GNTB annual report. Two thousand thirteen

Transcription

1 GNTB annual report Two thousand thirteen

2 ITB Berlin 2014, German National Tourist Board stand

3 Contents 2013 Annual Report Foreword 4 5 Theme-based marketing and campaigns 60 A message from Iris Gleicke Performance in A message from Klaus Laepple Strategy and activities in Interview with Petra Hedorfer A look ahead to The German National Tourist Board 12 Roundtable: regional marketing organisations 80 Roundtable: politicians 16 6 Sales and marketing tools 88 2 tourism in Germany in 2013 Facts figures information image 20 Roundtable: transport 30 3 GNTB members, sponsors and partners 34 Roundtable: the hotel industry 44 4 Sales and marketing strategy 48 Roundtable: sustainability The virtual destination Press, PR and social media Sales events 98 Roundtable: tourism partners International marketing Aims and objectives Administration Organisation and structure 150 Production credits 162 3

4 Foreword Dear friends, colleagues and partners of tourism in Germany, Destination Germany excelled yet again in A 4.5 per cent increase in the number of overnight stays by foreign visitors to just under 72 million means we were able to achieve our fourth consecutive record result for inbound tourism in Germany. Numbers from Europe were up 3.8 per cent in Germany continues to generate three quarters of all overnight stays by international guests from Europe, primarily from the Netherlands, Switzerland and the United Kingdom. However, the rate of growth from the Asia markets is twice as strong; these countries have increased their share of the market to 11 per cent. Within Europe, Germany has maintained its impressive second place among the most popular travel destinations for Europeans after Spain and well ahead of France. While total outbound travel by Europeans was up only 2.8 per cent on the previous year, Germany excelled as a destination with growth of 4.3 per cent. In the holiday segment, in particular, we were able to achieve an increase that was well above the European average. One notable aspect of the 2013 results for tourism in Germany was the growing number of younger visitors from Europe. The age group of 15 to 34-year-olds was a major factor in this rise, showing an increase of more than 8 per cent. We put this down to the success of our Germany for young people campaign, and of our strategy of communicating a variety of themes to this target group through appropriate channels, such as social media. The flooding that affected some parts of Germany in June 2013 required a rapid response that was beyond the scope of our long and medium-term marketing plans. Once scenes of Germany under water had appeared in some international media outlets right at the start of the main holiday season, the GNTB quickly countered these reports with a special marketing campaign in selected markets. The Federal Ministry for Economic Affairs and Energy (BMWi) made a special fund of 250,000 available for this purpose. At international level the tourism industry is affected by a number of very different factors that present a range of challenges to Destination Germany. Among these are economic developments that cause significant shifts in the ranking of important source markets which may affect demand for products and services. The cyclical change between economic prosperity and weakness is happening more rapidly these days. People are increasingly going online to book and obtain information. In addition, there are socio-demographic changes and a shift in focus in travellers values. Our in-depth analysis of trends and markets identified many of these developments at an early stage, and we have been able to develop suitable responses. The continued success of inbound tourism to Germany vindicates our approach. Last year, we became the first national tourist board in Europe to be awarded the internationally respected Green Globe Certificate in recognition of our extensive activities in the area of sustainability. 4

5 We are delighted to be able to provide you with a positive set of information, facts and figures on tourism in Germany in this annual report. As well as telling you about the background to our market analysis, we will also be focusing on our actual work in the markets. At this point we would like to thank all employees of the GNTB, both at head office and in the foreign representative offices and agencies, for their outstanding work. Their dedication is key to the success of global marketing for Destination Germany. Special thanks must also go to all members and sponsors of the GNTB, who make vital contributions to the development of inbound tourism in Germany. The Executive Board of the GNTB is grateful to the policymakers at the Federal Ministry for Economic Affairs and Energy for their continued support. We would also like to thank the members of the Tourism Committee of the German Bundestag for their constructive cooperation during the past legislative period. We have already been privileged to hold detailed discussions with the new Tourism Committee, formed at the start of the year many thanks for this. We would like to express our special gratitude to Iris Gleicke, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy and Federal Government Commissioner for the New Federal States and for SMEs and Tourism. Right from the outset she has been fully committed to the cause of the German travel industry. We look forward to further successful outcomes during the coming legislative period. Our governing bodies deserve special recognition, above all the Board of Directors with its president Klaus Laepple, who supports our work with passion and expertise. We owe him a special thank you. Petra Hedorfer Chief Executive Officer Reinhard Werner Commercial Director 5

6 A message from Iris Gleicke Iris Gleicke, Member of the German Parliament Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy and Federal Government Commissioner for the New Federal States and for SMEs and Tourism Dear readers, In 2013 tourism in Germany consolidated its position as a pillar of our economy, producing an impressive set of results. Registering almost 412 million overnight stays, hotels and campsites celebrated their fourth record year in succession. Added to this is the considerable economic value created by day trips. The number of visitors from abroad is rising strongly and steadily. That is very encouraging from an economic point of view, but it is also an expression of the high regard in which Germany is held around the world. The image is right, Germany is in. Almost 72 million overnight stays by foreign visitors, 4.5 per cent more than in 2012, make it very clear that inbound travel is an engine of growth for the German tourism industry, which is dominated by mainly small and medium-sized businesses. With its global marketing activities for Destination Germany, the German National Tourist Board (GNTB) is responsible for a considerable part of this positive development. On behalf of myself and Federal Minister Sigmar Gabriel I would like to thank the GNTB and its employees, both at the head office in Frankfurt and abroad, for this achievement. The new German government has defined clear aims and objectives for tourism policy, specified distinct areas for action and set out new focuses. There is a boom in culture and city breaks, led by our capital, Berlin. But foreign tourists in particular are all too often unaware how beautiful our rural regions are, with their magnificent natural scenery. In those frequently underdeveloped areas a successful tourism industry based on active holidays or health and fitness breaks, for example can become vitally important for jobs and incomes. This is particularly true for certain regions of eastern Germany. However, Germany offers a huge range of cultural treasures all over the country. Many of our finest natural and cultural assets have been granted UNESCO World Heritage status due to their outstanding universal value. The idea of the GNTB campaign UNESCO World Heritage Sustainable cultural and natural tourism is to maximise the tourism potential of rural regions, cultural centres and towns with historical significance. We regard accessibility as a key factor for all tourism products and services in Destination Germany. Due to demographic changes the proportion of older people as part of the overall population 6

7 Parliamentary State Secretary Iris Gleicke talking to honorary Senator Horst Rahe, managing director of Deutsche Seereederei, at the 2014 ITB will increase, and with it the number of travellers with restricted mobility. Inclusion, i. e. the ability of everyone to participate, in tourism as in everything else, is a challenge for the present and the future that we must and will meet. Other key aspects of tourism are sustainability and social responsibility. Everyone involved in the tourism industry, including the travellers themselves, must make every effort to reduce the negative impact of their activities as much as possible. The Federal Ministry for Economic Affairs and Energy (BMWi) has dedicated a specific project to tourism in Germany for children and young people, which in addition to its undeniable educational and social benefits also represents an often underrated potential for economic development. A corresponding in-depth study financed by the BMWi was supported by the GNTB. The successful theme for 2013, with which the GNTB appealed to young visitors to Germany at a global level as part of a polished and professional campaign, provided us with valuable information for the market within Germany. The fall of the Berlin Wall and German reunification, the 25th anniversary of which we commemorate this year and next year respectively, have made Destination Germany larger and more attractive. Using the theme Germany Reunified. 25 years on the GNTB is marking these historic events with a global marketing campaign in 2014 and I wish the GNTB every success with this. Eastern Germany with its numerous conservation areas and its UNESCO World Heritage sites offers a wealth of options for leisure and recreation there is so much just waiting to be discovered and enjoyed, in particular in the more rural regions. Tourism in Germany has plenty to offer for the future, and it is well positioned to succeed against international competition. One essential prerequisite for achieving its goals is the professional marketing of Destination Germany abroad. The Federal Government pledges its continued support for the GNTB in this impor tant work. Iris Gleicke 7

8 A message from Klaus Laepple Klaus Laepple President of the Board of Directors of the German National Tourist Board Dear friends, colleagues and partners, dear readers, As President of the Board of Directors I am particularly delighted to be able to reflect on yet another record year. Over the long term, the growth of tourism in Destination Germany is a success story none of us are in any doubt about this. And there are good reasons for this long-term success: Germany boasts a wealth of tourist attractions and sites of cultural and historical significance. Our infrastructure is fantastic and we offer excellent value for money. Yet it is still remarkable how the figures for the German travel industry and above all for inbound tourism manage to achieve new highs year after year. Almost 72 million overnight stays in 2013, the fourth record result in a row! Maintaining this level of success is going to be quite a challenge. Three closely related aspects are essential conditions for achieving this. First, the political framework must be right. Second, we must keep our product in people s minds by using fresh and innovative ideas. Third, we need to be present in the relevant markets and we must invest in the markets of the future. With regard to the political framework, there were a few questions raised within our industry following the parliamentary elections at the end of Will the new government pay due attention to the tourism industry? What importance will be accorded to the travel industry at the relevant political levels? The economic importance of our industry also carries with it an obligation. Will we receive sufficient backing in fulfilling that mission? After the first few months I can safely say that we are well on track. We are having fruitful discussions with policymakers at the Federal Ministry for Economic Affairs and Energy, in particular with the Federal Government Commissioner for Tourism, Iris Gleicke, who is also Federal Government Commissioner for the New Federal States and SMEs, and also with other members of parliament. Together, we will continue to drive forward tourism in Germany. 8

9 I would like to take this opportunity to thank everyone involved for a constructive start to the legislative period. At the same time I would like to express the hope that the multi-layered contribution made by incoming tourism to small and medium-sized businesses, to the job market, to the development of the regions and to Germany s image, will be duly taken into account when relevant political decisions are made. is part of a contemporary and internationally competitive marketing strategy. At this point I would like to personally thank the entire GNTB team and Chief Executive Officer Petra Hedorfer for their commitment, their hard work and their many innovative ideas. Congratulations on your achievement! Imaginative marketing for Germany that is the core task of the GNTB. If the record figures for 2013 are anything to go by it performs this task exceedingly well. Through marketing activities, innovative campaigns and outstanding sales work, the GNTB makes a tremendous contribution to the excellent position of Destination Germany. The themes are well chosen. Relevant groups are targeted through appropriate means. In particular, the use of the available resources to make greater use of new media Klaus Laepple From left to right.: Iris Gleicke, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and for SMEs and Tourism, Klaus Laepple, President of the GNTB Board of Directors, and Petra Hedorfer, Chief Executive Officer of the GNTB, at the 2014 ITB 9

10 Interview with Petra Hedorfer 2013 was another record year for tourism in Germany. Economic developments are shaped by cyclical movements. What is your forecast for inbound tourism to Germany? We are, of course, delighted about the increasing global popularity of Germany as a travel destination, and work very hard to create new travel incentives for potential visitors to Germany. But we also know that tourism is highly sensitive to political crises and natural disasters, which we can neither predict nor prevent, even with the best market research and the most professional marketing strategies. At the start of this decade we developed a forecast for 2020, based on foreseeable trends and our past experience. We believe that 80 million overnight stays by visitors from abroad by the end of this decade is a realistic target. The record results of the last four years have brought us considerably closer to this benchmark, to the extent that even an extraordinary event or a temporary slowdown in growth would not jeopardise our long-term objective. A recent study conducted by Oxford Economics on behalf of Amadeus predicts annual growth of 5.4 per cent for the years up to 2023, although this impressive figure relates mainly to the emerging markets. The study essentially confirms the findings of the GNTB s own market research, which consolidates the results of a large number of different surveys. Europe is certainly the strongest travel region at global level both as a source market and a tourist destination. This will remain the case for the foreseeable future. But any growth is likely to be generated in the emerging markets. Ten years ago, for example, China only played a marginal role for the global incoming tourist industry, yet today it has left traditionally strong markets like Japan far behind. Analysts predict that in 2023 China will be the largest source market in the world, with a market share of 20 per cent. What shifts does that involve for incoming tourism to Germany? The developments predicted for global tourism are already being reflected in our statistics. Our current growth is derived mainly from Asia: China, India and the Arab Gulf States are showing substantial increases, and Brazil is also growing strongly. As a central European destination, Germany is also benefiting from increasing prosperity in south-east European countries. 10

11 An interview with Petra Hedorfer, Chief Executive Officer of the GNTB Will the profile of the target groups for the German tourism industry be changing? Definitely. Demographic change is a reality. Put simply, that means we need to create structures to ensure that older people and those with restricted mobility can still enjoy the experience of being a tourist in Germany. Barrier-free travel is increasingly becoming one of the quality criteria for any tourist destination. At the same time the number of younger visitors to Germany is also on the rise not least because of the rapid population growth in the high-potential markets. Young people use different means of communication that we need to integrate into our marketing the key phrase here is social media. The growing middle class in the emerging markets is quite discerning: they spend a lot of money when travelling and expect products and services of corresponding quality, right up to the luxury segment. What aspects can Germany focus on to improve its position with regard to these changing target groups? We can build on the excellent image of Destination Germany, and we have themes that score highly in all markets. These are constantly being developed. One example is our sustainability campaign. In it we communicate the strength of Destination Germany as a sustainable destination with a wide range of attractions in rural areas. Together with our partners we analyse and develop new products that can meet the demand for sustainable travel. And, as part of our internal sustainability campaign, we have examined our own organisation with a critical eye quite successfully, as the GNTB s Green Globe certification, the first for a national tourist board in Europe, confirms. Which specific themes will be the focus for the coming year? A key theme for 2014 will be UNESCO World Heritage Sustainable cultural and natural tourism. In close cooperation with our strategic partners the German Commission for UNESCO and the UNESCO World Heritage Association, we are using the uniqueness of Germany s 38 World Heritage sites to highlight the historical and cultural riches of our country. Another major theme focuses on two monumental events in recent German history: Germany Reunified. 25 years on is a two-year campaign that marks the 25th anniversary of the fall of the Berlin Wall and German reunification. Not only did the associated events and developments transform the country but they also provided a huge boost to the German travel industry. That is something we would like to celebrate and to communicate internationally. The campaign Beyond the cities holidays in the German countryside links the beautiful attractions on offer outside the major conurbations with our strength as a sustainable destination. Traditions and Customs, a campaign theme for 2015, reflects the growing interest of visitors to Germany in traditional values. The theme for 2016 is Holidays in the heart of nature Germany s national parks & nature parks, and 2017 marks the culmination of our Luther decade celebrating the 500th anniversary of the Reformation. That almost brings us back to the forecast for Yes, for 2014 we are expecting a modest improvement on the currently high level. I am certain that with our diverse range of themes and our innovative marketing tools we will be able to share in the growth of global tourism over the subsequent years, and that we will achieve our target of 80 million overnight stays. 11

12 1 The German National Tourist Board

13 Frankfurt am Main, skyline and European Central Bank The German National Tourist Board Germany modern and cosmopolitan: as a travel destination it offers a wealth of history, fascinating culture, elegant sophistication, leisure and relaxation, natural spectacles and great business opportunities. The German National Tourist Board successfully promotes the diversity of Germany s tourist attractions around the world. Every year more people from every corner of the globe come to experience Destination Germany. 13

14 1 The German National Tourist Board The German National Tourist Board (GNTB) is Germany s national tourism organisation. It works on behalf of the Federal Ministry of Economic Affairs and Energy (BMWi) to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. The GNTB s remit includes image building and the development of products and strategies, as well as sales, market research, advertising and PR activities. The GNTB markets Germany as a destination for both holiday tourism and business travel Extensive marketing has enabled the GNTB and its partners to position Destination Germany as an attractive brand around the world. In all campaigns and activities, the GNTB pursues two main objectives enhancing the positive image of German towns, cities and regions abroad and promoting travel to Germany. The yardstick for its success is the volume of overnight stays made by visitors from other countries: in 2013 this number exceeded 70 million for the first time. It was also the fourth consecutive record year for inbound tourism. The Federal Ministry of Economic Affairs and Energy sets specific annual objectives and responsibilities for the GNTB s inter national marketing in conjunction with the business plan. By working together with the private sector, tourism organisations and the media, the GNTB is able to generate synergies and consolidate activities. Because the GNTB is a public service organisation, it has an obligation to use the resources provided to it economically and efficiently and to minimise administrative costs. The total budget made available to the GNTB in 2013 came to 36.2 million. This comprised government grants, contributions from members and funds generated by commercial activities. A total of 22.6 million of the overall budget was spent on marketing activities. Successful marketing abroad boosts the economy at home Success abroad pays dividends at home. The GNTB actively helps to secure and create jobs in the travel industry, which is dominated by small and medium-sized companies. A study on tourism as an economic factor published by the German Institute for Economic Research (DIW) bears out this positive impact on employment: 7 per cent of workers in Germany some 2.9 million people are employed directly in the tourism sector. Of these, 1,714,000 are employed in the hotel and restaurant industry, 256,000 provide services in the sports, recreation, leisure and entertainment sectors, 159,000 work in road transport, 103,000 in clinics providing healthcare and physiotherapy, 47,000 in travel agencies and for tour operators, and 42,000 in air travel and at airports. Global awareness of the Germany brand The GNTB coordinates its international activities through six regional management teams: North West Europe, South West Europe, North East Europe, South East Europe, Americas / Israel and Asia / Australasia. There are 30 permanent foreign representative offices operating within these territories, of which eleven are the GNTB s own offices and 19 are sales agencies run in collaboration with local partners. Of the positions at the GNTB, 72 are based outside Germany. The GNTB s international activities focus on business development in the travel industry and direct targeting of end consumers and the media. In Turkey 14

15 and South Korea the GNTB works with two PR agencies that position Germany as a travel destination. Strategy for the professional marketing of Destination Germany Professional, strategic planning provides the foundation for a broad-based strategy in the international marketing of Destination Germany. The pooling of different sales and marketing activities enables the tourism potential of Germany to be efficiently communicated. Rigorous analysis of the source markets provides the basis for this. The GNTB brand strategy encompasses: These public-private partnerships bring together the interests of the public and private sector. Expertise and budgets can be strategically combined to deliver better results. The GNTB works with its partners to develop sustainable tourism products. The result of this cooperation are annual themes which form the basis of key campaigns for their international marketing. The GNTB is a service provider which assists tourism providers in Destination Germany in the development of products. The GNTB is the key contact for all partners in the German travel industry as a coordinator of joint promotions. This public-private partnership concept provides an opportunity for all those involved to have a global presence in the relevant markets. authoritative market research and market analysis intensive press and PR activities abroad website with links to partner organisations social media activities targeted at B2B and B2C markets advertising in international media to secure partners for tourism service providers providing advice to service providers and tourism organisations on market-specific product development and business development continuous development and production of new, themerelated advertising material such as sales brochures, image brochures, product flyers and catalogues collaboration with the media in Germany and abroad support for and marketing of packages for specific target groups and regions positioning sustainability as a facet of the core Destination Germany brand developing and promoting quality-assured accessible products and services Improving use of public funds through public-private partnerships The global marketing of Destination Germany is underpinned by the cooperation between the GNTB and its 70 members and twelve sponsors, which include companies in the tourism industry, associations and all the marketing organisations of the federal states. Global sales activities at a glance The German National Tourist Board uses a number of tools to target the online and offline travel agency sector in other countries: It promotes Destination Germany at selected international tourism trade fairs and at regional exhibitions (trade and public). It canvasses the international travel trade at workshops and roadshows. It organises the GTM Germany Travel Mart, the biggest sales event for Germany s inbound tourism industry. It organises the Central Europe Workshop, an important marketing platform for markets in central and south-east Europe. It recruits international tour operators to act as sales partners. It runs Destination Germany fact-finding tours for international travel professionals and media representatives. It offers the Sales Guide Germany at as a central sales tool for the travel industry. The foreign representative offices and sales & marketing agencies target end customers directly and in 30 languages through the GNTB website The GNTB will continue to meet the challenges presented by the global markets with strategic initiatives both in promotional work and in sales. 15

16 Roundtable: politicians Berlin, Reichstag

17 Roundtable: politicians Roundtable: Members of the Tourism Committee of the German Bundestag Germany s federal parliamentary elections in September 2013 not only resulted in a new parliament but also brought new members to its committees, which have now embarked on their work. The Tourism Committee raises public awareness for the economic significance of tourism through its initiatives, queries and hearings, and champions the cause of the German travel industry at political level. The GNTB asked the Chair of the Tourism Committee and the tourism policy spokespersons of the parliamentary groups about their focuses and objectives for the coming years. What focal points and objectives have you set yourself for the new legislative period? Heike Brehmer, CDU/CSU (Committee Chair): The Tourism Committee aims to create favourable conditions for tourism and to ensure global trends are addressed in a timely fashion. My concern is for the entire industry, and I would like my door to be open to everyone, be it a large company, a family-run business, an association or an individual consumer. Over the past few years some towns and cities have introduced a culture levy, city tax or bed tax. Personally I don t think these are sensible options, but the discussion surrounding them has made it very clear that we must give some general consideration to the financing of tourism by local authorities. There are a number of sites associated with Martin Luther in my home state of Saxony-Anhalt. One of the earliest memorials of the Protestant movements is situated in my own constituency in the Harz mountains. For this reason I take a particular interest in the Luther decade. I will be making every effort to help bring it to a successful conclusion, especially with regard to a sustainable effect on tourism. Many visitors, both from Germany and abroad, are interested in our numerous cultural attractions. We are now the leading cultural destination in Europe. I will do my best to ensure that our cultural treasures are adequately promoted. Heike Brehmer, MdB (CDU/CSU) Chair of the Tourism Committee of the German Bundestag The shortage of skilled labour is a subject that I consider to be of pressing importance. As we all know, the number of apprentices in the tourism sector is in decline. This is partly due to demographic changes, but also to the fact that the working conditions in the industry are perceived as unattractive due to unsociable hours and relatively low wages. However, tourism jobs also have positive features, such as flexibility and the opportunity of gaining experience abroad. I would like to promote these positive aspects to make the industry more attractive to young people. 17

18 Roundtable: politicians Daniela Ludwig, CDU/CSU: My aim is to make Germany even more attractive as a tourism location in comparison with its European neighbours offering a similar quality of tourism. That means that all tourism regions must make it their top priority to attract new target groups, continue to increase the quality of hotels and market themselves in a professional manner. I would therefore advocate an improvement in the cooperation between all of the parties involved, the federal government, federal states, local authorities and associations. This is particularly important with regard to tourism in rural areas and offers opportunities as well as challenges. My aim is that everyone should be able to participate in tourism. This requires an accessible travel experience, from the booking stage through the journey to the hotel room, as well as a standardised means of identifying the relevant products and services. In future, local authorities, state and federal governments must cooperate more closely to achieve this aim. I am very happy that we were able to establish the Barrier-free Tourism Day at the ITB in Many thanks to the GNTB and the National Coordination Board Tourism for All for their excellent work. The increase in inbound overnight stays by 17 million over the last four years is very encouraging. Based on this, we continue to Daniela Ludwig, MdB Gabriele Hiller-Ohm, MdB Kerstin Kassner, MdB Markus Tressel, MdB Spokesperson on Tourism Policy for the CDU/CSU Spokesperson on Tourism Policy for the SPD Spokesperson on Tourism Policy for DIE LINKE Spokesperson on Tourism Policy for Bündnis 90/DIE GRÜNEN Gabriele Hiller-Ohm, SPD: Together with the SPD parliamentary group I am working to provide favourable conditions for the tourism industry in our country. We endeavour to give continued substantial support to the positive trend in tourism. First and foremost, this must involve better working and training conditions in the industry. The hospitality industry, above all, must become more attractive to skilled workers. We will support this process politically. Good service relies on motivated employees. The SPD has ensured that from January 2015 a statutory minimum wage of 8.50 will apply throughout Germany. This will make a noticeable difference to the income of two thirds of all employees in the hospitality industry, who are currently working without collective wage agreements. In addition to dual vocational training, another important element in attracting skilled workers to the tourism industry is representation in higher education. A wider range of courses at universities would be both desirable and worthwhile. support the provision of adequate, stable financing for international marketing. We will also offer political support to the greater utilisation of tourism potential that exists in rural regions, where it requires a suitable infrastructure, and in the fields of health and cultural tourism. Kerstin Kassner, Die Linke: As a local politician of many years standing, the marketing and development of my home region of Mecklenburg-Western Pomerania, and especially the island of Rügen, are very close to my heart. This applies in particular to the promotion of small and medium-sized tourism businesses and the improvement of the tourism infrastructure. Another equally important topic is finding a solution for the shortage of skilled labour in the tourism industry. Particular attention must be paid to training and additional qualifications. The introduction of a statutory minimum hourly wage of 10 would have a direct impact on the skills shortage. Because only when skilled workers are 18

19 ITB 2014: members of the German Bundestag s Tourism Committee with the GNTB at the Destination Germany stand well paid are they going to remain in the sector, i. e. the German tourism industry, in the long term rather than moving abroad or to other, better paid jobs. The subject of Travel for everyone will also play an important role over the next four years. There will be a particular focus on travel for families with several children, travel for children and young people, barrier-free travel and travel for senior citizens on low incomes (EU project Calypso). And finally, as an alternate member of the Local Politics Subcommittee and spokesperson on local politics I will work towards resolving, once and for all, the problem of the financial weakness of local authorities. Developing rural areas and harnessing their tourism potential will be at the forefront of my work. Markus Tressel, B90/Die Grünen: As spokesperson for tourism policy and rural areas it is important to me that not only towns and cities but above all rural regions benefit from rising visitor numbers. Sustainable tourism development boosts the economy and helps protect the environment. Together with local people and businesses we need to break open existing structures and support regional economic cycles. With regard to the rights and safety of travellers we have set some positive developments in motion, and we will be following these up over the coming years. We place particular importance on the subjects of mobility and the digital revolution. Climate-friendly and intermodal travel is the future. We will be shaping that future. 19

20 2 Tourism in Germany in 2013 Facts figures information image Rügen, registry office Tourism in Germany in 2013 Facts figures information image The global reputation of Destination Germany continues to grow. A positive image, a modern infrastructure and attractive tourism products and services are all integral parts of the GNTB s strategic and successful tourism marketing. The results are reflected in the ongoing rise of the popularity of Germany as a tourist destination and in excellent figures for

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22 2 Tourism in Germany in 2013 Facts figures information image Destination Germany excels in 2013: more than 70 million international overnight stays for the first time A total of 71.9 million overnight stays by visitors from abroad, an increase of 4.5 per cent (2013/ 12). Source: Federal Statistical Office 2014, accommodation statistics incl. camping Fourth successive record year for Destination Germany Since 1992 the number of overnight stays in Germany by international visitors has increased by 88 per cent, a real-term rise of 33.7 million. Overnight stays (million) million overnight stays million overnight stays Source: Federal Statistical Office

23 Absolute growth in 2013: 3.1 million overnight stays by international visitors 52 per cent of the absolute growth in 2013 came from six source markets. Source: Federal Statistical Office 2014, accommodation statistics incl. camping United Kingdom +367, Russia +348, Switzerland +271, Arab Gulf States +259, Poland +187, China +171, Overnight stays (thousand) Inbound travel to Germany continues to grow The GNTB can look back on yet another record year in 2013, its fourth in succession: the Federal Statistical Office recorded 71.9 million overnight stays by visitors from abroad in accommodation establishments with ten or more beds, a year-on-year increase of 4.5 per cent. This is the first time the number of inbound overnight stays has exceeded 70 million. The number of international tourist arrivals also rose, from 30.4 to 31.5 million (an increase of 3.7 per cent). robust growth in Switzerland compensated for the decline in Spain caused by the financial crisis. The growth engines were Asia and North East Europe. Germany s inbound figures for 2013 show an absolute growth of 3.1 million overnight stays. More than half of this originated from six markets, the United Kingdom (367,439 overnight stays), Russia (348,283 overnight stays), Switzerland (271,055 overnight stays), the Arab Gulf States (259,427 overnight stays), Poland (187,308 overnight stays) and China (171,907 overnight stays). Inbound tourism continues to make a major contribution to the success of the German tourism industry: compared to 2012 the total number of overnight stays by visitors from Germany and abroad rose by 1.1 per cent to reach almost 412 million. The share of overnight stays by international visitors in this overall total has now risen to 17.5 per cent. Strong traditional source markets and new entries Despite mixed performances from individual source countries the GNTB achieved positive results in all six of its regional management territories in In North West Europe, traditionally the highest-volume region, impressive gains in the UK more than offset a decline in the Dutch market. In South West Europe, Representing just over three quarters of Germany s inbound tourism (75.2 per cent), Europe is still the most important source region for Destination Germany. Asia showed the most dynamic growth in 2013 (up 9.3 per cent), extending its market share to 11 per cent and moving further ahead of the North and South American market (currently 9.8 per cent) to retain second place in the continental comparison. The ranking of the highest-volume source countries for travel to Germany remains virtually unchanged. With almost eleven million overnight stays and a market share of 15.1 per cent the Netherlands hold on to their commanding position as the most important source market despite a slight drop in demand in 2013 (down 1.0 per cent). Switzerland maintains second place, up 23

24 2 Tourism in Germany in 2013 Facts figures information image In 2013 Germany s growth exceeded the European average, particularly in the holiday segment 2.8 % Short breaks 1) 12.2 million % All travel Holidays Friends & family Business travel to Germany 4.3 % 3.4 % 6.2 % 3.7 % 4.4 % European average 1) 1 3 overnight stays, 2) 4+ overnight stays -0.8 % 0.6 % Holidays (market share 54 %) 26.0 m Long stays 2) 13.8 million % Source: GNTB / WTM, IPK 2014; figures are rounded another 5.2 per cent to its current total of 5.5 million overnight stays with a market share of 7.6 per cent. The most important intercontinental source market remains the USA in third place, closely followed by the United Kingdom, both with 4.9 million overnight stays. Positions five to seven are unchanged, occupied by Italy, Austria and France respectively. Denmark overtakes Belgium and is now in eighth place. Russia enters the top ten with a remarkable increase of 15.5 per cent. Tourism in Germany well placed to compete at international level (2012: 1.7 per cent), but Germany recorded an increase of 4.3 per cent to 47.8 million incoming trips. In absolute terms the number of trips abroad made by Europeans rose by twelve million in total, the number of trips to Germany by two million, equivalent to 17 per cent of the overall growth. Spain maintained its position as the top travel destination for Europeans in Germany ranked second for the fourth time in a row, further extending its lead over third-placed France. Increasing demand for holidays in Germany from Europeans 2013 was another record year for global tourism. The United Nations World Tourism Organization (UNWTO) estimates growth in international arrivals worldwide at 5.0 per cent, with Europe gaining new momentum and seeing an increase in arrivals of 5.4 per cent. Germany, in its fourth successive record year, contributes a rise of 3.7 per cent to the overall total. Ever since the financial crisis in 2008 / 09 Germany has been growing more strongly than the market overall, and its growth index remained above the European and global average. More than half of all travel by European visitors to Germany is for holidays (54 per cent). They provided the strongest stimulus to Germany s incoming tourism industry in 2013: up 6.2 per cent to 26.0 million. In addition to the boom in the long-stay holiday segment (up 8.8 per cent to 13.8 million) there was also strong demand for short breaks (up 3.4 per cent to 12.2 million). City breaks at 33 per cent and multi-destination tours at 20 per cent were especially popular with European visitors (multiple answers permitted). Europe, with a total of 432 million outbound journeys, 366 million of them made within the continent, remained the biggest source and target market for international tourism in 2013 (Source: GNTB/WTM, IPK 2014). Germany benefited more than most from the renewed European appetite for travel in The total volume of outbound travel in Europe rose by 2.8 per cent in 2013 One particularly encouraging result: the number of younger visitors from Europe travelling to Germany showed a significant rise in 2013, the first in a long time, with an increase of 8.1 per cent for the age group of 15 to 34-year-olds. The increase was 10 per cent for the 35 to 54-year-olds, while the number of visitors to Germany aged 55 and over fell slightly (down 2.3 per cent). 24

25 Significant rise in number of younger visitors to Germany from Europe in 2013 is first for a long time Source: GNTB / WTM, IPK 2014 Age groups All Increase % % and above % age groups % Average age of European holidaymakers in Germany years years Source: GNTB / WTM, IPK 2014 With 12.6 million trips Germany is by far the most popular business travel destination in Europe, followed by France (5.0 million trips) and the UK (4.2 million trips). Following record growth in recent years, in 2013 the business travel market showed a moderate increase of 0.6 per cent, giving it a market share of 26 per cent. There were mixed trends within the individual segments of the business travel market. While traditional business travel declined by 10.3 per cent, giving it a market share of 45 per cent, the number of promotable business trips rose strongly in 2013, by 11.8 per cent, and now represents a market share of 55 per cent. Trade fairs and exhibitions were up by 9.5 per cent the Meetings, Incentives, Conferences and Events sector achieved growth of 8.6 per cent. Visits to friends and family, along with other private trips, make up one fifth of inbound travel to Germany from Europe. Promotable business trips to Germany made by Europeans in million Market share 55 % An increase of (2013 / 12) % Most popular destinations in Germany: city states come top Almost all federal states saw a further increase in their volume of overnight stays in Significant increases in the number of overnight stays by international visitors were recorded in the city states Berlin (up 9.2 per cent), Hamburg (up 11.3 per cent) and Bremen (up 10.2 per cent). Among the non-city states, Schleswig- Holstein made substantial gains (up 11.6 per cent). Saarland, the smallest of the non-city states, improved its incoming visitor figures by almost 33 per cent. In absolute terms, Bavaria maintained its commanding position with nearly 16 million overnight stays by international visitors. Berlin held on to second place (11.6 million), followed by the non-city states of Baden-Württemberg (9.9 million) and North Rhine-Westphalia (9.5 million). Urban centres are still by far the most popular destinations for visitors to Germany. Around 43 per cent of all overnight stays by international guests in 2013 were made in Germany s top eleven tourist cities (Magic Cities), which all recorded further increases in their visitor numbers. Out in the lead was the capital, Berlin, with 11.6 million overnight stays, followed by Munich (6.3 million) and Frankfurt am Main (3.4 million). The other cities with more than one million overnight stays were Hamburg, Cologne and Düsseldorf. 25

26 2 Tourism in Germany in 2013 Facts figures information image Germany was the no. 1 cultural destination for European outbound travel in 2013 Source: GNTB / WTM, IPK 2014 Almost all the Historic Highlights of Germany 13 university towns of historical and cultural importance also reported positive figures for overnight stays. (12 per cent each). The UNESCO World Heritage designation provides motivation for travel for 34 per cent of cultural tourists, effectively making it an international seal of quality. Germany increasingly popular with cultural tourists Support for tourism in rural areas One aspect examined by the GNTB s Quality Monitor, a survey of the German tourism industry, is the positioning of Germany as a cultural destination. According to its results, 39 per cent of visitors from abroad gave sightseeing opportunities as one of their reasons for choosing Germany as a destination. The countries with the highest proportion of visitors on cultural trips in Germany were the Netherlands (21 per cent), Italy and the UK One of the stated aims of the federal government is to promote tourism in rural regions that currently receive relatively few visitors. Currently, just under 16 million overnight stays are made by international visitors in towns and villages with less than 10,000 inhabitants, which equates to a market share of about 22 per cent. Around a third of these are generated by visitors from the Netherlands. The GNTB promotes this market segment with 39.2 per cent increase in the number of overnight stays by visitors from abroad in rural towns/villages from 2004 to 2013 Netherlands is the number 1 source market for overnight stays in rural areas. Population / town Overnight stays in 2004 Overnight stays in / 2004 Less than 2,000 3,143,366 4,315, % 2,000 5,000 3,481,931 5,266, % 5,000 10,000 4,752,234 6,258, % 11,377,531 15,841, % Proportion of all overnight stays by foreign visitors 25.0 % 22.0 % International, total 45,373,852 71,919, % Source: Federal Statistical Office 2005 /

