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German national tourist board

German national tourist board

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Published by SoparlaVerde

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Published by: SoparlaVerde on Aug 07, 2012
Copyright:Attribution Non-commercial

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01/02/2013

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www.germany.travel
German NationalTourist Board
Sales and marketing for Destination Germany
Customer-focused productconsultancy and product design:Multiplier effect strategy Trade Media Consumers Cooperation partners frombusiness and the travel industryRigorous analysis andassessment of the market:Megatrends Culture and Health Product lines Annual themesand basic themes
 
ThE GERMAN NATIONAL TOURIST BOARD
Promoting Destination Germany – Shaping its image
The German National Tourist Board (GNTB),supported by the Federal Ministry of Economics and Technology on the basisof a decision by the German parliament,provides expert and innovative marketingservices for Destination Germany.
Its work has two main aims:To enhance the positive image of Germany as a travel destinationTo increase the number of overnightstays by visitors from abroadThe primary objective of the GNTB isto promote tourism, particularly in thecontext of supporting SMEs. By workingtowards these goals together with itspartners, the GNTB is helping to boostGermany’s economy.
Tasks of the GNTB:
To cultivate the image of Destination Germany andconduct market researchTo devise strategies and carry out campaignsand theme-related projectsTo conduct intensive press and PR work in Germany and abroadTo represent Destination Germany at the major internationaltrade fairs and public exhibitions for the tourism industryTo coordinate marketing activities undertaken by regionalservice providersTo distribute advertising materials through its foreignrepresentative ofcesTo carry out marketing activities around the worldThe GNTB derives these goals from the following tourism policyobjectives set out by the federal government (April 2010):To increase the signicance of tourism as a factor in Germany’seconomy and international imageTo improve long-term prospects for tourismTo harness opportunities presented by demographic changeTo focus on the quality of tourism servicesTo further develop accessible tourismTo improve tourism products
 
AIMS / COMMUNICATION
Defning objectives – Positioning Destination Germany 
 
To increase demand for city breaks/event-related travel witha particular focus on art and culture
 
To promote wellness, health and medical tourism in Germany
 
To position the main marketing themes around the world
 
To promote the FIFA Women’s World Cup Germany 2011™
 
To market the 125th anniversary of the automobile and the200th anniversary of the birth of Franz Liszt
 
To integrate the rural tourism segment into the marketing portfolio
Theme-related objectives for 2011
1
 
Improve the image of Germany as a travel destination
2
Generate tourism growth in line with global trends
3
 
Integrate air, rail and road services used for tourism
4
 
Secure position as the world’s premier businesstravel destination
5
 
Rise to the challenge of global socio-demographic change
6
 
Further develop and harness Germany’s cultural attractionsfor tourism purposes
7
 
Strengthen health-related tourism in the domestic market
8
 
Take into account the challenges of climate change
9
 
Promote greater internationalisation of cities and regions
10
 
Adopt a multi-channelling strategy for globalsales and marketing
The 10 strategic action areas

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