GERMAN NATIONAL TOURIST BOARD Annual Report 2020

CRISIS • DIGITALISATION • MARKET ANALYSES • VOLATILITY FLEXIBILITY • IMAGE • DISRUPTION • AI APPLICATIONS OUTLOOK • EMPATHY • RECOVERY • SUSTAINABILITY SOCIAL MEDIA • PROFESSIONALISM • CAMPAIGNS • TRENDS DESIRE TO IS RISING

OF EUROPEANS* plan to travel 54 % in the next six months PEOPLE INTERESTED IN CITY LIFE AND URBAN EXPERIENCES are the most eager to travel in the next six months Source: Monitoring Sentiment for Domestic and Intra-European Travel, wave 5 (European Travel Commission, February 2021, CONTENTS survey period December 2020 / January 2021); *52 per cent of Europeans in the survey period November / December 2020 A message from the Executive Board 4 A message from the Federal Government Commissioner for 6 A message from the President of the Board of Directors 8 Editorial: Petra Hedorfer 10

The German National Tourist Board 15 Remit 16 Objectives 18 Network 20 Awards 22 Inbound tourism today – Politicians 24

The GNTB as a networking platform and source of expertise 29 Digital strategy 30 Corporate communications 36 International markets 38 Inbound tourism today – industry 44 Inbound tourism today – 48 Inbound tourism today – Tourism partners 52

GNTB campaigns for Destination Germany 55 Brand strategy 56 Empathy campaigns 57 International marketing 62 A look ahead to 2021 72 The regions’ take on inbound tourism 74

The international source markets 79

Organisation, facts and figures 97 Administration 98 GNTB members, sponsors and partners 104 Organisation and structure 108 Production credits 115 , view of the Moderne Galerie in Saarbrücken 3 A MESSAGE FROM THE EXECUTIVE BOARD

EMERGING STRONGER FROM THE CRISIS

DEAR FRIENDS AND COLLEAGUES, VALUED PARTNERS IN THE GERMAN TOURISM INDUSTRY,

Global tourism, which for decades has been both a driver that the desire to travel is as strong as ever, and the target and a reflection of global economic growth, suffered a se- group of people who enjoy city life, a particularly important vere setback in 2020. Within just a few weeks, the COVID-19 demographic for Germany, are the most eager to travel again. pandemic brought international travel and inbound tourism Safety, health and mindfulness are becoming increasingly to Germany to an almost complete halt. In 2020, after ten important, and Germany is well positioned in this respect. successive record years, we registered a year-on-year drop of Our image is excellent, and leading market research agencies 64.4 per cent in the number of overnight stays made in Ger- are forecasting a rapid recovery for Germany compared to the many by international visitors. rest of the world. Flexibility, innovation and a clear focus are the key elements parliamentarians on the German ’s Tourism Com- This annual report is more than just a review of a year that Immediately after it became known that a new SARS-like with which we intend to exploit all opportunities for a revival mittee, and the parties’ spokespersons on tourism policy all hit many partners in the German and virus was spreading in China, the GNTB drew up a compre- of inbound tourism to Germany in 2021. recognise the particular challenges the tourism industry is industry hard. The pandemic also had a significant impact on hensive crisis plan and was able to implement an appropriate facing and are supporting us at all times. The Executive Board the GNTB, as four of its offices around the world had to be strategy as soon as a pandemic was declared. Innovative new products, such as traveller IDs and ‘touchless is particularly grateful for the increase in government fund- closed temporarily. Nevertheless, we have seen how reliable travel’, meet peoples’ need to feel safe and will open up more ing for 2021 to deal with the consequences of the pandemic. partnerships, careful analysis, countercyclical marketing and As part of this strategy, we were able to maintain customer and more tourism experiences again. innovative products can help to overcome the consequences dialogue, and thus enthusiasm for Destination Germany, in Special thanks also go to the staff of the GNTB at head office of this crisis. But as well, we have seen how the crisis can give the markets through high-profile campaigns during the lock- The shift in end customers’ values, which has become even and in the foreign representative offices and sales and mar- rise to new opportunities. down in spring and at the end of the year. We also developed more pronounced as a result of the pandemic, has made our keting agencies around the world for all their hard work. new formats to sustain the contacts we have built up over sustainability strategy more relevant than ever. If one thing is certain, it is that global tourism will be more the years in the international travel industry. Finally, we would like to mention at this point the support robust than ever once the COVID-19 pandemic is over. The Our global campaigns German.Spa.Tradition. and German. and constructive input the GNTB receives from its commit- pressure to innovate as a consequence of digitalisation will Our partners in German tourism, which for the most part are Local.Culture. are ready for launch. We have adapted the tees. Invaluable advice and assistance has been provided in make travel experiences more memorable than ever, while small and medium-sized enterprises, implemented strict hy- German Summer Cities campaign to include sustainable al- particular by the Board of Directors and its president Brigitte travel behaviour will be shaped by the desire to be socially giene regimes to reflect the changes in customer expectations. ternatives for city travellers in line with changing consumer Goertz-Meissner, by the vice presidents Hubert Aiwanger, and environmentally responsible. Numerous influences, behaviour. The Feel Good campaign focuses on specific offer- Reinhard Meyer and Guido Zöllick, and by the marketing com- such as the ‘build back better’ movement, will change our We pressed ahead with our digitalisation strategy, and the ings in , while several others are targeted mittee and advisory board. We are very grateful to them all. sector’s course away from its current sole focus on growth. first use cases will be available in the open-data project of at the interests of holidaymakers in specific markets. the German tourism industry in spring. Germany’s long-standing guarantors of success as a travel We would like to take this opportunity to thank all our part- destination, namely its above-average share of city breaks At the end of the year, we were able to say with confidence ners in the German inbound tourism industry. These are the and , and its leading position worldwide as that awareness of the Destination Germany brand was still members, sponsors and organisations with whom we have Petra Hedorfer a destination, faced considerable challenges strong despite the crisis. And we are now looking ahead to worked closely throughout the crisis to set the course for a Chief Executive Officer during this crisis. Large-scale cultural events, buzzing city life the future with optimism. successful recovery. and big conferences and trade fairs are hardly compatible with social distancing. With vaccines being rolled out rapidly, including to potential The decision-makers at the Federal Ministry for Economic Af- tourists in many countries, there is a good chance that the fairs and Energy (BMWi) – in particular State Secretary and Nevertheless, we could and can hold our own in the com- incidence of infection can be limited and travel restrictions Member of the German Parliament Thomas Bareiß in his Reinhard Werner petition between destinations: international surveys show eased again in 2021. role as Federal Government Commissioner for Tourism – the Commercial Director

4 www.germany.travel 5 A MESSAGE FROM THE FEDERAL GOVERNMENT COMMISSIONER FOR TOURISM

DEAR FRIENDS, COLLEAGUES AND PARTNERS

After ten highly successful years of record-breaking num- pull together to prepare Destination Germany for this new, bers, the COVID-19 pandemic in 2020 set global travel back tougher playing field. enormously. Every area of travel and every region around the world has been affected, including inbound tourism to Ger- Travel will not be the same after COVID-19. It is already clear many. It is surely impossible to estimate what the total eco- that safety, sustainability, mindfulness and service will be nomic cost will be when the coronavirus crisis finally ends. more important than before. Many companies have already And yet we are looking to the future with courage and opti- made great strides in recent months to align their offerings mism. The vaccines that are now on the market, the famili- with the future expectations of guests. arity with safety measures and the upcoming summer are a THOMAS ray of hope for cross-border tourism. I am confident that once The GNTB quickly and prudently adapted the use of its mar- the COVID-19 pandemic has been successfully contained, keting tools to the current situation. Through intensive mar- BAREISS, the appetite for travel will be stronger than it has been for ket research, knowledge management, seminars, workshops a long time. I firmly believe that demand will quickly pick and new digital formats, Destination Germany was an ever­ MEMBER OF up again and that pre-crisis levels will be achievable in the present with potential visitors all over the world, as well as medium term. with the many partners in the international travel industry. THE GERMAN I am always impressed by the high level of expertise and cre- The current standstill in tourism has had a huge impact ativity within the GNTB, and I am glad to have it by our side. PARLIAMENT on businesses in the industry. The affected companies, the It deserves the highest praise. Parliamentary State Secretary at the Federal self-employed and the legions of dedicated employees are Ministry for Economic Affairs and Energy and Federal Government Commissioner for worried. The federal government is aware of its responsibil- In addition to crisis management, there are two further Tourism and SMEs ities and is providing a great deal of support. It is also mak- points at the top of the federal government’s agenda: first, ing improvements to the broader commercial environment how the new possibilities offered by digitalisation can be- aimed at limiting the impact of the pandemic on businesses come an opportunity and add value for tourism and trav- and preserving established structures. Our primary concern ellers, and second, how we can make travel even safer and “Travel will not be the same is to retain jobs and to help companies that are struggling more sustainable in the future. In both areas, the GNTB has through no fault of their own. If we want to achieve a suc- led the way with its marketing campaigns based on safe and cessful restart, we will need the well-established network sustainable tourism and the implementation of digital solu- after COVID-19. It is already and the entire tourism infrastructure and its companies. tions. Thanks to these measures, our country is already very Our national tourism strategy, on which we have continued well positioned in the international market. to work this year together with the tourism industry, also clear that safety, sustain­ addresses this concern. I would like to take this opportunity to thank the Executive Board and the whole GNTB team for their contribution to ability, mindfulness and There still is a great desire to travel among many potential securing the future competitiveness of Germany as a travel visitors to Germany all over the world. With the easing of destination. I firmly believe that we are on the right track travel restrictions, increasing vaccination levels and rising ca- and I urge you to continue on this path. The Federal Ministry service will be more pacity, especially in the sector, travel will slowly restart. for Economic Affairs and I will continue to actively support However, the temporary lack of demand will further increase your efforts. competition between destinations, which is why we must all important than before.”

6 www.germany.travel 7 A MESSAGE FROM THE PRESIDENT OF THE BOARD OF DIRECTORS

BRIGITTE GOERTZ-MEISSNER President of the Board of Directors of the German National Tourist Board Destination Germany in the public eye around the world Tourism Committee and the Federal Ministry for Economic through digital campaigns. Affairs and Energy have supported the GNTB and its aims at all times. The increase in government funding this year gives On behalf of the Board of Directors, I would like to thank Petra the GNTB the certainty it needs to plan for the crisis and for Hedorfer and her entire team for all their hard work. We wel- a successful restart. come and support the initiatives launched to maintain the future viability of the organisation, to intensify cooperation My colleagues on the Board of Directors and I look forward with partners in Germany’s inbound tourism industry, and to continuing our excellent working relationship with all our to strengthen Destination Germany’s position in the interna- partners in Germany’s inbound tourism industry, and to the tional market once things return to some sense of normal. start of a successful recovery process in 2021.

The Board of Directors also thanks the GNTB’s partners in politics and government. Thomas Bareiß, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and DEAR FRIENDS, COLLEAGUES Energy and Federal Government Commissioner for Tourism AND PARTNERS, DEAR READERS, and SMEs, the parliamentarians on the German Bundestag’s Brigitte Goertz-Meissner

In 2020, inbound tourism to Germany had to cope with the The GNTB has tackled this complex task with great energy most difficult situation since the end of the war. Global tour- over the past year. But more than that, it has developed strat- ism, and therefore the German tourism industry, has faced egies for a tourism sector that will certainly look different – entirely new challenges as a result of the COVID-19 pandemic. with or without coronavirus – than it did in 2019. VICE PRESIDENTS OF THE GNTB BOARD OF DIRECTORS

Yet tourism has once again proven itself to be resilient. As Specifically, new digital formats have been created to communi- with previous crises, the international travel sector has been cate with partners in the German and international travel indus- boosted by a combination of mobility, travellers’ interest in try, and campaigns have been adapted to the current situation. “The GNTB has developed strategies for Hubert Aiwanger, Reinhard Meyer Guido Zöllick a tourism sector that will certainly look Bavarian State Minister of Economic Affairs, President of the German Tourism President of the German Hotel and Regional Development and Energy Association (DTV) Association (DEHOGA) different – with or without coronavirus – than it did in 2019.” HONORARY PRESIDENTS OF THE GNTB BOARD OF DIRECTORS

other cultures and the positive economic effects of a prosper- The digital strategy has been systematically implemented: ous tourism sector, but in this particular case also by steady the GNTB integrated further digital tools into its internation- improvements to crisis management and a sharp learning al marketing activities, shared its expertise with partners in curve within the industry. the travel industry and optimised processes within the or- ganisation. The content of marketing communications has The international tourism industry has, as in the past, been been aligned with topics such as sustainability, health, safety, forced to show staying power during the crisis, as well as flex- and mindfulness – areas of growing importance. At the same Klaus Laepple Ernst Fischer President of the Federal Association of the Honorary President of the German ibility, innovative strength and the ability to act quickly with time, the employees at head office and the foreign represent- German Tourism Industry (ret.) Honorary Hotel and Restaurant Association (ret.) regard to the recovery phase. ative offices used every opportunity during lockdown to keep President of the German Travel Association

8 www.germany.travel 9 EDITORIAL: PETRA HEDORFER

Ms Hedorfer, 2020 will go down in history as the year of the How will tourism change as a result of the COVID-19 coronavirus pandemic, with a historic slump for internation- pandemic from the perspective of travellers? al tourism. How would you sum up the year? People will research more thoroughly where they are flying or There is no way of sugarcoating it, the figures are there for all driving to, what safety and hygiene precautions are in place to see. What has really affected me is that many businesses in the destination countries, and how well the offerings meet in the tourism sector and their hard-working employees have tourist expectations. suffered financial hardship through no fault of their own be- cause of the pandemic. The central objective of our recovery There are clear trends among potential visitors towards hol- strategy is to make customers feel confident and positive idays that are considered to be low-risk, which benefits out- about travelling to Germany. This will create the foundations door activities, active holidays and experiences in nature. that will enable our small and medium-sized partners to once again look to the future with optimism. Together, we But there are also areas of demand that remain constant. aim to emerge stronger from the crisis. For example, people who enjoy city life will also be the most eager to travel in the post-pandemic era, according to the Can you see light at the end of the tunnel? European Travel Commission. And they constitute a target There are three positive aspects that immediately spring to demographic that has made Germany Europe’s leading des- mind. Since the turn of the year, vaccines have become availa- tination for city breaks and culture. ble in Germany and in important source markets, which may PETRA bring relief in the coming months. INNOVATIVE OFFERINGS HEDORFER The second positive is that there is still an appetite for travel. Chief Executive Officer of the GNTB According to the latest surveys, people in many countries IN THE VARIOUS TRAVEL want to travel again if the opportunity is there and offerings meet their increased expectations in terms of safety and SEGMENTS WILL SHAPE “Our recovery strategy is wellbeing. DEMAND. The third positive is Destination Germany’s position in the in- ternational market. We have a strong image, and we have de- Germany has been somewhat exposed by its popularity driving international de- fended top spot in the Nation Brands Index during the crisis. as a business travel destination, isn’t that right? Germany’s excellent standing as a sustainable travel destina- Business travel is undergoing fundamental change. A lot of mand for travel to Germany tion gives us a tailwind in a much-changed travel environment. traditional business trips are being replaced by digital for- mats, and hybrid formats are growing in importance. But So nothing is standing in the way of a successful recovery business travel will continue in the future, of course, and it through countercyclical of the travel market? will remain essential for commercial enterprises. Let’s not get ahead of ourselves: there may be light at the end of the tunnel, but the tunnel is long. The business will also see further change. In future, marketing and paves the the marketing of infrastructure and hall space will focus The positive trend in the summer months of 2020, when more than ever on formats that go beyond the presentation way for a new start once there was a clear decline in the rate of infection after the first of products, for example trade congresses and a greater vari- wave, showed how much people wanted to travel. This is ety of venues. proof that the course we will be taking as part of our recovery the crisis is over.” strategy in 2021 is the right one.

10 www.germany.travel 11 EDITORIAL: PETRA HEDORFER

The congress segment is also facing changes. Hybrid events Sustainability is also growing in importance, which is why we So you are not intending to scale back your activities will become more of a feature of the MICE market in the launched the Feel Good campaign back in 2020 to promote even during the coronavirus crisis? OPEN DATA IS THE KEY future. Cost savings will certainly be an important con- sustainable holidays. We will widen this approach considera- Quite the opposite. The crisis has uncovered many areas TO ENSURING THAT sideration for those responsible for travel at companies. bly by continuing the campaign in 2021. where action is needed. We now have the opportunity to The Future Meeting Space project run by our strategic part- develop structures, cover specific topics and implement new TOURISM OFFERINGS ner, the German Bureau, is already setting stand- What does COVID-19 mean for the working processes technologies. ards in this respect. of the tourism industry, which has to match demand CAN BE FOUND AND with supply? Countercyclical marketing is the main focus of our recovery MARKETED ACROSS Do you expect to see major changes on the supply side, and The coronavirus crisis has highlighted just how important strategy. All of our energy is now going towards maintain- how can the GNTB get involved? countercyclical marketing is: it is precisely when the market ing the customer dialogue. We have to get the word out ALL CHANNELS. As a knowledge and networking platform, we continuously situation is difficult that we must actively target customers, about our excellent international image. Our goal is to ensure share our insights into market trends, travel preferences and get them excited about our product and strengthen brand customer loyalty, gain market share and expand our compet- customer requirements with our partners in the German in- awareness. itive position. bound tourism industry, who in turn continuously refine and adjust their offerings accordingly. What’s more, many change processes that were already Once the effects of the pandemic on global tourism sub- on the agenda before the pandemic have received renewed side, we want to be at the forefront when the world opens impetus. up again. DIGITALISATION IS KEY, The digital transformation and its impact on the entire val- AND SUSTAINABILITY ue chain is certainly the most important process in this con- text. Even when travel is not physically possible, we aim to THE GLOBAL MEGATREND. keep potential customers’ dreams alive. Which is why, for example, we rolled out the Discover Germany From Home The major deciding factors on the customer side are the campaign shortly after the outbreak of the pandemic and search for meaning, mindfulness, good hygiene precautions resumed it in the second wave for selected overseas markets and safety in relation to the risk of infection. Customers also at the beginning of 2021. SDG index expect more comprehensive information on the offerings, and the ‘digital destination’ plays an important role in this. There is a growing number of digital options for reaching customers at home and feeding their desire to travel. We are GERMANY Cities, for example, are already coming up with interesting using every tool at our disposal to inspire future trips to Ger- now ranked approaches to incorporating social distancing into the expe- many, from gamified social media applications and AI-assist- riences they offer, and to presenting urban centres and the ed chatbots to virtual, mixed and augmented reality. surrounding countryside as a single product. They are also working on smart services, such as digital visitor manage- In the future, global players will increasingly use AI applica- ment, to better control the flow of people. tions to find and push out tourism offers to their customers. This is also the central approach with which we are driving FOR SIX YEARS, Germany has The GNTB picks up on these trends in its campaigns and fur- forward the open data project with the German tourism been among the TOP TEN countries ther enhances its brand profile via the campaign content. industry. Up-to-date information can only be found and thwhen it comes to attainment of the A good example of this is the fine-tuned content of our marketed on all channels if it is properly structured, and this SUSTAINABLE DEVELOPMENT GOALS Source: www.sdgindex.org, German.Local.Culture., German.Spa.Tradition. and German data will seamlessly follow the visitor on their and 2020 Sustainable Development5 Report Summer Cities reloaded campaigns. enhance their travel experience.

12 www.germany.travel 13 THE GERMAN NATIONAL TOURIST BOARD A GLOBAL NETWORK PLAYER As a forward-looking organisa- tion, the German National Tourist Board (GNTB) is committed to marketing Germany as a travel destination worldwide. In accord- ance with its remit, the GNTB supports the tourism industry – which predominantly consists of small and medium-sized enterprises – in the international market.

