations management team. and GNTB workshops and roadshows. The GNTB website is also Mobile site the primary B2B platform for communicating with the global Optimal delivery to all Theme-based campaigns and basic themes provide a foun travel industry. To facilitate the exchange of information and to common smartphones dation for customer-focused product advice and design. These conduct targeted sales activities, the GNTB hosts its own work- and tablets 30 languages, products are promoted globally together with partners from shops and roadshows and exhibits at flagship travel fairs to- business and tourism as part of the GNTB’s multiplier strategy. gether with partners. Other trade activities include seminars for 35 countries The information gleaned from marketing is, in turn, incorporat- travel agents in the source markets, sales calls and fact-finding ed into market analysis. tours in Germany. Specific market can be selected: The GNTB’s international marketing activities are tailored to the The international press corner at www.germany.travel is the first separate language respective market and implemented using a wide range of mar- port of call for media representatives reporting on travel to Ger- and country settings keting tools for the three pillars of communication: consumers, many. Journalists will find the latest press releases, press news- Events database the travel trade and the media. letters and a wealth of information on marketing themes. containing over 200 top Interactive map Theme-specific PR events in the markets and press highlight events, with search function showing 8,677 POIs The GNTB primarily reaches out to consumers in the various tours in Germany provide more in-depth information on the and interactive map Integrated with markets using online marketing, the main medium being its country and its people as well as focusing the attention of jour- 12,640 pages of in-depth content website www.germany.travel. In the planning of its activities, the nalists on the GNTB’s core themes. The social media marketing GNTB is therefore taking account of the changes in communi- team is responsible for blogger relations owing to the specific cation patterns that have been ushered in by new media and the nature of this work and the distribution channels.

54 www.germany.travel 55 4 Sales and marketing strategy

560 videos, 12,000 photos, 265 360° panoramas Trade section including sales guide

54 www.germany.travel 55 4 Sales and marketing strategy

GNTB hosts the European Travel Commission’s Bar Camp and Around 2.9 billion people an Online Day for German travel experts Online marketing strategy The GNTB’sOnline Day focused on the worldwide - or 38 per cent of the global population - use the internet and are As part of its online marketing activities, the GNTB arranged for latest digital trends, activities thus potential customers who can be reached online. Two thirds of all products the first ETC Summer Bar Camp of the European Travel Commis- and success stories in online and services in the tourism sector are now booked via the web. More than three sion (ETC) to be held in Germany. This forum for ETC members, which took place at the Museum for Communication in Frank- marketing (11 June 2014 in Frankfurt) quarters of all European travellers visiting Germany in 2014 used the internet furt, featured the topics of content, social media, mobile and big data and their importance for destination marketing. while planning their trip, either to find informationor make a booking. The proportion rises to 85 per cent for people coming to Germany from overseas. 1. www.germany.travel – the GNTB’s primary online marketing platform The website offers high-quality content in a number of languages. It provides inspiration and information ahead of a trip and is systematically extended and updated on the basis of the latest data.

2. Mobile site It provides quick access to information in condensed form and is a source of ideas for travellers who are on or just about to go on a trip and who can then share or comment on the content.

3. Apps At the same time, the role of the customer has continued to The GNTB website’s particular strengths lie in its contemporary The GNTB currently offers four apps that provide local information to complement the website, for example the Youth HotSpots change: their inspiration has a bearing on capacity, their book- multimedia presentation of Destination Germany using photos, app, which was published in 2013, and the Romantic Road app. Their added value lies in the locational data, details of events, ing behaviour influences pricing, their actual experiences affect panoramas and videos. New, high-quality content is being gen- timetables and insider tips that they contain. the perception of a destination or provider and thus future erated through social media activities all the time, thus adding demand. The digital customer journey is the common thread to the information available. To ensure its website is inclusive, 4. Content running through communication. That is why the GNTB the GNTB works continuously to improve accessibility, for exam- The GNTB’s 38,000 in-depth content pages in 30 languages are a fantastic source of high-quality content. At www.germany.travel, constantly adds theme-specific content and new functions in ple by increasing the contrast or providing a tool for adjusting there are over 560 videos and 12,000 photos in the media gallery alone. This content is being gradually integrated into new order to enhance its website at www.germany.travel – its main the size. functions, such as the travel planner and search function. information, marketing and sales platform. The information available at www.germany.travel is multi- 5. Social media In 2014, the GNTB’s online presence included 35 country- layered, with the online content provided by the GNTB on the The GNTB successfully communicates via relevant social media worldwide. For example, it was able to improve its engagement specific sites in 30 languages.T he variety of languages available various themes complemented by user-generated content rates on the world’s biggest social network, Facebook, by 2 per cent on average, despite a declining organic reach. This increasing ensures potential customers in a wide range of countries have acquired through social media activities. An internal search interaction with potential travellers has a lasting impact on the success of our annual theme-based campaigns. access to comprehensive information, but it also improves the function enables users to easily access all of the information. To search engine ranking in the different markets, thereby attrac increase traffic to the website, the GNTB uses newsletters, 6. Analysis ting more traffic. Google campaigns (AdWords and Display) and online banners A new market-specific dashboard enables the GNTB to monitor the achievement of targets and statistics, particularly relating on sites relevant to its themes. to traffic levels, broken down by campaign.T he existing analyses are being extended to include engagement while retaining the performance KPIs. New features include user experience analyses, such as heat map evaluations. Through its website, presence on various social media and mobile apps, the GNTB covers all of the relevant platforms. Reflect- 7. Marketing ing how the market has changed as a result of digitisation and To position www.germany.travel as a portal for keen (international) travellers with an interest in Germany and to generate the new role of the customer, the GNTB is developing an end-to- additional traffic, the GNTB uses a combination of owned media channels, such as newsletters and social media (e.g. using end user experience that ties in with the never-ending customer Facebook to promote the content for the theme ‘Germany Reunified. 25 years on.’ at www.germany.travel), and conventional journey: seeking inspiration for travel, doing the planning, un- online marketing channels, such as Google AdWords. dertaking a trip, reflecting on experiences, and sharing impressions to provide new inspiration. 8. Partner involvement www.germany.travel The GNTB’s extensive network provides its members and partners with a variety of ways in which to achieve a high degree of credibility and reach, including banner advertising, adaptation of print ads for use in e-brochures, integration of microsites and competitions, and inclusion in newsletters.

56 www.germany.travel 57 4 Sales and marketing strategy

Destination Germany film competition Overview of the main social media Social media strategy Social networks are becoming more on which the GNTB is represented and more prevalent in marketing communications and are changing the rules The GNTB is setting up an international film competition on behalf of Germany’s Federal Ministry for Economic Affairs and En- 12 Facebook pages and mechanisms of communication. At the GNTB, social media marketing ergy (BMWi). In doing so, it aims to create the first international 5 Twitter accounts video project that authentically portrays all that Germany has to (SMM) is a strategic element of corporate communications International and is integral offer as a destination from the traveller’s perspective.T he project Instagram to online marketing, helping to ensure that all communications are focused on can then be used for promotional purposes and on various social and YouTube accounts networks. During the year under review, the GNTB organised an Market-specific platforms: the end customer. SMM is used for image building and for general positioning international competition. The eight winners, who will be of the Destination Germany brand and also in the delivery of theme-based involved in producing the film in late August 2015, are receiving Sina Weibo and WeChat logistical support from the GNTB during their travels. campaigns.

Swapping experiences: Destination Germany and posted their experiences on various Social Travel Summit and Social Media Day platforms. The summit and post-convention tours generated some 82 million impressions for the hashtag #STSLeipzig. In view The GNTB underlined its leadership in social media marketing of the excellent feedback, the GNTB also supported a second with further activities that gave it a chance to share its expertise. summit.

The first Social Travel Summit was held in Leipzig in April 2014, At the GNTB’s second Social Media Day, which was held in Frank- with the GNTB as co-initiator and partner. During the two-day furt on 12 June 2014, staff from the GNTB informed partner event, more than 100 international delegates discussed the companies in the tourism trade about the importance of social future of content generation in the travel industry. The GNTB also media activities in their online marketing and about blogger The main aims are to increase customer loyalty (traffic and The activities of carefully selected bloggers and their contribu- used the event to strengthen its network of carefully selected activities and methods for monitoring performance. The focus engagement) and generate content. The technical possibilities tions broaden the range of communication and reinforce the bloggers in preparation for its Traditions and Customs campaign. was on the potential offered byT witter as an online PR tool and of social media extend the reach of our communications activi- message of the theme-based campaigns. Since 2013, more than After the Social Travel Summit, 25 bloggers set out on a tour of the significance of social media in destination marketing. ties in quantitative terms. From a qualitative perspective, the 6,500 posts on Destination Germany from independent travel- authenticity of the content strengthens the credibility of the lers and bloggers have been added to the dedicated UGC plat- brand. form www.germany.travel/hotspots. This unique, personalised content is the ideal counterpart to the wealth of themed content The key trends in 2014: published at www.germany.travel. blogger relations – user-generated content – video GNTB focuses on videos Following the launch of www.germany.travel/hotspots as a dedicated UGC platform and targeted cooperation with international Another trend that increasingly came to the fore in 2014 was travel bloggers on the Youth HotSpots in Germany campaign in online videos. Visual content is perceived more quickly than text 2013, the GNTB initiated and orchestrated further activities last and is more likely to lead to interaction. A recent study conduc- year in order to generate high-quality content that can be used ted by CISCO Systems predicts growth in online videos of worldwide. The main tasks were to identify professional bloggers 13.2 per cent per year up to 2017. YouTube, currently the leading with a strong presence on the networks to which they contrib- video-sharing platform, attracts one billion users every month. ute, to systematically develop bloggers relations as part of social The online portal statista carried out a survey that found that the media marketing and to integrate international blogger projects proportion of the global population watching online videos on a into the theme-based campaign strategies. PC, laptop or smartphone every day rose to 25 per cent in 2014. Given the rapidly growing importance of video formats, the In addition, the GNTB’s social media management team offered GNTB is stepping up its activities in this area, primarily on its regular webinars to the relevant employees in order to train them YouTube channel and on Instagram. on the latest developments and changes, such as Facebook Ads, and deployed various tools to make their activities measurable. Around 150 people took part in the second Social Travel Summit, held in Hamburg on 21 and 22 April 2015

58 www.germany.travel 59 4 Sales and marketing strategy

58 www.germany.travel 59 Traditions and Customs. Bad Tölz, Bavaria

Theme-based marketing- review of 2014 The GNTB’s marketing themes help to create a unique profile for Germany as a travel destination on the global stage. Theme-based campaigns that change each year continually add new dimensions for opening up new target groups and markets. Various online and offline marketing, PR and social media activities are used to promote Destination Germany. The campaign themes for 2014 were ‘UNESCO World Heritage in Germany - Sustainable cultural and natural tourism’ and ‘Germany Reunified. 25 years on’. There were also market-specific activities marking 300 years since the birth of Carl Philipp Emanuel Bach and the 600th anniversary of the Council of Constance.

61 Traditions and Customs. Bad Tölz, Bavaria

61 4 Sales and marketing strategy

World Heritage - highlighting Destination Germany’s cultural credentials A focus of the GNTB’s marketing, PR and social media activities in 2014 was the theme-based campaign ‘UNESCO World Heritage – Sustainable cultural and natural tourism in Germany’. The GNTB can look back on an extremely successful campaign: global marketing for the 39 German World Heritage sites created huge awareness of Germany as a travel destination, boosting its appeal and generating measurable success. The campaign involved close cooperation with the German Commission for UNESCO and the German UNESCO World Heritage Sites Association as strategic partners.

GNTB event at the Völklingen Ironworks as part of the UNESCO World Heritage in Germany campaign

Germany has a strong international reputation for culture, due in The global theme-based campaign ‘UNESCO World Heritage – Nation Brands Index in 2014. In the rankings produced by IPK In- GNTB worked together even more closely in order to coordinate no small part to the cultural and natural monuments that have Sustainable cultural and natural tourism’ positioned Germany as ternational, Germany was comfortably the number one cultural campaign content and facilitate targeted promotional activities been recognised by UNESCO. Of the 1,007 UNESCO sites spread an attractive cultural destination. In the Travel & Tourism Com- destination for European travellers, too. UNESCO World Heritage in each of the defined core markets.T he German Commission for around the globe, just under half are in Europe, and no fewer petitiveness Report published by the World Economic Forum in status – regarded as an international seal of quality for cultural UNESCO is also a strategic partner, and has been since 2012. The than 39 are in Germany. This puts Germany in joint third place 2015, Germany scored 6.0 out of a possible seven points for its tourism – is a travel incentive for 34 per cent of culturally minded GNTB was the first national tourist board worldwide to receive with France in the list of European countries with the most World cultural resources. Germany’s image as a cultural destination visitors and has been granted to 39 sites of natural or cultural permission to use a shared campaign logo featuring the official Heritage sites. UNESCO World Heritage status was first granted rose from a ranking of fifth to first place among the 50 countries interest in Germany. UNESCO emblem for global marketing. Seven theme areas and to a German monument back in 1978. Germany’s newest addi- around the world that were evaluated in the Anholt-GfK Roper eight routes have been created in order to promote the UNESCO tion to the list is the Carolingian Westwork and Civitas Corvey, In addition to reinforcing Germany’s image as a destination for World Heritage sites to specific groups of international travellers. added in June 2014. cultural tourism, the theme-based campaign aimed to raise awareness of the UNESCO World Heritage sites and increase Activities relating to the Approx. 632,000 Over overnight stays by international visitors in the regions in which UNESCO World Heritage theme visits to the UNESCO 21 million the sites are located. The UNESCO campaign was also designed contacts through online content to boost the economy (particularly in underdeveloped rural are- The GNTB launched the theme-based campaign with a number cross-media marketing as), develop tourism infrastructure and cultural diversity, and of overarching marketing tools. Extensive online content and a campaigns support intercultural dialogue. The 2014 theme-based campaign dedicated campaign microsite, www.germany.travel/unesco, featured in the GNTB’s marketing activities worldwide, but the which included an interactive travel guide called Everplaces, intensity with which it was promoted varied from country to formed the basis of online marketing. Other overarching mar- country. Using data from market research, the following core keting activities were the ‘Welterbe’ (World Heritage) mobile Time Travel markets were defined as having the greatest relevance and app, the TimeTravel cultural travel magazine and a TimeTravel potential for UNESCO World Heritage cultural tourism: France, insert, and a set of UNESCO postcards used as high-quality give- campaign – Italy, Switzerland, Austria, the Netherlands, the UK, the USA, aways for key market players. 500,000 visits Japan and China, including Hong Kong and southern China. to blogs On Facebook, the GNTB developed the TimeTravel in Germany The German UNESCO World Heritage Sites Association has been app, which enabled users to travel through time around the a GNTB member and advertising partner for cofinanced global UNESCO sites. More than 20,000 people downloaded the World Blogger Michael Turtle on his tour of the 39 UNESCO World Heritage sites in Germany marketing since 2010. In 2014, this strategic partner and the Heritage app onto their smartphone; the microsite and online (here: Fagus Factory and Jasmund National Park)

62 www.germany.travel 63 4 Sales and marketing strategy

GNTB event at the Völklingen Ironworks as part of the UNESCO World Heritage in Germany campaign

62 www.germany.travel 63 4 Sales and marketing strategy

Success in numbers: the GNTB’s campaign ‘UNESCO World Heritage – Sustainable cultural and natural tourism’ content together registered around 630,000 hits, over 2,000 age sites within a month and documented his trip live via various photos were uploaded to Instagram and the hashtag #welterbe- social networks, including Facebook, Instagram, Twitter and germany generated roughly 7.6 million impressions. Google+. Afterwards, his experiences also appeared in an e-book at www.germany.travel. 2 million 181 million 90,000 contacts from the press Even the kick-off press conference in Berlin, held at the start of consumers at contacts through and trade at events the theme-based campaign, attracted a great deal of media at- The theme also featured heavily on social media at international events, trade fairs radio advertising, (incl. trade fairs, workshops, roadshows, sales tention. Over the course of the year, eight international press level. A highlight in the Austrian market was a cross-media radio and UNESCO TV reports and calls, press conferences, PR events) highlight tours and 50 individual press tours were arranged for and online promotion in April/May, which culminated in a around 140 selected journalists from 26 countries, providing UNESCO-themed tour of Germany ‘2 teams, 4 days, 38 World photography out-of-home them with detailed information about the 39 UNESCO World Heritage sites’(*) with significant coverage on social media.T he exhibitions campaigns Heritage sites. The invited journalists mainly represented main- GNTB’s activities in the USA and the Netherlands included a 34 million contacts stream media and daily newspapers with a high circulation. Facebook campaign involving an interactive UNESCO memory through print media During 18 branding and regional product tours, approximately game. In the Chinese market, the GNTB launched a year-long 130 participants from 13 countries received information from campaign with the microblogging platform Weibo that reached 3,000 media representatives, GNTB partners in the international travel industry about their more than 8.5 million people. 8,200 contacted media, products and services. Worldwide, the UNESCO World Heritage * The 39th UNESCO World Heritage site, Carolingian Westwork and Civitas Corvey, Online sites featured at around 50 press conferences, 180 press brief- was not added to UNESCO’s list of the world’s cultural and natural heritage until after the promotion had finished. ings and roughly 20 PR events, as well as at the GNTB’s work- 600 million 22 million visits, shops, roadshows and seminars. One of the highlights was the Other selected activities in relevant markets contacts through regular annual conference of the British Guild of Travel Writers in press and PR work 269 million impressions, Weimar, which was attended by around 100 travel journalists. GNTB Netherlands ran a cross-media campaign on the UNESCO theme. It held an exhibition at the Vakantiebeurs travel fair, fol- reach of 105 million Germany’s World Heritage on social media lowed by a press workshop in April. A highlight tour for bloggers, through regular posts and campaigns on in cooperation with National Geographic Traveler, visited Kassel, 400 key accounts from the travel all of the GNTB’s market-specific social Thuringia and Saxony-Anhalt. On Facebook, consumers were media channels and external platforms able to play a memory game incorporating a prize draw. trade, journalists and bloggers on individual and group tours At the end of August, GNTB Switzerland placed a 14-page special insert on UNESCO in the Neue Zürcher Zeitung newspaper (NZZ). The supplement was produced in collaboration with tourism partners from Regensburg, Brandenburg, Baden-Württemberg and Lower Saxony as well as Rheinalp, a partnership between The GNTB’s UNESCO activities in Poland centred around a cross- Campaign is a big hit Deutsche Bahn and its Swiss counterpart, Schweizerische media campaign. From April to June 2014, the theme featured in Bundesbahnen. advertisements on ten buses, 40 illuminated billboards and nine Urban areas and regional destinations where one of the main scrolling signs in central Warsaw. tourism attractions is a UNESCO World Heritage site benefited Cooperation with consumer magazine Buss på Sverige enabled from the global awareness generated by the campaign and reg- GNTB Sweden to reach around 3.2 million readers. Press tours to In March, GNTB Canada published a 24-page Germany supple- istered an increase in demand. Bayreuth, for example, which is GNTB cultural travel magazine and GNTB app for the 2014 theme the partner regions, a UNESCO crossword puzzle and advertisement in the trade journal Travel Courier including a four-page home to the Margravial Opera House, saw visitor numbers climb ‘UNESCO World Heritage – Sustainable cultural and natural tourism’ ments were organised in collaboration with German partners special on UNESCO (reach of 28,000 travel agents). This was by 15 per cent. There were also strong growth rates for other and Sweden’s Stena Line. accompanied by four webinars, during which 240 people learned UNESCO towns and cities, including Würzburg with its Residenz about the theme. Palace and Court Gardens (gain of 7.1 per cent), Dessau with the Around 20 bloggers from Spain, Sweden, the UK, the USA, the At the initiative of GNTB Slovenia, TV journalist Mojca Mavec Garden Kingdom of Dessau-Wörlitz (gain of 5.0 per cent) and Netherlands and France participated in specially designed spent eight days travelling along the Rhine and Ruhr. In Slovenia’s In Japan, the leading Japanese travel website Globetrotter Aachen with its cathedral (gain of 4.5 per cent). blogger tours. The main activity was the blogger project ‘Time most popular travel programme, Čez planke, which is broadcast (www.arukikata.co.jp) ran an online GNTB campaign between Travel by Train – The 39* UNESCO World Heritage Sites in on the largest public-service channel, RTV Slovenija 1, Mavec pre- mid-February and mid-April 2014 in which a special travel com- Germany’, which was run in conjunction with German rail sented an hour-long edition about the UNESCO World Heritage petition launched jointly with Lufthansa and Raileurope was company Deutsche Bahn (DB) and the German Youth Hostel sites, including the Zollverein mine, the cathedrals in Aachen and integrated into a special microsite on the highlights of Germa- Association (DJH). Travelling only by train, Australian blogger Cologne, and the Upper Middle Rhine Valley. ny’s UNESCO World Heritage sites. Some two million Globe Michael Turtle visited all of Germany’s 39 UNESCO World Herit- trotter users visited the campaign site.

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Social media activities in the spotlight In another key activity as part of its summer campaign, the GNTB ‘Germany Reunified. 25 years on.’ asked people on Instagram visiting Germany to upload their In 2014, the GNTB’s activities also focused on the 25th anniversary of the fall Targeted PR initiatives were the main activity carried out in the best travel photos with a theme of ‘my summer holiday in markets, complemented by the use of traditional marketing and Germany – 25 years after the fall of the Wall’ using the hashtag of the Berlin Wall and the tourist attractions that have developed over the past PR tools. The GNTB generated high-quality content for its online #germany25reunified.T he month-long initiative amassed more platforms through various social media activities. Videos were than 4,000 photos. 25 years and today add to Germany’s appeal as a travel destination. The theme- particularly important, making the campaign more engaging based campaign ‘Germany Reunified. 25 years on.’ provided a current perspective with their depictions of personal experience, authentic impres- In October and November 2014, the GNTB organised two press sions and stories. One of the most prominent activities was a highlight tours of Saxony and Berlin. The focal point was the on tourism events, developments and the results of Germany’s transition project with two video bloggers from Canada and the Nether- Festival of Lights in Leipzig on 9 October, which commemorated since the fall of the Wall. The GNTB is continuing with this campaign in 2015, lands, who filmed three-minute clips on the defined perspectives the peaceful revolution, and activities such as the ‘frontier of at 19 selected locations in Germany. The GNTB has already post- light’ project to celebrate the fall of the Berlin Wall on 9 Novem- widening the theme to position Germany as a sustainable travel destination ed 14 of the videos on its YouTube channel www.youtube.com/ ber. A total of 20 media representatives from nine countries germanytourism and on the campaign website www.germany. attended the tours and, to date, have produced publications with and promote tourism in rural areas. In terms of content, a particular area of travel/germany-reunified. Some of them were viewed more than a potential reach (print and online) of 13.1 million. focus is the Green Belt and other areas of natural beauty along the route of the 100,000 times within a few weeks. Selected activities in relevant markets former Iron Curtain. In August 2014, GNTB Switzerland invited Swiss travel journalists to a press briefing on the theme of ‘Germany Reunified. 25 years on’, at which it teamed up with partners from Berlin, Brandenburg, Dresden, Franconia, Leipzig, Lübeck and Thuringia 4,000 photos and to present important aspects and ideas for research relating to 14 blogger videos for the the theme, such as key events marking the anniversary, historic 30,000 visitors with more than content page of the ‘my summer sites and other exciting destinations. 1.2 million views holiday in Germany’ campaign on YouTube on Instagram Since 1993, when inbound tourism statistics were first recorded for the country as a whole, the number of overnight stays by foreign visitors in Germany has more than doubled (gain of #germany25reunified: 107.4 per cent). A total of 37.2 million additional overnight stays 5.7 million users/reach by visitors from abroad have been registered since 1993. In the new federal states in eastern Germany, overnight stays by inter- and 12 million national visitors went up by 375 per cent between 1993 and impressions 2013, which is triple the rate of growth for Germany as a whole. And Berlin has seen the volume of overnight stays by foreign visitors climb by an even more impressive 508.9 per cent.