27 targeted campaigns for the Destination Germany brand with an added emphasis on sustainability. It is also promoted within the segments of leisure, family, active and nature holidays. Campaigns on the themes Traditions and Customs and Holidays in the heart of nature are planned for the years ahead. Infrastructure meets existing demand Travellers to Germany can rely on an excellent tourism infrastructure. Road travel continues to dominate as the preferred form of transport. As in previous years, almost half of all European tourists visiting Germany in 2013 arrived by car (47 per cent). However, the major increases were recorded in air travel. Almost a third of travellers from Europe arrived in Germany by plane (up 11.4 per cent). The popularity of coach and train travel also increased. Most overseas travellers arrive in Germany by plane at Frankfurt or Munich, Germany s two main hubs, or via the airports in Düsseldorf, Hamburg, Stuttgart and Berlin. Tourism is a key economic factor for Germany The inbound travel industry continues to make a vital contribution to the balance of tourism payments in Germany. According to the Bundesbank, in 2013 Germans spent 64.7 billion on their travels in other countries, 0.4 per cent less than in the previous year. This compares to 31 billion spent by foreign nationals in Germany (up 4.5 per cent). Europeans spent a total of 24.8 billion on their trips to Germany in This includes all expenditure for transport, accommodation, food and shopping while staying in Germany, as well as travel to, from and within Germany. Expenditure per person and trip averaged 518, up 1.6 per cent. The amount spent per person per day was 84, an increase of 1.2 per cent on the previous year. According to the most recent figures from the IPK, Russia led the rankings of Germany s highest-revenue European source markets GNTB publication: Incoming-Tourism Germany, 2014 edition facts and figures for 2013 in 2013 with 3.1 billion. Switzerland was in second place with revenues of 2.4 billion, followed by the United Kingdom and Poland with 2.2 billion each. Visitors from Russia were also well ahead in terms of their expenditure in Germany, with 1,188 per person and trip. Based on the IPK revenue figures, the USA came in first position among the overseas source markets in 2012, followed by China. The biggest spenders per trip among overseas visitors are those from the Arab Gulf States. In 2012 the German Institute for Economic Research DIW econ conducted a study examining the economic benefits of tourism, which was carried out on behalf of the Federal Association of the German Tourism Industry (BTW) and funded by the Federal 27

28 2 Tourism in Germany in 2013 Facts figures information image On the demand side, Germany is in second place of 50 countries worldwide Tourism, 8th place * Tourism is one of six key locational factors for a country s image. Exports, 3rd place * * Points on a scale of People, 6th place Politics / governance, 3rd place Culture, 5th place * Immigration & investment potential, 3rd place * * * Source: Anholt-GfK Roper Nation Brands Index 2013 report, October 2013 Ministry for Economic Affairs and Energy. This concluded that day trips and overnight stays by domestic and international travellers generated consumer spending of billion. Guests staying overnight were responsible for a total expenditure of billion, 30 per cent of which was attributed to foreign visitors. The tourism industry in Germany directly employs 2.9 million people, making tourism extremely important for the German economy. Germany maintains top image One of the core tasks of the GNTB is to create a positive image for Destination Germany around the world and this is the key to promoting inbound tourism. To this end, the GNTB continuously evaluates a number of domestic and international sources which provide a meaningful picture of the global perception of Germany as a travel destination. The GNTB s own research enhances and completes this image analysis and provides a framework for the development of products and marketing strategies. The Anholt-GfK Roper Nation Brands Index examines and compares the reputation of 50 countries around the world using an annual survey conducted in 20 countries. Participants rate six locational factors: exports, governance, culture, people, tourism and immigration / investment. This allows conclusions about the international perception of the location to be drawn. In 2013 Germany was ranked second in the overall results for the fourth consecutive time, confirming its excellent brand image as one of the most attractive nations in the world. The USA came first, and the United Kingdom was in third place. In the most recent survey, Germany was internationally perceived as a reliable, trustworthy and modern country, scoring particularly highly in the country rankings in the areas of business / exports, governance / politics, and immigration and investment potential. As a cultural destination, Germany ranks fifth in the world on the 2013 Anholt-GfK Roper Nation Brands Index, confirming once again that the country has an excellent global image. Compared to the previous year, Germany has improved its ranking as a tourist destination by one place to eighth. Germany also scored highly again on the supply side in The Global Competitiveness Report by the World Economic Forum puts Germany in fourth place out of 148 countries analysed. The 2013 / 14 report gives top ratings for economic indicators such as 28

29 Forecast for 2020: 80 million overnight stays from abroad achievable. Europe remains largest source region. 0 Europe 60.0 million overnight stays 75.0 % 100 Source: GNTB market research; forecast based on data from the Federal Statistical Office % Asia / Arab Gulf States 10.2 million overnight stays 10.4 % Americas 8.3 million overnight stays 1.9 % Others 1.5 million overnight stays Market share (%) infrastructure, macroeconomic environment, higher education / training and market size. The World Economic Forum s 2013 Travel & Tourism Competitiveness Report ranks Germany second after Switzerland in a comparison of 140 countries based on various criteria. The report indicated that Destination Germany maintained its image of being clean, safe and culturally attractive in Its cultural resources, for example, scored 6.3 out of a maximum of 7 points. In 2013 Destination Germany remained one of the most popular tourist destinations in Europe and is, according to IPK Inter national, the number one cultural travel destination for Europeans. Nature and culture are key incentives for a holiday in Germany, particularly for visitors from abroad. Prominent among Germany s many cultural treasures are the 38 UNESCO World Heritage sites. The GNTB conducts its own market research to analyse specific questions that are of particular relevance to its marketing of Germany. Its Quality Monitor is a snap opinion poll of foreign holidaymakers and business travellers that examines their immediate impressions. On a scale from one (delighted) to six (disappointed) Germany consistently receives good scores. The overall satis faction level was rated 1.9 in 2013, the same as in the previous year. Ratings for the subcategories Quality and choice, Accommodation and Value for money have improved slightly. Good prospects for Germany The GNTB expects demand for Destination Germany to remain high in This projection is supported by the latest research from the United Nations World Tourism Organization (UNWTO), which forecasts a worldwide increase in arrivals of 4 to 4.5 per cent for For Europe, UNWTO anticipates growth of 3 to 4 per cent in worldwide arrivals. The GNTB confirms its long-term forecast for Destination Germany of 80 million overnight stays in For 2014 it currently expects a moderate rise in inbound demand of 1 to 3 per cent. Outlook for travel in 2014 GNTB forecast for 2014: + 1 % to + 3 % Inbound travel to Germany in to 74.1 million overnight stays Source: GNTB market research; forecast based on data from the Federal Statistical Office 29

30 Roundtable: transport Transport and mobility in Germany GNTB members from the transport sector were interviewed for this roundtable. Read on to see their replies. How would you sum up 2013 compared to previous years? Berlin, the location of our company headquarters, is now able to compete with major tourism centres like London, Barcelona, New York, Moscow and Stockholm in terms of attractiveness. With our excellent European and global connections, Airberlin has played its part in making Berlin the third most popular city destination in Europe. Jens Bischof, Lufthansa: With more than 76 million passengers, Lufthansa has further extended its position as market leader in Our international customers from Europe and overseas rely on fast and efficient connections, and on our excellent service within Germany. We offer flights to Germany from over 200 destinations, together with our subsidiary Germanwings, which last year repositioned itself as a premium low-cost airline with a broader onboard concept. Lufthansa is also making considerable investments for the benefit of its customers: almost 300 new planes will join the fleet by 2025 modern, efficient and comfortable. We will remain technological trend-setters within the airline industry: in addition to the Airbus A380 and the Boeing we are introducing the A from 2016 and will be a launch customer for the Boeing 777-9x. Wolfgang Prock-Schauer, Airberlin: Together with our partner Etihad Airways and the oneworld alliance we offer our customers an attractive global route network with more than 250 destinations around the world. Due to the steady rise in the inter national recognition of our brand, Airberlin is experiencing a strong increase in the number of business travellers and tourists travelling from our destinations to Germany. On some routes and flights we receive more bookings from international markets than from the Germanspeaking countries, for example on flights to and from Russia. Birgit Bohle, Deutsche Bahn: Against the background of considerable challenges for Deutsche Bahn in 2013 above all the loss of passengers and revenue due to the five-month closure of the high-speed track between Hannover and Berlin after last year s flooding inbound tourism has represented a stabilising element and shown positive development overall. Our tour operator Ameropa also performed significantly better than in the previous year. This was due in no small part to demand for our German city break and wellness packages from neighbouring countries such as Switzerland, Austria and Luxembourg. These visitors consider Germany to be a worthwhile destination, as it offers the same products and services they get at home, but for less money, and with a great emphasis on service quality. Regine Sixt, Sixt: We are very satisfied. We have been able to achieve strong growth in the incoming business, both in Germany and abroad. One notable aspect is that more and more of our international customers are booking directly through our own sales channels rather than through third party agents. That is definitive proof of the growing recognition of our brand in other countries. Dieter Gauf, RDA: Over the last few years coach travel has shown encouraging developments. It has benefited from the increasing number of travellers from other European countries visiting Germany, gaining 900,000 extra passengers from 2011 to

31 Jens Bischof Wolfgang Prock-Schauer Birgit Bohle Regine Sixt Head of Product, Sales & Marketing Lufthansa Passage, Chief Commercial Officer Deutsche Lufthansa AG Chief Executive Officer Air Berlin PLC & Co. Luftverkehrs KG Chief Executive Officer DB Vertrieb GmbH Senior Executive Vice President Sixt International, Sixt AG Coach tourism has undergone a positive image change, in particular due to the deregulation of long-distance coach connections which led to the opening up of new target groups, such as independent travellers of all ages. These developments also brought what is considered a very traditional mode of transport to much greater public attention and resulted in a general increase in acceptance. Long-distance coach travel is now seen as a convenient alternative on routes within Germany. Coach journeys to Germany from abroad continue to be booked mainly as part of inclusive packages through coach operators and remain an important element of Germany s incoming tourism. These operators are benefiting from the increased publicity received by coach travel in recent times. Dr Michael Kerkloh, Munich Airport: In 2013 Munich Airport was half a million passengers up on the previous year, with a total of just under 39 million. The proportion of international passengers rose even more strongly. Dr Stefan Schulte, Fraport: In 2013 the number of inbound tourists arriving at Frankfurt Airport to visit Germany exceeded five million for the first time. Frankfurt remains the gateway to Europe, not least for the consistently high numbers of passengers from North America. We are continually working on improving our appeal. That includes innovations in our service initiative Great to have you here! For example, we can provide personal shoppers who are familiar with a particular language and culture and will assist with specific airport shopping for our Chinese, Russian and Japanese guests. Our highly successful airport app has recently been significantly enhanced. In addition to the German and English versions there is also a Chinese-language version for Android that can be downloaded free of charge. Its shopping opportunities make Germany a destination that is much in demand, particularly for Asians and above all the Chinese. Visitors from China are among our highest-spending passengers, and they are keen to take advantage of the shopping on offer at the airport. Their importance to the retail sector can also be seen in the fact that Chinese visitors spend more money in Frankfurt city centre than in any other German city. This is another example where the airport s role as gateway to the world can be converted into hard cash. The same is true of other important source markets such as the USA, Russia, Asia and Poland. That is why we concentrate our sales and marketing activities on those countries together with our partners. Martin Gruber, Avis Germany: Overall, Avis Budget car hire had a very positive year in Established markets like Russia and the Arab countries continued to grow strongly, while the USA and the rest of America in particular South America also performed well. Within Europe, we are particularly pleased that Germany remains on an upward trend as a travel destination. 31

32 Roundtable: transport Which trends and challenges do you predict for 2014? Jens Bischof, Lufthansa: 2014 will be the start of a new era for us and our customers will benefit from comprehensive changes, not least on board: our first and business class, the premium economy class on all long-distance aircraft and our classic economy class everything is changing! With a more personal onboard service, more films and in-seat entertainment and enhanced lounge services we are going to become a true five-star airline, making travelling to and via Germany with Lufthansa even more attractive. Wolfgang Prock-Schauer, Airberlin: We are expecting a further rise in international travel in We will be fitting our first aircraft with Wi-Fi in 2014, and we plan to roll out this service to eventually cover virtually our entire fleet. That will make us one of the first airlines to offer Wi-Fi on short, medium and longdistance flights. Our new business class will also offer long-haul passengers an exclusive travel experience with increased comfort. The current economic and political environment is very difficult for Germany as an air travel destination, and this represents an increasing threat to the competitiveness of the airlines based here. Our wish would be for policy-makers to adopt a positive approach to German air travel and to declare their support for Germany as a destination for air travel as well as tourism. One important first step would be the abolition of the air traffic tax, which would allow the airline industry to grow successfully again. We would like to be able to continue to offer our customers outstanding, top-quality service at competitive prices. Birgit Bohle, Deutsche Bahn: Inbound tourism remains a central pillar of our business. We are expecting further strong growth in 2014, in particular from Asia and the Americas. For Ameropa we see the trend in the incoming travel segment continue to move towards city breaks and wellness travel. We also see great potential in the area of art and culture, as well as trips to Germany s national parks and nature parks. Themes like UNESCO World Heritage receive a lot of international attention due to the great number and diversity of these sites in Germany. For this theme in particular it is important to offer an environmentally friendly form of transport to and at the holiday destination. Regine Sixt, Sixt: We will continue to push for growth in this area. We are expecting the number of international tourists to increase, in particular from the USA and Asia, as well as the demand for individually designed trips. We will continue to develop our transport products, adapting them to the requirements of our customers from different countries. We are putting a lot of effort into this. Dieter Gauf, RDA: The increase in coach travel within Germany and the positive change to the reputation of the coach as a means of transport poses a number of challenges for us. We will exploit this new image to drive the momentum of coach tourism forward not just from the perspective of individual coach operators in the tourism sector but for the benefit of the Germany tourism industry as a whole. Dieter Gauf Dr Michael Kerkloh Dr Stefan Schulte Martin Gruber Chief Executive Officer RDA International Coach Tourism Federation e. V. Chief Executive Officer of Munich Airport and President of the German Airports Association (ADV) Chief Executive Officer Fraport AG Managing Director Avis Budget Autovermietung GmbH & Co. KG 32

33 Düsseldorf, airport The changes in recent years and the growing interest in coach travel have prompted us to take a critical look at the internal personnel structures of coach operators. A case-based study that we carried out provided clear statistical evidence of how staff shortages, especially of properly qualified coach drivers, make business planning increasingly difficult. We are responding to this with our specific training measures. For long-distance coach travel in particular, it is vital for local authorities, politicians, service providers and lobbyists to work together to provide a suitable infrastructure for integrating transport by coach, plane and train, and to ensure further progress and development. We are also excited to see what effect the next GNTB theme is going to have on coach travel, and what opportunities it will offer for us. After all, bespoke group travel on particular themes is what coach tourism does best. We are looking towards the future with positivity and optimism! Dr Stefan Schulte, Fraport: In 2014 the importance of German industry for the development and expansion of the emerging market economies with their large populations will continue to provide more inbound business for Frankfurt Airport, the central European transport hub for our globalised world. The benefits in terms of transport and location are mutually reinforcing: Frankfurt and the Rhine-Main region as a centre of European business, the airport as a globalisation hub, and the unique way in which the various routes, carriers and modes of transport are integrated at a central point of the European continent. New destinations in Asia and Europe, new airlines, primarily from the Far East and Europe, and greater service frequencies are improving Frankfurt s position as a hub for Germany and the entire continent. More destinations and increased frequencies also offer potential for growth in inbound tourism. The 25th anniversary of the fall of the Berlin Wall and the GNTB s 2014 theme UNESCO World Heritage in Germany are also likely to lead to a rise in the number of incoming passengers we receive. Dr Michael Kerkloh, Munich Airport: At the end of 2013 Munich Airport made a strong impression with its new brand promise Living ideas Connecting lives. In 2014 we will put this slogan into practice with planned new long-haul routes to Mexico City, Houston, Toronto and Shanghai, which together with greater capacity offered by the Arab Gulf carriers will bring many additional incoming visitors to Germany. Martin Gruber, Avis: We are expecting further strong growth from our main source markets in the current year we believe that the positive trend of 2013 is going to continue. What themes will become relevant? Health and wellness is the strongest segment, but leisure breaks and shopping trips are also gaining momentum. Trips that are solely geared toward the driving experience represent another sizeable niche market. 33

34 3 GNTB members, sponsors and partners Saxon Switzerland, Bastei rocks GNTB members, sponsors and partners The successful international marketing of Germany in 2013 was again built on longstanding, active collaborations with strong business partners. The GNTB continued to expand its productive working relationship with its members, of which there are now 70, as well as with its twelve sponsors and its other partners.

35 35

36 3 GNTB members, sponsors and partners The network of GNTB members, sponsors and partners Pooling private and public sector interests is a tried-and-tested model and an underlying principle of the GNTB s work. The concept of public-private partnerships creates valuable synergies for the marketing of Destination Germany. Large strategic partners boost its position in the inbound tourism markets. Small and medium-sized enterprises participate in the GNTB s international marketing activities. This interaction of stakeholders allows the GNTB to target key market players and end customers together and individually, which guarantees the effective marketing of Germany as required by the Federal Ministry for Economic Affairs and Energy. It is a stated aim of the GNTB to develop these partnerships and attract new members. The work that is conducted with trade associations, marketing associations and other tourism enterprises results in a multi-layered network. The GNTB members GNTB members are drawn from a cross-section of industry sectors. More than half of the members are companies. The hotel industry is represented by everything from budget accommodation for young travellers to luxury hotels. All aspects of the transport sector air, road and rail travel are also thoroughly covered. Companies providing unique travel experiences in Germany benefit just as much from GNTB membership as those offering simple shopping breaks. Travel insurance providers and other tourism-related companies complete the portfolio of members. The GNTB currently has 70 members. The public-private partnership structure gives stakeholders in the German travel industry access to the GNTB s market analyses, themed marketing campaigns and its global marketing network, which opens up many opportunities for practical support in a wide range of projects. From participation in the industry s biggest trade fairs to a share in collaborative marketing campaigns the GNTB is on hand with contacts, experience and extensive industry expertise to ensure German tourism products and services receive maximum publicity. Strategic partners Strategic partners play a very important role in the collaborative success of the GNTB network. They are more than just members they help to shape and promote Destination Germany. They contribute in many different ways, for example by providing transport and accommodation for travel industry professionals and media representatives, by collaborating in marketing campaigns and by continually sharing their expertise. The GNTB also has an advisory role, in which it supports members in the development of new products and services and acts as a central coordinator. In accordance with its charter, all companies or organisations of national importance are eligible for GNTB membership provided that their activities support the aims and objectives of the GNTB. Deutsche Lufthansa AG Lufthansa is one of the world s leading airlines, offering global products and services. The premium air carrier has worked successfully with the GNTB since Alongside a core level of international cooperation, the partnership 36

37 The number of GNTB members has almost quadrupled since Number of members incorporates mutual sales and marketing ventures in key source markets and emerging markets. One of the main collaboration projects in 2013 was at the GTM Germany Travel Mart in Stuttgart, where Lufthansa once again joined forces with the GNTB. During that event s international media forum, Christian Tillmans, Lufthansa s Vice President for Global Leisure and Online Sales, outlined current developments at the airline. Deutsche Bahn AG As one of the world s leading passenger and logistics companies, Deutsche Bahn AG (DB) is working in partnership with the GNTB to promote tourism in Germany. Joint international marketing campaigns have been run for a number of years now and this intensive and successful model of cooperation continued in In the accompanying product seminars the German national carrier expanded on their motto Lufthansa Nonstop you by providing information about new services, both on board and on the ground, and on the new Boeing Lufthansa is the first airline to use this plane on a global basis. Destination Germany was also featured prominently in all Lufthansa flights worldwide, with illustrated full-page advertisements for GNTB-specific themes appearing in the airline s inflight magazine and its equivalent publication for first-class passengers, exclusive. Lufthansa was active in high-potential markets in 2013 as a member of the India pool and as a Premium Partner at the World Travel Market in Latin America. Deutsche Bahn also participated in the GTM Germany Travel Mart in Stuttgart in Kalle Greven, Head of Business Partner Sales at DB Vertrieb GmbH, outlined the products offered by Deutsche Bahn, its planned investments and the company s green credentials to international media representatives at the press forum. The product seminar Europe the smart way. At high speed focused on Deutsche Bahn s route network within Europe. The GNTB s fact-finding tours, once again offered in partnership with Deutsche Bahn, enjoyed high levels of demand in Travel experts and journalists were able to discover Destination Germany by train, with particular emphasis on the GNTB s annual and basic themes. In 2013 Deutsche Bahn was a major participant in eleven trade fairs and workshops in a total of eight markets, and it also contributed substantially to the youth travel campaign. 37

38 3 GNTB members, sponsors and partners Enhanced communication with members During 2013 the GNTB stepped up its efforts to integrate its members more closely into the global marketing activities for Destination Germany. In accordance with its charter, the opportunities for members to participate in the positioning of Destination Germany are continually being expanded. Enhanced communication with GNTB members in 2013 The following are examples of the closer involvement of GNTB members: Joint development of themes and products closer cooperation with the regional marketing organisations based on an agreement with their spokesperson Andreas Braun on 7 May 2013 in Stuttgart two product workshops on the subject of Luther with the Luther towns, relevant associations and regional marketing organisations on 13 August 2013 and 6 November 2013 expert panel on the subject of UNESCO on 8 March 2013 at the ITB in Berlin more workshops planned for 2014 on the subjects of hotels and the internet Provision of market-specific marketing modules market-specific packages for GNTB themes, e.g. UNESCO since October 2013, monthly trade newsletter about marketing activities and with background information Sharing expertise and networking participation in tourism conferences and industry trade events participation in the Barrier-free Tourism Day at the 2013 ITB travel fair on 8 March GNTB Industry Day for the US market in conjunction with Bayern Tourismus Marketing on 23 September 2013 in Munich with the participation of more than 50 German partners 38

39 Füssen on the Romantic Road Continuous improvement of member services quality assurance regular inhouse surveys to monitor success and quality following GNTB events survey on participants expectations and format optimisation for the 2013 marketing committee meeting Providing members with timely information about GNTB activities since May 2013 all members have been receiving a monthly bulletin about GNTB activities GNTB information and advisory events at operational level GNTB press meeting with representatives of the regional marketing organisations on 28 August 2013 meeting of the federal states working group Tourism for All on specific sustainability issues on 28 October 2013 at the GNTB GNTB social media day for all members on 12 December 2013 Communication platform for members roundtable features and statements on best practice by GNTB members in the GNTB s annual report and in its magazine 360 joint press releases with members guest lectures by GNTB members as part of the GNTB annual conference information on the GNTB website about products, services and specific packages offered by members information and offers for members in the online sales guide integration of information on products and destinations into the news blog Development of annual themes with supporting panels of experts invited by the GNTB, featuring the relevant regional marketing organisations and selected dialogue partners UNESCO: German Commission for UNESCO, UNESCO World Heritage Sites Association, representatives of the World Heritage sites, regional marketing organisations, preservationists, representatives of education and research Natural landscapes: Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, Europarc Germany, Association of German Nature Parks, representatives of the individual conservation areas, regional marketing organisations Medical travel: representatives of German hospitals and universities specialising in international patients, regional marketing organisations Health travel: regional spa associations and wellness hotels, regional marketing organisations 39

40 3 GNTB members, sponsors and partners New members of the GNTB The GNTB gained more new members in 2013: the admission of the McArthur Glen Designer Outlet Berlin & Neumünster, already agreed in 2012, became effective on 1 January 2013, as did the membership of the Goethe Institute. On 1 July 2013 Reise Mission GmbH became a member of the GNTB. Flughafen Düsseldorf GmbH and Romantik Hotels & Restaurants AG joined the GNTB with effect from 1 January Reise Mission Reise Mission GmbH was founded in Leipzig in 1999 and specialises in educational tours, pilgrimages, concert trips and choir meetings. The company organises more than 200 trips a year in Europe and throughout the world. In addition to its inter national itineraries, Reise Mission also offers bespoke themed group tours of Germany for visitors from abroad. These retrace the steps of saints and famous musical and literary figures, and also cover subjects such as architecture and landscapes. The company s expert staff have developed a number of special group itineraries on the theme of the Reformation and the Luther decade. Günter Grünewald, Managing Director of Reise Mission GmbH, expands on the reasons for the company s membership of the GNTB: The focus of our tours is on the community, religion and culture of the destination country. This philosophy represents our USP and it defines us. The campaign Luther years since the Reformation provides many opportunities to promote religious travel to Germany in the international market. Düsseldorf Airport Düsseldorf Airport is the third largest airport in Germany, handling more than 21 million passengers in As the international hub for the state of North Rhine-Westphalia, the airport is also the gateway to one of the most important economic areas in Europe. Around 70 airlines link Düsseldorf to over 190 destinations around the world. Eckhard Mischke, Head of Consumer Marketing for Flughafen Düsseldorf GmbH: Our Next Generation Hub has significantly expanded its position in the German air travel market in recent years, thanks to attractive connections and additional long-haul flights. Terminating traffic from the USA, China and the Arab Gulf States is becoming increasingly important for us. We see a close cooperation with the GNTB as the right course to better harness the huge potential of the incoming travel industry. Romantik Hotels In Germany, the internationally regarded umbrella brand Romantik Hotels & Restaurants represents a collaboration of 112 privately run hotels. For over 40 years, the hotel owners have used this common platform to market their long-established businesses. They all offer high quality standards, a great sense of tradition, consummate service and excellent regional cuisine. The Romantik Hotels & Restaurants do not just reflect the historical and cultural background of their particular regions, our establishments also stand for passion, tradition and quality. By working in partnership with the GNTB we are hoping to introduce even more foreign visitors to traditional German hospitality at the highest level, explains Achim Kniese, CEO of Romantik Hotels & Restaurants AG. Campaigns with members A variety of collaborative partnerships with tourism-related national initiatives and associations also add to the value of the GNTB network. Associated partners provide valuable support in our international marketing activities. The GNTB works closely with these partners to achieve strategic aims and implement annual themes. German UNESCO World Heritage Sites Association UNESCO-Welterbestätten Deutsch land e. V. (German UN- ESCO World Heritage Sites Association) is a collaboration between all the World Heritage sites in Germany. The key aims of the association are to develop specialised, low-impact tourism that preserves Germany s UNESCO World Heritage sites, while also raising awareness of them. The association has been a member of the GNTB since

41 German-Thai travel industry event in Bangkok jointly organised by the GNTB and Magic Cities in October 2013 In 2014 the GNTB is emphasising Germany s role as a place of cultural interest through the global theme year of UNESCO World Heritage in Germany sustainable cultural and natural tourism. This gives the World Heritage Sites Association, together with the German Commission for UNESCO as a strategic partner, a key role in the global marketing of Destination Germany s exceptional cultural assets. Magic Cities Germany The joint marketing activities of eleven of Germany s key city destinations for incoming visitors yields extensive synergies, while at the same time highlighting the cultural variety found in Germany s urban areas. This gives the country a competitive edge over other, more monocentric competitors elsewhere in Europe. In 2013 the members of the Magic Cities Germany marketing association Berlin, Cologne, Dresden, Düsseldorf, Frankfurt, Hamburg, Hannover, Leipzig, Munich, Nuremberg and Stuttgart accounted for 42 per cent of all overnight stays by foreign visitors in Germany. The exclusive participation of Magic Cities as a German service provider in the GNTB s Australia roadshow received much attention in The events in Brisbane, Sydney and Melbourne were attended by around 270 industry and media professionals. Germany trivia nights were used to showcase GNTB Australia and the Magic Cities, airline partner Emirates, Rail Plus and the Australian tour operator Avalon Waterways. There was also a press event on the theme UNESCO World Heritage History Full of Life to tie in with the GNTB marketing focus for To ensure that relevant media were being targeted, a competition was held inviting journalists to pitch ideas for their own personal tour on the theme of Germany as a cultural destination. In Thailand, the GNTB organised a German-Thai travel industry event in conjunction with Magic Cities that followed on from the ITB Asia. A total of around 140 participants obtained information at the press briefing and the trade event, which featured presentations by the GNTB, PATA, Magic Cities, visitberlin, Deutsche Bahn and Lufthansa. The focus of the event was on Christmas markets in Germany and on the eleven Magic Cities. Historic Highlights of Germany The cooperative marketing venture Historic Highlights of Germany (HHoG) comprises 13 members, all of them university cities that are at least 700 years old. Each one is of above-average importance for Germany s inbound tourism industry. 41

42 3 GNTB members, sponsors and partners Since 1993 HHoG and the GNTB have been working together to promote the important city breaks and culture segment in selected overseas markets such as the USA, Japan and China, as well as in the UK and Italy in Europe. At the start of 2013, the GNTB s New York office organised a media tour in partnership with HHoG. The tour visited four cities (San Diego, Los Angeles, Washington and Philadelphia) in one week, and at its two-hour press lunches more than 80 media multipliers received in-depth information about the 13 cities and the HHoG marketing themes. In April and October, selected US journalists were invited on individual press trips to Germany, sponsored by the GNTB and HHoG, so that they could write features at home. In China the GNTB organised a press event with HHoG for 70 journalists, and in Japan the GNTB s Tokyo office cooperated with HHoG on the popular travel portal 4travel.jp. An online campaign for Germany lasting several weeks combined editorial content with a competition that provided more than 3,500 active leads. German Convention Bureau and AUMA Business travel is an important economic factor for Destination Germany that generates a great deal of added value. It in turn benefits from Germany s superb image, outstanding infrastructure and excellent value for money. By working closely with the German Convention Bureau (GCB) to market promotable business travel to Germany, the GNTB is able to harness synergies and strengthen its portfolio in this segment. At leading international trade fairs such as imex, the GNTB and GCB present Germany as a professional MICE destination, with a particular focus on promoting green meetings. The GNTB also works closely with the Association of the German Trade Fair Industry (AUMA) to promote Germany as a location for international trade fairs and exhibitions. GNTB sponsors Since 2009, organisations have also been able to affiliate themselves to the GNTB through sponsorship. This means organisations and companies that are interested in the GNTB, but do not fulfil the membership criteria, can still benefit from the GNTB s worldwide marketing infrastructure. Corporate bodies, associations and foundations from the worlds of research, consultancy, media, the arts and sport are taking advantage of this arrangement. All sponsors belong to the GNTB s Advisory Board and can use the GNTB sponsor logo in their marketing. The GNTB is currently working with twelve sponsors. The most recent sponsor is the Romantic Road, which joined on 1 January New: Romantic Road GNTB poster promoting Green Meetings This well-established scenic route runs for more than 400 kilometres in total, linking many of the best-known visitor attractions in southern Germany. It leads through popular holiday regions such as the Charming Tauber Valley and extends all the way to the foothills of the Bavarian Alps. The route is lined with UNESCO World Heritage sites such as Würzburg Residenz Palace and the Wieskirche Pilgrimage Church, along with architectural masterpieces like Neuschwanstein Castle. Jürgen Wünschenmeyer, Managing Director of the Romantic Road s tourism marketing organisation: The sheer density of medieval and baroque buildings along the Romantic Road in Germany is truly 42

43 unparalleled. The route itself is as varied as the 28 towns and cities through which it passes, offering a wide range of cultural and culinary highlights. Our aim is to communicate this even more effectively around the world, in conjunction with the GNTB. Beyond the circle of its members the GNTB is very well connected both at national and international level. Strong partners, such as the European Travel Commission (ETC), the Polish National Tourist Office (POT) and the Pacific Asia Travel Association (PATA), create synergies in international marketing. Collaborations with Deutsche Welle TV boost the global media presence. On specific themes the GNTB works with experts and specialist organisations such as the German Olympic Sports Confederation, the German Ramblers Association and the German Wine Institute. GNTB microsite Discover Germany s coastal regions in partnership with the DKL Campaigns with other cooperation partners The German Coastal Association DEUTSCHLAND GANZ OBEN! DEUTSC H ES K ÜSTE NLA N D The German Coastal Association (Deutsches Küstenland, or DKL) is a collective of the regional marketing organisations of the five north German federal states (Hamburg, Bremen, Schleswig-Holstein, Lower Saxony and Mecklenburg- Western Pomerania) and the Hanseatic city of Lübeck. Their marketing activities are connected by a common maritime theme. The GNTB works together with the DKL to present a more multifaceted image of Germany to markets abroad. Deutscher Wanderverband In 2012 and 2013 the DKL focused on the source markets of Spain and Italy. It used a mix of traditional and innovative means to promote Germany s coastal regions to journalists, tour operators and consumers as part of a multiplier event at the German embassy in Madrid (featuring a culinary exchange between Spain and northern Germany), with e-learning for Spanish tour operators and with large-scale online, outdoor and public transport campaigns in Italy German Cyclists Federation (ADFC) German Spa Association (DHV) German Olympic Sports Confederation / Deutsche Sport-Marketing GmbH (DOSB / DSM) German Ramblers Association (DWV) Deutsche Welle (DW-TV) Polish National Tourist Office (POT) Organisations of which the GNTB is a member European Travel Commission (ETC) Pacific Asia Travel Association (PATA) 43

44 Roundtable: the hotel industry Attractive accommodation For this roundtable we interviewed GNTB members from the hospitality sector. Their replies are reproduced below. What are the most important source markets and target groups for your company in the incoming tourism segment? Where do you still see potential and what are you planning to do to exploit it? Ernst Fischer, Dehoga: There are positive signals, in particular at international level. Destination Germany enjoys an outstanding image around the world. Since 2004 Germany s incoming tourism industry has been consistently growing at a higher rate than that of Europe as a whole. The greatest potential for tourism is in the high-spending BRIC countries, i. e. Brazil, Russia, India and China, whose people love to travel. Studies by the European Commission show that simplified visa regulations would, by 2015, result in up to 46 million additional visitors and 60 billion in additional revenues for Europe, as well as half a million extra jobs. Fritz G. Dreesen, IHA: In recent years, tourists and business travellers from abroad have made a considerable contribution to the growth in the number of overnight stays. The continuing rise in overnight stays by international visitors clearly confirms our improved competitive position and the international appeal of the value for money we offer. René Halla, Maritim: In 2013 our most important source markets were once again the United Kingdom and the USA, with business travellers and conference attendees constituting our largest target group. We also continue to see potential in the BRIC countries, where we are stepping up our marketing efforts in partnership with the GNTB. Our aim is to be able to reach as many international visitors as possible, including in those markets, and to this end our website and booking engine have been available in five additional languages since March Marcus Smola, Best Western: Our key source markets in the incoming tourist segment are North America and Asia overseas, and in Europe the Benelux states, followed by the Scandinavian countries and then other German-speaking nations. As an international brand we traditionally hold a strong appeal for travellers from abroad who are already familiar with our brand from their home countries. The proportion of international guests across all bookings has risen slightly and currently averages around 30 per cent in our German hotels. Michael Mücke, Accor: In a continuation of the trend of previous years we are seeing above all an increase in travel to Germany by Europeans. There is also growth in the number of visitors to Germany from Russia, China and the Arab Gulf States. Stable business travel figures and an increase in overnight stays, by visitors from both Germany and abroad, are keeping us on course for growth. Leisure travel is also performing strongly. 44

