Content for the campaign successfully launched in 2021 expanded - Nature and cultural tourism in all its facets - campaign clusters provide orientation in the offer - Storytelling in social media

The German National Tourist Board (GNTB) is supporting the relaunch of the inspirational campaign German.Local.Culture. Restart in incoming tourism.

“After two years of the Corona pandemic and against the backdrop of the terrible war in Ukraine, the tourism industry is facing major challenges. In this situation, it is important to send out a signal for peaceful tourism that brings people together and stands for openness to the world and tolerance. The campaign German.Local.Culture. convey exactly this peaceful coexistence of generations, traditions, and different cultural influences. With the launch of the campaign, we are reflecting authentic, local experiences in urban destinations with the integration of rural areas and their sustainable tourism offers. With countless travel events, the campaign also aims to promote Germany as a destination for longer for culturally interested travelers, families, and active vacationers in the source markets,” said Petra Hedorfer, Chief Executive Officer (CEO).

German.Local.Culture. will be launched digitally as a cross-media inspiration campaign based on the Social first principle in important source markets for German incoming tourism digitally. The campaign will have a wide reach via programmatic advertising, social advertising, social media channels and influencer measures. Events for in various source markets convey an authentic image of Germany as a travel destination.

Talking on the occasion, Romit Theophilus, Director for India, The German National Tourist Office said, “Germany as a travel destination offers a wealth of hidden treasures for Indian travellers. Picturesque Old Towns, urban city vitality, impressive industrial monuments, castles and palaces, romantic vineyards and unspoiled nature, there is so much to discover for Indians when travelling to Germany. With the easing of restrictions, travellers can look forward to local festivals as well as vibrant life once again. We look forward to welcoming you and your family for your next holiday in Germany.”

A microsite serves as an inspiration and information hub. Visitors to the site receive travel tips and topic suggestions from an AI-powered chatbot. An emotional image film presents Germany’s diversity as a cultural and natural destination to potential travellers.

The microsite leads directly to four theme clusters. These four thematic clusters Flair, Craft, Taste and Green represent the special architecture, the authentic ambience, the German tradition with its manufactories and craftsmanship as well as the traditional regional German cuisine and the beauty of nature and give them orientation in the tourist environment. Selected protagonists with their very personal stories show how German.Local.Culture. is rooted in the everyday life of people in Germany. The range of tourism products in all four thematic clusters is predominantly by small and medium-sized enterprises.