GNTB releases report on Germany’s global brand image

Reveals that the tourism industry of Germany can once again report a significant increase in international demand

The latest studies on Germany's global brand image conducted by the German National Tourist Board (GNTB) has revealed that the nation’s tourism industry can once again report a significant increase in international demand.

Site Minder's World Hotel Index, for example, registers a share of foreign guests in bookings of German hotels of 30.8 per cent across 400 global hotel booking channels for October 2021. According to this, the incoming share on these reservation channels has reached the pre-crisis level again.

At the same time, Ipsos, market research company, has announced that Germany has once again taken the top spot in the renowned Anholt-Ipsos Nation Brands Index (NBI) 2021. It is followed in second and third place by Canada (70.64 points) and Japan (70.52 points). Since 2008, Germany has always ranked among the top three in the NBI, and in 2021 it is in first place for the seventh time.

"The latest news demonstrates the direct link between Germany's excellent reputation, growing willingness to travel in our source markets, our countercyclical marketing activities and a successful recovery strategy for restarting incoming tourism, as well as positioning Germany as a travel destination in the increasingly fierce competition among destinations,” said Petra Hedorfer, Chief Executive Officer, GNTB.

In the overall, NBI 2021 ranking, Germany received 71.06 points, 1.94 more than the previous year and also the highest average score measured in the history of the NBI. Germany is ranked in the top ten in five of the six sub-indices that make up the NBI: Exports, Government, Culture, Tourism and Immigration/Investment. In the tourism segment, survey participants rate Germany at 73.24 points, 2.65 points better than in the previous year, which means 10th place in the global ranking. In the subcategories on tourism location, "Historic Buildings" and "Vibrant Cities" in particular enjoy above-average esteem, ranking seventh in each case.

In addition to the general image comparison, the NBI identifies the five most pressing global tasks in the opinion of the respondents. According to the survey, the most important issue in 2021 is the protection of the environment and natural resources, followed by poverty reduction, improving living conditions and quality of life, dealing with health crises and protecting human rights. In the assessment of the solution concepts for these tasks, Germany is in second place in a global comparison, and even in first place under the aspect of health management.

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