The German National Tourist Board (GNTB) has outlined its key strategic framework ahead of the return of wholescale international tourism, with various additions and adjustments to meet the needs of global travellers in a post-pandemic world.
Addressing the results of recent independent surveys and reports, GNTB intends to focus on three key areas to help grow the national tourism industry: digitalisation, sustainability, and remote work.
Digitalisation
“As international travellers continue to grow more confident once more, it is essential to strengthen the competitiveness of Germany as a global destination,” said Yamina Sofo, Director Sales & Marketing, GCC. “For this reason, we have studied public opinion and identified various way to improve our offerings. We are now in the process of constructing modern, reliable, and sustainable infrastructure for our visitors to feel comfortable when travelling.”
According to a 2021 IPK International survey, 75 per cent of travellers prefer digital offers when planning a trip. Online booking not only allows for easier accessibility, but also removes physical contact during the transaction. Similarly, the use of e-guides and tour books has grown in popularity because of pandemic protocols. Germany will look to develop and widen the availability of these options this year.
Sustainability
Travellers’ values have also shifted towards sustainable tourism. According to Booking.com’s 2021 Sustainable Travel Report, 61 per cent of international travellers regard the COVID-19 pandemic as the main motivator to travel sustainably. Germany, for its part, starts from a strong position in that regard.
GNTB’s Feel Good campaign won the World Travel Market’s ‘World Responsible Tourism Award’ last year, as well as the European Cultural Travel Network’s Destination of Sustainable Cultural Tourism Award for 2021. Likewise, the 2021 Sustainable Development Goals Index named Germany as the top destination when dealing with climate change and a recent study by Anholt-Ipsos Nation Brands Index (NBI) ranked Germany first in global perception as a brand.
“We strive to develop quality tourism destinations while maintaining harmony between nature and culture,” Sofo added. “Considering the needs of travellers and the challenges posed by the pandemic is imperative and we are committed to making visitors feels as safe, secure, and comfortable as possible – while still enjoying all the amazing experiences Germany has to offer.”
Remote Work Optimisation
Corporate Social Responsibility and sustainable corporate management has long been a focus in Germany and will continue to grow in 2022 as the country looks to solidify its position as a priority destination. With mobile working options on the rise, the world of work and leisure are moving closer together. This offers new opportunities for Germany to create a larger digital infrastructure for those looking for mobile living options. It also outlines diverse options for incoming tourism to Germany and the tagline “Germany simply inspiring” continues to uphold its true meaning, by understanding tourism as a holistic task that involves the balance between travellers, the local population, and natural resources.
For full entry requirements to Germany, visitors are advised to refer to www.bmi.bund.de.
