Every year, the GNTB runs campaigns centred around themes that promote the many facets of Destination Germany. Our focus is on special anniversaries, events of international significance and some of the lesser known aspects of our core brand.
Here you will find Press kits containing all the information you need about current and previous campaigns.
Nature, health and relaxation are firmly enshrined in the core brand of Destination Germany, a fact that is reflected in the outstanding range of active holidays in unspoilt nature it is able to offer. An increasing number of international visitors choose one of the many available options to actively explore the country’s coastlines, mountains and holiday regions, making Germany the second most popular destination for nature-based travel among Europeans travelling worldwide in 2019. #WanderlustGermany is a new campaign by the German National Tourist Board (GNTB) that focuses on premium active pursuits centred around the core activities of walking and cycling in Destination Germany’s exceptionally diverse areas of natural beauty.
Germany is the number one destination for culturally minded Europeans, which is why the city break and cultural travel segments are particularly important to us. The German National Tourist Board (GNTB) developed a global cross-media campaign in 2019 with the slogan 'German Summer Cities'.
The storytelling focused on the five clusters (Urban cities, Romantic Germany, Holidays by the water, Places of interest and Art & culture) will be continued and will cover a broad spectrum of German metropolitan regions.
The German pianist Ludwig van Beethoven was one of the world's most gifted composers, and today is one of the most played. He not only led the Viennese classical period to its peak but also paved the way for the music of the Romantic period.
In 2020, we will be celebrating the 250th anniversary of the birth of Beethoven. To mark the occasion, the GNTB has developed an international campaign featuring the tag #DiscoverBeethoven.
It incorporates museums, exhibitions, the routes Beethoven travelled and sites associated with his life and legacy, and offers the opportunity to discover Germany as a land of music.
Postponed to 2022
To put an end to the plague, the inhabitants of Oberammergau swore in 1633 to recreate, once every ten years, the suffering endured by Jesus Christ during the last five days of his life.
Today, the Passion Play is one of Germany's traditional trademarks as a destination for cultural travel and has been included in the nationwide list of intangible cultural heritage.
The Passion Play will take place for the 42nd time in 2020 and is expected to attract around 450,000 visitors from around the world to more than 100 performances.
In 2019, it will be the 200th anniversary of the birth of writer, author and poet Theodor Fontane.
Born in Brandenburg, he is widely regarded as a leading exponent of literary realism. His body of work is characterised by an inimitable narrative style that encompasses gentle irony and social criticism.
To celebrate this anniversary, the GNTB will be shining a light on his life and using the occasion to promote cultural tourism in rural areas.
The German National Tourist Board (GNTB) is focusing its global sales and marketing activities in 2018 on the ‘Culinary Germany’ campaign. At the heart of the campaign lie offerings that are typical of each region. These enable visitors to experience culinary traditions in an authentic way and to explore Destination Germany while enjoying great food and drink.
In 2017 the German National Tourist Board (GNTB) will be putting the 500th anniversary of the Reformation at the centre of its global sales and marketing activities. The 'Luther 2017 – 500 years since the Reformation in Germany' campaign is the highlight of the Luther decade. It focuses on Martin Luther as the symbol of the Reformation and as a brand ambassador for Germany.
The German National Tourist Board (GNTB) has designated the International Garden Show in Berlin one of the focal points of its international advertising campaign for Destination Germany in 2017. This unique event will feature in the GNTB's worldwide marketing activities and highlight the aspects of sustainability and nature in Germany’s urban areas.
The German National Tourist Board (GNTB) is making the documenta art exhibition one of the key themes in its global marketing of Germany as a destination for cultural travel. This important art event will be promoted through a range of online and offline marketing and PR activities in relevant markets.
'Holidays in the heart of nature in Germany' is the name of the 2016 global campaign being run by the German National Tourist Board (GNTB). Central to the sales and marketing activities are the 130-plus national parks, UNESCO biosphere reserves and nature parks in Germany. Incredible pictures and unexpected facts about these protected landscapes show Destination Germany as you've never seen it before.
The way Germany’s Traditions and Customs have shaped its international image and secured its position as one of the world’s top travel destinations, is the subject of the GNTB’s worldwide campaign for 2015. Using the three aspects of “Culinary Germany”, “Living traditions” and “Arts and Crafts”, the campaign will link the positive, modern image of Germany as a travel destination with authentic living traditions and how they are embedded in contemporary society. The aim of the campaign is to bring to life the brand “Destination Germany”.