Hessen, Grand Tower in am Main REMIT

The GNTB works on behalf of the German government. Funding for the GNTB as THE GERMAN NATIONAL an institution is provided by the Federal Ministry for Economic Affairs and Ener- TOURIST BOARD gy (BMWi) in accordance with a resolution passed by the German parliament. The GNTB supports the federal government’s aim of enhancing the capacities The German National Tourist Board (GNTB) promotes Germany around the and competitiveness of the tourism industry – which predominantly consists world as a travel destination. In accordance with its charter, the GNTB runs of small and medium-sized enterprises – to secure jobs in the sector and to global marketing activities that aim to enhance the positive image of German boost the economies of less well-developed rural regions through the promo- towns, cities and regions abroad and encourage people to travel to Germany. tion of tourism. 31 MORE THAN OFFICES WORLDWIDE 8,000 INTERNATIONAL MEMBERS 69 MEDIA CONTACTS 5,000 39 tourism companies KEY ACCOUNT 16 regional marketing AROUND TOUR OPERATORS AND OTCs organisations SOCIAL MEDIA REACH 14 associations and organisations 230 TRADE EVENTS APPROX. 990 WORLDWIDE MILLION MARKETING IN OVER 180 MORE THAN EMPLOYEES 50 MORE THAN COUNTRIES 40SOCIAL MEDIA CHANNELS 3,000 with over 5.1 million PARTNER ACTIVITIES followers/fans A YEAR 17 SPONSORS

as at 2020 THE GNTB IN NUMBERS OBJECTIVES

THE GNTB’S MEDIUM-TERM AND LONG-TERM OBJECTIVES AND TASKS Tourism makes an important contribution to gross value added and job crea- tion, and helps to maintain local infrastructure. It also creates opportunities for German SMEs and has a positive impact on structural and social policy. The Federal Ministry for Economic Affairs and Energy (BMWi) provides

institutional funding to the GNTB with a view to boosting this impact. Berlin, government quarter

The GNTB coordinates the German tourism industry’s open Partner involvement and neutrality data project in close collaboration with the regional market- The GNTB adopts an independent, transparent and non- ing organisations. The aim is to make marketing and oth- discriminatory approach when it comes to the involvement On behalf of the German federal government, the GNTB ■ Supporting and promoting sustainable tourism. er data available to everyone, and to make it easier to find of its members and partners. A key aim is to enable SMEs to works internationally to promote Germany as a travel des- ■ Coordinating the marketing activities of tourism content about Germany as a travel destination, in particular participate. tination. The outbreak of the COVID-19 pandemic at the service providers and regional and municipal tourism via AI-based applications on all relevant channels and via all beginning of 2020 resulted in additional tasks for the GNTB organisations. available interfaces. Semantically structured data content The collaborations and partnerships should reflect the as it sought to minimise the damage to the domestic tour- ■ Raising awareness among relevant actors of tourism’s im- also creates opportunities for new business models. GNTB’s overarching tasks and objectives and the current ism industry caused by the collapse in international tourist portance to Germany’s economy and international image. market trends. They are targeted at the trade (B2B), journal- numbers. Marketing themes ists, media representatives or end consumers (B2C), depend- Market research The GNTB’s marketing themes are based on the core as- ing on the importance of these groups to the specific market. Planned campaigns and marketing activities were swiftly As an owner and sharer of tourism knowledge, the GNTB in- pects of the Destination Germany brand and on megatrends adapted to the new situation. Digital formats and channels volves members and partners in analyses and developments, such as ‘towns, cities & culture’ and ‘nature & relaxation’. ■ Trade fairs: with the exception of the ITB Berlin, the had a particularly important role to play. With the cancella- and makes tourism-related information on the defined The GNTB also supports and promotes sustainable tourism world’s leading travel trade exhibition, the GTNB will limit tion of events and other face-to-face meetings, they made source markets available. and barrier-free travel as a key facet of the Destination Ger- its presence at and participation in trade fairs to specific it possible to maintain contact to end customers in the inter- many brand. themes and markets. national markets and to the business partners in the inter­ Additional crisis-related forecasts are on the horizon in order ■ Workshops, roadshows and trade events are designed national travel industry. to give small and medium-sized partners greater planning Other overarching marketing themes are business travel to bring German providers and the international travel certainty when it comes to the COVID-19 pandemic. (as part of the collaboration with the German Convention industry together. Bureau) and tourism in rural areas. ■ The GNTB plans specific events, webinars and virtual Objectives and tasks for the Market environment and digital transformation workshops to facilitate networking and the sharing of German National Tourist Board in 2021 The GNTB’s tasks and objectives are influenced by a chang- The GNTB is adapting the campaigns planned for 2021, de- information and expertise. Key objectives and tasks ing market environment. This includes increased competi- signed to promote health and wellness and raise the profile ■ The GNTB organises and runs a Barrier-free Tourism Day. The GNTB supports the focal points of the BMWi’s tourism tion with other European countries due to Europe’s declining of smaller towns and cities, to changes in demand resulting ■ The GNTB is also increasingly digitalising its press and PR policy, which tie in with structural and socio-political interests: global market share as a travel destination, and scarcity of from the coronavirus crisis, and is implementing additional activities. supply caused by the coronavirus crisis. campaigns to promote sustainable tourism and city breaks. ■ Marketing Germany as a travel destination abroad for the Performance monitoring benefit of – and on behalf of – small and medium-sized The tasks and objectives also reflect the rapid developments Marketing tools Performance is monitored using an approach agreed be- businesses in the tourism industry. in digitalisation, a trend that has an impact on traditional The GNTB continues to develop forward-looking plans for de- tween the BMWi and the GNTB, the methodology, content ■ Boosting the positive impact of tourism on smaller towns distribution channels. The use of social media is increasing, livering the theme-based marketing of Destination Germany and scope of which are reflected in the final report on the and cities, rural areas and less well-developed regions. as is the use of mobile devices and smart services, such as abroad. It analyses and assesses current developments and GNTB’s performance and success submitted by dwif Consult- This includes raising the international profile of chatbots and conversational interfaces, along the entire cus- medium- to long-term trends in travel behaviour and uses ing in August 2018. Germany’s newer federal states. tomer journey. the findings as the basis for its targeted marketing.

18 www.germany.travel 19 NETWORK

THE GNTB’S NETWORK NEW GNTB MEMBERS IN 2021 On 1 January 2021, the GNTB welcomed two new members, Passionsspiele Oberammergau Vertriebs GmbH & Co. KG and The GNTB’s members, sponsors and partners form a closely knit network that 7pat GmbH. The Board of Directors and the general meeting unanimously approved both companies’ application for mem- contributes to the successful global marketing of Destination Germany and bership. provides the foundation for dynamic relationship management in Germany’s 7pat to strengthen international health tourism “In addition to their outstanding medi- inbound tourism industry. 7pat GmbH is a subsidiary of Sana Kliniken AG, one cal expertise, the Sana clinics have many of Germany’s largest healthcare groups. Sana Kliniken years of international experience, includ- A key task of the network is to help the many small and medium-sized enter- employs 34,000 people and every year generates reve- ing in obtaining visas, catering to the cul- prises in the tourism sector to access international markets. As members, they nue of €2.7 billion and serves 2.2 million patients. It has tural and religious sensitivities of patients, 25 private health insurance providers as shareholders. providing care in their native language can make use of the GNTB’s expertise, take part in cost-efficient and targeted 7pat handles the international marketing of the more and taking special safety precautions. As marketing campaigns, and appear alongside the GNTB at trade fairs, work- than 50 Sana Kliniken facilities across Germany, which a member of the GNTB, we hope to boost shops and roadshows. include university hospitals, specialist clinics and reha- our ability to market our bilitation centres. offering on the international stage.”

NIZAR MAAROUF Managing Director of 7pat GmbH and Head of Sana International Business

Oberammergau Passion Play: new date in 2022 “We have a long-standing, successful The first Oberammergau Passion Play was staged in 1634 and has been performed partnership with the GNTB for the inter- every ten years since 1680. Around 515,000 spectators attended 104 performanc- national marketing of a signature event es in 2010, including many foreign guests, especially from the USA. In December for Germany as a cultural travel destina- 2014, the event was included in the Nationwide Inventory of Intangible Cultural tion. By incorporating the GNTB’s inter- Heritage as defined by the UNESCO Convention for the Safeguarding of Intangible national networks, we can improve the Cultural Heritage. efficiency of our sales organisation going forward and open up new markets. We Since 2017, the GNTB has included the are working together to ensure that the Passion Play in its marketing activities Passion Play, which had to be postponed abroad as part of a cooperation agree- in 2020 due to the coronavirus pandemic, STRENGTH IN UNITY ment. will once again be a strong driver of tour- The cornerstones of the GNTB network are its members: the arts and sport are taking the opportunity to benefit from ism to Germany in 2022.” companies from the tourism industry, the marketing organ- the GNTB’s global sales and marketing network. Sponsors WALTER RUTZ isations of the federal states, and trade associations. In ac- belong to the GNTB’s Advisory Board and can use the GNTB Sales director for the cordance with its charter, all companies or organisations of sponsor logo in their marketing. Oberammergau Passion Play national importance are eligible for GNTB membership pro- vided that their activities support the aims and objectives of the GNTB. This creates a multi-layered network that dynami- COOPERATION PARTNERS cally strengthens the expertise and international presence of As part of its strategic marketing efforts and the professional all participants. It is a stated aim of the GNTB, in accordance delivery of highlight campaigns, the GNTB regularly signs up A REPRESENTATIVE CROSS-SECTION OF THE INDUSTRY with the remit it has been given by the Federal Ministry for new partners in the shape of companies, organisations and More than half of all GNTB members are commercial enterprises. With Deutsche Bahn, Lufthansa, international and car Economic Affairs and Energy, to develop these partnerships associations. It looks for organisations whose particular ex- rental companies among our members, the network has travel to and within Germany well covered. From the hotel industry, and attract new members. pertise will help to enhance its international activities. establishments offering low-cost facilities for young travellers are as well represented as luxury . Companies offering unique travel experiences in Germany benefit from the added value of GNTB membership just as much as those operating in Companies and organisations that are interested in the The GNTB actively works with international tourism organi- shopping tourism. providers, other tourism-related businesses and the 16 regional tourism marketing organi- GNTB but do not fulfil the criteria for membership can join sations to share expertise around the world. It also uses the sations complete the portfolio of member organisations. the GNTB as sponsors. Corporate bodies, associations and global presence of the German government’s organisations foundations from the worlds of research, consultancy, media, abroad for its activities in the markets.

20 www.germany.travel 21 AWARDS

THE GNTB’S AWARDS AND CERTIFICATIONS 2020 Innovations Champion The successful implementation of its digital strategy saw the GNTB score highly in the TOP 100 innovation competition. Projects that swayed the judges’ decision included the ‘Palaces, parks and gardens’ mixed-reality application, the digital for- mats in the #CelebratingBauhaus campaign promoting the Bauhaus centennial, and the GNTB’s pioneering role in the use of Green Globe face filters in tourism campaigns on Facebook and Instagram. The TOP 100 was established in 1993 to celebrate the innovative spirit and outstanding innovation successes of small and recertification medium-sized enterprises. Science journalist Ranga Yogeshwar is the competition’s mentor. Project partners are the Fraun- GOLD STATUS SINCE 2018 hofer Society for the Advancement of Applied Research and the German Association for Small and Medium-sized Businesses (BVMW). The media partners are manager magazin, impulse and W&V. The GNTB was certified as a Green Globe organisation for able management and social/economic, cultural heritage the eighth successive year in 2020, retaining its gold status and environmental indicators on the Green Globe system. An in the Green Globe programme. The Green Globe Standard accredited, independent auditor conducts an on-site assess- is a globally recognised certification for the travel industry. ment of the organisation. Participants must document their activities covering sustain- German Award Design Award FOR GERMAN SUMMER CITIES FOR THE ‘FALL OF THE BERLIN WALL’ CAMPAIGN

The GNTB’s global communication campaign German In 2020, the GNTB’s 2019 digital campaign ‘30 years after the Summer Cities was named European Campaign of the fall of the Berlin Wall’ won the prestigious 2021 German Design ® Year by online travel portal Expedia at the EMEA Partner Award from the German Design Council. In presenting the Spe- ECOPROFIT - Awards. cial Mention Award in the category Excellent Communications Design – Integrated Campaigns and Promoting bookable offers via Expedia and other lead- Advertising, the expert panel honoured organisation ing OTCs was a key component of the campaign and ‘30 years after the fall of the Berlin Wall’ generated over as a high-impact campaign for Destina- in 2020 170 tion Germany. In 2020, the GNTB’s head office in Frankfurt was certified as an ECOPROFIT® organ- Launched in 2012, the German Design isation for the sixth year in a row. Council’s German Design Award is one million of the world’s foremost design com- IMPRESSIONS. The ECOPROFIT organisation in Frankfurt (ECOlogical PROject For Integrated envi- petitions and is held in high regard far ronmental Technology) aims to improve environmental protection by reducing the beyond professional circles. The Special amount of resources that local businesses use and optimising their energy efficien- Mention Award recognises designs that cy, while at the same time lowering operational costs. are particularly worthy of merit for their conception and implementation.

22 www.germany.travel 23 INBOUND TOURISM TODAY – POLITICIANS INBOUND TOURISM TODAY – POLITICIANS THE SPOKESPERSONS OF THE POLITICAL PARTIES ON THE TOURISM COMMITTEE OF THE GERMAN BUNDESTAG

The Tourism Committee raises public awareness of the economic signifi- cance of tourism through its initiatives, reviews and hearings. Representing a cross-section of parties, it deals with a 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, advocating for the interests of the German tourism industry.

WHAT DO YOU/YOUR PARTY SEE AS THE KEY AREAS OF YOUR WORK ON THE TOURISM COMMITTEE THIS YEAR?

In terms of tourism policy, 2020 was almost completely dominated by the shock of the coronavirus crisis. All our efforts were directed towards saving the travel indus- try and domestic accommodation providers, and cafés.

These efforts must be resolutely continued in 2021 for as long as the federal and state governments impose severe restrictions on the tourism industry to combat coronavirus. At the same time, 2021 must be the year in which we finally develop a compelling and responsible vision for the relaunch of tourism. SEBASTIAN MÜNZENMAIER “At the same time, 2021 must be the year in which we finally Member of the German Parliament, AfD, Chairman of the Tourism Committee of the develop a compelling and responsible vision for the relaunch German Bundestag of tourism.”

The structural problems of the travel industry that have not been resolved by the federal government must now be urgently addressed. Reform of the protection scheme in the package travel sector is still pending after the Thomas Cook bank- ruptcy in 2019. The resolution of this problem must not be postponed any longer, as without it there can be no successful relaunch of the industry in 2021.

Berlin, Hackesche Höfe complex 25 INBOUND TOURISM TODAY – POLITICIANS

The big question for the post-pandemic The most important goal must be to period is how we can restart the indus- ensure that tourism is given an effec- try in a way that is economically sus- tive framework for a fresh start. To tainable, that allows all stakeholders to make safe travel possible again, we resume their successful work without need uniform travel conditions across causing too much harm, and that en- the EU and in our own country, and a sures that businesses survive. How will good testing strategy. Within Germany, the pandemic affect the future of trav- we are putting our faith in well-trained el, and what will it mean for air traffic, DR professionals, modern management GABRIELE HILLER-OHM Member of the German Parliament, , cycle tourism and Member of the German Parliament, Member of the German Parliament, capable of meeting digital demands Member of the German Parliament, Spokesperson on Tourism Policy for Spokesperson on Tourism Policy for the FDP Spokesperson on Tourism Policy for Spokesperson on Tourism Policy for the SPD DIE LINKE travel agencies, for example? Bündnis 90/DIE GRÜNEN and, of course, attractive and authen- “Moves towards more tic destinations. Central tasks for the “It is crucial that we continue to meet It is important that we structure relief sustainability and better 2021 will be quite a year. The coronavi- Tourism Committee must therefore be to develop the national tourism strategy, and talk constantly with the various packages and bridging aid in a way that visitor management, towards rus crisis has shaken up the entire trav- provide effective coronavirus relief, and invest in the tourism infrastructure. stakeholders for first-hand informa- benefits hotels, restaurants, and cultur- increased quality rather than el world and plunged many livelihoods tion on the current situation.” al institutions, as well as community­ quantity, will accelerate.” and business models into difficulties. “The most important goal must be to ensure that tourism based institutions such as the German We therefore have two central concerns is given an effective framework for a fresh start.” Youth Association and youth accommodation centres. For my parliamenta- 2020 is a year we are unlikely to forget this year. One is to find the way out of ry group, the working conditions and wages of those employed in the sector are of in a hurry. The coronavirus pandemic the pandemic, ideally with a realistic The GNTB makes a vital contribution to German tourism by promoting Germany as key importance, not least in order to attract skilled workers. Over and above this, we changed our lives forever, particular- step-by-step plan to open up tourism an attractive destination abroad. Focusing on health tourism in particular, but also still need to expand research capacities in the area of tourism. As regards the new ly in the tourism industry. The Europe and the cultural sector, plus a recovery on the business travel sector and Germany as a trade fair destination will enhance legislative period, I would like to see the establishment of a tourism ministry or at of free movement became a Europe plan for the coming months and years our position in the international market. That is why we have lobbied for a signifi- least a commissioner located in the Chancellor’s Office, so that this interdiscipli- of closed borders. Travelling was not that must address fundamental issues cant increase in funding for the GNTB. nary industry is actually dealt with across all areas of government. It is crucial that only completely off the table, it was such as a longer-term change in con- we continue to meet and talk constantly with the various stakeholders for first- actually seen as a danger. Cultural ex- hand information on the current situation. change and an appetite for travel were “Sustainability, taking into replaced by travel restrictions and lock- account the environment, the down frustration. Even if we have not economy and social aspects, yet defeated the pandemic, it is clear to must and will be given greater The most important issues for the me that we must look boldly to the fu- consideration.” CDU/CSU parliamentary group will Travel means freedom, and we have to ture. We need a viable concept for mak- be overcoming the coronavirus crisis, give this freedom back to our citizens. ing tourism possible again on a lasting sumer behaviour and the impact of the providing sector-specific state support The entire tourism industry will still be basis. In Germany – in Europe – and all climate crisis. The other is the national for particularly affected areas, and suffering from the coronavirus crisis in over the world. tourism strategy. Particularly in light of developing concepts for the phased 2021. We now need a national tourism the current crisis, it is of political impor- relaunch of tourism. Other key topics strategy at last that is worthy of the The onus is on us to provide a frame- tance for us to finally make this a real- will include the continued work on the name. A tourism strategy that will put work for safely reopening tourism, and ity. However, it must not simply be the national tourism strategy, new regula- us in a better position to deal with cri- as quickly as possible. The GNTB can framework for a ‘business-as-usual’ ap- tions on insolvency protection in pack- Member of the German Parliament, Spokesperson on Tourism Policy for the ses in the future. SMEs and family busi- provide important impetus for creat- proach. We have to make our country age travel legislation, and the incorpo- CDU/CSU nesses form the backbone of the Ger- Member of the German Parliament, ing renewed confidence in holidays in and tourism industry fit for the future. ration of tourism into the EU recovery Spokesperson on Tourism Policy for the AfD man tourism industry and ultimately Germany. Sustainability, taking into account the fund to deal with the consequences of “We also want to discuss how we environment, the economy and social the coronavirus pandemic. can better support nature-based “SMEs and family businesses form the backbone of the German tourism But we also need to rethink the indus- aspects, must and will be given greater tourism activities such as cycling industry and need an economic vision.” try, because it will be transformed by consideration. This is what customers We also want to discuss how we can and water tourism, which are the pandemic. Moves towards more want, and this is ultimately good for better support nature-based tourism especially popular at the moment.” need an economic vision. Current developments also clearly show us the need for sustainability and better visitor man- Germany as a tourist destination. activities such as cycling and water action with regard to digitalisation. Unfortunately, this is an area where Germany agement, towards increased quality tourism, which are especially popular at the moment and are also likely to become is lagging behind. Information is an important factor in deciding whether to travel rather than quantity, will accelerate. increasingly attractive to visitors from abroad. The tourism situation in emerging and how and where to spend your holidays. And finally, the travel industry needs and developing countries continues to be a big focus for us, not least because of our renewed optimism and good governance. responsibility towards the many people who make their living from tourism there.

26 www.germany.travel 27 THE GNTB AS A NETWORKING PLATFORM AND SOURCE OF EXPERTISE DIGITAL AND REAL-LIFE NETWORKING By focusing on its digital strat- egy, the GNTB has brought fresh and compelling ideas to its forward-thinking marketing of Destination Germany. Both online and in the real world, the GNTB strengthens the network of tourism providers in Germa- ny and the international travel trade even in times of crisis.

Mecklenburg-Western Pomerania, Sellin pier DIGITAL STRATEGY

THE GNTB’S DIGITAL STRATEGY GENERATES FRESH IDEAS FOR A WAY OUT OF THE CRISIS Digital transformation is the GNTB’s central development theme. The organi- sation sees itself as a digital pioneer on behalf of its partners in Germany’s inbound tourism industry. Through its strategic approach, the GNTB is boost- ing brand awareness during the pandemic, while its use of innovative marketing and digital tools strengthens Destination Germany’s position in the international market.

The GNTB acts in close coordination with the decision-making processes of the German government, which defined its data strategy throughout 2020 before obtaining cabinet approval for it in January 2021.

FOUR AREAS of the German government’s Hohenzollern Castle features in the GNTB’s ‘Palaces, parks and gardens’ mixed-reality app. DATA STRATEGY The GNTB analyses digital trends at an other project partners, the GNTB pro- closely with global online travel compa- The COVID-19 pandemic in 2020 has early stage, including immersive tech- motes the innovative and responsible nies (OTCs) on cross-media and macro­ been an additional driver for the more Design DATA INFRASTRUCTURES to nologies such as virtual reality (VR), use of data and the development of a regional campaigns. general digital transformation process. be POWERFUL and SUSTAINABLE augmented reality (AR), mixed reality powerful data infrastructure, thereby The GNTB’s ongoing investment in (MR), developments in predictive an- improving data expertise within Ger- At the same time, the OTCs are increas- future scenarios helped it to develop alytics, and the use of conversational many’s inbound tourism sector. ingly using AI applications to search for timely solutions to challenges during Increase INNOVATIVE and interfaces and artificial intelligence (AI) tourism offerings in various channels. the crisis. RESPONSIBLE USE OF DATA applications such as machine learning. Newly developed pilot projects are be- They also leverage the knowledge they ing implemented in the international have of their users to present these Where the coronavirus prevented It assesses whether the knowledge marketing of Destination Germany. offerings to the right audience. That in-person meetings with contacts in Improve DATA EXPERTISE and gained can be applied to the tourism This includes the integration of new is where the open-data project comes the international tourism industry, the ESTABLISH A DATA CULTURE value chain and shares it with its part- tools provided by the social media net- into play by making tourism data avail- GNTB developed online event formats. ners in the German travel industry. works. able to AI applications and supporting machine learning. This in turn creates During lockdown, the GNTB main- LET GOVERNMENT LEAD THE WAY Working with the regional tourism The GNTB is responding to the chang- opportunities for new business mod- tained its customer dialogue via digital marketing organisations and many ing structures in travel sales by working els, for example in the start-up sector. empathy campaigns.