The central element of the campaign was formed from ‘25 perspectives’ of tourist attractions that have emerged over the past 25 years in all 16 federal states. One of the main global communication tools used by the GNTB was the ‘Germany Reunified. 25 years on.’ image brochure, which was also available online. There was also extensive online content on the perspectives, along with travel tips and a press kit containing informative texts and numerous photos. The defined core markets were Austria, Switzerland, Hungary, Spain, the Netherlands, the UK and Ire- GNTB event at Budapest’s WestEnd centre on 4 September land, the USA, Canada, Australia, Japan and the Czech Republic. 25 perspectives as seen by the GNTB bloggers

66 www.germany.travel 67 4 Sales and marketing strategy

GNTB advertising banners for the ‘Germany Reunified. 25 years on.’ campaign at Burkhard Kieker, Managing Director of visitBerlin, Klaus Lohmann, Head of the Glienicke Bridge, or ‘bridge of spies’, between Potsdam and Berlin an underground station in Budapest foreign representative office in London, and Niall Strawson, Oxford Mail, at the ‘Berlin. 25 years later. Welcome’ event in London

Under the banner ‘Berlin. 25 years later. Welcome’, GNTB UK/Ire- were attended by 46 journalists and some 14,000 visitors. This PR The GNTB actively supported Constance in its marketing for the land and visitBerlin held an information event on 25 March 2014 activity generated 40 articles in the Spanish media and a report Success in numbers: 600th anniversary of the Council of Constance and included the for 100 tour operators, journalists and members of the Berlin in the main news programme on TV channel Telemadrid. press activities for the 300th anniversary theme and related activities – such as the regional exhibition House of Representatives’ Committee on Economics, Research of Carl Philipp Emanuel Bach’s birth ‘The Council of Constance 1414-1418. A Medieval World Event’ and Technology. A Berlin-themed radio interview day featured in In order to promote travel to Germany, GNTB Hungary organised – in its press and PR work. 97 radio programmes and attracted 12.5 million listeners. a variety of activities relating to the 25th anniversary of the Wall coming down. The highlight was a cross-media campaign focus- Publications with a There was a GNTB press highlight tour to Constance for journal- As part of the ‘Germany Reunified. 25 years on.’ campaign, GNTB ing on the countries’ very close relationship before the Berlin Wall ists from the four target markets. Press information was availa- Spain, along with visitBerlin and Air Berlin, arranged exhibitions fell in 1989. Commercials and competitions about Destination total reach of 7 million ble on the international website www.germany.travel/press. of photography by Daniel Biskup in Barcelona and Madrid, which Germany appeared on Juventus Rádio and reached an average of Publications resulting from the tour had a combined potential 650,000 listeners per day. A public event held by the GNTB on alternative route visited Hamburg, Weimar and Leipzig, and was reach of around four million people. 4 September reached 35,000 consumers. organised for media representatives from Denmark, the USA and Success in numbers: the GNTB’s campaign Switzerland. The anniversary was also incorporated into all the 300th anniversary of GNTB’s international press conferences, and was integrated into ‘Germany Reunified. 25 years on.’ Success in numbers: Carl Philipp Emanuel Bach’s birth the events database. 600th anniversary of the Council of Constance 128 press briefings, 33 press The date 8 March 2014 marked 300 years since the birth of Carl 600th anniversary of the Council of Constance conferences, 52 PR events Philipp Emanuel Bach, the second-oldest son of St. Thomas 4 press conferences in Church’s most famous cantor, Johann Sebastian Bach. The GNTB At the Council of Constance from 1414 to 1418, religious figures, Switzerland, Austria, Italy and the Czech Republic publicised this anniversary as a key theme and organised two politicians and scholars of the Middle Ages assembled to discuss Total potential reach of press highlight tours, entitled ‘Germany – Land of Classicism and the future of the divided Catholic Church. The decisions that Total reach: 4.1 million around 3 billion, including Romanticism’, of places where the composer and church musi- were made there had a huge bearing not only on the Catholic cian lived and worked. The northern route took journalists from Church but also on the course of European history. Constance 2.5 billion online Scandinavia, Austria and Poland to sites associated with C.P.E. Tourist Information used this anniversary as an opportunity to Bach in Hamburg, Berlin, Potsdam and Frankfurt an der Oder. The boost the international profile of the Lake Constance region.

68 www.germany.travel 69 4 Sales and marketing strategy

Basic themes The twomegatrends of culture and health are firmly Basic themes for promoting the core Destination Germany brand enshrined in the Destination Germany brand. The product lines ‘city breaks and cultural tourism’ and ‘health & fitness holidays’ are derived from these Towns, cities Nature and megatrends. They provide the framework for the basic themes, which are an and culture relaxation product line product line ongoing area of focus for the GNTB and are integrated into its market-specific Events Active holidays campaigns and standard activities. Food & drink Walking / cycling Museums Family holidays Palaces, parks & gardens Health-related travel Conferences & conventions Medical tourism Shopping Wellness

Accessibility Sustainability

segment for holidaymakers visiting Germany with a market share of 33 per cent, followed by multi-destination tours with Germany was the no. 1 24 per cent. These percentages are well above the average for Europe as a whole, where city breaks and multi-destination tours M, IPK 2015. cultural destination have a 21 per cent and 18 per cent share of the market respec- worldwide for European outbound tively. In 2014, the eleven Magic Cities accounted for 44 per cent Municipalities with a population of less than 10,000 now ac- forms are extending the themes’ reach, enabling engagement travel in 2014 of overnight stays by international visitors in Germany. count for more than one in five overnight stays. Almost a third of with particular target groups on the specific themes and, at the ource: G NT B/WS ource: T international holidaymakers in rural regions come from the same time, creating plenty of opportunities for interaction. Netherlands. Other major source markets are Belgium, Switzer- Accompanying themed print publications in various languages land and Poland. are adapted for the relevant markets and are supported by adver- The basic themes represent the core of the brand and help to Germany was the no. 3 destination tisements in selected traditional media. Promotional activities shape ongoing strategic marketing. The themes are defined us- worldwide for In 2014, the GNTB continued to expand its website www. complete the marketing portfolio aimed at consumers around ing analyses and assessments of the market and also form the for nature holidays germany.travel, which is its primary medium for promoting spe- the world. basis for customer-focused product advice and design. These European outbound travel in 2014 cific travel products to consumers. Various social media plat- products are promoted globally together with partners from (behind Austria and France) business and tourism as part of the GNTB’s multiplier strategy. The information gleaned from marketing is, in turn, incorporat- Success in numbers: health & fitness holidays ed into market analysis. The GNTB’s international marketing Health & fitness holidays activities are tailored to the respective market and implemented Active/cycling: Health/wellness: using a wide range of marketing tools for the three defined International visitors particularly appreciate the beautiful scen-

uropeans; uropeans; target groups: consumers, the travel trade and the media. ery and nature that can be found in Germany. The latest results 97.8 millionbanner ads approx. 23 millionbanner ads Online activities remained the focus of the GNTB’s marketing. from the GNTB’s Quality Monitor survey of the German tourism generated 92,800 clicks generated 28,299 clicks industry show that 39 per cent of them select their holiday desti- Placement in 7 markets: Spain, Denmark, Placement in 5 markets: Russia, Italy, City breaks and cultural tourism nation on the basis of the local places of interest, while nature Netherlands, France, Belgium, Austria, Switzerland Gulf States, Austria, Switzerland and the countryside are the deciding factor for 37 per cent of In 2014, Germany was again ranked in first place for its image as them. Germany is impressively placed as a destination for nature Active/walking: Health/spa resorts: a cultural destination among the 50 countries that are included holidays: 11 per cent of all European nature holidays – including million banner ads approx. million banner ads

M, IPK 2015; outbound travel by E by M, IPK 2015; outbound travel 53.6 46 in the Anholt-GfK Roper Nation Brands Index. It has thereby con- holidays in the countryside and in the mountains – take place in generated 35,885 clicks generated 57,814 clicks solidated its position as the number one cultural travel destina- Germany according to IPK. It is therefore ranked third behind Placement in 5 markets: France, Netherlands, Placement in 5 markets: Russia, Italy, tion for Europeans. City breaks are by far the most popular travel Austria and France and ahead of Italy and Spain. Belgium, Switzerland, Austria Switzerland, Gulf States, Austria ource: G NT B/ ET S ource: preliminary figures. preliminary

70 www.germany.travel 71 4 Sales and marketing strategy

Accessibility Sustainability segment for holidaymakers visiting Germany with a market share of 33 per cent, followed by multi-destination tours with Germany was the no. 1 24 per cent. These percentages are well above the average for Europe as a whole, where city breaks and multi-destination tours M, IPK 2015. cultural destination have a 21 per cent and 18 per cent share of the market respec- worldwide for European outbound tively. In 2014, the eleven Magic Cities accounted for 44 per cent Municipalities with a population of less than 10,000 now ac- forms are extending the themes’ reach, enabling engagement travel in 2014 of overnight stays by international visitors in Germany. count for more than one in five overnight stays. Almost a third of with particular target groups on the specific themes and, at the ource: G NT B/WS ource: T international holidaymakers in rural regions come from the same time, creating plenty of opportunities for interaction. Netherlands. Other major source markets are Belgium, Switzer- Accompanying themed print publications in various languages land and Poland. are adapted for the relevant markets and are supported by adver- The basic themes represent the core of the brand and help to Germany was the no. 3 destination tisements in selected traditional media. Promotional activities shape ongoing strategic marketing. The themes are defined us- worldwide for In 2014, the GNTB continued to expand its website www. complete the marketing portfolio aimed at consumers around ing analyses and assessments of the market and also form the for nature holidays germany.travel, which is its primary medium for promoting spe- the world. basis for customer-focused product advice and design. These European outbound travel in 2014 cific travel products to consumers. Various social media plat- products are promoted globally together with partners from (behind Austria and France) business and tourism as part of the GNTB’s multiplier strategy. The information gleaned from marketing is, in turn, incorporat- Success in numbers: health & fitness holidays ed into market analysis. The GNTB’s international marketing Health & fitness holidays activities are tailored to the respective market and implemented Active/cycling: Health/wellness: using a wide range of marketing tools for the three defined International visitors particularly appreciate the beautiful scen- uropeans; uropeans; target groups: consumers, the travel trade and the media. ery and nature that can be found in Germany. The latest results 97.8 millionbanner ads approx. 23 millionbanner ads Online activities remained the focus of the GNTB’s marketing. from the GNTB’s Quality Monitor survey of the German tourism generated 92,800 clicks generated 28,299 clicks industry show that 39 per cent of them select their holiday desti- Placement in 7 markets: Spain, Denmark, Placement in 5 markets: Russia, Italy, City breaks and cultural tourism nation on the basis of the local places of interest, while nature Netherlands, France, Belgium, Austria, Switzerland Gulf States, Austria, Switzerland and the countryside are the deciding factor for 37 per cent of In 2014, Germany was again ranked in first place for its image as them. Germany is impressively placed as a destination for nature Active/walking: Health/spa resorts: a cultural destination among the 50 countries that are included holidays: 11 per cent of all European nature holidays – including million banner ads approx. million banner ads

70 www.germany.travel 71 4 Sales and marketing strategy

Innovations management The competitiveness of destinations today is closely tied to how they prepare for the future. This includes proactively recognising long-term trends, such as demographic changes to society, subsequent shifts in regions’ socio-demographic structures, increasing awareness of sustainability and social responsibility among consumers, and participation for everyone in society. The GNTB’s innovations management team systematically analyses trends, develops specific products and integrates these products into the core Destination Germany brand.

Germany as a sustainable destination Traditions and Customs campaign also incorporate sustainabil- NatKo is a GNTB sponsor that, along with the Barrier-free Desti- Extension of the GNTB’s Green Globe certification ity aspects. On the demand side, sustainability in the sense of nations in Germany working group and the Tourism for All work- The GNTB’s sustainability initiative encompasses three areas of environmentally and socially responsible tourism is becoming ing group of the German federal states, shares its expertise with One of the goals of the GNTB’s internal action. The first is an international communications strategy an increasingly important criterion for travellers worldwide the GNTB. sustainability initiative is to set a good aimed at enshrining the sustainability message within Destina- when they decide on their destination, the type of holiday and example as Destination Germany’s tour- tion Germany’s brand image. The second is an internal sustain- the details of their trip. Cooperation with NatKo was stepped up in 2014, with many ism marketing organisation. Renewal of its ability initiative. As Destination Germany’s tourism marketing joint projects being brought to fruition. The main areas of coop- Green Globe certificate demonstrates that organisation, the GNTB wants to lead by example with regard to Collaboration on international marketing eration were the provision of advice at the ITB travel fair in Berlin the GNTB is mindful of its environmental footprint in its day-to- its environmental footprint. The third is the strategy for develop- with the federal states (particularly during the Barrier-free Tourism Day), a pre-conven- day operating processes. ing further sustainable tourism products with its partners. tion barrier-free travel tour ahead of the GTM Germany Travel Working with its partners in the regional marketing organisa- Mart in Bremen and online content on accessible travel in Ger- GNTB attends the first global The primary goal of the strategy was to highlight Germany’s ex- tions, regions and establishments, the GNTB is deliberately many at www.germany.travel. Knowledge Economy congress in China isting strengths as a travel destination: the concern for nature expanding the professional and broad base of sustainable prod- and the environment that many accommodation establish- ucts and services in Germany for inbound tourism. The GNTB Standardised sustainability criteria for the whole industry The GNTB’s presentation at the first global Knowledge Economy ments show and incorporate into their products and services, supports the Green Map of Germany project, which presents a congress, which was held in Qingdao, China, from 21 to 23 Sep- the numerous restaurants serving dishes based on regional and growing selection of high-quality certified hotels, organic farms Drawing on its expertise in positioning Germany internationally tember 2014, created international awareness of the key role seasonal ingredients and the excellent infrastructure that ena- and tourism regions in an interactive format. A participation as a sustainable destination and its involvement in running the played by sustainability in the core Destination Germany brand. ble most tourist destinations in Germany to be reached quickly model enables this product overview to be added to by the GTM as a green meeting, the GNTB is also taking part in a project It featured examples of sustainable travel products, services and and conveniently. Hotels and other service providers are already federal states and communicated on various platforms. of the German Tourism Association (DTV), which is supported by projects in Germany. During the discussions and one-on-one investing heavily in measures to reduce consumption of materi- the German Office of Environmental Protection with funding meetings, many delegates reiterated that Germany already has als and energy. This commitment to sustainability saves money, Close cooperation with the National Coordination Board from the German Federal Ministry for the Environment, Nature an excellent reputation as far as the environment is concerned. so they are also preparing themselves financially for the future. Tourism for All (NatKo) Conservation, Building and Nuclear Safety. Criteria for sustainable tourist destinations are being developed in 2015 on the basis of The partnership with the association of Brazilian tour operators Selected sustainable travel opportunities are presented in the The National Coordination Board Tourism for All (NatKo), a val- the first nationwide competition for sustainable tourist regions, (BRAZTOA) continued in 2014. This included organising meet- GNTB’s ‘Naturally unique’ brochure, which can be found at ued partner of the GNTB, is a Germany-wide umbrella organisa- which was held in 2012/2013. These criteria are a practical re- ings at the GTM in Bremen with selected suppliers whose port- www.germany.travel under ‘Sustainable travel’. The 2014 tion with long-standing experience of developing accessible source for the regions and will result in the publication of Germa- folios include sustainable products. UNESCO World Heritage in Germany campaign and the 2015 tourism products and services. ny-wide recommendations for developing sustainable tourism.

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Barrier-free travel in Germany Promoting Germany as a barrier-free destination Barrier-free Tourism Day at the ITB on the international stage According to recent findings from the German market research Following the successful debut in 2014, the GNTB organised an- company GfK Group, around 140 million people in Europe have The firstD estinations for All world summit, held in Montreal, other Barrier-free Tourism Day as a whole-day workshop at the specific accessibility requirements. In 2012, around half of them Canada, from 19 to 22 October 2014, was an opportunity for the 2015 ITB travel fair in Berlin. The project partners were the ITB, travelled within Europe. People of working age (15-64) with a GNTB to extensively promote Destination Germany and present the National Coordination Board Tourism for All (NatKo), the disability, who account for just over a third of the market, under- the accessible travel products and services that have been devel- Barrier-free Destinations in Germany working group and the take roughly 340 million day trips and overnight trips per year – oped to around 350 delegates. The GNTB highlighted practical Tourism for All working group of the German federal states. a number that is rising gradually all the time. Another 450 mil- examples, such as Deutsche Bahn’s mobility service (which in- lion trips are made by those over the age of 64. Demographic cludes long-distance coaches with disabled access), the public The event, which featured a diverse programme of distinguished change indicates that this segment will expand rapidly in the Taleb Rifai, Secretary-General of the United Nations World Tourism Organization transport infrastructure in Berlin and exemplary initiatives in speakers, was attended by around 200 politicians, international (UNWTO), Iris Gleicke, Member of the German Parliament, Parliamentary State coming years – to around 520 million trips in 2020. The GfK Secretary at the Federal Ministry for Economic Affairs and Energy and Federal nature tourism. travel trade professionals, experts and journalists. It was opened Group’s latest study supports the finding that accessible prod- Government Commissioner for the New Federal States and for SMEs and Tourism, by Iris Gleicke, Parliamentary State Secretary at the Federal Minis- and Petra Hedorfer, Chief Executive Officer of the GNTB, at the Barrier-free Tourism ucts and services lead to significantly greater demand from Day at the 2015 ITB travel fair in Berlin. At the WTM, the GNTB’s innovations management team was try for Economic Affairs and Energy and Federal Government older travellers and people with disabilities. Provided that there invited by the European Commission in cooperation with Commissioner for SMEs and Tourism. The keynote was given by is a good supply of barrier-free products and services, additional New publication Visitflanders to give a presentation on barrier-free tourism in the Secretary-General of the United Nations World Tourism demand of approximately 280,000 trips could be generated in ‘Welcome to BarrierFree Germany. Enjoy with ease’ Germany. The GNTB showed selected examples of the products Organization, Taleb Rifai. In the afternoon, the session began Europe. and services of German regions and Deutsche Bahn as well as with a welcome address by Verena Bentele, Federal Government In 2014, the GNTB worked on a new project for the international the ‘Tourism for all’ project initiated by the BMWi, receiving good Commissioner for Matters Relating to Disabled Persons, German In 2014, as part of its sustainability strategy, the GNTB specifi- marketing of accessible tourism in Germany. The print publica- feedback. Federal Ministry of Labour and Social Affairs.T he discussions and cally positioned Germany as a destination offering a broad spec- tion, which is entitled ‘Welcome to BarrierFree Germany. Enjoy the studies and examples that were presented underlined the trum of accessible holiday options. The growing number of trav- with ease’ and is available in English and German, was released importance and financial appeal of engaging in ‘tourism for all’. ellers with disabilities or restricted mobility – not only people to coincide with the 2015 ITB travel fair. Its contents are also with a physical or intellectual disability but also families with available in Danish, Dutch, French and Spanish on the GNTB children and older travellers – means that an adequate supply of website www.germany.travel. The GNTB’s aim with this bro- products and services that are suited to this target group is chure was to highlight examples of barrier-free travel options in required if the potential for growth in this customer segment is Germany. It contains 145 specific holiday ideas, for example mu- to be unlocked. The GNTB’s activities range from identifying sup- seums, shopping, festivals, active holidays in the countryside pliers in the market and selecting suitable platforms to defining and exciting theme parks, that are suitable for people with dif- areas for action and analysing current trends. This provides the ferent types of restrictions. The project was run in close coopera- basis for offering tools to partners in Germany’s incoming tour- tion with the National Coordination Board Tourism for All (Nat- ism industry with which they can promote accessible products Ko), the Association of Barrier-free Destinations in Germany and and services internationally. the Tourism for All working group of the German federal states.

‘Tourism for all’ certification UK as pilot market

The GNTB is taking part in a broad-based project launched by Following the Paralympics in London, the UK was selected as the the Federal Ministry for Economic Affairs and Energy (BMWi) to GNTB’s pilot market for promoting barrier-free tourism in 2013. create universal quality criteria for barrier-free services and tour- The Discover Germany – BarrierFree campaign was then ism amenities in Germany. As well as a certification scheme, the launched in 2014, featuring specific products and services, the initiative also encompasses training courses and standardised involvement of German partners and a workshop at the GNTB’s signage for use across the country. In addition, collaboration stand at the World Travel Mart (WTM). Other GNTB representa- with specialist barrier-free travel organisations, such as the tive offices are now joining in.T he preparations involve assess- Barrier-free Destinations in Germany working group and the ing the potential of the market, researching the suppliers and National Coordination Board Tourism for All (NatKo), ensure the stakeholders in the market, finding suitable platforms (e.g. trade partners can give and receive specialist support, regularly share fairs), reflecting developments and activities in the market, information, carry out joint marketing activities and work inten- benchmarking, holding meetings and workshops with suitable sively with politicians, authorities, companies and key market partners (trade, associations), forming alliances, organising Panel discussion during the Barrier-free Tourism Day at the 2015 ITB travel fair with Tom Jamison, Able Magazine, Ellen Engel-Kuhn, Head of the Disability Liaison Office at DB Vertrieb GmbH, Bärbel Grönegres, Managing Director of Thüringer Tourismus GmbH, Raul Krauthausen, founder of the SOZIALHELDEN volunteering association, players. press conferences and carrying out the first marketing activities. Dr Rüdiger Leidner, Honorary President of the National Coordination Board Tourism for All (NatKo), Martin Bünk, Managing Director of the Embrace Hotels Association, Marcus Weisen, moderator (from left to right)

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‘Tourism for all’ certification UK as pilot market

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Beyond the cities – Culture, history, nature – venturing beyond Germany’s cities holidays in the German countryside The countryside offers a wealth of cultural treasures.T here are Rural areas account for a significant portion of tourism in Ger- small towns where the architecture brings the past to life and many. Over the past ten years, the number of overnight stays that were once home to significant figures in history.T he palac- made by international visitors in smaller towns and villages es, castles, parks and gardens gave rise to and shaped Germany’s (under 10,000 inhabitants) has increased by almost 35 per cent reputation as a cultural travel destination. And then there are to just under 16.3 million. Nonetheless, rural areas attract less unique natural wonders. The GNTB shines the spotlight on than a quarter of all inbound tourism. In its marketing of Desti- cultural attractions outside the major cities, stunning natural nation Germany, the GNTB therefore ties in its current theme- landscapes, appealing recreational activities and outstanding based campaigns and successful basic themes with the ‘Beyond sustainability concepts for international travellers. the cities – holidays in the German countryside’ theme, empha- sising different aspects of the content.T he GNTB’s main activi- Germany’s neighbours visit rural areas ties to promote rural regions in 2014 were the campaigns ‘Natu- rally unique’, which showcased sustainable tourism options in The Netherlands is by far the dominant source market, register- selected areas of natural beauty, and ‘UNESCO World Heritage in ing 5.2 million overnight stays, followed by Switzerland, Bel- Germany – Sustainable cultural and natural tourism’. gium, Denmark, Austria and France. Overall, Germany’s direct

22 % of inbound travel to Germany is to rural regions (municipalities with a population of less than 10,000)

in 35 % growth overnight Westerland beach on Sylt, North Friesland, in Schleswig-Holstein stays by foreign visitors in smaller neighbouring countries account for more than two thirds GNTB provides information about tourism in rural areas online towns and villages with under 10,000 residents of overnight stays by international visitors in rural regions. According to the Quality Monitor survey of the German tourism The main medium for the interdisciplinary ‘rural regions’ mar- industry, they have an above-average preference for health & keting theme is the GNTB’s website, where more content on the 2005: 12.1 million overnight stays fitness, nature, family and activity-based holidays.T he most different basic themes is being added all the time. In specific popular activities during rural holidays are exploring/strolling, markets, the GNTB is developing print products in various 2014: 16.3 million overnight stays shopping, walking in the countryside, doing nothing/relaxing languages and strengthening its partnerships with associations and going on excursions. and experts. The events calendar on the GNTB’s website highlights quintessential cultural activities, festivals and other events in rural regions.

