Germany's New Global Tourism Campaign Focuses on Sustainable Travel

Uckermark Nature Park (Brandenburg). Photo courtesy of the GNTB.
Uckermark Nature Park (Brandenburg). Photo courtesy of the GNTB.

The German National Tourist Board (GNTB) has launched its new global campaign "Embrace German Nature."

The campaign further positions Germany as a sustainable destination.

Launched at the beginning of the Easter holidays, the new campaign intends to direct the interest of potential international travellers to Germany's National Natural Landscapes and sustainable holiday experiences in rural regions. Central elements of the campaign are a campaign film and videos in 8D sound design.

"Against the backdrop of the two-year Corona pandemic, mindfulness, sustainability and the longing for intact nature have gained in people's appreciation. Embrace German Nature' is an ongoing continuation of our campaign marketing, with which we repeatedly address 'nature and recreation' and 'sustainability' as central elements of our brand core," said Petra Hedorfer, Chair of the GNTB's Executive Board.

According to Hedorfer, Germany is ranked second as a nature destination among Europeans travelling worldwide as per IPK International. In addition, the Destination Brand 21 study by Inspektour reveals that Germany is perceived as a suitable destination for trips to its countryside or for sustainable holidays overall in "important source markets" for the country.

"We want to further strengthen these positions by promoting holidays in rural regions, longer travel durations and sustainable travel enjoyment," continued Hedorfer.

According to recent research by IPK International on the impact of COVID-19 on international travel, 26 per cent of global travellers are planning "nature-oriented holidays" in 2022. Of the respondents interested in travelling to Germany, this figure jumps to 30 per cent, reports the GNTB.

For more information on the German National Tourist Board, visit its web site.

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