31 DIGITAL STRATEGY

TECHNOLOGICAL EXPERTISE: GNTB DRIVES OPEN DATA/KNOWLEDGE GRAPH PROJECT “The progress of the open The German tourism industry’s open The goal is to data project is also shaping data/knowledge graph project is based CONSOLIDATE THE the evolution of DMOs from on the increasing technical and com- destination marketers to AVAILABLE DATA, WHICH OPEN mercial challenges of making content data managers. The intelli- available as standardised, structured IS DECENTRALISED AND gent linking of data enables data. HETEROGENEOUS, additional services, with DATA im Deutschlandtourismus the end result of more, and Data must be openly available and ANDREAS BRAUN more immersive, customer semantically structured if it is to be Managing Director, Tourismus Marketing experiences along the entire GmbH Baden-Württemberg identified, classified and processed by value chain.” AI-assisted applications. In the tour- ism industry, this is facilitated by the Ein Wegweiser zur digitalen Destination ever-closer links between global online The ‘Open data in the German inbound tourism travel companies. industry’ handbook

The open data/knowledge graph pro- ject realises the German government’s ‘Open data in the German inbound goal of exploiting the opportunities tourism industry – how to become a offered by existing data. The govern- digital destination’ as a compact source ment’s data strategy aims to make Ger- of knowledge. many a pioneer in the innovative use and sharing of data in Europe. In it, experts explain theoretical con- texts and the practical application of The GNTB identified the potential of a networked, digital structure in the such a process early on and works tourism industry. The content portrays closely with several partners in Germa- in a CENTRAL AND OPEN KNOWLEDGE GRAPH the digitally connected visitor of the ny’s inbound tourism industry to coor- FOR TOURISM that can be used by everyone future and describes the digital infra- dinate the sector’s open data/knowl- in the tourism sector and by external service structure needed for visitors at the edge graph project. In 2020, it also destination. As a practical guide, the created and published the handbook providers. handbook addresses the requirements that service providers and destination management organisations must meet, and looks at the opportunities offered to the customer. It is also avail- able to download as a PDF from the knowledge base at www.open-data­ ARMIN DELLNITZ germany.org. Chief Executive Officer of Magic Cities Germany e. V.

The technical concept was finalised “Any customer who is interested in a city break can access stand- in 2020, and the first use cases will ardised data on the destination website, on an OTC portal or at a be rolled out in the second quarter of POI. Linking them opens up opportunities to optimise a trip at the 2021. planning stage and to contribute to sustainability by directing visitor flows.”

The www.open-data-germany.org knowledge platform

32 www.germany.travel 33 DIGITAL STRATEGY

GNTB MARKETING FOCUSES ON The chatbot responds to customer queries around the clock, 365 days a year. Popular topics among customers were visa regulations, travel recommendations and questions about % % INNOVATIVE DIGITAL TOOLS travelling during the coronavirus crisis. The digital assistant 33 75 DEGREE OF CUSTOMER Practical experience gained from trend analyses and pilot projects is immedi- is currently being expanded to include other increasingly requested topics, such as information on the climate, the AUTOMATION SATISFACTION ately incorporated into the GNTB’s worldwide marketing activities. In the year weather and food and drink in Germany. under review, for example, technological innovations were incorporated into the GNTB’s digital toolbox. The following examples showcase initial The aim is to reduce the amount of work involved in commu- nity management by classifying queries, reducing response CHATS experiences and successes: times and thus increasing customer satisfaction. 6,000

SPARK AR: FACEBOOK’S NEW AUGMENTED REALITY TOOL OFFERS NEW WAYS TO EXPERIENCE GERMANY’S CASTLES The GNTB’s existing ‘Palaces, parks and gardens’ mixed-reality application provided an exciting audio-visual experience that combined the real and the virtual world. As a next step, the GNTB integrated the app into Facebook Spark AR, setting another marker in the digital competition between destinations. AI CHATBOTS ENHANCE CUSTOMER CONTACT AND IMPROVE THE QUALITY OF SERVICE WINTER WONDERLAND Sanssouci Palace and Castles Neuschwanstein and Hohenzollern 26.9 million IMPRESSIONS

SPRING AWAKENING 860,000 Augustusburg Palace, Royal Gardens of USERS Herrenhausen, Garden Kingdom of Dessau-Wörlitz / Wörlitz House

FICTION GAME FOR FACEBOOK MESSENGER In other areas of its social media marketing, the GNTB uses gamification to reach younger people in particular, and spark their interest in Germany as a travel destination. For exam- ple, the GNTB was the first national tourist board to create a chat fiction game, German Castle Adventure, for Facebook AI chatbot on germany.travel Messenger. The integration of AI-assisted chatbots ensures that potential visitors experience a higher quality of service at the inspiration and planning stage. Potential visitors to Germany can now obtain the latest information around the clock on travel planning, travel arrangements, legal aspects and tourism offerings.

As part of its international #DiscoverGermanyFromHome campaign, which was initiated immediately after the outbreak of 4.88 million the COVID-19 pandemic, the GNTB launched a flagship chatbot project that provided initial experiences with AI applications IMPRESSIONS and combined them with inspiration and information. for FB ads in all languages

34 www.germany.travel 35 CORPORATE COMMUNICATIONS

NEW BLOG, FROM ENHANCED COMMUNICATION THE DESK OF PETRA HEDORFER, PROVIDES DURING THE CRISIS A MEANS FOR OUR Given the rapidly changing conditions brought about by the crisis, it was CEO TO COMMUNI- particularly important to ensure continuity in communication: informing CATE DIRECTLY WITH THE INDUSTRY, members and partners as soon as the coronavirus crisis took hold, strength­ PROVIDING INSIGHTS ening customer dialogue, expanding social media marketing activities, AND HER OWN VIEWS and developing and implementing new, effective communication formats. By maintaining proven communication tools in the markets and conducting Shortly after the start of the first lockdown, GNTB CEO Petra Hedorfer an ongoing dialogue with decision-makers in government, committees and launched her ‘From the Desk of Petra within its membership, the GNTB supported mutual solidarity between the Hedorfer’ blog, initially on a weekly partners during the crisis. basis, later as a monthly publication, providing in-depth background anal- ysis and market assessments for the travel industry. The personal touch and the factual evaluations were very well received in the industry. The format will be continued in 2021.

CRISIS COMMUNICATION ■ Creation of an area on the germany. STAKEHOLDER travel website where end customers, COMMUNICATIONS stakeholders, partners in the Ger- Two publications in magazine format RAMPING UP OF B2B COMMUNICATION man inbound tourism industry and (print and online) from the GNTB’s cor- ON SOCIAL MEDIA contacts in the international travel porate communications kept partners During the crisis in 2020, the GNTB made extensive use of the opportunities pro- trade can find the latest information in the German inbound tourism indus- vided by social media platforms to share important insights with the industry. ■ Daily B2B posts to keep the travel try and in the political arena informed industry up to date about the lessons learned from current ■ #DiscoverGermanyFromHome developments and the prospects for a empathy campaign on over recovery of tourism to Germany. 30 social media channels Stakeholder magazines ‘Perspektiven 2021’ and ‘Insight Europa’ ■ First joint Instagram campaign The number of FOLLOWERS on LINKEDIN by the GNTB and all 16 regional MEDIA WORK IN THE MARKETS QUADRUPLED between February 2020 and marketing organisations, using the January 2021. hashtag #DreamNowVisitLater WEBINARS: 850 MEDIA EVENTS In the face of coronavirus-related re- ■ Development of the #DZTdigital with press briefings and webinars strictions, the foreign representative social media bulletin in coopera- offices used every offline and online- av tion with all 16 federal states as an 20 PR EVENTS FOR THE CAMPAIGNS enue to maintain contact with media alternative to a physical trade fair representatives in all markets. million presence following cancellation of 30 PRESS CONFERENCES 1.7 the ITB purely organic IMPRESSIONS achieved by the 54 INDIVIDUAL AND GROUP PRESS TRIPS GNTB’s THREE B2B CHANNELS over the same period.

36 www.germany.travel 37 INTERNATIONAL MARKETS

US Advisory Board optimistic about SETTING THE PACE FOR THE travel from the USA to Germany The success of the GNTB’s strategy of extensive dialogue with US trade represen­ “Many tour operators in the tatives and the campaigns offering travel inspiration for potential travellers was US were able to persuade MARKETS AND IN THE MARKETS confirmed at the virtual US Advisory Board Meeting with key representatives from their customers to rebook Despite the coronavirus crisis, it is vital – in the face of international competi- the American tourism industry. travel originally planned for 2020 for the following year.” tion – to showcase Destination Germany in a strong and consistent manner The representatives cited Germany’s good management of healthcare challenges in the relevant source markets. The GNTB uses a wide range of formats to and its extensive nature and sustainability offerings as key reasons for the strong TERRY DALE interest in the country. President of the United States address influencers in the source markets’ travel industry, to bring them Tour Operators Association (USTOA) together with partners in Germany’s inbound tourism sector and to publish Senior figures from the the latest information. In times of crisis, it is crucial to maintain contacts so US TRAVEL INDUSTRY met SERVICE PROVIDERS from Germany’s that business relationships can continually be adapted to the situation in the 140 inbound tourism industry market. The GNTB facilitated this by adapting its communication formats to the circumstances dictated by the pandemic. INTERNATIONAL TRADE FAIRS GO VIRTUAL IN 2020

World Travel Market in London, 9–11 November 2020 The GNTB coordinated Destination Germany’s presence at the World Trav- BESPOKE FORMATS TO AID RECOVERY IN KEY MARKETS el Market London (WTM) and won the event’s Best Virtual Stand Award for its Collaboration between the GNTB and Atout France supports recovery of inbound tourism digital presence at the trade fair. In the summer of 2020, the GNTB extended the strategic partnership with its French counterpart Atout France for a further two years with the aim of supporting the recovery of tourism in both countries. The focus is on digital campaigns, market research and press work. Almost

5,000 EXHIBITORS

Facebook post from the World Travel Market Over As part of the conference programme, the GNTB was also present at two events looking at topics for the future and, among other things, discussed the opportuni- ties arising from the COVID-19 pandemic for a carbon-neutral yet profitable tour- 51,000 ism industry. PARTICIPANTS

The GNTB showcased Destination Germany at the 2020 International Luxury Travel Mart (ILTM) World Tour ILTM ASIA/PACIFIC SESSION In 2020, the GNTB used two modules of the ILTM to promote Destination Ger- 17–19 November 2020 many’s high-quality offering to the US market and to China/Hong Kong, and to strengthen brand awareness in these high-potential and lucrative source markets ILTM AMERICAS Petra Hedorfer and Caroline Leboucher, CEO of Atout France, at the signing of the cooperation agreement in Frankfurt for when the coronavirus pandemic ends. 1–3 December 2020

38 www.germany.travel 39 INTERNATIONAL MARKETS

REAL-WORLD EVENTS IN THE MARKETS DIGITAL EVENT FORMATS PROVIDE AN EFFECTIVE Since the start of the coronavirus crisis, digital formats have been the focus of marketing activities to ensure that existing ALTERNATIVE TO CONVENTIONAL SALES EVENTS business contacts are maintained during the pandemic. Nevertheless, real-world meetings with their personal touch and face- to-face dialogue remain indispensable. The GNTB made use of the opportunities that opened up during the year to resume KEY ACCOUNTS FROM DENMARK, Many of the established workshops planned roadshows and workshops incorporating the new hygiene regulations. SWEDEN, FINLAND AND NORWAY and sales events that are highly val- ued by partners in the source markets’ 60 travel industry could not be held in Switzerland: interactive workshop in Zurich on the topic of culture 9–13 November 2020 in Scandinavia their usual format in 2020 due to the In the workshop on 8 September 2020, the partners and their destinations held a two-minute pitch to attract the interest of Destination Germany’s options for the future pandemic. The GNTB’s foreign repre- local Swiss influencers. at the Nordic Networking Week sentative offices worked hard to create Webinars with the Copenhagen Institute for Future Studies new digital formats to maintain the di- under the banner ‘From coronavirus to the future’ alogue with key accounts and provide China: first physical German partners with a platform for roadshow since the start international marketing activities. of the coronavirus crisis VIRTUAL ONE-TO-ONE MEETINGS The GNTB was the first national tourist 6–7 October 2020 in Spain board to hold a real-word roadshow in 303 ‘Meet Germany’ workshop Guest: Carlos Garrido, President of the China again, on 16 and 18 November. Around More than 100 representatives from Spanish Confederation of Travel Agencies the Chinese travel industry visited the (CEAV) KEY ACCOUNTS B2B events in Beijing and Chengdu. 8–9 December 2020 More than 50 in Russia/Ukraine PARTICIPANTS Virtual meetings at 26 November 2020 the Russia & Ukraine 500 100 in Belgium/Netherlands Networking Days ONE-TO-ONE MEETINGS In-depth dialogue at the Digital Germany Roundtables The presence of the GNTB team and the delivery of the roadshow as a phys- ical event sent a clear signal to partners MARKET INSIGHT WEBINARS FOR PARTNERS AND MEMBERS in the Chinese travel industry of China’s role as by far the most important Asian The latest insights during the coronavirus crisis source market for inbound tourism to The GNTB’s various digital offerings in the major source markets for inbound tourism to Germany covered topics such as travel Germany. options during the pandemic, information about current market developments and specific market segments, and the GNTB’s planned campaigns in the markets. First physical roadshow in China, November 2020

22 October 2020 7 July 2020 6 May 2020 Asia Austria: roadshow in 2020 Italy: Germania.Destinazione Balkans: roadshow in Campaign Czech Republic/Poland GNTB Austria held its roadshow in Graz vacanze in Milan Bucharest and Belgrade webinar 6 April 2020 USA and Salzburg on 21 and 23 September This sales event on 10 February 2020 The fifth Balkans Roadshow visited Bu- (with speed GNTB WEBINARS 2020. This real-world networking event offered German partners the opportu- charest and Belgrade on 3 and 7 Feb- networking) ATTRACTED was very well received. The most im- nity to introduce themselves with pres- ruary. According to the GNTB survey at MORE THAN 4 June 2020 portant talking points were, first, that entations and videos, and then talk to the end of the roadshow, all the Ger- 550 PARTICIPANTS Netherlands/ Germany will emerge stronger from representatives from the Italian travel man partners and 92 per cent of the Denmark the crisis and, second, that it will build industry and trade press. participants from the travel industry 1 October 2020 Barrier-free tourism on its already excellent position as a intend to take part again next year. 19 May 2020 sustainable destination in the interna- Switzerland/Austria 26 August 2020 France/Belgium tional market.

40 www.germany.travel 41 INTERNATIONAL MARKETS

VIRTUAL GTM GERMANY TRAVEL MART™ SETS THE BLUEPRINT MUTUAL SOLIDARITY FOR THE RECOVERY OF INBOUND TOURISM TO GERMANY

Due to coronavirus, the GNTB held the largest sales event for inbound tourism to Germany in June WITH THE INDUSTRY 2020 as an online marketplace for the first time. The virtual event was extremely well received in In accordance with its remit, the GNTB supports the German tourism industry, Germany and abroad. Key accounts from the international travel industry used the platform to ex- plore offerings from the German hotel industry, transport sector, leisure industry, inbound services which predominantly consists of small and medium-sized enterprises, in the and regional tourism organisations, and to conduct negotiations for the coming year. The virtualGTM international market. These companies have been hit particularly hard by the incorporated an extensive information programme alongside its business platform. COVID-19 pandemic. The GNTB supported its partners in Germany’s inbound tourism industry with great flexibility and creativity in 2020. BUYERS from 450 49 COUNTRIES 250 GERMAN PROVIDERS

More than ONLINE MEETINGS via the 5,700 GNTB’s GTM NETWORKING TOOL STRONG PERFORMANCE OF THE GNTB’S DIGITAL PRESENCE FOR THE ITB 2020 A survey of providers and buyers confirmed the success of the new format, with 90 per cent of participants stating they were ‘satisfied’ or ‘very satisfied’ with the GTM. 83 per cent of respondents said that the GTM was a ‘good’ or ‘very good’ platform for Immediately after the cancellation of the world’s largest tourism trade fair in early conducting business, while 92 per cent were able to make new business contacts. 90 per cent plan to take part again. The 2021 March 2020 due to coronavirus, the GNTB implemented a digital information plat- GTM from 27 to 29 April will once again be held as a digital event due to coronavirus. form as an alternative to the ITB. On the Monday afternoon, just 72 hours after the event’s cancellation, #DZTdigital went live with all 16 federal states as partners. In this virtual space, the partners communicated news from Destination Germany in the form of live reports on various social media channels. A LOOK AHEAD AT THE 2020 VIRTUAL GNTB KNOWLEDGE DAY

TWEETS via Twitter on the GNTB’s @gntblive channel and other Digitalisation is the key to overcoming the coronavirus crisis – from the coronavirus crisis. Experts from the GNTB also pre- accounts: more than 168,000 estimated IMPRESSIONS that was the main message at the GNTB’s Knowledge Day on sented practical applications of innovative technologies, such 114 25 November 2020. 130 participants joined online to learn as chatbots that can provide tailored answers to customer about current technology trends and use cases for digital queries around the clock and the use of augmented reality Reach of #DZTDIGITAL across social media tools in tourism. Keynote speaker Fabian Westerheide, one of during the pandemic. the leading lights in Germany’s AI scene, analysed the lessons up 50 % compared to FACEBOOK 140,000 2019 “AI and machine CONFIRMED IMPRESSIONS learning will take the dialogue with 4,762 The tourism highlights from the federal states for 2020 were IMPRESSIONS and 1,059 INTERACTIONS a key element of #DZTdigital. Due to the situation at the time, inbound customers to audio statements had to be edited and transmitted. Further- a whole new level.” more, the existing #DiscoverBeethoven puzzle for the current Beethoven campaign was revamped at short notice, present- Petra Hedorfer, CEO of the GNTB, ing lesser-known facts about the great composer to mark the LINKEDIN on the focus areas of #DZTKD2020 6,197 250th anniversary of his birth. IMPRESSIONS and 485 INTERACTIONS

42 www.germany.travel 43 INBOUND TOURISM TODAY – HOTEL INDUSTRY

DEUTSCHE HOSPITALITY “Without our employees, we As soon as holiday travel is possi- will not be in a position to WHERE DO YOU SEE THE ble again, the overwhelming desire start providing our guests with among people to travel will give exceptional hospitality again.” the market a much-needed boost. GREATEST POTENTIAL FOR The holiday , but also the GERMAN HOTEL AND smaller and medium-sized towns, RESTAURANT ASSOCIATION RECOVERY IN THE GERMAN will particularly benefit from travel (DEHOGA) MARCUS BERNHARDT by individuals and small groups as As of February 2021, most hotels had CEO, Deutsche Hospitality well as from longer stays. This is a been closed for a period of six months ? dating back to last March. For these “Looking ahead, it will be more important than ever to put businesses to survive, it is vital that the the needs of our guests at the heart of everything we do.” financial package that has been prom- ised is received and proves adequate. tremendous opportunity for the German market; our country has an excellent Only then can we fully realise the image as a travel destination around the world, and enjoys a high degree of unique diversity, quality and appeal of trust among travellers. Those who are already reaping the benefits that digital our hotel industry. We do not yet know technology offers our industry will certainly be at an advantage once travel re- for certain when international visitors, strictions are eased – whether it is improved customer communication prior to whether tourists or business travellers, booking, a suitable loyalty programme, or the opportunity to make your own will be able to return to Germany. It offering more sustainable thanks to these technologies. Looking ahead, it will also remains to be seen whether the be more important than ever to put the needs of our guests at the heart of domestic market will experience a sim- everything we do. And this is something we are already working on. ilar demand to last year. We hope to soon receive news on the prospect of RINGHOTELS E. V. reopening. Then, investment in the im- People want to travel. They want to make up for the experiences they have missed plementation of safety and protection as soon as they are able to do so. Germany has been a popular travel destination for measures will once again be a key pri- many years, and with good reason. It is regarded as a safe country, and we have an ority. Furthermore, our businesses have exceptional hospitality industry here with authentic, privately run establishments done everything they can to retain their that offer genuine, individual experiences and put a great deal of emphasis on pro- employees and trainees despite these viding guests with a personal service. This will continue to be in high demand both GERMANY most challenging of circumstances. A from our domestic and our international visitors, now and in the future. As soon as it is possible to travel key political instrument for supporting SUSANNE WEISS again, we expect the trend towards the industry was – and continues to CEO, Ringhotels e.V. “Germany has been a popular travel destination domestic travel to continue. What’s be – the short-time working scheme. for many years, and with good reason.” more, we recognise that there is Without our employees, we will not a heightened need for people to be in a position to start providing our travel in their own cars. Accor is guests with exceptional hospitality well prepared for this: with a diver- again. VOLKMAR PFAFF sified brand portfolio and a wide ROMANTIK HOTELS & RESTAURANTS AG Managing Director, Accor Germany geographical spread, around three Germany’s hoteliers in the leisure sector showed what they could achieve last quarters of our international reve- summer. The main focus was on all aspects of regional tourism and offering the “As soon as it is possible to nue is now being generated from highest-possible­ safety standards for guests. Germany’s diversity as a travel desti- travel again, we expect the domestic guests or visitors from nation – from its food and drink and culture to its different landscapes and unique trend towards domestic travel neighbouring countries. The chang- experiences – coupled with the assurance that tourists in Germany will enjoy an to continue.” es in the way people are working as all-round carefree experience is our strongest currency. a result of remote working and hy- brid meetings also offers potential. Last year, for example, we introduced our “The main focus was on all aspects of regional tourism and THOMAS EDELKAMP attractive ‘hotel office’ concept and want to continue to promote hotel working GUIDO ZÖLLICK offering the highest-possible safety standards for guests.” CEO of Romantik Hotels & Restaurants AG with our co-working brand WOJO. President of the German Hotel and Restaurant Association

44 www.germany.travel 45 INBOUND TOURISM TODAY – HOTEL INDUSTRY

MARITIM HOTELGESELLSCHAFT MBH 2020 actually got off to an extremely positive start. In the first two months of the “Because of the slow return of guests from a limited number of overseas markets, the proportion year, the figures for our international business even surpassed the record figures of European visitors may increase to 80 per cent.” of 2019. From March, however, we were confronted with lockdowns, border clo- sures and an extended period of shutdown – punctuated only by a short respite in In the past, our European source markets have accounted for 70 per cent of the overnight stays made by foreign visitors. the summer months with domestic visitors and tourism from neighbouring coun- The number of international overnight stays in 2021 will remain below the figure for 2019 but, because of the slow return of tries. When we look back at the economic crises and natural disasters of the last guests from a limited number of overseas markets, the proportion of European visitors may increase to 80 per cent. In 2021, 60 years, 2020 was a year like no other. Further lockdowns and border closures in core international markets for Germany’s inbound travel industry will be the neighbouring Benelux countries, France, Swit- MARK SPIVEY the third and fourth quarters of 2020 and the first quarter of 2021 will significantly zerland, Austria, the Czech Republic, Poland and Denmark, as well as the European source markets of Italy, Sweden, Hungary, International Sales Director, impact the tourism landscape for years to come. Spain and the UK and Ireland. Maritim Hotelgesellschaft mbH

GERMAN HOTEL ASSOCIATION (IHA) The hotel industry in Germany is diverse, creative, and innovative. Indeed the in- dustry had already started to make strides towards digitalisation some years ago and is now one of the most digitally led sectors in the country. We have integrated new technologies into the existing infrastructure so that we can improve, acceler- ate and customise our processes. Whether it’s web-based bookings, online check-

“The industry had already started to make strides towards digitalisation some years ago and is now one of the most OTTO LINDNER digitally led sectors in the country.” Chairman of the German Hotel Association (IHA)

in, connected rooms or mobile payments, this creates real added value both for guests and staff. This will be positive for us. We know that customised concepts, specifically tailored to the needs of a particular target audience, are effective. This is where the many small, family-run independent hotels and hotel groups in Germany have an advantage. Conversely, the larger chains generally have a strong presence and wider coverage, and the increased brand loyalty created through customer reten- tion programmes should not be underestimated by any means. The key factor for all providers is – and will continue to be – the communication with their guests and enhancing guest relations. And that is one of our strengths.