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22 % of inbound travel to Germany is to rural regions (municipalities with a population of less than 10,000)

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A look ahead to 2015 The GNTB is consciously adding a new area of emphasis in inbound tourism in 2015 to complement the traditionally strong city breaks segment. The Tradition and Customs campaign for 2015 picks up on the current trend for originality and authenticity, continues with the promotion of rural areas as tourist destinations and, at the same time, raises Germany’s profile as asustainable travel destination. The other themes selected for 2015 also draw attention to tourist attractions that are mainly found in Germany’s rural regions.

Theme-based campaign: Traditions and Customs Information materials in all international markets

The aim of the Traditions and Customs theme-based campaign The GNTB is working with regional partners to communicate the is to further develop the emotional dimension of the Destina- theme in all international markets as part of a professional cam- tion Germany brand. It links the positive, modern image of paign. Germany with its vibrant traditions – ‘the authentic’ – and the part they now play in contemporary society. With its three pillars This includes a social media campaign in which bloggers report Culinary Germany (typical regional food & drink), Living Tradi- live from the different regions, posting live blogs on various social tions (festivals and customs, traditional costumes and dance, networks. On the first tour, participants from the USA, Canada, cultural events) and Arts & Crafts (arts & crafts and craft villag- Finland, France, Austria and the Czech Republic travelled around es), the campaign is also encouraging tourism in rural regions. Baden-Württemberg in the run-up to carnival. They visited towns known for their celebrations, such as Rottweil and Schrambach, The traditional side of Germany so that they could gain an authentic picture of the different ways in which the Swabian-Alemannic carnival is played out and re- In its marketing of this theme, the GNTB is drawing the attention port on what they had seen. In addition, the GNTB is using organ- of international travellers to attractions that symbolise German ised Instagram tours for the first time as a lasting, professional traditions and the country’s heritage. These include, for example, way of depicting the campaign’s content visually on social media. customs, festivals, music, museum villages and inventions. There will be six five-day tours attended by up to ten instagram- Activities on offer range from participating in traditional festivals mers, who will upload photos to their own feed each day, thereby to making your own souvenirs using local crafts to discovering producing high-quality content that the GNTB can use. typical specialities of the region during culinary tours. The international sales and marketing of the Traditions and Customs An interactive social wall will bring together content generated theme add another facet to the core brand and, at the same time, on the different platforms during the campaign by automatically underpin the GNTB’s sustainability strategy. streaming any posts on Twitter or Instagram worldwide that use the hashtag #joingermantradition. Cover page of the GNTB’s Traditions and Customs magazine

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Theme-based campaign: Traditions and Customs Information materials in all international markets

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Scenic routes of Germany

Germany’s huge variety of natural and cultural attractions draws many travellers from abroad. The proportion bringing their own GNTB photo competition: car is 47 per cent. Multi-destination tours are one of the key hol- the best attractions along iday types for tourism in Germany, comprising 24 per cent of the Germany’s market. Over 150 scenic and themed routes help visitors to scenic routes: discover Germany in their own way and at their own pace, while also making sure they don’t miss the main sights. Travellers can 48 journalists from 20 countries are explore the various routes by car, motorbike or bicycle. Towns, researching the top 5 sights on 16 scenic routes villages and attractions located along the way are all signposted with the same logo, which serves as a ‘brand’ for their marketing. By incorporating the scenic routes into a cross-market theme in 2015, the GNTB is highlighting the added value that they give to people visiting Germany and also promoting tour- Extensive PR and marketing activities on the theme ism in rural areas. The GNTB is promoting the ‘Scenic routes’ theme with the full Cross-market PR initiative for international array of communication tools. As part of the campaign, the photojournalists as a key project GNTB’s scenic routes page at www.germany.travel is being com- pletely relaunched. A comprehensive press kit available from To provide some initial ideas about which of the 150 or so scenic www.germany.travel/press guides journalists through the broad routes to follow, the GNTB and the federal states selected range of themes and routes. Press highlight tours on the PR The GNTB social wall for the 2015 theme-based campaign Traditions and Customs: www.germany.travel/joingermantradition 16 highlights, based on aspects such as history, food & drink, art theme are being offered to selected media. & crafts, architecture and nature & scenery, that exemplify the A promotional magazine in German and English has been print- that has a circulation of 1.3 million people. Up to the end of May diversity of the routes. Back in October 2013, the GNTB ran a pilot project to develop a ed for trade fairs, press conferences and workshops that covers 2015, the campaign’s hashtag #joingermantradition had reached mobile app for the Romantic Road in conjunction with local part- the three main topics and all of Germany’s federal states. The on- 9.6 million people worldwide via Facebook, Twitter and Instagram. Based on this initial selection, the ‘Scenic routes of Germany’ ners. Covering 28 towns and cities and ten places of interest line content at www.germany.travel has been expanded, and the campaign is beginning with an international, cross-market PR along the route, which runs from Würzburg to Füssen, the app is magazine is also available as an e-brochure featuring videos and initiative to prompt key market players to promote the routes. As a useful guide both before and during the trip. Around 8,500 us- hyperlinks. The GNTB is also using traditional marketing tools in part of this, the GNTB is inviting 48 journalists from 20 countries ers have already downloaded it. the form of banners and advertisements as well as QuickScreen to take part in a photography competition. The journalists will displays. These activities are complemented by updates to the Traditions and Customs in Germany: travel the 16 selected scenic routes so that they can research As a measure of the campaign’s success, the GNTB is aiming for social media campaign online events database, various newsletters and a press kit. The what they consider to be the five most attractive sights. For each media coverage of 120 per cent and an average print run for GNTB will feature themed video clips by Deutsche Welle on route, the top attraction will be determined and then featured printed materials of 75,000 - 100,000 per publication. The online www.germany.travel and at trade fairs and workshops. #JoinGermanTradition particularly prominently in future marketing worldwide. target is an average reach of 2.5 million unique visitors per month and publication. Christmas blogger initiative (9-14 December 2014) Theme to be communicated to around 80 million consumers

The GNTB’s goal is for its PR and press activities accompanying the 46.4 million OTS (opportunities to see) across Twitter, Facebook, Instagram and campaign to reach around 3,000 media representatives and 8,700 Route of Industrial Heritage German Fairytale Route Romanesque Route European Route of Brick Gothic Architecture Google+; highest in USA, Netherlands, Japan and Australia media with a combined circulation of approximately 80 million Road Trip Deutschland You probably already know the Oktoberfest, Cologne Cathedral and the capital Berlin. But what else? On over scenic routes in Germany, you can visit magical and people. The targets for social media are around 500,000 likes, romantic places, experience time-honoured traditions and festivals, and sample ﬁ ne wines and regional food. So what are you waiting for? Discover Germany at www.germany.travel/scenic-routes German shares and comments plus 600,000 visits to the social wall. 406 Instagram posts with 64,110 Half-Timbered Houses Route Schleswig-Holstein Cheese Route Approximately 120 million contacts should be reached via Face- likes book and Twitter. A promotional magazine for the Traditions and

German Limes Route Saxon-Bohemian Silver Mines Route Queen Louise Route German Toy Road Romantic Road Customs theme has been produced with a print run of 85,000 cop- Main communications platforms ies. The campaign theme is also featuring at the international trade fairs at which the GNTB exhibits in 2015, enabling it to be 47.5% on Twitter and 44.8% on seen by roughly 800,000 visitors. Products and events relating to Instagram German Wine Route Castle Road Energy Route of Lusatian Industrial Culture German Golf Route Saar-Palatinate Baroque Route the theme are being communicated in a consumer newsletter GNTB advertisement promoting Germany’s scenic routes

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Scenic routes of Germany

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500th anniversary of the birth through a press kit available from the GNTB press centre at www. of Lucas Cranach the Younger germany.travel/press.

Along with Albrecht Dürer, Lucas Cranach the Younger and his By presenting the theme at ten press conferences and events in father Lucas Cranach the Elder (1472 - 1553) are considered the the core markets for the Luther theme, which will be attended by most important painters and printmakers of the Renaissance around 350 people, the GNTB aims to reach 130 million readers and Reformation in Germany. The GNTB is commemorating the of printed publications and 126 unique visitors per month via 500th anniversary of the birth of Lucas Cranach the Younger in online media. The target for the two press highlight tours is a 2015 to underline the Image and Message theme as part of the reach of 4.8 million readers and 4.4 million unique visitors online. Luther decade. Young Danube – GNTB promotes cultural tourism against the flow / back to the source centred around the Cranach family The Danube is a pan-European waterway that originates in To give a further boost to cultural tourism linked to this family of Germany and connects thriving economic areas and tourist at- painters, the sites associated with the life and works of Lucas tractions in nine countries along its almost 3,000km course. To Cranach the Younger are working together nationwide. The GNTB harness this potential, the GNTB developed a new marketing is intensifying its international PR work through traditional media strategy for the German section of the Danube in 2013. This strat- activities, both online and offline, and by featuring the theme at egy is based on two pillars: raising the profile of the German Dan- trade fairs and press conferences. A number of special exhibitions ube brand in the global marketing of the GNTB and working with will be included in media activities, such as the ‘Cranach the strategic partners to promote the German Danube as part of a Younger 2015’ regional exhibition being held in Wittenberg, wider European collaboration. For example, the GNTB has worked Dessau and Wörlitz between 26 June and 1 November 2015 and together with the Danube Competence Center (DCC) since 2012. ‘The Luther Portraits of the Cranach studio’ at Wartburg Castle from 2 April to 19 July 2015. As part of the wider European cooperation and in support of the www.die-junge-donau.de EU Strategy for the Danube Region (EUSDR), the GNTB works with The theme will also feature in the main brochure on Luther the Steering Group Committee for the EUSDR. This is where the and in an insert, plus it will be publicised on the website and development of a brand for the Danube region and the development of cultural routes and sustainable tourism products along cities and regions can be reconciled with demand from the key the Danube is to take shape. In addition, the GNTB already markets. Targeted marketing activities should raise the profile of the promotes 32 German towns and cities on the Danube at www. regions abroad and promote inbound tourism across the board. danube.travel, the DCC’s main website for the Danube nations. Video bloggers are sharing impressions of their trips on the Dan- The markets of Austria, Switzerland, the Netherlands, Italy and ube. Further incentive to visit is provided by the content and the USA have been defined as the key source markets for towns picture gallery on the Facebook page ‘My Danube Travel’. and cities on the Danube in Germany and as high-volume markets for Germany’s inbound travel industry as a whole. Joint The EU’s multi-country strategy for the Danube enables the GNTB marketing activities are being carried out this year with Bayern to leverage a variety of synergies. The importance of the Danube Tourismus Marketing GmbH, Tourismus Marketing GmbH Baden- nations as a source region for Germany’s inbound travel market is Württemberg and the GNTB in Austria, Switzerland and the growing all the time. The south-east European markets alone, Netherlands. which are served by our sales and marketing agency in Belgrade, generated 2.1 million trips in 2014 – a year-on-year increase of The GNTB is integrating specific travel products into the market- 8.1 per cent. ing of its themes ‘Traditions and Customs’ and ‘Holidays in the heart of nature’. It is also promoting specific offerings along the The variety of landscapes and the rich cultural heritage in the Danube within the basic themes of cycling and walking. The urban and rural regions along the Danube in Germany are at the GNTB’s events database at www.germany.travel will undergo an heart of a marketing initiative launched by the GNTB in collabo upgrade this year. This will enable Danube events to be added, ration with the regional marketing organisations in Baden-Würt- including those imported automatically via the federal states. temberg and Bavaria, and the towns on the Danube. Under the Geocodes and pinpointing on the interactive map will make the Cranach Room at the Franconian Gallery in Kronach, the town where Lucas Cranach the Elder was born umbrella of the Young Danube brand, supply from the towns, online information even more useful.

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500th anniversary of the birth through a press kit available from the GNTB press centre at www. of Lucas Cranach the Younger germany.travel/press.

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Theme-based campaign for 2016: of the campaign, the in-depth content will be expanded further Theme-based campaign for 2017: Holidays in the heart of nature in Germany and a filter function will make it easier to access the required 500 years since the Reformation in Germany information. In 2016, the GNTB will be focusing its worldwide marketing The story of the Reformation is one of the most significant activities on the theme ‘Holidays in the heart of nature – Social media marketing will play a key role in the campaign: the aspects of Germany’s cultural heritage and offers a wealth of Germany’s national parks & nature parks’, placing particular Blogger@Nature initiatives and a blogger challenge will supply opportunities for promoting the country as a travel destination. emphasis on the tourism potential of the rural regions. Around user-generated content that will be posted on various social Martin Luther, the theologian who sparked the Reformation a third of the country’s land area is under special protection. media and streamed on a social wall. In terms of traffic for its movement, lends his name to and is the protagonist of the Germany has more than 130 recognised national landscapes: campaign sites, the GNTB is aiming for 200,000 visits and Luther decade, which will culminate with the 500th anniversary 16 national parks, 15 UNESCO biosphere reserves and 104 na- 400,000 impressions with people spending an average of two of the Reformation in 2017. ture parks. It therefore offers a wealth of options for nature- minutes on the sites. The campaign hashtag is expected to gen- based holidays, but also takes a responsible and systematic erate 5,000 posts, ten million unique followers and 40 million The GNTB is marking the 500th anniversary of the Reformation approach to conservation. This can be seen in measures such as impressions. with a special key theme for 2017. It will be setting new accents a national sustainability strategy and the strict requirements in cultural tourism through a range of activities centred around laid down by the federal government and EU on protecting the In 2016, there are also plans for extensive marketing and PR Luther and his contemporaries and providing attractive travel environment and on saving and reusing resources. measures focused on the ‘Holidays in the heart of nature in incentives for diverse international target groups – focusing on Germany’ theme, which will motivate international travellers to people with an interest in culture, religion and spirituality. There The GNTB will be promoting these exceptional natural land- holiday in Germany. Sixteen natural landscapes will be selected are around 72.3 million Lutherans worldwide. From a tourism Nuremberg Tourist Information joined forces with the GNTB and PLAYMOBIL to create a Reformation ambassador: a Martin Luther figurine (from left to right: scapes in a campaign run in partnership with EUROPARC as highlights and promoted particularly prominently in coordi- perspective, the most relevant source markets include Scandina- Petra Hedorfer, Chief Executive Officer of the GNTB, Christian Düfel, who is Deutschland, the Association of German Nature Parks (VDN) nation with the regional marketing organisations. The theme via and the USA, which have approximately 18.8 million and coordinating the Luther decade for the Lutheran Church of Bavaria, the Mayor of Nuremberg Dr Ulrich Maly and Yvonne Coulin, General Manager at Congress- und and the Federal Environment Ministry. EUROPARC and the VDN will also be communicated at trade fairs, workshops and press four million Lutherans respectively. Tourismus-Zentrale Nürnberg) are supporting the GNTB’s online marketing of the themes at conferences. www.germany.travel/nature in all relevant markets worldwide. On this basis, the GNTB has defined ten core markets for this The content on the GNTB website dedicated to natural land- theme. The European core markets are the Netherlands, Den- sive background material on the places with links to Luther. scapes (www.germany.travel/nature) has already been expand- mark, Sweden, Norway, Finland, Switzerland and Hungary, while Further information is provided in the form of an interactive ed to include the 15 UNESCO biosphere reserves and around the overseas core markets are the USA, Canada and South Korea. map of Germany. 50 selected nature parks and illustrated with eye-catching photographs and videos. An interactive map shows the loca- For its international marketing of the 500th anniversary of the Together with the Swiss tourist board, the GNTB has now devel- tions and incorporates links to further content. Over the course Reformation in 2017, the GNTB is teaming up with campaign oped a cross-border route entitled ‘On the trail of Luther, Zwing- partners including the Luther 2017 coordinating office, the li and Calvin’ with which to market the theme in the US market. Evangelical Church in Germany (EKD), the tourism organisations The theme is also being presented to the international travel of the federal states and the main towns and cities in Germany industry at around 90 workshops, roadshows and trade fairs. with historical links to Luther. Cultural and religious events, conferences and major exhibitions will be among the highlights of The GNTB teamed up with Nuremberg Tourist Information to the anniversary year. Together with the Swiss tourist board, develop a Playmobil Luther that, since spring 2015, has been plans are being made for cross-border routes themed on the used worldwide as a marketing mascot and giveaway for the reformers John Calvin and Ulrich Zwingli that can be jointly Reformation anniversary. promoted to the US market, for example.

Last year, the GNTB began using a cross-media campaign to Other theme-based campaigns at a glance publicise the Reformation anniversary in key markets. An insert for media partnerships appeared in nine languages in mid-2014, 2018 Culinary Germany followed by a Luther 2017 brochure in German and English in 2015 that will be available as an e-brochure in 2016. Both publi- 2019 100 years of the Bauhaus cations present the history of the Reformation and information on places associated with Martin Luther as well as eight fasci- nating routes exploring cultural highlights and authentic Refor- 2020 250th anniversary of the mation sites. The insert also points to the GNTB website www. birth of Beethoven germany.travel, offering prospective visitors from abroad exten- Fischbach copper mine in the new Hunsrück-Hochwald National Park

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GNTB promotes Destination Germany at leading international trade fairs In all of its sales and marketing activities, the GNTB focuses on carefully selected flagship trade fairs, key source markets and regions showing high potential for growth. The purpose of exhibiting at trade fairs is to position Germany internationally as a destination to travel industry professionals, while also raising interest among prospective travellers. The GNTB coordinates and organises its Germany stand at the 2015 IMEX trade fair in Frankfurt appearances at trade fairs as joint projects with its partners. IMEX in Frankfurt have risen every year since 2009. There were 3.01 million conferences, conventions and other events in 2013, up by The GNTB participated in the twelfth IMEX in Frankfurt along- 1.3 per cent compared with 2012. side its strategic partner, the German Convention Bureau. Looking ahead to 2015 ■■ Germany stand, featuring the GNTB, GCB and more than 230 other exhibitors At the 2015 ITB, the GNTB was able to present record results for ■■ Main themes: sustainability, expertise in business and inbound tourism for the fifth year in succession.T he members science, future and innovation of the Tourism Committee of the German Bundestag showed ITB Berlin – GNTB features its theme-based ■■ Key finding of the latest meetings and events barometer: their appreciation for this achievement in a very special way, pre- campaigns at the world’s biggest tourism fair Parliamentary evening: travel trade meets politics Germany’s events market remains on a path of growth: senting Petra Hedorfer with the honorary ‘Gläserne Kugel’ award 371 million people attended events at venues in Germany in in recognition of her many years of valuable service. The 2014 campaigns ‘UNESCO World Heritage in Germany – ■■ Networking events held by the GNTB and Messe Berlin well 2013, a year-on-year rise of 2.5 per cent. Visitor numbers Sustainable cultural and natural tourism’ and ‘Germany Reuni- attended by numerous decision-makers from the industry fied. 25 years on.’ took centre stage at the GNTB’s stand. ■■ Honorary prize from the Tourism Committee of the German Bundestag awarded to Senator Horst Rahe, Managing International press conference on the opening day Director of Deutsche Seereederei

■■ International press conference attended Barrier-free Tourism Day at the ITB – by around 100 media representatives a future theme for the GNTB ■■ Core message: Germany’s inbound tourism industry sees record results for the fourth consecutive year, registering Following the great success of the first two events, the GNTB over 70 million overnight stays by international visitors for was given the task of independently organising the third Barrier- the first time free Tourism Day at the 2014 ITB.

Parliamentary breakfast meeting ■■ In focus: the challenges posed by demographic change and the development of accessible tourism ■■ Around 40 invited guests from the German Bundestag ■■ Distinguished speakers from regional tourism organisations and the Federal Ministry for Economic Affairs and Energy and tourism providers as well as experts from the barrier- met and talked with GNTB managers at the traditional free travel working groups parliamentary breakfast ■■ Case studies and the latest trends ■■ Members of the Tourism Committee discussed ■■ Event partner: National Coordination Board Tourism for All their agenda for tourism policy (NatKo) ■■ GNTB representatives provided practical examples of From left to right: Klaus Brähmig, Member of the German Parliament and Deputy Chairman of the Tourism Committee of the German Bundestag, Petra Hedorfer, Chief Executive Officer of the GNTB, and Members of the German Parliament Kerstin Kassner, Heike Brehmer, Chair of the Tourism Committee of the German Bundestag, worldwide marketing in key emerging markets Stefan Zierke, Markus Tressel and Daniela Ludwig at the presentation of Petra Hedorfer’s honorary award, a lead-crystal globe, at the 2015 ITB

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Setting the agenda at workshops and roadshows As well as exhibiting at selected international trade fairs, the GNTB organises its own events, workshops and roadshows at which it takes centre stage. In this way, the GNTB aims to create platforms on which German tourism partners can add to their contacts and networks in the international travel industry. These events are accompanied by roadshows that promote particular themes to target groups in relevant markets. ‘Smart Luxury’ panel discussion at the 2015 GTM in Erfurt: from left to right.: Ricarda Lindner, Head of GNTB USA, Kay Heller, General Manager of Hotel Elephant in Weimar, Maria Amaral, Head of the GNTB sales and marketing agency for the Arab Gulf States in Dubai, Matthias Sinner, Travel Marketing Manager Northern Europe at McArthurGlen, Li Zhaohui, the GNTB’s representative in China, Philip A. Rogers, Retail Manager at Porzellanmanufaktur Meissen, and Marion Harbison, Brownell Travel Birmingham, with moderator Constanze Hilgers, Head of Destination Management at the GNTB

Social media activities for the GTM tion partners were Thüringer Tourismus GmbH, the cities of Erfurt and Weimar, and Messe Erfurt GmbH. ■■ Live feeds via Twitter and Storify 40th GTM Germany Travel Mart™ ■■ Around 700 tweets using the hashtag #gtm14 before, Alongside presentations of the regions of Destination Germany, in Bremen and Bremerhaven during and after the GTM the two host cities featured particularly prominently. The main ■■ Almost 13,000 meetings arranged using the GNTB’s ■■ Reach via Twitter: more than 120,000 users theme was the anniversary of the Reformation in 2017, which More than 600 hosted buyers and journalists from 43 countries online networking tools and 1 million impressions will also be one of the GNTB’s theme-based campaigns in 2017. took up the GNTB’s invitation to attend Destination Germany’s ■■ Survey of suppliers immediately after the ■■ Feeds at www.germany.travel/gtmlive accessed flagship B2B platform. On its 40th anniversary, the event was event: 96% of participants were ‘satisfied’ or more than 1,500 times 4th Central Europe Workshop organised by the host cities’ tourist boards: Bremer Touristik- ‘very satisfied’ with the 2014 GTM Zentrale and Erlebnis Bremerhaven. The GNTB was able to secure ■■ 96% of suppliers said they wanted to also Looking ahead to 2015: Thuringia From 12 to 13 October 2014, key players from the travel industry Europa-Park, Germany’s largest theme park operator, as premium attend the 2015 GTM in Thuringia attended a Central Europe Workshop in Potsdam, Brandenburg, sponsor. The central element of the GTM was a two-day inbound ■■ 83% have already decided they will definitely Next stop for the GTM Germany Travel Mart™ was Thuringia. at the invitation of the GNTB. This workshop was developed as a tourism workshop at Messe Bremen exhibition centre, giving attend the next GTM The 2015 GTM, the largest inbound tourism workshop for the platform for bringing fast-growing markets and topics with suppliers and buyers plenty of opportunities for networking, German travel industry, was held in Erfurt and Weimar from future relevance under one roof in order to further increase the carrying out business development and signing new deals. 26 to 28 April 2015 and was organised by the GNTB. Its coopera- number of visitors from high-potential source markets.