45 Ernst Fischer Fritz G. Dreesen René Halla Marcus Smola President of the German Hotel and Restaurant Association (Dehoga) Chairman of the German Hotel Association (IHA) Global Sales Director, MARITIM Hotelgesellschaft mbh Managing Director, Best Western Hotels Deutschland GmbH Alexander Hörner, Steigenberger: The most important incoming markets for the Steigenberger Hotel Group continue to be the USA, UK, France and the Benelux countries. However, these markets are not growing at the same high rates as in previous years. It is now the Russian market, the Gulf States, India and China that are delivering the biggest increases. We are currently expanding our presence in these high-growth markets, with new sales offices and targeted marketing in the local languages, and we are also adapting our hotel operations to the requirements of their travellers. How would you sum up 2013 compared to previous years? Which trends and challenges do you predict for 2014? Bart Beerkens, Grand City Hotels: The most important source markets for our hotels in Germany remain the Netherlands, the United Kingdom with very good results in 2013 and Denmark. However, the highest rate of growth in the last year was achieved by the Czech Republic, which moved up into our top 20. In the long term we would like to become more attractive to the Asian source markets, with a view to the positive trend in our hotels and in Germany as a whole. There is still great potential there, especially in China and Japan. To offer guests from these countries a better product and more tailored service, we began to improve certain aspects of our hotels in 2013 starting with the breakfast buffet and including the rooms. We are going to intensify these activities in 2014 to enable us to appeal even more to the markets in question. Christian Körfgen, NH Hotel Group: Italy and the Benelux countries are important source markets for incoming tourism at the NH Hotel Group closely followed by Spain. We continue to focus on collaborations with long-standing partners in a wide variety of countries. However, we are aware that bookings via the internet are on the rise. Ernst Fischer, Dehoga: The huge popularity of Germany as a travel destination is confirmed by the excellent performance of inbound tourism, with its fourth consecutive record result. This successful trend is going to continue in City breaks, culture and event tourism, and health and wellness travel are in particular demand. The rapid technological changes are also having an enormous impact on marketing and communication for hotels in Germany. A professional online presence is more important than ever. Fritz G. Dreesen, IHA: The outlook for the German hotel industry in 2014 depends on economic developments in Germany and Europe, and also on the political environment. A forward-looking economic policy should avoid regressive measures, safeguard the progress achieved by past reforms and continue to improve the business climate. In the hope and expectation that the business foundations of the hotel industry will not be further undermined, the German Hotel Association (IHA) is forecasting an increase of overnight stays by 1 to 2 per cent, and a rise in nominal revenues by 1 per cent for

46 Roundtable: the hotel industry Michael Mücke Chief Executive Officer, Accor Hospitality Germany GmbH Alexander Hörner Head of Sales, Steigenberger Hotel Group Bart Beerkens Vice President for Commercial Operations, Grand City Hotels Christian Körfgen Managing Director, NH Hotel Group Central Europe René Halla, Maritim: In 2013 the incoming numbers for our German hotels have shown a positive trend. Our company achieved record figures, both in absolute terms and in the proportion of international guests. Business from southern Europe declined, for well-publicised reasons. However, growth from the BRIC countries was very encouraging. In 2014 we are expecting a further upturn in the incoming business. Depending on geopolitical developments, it should be possible to achieve overall growth of 3 to 4 per cent for Marcus Smola, Best Western: The Best Western hotels in Germany and Luxembourg showed a stable performance in 2013: occupancy rates and average rates of the individually managed hotels improved moderately on the previous year. We are pressing ahead with our efforts to further expand our leisure hotel portfolio. We are also widening our general expansion strategy for Germany in 2014 by increasingly offering our brand services to smaller private hotels with fewer than 50 rooms. These days, professional brand support is becoming increasingly important, even for smaller privately owned and boutique hotels. Overall we are looking forward to 2014 with confidence, and we are expecting that demand will remain solid, especially for leisure hotels. Michael Mücke, Accor: The general positive trend in both the economy and the German hospitality industry in particular is reflected in the business performance of our Accor hotels in The reduction in VAT rates for revenues from overnight stays continues to have a positive effect on the international competitiveness of the German hotel industry, including our Accor hotels. A number of macroeconomic indicators lead us to believe that the positive trends of the last two years will continue for our business in Germany remains a very attractive destination for business as well as leisure travel. Alexander Hörner, Steigenberger: Our overall results in the incoming sector in 2013 significantly exceeded those of The clear winners were Russia and the Gulf States. The growing number of cities and local authorities introducing city taxes, bed taxes and other similar fees and charges represent an everincreasing challenge to our international sales and marketing. The associated price rises for visitors have a negative impact on how foreign tour operators perceive Germany. Bart Beerkens, Grand City Hotels: All of our hotels were able to benefit from the growing number of overnight stays, and we were able to increase our revenues significantly in 2013 primarily in the fourth quarter. Our new partnership with the Wyndham Hotel Group in particular, which expanded our international presence, along with the re-branding of 54 of our hotels, gave us access to a whole new customer base. Our objective for 2014 is to further establish the collaboration in the market and thereby to continue this positive trend. Christian Körfgen, NH Hotel Group: We have seen increases of 9 per cent in incoming tourism. Both Germany and markets such as Italy and the Benelux countries are growing. 46

47 NH Hotel Group German Hotel and Restaurant Association Best Western Hotels Deutschland GmbH German Hotel Association (IHA) Accor Hospitality Germany GmbH Grand City Hotels MARITIM Hotelgesellschaft mbh Steigenberger Hotel Group 47

48 4 Sales and marketing strategy Duisburg, Tiger & Turtle Sales and marketing strategy Destination Germany is a successful brand in the international travel market. Culture and nature are two key facets that are firmly enshrined in the core Destination Germany brand. They form the basis of the GNTB s themed marketing campaigns, which help create a unique profile for Germany as a travel destination. Regularly changing campaigns and key themes drive demand for inbound tourism in specific segments and emphasise current highlights in order to open up new target groups for Destination Germany. 48

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50 4 Sales and marketing strategy Raising the profile - positioning the Destination Germany brand - gearing up for the future The GNTB s sales and marketing strategy is based on a thorough analysis and assessment of the market. The GNTB creates new annual themes and basic themes for the product lines City Breaks / Events and Health & Fitness Holidays, which were developed to capitalise on megatrends in global travel such as culture and health. These, in turn, form the basis for customer-focused product advice and design. These products are promoted globally together with partners from business and tourism as part of the GNTB s multiplier strategy. The GNTB s international marketing activities are tailored to the respective market and implemented using a wide range of marketing tools for the three defined target groups: consumers, the travel trade and the media. The primary medium for promoting specific travel products to consumers is the GNTB s website The GNTB uses various social media platforms to engage with particular target groups on specific themes. In addition, themed print publications in various languages are adapted for the relevant markets and supported by advertisements in selected traditional media. Owing to cost considerations, the GNTB s presence at consumer fairs is limited to those that are relevant for market-specific and theme-specific communications. Promotional activities complete the marketing portfolio aimed at consumers around the world. For addressing the international travel industry, the GNTB continues to make optimum use of the internet as its main medium. The website is currently its primary platform for B2B communication. To consolidate the information provided online with faceto-face contact and to conduct targeted sales activities, the GNTB hosts its own workshops and roadshows and exhibits at flagship travel fairs together with partners. Further trade activities include seminars for travel agents in the source markets, sales calls, factfinding tours in Germany, the Germany Travel Mart and the Central Europe Workshop. From newspapers and magazines to freelance journalism, from radio and TV programmes to blogs the GNTB s global PR activities are targeted at all branches of the media around the world. The international press centre at is the first port of call for the media, and features all the latest press releases, press newsletters and a wealth of information on the Destination Germany brand. Media communication is consistently followed up on various social media platforms. PR events in the markets, press conferences, press briefings and press highlight tours provide the media with more in-depth information on Destination Germany and focus the attention of journalists on the GNTB s core themes. Megatrends and basic themes The product line developed from the culture megatrend is categorised into numerous basic themes such as events, food & drink, shopping and towns & cities. Fresh impetus is continuously given to the medium-term and long-term promotion of the basic themes. The online content for towns & cities, for example, is now available in 19 languages, and the Vibrant Towns and Cities print brochure is published in 14 languages. In the area of city marketing, the collaboration with the Magic Cities and Historic Highlights of Germany associations provides a further boost to Destination Germany s international brand presence. 50

51 Basic themes for promoting the core Destination Germany brand Towns, cities and culture product line Events Food & drink Museums Palaces, parks & gardens Conferences & conventions Shopping Nature and health product line Active holidays Walking / cycling Family holidays Health travel Medical tourism Wellness Accessibility Sustainability A microsite was launched at in 2013 with a focus on shopping / smart luxury. Aimed at visitors from the US in particular, it features information on German designer brands, city centre shopping streets, designer outlets and European delivery programmes for high-end cars. To tap into the second megatrend of our time, health, the GNTB has developed the following basic themes: active holidays, walking / cycling, family holidays, health-related travel, medical tourism, wellness and holidays in nature. New editions of the pocket guides on the basic themes of walking and cycling have been published in collaboration with the German Ramblers Association and the German Cyclists Federation (ADFC). A new print brochure on the basic theme of health travel has been produced in collaboration with the German Spa Association. In addition to the print product in six languages, the online content on spas and health resorts has been updated. Medical travel is being promoted in Russia and the Arab Gulf States, the main source markets in this segment, with a reissue of the print publication for 2013 / 14 as well as online. Activities are also being undertaken with partners from the Russia pool, which was established in GNTB publication on medical tourism in Germany 51

52 4 Sales and marketing strategy Innovations Management The GNTB s various initiatives for raising the profile of the Destination Germany brand and developing future themes are being brought together under the umbrella of its new Innovations Management, which was set up in The GNTB s activities in regard to sustainable tourism are a key area of focus. Barrier-free travel and corporate social responsibility (CSR) also come under Innovations Management. In view of the continuous increase in tourist traffic around the world, the GNTB is committed, together with its partners, to determining the economic, ecological and social impact of tourism and enabling the industry to grow in a sustainable way. Positioning Germany as a sustainable destination There is a growing interest around the world in environmentally and socially responsible tourism. In view of the German government s sustainability strategy and the existing transport infrastructure with its climate-friendly options, Destination Germany is very well placed to promote itself as a sustainable travel destination in the international market. On top of this, there is the shift towards renewable energies, stringent regulations on environmental protection and resource conservation, and an awareness of socio-economic factors such as a high level of education and social inclusion. Germany s 15 national parks, 15 biosphere reserves and 104 nature parks, plus its 38 specially protected UNESCO World Heritage sites, are outstanding cultural and natural attractions. In the German Green City Index ranking, the major cities that attract high numbers of tourists all achieved good or very good positions. The GNTB s Innovations Management developed a sustainability strategy in the year under review. This includes a communication strategy for positioning Germany as a sustainable travel destination, which is being implemented with an international campaign starting in The subject of sustainability in connection with tourism development in rural regions, a particular area of concern for the Federal Government, is gaining considerable momentum. As part of its new sustainability campaign Beyond the cities holidays in the German countryside, the GNTB has produced its first publication Naturally unique. This showcases natural landscapes in Destination Germany that offer a wealth of leisure activities and exceptional sustainability concepts for visitors from abroad. Most of the regions were selected on the basis of the nationwide competition for sustainable tourism regions in 2013, for which a panel of experts including the GNTB assessed specific sustainable travel products across Germany according to 50 different criteria. The GNTB also initiated film productions on the subjects of sustainability and accessibility in collaboration with the German broadcaster Deutsche Welle. As a further aspect, the GNTB develops professional products together with its partners from the German travel industry and brings attractive packages to a wider audience. Good examples of sustainable practice can be found in many segments of Germany s tourism industry. Restaurants are serving locally sourced, seasonal cuisine, while hotels are optimising their energy consumption and using sustainable suppliers. Tourism regions are promoting environmentally responsible travel and offering their visitors attractive public transport concepts as well as electric transport. A number of certification schemes help travellers make informed choices. As part of a collaboration with the association of Brazilian tour operators (BRAZTOA), the GNTB gave a presentation on low-impact tourism in Germany and served on a Brazilian jury at a national sustainability competition. The GNTB is also organising a factfinding tour on the subject of sustainability in Germany for Brazilian travel industry professionals. At the GTM in Stuttgart in May 2013, the GNTB hosted a panel discussion on sustainability for key account managers in the international travel industry and a sustainability-themed pre-convention tour. Leading by example: the GNTB s Green Globe certification As well as promoting Destination Germany as a sustainable destination, the GNTB also pursues its own internal sustainability initiative which is reflected in its organisational structure and day-to-day operations. The GNTB was the first national tourist board in Europe to receive the Green Globe, an internationally recognised standard for sustainability. As part of the certification process, an evaluation is carried out on the organisation s energy consumption, water consumption and waste management. The assessment also takes into account social and economic factors. As well as fulfilling all the basic criteria set out by Green Globe, the GNTB consistently demonstrates sustainable practices in its internal organisation. For example, it has introduced an electronic procurement system and a modern video management system. These measures considerably reduce paper usage, speed up processes and create transparency for employees and partners. 52

53 2014 ITB travel fair: Launch of the Beyond the cities holidays in the German countryside campaign as part of the GNTB s sustainability strategy 53

54 4 Sales and marketing strategy The transition to a paperless office is taking a step forward in marketing projects, thanks to a system for producing brochures in an electronic format. Where print publications continue to be used, they are printed exclusively in a carbon-neutral process, with paper from sustainably managed forests. The Green Globe experts singled out the sustainable concept of the GTM Germany Travel Mart for particular praise. In 2013 this event was organised as a green meeting for the third time and clearly showed that the product lived up to the marketing. Promoting barrier-free travel People with permanent disabilities or restricted mobility want to be a part of the mobile society. The proportion of older travellers is also set to increase in the coming years as a result of demographic change. Then there are the special mobility requirements of families with young children. In the spirit of tourism for all, accessibility is becoming a key indicator of quality for tourism products and services. In view of the factors outlined above, the GNTB is promoting accessibility as a key facet in the Destination Germany brand. The GNTB s main partners in this area are the National Coordination Board Tourism for All (NatKo), the Tourism for All working group of the German federal states, and the Association of Barrier-free Destinations in Germany. With the help of these organisations, the GNTB is positioning Germany as an attractive destination for people with disabilities or restricted mobility. The GNTB s 360 magazine puts the spotlight on barrier-free tourism in Germany world. In the run-up to the event, the GNTB and its partners had delivered detailed presentations and workshops on barrier-free tourism in Germany. With financial support from the Federal Ministry for Economic Affairs and Energy (BMWi) and in close cooperation with NatKo, the GNTB contributed to the second Barrier-free Tourism Day, held at the 2013 ITB travel fair in Berlin. For the UK market, the GNTB launched a multimedia campaign on accessibility in Destination Germany, which included PR work, advertisements, radio features, social media activities and a dedicated microsite at The microsite gives an overview of the wide range of possibilities in Destination Germany from outdoor experiences in the national parks and culture in the museums to relaxation in spas, gastronomic pleasures in restaurants and a huge choice of sporting events. Visitors to the site will find detailed information about barrier-free tourism in Germany as well as links to providers offering quality-certified products. At the 2013 World Travel Market (WTM) in London, Germany was voted one of the top three accessible travel destinations in the Accessibility was also the key theme in the autumn edition of the GNTB s 360 magazine. The achievements so far were documented by first-hand accounts from international opinion formers and by examples of best practice from GNTB members, partners and regional marketing organisations ITB travel fair: GNTB hosts the Barrier-free Tourism Day for the first time, on behalf of the Federal Ministry for Economic Affairs and Energy (BMWi) The GNTB hosted the Barrier-free Tourism Day at the ITB travel fair for the first time in 2014, in collaboration with its project partners. The subjects of barrier-free travel and inclusiveness were presented to trade visitors and press representatives, generating widespread media coverage. Organised as part of the ITB conference programme, the event aimed to give decision-makers from the tourism industry and tourism policymakers a greater understanding of the issues involved and a chance to find out about the business opportunities associated with this trend. 54

55 The challenges of demographic change and the development of barrier-free travel products were the key areas of focus for the day, which was attended by experts, journalists and high-ranking representatives of tourism companies, visitor attractions and regional marketing organisations. Compelling talks, presentations and panel discussions highlighted the need to develop barrier-free products and services and the opportunities that exist. The GNTB s main partners were the National Coordination Board Tourism for All (NatKo), the Tourism for All working group of the German federal states and the Association of Barrier-free Destinations in Germany. Barrier-free Tourism Day, panel discussion with (from left to right) Niall Strawson, Accessibility Adviser, University of Oxford / journalist; Dr Rüdiger Leidner, Honorary President of the National Coordination Board Tourism for All (NatKo); Andreas Stopp, Deutschlandfunk; Hans-Jürgen Goller, Managing Director, Tourismus Marketing Gesellschaft Sachsen mbh; Felix Karsch, Managing Director, Accamino Reisen GmbH; Christian Schmidt, Managing Director, Tourismus-Agentur Schleswig-Holstein GmbH (up to 31 March 2014), and Gerhard Buchholz, Accessibility Officer, Berlin Tourismus & Kongress GmbH Accessibility a key task for Germany s tourism industry Iris Gleicke, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy and Federal Government Commissioner for the New Federal States and Tourism, stressed the importance of accessibility in her address at the GNTB s Barrier-free Tourism Day at the ITB travel fair: Accessibility is increasingly becoming an indicator of quality for tourism products and services and a competitive advantage for travel destinations. It is about more than providing a selection of suitable products and services for people with restricted mobility. The entire service chain from how destinations are promoted, how people obtain information and how they book, to where people stay, where they eat, how they travel and what they experience on holiday must be critically reviewed, refined and coordinated as a network. And it must cater for everyone: whether it s people with disabilities, older travellers or young families. The Federal Ministry for Economic Affairs and Energy is currently funding a key project for the classification and promotion of barrier-free tourism along the entire service chain. The Barrier-free Tourism Day at the ITB provided lots of ideas for this. Iris Gleicke was delighted with the outcome: I would like to thank the GNTB for this initiative and for making barrier-free travel a subject of discussion in the travel industry and beyond. Together with your partners, you have created a platform for all those involved in the German tourism industry. This will help to drive forward barrier-free travel in all regions of Germany and to promote it internationally. The Barrier-free Tourism Day, organised by the GNTB under a resolution passed by the German parliament, was held this year for the third time at the ITB travel fair in Berlin. 55

56 Roundtable: sustainability Perspectives on sustainable tourism How would you evaluate Germany s current position as a sustainable destination? Prof. Harald Zeiss, Institute for Sustainable Tourism / TUI Germany: Destination Germany is engaged in a wide range of different issues in the field of sustainability. All parts of the tourism value chain are being affected by the developments of the last few years. Tour operators are increasingly moving towards paperless communication with holidaymakers and getting actively involved in destination regions, rail passengers are travelling 100 per cent green, and hotels are applying for certification as eco-friendly places to stay. The commitment to the environment shown by TUI and members of Forum Anders Reisen is often held up as best practice in the tour operator market. Among the various certification and award schemes, the Viabono umbrella brand, Travelife and TourCert are particularly well respected. Tour operators, travel agencies and hotels are using their certification schemes to publicise their green credentials. Initiatives such as the German Travel Association s Eco Trophea and the Sustainable Tourism Region competition run by the German Tourism Association demonstrate the commitment to sustainability within the tourism industry in Germany. There is also an increasing trend towards climate-neutral products and services. The protagonists have recognised that sustainable business practices bring about competitive advantages, reduce costs and improve their image. Unlike in other sectors of the economy such as food, the appreciation of ecological and social aspects in tourism has not yet made the jump from niche to mass market. Sustainability has not become established to any real extent from the demand side, certainly not in the mass tourism market. In fact, according to polls, holidaymakers associated the term with a long-lasting holiday feeling, new acquaintances and lasting memories. Sustainability plays a minor part in the travel decision-making process. Despite good poll ratings, there is still a deviation between intended behaviour and actual behaviour. Dr Rüdiger Leidner, NatKo: The GNTB is able to call on NatKo for advice on all aspects of barrier-free travel and tourism for all. In the past few years, NatKo has organised the Barrier-free Tourism Day at the ITB travel fair with the help of the GNTB this year the GNTB is organising the event. The great response we received showed how seriously the tourism industry is taking the subject. Nonetheless, Germany remains only a medium-size player when it comes to barrier-free tourism. The German travel industry still needs to do a lot more to stay competitive in this sector. Barrier-free tourism is not a niche market for disabled people. The National Coordination Board Tourism for All (NatKo) is a nonprofit organisation that has been promoting barrier-free travel 56

57 Prof. Dr. Harald Zeiss Dr Rüdiger Leidner Dirk Dunkelberg Countess Bettina Bernadotte Managing Director, Institute for Sustainable Tourism / Head of Sustainability Management at TUI Germany Honorary President of the National Coordination Board Tourism for All (NatKo) Deputy Chief Executive Officer, German Tourism Association (DTV) Managing Director, Mainau GmbH since 1999 and has been a GNTB sponsor since In partnership with associations for the disabled, it acts in an advisory capacity and helps members of the tourism industry from small family businesses to large organisations to develop barrier-free products and services. The agency is currently working with the German Seminar for Tourism (DSFT) to develop a nationally recognised certification scheme for barrier-free travel services. Dirk Dunkelberg, German Tourism Association: The nationwide competition for sustainable tourism regions is proof: sustainability has reached the tourism regions. And generally as well, the subject is becoming increasingly important in the German travel industry. This could be anything from low-emission trips on public transport to solar-heated farmhouses and local organic produce for breakfast. The conditions for further positive development are favourable and we have that in black and white: the 2013 Travel & Tourism Competitiveness Index ranks Germany fourth for the aspect of sustainability in a comparison of the tourism sector in 140 countries. Martin Waldhausen, Federal Environment Ministry: The efforts made by the Federal Government over the past decades to implement an ambitious climate and environmental policy in Germany have not stopped at tourism. Sustainability is not only an integral element of tourism policy and related strategies it is also increasingly being put into practice in tourism regions and businesses in Germany. This was also the conclusion of the first nationwide competition for sustainable tourism regions, which was launched in 2012 / 2013 by the Federal Environment Ministry. Some 34 regions in twelve federal states applied with the sustainability concepts they had introduced. Dr Dirk Glaeßer, UNWTO: From an international perspective, Germany has not only positioned itself well as a travel destination, but has also taken its responsibility seriously, playing an instrumental role in international processes and conventions that promote sustainability. Germany is a country in which the basic ideas of sustainability are already widely integrated into people s everyday lives. Germany is also regularly mentioned in association with the work being done on climate change. The themes of health-related travel, sustainable conferences, trade fairs and events, and barrier-free travel were actively promoted last year, clearly showing where Germany s priorities lie and the services it is actively developing. Countess Bettina Bernadotte, Mainau Island: The activities carried out by tourism companies and destinations, as with all commercial enterprises, have a negative impact on our environment. On Mainau Island, we aim to ensure that day visitors and holidaymakers enjoy a relaxing and enriching experience, while keeping emissions of any kind to a minimum. I believe that Germany as a whole is on the right track. There is an awareness that the ecological and social aspects of sustainability carry just as much weight as the economic factors. Nonetheless, we are not there yet and we should be open to new technologies and ideas that will bring us closer to our objective. 57

58 Roundtable: sustainability Which tasks do you consider a priority in further developing aspects of sustainability? Prof. Harald Zeiss, Institute for Sustainable Tourism / TUI Germany: The holidaymaker must be able to recognise and quantify the sustainability benefits of products and services. A priority, therefore, is to continually provide information to visitors, employees and companies. A standardised industry-wide label, equivalent to the organic label in the food industry, could also help with this. Furthermore, it is evident in developed countries, and in Germany s travel industry, that sustainability is often limited to the environmental and economic efforts, as these aspects have the most impact in communications with the visitor. Despite high standards in terms of social aspects, social sustainability has some catching up to do. Equal opportunities, the compatibility of family and career, employee pay and the lack of skilled workers are just some of the current topics of public debate. a niche market for disabled people: barrier-free travel is sustainable tourism in the broader sense, and has the capacity to make the German travel industry more competitive as a whole both now and in the future. That s why every opportunity should be taken to increase the degree of collaboration among the main actors in barrier-free tourism. However, we can only do this if we receive the necessary political and financial support. Dirk Dunkelberg, German Tourism Association: First of all, the tourism industry is not just a consumer of resources. It can also raise awareness of ecological issues and encourage people to experience nature. These days, it is simply no longer possible to separate tourism and sustainability. This applies to the conservation of nature, but it now also goes far beyond the ecological aspect. Future responsibilities in the field of sustainability will also address economic and social aspects. Specifically, the profitability of tourism products must be just as much an objective as creating fair working conditions. Martin Waldhausen, Federal Environment Ministry: The challenge facing the tourism industry is the same challenge facing society as a whole: sustainability must be implemented on a broader scale. This encompasses greater efficiency in the use of energy and resources in the hospitality industry as well as a greater commitment to nature conservation and sustainable transport, especially in the rural tourism regions. There are outstanding examples everywhere, but a lack of breadth. We have, after all, a total of 150 tourism regions in Germany. Dr Rüdiger Leidner, NatKo: One of the biggest challenges lies in persuading tourism organisations that barrier-free tourism is not Dr Dirk Glaeßer, UNWTO: Another major opportunity presents itself within companies. Just as the demands of customers change, so too do those of employees. Companies that are active and innovative in integrating aspects of sustainability into everyday business will become more attractive as employers and therefore more successful. Martin Waldhausen Federal Ministry for the Environment, Nature Conservation and Nuclear Safety Dr Dirk Glaeßer Director, Sustainable Development of Tourism, United Nations World Tourism Organization (UNWTO) Countess Bettina Bernadotte, Mainau Island: Destinations in Germany are made up of many tourism providers. I think this, in particular, represents a great challenge. We have to pull together, dispense with parochial thinking and collaborate on attractive offers that include not only environmentally responsible travel but also environmentally compatible services at the destination itself. Another major task will be making the benefits of these products and services transparent to the visitor through persuasive and targeted communication. 58

59 2014 ITB travel fair: Launch of the Beyond the cities holidays in the German countryside campaign as part of the GNTB s sustainability strategy How well do you think Germany is positioned as a sustainable travel destination in the international market? Prof. Harald Zeiss, Institute for Sustainable Tourism / TUI Germany: Germany is a global leader in the field of green technologies and this also benefits the German travel industry. The funding policy of the Federal Government also helps support this position. This funding mainly benefits regional development and boosts the German tourism industry, which is dominated by small and medium-sized companies. A consumer survey conducted by TUI Travel plc in 2010 showed that Destination Germany is also well positioned on the demand side in the international market. However, the number of people who have booked a sustainable trip in the last few years is low. The reasons for this are the anticipated higher price of a sustainable trip, the difficulties in finding a sustainable trip and the minor role played by sustainability in the travel decision-making process. This again confirms the discrepancy between intention and actual behaviour. Dirk Dunkelberg, German Tourism Association: Sustainability doesn t work without acceptance. And this is exactly where Germany has a major advantage over other countries. Even though there is often still a disparity between visitors concern for the environment and their actual behaviour, tourism regions, resorts and businesses have long recognised the potential of products and services that are not only environmentally compatible but also socially responsible and profitable. Martin Waldhausen, Federal Environment Ministry: Our experiences and findings are in high demand around the world, for example in our work with the UNWTO and the Convention on Biological Diversity. In international destination marketing, I can see a benefit in putting even greater emphasis on sustainability in connection with nature and health. The GNTB s theme for 2016, Nature Holidays in Germany, will be a key element of this. Dr Dirk Glaeßer, UNWTO: Germany is an attractive destination, offering a highly diversified and authentic range of travel experiences. Germany also stands out for its reliable and high-quality services and its excellent value for money by international comparison. All this, together with excellent marketing, made Germany one of the world s most sought-after travel destinations in Countess Bettina Bernadotte, Mainau Island: Destination managers and tourism providers should constantly review their products and services to ensure that economic and environmental aspects are in balance. Compared with other industrial nations, Germany can undoubtedly be considered one of the leading sustainable destinations. 59

60 5 Theme-based marketing and campaigns

61 Berlin, Museum Island Theme-based marketing and campaigns With its long-term plans for marketing themes and campaigns, the GNTB will continue to show Germany in a new light by focusing international activities on selected tourist attractions and using recognised special occasions and anniversaries to attract travellers to Germany. By making concerted use of carefully chosen marketing tools, the GNTB is also reaching new target groups. 61

62 5.1 Performance in 2013 Performance in 2013 In 2013 a special theme-based campaign put the focus firmly on young people. In order to target this demographic more successfully, the GNTB stepped up its use of online communication channels, in particular social media. Various anniversaries offering potential for tourism were promoted through accompanying themes. Theme for 2013: Germany for young people vibrant, fashionable, innovative Young European holidaymakers are travelling to Germany with renewed intensity. This was the encouraging outcome of the GNTB s themed campaign for Provisional results from IPK International for 2013 indicate that the number of European holidaymakers aged between 15 and 34 was up by more than 8 per cent on the previous year. With the aim of attracting even more young travellers to Germany, the GNTB joined forces with the German Youth Hostel Association, Lufthansa, Deutsche Bahn, A&O Hostels & Hotels, Hostelworld and the 16 marketing organisations for the federal states to implement the theme year. The campaign focused on Germany s excellent value for money, its infrastructure and international outlook and its trendy cities. More than three quarters of young European holidaymakers travelling to Germany research their trip online and consider recommendations from other travellers. 68 per cent of young travellers book in advance, with 84 per cent of them doing so online. Nearly three quarters of active social network users log in daily when travelling and over 80 per cent of international visitors use their smartphones on holiday. These media usage habits were central to how this marketing theme was implemented. In line with its focus on online marketing, the GNTB had already developed various marketing tools to reach and attract potential visitors in this age bracket and to strengthen Germany s long-term appeal as a young person s travel destination. The campaign centred around the microsite travel/youth, which gave and is still giving young travellers the chance to find out about Germany before they arrive and to log in and share insider tips or HotSpots. An interactive HotSpot map shows where there is most going on in Germany in five different categories: must-sees, nightlife, shopping, bars & cafés and festivals & events. Clicking on the HotSpots displays more information on these towns and cities. From the start of the campaign in March 2013 through to December 2013, the site registered more than 260,000 visitors and 483,000 page impressions. 1,800 international travellers added their own user HotSpots. GNTB social media campaign The large-scale social media campaign Youth HotSpots in Germany Share the moment was launched at the 2013 ITB travel fair in Berlin. The Youth HotSpot interactive app was extremely well received. It gives young international travellers an overview of more than 1,400 open-access Wi-Fi hotspots in Germany, enabling them to log in to social networks free of charge. The app even lets people add their own new Wi-Fi zones and was downloaded nearly 70,000 times during the campaign. The GNTB ran numerous activities through the social media platforms Facebook, Twitter and Instagram. One of these was a photo competition on Instagram. Young travellers from around the world were asked to post their best pictures of Germany s Youth HotSpots using the hashtags #YouthHotSpotsGermany and #GNTBITB. Around 1,400 Instagrams generated 50,000 impressions and 7,000 likes. The GNTB teamed up with the travel bloggers of Reiseblogger Kollektiv to select the 25 best pictures 62

63 GNTB campaign Youth HotSpots in Germany Share the moment. Mobile version of microsite and the smartphone app Results of the GNTB campaign for 2013: Germany for young people #youthhotspotsgermany in social media 400 Posts 450 Tweets App downloads 69,000 1,434 Instagrams 1, Website No. of BlogSpots No. of HotSpots No. of unique visitors 260,000 63

64 5.1 Performance in 2013 GNTB blogger project Budget Traveller s German Wanderlust with the popular British travel blogger Kash Bhattacharya from all those submitted, which were then posted on the GNTB s Instagram page at instagram.com/germanytourism and on Twitter. The winners received prizes from the GNTB partners Deutsche Bahn and A&O Hotels & Hostels. During the campaign the GNTB generated 145,000 new likes across its twelve Facebook pages. 392,000 interactions, such as comments and shares, were registered under the campaign hashtags. On Twitter the campaign recorded 11.4 million impressions. The blogger projects Fast independent interactive professional: blogs have been a respected force in travel journalism for a long time now. For the youth travel campaign, the GNTB developed formats that enabled them to work together with international bloggers on a professional basis. In the summer, popular British travel blogger Kash Bhattacharya toured 14 German cities as part of his blogger project Budget Traveller s German Wanderlust. Provided with accommodation and rail travel by the German Youth Hostel Association and Deutsche Bahn respectively, he went in search of HotSpots and reported on them via his blog ( his social media channels (Twitter, Instagram, Facebook) and on the website The project resulted in 16 published blog articles attracting more than 60,000 unique visitors. An article linking to the HotSpots app generated nearly 1,000 additional app downloads, which is testament to the campaign s integrated media approach. The blogger tour prompted a further 420 mentions on Twitter and nearly 650,000 impressions on Instagram and around 10,000 Instagram likes. Bhattacharya s articles on twelve of the cities visited were consolidated into city guides that have been viewed more than 60,000 times so far at These included two blogger events hosted at the GNTB stand for the 2013 ITB travel fair at the very start of the campaign. Interactive communication also generated much interest at the World Travel Market in Latin America and at the GTM Germany Travel Mart in Stuttgart. With the support of the GNTB, Canadian video blogger Mike Corey produced a series of short films on Germany s vibrant cities entitled Backpacker Survival Guides. The guides, which last just under four minutes, paint a picture of each city s main attractions from a young person s perspective and give backpackers tips on budg- 64

65 Top: blogger workshop at the GTM Germany Travel Mart 2013 in Stuttgart Bottom: British travel blogger Kash Bhattacharya tours Germany as part of his blogger project Budget Traveller s German Wanderlust 65

66 5.1 Performance in 2013 et places to stay, where to go out and much more besides. The informative videos on Potsdam, Erfurt and Frankfurt are available on the GNTB s YouTube channel Selected activities from the markets Austria Dresden, Berlin, Cologne and Rothenburg were profiled in the Christmas market blogger project, which the GNTB organised together with Lufthansa. Bloggers from China, India and Korea toured these destinations together with German bloggers, reporting live on their experiences and producing one video clip for each city, available to watch at Within a week the campaign had generated more than 100 posts on Instagram with the hashtag #GermanyXmas and received over two million impressions on Twitter. Overall the blogger projects gave rise to more than 300 HotSpotrelated posts by international bloggers as well as some on external blogs, generating 650,000 impressions. As part of a cross-media campaign entitled Share the moment our trip 2 Germany, the GNTB advertised through Facebook, YouTube, newsletters, commercials on Radio Krone, website banners and a treasure hunt in Vienna. Over a six-week period at the end of the campaign, five different couples each spent three days at a travel destination in Germany, making around 500 posts on their personal social media pages. Partnering the GNTB in this project were Lufthansa, Deutsche Bahn, the regional marketing organisations for Berlin, Hamburg and Schleswig-Holstein, Europa-Park, Metropoleruhr and the Nordmark branch of the German Youth Hostel Association. The participants reported on their travels via their personal social media channels, on the campaign microsite and on the radio. They were also accompanied by a camera crew who produced daily film reports for YouTube. 60,000 users were activated via the GNTB Facebook page and the radio station recorded more than 4,000 online visits for this promotion. France The foreign representative office in France brought together the 2013 youth travel theme with the 50th anniversary of the Élysée Treaty between Germany and France. A radio promotion with the youth station FG encompassed various radio commercials, a competition, banner and wallpaper marketing, a landing page on the radio station s website and numerous Facebook posts. Premium Partner Lufthansa promoted Berlin, Hamburg, Frankfurt and Munich as prime destinations in Germany for young people. This radio promotion alone reached more than 4.5 million listeners. Top: GNTB blogger project Christmas markets in Germany in collaboration with Lufthansa Bottom: GNTB banner advertising the Youth HotSpots campaign to the French market 66