BEST WESTERN HOTELS The hotel industry in Germany has been hit hard by the coronavirus crisis, but it was clear last summer that holidays in Germany’s attractive tourist regions are still immensely popular and will continue to be so in the future. Tourism providers in Germany offer exactly the kind of trust, reliability, safety and hygiene precautions that travellers will now be looking for. As soon as the travel restrictions are lifted, we will again see how popular Germany’s hotels are with international visitors be- cause of their high standards of quality and safety. Offering world-beating quality CARMEN DÜCKER and regional diversity, Destination Germany will continue to occupy a leading posi- CEO, BWH Hotel Group tion in the global market once the pandemic is over. Central Europe GmbH

“Tourism providers in Germany offer exactly the kind of trust, reliability, safety and hygiene meas- ures that travellers will now be looking for.”

Wanderlust roadshow in Switzerland, 21 August 2020 46 www.germany.travel 47 INBOUND TOURISM TODAY – TRANSPORT

WHERE DO YOU SEE THE GREATEST POTENTIAL FOR THE RECOVERY OF GERMANY’S TRANSPORT SECTOR?

Saarland, treetop walk near Mettlach

“The aviation industry’s greatest asset is its ability to FLUGHAFEN MÜNCHEN GMBH innovate and adapt, and therein lies its opportunity.” Now that the vaccination campaign has started, Munich is more optimistic about the near future. Our most urgent task is also a national one – namely, to FLUGHAFEN DÜSSELDORF GMBH rebuild the hub at Munich for the benefit of Germany’s inbound The aviation industry’s greatest asset is its ability to innovative and adapt, and economy. These non-stop connections, in addition to the European feeder flights therein lies its opportunity. People haven’t lost their appetite for travel. The desire they require, generate significant added value from overseas markets and will also to fly, to be connected to the world, to visit friends and relatives, and to discover cater to people’s new desire to visit only one country in Europe at first. distant countries is just as strong as it ever was. THOMAS SCHNALKE “Our most urgent task is also a national one – namely, to ANDREAS VON PUTTKAMER Chief Executive Officer Here at Düsseldorf Airport, we are currently incorporating coronavirus tests into rebuild the intercontinental hub at Munich for the benefit Head of the Aviation Division, Flughafen Düsseldorf GmbH Flughafen München GmbH the terminal procedure to best support safe and secure travel. Social distancing of Germany’s inbound economy.” and hygiene must still be maintained, and the processes must be designed in a way that avoids significant waiting times where possible, even if passenger numbers rise sharply again. A safe and reliable testing strategy combined with accelerated vaccine programmes are critical to easing travel restrictions and quarantine conditions and reviving . Thanks to the progress that is being made with these, I am confident that we will succeed in restoring confidence in an entirely positive travel experience. Düsseldorf Airport will remain North Rhine-Westphalia’s gateway to the world!

AVIS BUDGET CAR RENTAL Car rental is in a unique position as it can provide a safe, flexible and personalised transport option, which is why many travellers are considering renting a car for their next trip or holiday. People are changing the way that they travel and their FRAPORT AG expectations of transport service providers. People all over the world still have a need to travel, and this need is becoming ever more pressing right now. So I am expecting a significant increase in holiday traffic The key to recovery in this sector is a “People are changing the for the summer and, given the prospect of a resurgent economy, I am also assum- safe, convenient and flexible solution way that they travel and their ing that the number of business travellers will pick up again. ALEXANDER SCHURICHT for every journey. This is why we have expectations of transport of Avis Budget enhanced our cleaning measures by service providers.” Car Rental in Germany “Given the prospect of a resurgent economy, I am also assuming partnering with Reckitt Benckiser, the that the number of business travellers will pick up again” manufacturer of Sagrotan, and by making the Avis Safety Pledge and the Budget Worry-Free Promise. If our customers’ plans DR STEFAN SCHULTE change, we offer full flexibility. Bookings with Avis and Budget can be amended or cancelled free of charge up to 24 hours Chief Executive Officer, Fraport AG before the day the rental begins.

48 www.germany.travel 49 INBOUND TOURISM TODAY – TRANSPORT

HERTZ GERMANY LUFTHANSA Flexibility will remain a key considera- “Flexibility will remain We can only expect to see a real recovery in aviation when entry bans and quaran- tion for our customers in 2021. Prod- a key consideration for our tine regulations in their current form are replaced by increased testing. The indus- ucts such as Hertz Minilease and My customers in 2021.” try will then need a stable and consistent set of rules and practices that will make Hertz Weekend and our flexible book- people feel confident about travelling. We initially anticipate a faster and stronger ing terms mean we can continue to provide customers with the transport they recovery in private travel. Bookings for trips to visit friends and family in particular need. We are also focusing on implementing strict health and safety standards are already holding up the best. with Hertz Gold Standard Clean and contactless rental for Hertz Gold Plus Rewards ALIDA SCHOLTZ customers. Electric vehicles are an area where we are also seeing growing take-up “We initially anticipate a faster and stronger recovery DR STEFAN KREUZPAINTNER Managing Director, Hertz Germany and we have plans to further expand this part of the business. in private travel.” Chief Commercial Officer Lufthansa Airline & Hub Manager MUC, SVP Global Sales Lufthansa Group

SIXT SE Business travel is still taking place in Germany and across Europe. Hotels are book- able, and major and medium-sized cities can be easily reached. Even international “Our expanding cross-border day and night train services are travel is possible, with some minor obstacles to overcome. Digital communication the most reliable, climate-friendly and convenient choice of plays a far more prominent role in supporting a functioning economy than it used transport here.” to. In the near future, widespread rapid testing will further improve the situation,

DB VERTRIEB GMBH “ChooseTheChallenge – shaping another future.” Leisure travel within Europe will be the first alternative to holidaying at home, long REGINE SIXT before the reintroduction of long-distance air travel. And despite the surge in dig- Senior Executive Vice President, and it surely cannot be long before private travel will become much easier and in- Sixt International Marketing, SIXT SE italisation, the business segment has no plans to abandon face-to-face contact as crease in volume. The sharp rise in the number of vaccinations in the coming weeks a key element in building good business relationships. Our expanding cross-border KARINA KAESTNER and months will also boost this development. I am very optimistic that we will see a strong upward trend before too long. I day and night train services are the most reliable, climate-friendly and convenient Head of Partner Management would like to express my admiration for the German National Tourist Board for its ongoing and highly professional work to DB Vertrieb GmbH choice of transport here – especially in 2021, the European Year of Rail. present Germany as a forward-looking country, especially during the pandemic. As the market leader in Germany, Sixt is set- ting milestones for the future, adapted to the challenges of our times.

GNTB press conference in Vienna on 11 September 2020 INBOUND TOURISM TODAY – TOURISM PARTNERS

WHERE DO YOU SEE THE

GREATEST POTENTIAL FOR GERMAN TRAVEL “I am absolutely convinced of ASSOCIATION (DRV) Germany’s status as a tourism RECOVERY IN GERMANY’S The vaccines that are now rolling destination and believe that out will definitely bring us a big we will emerge from this crisis step closer to normality. The soon- stronger than before.” INBOUND TOURISM? er populations around the world are vaccinated, the sooner they EUROPA-PARK – THEME PARK can travel again while adhering to AND ADVENTURE NORBERT FIEBIG hygiene and safety rules. This ap- Germany is an extremely interesting President of the German Travel Association plies to inbound tourism as well as tourist destination with its mountains, (DRV) to travel inside or out of Germany. lakes and cities, Black Forest and Bavari- “The vaccines that are now roll- The EU and Germany should do an Forest, to name just a few examples. ing out will definitely bring us a everything in their power to accel- Europe itself offers huge potential for big step closer to normality.” erate the pace of vaccination. visitors and Germany is easy to reach by car and public transport. But it will still take a while before everyone who wants to be vaccinated is vaccinated. This is why policymakers must quickly present a strategy on how We at Europa-Park firmly believe in our to make travel viable during this transitional period while also protecting business model as a travel destination people’s health. in our own right, offering a world-class GERMAN TOURISM ASSOCIATION (DTV) visitor experience and, above all, some- All German travel regions offer diverse, high-quality travel and leisure activities. thing for the whole family. I am abso- Our towns and cities boast a dazzling array of culture and events. Rural areas will be lutely convinced of Germany’s status as in high demand for holidays that are close to nature. For the recovery of Germany’s a tourism destination and believe that inbound tourism, it will be more important than ever to ensure safe and sustaina- we will emerge from this crisis stronger ble travel in times of pandemic. than before.

“All German travel regions offer diverse, high-quality travel REINHARD MEYER and leisure activities.” President of the “We faced up to the new German Tourism Association (DTV) challenges presented by 2020 and took action.”

GERMAN UNESCO ERGO REISEVERSICHERUNG AG WORLD HERITAGE SITES Generally speaking, Germany is a huge draw for foreign travellers, whether they ASSOCIATION DR. ING. H.C. ROLAND MACK are looking for a city break, an active holiday or a cultural trip. Then there is the #WirsindWelterbe-2020 Managing Director Europa-Park – Theme Park and country’s excellent medical care and infrastructure, which is now more important CLAUDIA SCHWARZ We faced up to the new challenges Adventure Resort than ever. We are confident that foreign guests will return to Destination Germany Chairwoman of the German UNESCO presented by 2020 and took action: World Heritage Sites Association as soon as the situation permits. Travel cover provides people with peace of mind inspirational social media cam- when they travel, reimbursing the costs of any medical treatment that is needed paigns, the creation of new digital services and marketing tools, networking or even repatriation. and the use of current international #hashtags, and virtual dialogue and com- TORSTEN HAASE munication in our European World Heritage network were THE elements of “We are confident that foreign guests will return to Destination Member of the Management Board our marketing that we are keen to use now, but also in the future, to generate for Sales, Marketing & Operations, Germany as soon as the situation permits.” ERGO Reiseversicherung AG enthusiasm for UNESCO World Heritage sites and to increase inbound tourism.

52 www.germany.travel 53 GNTB CAMPAIGNS FOR DESTINATION GERMANY A CUSTOMER FOCUSED FUTURE To promote is core brand, the GNTB develops key themes for its marketing campaigns. Since the outbreak of the coronavirus pandemic, it has adapted its marketing and added additional activities in line with changing customer requirements.

North Rhine-Westphalia, Ewald colliery near Recklinghausen BRAND STRATEGY EMPATHY CAMPAIGNS

FLEXIBLE MARKETING MAINTAINING BRAND FOR ALL FACETS OF AWARENESS DURING DESTINATION GERMANY THE CRISIS THROUGH An unmistakable brand profile is the key to success in the international travel market. The COVID-19 pandemic will further intensify competition between COUNTERCYCLICAL MARKETING destinations, so the tourism offering must be adapted to visitors’ changing The COVID-19 pandemic caught international tourism completely by surprise, values and expectations. and global tourism came to a standstill within just a few weeks. As a result, campaigns and marketing activities that had been planned long in advance The GNTB’s recovery strategy relies on Destination Germany’s strong brand had to be rescheduled and adapted to the new situation. awareness among potential visitors around the world. It is based on the two pillars of the core brand, ‘towns, cities & culture’ and ‘nature & relaxation’, DIGITAL CUSTOMER DIALOGUE STRENGTHENS BRAND AWARENESS DURING THE PANDEMIC and the overarching facets of sustainability and accessibility. Building on this, Between the lockdown from mid-March and the easing of travel restrictions the GNTB uses innovative marketing tools to position Germany as a modern in Europe, the GNTB focused its activities on providing information about the and attractive destination. In doing so, it is aiming for qualitative growth in current situation and maintaining Germany’s strong image as a travel destina- high-potential markets and segments that will be important in the future. tion in international markets through active customer dialogue. It relied on a mix of informative content and interactive and virtual experience formats.

THE CORE BRAND OF DESTINATION GERMANY #DISCOVERGERMANYFROMHOME

During lockdown, the GNTB used its more than 30 social media channels worldwide, including Facebook, Instagram, Twitter and YouTube, to garner publicity for, strengthen awareness of, and create empathy with Germany as a trav- TOWNS, CITIES Accessibility and NATURE & el destination through its #DiscoverGermanyFromHome & CULTURE sustainability RELAXATION communication campaign. As early as mid-March, the GNTB launched its online campaign using the hashtags #DiscoverGermanyFromHome, #staysafe, #stayathome and #traveltomorrow. 296.2 million IMPRESSIONS across its social media channels Facebook carousel ad

56 www.germany.travel 57 EMPATHY CAMPAIGNS

In mid-April, the GNTB added a microsite to its digital information offering featuring virtual experiences from all 16 German states, plus Spotify playlists, quizzes, recipes and an interactive map. #Dreamnowvisitlater From the end of April, a three-minute film on the GNTB’s YouTube INSTAGRAM CAMPAIGNS channel and microsite showcased the diverse tourism offering Using the hashtag #dreamnowvisitlater, Following the guiding principle of ‘joint In addition, selected influencers show- available in Destination Germany. the GNTB created its first collaborative action, joint content, reciprocal linking’, cased their ‘best of Germany’ on the multi­part Instagram Story together with each of the federal states provided a GNTB’s Instagram account to provide all 16 regional marketing organisations. ‘picture to dream about’, which was extra inspiration for the Instagram , Lake Forggensee in the Allgäu shared by the GNTB and the 16 state community. YouTube The campaign offered suggestions for marketing organisations on their Insta- attractions in all federal states that po- gram accounts. tential visitors to Germany could add to 32.2 million their bucket list. IMPRESSIONS DURING THE CORONAVIRUS CRISIS, THE GNTB INTENSIFIED ITS EXISTING COLLABORATIONS WITH INFLUENCERS.

Around 1.5 million IMPRESSIONS in the UK, France and the Netherlands

The GNTB’s next step was to add an AI-assisted chatbot to the microsite. The chatbot is now answering the questions of poten- tial visitors to Germany looking to obtain the latest information on travel planning, travel arrangements and tourism offerings. Microsite 66.1 million IMPRESSIONS Instagram 14.6 % ENGAGEMENT RATE

GNTB Instagram channel 8.2 million IMPRESSIONS and 460,000 interactions Multi-part Instagram Story in collaboration with all 16 regional marketing organisations Campaign microsite #DiscoverGermanyFromHome

58 www.germany.travel 59 EMPATHY CAMPAIGNS

The GNTB placed content from the #germany30reunified #GERMANYAWAITSYOU campaign, which had been running on the influencers’ chan- The ‘Germany – Dreams Become Reality’ microsite was an nels, on its own story wall from June onwards. information hub that used images and text to provide in- spiration, from off-the-beaten-track attractions, castles and Influencers from Spain and France streamed themselves palaces to hiking and cycle trails, culinary tips and the most cooking German dishes live on Instagram. scenic road trips across Germany. The campaign was rolled out via GNTB channels such as newsletters, organic social In the USA, influencers reported on their personal highlights media posts, press and B2B activities, paid advertising on so- in Germany in 20-minute sessions and answered questions cial media and programmatic marketing. These were linked from the community. using the hashtag #GermanyAwaitsYou. A video showcasing the wide-ranging offering in Destination Germany rounded With around off the campaign.

‘Germany – Dreams Become 10,000 Reality’ campaign RAN FROM VIEWERS EARLY JULY TO MID-AUGUST per session Content from the #germany30reunified campaign on the GNTB’s story wall

Social media: around Bavaria, Ramsau near Berchtesgaden 157 million IMPRESSIONS

Programmatic marketing generates almost 197 million IMPRESSIONS

DIRK BINDING Department for the Digital Economy, Infrastructure and Regional Policy (DIR), Association of German Chambers of Industry and Commerce (DIHK)

GERMANY – DREAMS BECOME REALITY “The COVID-19 pandemic has hit the German tourism industry hard, so the In June, the GNTB launched another international campaign to give inbound tourism an immediate boost given the GNTB’s work is all the more important now. With its thoughtful campaigns, it has expected reopening of borders to more and more European countries. demonstrated that you can promote a destination even during a global pandem- ic, paving the way for the recovery of inbound tourism once the coronavirus crisis ‘Germany – Dreams Become Reality’ promoted summer holidays in Germany using content and offerings that had is over. This route out of the crisis asks a lot from the sector, and strong support been adapted to customers’ changing expectations, with a focus on quality, sustainability and value. from all quarters will be crucial. #ThankYouGNTB #GNTBSimplyInspiring”

60 www.germany.travel 61 INTERNATIONAL MARKETING

TOWNS, CITIES & CULTURE Germany has cemented its position as the number one cultural and city break destination for European travellers. But the majority of cultural offerings in the cities – theatres, museums, festivals and restaurants – have of course been particularly badly affected by the lockdown. The GNTB is working closely with its partners in the metropolitan regions to design new forms of city breaks and develop appropriate products so that it can continue to position Destina- tion Germany in a distinctive way once the crisis is over.

‘DISCOVER BEETHOVEN’ INVITES PEOPLE TO DISCOVER GERMANY’S CULTURAL HERITAGE IN A CONTEMPORARY WAY For example, a virtual reality app offered visitors the unique experience of joining Beethoven at the piano to play parts The 250th anniversary of the birth of Ludwig van Beethov- of the Ninth Symphony. In addition, the GNTB developed en was going to be celebrated in Germany and around the an augmented reality app that allowed people to take ‘live’ world throughout 2020 with events and initiatives right up photos with Beethoven. It also hosted a microsite providing until the official anniversary day in December. The GNTB had information on all aspects of the anniversary and related cul- Exhibition of BTHVN designed a major campaign to promote the event interna- tural tourism offerings, and ran international social media statues by Ottmar Hörl in Moscow, 6 October 2020 tionally in partnership with the Beethoven anniversary or- campaigns. ganisers, Beethoven Jubiläums Gesellschaft mbH.

When the coronavirus pandemic forced the cancellation or postponement of many popular tourism-related events for the Beethoven anniversary, the GNTB made full use of the opportunities presented by digital communication to position the clas- sical heritage of Beethoven in a contemporary manner and boost interest in Germany as a land of music.

A collaboration with international media partner CNN pro- duced five films in the series Great Big Story that were broad- cast on the global Turner network. Reach of 4.5 million with 400 Facebook posts PRESS HIGHLIGHT TOURS: 7 EVENTS in 7 MARKETS: More than Around 1 million IMPRESSIONS per CNN video Reach of around 19 million 125 million online and offline REACH The GNTB also produced a series of podcasts. The six episodes portrayed the life of the great German composer, humanist and visionary while also highlighting Germany as a travel destination. Starting in Bonn, the city where Beethoven was born, the sto- NEWSLETTERS with 262,206 recipients, ries featured audio clips of local people and guided listeners through ‘romantic’ Germany – to places that Beethoven visited or CLICK RATE 14.2 % and OPENING RATE 27.4 % where he spent time, or which have a special connection to the composer. On 17 December, the day of the official anniversary, 90 a compilation of all six episodes was made available as an audiobook.

62 www.germany.travel 63 INTERNATIONAL MARKETING

Bavaria, Lake Chiemsee

MAGIC CITIES Urban living in combination with unspoilt nature and a laid- back vibe – these are the attributes with which the GNTB is promoting city breaks to visitors from Germany’s neighbour- ing countries. In collaboration with Magic Cities Germany, the GNTB had already launched a campaign in late 2020, with its own microsite on TripAdvisor, which ran in the Netherlands, Switzerland and Austria until the end of January.