■■ More than 100 international hosted buyers and journalists from 13 growth markets ■■ Delegates from Austria, Poland, the Czech Republic, Romania, Hungary, Slovakia, Bulgaria, Slovenia, Croatia, Ukraine, Serbia, Bosnia and Herzegovina, and Montenegro ■■ Tourism products and services relating to the GNTB campaigns ‘Traditions and Customs’ and ‘25th anniversary of the fall of the Berlin Wall/25 years of German unity’ and the themes ‘Holidays in the heart of nature – Germany’s national parks & nature parks’ and ‘Active Holidays in Germany’

Looking ahead to 2015: Leipzig

The GNTB will be holding the next Central Europe Workshop in

Workshop area for the 2014 GTM at Messe Bremen exhibition centre 2015 GTM in Erfurt and Weimar, Thuringia Leipzig from 11 to 12 October.

88 www.germany.travel 89 4 Sales and marketing strategy

Looking ahead to 2015: Leipzig

The GNTB will be holding the next Central Europe Workshop in

Workshop area for the 2014 GTM at Messe Bremen exhibition centre 2015 GTM in Erfurt and Weimar, Thuringia Leipzig from 11 to 12 October.

88 www.germany.travel 89 4 Sales and marketing strategy

Trade fairs and workshops 2015 / 2016 In the form of sales-focused trade fairs and its own workshops and roadshows, the GNTB offers its partners in the German tourism industry an ideal platform for targeting key accounts in the international source markets. The focus of these events is on bringing together supply and demand as part of a Country Location Type* Name Date professional B2B marketplace. Regional Management South East Europe Austria Linz, Innsbruck R Austria Roadshow 17-18 Jun 2015

Austria Vienna T FERIEN-Messe Wien 14-17 Jan 2016

South-east Europe IFT (International Fair of Tourism) Belgrade T 18-21 Feb 2016 markets preceded by trade event in Bucharest on 17 Feb 2016

Austria Graz, Salzburg R Austria Roadshow 15-16 Jun 2016 Regional Management South West Europe

Italy Rimini T TTG Incontri 8-10 Oct 2015 Country Location Type* Name Date France Paris W Germany Workshop 15 Oct 2015 Trade fairs Spain Madrid, Barcelona R Meet Germany Roadshow 19-22 Oct 2015 Germany Berlin T ITB Berlin 9-13 Mar 2016 Spain Barcelona T ibtm 17-19 Nov 2015 Germany Frankfurt am Main T IMEX Frankfurt 19-21 Apr 2016 Switzerland Zurich T FESPO 28-31 Jan 2016 Germany workshops Regional Management Americas / Israel Germany Leipzig W Central Europe Workshop 11-12 Oct 2015 Rio de Janeiro, Porto Brazil R Destino Alemanha Roadshow 25-27 Aug 2015 Germany Magdeburg W GTM Germany Travel Mart™ 17-19 Apr 2016 Alegre, São Paulo Calgary, Santa Barbara CA, Regional Management North East Europe USA, Canada R Destination Germany Fall Roadshow 28 Sep-1 Oct 2015 Irvine CA, Phoenix AZ Russia Moscow W Medical travel workshop 3 Sep 2015 Israel Tel Aviv W Israel Workshop Spring 2016 Moscow, St. Petersburg, Russia R Russia Roadshow 6-9 Oct 2015 Toronto, Boston, Novosibirsk USA, Canada R Destination Germany Spring Roadshow 9-13 May 2016 Philadelphia, Orlando Estonia/Scandinavia Tallinn W North Europe Workshop 27-29 Oct 2015 Regional Management Asia / Australasia Perth, Melbourne, Poland Wrocław, Poznań, Warsaw R Poland Roadshow 23-25 Nov 2015 Australia R Australia Roadshow 26-29 Oct 2015 Brisbane, Sydney

Denmark Herning T Ferie for Alle 26-28 Feb 2016 Hong Kong, Guangzhou, China/Hong Kong R China Roadshow 16-20 Nov 2015 Shanghai, Beijing German Travel Industry Day during Russia Moscow T 17 Mar 2016 MITT Moscow New Delhi, Bangalore, India R India Roadshow 23-27 Nov 2015 Regional Management North West Europe Ahmedabad, Mumbai Kuwait, Dubai, Abu Dhabi Belgium Brussels W Germany Workshop 14 Oct 2015 (optional workshop Gulf States modules can be booked R Gulf States Roadshow 1st quarter of 2016 UK London T World Travel Market (WTM) 2-5 Nov 2015 for Saudi Arabia and Oman) Netherlands TBA W Germany Workshop North 10 Nov 2015 Nanjing, Wuhan, Netherlands Utrecht T Vakantiebeurs 13-18 Jan 2016 Changsha, Chongqing and China R Spring Roadshow 14-19 Mar 2016 Chengdu UK London W Germany Travel Show 11-12 Feb 2016 (subject to change)

Netherlands Utrecht T Fiets- en Wandelbeurs 20-21 Feb 2016 Gulf States Dubai T ATM 25-28 Apr 2016

* T = Trade fair/exhibition W = Workshop R = Roadshow

90 www.germany.travel 91 4 Sales and marketing strategy

Austria Vienna T FERIEN-Messe Wien 14-17 Jan 2016

South-east Europe IFT (International Fair of Tourism) Belgrade T 18-21 Feb 2016 markets preceded by trade event in Bucharest on 17 Feb 2016

Austria Graz, Salzburg R Austria Roadshow 15-16 Jun 2016 Regional Management South West Europe

Netherlands Utrecht T Fiets- en Wandelbeurs 20-21 Feb 2016 Gulf States Dubai T ATM 25-28 Apr 2016

* T = Trade fair/exhibition W = Workshop R = Roadshow

90 www.germany.travel 91 Roundtable: regional marketing organisations

The regions’ perspective The managing directors of the regional marketing organisations briefly review inbound tourism in their federal states in 2014, set out their expectations and forecasts for the near future and discuss the current trends in the travel and spending behaviour of international tourists.

Andreas Braun Dr Martin Spantig, Managing Director of Burkhard Kieker Dieter Hütte Managing Director of Tourismus Marketing Bayern Tourismus Marketing GmbH Managing Director of visitBerlin Managing Director of Tourismus-Marketing GmbH Baden-Württemberg Jens Huwald, Managing Director of Bayern Brandenburg GmbH Tourismus Marketing GmbH

Andreas Braun, Baden-Württemberg: Last year was another re- Central/eastern Europe and, in particular, Asia have huge poten- boon for Berlin: 2014 was our strongest year to date in terms of gardening fans to Brandenburg from our European neighbours. cord-breaker for holidays in Baden-Württemberg. We passed tial for Bavaria, with China being the most promising. We are tourism thanks to people coming to visit the ‘frontier of light’. Tropical Islands, a huge pull for tourists from many international the threshold of ten million international overnight stays for the delighted to be stepping up our marketing efforts in these But our activities in overseas markets are also paying off, with source markets, has increased its accommodation capacity to first time.T his equates to 21 per cent of the total number of regions in cooperation with our Bavarian partners and the GNTB Berlin registering rapid growth in visitors from Arab countries, more than 1,000 beds and is continuing to expand significantly. overnight stays here in the south – a fantastic figure for a non- and inspiring potential visitors to choose us as their holiday Israel, Korea, India and Brazil. And overnight stays from the USA, This is particularly crucial for tourism in autumn and winter. city state. destination. Although arrivals from Russia and Japan are likely to the largest overseas market, were up again, by 10.5 per cent, to Going forward, the Czech Republic and Israel – both markets decline slightly, we are optimistic about maintaining the roughly one million. with high potential – will play a bigger role in international We expect a further steady rise in the volume of international numbers at the same level as last year. marketing. visitors in the years to come. The fast-growing markets of China We are increasingly noticing that the people who visit want to and Brazil have the potential to generate high increases going Whether seeking inspiration for the next trip or making a book- see the city and its diverse districts ‘through the eyes of a Ber- Peter Siemering, Bremen: The city of Bremen registered a record forward and they are becoming an ever more important part of ing, social media and information available on the internet are liner’. Our brand-new app, Going Local Berlin, gives an authentic volume of overnight stays, which were up by 12 per cent to our work. Traditionally significant markets such as the USA and becoming more and more important. That is why by.TM, Bavar- glimpse of the atmosphere and highlights of the different areas 1.9 million in 2014. A quarter of these were attributable to visi- our neighbour Switzerland also remain crucial. The Swiss now ia’s tourist board, is extending its digital activities – and has of the city. This mobile travel guide features more than 60 loca- tors from outside Germany (rise of 9 per cent). The top interna- account for one in five overnight stays by international visitors. already been very successful. The sections of our website in lan- tions and over 600 tips in German and English, app.visitBerlin.de. tional source markets were the UK, the Netherlands and France, guages other than German were accessed more than 1.7 million but there was also significant growth in visitors from Asia. Visitors from abroad enjoy our cities with their well-known times in 2014, while the international Facebook page ‘Visit For many visitors, shopping is the biggest attraction. Berlin- attractions and museums. But rural destinations, with their Bavaria’ already has over 122,000 followers and generates a lot based brands are becoming increasingly popular. And visitBerlin Visitors from abroad are looking for history, surprises, nature unspoilt scenery and diverse living traditions, are now growing of interaction. is promoting this aspect in its market activities: in 2015, we are and a buzzing atmosphere. Bremen offers all of these. Besides in popularity, especially among travellers from overseas. The setting up pop-up stores in cities such as Amsterdam and Lon- the good transport connections provided by the international Black Forest is leading the way here in Baden-Württemberg, As part of the strategy to promote our annual theme-based don in order to display local products and designs that reflect City Airport, Bremen’s appeal lies, above all, in its historical town making up almost a quarter of all overnight stays made by campaigns in suitable international markets, we want to offer a the authentic Berlin lifestyle. centre (a UNESCO World Heritage site), the exciting knowledge visitors from outside Germany. new perspective on the things that Bavaria stands for. The worlds and the romantic Schlachte Embankment promenade, themes selected by the GNTB in recent years, and those coming Dieter Hütte, Brandenburg: For Brandenburg, 2014 was another whose beer gardens have space for 2,000 people. Familiar from Jens Huwald and Dr Martin Spantig, Bavaria: Tourism in Bavaria up, provide by.TM with the ideal basis on which to market record year with almost twelve million overnight stays. Inbound its appearance in Beck’s adverts worldwide, the Alexander von continues to generate record results. In 2014, the number of Bavaria as a travel destination in appropriate source markets. tourism is going from strength to strength, with a 10 per cent Humboldt barque will be setting down anchor on the Weser riv- arrivals rose by 4.5 per cent year on year to 7,917,982, while over- increase in the volume of overnight stays. We hope to reach one er as a hotel and restaurant ship in 2015. Another selling point is night stays climbed by 4.1 per cent to 16,568,956. International Burkhard Kieker, Berlin: With around 29 million overnight stays, million overnight stays by international visitors for the first time the good value for money offered by the modern hotels. source markets now account for more than 19 per cent of total Berlin is the third most visited European city after London and in 2015. Everything indicates that we are on track to do so. The overnight stays (as a comparison: this figure was 14.7 per cent in Paris. International visitors accounted for 12.5 million of these main highlight on Brandenburg’s events calendar this year is the Visitors from abroad often turn to the internet for information. 2005). stays (or 43.6 per cent), the highest proportion of inbound tour- Federal Horticultural Show, taking place in the Havel region be- Extensive information about Bremen is available in English at ism ever. The 25th anniversary of the fall of the Wall was a real tween 18 April and 11 October. It is bound to attract plenty of www.bremen-tourism.de. The highlights of Bremen are also

92 www.germany.travel 93 Roundtable: regional marketing organisations

presented on our website in ten further languages for the ben- were the USA followed by the Netherlands and the UK. In fourth efit of international visitors. place was China with an increase of 18 per cent, while the Arab Gulf States were in fifth place with a gain of 25 per cent. Dietrich von Albedyll, Hamburg: In 2014, the number of overnight stays in Hamburg was slightly over twelve million – the We expect 2015 to be another successful year for the tourism first time we passed this threshold.T he proportion attributable industry, on a par with 2014. to international visitors rose by 1.5 percentage points to 24.4 per cent, the highest level since 1992. The buoyancy of the Demographic change means that demand for accessible prod- Carolin Ruh Dr Heike Döll-König Stefan Zindler Birgit Grauvogel international source markets has become a real growth driver. ucts and services will increase. Among Chinese visitors we are Managing Director of Tourismus Managing Director of Tourismus NRW e.V. Managing Director of Rheinland-Pfalz Managing Director of Tourismus seeing a shift towards independent travel. Our special website, Marketing Niedersachsen GmbH Tourismus GmbH Zentrale Saarland GmbH This trend tallies with the increasingly international focus of www.daodeguo.com, and a Chinese-language magazine, which Hamburg Tourismus GmbH’s strategy. To support this, we are is distributed on China Southern Airlines’ Frankfurt-bound ism HQ’ in Rostock, which the regional tourism association will the bulk of visitors were from within Germany in 2014. However, expanding the range of information available online. Other flights and elsewhere, enable us to promote more ‘off-the- share with organisations such as the association of health international inbound tourism is steadily growing in impor- examples of our long-term quality standards and new niche beaten-track’ attractions. We continue to see good potential resorts, DEHOGA, the youth hostel association and the rural hol- tance. Last year, we saw another increase in the volume of over- themes that raise our profile are the projects relating to barrier- for health-related travel from the Arab Gulf States. Hessen is idays association. We hope to benefit a great deal from these night stays from each of our three biggest foreign source free travel, Hamburg as a golfing region and health & fitness also likely to benefit from the current strength of the Swiss franc. closer partnerships, which will help to enhance the brand and markets, the Netherlands, Belgium and the UK. The high-poten- holidays. market position of Germany’s no. 1 holiday destination. tial markets of China and the Arab Gulf States both generated Bernd Fischer, Mecklenburg-Western Pomerania: Twenty-five growth in the number of overnight stays made by visitors of over Hamburg has changed and will continue to do so. The advance years after reunification, Mecklenburg-Western Pomerania has Carolin Ruh, Lower Saxony: For Lower Saxony, the largest inter- 20 per cent. of tourism has improved the city’s global image, making it more become the most popular domestic travel destination in national source markets in terms of volume are the Netherlands, engaging. This means tourism has a key role to play in attracting Germany for the first time.T his statistic also shows that the Denmark and Poland. Together, these three markets generate Visitors from abroad appreciate North Rhine-Westphalia’s ben- investors and young talent to Hamburg and the surrounding north-east is primarily a holiday region, with components such about half of all overnight stays by foreign visitors. The main efits as a business travel and conference destination but also region. Overnight stays are expected to increase by 5 per cent as business travel playing a more minor role. That is why tourism growth driver is the Polish market, where we can attract far because it offers attractive city breaks, cultural trips and active in 2015. marketing has such priority for us. Retail, transport, culture, younger target groups. Having previously seen very buoyant holidays. In order to encourage new visitors from outside Ger- construction and many other industries survive to a great extent growth, the Netherlands contracted as a source market in 2014. many in 2015 and beyond, we are continuing with our regional Folke Mühlhölzer and Herbert Lang, Hessen: In 2014, Hessen on the money brought in by the up to twelve million holiday- We need to keep an eye on this trend and counteract it with new marketing strategy and currently working on new development reported record results for the fifth year in succession, with makers and even more numerous day visitors. products. projects that focus on more intensive international marketing 31.2 million overnight stays. Almost 20 per cent of this figure and that should boost our existing activities in the areas of city was generated by foreign visitors. This reflects the strong inter- As is the case with the Alps, the Baltic coast is steadily becoming Lower Saxony’s tourist board, TMN, will be heavily involved in breaks, business travel, culture and active holidays. national appeal of the Frankfurt Rhine-Main region. an increasingly popular international tourist destination and the GNTB’s theme ‘Holidays in the heart of nature – Germany’s still holds plenty of potential for growth. Mecklenburg-Western national parks & nature parks’ in future. We also believe ‘tour- Stefan Zindler, Rhineland-Palatinate: In 2014, Rhineland-Palati- Climbing by 5.1 per cent, overnight stays by visitors from abroad Pomerania is the driving force behind industry-wide coopera- ism for all’ will open up a lot of opportunities in markets such as nate succeeded in maintaining the number of international visi- rose at a far faster rate than those by German visitors, which tion in the Baltic and, for example, is setting up an office for the UK and Scandinavia. Working with partners in Schleswig- tors and overnight stays at the encouraging level achieved in 2013. were up by 2.2 per cent. Once again, the primary source markets Baltic tourism. From 2016, this will be located in the new ‘tour- Holstein, we are stepping up our activities in Switzerland in Overnight stays were up slightly, by 0.9 per cent. There was a small order to encourage more people to visit Germany’s North Sea decline in numbers from Rhineland-Palatinate’s defined source coast for their holidays. markets, the USA, Spain and Sweden. However, the Swiss, Luxem- bourg, Dutch and Belgian markets all performed very positively. The action plan of the federal state of Lower Saxony includes providing continuing professional development for local suppli- As a result, we predict a further rise in the number of foreign ers with the aim of expanding the international marketing of visitors, particularly from our European neighbours. Holidaying Lower Saxony as a travel destination and adding new products in Germany is popular across Europe at the moment, and Rhine- and services. land-Palatinate’s plus points as far as international visitors are concerned are its transport infrastructure, diverse scenery and Dr Heike Döll-König, North Rhine-Westphalia: 2014 was the cultural heritage and value for money. fifth record year in succession for travel to North Rhine-West- Peter Siemering Dietrich von Albedyll Folke Mühlhölzer, Chief Executive Officer of HA Bernd Fischer Managing Director of Chief Executive Officer of Hessen Agentur GmbH Managing Director of Tourismusverband phalia. For the first time, we registered more than 21 million It is still the case that many people visit Rhineland-Palatinate Bremer Touristik Zentrale Hamburg Tourismus GmbH Herbert Lang, Head of Tourism and Conference Mecklenburg-Vorpommern e.V. visitors and over 47 million overnight stays. As in previous years, from abroad because of the opportunities for walking and Gesellschaft für Marketing Marketing, HA Hessen Agentur GmbH und Service mbH

94 www.germany.travel 95 Roundtable: regional marketing organisations

Andrea Gastager, Schleswig-Holstein: International tourism is Some very interesting upcoming themes will enable us to do one of the areas with the biggest growth prospects for well in the coming years. The Cranach theme, part of the Refor- Schleswig-Holstein, known as Germany’s true north. Schleswig- mation decade, is already generating very positive effects for Holstein’s holiday sector enjoyed record results in 2014, with 2015. There are still two years to go before the 500th anniver more than 762,000 visitors from abroad generating a total of sary of the Reformation yet interest is already growing – even in 1.7 million overnight stays. This means that international arriv- markets such as the Netherlands where the theme had not als have climbed by 32 per cent in the past seven years, which particularly been on the radar. equates to a market share of 15 per cent. The number of independent travellers who visit is growing all Hans-Jürgen Goller Bettina Quäschning Andrea Gastager Bärbel Grönegres Tourismus-Agentur Schleswig-Holstein aims to build on this the time, which makes the internet and social media marketing Managing Director of Senior Manager, Investitions- und Managing Director of Tourismus-Agentur Managing Director of Thüringer success in the coming years, raising Schleswig-Holstein’s profile all the more important. Our international source markets are Tourismus Marketing Marketinggesellschaft Sachsen-Anhalt mbH Schleswig-Holstein GmbH Tourismus GmbH Gesellschaft Sachsen mbH as an attractive holiday destination in the defined core source highly web-savvy. Thuringia has always had international markets of Denmark, Switzerland and Austria. Starting in 2016, appeal thanks to its music, its historical personalities, its cities we will be presenting our new tourism image campaign, ‘Glück- and its UNESCO World Heritage, but now visitors are also dis- cycling in the countryside. But the romantic river valleys with July 2013 and resulted in extremely strong growth for Leipzig swachstumsgebiet Schleswig-Holstein’ (a place where happi- playing increasing interest in the great outdoors. In the group their castles and palaces, the local wines and the specialities of that year. Moreover, although far more people visited Saxony ness grows), in the core international source markets. travel sector, there is a distinct trend towards special-interest the regional cuisine are also strong attractions. from our neighbours Poland and the Czech Republic, they gener- tours. ated fewer overnight stays. Schleswig-Holstein has set itself ambitious growth targets enti- Birgit Grauvogel, Saarland: Inbound tourism in the Saarland tled ‘30-30-3’, which are to be achieved by 2025: 30 per cent When it comes to access-for-all holidays, Thuringia is one of the performed very well in 2014. Arrivals increased by 9.2 per cent Taking out these non-recurring effects, we are satisfied with the growth in gross tourism revenue, 30 million overnight stays and leading destinations in Germany, which we can see from the year on year, while the number of overnight stays rose by general trend. The Dutch, Austrian and Swiss source markets gen- a ranking among the top three destinations in terms of visitor growing demand from the press and from tour operators. 12.7 per cent. These are the best rates of growth across Germany. erated particularly strong growth. For this year, we again expect satisfaction. Inbound tourism will play a fundamental part in Findings from market research confirm that the Saarland is in- inbound tourism to perform well, with the exception of travel achieving these targets. The new high-speed InterCityExpress train route between Berlin creasingly seen as a travel destination, with 34 per cent of those from Russia, which is one of Saxony’s major source markets. and Munich will mean much shorter travel times to Thuringia surveyed saying they thought that the Saarland was suitable for Bärbel Grönegres, Thuringia: Last year was the most successful from the end of 2015. holidays in the countryside and for walking. Bettina Quäschning, Saxony-Anhalt: In 2014, Saxony-Anhalt in Thüringer Tourismus’s history, with almost ten million over- registered a 3.6 per cent rise in overnight stays by international night stays. This growth was mainly triggered by the opening of Center Parcs visitors. Nonetheless, domestic tourism continues to be the Park Bostalsee in July 2013, backed up by the good performance dominant segment in Saxony-Anhalt, even after 25 years. of the state capital Saarbrücken and its regional association. Around 93 per cent of visitors are from Germany, with only Tourismus Zentrale Saarland continues to focus on promoting 7 per cent from other countries. This is quite low compared with the Saarland specifically as a destination for mini-breaks. It is the non-city states in western Germany, but means there is also strengthening its high-reach marketing mix and regional opportunity for growth. marketing themes. In addition, it is always looking for new cross- sectoral partnerships. As the domestic market contracts, visitors Saxony-Anhalt is about to host two events of not only great from outside Germany are playing an ever greater role. Switzer- national but also international interest – the anniversary of the land is becoming more and more important, as are the Benelux Reformation in 2017 and the Bauhaus anniversary in 2019 – and countries and France. we therefore hope to see a positive effect on inbound tourism. In addition, IMG, Saxony-Anhalt’s regional marketing organisation, Hans-Jürgen Goller, Saxony: We were not entirely satisfied with is carrying out targeted marketing in defined key markets, the level of inbound tourism in Saxony last year. Although the running PR and marketing campaigns and forming cross-mar- number of international visitors rose, as it had in previous years, keting alliances with the aim of achieving a significant, sus- the volume of overnight stays from abroad declined slightly, by tained increase in the number of international visitors to Saxony- 1.2 per cent. Dresden achieved an increase in international visi- Anhalt. Europe accounts for 84 per cent of our visitors from abroad. tor numbers and overnight stays of 8.3 per cent and 6.7 per cent The main source market is the Netherlands with a 16 per cent respectively in 2014. However, this did not offset the one-off share, while other key countries are Denmark, Austria, Switzer- effect of a major event lasting several weeks that was held in land and the USA, our largest overseas source market.

96 www.germany.travel 97 Roundtable: regional marketing organisations

96 www.germany.travel 97 World of discovery. Millennium tower in Magdeburg, Saxony-Anhalt

International marketing Analysis of current demand and future potential in tourism source markets provides the basis for the worldwide marketing of Destination Germany. The GNTB’s work is focused on developing these markets, adapting theme-based campaigns to suit local requirements and conducting targeted marketing measures through its 30 foreign representative offices and sales and marketing agencies.

