INTERVIEW: GERMANY
Klaus Lohmann
A conversation with... Director, UK & Ireland,
German National Tourist Office
“Germany’s 37 UNESCO World Heritage Sites provide an impressive stimulator for visiting our country”
How successful is UK tourism to Germany and what are the main sectors? In 2012 inbound travel to Germany experienced a remarkably strong period of growth. According to IPK International, Destination Germany was out-performing other European destinations with arrivals increasing by 7.3% and a strong show in the business travel and city-breaks market. Part of this success is due to our visitors from Great Britain; Germany recorded more than 4.5 million British overnight stays in 2012, which was a rise of 5.7% compared to the previous year.
Which types of tourist does Germany attract? In a survey conducted by the GNTB and IPK International, around half of our British visitors associate Germany with history and historical
attractions. Germany’s 37 UNESCO World Heritage sites, for instance, provide an impressive stimulator for visiting our country. Although these types of cultural visits are particularly popular with empty nesters and independent couples, we also target a great deal of our activities to a younger and young-at-heart market emphasising outdoor activities such as hiking and biking, visiting Germany’s splendid castles, parks and gardens and our ever-popular musical events, be it a rock festival or a Christmas market.
Why should travel agents sell holidays to Germany? Germany has a range of profi table selling points. Apart from the fact that it’s only an hour away from the UK and provides excellent value for money we pride ourselves on an extensive tourism infrastructure. Germany is not only ideal for clients looking for cultural city breaks but also
for the more active traveller that likes to explore the natural beauty of our country. Travel agents are able to tap into the
country’s success story.
What are the key GNTO marketing plans for 2013? The German
National Tourist Offi ce is focusing on a variety of different themes
in 2013. Our main campaign, ‘Germany Rocks’, will address a younger audience on Facebook keen on visiting rock music festivals while a new microsite provides further stimulus (and free apps!) for participation in choosing the most popular youth hot spots in our country (
germany.travel/youth). We have also just launched a new initiative on ‘barrierfree travel’ with
“Germany
recorded more than 4.5 million British overnight stays in 2012, which was a rise of 5.7% compared to the previous year”
a planned online guide for visitors with disabilities. And, of course, there are various
anniversaries this year to celebrate, such as 200 years of Grimm’s fairy tales and Wagner's 200th birthday.
Can you give agents three selling tips to help them sell Germany? 1. Many UK airports connect with a
www.sellinglonghaul.com
variety of German cities and travel hot spots – their client could be at their German destination in an hour. But also keep in mind that rail journeys will radically change in the near future, providing a potentially ‘greener,’ more relaxed way to reach our country. 2. Germany stages a number of world-class cultural events – be it rock or classical opera festivals. Always check out the Events section at
germany.travel clients will be highly impressed by agents' knowledge 3. Our hotel prices are generally extremely competitive (always watch out for trade fairs, though) and whilst our cuisine is of a very high standard the cost of a meal out can be surprisingly low.
What is your favourite part of Germany? Being born near the beautiful shores of the North Sea, I enjoy maritime towns such as the Hanseatic city of Bremen, in northwest Germany. The historic centre is a mixture of traditional early 15th century charm with a solid foundation of trade and commerce: coffee, fi ne wines and Beck’s Bier. Need I say more!?
German National Tourist Offi ce Trade Email: gntolon-trade@
germany.travel Website:
germany.travel Facebook:
germany.travel/facebook
Contrasting views of Germany's heritage: Bremen (top left) and Saxony (left)
May 2013 63
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