67 GNTB advertising campaign for Youth HotSpots in Germany Share the moment. USA In the US source market, the GNTB joined forces with the booking website Student Universe, which registers six million unique visitors per year. The three-month campaign with Student Universe encompassed newsletters, banner ads and various social media activities. Newsletters were sent to 1.4 million potential visitors to Germany, and the GNTB s banner advertising on the Student Universe website generated 760,000 impressions. Other activities were targeted at people able to exert a multiplier effect. The Goethe Institute, for example, sent out an e-newsletter to German language teachers on the theme of Germany for young people. More than 5,000 Youth HotSpots folding maps printed for the youth travel campaign were distributed by the Goethe Institute, the AATG (American Association of Teachers of German), the German-American Heritage Museum Washington and the German Academic Exchange Service (DAAD). Award-winning Since 2008 this accolade has been presented to tourism enterprises in recognition of especially innovative products or technological developments. The A&O award acknowledged the GNTB s hard work in promoting Germany as a destination for young people and the social media campaign that played such an important role in this. Sharing expertise Since autumn 2012 the GNTB has been supporting the Tourism in Germany for children and young people project, initiated by the Federal Ministry for Economic Affairs and Energy. As part of this project, the German Youth Hostel Association commissioned a study. According to its findings, trips by children, teens and young adults in Germany already play a key part in the tourism economy, contributing approx billion in gross revenues (in 2013), some 62 million overnight stays per year and around 670 million day trips. Together with the GNTB, we were able to specifically target our marketing at young travellers around the world. This expertise will also be of great value to our work in Germany, says Bernd Dohn, Chief Executive Officer of the German Youth Hostel Association (DJH). At the ITB travel fair in Berlin, the GNTB received the 2013 Innovation Award from the international A&O Hotels and Hostels group. 67

68 5.1 Performance in 2013 GNTB microsite promoting the 200th anniversary of Richard Wagner s birth Media work promoting the GNTB s themes for 2013 Every year the GNTB uses culturally and historically significant anniversaries as a means of creating additional accents in the marketing of Destination Germany. The themes and promotions that are selected provide journalists with ideas for stories, sparking interest among culturally minded travellers. At the same time, they emphasise Germany s status as one of the most popular cultural destinations in Europe. In 2013 the GNTB focused its international press and PR activities on the bicentenary of the birth of Richard Wagner and the publication of the Brothers Grimm fairytales, the 150th anniversary of Henry van de Velde s birth and the 50th anniversary of the Treaty of Élysée. Each theme is publicised worldwide via press releases, newsletters, press conferences, press briefings, PR events and online promotions. At the GNTB provides press kits designed for media use, containing comprehensive information on the themes as well as image and video files. Social media activities complement the press and PR activities as a means of targeting particular groups. Wagner. In honour of this occasion, the GNTB put the spotlight on attractions and events in the places where Wagner lived and worked. Numerous events were staged in Leipzig, where the composer was born, as well as Dresden, Munich and Bayreuth, home of the Wagner Festival. Nuremberg and Eisenach also took the opportunity to raise their profiles, as the settings for the Wagnerian operas The Mastersingers of Nuremberg and Tannhäuser and the Singers Contest at Wartburg Castle. Core markets for this theme were those with a particular affinity for culture: France, the UK and Austria as well as the overseas 200th anniversary of Richard Wagner s birth 2013 marked the bicentenary of the birth of one of Germany s most influential composers and musical dramatists, Richard GNTB advertisement promoting the 200th anniversary of Richard Wagner s birth 68

69 markets of USA, China and Japan. In 2012, in advance of the campaign, the GNTB hosted a special press tour for journalists from these markets and for other guests from Italy, Canada, Switzerland, the Baltic States, Spain, the Netherlands and Turkey. In 2012 and 2013 the GNTB organised four press highlight tours: the northern route took journalists to Wagner-related sites and venues in Eisenach, Dresden, Leipzig and Bayreuth, while the southern route started in Munich and also ended in Bayreuth, passing Nuremberg on the way. A total of 14 media represen tatives from seven markets took part in the tours. To date, 15 publications have been registered, with a total print run of 3.1 million reaching around 4.2 million contacts. The media and the public could also access information via an additional microsite providing extensive background information on Wagner and the places where he worked, together with photos, videos and details of activities and events taking place in the anniversary year. Across the world there were 37 press briefings and twelve PR events. In addition to those in the press kits, a further 28 press releases and seven newsletters were published on the theme of Richard Wagner. The anniversary was also communicated at all 30 annual press conferences worldwide. 200 years of Brothers Grimm folklore and fairytales The anniversary of the first edition of Jacob and Wilhelm Grimm s famous Children s and Household Tales, published on 20 December 1812, prompted the GNTB to present markets abroad with a detailed portrayal of the two scholars and their works. The GNTB collaborated with the regional marketing agency for Hessen to promote German literature and language as cultural treasures and romantic Germany as an attractive travel destination. Another strategic partner for this campaign was the German Fairytale Route, which links significant sites associated with the Brothers Grimm along a stretch of 600 kilometres from Hanau to Bremen. The GNTB accompanied the anniversary events with extensive press activities, such as a press service on the GNTB website featuring press releases, photos and videos. The theme was also incorporated into all the GNTB s press conferences, press briefings and PR events. All the main events were featured on the events database of the GNTB website and there were also newsletters and Facebook campaigns promoting the Brothers Grimm year. The various PR activities on the theme generated a total of 545 articles worldwide, reaching nearly 600 million readers. Thirty-seven journalists from 19 markets attended four press highlight tours to find out about tourist activities relating to the Press highlight tour themed on the Brothers Grimm: 200 years of folklore and fairytales, in Wilhelmshöhe Park in Kassel GNTB advertisement promoting the Brothers Grimm: 200 years of folklore and fairytales theme to the Hungarian market 69

70 5.1 Performance in 2013 The GNTB France s annual press conference on 16 April 2013 in Café Richelieu at the Musée du Louvre literary siblings. This led to 70 publications across a range of media with a total circulation of 13.8 million, reaching approximately 28 million contacts. The press highlight tours together with the press kits, seven other press releases, 40 press briefings, ten PR events and eight newsletters resulted in a total of 418 articles in different media worldwide, reaching 1.6 billion contacts. 50 years of the Élysée Treaty Within its media work in France, the GNTB placed particular emphasis on the 50th anniversary of the Élysée Treaty signed by German Chancellor Konrad Adenauer and French head of state Charles de Gaulle. The landmark event the foundation for Franco-German relations was commemorated with numerous events involving both countries. The GNTB stepped up its collaboration with the Goethe Institute in France during this key marketing campaign, working together GNTB microsite for the 50 years of the Élysée Treaty theme 70

71 The Belgian architect and designer Henry van de Velde, who lived and worked in Germany for nearly 20 years, was an exponent of art nouveau and a pioneer of the Bauhaus tradition. The GNTB took the 150th anniversary of van de Velde s birth 3 April 2013 as an opportunity to showcase his works and promote architecture and design in Germany to an international audience. The exhibition Passion, function and beauty, which ran from 24 March to 23 June 2013 at the New Museum in Weimar, documented van de Velde s contribution to European Modernism. GNTB at the Grande Fête Populär on Place de la République in Paris in July 2013 with it on the German-French photo project Histoires croisées Franco-German couples. On the day of the anniversary in January, a press conference on the subject was held with the Franco-German Youth Office (FGYO), the Goethe Institute in Paris and the Franco-German town twinning association. As a partner for the Louvre s exhibition De l Allemagne De Friedrich à Beckmann, the GNTB s French office was able to add a special dimension to the campaign. Its annual press conference was held on 16 April 2013 in the prestigious Café Richelieu at the Louvre. The event, which presented German- French projects initiated by the GNTB and offered participating media an exclusive tour of the exhibition, gave a positive boost to Germany s image as Europe s number one cultural destination. Twenty-seven media professionals, including representatives from Le Figaro, took up the invitation to the press conference. Eighteen relevant publications were registered in the days that followed, reaching 1.4 million readers, 65 million online contacts and 50,000 radio listeners. For the van de Velde campaign, the GNTB focused its efforts on countries with a particular affinity for culture and architecture, such as the USA, the UK, Belgium, Switzerland, Austria and Spain, as well as the emerging markets of south-east Europe. To ensure maximum exposure, the 150th anniversary of the famous designer s birth was included in all the GNTB s online and offline press activities. Sixteen media representatives from eight countries took part in the GNTB s two press tours on the theme, resulting in publications that reached around 3.9 million contacts worldwide. The Franco-German Youth Office, which was formed as a result of the treaty, also celebrated its 50th anniversary in July The GNTB exhibited at the Grande Fête Populär on Place de la République in Paris, which welcomed some 20,000 visitors. In collaboration with Hamburg Tourist Office and Europa-Park, the GNTB ran a competition on its website that attracted an extra 3,400 visitors and received 2,100 entries. The GNTB also invited French journalists across the border for individual tours, giving French media the German perspective on the treaty for their research on the subject. 150th anniversary of Henry van de Velde s birth GNTB Citylight poster promoting the 150th anniversary of Henry van de Velde s birth to the Austrian market in collaboration with Austrian Federal Railways 71

72 5.2 Strategy and activities in 2014 Strategy and activities in 2014 Germany is internationally regarded as a travel destination rich in both culture and natural beauty. Cultural attractions offer people from every corner of the globe a whole host of reasons to travel to Germany. To further tap into this potential, the GNTB is focusing its global marketing activities on Germany s 38 UNESCO World Heritage sites through its theme for 2014 UNESCO World Heritage Sustainable cultural and natural tourism campaign: UNESCO World Heritage Sustainable cultural and natural tourism Germany continues to gain recognition as a cultural travel destination. In the Travel & Tourism Competitiveness Report published by the World Economic Forum in 2013, Germany scored 6.3 out of a possible seven points for its cultural resources. In the rankings produced by IPK International, Germany was rated the number one cultural destination for European travellers, ahead of France and Italy. Germany s image as a cultural destination ranked an impressive fifth out of the 50 countries around the world that were evaluated in the Anholt-GfK Roper Nation Brands Index. The latest Quality Monitor survey of the German tourism industry shows that around 39 per cent of visitors from abroad chose to travel to Germany for its sightseeing opportunities. Of the 1,000 or so UNESCO sites spread around the globe, just under half are in Europe, and no fewer than 38 are in Germany. It was in 1978 that Aachen Cathedral became the first German monument to be granted UNESCO World Heritage status. Germany s newest addition to the list is Wilhelmshöhe Park in Kassel, which was added in June The UNESCO World Heritage designation regarded as an international seal of quality for cultural tourism is a travel incentive for 34 per cent of cultural tourists. With this theme, the GNTB is aiming to reinforce Germany s image as a destination for cultural tourism, to boost the economy (particularly in underdeveloped rural areas) and to increase the number of overnight stays made by visitors from abroad in the UNESCO regions. The UNESCO campaign is designed to raise awareness of the World Heritage sites and their surrounding regions, to develop tourism infrastructure and cultural diversity, and to support intercultural dialogue. 38 UNESCO World Heritage sites, 7 themes, 8 routes The German Commission for UNESCO and the GNTB have developed a joint logo that will provide a common thread running through all communications relating to the 2014 theme. Germany is number 3 in Europe behind Italy and Spain, in terms of its number of UNESCO World Heritage sites. 72

73 Some 5 million overnight stays by visitors from abroad are directly attributed to UNESCO sites. Source: GNTB/ERV Quality Monitor May 2011-Apr 2013, inbound Left to right: Burkhard Kieker, Managing Director of visitberlin, Petra Hedorfer, Chief Executive Officer of the GNTB, Dr Roland Bernecker, Secretary-General of the German Commission for UNESCO and Horst Wadehn, CEO of the German UNESCO World Heritage Sites Association, at the press launch for the UNESCO campaign on 10 December 2013 in Berlin GNTB cultural travel brochure promoting the theme for 2014 UNESCO World Heritage Sustainable cultural and natural tourism Together with its strategic partners the German Commission for UNESCO and the German UNESCO World Heritage Sites Association, the GNTB has developed a comprehensive package of sales and marketing activities to implement the UNESCO campaign in As part of this, the GNTB has been granted special permission to use the UNESCO Committee logo alongside its own logo for marketing purposes. This global campaign is using online and offline means to target top international media, key market players, the travel industry and the travelling public. Its core markets are Italy, France, the Netherlands, Austria, Switzerland, the UK, USA, Japan, China, Hong Kong and south China. At the press launch in December 2013 the GNTB presented a premium-quality consumer magazine on cultural travel, which was printed in seven different languages. A GNTB UNESCO culture insert is also being featured in high-circulation daily newspapers, special-interest magazines and lifestyle media in twelve markets. Plans are also in place for various market-specific, cross-media campaigns, which were communicated to the partners as packages. Dr Roland Bernecker, Secretary-General of the German Commission for UNESCO, speaking at the press launch: With its theme for 2014, the German National Tourist Board is showing that tourism is about not just short-term pleasure, but also social responsibility. The experiences gained from travelling to World Heritage sites can have a lasting impact on the development of respectful interaction between people. It therefore gives the German Commission for UNESCO great pleasure to support the GNTB in its commitment to making tourism more sustainable. The main tool for online communication is the GNTB s website, which features in-depth content on Germany s World Heritage sites in twelve languages at It presents eight suggested routes and seven theme sections to help travellers find their way. The microsite gives users access to a picture gallery of all the UNESCO sites, an interactive map, the GNTB s Instagram feed, event listings and market-specific promotions. The site has been optimised for smartphones and tablets and also provides direct links to the interactive travel guide Everplaces and to the free Welterbe (World Heritage) app for Apple and Android devices, which is available in twelve languages. 73

74 5.2 Strategy and activities in 2014 Social media activities in relevant source markets are extending the campaign s reach. For example, the GNTB launched a competition on its Facebook page in the first half of 2014, inviting people to travel through time in Germany by creating their own tour of UNESCO sites. To reach the media, there are plans to hold 30 press conferences, PR events and press highlight tours, for example. Extensive information on the significance of the UNESCO World Heritage sites in Germany, including photographs, is available from the GNTB s press centre at The international travel industry is being canvassed at sales events that include 45 trade fairs, roadshows and workshops. At the GTM Germany Travel Mart in May 2013, the GNTB organised two press highlight tours, each with 13 participants, showcasing selected World Heritage sites. There will be a total of eight press highlight tours, each with up to ten participants, presenting Germany s UNESCO World Heritage sites to the international media over the course of Press conference for Swiss media in the Council of Constance building on 19 September Left to right: Norbert Henneberger, Managing Director of Constance Tourist Information; Harald Henning, head of the GNTB foreign representative office in Switzerland; Ruth Bader, Managing Director of Konzilstadt Konstanz; Ueli Röösli, Managing Director of Rheinalp GmbH (Deutsche Bahn/Swiss Federal Railways cooperation) The UNESCO World Heritage theme formed the focus of the GNTB s presence at three major travel fairs in early 2014: Vakantiebeurs from 14 to 19 January in Utrecht, Ferien from 16 to 19 January in Vienna and FESPO from 30 January to 2 February in Zurich. At these travel expos, for which Destination Germany was a partner country, the GNTB was able to provide targeted information to consumers, the trade and the media. Through the resulting multiplier effects, the GNTB estimates that the campaign will reach more than 700 million contacts. Media work promoting the GNTB s themes for 2014 Constance region in The GNTB is actively supporting Constance in its international marketing for the 600th anniversary of the Council of Constance and is placing the theme at the centre of its PR and press activities in relevant markets under the banner the Middle Ages brought to life. The anniversary programme features a whole host of events with tourist appeal. It got under way on 27 April 2014 with the opening celebrations and the launch of the regional exhibition The Council of Constance A Medieval World Event, which has been mounted by the Baden State Museum in the Council of Constance building by the lake. 600 years of ecclesiastical history: GNTB puts the focus on the Council of Constance At the Council of Constance from 1414 to 1418, church representatives assembled to discuss the future of the divided Catholic Church. This council, the largest meeting of religious figures, politicians and scholars in the Middle Ages, and the decisions that were made there shaped not only the Catholic Church but also the course of European history. Constance Tourist Information is using this anniversary as an opportunity to boost the international profile of the Lake The GNTB is showcasing the theme and the related activities at a number of press conferences in the target markets of Switzerland, Austria, Italy and the Czech Republic. The press launch was held in September 2013 in the Council of Constance building together with the GNTB s Zurich office, Constance Tourist Information and the Rheinalp, a cooperative project between Deutsche Bahn and Swiss Federal Railways. The Council of Constance also came under the spotlight at the GNTB s annual press conferences in Prague on 17 March 2014 and in Vienna on 1 April And there was a GNTB press highlight tour to Constance for journalists from the four target markets. Press information is available from the international website Exhibitions and selected events taking place during the same period are also being marketed. 74

75 300th anniversary of the birth of C.P.E. Bach On 8 March 2014, music enthusiasts marked 300 years since the birth of Carl Philipp Emanuel Bach, the secondoldest son of St. Thomas Church s most famous cantor, Johann Sebastian Bach. In his lifetime, the Berlin Bach enjoyed far greater fame and appreciation than his father. The anniversary is being commemorated with public events in Weimar where he was born, in Leipzig where he grew up, and in Frankfurt an der Oder where he studied, and at sites associated with his later career. For many years C.P.E. Bach served as court harpsichordist and as composer to the Prussian court in Berlin and Potsdam. In the final decade of his life, he was highly regarded in his role as musical director and cantor of Hamburg. The GNTB publicised this key theme with two press highlight tours entitled Germany Land of Classicism and Romanticism. The northern route took journalists from Scandinavia, Austria and Poland to see the places where C.P.E. Bach lived and worked in Hamburg, Berlin, Potsdam and Frankfurt an der Oder. The alternative route visited Hamburg, Weimar and Leipzig, and was organised for media representatives from Scandinavia, North America and Switzerland. The anniversary is also being incorporated into all the GNTB s international press conferences, and is integrated into the events database / 2015: 25 years since the fall of the Berlin Wall / German reunification The period starting with the fall of the Berlin Wall in November 1989 and ending in the reunification of Germany in October 1990 is one of the most significant in recent German history, and gave tourism in Germany an unprecedented boost. Since 1993, when statistics were first recorded for the country as a whole, the annual number of overnight stays made by foreign visitors in Germany has almost doubled. A total of 37.2 million additional overnight stays by visitors from abroad have been registered, 12.8 million of which were in the new federal states in eastern Germany. In 2014 and 2015 the GNTB is taking the 25th anniversary of the fall of the Berlin Wall and German reunification as an opportunity to run a two-year worldwide marketing campaign highlighting the significance of these historic occasions for tourism. Reunification reopened numerous cultural sights and natural landscapes not only to Germans but also to visitors from all over GNTB display promoting the 300th anniversary of the birth of Carl Philipp Emanuel Bach the world. The centres of many towns and cities have been lovingly restored and modernised, and an internationally competitive economy based on small and medium-sized business is taking shape in eastern Germany. Over the past 25 years, the transport and tourism infrastructures in both eastern and western Germany have been continually expanded and improved upon, making modern-day Germany a better travel destination overall than it ever has been before. 75

76 5.2 Strategy and activities in 2014 Frontier of light in Berlin on the weekend of 9 November 2014 marking 25 years since the fall of the Berlin Wall. Kulturprojekte Berlin GmbH/WHITEvoid Christopher Bauder Peter Grunert, Lonely Planet Traveller: One thing we can say with certainty since the Wall came down 25 years ago is that British travellers interest in Germany continues to rise and continues to diversify. Our readers find reasons to return to the country again and again ( ) At Lonely Planet Traveller magazine, we continue to find new reasons to publish stories on Germany and we can t imagine running out of ideas any time soon. Frank Oostdam, ANVR, Dutch Association of Travel Agents and Tour Operators: In recent years Germany has become the holiday destination of choice for Dutch people thanks to its excellent value for money, great hospitality and exceptional customer focus. The close collaboration between the Dutch travel industry and the GNTB has seen numerous new tourism products emerging in recent years including in the eastern federal states ( ) By virtue of a sophisticated marketing policy, this segment has grown and I am confident it will continue to do so for years to come. Wolf Paunic, Vice President of Sales, Trafalgar Tours, Toronto: The importance of the travel destination Germany has changed immensely in the past 25 years. I would consider Germany as the number 1 contemporary destination GNTB brochure promoting the 25 years since the fall of the Berlin Wall / German reunification theme in Europe now due to all the changes it has gone through in the past 25 years. Cities in the former East Germany like Dresden and Leipzig are now integral parts of almost every itinerary. Germany is a modern country which has become a symbol of quality and forward thinking thanks to cultural and sport events such as the Soccer World Cup in Germany has become a strong brand in North America. 76

77 Under the banner 25 perspectives on Destination Germany, the GNTB campaign is using online and offline communications to present 25 tourist highlights, cultural sights and natural landscapes that have emerged or been rediscovered over the past 25 years. The idea is not only to look at the capital Berlin and eastern Germany but also to offer a snapshot of how tourism has developed in Destination Germany as a whole. The campaign therefore provides highlights and other travel tips for every federal state. The various press activities are targeted at top international media and key market players. Multimedia content exploring 25 perspectives of modern Germany as a travel destination is available at The GNTB is posting related video clips on the various social networks. Other planned activities include around 30 press conferences, press highlight tours and PR events in relevant source markets such as the Netherlands, Spain, Hungary and Japan. Comprehensive information on the 25th anniversary of the fall of the Berlin Wall and German reunification is available in 30 languages from the press section of the GNTB website at press. Promotional material for use in the markets rounds off the marketing strategy. Beyond the cities holidays in the German countryside Over the past ten years, the number of overnight stays made by international visitors in smaller towns and villages (under 10,000 residents) has increased by almost 40 per cent, reaching just under 16 million in This means that rural regions now account for nearly a quarter of all inbound tourism in Germany. Although the absolute number of overnight stays by visitors from abroad is rising steadily in this segment, the potential for promoting holidays in the German countryside is still far from exhausted. With its key theme Beyond the cities holidays in the German countryside, the GNTB is supporting the federal government s stated aim of promoting tourism in rural regions. The theme also serves the GNTB s remit of positioning Germany internationally as a sustainable travel destination. The Beyond the cities holidays in the German countryside campaign, which was introduced at the 2014 ITB travel fair, showcases natural landscapes in Destination Germany that offer a wealth of leisure activities and exceptional sustainability concepts for visitors from abroad. A whole host of tourism providers in the German tourist industry are already committed to sustainable development. That is evident in the regional and seasonal produce on hotel and restaurant menus, in the use of renewable energies and in the convenient and environmentally responsible public transport network available to tourists in Germany. The communication strategy for this theme includes a printed brochure, in-depth online content at and the implementation of various films. These measures are to be complemented by advertisements and online campaigns as well as social media activities. GNTB publication on the Beyond the cities holidays in the German countryside theme 77

78 5.3 A look ahead to A look ahead to Long-term trends in international travel, analysis of current trends in marketing communication and significant events in Germany of potential interest to tourists all this is taken into account when planning the GNTB s future themes. Each campaign focuses on a different aspect of the Destination Germany brand. A forward-looking approach to planning helps the GNTB to recruit strong strategic partners. A look ahead to 2015 Traditions and Customs campaign The GNTB s Traditions and Customs campaign adds a new area of emphasis in inbound tourism to complement the traditionally strong city breaks segment. The aim of the campaign is to further develop the emotional dimension of the Destination Germany brand. The planned international campaign links the positive, modern image of Germany with its living traditions the authentic and how this is currently anchored in society. With its three pillars Culinary Germany (typical regional food & drink), Living Traditions (festivals and customs, traditional costumes and dance, cultural events) and Arts & Crafts (arts & crafts and craft villages), the campaign is also supporting the sustainable regional development of rural areas. The international marketing activities are positioning the Traditions and Customs theme as an important facet of the core Destination Germany brand and are also helping the GNTB in its efforts to promote Germany as a sustainable destination. complemented by updates to the online events database, various newsletters and a press kit. A social media campaign will see bloggers reporting live from the regions; there will also be promotions on Facebook and Instagram and the HotSpot microsite will be expanded. The GNTB will feature themed video clips by Deutsche Welle on and at trade fairs and workshops. Key theme 500th anniversary of the birth of Lucas Cranach the Younger In 2015 the Luther decade campaign will be highlighting the Image and Message theme. The GNTB is playing its part by focusing on the 500th anniversary of the birth of Lucas Cranach the Younger. Across Germany the towns and cities where Lucas Cranach the Younger lived and worked are joining forces to develop cultural tourism related to the Cranach family of painters. The GNTB will be intensifying its international PR work through traditional media activities, both online and offline, and through trade fairs and press conferences. Numerous special exhibitions will be tied in to the media work. The GNTB will be working together with regional partners to communicate this theme in all international markets as part of a professional campaign. A promotional magazine in German and English is being printed for trade fairs, press conferences and workshops that covers the three main topics and all of Germany s federal states. The online content at will be expanded, and the magazine will also be available as an e-brochure featuring videos and hyperlinks. Traditional marketing tools in the form of banners and advertisements are also being developed, as are QuickScreen displays. These activities will be The theme will also feature in the main brochure on Luther and in an insert; it will be publicised on the GNTB website and through a press kit available from the GNTB press centre at travel/press and will be included in press highlight tours for the media. Key theme Scenic routes of Germany Germany s huge variety of natural and cultural attractions draws many travellers from abroad. Over 150 scenic routes help visitors 78

79 to discover Germany in their own way and at their own pace, while also making sure they don t miss the main sights. Travellers can explore the various routes by car, motorbike or bicycle. Towns, villages and attractions located along the routes are all signposted with the same logo, which serves as a brand for their marketing. The GNTB will promote the Scenic Routes theme with the full array of PR tools. A comprehensive press kit available from guides journalists through the broad range of themes and routes. Press highlight tours on the theme are being offered to selected media. For its international marketing of the 500th anniversary of the Reformation in 2017, the GNTB is teaming up with campaign partners including the Luther 2017 coordinating office, the Evangelical Church in Germany (EKD), the tourism organisations of the federal states and the main towns and cities in Germany with historical links to Luther. Cultural and religious events, conferences and major exhibitions will be among the highlights of the anniversary year. Together with the Swiss tourism board, plans are being made for cross-border routes themed on the reformers John Calvin and Ulrich Zwingli that can be jointly promoted to the US market, for example. A look ahead to 2016 Holidays in the heart of nature campaign In 2016 the GNTB will be focusing its worldwide marketing activities on the theme Holidays in the heart of nature Germany s national parks & nature parks, placing particular emphasis on the tourism potential of the rural regions. Germany boasts 15 national parks, 15 UNESCO biosphere reserves and 104 nature parks offering a wide choice of holidays in the great outdoors. The GNTB will be promoting these exceptional natural landscapes in a campaign run in partnership with EUROPARC Deutschland, the Association of German Nature Parks and the Federal Environment Ministry. The GNTB is already using a cross-media campaign to publicise the Reformation anniversary in key markets. In mid-2014 an insert for media cooperations will be appearing in nine languages together with a Luther 2017 brochure in German and English for 2015 and Both publications will present the history of the Reformation and information on places associated with Martin Luther as well as eight fascinating routes exploring cultural highlights and authentic Reformation sites. The insert also points to the GNTB website offering prospective visitors from abroad extensive background material on the places where Martin Luther lived and worked. Further information is provided in the form of an interactive map of Germany. Germany s natural landscapes are currently featured in the Leisure & recreation section of the website at nature. This section was updated at the end of 2013 to include nature parks and biosphere reserves and has been online since January Users can locate all the parks and reserves on the interactive map. The content for the national parks is currently provided in twelve languages, while information on the 15 UNESCO biosphere reserves and a selection of 30 nature parks is available in German and English. A look ahead to 2017 Luther years since the Reformation campaign The GNTB is marking the 500th anniversary of the Reformation with a special key theme for It will be setting new accents in cultural tourism through a range of activities centred around Luther and his contemporaries and providing attractive travel incentives for diverse international target groups focusing on people with an interest in culture, religion and spirituality. GNTB brochure on the theme Luther years since the Reformation 79

80 Roundtable: regional marketing organisations The regions perspective: inbound tourism to Germany What are your hopes and expectations for the current year and the near future? Going forward we anticipate that Europe, which already generates a high absolute volume of overnight stays, will continue its upward trend. The eastern European markets, in particular, are currently delivering extremely strong growth, which suggests that they are not only contributing to the Europe-wide growth but also establishing themselves in the long term as a lucrative future market for Bavaria. Andreas Braun, Baden-Württemberg: The appreciation of sustainable aspects of travel will grow in the years to come, at home and abroad. In Baden-Württemberg we have already begun to position ourselves as a pioneer in low-impact, nature-based tourism through our region-wide project Grüner Süden [Green South]. We will continue to build on this over the coming years. For the second key theme for the future city breaks and cultural tourism we are focusing internationally on southern Germany s outstanding cultural heritage: from the picture-perfect medieval towns and the castles and palaces to our diverse range of automotive museums. Jens Huwald and Dr Martin Spantig, Bavaria: The hugely encouraging trend of rising visitor numbers that we have witnessed over recent years continued in 2013, further bolstering Bavaria s status as Germany s number one destination region. Bavaria is more popular than ever not only among Germans, but among international visitors too. As such, the international source markets have grown in importance for Bavaria over the last few years. In 2003 international source markets accounted for 12.8 per cent of all overnight stays in Bavaria. By 2013 this had gone up to 18.9 per cent. What s more, markets that had previously been of little relevance, such as India or Brazil, are becoming increasingly significant. As things stand we expect the US market, which also generates a large number of overnight stays, to plateau at its very high level. Asia, by contrast, is currently experiencing the highest growth rate of any continent, though in our estimation they are also the most susceptible to international crises. Burkhard Kieker, Berlin: Our city and its people had to reinvent themselves after the Berlin Wall came down. We want to convey the unique character and the many authentic moments in history that Berlin embodies today. This is also the objective of visitberlin s marketing drive in Asia, Australasia, the Middle East, South America and Central America. Berlin has established itself as one of the most successful city destinations in Europe, registering record results in 2013 with just under 27 million overnight stays. This success is driven not only by tourism but also by the conference and congress sector. As well as generating high media interest around the world, the 25th anniversary of the fall of the Berlin Wall in 2014 will also play a key role in achieving renewed growth in the number of arrivals and overnight stays. Dieter Hütte, Brandenburg: Over the past few years tourism in Brandenburg has been characterised by a moderate and healthy rate of growth. We would like this to continue and are hoping for a positive impact from this year s UNESCO World Heritage theme. 80

81 Andreas Braun Managing Director of Tourismus Marketing GmbH Baden-Württemberg Dr Martin Spantig, Managing Director of Bayern Tourismus Marketing GmbH Jens Huwald, Managing Director of Bayern Tourismus Marketing GmbH Burkhard Kieker Managing Director of visitberlin Dieter Hütte Managing Director of Tourismus- Marketing Brandenburg GmbH The focus on the 200th anniversary of the birth of Frederick the Great in 2012 illustrated the huge potential of cultural tourism themes. We have an additional crowd-puller this year in the shape of the inaugural Brandenburg State Exhibition, entitled Prussia and Saxony Scenes from a Relationship between Neighbours. Peter Siemering, Bremen: 2013 was another year of strong growth for Bremen, with overnight stays rising more than 9 per cent. This gives us cause to be optimistic about the coming year as well, in which our calendar is once again packed with major congresses and events of widespread tourism appeal. In Free Hanseatic Bremen, we have a healthy level of bookings and are expecting another increase in tourism for This is partly due to the new hotel projects (e. g. the new Motel One), which are bringing in new guests, and the new long-distance coach routes. For us, the main event in 2014 is the 40th Germany Travel Mart in May, which will undoubtedly contribute to growth both this year and beyond. During the event we will be drawing heavily on the GNTB s World Heritage theme, placing our town hall and our Roland statue centre stage. Dietrich von Albedyll, Hamburg: The outlook for tourism in Hamburg remains highly positive. For 2014 we are forecasting a 6 per cent growth in the number of overnight stays to 12.2 million. The attractions in and around the port are creating a brand new appeal: HafenCity is expanding and becoming more urban, and the Speicherstadt will likely become a World Cultural Heritage site will see Hamburg open its third cruise liner terminal, making the city a year-round destination for cruise-ship passengers. The city s cultural product is gaining in quality, with the Kunsthalle art gallery and the Deichtorhallen undergoing extensive renovation. Eighteen new hotels are set to open by 2016, providing more than 7,500 beds. And in 2017, the wait will be over the Elbe Philharmonic Hall Hamburg will finally open its doors and dramatically raise the city s international standing. For this and many other reasons we are optimistic that we ll register around 18 million overnight stays in Folke Mühlhölzer and Stefan Zindler, Hessen: Travel destinations in Hessen are performing strongly. The foreign source markets are a key driver of growth for the number of overnight stays and arrivals in Hessen. At 6.3 million overnight stays and 3.3 million arrivals by visitors from abroad, current figures represent a yearon-year rise of 2.4 per cent and 2.1 per cent respectively. Germany will remain the most important source market for the Hessen destinations in the near future. However, the inter national source markets hold further potential for us as well. We can achieve higher growth rates there than in the domestic market. We expect this upward trend to continue. Overall we are optimistic and anticipate a modest growth rate. Bernd Fischer, Mecklenburg-Western Pomerania: Following a successful 2013 for tourism in Mecklenburg-Western Pomerania, we are expecting the stable growth in demand to continue in Assuming no unseasonable weather conditions and no major economic or currency crises arise, the Mecklenburg- Vorpommern Tourist Board forecasts an increase in demand of between 1.2 and 1.5 percentage points (around 400,000 overnight stays) for the current year. This projection is based on a further modest rise in demand and on an anticipated capacity increase of around 1,500 beds. A limiting factor this year, however, is the complete absence of any school summer holidays in June. Demand will be even more concentrated during the two busiest months, July and August. We believe it is realistic, in the next two to three years, for the number of overnight stays recorded in Mecklenburg-Western Pomerania to reach the 29 million mark. 81