In light of the continued restrictions on travel due to the corona­virus pandemic, the focus was on products that prom- ise a carefree cultural and city experience: parks, open-air sculpture exhibitions, and walking or cycling trails that pro- vide a direct link to the city’s main sights and the scenic na- North Rhine-Westphalia, Gehry buildings in Düsseldorf GERMAN SUMMER CITIES CAMPAIGN FOR 2021 ture on its doorstep. TO GIVE FRESH IMPETUS TO After successfully launching the German Summer Cities The German Summer Cities 2021 campaign focuses on five CHRISTMAS SPARKLE campaign in over 30 markets in 2019, the GNTB made ad- cluster themes: ‘Nature in the city’ showcases the broad The ‘Christmas sparkle’ campaign invited people to take a virtual trip to Germany in the run-up to Christmas by showcasing justments and added new content for summer 2021 to meet range of nature-based and active pursuits in cities and their festive traditions and winter activities in nature. With the #GermanyXmas campaign, the GNTB specifically promoted alter- the increased concerns about safety and wellbeing among immediate surroundings. ‘Sightseeing’ highlights attractions natives to the traditional trips to Christmas markets in larger German cities, and instead focused on vibrant customs and international travellers. in Germany’s major cities and smaller cities, with emphasis traditions, festive activities, and seasonal food and drink. During the second lockdown, the campaign was aimed at providing also on lesser-known sights. ‘Romantic Germany’ provides inspiration for a potential visit in the coming year. Unspoilt nature, carefree pleasures, sustainability and great ideas and inspiration for dream routes that offer relaxation entertainment are the cornerstones of the German Summer and time to unwind. ‘Art and culture’ covers everything from Cities 2021 campaign, which was rolled out in a digital for- traditions and customs and classical culture to contemporary mat from autumn 2020 in the US, Chinese and Russian mar- art. ‘Events’ inspires travellers to take a holiday in Germany kets, as well as in the UAE, Japan, India, Israel and Canada. because of an event that is being held in 2021.

“Our cities have been hit particularly hard by the pandemic. The effects will be felt for longer here than in the holiday destinations. And even more so because of the sustained decline in business travel.

That said, the excellent framework that we have in Germany gives us cause for optimism. We have an exceptionally positive image, a competitive tourism infra- structure, and our colleagues from the tourism organisations are waiting in the wings with innovative and creative ideas so that their offerings will be even better ARMIN DELLNITZ positioned to meet market needs. OBERAMMERGAU PASSION PLAY IN 2022 Chief Executive Officer of The Passion Play in Oberammergau was due to be performed in 2020. Back in 2017, the GNTB and the organisers Magic Cities Germany e.V. There is no doubt that there are challenging times ahead for Germany’s cities. signed a cooperation agreement to promote this authentic cultural event worldwide on a long-term basis. When We will, however, weather the storm and be one of the driving forces behind Ger- the festival was postponed until 2022 because of the pandemic, both cooperation partners decided to continue many’s tourism industry again in no time.” jointly promoting this unique event for Germany as a cultural travel destination. The organisation behind the event, Passionspiele Oberammergau Vertriebs GmbH & Co. KG, became a GNTB member on 1 January 2021.

64 www.germany.travel 65 INTERNATIONAL MARKETING

NATURE & RELAXATION Germany is known for its beautiful scenery, unspoilt nature and wide range of options for active holidaymakers, and these are important quality criteria for international tourists. Surveys of market potential during the coronavirus pandemic confirmed that the strong source markets in Germany’s neighbour- ing European countries are likely to recover the quickest from the effects of the crisis. Tourists from these places are particularly interested in walking, cycling, family experiences and enjoying the finer things in life. These types of holidays are considered low-risk from a pandemic perspective. Independent travellers can easily reach the holiday regions, and have the option of making the jour- ney in their own car. One of six content creator videos commissioned by the GNTB.

WANDERLUST CAMPAIGN Social media activities in 13 MARKETS The GNTB’s #WanderlustGermany marketing campaign was aimed at travellers from neighbouring countries in particular 166 million IMPRESSIONS with an interest in nature and active pursuits, and it specifi- cally focused on cycling and walking.

Global tourism was brought to a standstill by the pandemic. But, as restrictions begin to ease, surveys by the GNTB have 600 22 million SOCIAL MEDIA POSTS POST ENGAGEMENTS shown that customers consider the risk of contracting the virus to be particularly low if travelling by car, travelling inde-

pendently, or taking holidays in the heart of nature. 8 October 2020, shooting a mini-series 21 August 2020, Wanderlust roadshow in Switzerland in the Netherlands The campaign, which had already been planned for some ventures in the great outdoors, and people who want to en- time, therefore highlighted the breath of the tourism prod- joy nature as well as good food and drink. uct on offer in conjunction with the well-conceived hygiene and safety precautions, and the high standards of service. Through its targeted use of digital communications and events in high-potential nearby markets, the campaign pro- The campaign was aimed at experienced hikers and cyclists vided additional impetus for the relaunch of inbound tour- who are passionate about their hobby, families seeking ad- ism to Germany.

LIVE EVENTS in the target markets with 14,000 PARTICIPANTS 6 230,000 17 September 2020, campaign event in Vienna NEWSLETTER CONTACTS Programmatic marketing:

151 million 86 % IMPRESSIONS VIEW-THROUGH RATE

66 www.germany.travel INTERNATIONAL MARKETING

SUSTAINABILITY In the 2020 Anholt Ipsos Nation Brands INTEREST IN SUSTAINABLE Index, protecting the environment and The GNTB views sustainability and social responsibility as an overarching topic TOURISM IS GROWING Earth’s natural resources are two of the Key source markets for inbound tourism to Germany (comparison 2018 / 2020*) that has been firmly enshrined as an integral part of Destination Germany’s top issues in the world. Germany was core brand for over a decade. The objective of its three-pillar strategy, with most frequently named by the survey respondents as the country that will its key elements of knowledge management, communications strategy and handle the threat of climate change internal sustainability initiative, is to foster a progressive and forward-looking most effectively over the next five 39 % 49 % 34 % 45 % years. This adds impetus to the GNTB’s SWITZERLAND AUSTRIA inbound tourism sector. commitment to sustainable tourism, and campaigns were adapted accord- ingly during the year under review.

*Interest in holiday activities sustainable holidays and travel THREE-PILLAR STRATEGY % (less impact on nature and the environment, 21 % 26 fair to the local economy and community) NETHERLANDS Source: DESTINATION BRAND 2020 INTERNAL KNOWLEDGE COMMUNICATIONS SUSTAINABILITY MANAGEMENT STRATEGY INITIATIVE FEEL GOOD 2020/2021 Through its new Feel Good communication campaign, the GNTB drew potential

Presentations, workshops, expert Marketing campaigns, press and PR As an organisation, the GNTB also visitors’ attention to exemplary sustainable offerings in Germany. The campaign networks, product development activities, social media, influencers, pursues a strategy of sustainable was rolled out in autumn in Germany’s neighbouring countries of Denmark, the etc. development internally. Netherlands, Belgium, France, Switzerland and Austria via the GNTB’s Facebook and Instagram channels, and will be continued in an expanded form in 2021.

When it comes to implementing its sustainability strategy, the GNTB considers the socio-cultural aspects of economic prosper- The campaign focuses on added value for the visitor: certified sustainable offers ity, digitalisation and accessibility in addition to environmental protection and climate change mitigation. that represent quality, convenience, enjoyment, authenticity and regionality, and which help to mitigate climate change. In this respect, the GNTB can build on Germany’s strong position compared to other countries around the world. This is evident from the SDG index published in the Sustainable Development Report 2020, which documents the progress that individual countries have made on achieving the SDGs. Germany is ranked fifth out of 166 countries and thus moved up one place com- pared with the previous year. REACH OF million Striking a balance between the needs of the economy, the environment and society has become a social megatrend in many 8.8 regions of the world during the COVID-19 pandemic. In the context of the coronavirus crisis, the UNWTO has also expanded its growth-oriented focus to specifically incorporate a ‘build back better’ strategy. Short social media clip, example from Instagram Stories million IMPRESSIONS MONIKA REULE 56.9 Managing Director of the German Wine Institute (DWI)

“It is likely that the coronavirus pandemic will reinforce the trend towards travel and tourism offerings that are more sustainable in nature. In Germany’s wine regions, 9TH BARRIER-FREE TOURISM DAY this trend is reflected in more eco-friendly cultivation practices and wine tourism of- As the event scheduled for March 2020 had to be cancelled due to the ferings that focus on quality. Our vineyards also offer the opportunity to combine coronavirus pandemic, the Barrier-free Tourism Day will now take place increasingly popular outdoor activities with a chance to discover delightful scenery and delicious wines.” as a digital event during the ITB NOW on 12 March 2021.

68 www.germany.travel 69 INTERNATIONAL MARKETING

BUSINESS TRAVEL Up until 2019, Germany was able to steadily expand its position as Europe’s predominant business travel destination: ■ The world’s top trade fair destination ■ No. 1 in Europe for conferences and conventions ■ Popular destination for traditional business trips

At the same time, business trips accounted for an above­ as hybrid events will open up new opportunities in the MICE average 22 per cent of all inbound travel to Germany. Lock- segment going forward. The Future Meeting Space project, down travel restrictions, economic uncertainty in many initiated by the GNTB’s strategic partner, the German Con- countries and pressure within companies to keep down costs vention Bureau, in cooperation with the Fraunhofer Institute meant that one of Germany’s most attractive travel market for Industrial Engineering, explores options for meeting the segments was hit particularly hard by the coronavirus crisis. future demands of the events market.

Of the 355 international, national and regional trade fairs Significant changes are also apparent within the traditional planned for 2020, only 114 went ahead, according to the business trip segment. Virtual meetings, video conferenc- Association of the German Trade Fair Industry (AUMA). New es, Skype calls, etc. have become the norm as a result of the business models, for example incorporating trade conven- various lockdowns. In the medium term, the business travel tions and accompanying programmes, are likely to be devel- segment will increasingly feature hybrid formats and online oped in this segment in the future. events, but there is still no substitute for real-world meetings.

While many conferences and conventions were cancelled in 2020 due to the coronavirus pandemic, new formats such

SIGNIFICANT RECOVERY EXPECTED IN EUROPEAN CONFERENCE AND CONVENTION MARKET Projected visitor numbers and percentage growth compared to the previous year

11 % 47 % “There is great potential for Germany as a conference and convention location to combine the best of the offline and online worlds under the banner ‘Meetings made in Germany connect the world – digital and face-to-face’. In a world that is 52 % increasingly digitalised, it is all the more important to facilitate engaging encoun- 58 % ters in real and authentic locations in order to create memorable experiences. But we not only welcome guests from around the world to Germany, we are also keen to connect those who cannot be here in person.”

704 293 445 655 727 MATTHIAS SCHULTZE million million million million million Managing Director, German Convention Bureau (GCB) Source: Tourism Economics 2020 2019 2020 2021 2022 2023

70 www.germany.travel 71 A LOOK AHEAD TO 2021

A LOOK AHEAD TO INTER­ The 2021 GNTB campaigns take established brand values – towns, cities & culture and nature & health – and add new dimensions to take account of NATIONAL CAMPAIGNS IN 2021 customers’ changing needs in the coronavirus era.

GERMAN.LOCAL.CULTURE. Highlights the diversity of German towns and cities with their traditions and customs, artisanal crafts and unique architectural styles, as well as the tranquillity of nature in the rural surroundings. The objectives are to support city-based tourism and promote the arts – a sector that has been particularly badly hit by the pandemic. By pro- moting day-trip destinations within reach of the cities, the campaign will also provide a boost to rural areas and GERMAN.SPA.TRADITION. sustainable tourism. Actively picks up on consumers’ increasing focus on health as well as the on-trend topic of wellbeing. Des- tination Germany is able to meet this demand through its more than 350 certified spas and health resorts The four cluster themes of the campaign: where traditional local remedies are combined with the highest standards of medical care. ■ German.Local.Flair. Unique architectural styles, local character, cultural activities, music events The five cluster themes of the campaign: ■ German.Local.Craft. Local producers, guilds, ■ breathe Keeping fit and active artisanal crafts, independent shops ■ enjoy Experiencing the tradition/heritage of Germany’s spa resorts ■ German.Local.Taste. Traditional food, beer brewing, Baden-Württemberg, ■ feel Health and therapeutic treatments wine making, new local food trends Wellness hotel in Baden-Baden ■ renew Experiencing the healing power of nature ■ German.Local.Green. Sustainable towns and cities, Bavaria, Bamberg Cathedral ■ taste Enjoying delicious, healthy food trips to the surrounding countryside

72 www.germany.travel 73 THE REGIONS’ TAKE ON INBOUND TOURISM

BRANDENBURG After the first lockdown, we saw a sharp rebound in the number of day trips made WHERE DO YOU SEE THE by visitors from Poland. This is likely to be the case again. What’s more, we believe that there is considerable pent-up demand among our European neighbours to travel outside their own countries again. Because of the crisis, there is now greater GREATEST POTENTIAL FOR focus on our potential in the nature holidays segment, which offers plenty of scope for independently organised breaks and active holidays. We see opportunities here, Dieter Hütte, Managing Director of TMB including in combination with Berlin. RECOVERY IN GERMANY’S Tourismus-Marketing Brandenburg GmbH

INBOUND TOURISM? BREMEN Germany is an attractive travel destination and is as safe as can be given the cir- cumstances. However, we do not expect the market to properly recover until 2022 or 2023. For inbound tourism, we are initially focusing on our European neighbours. We see the greatest potential among independent travellers who come here by car, bike or with their caravan. The sister cities of Bremen and Bremerhaven offer a whole host of outdoor events for a relaxing holiday – and always with a fresh sea breeze. Martina Ziesing, Head of Tourism at WFB Wirtschaftsförderung Bremen GmbH

BADEN-WÜRTTEMBERG HAMBURG We can already sense huge pent-up demand from our neighbouring European The desire to escape the everyday routine is greater than ever. After a long period countries of France, Austria, the Netherlands and Switzerland. Many people are of isolation, the opportunity to go out and meet people face to face will trigger a looking to travel as soon as they are given the go-ahead. Once international travel strong desire to travel. Despite the ongoing restrictions and limited cultural pro- is possible again, we expect a surge in demand from these source markets. We’ll grammes, city destinations in Germany offer visitors a wealth of different experi- probably need to be a little more patient when it comes to the overseas markets. ences. The variety they offer, together with the strict hygiene precautions in place That said, our experiences during the pandemic have shown how easy it is to main- and the faith people have in the German health system, are major selling points for tain close relations with colleagues in the travel sector in faraway countries thanks Andreas Braun, Michael Otremba, Managing Director of inbound tourism to Germany. Managing Director of Tourismus Marketing Hamburg Tourismus GmbH to digital technology. These exchanges have allowed us to build trust across bor- GmbH Baden-Württemberg ders and give us hope for the post-coronavirus era. HESSEN We believe the greatest potential is to be found in the federal states themselves. BAVARIA Hessen lies at the heart of Germany. Our vibrant urban region has a cosmopolitan We are optimistic that the summer ahead will also offer opportunities for our in- feel. Yet there is also nature on the doorstep. Hessen prides itself on being modern ternational markets. Bavaria is a strong brand that conveys warmth and hospitality and progressive. Domestic tourists are eager to take day trips and holidays again; as well as values such as safety and quality, which currently have a greater bearing Germans are desperate to travel. Hessen’s tourism providers are ready to meet the on travel decisions. The combination of targeted marketing and the trust that peo- high safety standards required by guests in the ever-changing pandemic environ- ple have in our brand – coupled with their desire to travel again – makes us confi- ment. Hygiene measures and digital services have become the norm. We are offer- Herbert Lang, Head of Tourism, HA Hessen Agentur GmbH dent that inbound tourism to Bavaria will recover as soon as conditions allow it to. ing advice on digital technologies to build on existing expertise. As lockdown eases, Barbara Radomski, Managing Director of we are pushing our nature-based tourism options and for a revival in city breaks. BAYERN TOURISMUS Marketing GmbH

MECKLENBURG-WESTERN POMERANIA BERLIN Studies show that the recovery phase will take some time. Strategies for opening Combining culture and nature; experiencing city life while feeling safe – these are up travel, similar to those proposed by Mecklenburg-Western Pomerania for in- the things that people are yearning for. Berlin and other city break destinations in bound tourism, will also help to identify potential for the international travel mar- Germany are ideally placed to cater to this and offer a winning mix of welcoming ket. Here too, the return will occur very gradually but then start to have a ripple hospitality, professional service partners and effective hygiene precautions. Berlin’s effect. Because of the shift in values towards quality, sustainability and safety, Ger- new attractions, such as the Humboldt Forum and the new U5 metro line, which many will continue to be a strong travel destination that will attract international connects nature and culture, offer great potential for when travel opens up again. Tobias Woitendorf, Managing Director visitors even after the pandemic. Mecklenburg-Western Pomerania would like to of Tourismusverband Mecklenburg- Burkhard Kieker, Vorpommern e.V. play a part in this. Managing Director of visitBerlin

74 www.germany.travel 75 THE REGIONS’ TAKE ON INBOUND TOURISM

SAARLAND In the Saarland, nature is a key selling point for inbound tourism and for the Benelux countries, the Netherlands and Switzerland as our main international source markets. Our region is home to the Bliesgau UNESCO Biosphere Reserve, Hunsrück-Hochwald National Park and Saar-Hunsrück Nature Park and has over 70 premium walking trails and an extensive network of cycle paths. These all offer the kind of experiences people are currently looking for when planning a holiday in Birgit Grauvogel, Managing Director of Germany. As a destination with a certified approach to sustainability, the Saarland Tourismus Zentrale Saarland GmbH is committed to a future in which tourism respects both nature and resources.

SAXONY The coronavirus pandemic has brought with it a shift in travellers’ values towards greater social and environmental responsibility. This has led to greater potential for active and nature-based holidays, for refining the profile of city breaks, and for designing innovative products and services for holidays ‘off the beaten track’. It is also important for us to offer visitors greater customisation, focus on quality not Workshop in Zurich, 8 September 2020 quantity, and accelerate the implementation of digital technologies so that we can reach customers in a targeted and efficient way. Veronika Hiebl, Managing Director of Tourismus Marketing Gesellschaft LOWER Sachsen mbH We expect that there will generally still be demand for overseas travel but that many travellers will choose not to fly in the first instance – partly because of the SAXONY-ANHALT anticipated price rises, but also because of concerns about a higher risk of infection. Away from the cities and hotspots, Saxony-Anhalt has much to offer: idyllic little That being the case, we expect to see the strongest recovery in international source towns, unspoilt nature, beautiful parks and cultural gems. All of which have been markets that are within driving distance of Lower Saxony. In addition to our main particularly appreciated by visitors in recent times. We will be building on this in source markets – the Netherlands, Denmark, Austria, Belgium, Poland and Swit- 2021 with the continuation of our #echtschoensachsenanhalt campaign. As a VIP zerland – we also anticipate higher numbers of visitors from all our neighbouring Meike Zumbrock, Managing Director partner for the German.Local.Culture. campaign, we are looking to target primar- of Tourismus Marketing Niedersachsen federal states in Germany. GmbH (TMN) ily quality-conscious, independent travellers from our nearby markets. As Goethe Thomas Einsfelder, Managing Director of once said, why travel far when there are good things on your doorstep? Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH NORTH RHINE-WESTPHALIA Coronavirus has changed the expectations of travellers, accelerated some meg- SCHLESWIG-HOLSTEIN atrends and slowed – but not suppressed – others. Our regions and conservation As soon as the borders open, Danish tourists will flock to Schleswig-Holstein. Ger- areas cater to the key theme of sustainability in the long-term, with integrative many’s ‘true north’ is the country’s leading destination for the Danes, accounting concepts along the entire travel chain. The digitalisation of services has also been for 23.6 per cent of all the overnight stays they make in Germany. Other key nearby accelerated, which is why we are focusing our efforts, in collaboration with the markets are Switzerland, Austria and Sweden. But visitors will only want to come GNTB, on targeted advertising for specific demographics and customised service here if they feel safe. This will require well-defined hygiene concepts, universal vis- Dr Heike Döll-König, Managing Director of offerings that visitors can access locally using their preferred channels. Last but not itor-flow systems, and low-contact offerings away from the hotspots. But even be- Tourismus NRW e.V. least, it will be necessary for us to reposition our city breaks and business travel to fore the trip, visitors will need to know that they can book and cancel easily and will Dr Bettina Bunge, Managing Director of Tourismus-Agentur Schleswig-Holstein include credible solutions for safe events and new hybrid experiences, which have be well looked after both before and during their stay. GmbH (TA.SH) already been successfully implemented during the crisis.

THURINGIA RHINELAND-PALATINATE At the beginning at least, the recovery in Germany’s inbound tourism will be driv- In the first instance, I see the greatest potential in nearby European markets. That’s en solely by our European source markets. This is where we see the most poten- because travel to Germany from these places will be the quickest to recover once tial, particularly with the decline in long-haul travel and the search for new des- restrictions ease. Travellers from the Benelux countries as well as from France, Aus- tinations. For , this means setting the right course in 2021, refining our tria and Switzerland already have a great affinity for Rhineland-Palatinate, which will key themes, and focusing on the markets of the Netherlands, Denmark, France, certainly be of benefit to us when travel opens up again. As a destination with a well­ Switzerland and Austria, with Poland and Czech Republic not far behind. As with established infrastructure for outdoor activities, for example in the form of walking Dr Franz Hofmann, Managing Director of Germany’s tourism industry as a whole, we expect high demand for active and na- Thüringer Tourismus GmbH and cycling trails, we are extremely well placed to satisfy visitor demand in this area. Stefan Zindler, Managing Director of ture-based holidays, and we will complement these with our cultural USPs. Rheinland-Pfalz Tourismus GmbH

76 www.germany.travel 77 THE INTERNATIONAL SOURCE MARKETS MARKET SPECIFIC COMMUNI CATION Every year, the GNTB creates new campaigns based on detailed market analyses and benchmarks. It picks up on specific customer requirements to strengthen Destination Germany’s position in the international market.

