www.germany-tourism.de

German National Tourist BoardMarketingandsalesfor“DestinationGermany”

Rigorousanalysisandassessmentofthemarket

Customer-focusedproductconsultancyandproductdesign

Multipliereffectstrategy■Trade■Media■Consumers■Cooperationpartnersfrom commerceandthetravel industry

■Mega-trendsCultureandhealth

■Productlines■Annualthemes

andbasicthemes

The German National Tourist Board (GNTB), based in Frankfurt am Main, providesexpert and innovative marketing services for “Destination Germany”.

Itsworkhastwomainaims:

■ToenhancetheglobalimageofGermanyasatraveldestination

■Toincreasethenumberofovernightstaysbyvisitorsfromabroad

Objectives for 2008

■Increasingdemandfortripstopalaces,parksandgardens

■Increasingpromotablebusinesstravel,workingincollaborationwiththeGermanConventionBureau(GCB)

■PositioningGermanyasaleadingdestinationforculinaryexcellence

■MarketingfestivalsandeventsinGermany

■MarketingwinterholidaysintheGermanuplandsandthefoothillsoftheAlps

■MarketingthebasicthemesunderlyingtheCultureandHealthmega-trends

■Continuingthemulti-channelstrategyinthetouroperatorsegmentandontheinternet

■Signingupnewpartnersandmembers

■Promotingnationwidedomesticmarketingactivities

■Developingmarket-specificthemesandproducts

Cultivating markets – Developing products

TheGNTBcoordinatesitssalesandmarketingactivitiesaroundtheworldthroughitsstruc-tureofsixregionalmanagementteams.Ithas29permanentforeignrepresentativeoffices,ofwhichelevenareitsownofficesand18aresalesagenciesoperatedincollaborationwithpartners.Italsoconductsregularmarketingactivitiesinelevenothercountries.

The GNTB operates in:

■TraditionalsourcemarketsinEurope

■Importantoverseasmarkets

■Thefast-growingmarketsofeasternEuropeandAsia

Presenting “Destination Germany”– Shaping its image

THEGERMANNATIONALTOURISTBOARD

The GNTB‘s global presence ensures growth in important future markets

Multipliereffectstrategy■Trade■Media■Consumers■Cooperationpartnersfrom commerceandthetravel industry

The GNTB‘s sales and marketing strategy is based on rigorous analysis and assessment of the markets. The demand-driven product lines City Tours/Events and Health & Fitness Holidays were derived from the inter- national Culture and Health mega-trends, which the GNTB converts into global mar-keting themes that change on an annual basis. The range is supplemented each year by additional PR themes and market-specific themes.

Annual themes

■2008 Palaces,ParksandGardens■2009 Activelifestyleholidays–walking andcyclinginGermany■2010 EuropeanCapitalofCulture2010–

TheRuhrRegionGermanCitiesofCulture

■2011 Healthandwellnessholidays■2012 Germanyasabusinesstraveldestination

Additional PR themes

2008 ■FestivalsinGermany:fromthe

largestSchützenfestfairtotheprettiestChristmasmarket

■CulinaryGermany

2009 ■20yearsafterthefalloftheBerlinWall■“EMPIRECONFLICTMYTH,2000th

anniversaryoftheBattleofVarus”■90thanniversaryofthefounding

oftheBauhausmovementinWeimar

2010 ■300yearsofporcelainproductioninMeissen■200yearsoftheMunichBeerFestival■41stOberammergauPassionPlays■InternationalConstructionExhibition

(IBA)inSaxony-Anhalt■175yearsoftheGermanrailways

Relevant market-specific themes, e.g.