82 Roundtable: regional marketing organisations Carolin Ruh, Lower Saxony: There has been a general change in holidaymakers travel patterns, with a growing preference for shorter breaks spread throughout the year. We have to accommodate this and develop new product lines. This year we are mainly focusing on active breaks, such as cycling trips and walking holidays, as well as health-related tourism, also in respect of changing demographics. The overarching themes of Tourism for all and Quality in every direction are important to us too, and this is reflected in the products and services we offer our guests. Dr Heike Döll-König, North Rhine-Westphalia: For the current year we are, of course, hopeful that we can keep up the fantastic progress that has been made over the past few years. Right now we are celebrating our fourth successive year of record results for North Rhine-Westphalia: in 2013 we exceeded 20 million guest arrivals for the first time, and that s despite a rather modest start to the year. We want to build on this momentum for 2014 and beyond. We are pushing ahead with our regional marketing strategy and creating fresh accents by offering new and professionalised health travel products, by supporting providers in the activity holiday sector and by marketing our strengths in business travel. Dr Achim Schloemer, Rhineland-Palatinate: If it hadn t been for the unseasonable weather in spring, 2013 could have been our best year in a long time. As such, I am confident that with the generally positive economic situation in Germany and the recovering economies in our European source markets, we can expect to see our investments in walking, cycling and culinary offerings pay off this year. By pursuing our quality strategy, we will score highly in future too. Our overall aim is to keep raising quality and to boost value creation in tourism. Birgit Grauvogel, Saarland: We are aiming to build on the excellent set of results achieved in 2012 and The figures for 2013 indicate that of all the non-city states in Germany, the Saarland recorded the highest percentage increase in overnight stays and arrivals. This effect was triggered by the opening of Center Parcs at Lake Bostalsee in the middle of 2013, backed up by impressive results recorded by the state capital Saarbrücken and its regional association. Winning the 2012 German Tourism Award also brought us a great deal of publicity. We will continue to focus on a wide-reaching marketing mix that promotes the surprising variety on offer in the Saarland. We see the Saarland as a strong destination for the short break segment on account of its proximity to the countryside, the wide choice of experiences that it provides and its location next to France and Luxembourg. Hans-Jürgen Goller, Saxony: With its figures for 2013, Saxony succeeded in consolidating its high level of visitor numbers and overnight stays. And in light of the devastating floods of June 2013, that was by no means guaranteed. For the current year, I anticipate modest growth of up to 2 per cent. Unfortunately we didn t get off to a good start, with the mild winter producing little snow, which hit our mountain destinations hard. That said, our top city destinations, Dresden and Leipzig, promise further increases in the number of visitors and overnight stays. Bettina Quäschning, Saxony-Anhalt: In 2013 Saxony-Anhalt registered its first drop in overnight guests since These losses were primarily down to the summer floods, which resulted in cancellations across the region. The regional marketing association Investitions- und Marketinggesellschaft Sachsen-Anhalt mbh (IMG) forecasts a consolidation of demand for Saxony- Anhalt offers attractive incentives for travel to new visitors and returning guests from home and abroad, particularly in the Peter Siemering Managing Director of Bremer Touristik-Zentrale Gesellschaft für Marketing und Service mbh Dietrich von Albedyll Chief Executive Officer (CEO) Hamburg Tourismus GmbH Folke Mühlhölzer, Managing Director of HA Hessen Agentur GmbH Stefan Zindler, Head of Tourism and Conference Marketing, HA Hessen Agentur GmbH Bernd Fischer Managing Director of Tourismusverband Mecklenburg-Vorpommern e. V. 82

83 GNTB advertising campaign following the floods in Germany in the summer of 2013 cultural tourism sector. These include new events and activities centred around the region s UNESCO World Heritage sites, such as the reopening of the war-damaged masters houses in Dessau, the 20th anniversary of Quedlinburg being granted UNESCO status and the horticulture and wildlife year at the Garden Kingdom of Dessau-Wörlitz. And with the opening of the new museum at Luther s childhood home in Mansfeld on 14 June, spiritual travellers have the chance to learn all about Luther s life in the region where the Reformation originated, Saxony-Anhalt. Schleswig-Holstein: In 2013 the number of overnight stays by guests from abroad rose by 11.6 per cent on the previous year. Most visitors are from Denmark, Sweden, Norway, the Netherlands, Austria and Switzerland. To further increase the appeal to visitors, Schleswig-Holstein Tourist Information (TASH) is working on strategic marketing activities in the source markets and on making the region s tourism product more international. TASH s international marketing is based on five areas of activity: communicating, sharing information as a basis for collaboration, analysing and researching the markets, helping the tourism marketing organisations (TMOs) to actively promote their offering abroad, and using Deutsches Küstenland (DKL) and the German National Tourist Board (GNTB) as international activists. markets relevant to Schleswig-Holstein are on an upward trajectory, meaning the region s accommodation providers can expect high increases in the numbers of visitors from abroad. Bärbel Grönegres, Thuringia: We are certainly optimistic for the future. There are some very interesting themes and events coming up in Thuringia over the next few years, which will add to our appeal. And we re kicking things off this year with the theme Thuringia World Heritage Region Only the best sites gain UNESCO World Heritage status, which equates to an international seal of quality. It is an honour that has been bestowed upon Thuringia four times already in the shape of Wartburg Castle in Eisenach, Classical Weimar, the Bauhaus sites in Weimar and Dessau and the World Natural Heritage site Hainich National Park. They have all been recognised as some of the world s most exceptional cultural monuments and natural landscapes. I am sure that Thuringia s UNESCO sites generate much interest among international guests in particular. Indeed a recent study involving the tourism marketing organisations of all the federal states revealed that 40 per cent of the holidaymakers surveyed rated their visit to a World Heritage site as interesting or very interesting. What s more, Wartburg Castle in Eisenach was voted the third most famous UNESCO World Heritage site. In 2017 attention turns to the Reformation anniversary celebrations, which is great news for Thuringia: a destination boasting countless sites associated with Luther, plus the Luther Trail. Projections by the Federal Statistical Office indicate that all source 83

84 Roundtable: regional marketing organisations Which specific trends are you seeing in the travel and spending behaviour of international tourists in your region, and how are you adapting to this? groups, while also acting as a point of contact for enquiries. This also opens up the possibility of entering previously untapped international markets. We anticipate that this new approach to business development activities will afford us greater flexibility, as well as the scope to adequately exploit new emerging markets. Burkhard Kieker, Berlin: The principle trends for Berlin are health tourism, luxury tourism, urban living and active holidays. For visitors from Asia in particular, shopping is the highlight of their trip to the capital. And in this respect, Berlin fashion brands are attracting more attention too. At visitberlin, we are responding to this with a market-specific approach implementing activities and strategies tailored to the different target groups and in the relevant language. Andreas Braun, Baden-Württemberg: International guests have recently become much more significant to Baden-Württemberg. In the past ten years the proportion of overnight stays accounted for by visitors from abroad has risen from 15 per cent to over 20 per cent. Increasing importance is therefore being placed on international marketing. So that we can make our presence known in relevant future markets, we are conducting intensive market research and constantly realigning our marketing strategy on this basis. Jens Huwald and Dr Martin Spantig, Bavaria: With the economic and political situation changing in a number of countries, increasing numbers of people are able to travel abroad. In light of this, the EU Commission is discussing the possibility of relaxing visa requirements to make it easier for tourists from non-eu countries to visit member states. For Bavaria, Germany s main destination for international tourists, this means the number of relevant markets is constantly rising. There is also a growing depth of travel experience in the established international source markets. However, the supply of funds and personnel needed to meet this demand is not necessarily growing at the same rate. At Bayern Tourismus Marketing, we are meeting this challenge by changing the way we conduct our international marketing. Going forward, we will no longer have separate responsibilities for individual markets (with separate sales, marketing and PR activities) but will instead focus on a cross-market approach for all business and leisure travel. One B2B manager and one B2C manager backed up by an efficient international marketing team will be responsible for developing their respective target Dieter Hütte, Brandenburg: Poland has taken over from the Netherlands as our number one international source market. The Berlin experience is growing, as is the willingness of tour operators to include other destinations in the capital within their product portfolios. Activity-based options such as tours on houseboats, rafts or bikes are in high demand. People abroad are also becoming much more aware of destinations in Brandenburg like the Spree Forest and Potsdam. Here we are recording high levels of interest from markets including Scandinavia, the Netherlands, Poland, the Czech Republic, Austria and Switzerland. Visitors from Japan often factor in a stay in Brandenburg en route from Berlin to Dresden. Peter Siemering, Bremen: The number of people visiting Bremen from abroad increases every year. For us, the main source markets are the Netherlands, the United Kingdom and the USA, closely followed by France and Norway. Shopping is a top priority for many independent travellers. Here it s important to work together with our retail sector to cater to the relevant target groups, to offer language courses for store staff and to learn the customs that are particular to each culture. Many Dutch and Scandinavian visitors make a special trip to Bremen for the major fairs and events, such as the Freimarkt and the Christmas market. Here, for example, the onus is on places serving food and drink to offer multilingual menus. Our Chinese guests, who are visiting Bremen in growing numbers, usually appreciate having bathtubs and kettles in their hotel rooms. At the end of 2013, Bremen provided the venue for the German Society of Tourism Research (DGT) conference, which looked at intercultural management in leisure and tourism, dealing with questions such as how good are Bremen s intercultural skills?, 84

85 Carolin Ruh Dr Heike Döll-König Dr Achim Schloemer Birgit Grauvogel Managing Director of Tourismus Marketing Niedersachsen GmbH Managing Director of Tourismus NRW e. V. Managing Director of Rheinland-Pfalz Tourismus GmbH Managing Director of Tourismus Zentrale Saarland GmbH what challenges does intercultural management present for the marketing of Bremen? and how can hotels prepare for the challenges of the 21st century?. Dietrich von Albedyll, Hamburg: The rise of the smartphone shows no signs of slowing down mobile is the megatrend. At HHT, mobiles accounted for 23 per cent of web traffic in autumn 2013, though their share of revenue was only 8 per cent. HHT has therefore developed a concept aimed at better tracking the lifecycle of a tourist trip to Hamburg. Central to the Customer Journey project is an app that can be loaded with an individual travel guide that the user creates on the HHT website. The app is structured around a map, which has a search facility for places of interest to tourists. With this app, we are providing a virtually seamless chain of information for guests, as well as communication that is tailored to the needs of the target group. Folke Mühlhölzer and Stefan Zindler, Hessen: The most important international source markets for Hessen are the USA, the United Kingdom, the Netherlands and Switzerland. We base this not only on the absolute number of overnight stays but also on an assessment of the overall economic situation. We are also monitoring other markets. Poland and the Arab Gulf States, for example, have been performing very positively in recent times. We are also keeping an especially close eye on China as another important source market. It s not just Hessen s central location, its modern venues for trade fairs and conferences and the airport in Frankfurt that are appealing to Chinese visitors. There s also its cultural heritage as the birthplace and homeland of the Brothers Grimm, its unspoilt forests and natural landscapes and its captivating towns and cities. We have already launched a tourist website for the Chinese market. At Chinese travellers can access information that is tailored to their requirements. With this venture, we have also broken new ground. In collaboration with the Hessen trade association, we have compiled a unique overview of Hessen retailers that have adapted to the needs of Chinese customers. These retailers fulfil certain criteria, such as having Chinese-speaking sales assistants, accepting payment via Union Pay and offering tax-free shopping. Other Frankfurt retailers have now signed up as well, complementing the extensive range of shops at the airport. We are anticipating further increases in the number of Chinese visitors, more of whom will be travelling independently. Bernd Fischer, Mecklenburg-Western Pomerania: As things stand, inbound tourism to Mecklenburg-Western Pomerania is still growing at a stable rate. In 2014 it s possible that we ll break the one-million mark for overnight stays by international visitors for the very first time. This forecast is based on growth in overnight stays of between 3 to 5 percentage points. We anticipate stable currencies and exchange rates in our best-performing source markets, Sweden, Denmark and Switzerland, which will continue to have a positive impact on demand. However, the discontinuation of the flight connection between Zurich and Rostock has had a dampening effect on demand from the Swiss market. Carolin Ruh, Lower Saxony: The most important international source market for Lower Saxony is still the Netherlands, where we are focusing on back to nature holidays such as cycling and walking. We are also expecting to see dynamic growth in numbers of international visitors in the short break segment. Targeted marketing of specific events or themes, such as this year s regional exhibition on the House of Hanover or the various UNESCO sites, is creating reasons for people to go on city breaks or mini-breaks. Lower Saxony is generally seen as an ideal destination for a holiday in the great outdoors. Dr Heike Döll-König, North Rhine-Westphalia: International source markets have become significantly more relevant for North 85

86 Roundtable: regional marketing organisations Hans-Jürgen Goller Managing Director of Tourismus Marketing Gesellschaft Sachsen mbh Bettina Quäschning Bärbel Grönegres Senior Manager, Investitions- und Managing Director of Thüringer Marketinggesellschaft Sachsen-Anhalt mbh Tourismus GmbH Rhine-Westphalia over recent years: the number of overnight stays by visitors from abroad has risen by nearly 63 per cent since the year Guests from our primary source markets, the Nether lands, the United Kingdom and Belgium, have accounted for much of this growth. These visitors are attracted not only by the region s status as a business travel destination but also by travel offers in the active, city and event tourism sectors. Over the next few years, we also hope to see renewed growth in the numbers of people travelling from the high-potential markets of Russia, the Arab Gulf States and China. The exceptional range of services available in the fast-growing medical tourism sector play an important part for Russian and Arab guests. Chinese travellers are particularly attracted by the cultural and city tourism options, but are also increasingly visiting our region for conferences and business trips. Dr Achim Schloemer, Rhineland-Palatinate: We have been witnessing high levels of online activity for some time now. Naturally this has an impact on how potential guests search for information and make bookings when planning their trip. For this reason, we will be further improving all foreign-language websites in terms of layout, content and structure, and making them more user-friendly. The latest figures show substantial drops in overnight stays by guests from our most important source market, the Netherlands. We are also facing tough competition from other German travel destinations in this respect. It is therefore important on the one hand to develop other future-oriented markets and on the other hand to harmonise our marketing with that of the regional marketing organisations and the GNTB. The next step will be for several regional marketing organisations to join forces for a comprehensive source market survey in the Netherlands. Birgit Grauvogel, Saarland: The international source markets continue to play a major part in tourism in the Saarland. Over the last few years the economic situation has worsened in our source markets of France, Luxembourg, Belgium, the Netherlands and Switzerland. It is therefore more important than ever to be more targeted and active in how we develop these markets and to highlight our region s value for money. Quality still counts here! Our international marketing strategy includes participation in special interest trade fairs, roadshows, collaboration with tour operators, media cooperations and targeted press work. Hans-Jürgen Goller, Saxony: International tourists are primarily interested in Germany for its exquisite art, culture and architecture and as Germany s no. 1 cultural travel destination, Saxony is blessed with plenty of attractions of this kind. Customs and traditions, arts and crafts and cuisine are other factors that international tourists hold in high regard, and once again Saxony is well-equipped on this front. That said, Saxony is not alone in this respect and many other states have much to offer as well. I therefore anticipate that the competition among German destinations for international visitors will get even tougher going forward. Alongside Saxony s established source markets such as the Netherlands, Switzerland, Austria, Italy, the United Kingdom and the USA, we will also be stepping up our marketing efforts in Russia and Poland in the near future. Bettina Quäschning, Saxony-Anhalt: The travel and spending patterns of international tourists in our region are not all that different to the figures for international tourists in other German federal states. A feature of Saxony-Anhalt is the comparatively high status of Luther tourism. The Luther decade has given new impetus not only to the spiritual travel segment but also to cultural tours of authentic sites associated with Reformation history in Saxony-Anhalt. Spreading the word about the

87 Reformation anniversary to Luther tourists while taking into account the interests of both religiously minded and culturally minded travellers represents both an opportunity and a challenge for IMG over the next few years. Schleswig-Holstein: Going forward the Schleswig-Holstein region will maintain its focus on seaside holidays and adventure. However, we will also be expanding our spectrum of themes and target demographics. Travellers who want to get back to nature and experience the great outdoors hold a great deal of potential, as do families with children, who can be categorised into those who come solely for the beach and water sports or active families who also enjoy attractions further inland. We are also targeting tourists who come to unwind and enjoy life s luxuries, those who want a health boost, and inquisitive travellers normally couples who want to experience the region and its people, as well as city-break tourists and cultural tourists, who constitute a much smaller proportion of visitors in Schleswig- Holstein than the other target groups. Bärbel Grönegres, Thuringia: The number of independent travellers we are seeing is growing all the time. The internet and social media marketing are therefore becoming increasingly important, not least because our international source markets are highly web-savvy. Thuringia has always had international appeal thanks to its music, its historical personalities, its cities and its UNESCO World Heritage, but now visitors are also displaying increasing interest in the great outdoors and they ve come to the right place! In the group travel sector, there is a distinct trend towards special-interest tours. When it comes to access-for-all holidays, word has spread that Thuringia is leading the way in Germany, which we can see from the growing demand from the press and from tour operators. Even now, three years before the main event, interest in Lutherthemed tours and the Reformation is growing rapidly, even among markets that had not previously shown much interest in the subject. The new tourism strategy also includes the launch of the region s new umbrella brand Schleswig-Holstein. Germany s true north. Federal Ministry for Economic Affairs and Energy at the GNTB s Germany stand during the 2014 ITB 87

88 6 Sales and marketing tools

89 Bavaria Sales and marketing tools The array of communication tools available is multifaceted and varied. The GNTB uses the full spectrum of marketing communication methods to focus on particular target groups, markets and themes. Online or offline, direct, interactive or traditional face-to-face communication: the toolbox is constantly being adapted to ensure we have the right means to get our message to its intended audience. 89

90 6.1 The virtual destination The virtual destination 2.4 billion web users around the world have changed the global knowledge society as we know it. The way that travellers research and book their trips is evolving in line with technology. Three quarters of all Europeans currently use the internet to plan and book at least part of their trip to Germany. Using online information to maintain growth The continual expansion of the GNTB website in terms of both content and technology was reflected by a further increase in users in The website registered 6.5 million visitors in the reporting year, up 22 per cent on Traffic has more than doubled compared with the 3.1 million visits recorded in 2011 when the site was relaunched and given its current look and feel. The Netherlands, the USA, the UK and France generated the strongest growth of the source markets. The most requested content was information on towns and cities: 1.6 million users clicked on these theme pages an increase of 31 per cent on the previous year. Publicity in the run-up to the UNESCO campaign led to a 17 per cent increase in traffic for this section of the website. The Christmas market special, meanwhile, contributed to a 47 per cent rise in the number of clicks compared with Multilingual multifaceted in demand As part of its worldwide marketing of Destination Germany, the GNTB has systematically developed the German tourism website into a central platform for information, marketing and sales. Visitors to the website can find what they re looking for quickly and easily by jumping straight to the themed sections. From any location and on any device, information on Destination Germany is never more than a click or two away. Structured around specific tourism themes and target groups, the site gives users instant access to an extensive network of content spanning more than 30,000 pages. Alternatively, users can navigate to their destination using interactive maps. There is also a full text search facility for finding specific content. The wide choice of multimedia options 600 videos, 250 innovative 360 panoramas and over 12,000 pictures guarantees optimum visual impact. Serving as a virtual destination, the website provides a starting point for planning a trip and features microsites for in-depth content on particular themes. Hyperlinks guide users to the individual destinations and to partners booking facilities. The website provides a global network for the GNTB s travel partners. It offers a variety of advertising options, newsletter functionality, online distribution of publications in the form of e-brochures, a press area and a sales guide. The website also features the Top 100 sights of Germany. In 2012 / 13, some 46,000 international guests voted for their favourite destinations in Germany via an online poll. Their votes formed the basis of the Germany Top 100 app. Nearly 30,000 users downloaded this travel guide by tourists for tourists onto their smartphone, giving them access to a wealth of information for their trip, including ideas for 90

91 GNTB microsite and Top 100 app possible excursions and places to visit. The app provides a brief description of each attraction, along with photos and information on opening times, admission prices and how to get there. The Germany Top 100 chart and app is updated every year. enables the order of the route to be changed. This personalised travel planner can be supplemented with information on the chosen destinations, printed out and shared with friends and fellow travellers via a range of social media. New at The content of the GNTB website has been expanded for numerous existing language versions, including Czech as of People all over the world can now access in 30 languages. The dynamic development of the internet and how we use it means we must continually update our technology and content. Various changes were implemented to make the website even more user-friendly, such as updating the slide show on the welcome pages and optimising the navigation to the theme pages. Links are providing more opportunities for cross-marketing, and content is now easier to read online thanks to the new layout. There is also a newly developed database of around 1,200 campsites, for which searches can be filtered by location, facilities and many other criteria. This tool is available in several languages for the main source markets of the Netherlands, Denmark, the United Kingdom, Switzerland and Austria. The GNTB added to its website sections on museums, music, UNESCO, nature parks & national parks, Christmas markets and Martin Luther, which tie in with its current focuses in international marketing. Another new feature added to the site was the travel planner, available in 30 languages. This allows users to put together a customised tour on an interactive map of Germany. The travel planner calculates the distance between destinations and easily GNTB travel planner 91

92 6.1 The virtual destination The new-look GNTB website In 2013 all GNTB press releases were made available centrally at the newly developed international press centre. A drop-down menu provides access to up-to-date, country-specific information and press releases, as well as downloadable images on press themes. This section also provides in-depth information on the markets in general and contact details for more than 40 countries. One example of the innovative delivery of content in mobile applications is the Romantic Road smartphone app (available for Apple and Android devices). The app contains a wealth of information about Germany s oldest scenic route, including opening times and places of interest along the way. It has an interactive map for planning journeys and the mobile journal enables users to save pictures of their experiences, add comments to these images and share them on social networks via a direct link. A look ahead In 2014 the GNTB will further optimise the online user experience. Searching, discovering, engaging and browsing are becoming increasingly important for users. A new mobile site was developed to meet these needs, a basic version of which went live in March Travellers can now use their mobile devices to search the whole site quickly and easily or to explore by region using the interactive maps. GNTB press centre 92

93 6.2 Press, PR and social media Press and PR activities The GNTB uses the full array of press and PR tools to position Destination Germany internationally in online and offline media. The range of themes encompasses the latest developments in Germany s inbound tourism industry as well as specific themes and attractions in its towns, cities and regions. Increasing importance is being placed on social media activities. Further increase in reach for the GNTB s press and PR work Making use of its extensive media contacts, the GNTB organises press conferences, press briefings, interviews, PR events and press tours, and publishes press releases and newsletters. The aim is to encourage high-quality reporting on Germany as a travel destination and to further boost Germany s positive image. In addition to articles in online and print media, the GNTB also initiates features on TV and radio. In 2013 the GNTB s press contacts list for all international source markets comprised 8,720 media (2012: 7,596), reaching a total of around 39.2 billion readers (2012: 34.7 billion). Growth was especially strong in the online sector, in which 650 media were added. All in all, the GNTB registered 11,329 features worldwide, a third more than in the previous year. These articles reached nearly 95 billion potential contacts. Frontrunners in terms of coverage were Asia / Australasia and south-east Europe. More than half of the publications (56 per cent) were achieved in print media, with online publications accounting for just over 40 per cent. During the year under review, the GNTB held three press conferences in Germany: an annual conference at the ITB travel fair in Berlin, an international press forum for the GTM Germany Travel Mart in Stuttgart and a press launch for the UNESCO theme year in Berlin in December. Over 180 international media representatives attended these events to find out about the progress of Destination Germany, about tourism in Germany by international comparison and about the themed marketing campaigns. The number of press events in the markets rose from 336 in 2012 to 620 in 2013, with 47 press conferences, 481 press briefings and 92 PR events reaching 4,446 media representatives and resulting in 4,104 articles. The GNTB s press and PR activities reach 8,720 media around the world, achieving 39.2 billion contacts. 93

94 6.2 Press, PR and social media The GNTB s UK office and Thuringia tourist office brought the British Guild of Travel Writers annual conference to Weimar in 2014 GNTB press highlight tours Participant feedback Mosche Gilad, Israel: It was a very interesting trip, an enjoyable one and it was very well organized. Johanna Birnbaum, Austria: I really enjoyed the tour (...) and I have once again been reminded of what magnificent towns, cities and countryside Germany has to offer. Martin Gasser, Austria: The tour was really well organised and the service was first class. Thanks for inviting me. Philippe Farcy, Belgium: A huge big thank you for the excellent trip! New concept for GNTB press tours well received The press highlight tours were very well received as a marketing tool. They are focused on the theme years, key themes and major events. Groups of up to ten international journalists take part in the tours, which last for three to four days. The 24 press highlight tours in 2013 explored various subjects including the Germany for young people marketing theme. Four press highlight tours attended by 37 journalists from 18 countries produced 70 publications on this subject, reaching a total of 134 million contacts worldwide. In 2013 the GNTB held 439 press tours for 828 media representatives, generating 1,741 publications, a quarter more than the year before. The press highlight tour programme for 2014 includes routes exploring the 600th anniversary of the Council of Constance, the 300th anniversary of the birth of Carl Philipp Emanuel Bach, the painter Caspar David Friedrich, UNESCO World Heritage sites and sustainable Destination Germany, and the forthcoming Traditions and Customs campaign. 94

95 Press highlight tours in press highlight tours in 2013 with a total of 203 participants. Tour themes: 200 years of Brothers Grimm folklore and fairytales Design and architecture in Germany Germany s islands 200th anniversary of Richard Wagner s birth Culinary Germany Germany for young people Wellness and recreation GTM Germany Travel Mart All these press highlight tours (excluding GTM tours) generated 249 publications reaching a total of 193 million contacts. Journalist programme at the 2013 GTM in Stuttgart 95

96 6.2 Press, PR and social media Strong contribution from social media activities Social media activities in the spotlight Social media activities are firmly established in the GNTB s marketing strategy. The social media campaign Share the moment. Youth HotSpots in Germany was, for example, a core element in the delivery of the 2013 marketing campaign Germany for young people vibrant, fashionable, innovative. (See page 62 onwards) The GNTB s first Social Media Day On 12 December 2013 the GNTB hosted its first Social Media Day, which took place in the Museum for Communication in Frankfurt. The all-day event, which was attended by around 55 people, provided information on opportunities, possibilities and strategies in the social media sector, and on the type, content and frequency of communication in the GNTB s international source markets. Together with the GNTB representatives, the participants discussed the challenges posed by social networks, looking at specific examples from the international marketing of Destination Germany. One key subject was blogger relations, a subject highlighted by blogger Kash Bhattacharya. The main social media channels have been used in all the themed marketing campaigns to target particular goals and audiences. For example, the Youth HotSpots app for the 2013 campaign was designed to connect with all relevant social media platforms and to link directly to the campaign website. This enables the users to share their own travel experiences of Germany on several platforms at once, which produces a strong multiplier effect. Videos represent one of the most important means of reaching target demographics via social media. The Backpacker Survival Guides video project, part of the social media campaign promoting Germany for young people, is therefore being continued in Blogger initiatives like this generate a great deal of content on various subjects, which then enters social media platforms and reaches the intended target groups around the world. Live Twitter feeds from important sales events are now an established tool for increasing the visibility of these events and encouraging interaction. During the Germany Travel Mart, for example, people could follow the workshops and press conferences live online and add their comments. During the 2014 ITB travel fair, incorporating the Barrier-free Tourism Day, the GNTB s Twitter Social Travel Summit on April 2014 in Leipzig 96

97 The GNTB s current social media presence and reach Facebook profiles (B2C) and number of likes Germany 477,129 likes UK 48,544 likes France 30,466 likes Spain 30,297 likes Portugal 20,697 likes Czech Republic 12,874 likes North America 57,952 likes Hungary 16,312 likes Netherlands 23,588 likes Italy 24,726 likes Poland 3,927 likes Denmark 2,104 likes Twitter accounts (B2B) and number of followers USA twitter.com/germanytourism Spain twitter.com/alemaniaturismo Portugal twitter.com/visitealemanha Netherlands twitter.com/germanytravelnl China weibo.com/gnto Instagram account instagram.com/germanytourism YouTube channel 17,800 followers 13,100 followers 1,291 followers 866 followers 251,000 followers More than half a million Facebook fans! reached 176,800 users with 322 tweets featuring the hashtags #gntb, #BarrierFreeGermany and #BerlinLive. The Storify feeds recorded more than 2,000 views. Professional content management calls for new messages on a regular basis. Every week the GNTB posts two central announcements about key themes and blogger projects via all of its media channels. These posts are accompanied by market-specific contributions from the relevant foreign representative office. GNTB brings first Social Travel Summit to Leipzig More than 120 people attended the inaugural Social Travel Summit in Leipzig on 15 and 16 April, which was organised by the blogger and media network iambassdaor in collaboration with the Reiseblogger Kollektiv. The GNTB and Leipzig Tourismus und Marketing GmbH were destination partners for the event. The summit provided a forum for the world s 50 top travel bloggers and featured workshops and discussions about the future of social networks and how they can be put to use in international marketing. Social Travel Summit on April 2014 in Leipzig 97

98 6.3 Sales events Promoting Destination Germany at international trade fairs Trade fairs and travel exhibitions are a tried-and-tested platform for promoting Destination Germany internationally to travel industry professionals, while also raising interest among prospective travellers. For its sales activities, the GNTB focuses on carefully selected flagship trade fairs, key source markets and regions showing high potential for growth. It coordinates and organises joint appearances with partners. The following pages present a selection of examples from the GNTB s worldwide sales activities. ITB Berlin strong presence at the world s biggest tourism fair The 2013 marketing theme Germany for young people vibrant, fashionable, innovative took centre stage at the GNTB stand. For the campaign s official launch, the GNTB organised two blogger events or BlogSpots in collaboration with the German Reiseblogger Kollektiv. The Youth Lab at the trade fair stand was used as a blogger lounge. This project, which showed what a young person s room might look like in the future, was developed at the Munich University of Applied Sciences. Parliamentary breakfast meeting Around 40 invited guests from the German Bundestag and the Federal Ministry of Economics came to meet and talk with the GNTB at its parliamentary breakfast. The GNTB gave members of the Tourism Committee and tourism policy spokespersons a presentation on its international marketing activities from the preceding months and on strategies and themes planned for the future. GNTB representatives reported on the work in the source markets, citing real-life examples of international marketing in the emerging markets of Brazil and south-east Europe. International press conference on the opening day Parliamentary evening: travel trade meets politics The GNTB was able to present the media with another record year for Germany s incoming tourism industry. Among the main successes reported were Destination Germany s increasing popularity with guests from abroad and the importance of the travel industry to the economy. Petra Hedorfer, Chief Executive Officer of the GNTB, used facts and figures to deliver an impressive progress report on tourism in Germany by international comparison. For Europeans, Germany remained the second most popular travel destination overall and the number one destination for cultural travel. The business travel market was also a major engine of growth. Looking further ahead, Petra Hedorfer presented the forecast for Overnight stays by visitors from abroad are expected to reach the 80 million mark by the start of the next decade. In collaboration with the Messe Berlin exhibition centre, the GNTB organised this networking event at the stand at which the Tourism Committee of the German Bundestag awards its honorary prize. The 2013 Gläserne Kugel went to Ute Mushardt, chairwoman of the Federal Association for Farm Holidays and Rural Tourism. Mushardt was praised for her hard work and dedication as the first port of call for all questions about rural tourism at a national level. Afterwards, the political representatives met with a number of key players from the travel industry. Barrier-free Tourism Day at the ITB a future theme for the GNTB In partnership with the GNTB, the National Coordination Board Tourism for All staged the second Barrier-free Tourism Day during the ITB travel fair. The opportunities and challenges presented by 98

99 ITB Berlin 2014 Top: Heike Brehmer, Member of the German Parliament, Chair of the Tourism Committee; Klaus Laepple, President of the GNTB Board of Directors; honorary Senator Horst Rahe, Managing Director of Deutsche Seereederei, with his award; Iris Gleicke, Member of the German Parliament, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and SMEs and Tourism; Petra Hedorfer, Chief Executive Officer of the GNTB, and Dr Christian Göke, Chief Executive Officer of Messe Berlin GmbH, at the presentation of the Gläserne Kugel, an honorary prize awarded by the Tourism Committee of the German Bundestag; left and centre: the GNTB stand at the 2014 ITB Berlin; bottom right: Petra Hedorfer, Chief Executive Officer of the GNTB; Iris Gleicke, Member of the German Parliament, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and Federal Government Commissioner for SMEs and Tourism; Klaus Laepple, President of the GNTB Board of Directors; Heike Brehmer, Member of the German Parliament, Chair of the Tourism Committee 99

100 6.3 Sales events barrier-free travel are becoming increasingly important in light of demographic change, and accessibility is coming to be seen as a mark of quality for tourism products and services. Within the GNTB, the subject is represented both organisationally and in terms of content in the newly created innovations management function. Following the positive response to this event, the GNTB was given the task of independently organising the third Barrier-free Tourism Day at the 2014 ITB. The GNTB put the spotlight on the challenges posed by demographic change and on the development of disabledfriendly tourism. The organisation team recruited representatives of the regional tourism organisations, tourism providers and experts from the barrier-free travel working groups to speak at the event. In presentations and panel discussions, they talked about real-life case studies and current trends. (See also page 54/55) Barrier-free Destination Germany at the World Travel Market London 2013 Destination Germany was voted one of the top three destinations for barrier-free travel at the 2013 World Travel Market (WTM). The Amadeus & WTM Travel Experience Awards were announced on 6 November 2013 in London. Inaugural World Travel Market Latin America (WTM) in São Paulo Germany partner country at inaugural event The GNTB exhibited together with 18 partners at the first ever World Travel Market Latin America (WTM), which took place from 23 to 25 April 2013 in Brazil. The 2013 / 2014 Germany Year in Brazil created extra resonance with the media, with the press conference held by the GNTB and its partners attended by 42 top journalists. Seminars, panel discussions and networking events rounded off the programme, and social media activities played a major part. Around 40 Brazilian bloggers came to the blogger event at the GNTB stand and 130 participants registered for the travel blogger panel session. Regular live reports from the exhibition were posted on the website. 35th International Fair of Tourism in Belgrade Germany puts itself in the shop window as partner country At the International Fair of Tourism (IFT), which took place in Belgrade from 21 to 24 February 2013, the GNTB had the opportunity to showcase Germany as the exhibition s partner country. By participating in the trade fair, the GNTB underlined its commitment to the growth region of south-east Europe. This market already accounts for over 1.9 million trips to Germany each year. Back in May 2012 the GNTB opened a regional office in Belgrade together with the Danube Competence Center that covers the markets of Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia. World Travel Market London WTM Barrier-free Destination Germany as a key theme Barrier-free travel was the focus of the GNTB s presence at the WTM from 4 to 7 November Around 50 representatives from the British travel industry attended a forum at the Germany stand on 7 November to discuss the question should the tourism industry invest in barrier-free travel?. Just six weeks after the launch of the Discover Germany Barrierfree campaign on the GNTB website Petra Hedorfer being interviewed at the 2013 International Fair of Tourism in Belgrade 100