99 World of discovery. Millennium tower in Magdeburg, Saxony-Anhalt

99 5 International marketing

Global network for sales and marketing

Copenhagen Stockholm Helsinki Oslo

London Moscow

Amsterdam Frankfurt head office Warsaw Brussels Prague Paris Vienna Zurich Budapest Toronto Milan Belgrade* Chicago Madrid Ljubljana Beijing New York Istanbul Seoul Los Angeles Jaffa Tokyo

New Delhi Hong Kong Dubai

Destination Germany gaining popularity abroad

São Paulo

Germany is the Sydney no.travel destination1 The GNTB uses a total of 30 foreign representative offices together with sales and marketing agencies to promote Germany’s tourist attractions around the world in established and emerging source markets. for Denmark, the Netherlands, Six regional management teams act as a link to the individual markets. They gauge the market requirements, Poland, Switzerland and the plan and coordinate the sales and marketing activities and ensure that resources are used efficiently. Czech Republic (Europe*) Regional Management Americas / Israel Foreign representative offices and for China and Regional Management North West Europe sales & marketing agencies since 2012: promoting Germany in Bosnia and Herzegovina, Regional Management South West Europe the Arab Gulf States (overseas**). Bulgaria, Croatia, Montenegro, Romania and Serbia Regional Management North East Europe * Source: IPK International, all outbound trips made worldwide by Europeans in 2014. PR agencies ** Source: IPK International, all trips to Europe from overseas in 2014. Regional Management South East Europe Regional Management Asia / Australasia Market covered by the GNTB

* promoting Germany in Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia.

100 www.germany.travel 101 5 International marketing

Global network for sales and marketing

Copenhagen Stockholm Helsinki Oslo

London Moscow

Amsterdam Frankfurt head office Warsaw Brussels Prague Paris Vienna Zurich Budapest Toronto Milan Belgrade* Chicago Madrid Ljubljana Beijing New York Istanbul Seoul Los Angeles Jaffa Tokyo

New Delhi Hong Kong Dubai

Destination Germany gaining popularity abroad

São Paulo

* promoting Germany in Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia.

100 www.germany.travel 101 5 International marketing

Regional Management North West Europe The Regional Management North West Europe territory contains three of the ten biggest source markets for

the German tourism industry. All countries in this region contributed to the Growth in the number of inbound overnight stays in success of Destination Germany by delivering growth in 2014. With more than Germany by visitors from North West Europe up to 2030 20 million overnight stays, they generated over one quarter of all Netherlands 8.4 inbound tourism last year. 11.0 + 30.4 % 12.3* + 12 %

UK and Republic of Ireland 4.2 5.5 + 32 % 7.4* + 33 %

Belgium 2.1 ager 2014. S ager ffice and G NT B/Claus 3.0 + 42.6 % 4.5* + 52 % International overnight stays (million) Luxembourg Overnight stays in 2005 0.4 Overnight stays in 2014 Forecast for 2030 0.6 + 52.8 % % increase from 2005 to 2014 xcluding camping, figures are rounded. camping, are xcluding figures 0.9* + 55 % tatistical O S tatistical Federal S ource: * E % increase from 2014 to 2030

Netherlands AI), T Nearly eleven million overnight stays is equivalent to a market Germany was the no. 1 outbound destination for Dutch Amsterdam share of 14.5 per cent. This makes the Netherlands by far the travellers in 2014, with 4.4 million trips biggest foreign source market for tourism in Germany. Since 1st Germany 4th UK

London (G & Invest rade

T 2014, after a four-year period of stagnation, the country’s economy has been recovering slowly but steadily. 2nd France 5th Belgium Frankfurt head Brussels 3rd Spain

office M, IPK as a travel 2015; Germany Nearly three quarters of Dutch people who visit Germany are holidaymakers. Their preferences are for holiday regions Population: 16.9 million (35 per cent), city breaks and events (34 per cent) and multi- Per capita GDP: €35,900; biggest segment destination tours (12 per cent). Over 55s make up more than for travel to Germany: holidays (71 %) half of Dutch visitors to Germany.

In addition to the theme-based campaigns, the GNTB focuses its M, IPK 2015. activities in the Netherlands on active holidays, winter sports and camping and caravanning for the 50+ target demographic. Foreign representative offices for North West Europe A traditional focus for this market is the House of Orange Route Regional Management North West Europe with its 22 towns and regions associated with the famous ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; ‘Wirtschaftsdaten G NT B/Wdestination: T P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: dynasty.

102 www.germany.travel 103 5 International marketing

Regional Management North West Europe The Regional Management North West Europe territory contains three of the ten biggest source markets for the German tourism industry. All countries in this region contributed to the Growth in the number of inbound overnight stays in success of Destination Germany by delivering growth in 2014. With more than Germany by visitors from North West Europe up to 2030 20 million overnight stays, they generated over one quarter of all Netherlands 8.4 inbound tourism last year. 11.0 + 30.4 % 12.3* + 12 %

UK and Republic of Ireland 4.2 5.5 + 32 % 7.4* + 33 %

London (G & Invest rade

T 2014, after a four-year period of stagnation, the country’s economy has been recovering slowly but steadily. 2nd France 5th Belgium Frankfurt head Brussels 3rd Spain office M, IPK as a travel 2015; Germany Nearly three quarters of Dutch people who visit Germany are holidaymakers. Their preferences are for holiday regions Population: 16.9 million (35 per cent), city breaks and events (34 per cent) and multi- Per capita GDP: €35,900; biggest segment destination tours (12 per cent). Over 55s make up more than for travel to Germany: holidays (71 %) half of Dutch visitors to Germany.

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UK / Ireland

With a market share of 6.8 per cent, the United Kingdom Germany was the sixth most popular outbound remains the third largest European source market for Germany, destination for UK travellers in 2014, with 2.9 million trips behind the Netherlands and Switzerland. Its volume of over- 1st Spain 4th Italy night stays has risen every year since the financial crisis of 2008/2009. Ireland contributed 385,000 overnight stays in 2nd France 5th Ireland 2014, a year-on-year increase of 22 per cent that surpassed the 3rd USA 6th Germany average for the region as a whole. City breaks and events are particularly popular with British visitors to Germany, accounting Population: 63.7 million for 54 per cent of the market. Per capita GDP: €29,600; biggest segment for travel to Germany: holidays (56 %) Culture and history are key travel motivations for British people visiting Germany. To cater to this, the GNTB focuses its work in the UK on themes such as the Royal Heritage Route in combi nation with Palaces, Parks and Gardens. Christmas markets, M, IPK 2015. active holidays, camping, barrier-free travel and LGBT also play an important role in this market. AI), ‘Wirtschaftsdaten AI), ‘Wirtschaftsdaten T

Belgium / Luxembourg rade & Invest (G & Invest rade

T With a market share of 3.9 per cent, Belgium maintained its usu- Germany was the second most popular outbound desti al position in the top ten source markets for the German tourism nation for Belgian travellers in 2014, with 2.0 million trips industry. Together with Luxembourg, it accounted for around 1st France 4th Netherlands 5 per cent of all international overnight stays in Germany. Three quarters of Belgians who travel to Germany come for a holiday; 2nd Germany 5th Italy city breaks and events take a market share of 35 per cent, while 3rd Spain

M, IPK 2015; Germany as a travel destination: G NT B/W destination: T M, IPK as a travel 2015; Germany nearly a quarter of visitors relax in the holiday regions. More than 60 per cent go on short breaks. Belgian holidaymakers Population: 10.4 million particularly like Germany for its landscape and scenery and for Per capita GDP: €34,500; biggest segment its atmosphere and ambience. for travel to Germany: holidays (76 %)

Key topics in the GNTB’s marketing in Belgium and Luxembourg are culture and history as well as the future-focused themes of sustainability, barrier-free travel and holidays in the countryside. P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: kompakt’; travel segments: G NT B/W segments: T travel kompakt’;

Top destinations in Germany / federal states

1st 2nd 3rd Netherlands Rhineland-Palatinate 25.1 %* North Rhine-Westphalia 22.2 %* Bavaria 13.0 %*

UK Berlin 24.8 %* Bavaria 19.3 %* North Rhine-Westphalia 15.5 %* ffice.

Belgium Rhineland-Palatinate 33.3 %* North Rhine-Westphalia 21.9 %* Baden-Württemberg 13.5 %*

Luxembourg Baden-Württemberg 28.9 %* Bavaria 15.7 %* North Rhine-Westphalia 13.1 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. Statue of Luther at the Christmas market in Wittenberg tatistical O S tatistical Federal S ource:

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UK / Ireland

Belgium / Luxembourg rade & Invest (G & Invest rade

Top destinations in Germany / federal states

1st 2nd 3rd Netherlands Rhineland-Palatinate 25.1 %* North Rhine-Westphalia 22.2 %* Bavaria 13.0 %*

UK Berlin 24.8 %* Bavaria 19.3 %* North Rhine-Westphalia 15.5 %* ffice.

Belgium Rhineland-Palatinate 33.3 %* North Rhine-Westphalia 21.9 %* Baden-Württemberg 13.5 %*

Luxembourg Baden-Württemberg 28.9 %* Bavaria 15.7 %* North Rhine-Westphalia 13.1 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. Statue of Luther at the Christmas market in Wittenberg tatistical O S tatistical Federal S ource:

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Growth in the number of inbound overnight stays in Regional Management Germany by visitors from North East Europe up to 2030 Denmark North East Europe The Regional Management North East 1.8 3.1 + 76.9 % Europe territory covers markets that are very different in nature. The performances 4.4* + 40 % of the individual countries within it are mixed as a result. Poland, with Poland 1.0 double-digit growth, was the big winner in 2014 and overtook Russia, which 2.4 + 150.8 % experienced a substantial decline after years of expansion. The Nordic countries 4.6* + 88 % Russia are growing at a slower rate than the rest of Europe in the inbound market, as 0.9 2.4 + 178 % are the smaller Baltic States. 7.2* + 200 %

Sweden 1.4 1.7 + 23.1 % 2.3* + 33 %

Norway 0.5

ager 2014. S ager ffice and G NT B/Claus 0.9 + 69.7 % 1.3* + 47 % International overnight stays (million) Finland Overnight stays in 2005 0.4 Overnight stays in 2014 Forecast for 2030 0.6 + 51.3 % % increase from 2005 to 2014 xcluding camping, figures are rounded. camping, are xcluding figures 1.1* + 70 % Helsinki O S tatistical Federal S ource: * E % increase from 2014 to 2030 Oslo

Stockholm AI), T Denmark

Moscow Copenhagen Denmark maintained its position in the top ten inbound Germany was the no. 1 outbound destination rade & Invest (G & Invest rade T markets for Germany, growing slightly above the average and for Danish travellers in 2014, with 2.8 million trips taking a market share of 4.2 per cent. Over the past ten years, the 1st Germany 4th UK market has grown by an average of 7.2 per cent, consistently

Warsaw M, IPK as a travel 2015; Germany Frankfurt 2nd Spain 5th France head office outperforming the level for Europe as a whole. 3rd Sweden Holidays accounted for 70 per cent of trips to Germany made by Danes in 2014 – their favourite destinations were the North Sea Population: 5.6 million and Baltic coasts. Also very popular were city breaks and events. Per capita GDP: €44,400; biggest segment Danish travellers particularly like Germany for its atmosphere for travel to Germany: holidays (70 %) and ambience, its public transport and its barrier-free amenities. M, IPK 2015.

north East Europe foreign representative office sales and marketing agencies Regional Management North East Europe P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; ‘Wirtschaftsdaten G NT B/Wdestination: T Beijing

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Sweden 1.4 1.7 + 23.1 % 2.3* + 33 %

Norway 0.5

Stockholm AI), T Denmark

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Poland Norway

Since 2005, the volume of overnight stays by visitors from Norway, which over the past five years has recorded modest Germany was the no. 1 outbound destination Germany was the fifth most popular outbound destination Poland has grown by an average of 10.3 per cent a year, making for Polish travellers in 2014, with 7.1 million trips growth rates, is the 18th largest source market for inbound tour- for Norwegian travellers in 2014, with 0.6 million trips this one of the most buoyant European source markets. In 2014, ism to Germany. 1st Germany 4th Italy 1st Spain 4th UK Germany’s eastern neighbour ranked among its top ten countries for inbound tourism for the very first time. Of the total visi- 2nd UK 5th Croatia Although Norwegians who holiday in Germany prefer short 2nd Sweden 5th Germany tors to Germany from Poland, 46 per cent are in the younger age 3rd Greece breaks (60 per cent), they tend to spend a lot of money during 3rd Denmark M, IPK 2015. bracket (15 to 34 years old). their visit (an average of €280 per day including accommo dation). An above-average 33 per cent of holidaymakers from Population: 38.3 million Population: 5.1 million The GNTB in Poland focuses its marketing on short breaks, city Per capita GDP: €10,100; biggest segment Norway travel to Germany by sea; 50 per cent travel by air. Per capita GDP: €75,900; biggest segment breaks and active holidays and on the new federal states in east- for travel to Germany: holidays (45 %) for travel to Germany: holidays (69 %) ern Germany, which offer ample opportunity for trips near the Polish border. Cross-border projects and youth travel are also being promoted. Finland Among Polish tourists, Germany scores particularly highly as a travel destination for its quality and choice, its townscapes and The relatively small Finnish market is a stable performer in the Germany was the fourth most popular outbound desti architecture and its barrier-free amenities. Scandinavian region. Its volume of overnight stays and arrivals is nation for Finnish travellers in 2014, with 0.5 million trips

for travel to Germany: holidays (49 %) G NT B/W segments: T travel kompakt’; AI), ‘Wirtschaftsdaten Germany. T Top destinations in Germany / federal states Sweden rade & Invest (G & Invest rade T st nd rd The volume of overnight stays from Sweden has gradually recov- 1 2 3 Germany was the second most popular outbound desti ered after suffering during the financial crisis.T he country is nation for Swedish travellers in 2014, with 1.6 million trips Denmark Schleswig-Holstein 21.1 %* Berlin 21.1 %* Lower Saxony 11.1 %* currently the 15th largest source market for Germany. Holiday- 1st Spain 4th Norway makers make up just over half of all Swedish travellers in Ger- Poland Bavaria 16.2 %* North Rhine-Westphalia 13.7 %* Berlin 13.2 %* many, with 44 per cent of them coming to visit cities or events. 2nd Germany 5th Turkey Berlin is by far the most in-demand city destination, followed by 3rd Denmark Russia Bavaria 32.7 %* Berlin 20.2 %* North Rhine-Westphalia 13.3 %* Hamburg and Munich. Also popular are the Baltic coastlines of Sweden Berlin 26.0 %* Schleswig-Holstein 13.0 %* Bavaria 11.6 %*

Schleswig-Holstein and Mecklenburg-Western Pomerania, ffice. Population: 9.7 million which are situated close to Sweden. Key target demographics for Per capita GDP: €43,800; biggest segment Norway Berlin 34.3 %* Bavaria 13.2 %* Schleswig-Holstein 8.8 %* the GNTB in Sweden are active seniors, families and trend for travel to Germany: holidays (55 %) setters. More than three quarters of Swedish people book their Finland Berlin 33.3 %* Bavaria 18.6 %* North Rhine-Westphalia 9.6 %* travel in advance, with 73 per cent of them doing so online.

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. tatistical O S tatistical Federal S ource: P: Germany Germany per capita G D P: Factbook; World CIA population: S ources:

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Poland Norway

M, IPK 2015; Germany as a travel destination: G NT B/W destination: T M, IPK as a travel 2015; Germany growing slowly but steadily – Finland accounts for nearly 1st Estonia 4th Germany Russia 1 per cent of inbound tourism to Germany. 2nd Sweden 5th Norway In 2014, the Russian market experienced its first downturn since As many as 73 per cent of Finnish holidaymakers in Germany go 3rd Spain Germany was the second most popular outbound desti 2010. In the intervening period it had grown at an exceptional nation for Russian travellers in 2014, with 2.4 million trips on city breaks or visit events. The likelihood of them using the rate of over 20 per cent. Thanks to its previous gains in market internet for their travel bookings is higher than the average, at 1st Turkey 4th Italy Population: 5.3 million share, however, Russia remained just outside the top ten source 95 per cent. The GNTB therefore focuses its marketing on young Per capita GDP: €35,600; biggest segment 2nd Germany 5th Ukraine markets for Destination Germany at the end of 2014. Looking at people with an interest in festivals, subcultures and concerts, as for travel to Germany: holidays (57 %) the short-term perspective, the market is expected to contract 3rd China well as on themes related to the Luther decade. again this year due to the current political and economic climate. In the long term, however, the signs are pointing towards Population: 142.5 million growth for the Russian market. The GNTB’s forecast for 2030 Per capita GDP: US$ 14,606; biggest segment puts Russia in one of the top positions for inbound tourism to for travel to Germany: holidays (49 %) G NT B/W segments: T travel kompakt’; AI), ‘Wirtschaftsdaten Germany. T Top destinations in Germany / federal states Sweden rade & Invest (G & Invest rade T st nd rd The volume of overnight stays from Sweden has gradually recov- 1 2 3 Germany was the second most popular outbound desti ered after suffering during the financial crisis.T he country is nation for Swedish travellers in 2014, with 1.6 million trips Denmark Schleswig-Holstein 21.1 %* Berlin 21.1 %* Lower Saxony 11.1 %* currently the 15th largest source market for Germany. Holiday- 1st Spain 4th Norway makers make up just over half of all Swedish travellers in Ger- Poland Bavaria 16.2 %* North Rhine-Westphalia 13.7 %* Berlin 13.2 %* many, with 44 per cent of them coming to visit cities or events. 2nd Germany 5th Turkey Berlin is by far the most in-demand city destination, followed by 3rd Denmark Russia Bavaria 32.7 %* Berlin 20.2 %* North Rhine-Westphalia 13.3 %* Hamburg and Munich. Also popular are the Baltic coastlines of Sweden Berlin 26.0 %* Schleswig-Holstein 13.0 %* Bavaria 11.6 %*

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Regional Management South West Europe The traditionally strong markets of South West Europe generated 15 million overnight stays for Destination

Germany in 2014, accounting for 20 per cent of the total inbound volume. Growth in the number of inbound overnight stays in All markets in this region expanded last year. Overall, the countries in the Germany by visitors from South West Europe up to 2030 Regional Management South West Europe territory grew above the Switzerland 3.2 European average, at 5.4 per cent. 5.9 + 81.9 % 9.3* + 59 %

Italy 2.7 3.7 + 36.4 % 4.9* + 34 %

France 2.0 ager 2014. S ager ffice and G NT B/Claus 3.2 + 57.1 % 4.7* + 46 % International overnight stays (million) Spain Overnight stays in 2005 1.5 Overnight stays in 2014 Forecast for 2030 2.1 + 46.2 % % increase from 2005 to 2014 Frankfurt head rounded. camping, are xcluding figures 4.0* + 87 % tatistical O S tatistical Federal S ource: * E % increase from 2014 to 2030 office

Paris Switzerland AI), T Switzerland contributed almost 380,000 additional overnight Zurich Germany was the no. 1 outbound destination stays to the German tourism industry’s record year in 2014. In for Swiss travellers in 2014, with 5.6 million trips doing so, it continued an uninterrupted ten-year period of 1st Germany 4th Spain rade & Invest (G & Invest rade

Milan T growth and impressively consolidated its position as Desti nation Germany’s second biggest source market. 2nd France 5th Austria 3rd Italy M, IPK 2015; Germany as a travel M, IPK as a travel 2015; Germany In 2014, the GNTB in Switzerland put particular emphasis on the 600th anniversary of the Council of Constance. In the years Population: 8.1 million ahead, it will focus on Luther and the anniversary of the Refor- Per capita GDP: €61,100; biggest segment mation in 2017. The ‘Young Danube’ is also being heavily Madrid for travel to Germany: holidays (54 %) promoted in Switzerland.

Germany’s restaurants, hotels and value for money scored par- M, IPK 2015. ticularly highly with Swiss visitors. And because the franc has been unpegged from the euro, Germany’s prices will become Foreign representative offices for South West Europe even more attractive to people from Switzerland. This should Regional Management South West Europe give further momentum to tourism in the border regions and to P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; ‘Wirtschaftsdaten G NT B/Wdestination: T shopping tourism.

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Regional Management South West Europe The traditionally strong markets of South West Europe generated 15 million overnight stays for Destination

Italy 2.7 3.7 + 36.4 % 4.9* + 34 %

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Italy France

Italy, with a market share of 4.8 per cent, is the fifth largest Economic growth was relatively weak in France in 2014, and as Germany was the third most popular outbound desti- Germany was the third most popular outbound desti- source market for Destination Germany. More than two thirds of nation for Italian travellers in 2014, with 2.2 million trips such the rise in the volume of overnight stays made in Germany nation for French travellers in 2014, with 2.4 million trips Italian visitors to Germany are holidaymakers, almost half of by French visitors was lower than the European average. Despite 1st France 4th UK 1st Spain 4th Italy them go on multi-destination tours. Cities, culture and events this, the country was comfortably in the top ten source markets play a particularly important role for the Italian source market. 2nd Spain 5th Croatia for inbound tourism to Germany. 2nd UK 5th Morocco Of all trips to Germany made by Italians, 34 per cent are first- 3rd Germany 3rd Germany time visits. The ‘younger travellers’ age group (15 to 34 year olds) More than half of French visitors to Germany come on holiday, accounts for 41 per cent of the market, which is higher than the with short breaks being the most popular choice (53 per cent). Population: 61.7 million Population: 66.3 million average. The proportion of travel bookings that are made online Per capita GDP: €25,600; biggest segment Major cities and events are in high demand. In the holiday Per capita GDP: €31,300; biggest segment is accordingly high, at 70 per cent. for travel to Germany: holidays (70 %) regions of the non-city states, active pursuits such as cycling and for travel to Germany: holidays (53 %) walking are very much in favour. The French like travelling to M, IPK 2015. Germany in particular for the diverse cultural attractions, the buzzing cities, the pretty little towns and the many traditions AI), ‘Wirtschaftsdaten AI), ‘Wirtschaftsdaten T that can be enjoyed on multi-destination tours. rade & Invest (G & Invest rade

T Spain/Portugal

After several weaker years caused by the financial crisis, Spain Germany was the fifth most popular outbound desti- generated strong growth again in 2014 and occupied twelfth nation for Spanish travellers in 2014, with 1.5 million trips spot in the ranking of source markets. 1st France 4th Italy 2nd UK 5th Germany

M, IPK 2015; Germany as a travel destination: G NT B/W destination: T M, IPK as a travel 2015; Germany Holidaymakers make up 59 per cent of Spanish visitors to Ger- many. Demand is buoyant for city breaks and events (45 per cent); 3rd Portugal a quarter of Spanish opt for multi-destination tours. The proportion of visitors in the 15 to 34-year-old age group is above the Population: 47.7 million average, at 54 per cent, and the proportion of people using the Per capita GDP: €22,300; biggest segment internet to make their travel bookings is also high, at 78 per cent. for travel to Germany: holidays (59 %)

The Portuguese market is covered by the GNTB in Madrid. It P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: kompakt’; travel segments: G NT B/W segments: T travel kompakt’; delivered above-average growth of nearly 14 per cent last year.