■WELLNESS,particularlyinsouth-westEurope

■HEALTH-RELATEDTRAVEL,particularlyinRussiaandtheArabGulfStates

■WALKING,particularlyintheNetherlands

■CAMPINGTRIPS,particularlyintheNetherlands,Belgium,DenmarkandtheUK

■GOLFINGHOLIDAYS,particularlyinScandinavia

■RELIGIOUSTOURS,particularlyintheUSAandIsrael

■HERITAGETOURS,particularlyintheUSA

■Mini-breaksinGermany

STRATEGY/PRODUCTS

Strategic thinking - Providing impetus

The international Culture and Health mega-trends provide the foundation for two of the GNTB‘s major product lines: City Tours/Events and Health & Fitness Holidays

TRENDS/MARKETRESEARCH

Researching trends – Discovering potential

TheGNTB‘smarketingofGermanyisbasedondetailedstudiesofinternationalmarketsusingrelevantstatisticssuchasdatacollatedbytheFederalStatisticalOfficeonnumbersofovernightstaysbyvisitorsfromGermanyandabroad,theWorldandGermanTravelMonitors,theWorldTourismOrganization(UNWTO),theWorldTravel&TourismCouncil(WTTC)andtheanalysisoftravelpatternsconductedbytheresearchorganisationUrlaubundReisen(FUR).

TheGNTBalsoconductsitsownresearchinthesourcemarketsandwithinGermany.Marketresearchconcentratesonforward-looking,inter-linkedsurveys,providingmeaningfulanalysestoitspartnersandallcompanieswithintheGermantourismsectortoguideandassisttheirprofessionalmarketing.

TheGNTB‘sresearchfocusesinparticularon:

■Anholt-GMI-Nation-BrandsindexasastudyofGermany‘simageasalocation

■Permanentmonitoringofallinboundsourcemarkets

■Researchforthemeyearswithatwotothree-yearlead-in

■SystematicexaminationofGermany‘stencoresourcemarketseveryfiveyears-withacombinedimageandefficiencystudy

■Studiesofthemes/trendsandspecialstudiesforparticulartargetgroupsandpotentialmarkets

■NationwidequalitymonitoringprocessincollaborationwiththeinsurancecompanyEuropäischeReiseversicherungAG(visitorsurveys)

■Meetingsandeventsbarometer,jointlywiththeEuropeanAssociationofEventCentres(EVVC)andtheGermanConventionBureau(GCB)

■FundamentalstudiesofbusinesstravelwithTNSInfratest

Analysing markets – Exploiting opportunities

GermanycontinuestobethemostpopularholidaydestinationforGermans,andwitharound300millionovernightstaysayear,do-mestictouristsremainthelinchpinoftourisminGermany.InternationaltraveltoGermanyisbecomingincreasinglypopular,withGermany‘smarketshareexpandingsteadily.

ThisisevidencedbycontinuousgrowthfromEuropeanddisproportionatelyhighgrowthfromtheAmericasandAsia.In2006,Germanyexpandedbothitsbusinesstourismsegment,inparticularvisitstotradefairsandconferences,andtheholiday/visitingfriendsandfamilysegment.

Citybreaksandculture-relatedtravelareparti-cularlypopularwithEuropeans.Thisisreflectedinthefactthatcitieswithapopulationofmorethan100,000arerapidlyincreasingtheirmarketshare,asmeasuredbythenumberofovernightstays.

Netherlands

USA

United Kingdom

Switzerland

Italy

Belgium

Austria

France

Denmark

Spain

Sweden

Japan

Poland

Russia

China/Hong Kong

Arab Gulf States

Norway

Germany has a variety of source markets

Top 20 source markets for travel to Germany

Source: German Federal Statistical Office, reference year 2006, incl. camping

Overnight stays (millions) 0 1 2 3 4 5 6 7 8 9

8,8

4,5

3,5

2,9

2,3

2,2

2,2

2,0

1,6

1,6

1,4

1,2

1,0

0,9

0,7

0,6

4,7

Diversifying activities – Pooling resources

TheGNTBisforgingconnectionsandsyste-maticallyexpandingitsactivitiesinthisarea.Marketingactivitiesinclude:

■Presentationof„DestinationGermany“attheleadinginternationaltourismtradefairs(tradeandpublic)

■Developmentofnewbusinessamongtheinternationaltraveltradeatworkshopsandroadshows

■OrganisationoftheGermanyTravelMart(GTM),thebiggestsaleseventforGermany‘sinboundtourism