101 Attracting around 64,000 visitors from 46 countries, including over 10,000 travel industry professionals and media representatives, the IFT is an excellent platform for destination marketing. The GNTB focused its activities there on cultural tours and city breaks, nature and activity-based holidays and a Danube networking event, while its 2013 campaign promoting Germany for young people was a prominent feature. The GNTB launched a new initiative in the shape of a blogger competition. For the GNTB blog award, bloggers were asked to submit posts, photos and short videos expressing what they think makes Germany a travel destination for young people, generating dynamic content that appeals specifically to younger target groups. IMEX in Frankfurt Results of the seventh meetings and events barometer announced Germany is up there with the best in the world as a venue for trade fairs, conferences and conventions. At the 2013 IMEX the GNTB teamed up with strategic partner the German Convention Bureau to promote Germany as a business travel destination. An annual highlight at the IMEX is the presentation of the meetings and events barometer for Germany s conference and convention industry. It was the seventh time that the European Association of Event Centres (EVVC), the German Convention Bureau (GCB) and the GNTB had commissioned the European Institute for the Meetings Industry to analyse this market segment. The key finding of the latest survey: conferences and events in Germany are becoming increasingly international. The most important source markets for Germany s events sector are currently the UK and the USA, followed by Switzerland, the Netherlands, France and Austria. Aside from conducting their own research, market players get most of their information from umbrella bodies and trade associations. This includes the German Convention Bureau s surveys of the MICE source markets of the USA and the UK and the emerging markets of China, Brazil and Russia. The meetings and events barometer is the only study that examines the entirety of the German events market including congresses and the events sector. In addition to the latest facts and figures, the meetings and events barometer provides reliable information on current trends and future developments. A look ahead to 2014: high-profile positioning of Destination Germany as a partner country at major European travel fairs Right at the start of 2014 the GNTB featured prominently as partner country at the most important travel exhibitions in the neighbouring source markets of the Netherlands, Switzerland and Austria. The first port of call was the Vakantiebeurs in Utrecht, which is the best attended travel fair in the Netherlands, welcoming some 100,000 visitors every year. In a hall dedicated entirely to Germany, the GNTB was joined by 100 partners in showcasing the number 1 destination for Dutch travellers. The core themes were adventure, culture, water-based breaks, camping and active holidays. As partner country, the GNTB was invited to give a presentation to more than 200 key players from the Dutch travel industry. Destination Germany made its second appearance as partner country at the FERIEN exhibition in Vienna. The event, which ran from 16 to 19 January 2014, was attended by more than 150,000 people. Germany s holiday regions exhibited at FERIEN alongside SMEs, hotel and transport partners, the German UNESCO World Heritage Sites Association and numerous theme parks. Petra Hedorfer, Chief Executive Officer of the German National Tourist Board at the 2014 FERIEN exhibition in Vienna Germany was partner country at Fespo in Zurich for the first time. Some 70,000 people visited the event, which took place from 30 January to 2 February The GNTB and 50 of its partners had a dedicated exhibition space, allowing them to showcase the key themes of city breaks and cultural holidays, food and drink, Germany s islands and the German coastline. Switzerland is now Germany s second largest market by volume for inbound tourism, trailing only the Netherlands, and is growing all the time. 101

102 6.3 Sales events Taking centre stage: Workshops and roadshows By hosting its own workshops, the GNTB, together with its German tourism partners, is able to continually expand its international network of travel industry contacts. These events are accompanied by roadshows that promote particular themes to target groups in relevant markets. 39th GTM Germany Travel Mart in Stuttgart The GNTB recorded a fantastic turnout and positive feedback at the 39th GTM Germany Travel Mart in Stuttgart. Destination Germany s flagship B2B platform was attended by 610 international hosted buyers and journalists from 42 countries, as well as more than 350 German exhibitors. The 2013 event was hosted by the GNTB in collaboration with Stuttgart-Marketing GmbH and Regio Stuttgart Marketing- und Tourismus GmbH. they were satisfied or very satisfied with the event as a whole. In 2013 they were once again able to shake hands on an exceptionally high number of deals, sign agreements and either make new contacts or develop existing ones. Delegates commented on how professionally the workshop had been organised and praised the two evening functions for providing the perfect setting for informal networking. A look ahead to 2014: Bremen and Bremerhaven Various social media initiatives were run in conjunction with the event. The latest news from the exhibition was reported online through pictures, videos, audio podcasts and articles posted at The Twitter hashtag #gtm13 featured in around 300 tweets before, during and after the GTM. The international press conference at the Porsche Museum in Stuttgart was streamed live on the web at Over 1,000 users clicked on the live news feed, generating around 2,000 page impressions. The GNTB s social media team joined forces with members of the Reiseblogger Kollektiv at the BlogSpot and BlogDating sessions to explore the trends and challenges of travel blogging. As in previous years, the 2013 GTM was centred around the twoday workshop, held at the ICS / Stuttgart Exhibition Centre. More than 12,000 meetings were arranged in advance using the online networking tool. In a snap opinion poll carried out by the GNTB immediately after the GTM, nearly 98 per cent of delegates said The 2014 GTM Germany Travel Mart is taking place from 11 to 13 May 2014 in Bremen and Bremerhaven. For its 40th anniversary, the most important inbound workshop for Destination Germany will be making its second appearance in the city state on the North Sea coast. The event is being hosted in partnership with Bremer Touristik-Zentrale and Bremerhaven Tourist Board. We are proud to be hosting this important incoming travel event, says Peter Siemering, Managing Director of Bremer Touristik- Zentrale. We will use this platform to showcase the full spectrum of tourism in our region to the international buyers and key accounts. Central Europe Workshop in Weimar The GNTB held its third Central Europe Workshop on 13 and 14 October 2013 in Weimar. Around 100 hosted buyers and journalists from Austria, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Hungary, Montenegro, Poland, Romania, Serbia, 102

103 39th GTM Germany Travel Mart in Stuttgart Slovakia, Slovenia, and Ukraine took the opportunity to find out about the latest trends, developments and products in Destination Germany from nearly 40 German providers. The workshop was designed to boost Germany s image as a travel destination in central and south-east European markets, to raise product awareness and to increase the number of visitors to Germany in the medium term. With a view to the UNESCO World Heritage in Germany Sustainable cultural and natural tourism theme campaign, the ancillary activities showcased the cultural city of Weimar as one of the country s 38 UNESCO World Heritage sites. Three themed pre-convention tours gave participants the chance to explore the UNESCO World Heritage sites in Dessau and Potsdam, to learn about the history of German reunification in Leipzig and Halle and to go on the trail of the Reformation in Eisenach and Erfurt. A visit to Thuringia s Hainich National Park, a UNESCO World Natural Heritage site, was also on the itinerary. A look ahead to 2014: Potsdam Due to the high level of success enjoyed by exhibitors and the strong demand from buyers and journalists, the format will be repeated in The fourth Central Europe Workshop will take place on 12 and 13 October 2014 in Potsdam. From 10 to 12 October the GNTB will be offering first-hand insights into tourism products through its pre-convention tours. Workshops in Russia In the growth market Russia the GNTB is focusing its sales activities on market-specific themes. The GNTB invited more than 30 partners from the German travel industry to a Health and Medical Tourism workshop on 7 October 2013 in the Winter Olympics host city of Sochi. Russia is one of the top three source countries for international patients in Germany, accounting for an average of 35,000 to 40,000 trips per year. A Euromonitor International report in 2011 projected that medical tourism would be a driver of growth in global tourism with an average increase of 5.5 per cent up to Luxury shopping in Germany was the central topic of the GNTB roadshow that visited Moscow, St. Petersburg and Kiev between 8 and 10 October According to Global Blue, Russian travellers were the second biggest spenders on tax-free shopping in the first half of

104 6.3 Sales events Trade fairs and workshops 2014 / 2015 In the form of sales-focused trade fairs and its own workshops and roadshows, the GNTB offers its partners in the German tourism industry an ideal platform for targeting key accounts in the international source markets. The focus of these events is on bringing together supply and demand as part of a professional B2B marketplace. Country Location Type* Name Date Cross-market trade fairs UK London T World Travel Market (WTM) 3 6 Nov 2014 International Berlin T ITB Berlin 4 8 Mar 2015 Germany workshops International Frankfurt T IMEX Frankfurt May 2014 International Potsdam W Central Europe Workshop Oct 2014 International Erfurt and Weimar W GTM Germany Travel Mart Apr 2015 Regional Management North East Europe Denmark Herning T Ferie for Alle (with Germany as partner country) Feb 2015 Poland Katowice W Germany Workshop 18 Nov 2014 Russia Moscow T MITT Moscow International Travel and Tourism Exhibition Mar 2015 Russia St. Petersburg, Moscow and Yekaterinburg R Russia Roadshow 7 10 Oct 2014 Northern Europe Riga W North Europe Workshop Oct 2014 Regional Management North West Europe Netherlands Almere T Libelle Zomerweek May 2014 Netherlands Utrecht T 50 plus beurs Sep 2014 Netherlands Utrecht T Vakantiebeurs Jan 2015 Netherlands Amsterdam T Fiets en Wandelbeurs 31 Jan 1 Feb 2015 Belgium Brussels W Germany Workshop 13 Nov 2014 Belgium Brussels T Vakantie Salon 5 9 Feb 2015 UK London W Germany Travel Show 10 Feb

105 Country Location Type* Name Date Regional Management South East Europe Austria Graz and Salzburg W Germany Workshop 2 3 Jul 2014 Austria Vienna T FERIEN-Messe Wien Jan 2015 South-east Europe markets Belgrade T IFT (International Fair of Tourism) Belgrade February 2015 Regional Management South West Europe France Paris W Germany Workshop 16 Oct 2014 Italy Rimini T TTG Incontri 9 11 Oct 2014 Switzerland Zurich W Germany Workshop 28 Aug 2014 Switzerland Zurich T FESPO 29 Jan 1 Feb 2015 Spain Madrid, Barcelona, TBA. R Meet Germany Roadshow Oct 2014 Spain Barcelona T EIBTM Nov 2014 Regional Management Americas / Israel Brazil Recife and São Paulo R Destino Alemanha Roadshow 2 3 Sep 2014 USA / Canada Vancouver, Seattle, Portland and Universal City R Destination Germany West Coast Roadshow Sep 2014 USA TBA R Destination Germany East Coast Roadshow Apr 2015 Israel Tel Aviv W Workshop Israel 30 Oct 2014 Regional Management Asia / Australasia China Hong Kong and Guangzhou W Top Trade Event Oct 2014 China Shanghai T CITM (2014) Nov 2014 China India India Australia Japan and South Korea Beijing, Guangzhou and Hong Kong New Delhi, Bangalore and Mumbai Mumbai, Hyderabad and Kochi Sydney, Melbourne and Brisbane Seoul, Osaka, Nagoya and Tokyo R China Roadshow Nov 2014 R India Roadshow Nov 2014 W India Pool activity week II 4 9 Aug 2014 R Destination Germany Roadshow Jun 2014 R German Travel Week from 1 May 2015 Arab Gulf States Dubai T ATM , TBA * t = Trade fair/exhibition W = Workshop R = Roadshow 105

106 Roundtable: tourism partners Progress reports, performance and forecasts GNTB members and partners were asked for an assessment of how their sector/ organisation has been performing. Read on to see their replies. Trade associations and organisations Matthias Schultze, German Convention Bureau: Business travel is an important segment of Germany s inbound tourism industry as a whole. In 2013 a total of 12.6 million business trips were made to Germany by Europeans up by 0.6 per cent on Promotable trips to trade fairs, conferences, incentive activities, congresses and events, which account for 55 per cent of all business travel from Europe to Germany, grew by an impressive 11.8 per cent (source: GNTB/WTM, IPK 2014). According to the 2013 meetings and events barometer, the number of inter national delegates attending events in Germany totalled 22.1 million in Traditional source markets for event tourism in Germany are the USA and the UK, while increasing numbers are expected from China, Brazil and Russia as future growth markets. In these important markets, the GCB is stepping up its business development activities in collaboration with the GNTB for example in China through the Germany Meetings Expert online training for events planners, which takes several months to complete. collaborated with our partners to publish a study in October Entitled Conferences and Congresses of the Future, it deals with the most influential megatrends of the coming decade. The events sector will have the opportunity to get to grips with these future challenges at the 2014 Meeting Experts Conference (MEXCON), which runs from 11 to 13 June 2014 in Berlin. Ernst Hinsken, German Spa Association: Inbound tourism at spa and health resorts is continuing on a positive trend. Guests travel from countries near and far to visit these jewels of the German tourism industry and to make use of their excellent facilities. Germany s positive image abroad was one the main factors that encouraged 2.6 million international guests to visit our spa and health resorts in Encouragingly, there is a growing international awareness of German spa and health resorts, the local remedies and therapies that they offer and their standard of service. The number of overnight stays by visitors from abroad has risen by 1.6 per cent to reach 7.2 million. Since the volume of travel to Destination Germany is also set to continue growing over the coming years, we are anticipating similarly healthy results for Generally speaking, the GCB is focusing on Germany s technological and business expertise, which provide planners with starting points for organising an event suited to their area of interest. Looking ahead, we expect this positive trend in the conference and congress sector to continue into the coming year. The main questions we need to ask ourselves are: which trends will shape the events market over the next few years, and how can Germany prepare for this as a destination? In light of this, we In inbound tourism, the source markets of Europe, Asia and the Americas will remain the pacesetters. At the same time, society s awareness of health and disease prevention is growing against a backdrop of demographic change. It is here that the German spa and health resorts hold a strong and lasting appeal as centres of specialist healthcare. In the years to come they will also benefit from the ongoing global economic upturn

107 Matthias Schultze Ernst Hinsken Dr Michael Frenzel Jürgen Büchy Managing Director of the German Convention Bureau (GCB) President of the German Spa Association President of the Federal Association of the German Tourism Industry (BTW) President of the German Travel Association (DRV) Dr Michael Frenzel, Federal Association of the German Tourism Industry: Financially speaking, 2013 was a successful year. It is hugely encouraging to see yet another strong increase in the number of international travellers choosing Germany as their destination. Politically speaking, fortunes have been somewhat more mixed. There are still too many unresolved issues I need only mention the financial strain of air traffic tax and bed tax that have such a great impact on inbound tourism. And the Coalition Pact also poses a number of challenges to the industry. The same can be said of the minimum wage. From a tourism perspective, some reasonable exemptions are urgently needed for young people and those without qualifications. Otherwise we run the risk of creating a false incentive for young people to choose to earn a fast buck instead of opting for a vocational apprenticeship that would safeguard their future. The toll planned for international visitors is also a step backwards, because it could potentially stifle demand in inbound tourism and would almost inevitably result in tolls being set up in neighbouring countries like the Netherlands, Belgium, Denmark or Poland, making this something that will also cost German nationals. When it comes to matters like these not to mention this year s school summer holidays being significantly too short and the still largely unexplored possibilities of relaxing visa regulations we will continue to campaign for the dispensation of unnecessary charges and for the implementation of solutions that help travellers and the tourism industry. Jürgen Büchy, German Travel Association: Tourism in Germany is on an upward trend. Not only is Destination Germany popular with domestic tourists, but the number of international visitors is also growing year after year. It is chiefly the larger cities and the traditional holiday destinations that are benefiting from this increase. City breaks, spa getaways and especially in summer seaside holidays by the Baltic and North Sea coast are very much in demand right now. The rural regions, however, have not kept up with this growth in recent years. There is still so much to be discovered there particularly for visitors from abroad. The Federal Ministry for Economic Affairs and Energy set the German Travel Association the task of answering the question what potential do rural regions in Germany hold for tourism?. Its findings were compiled in a manual and several detailed mini reports including checklists for the day-to-day work of tourism providers, marketers and their public partners. The real challenge of developing tourism in rural areas lies in the creation of economic and social prospects. These prospects will only materialise if regional tourist offices, service providers and regional planners work to promote the region s identity and make tourism an integral part of the local economy. Musicon Valley in the Vogtland, for instance, is marketing its tradition of musical instrument production as a tourism feature for the very first time creating synergies for both industries. Climate change also presents major issues: for example, regional networks of footpaths urgently need to be updated to make them more resistant to climate and weather. Regional strategies to cut CO2 emissions, as have been introduced on the carbon-neutral island of Juist, can also be a decisive and emotive selling point for entire regions and, in turn, for each individual attraction. 107

108 Roundtable: tourism partners Roland Mack Managing Director of Europa-Park GmbH & Co Mack KG Monika Reule Managing Director of the German Wine Institute (DWI) Thorsten Lind Vice President Sales Central Europe, Global Blue Deutschland GmbH Entertainment and leisure Shopping and food and drink Roland Mack, Europa-Park: We are delighted with last year s results, which set another new record for the first time in Europa- Park s history, visitor numbers approached the five-million mark. International visitors made up around 50 per cent of this figure, with a high proportion of these guests travelling from France, Switzerland and the Benelux countries in Of the overseas markets, the United Arab Emirates, Russia, China and Israel were particularly well represented. Our five themed hotels and our camp resort with its tepee village, covered wagons and log cabins, all of which make up Germany s biggest hotel resort, also had a very successful year with an occupancy rate in excess of 90 per cent. The corporate events sector has continued to grow as well. Last year we hosted over 1,300 functions, including prestigious media events such as the Radio Regenbogen Award and the grand final of the Miss Germany contest. As Germany s biggest theme park, we aim to welcome even more international visitors through our gates in future, which is why we are continuing to expand our marketing activities abroad. Our new major attraction Arthur in the Minimoys Kingdom, developed in partnership with the famous French film maker Luc Besson, is a real draw for visitors from other countries none more so than France. The challenge lies in raising the profile of Europa-Park abroad and in securing more international bookings. We must also remember that good infrastructure and transport links are often critical factors for success. Our collaboration with the GNTB in the European and overseas markets is of great importance for the successful implementation of our plans in 2014 and beyond. Monika Reule, German Wine Institute: Our partnership with the GNTB gives us a fantastic opportunity to position German wines on the world stage. The GNTB is a strong partner for us. With their support, we can promote our diverse wine regions as attractive holiday destinations to our jointly defined target markets of China, the UK, the Netherlands, Norway, Switzerland and the USA, which enables us to reach new target groups. Thorsten Lind, Global Blue Germany: In the tax-free shopping segment we record the sales revenue generated by non-eu tourists, who are eligible for VAT refunds. After several years of double-digit growth, tax-free shopping revenue in Germany grew by a still more than respectable 9 per cent in China and Russia represent just over half of this revenue and their growth rates remain in double figures. We recorded particularly strong momentum from Ukraine and Kuwait. Our forecast? Essentially, Global Blue is reckoning on further moderate growth. Dr Christian Kurtzke, Meissen Porcelain Manufactory: Following an extraordinary 20 per cent rise in visitor numbers at the start of 2013, we saw a substantial drop in visitor numbers owing to the floods in June. By the end of the year we had broken even. We are encouraged by the proportion of visitors from abroad, which now lies at 40 per cent. Japanese people represented the largest group of visitors, and the markets showing the strongest growth were the UK (up by 25 per cent), China (up by 35 per cent), Korea and Taiwan (up by 20 per cent). Russian and Japanese guests currently generate the highest revenues. It is also the Asian markets (China, Taiwan, Korea) and Russia that hold the 108

109 Dr Christian Kurtzke Chief Executive Officer of Meissen Porcelain Manufactory Wolfgang Bauer Managing Director of OUTLETCITY METZINGEN / Holy AG Richard Bader Chief Executive Officer of Europäische Reiseversicherung AG most potential for us. Another development is the increasing shift from group business to independent bookings. Wolfgang Bauer, Outletcity Metzingen / Holy AG: In 2013 Outletcity Metzingen recorded further strong growth in the inbound sector, attributable in particular to the arrival of Prada, Jimmy Choo and Moncler, adding to the centre s portfolio of international luxury brands. Revenues generated by visitors from our main international source markets of China, Switzerland, Russia, France and the Arab Gulf States were up by well over 50 per cent on the previous year. International guests account for more than 40 per cent of our shoppers. And we see even more potential for growth in our main source markets of China, Switzerland, Russia, France and the Arab Gulf States, particularly within the target demographic of highend, luxury shoppers. With straightforward pricing structures and innovative products, ERV offers an extensive portfolio of cover options for independent travellers and people travelling on business. And that applies for both the outbound and inbound markets. ERV s international focus is clear from its uniform brand presence, characterised by its new global slogan You travel. We care. and the worldwide website After a successful 2013, all indicators suggest that 2014 will be another good year for tourism. ERV forecasts another increase in the number of travel cancellation policies taken out. Growth in the annual cover business is also set to remain strong. Looking ahead, we believe that competition will intensify in Germany s outlet shopping sector. Our challenge for 2014 lies in further strengthening Metzingen s international reputation as a shopping destination par excellence. Services Richard Bader, Europäische Reiseversicherung AG: As specialists in travel insurance, ERV has been looking after the needs of travellers the world over for more than 100 years. A global network of travel experts is on hand 24/7 to offer emergency support. We are now represented in more than 20 countries and are continually expanding our activities in the international markets. ERV is the market leader in numerous core European markets, including its native Germany. The GNTB s Germany stand at the 2014 ITB travel fair 109

110 7 International marketing UNESCO World Heritage town hall and Roland statue, Bremen International marketing Worldwide marketing for Destination Germany begins with detailed analysis of current demand and of growth potential in all relevant markets. This is followed by the process of defining target groups, selecting relevant themes and implementing a wide range of marketing tools.

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112 7 International marketing Global network for sales and marketing Los Angeles Chicago Toronto New York Destination Germany gaining popularity abroad 1 Germany is the no. travel destination for Denmark, Croatia, the Czech Republic, Lithuania, the Netherlands, Poland, Sweden, Switzerland and Turkey (Europe*) São Paulo and for China, India and Taiwan (overseas**). * Source: IPK International, all outbound trips made worldwide by Europeans in 2012 ** Source: IPK International, all trips to Europe from overseas in

113 Oslo Copenhagen Stockholm Helsinki London Amsterdam Frankfurt head office Warsaw Brussels Prague Paris Vienna Zurich Budapest Milan Belgrade Madrid Ljubljana Sofia Bucharest Zagreb Istanbul Podgorica Sarajevo Jaffa Moscow Beijing Seoul Tokyo Dubai New Delhi Hong Kong Sydney The GNTB uses a total of 30 foreign representative offices together with sales and marketing agencies to promote Germany s tourist attractions around the world in established and emerging source markets. Six regional management teams act as a link to the individual markets. They gauge the market requirements, plan and coordinate the sales and marketing activities and ensure that marketing tools are used efficiently. Regional Management Americas / Israel Regional Management North West Europe Regional Management South West Europe Regional Management North East Europe Regional Management South East Europe Regional Management Asia / Australasia Foreign representative offices sales & marketing agencies since 2012: promoting Germany in Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia PR agencies Market covered by the GNTB 113

114 7 International marketing Regional Management North West Europe Incorporating the Benelux countries, the UK and Ireland, the North West Europe territory contains some of the most important source markets for Germany s incoming tourism industry. The region generated nearly 20 million overnight stays in 2013, equating to more than a quarter of all inbound travel. The total volume of overnight stays was up just slightly on the previous year, by 1.6 per cent. There were mixed trends in the individual countries in the year under review. Germany s biggest source market, the Netherlands, registered its first slight downturn following years of above-average growth. Belgium s growth fell short of the average. Having pulled through the financial crisis, the UK is back on a strong upward trend, and Ireland s economic recovery is reflected in increased travel activity. London Amsterdam Brussels Frankfurt head office Foreign representative offices for North West Europe Regional Management North West Europe 114

115 Number of overnight stays in Germany made by visitors from North West Europe North West Europe has a population of 90.8 million.*** 19,499,518 overnight stays in Germany in 2013* GNTB forecast for 2020** 21,200,000 overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) Netherlands 10,824,588 11,000,000 to 13,300, UK/Ireland 5,218,927 1) 5,000,000 to 5,400, Belgium 2,897,300 3,000,000 to 4,000, Luxembourg 558, , *In accommodation establishments with ten or more beds / **Differences due to rounding / ***2012 statistics 1) UK 4,903,721, Ireland 315,206 Netherlands With 10.8 million overnight stays, Germany remains by far the favourite destination of Dutch travellers. Despite the economic crisis and declines in the short break sector, the volume of overnight stays fell only slightly, by one percentage point. Holidays account for 74 per cent of the total, trips to visit friends and family 19 per cent, and business travel 7 per cent. Well over half of all international guests on camping holidays in Germany come from the Netherlands. In this segment too, the Netherlands is once again the biggest source market for inbound tourism to Germany. The GNTB s basic marketing themes for the Netherlands are activity-based holidays, winter sports and camping & caravanning for the 50+ target demographic. A traditional market-specific focus is the House of Orange Route with its 32 historic sites. To mark the ascension of a new monarch to the throne and the bicentenary of the Kingdom of the Netherlands, the GNTB boosted its marketing in 2013 by means of short films on its website, a competition and social media activities. Holidays in North Rhine-Westphalia and Rhineland-Palatinate are particularly popular with Dutch travellers. Their top city destination was Berlin, which, with around 765,000 overnight stays, was well ahead of the nearest challengers Cologne and Düsseldorf in North Rhine-Westphalia. The Netherlands is traditionally a market of direct consumer bookings: 70 per cent of services are booked directly, more than half of which are booked online. Emphasis is therefore placed on press work and online marketing. Nevertheless, the GNTB Netherlands also offers established platforms for collaboration with the travel trade in the shape of theme-specific workshops and a prominent presence at the GTM Germany Travel Mart. GNTB advertising campaign for the Dutch market in response to the floods in Germany 115

116 7 International marketing The GNTB positioned Destination Germany in a highly competitive market by promoting innovative themes, products and new travel ideas for traditional holiday regions and by presenting tourism in up-and-coming regions. The objective for 2014 is to consolidate demand at a high level. UK / Ireland The United Kingdom remains the third biggest European source market after the Netherlands and Switzerland. Nearly 7 per cent of all international visitors making overnight stays in Germany in 2013 were from the UK. As a multifaceted, high-calibre desti nation that is close to home, Destination Germany is steadily increasing its share of the UK s outbound travel market. Despite the ongoing strain in the economic situation, Germany saw growth of 8.1 per cent from the UK market in 2013, registering 4.9 million overnight stays. Holidaymakers accounted for 47 per cent of this market. Ireland contributed to the success of Germany s travel industry with 300,000 overnight stays an increase of 4.2 per cent. Around 70 per cent of these Irish visitors were holidaymakers, 10 per cent were travelling on business and 22 per cent (well above the average) came to visit friends and family. The Brits see Germany as a destination with huge potential. Plus points include the country s stability, safety, modernity and openmindedness, its cultural and natural riches and its captivating events. The UK s favourite destination is the capital Berlin, closely followed by the federal state of Bavaria. Culture and history are central to the marketing activities in the UK, and 2014 will be no different. In 1714 Elector Georg Ludwig of Brunswick-Lüneburg ascended the British throne to become George I of Great Britain. To mark the 300th anniversary of his coronation and the coming together of two royal houses, the GNTB is heavily promoting the Royal Heritage Route, which takes in castles, palaces, parks and gardens. Other key marketing themes for this market include youth travel, active holidays, camping, barrier-free travel and LGBT. GNTB microsite for the Royal Heritage Route 116

117 Germany Travel Show in London 2013 GNTB microsite for the House of Orange Route The GNTB anticipates between 5.0 and 5.4 million overnight stays a year by visitors from the UK and Ireland by Belgium / Luxembourg destinations that offer good value for money, which helps the positive trend for Germany. Compared with other holiday destinations that are popular with Belgians, Germany benefits from being a particularly safe country. Belgium currently generates nearly three million overnight stays per year and Luxembourg over 550,000. Combined, this represents around 5 per cent of all international overnight stays in Germany. Germany recorded only a 0.9 per cent increase in visitors from Belgium for Nevertheless, the country retains its place in the top ten source markets and remains a stable long-term volume market with steady growth rates and potential for further growth. 74 per cent of Belgians travelling to Germany come for a holiday, 13 per cent come on business and another 13 per cent come to visit friends and family. A growing price sensitivity based on the economic outlook is boosting demand for short-hop holiday Key themes in the GNTB s marketing for neighbouring Belgium and Luxembourg are culture and history as well as sustainability, barrier-free travel and holidays in the countryside. Germany is generally marketed as a diverse, cultural destination with yearround appeal and high-quality products and services that offers excellent value for money. Taking into account current economic indicators, the GNTB forecasts further modest growth of between 2 and 3 per cent per year for 2014 and Top destinations 1st 2nd 3rd Netherlands Rhineland-Palatinate 25.0 %* North Rhine-Westphalia 21.6 %* Bavaria 13.7 %* Source: Federal Statistical Office UK Berlin 24.2 %* Bavaria 19.6 %* North Rhine-Westphalia 15.0 %* Belgium Rhineland-Palatinate 33.9 %* North Rhine-Westphalia 21.2 %* Baden-Württemberg 13.8 %* Luxembourg Baden-Württemberg 29.5 %* Bavaria 15.5 %* North Rhine-Westphalia 13.5 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 117

118 7 International marketing Regional Management North East Europe Despite all starting from extremely different points, every country under the North East Europe regional manage- ment office saw positive results in The major emerging market of Russia once again grew at a double-digit rate and is now firmly established in the top ten incoming markets. The large Scandinavian countries retain their shares of the market thanks to solid growth rates, while the smaller Baltic nations are making consistent contributions to the growth of the European market as a whole. All in all, North East Europe registered an above-average 7.2 per cent increase in overnight stays in Germany. Oslo Helsinki Stockholm Copenhagen Moscow Frankfurt head office Warsaw Foreign representative offices for North East Europe Sales and marketing agencies Regional Management North East Europe 118

119 Number of overnight stays in Germany made by visitors from North East Europe North East Europe has a population of million.*** 11,729,446 overnight stays in Germany in 2013* GNTB forecast for 2020** 11,500,000 overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) Denmark 2,962,136 3,000,000 to 3,800, Russia 2,595,270 2,500, Poland 2,201,369 2,200, Sweden 1,712,503 1,600,000 to 1,800, Norway 864, , Finland 627, , Baltic States 383,241 1) 500, *In accommodation establishments with ten or more beds / **Differences due to rounding / ***2012 statistics 1) Estonia 93,934, Latvia 121,218, Lithuania 168,089 Denmark The number of overnight stays in Germany by Danish visitors increased by 3.8 per cent in 2013 to nearly three million. Denmark climbed from ninth to eighth place in Germany s top ten source markets and now represents a market share of 4.1 per cent. Travelrelated spending by Danish visitors to Germany amounted to 1.1 billion in per cent of Danes travelling south to Germany are on holiday, while 20 per cent travel for business. With a market share of 27 per cent, Germany remains by far the most popular outbound destination for Danish travellers. City breaks to Berlin are a firm favourite with holidaymakers, closely followed by trips to the coasts of Schleswig-Holstein and Lower Saxony. The majority of Danish guests are road-trippers and campers or independent travellers who arrive in Germany by train, air or bus. The GNTB develops these segments in cooperation with Nordic and German partners. Individual, market-specific activities are aimed at further boosting the positive image of Destination Germany. Having proven especially resilient to the financial crisis, Denmark offers opportunities for further steady growth, though the potential is limited given its already relatively high market share of inbound travel to Germany. By 2020 the annual number of overnight stays could reach 3.8 million. Sweden In 2013 more than 1.7 million overnight stays by Swedish visitors were recorded in Germany, an increase of 3.2 per cent on Sweden is the twelfth biggest European source market for the German travel industry. With a market share of 14 per cent, Germany remains the most popular destination for Swedish travellers, ahead of Spain and Denmark. 54 per cent of Swedish visitors travelled to Germany for leisure, 26 per cent for business. Nearly a quarter of travellers visited the capital, Berlin. Recreational holidaymakers demonstrate a preference for Schleswig-Holstein and Bavaria. Travel-related expenditure by holidaymakers from Sweden came to 0.7 billion in Active seniors and families are the traditional target groups, generating the highest demand for holidays in Germany. The family segment is therefore a particularly strong marketing focus. 119

120 7 International marketing Bad Tölz, shopping There is also an above-average interest in Germany s major cities. To capitalise on this, efforts are being stepped up to target the DINK demographic (double income, no kids). Sweden is typically a market of independent travellers who are highly active online. The GNTB s Sweden office responds to this with concentrated marketing activities such as press work and consumer advertising, carried out in close collaboration with German partners and with Swedish tour operators specialising in the FIT (free independent travellers) segment. Sweden is a stable base market for Germany s inbound tourism industry. The GNTB is advising that the volume of overnight stays will remain at the current level over the coming years. Norway In 2013 Norway generated 864,000 overnight stays in Germany, a 2.4 per cent increase on the previous year. This makes Norway one of Germany s top 20 source markets. At 70 per cent, the proportion of holiday travel is above average. Business travel accounts for 17 per cent. On average Norwegians make more than two trips abroad each year, mostly to their neighbouring Scandinavian countries of Sweden and Denmark and to Spain. Germany is the fourth most popular destination for Norwegians. Growth is being boosted by the steadily improving flight connections between Norway and Germany. At 770 euros, the amount spent by Norwegians per trip to Germany is also above the average. City breaks with excellent accommodation are in particularly high demand among Norwegian tourists. Good food and drink, shopping and relaxation score highest as holiday activities. Berlin was the destination for one in three Norwegian trips to Germany in In the active seniors segment, demand is strongest for classic packages. Christmas markets are also extremely popular with visitors from Norway, and register a high level of demand. Based on Germany s positive image and on stable demand across all age groups, the GNTB is forecasting further growth in the number of visitors travelling from Norway to Germany, to approximately 900,000 overnight stays per year. Finland In 2013 over 0.6 million overnight stays by Finnish guests were recorded in Germany, up 2.5 per cent on the previous year. At 31 per cent, Finland registered a higher proportion of business travel than its Scandinavian neighbours; holidays accounted for 61 per cent of outbound travel to Germany. Marketing for Finland is focused on travellers with a passion for culture as well as young people interested in festivals, subcultures and concerts. Trips centred around wine, and German traditions are also popular. In the mid-term there is potential for significant growth, to 900,000 overnight stays by This forecast is based on the Finns passion for travel, the economic stability, Germany s appeal to independent travellers and a market share of 6 per cent

121 Poland Registering more than 2.2 million overnight stays and a growth rate of 9.3 per cent on the previous year, Poland is moving closer to becoming one of Germany s ten largest source markets. Germany is by far the most popular destination for Polish travellers, followed by the UK and Italy. In 2013 an above-average 37 per cent of Polish visitors came to Germany on business, with 43 per cent travelling for a holiday and 20 per cent visiting friends or relatives. Marketing is focused on short break packages, city breaks and active holidays as well as the new federal states in eastern Germany that offer ample opportunity for trips near the Polish border. Cross-border projects and youth travel are also being promoted. GNTB poster campaign for the Polish market Poland s stable economic growth, its rising incomes and purchasing power and an increasing interest in travel abroad are indicative of a market with high growth potential. Current projections point to further growth in overnight stays for Russia Russia is now firmly established in Germany s top ten markets for inbound tourism, growing by a further 15.5 per cent to reach nearly 2.6 million overnight stays. holiday, 31 per cent come for business and 17 per cent come to visit friends and family. Most holidaymakers visit multiple destinations, while city breaks and health and wellness holidays are also proving particularly popular with Russian visitors. With its strength in seaside holidays, winter getaways, shopping and city breaks, Destination Germany still has great potential for achieving further growth from the Russian market. In light of this, marketing is being intensified for the Medical Travel and Smart Luxury themes. Extremely dynamic growth in Russia s mediumsized business sector suggests that the potential for Russian tourism to Germany will get even stronger in the long term. 52 per cent of all Russians travelling to Germany come for a Following excessively high growth in recent years, the GNTB expects the current level to stabilise in the medium term. Top destinations 1st 2nd 3rd Denmark Schleswig-Holstein 22.8 %* Berlin 21.5 %* Lower Saxony 11.5 %* Russia Bavaria 32.9 %* Berlin 19.5 %* North Rhine-Westphalia 13.4 %* Poland Bavaria 17.0 %* North Rhine-Westphalia 13.3 %* Berlin 12.4 %* Source: Federal Statistical Office Sweden Berlin 24.7 %* Schleswig-Holstein 14.3 %* Bavaria 11.8 %* Norway Berlin 33.0 %* Bavaria 13.4 %* Schleswig-Holstein 9.8 %* Finland Berlin 31.8 %* Bavaria 18.2 %* North Rhine-Westphalia 9.9 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 121

122 7 International marketing Regional Management South West Europe One in five overnight stays by international visitors in Germany originates from the traditionally strong and stable incoming markets of south-west Europe. The number of overnight stays from Spain fell in 2013 as a result of the financial crisis, and growth slowed from Italy, France and Portugal. These results were compensated for, however, by robust growth from the Swiss market. Overall, the region generated 14.4 million overnight stays for the year, an increase of 2.6 per cent. Growth rates of between 3.6 and 5.1 per cent are forecast for the years up to Frankfurt head office Paris Zurich Milan Madrid Foreign representative offices for South West Europe Regional Management South West Europe 122