Top destinations in Germany / federal states

1st 2nd 3rd Switzerland Baden-Württemberg 36.3 %* Bavaria 23.0 %* Berlin 10.2 %*

ffice. Italy Bavaria 31.7 %* Berlin 25.5 %* Baden-Württemberg 12.6 %*

France Baden-Württemberg 25.1 %* Berlin 19.2 %* Bavaria 17.5 %*

Spain Berlin 30.9 %* Bavaria 21.2 %* North Rhine-Westphalia 11.5 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. UNESCO World Heritage town hall and Roland statue in Bremen tatistical O S tatistical Federal S ource:

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Italy France

T Spain/Portugal

Top destinations in Germany / federal states

1st 2nd 3rd Switzerland Baden-Württemberg 36.3 %* Bavaria 23.0 %* Berlin 10.2 %*

ffice. Italy Bavaria 31.7 %* Berlin 25.5 %* Baden-Württemberg 12.6 %*

France Baden-Württemberg 25.1 %* Berlin 19.2 %* Bavaria 17.5 %*

Spain Berlin 30.9 %* Bavaria 21.2 %* North Rhine-Westphalia 11.5 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. UNESCO World Heritage town hall and Roland statue in Bremen tatistical O S tatistical Federal S ource:

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Growth in the number of inbound overnight stays in Germany by visitors from South East Europe up to 2030

are followed by short, weaker phases. Austria remains a constant in terms of Hungary 0.4 international overnight stays. The high-potential markets in the Balkans are 0.7 + 68.4 % delivering above-average growth. 1.2* + 72 % Slovakia 0.3 0.8* + 138 %

Slovenia 0.3 0.6* + 135 % ager 2014. S ager ffice and G NT B/Claus Bulgaria 0.3 International overnight stays (million) 0.5* + 67 % Overnight stays in 2005 Overnight stays in 2014 Romania Forecast for 2030 0.7 % increase from 2005 to 2014 xcluding camping, figures are rounded. camping, are xcluding figures 1.6* + 129 % Frankfurt O S tatistical Federal S ource: * E % increase from 2014 to 2030 head office

Prague

Vienna M, IPK 2015. Austria AI), ‘Wirtschaftsdaten AI), ‘Wirtschaftsdaten Budapest T Austria, with a market share of 4.7 per cent in 2014, held on to Germany was the second most popular outbound desti sixth place in the global ranking of all source markets for Ger- Ljubljana nation for Austrian travellers in 2014, with 3.4 million trips man tourism. Over the past ten years its volume of overnight Belgrade 1st Italy 4th Spain

rade & Invest (G & Invest rade stays has risen by 73 per cent. T 2nd Germany 5th Turkey Holidaymakers account for 43 per cent of visitors to Germany 3rd Croatia from Austria; 30 per cent of visitors travel on business and 27 per cent visit friends or family. City breaks and events domi- Population: 8.2 million Istanbul nate in the holiday segment. Per capita GDP: €38,978; biggest segment

Foreign representative office for South East Europe G NT B/W destination: T M, IPK as a travel 2015; Germany for travel to Germany: holidays (43 %) The GNTB in Austria is heavily promoting activity-based holidays sales and marketing agency / regional office for Bosnia (walking and cycling), culture and music-related travel. The focus and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia in Belgrade is also being put on the diverse scenery and rich cultural heritage in the towns, cities and rural regions that line the river Dan- PR agency ube in Germany. For Austrian visitors, the car is the most Regional Management South East Europe frequently used means of transport (53 per cent), but the many rail travel offers are also of great importance for inbound tour- P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: kompakt’; travel segments: G NT B/W segments: T travel kompakt’; ism to Germany.

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Growth in the number of inbound overnight stays in Germany by visitors from South East Europe up to 2030

Regional Management Austria 2.1 South East Europe With more than eight million overnight 3.6 + 73.5 % * + 68 % stays and growth of 7.4 per cent in 2014, South East Europe was the fasting 6.0 Czech Republic growing European source region for tourism to Germany. The rates of growth 0.6 1.0 + 69.4 % in the individual markets are very volatile, however. Sharp spikes in growth 1.5* + 53 % are followed by short, weaker phases. Austria remains a constant in terms of Hungary 0.4 international overnight stays. The high-potential markets in the Balkans are 0.7 + 68.4 % delivering above-average growth. 1.2* + 72 % Slovakia 0.3 0.8* + 138 %

Prague

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Czech Republic Slovenia

The Czech Republic has firmly established itself in the top 20 Almost every year since 2007, Slovenia has delivered high rates Germany was the no. 1 outbound destination Germany was the second most popular outbound destina- source markets for inbound tourism to Germany by recording for Czech travellers in 2014, with 2.1 million trips of growth for inbound tourism to Germany, with its volume of tion for Slovenian travellers in 2014, with 0.4 million trips average growth rates of 6.2 per cent over the past ten years. overnight stays increasing by around 172 per cent. In 2014, the 1st Germany 4th Slovakia 1st Croatia 4th Austria Slovenian market expanded sharply, by 22.6 per cent. Germany Czech visitors to Germany have a liking for multi-destination 2nd Austria 5th UK is clearly benefiting from Slovenians’ high propensity for travel 2nd Germany 5th France tours (39 per cent) as well as city breaks and events (23 per cent). 3rd Croatia (1.7 outbound trips per year). Holidays account for over a quarter 3rd Italy M, IPK 2015. A high proportion of these trips are taken on the spur of the mo- of trips to Germany made by Slovenians – business trips account ment – only 56 per cent of people booked parts of their trip in Population: 10.6 million for 57 per cent. The holidaymakers like to go on multi-destina- Population: 2 million advance. The proportion booking online was 38 per cent. Per capita GDP: €15,300; biggest segment tion tours (39 per cent) or visit cities and events (53 per cent). Per capita GDP: €17,100; biggest segment for travel to Germany: holidays (58 %) for travel to Germany: business travel (57 %)

inbound tourism from Hungary is currently in a slight decline. G NT B/W destination: T M, IPK as a travel 2015; Germany ties are run from the regional office in Belgrade, which the GNTB tion for Hungarian travellers in 2014, with 0.6 million trips 1st Germany 4th Italy There is an even distribution of holidaymakers (37 per cent) and opened in 2012 in collaboration with the Danube Competence 1st Austria 4th Italy business travellers (39 per cent). Traditional business trips are Center. 2nd Greece 5th Hungary the more common option for the latter group. City breaks and 2nd Germany 5th Croatia 3rd Turkey events (45 per cent) are in particularly high demand among hol- 3rd Romania Of the growth drivers in the region, the star performer is Roma- idaymakers. 30 per cent of Hungarian holidaymakers travel to nia, which in 2014 generated an increase of 14.2 per cent to the traditional holiday regions. More than half of visitors to Ger- Population: 9.9 million reach 729,000 overnight stays. The Bulgarian market expanded many from Hungary are aged 35 to 55. Per capita GDP: €9,900; biggest segment by 21.8 per cent to 276,000 overnight stays, and Croatia surged for travel to Germany: business travel (39 %) again, by 30.6 per cent to 195,000 overnight stays. AI), ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; AI), ‘Wirtschaftsdaten T Top destinations in Germany / federal states Slovakia

rade & Invest (G & Invest rade 1st 2nd 3rd Slovakia’s current market share of inbound tourism to Germany T Germany was the third most popular outbound destination is only 0.4 per cent. However, the market has been expanding at for Slovakian travellers in 2014, with 0.5 million trips Austria Bavaria 38.9 %* Baden-Württemberg 13.0 %* Berlin 10.7 %* an average rate of 12 per cent over the past eight years. 1st Czech Republic 4th Hungary Czech Republic Bavaria 31.1 %* Baden-Württemberg 13.3 %* North Rhine-Westphalia 9.8 %* The proportion of business trips is high, at 53 per cent; only 2nd Austria 5th Croatia around 27 per cent of Slovakian visitors to Germany are holiday- 3rd Germany Hungary Bavaria 32.9 %* Baden-Württemberg 21.5 %* North Rhine-Westphalia 10.6 %* makers. The younger age bracket makes up 58 per cent (between Slovakia Bavaria 31.2 %* Baden-Württemberg 16.5 %* North Rhine-Westphalia 13.5 %* 15 and 34 years old). Population: 5.4 million Per capita GDP: €14,300; biggest segment ffice. Slovenia Bavaria 37.3 %* Baden-Württemberg 14.8 %* North Rhine-Westphalia 10.8 %* for travel to Germany: business travel (53 %) Bulgaria Bavaria 19.7 %* Baden-Württemberg 12.9 %* Hessen 12.3 %*

Romania Bavaria 26.9 %* Baden-Württemberg 17.0 %* Hessen 16.0 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: tatistical O S tatistical Federal S ource:

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Czech Republic Slovenia

Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia Hungary The high-potential markets in the Balkans currently generate Germany was the no. 1 outbound destination for travellers After a period of continuous growth extending over ten years, around 2.1 million trips to Germany every year. Marketing activi- Germany was the second most popular outbound destina- from the Balkans in 2014, with 2.1 million trips inbound tourism from Hungary is currently in a slight decline. G NT B/W destination: T M, IPK as a travel 2015; Germany ties are run from the regional office in Belgrade, which the GNTB tion for Hungarian travellers in 2014, with 0.6 million trips 1st Germany 4th Italy There is an even distribution of holidaymakers (37 per cent) and opened in 2012 in collaboration with the Danube Competence 1st Austria 4th Italy business travellers (39 per cent). Traditional business trips are Center. 2nd Greece 5th Hungary the more common option for the latter group. City breaks and 2nd Germany 5th Croatia 3rd Turkey events (45 per cent) are in particularly high demand among hol- 3rd Romania Of the growth drivers in the region, the star performer is Roma- idaymakers. 30 per cent of Hungarian holidaymakers travel to nia, which in 2014 generated an increase of 14.2 per cent to the traditional holiday regions. More than half of visitors to Ger- Population: 9.9 million reach 729,000 overnight stays. The Bulgarian market expanded many from Hungary are aged 35 to 55. Per capita GDP: €9,900; biggest segment by 21.8 per cent to 276,000 overnight stays, and Croatia surged for travel to Germany: business travel (39 %) again, by 30.6 per cent to 195,000 overnight stays. AI), ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; AI), ‘Wirtschaftsdaten T Top destinations in Germany / federal states Slovakia

Romania Bavaria 26.9 %* Baden-Württemberg 17.0 %* Hessen 16.0 %*

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Regional Management In 2014, the Americas / Israel region generated Americas / Israel Growth in the number of inbound overnight stays in cumulative growth of 5.9 per cent to reach approximately 8.2 million overnight Germany by visitors from the Americas/Israel up to 2030 stays. TheUSA , the most important overseas market, delivered stable growth. Americas total 5.5 The emerging market of Brazil expanded at a rapid pace, while the engine of 7.3 + 356.7 % growth was once again Israel, with an increase of 14.0 per cent. 12.4* + 294 % USA 4.4 5.2 + 16.7 % 6.8* + 32 %

Brazil 0.2 0.8 + 218.4 % 1.7* + 118 %

Canada 0.4 ager 2014. S ager ffice and G NT B/Claus 0.6 + 43.6 % 1.0* + 58 % International overnight stays (million) Israel Overnight stays in 2005 Frankfurt head 0.3 Overnight stays in 2014 office Forecast for 2030 0.9 + 174.2 % Toronto % increase from 2005 to 2014 xcluding camping, figures are rounded. camping, are xcluding figures * + 61 % tatistical O S tatistical Federal S ource: * E 1.4 % increase from 2014 to 2030 Chicago New York Los Angeles Jaffa USA AI), T

In the ranking of Germany’s biggest source markets worldwide, Germany was the fourth most popular European desti the USA occupies third place with a market share of just under nation for US travellers in 2014, with 1.9 million trips rade & Invest (G & Invest rade

T 7 per cent and a year-on-year increase in overnight stays of 1st UK 4th Germany 5 per cent. It is also by far the biggest overseas market for inbound tourism to Germany. 2nd Italy 5th Spain M, IPK 2015; Germany as a travel M, IPK as a travel 2015; Germany 3rd France Nearly half of all guests travelling from the US to Germany are holidaymakers and their preferred activities are sightseeing in Population: 318.9 million São Paulo traditional tourist destinations and shopping. Travellers from Per capita GDP: US$ 57,046; biggest segment the US are among the biggest spenders in Destination Germany, for travel to Germany: holidays (48 %) parting with an average of €2,407 per trip (€283 per overnight stay). M, IPK 2015.

Foreign representative office for Americas / Israel The GNTB’s USA office is resolutely positioning Germany as a sales and marketing agencies land of discoveries. This involves targeted marketing of cultural Regional Management Americas / Israel aspects, such as the Historic Highlights of Germany, as well as P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; ‘Wirtschaftsdaten G NT B/Wdestination: T the luxury travel segment and business travel.

118 www.germany.travel 119 5 International marketing

Brazil 0.2 0.8 + 218.4 % 1.7* + 118 %

118 www.germany.travel 119 5 International marketing

Brazil Canada

Demand from Brazil for tourism to Germany continues to grow, After several years of growth, Canada fell just short of the previ- Germany was the fourth most popular European desti Germany was the third most popular European destination with the biggest South American source market for Destination nation for Brazilian travellers in 2014, with 0.3 million trips ous year’s result in 2014. for Canadian travellers in 2014, with 0.4 million trips Germany expanding by 6.3 per cent in 2014. 1st Portugal 4th Germany 1st UK 4th France Over three quarters of all Canadians visiting Germany are Two thirds of the Brazilians who travel to Germany are holiday- 2nd Spain 5th France holidaymakers. They preferences are for multi-destination tours 2nd Italy 5th Spain makers. According to the GNTB’s Quality Monitor survey, their 3rd Italy and trips to cities. 3rd Germany satisfaction overall and in regard to accommodation and likelihood to recommend was positive and above the average. A key focus for the GNTB’s promotional activities in Canada is Population: 202.7 million Population: 34.8 million Per capita GDP: US$ 11,527; biggest segment spiritual travel, in which the Reformation anniversary in 2017 Per capita GDP: US$ 52,287; biggest segment The GNTB promotes a variety of marketing themes in Brazil, for travel to Germany: holidays (66 %) plays a major role. Other themes that are used to target this for travel to Germany: holidays (78 %) M, IPK 2015. including shopping, wine and speciality cuisine, luxury travel particular market include German cultural heritage, food and and incentive activities. These themes enable the GNTB to reach drink, LGBT, active pursuits, affordable hospitality and Christmas AI), ‘Wirtschaftsdaten AI), ‘Wirtschaftsdaten T different target groups by appealing to their individual interests. markets. The objective is to position Germany as a land of discoveries. rade & Invest (G & Invest rade T

Israel

The volume of overnight stays from Israel has almost tripled Germany was the second most popular European desti since 2005 and continues to grow strongly. A total of 70 per cent nation for Israeli travellers in 2014, with 0.3 million trips

M, IPK 2015; Germany as a travel destination: G NT B/W destination: T M, IPK as a travel 2015; Germany of all Israelis visiting Germany are holidaymakers; around a 1st France 4th UK / Ireland quarter are business travellers. At 80 per cent, the proportion of people doing their booking online is above average. 2nd Germany 5th Greece / Cyprus 3rd Italy In its marketing for Israel the GNTB focuses on Germany’s positive image, its excellent value for money and the annual theme Population: 7.8 million campaigns. In addition to this, the GNTB is intensifying its Per capita GDP: US$ 39,075; biggest segment activities in the media and the trade. New emphasis is being for travel to Germany: holidays (70 %) P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: kompakt’; travel segments: G NT B/W segments: T travel kompakt’; placed on short breaks and family destinations.

Top destinations in Germany / federal states

1st 2nd 3rd USA Bavaria 28.1 %* Berlin 17.9 %* Hessen 14.2 %*

ffice. Brazil Berlin 29.7 %* Bavaria 25.5 %* Hessen 11.6 %*

Canada Bavaria 30.6 %* Berlin 21.5 %* Hessen 12.2 %*

Israel Berlin 44.6 %* Baden-Württemberg 26.0 %* Bavaria 13.0 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. tatistical O S tatistical Federal S ource: Dockland in Hamburg

120 www.germany.travel 121 5 International marketing

Brazil Canada

Israel

Top destinations in Germany / federal states

1st 2nd 3rd USA Bavaria 28.1 %* Berlin 17.9 %* Hessen 14.2 %*

ffice. Brazil Berlin 29.7 %* Bavaria 25.5 %* Hessen 11.6 %*

Canada Bavaria 30.6 %* Berlin 21.5 %* Hessen 12.2 %*

Israel Berlin 44.6 %* Baden-Württemberg 26.0 %* Bavaria 13.0 %*

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. tatistical O S tatistical Federal S ource: Dockland in Hamburg

120 www.germany.travel 121 5 International marketing

Growth in the number of inbound overnight stays in Regional Management Germany by visitors from Asia / Pacific up to 2030 Asia / Pacific In 2014, the Asian markets consolidated their position China 0.9 as growth drivers for global tourism. Destination Germany was among the 2.0 + 138.2 % beneficiaries of this trend. China and the Arab Gulf States in particular delivered 5.0* + 146 % Arab Gulf States further strong increases to establish themselves as key source markets for 0.6 inbound tourism to Germany. Going forward, high growth in tourism demand 1.9 + 186.9 % 3.6* + 93 %

is also expected from other Asian markets such as South Korea, Taiwan, Malaysia Japan 1.3

and Indonesia. rounded. camping, are xcluding figures 1.3 – 4.4 % 1.5* + 20 %

Australia / New Zealand / Oceania 0.5 0.8 + 82.1 % 1.3* + 54 %

India E 2014. * S ager ffice and G NT B/Claus 0.7 2.0* + 208 % International overnight stays (million) South Korea Frankfurt head Overnight stays in 2005 0.3 Overnight stays in 2014 office Forecast for 2030 0.5 + 63.9 % % increase from 2005 to 2014 Beijing 0.9* + 80 % tatistical O S tatistical Federal S ource: % increase from 2014 to 2030

Tokyo M, Seoul Hong Kong New Delhi China - AI), ‘Wirtschafts Dubai T The Chinese source market continues to grow extremely rapidly, Germany was the no. 1 European destination having risen from one million overnight stays in 2010 to more for Chinese visitors in 2014, with 1.1 million trips

rade & Invest (G & Invest rade than two million in 2014. China occupies 13th place in the rank- T 1st Germany 4th Italy ing of the largest source markets for Destination Germany and is now the largest Asian market. 2nd France 5th Spain 3rd Switzerland Alongside the theme years, the GNTB focuses its marketing

M, IPK 2015; Germany as a travel destination: G NT B/W destination: T M, IPK as a travel 2015; Germany activities in China and Hong Kong on special areas of demand, Population: 1,355.7 million such as visits to cities that offer lifestyle appeal and shopping. Per capita GDP: US$ 8,212; biggest segment Sydney Chinese tourists are high spenders and are by far the leading for travel to Germany: holidays (64 %) group when it comes to duty free shopping. Nature destinations are also in high demand. Foreign representative office for Asia / Australasia sales and marketing agencies The ever-widening travel experience of consumers and the PR agency increasing influence of new media are fuelling a growing demand for individually tailored holidays that offer high-quality Regional Management Asia / Australasia P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: daten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; daten IPK 2015. tourism products.

122 www.germany.travel 123 5 International marketing

Australia / New Zealand / Oceania 0.5 0.8 + 82.1 % 1.3* + 54 %

India ager 2014. * E S ager ffice and G NT B/Claus 0.7 2.0* + 208 % International overnight stays (million) South Korea Frankfurt head Overnight stays in 2005 0.3 Overnight stays in 2014 office Forecast for 2030 0.5 + 63.9 % % increase from 2005 to 2014 Beijing 0.9* + 80 % tatistical O S tatistical Federal S ource: % increase from 2014 to 2030

122 www.germany.travel 123 5 International marketing

Arab Gulf States Japan/South Korea

The GNTB’s Dubai office covers a total of six countries in the Gulf Although the traditionally strong Japanese source market is Germany was the no. 1 European destination for travellers Germany was the third most popular European destination region: Bahrain, Qatar, Kuwait, Saudi Arabia, Oman and the from the Arab Gulf States* in 2014, with 0.5 million trips currently in decline, it remains in 16th place in the rankings for for Japanese travellers in 2014, with 0.5 million trips United Arab Emirates. In each of these countries there are two Destination Germany and in fourth place among the overseas 1st Germany 4th France 1st France 4th Spain demographics to consider. As well as native Arab residents, a markets. The fall in the volume of travel to Germany was in line large number of expats live in the Gulf Cooperation Council 2nd UK 5th Austria with the general trend in outbound tourism from Japan in 2014. 2nd Italy 5th UK nations. Around 45 per cent of the visitors travelling from this 3rd Turkey 3rd Germany M, IPK 2015. region to Germany originate from the United Arab Emirates, Parting with an average of €2,909 per trip to Germany (€510 a while Saudi Arabia accounts for 39 per cent and Kuwait Population: 37 million day), the Japanese are big spenders. The proportion of Japanese Population: 127.1 million 16 per cent. Medical travel and shopping are the main travel Per capita GDP: US$ 29,600; biggest segment visitors booking their trip to Germany in advance was 94 per cent, Per capita GDP: US$ 38,522; biggest segment incentives. Going forward, in addition to the traditional family for travel to Germany: holidays (75 %) with 70 per cent doing so on the internet. for travel to Germany: holidays (67 %) holiday, there will be an increased marketing focus on young travellers aged under 25. * Saudi Arabia, UAE, Kuwait, Bahrain. South Korea, by contrast, is registering further steady growth. At 37 per cent, its proportion of business travel is above the average. Multi-destination tours are the most popular type of holiday for South Koreans. Looking ahead to the Reformation Australia / New Zealand / Oceania anniversary in 2017, spiritual travel is a key focus in marketing activities for South Korea.

From a long-term perspective, Australia is a growth market for G NT B/W destination: T M, IPK as a travel 2015; Germany Germany was the fourth most popular European destina- Germany was the third most popular European destination inbound tourism to Germany: since 2004 its volume of over- tion for Australian travellers in 2014, with 0.1 million trips for South Korean travellers in 2014, with 0.2 million trips night stays has doubled. After the UK, Italy and France, Germany 1st UK 4th Germany is the fourth most popular destination for Australians visiting 1st Italy 4th Austria 2nd Italy 5th Spain Europe; 90 per cent of Australians travelling to Germany are 2nd Turkey 5th Switzerland holidaymakers. The proportion of Australian visitors to Germany 3rd France 3rd Germany in the 55-plus age bracket is above the average, at 38 per cent. Population: 22.5 million Population: 49 million Because of the wide array of European packages offered by Aus- Per capita GDP: US$ 62,338; biggest segment Per capita GDP: US$ 30,808; biggest segment tralian tour operators and because of Australia’s strong econo- for travel to Germany: holidays (90 %) my it is realistic to expect continued growth in the volume of for travel to Germany: holidays (59 %) New Town Hall, Hannover outbound travel in the Australian market over the coming years. There is potential for this market to be delivering 1.3 million AI), ‘Wirtschaftsdaten kompakt’; travel segments: G NT B/W segments: T travel kompakt’; AI), ‘Wirtschaftsdaten T overnight stays a year by 2030. Top destinations in Germany / federal states

rade & Invest (G & Invest rade 1st 2nd 3rd India T China Bavaria 28.2 %* Hessen 17.7 %* North Rhine-Westphalia 14.5 %* With continuous growth over the long term, India has consoli- Germany was the second most popular European desti dated its position for inbound tourism to Germany among the nation for Indian travellers in 2014, with 0.3 million trips Arab Gulf States Bavaria 41.1 %* Hessen 17.3 %* North Rhine-Westphalia 12.6 %* Asian source markets. Business trips account for 50 per cent of 1st UK 4th Turkey this market; holidays make up 40 per cent. Almost two thirds of Japan Bavaria 31.7 %* Hessen 18.2 %* North Rhine-Westphalia 12.9 %* Indians book their trip to Germany on the internet. 2nd Germany 5th France 1) 3rd Switzerland Australia Berlin 33.0 %* Bavaria 28.6 %* Hessen 9.4 %*

Of the visitors to Germany from India, 60 per cent are male and ffice. India Baden-Württemberg 25.4 %* Bavaria 19.7 %* Hessen 18.4 %* have a high level of income and education. The average age is 36. Population: 1,236.3 million More than half of Indians visiting Germany opt for multi-desti- Per capita GDP: US$ 1,761; biggest segment South Korea Bavaria 34.1 %* Hessen 29.4 %* Berlin 9.6 %* nation tours. for travel to Germany: business travel (50 %)

1) Includes New Zealand and Oceania.

2014 statistics / *Federal state’s share of all overnight stays from the market concerned. P: Germany Germany per capita G D P: Factbook; World CIA population: S ources: O S tatistical Federal S ource:

124 www.germany.travel 125 5 International marketing

Arab Gulf States Japan/South Korea

1) Includes New Zealand and Oceania.