■OngoingcanvassingofGermanandinterna-tionaltouroperatorstoactassalespartners

■Fact-findingtoursforinternationalmediarepresentativesandtravelprofessionalsonthethemeof„DestinationGermany“

■Salesbrochure„BookingGermany“asacentralsalestoolforthetravelindustry

■Salescooperationguide“Verbindungenschaffen”asasourceofinformationforpartnerswithintheGermantravelindustry,allowingthemtoprofessionallypromote„DestinationGermany“atinternationallevel

■Extranetasasourceofinformationandatrainingmediumfortravelindustrypro-fessional

■Multi-channelstrategySellingmoretripstoGermany

Communicating Germany – Generating enthusiasm

TheGNTB‘ssuccessfulmarketingofGermanyrequiresawidevarietyofcommunicationactivities,including:

■IntensivepressandpublicityworkinGerma-nyandabroad:roughly250pressandPReventsayeararoundtheworld

■Websiteatwww.germany-tourism.dewithlinkstopartners,35websitesin22languageswithatotalof21,000pagesofcontent,gene-ratingmorethan30millionhitsperyear

■LocallyupdatedGNTBeventsdatabasewithmorethan2,000eventsinGermany

■Globalcommunicationsactivitiespromo-tingGermanyasatraveldestination

■Advertisingintheinternationalmediatosecurepartnersfortourismserviceproviders

■Continuousdevelopmentandproductionofnew,theme-relatedadvertisingmaterialsuchassalesbrochures,imagebrochures,productflyersandcatalogues

■CooperationwiththemediainGermanyandabroad

■Supportandmarketingofpackagesforspecifictargetgroupsandregions

MARKETING/SALES/COMMUNICATIONS

PARTNERS/SUCCESSFACTORS

Success factors for “Destination Ger-many” / Strong partners from business and the tourism industry

■Germanyiscontinuingtogrowataratehigherthantheglobalaveragein2007,andhigherthantheincreaseintraveltoEuropeasawhole.

■GermanyranksfirstintheAnholt-GMINationBrandsindexthatmeasurestheimageofcountries

■Germanyisthesecondmostpopulardesti-nationforculturalbreaksforEuropeantravellers

■GermanyleadsthemarketinthebusinesstravelsegmentasthefavouritechoiceforconferencesandcongressesinEuropeandthepremiervenuefortradefairsworldwide

Withsuccessfulmarketing,Germanywillbeabletonetmorethan61millionovernightstaysfromabroadin2015,generatingacumulativeincreaseinGDPofapprox.€17.9billionandacumulativeincreaseintaxreceiptsamountingtoapprox€5.4billion.

Public-private partnership

FundingfortheGNTBisprovidedbytheFederalMinistryofEconomicsandTechnology(BMWi).Itreceivesadditionalsupportthroughcoopera-tionwithothertouristorganisationsaswellasfrompartnersinindustryandthemedia.Thisalsoproducesmanysynergeticeffects.

TheGNTBfollowstheconceptofthepublic-privatepartnershipinitscooperationwithindustry,bringingprivateandpublicintereststogetherforbothcommercialandnon-com-mercialprojects.Thisarrangementenablesthestateandprivatesectortoinitiatecooperativeventuresandmakebestuseoftheirbudgets.

TheGNTBhasbeensuccessfullyimplementingthismodelformanyyearsnow.

Cooperationwithitsprivate-sectorpartnersallowstheGNTBto:

■establishapresenceinimportantmarketsthroughouttheworld

■exploitsynergies

■poolresourcesandthusworkmoreefficientlytopromoteDestinationGermany

■continuouslyoptimiseitsmarketing.

MEMBERSOFTHEGERMANNATIONALTOURISTBOARD

Attracting new members – Intensifying the synergy

TheGNTB‘s57membersarevitaltothesuccessofitswork.Companies,tourismmarketingor-ganisationsoftheindividualfederalstatesandassociationssupporttheGNTBinitssuccessfulpositioningof“DestinationGermany”throughouttheworld.