123 Number of overnight stays in Germany made by visitors from South West Europe South West Europe has a population of million.*** 14,127,875 overnight stays in Germany in 2013* GNTB forecast for 2020** 18,200,000 overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) Switzerland 5,483,657 5,000,000 to 7,100, Italy 3,485,300 5,100, France 3,142,370 3,600, Spain 2,016,548 3,800, *In accommodation establishments with ten or more beds / **Differences due to rounding / ***2012 statistics France With an increase of 2.5 per cent to 3.1 million overnight stays in 2013, France retained its position as Germany s sixth biggest European source market and consolidated its growth over recent years. The forecast for this source market s future development is based in part on quick and convenient transport links, in particular for air and rail passengers. Joint activities with transport partners will create new and specific incentives for travel to Germany. The GNTB predicts that the number of overnight stays by visitors from France will reach 3.6 million a year by Germany is the number one destination for outbound business trips from France, and number four in the overall ranking of France s most popular travel destinations. 46 per cent of French visitors to Germany come for a holiday, 33 per cent travel for business and 21 per cent come to see friends and family. There is particularly high demand for cultural trips to German cities such as Berlin, Munich and Frankfurt often in conjunction with an event or lifestyle experience. Tours of Germany s unique natural landscapes and countryside regions with their historical and architectural highlights enjoy the same popularity as active pursuits, mainly cycling and walking. In these areas, Baden-Württemberg and Bavaria are particular favourites for French visitors. In 2013 marketing highlights for France included the 50th anniversary of the Élysée Treaty and, as part of the Germany for young people campaign, a stand at the Grande Fête Populär that marked the 50th anniversary of the Franco-German Youth Office. GNTB advertising campaign promoting 50 years of the Élysée Treaty Spain The volume of outbound travel from Spain has dropped dramatically in the last few years because of the financial crisis. The decline in overnight stays in Germany in 2013 was only moderate by comparison: with just over two million overnight stays (down 0.5 per cent), Spain claimed eleventh place in the ranking of European source markets for Germany. 123

124 7 International marketing Tram poster for the GNTB s Youth HotSpots in Germany Share the moment campaign for the Swiss market in partnership with the Swiss Federal Railways / Deutsche Bahn consortium Rheinalp Just recently Spain has been showing the first signs of economic recovery. As a result, Spanish expenditure on trips abroad has increased by 9 per cent in the past five months. With a market share of 9 per cent, Germany is the fifth most popular outbound destination for Spanish people and ranks second for business travel. Of the trips made to Germany, the greatest demand is for cities with their history, culture and lifestyle appeal. Tours of Germany s beautiful countryside offering numerous historical highlights are also very popular. Sustainable and low-impact tourism is a major factor for the Spanish market, and so the GNTB is raising the profile of activities such as cycling tours. Accessibility also plays a central role in marketing activities for Spain. Having overcome the crisis, Spain was once again able to contribute to the overall growth in tourism. Taking into account pent-up demand, the GNTB predicts that the number of overnight stays by visitors from Spain will reach 3.8 million by Switzerland The Swiss market has registered growth for over ten years in a row. With a further increase in the number of overnight stays in 2013, up by 5.2 per cent to nearly 5.5 million, Switzerland has cemented its position as the second most important source market for Germany s inbound travel industry. Germany is highly regarded in Switzerland as a holiday desti nation. It is seen as a hospitable and friendly destination, offering fast and high-quality transport links by rail and air as well as great value for money. 53 per cent of Swiss people travelling to Germany come for a holiday, 20 per cent come on business, and 27 per cent come to visit friends and family. By far the most popular destinations for Swiss visitors are Baden-Württemberg and Bavaria. The pro portion of these overnight stays generated by the Swiss travel industry currently represents 24 per cent. In light of this, the GNTB s Swiss office is focusing on reaching end customers directly by means of intensive press communication in the market. In January 2014 Germany made its first appearance as partner country at Switzerland s flagship travel trade fair, FESPO in Zurich. The target demographics are families and couples across all age groups. At the forefront of marketing activities in 2013 was a city campaign for young people, run in collaboration with the social media TV channel Joiz. Additionally, the GNTB s city campaigns and eco-friendly trips were promoted in partnership with Deutsche Bahn. A major focus of 2014 s marketing activities will be the crossborder campaign for the 600th anniversary of the Council of Constance. And the enormous demand in the Swiss market for Germany s coastal regions will be used to promote the themes of Health & wellness and Beyond the cities holidays in the German countryside. Switzerland is the partner country for the 2014 Leipzig Book Fair. There are plans for cross-media activities together with the Swiss Booksellers Association. Other market initiatives are being run as part of the Luther / Reformation theme

125 Italy In 2013 the number of overnight stays in Germany by visitors from Italy registered another slight increase, rising by 0.5 per cent year on year to reach 3.5 million. This confirms Italy s standing as the fifth largest international source market for Germany. At 63 per cent, the proportion of holiday travel is higher than the average, while 26 per cent of travel is for business, and 11 per cent is for trips to visit friends and family. Growth slowed substantially because of the ongoing economic crisis and the government s drastic spending cuts. Despite a general decline in the volume of outbound travel from Italy, Germany s share in the market stands at a stable 10 per cent. This secures Germany s position as Italy s third favourite holiday destination just behind France and Spain. City campaign for young people, a collaboration with social media TV channel Joiz GNTB Switzerland s campaigns are being supported by a number of tourism partners from both countries, including the Swiss Federal Railways / Deutsche Bahn consortium Rheinalp. Marketing for 2014 will centre around the partnership with Deutsches Küstenland (DKL) and the Historic Highlights of Germany (HHoG), as well as city breaks and cultural travel. Other themes such as the 600th anniversary of the Council of Constance will play a support role in the GNTB s marketing for the Italian market. Efforts will also be stepped up to promote sustainability / tourism in rural regions, barrier-free travel and the products relating to these themes. The number of Swiss visitors arriving and staying overnight in Germany can be expected to carry on growing. The GNTB is confident that by 2020 Italy will be generating over five million overnight stays a year in Germany. Top destinations 1st 2nd 3rd Switzerland Baden-Württemberg 36.1 %* Bavaria 22.8 %* Berlin 10.5 %* Source: Federal Statistical Office Italy Bavaria 32.2 %* Berlin 24.2 %* Baden-Württemberg 12.2 %* France Baden-Württemberg 24.2 %* Berlin 19.9 %* Bavaria 17.8 %* Spain Berlin 30.0 %* Bavaria 20.7 %* North Rhine-Westphalia 12.5 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 125

126 7 International marketing Regional Management South East Europe With 6.4 million overnight stays and growth of 5.1 per cent, South East Europe has confirmed its increasing impor- tance to tourism in Germany. Austria remains a constant in terms of inter- national overnight stays. In the Czech and Slovakian markets, the growth of previous years slowed, while Romania and Bulgaria delivered strong growth. Frankfurt head office Prague Vienna Budapest Ljubljana Zagreb Sarajevo Belgrade Bucharest Podgorica Sofia Istanbul Foreign representative office for South East Europe Sales and marketing agency / regional office for Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia in Belgrade PR agency Regional Management South East Europe 126

127 Number of overnight stays in Germany made by visitors from South East Europe South East Europe has a population of 83.8 million.*** 6,377,772 overnight stays in Germany in 2013* GNTB forecast for 2020** 7,800,000 1) overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) Austria 3,368,594 3,200,000 to 4,470, Czech Republic 906,064 1,000, Hungary 712, , Romania 637,882 No figures available 21.9 Slovakia 318, , Slovenia 208, , Bulgaria 226,535 No figures available 7.2 *In accommodation establishments with ten or more beds / **Differences due to rounding/ ***2012 statistics 1) including the Balkans Austria Austria is one of Germany s key inbound markets and with 3.4 million overnight stays it ranks as its fifth biggest European source market. This 4.6 per cent increase on the 2012 figures represents a further year of growth. 40 per cent of Austrians travelling to Germany come for a holiday, 31 per cent come on business and 29 per cent come to visit friends or family. Germany s 23 per cent market share makes it Austria s favourite destination, just ahead of Italy. Most Austrian travellers visit Bavaria (39 per cent), followed by Baden-Württemberg (13 per cent) and Berlin (11 per cent). Austrian guests with an interest in culture are attracted by traditional city breaks, but also choose Germany for its special cultural tours, theme parks and holidays in rural areas. independent travellers, despite having an extensive range of options in tour operator brochures. The shared language and close economic and cultural ties are reflected in long-term demand and stable booking figures from Austria. Germany enjoyed increased media attention when it featured as partner country at the 2014 FERIEN travel fair in Vienna. The GNTB forecasts further market potential for Austria for the years ahead, reaching up to 4.5 million overnight stays by Czech Republic The Czech Republic, up by 5.5 per cent to 906,000 overnight stays, is the second biggest market for the South East Europe regional management office, after Austria. At 57 per cent, the proportion of tourist traffic accounted for by holiday travel is just above the European average. There is a growing trend towards last-minute bookings, usually online. Expectations of quality are rising and there is increasing demand for flexibility when putting together a trip. As such, the Austrian market for outbound travel to Germany is dominated by Travellers from the Czech market increasingly book their trips online, and independent travel without advance booking remains a popular option. Germany s geographical proximity and excellent value for money are key factors in its appeal to Czechs. 127

128 7 International marketing Hungary Collaboration with Austrian Federal Railways: two backlit posters featuring touchscreens, scrolling text and sound effects at Vienna opera house Czech travellers see neighbouring Germany mainly as an important destination for short breaks with the family, a country that is rich in culture and an affordable shopping paradise. Central to the activities targeting end customers in 2014 are cross-media online campaigns focusing on popular and innovative communication channels, such as social media and video content, as well as close collaboration with the media to inform visitors about new holiday destinations in Germany. Furthermore, the key theme of the 600th anniversary of the Council of Constance is designed to boost the number of culturally minded Czechs visiting Destination Germany. The GNTB anticipates slight increases in overnight stays by visitors from the Czech market, reaching around one million by The volume of Hungarian guests staying overnight in Germany was unchanged in 2013 at 700,000. With this figure, the market consolidated the strong growth rates of previous years. Germany is Hungary s second most popular travel destination, ranking just behind Austria. 38 per cent of Hungarians visiting Germany are holidaymakers, and another 38 per cent are business travellers. The increased number of low-cost airlines operating in Budapest has widened the choice of affordable flights to major European cities. This shift towards independent travel means local tour operators are losing market shares. At the same time, demand is growing for city breaks and cultural holidays as well as trips with a culinary focus. The strong language skills of young travellers aged up to 39 years old are a major factor in this trend. In Hungary, Germany is considered a hospitable and friendly country. City breaks, multi-destination tours and family holidays are firm favourites. The primary means of positioning Destination Germany in the Hungarian market are press and online initiatives, high-quality cross-media campaigns and endorsement campaigns. The Deutschland Travel Club network is designed to establish and strengthen links with Hungary s travel trade, media and key market players. Slovakia The country s dynamic economic growth is reflected in very strong increases in travel volume. After a 13 per cent increase in overnight stays in 2012, figures grew by a further 5.7 per cent in the year under review. Slovakia s number one travel destination is the Czech Republic, followed by Austria and Germany. As yet, Germany is not well known as a travel destination in Slovakia. The GNTB is therefore focusing on press and PR work as well as online campaigns in order to present Slovakian tourists with an attractive and affordable holiday destination that has bookable packages. Cooperation with tour operators in Slovakia is being stepped up. Slovakian tourists often speak good English or German and are interested in city breaks and active holidays. Based on the data available, the GNTB anticipates further growth in the volume of tourist traffic from Slovakia to Germany. The GNTB s forecasts indicate continued steady growth for the Hungarian market. Slovenia The tough economic situation had a notable impact on outbound travel to Germany in the reporting year. Following double-digit growth in the previous years, the number of overnight stays fell by 5.7 per cent in The most popular outbound destination for Slovenians is Croatia (41 per cent market share); Germany ranks second, with 15 per cent, just ahead of Italy (14 per cent). Holidaymakers represent 25 per cent of those travelling to Germany and 61 per cent of all Slovenian outbound travel to Germany is business-related. Slovenians have a preference for southern Germany, with one in three trips destined for Bavaria, and one in five for Baden- Württemberg. Holidays to Germany primarily involve city breaks and multi-destination tours. Munich and Berlin are among the most popular city destinations. Theme parks, automotive discov

129 ery centres and family holidays are also in high demand. There is a growing trend among travellers in Slovenia for shorter, more affordable trips to nearby destinations. The internet is becoming increasingly important for booking specific holiday products. Press and PR work, online campaigns and collaborations with tour operators are important marketing tools and are primarily targeted at the city break demographic, families and schools. There are further opportunities for market development in sustainability and traditions, which are of particular interest to Slovenian guests. Despite current austerity measures, the increased interest in Destination Germany suggests that tourist traffic from Slovenia to Germany is growing in line with the country s economic recovery. Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania, Serbia The high-potential markets in the Balkans are currently generating a total of around two million trips to Germany each year. Marketing activities are run from a new GNTB regional office in Belgrade, which was opened in 2012 in collaboration with the Danube Competence Center. Romania recorded particularly high growth in 2013, increasing by 14.6 per cent to 637,882 overnight stays. Bulgaria also saw a rise in its volume of overnight stays in Germany, up 15.8 per cent to 226,535. The regional office in Belgrade also manages the GNTB s activities in Croatia, Serbia, Montenegro and Bosnia and Herzegovina. Germany is among the most popular outbound destinations for these countries. Rates of economic growth are mixed, but can generally be considered stable. Germany enjoys a positive image in all six countries and is seen as a modern, creative, dynamic, friendly and affordable destination. With its wide choice of vibrant towns and cities, landscapes and events, Germany is recognised as an appealing destination for culture, business, shopping and city breaks, with a focus on multi-destination tours and coach tours. To further enhance Germany s image as a holiday destination and to increase the number of packages offered by sales partners and tour operators, the GNTB has been running training courses, seminars and fact-finding tours as well as distributing news letters, making sales calls and undertaking business development trips in the region. The young and middle-aged target demographics are the main focus online campaigns (banners, Google AdWords, competitions) and a culture insert on museums were key tools in the sales and marketing activities. Both Germany s image and the region s economic potential are strong. Growth of 3 per cent a year is realistic for the region as a whole and means roughly 2.4 million trips to Germany can be expected from these source markets by Top destinations 1st 2nd 3rd Austria Bavaria 38.8 %* Baden-Württemberg 13.4 %* Berlin 10.6 %* Czech Republic Bavaria 30.7 %* Baden-Württemberg 13.5 %* North Rhine-Westphalia 9.9 %* Hungary Bavaria 33.7 %* Baden-Württemberg 23.0 %* North Rhine-Westphalia 8.8 %* Romania Bavaria 28.4 %* Baden-Württemberg 17.1 %* Hessen 14.6 %* Source: Federal Statistical Office Slovakia Bavaria 30.1 %* Baden-Württemberg 18.6 %* North Rhine-Westphalia 15.2 %* Slovenia Bavaria 34.6 %* Baden-Württemberg 16.0 %* North Rhine-Westphalia 11.6 %* Bulgaria Bavaria 22.7 %* Baden-Württemberg 14.3 %* Hessen 13.4 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 129

130 7 International marketing Regional Management Americas / Israel In 2013 the Americas / Israel region generated cumulative growth of 3.6 per cent to reach approximately 7.8 million overnight stays. The established markets of North America grew only slightly in 2013, while the high-potential markets of Brazil and Latin America / Caribbean proved far more dynamic. Israel remains the growth engine for the region, recording an increase of 15.4 per cent. Los Angeles Chicago Toronto New York Frankfurt head office Jaffa São Paulo Foreign representative office for Americas / Israel Sales and marketing agencies Regional Management Americas / Israel 130

131 Number of overnight stays in Germany made by visitors from the Americas / Israel The Americas / Israel have a population of million.*** 7,776,645 overnight stays in Germany in 2013* GNTB forecast for 2020** 8,300,000 overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) USA 4,916,500 5,900, Brazil 732, , Canada 634, , Central / South America 729,991 No figures available Americas (total) 7,013,938 7,600, Israel 762, , *In accommodation establishments with ten or more beds / **Differences due to rounding / ***2012 statistics USA Accounting for over 4.9 million overnight stays in Germany in 2013, travellers from the USA once again represented the biggest overseas market for inbound travel. The volume of overnight stays was up 1.3 per cent on the previous year. In the ranking of Germany s biggest source markets worldwide, the USA occupies third place with a market share of just under 7 per cent behind the Netherlands and Switzerland, and closely followed by the UK. travel segment and business travel. Communications are focused on presenting Germany as a diverse travel destination that offers great value for money. Based on the USA s economic recovery and the positive image that Germany continues to enjoy there, the GNTB expects further growth in the volume of overnight stays by US visitors in In the medium term, there is potential for 5.9 million overnight stays a year. Germany remains the fourth most popular European destination for travellers from the USA, with a market share of 15 per cent. Travellers from the US are among the biggest spenders in Destination Germany, parting with an average of 2,300 euros per trip. Nearly half of all guests travelling from the US to Germany are holidaymakers and their preferred activities are sightseeing, visiting cities and going to museums / exhibitions. Besides the major cities, other firm favourites include traditional tourist destinations such as Heidelberg, Rothenburg ob der Tauber and Neuschwanstein Castle. The GNTB s USA office is resolutely positioning Germany as a land of discoveries. This involves targeted marketing of cultural aspects, such as the Historic Highlights of Germany, as well as the luxury Canada Germany s popularity as a destination for travellers from Canada continues to grow, and in 2013 the volume of overnight stays reached 634,559, up 1.7 per cent on the previous year. In 2014 marketing of Germany in Canada is placing particular emphasis on the market-oriented themes of German Heritage, LGBT, Active Travel, Affordable Hospitality and Smart Luxury. The Conference Board of Canada predicts that overseas travel will rise by 4 per cent in By 2020 Canada could be contributing 850,000 overnight stays a year to Germany s inbound tourism industry, according to forecasts by the GNTB. 131

132 7 International marketing Cologne, city beach looking out to Cologne Cathedral Brazil The Brazilian market for tourism to Germany continues to deliver excellent growth. The number of overnight stays has doubled since 2009 and there was a further increase in Indeed these figures were up 5.5 per cent on the previous year, reaching a total of 732,888 overnight stays. Berlin, Bavaria and Hessen are the most popular German destinations with Brazilian travellers. The GNTB promotes a variety of marketing themes in Brazil, including shopping, wine and speciality cuisine, luxury travel and incentive activities. These themes enable the GNTB to reach different target groups by appealing to their individual interests. The objective is to position Germany as a land of discoveries. The Germany Year in Brazil, running from May 2013 to May 2014, was a focal point in marketing for Brazilian audiences. As part of this initiative, the GNTB showcased Destination Germany as partner country at the 2013 World Travel Markt Latin America in São Paolo. GNTB microsite for Smart Luxury in Germany 132

133 Germany is now in a strong position as the fourth most popular European destination for Brazilian travellers. The GNTB predicts that the volume of overnight stays from this market will continue to grow, reaching 830,000 a year by Israel Israeli visitors accounted for 762,707 overnight stays in Ger many in 2013, representing a further year-on-year increase of 15.4 per cent. The actual figure could potentially be much higher, however, because many Israelis have dual citizenship. In the years from 2003 to 2013 the volume of overnight stays from Israel increased by over 150 per cent. GNTB e-magazine Germany for the Jewish Traveler Germany ranks as the third most popular European destination for Israeli travellers, behind only France and Italy. Berlin is the preferred destination within Germany, followed by Baden- Württemberg and Bavaria. Of the total tourist traffic arriving in Germany from Israel, 74 per cent are holidaymakers, 15 per cent are on business, and 11 per cent are visiting friends and family. In its marketing for Israel the GNTB focuses on Germany s positive image, its excellent value for money and the annual theme campaigns. In addition to this, the GNTB is intensifying its activities in the media and the trade. New emphasis is being placed on short breaks and family destinations. Taking into account a highly complex interplay of various factors, the GNTB expects the volume of inbound travel from Israel to remain stable in the coming years. Top destinations 1st 2nd 3rd USA Bavaria 28.4 %* Berlin 17.0 %* Hessen 14.2 %* Source: Federal Statistical Office Brazil Berlin 28.6 %* Bavaria 24.6 %* Hessen 12.9 %* Canada Bavaria 27.8 %* Berlin 20.5 %* Hessen 13.3 %* Israel Berlin 40.9 %* Baden-Württemberg 26.2 %* Hessen 14.6 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 133

134 7 International marketing Regional Management Asia / Australasia The Asian markets have been the pacesetters in global tourism in recent years. China and the Arab Gulf States in particular have already gained sizeable market shares, as has India. The rapidly expanding middle class in these countries is generating a high demand for tourism. This growth is also reflected in the volume of travel to Germany and will gain further momentum in the years ahead. Frankfurt head office Beijing Seoul Tokyo Dubai New Delhi Hong Kong Sydney Foreign representative office for Asia / Australasia Sales and marketing agencies PR agency Regional Management Asia / Australasia 134

135 Number of overnight stays in Germany made by visitors from Asia / Australasia Asia / Australasia has a population of 2,915.6 million.*** 6,658,511 overnight stays in Germany in 2013* GNTB forecast for 2020** 8,600,000 overnight stays* Overnight stays in 2013* GNTB forecast for overnight stays in 2020** Population*** (million) China / Hong Kong 1,734,693 2,200,000 1,353.6 Japan 1,307,950 1,400, Arab Gulf States 1,543,717 2,000, Australia, New Zealand and Oceania 828, ,000 1) 36.8 India 615,617 1,500,000 1,258.4 South Korea 449, , South Africa 178,748 No figures available 50.7 *In accommodation establishments with ten or more beds / **Differences due to rounding / ***2012 statistics 1) Australia only Japan / South Korea In 2013 Japanese visitors made 1,307,905 overnight stays in Germany. Though this does represent a drop of 1.3 per cent on the same period in 2012, Japan had achieved growth rates of between 9.3 and 12.8 per cent in the three preceding years. A slight uptrend was observed in the second half of Japan remains one of the most important international source markets for the GNTB. In the worldwide ranking of Germany s source markets, Japan occupies 16th place. Of the overseas markets, it is number four. Around 58 per cent of the trips made to Germany from Japan are holidays, consisting primarily of city breaks and multi-destination tours, and 30 per cent are for business purposes. The remaining 12 per cent of trips from Japan to Germany are made to visit friends and relatives or for other personal reasons. Germany is the third most popular destination within Europe for visitors from Japan. South Korea remained on its upward trend, registering 449,235 overnight stays in 2013, an increase of 6.1 per cent. 80 per cent of South Korean holidays taken in Germany are multi-destination tours. Boosted by its status as an aviation hub, Frankfurt is the most popular city destination for South Korean travellers, and Hessen their most visited federal state. The GNTB concentrates its marketing efforts both on the successful affordable hospitality activities of recent years and on reaching new target groups through theme years and market-specific campaign themes, such as school trips, football-related travel and environmental tours. The GNTB is also putting Luther years since the Reformation at the heart of its marketing for South Korea and using new media to position the full range of themes. The GNTB predicts further growth potential for both Japan and South Korea in the coming years. China / Hong Kong The source market China continues to display rapid growth. In 2010 the number of overnight stays in Germany by Chinese visitors reached the one million mark for the first time. By 2012 this figure had grown to 1,563,298. In 2013 volumes grew by a further 11 per cent to 1,734,693 overnight stays. China is the biggest source market in Asia for Germany s inbound tourism industry and the 13th largest overall. 135

136 7 International marketing Trade event at Audi City Beijing on 29 August From l to r: Jürgen Frank, HR Director of Audi China; Mike Hofmann, General Manager of German Industry & Commerce Beijing; Florian Karner, Trade Commissioner for the German Embassy in Beijing; Zhaohui Li, Head of GNTB China; Matthias Schultze, Managing Director of the German Convention Bureau (GCB); Ursula Winterbauer, Head of International Business for the GCB From a Chinese perspective, Germany is the most popular European travel destination, closely followed by France and Russia. Germany s number one region for Chinese travellers is Bavaria, while Munich and Frankfurt are the most visited city destinations. These fulfil the especially high demand for city trips that offer lifestyle appeal and shopping opportunities. Chinese tourists are high spenders and are by far the leading group when it comes to duty free shopping. Away from the cities, destinations in the countryside are gaining more attention. In 2014 the GNTB is focusing its marketing for China and Hong Kong not only on its usual themed campaigns but also on the specific requirements of these markets. The ever-widening travel experience of consumers and the increasing influence of new media are fuelling a growing demand for individually tailored holidays that offer high-quality tourism products. In light of its economic growth combined with the increasing influence of a new middle class, China looks set to secure its status as a key Asian market for Destination Germany. Based on a medium-term growth rate of around 11 per cent, the GNTB expects this market to be generating over 2.2 million overnight stays a year by guests from the Arab Gulf States made a total of 1,543,717 overnight stays in Germany, an increase of 20.2 per cent on the same period in The Gulf States have thereby overtaken Japan to reach number 15 in the worldwide ranking of Germany s incoming source markets. Germany is the second most visited European destination among Arab guests, behind the United Kingdom. Over 40 per cent of them travel to Bavaria, and just under one in five visit Hessen. Holidays account for 74 per cent of trips made from the Gulf region to Germany, while 24 per cent of Arab travellers come for business, and 2 per cent come to visit friends or family. The GNTB s Dubai office covers a total of six countries in the Gulf region: Bahrain, Qatar, Kuwait, Saudi Arabia, Oman and the United Arab Emirates. In each of these countries there are two demographics to consider. As well as native Arab residents, a large number of expats live in the Gulf Cooperation Council nations. Trips to Europe are mainly made by the locals, whereas trips to Asia are mainly undertaken by expats. Around 44 per cent of the visitors travelling from this region to Germany originate from the United Arab Emirates, while Saudi Arabia accounts for 40 per cent and Kuwait 16 per cent. Arab Gulf States Between 2003 and 2012 the number of overnight stays in Germany by guests from the Arab Gulf region doubled. In 2013 All marketing activities in the region are designed to promote Germany as a diverse and exciting destination in the heart of Europe that offers exceptional value for money. Medical travel and shopping are the main travel incentives. Going forward, in addi

137 tion to the traditional family holiday, there will be an increased marketing focus on young travellers aged under 25, who will be targeted using various themes showcasing Destination Germany. The objective is to further enhance Germany s image as a captivating European travel destination, complementing its excellent reputation for business travel. The GNTB forecasts further substantial growth over the coming years, reaching two million overnight stays per year. India The positive trends in the Indian market continued into 2013: India generated 615,617 overnight stays in the German market in the period under review, an increase of 5.4 per cent on With a 23 per cent share of the market, Germany is India s favourite European destination, ahead of even the United Kingdom (21 per cent). The most visited regions are Baden-Württemberg, Bavaria and Hessen, while Munich, Frankfurt and Stuttgart are popular city destinations. The India pool is the primary means of developing this market. The members of this marketing cooperation are helping to establish Germany as a diverse travel destination in the Indian press and outbound travel industry through a range of coordinated activities covering everything from market-specific offers and activity weeks with sales calls to training courses and B2B events. These activities put a spotlight on themes such as Germany for young people, city breaks, family holidays, shopping and lifestyle, and are grouped under the banner of affordable hospitality. Owing to the high rate of population growth and an expanding middle class, the GNTB anticipates that this market will be generating 1.5 million overnight stays a year by Australia / New Zealand / Oceania The number of overseas trips made by Australians has been rising steadily since Germany has also benefited from this growth, registering a 10.2 per cent increase in overnight stays by Australian guests in In 2013 the market grew again, by nearly 2 per cent, and generated 714,634 overnight stays. Germany ranks fourth in the Australian market s top European travel destinations. With the average Australian visitor spending 26 days in Germany, the trips are longer than usual and often form part of a wider tour covering several European countries. River cruises in Germany remain especially popular with Australian tourists. Because of the wide array of European packages offered by Australian tour operators and because of Australia s strong economy it is realistic to expect continued growth in the volume of outbound travel in the Australian market over the coming years. The prediction on this basis is for up to 900,000 overnight stays by Top destinations 1st 2nd 3rd China / Hong Kong Bavaria 27.7 %* Hessen 17.6 %* North Rhine-Westphalia 13.8 %* Japan Bavaria 33.3 %* Hessen 17.4 %* North Rhine-Westphalia 11.8 %* Arab Gulf States Bavaria 41.1 %* Hessen 16.6 %* Baden-Württemberg 12.8 %* Source: Federal Statistical Office Australasia 1) Berlin 31.1 %* Bavaria 27.1 %* Hessen 9.8 %* India Baden-Württemberg 25.4 %* Bavaria 21.2 %* Hessen 19.0 %* South Korea Bavaria 33.0 %* Hessen 31.0 %* Baden-Württemberg 9.0 %* 2013 statistics / *Federal state s share of all overnight stays from the market concerned 1) including New Zealand and Oceania 137

138 8 Aims and objectives

139 UNESCO World Heritage Wadden Sea, Schleswig-Holstein Aims and objectives In accordance with its charter, the GNTB promotes Germany as a travel destination around the world. The Federal Ministry for Economic Affairs and Energy, as funding provider, works in close consultation with the GNTB to define specific objectives and tasks for each year. 139

140 8 Aims and objectives Objectives and tasks for the German National Tourist Board (GNTB) for 2014 A prosperous tourism sector substantially benefits the German economy overall. The federal government s tourism policy endeavours to create a positive environment in which the German tourism industry can flourish. A major element of this is the tourism marketing carried out by the German National Tourist Board. The GNTB aims to enhance the capacities and competitiveness of the tourism industry which predominantly consists of small and medium-sized enterprises to secure jobs and to boost the economies of underdeveloped regions through tourism. Funding for the GNTB as an institution is provided by the Federal Ministry for Economic Affairs and Energy (BMWi) on the instructions of the German parliament. The GNTB s tasks, which take the form of specific targets, are defined on an annual basis and in close consultation with the BMWi. The most important task of the GNTB is to provide SMEs with an international marketing platform. A study commissioned by the BMWi in 2011 to evaluate the GNTB s mechanisms for monitoring success concluded that the GNTB uses its monitoring tools effectively (Federal government report on tourism policy, May 2013). The GNTB s specific objectives are to enhance Germany s positive image as a travel destination and to promote incoming tourism to the country. It also aims to increase the volume of overnight stays by visitors from abroad, and the revenues from inbound tourism. The mid-term and long-term objectives of the GNTB are, in accordance with its charter: 1 to cultivate the image of Destination Germany and conduct market research 2 to devise strategies and carry out press and PR work in the form of advertising campaigns and theme-related projects 3 to market Germany as a travel destination 4 to coordinate the marketing activities of tourism providers Iris Gleicke, Member of the German Parliament, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Federal Government Commissioner for the New Federal States and for SMEs and Tourism at the GNTB s Germany stand at the 2014 ITB travel fair Cultivating the image of Destination Germany abroad / market research In 2014 the GNTB continued with its market research activities that analyse the current positioning of Destination Germany in the international tourism market. This market research uses statistical analyses as well as various sources that gauge the image of Germany around the world. The conclusions drawn from the results form the basis of the marketing strategy in accordance with the product lines Culture and Active Holidays / Health & Fitness. In 2014 the sustainability aspect of Destination Germany will be underlined with a campaign entitled Beyond the cities holidays in the German countryside

141 Parliamentary breakfast at the 2014 ITB travel fair in Berlin Devising strategies and carrying out press and PR work in the form of advertising campaigns and theme-related projects product presentations and networking opportunities for the international travel trade. The GNTB implements its strategic objectives through themebased marketing campaigns. In 2014 the GNTB s activities are focused on UNESCO World Heritage Sustainable cultural and natural tourism. Strategic partners in implementing this campaign are the German Commission for UNESCO and the German UNESCO World Heritage Sites Association, as well as the partners from the German travel industry. The GNTB is using its key themes for 2014 to draw attention to notable anniversaries and events of importance to tourism. The numerous events celebrating the 300th anniversary of the birth of Carl Philipp Emanuel Bach and the 600th anniversary of the Council of Constance are being communicated both online and offline using the full array of PR tools. One main focus of communication in 2014 and 2015 is on the 25th anniversary of the fall of the Berlin Wall and German reunification. Marketing Germany as a travel destination At the heart of the GNTB s marketing work for Destination Germany, in addition to social media activities specific to individual markets and themes, is the multimedia content available in 30 languages at In 2014 the GNTB is once again promoting Destination Germany at 20 leading trade and consumer fairs around the world and hosting at least ten of its own workshops/roadshows. As part of its remit it coordinates German tourism providers at these events. In Germany itself, the GTM Germany Travel Mart is a combination of workshops, The GNTB is continuing the successful work of the India Pool and the Russia Pool in These pools are used to attract additional funds to drive forward the development of the highgrowth markets of Russia and India. The GNTB has translated its market-specific annual targets for sales, advertising and direct marketing into individual marketing action plans for Coordinating the marketing activities of tourism providers Public-private partnerships remain a core element in the GNTB strategy with regard to making efficient use of funds and generating the greatest possible multiplier effect. In 2014 the GNTB is continuing to focus on cooperations with partners in Germany and key brands that represent Destination Germany, such as the GCB German Convention Bureau, Magic Cities Germany, the German UNESCO World Heritage Sites Association and Deutsches Küstenland. The GNTB works together with the Pacific Asia Travel Association (PATA) to develop high-potential markets in Asia. It is also expanding the scope of ongoing cooperations with strategic partners such as Lufthansa and Deutsche Bahn. At European level, the European Travel Commission (ETC) will continue to market Europe overseas and focus its promotional activities on the BRICS countries. 141

142 9 Administration

143 Stuttgart, municipal library Administration The successful promotion of Destination Germany requires smooth working structures. Long-term human resources planning ensures the availability of highly motivated employees with suitable skills and the necessary training. Ongoing improvements and modifications to the IT infrastructure facilitate quick and efficient internal processes. Sound financial planning and cost management safeguard the liquidity of the organisation. 143

144 9 Administration Administration In 2013 the administrative organisation of the GNTB enabled the planning and allocation of human resources according to requirements. Further developments were made to IT systems as planned. The situation in terms of income and expenditure developed in accordance with the financial plan. Human resources The GNTB employment plan for 2013 covered a total of positions of these are at head office, 72 are based abroad, and there are two executive positions. There are also apprentices in years one, two and three of their apprenticeships, a new group of management trainees starting every October at head office and several dozen interns working in Germany and abroad. First of all, we would like to express our thanks to all of them for their hard work. Without the dedication of its employees, the GNTB s themes, tasks and projects could not have been implemented at the same high level of quality and excellence. Expanding the organisation In 2013 staffing levels at the GNTB fell below a critical limit. Over the course of the preceding years, one third of the overall number of positions had been cut in a process of gradual reduction using kw notes, i.e. not filling vacancies. The GNTB was able to mitigate this reduction through a number of restructuring and outsourcing measures. But a level has now been reached where it would be difficult to implement any further cuts unless its scope of tasks was significantly curtailed. In addition, the effective development of new markets above all the high-potential Chinese market and the emergence of new marketing channels (e.g. Web 2.0, social media) necessitate a slight increase in current staffing levels. The GNTB has there fore requested two new positions in 2014 and again in Personnel levels for the Chinese market should be expanded to a point where an entire new operating unit can be established. In infrastructure support the IT department should be reinforced with an additional employee. In 2013 the Federal Audit Office conducted a follow-up to its review of pay categories at the GNTB. The way the GNTB assigns pay categories was approved without any material objections and will continue as before. Developing the next generation of travel professionals The GNTB is currently training a total of 15 apprentices. At the end of 2013 six of them were working towards a tourism qualification and nine were working towards a leisure and tourism qualification. The GNTB apprentices spend time in all relevant departments at the head office in Frankfurt and are given the opportunity to broaden their horizons on various work placements, for example in one of the GNTB s European representative offices, with a tour operator or at a tourist information office. This provides them with a wealth of expertise and social skills to take into their future career in tourism. Because the GNTB offers more training places 144