Hamburg, Elbphilharmonie concert hall INTERNATIONAL MARKETING

EUROPE Prague Copenhagen Moscow Budapest Amsterdam Milan GLOBAL NETWORK FOR Madrid Warsaw SALES AND MARKETING Ljubljana Brussels Belgrade Stockholm as at 2020 Oslo Vienna Paris Helsinki London

Zurich

NORTH AMERICA Los Angeles New York Toronto

SOUTH AMERICA São Paulo Buenos Aires

Hong Kong New Delhi AUSTRALIA Singapore Foreign representative office Tokyo Sales and marketing agency ASIA Sydney Market covered by the GNTB Tel Aviv/Jaffa Dubai Beijing

80 www.germany.travel 81 INTERNATIONAL MARKETING

DETAILED ANALYSIS AND MARKETING ETC EXAMINES TRAVEL The GNTB stopped its scheduled campaigns immediately after the outbreak of INTENTIONS IN TARGETED, FINE-TUNED the pandemic, and over the course of the year it continuously adapted them to EUROPE – BASIS FOR the current situation in the market. At the same time, all available market-specific THE GNTB’S MARKET- MARKETING ARE THE KEY social media channels were used to run the #DiscoverGermanyFromHome empa- thy campaign in all markets during the first lockdown. SPECIFIC ACTIVITIES Since August / September 2020, the Europe- TO SUCCESS IN THE MARKETS The GNTB set a clear strategic course to maintain dialogue with customers during an Travel Commission has been conducting the crisis through countercyclical marketing, to incorporate the shift in customer monthly surveys to determine consumers’ The GNTB covered more than 50 markets worldwide in 2020 through its expectations into its communications, to show empathy, to engage at an emotion- intention to travel domestically, within Eu- network of 31 foreign representative offices and sales and marketing agencies. al level, to encourage interaction and to provide inspiration. rope and internationally in the ten biggest This strong local presence allowed the GNTB to maintain an active dialogue European travel markets by volume. By In its marketing, the GNTB focused on awareness of Germany as a travel destina- monitoring the survey results over time, the with the travel industry during the crisis and reach out to the market in an tion and whet the appetite of potential travellers around the world. GNTB gains insights into important mar- empathetic and demand-led way. ket-specific trends for inbound tourism. For At the end of the first lockdown, the GNTB went on the offensive in the markets by example, despite the second lockdown, the developing numerous national and macro-regional campaigns and implementing appetite to travel in many European coun- them in line with customer demand. tries was higher at the time of the fifth sur- vey in late January/early February than it had Close contact with partners in the international travel industry continued to be a been the month before. key aspect of the GNTB’s work during the coronavirus crisis. The GNTB made use of all options for personal contacts as far as the pandemic permitted, and also mas- Markets surveyed: sively increased interaction via digital formats. Workshops and webinars featuring UK, France, Netherlands, Italy, Belgium, Swit- market insights and heavy integration of German partners enabled extensive shar- zerland, Spain, Poland, Austria and Germany. The COVID-19 pandemic has hit all of global tourism’s source rates both in the source markets and at the destinations are ing of knowledge and mutual solidarity with sales partners despite COVID-19. regions and markets equally hard, and that is what differenti- crucial. Progress with testing and vaccination programmes, ates it from previous crises that the international travel trade and potential travel restrictions or quarantine regimes, are has faced. further considerations. Wanderlust Roadshow in Paris, 22 and 23 August 2020

The ability to participate in a global recovery strategy varies From a tourism perspective, the decisive factor is how quickly considerably from country to country. The state of the nation- the infrastructure in the hotel and leisure industry and the al economy is one of key factors that determines this ability, transport sector can be adapted to the latest requirements. as it forms the basis for consumer spending and the appetite The development of suitable hygiene regimes and safety for travel. From an epidemiological perspective, the infection plans plays a role in this.

MARKET RESEARCH In 2020, the GNTB carefully analysed current developments in the various source markets and produced market-specific re- covery forecasts. It did so by continuously evaluating data, for example from the World Tourism Organisation (UNWTO), the European Travel Commission (ETC), the World Travel & Tourism Council (WTTC) and numerous other international organisa- tions. The GNTB also commissioned studies from leading market research companies such as IPK International and Tourism Economics, which put together a detailed picture of travel intentions in the source markets. Using these as the basis, the GNTB developed and implemented its market-oriented and customer-oriented recovery strategy.

82 www.germany.travel INTERNATIONAL MARKETING

REGIONAL MANAGEMENT EXAMPLES OF MARKET-SPECIFIC NORTH WEST EUROPE CAMPAIGNS IN NORTH WEST EUROPE IN 2020/2021 NETHERLANDS  UK/IRELAND  BELGIUM/LUXEMBOURG NL: ORANJEROUTE CAMPAIGN UK/Belgium: TOP 100 CAMPAIGN The biggest source region for Germany’s inbound tourism industry generated more than a quarter of overnight stays by international visitors in Germany in UK: UNESCO CAMPAIGN Belgium: INFLUENCER CAMPAIGN 2020. During the pandemic, independent travellers from the Netherlands and #GERMANCHRISTMASATHOME Belgium had the advantage of making the short trip in their own car. UK: ROMANTIC GERMANY CAMPAIGN

Netherlands / Belgium More than MACRO-REGIONAL CAMPAIGN #DuitslandDichtbij million 3.3 million ■ Partnership with the Dutch automobile 14 REACH ON SOCIAL MEDIA IMPRESSIONS for association ANWB out-of-home advertising ■ Influencer & Facebook campaign ■ Campaign microsite

Focus on #DuitslandDichtbij – press briefing in Amsterdam, 16 September 2020

INTENTION TO TRAVEL IN EUROPE IN 2021 IN SELECTED MARKETS BELGIUM UNITED KINGDOM NETHERLANDS United Kingdom SOUNDS OF GERMANY 50.0 % 38.7 % 42.5 % ■ Immersive OTC campaign for the Beethoven annual theme in cooperation with Sennheiser Brexit uncertainty ■ Video tour of Germany with innovative 3D audio & Beethoven piece and its consequences Promotional video for the campaign ■ Focus on brand awareness/performance ■ 961,000 video views Source: European Travel Commission: Monitoring Sentiment for Domestic and Intra-European Travel, survey in the ten largest European travel markets by volume (wave 5, conducted December 2020 / January 2021), question: do you plan to take an overnight trip within Europe in the next six months?

84 www.germany.travel 85 INTERNATIONAL MARKETING REGIONAL MANAGEMENT NORTH EAST EUROPE POLAND  DENMARK  RUSSIA  SWEDEN  FINLAND  NORWAY One in six overnight stays are from countries in the north-east of Europe. During the coronavirus pandemic, our neighbour Poland, which has seen strong growth for several years, climbed from eighth to third in the ranking of the largest source markets.

Total reach of Denmark WANDERLUST CYCLE TOUR million The cycle tour started with an event for influenc- 2.43 ers and end customers on the town hall square in CONTACTS Copenhagen and crossed three German states on its way to the German capital. Media partners on the tour were the Politiken newspaper and the TV2 channel. Poland

■ More than 300 people at the start event in STORYTELLING CONTENT CAMPAIGN ‘CROSS-BORDER TOURISM’ Copenhagen ■ Online campaign on leading online portal gazeta.pl and on ■ 800,000 page visits ■ TV2: display campaign attracted other portals of the Agora Group ■ 400,000 unique users 52,803 impressions and 1,088 clicks ■ 18 stories and products ■ 200,000 video views ■ Social media campaign: video ads attracted ■ 3 videos 38,300 clicks and 610 interactions ■ Facebook posts: 1.56 million impressions

PL: PALACES, PARKS AND GARDENS – EXAMPLES OF TRAVEL INTENTIONS IN ONLINE CAMPAIGN WITH EUROPE IN 2021 NATIONAL GEOGRAPHIC MARKET-SPECIFIC IN SELECTED MARKETS CAMPAIGNS IN POLAND NORTH EAST EUROPE IN 2020/2021 DK: EIN SMUTTUR VIDEO CAMPAIGN 52.4 % Source: European Travel Commission: RU: INFLUENCER CAMPAIGN #GERMANCHRISTMASATHOME Monitoring Sentiment for Domestic and In- tra-European Travel, survey in the ten largest European travel markets by volume (wave 5, conducted December 2020/January 2021), question: do you plan to take an overnight SE: ‘SUSTAINABLE TRAVEL TO GERMANY’S SE/PL: JOINT CAMPAIGN WITH trip within Europe in the next six months? The cycle tour JEWELS’ RAIL CAMPAIGN DEUTSCHES KÜSTENLAND arrives at its final destination in Berlin on 3 September 2020 87 INTERNATIONAL MARKETING

REGIONAL MANAGEMENT INTENTION TO TRAVEL IN EUROPE IN 2021 IN SELECTED MARKETS SOUTH WEST EUROPE FRANCE ITALY SWITZERLAND SWITZERLAND  FRANCE  ITALY  SPAIN 37.9 % 33.7 % 46.2 % Our neighbour Switzerland remains the second-most important source mar- ket for Germany despite the pandemic. Italy, France and Spain maintain their SPAIN Source: European Travel Commission: Monitoring Sentiment for Domestic and Intra-European position in the top ten. The GNTB promotes Destination Germany across all Travel, survey in the ten largest European travel markets by volume (wave 5, conducted Decem- ber 2020 / January 2021), question: do you plan to take an overnight trip within Europe in the four countries using macro-regional and digital campaigns. 32.9 % next six months?

Switzerland France, Spain, Italy and Switzerland ‘NATURE HIGHLIGHTS THIRD SERIES OF IN GERMANY’ CHATBOT ‘GERMANY OFF THE BEATEN As a tie-in with the global Wanderlust TRACK’ IN COOPERATION campaign, the social media campaign WITH DEUTSCHE BAHN incorporated Facebook Messenger to encourage users to answer a few ques- tions with a view to finding their very own nature highlight in Germany. Part gamification, part inspiration.

■ Reach of 135,000 ■ 3,000 users ■ 85 per cent completion rate

Stills from the videos

EXAMPLES OF MARKET-SPECIFIC Selected travel bloggers explored CAMPAIGNS IN SOUTH-WEST EUROPE IN 2020/2021 Germany by train and reported live on their impressions of ‘Germany off the beaten track’ using the CH: ‘GERMANY THE SWISS WAY’ DIGITAL CAMPAIGN hashtag #EnjoyHiddenGermany.

■ 12.1 million video views CH: ‘PALACES, PARKS AND GARDENS’ DIGITAL CAMPAIGN ■ 650,000 impressions on the influencers’ various channels IT: OTC CAMPAIGN FOR THE THEMES ‘CITY BREAKS’ AND ‘PALACES, PARKS AND GARDENS’ 20.6 million ES: ‘BARRIER-FREE TRAVEL’ SOCIAL MEDIA CAMPAIGN IMPRESSIONS on the GNTB’s channels AND PREDIF SPECIAL INTEREST WEBSITE

88 www.germany.travel 89 INTERNATIONAL MARKETING

REGIONAL MANAGEMENT EXAMPLES OF MARKET-SPECIFIC SOUTH EAST EUROPE CAMPAIGNS IN SOUTH EAST EUROPE IN 2020/2021 AT: CROSS-MEDIA COLLABORATION WITH AUSTRIA/SLOVAKIA  BALKANS  CZECH REPUBLIC  LIFESTYLE MAGAZINE WOMAN HUNGARY  SLOVENIA The buoyant growth in the high-potential source markets in South East AT: ONLINE CAMPAIGN WITH MEDIA PARTNER INSIDEREI.COM Europe was dampened by coronavirus. Austria was the winner in the ranking of Germany’s top ten inbound source markets, overtaking both CZ: INFLUENCER-CAMPAIGN WITH CZECH RAIL the USA and the UK. SL: ‘CHRISTMAS SPARKLE’ SOCIAL MEDIA CAMPAIGN WITH ‘ESCAPE ROOM’ ONLINE GAME INTENTION TO TRAVEL IN EUROPE IN 2021 IN SELECTED MARKETS

Source: European Travel Commission: Monitoring Sentiment for AUSTRIA Domestic and Intra-European Travel, survey in the ten largest Austria European travel markets by volume (wave 5, conducted December 2020/January 2021), question: do you plan to take an overnight trip ‘CARRY ON 45.9 % within Europe in the next six months? DREAMING’ GNTB MARKETING COL- LABORATION WITH RAIL OPERATORS ÖBB AND DEUTSCHE BAHN IN ITS TWELFTH YEAR ■ 3 new microinfluencer episodes ■ Digital touchpoints and out-of- home advertising at the point of sale ■ 79 million impressions

Austria SIMON SCHWARZ PODCASTS Austrian actor Simon Schwarz, who has been commuting between Austria and Germany for many years, went on a journey of discovery in Germany for a six-part pod- cast, visiting local heroes who have interesting things to say about their region.

Stills from the videos

90 www.germany.travel 91 INTERNATIONAL MARKETING REGIONAL MANAGEMENT AMERICAS/ISRAEL USA  CANADA  BRAZIL  ISRAEL Long-haul travel was hit particularly hard by the pandemic. Despite a sharp decline, the USA remained Germany’s most important overseas market. At the virtual Advisory Board meeting, key accounts from the US travel industry con- firmed their customers’ strong affinity with Germany as a travel destination.

Facebook Instant Experiences ad

USA CROSS-MEDIA CULINARY CAMPAIGN WITH CONDÉ NAST TRAVELLER ■ July to October 2020 ■ Social media activities ■ Banner ads ■ 604,514 impressions ■ Interactive map with culinary tips ■ 1.83 % click-through rate on Condé Nast Traveller

EXAMPLES OF MARKET-SPECIFIC USA IN THE USA AND ISRAEL IN 2020/2021 GERMAN CITIES CAMPAIGNS CAMPAIGN ON EXPEDIA Preliminary results, 24 November 2020 US/CA: ‘BEAUTIFUL DESTINATIONS’ DIGITAL VIDEO CAMPAIGN to 26 January 2021: ■ 23.5 million impressions IL: JOINT CAMPAIGN WITH LAISCHA/YEDIOTH GROUP ■ 17,400 clicks ■ Bookings: 55,400 tickets and 3,500 overnight stays CA: FACEBOOK LIVE – INFLUENCERS THE PLANET D REPORT ON THEIR TRIP TO BAVARIA Microsite on expedia.com

92 www.germany.travel 93 INTERNATIONAL MARKETING

REGIONAL MANAGEMENT JP: LINE MESSENGER MARKETING CHATBOT EXAMPLES OF ASIA/AUSTRALASIA JP: CROSS-MEDIA CAMPAIGNS – MARKET-SPECIFIC CHINA  HONG KONG  ARAB GULF STATES  SCENIC ROUTES & CASTLES/ INDIA  JAPAN  AUSTRALASIA INFLUENCER TRIPS CAMPAIGNS IN ASIA AND AUSTRALASIA There was a sharp decline in tourism from Asian source markets during the JP: CROSS-MEDIA CAMPAIGNS – IN 2020/2021 COVID-19 pandemic, but the GNTB continued its promotional work with CITIES & CHRISTMAS/TWITTER CAMPAIGN numerous market-specific measures. Special attention was paid to the trend towards high-end travel and the strong affinity with technology among South East Asia: OTC CAMPAIGN WITH WEGO, TRIPZILLA AND EXPEDIA potential customers from Asia.

Congratulations

德国 China Germany GERMAN CITIES LIVE STREAMING 在2020中国旅游业界奖《Travel Weekly China 旅讯》奖项评选中荣获 年度期待长线旅游目的地 Most Anticipated Destination (Long Haul) In 2020, during the coronavirus crisis, live streaming emerged as an important This award is proudly presented by marketing tool on platforms such as Mafengwo, Sina Weibo and Dianping Meituan. A range of formats were used, including virtual sightseeing walks and online cookery courses.

■ Best practice: Wuppertal and the 200th anniversary of the birth of 2020 CHINA TRAVEL INDUSTRY AWARD FOR DESTINATION GERMANY Friedrich Engels Destination Germany was crowned the ‘Most anticipated destination (long haul)’ at the China Travel Industry Awards thanks ■ Moderated virtual tour, online interaction to its excellent performance during the COVID-19 pandemic. The accolade was awarded by the leading Chinese trade journals with participants, competition Travel Weekly China and M&C China. ■ 7,000 viewers – engagement 130,000 ■ Social media: 39,816 impressions Explaining its decision, the judging panel stated that “the GNTB keeps the customer dialogue going, immediately adapts ■ Mafengwo news feed: its marketing efforts with new channels and creative content, and inspires tomorrow’s customers through live streaming, 429,778 impressions a WeChat mini program, online webinars and empathy campaigns. This has given the Chinese travel industry a real boost in its efforts to tackle the current challenges.”

94 www.germany.travel 95 ORGANISATION, FACTS AND FIGURES EFFICIENTLY ORGANISED Sector-wide expertise is combined with innovative organisational structures to make the most efficient use of available resources.

Park building at Leipzig Zoo in Saxony ADMINISTRATION

FACTS AND FIGURES – GNTB FINANCIAL OVERVIEW: SOURCES AND APPROPRIATION OF FUNDS1) INCOME 2020 % 2019 % 2018 % 2017 % 2016 % 2015 % 2014 % ADMINISTRATION PROVIDES Income from services 4,122 10.8 8,392 19.5 7,058 17.4 8,223 20.8 7,539 19.5 7,468 19.3 7,288 20.1 Grants from the BMWi 33,399 87.3 33,950 78.7 32,607 80.6 30,474 77.2 30,414 78.5 30,508 78.7 28,302 77.9

SOLUTIONS THROUGH DIGITAL Grants and contribu- 732 1.9 780 1.8 790 2.0 774 2.0 799 2.1 775 2.0 733 2.0 tions from members

Income from 38,253 100.0 43,122 100.0 40,455 100.0 39,471 100.0 38,753 100.0 38,752 100.0 36,323 100.0 PROCESSES AND PLATFORMS GNTB budget2)

The effects of the COVID-19 pandemic have made measures and initiatives to Income from 123 303 257 129 135 109 121 special projects3) digitalise internal processes the focus of administrative activities. By setting Total income 38,376 43,426 40,712 39,600 38,887 38,860 36,444 up and using digital collaboration platforms, conferencing systems and (consolidated) remote working, the GNTB has fully retained its ability to act during this Additional income from non-cash 416 2,182 2,877 1,785 1,353 1,215 1,280 unprecedented crisis. contributions

Even during these difficult times, needs-based and forward-thinking HR plan- EXPENDITURE 2020 % 2019 % 2018 % 2017 % 2016 % 2015 % 2014 % ning and development, and the economical use of resources remain key areas Personnel expenditure for action at head office. Continually reviewing and adapting administrative for marketing and 11,984 31.3 11,513 26.7 11,385 28.1 11,341 28.7 11,443 29.5 11,094 28.6 10,625 29.3 administration processes in order to optimise the sharing of core competencies between the Other operating 3,006 7.9 2,944 6.8 2,758 6.8 2,772 7.0 2,722 7.0 2,849 7.4 2,868 7.9 GNTB’s administrative units and its departments and offices abroad remains expenses an important cornerstone of the GNTB’s success. Capital investment 196 0.5 373 0.9 257 0.6 356 0.9 321 0.8 305 0.8 314 0.9 Marketing costs 23,067 60.3 28,292 65.6 26,055 64.4 25,002 63.3 24,267 62.6 24,503 63.2 22,516 62.0

Expenditure from 38,253 100.0 43,122 100.0 40,455 100.0 39,471 100.0 38,753 100.0 38,751 100.0 36,323 100.0 GNTB budget2)

Expenditure on 123 303 257 129 135 109 121 special projects3)

Total expenditure 38,376 43,426 40,712 39,600 38,887 38,860 36,444 (consolidated)

Use of additional income from non-cash 416 2,182 2,877 1,785 1,353 1,215 1,280 contributions

1) Expressed in thousands of euros; 2) Some of the total amounts may contain a rounding difference of €1,000; 3) Project funding and externally funded projects.

