GNTB 2019

German National Tourist Board

Global marketing for Destination Germany

Tourism shapes Germany’s

international image

INTERNATIONAL POSITIONING

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Destination Germany is leading the way in the international market

when it comes to global image****

destination for international conferences in Europe***

cultural travel destination for Europeans*

global trade fair destination**

city break destination for Europeans*

Destination Germany is the

no. 1 ...

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travel destination for young Europeans (aged 15–24)*

GERMAN NATIONAL TOURIST BOARD (GNTB)©

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Setting the pace of global marketing for Destination Germany - online and offline

■ Enhancing the positive image of destinations in Germany internationally and promoting tourism to Germany

■Partnerships with 5,000 tour operators and OTCs around the world

■ Incorporating influencers into press and PR activities

■ Reach of over 500 million on more than 30 social media channels

Relationship management

Platform economy

Disruptive competition

Brand communication and cultivation

Knowledge management

The digital transformation is influencing the GNTB’s strategy

TRENDS AND MARKET RESEARCH

+ 77 %

+ 122 %

+ 13 % 12.4 million

1.6 million

3.6 million

+ 74 % + 123 %88.1 million

14.3 million

Potential growth 2013 to 2030:

overnight stays by international visitors

+ 80 %

EUROPE ASIA-PACIFIC

AMERICASMIDDLE EAST

AFRICA

GNTB campaigns

GNTB analysis of Germany’s inbound tourism industry shows that there is potential for 121.5 million overnight stays by 2030Forecast for 2030

Comparison of overnight stays by international visitors from 2013 to 2030. (Source: GNTB/Claus Sager 2014, *excluding camping, figures are rounded (regional classification as per UNWTO) based on 2013)

30 years since the fall of the Berlin Wall

200th anniversary of the birth of Theodor Fontane

100 years of Bauhaus

German Summer Cities

2019

THE GNTB AROUND THE WORLD

Foreign representative office

Sales and marketing agency

Market covered by the GNTB

NORTH AMERICA

EUROPEAmsterdam

BelgradeOslo

Brussels

Budapest

Helsinki

Copenhagen

Ljubljana

London

Madrid MilanMoscow

Paris

Prague

StockholmWarsaw

Vienna

Zurich

ASIABeijing Dubai

Hong Kong

Tel Aviv/Jaffa

TokyoNew DelhiSingapore

AUSTRALIASydney

New YorkToronto

SOUTH AMERICASão Paulo

The GNTB coordinates its worldwide market-ing through 31 foreign representative offices

250th anniversary of the birth of Beethoven

Oberammergau Passion Play

30 years of German reunification

Nature campaign

2020

INNOVATION MANAGEMENT

Accessibility and sustainability are key selling points for Destination Germany

*Source: Third National Forest Inventory, Federal Ministry of Food and Agriculture, October 2014, February 2015.

Central ‘Travel for all’ database at www.germany.travel

in German and English

The GNTB organises the Barrier-free Tourism Day at the ITB

The GNTB is driving forward the development of barrier-free tourism

Increasing demand for barrier-free travel due to demographic change

1/3 of Germany’s land area is designated as a protected landscape* Environmentally

friendly transport options thanks to an exceptional transport infrastructure

The GNTB is part of the ECOPROFIT network and is Green Globe-certified,

the GTM is a green meeting

GNTB sustainability workshop for all members

The GNTB is helping to develop tourism in rural areas

The GNTB’s Ecofriendly Travel in Germany film wins award at 2018 Terres International Eco & Tourism Film Festival

DIGITAL STRATEGY

Business intelligence Analytics & controlling

KPI measurement

GOVERNANCEDigital skills

Continuing professional development

Nurturing talent

PEOPLE

Leadership methods Design thinking

Collaboration

LEADERSHIP

Cloud services Conversational interfaces

Virtual reality

TECHNOLOGY

Digital events Digital asset management

B2B website

PRODUCTS

Culture of innovation Knowledge management

Digital teams

CULTURE

Digital strategy Content strategy

Data strategy Open data

STRATEGY

Project management Social intranet

Data-driven marketing

OPERATIONS

The digital transformation – more than just technology The GNTB has defined eight areas for action for its strategy.

www.germany.travel

Members and sponsors of the GNTB

Corporate bodies, associations, foundations, institutions and organisations

Allgemeiner DeutscherFahrrad-Club

Companies

(in liquidation)

Tourism marketing organisations of the federal states

Sponsors

NaturparkeDeutschland

Additional strategic partner: Deutsches Küstenland e. V. (represented in the GNTB member portfolio by the northern German regional marketing organisations)