Germany
Head office: Tourism is becoming more digital and sustainable
Two women walk on the nature trail through the Black Moor in the Rhön. After two years of Corona, the German National Tourist Board is expecting significantly more guests again. Photo: Daniel Vogl/dpa
© dpa-infocom GmbH
After two years of the Covid doldrums, tourism in Germany wants to take off this summer. Guests from abroad should be lured with a mix of culture and nature vacation.
After two “extraordinarily difficult Corona years”, the German National Tourist Board is currently expecting significantly more guests from abroad.
The interest in Germany as a travel destination is extremely high, explained DZT boss Petra Hedorfer in the run-up to the “Germany Travel Mart” industry meeting, which begins on Sunday (May 1) in Oberammergau, Bavaria. City, culture and nature holidays are in demand, which correspond to the brand essence of Germany as a travel destination.
“Particularly in Europe, our largest source market, the willingness to travel is constantly increasing,” reported Hedorfer at the headquarters in Frankfurt. She referred to survey results that in January 80 percent of those surveyed would consider traveling abroad again, while the proportion of non-travellers and holidaymakers who would only travel in their own country declined. Even after the start of the Ukraine war, travel intentions were still at their highest.
Hedorfer was convinced that travel in Germany would become more digital in the future. Digital tools are indispensable for inspiration alone. Language assistants and artificial intelligence could support travelers on the journey. Germany is also perceived internationally as the country that is most likely to be able to master the global challenges of protecting the environment and natural resources. In brand communication, the country is positioned as a sustainable goal under the motto “Simply inspiring”. Monument protection, protected natural areas and climate-friendly mobility are presented as examples.