Financial management tion at the time. This put an end to any Planned spending could not go ahead The Federal Ministry for Economic Af- derlined how important it is to bolster The total income of the GNTB in 2020 € 4.1 million partner involvement scheduled, and in full due to supply bottlenecks. Per- fairs and Energy (BMWi) continued the economy and to secure jobs in the was lower than estimated in the busi- income from services as a result the relative share of public sonnel costs rose only in line with the to make a major contribution to the tourism industry. ness plan. While government funding funding from the federal government collective agreement, and remained GNTB’s funding, which helped the and membership subscriptions re- increased while the share of self-gener- significantly below the original busi- organisation to step up its activities Income mained stable, the GNTB generated down and the resulting global shut- ated funds fell. ness plan estimate due to positive ex- in international source markets and Income from services fell by more significantly less revenue through the down of the tourism industry, market- change rate effects. All other operation- make further progress in the clearly than 50 per cent to €4.1 million (2019: provision of services. This was due to ing activities such as workshops had to On the expenditure side, marketing ex- al costs increased only marginally. necessary digitalisation of its global €8.4 million) in 2020. This drop was the COVID-19 pandemic. During lock- be cancelled or adapted to the situa- penses fell as a result of the pandemic. activities. In doing this, the ministry un- mainly due to the cancellation of sev-

98 www.germany.travel 99 ADMINISTRATION

INCOME FROM INTERNATIONAL MARKETING SERVICES ing year, which in light of the global Consultant availability and material into a cloud environment is one ap- situation is an ambitious, but achiev- procurement were severely affected proach to meeting these requirements. 2020 able, goal. However, global efforts to by the coronavirus pandemic in 2020. Initial work has begun in preparation € 4.1 million contain the pandemic, and the prevail- As a result, scheduled projects could for the migration project planned for 2019 €8.4 million ing social, political and environmental not be completed as envisioned and 2021 to ensure that it can be imple- changes and challenges, will continue IT equipment could not be provided in mented as soon as possible. 2018 €7.1 million to require the GNTB and its members the quantities needed. and partners to invest in the promotion Wi-Fi 2017 €8.2 million of tourism to Germany. Intranet The need for flexible, location-inde- The migration of the intranet to Share- pendent working options within the 2016 €7.5 million Point as an international collaboration GNTB is increasing all the time, but Information technology platform across functions and projects the patchy Wi-Fi infrastructure was 2015 €7.5 million Over the previous years, the GNTB’s IT between head office, the foreign rep- no longer able to meet the new re- infrastructures have been expanded resentative offices and the sales and quirements. The migration to a new to facilitate remote working, collab- marketing agencies, which began in platform offers all GNTB employees oration and unified communication. 2019, was continued. Working with at all GNTB sites (head office, FROs) a These IT structures have proven their the departments, we are continually uniform Wi-Fi experience. Irrespective functionality and their worth by meet- improving the ‘collaboration platform’ of their location (head office, FROs), ing the demand for home working and and ‘project management’ aspects of GNTB employees can use their mo- eral high-revenue events and a lack sonnel costs was reclassified, of which The proportion of the GNTB’s overall remote working caused by the coro- the digital strategy. bile devices to access their data on of funding from our partners as a €0.4 million was made available to- budget spent on marketing dropped to navirus crisis. The transition to remote the cross-location Wi-Fi. Thanks to result of the global pandemic. Avail- wards marketing costs and €0.2 million 60.3 per cent (2019: 65.6 per cent). working was achieved very swiftly, and Cloud migration the cloud-based platform, all require- able funds were therefore largely in- towards IT investment. The share of there was no IT-related impact on cur- The flexible and demand-oriented IT ments in terms of user convenience vested in adapted digital measures the GNTB’s overall budget attributable Overall, the financial performance of rent projects and tasks. structures for remote working, collab- and data security can be easily met and and campaigns, though these were to personnel costs rose to 31.3 per cent the GNTB in 2020 was very good. oration and communication that have administered centrally. not designed to generate revenue. In- (2019: 26.7 per cent). Other operating The higher volume of support requests by been built up in recent years must be come from grants and contributions costs increased by around 2.1 per cent A look ahead to 2021 users working from home was handled in further improved to meet the growing held steady at €0.7 million despite the to €3.0 million (2019: €2.9 million). The global pandemic will continue to a structured and timely manner by the IT demands of remote working and New crisis (2019: €0.8 million). Non-cash impact on the GNTB’s business per- staff via the existing ticketing system. Work. Migrating various applications contributions from tourism partners formance in 2021, which is why the also saw a sharp drop to €0.4 million federal government has made an addi- (2019: €2.2 million), now accounting € 23.1 million tional €10 million available for market- for a mere 1 per cent of the GNTB’s spent on marketing ing measures. These funds have been overall budget. All of the non-cash granted to compensate for the ex- contributions were used for marketing pected shortfall in income and to help purposes and were part of the finan- Expenditure on investments could boost marketing activities. OTHER OPERATING EXPENSES, INCL. INVESTMENTS cial contribution made by the tourism not go ahead as planned due to a lack industry. of capacity at the IT suppliers. Invest- The digitalisation and evaluation of all 2020 ment in replacement IT equipment and finance-related processes continues to € 3.2 million Expenditure in digitalisation measures had to be be the focus of the GNTB’s digital strat- 2019 €3.3 million The reasons behind the €0.5 million postponed to 2021 due to supply bot- egy in 2021. The increase in areas of re- rise in personnel costs to €12.0 million tlenecks. At €0.2 million, investments sponsibility (reporting and monitoring) 2018 €3.0 million (from €11.5 million in 2019) were the overall remained well below the figure and continued scarcity of personnel low number of vacancies and the wage in the business plan (€0.5 million) and resources are driving efforts to make 2017 €3.1 million increases associated with the collective 2019 levels (€0.4 million). greater use of digital technologies in agreement. Despite the increase, costs business processes. 2016 €3.0 million remained around €0.8 million below Marketing expenditure of €23.1 mil- the figure budgeted for in the business lion was significantly below the 2019 As a trendsetter for digital formats, the 2015 €3.2 million plan, in part thanks to exchange rate level (€28.3 million) due to the collapse GNTB will continue to work on changes effects. In total, €0.6 million of the per- in revenue caused by the pandemic. to its portfolio of services in the com-

100 www.germany.travel 101 ADMINISTRATION

Data protection at the GNTB tional measures in 2020 to ensure that given the option to work in the office or side was taught in alternating lessons. The degree apprenticeship prepares coronavirus pandemic was to prepare Increasing digitalisation also presents personal data is protected as fully as from home in accordance with the guide- Despite these challenges, the depart- young people for further employment the workforce for remote working. a challenge when it comes to data pro- possible. lines of the local health authorities. ments helped their trainees to acquire with the GNTB or another tourism com- Managers received training in special- tection at the GNTB. the necessary skills and knowledge. pany. We are working on providing in- ist seminars and in general areas such We would like to thank all GNTB employ- teresting jobs after the apprenticeship. as management skills and soft skills. Human resources ees around the world for their dedication The GNTB trainees spent time in all The last year was dominated by the and flexibility during these difficult times relevant head office departments and Internships for students Demand for seminars also focused on € 33.5 million pandemic on the human resources while presenting Germany as a safe and gained additional tourism experience Many different vocational training current trends such a data analysis, ag- in federal grants front too. As early as March, the HR de- diverse travel destination abroad. in our European representative offic- courses and university degrees in ile working methods and project man- partment, the works council, the com- es. The assignments at the ITB, at the tourism-related subjects incorporate agement. pany doctor and the health and safety The GNTB employment plan for 2020 GNTB’s Germany Travel Mart™ and work placements of varying lengths. Personal data is always processed in ac- officer joined forces to develop a -hy covered 151.1 positions (FTE) in total, with a or tourist infor­ Due to the difficult situation in 2020, As we live in a society that is constantly cordance with applicable data protec- giene regime for office-based work. The in which 180 people are employed (in- mation office could not take place in the GNTB was only able to offer a few facing new challenges, the GNTB’s goal tion laws, such as GDPR in the EU and risk of infection in the office was initial- cluding part time). Of this total, 74.1 2020. Nevertheless, the relevant indus- internships for BA and MA students is to prepare its employees for current any country-specific data protection ly minimised through the use of room are at head office, 75 are based abroad, try expertise and people skills they have in its departments at head office and and future requirements in the market regulations that apply to the GNTB. dividers, and later mainly through and there are two executive positions. acquired will stand them in good stead abroad. As an alternative, we used our by providing appropriate CPD activities. Our privacy policy informs the public of carefully drawn up deployment plans. in their professional careers, and will initiative and our IT technology to de- In addition to job-related training, hon- how, for what purpose and to what ex- The high level of digitalisation outlined Training and development prepare them for a job in the German velop digital training formats, which ing the people skills needed in interac- tent we record, use and process person- above also enabled the GNTB to offer Training at the GNTB in changed tourism industry or for further studies. were well received by the trainees and tions with other employees and busi- al data. Data subjects are also informed remote working to almost all staff, not circumstances their educational institutions. ness partners also plays a major role. of their statutory rights. The privacy just those in the at-risk group, as early In 2020, the GNTB’s ten trainees Degree apprenticeships The GNTB supports this by offering policy is published on the GNTB web- as mid-March. Virtually all areas of the received professional training in tour- Degree apprenticeships are firmly es- Training seminars and training courses geared site: www.germany.travel/en/about- GNTB made use of this option, while ism and leisure, tourism, or marketing tablished at the GNTB. There are now We faced new challenges when it came to the activities of its employees in Ger- us/data-protection.html. we were able to ensure that all employ- communications. eight students who provide support to training in 2020 and had to replace many and abroad. ees who wanted to work at head office with day-to-day departmental matters classroom-based learning with online The GNTB continued to implement and were able to do so safely. Employees at Practical training took place at home when at the office, and also analyse sessions. One specific task resulting refine various technical and organisa- the foreign representative offices were and at the office, while the theoretical specific live projects during this phase. from the changes brought on by the

MARKETING COSTS GRANTS FROM THE FEDERAL MINISTRY FOR ECONOMIC AFFAIRS AND ENERGY 2020 € 23.1 million 2020 € 33.5 million 2019 €28.3 million 2019 €34.0 million

2018 €26.1 million 2018 €32.6 million

2017 €25.0 million 2017 €30.5 million

2016 €24.3 million 2016 €30.4 million

2015 €24.5 million 2015 €30.5 million

102 www.germany.travel 103 GNTB MEMBERS, SPONSORS AND PARTNERS

STRONG GROWTH IN MEMBERSHIP AND SPONSORS

GNTB MEMBERS, 2000 33 33 SPONSORS AND 2007 8 63 71 2020 17 69 86 PARTNERS Sponsors Members (as at 2020) 69 GNTB members: 39 tourism companies, 16 regional marketing organisations and 14 associations and organisations

COMPANIES TOURISM MARKETING ORGANISATIONS OF THE FEDERAL STATES

(in liquidation)

Bayern Tourismus Marketing GmbH • Berlin Tourismus & Kongress GmbH • HA Hessen Agentur GmbH – Tourismus- und Kongressmarketing • Hamburg Tourismus GmbH • Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH (IMG) • Tourismus NRW e. V. • Rheinland-Pfalz Tourismus GmbH • Thüringer Tourismus GmbH • Tourismus Marketing Gesellschaft Sachsen mbH (TMGS) • Tourismus-Agentur Schleswig-Holstein GmbH (TASH) • TourismusMarketing Niedersachsen GmbH (TMN) • Tourismus Marketing GmbH Baden-Württemberg (TMBW) • Tourismus-Marketing Brandenburg GmbH (TMB) • Tourismusverband Mecklenburg-Vorpommern e. V. • Tourismus Zentrale Saarland GmbH • WFB Wirtschaftsförderung Bremen GmbH

CORPORATE BODIES, ASSOCIATIONS, FOUNDATIONS AND INSTITUTIONS

NEW MEMBERS IN 2021 Allgemeiner Deutscher Fahrrad-Club

A • Accor Hospitality Germany GmbH • Amadeus Deutschland GmbH • Autostadt GmbH• Avis Budget Autovermietung GmbH & Co. KG • B • Hotels Central Europe GmbH • D • DB Vertrieb GmbH • Deutsche Hospitality • Deutsche Lufthansa AG • Deutsches Jugendherbergs­ werk (DJH) • Deutsches Weininstitut GmbH • E • ERGO Reiseversicherung AG • Europa-Park GmbH & Co Mack KG • F • Flughafen Düsseldorf GmbH • Flughafen München GmbH • Fraport AG • Friedrichstadt-Palast Betriebsgesellschaft mbH • G • GALERIA Karstadt Kaufhof GmbH • Germania Flug­ gesellschaft mbH • Global Blue Deutschland GmbH • Grand City Hotels GmbH • H • HanseMerkur ReiseVersicherungsgruppe • Hertz Autovermietung GmbH • J • JCB International Ltd. German Branch • L • Lindner Hotels AG • Lufthansa City Center International GmbH • M • Maritim Hotelgesellschaft mbH • McArthurGlen Management GmbH • Messe Berlin GmbH • O • Outletcity Metzingen Holy AG • R • Ringhotels e. V. • Romantik Hotels & Restaurants AG• S • Sixt SE • Staatliche Porzellan-Manufaktur Meissen GmbH • T • Travel Easy Innovation GmbH • TUI AG • V • Value Retail Manage- A • Allgemeiner Deutscher Fahrradclub e. V. (ADFC) • B • Bundesverband der Deutschen Tourismuswirtschaft e. V. (BTW) • D • Deutscher Heilbäderver- ment Germany GmbH • VAT IT Gruppe • VISA European Management Services Ltd., German Branch • W • Wellness-Hotels & Resorts GmbH band 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) • H • Historic Highlights of Germany e. V. • New members: P • Passionsspiele Oberammergau Vertriebs GmbH & Co. KG • 7 • 7pat GmbH Hotelverband Deutschland (IHA) e. V. • M • Magic Cities Germany e. V. • R • RDA Internationaler Bustouristik Verband e. V. • U • UNESCO-Welterbestätten Deutschland e. V. • W • Willy Scharnow-Stiftung für Touristik

104 www.germany.travel 105 GNTB MEMBERS, SPONSORS AND PARTNERS

SPONSORS

Naturparke Deutschland

A • AG „Leichter Reisen – Barrierefreie Urlaubsziele in Deutschland“ • B • Bundesverband der Deutschen Incoming-Unternehmen e. V. • Bundesverband der Gästeführer in Deutschland e. V. (BVGD) • C • Cittaslow Deutschland e. V. • D • Deutsche Gesellschaft für Tourismuswissenschaft e. V. (DGT) • F • FAZIT Communication GmbH H • Hochschule Heilbronn – Fakultät für International Business • I • IPK International GmbH • P • Pacific Asia Travel Association (PATA) • PROJECT M GmbH • R • Romantische Straße Touristik-Arbeitsgemeinschaft GbR • S • Staatsbad Norderney GmbH • T • Toskanaworld GmbH • TourComm Germany GmbH & Co. KG • Tourismusverband Sächsische Schweiz e. V. • U • Usedom Tourismus GmbH • V • Verband Deutscher Naturparke e. V.

INTERNATIONAL STRATEGIC PARTNERS AND MEMBERS

A • Atout France • C • Czech Tourism • D • DACH-Meetings • Danube Competence Center (DCC) • E • European Cities Marketing (ECM) • European Travel Commission (ETC) • EU Strategy for the Baltic Sea Region (EUSBSR) • P • Polish Organisation for Tourism (POT) •

COLLABORATION WITH PUBLIC BODIES

A • Auswärtiges Amt/German embassies and consulate generals • D • Deutsche Auslandshandelskammern (AHK) • G • Germany Trade and Invest (GTAI) • Goethe-Institut e. V.

The GNTB presents the 2020 Beethoven campaign on breakfast TV in Belgrade, 14 December 2020

106 www.germany.travel ORGANISATION AND STRUCTURE Klaus Laepple President of the Federal Association of the German Tourism Industry (ret.); Honorary President of the GNTB and the German Travel Association MEMBERS OF THE GNTB BOARD OF DIRECTORS “During the pandemic, the GNTB successfully MEMBERS OF THE GNTB ADVISORY BOARD set the blueprint for the future of inbound elected at the 123rd general meeting on 12 November 2020 tourism to Germany: digital, innovative and elected at the 123rd general meeting on 12 November 2020 (as at February 2021) sustainable. I congratulate the whole team on (as at February 2021) this achievement.”

PRESIDENT Ernst Fischer CHAIRMAN FIRST DEPUTY CHAIRMAN SECOND DEPUTY CHAIRMAN President of DEHOGA, the German Brigitte Goertz-Meissner Hotel and Restaurant Association (ret.) Dirk Binding Burkhard Kieker Brigitte Goertz-Meissner Head of Department for the Digital Econo- Managing Director of Berlin Tourismus & President of the German Spa Association President of the Board of Directors “I thank the GNTB for supporting my, Infrastructure and Regional Policy (DIR), Kongress GmbH – visitBerlin of the German National Tourist the hotel and restaurant indus- Board try, which suffered particularly badly in 2020 as a Association of German Chambers of Industry result of the crisis. The signs are good that we can and Commerce (DIHK) look ahead with optimism in 2021.” OTHER ELECTED MEMBERS VICE PRESIDENTS Dr Martin Buck Professor Bernd Eisenstein Martin Katz Senior Vice President, Travel & Logistics Director of the German Institute for Tourism Group Destination Director FTI Group Hubert Aiwanger Guido Zöllick Reinhard Meyer Messe Berlin GmbH Research (DITF), FH Westküste University of Bavarian State Minister of President of the German Hotel President of the German Applied Sciences and Restaurant Association Economic Affairs, Regional Tourism Association (DTV) Development and Energy (DEHOGA) Karina Kaestner Professor Harald Zeiss Head of Partner Management Professor of Tourism Management with a DB Vertrieb GmbH focus on sustainability, Harz University of OTHER ELECTED MEMBERS Applied Sciences EX OFFICIO MEMBERS Heike Birlenbach Senior Vice Andreas Braun Armin Dellnitz President, Customer Experience, Managing Director of Chief Executive Officer of Ministerial Counsellor Iris Reimold Counsellor Tilman Enders Dr Heinrich Neumann Lufthansa Group Tourismus Marketing GmbH Magic Cities Germany e. V. Head of Department G 10 – Policy Matters, Head of Department 405 – Head of Department for Finance, Economic Deutsche Lufthansa AG Baden-Württemberg Finance Policy and Competition Policy, Digital Transformation and Mobility Affairs and Digital Policy, Press and Informa- Federal Ministry of Transport and Digital Federal Foreign Office tion Office of the Federal Government Thomas Ellerbeck Infrastructure Member of the Group Executive Benedikt Esser Norbert Fiebig Committee, Group Director of President of the RDA Interna- President of the German FEDERAL STATE REPRESENTATIVES 16 representatives of the ministers (senators) responsible for tourism in the federal states Corporate & External Affairs, tional Coach Tourism Federation Travel Association (DRV) TUI Group BADEN-WÜRTTEMBERG BAVARIA BERLIN Ministerial Counsellor Diana Schafer Ministerial Counsellor Gabriele Fink Anja Sabanovic Dr Roland Mack Karina Kaestner Andreas von Puttkamer Ministry of Justice and European Affairs Bavarian Ministry of Economic Affairs, Senate Department for Economic Affairs, Managing Partner of Head of Partner Management Head of the Aviation Division Regional Development and Energy Energy and Public Enterprises Europa-Park GmbH & Co – DB Vertrieb GmbH Flughafen München GmbH Mack KG BRANDENBURG FREE HANSEATIC CITY OF BREMEN FREE HANSEATIC CITY OF HAMBURG Ministerial Counsellor Martin Linsen Dr Christel Lübben Bernd Meyer Regine Sixt Dr Volker Treier Monika Wiederhold Ministry for Economic Affairs, Labour and Senator for the Economy, Labour and Europe Office of Economic Affairs and Innovation Senior Executive Vice President Head of Foreign Trade and Managing Director, Energy of SIXT International Marketing, Member of the Board of Directors at the Association of Amadeus Germany GmbH SIXT SE HESSEN MECKLENBURG-WESTERN POMERANIA LOWER SAXONY German Chambers of Industry and Commerce (DIHK) Ulrike Franz-Stöcker Gerd Lange May-Britt Pürschel Ministry of Economic Affairs, Energy, Ministry for Economic Affairs, Ministry for Economic Affairs, Labour, Transport and Housing Labour and Health Transport and Digitalisation MINISTERIAL REPRESENTATIVES MEMBERS WHO LEFT IN 2020 NORTH RHINE-WESTPHALIA RHINELAND-PALATINATE SAARLAND Dagmar Rothacher Markus Siebels Peter Siemering Ministerial Counsellor Frank Butenhoff Nicole Dawood-Klein Ministerial Counsellor Dr Rainer Schryen Director in charge of Ministerial Counsellor, Vice President (until 21 November 2019) Ministry for Economic Affairs, Innovation, Ministry of Economic Affairs, Transport, Ministry for Economic Affairs, Labour, Subdepartment I D, Federal Head of Department II A3 of the German Tourism Association (DTV) Digitalisation and Energy Agriculture and Viniculture Energy and Transport Ministry for Economic Affairs Federal Ministry of Finance and Energy (BMWi) Dr Christian Göke SAXONY SAXONY-ANHALT SCHLESWIG-HOLSTEIN Chief Executive Officer Ministerial Counsellor Frank Ortmann Elmar Heisterkamp Dr Birte Pusback (until 31 December 2020) Ministry for Science, Culture and Tourism Ministry of Economy, Science Ministry for Economic Affairs, Transport, of Messe Berlin GmbH INVITED MEMBERS and Digitalisation Labour, Technology and Tourism Thomas Willms Thomas Bareiß MdB Dr Marion Weber THURINGIA Chief Executive Officer and Parliamentary State Secretary at Ministerial Counsellor, Head Administrative Director Dr Thomas Knoll the Federal Ministry for Econom- of Department VII A 4 – Tour- spokesperson for the Executive Board (until 30 September 2020) Thuringia Ministry of Economics, Science ic Affairs and Energy and Federal ism Policy, Federal Ministry for and Digital Society Government Commissioner for Economic Affairs and Energy Deutsche Hospitality Tourism and SMEs (BMWi) GNTB SPONSORS

108 www.germany.travel 109 ORGANISATION AND STRUCTURE

MEMBERS OF THE GNTB INTERNATIONAL MARKETING COMMITTEE elected at the 123rd general meeting on 12 November 2020 (as at February 2021) EX OFFICIO MEMBERS (continued)