124 www.germany.travel 125 Roundtable: tourism partners

GNTB partners look back at 2014 and talk about their current performance and forecasts: How would your organisation sum up 2014 in terms of inbound travel compared to previous years? And what developments and 2015 challenges do you anticipate for ? Wolfgang Bauer John Quinn Dietrich von Albedyll Armin Dellnitz Managing Director of Head of Operations, Germany, at Managing Director of Deputy Managing Director of Holy AG – Outletcity Metzingen Value Retail Management Germany Magic Cities e.V. Magic Cities e.V.

Shopping and John Quinn, Value Retail Management Germany: In 2014, total derived from the financial partnership and, above all, collabo and sales activities in the two fast-growing source markets of tax refunded sales from all Value Retail Chic Outlet Shopping ration on content. Our goal is to pool our strengths, resources, China and Brazil with the aim of significantly increasing food and drink Villages were up by 16 per cent year on year. The three largest expertise and finances in order to operate in markets that it the MCs’ visibility in these countries. We expect the uptrend in groups of non-EU nations that generated this result were China, would not be possible to develop alone. To increase our com- overnight stays from these two overseas markets to continue Russia and Kuwait, with China making up 44 per cent of total petitive edge, we constantly review our work and develop new unabated. Wolfgang Bauer, Outletcity Metzingen / Holy AG: In 2014, we tax refunded sales. strategies and activities. We can only achieve growth in inter once again welcomed significantly more international custom- national demand for the Magic Cities through professional, Björn Rudek, Historic Highlights of Germany e.V.: In 2014, it ers to Outletcity Metzingen than in previous years. We were able In 2015, demand from China will be fuelled by a growing middle collaborative marketing. became very clear that the Historic Highlights of Germany’s to position ourselves successfully in the market thanks to a class that is increasingly able to afford long-haul travel. Russian repositioning five years ago fits in very well with a growing trav- fantastic portfolio of premium and luxury brands, such as Prada, demand continues to fall rapidly due to the crisis in Ukraine, Armin Dellnitz, Magic Cities e.V.: The Magic Cities Germany e.V. el trend: in an age of global tourism and increasing similarity Gucci, Burberry, Armani, Tod’s, Zegna, Moncler and Michael Kors. whereas we are seeing very solid growth in revenue from tour- alliance (MC) again registered sharp increases in overnight stays between what destinations have to offer, travellers are seeking This, combined with the inclusion of target-group-specific ists from the Arab Gulf States. in 2014, making it a driving force in German tourism. Of the out local products and a chance to experience everyday life. Our content in our international communications and the associat- total number of overnight stays made by international travellers, 14 member cities offer precisely this mix of atmosphere and ed increase in the recognition of our brand, has made us more 45.5 per cent were accounted for by the eleven Magic Cities, a authenticity plus local colour and tradition that together reflect attractive to visitors from abroad. The revenue that was gener- Marketing rise of 7.5 per cent compared with 2013. Germany’s many facets. People visiting from abroad quickly see ated by customers from our main source markets – China, that this is a great place to live, somewhere where you can take Switzerland, Russia, France and the Arab Gulf States – climbed Last year, the MCs’ marketing activities concentrated on four time out for yourself. The use of different themes, a focus on by more than 40 per cent last year. We are also seeing a rise in Dietrich von Albedyll, Magic Cities e.V.: At the end of 2014, we overseas markets. China generated the biggest growth, with an specific target groups and the launch of FIT sales on the basis of the number of customers from South Korea, the Czech Republic adopted a new strategy for the marketing association and increase of 17 per cent. Brazil also achieved double-digit growth, sales partnerships via established OTA platforms will be the and countries in Scandinavia and South America. This is a very refocused our promotional activities on two markets. As a result, with a rise of 10 per cent. Overnight stays by Indian visitors were main areas of activity in 2015. positive trend. Alongside our main source markets, which con- the Magic Cities alliance’s strategy is now firmly centred on up by 9.9 per cent, while overnight stays from other Asian coun- tinue to offer sufficient potential for growth, we are increasingly fast-growing source markets with good potential for the future. tries grew by 9.4 per cent. All of these increases are relative to Matthias Schultze, GCB German Convention Bureau e.V.: focused on Asia. The volume of travel from China and Brazil is rising significantly. the previous year. Germany leads the way as a business destination for Europeans. If we want to tap into this trend, we have to market ourselves as In 2014, a total of 12.3 million trips were made to Germany by It is very obvious to us that our challenge for 2015 is to distin- a group and highlight our common features. Boosting the Since 2015, the association has consisted of ten member cities: European businesspeople. Trips to conventions and conferences guish ourselves from the competition with a well-structured appeal of the member cities as a reflection of tourism in Ger- Cologne, Dresden, Düsseldorf, Frankfurt, Hamburg, Hannover, in Germany make up 27 per cent of the business travel segment. and exclusive brand portfolio, a retail experience on a par with many is vital to us. That is why cooperation with the GNTB is Leipzig, Munich, Nuremberg and Stuttgart. Berlin is no longer an So events of this kind continue to be the driving force in the city centre shopping, and high-quality services. particularly important. The success of the marketing alliance is MC member. This year, we are focusing our marketing, media business travel market.

126 www.germany.travel 127 Roundtable: tourism partners

Björn Rudek Matthias Schultze Klaus Henschel Rolf von Bloh Michael Frenzel Norbert Fiebig Managing Director of Historic Managing Director of GCB Managing Director of Lufthansa City Center Managing Director of the German Spa President of the Federal Association President of the German Travel Association Highlights of Germany e.V. German Convention Bureau e.V. International GmbH, Frankfurt am Main Association of the German Tourism Industry

The conferences and conventions segment of business travel in want to make Destination Germany a much higher priority in of health-related tourism. With revenue of €30 billion, 400,000 Norbert Fiebig, German Travel Association: Holidaying at home Germany grew to 3.4 million in 2014, compared with 2.6 million our global organisation. Because our specialist travel agents are jobs and 30 per cent of overnight stays, the spa and health continues to be a popular choice, the number of bookings for in 2006 (source: GNTB/IPK International and World Travel located on every continent, we have the necessary resources to resorts are a significant factor in the German travel industry. Germany made via travel agents is rising and tour operators are Monitor (WTM)). be able to promote holiday regions all over Germany, from the widening the range of packages in their brochures. From the Alps to the Baltic and North Sea, to a global audience. Dr Michael Frenzel, Federal Association of the German Tourism tour operators’ perspective, these three factors are the defining There are several reasons for this success. The important criteria Industry (BTW): Last year was a success for tourism in Germany. trends for the domestic tourism industry in Germany. Good for event planners are not only the excellent infrastructure and Appetite for travel remains high. The UNWTO registered value for money, investment in a broad spectrum of products very good value for money but also the fact that German towns, Trade associations 1.138 billion tourist arrivals worldwide, the BTW’s tourism index and high-quality customer service are what makes holidays ‘on cities and regions are centres of excellence in key business and counted 1.6 billion days of private travel for Germans, while the your own doorstep’ so appealing, as can be seen from the research fields and lead the way when it comes to sustainability and organisations German Federal Statistical Office recorded 424 million overnight growth in bookings received by tour operators in the German and innovation. stays in Germany. These are all record figures. Our country’s pop- Travel Association. In 2014, the number of bookings for overland ularity extends well beyond its borders, as shown by further very trips, i.e. travelling to a destination by car, train or coach, was up The events sector had the opportunity to get to grips with the Rolf von Bloh, German Spa Association: Germany’s spa and strong growth in international visitor numbers. This encourag- by 2 per cent compared with 2013. challenges for the future at the 2014 Meeting Experts Confer- health resorts again generated year-on-year growth in inbound ing performance makes us optimistic about 2015, too. We ence (MEXCON), which ran from 11 to 13 June 2014 in Berlin. tourism in 2014. Last year, they were visited by more than believe growth of 2 per cent across the sector is a realistic figure. Operators are very confident that they will see even more travel 2.7 million people from abroad. The number of arrivals was agency bookings by German holidaymakers in 2015 – this trend therefore up by 4.7 per cent compared with 2013. Overnight Despite all this optimism, these positive numbers are not seems set to continue. That is why they have significantly Services stays by international visitors rose to 7.4 million, representing achieved automatically and our industry faces many challenges. increased their product ranges. For example, there are more year-on-year growth of 2.5 per cent. The extra financial burdens – whether the air traffic tax or the pages of packages in the brochures, more hotels and holiday bed tax – need to be abolished, not increased, as we have seen parks to choose from, additional cities added to the portfolio Klaus Henschel, Lufthansa City Center International GmbH: A The diversity offered by the spa and health resorts attracted not recently with the road toll for cars. As far as new competitors are and any number of special brochures and catalogues for Desti- few months ago, Lufthansa City Center International GmbH, only visitors from across Germany, from Oberstdorf to Damp, concerned, especially those in the sharing economy, the compa- nation Germany. Travel agencies and tour operators can now which has around 350 travel agency partners outside Germany, but also to people abroad, whether in neighbouring Bern or fur- rable products of the new and old economies should be subject offer more services, hotels, guesthouses, destinations and even began to set up a Global Incoming Network (GIN). Nearly 50 LCC ther away in New York. Spa and health resorts are more popular to comparable rules. The minimum wage is another challenge, complete packages than ever before. Professional travel agents agencies worldwide have already joined. Inbound travel is play- than ever before, both internationally and nationally. That is a particularly for our companies in the hospitality industry. A re- can organise trips to nearby destinations – often chosen as a ing an ever bigger role for LCC, thereby aligning it with the Ger- clear indication of the appeal and performance of the resorts in duction in bureaucracy is urgently required. At the same time, mini-break – faster, more easily and with more specialist know man National Tourist Board’s primary objective of attracting Germany. The volume of travel to Germany will continue grow- employment law needs to be updated, for example so that the ledge than individual customers can themselves. people to a particular destination. At Lufthansa City Center, we ing over the coming years due to the ever increasing importance maximum permitted hours of work per day reflect reality.

128 www.germany.travel 129 Roundtable: tourism partners

128 www.germany.travel 129 6 Administration

Administration In 2014, the administrative organisation of the GNTB financial overview: sources and appropriation of funds GNTB enabled the planning and allocation of human resources according to requirements. Further developments were made to IT systems as planned. 2014 2013 2012 2011 2010 2009 2008 The situation in terms of income and expenditure developed in accordance with Income € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % the financial plan. Income from services 7,288 20.1 7,320 20.2 6,041 17.5 6,717 18.7 7,381 20.3 7,572 21.2 7,033 20.3

Grants from the BMWi 28,302 77.9 28,273 78.0 27,713 80.5 27,040 75.3 26,622 73.1 25,640 71.8 25,121 72.5

Grants from the federal 0 0.0 0 0.0 0 0.0 1,473 4.1 1,790 4.9 1,790 5.0 1,790 5.2 states

Grants and contributions 733 2.0 649 1.8 684 2.0 664 1.8 633 1.7 718 2.0 685 2.0 from members

Income from 36,323 100.0 36,242 100.0 34,438 100.0 35,894 100.0 36,426 100.0 35,720 100.0 34,629 100.0 GNTB budget1)

Income from 121 352 117 523 387 988 special projects2)

Total income 36,444 36,594 34,555 36,417 36,813 36,708 34,629 Financial management The main factors contributing to the stability of income from (consolidated) commercial activities in 2014 were trade fairs and exhibitions Income from services in 2014 was at the same high level as in (income of €3.2 million) and partnerships (income of €2.1 mil- the previous year. Personnel costs increased due to collectively lion). Grants and contributions from GNTB members advanced agreed pay rises, although they remained well below the figure from €648,000 to €733,000, a healthy increase of 13 per cent. budgeted for in the business plan. Moreover, other operating expenses were slightly lower than in 2013. All of the savings Expenditure compared with the business plan were used to increase expend- 2014 2013 2012 2011 2010 2009 2008 iture on marketing. The Federal Ministry for Economic Affairs Marketing expenditure came to €22.5 million in 2014 and there- Expenditure € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % € ’000 % Personnel expenditure and Energy (BMWi) increased the GNTB’s grant to offset collec- fore easily remained the biggest cost item. As a result, the GNTB for marketing and 10,625 29.3 10,420 28.8 10,201 29.6 10,292 28.7 10,130 27.8 10,244 28.7 9,815 28.3 tively agreed rises in staff pay. maintained its spending at the same high level as last year. administration

stimulate the economy and to secure jobs in the tourism indus- to €2.868 million. At the same time, capital investment declined Capital investment 314 0.9 502 1.4 40 0.1 102 0.3 563 1.5 226 0.6 189 0.5 try. Ongoing cost discipline, a review and streamlining of the by €188,000 year on year to €314,000.

product portfolio – primarily in relation to trade fair activities Marketing costs 22,516 62.0 22,620 62.4 20,945 60.8 22,545 62.8 22,338 61.3 22,331 62.5 21,774 62.9 and online advertising – and the steadily increasing involvement The GNTB’s accounts valued the grants from partner organi Expenditure from of tourism partners meant that the financial resources available sations made in the form of non-cash payments at €1.3 million 36,323 100.0 36,242 100.0 34,438 100.0 35,894 100.0 36,426 100.0 35,720 100.0 34,629 100.0 GNTB budget1) for global marketing could be maintained at a very high level in in 2014. Expenditure on 2014. This also made it possible to extend the international 121 352 117 523 387 988 special projects2) network for promoting Destination Germany. Outlook for 2015 Total expenditure 36,444 36,594 34,555 36,417 36,813 36,708 34,629 (consolidated) Income Enhancement of the ERP system – particularly the implemen tation of more business processes and development of inter The GNTB’s operating results showed yet another improve- faces to upstream systems – will continue to be a key focus of ment in 2014. Income from services held steady at a high level. financial management in 2015. 1) Some of the total amounts may contain a rounding difference of €1,000. 2) Project funding and externally funded projects This stable income combined with the small rise in the GNTB’s grant caused the total budget to rise from €36.2 million to This will increase the level of automation of the business units €36.3 million. and make them more transparent. Operational procedures will

130 www.germany.travel 131 6 Administration

Grants from the BMWi 28,302 77.9 28,273 78.0 27,713 80.5 27,040 75.3 26,622 73.1 25,640 71.8 25,121 72.5

Grants from the federal 0 0.0 0 0.0 0 0.0 1,473 4.1 1,790 4.9 1,790 5.0 1,790 5.2 states

Grants and contributions 733 2.0 649 1.8 684 2.0 664 1.8 633 1.7 718 2.0 685 2.0 from members

Income from 36,323 100.0 36,242 100.0 34,438 100.0 35,894 100.0 36,426 100.0 35,720 100.0 34,629 100.0 GNTB budget1)

Income from 121 352 117 523 387 988 special projects2)

Other operating expenses 2,868 7.9 2,700 7.4 3,252 9.4 2,955 8.2 3,395 9.3 2,919 8.2 2,851 8.2 In doing this, the ministry underlined how important it is to Other operating expenses went up by €168,000, or 5.99 per cent, stimulate the economy and to secure jobs in the tourism indus- to €2.868 million. At the same time, capital investment declined Capital investment 314 0.9 502 1.4 40 0.1 102 0.3 563 1.5 226 0.6 189 0.5 try. Ongoing cost discipline, a review and streamlining of the by €188,000 year on year to €314,000. product portfolio – primarily in relation to trade fair activities Marketing costs 22,516 62.0 22,620 62.4 20,945 60.8 22,545 62.8 22,338 61.3 22,331 62.5 21,774 62.9 and online advertising – and the steadily increasing involvement The GNTB’s accounts valued the grants from partner organi Expenditure from of tourism partners meant that the financial resources available sations made in the form of non-cash payments at €1.3 million 36,323 100.0 36,242 100.0 34,438 100.0 35,894 100.0 36,426 100.0 35,720 100.0 34,629 100.0 GNTB budget1) for global marketing could be maintained at a very high level in in 2014. Expenditure on 2014. This also made it possible to extend the international 121 352 117 523 387 988 special projects2) network for promoting Destination Germany. Outlook for 2015 Total expenditure 36,444 36,594 34,555 36,417 36,813 36,708 34,629 (consolidated) Income Enhancement of the ERP system – particularly the implemen tation of more business processes and development of inter The GNTB’s operating results showed yet another improve- faces to upstream systems – will continue to be a key focus of ment in 2014. Income from services held steady at a high level. financial management in 2015. 1) Some of the total amounts may contain a rounding difference of €1,000. 2) Project funding and externally funded projects This stable income combined with the small rise in the GNTB’s grant caused the total budget to rise from €36.2 million to This will increase the level of automation of the business units €36.3 million. and make them more transparent. Operational procedures will

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Income from international marketing services Breakdown of expenditure in 2014

€7.3 million 90.3 % 9.7 % Income from services €7.288 million marketing costs administrative costs (direct and indirect) 2014 2013 9.2 % 2013 90.8 % €7.320 million 2012 9.8 % 2013 2012 90.2 % 2011 10.2 % 2011 89.8 % €6.041 million 2012 €6.279 million 2011 €6.501 million 2010 €6.689 million 2009 Logistics First of all, we would like to express our thanks to our staff for their hard work. Without the dedication of its employees, the €6.080 million The GNTB’s logistics and distribution department delivers GNTB’s themes, tasks and projects could not have been imple- 2008 brochures and other promotional items to the 30 foreign repre- mented at the same high level of quality and excellence. sentative offices and sales & marketing agencies. It also supplies materials for trade fairs, workshops and roadshows that take Success for the next generation of travel professionals place in the destination markets. The GNTB is currently training a total of 15 apprentices in two become more efficient and it will put an end to certain paper- to staff, but can also be used by visitors for presentations and In 2014, the number of brochures distributed worldwide rose professions: six of them were working towards a tourism quali- intensive processes (‘paperless office’). The GNTB’s internal communications. from 1.7 million to approximately 2.1 million (including 1.1 mil- fication and nine towards a leisure and tourism qualification as control system will be significantly improved by the use of the lion for the local offices and one million for trade fairs in at 31 December 2014. ERP system. Replacement of the blade centres at head office got under way Germany and abroad). At the same time, the freight volume was in the second half of the year. Following extensive market analy- decreased from 404 to 278 tonnes by reducing the weight of the Five apprentices took their exams in 2014, with three obtaining sis and based on its latest calculations, the GNTB opted for pow- individual printed materials and optimising their content. A the highest possible overall grade. Two of these were named the Information technology erful individual servers. The use of fewer pieces of equipment total of 277 consignments consisting of 797 pallets were sent top achievers in their respective apprenticeship categories in the will help to reduce not only maintenance and operating costs by land and sea to the relevant international depots or venues. Hessen region. A special mention goes to Ms Christin Beer, who Alongside existing projects, the main IT activities in 2014 were but also electricity consumption in future. It has also freed up was recognised as Germany’s best tourism apprentice of 2014 the restructuring and modernisation of hardware and software. numerous software licences that are being used to restructure In addition, 702 information packs were sent out in response to when she completed her qualification. the backup strategy in the foreign representative offices. individual requests. The planned expansion of the emergency data centre began in The GNTB apprentices spend time in all relevant departments at the first half of the year.T his initially involved putting in the Replacement of Exchange 2010 with Exchange 2013 began Human resources head office in Frankfurt and gain additional experience during necessary technical infrastructure for electricity, cooling and during the summer and was completed on schedule. The exist- various work placements, for example in one of the GNTB’s Euro- the WAN. ing, outdated firewalls were then swapped for a redundant, The GNTB employment plan for 2014 covered 145.1 positions. pean representative offices, with a tour operator or at a tourist high-performance next-generation firewall solution.T his work Of this total, 72.1 are at head office, 71 are based abroad, and information office.T his provides them with a wealth of exper- Installation of the equipment came next. The first phase of the paved the way for the project begun in the fourth quarter to there are two executive positions. There are also apprentices in tise and social skills to take into their future career in tourism. expansion has provided a continuous back-up system for the enable the GNTB to host its website itself in future. The project years one, two and three of their apprenticeships, a new group Because the GNTB offers more training places than are needed virtual infrastructure at head office in Frankfurt. was completed as scheduled in the first quarter of 2015. of management trainees starting every October at head office to meet its own staffing requirements, some of these young and several dozen interns working in Germany and abroad. people will move on to other companies in the German travel In the second quarter, the GNTB began to equip all foreign repre- industry after completing their apprenticeship or will enrol in sentative offices with secure Wi-Fi.T his technology is available courses of further study.

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Income from international marketing services Breakdown of expenditure in 2014

132 www.germany.travel 133 6 Administration

Grant from the Federal Ministry for Economic Affairs and Energy The broad scope of the GNTB apprenticeship helps its appren- Skills upgrading and training tices to achieve very good exam results, giving them an excellent start in the industry. Constant market changes, management innovations and new tools for tourism marketing all require ongoing training. As in €28.3 million Trainee programme for university graduates previous years, the GNTB ran training courses in 2014 to equip in federal grants its employees for the challenges ahead. Employees were able to €28.302 million The GNTB also develops young talent through an inhouse train- attend training courses and seminars at the Frankfurt head 2014 ee programme. In 2014, eight university graduates gained their office and in the foreign representative offices. first professional experience at the GNTB on their way to becom- €28.273 million ing the managers and tourism experts of the future. The The options available ranged from seminars and method train- 2013 programme is divided into several modules. Placements in mar- ing (including project management) to specialist courses on €27.713 million keting areas, during which trainees work on their own projects subjects such as new media trends. These were complemented 2012 and also participate in the respective department’s day-to-day by personal development courses focusing on subjects such as €27.040 million work, are complemented by a period abroad in one of the GNTB’s public speaking and conflict management. foreign representative offices. By the time they have completed 2011 the programme, which includes training courses and involve- The aim of all training measures is to equip employees with the €26.622 million ment in a high-profile event, trainees have all the skills they necessary skills to meet current and future requirements. 2010 need to take up a permanent position at the GNTB, either in €25.640 million Germany or abroad, or with another organisation in the tourism 2009 industry. Four of the six graduate trainees who completed the programme in 2013 were subsequently employed in 2014.

Internships for students

The GNTB also helps to nurture young talent by providing Marketing costs internships for university students. During their mandatory placements lasting several months, students can obtain professional experience at the head office in Frankfurt or in many of the foreign representative offices and sales & marketing agen- €22.5 million cies, taking advantage of the international network of the GNTB. spent on marketing* The interns spend time in all marketing departments, gaining €22.516 million hands-on experience of the work of an international marketing 2014 organisation. Involvement in projects at home and abroad gives the interns an in-depth insight into tourism work. €22.620 million 2013 €20.945 million 2012

€22.545 million Christin Beer, German National Tourist Board, receives her ‘Germany’s best 2011 tourism apprentice of 2014’ award from Dr Martin Wansleben, Chief Executive Officer of the Association of German Chambers of Industry and Commerce €22.338 million 2010 €22.331 million 2009

* The amounts for 2009 to 2011 include the costs attributable to domestic marketing, which was discontinued in 2012.

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Internships for students

* The amounts for 2009 to 2011 include the costs attributable to domestic marketing, which was discontinued in 2012.

