German.Local.Culture. – German.Spa.Tradition. – Feel Good Campaign
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2021 offers the chance for repositioning city tourism using Germany’s positive image as a safe and Covid-secure travel destination. Under the umbrella of the three campaigns of German.Local.Culture., German.Spa.Tradition., and Feel Good, the German National Tourist Board (GNTB) is inspiring future travelers to plan their next vacation in Germany.

Anja Brokjans
German National Tourist Office
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Press Information
#SeeYouSoon: Three new campaigns kickstart travel to Germany
German.Local.Culture. – German.Spa.Tradition. – Feel Good Campaign New
Toronto, June 1, 2021 - With the gradual opening of tourism and cultural businesses in the German federal states and the relaxation of entry regulations, the German National Tourist Board (GNTB) is launching three campaigns to intensify brand communication for Germany as a travel destination.

The themes of the three campaigns that will be launched internationally in 2021 will inspire potential travelers to spend their next vacation in Germany. Despite massive losses in the Corona year 2020, city trips remained by far the leading segment in Germany incoming from Europe with 5.2 million trips.

At the same time, nature and recreation became more important with a greater demand for outdoor activities, and increased interest in health and wellness topics as well as sustainable holidays.


Petra Hedorfer, CEO of the Executive Board of the GNTB: “According to studies by the European Travel Commission (ETC) from February 2021, City Life Enthusiasts are the largest group with 33.9 percent who want to be on the road again within the next six months. At the same time, outdoor activities will also play a major role in the second Corona summer. With the German.Local.Culture. campaign we provide a wide range of information. The service providers in Germany ensure the protection of travelers with numerous highly professional measures from low-contact check-in to hotel room disinfection and air purification, so that we can look to the restart of incoming tourism with confidence."

The German.Local.Culture. campaign addresses the increased longing of travelers for authenticity and traditions and gives insights into lived German customs from handicrafts to local and regionally typical dishes. Potential vacationers can find travel information in the subject areas of Craft, Taste, Flair and Green. The campaign-related microsite serves as a central inspiration and information hub.

The GNTB supplements its campaign content through marketing collaborations with partners in German tourism.

German.Local.Culture. Premium Partners include the Bremer Touristik-Zentrale, the German Wine Institute, Romantic Rhine Tourism, the Investment and Marketing Company Saxony-Anhalt and Stuttgart Marketing.

Feel Good

The GNTB also relies on Germany's good reputation for sustainability: Germany is among the top five worldwide in the UNWTO's 2020 SDG index. The GNTB's Feel Good sustainability campaign, which has been expanded to include new content, is linked to this.

Petra Hedorfer continues: “In many of our source markets, awareness of sustainability has increased significantly. Corona has now become the amplifier of a trend that has been emerging for a long time. This is an opportunity for Germany as a travel destination. Service providers have developed offers along the entire value chain for many years with great professionalism and are continuously expanding them. With Feel Good, we communicate certified offers on an international level in a targeted manner.” The inspirations and offers compiled on a microsite are selected by the GNTB in cooperation with the regional marketing organizations and external sustainability experts.


With the German.Spa.Tradition campaign, the GNTO is promoting the important travel motivation “wellness and relaxation” highlighted by the ETC study. It positions Germany as a wellness and health destination with high quality standards and a long tradition. The German.Spa.Tradition. marketing campaign highlights, among other aspects, Sebastian Kneipp's 200th anniversary and his holistic health philosophy, which is still effective today in medical-therapeutic applications and wellness offers.

Petra Hedorfer adds: “The more than 350 rated spa and medicinal baths are of great importance for Germany as a travel destination. In the pre-Corona period of 2019, Germany recorded 7.2 million international overnight stays in healing and health resorts, which corresponds to eight percent of the total overnight stays. At the same time, as a result of the pandemic, there is great interest in wellness and health vacations.”

The campaigns German.Spa.Tradition. and Feel Good will start in June and July 2021, respectively.
About the GNTB
The German National Tourist Board (GNTB) is Germany’s national tourism organisation. It works on behalf of the Federal Ministry for 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. Working closely with the German travel industry and private-sector partners and trade associations, the GNTB develops strategies and marketing campaigns to promote Germany’s positive image abroad as a tourist destination and to encourage tourists to visit the country.

The GNTB has a three-pronged recovery strategy for overcoming the challenges of the COVID-19 pandemic:
- Raising awareness of the Destination Germany brand and enhancing the brand profile
- Supporting the travel industry, which is dominated by small and medium-sized businesses, through relationship management and the sharing of knowledge
- Developing evidence-based action plans on the basis of targeted market research and ongoing analysis of the impact of coronavirus.

During this crisis, the GNTB is using countercyclical marketing to maintain dialogue with customers, it is reflecting changing preferences in its communications, and it is showing empathy and providing inspiration.

Focus on digitalisation and sustainability
The GNTB promotes forward-looking and sustainable tourism in line with the objectives of the German government. The focus here is on digitalisation and sustainability. The GNTB is a pioneer when it comes to using immersive technologies (virtual, augmented and mixed reality), voice assistants and other conversational interfaces, and artificial intelligence applications such as chatbots. To ensure that tourism offerings are visible on AI-based marketing platforms, the GNTB coordinates the German tourism industry’s open-data project, which aims to develop a tourism knowledge graph.

Sustainability has been a core overarching topic for more than a decade and we engage with it as a strategic issue across all areas of the organisation. Our organisation follows a three-pillar strategy that combines the sharing of knowledge with external partners and a supporting communications strategy with our internal sustainability initiative. The GNTB promotes responsible tourism, a key growth area, by showcasing Germany as a sustainable and inclusive destination in the international travel market. This is particularly important as the COVID-19 pandemic has accelerated the global shift in travellers’ values towards greater social and environmental responsibility.

The GNTB has 27 foreign agencies that cover more than 40 markets around the world. Its head office in Frankfurt, Germany, is home to strategic departments such as Business Intelligence, Business Development and Brand Communications for Destination Germany. More information can be found in our online press centre at
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