ELECTED MEMBERS DEUTSCHER INDUSTRIE- UND DEUTSCHER REISEVERBAND E. V. (DRV) DEUTSCHER TOURISMUSVERBAND E. V. (DTV) HANDELSKAMMERTAG E. V. (DIHK) Norbert Fiebig Norbert Kunz Axel Biermann Volker Bremer Yvonne Coulin Anne-Kathrin Tögel President Chief Executive Officer Managing Director of Ruhr Tourismus GmbH Managing Director of Leipzig Tourismus CEO and Manager of Congress- und Head of Tourism Economy and Tourism Policy und Marketing GmbH Tourismus-Zentrale Nürnberg Verkehrsverein Nürnberg e.V. DEUTSCHES WEININSTITUT GMBH (DWI) ERGO REISEVERSICHERUNG AG EUROPA-PARK GMBH & CO MACK KG Christian Martin Lukas Thorsten Rudolph Monika Reule Iris Nebbe Rüdiger Büchele Managing Director of Lübeck und CEO of Hochschwarzwald Tourismus GmbH Managing Director Sales Management Head of Sales and Tourism Travemünde Marketing GmbH

FLUGHAFEN DÜSSELDORF GMBH FLUGHAFEN MÜNCHEN GMBH FRAPORT AG Eckhard Mischke Thomas Kube Susanne D. Schick Head of Consumer Marketing Vice President of Marketing and Senior Manager, Traffic Development and Traffic Support REGIONAL MARKETING ORGANISATIONS

BERLIN BREMEN MECKLENBURG-WESTERN POMERANIA FRIEDRICHSTADT-PALAST GCH HOTEL GROUP GERMAN CONVENTION BUREAU E. V. BETRIEBSGESELLSCHAFT MBH Burkhard Kieker Martina Ziesing Tobias Woitendorf Harald Schäffer Matthias Schultze Managing Director of Berlin Tourismus & Head of Tourism at WFB Managing Director of Tourismusverband Natascha Lecki Director of Marketing Managing Director Kongress GmbH – visitBerlin Wirtschaftsförderung Bremen GmbH Mecklenburg-Vorpommern e.V. Director of Marketing, Sales & PR

LOWER SAXONY NORTH RHINE-WESTPHALIA SAARLAND GLOBAL BLUE DEUTSCHLAND GMBH HANSEMERKUR VERSICHERUNGSGRUPPE HERTZ AUTOVERMIETUNG GMBH Meike Zumbrock Dr Heike Döll-König Birgit Grauvogel Michael Mauerhoff Susanne Löbkens Sven Barth Managing Director of Tourismus Marketing Managing Director of Tourismus NRW e.V. Managing Director of Tourismus Zentrale Head of Marketing Sales (DE/AT/CH) Sales Director Head of Leisure Sales Niedersachsen GmbH Saarland GmbH

SCHLESWIG-HOLSTEIN THURINGIA HISTORIC HIGHLIGHTS OF GERMANY E. V. HOLY AG HOTELVERBAND DEUTSCHLAND (IHA) E. V. Dr Bettina Bunge Dr Franz Hofmann Sascha Mayerer Cornelia Koebele Stefan Dinnendahl Managing Director of Tourismus-Agentur Managing Director of Thüringer Managing Director Head of Sales & Tourism Managing Director Schleswig-Holstein GmbH Tourismus GmbH INTERNATIONALER JCB INTERNATIONAL LTD. GERMAN BRANCH LINDNER HOTELS AG BUSTOURISTIK VERBAND E. V. (RDA) Till Weigl Barbara Lünenborg Benedikt Esser General Manager Sales Director, Key Accounting President

EX OFFICIO MEMBERS The 48 tourism companies and associations that are members of the GNTB. MAGIC CITIES GERMANY E.V. MARITIM HOTELGESELLSCHAFT MBH MCARTHURGLEN DESIGNER OUTLETS Armin Dellnitz Ulla Schulz Eva Maria Wagner 7pat GMBH ACCORHOTELS DEUTSCHLAND GMBH ALLGEMEINER DEUTSCHER Managing Director Manager, International Sales Office Tourism Manager Nizar Maarouf Pascal Aeberhard FAHRRAD-CLUB E. V (ADFC) Managing Director Head of Marketing, Central Europe Frank Hofmann Deputy Chairman (tourism) MESSE BERLIN GMBH PASSIONSSPIELE OBERAMMERGAU RINGHOTELS E. V. Dr Jana Dewitz VERTRIEBS GMBH & CO. KG Michaela Krohn Chief Marketing Officer, Messe Berlin Gerhard Griebler Head of Marketing and PR AMADEUS GERMANY GMBH AVIS BUDGET AUTOVERMIETUNG BUNDESVERBAND DER DEUTSCHEN Managing Director Monika Wiederhold GMBH & CO. KG TOURISMUSWIRTSCHAFT E.V. (BTW) Managing Director of Amadeus Germany Julieta B. Rehnelt Michael Rabe GmbH, Executive Vice President Airlines, Manager Direct Sales General Secretary ROMANTIK HOTELS & RESTAURANTS AG SIXT SE TRAVEL EASY GMBH Central & Eastern Europe Thomas Edelkamp Simon Dietz Sandra Servos Chairman Senior Professional Relationship Marketing Chief Customer Officer BWH HOTEL GROUP DB VERTRIEB GMBH DEUTSCHE HOSPITALITY CENTRAL EUROPE GMBH Marcel Noee Stella Meinhardt TUI GROUP UNESCO-WELTERBESTÄTTEN VALUE RETAIL MANAGEMENT Alexander Birk International Marketing Manager Director of Leisure Sales Bernd Hoffmann DEUTSCHLAND E. V. GERMANY GMBH Head of Marketing Head of Public Policy Claudia Schwarz Christina Gobil Chairwoman Destination Marketing Director DEUTSCHE LUFTHANSA AG DEUTSCHER HEILBÄDERVERBAND E. V. (DHV) DEUTSCHER HOTEL- UND GASTSTÄTTEN- Alexander Karst Brigitte Goertz-Meissner VERBAND E. V. (DEHOGA) VISA EUROPE MANAGEMENT SERVICES LTD. WELLNESS-HOTELS & RESORTS GMBH WILLY SCHARNOW-STIFTUNG Head of Sales, Germany President Ingrid Hartges Julia Tönnemann Alexandra Sayn-Wittgenstein FÜR TOURISTIK CEO of the German Acceptance Development | Marketing and Collaboration Detlef Altmann and Restaurant Association Central Europe Region Managing Director

110 www.germany.travel 111 ORGANISATION AND STRUCTURE

ADDRESSES OF GNTB REGIONAL MANAGEMENT OFFICES

(as at 2020) REGIONAL MANAGEMENT SOUTH WEST EUROPE

FRANCE SWITZERLAND SPAIN/PORTUGAL ITALY GNTB foreign representative GNTB foreign representative GNTB foreign representative GNTB foreign representative office France office Switzerland office Spain office Italy 8, rue de Milan Freischützgasse 3 c/ San Augustin 2-1° derecha Foro Buonaparte 12 75009 Paris 8004 Zurich Plaza de las Cortes 20121 Milan 28014 Madrid Till Palme Harald Henning Ulrike Bohnet Ulrich Rüter [email protected] [email protected] [email protected] [email protected] Tel: +33 (0)140 201 703 Tel: +41 (0)4 4213 2211 Tel: +34 (0)9 1360 0393 Tel: +39 (0)2 0066 7791

REGIONAL MANAGEMENT NORTH WEST EUROPE REGIONAL MANAGEMENT AMERICAS/ISRAEL NETHERLANDS UK/IRELAND BELGIUM/LUXEMBOURG USA/NEW YORK CANADA BRAZIL (until 31 December 2020) GNTB foreign representative office GNTB foreign representative office GNTB foreign representative office GNTB foreign representative office New York GNTB sales and marketing agency Canada GNTB foreign representative office Brazil Netherlands United Kingdom/Ireland Belgium/Luxembourg 122 East 42nd Street, Suite 2000 c/o VoX International Inc c/o Deutsch-Brasilianische Postbus 12051 60 Buckingham Palace Road Avenue des Arts 10-11 New York, N.Y. 10168-0072 130 Queens Quay East, Suite 1200, Industrie- und Handelskammer 1100 AB Amsterdam London, SW1W 0AH 1210 Brussels Toronto, ON M5A 0P6 Rua Verbo Divino 1488 – 3° andar Michaela Klare Beatrix Haun Kristina Hansen (interim) 04719-904 São Paulo [email protected] [email protected] [email protected] Ricarda Lindner Julia Dywelski Margaret Grantham Tel: + 31 (0)20 311 3921 Tel: +44 (0)20 7317 0912 Tel: +32 (0)22 404 581 [email protected] [email protected] [email protected] Tel: +1 (0)212 661 7858 Tel: +1 (0)416 935 1896 ext. 224 Tel: +55 (0)11 5187 5168 REGIONAL MANAGEMENT NORTH EAST EUROPE/RUSSIA ARGENTINA (until 31 December 2020) ISRAEL USA/LOS ANGELES DENMARK SWEDEN NORWAY GNTB sales and marketing agency GNTB sales and marketing agency Israel GNTB sales and marketing agency Los Angeles GNTB foreign representative office Denmark GNTB sales and marketing agency Sweden Tysklands Nasjonale Turistkontor/ Argentina/Chile c/o Lufthansa German Airlines c/o Myriad Marketing Amaliegade 13 Tyska Turistbyrån AB Deutsche Zentrale für Tourismus e. V. c/o Deutsch-Argentinische 37, She’erit Israel Street 6033 W. Century Blvd. #900 1256 Copenhagen Box 27104 Drammensveien 111 B Industrie- und Handelskammer 68165 Tel Aviv-Yafo Los Angeles, CA 90045 SE-102 52 Stockholm N-0273 Oslo Avenida Corrientes 327 AR - Bo Lauridsen Iris Müller Joelle Janz C1043AAD Buenos Aires [email protected] [email protected] [email protected] Lisi Lo Carmine Gammel Goldi Müller Carolin Belcher Tel: +45 (0)33 436 818 Tel: +46 (0)86 651 884 Tel: +47 (0)22 128 229 [email protected] [email protected] [email protected] Tel: +54 (0)11 5219 4033 Tel: +972 (0)35 135 307 Tel: +1 (0)310 648 7711

POLAND RUSSIA FINLAND GNTB sales and marketing agency Poland GNTB sales and marketing agency Russia Marketing through REGIONAL MANAGEMENT ASIA/AUSTRALASIA c/o Deutsch-Polnische Industrie- und c/o Pro-Mark Company Valve Communications Oy Handelskammer Serafimovicha street, 2, office 233 JAPAN CHINA/MAINLAND CHINA/HONG KONG INDIA ul. Miodowa 14 119072 Moscow GNTB foreign representative GNTB foreign representative office GNTB sales and marketing agency GNTB sales and marketing 00-246 Warsaw office Japan China Beijing, Landmark Tower II, China/Hong Kong agency India Tomasz Pędzik Alla Belikova Bo Lauridsen, GNTB Denmark 7-5-56 Akasaka, Minato-Ku Unit 1417, 8 North Dongsanhuan 19/F, COFCO Tower, c/o Airplus Travel Services Pvt. Ltd. [email protected] [email protected] [email protected] Tokyo 107-0052 Road, Chaoyang District, 262 Gloucester Road, No. C-18, Second Floor, Tel: +48 (0)22 531 0528 Tel: +7 (0)495 281 5125 Tel: +45 (0)33 436 818 100004 Beijing Causeway Bay, Hong Kong C-Block Main Market Vasant Vihar, New Delhi - 110057 Akira Nishiyama Zhaohui Li Stephanie Heydolph Romit Theophilus REGIONAL MANAGEMENT SOUTH EAST EUROPE [email protected] [email protected] [email protected] [email protected] Tel: +81 (0)335 860 380 Tel: +86 (0)10 6590 6406 Tel: +852 (0)25 265481 Tel: +91 (0)11 4937 1001 AUSTRIA AND SLOVAKIA CZECH REPUBLIC HUNGARY SLOVENIA BOSNIA AND GNTB foreign representative GNTB sales and marketing GNTB sales and marketing GNTB sales and marketing HERZEGOVINA, BULGARIA, office Austria and Slovakia agency Czech Republic agency Hungary agency Slovenia CROATIA, MONTENEGRO, AUSTRALIA ARAB GULF STATES SINGAPORE Mariahilfer Strasse 54 c/o Deutsch-Tschechische c/o Deutsch-Ungarische c/o Deutsch-Slowenische ROMANIA AND SERBIA (until 31 December 2020) GNTB sales and marketing agency (until 31 December 2020) 1070 Vienna Industrie- und Industrie- und Industrie- und GNTB sales and marketing GNTB sales and marketing agency Arab Gulf States GNTB sales and marketing agency Handelskammer Handelskammer Handelskammer agency Balkans Australia c/o Deutsch-Emiratische Industrie- Singapore (ASEAN) Václavské náměstí 40, Lövőház u. 30. Poljanski nasip 6 c/o Danube Competence c/o 7 Pty Ltd und Handelskammer (AHK) c/o Deutsch-Singapurische Indus- 110 00 Prague H-1024 Budapest 1000 Ljubljana Center (DCC) Regionalbüro Level 1, 97 Rose Street Ubora Tower, 27th floor, Office 2701, trie- und Handelskammer Knez Mihailova 30 Chippendale, NSW 2008 Australia Al Abraj Street (Marasi Drive), 25 International Business Park #03- 11000 Belgrade Business Bay 105 László Dernovics Jan Pohaněl Miklós Czeiszing Maja Horvat Cristian Sallai P.O. Box 7480, Dubai, U.A.E. German Centre, Singapore 609916 laszlo.dernovics@ jan.pohanel@ miklos.czeiszing@ maja.horvat@ cristian.sallai@ Nadja Warner Yamina Sofo Dr Annette Biener germany.travel germany.travel germany.travel germany.travel germany.travel [email protected] [email protected] [email protected] Tel: +43 (0)1 5132 79210 Tel: +420 (0)2 2149 0374 Tel: +36 (0)13 457 633 Tel: +386 (0)1 252 8855 Tel: + 381 (0)11 655 5460 Tel: +61 (0)414 389 741 Tel: +971 (0)44 470588 Tel: + 65 (0)6433 5330

112 www.germany.travel 113 ORGANISATION AND STRUCTURE PRODUCTION CREDITS

STRUCTURE OF THE GERMAN NATIONAL TOURIST BOARD Design and layout Copy Translation (as at 2020) M.A.D. Kommunikationsgesellschaft mbH Asger Schubert LingServe Ltd. Chief Executive Officer Commercial Director www.markenzeichen.de M.A.D. Public Relations www.lingserve.de Petra Hedorfer Reinhard Werner Printed by Druck- und Verlagshaus Zarbock GmbH & Co. KG

Digital Management Head of Division of the CEO Internal Audit www.zarbock.de TBA Dr Christian Blum Ralph Bürger

Business International Media Corporate Human Financial Information Intelligence Markets/ Management Communica- Resources, Management Technology, Cooperation tions Legal, Central Logistics Management Services Matthias Julia Alexa Nina Kreke Martin Michael Hans Hickl Grundmann Brandau Siegmund Rausch Fleisch­ mann

Data, International Online Press and PR Human Business Server and analyses, Markets Asia/ marketing & resources planning/ network reports Australasia, systems Social media budget operation Americas/Israel, management Training and Committee development External User support Market research North Europe, work, Picture credits for byline photos: South Europe Brand & accounts production documentation Central services Storage, logistics Petra Hedorfer (p. 5, 10) GNTB/Faridah Diehl; Reinhard Werner (p. 5) www.stefaniekoesling.de; Thomas Bareiß (p. 7, 106) www.thomas-ba- CRM Financial management reiss.de; Brigitte Goertz-Meissner (p. 8, 106) Baden-Baden Kur & Tourismus GmbH; Hubert Aiwanger (p. 9, 106) Kilian Blees; Reinhard Meyer Cooperation Press tours Tenders planning and Innovations management Theme & reporting (p. 9, 52, 106) Benjamin Maltry/DTV; Guido Zöllick (p. 11, 45, 106) Hotel Neptun/Holger Martens; Ernst Fischer (p. 11, 106) axentis.de/Georg J. management SMEs and travel content Lopata; Sebastian Münzenmaier (p. 25) AfD; Dr Marcel Klinge (p. 26) Jens Hagen; Paul Lehrieder (p. 27) Henning Schacht www.berlinpress- industry management Sustainability photo.de; Markus Tressel (p. 27) Stefan Kaminski; Gabriele Hiller-Ohm (p. 27) SPD Parteivorstand/Benno Kraehahn; Armin Dellnitz (p. 32, 64, Sales promotion 106) Thomas Niedermueller; Andreas Braun (p. 33, 74, 106) TMBW/Kreymborg; Thomas Edelkamp (p. 44) Thorsten Jochim; Marcus Bern- hardt (p. 45) Steigenberger Hotels AG; Volkmar Pfaff(p. 45) Ulrike Myrzik; Otto Lindner (p. 46) Nicole Zimmermann; Carmen Dücker (p. 46) Alex Habermehl; Thomas Schnalke (p. 48) Andreas Wiese, Flughafen Düsseldorf; Dr Stefan Schulte (p. 48) Fraport AG; Alexander Schuricht (p. 49) Stefan Streit Fotografie; Dr Stefan Kreuzpaintner (p. 50) Oliver Roesler; Karina Kaestner (p. 51) DB AG; Torsten Haase (p. 52) ERGO Reiseversicherung; Norbert Fiebig (p. 53, 106) DRV/Wyrwa; Claudia Schwarz (p. 53) Foto & Design JL Gomez; Dr.-Ing. h.c. Roland Mack (p. Regional Management Regional Management Regional Management Regional Management Regional Management Regional Management 53) foto-media design Marina Mueller; Dirk Binding (p. 61) Jens Schicke; Monika Reule (p. 68) DWI; Matthias Schultze (p. 71) GCB/Michael Asia/Australasia Americas/Israel North East Europe South East Europe North West Europe South West Europe Pasternack; Barbara Radomski (p. 74) Bayern.by/Gert Krautbauer; Burkhard Kieker (p. 74) Uwe Steinert; Michael Otremba (p. 74) Michael Akira Nishiyama Ricarda Lindner Bo Lauridsen László Dernovics Michaela Klare Harald Henning Penner; Tobias Woitendorf (p. 74) TMV/Gohlke; Meike Zumbrock (p. 76) Henning Scheffen Photography; Dr Heike Döll-König (p. 76) Dominik Ketz; Stefan Zindler (p. 76) Dominik Ketz; Birgit Grauvogel (p. 77) Iris Maria Maurer; Veronika Hiebl (p. 77) Jan Gutzeit; Thomas Einsfelder (p. Japan (Tokyo) USA (New York) Denmark Austria/Slovakia Netherlands Switzerland (Zurich) 77) fotostudio-charlottenburg/hedrich.mattescheck; Dr Bettina Bunge (p. 77) 2020 Frank Peter; Dr Franz Hofmann (p. 77) Thüringer Tourismus Akira Nishiyama Ricarda Lindner (Copenhagen) (Vienna) (Amsterdam) Harald Henning GmbH; Heike Birlenbach (p. 106) Oliver Roesler; Thomas Ellerbeck (p. 106) Aleksander Perkovic; Benedikt Esser (p. 106) RDA; Bo Lauridsen László Dernovics Michaela Klare Dr Volker Treier (p. 106) DIHK/Jens Schicke; Monika Wiederhold (p. 106) JuergenMai.com China (Beijing) USA (Los Angeles) Sweden (Stockholm) Czech Republic United Kingdom/ France (Paris) Zhaohui Li Carolin Belcher Iris Müller (Prague) Ireland (London) Till Palme Jan Pohaněl Beatrix Haun Picture credits for other photos: Hong Kong/South Canada (Toronto) Norway (Oslo) Spain/Portugal P. 2 lookphotos / Jalag / Lukas Spörl; P. 14 Martin Gotsmann / ergiopia; P. 19 Adobe Stock / Frank Peters; P. 24 Westend61 / A. Tamboly; China (Hong Kong) Julia Dywelski Joelle Janz Hungary (Budapest) Belgium/Luxembourg (Madrid) P. 28 lookphotos / Sabine Lubenow; P. 31 Adobe Stock / Helena Olena; P. 47 GNTB / Jasmin Frei; p. 49 GNTB / ens Wegener; P. 50 Philipp Lipi- Stephanie Heydolph Miklós Czeiszing (Brussels) Ulrike Bohnet arski / www.goodlifecrew.at; P. 54 Adobe Stock / Christopher; P. 58 GNTB / Francesco Carovillano; P. 60 GNTB/Guenter Standl; P. 63 arsengal- Brazil (São Paulo) Poland (Warsaw) Kristina Hansen styan.com; P. 64 GNTB / Guenter Standl; P. 65 Getty Images / Philipp Klinger; P. 65 Lookphotos / Konrad Wothe; P. 66 bottom right GNTB / Eve India (New Delhi) Slovenia (Ljubljana) Italy (Milan) (until 31 December Tomasz Pędzik Interim Kohler; P. 71 GCB; P. 72 GNTB / Guenter Standl; P. 73 GNTB / Julia Nimke; P. 76 GNTB / Jasmin Frei; P. 78 lookphotos / Helge Bias; P. 84 Melanie Romit Theophilus 2020) Maja Horvat Ulrich Rüter Lemahieu; P. 94 Adobe Stock / Bumann Margaret Grantham Russia (Moscow) Australia (Sydney) Alla Belikova Bosnia and (until 31 December Argentina / Chile Herzegovina, 2020) (Buenos Aires) (until 31 Finland (Helsinki) Bulgaria, Croatia, Nadja Warner December 2020) Bo Lauridsen Montenegro, Romania and Serbia Lisi Gammel Arab Gulf States (Belgrade) (Dubai) Israel (Jaffa) Cristian Sallai Yamina Sofo Goldi Müller Foreign representative office Singapore (until 31 December 2020) Sales and marketing agency/ regional office Dr Annette Biener

114 www.germany.travel