Theme-based campaign for 2016: Holidays in the heart of nature in Germany
GNTB focusing on nature-based holidays in 2016
Frankfurt am Main, October 2015 – ‘Holidays in the heart of nature in Germany’ is the
theme of the 2016 global campaign run by the German National Tourist Board (GNTB).
Central to the coming year’s sales and marketing activities are the 130-plus protected
national landscapes in Germany – 16 national parks, 15 UNESCO biosphere reserves and
104 nature parks. The sub-themes of ‘Surprises in Nature’ and ‘Nature’s Pleasures’ reveal
lesser-known sides to and destinations in Germany, and provide tips and background
stories.
“In the GNTB’s Quality Monitor survey, 37 per cent of international visitors named
‘landscape and scenery’ as one of the most important criteria for their choice of holiday
region, second only to ‘local attractions’,” explains Petra Hedorfer, Chief Executive Officer
of the GNTB. “2.6 million Europeans visited Germany for a holiday in the great outdoors
in 2014, making us, alongside Austria and France, one of the world’s most popular
destinations for nature-loving European travellers. More than one third of Germany’s land
area is under special protection as a national park or nature park, which puts us in second
position worldwide in this regard. We will harness this responsible and uncompromising
approach to nature to reinforce Germany’s status as a sustainable travel destination and
to further promote holidays in rural regions. Germany is already an established choice for
cultural holidays; this new campaign aims to boost our country’s image as a destination
for holidays in nature.”
‘Holidays in the heart of nature in Germany’ is an online campaign that is largely focused
on digital forms of communication. To begin with, the nature tourism content on
www.germany.travel/nature was expanded: all the national natural landscapes have been
incorporated into an interactive map, and detailed content pages have been created for
each of the 16 national parks and 15 biosphere reserves and for 48 of the nature parks.
These pages are available in German, English and other core market languages.
A destination finder with various filter functions makes it easy for users to find the natural
landscape that best fits their specific holiday requirements (www.germany.travel/enjoy).
Blogger projects are designed to ensure that story ideas and recommendations are
continually generated in text, photo or video form under a campaign hashtag, and to
increase traffic to www.germany.travel/nature. User-generated content will be collated in
a dedicated social media feed at www.germany.travel/enjoygermannature.
The Netherlands, the United Kingdom, Belgium, Switzerland, France, Italy, Austria, the
Czech Republic, Poland, Denmark, Spain and Sweden have been defined as core markets
for the campaign. Partners to the campaign are EUROPARC Germany, the National
Natural Landscapes in Germany Association and the Association of German Nature
Parks, as well as the regional marketing organisations.
Sobre o DZT
O Centro de Turismo Alemão (DZT) é o portal nacional do turismo na Alemanha com sede em
Frankfurt am Main. Ele representa a Alemanha como país turístico em nome do Ministério da
Economia e Energia (BMWi), que o apoia conforme uma resolução do Parlamento Federal Alemão.
O DZT desenvolve e comunica estratégias e produtos para ampliar no exterior a imagem positiva
dos destinos turísticos alemães e para promover o turismo na Alemanha. Para isso, mantém 30
representações nacionais em todo o mundo. Mais informações encontram-se no centro de
imprensa do nosso portal www.germany.travel/presse.