134 www.germany.travel 135 Organisation and structure

Members of the GNTB Board of Directors (as at June 2015) Members of the GNTB Advisory Board (as at June 2015) elected at the 117th general meeting on 11 December 2014 elected at the 117th general meeting on 11 December 2014

President Chairman First Deputy Chairman Second Deputy Chairman

Ernst Fischer, President, German Hotel and Burkhard Kieker, Managing Director, Walter Krombach, Managing Director, Klaus Laepple, Restaurant Association (DEHOGA) Berlin Tourismus & Kongress GmbH Willy Scharnow Foundation for Tourism President of the GNTB Board of Directors

Other elected members

Dr Martin Buck, Director of the Travel & Professor Rudolf Forcher, Committee Dr Michael Kerkloh, Chief Executive Officer, Vice Presidents Logistics Competence Center, Messe Berlin Chairman, German Spa Association (DHV) Flughafen München GmbH GmbH Ilse Aigner, Bavarian State Ernst Fischer, President of the Peter Siemering, Vice President Minister of Economic Affairs and German Hotel and Restaurant of the German Tourism Associa- Roland Mack, Managing Partner, Dr August Ortmeyer, Head of Department for Media, Energy and Technology Association (DEHOGA) tion (DTV) Martin Katz, Group Destination Director, Europa-Park GmbH & Co – Mack KG Services, Infrastructure and Regional Policy, Hotel-only Holidays, FTI Touristik GmbH Association of German Chambers of Industry and Commerce (DIHK)

Other elected members Ex officio members Dietrich von Albedyll, Chief Jens Bischof, Board Member Birgit Bohle, Chief Executive Ministerial Counsellor Wolfgang Eckart, Head Stephan Röken, Head of Department for Dr Heinrich Neumann, Head of Department Executive Officer, Hamburg Responsible for Sales, Marketing Officer, DB Vertrieb GmbH of Department G 10, Federal Ministry of Transport, Research, Innovation and Tourism for Finance, Economics and Infrastructure, Tourismus GmbH and Product, Passenger Transport and Digital Infrastructure Policy, Federal Foreign Office Press and Information Office of the Federal Business, Lufthansa Government

Armin Dellnitz, Deputy Richard Eberhardt, President, Thomas Ellerbeck, Managing Director, RDA International Coach Member of the Group Executive Federal state representatives 16 representatives of the ministers (senators) responsible for tourism in the federal states (as at June 2015) Magic Cities Germany e.V. Tourism Federation Committee, TUI Group Baden-Württemberg Bavaria Berlin Ministerial Counsellor Fred-Jürgen Stradinger, Ministerial Counsellor Dr Otto Ziegler, Bavarian Dr Dietrich Kalkum, Senate Office for Ministry for Rural Affairs Ministry of State for Economic Affairs and Economics, Technology and Research Norbert Fiebig, President, Dr Monika Gommolla, Dr Christian Göke, Chief and Consumer Protection Media, Energy and Technology German Travel Association (DRV) Chairperson of the Supervisory Executive Officer, Messe Berlin Board, MARITIM Hotelgesell GmbH schaft mbH Brandenburg Bremen Free Hanseatic City of Hamburg Ministerial Counsellor Martin Linsen, Dr Christel Lübben, Senator for the Economy, Bernd Meyer, Office of Economics, Transport Ministry for Economics Labour and Ports of the Federal State of and Innovation, Department of North German Ernst Hinsken, President, Andreas von Puttkamer, Regine Sixt, Senior and European Affairs Bremen Cooperation, Tourism & Marketing German Spa Association Head of the Aviation Division, Executive Vice President (until 1 February 2015) Flughafen München GmbH SIXT International, SIXT SE Hessen Mecklenburg-Western Pomerania Lower Saxony Ministerial Counsellor Ulrike Franz-Stöcker, Gerd Lange, Ministry for Economics, Building May-Britt Pürschel, Lower Saxony Ministry Hessen Ministry of Economics, and Tourism for Economics, Labour and Transport Energy, Transportation, Urban and Regional Ministerial representatives Development North Rhine-Westphalia Rhineland-Palatinate Saarland Dagmar Rothacher, Bernd Hoepner, Walter Jakobs, Ministry of Economics, Energy, Beate Schrader, Ministry of Economics, Climate Administrative Director Dr Rainer Schryen Director in charge of Ministerial Counsellor, Industry, SMEs and Skilled Trades of the State of Protection, Energy and Regional Planning Saarland Ministry for Economics, Labour, Subdepartment VII D, Head of Department II C 1, North Rhine-Westphalia Energy and Transport Working Group for Matters of the New Federal States Federal Ministry of Finance Saxony Saxony-Anhalt Schleswig-Holstein Federal Ministry for Economic Ministerial Counsellor Frank Ortmann, Andreas Höfflin, Ministry of Science and Ministerial Counsellor Kerstin Ehlers, Affairs and Energy (BMWi) Saxon State Ministry for Economic Affairs, Economics of the State of Saxony-Anhalt Ministry for Economics, Labour, Transport and Invited members Labour and Transport Technology of the State of Schleswig-Holstein

Iris Gleicke, Member of the Dr Marion Weber, Ministerial Thuringia German Parliament, Counsellor, Head of Department Ministerial Counsellor Kerstin Friese, Parliamentary State Secretary VII A 4-Tourism Policy Thuringia Ministry of Economics, Science at the Federal Ministry for Federal Ministry for Economic and Digital Society Economic Affairs and Energy Affairs and Energy (BMWi) Federal Government Commissioner for the New GNTB sponsors Federal States and for SMEs and Tourism There are currently twelve GNTB sponsors (see page 45)

136 www.germany.travel 137 Organisation and structure

President Chairman First Deputy Chairman Second Deputy Chairman

Other elected members

136 www.germany.travel 137 Organisation and structure

Members of the GNTB International Marketing Committee elected at the 117th general meeting on 11 December 2014 (as at June 2015)

Elected members Ex officio members (continued)

Dr Bettina Bunge, Managing Director, Yvonne Coulin, General Manager, Thomas Feda, Managing Director, Flughafen Düsseldorf GmbH Flughafen München GmbH Fraport AG Dresden Marketing GmbH Congress- und Tourismus-Zentrale Nürnberg Tourismus+Congress GmbH Frankfurt Markus Kuller, Head of Andreas von Puttkamer, Head of Susanne D. Schick, Senior Manager Verkehrsverein Nürnberg e.V. am Main Consumer Marketing the Aviation Division for Sales & Customer Support Geraldine Knudson, Director of the Department for Work and the Economy – Friedrichstadt-Palast German Convention Bureau e. V. (GCB) Global Blue Deutschland GmbH München Tourismus Betriebsgesellschaft mbh Matthias Schultze, Managing Director Michael Mauerhoff, Marketing Sales Manager Veit Knöfler, Marketing Director Regional marketing organisations Goethe-Institut e. V. Grand City Hotels & Resorts GmbH Hanse Merkur Reiseversicherung AG Berlin Bremen Mecklenburg-Western Pomerania Kay Hug, Head of Sales and Marketing Bart Beerkens, Vice President for Susanne Löbkens, Sales Director Burkhard Kieker, Managing Director, Peter Siemering, Managing Director, Bernd Fischer, Managing Director, Commercial Operations Berlin Tourismus & Kongress GmbH Bremer Touristik-Zentrale, Gesellschaft für Tourismusverband Mecklenburg- Marketing und Service mbH Vorpommern e.V. Historic Highlights of Germany e. V. Hotelverband Deutschland (IHA) e. V. Lindner Hotels AG Lower Saxony North Rhine-Westphalia Saarland Hans-Albert Becker, Chairman (German Hotel Association) Ulrich Pfeiffer, Sales Director Carolin Ruh, Managing Director, Dr Heike Döll-König, Managing Director, Birgit Grauvogel, Managing Director, Markus Luthe, Chief Executive Officer Tourismus Marketing Niedersachsen GmbH Tourismus NRW e.V. Tourismus Zentrale Saarland GmbH Lufthansa City Center Magic Cities Germany e. V. Maritim Hotelgesellschaft mbH Schleswig-Holstein Thuringia International GmbH Dorothea Niestert, Managing Director René Halla, Global Sales Director Andrea Gastager, Managing Director, Bärbel Grönegres, Managing Director, Klaus Henschel, Managing Director Tourismus-Agentur Schleswig-Holstein GmbH Thüringer Tourismus GmbH McArthurGlen Management GmbH MFB MeinFernbus FlixBus Messe Berlin GmbH Matthias Sinner, Regional Travel Marketing Kay Manazon, Sales and Partnership Manager Dr Martin Buck, Director of the Travel & Ex officio members The 56 tourism companies and associations that are members of the GNTB Manager for Northern Europe Logistics Competence Center

Accor Hotellerie Deutschland GmbH Air Berlin GmbH & Co. Luftverkehrs KG Allgemeiner Deutscher Fahrrad-Club NH Hoteles Deutschland GmbH Outletcity Metzingen Holy AG RDA Internationaler Bustouristik Catja Dose, Trade and Marketing Manager André Rahn, Senior Vice President of Marketing e. V. (ADFC) (German Cyclists’ Federation) Andreas Harzer, Regional Operations Wolfgang Bauer, Managing Director Verband e.V. (RDA International Coach Burkhard Stork, National Executive Officer Director Central Europe Tourism Federation) Richard Eberhardt, Chief Executive Officer Amadeus Germany GmbH Autostadt GmbH Avis Autovermietung GmbH & Co. KG Brigitte Löhl, Head of Otto-Ferdinand Wachs, Klaus Tusche, Commercial Director for Reise Mission GmbH Relais & Chateaux Association Ringhotels e. V. and Business Development Managing Director Germany, Switzerland, Austria & Czech Günter Grünewald, Managing Director Nicholas Frehse, Delegation Ringhotels Service GmbH Republic Coordinator for Germany Susanne Weiss, Chief Executive Officer A&O Hotels und Hostels GmbH & Co. KG Best Western Hotels Bundesverband der Deutschen Ludwig Ottenbreit, Director of Deutschland GmbH Tourismuswirtschaft e. V. (BTW) Romantik Hotels & Restaurants AG Sixt GmbH & Co. Autovermietung KG Staatliche Porzellan- Marketing and Sales Marcus Smola, Managing Director (Federal Association of the German Tourism Kerstin Sick, Public Relations Carsten Anhalt, Vice President Manufaktur Meissen GmbH Industry) Michael Rabe, General Secretary for International Sales Kathrin Kretzschmar, Head of Tourism Marketing & Visitor Services DB Vertrieb GmbH Deutsche Lufthansa AG Deutscher Heilbäderverband e. V. (DHV) Uwe Blumenstein, Bart Buyse, Acting Head of (German Spa Association) Stage Entertainment Steigenberger Hotels AG Thomas Cook AG Head of International Sales Department FRA AX/P (until 30 June 2015) Rolf von Bloh, Managing Director Marketing & Sales GmbH Marcus Bader, Head of Corporate Christian Payne, Head of Category Sven-Thorsten Prahl, Senior Sales Manager for Branding and Marketing Management for Independent Travel Deutscher Hotel- und Deutscher Industrie- und Deutscher ReiseVerband e. V. (DRV) International Business Development Gaststätten-verband e. V. (DEHOGA) Handelskammertag e. V. (DIHK) (German Travel Association) (German Hotel and (Association of German Chambers Dirk Inger, Chief Executive Officer Restaurant Association) of Industry and Commerce) TUI Deutschland GmbH UNESCO-Welterbestätten Value Retail Management Ernst Fischer, President Ulrike Regele, Head of Trade and Tourism Carsten Cossmann, Director of Product Deutschland e. V. (German UNESCO World Germany GmbH Management for Overland & City Travel Heritage Sites Association) John T. Quinn, Head of Operations, Germany Deutscher Tourismusverband e. V. (DTV) Deutsches Reisebüro GmbH (DER) Deutsches Weininstitut GmbH (DWI) Claudia Schwarz, Chairperson (German Tourism Association) Werner Sülberg, Head of Corporate (German Wine Institute) Claudia Gilles, Chief Executive Officer Development Monika Reule, Managing Director Wellness-Hotels-Deutschland GmbH Willy Scharnow-Stiftung für Touristik Michael Altewischer, Managing Director (Willy Scharnow Tourism Foundation) Deutsches Jugendherbergswerk / Europäische Reiseversicherung AG Europa-Park GmbH & Co – Freizeit- Walter Krombach, Managing Director Hauptverband (German Youth Hans Stadler, ERV Tourism Sales Manager und Familienpark Mack KG Hostel Association/Central Association) Michael Kreft von Byern, Representative Bernd Dohn, Chief Executive Officer of the Board of Directors

138 www.germany.travel 139 Organisation and structure

Members of the GNTB International Marketing Committee elected at the 117th general meeting on 11 December 2014 (as at June 2015)

Elected members Ex officio members (continued)

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Organisation and structure

Addresses of GNTB Regional Management Offices Regional Management South East Europe

Bosnia and Herzegovina, Austria Slovenia Czech Republic Hungary Bulgaria, Croatia, and Slovakia Deutsch-Slowenische Deutsch-Tschechische Deutsch-Ungarische Montenegro, Romania Deutsche Zentrale Industrie- und Handels Industrie- und Handel- Industrie- und Handel- and Serbia für Tourismus e. V. kammer / DZT Marketing- skammer / DZT Marketing- skammer / DZT Marketing- Danube Competence Center Mariahilfer Strasse 54, und Vertriebsagentur und Vertriebsagentur und Vertriebsagentur (DCC) Regionalbüro 1070 Vienna Slowenien Tschechien Ungarn Knez Mihailova 9, Poljanski nasip 6, Václavské náměstí 40, Lövöház utca 30., 11000 Belgrade 1000 Ljubljana Stepanska 65, 1024 Budapest 110 00 Prague 1 Regional Management North West Europe Boris Čamernik László Dernovics Maja Horvat Karel Zelený Miklós Czeiszing Netherlands Belgium / Luxembourg United Kingdom / Ireland [email protected] laszlo.dernovics@ maja.horvat@ karel.zeleny@ miklos.czeiszing@ Duits Verkeersbureau Duitse Nationale Dienst voor Toerisme German National Tourist Office Tel.: +381 (0)11 655 7115 germany.travel germany.travel germany.travel germany.travel Haaksbergweg 51, 1101 BR Amsterdam Office National Allemand du Tourisme 60 Buckingham Palace Road Tel.: +43 (0)1 51327 9210 Tel.: +386 (0)1 252 8855 Tel.: +420 (0)2 2149 0374 Tel.: +36 (0)13 457 633 Gulledelle 92, 1200 Brussels London SW1W OAH Michaela Klare Jürgen Lettau Klaus Lohmann [email protected] [email protected] [email protected] Regional Management Americas / Israel Tel.: +31 (0)20 311 3921 Tel.: +32 (0)22 404 581 Tel.: +44 (0)20 7317 0912 Brazil Israel Canada Centro de Turismo Alemão (DZT) German National Tourist Office German National Tourist Office Regional Management North East Europe / Russia c / o Câmara de Com. e Ind. Brasil-Alemanha c/o Lufthansa German Airlines c / o VoX International Inc. Rua Verbo Divino, 1488 – 3° andar 37, She’erit Israel Street 2 Bloor Street West, Suite 2601 Denmark Sweden Norway 04719-904 São Paulo 68165 Tel Aviv-Yafo Toronto, ON, M4W 3E2 Tysk Turist Information Tyska Turistbyrån AB Tysklands Nasjonale Turistkontor Margaret Grantham Goldi Müller Antje Splettstösser Amaliegade 13 Box 10147 Riplegården 9 [email protected] [email protected] [email protected] 1256 Copenhagen K 10055 Stockholm 5161 Bergen Tel.: +55 (0)11 5187 5168 Tel.: +972 (0)35 135 306 Tel.: +1 (0)416 935 1896 ext. 224 Bernd Hässler (until 15 June 2015) Iris Müller Sabine Koch Bo Lauridsen (from 15 June 2015) [email protected] [email protected] [email protected] Tel.: +46 (0)86 651 884 Tel.: +47 (0)48 341 105 USA / Chicago USA / Los Angeles USA / New York Tel.: +45 (0)33 436 818 German National Tourist Office German National Tourist Office German National Tourist Office P.O. Box 59594 6033 W. Century Blvd. #900 122 East 42nd Street, Suite 2000 Poland Russia FINLAND Chicago, IL 60659 Los Angeles, CA 90045 New York, N.Y. 10168-0072 DZT Marketing- und Vertriebsagentur Polen DZT Marketing- und Vertriebsagentur Russland Marketing through Heike Pfeiffer Sales: Christine Frye Ricarda Lindner Deutsch-Polnische Industrie- und Prospekt Wernadskogo Valve Communications Oy [email protected] [email protected] [email protected] Handelskammer Kor. 1, Bld. 103, office 085 and Redland Oy Tel.: +1 (0)773 539 6303 PR: Daniela Petrides Tel.: +1 (0)212 661 7858 Polsko-Niemiecka Izba Prezmyslowo- 119 526 Moscow Contact: [email protected] Handlowa Bo Lauridsen, GNTB Denmark Tel.: +1 (0)310 649 7711 ul. Miodowa 14, 00–246 Warsaw [email protected] Tomasz Pędzik Alla Belikova Tel.: +45 (0)33 436 818 [email protected] [email protected] Regional Management Asia / Australasia Trade coordinated through GNTB Denmark Tel.: +48 (0)22 531 0528 Tel.: +7 (0)495 281 5125 Carsten Johansen Australia Arab Gulf States China / Hong Kong [email protected] German National Tourist Office German National Tourist Office German National Tourist Office Tel.: +45 (0)33 436 805 c / o Gate 7 Pty Ltd. c/o Lufthansa German Airlines c / o German Industry and Commerce Ltd. Level 1, 97 Rose Street P.O. Box 9224, World Trade Center, 18th floor Hong Kong, South China Regional Management South West Europe Chippendale, NSW 2008 Sheikh Zayed Road, Dubai, U.A.E. 3601 Tower One, Lippo Centre 89 Queensway, Hong Kong France Italy Switzerland Svetlana Monastyrsky Maria Ines Amaral Katrin Yeung Office National Allemand du Tourisme Ente Nazionale Germanico per il Turismo Deutsche Zentrale für Tourismus e. V. [email protected] [email protected] [email protected] 8, rue de Milan Foro Buonaparte 12 Freischützgasse 3 Tel.: +612 (0)93 316 202 Tel.: +971 (0)44 057 515 Tel.: +852 (0)25 265 481 75009 Paris 20121 Milan 8004 Zurich Beatrix Haun Ulrich Rüter Harald Henning [email protected] [email protected] [email protected] Tel.: +33 (0)140 200 507 Tel.: +39 (0)2 0066 7791 Tel.: +41 (0)4 4213 2211 China / Mainland India Japan German National Tourist Office German National Tourist Office German National Tourist Office c / o GIC German Industry & Commerce c/o Airplus Travel Services Pvt Ltd 7-5-56 Akasaka, Minato-Ku Spain / Portugal Beijing, Landmark Tower II 704 7th Floor Surya Kiran Building Tokyo 107-0052 Oficina Nacional Alemana de Turismo Unit 0830, 8 North Dongsanhuan Road 19 Kasturbha Gandhi Marg, New Delhi – c / San Agustin 2-1° derecha Chaoyang District, 100004 Beijing 110001 Plaza de las Cortes, 28014 Madrid Zhaohui Li Romit Theophilus Rijkert Kettelhake Ulrike Bohnet [email protected] [email protected] [email protected] [email protected] [email protected] Tel.: +91 (0)11 4937 1001 Tel.: +81 (0)335 860 380 Tel.: +34 (0)9 1360 0393 Tel.: +86 (0)10 6539 6720 Tel.: +91 (0)11 4937 1015

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Organisation and structure

Addresses of GNTB Regional Management Offices Regional Management South East Europe

140 www.germany.travel 141 Organisation and structure Production credits

Organisation chart of the German National Tourist Board (as at June 2015)

Chief Executive Officer Commercial Director Petra Hedorfer Reinhard Werner Design and layout Head of CEO’s office M.A.D. Kommunikation Michael Steuer www.madkom.com IM PP IA Innovations Procurement Internal Copy Management of information Audit Asger Schubert material Olaf Schlieper M.A.D. Public Relations Lucia Rachor Ralph Bürger www.madkom.com

Translation PM MR DM MM PR C F ITL LingServe Ltd. Partner Market Destination Media Press & Public Human Financial Information Management Research Management Management Relations / Resources, Management Technology, www.lingserve.de Corporate Com- Legal, Central Logistics TBA Joachim Scholz Constanze Jochen Nehr Michael munications Services Printed by Hilgers Rausch Mike Online / print Beate Kilian Martin Bressem Druck- und Verlagshaus Zarbock GmbH & Co. KG Area Manage- campaigns Business Siegmund www.zarbock.de ment Europe Email marketing Corporate planning, budget, Server and tenders Area Manage- Online communications Human resources network ment Overseas marketing Press work and PR Accounts operation Training and carbon neutral Sales Promotion Web content Committee work, development Cost accounting User support natureOffice.com | DE-140-881506 GTM, ITB documentation Central services Storage, logistics Themed print production campaigns Press tours Social media

Picture credits: All pictures were provided by the German National Tourist Board, except: RM RM RM RM RM RM inside cover Getty Images/Steiner Steiner; p.12/13 picture alliance/dpa; p.18 Panther Media/meinzahn; p.22/23 Imago/IPON; p.28 Jens Hauspurg/ Asia / Australasia Americas / Israel North East Europe South East Europe North West Europe South West Europe Thüringer Tourismus GmbH; p. 31 Getty Images/Arnt Haug/LOOK-foto; p.38 centre: Fraport AG; p.39 right: Bilan/ADFC; p.40/41 Imago/Jochen Tack; Rijkert Kettelhake Ricarda Lindner Bo Lauridsen László Dernovics Michaela Klare Beatrix Haun p.51 top left: photodesign Amador, top right: Maritim Hotelgesellschaft, centre left: A&O Hotels and Hostels Holding AG, centre right: Ringhotels e.V., Japan (Tokyo) USA (New York) Denmark Austria / Slovakia Netherlands France bottom left: Serge Detalle, bottom right: Deutsches Jugendherbergswerk (DJH); p.52/53 Getty Images/Ernst Wrba/LOOK-foto; p. 62 Michael Turtle; Rijkert Kettelhake Ricarda Lindner (Copenhagen) (Vienna) (Amsterdam) (Paris) p.73 www.bayern.by; p.82 Achim Bühler, Concept Visuell; p.84 phormat/Eike Dubois; p.85 Congress- und Tourismus-Zentrale Nürnberg, c/o Frank Bo Lauridsen László Dernovics Michaela Klare Beatrix Haun from 15 June 2015 Boxler; p.87 IMEX 2015, Michael Pasternack für GCB German Convention Bureau e.V.; p.97 Corbis/Westend61; p.98/99 picture alliance/dpa; China (Beijing) USA (Los Angeles, Czech Republic (Prague) UK / Ireland Spain / Portugal p.104 Imago/Steffen Schellhorn; p.112 Imago/Arnulf Hettrich; p.120 Ralf Brunner, Hamburg; p.125 H&D Zielske Sweden (Stockholm) Zhaohui Li Chicago) Karel Zelený (London) (Madrid) Iris Müller Sales: Christine Frye, Klaus Lohmann Ulrike Bohnet Hong Kong / South PR: Daniela Petrides, Hungary (Budapest) Norway (Oslo) China (Hong Kong) Heike Pfeiffer Miklós Czeiszing Belgium / Luxembourg Switzerland Sabine Koch Katrin Yeung (Brussels) (Zurich) Canada (Toronto) Slovenia (Ljubljana) Jürgen Lettau Harald Henning Poland (Warsaw) Australia (Sydney) Antje Splettstösser Maja Horvat Tomasz Pędzik Svetlana Monastyrsky Italy Brazil (São Paulo) Bosnia and Herzegovi- Russia (Moscow) (Milan) India (New Delhi) Margaret Grantham na, Bulgaria, Croatia, Alla Belikova Ulrich Rüter Romit Theophilus Montenegro, Romania Israel (Jaffa) and Serbia (Belgrade) Finland (Helsinki) Arab Gulf States Goldi Müller Boris Čamernik Bo Lauridsen (Dubai) Maria Ines Amaral

RM = Regional Management Foreign representative office sales and marketing agency / regional office

142 www.germany.travel 143 Organisation and structure Production credits

Organisation chart of the German National Tourist Board (as at June 2015)

RM = Regional Management Foreign representative office sales and marketing agency / regional office

142 www.germany.travel 143 German National Tourist Board (GNTB) Tel. + 49 (0) 69974640 Beethovenstraße 69 Fax + 49 (0) 69751903 60325 Frankfurt am Main [email protected] www.germany.travel