145 Income from international marketing services 7.3 million Income from services million million million million million million million million than are needed to meet its own staffing requirements, some of these young people will move on to other companies in the German travel industry after completing their apprenticeship or will enrol in courses of further study. The broad scope of the GNTB apprenticeship helps its apprentices to achieve very good exam results, giving them an excellent start in the industry. Trainee programme for university graduates The GNTB also develops young talent through an inhouse trainee programme. Each year, six university graduates gain their first professional experience at the GNTB on their way to becoming the managers and tourism experts of the future. The programme is divided into several modules. In addition to placements in two marketing areas, during which trainees work on their own projects and also participate in the respective department s day-to-day work, further experience is gained abroad in one of the GNTB s foreign representative offices. By the time they have completed the programme, which includes training courses and involvement in a high-profile event, trainees have all the skills they need to take up a permanent position at the GNTB, either in Germany or abroad, or with another organisation in the tourism industry. Internships for students The GNTB also helps to nurture young talent by providing internships for university students. During their mandatory placements lasting several months, students can obtain professional experience at the head office in Frankfurt or in many of the foreign representative offices and sales & marketing agencies, taking advantage of the international network of the GNTB. The interns spend time in all marketing departments, gaining hands-on experience of the work of an international marketing organi sation. Involvement in projects at home and abroad gives the interns an in-depth insight into tourism work. Skills upgrading and training Constant market changes, management innovations and new tools for tourism marketing all require ongoing training. As in previous years, the GNTB ran training courses in 2013 to equip its employees for the challenges ahead. Employees were able to attend training courses and seminars at the Frankfurt head office and in the foreign representative offices. The options available ranged from seminars and method training (including project management) to specialist courses on subjects 145

146 9 Administration Breakdown of expenditure in % marketing costs (direct and indirect) % % 9.2 % administrative costs % % such as new media trends. These were complemented by personal development courses focusing on subjects such as public speaking and conflict management. The aim of all training measures is to equip employees with the necessary skills to meet current and future requirements. Tests of the content delivery network (CDN), which began in 2012, have proved very successful. In 2013 it was therefore decided to continue to publish web content through CDN networks. A decision was also taken to optimise the website for the Chinese market in future. Another public invitation to tender was put out in order to explore the market and to find the most economical provider. Implementation took place in the fourth quarter of Information technology Outlook for 2014 The main focus in 2013 was on reviewing, consolidating and migrating the various essential services supplied by providers around the world. In the first half of 2013 the data connections of the foreign representative offices and the head office in Frankfurt were migrated from the previous provider Interoute to a new VPN network provided by Colt. The additional bandwidth made available by this migration has made it possible to centralise services, which had a positive effect on infrastructure costs outside Germany. This also allowed servers and network operations at head office to be consolidated. At the start of the second half of 2013 the IT department reorganised the administration of the internet domains. This included putting the service out to tender and introducing dedicated domain servers. The domains, which were previously maintained by a number of different global service providers, have now all been transferred to the new provider. In addition to the savings realised by simplifying maintenance and administration, this move also increases the range of top-level domains that can now be reserved for the various GNTB departments. The consolidation has also led to significantly improved purchase terms. Preparations and planning for an emergency data centre got under way in the last quarter of Based on the market research carried out and favourable cost estimates it was decided to implement the plan in This will optimise data availability and data security, as well as significantly improving recovery time following a total system failure. Completion is expected in the first quarter of In 2014 a ticket system is going to be introduced to measure and optimise user support processes. This requires the structure of the IT department to be converted to a two-level operation. This change will allow the IT department s processes to approach a global standard (ITIL v3). The system is currently undergoing internal testing, with implementation planned for the second quarter of It will also help the GNTB to improve coordination of its external support providers. Due to increased requirements in the areas of audio and video conferencing and for web-based training, the GNTB began with the concept development and implementation of Microsoft Lync at the end of Due to existing contracts with Microsoft, the 146

147 Grant from the Federal Ministry for Economic Affairs and Energy 28.3 million in federal grants million million million million million million million Marketing costs 22.6 million spent on marketing million million million million million million million 147

148 9 Administration GNTB financial overview: sources and appropriation of funds Income % % % % % % Income from services 7, , , , , , Grants from the BMWi 28, , , , , , Grants from the federal states Grants and contributions from members , , , , Income from GNTB budget 1) 36, , , , , , Income from special projects 3) Total income (consolidated) 36,594 34,555 36,417 36,813 36,708 34,629 Expenditure Personnel expenditure for marketing and administration % % % % % % 10, , , , , , Other operating expenses 2, , , , , , Capital investment Marketing costs 22, , , , , , Expenditure from GNTB budget 1) 36, , , , , , Expenditure on special projects 2) Total expenditure (consolidated) 36,594 34,555 36,417 36,813 36,708 34,629 1) Some of the total amounts may contain a rounding difference of 1,000 2) Support for 2013 flood disaster project, externally funded New York project 148

149 associated software costs are significantly lower than those of other companies products or of having these services supplied by external providers. Information events to accompany the introduction of the system were held in March This project is ongoing. A review of voice over IP services for use in global telephony is scheduled for Income The GNTB s operating results showed yet another improvement in The overall budget rose from 34.4 million to 36.2 million, mainly due to a significant increase in the income from services. Logistics The GNTB s logistics and distribution department delivers brochures and other promotional items to the 30 foreign representative offices and sales & marketing agencies. It also supplies materials for trade fairs, workshops and roadshows that take place in the destination markets. The GNTB distributed around 1.7 million brochures around the world in 2013, compared to 1.9 million in The freight volume rose from 227 to 404 tonnes. This was due to the increased number of trade fairs and additional overseas roadshows and exhibitions. A total of 283 consignments consisting of 1,104 pallets were sent by land and sea to the relevant international depots or venues. There were also 633 information packs sent out in response to individual requests. Financial management Income from services increased considerably in There was also a significant reduction in personnel costs and other operating expenses compared to the business plan. These two factors caused marketing expenses to rise to a new record high. The Federal Ministry for Economic Affairs and Energy (BMWi) increased the GNTB s grant to offset collectively agreed rises in staff pay. Income from commercial activities in 2013 rose by around 22 per cent, from 6.0 million to 7.3 million. The BMWi grant increased from 27.7 million to 28.3 million. Grants and contributions from GNTB members fell by 5.4 per cent to 649,000. However, this is due entirely to a change in the timing of grant and contribution payments. All 70 members and twelve sponsors paid grants or contributions. Expenditure Total marketing expenditure reached a new record high of 22.6 million. Savings were made, primarily on other operating expenses, which fell by 17 per cent to 2.7 million. In return, capital investment increased by 462,000. Personnel costs rose by 2.1 per cent to 10.4 million due to collectively agreed pay rises. The GNTB s accounts valued the non-cash payments made by partner organisations at 1.8 million in Outlook for 2014 In 2014 the expansion of the ERP system will continue to be a key focus in terms of financial management. Examples include the introduction of business intelligence reports to improve the transparency of the organisation, and the planned digitalised workflow for processing orders for services by partners. In doing this, the ministry underlined how important it is to stimulate the economy and to secure jobs in the tourism industry. Ongoing cost discipline, a review and streamlining of the product portfolio primarily in relation to trade fair activities and online advertising and the steadily increasing involvement of tourism partners meant that the financial resources available for global marketing could be increased in This also made it possible to extend the international network for promoting Destination Germany. This will increase the level of automation of the business units and make them more transparent. Operational procedures will become more efficient and it will put an end to certain paperintensive processes ( paperless office ). The GNTB s internal control system will be significantly improved by the use of the ERP system. 149

150 10 Organisation and structure Hainich National Park, treetop walk Organisation and structure Six regional management teams coordinate the work of 30 foreign representative offices and sales & marketing agencies around the world. At the end of 2013 the GNTB had 70 members, including 16 regional marketing organisations, companies from the travel and tourism industry, trade associations and specialinterest groups. Together with the twelve sponsors of the GNTB they cooperate in promoting Destination Germany. Here you ll find all decisionmaking bodies at a glance: the Board of Directors, the Advisory Board and the Marketing Committee. And the organisational structure of the German National Tourist Board.

151 151

152 10 Organisation and structure Addresses of GNTB Regional Management Offices Regional Management North West Europe Netherlands Duits Verkeersbureau Haaksbergweg 51, 1101 BR Amsterdam Michaela Klare Tel.: + 31 (0) Fax: + 31 (0) Belgium / Luxembourg Duitse Nationale Dienst voor Toerisme Office National Allemand du Tourisme Gulledelle 92, 1200 Brussel s Jürgen Lettau juergen.lettau@germany.travel Tel.: + 32 (0) Fax: + 32 (0) UK / Ireland German National Tourist Office 60 Buckingham Palace Road London, SW1W OAH Klaus Lohmann klaus.lohmann@germany.travel Tel.: + 44 (0) Fax: + 44 (0) Regional Management North East Europe / Russia Denmark Tysk Turist Information Vesterbrogade 6 D III 1620 Copenhagen V Bernd Hässler bernd.haessler@germany.travel Tel.: + 45 (0) Poland DZT Marketing- und Vertriebsagentur Polen Deutsch-Polnische Industrie- und Handelskammer Polsko-Niemiecka Izba Prezmyslowo- Handlowa ul. Miodowa 14, Warsaw Michael Kern agata.plonska@germany.travel Tel.: + 48 (0) Fax: + 48 (0) Finland Deutsche Zentrale für Tourismus e. V. Deutsch-Finnische Handelskammer e. V. Postfach 226, Helsinki Marjaana Saurila marjaana.saurila@germany.travel Tel.: (0) Fax: (0) Sweden Tyska Turistbyrån AB Box Stockholm Iris Müller iris.mueller@germany.travel Tel.: + 46 (0) Fax: + 46 (0) Norway Tysklands Nasjonale Turistkontor Drammensveien 111 B 0273 Oslo Sabine Koch sabine.koch@germany.travel Tel.: + 47 (0) Fax: + 47 (0) Russia DZT Marketing- und Vertriebsagentur Russland Prospekt Wernadskogo Kor. 1, Bld. 103, office Moscow Alla Belikova alla.belikova@germany.travel Tel. + 7 (0) Regional Management South West Europe France Office National Allemand du Tourisme 8, rue de Milan Paris Beatrix Haun beatrix.haun@germany.travel Tel.: + 33 (0) Fax: + 33 (0) Spain / Portugal Oficina Nacional Alemana de Turismo c / San Agustin 2-1 derecha Plaza de las Cortes, Madrid Ulrike Bohnet ulrike.bohnet@germany.travel Tel.: + 34 (0) Fax: + 34 (0) Italy Ente Nazionale Germanico per il Turismo Foro Buonaparte Milan as of 1 May 2014 Ulrich Rüter ulrich.rueter@germany.travel Tel.: + 39 (0) Fax: + 39 (0) Switzerland Deutsche Zentrale für Tourismus e. V. Freischützgasse Zurich Harald Henning harald.henning@germany.travel Tel.: + 41 (0) Fax: + 41 (0)

153 Regional Management South East Europe Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia Danube Competence Center (DCC) Regionalbüro Knez Mihailova 9, Belgrade, Serbia Austria and Slovakia Deutsche Zentrale für Tourismus e. V. Mariahilfer Strasse 54, 1070 Vienna Slovenia Deutsch-Slowenische Industrie- und Handelskammer / DZT Marketingund Vertriebsagentur Slowenien Poljanski nasip 6, 1000 Ljubljana Czech Republic Deutsch-Tschechische Industrie- und Handelskammer / DZT Marketingund Vertriebsagentur Tschechien Václavské náměstí 40, Stepanska 65, Prague 1 Hungary Deutsch-Ungarische Industrie- und Handelskammer / DZT Marketingund Vertriebsagentur Ungarn Lövöház utca 30., 1024 Budapest Boris Čamernik boris.camernik@ danubecc.org Tel.: (0) Fax: (0) László Dernovics laszlo.dernovics@ germany.travel Tel.: + 43 (0) Fax: + 43 (0) Maja Horvat maja.horvat@ germany.travel Tel.: (0) Fax: (0) Karel Zelený zeleny@germany.travel Tel.: (0) Fax: (0) Miklos Czeiszing miklos.czeiszing@ germany.travel Tel.: + 36 (0) Fax: + 36 (0) Regional Management Americas / Israel Brazil Centro de Turismo Alemão (DZT) c / o Câmara de Com. e Ind. Brasil-Alemanha Rua Verbo Divino, andar São Paulo Margaret Grantham margaret.grantham@germany.travel Tel.: + 55 (0) Fax: + 55 (0) USA / Chicago German National Tourist Office P.O. Box Chicago, IL Heike Pfeiffer heike.pfeiffer@gntoch.com Tel.: + 1 (0) Fax: + 1 (0) Israel German National Tourist Office c / o Lufthansa German Airlines 37, She erit Israel Street Tel Aviv-Yafo Goldi Gottlieb goldi.gottlieb@germany.travel Tel.: (0) Fax: (0) USA / Los Angeles German National Tourist Office 6033 W. Century Blvd. #900 Los Angeles, CA Jimmy LaPrelle jimmy.laprelle@germany.travel Tel.: + 1 (0) Fax: + 1 (0) Canada German National Tourist Office c / o VoX International Inc. 2 Bloor Street West, Suite 2601 Toronto, ON, M4W 3E2 as of 21 Apr 2014 Antje Splettstösser antje.splettstoesser@germany.travel Tel.: + 1 (0) ext. 224 Fax: + 1 (0) USA / New York German National Tourist Office 122 East 42nd Street, Suite 2000 New York, N.Y Ricarda Lindner ricarda.lindner@germany.travel Tel.: + 1 (0) Fax: + 1 (0) Regional Management Asia / Australasia Australia German National Tourist Office c / o Gate 7 Level 1, 97 Rose Street Chippendale, NSW 2008 Australia Svetlana Monastyrsky svetlana.monastyrsky@germany.travel Tel.: (0) Fax: (0) Arab Gulf States German National Tourist Office c / o Lufthansa German Airlines P.O. Box 9224, World Trade Center, 18th floor Sheik Zayed Road, Dubai, U.A.E. as of 10 Apr 2014 Maria Ines Amaral Tel.: (0) Fax: (0) China / Hong Kong German National Tourist Office c / o German Industry and Commerce Ltd. Hong Kong, South China 3601 Tower One, Lippo Centre 89 Queensway, Hong Kong Katrin Yeung yeung.katrin@hongkong.ahk.de Tel.: + 85 (0) Fax: + 85 (0) China / Mainland German National Tourist Office c / o GIC German Industry & Commerce Beijing, Landmark Tower II Unit 0830, 8 North Dongsanhuan Road Chaoyang District, Beijing Li Zhaohui zhaohui.li@germany.travel dzt@bj.china.ahk.de Tel.: + 86 (0) Fax: + 86 (0) India German National Tourist Office c / o Airplus Travel Services Pvt Ltd 704 7th Floor Surya Kiran Building 19 Kasturbha Gandhi Marg, New Delhi Romit Theophilus romit.theophilus@germany.travel Tel.: + 91 (0) Fax: + 91 (0) Japan German National Tourist Office Akasaka, Minato-Ku Tokyo until 31 Aug 2014 Peter Blumenstengel peter.blumenstengel@germany.travel as of 1 Jun 2014 Rijkert Kettelhake rijkert.kettelhake@germany.travel Tel.: + 81 (0) Fax: + 81 (0)

154 10 Organisation and structure The GNTB s members and sponsors (as at March 2014) Companies Berlin Neumünster A Accor Hospitality Germany GmbH Air Berlin PLC & Co. Luftverkehrs KG Amadeus Germany GmbH Autostadt GmbH Avis Budget Auto vermietung GmbH & Co. KG A&O Hotels und Hostels Holding AG B Best Western Germany GmbH D DB Deutsche Bahn AG (DB) Deutsche Lufthansa AG (LH) Deutsches Reisebüro GmbH (DER) Deutsches Weininstitut GmbH Deutsches Jugendherbergswerk (DJH) E Europa-Park GmbH & Co Mack KG Europäische Reiseversicherung AG F Flughafen Düsseldorf GmbH Flughafen München GmbH Fraport AG Friedrichstadt-Palast Betriebsgesellschaft mbh G Global Blue Deutschland GmbH Grand City Hotels GmbH H HanseMerkur ReiseVersicherungsgruppe I IHB Travel GmbH L Lindner Hotels AG M Maritim Hotelgesellschaft mbh McArthurGlen Management GmbH Messe Berlin GmbH N NH Hoteles Deutschland GmbH O Outletcity Metzingen Holy AG R Reise Mission GmbH Relais & Chateaux GmbH Ringhotels e. V. Romantik Hotels & Restaurants AG S Sixt AG Staatliche Porzellan-Manufaktur Meissen GmbH Stage Entertainment Marketing & Sales GmbH Steigenberger Hotels AG T Thomas Cook AG TUI AG V Value Retail Management Germany GmbH W Wellness-Hotels-Deutschland GmbH Tourism marketing organisations of the federal states Thuringia visit-thuringia.com Bayern Tourismus Marketing GmbH Berlin Tourismus & Kongress GmbH Bremer Touristik-Zentrale Gesellschaft für Marketing und Service mbh 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 TourismusMarketing Niedersachsen GmbH (TMN) Tourismus Marketing GmbH BadenWürttemberg (TMBW) Tourismus-Marketing Brandenburg GmbH (TMB) Tourismusverband Mecklenburg-Vorpommern e. V. Tourismus Zentrale Saarland GmbH 154

155 Corporate bodies, associations, foundations, institutions and organisations A Allgemeiner Deutscher Fahrradclub e. V. (ADFC) B Bundesverband der Deutschen Tourismuswirtschaft e. V. (BTW) D Deutscher Heilbäder verband e. V. (DHV) Deutscher Hotel- und Gaststättenverband e. V. (DEHOGA) Deutscher Industrie- und Handelskammertag e. V. (DIHK) Deutscher ReiseVerband e. V. (DRV) Deutscher Tourismus verband e. V. (DTV) G German Convention Bureau e. V. (GCB) Goethe Institut H Historic Highlights of Germany e. V. (HHOG) Hotelverband Deutschland (IHA) e. V. M Magic Cities Germany e. V. (MCG) R RDA Internationaler Bustouristik Verband e. V. U UNESCO-Welterbestätten Deutschland e. V. Sponsors AG Barrierefreie Reiseziele in Deutschland Dr Carmen Hildebrandt, Spokeswoman Bundesverband der Gästeführer in Deutschland e. V. (BVGD) Dr Ute Jäger, Chairwoman Deutsche Gesellschaft für Tourismuswissenschaft e. V. (DGT) Professor Harald Pechlaner, DGT President Frankfurter SocietätsDruckerei GmbH Peter Hintereder, Chief Editor IPK International GmbH Rolf D. Freitag, Executive Director Nationale Koordinationsstelle Tourismus für Alle e. V. (NatKo) Dr Rüdiger Leidner, Chief Executive Officer Pacific Asia Travel Association (PATA) Daniela Wagner, CEO ewaterways / PATA Europe PROJECT M GmbH Professor E. Kreilkamp Romantische Strasse Touristik-Arbeitsgemeinschaft GbR Jürgen Wünschemeyer, Managing Director Schlösser und Gärten in Deutschland Arbeitsgemeinschaft Deutscher Schlösserverwaltungen Dr Christian Striefler, Director TourComm Germany GmbH & Co. KG Kai Gödeke, Managing Director Tourismusverband Sächsische Schweiz e. V. Tino Richter, Managing Director 155

156 10 Organisation and structure Members of the GNTB Board of Directors (as at April 2014) elected at the 114th general meeting on 15 November 2011 President Klaus Laepple, President of the GNTB Board of Directors Vice Presidents Ernst Fischer, President of the German Hotel and Restaurant Association (DEHOGA) Reinhard Meyer, President of the German Tourism Association (DTV) Minister of Economics, Labour, Transport and Technology for Schleswig-Holstein Ilse Aigner, Bavarian State Minister of Economic Affairs and Media, Energy and Technology, and Deputy Minister President Other elected members Dietrich von Albedyll, Chief Executive Officer, Hamburg Tourismus GmbH Jens Bischof, Board Member Responsible for Sales, Marketing and Product, Passenger Business, Lufthansa Birgit Bohle, Chief Executive Officer, DB Vertrieb GmbH Jürgen Büchy, President, German Travel Association (DRV) Richard Eberhardt, President RDA International Coach Tourism Federation Dr Christian Göke, Chief Executive Officer, Messe Berlin GmbH Ernst Hinsken, President German Spa Association (on the Board of Directors since 13 February 2013) Günter Ihlau, Director of International Relations, TUI AG (until 1 March 2014) Andreas von Puttkamer, Head of the Aviation Division, Flughafen München GmbH Regine Sixt, Senior Executive Vice President of SIXT International, Sixt AG Josef Sommer, Spokesman, Magic Cities Germany e. V. Peter Verhoeven, Chief Operating Officer, ibis Brands Europe (Accor) Ministerial representatives Ulrich Schönleiter, Federal Ministry for Economic Affairs and Energy (BMWi) (until 31 December 2013) Bernd Hoepner, Head of Department II C 1 Federal Ministry of Finance Invited members Iris Gleicke, Member of the German Parliament, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy Federal Government Commissioner for the New Federal States and for SMEs and Tourism Dr Marion Weber, Head of Department VII A 4-Tourism Policy Federal Ministry for Economic Affairs and Energy (BMWi) (invited member on the GNTB Board of Directors since 1 March 2013) 156

157 Members of the GNTB Advisory Board (as at April 2014) elected at the 114th general meeting on 15 November 2011 Chairman First Deputy Chairman Second Deputy Chairman Ernst Fischer, President, German Hotel and Restaurant Association (DEHOGA) Burkhard Kieker, Managing Director, Berlin Tourismus & Kongress GmbH Walter Krombach, Managing Director, Willy Scharnow Foundation for Tourism Other elected members Dr Martin Buck, Director of the Travel & Logistics Competence Center, Messe Berlin GmbH Martin Katz, Group Destination Director, Hotel-only Holidays, FTI Touristik GmbH Professor Rudolf Forcher, Committee Chairman, German Spa Association (DHV) Roland Mack, Managing Partner, Europa-Park GmbH & Co - Mack KG Dr Michael Kerkloh, Chief Executive Officer, Flughafen München GmbH Dr August Ortmeyer, Head of Department for Services, Infrastructure and Regional Policy, Association of German Chambers of Industry and Commerce (DIHK) Ex officio members Ministerial Counsellor Dr Gerhard Schulz, Head of Department UI 10, Federal Ministry of Transport, Building and Urban Development Michael Häusler, Head of Department for International Innovation, Transport and Tourism Policy, Federal Foreign Office Dr Heinrich Neumann, Head of Department for Economics and Technology, Press and Information Office of the Federal Government Federal state representatives 16 representatives of the ministers (senators) responsible for tourism in the federal states (as at March 2014) Baden-Württemberg Cornelia Bressem, Ministry for Rural Affairs and Consumer Protection Kernerplatz 10, Stuttgart Brandenburg Martin Linsen, Ministry for Economics and European Affairs Heinrich-Mann-Allee 107, Potsdam Hessen Ulrike Franz-Stöcker, Hessen Ministry of Economics, Transportation, Urban and Regional Development Kaiser-Friedrich-Ring 75, Wiesbaden Bavaria Ministerial Counsellor Dr Otto Ziegler, Bavarian Ministry of State for Economics and Media, Energy and Technology Prinzregentenstrasse 28, München Bremen Dr Christel Lübben, Senator for the Economy and Ports of the Federal State of Bremen Zweite Schlachtpforte 3, Bremen Mecklenburg-Western Pomerania Gerd Lange, Ministry for Economics, Building and Tourism Johannes-Stelling-Strasse 14, Schwerin Berlin Dr Dietrich Kalkum, Senate Office for Economics, Technology and Research Martin-Luther-Strasse 105, Berlin Free Hanseatic City of Hamburg Bernd Meyer, Office of Economics, Transport and Innovation, Department of North German Cooperation, Tourism & Marketing Alter Steinweg 4, Hamburg Lower Saxony May-Britt Pürschel, Lower Saxony Ministry for Economics, Labour and Transport Friedrichswall 1, Hannover North Rhine-Westphalia Walter Jakobs, Ministry of Economics, Energy, Industry, SMEs and Skilled Trades of the State of North Rhine-Westphalia Berger Allee 25, Düsseldorf Saxony Ministerial Counsellor Frank Ortmann, Saxon State Ministry for Economic Affairs, Labour and Transport Wilhelm-Buck-Strasse 2, Dresden Rhineland-Palatinate Beate Schrader, Ministry of Economics, Climate Protection, Energy and Regional Planning Stiftsstrasse 9, Mainz Saxony-Anhalt Andreas Höfflin, Ministry of Sciences and Economic Affairs of the State of Saxony-Anhalt Hasselbachstrasse 4, Magdeburg Saarland Administrative Director Dr Rainer Schryen, Saarland Ministry for Economics, Labour, Energy and Transport Franz-Josef-Röder-Strasse 17, Saarbrücken Schleswig-Holstein Ministerial Counsellor Martin Hamm, Ministry for Economics, Labour, Transport and Technology of the State of Schleswig-Holstein Düsternbrooker Weg 94, Kiel Thuringia Ministerial Counsellor Olaf Dirlam, Thuringia Ministry of Economics, Labour and Technology Max-Reger-Strasse 4-8, Erfurt GNTB sponsors There are currently twelve GNTB sponsors (see page 155) 157

158 10 Organisation and structure Members of the GNTB International Marketing Committee (as at April 2014) elected at the 114th general meeting on 15 November 2011 Elected members Thomas Feda, Managing Director Tourismus+Congress GmbH Frankfurt am Main Burkhard Kieker, Managing Director Berlin Tourismus & Kongress GmbH Dr Gabriele Weishäupl, Director Munich Tourist Board (until 31 March 2012) Regional marketing organisations Baden-Württemberg Andreas Braun, Managing Director Tourismus Marketing GmbH Baden-Württemberg Bavaria Jens Huwald, Managing Director Bayern Tourismus Marketing GmbH Brandenburg Dieter Hütte, Managing Director Tourismus-Marketing Brandenburg GmbH Hamburg Dietrich von Albedyll, CEO Hamburg Tourismus GmbH Hessen Stefan Zindler, Head of Tourism and Conference Marketing HA Hessen Agentur GmbH Rhineland-Palatinate Dr Achim Schloemer, Managing Director Rheinland-Pfalz Tourismus GmbH Saxony Hans-Jürgen Goller, Managing Director Tourismus Marketing Gesellschaft Sachsen mbh Saxony-Anhalt Bettina Quäschning, Senior Manager Investitions- und Marketinggesellschaft Sachsen-Anhalt mbh Ex officio members The 54 tourism companies and associations that are members of the GNTB Accor Hotellerie Deutschland GmbH Melanie Schütz, Director of International Flows Air Berlin GmbH & Co. Luftverkehrs KG André Rahn, Marketing Director Allgemeiner Deutscher Fahrrad-Club e. V. (ADFC) (German Cyclists Federation) Burkhard Stork, National Executive Officer Amadeus Germany GmbH Brigitte Löhl, Head of Business Development Autostadt GmbH Otto-Ferdinand Wachs, Managing Director Avis Autovermietung GmbH & Co. KG Klaus Tusche, Director of Marketing, Partnerships & Leisure Sales A&O Hotels und Hostels GmbH & Co. KG Ludwig Ottenbreit, Director of Marketing and Sales Best Western Hotels Deutschland GmbH Marcus Smola, Managing Director Bundesverband der Deutschen Tourismuswirtschaft e. V. (BTW) (Federal Association of the German Tourism Industry) Michael Rabe, General Secretary DB Vertrieb GmbH Marc Giesen, Head of International Sales Deutsche Lufthansa AG Andrea Pernkopf, Director of Product Development for Leisure Travel Deutscher Heilbäderverband e. V. (DHV) (German Spa Association) Markus Schneid, Managing Director Deutscher Hotel- und Gaststättenverband e. V. (DEHOGA) (German Hotel and Restaurant Association) Ernst Fischer, President Deutscher Industrie- und HANDELSkammertag e. V. (DIHK) (Association of German Chambers of Industry and Commerce) Ulrike Regele, Head of Trade and Tourism Deutscher ReiseVerband e. V. (DRV) (German Travel Association) Hans-Gustav Koch, Chief Executive Officer (until 30 June 2014) Deutscher Tourismusverband e. V. (DTV) (German Tourism Association) Claudia Gilles, Chief Executive Officer Deutsches Reisebüro GmbH (DER) Werner Sülberg, Head of Corporate Development Deutsches Weininstitut GmbH (DWI) (German Wine Institute) Monika Reule, Managing Director Deutsches JUGENDHERBERGSwerk / Hauptverband (German Youth Hostel Association/Central Association) Bernd Dohn, Chief Executive Officer Europäische Reiseversicherung AG Hans Stadler, ERV Tourism Sales Manager Europa-Park GmbH & Co - Mack KG Michael Kreft von Byern, Representative of the Board of Directors 158

159 Flughafen Düsseldorf GmbH Eckhard Mischke, Head of Consumer Marketing Flughafen München GmbH Andreas von Puttkamer, Head of the Aviation Division Fraport AG Susanne D. Schick, Senior Manager Sales Friedrichstadt-Palast Betriebsgesellschaft mbh Veit Knöfler, Marketing Director German Convention Bureau e. V. (GCB) Matthias Schultze, Managing Director Global Blue Deutschland GmbH Michael Mauerhoff, Marketing Manager Goethe-Institut e. V. Kay Hug, Head of Sales and Marketing Grand City Hotels & Resorts GmbH Bart Beerkens, Vice President for Commercial Operations Reisemeister GmbH (part of HanseMerkur Reiseversicherung AG) Doreen Simon, Managing Director Historic Highlights of Germany e. V. Hans-Albert Becker, Chairman Hotelverband Deutschland (IHA) e. V. (German Hotel Association) Markus Luthe, Chief Executive Officer IHB Travel GmbH Dimitrios Triadis, Managing Director Lindner Hotels AG Ulrich Pfeiffer, Sales Director Magic Cities Germany e. V. Dorothea Niestert, Managing Director Maritim Hotelgesellschaft mbh René Halla, Global Sales Director McArthurGlen Management GmbH Matthias Sinner, Regional Travel Marketing Manager for Northern Europe Messe Berlin GmbH Dr Martin Buck, Director of the Travel & Logistics Competence Center NH Hoteles Deutschland GmbH Andreas Harzer, Regional Operations Director Central Europe Outletcity Metzingen Holy AG Wolfgang Bauer, Managing Director RDA Internationaler Bustouristik Verband e. V. (RDA International Coach Tourism Federation) Dieter Gauf, Chief Executive Officer Reise Mission GmbH Günter Grünewald, Managing Director Relais & Chateaux GmbH Nicholas Frehse, Director of Member Services for Germany, Northern & Eastern Europe Ringhotels e. V. und Ringhotels Service GmbH Susanne Weiss, Chief Executive Officer Romantik Hotels & Restaurants AG Inge Struckmeier, Managing Director Sixt GmbH & Co. Autovermietung KG Carsten Anhalt, Vice President for International Sales Staatliche Porzellan- Manufaktur Meissen GmbH Dr Christian Kurtzke, Chief Executive Officer Stage Entertainment Marketing & Sales GmbH Sven-Thorsten Prahl, Senior Manager for Business Development Steigenberger Hotels AG Marcus Bader, Head of Marketing and E-Commerce Thomas Cook AG Beat Blaser, Product Manager for Self-Drive / Independent Travel Thomas Cook AG TUI Deutschland GmbH Christian Clemens, Chief Executive Officer UNESCO-Welterbestätten Deutschland e. V. (German UNESCO World Heritage Sites Association) Horst Wadehn, Chairman of the Executive Board Value Retail Management Germany GmbH John T. Quinn, Head of Operations, Germany Wellness-Hotels-Deutschland GmbH Michael Altewischer, Managing Director 159

160 10 Organisation and structure Organisation chart of the German National Tourist Board (as at April 2014) Chief Executive Officer Petra Hedorfer Commercial Director Reinhard Werner Head of CEO s office Michael Steuer IM Innovations Management Olaf Schlieper PP Procurement of information material Lucia Rachor IA Internal Audit Ralph Bürger PM MR DM MM PR C F ITL Partner Management Manuel Kliese Market Research Joachim Scholz Destination Management Constanze Hilgers Area Management Europe Area Management Overseas Sales Promotion GTM, ITB Media Management Jochen Nehr Online / print campaigns marketing Online marketing Web content Corporate communications PR Beate Kilian Corporate communications Press work and PR Committee work, documentation Themed campaigns Human Resources, Law, Central Services Martin Siegmund Human resources Training and development Central services Financial management Michael Rausch Business planning, budget, tenders Accounts Cost accounting Information Technology, Logistics Mike Bressem Server and network operation User support Storage, logistics Press tours Social media RM Asia / Australasia Peter Blumenstengel until 31 Aug 2014 RM Americas / Israel Ricarda Lindner RM North East Europe Bernd Hässler RM South East Europe László Dernovics RM North West Europe Michaela Klare RM South West Europe Beatrix Haun Rijkert Kettelhake as of 1 Jun 2014 Japan (Tokyo) Peter Blumenstengel until 31 Aug 2014 Rijkert Kettelhake as of 1 Jun 2014 China (Beijing) Li Zhaohui Hong Kong/South China (Hong Kong) Katrin Yeung Australia (Sydney) Svetlana Monastyrsky India (New Delhi) Romit Theophilus USA (New York) Ricarda Lindner USA (Los Angeles, Chicago) Jimmy LaPrelle, Heike Pfeiffer Canada (Toronto) Antje Splettstösser as of 21 Apr 2014 Brazil (São Paulo) Margaret Grantham Israel (Jaffa) Goldi Gottlieb Denmark (Copenhagen) Bernd Hässler Sweden (Stockholm) Iris Müller Norway (Oslo) Sabine Koch Finland (Helsinki) Marjaana Saurila Poland (Warsaw) Michael Kern Russia (Moscow) Alla Belikova Austria/Slovakia (Vienna) László Dernovics Czech Republic (Prague) Karel Zelený Hungary (Budapest) Miklos Czeiszing Slovenia (Ljubljana) Maja Horvat Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, Romania and Serbia (Belgrade) Boris Čamernik Netherlands (Amsterdam) Michaela Klare UK/Ireland (London) Klaus Lohmann Belgium/Luxembourg (Brussels) Jürgen Lettau France (Paris) Beatrix Haun Spain / Portugal (Madrid) Ulrike Bohnet Switzerland (Zurich) Harald Henning Italy (Milan) Ulrich Rüter as of 1 May 2014 Arab Gulf States (Dubai) Maria Ines Amaral as of 10 Apr 2014 RM=Regional Management Foreign representative office sales and marketing agency / regional office 160

161 Weimar, Bauhaus University