Tourism in Germany is a significant industry, with millions of international visitors each year. A key player in promoting Germany as a travel destination is the German National Tourist Board (GNTB). Established in 1948, the GNTB works closely with the Federal Government of Germany to market the country as an attractive destination for holidays, business travel, and visits to friends and family. This article explores the strategies and efforts of the GNTB in enhancing
Germany's tourism industry.
Strategic Marketing and Global Presence
The GNTB is headquartered in Frankfurt am Main and operates as a national marketing organization. It is primarily financed by the German National Ministry of Economy & Technology. The board's strategic goal is to market inter-regional vacation themes within Germany, promoting domestic tourism alongside international travel. To achieve this, the GNTB has divided its marketing efforts into six regional management areas: North West Europe, South West Europe, North East Europe, South East Europe, America/Israel, and Asia/Australia. Each area has its own foreign representative offices and sales and marketing agencies.
The GNTB's global presence is extensive, with 31 foreign representative offices and sales agencies worldwide. This network includes partnerships with major organizations such as Deutsche Lufthansa AG and the Federation of German Chambers of Industry and Commerce (DIHK). By maintaining a strong international presence, the GNTB ensures that Germany remains a top-of-mind destination for travelers across the globe.
Marketing Themes and Campaigns
The GNTB's marketing activities are based on rigorous analysis and assessment of international markets. In line with global cultural and health trends, the board has developed two major product lines: City Tours/Events and Health & Fitness Holidays. These product lines form the basis for key campaigns and long-term product segments, providing a framework for the GNTB's international marketing activities.
Each year, the GNTB selects an annual theme to highlight specific aspects of German culture and history. For example, the theme for 2017 was Luther 2017, celebrating the 500th anniversary of the Reformation. In 2018, the focus shifted to Culinary Germany, showcasing the country's rich culinary heritage. These themes not only attract international visitors but also encourage domestic travelers to explore different regions of Germany.
Publicity and Partnerships
The GNTB's publicity efforts are crucial in promoting Germany as a travel destination. The board collaborates with various partners to enhance its marketing reach and effectiveness. For instance, the GNTB has worked with the World Exhibition EXPO 2000 Hannover to showcase Germany's cultural and technological achievements.
Through strategic partnerships and targeted marketing campaigns, the GNTB plays a vital role in promoting Germany as a diverse and attractive destination for travelers worldwide. By highlighting the country's rich cultural heritage, vibrant cities, and picturesque landscapes, the GNTB continues to drive growth in Germany's tourism industry.
