global marketing - germany · key selling points for destination germany *source: third national...
TRANSCRIPT
GNTB 2019
German National Tourist Board
Global marketing for Destination Germany
Tourism shapes Germany’s
international image
INTERNATIONAL POSITIONING
© G
etty
Imag
es, f
otoV
oyag
er©
GN
TB /
Jens
Weg
ener
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 ...
*Sou
rce:
GN
TB/W
TM, IP
K 20
18; *
*Sou
rce:
AU
MA
2018
; ***
Sour
ce: I
CCA
2018
; ***
*Anh
olt-G
fK R
oper
Nat
ion
Bran
ds In
dex
2018
repo
rt
travel destination for young Europeans (aged 15–24)*
GERMAN NATIONAL TOURIST BOARD (GNTB)©
GN
TB /
Jens
Weg
ener
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)