Companies:

■AccorHotellerieDeutschlandGmbH■AirBerlinPLC&Co.LuftverkehrsKG■AmadeusGermanyGmbH■ArabellaStarwoodHotels&ResortsGmbH■AutostadtGmbH■AvisAutovermietungGmbH&Co.KG■BerlinerFlughäfen–FlughafenBerlin

SchönefeldGmbH■DeutscheBahnAG(DB)■DeutscheLufthansaAG(LH)■DeutschesReisebüroGmbH(DER)■Europa-ParkFreizeit-undFamilienpark

MackKG■EuropäischeReiseversicherungAG■FlughafenMünchenGmbH■FraportAG■HanseMerkurReiseversicherungAG■HertzAutovermietungGmbH■InterContinentalHotelsGroupplc

■ITSReisenREWETouristikGesellschaftmbH

■Köln-DüsseldorferDeutscheRheinschiffahrtAG

■LandFleesenseeTourismusMarketingGmbH

■LindnerHotelsAG■MaritimHotelgesellschaftmbH■MesseBerlinGmbH■NeueDorintGmbH■NHHotelesDeutschlandGmbH■Ringhotelse.V.■SixtAG■StageEntertainment

Marketing&SalesGmbH■SteigenbergerHotelsAG■ThomasCookAG■TUIAG

Tourism marketing organisations of the individual federal states:

■BayernTourismusMarketingGmbH■BremerTouristik-ZentraleGesellschaft

fürMarketingundServicembH■HamburgTourismusGmbH■HAHessenAgenturGmbH■Investitions-undMarketinggesellschaft

Sachsen-AnhaltmbH(IMG)■Nordrhein-WestfalenTourismuse.V.■Rheinland-PfalzTourismusGmbH■TourismusMarketingGesellschaft

SachsenmbH

■ThüringerTourismusGmbH■Tourismus-Agentur

Schleswig-HolsteinGmbH■TourismusMarketing

NiedersachsenGmbH■TourismusMarketingGmbH

Baden-Württemberg■TourismusMarketingBrandenburgGmbH■TourismusverbandMecklenburg-

Vorpommerne.V.■TourismusZentraleSaarlandGmbH

Corporations, associations, foundations, institutions and federations of nationalimportance:

■BundesverbandderDeutschenTourismuswirtschafte.V.(BTW)

■DeutscherHeilbäderverbande.V.(DHV)■DeutscherHotel-undGaststätten-

verbande.V.(DEHOGA)■DeutscherIndustrie-undHandels-

kammertage.V.(DIHK)■DeutscherReiseVerbande.V.(DRV)■DeutscherTourismusverbande.V.(DTV)■GermanConventionBureau(GCB)■HistoricHighlightsofGermanye.V.(HHOG)■HotelverbandDeutschland(IHA)e.V.■MagicCitiesGermanye.V.(MCG)■RDA-InternationalerBustouristik

Verbande.V.

By constantly developing its member portfolio, the GNTB is increasing its positive synergies as envisioned in the public-private partnership

Companies

Tourism mar-keting organi-sations of the individual federal states

Corporations Sponsored by

The GNTB around the world■SecondmostpopularculturaldestinationinEurope■FirstplaceintheAnholt-GMINationBrandsindex■Toptradefairvenueintheworld■PremierbusinesstraveldestinationinEurope■29GNTBrepresentativeofficesaroundtheworld

DeutscheZentralefürTourismuse.V.Beethovenstraße6960325FrankfurtamMain

Telefon+49(0)6997464-0Telefax+49(0)69751903info@d-z-t.com

www.germany-tourism.de

Helsinki

Stockholm

Moscow

Warsaw

LjubljanaVienna

Budapest

ZurichMilan

Madrid

Jaffa/Tel Aviv

New Delhi

Sydney

Hong Kong

BeijingTokyo

Prague

Oslo

ParisBrussels

LondonAmsterdam

Frankfurt head office

New York

Toronto

Chicago

Los Angeles

Sao Paolo

Copenhagen

Dubai

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