2014 marks the 25th anniversary of the fall of the Berlin Wall, and in 2015 Germany will be celebrating 25 years as a reunified nation. The reunification of the two German states gave a huge boost to tourism in Germany. The wealth of new and exciting cultural attractions and captivating natural landscapes in Germany inspires travellers from all over the world. This year the German National Tourist Board (GNTB) is placing German unity at the heart of its international sales and marketing activities, showcasing the great variety of tourist attractions available in Destination Germany 25 years on from the fall of the Wall.
There are around 150 scenic routes across the regions in Germany, offering travellers the opportunity to discover the country according to specific thematic aspects. Cultural, historical or architectural attractions are combined with touristic routes, as are culinary regions or landscapes with scenes of natural beauty. The German National Tourist Board will be advertising scenic routes in Germany in 2015 as part of their worldwide campaign to promote this important holiday segment to international visitors.
Lucas Cranach the Younger (1515-1586) - the second son of painter Lucas Cranach the Elder (1472-1553) - would have been 500 years old on 4th October 2015. With the exception of Albrecht Dürer, Cranach the Elder and the Younger are considered the most significant painters and printmakers of Renaissance in Germany. As part of the Luther Decade, whose focus in 2015 is the topic of "Picture and Message," the German National Tourist Board (GNTB) is using this anniversary to celebrate various themes: the figure of Lucas Cranach the Younger, the works of father and son, and the numerous international exhibitions and events commemorating “Cranach Year”.
2014 theme for the German National Tourist Board (GNTB)
The GNTB is running an extensive campaign for its 'UNESCO World Heritage – Sustainable cultural and natural tourism' theme, which promotes the 39 UNESCO World Heritage sites of Destination Germany. Using multimedia marketing tools, the GNTB aims to further raise the international profile of the World Heritage sites and to make Germany more appealing to visitors from abroad for many years to come, primarily through interactive online promotions.
At the heart of the campaign are the online and mobile features, as well as a broad range of social media activities. The GNTB website acts as a central platform for the 2014 theme, providing in-depth content on the World Heritage sites of Destination Germany at www.germany.travel/unesco. Here potential visitors will find interactive maps, 360º panoramas, photos and videos, as well as detailed information in twelve languages. The landing page features a specially developed app that travellers can download in order to discover the eight regional UNESCO routes in Germany. One of the main social media initiatives is a Facebook competition inviting people to travel through time in Germany. The idea is that fans use an app to create their own journey through time around the UNESCO sites for their chance to win trips along the UNESCO routes and to the individual attractions.
The Council of Constance significantly shaped the course of European history and is thought to be the largest meeting of religious figures, politicians and academics in the Middle Ages. Between 1414 and 1418 church representatives assembled in Constance to discuss the future of the divided church and to elect a new Pope. The agreements that were made at the time determined the future development of the Catholic Church. Celebrations to mark the 600th anniversary of the Council of Constance will get under way in the town in 2014.
The fairytales of brothers Jacob and Wilhelm Grimm are among the best-known works of German literature. Their collection of 'Children's and Household Tales' made the Brothers Grimm famous around the world. 20 December 2012 marks the 200th anniversary of the first edition of these popular stories. The German National Tourist Board (GNTB), in conjunction with the Hessen Agentur regional PR agency, is using this anniversary as basis for encouraging culturally minded travellers to visit Germany.
Music for the world
The year 2013 marks the bicentenary of the birth of Richard Wagner, one of Germany's most famous composers and music dramatists. 2013 marks the bicentenary of his birth. The German National Tourist Board (GNTB) is using this anniversary as an opportunity to highlight a host of events in towns and cities associated with him.
A European artist of many talents
The Belgian artist Henry van de Velde was an exponent of Classical Modernism who paved the way for the Bauhaus movement. His repertoire ranged from the architectural design of buildings and interiors to the design of jewellery and everyday objects. Numerous commissions brought van de Velde to Germany in 1900, where he left behind an impressive legacy. The German National Tourist Board (GNTB) is using the 150th anniversary of Henry van de Velde’s birth as an opportunity to highlight his work and to also promote the theme of architecture and design in Germany.