INTERVIEW GERMAN TOURIST OFFICE
germanyspeaks
What are your main responsibilities? My job with the GNTO is so varied and interesting: I coordinate all trade, press and consumer activities. Arriving last year during a recession the most important task was to quickly understand the market and its main players. Only then was I able to work on a strategic action plan to strengthen Germany’s position among the top eight travel destinations for Brits.
KLAUSLOHMANN Director, German National Tourist Office UK and Ireland
Where to Book it Dertour
0207 290 1105
www.christmasmarkets.co.uk Two nights in Stuttgart, which hosts one of the largest Christmas markets in Europe, are priced from £229pp. Flights from London- Stansted with German Wings
How important is the UK market for Germany’s tourism stats? The UK is one of our most important markets; only our Dutch and American visitors spend more overnights in Germany. For some German cities, like Berlin (pictured), Cologne and Hamburg, British visitors top the statistics.
How much of a focus is the trade, particularly travel agents? We support the trade with assistance in sourcing new products, organising trade shows and workshops, generating interest through image campaigns in the press and organising fam trips to old favourites or completely undiscovered regions. We also offer marketing assistance to the trade and welcome new approaches and ideas.
How well does the trade know Germany’s tourism product? I have been regularly amazed at how many tourism professionals know Germany and its products very well indeed. For those
“Our main aim is to support the trade
with assistance in sourcing new products, organising trade shows and workshops,
and organising fam trips to old favourites or completely undiscovered regions”
less familiar with specific knowledge, we regularly arrange training sessions so please feel free to approach us if you think you or your staff could benefit from a training day with our sales manager. It is important to us that we present a ‘new’ Germany that is removed from beer and lederhosen.
Do you have any promotional initiatives, like road shows or other training events, planned for agents? We have quite a few activities planned over the next few months, namely our Germany Trade Shows, which take place in Manchester (September 1) and London (February 9 2011). Our newsletter can be read at
www.germany.travel.
Why is 2010/2011 a good time to be visiting Germany? I don’t think I need to mention our wine and beer festivals this autumn and the great Christmas Market tradition in our country. We are already looking forward to 2011; exactly 125 years ago the automobile was invented and a lot of attractive events and exhibitions are being planned. Whether the Autostadt – where I used to work and which I still love to visit – in Wolfsburg or BMW World in Munich, there will be lots to see and do, and it’s not just for the petrol heads.
Tell us more about your current Historic Highlights of Germany campaign? Germany is not just about big cities but also historic smaller places – each with their own tradition, culture and distinctive flavour. The towns and cities in this association are very much loved by British visitors and have this wonderful mixture of historic town centres, with a cultural product that appeals to the art and music lover as
well as the trendy couples who can enjoy the lively street life found in these pretty university towns.
How can agents book this (ie through a tour operator or dynamically packaged)? Dynamically packaged offers are certainly a simple and easy option but tour operators such as German specialist, DERTour may provide that extra peace of mind for both agents and their clients.
Tell us something that might surprise the first-time visitor. They may well be surprised just how similar Germany and the UK are; how much unites us, be that culturally or how we like to spend our spare time. All first-time visitors are surprised by the quality of our accommodation, travel, food and the value for money they get.
24 Autumn 2010 •
www.shortbreaksholidays.com
Post-it question
Q. What is your idea of the perfect holiday (Germany or elsewhere)?
A. Spending time with my family is very important to me – we recently enjoyed a fun-filled discovery tour of Britain’s southeast. I aim for the right mix of activity for my teenage children and relaxing and sightseeing with my wife.
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