December 2020 360360 - German National Tourist Board - Germany Travel
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360° German National Tourist Board December 2020
CONTENT
A message from Thomas Bareiß 4
A message from Brigitte Goertz-Meissner 6
An overview of 2020 – the year of coronavirus 8
An interview with Petra Hedorfer 10
Strategic planning in the COVID-19 age 14
Current perspectives –
tourism policy spokespersons for Germany’s political parties 17
Opportunities and challenges 21
Current perspectives – regional marketing organisations 22
Coronavirus and the digital transformation 26
Impact of the Covid pandemic 29
Current perspectives – regional marketing organisations 30
2021 campaigns 34
Current perspectives – views of our partners 36
Summary – prospects for 2021 42
Production credits 43
3
A MESSAGE FROM THOMAS BAREISS
THOMAS BAREISS,
MEMBER OF THE
GERMAN PARLIAMENT
DEAR READERS, Parliamentary State Secretary at the Federal
Ministry for Economic Affairs and Energy
and Federal Government Commissioner for
Tourism and SMEs
There is no denying that 2020 was an extremely tough year for the tourism industry.The far-reaching measures put in
place to prevent the further spread of the virus hit businesses across the whole of the tourism and travel sector hard. After
many successful years, this worldwide slump has been a heavy blow, not only economically but also personally.
Travel activities across the world ground to a complete halt for a while, and remain severely limited today. Capacity had
to be drastically scaled back. The effects of the restrictions were compounded by a widespread reluctance to travel due to
fear and worry.
It is impossible to estimate what the total economic cost will be when the pandemic finally ends. The German govern-
ment has introduced a number of initiatives to cushion the effects of the pandemic, protect highly skilled jobs and help
out businesses that are struggling through no fault of their own.
I would like to express my personal admiration for all businesses and employees who, despite the most testing of condi-
tions, have worked with creativity and enthusiasm to develop new products and services so that they can continue to be
there for their guests in future. That is true service quality! A few select examples are described in this magazine.
The GNTB also reacted swiftly and prudently during this difficult time, flexibly adapting its marketing campaigns to the
changing circumstances. Germany is very well marketed as a travel destination both to end customers and to international
travel industry partners.
“THE GNTB ALSO REACTED SWIFTLY
And it has moved forward on themes that will be important in the future with its marketing campaigns based on safe and
sustainable tourism and the implementation of digital solutions. AND PRUDENTLY DURING THIS
We now want to look ahead to the future and we are confident that Germany’s inbound tourism industry will quickly
be back on course for success once the pandemic is over. I would like to express my heartfelt thanks to the whole GNTB
DIFFICULT TIME, FLEXIBLY ADAPTING
team. In the months and years to come we will need your passion and professionalism more than ever as we seek to raise
the profile of Destination Germany all over the world.
ITS MARKETING CAMPAIGNS TO THE
This edition of the GNTB 360° magazine aims to encourage and inspire you. CHANGING CIRCUMSTANCES.”
I hope you enjoy reading it, and I wish you every success for the coming year.
4 5
A MESSAGE FROM BRIGITTE GOERTZ-MEISSNER
BRIGITTE GOERTZ-MEISSNER
President of the Board of Directors
of the German National Tourist Board
DEAR READERS,
This is the latest edition of the Many members and partners within I am particularly pleased that the
GNTB’s stakeholder magazine. Germany’s inbound tourism industry “German.Spa.Tradition.” campaign
share their experience and specific ide- will be focusing the attention of in-
At the end of a year in which the as that have been developed and im- ternational tourists on the more than
coronavirus pandemic led to the most plemented over the past few months 350 approved spa and health resorts
serious crisis in the history of global to cope with the new requirements with their wealth of medical treat-
tourism, this magazine sheds light on for travel in the coronavirus age. ments and preventive healthcare ser-
a number of aspects. What direct ef- vices. All these spas and health resorts
fects has the pandemic had on Ger- “Perspectives for 2021” provides an have their own local natural remedies.
many as a tourist destination? How outlook on topics that will be of par- Add in the cultural dimension offered
was people’s travel behaviour influ- ticular concern in the coming year. by the immaculately preserved classi-
“THESE CURRENT CHANGES IN enced by coronavirus in our source
markets?
Our market research findings tell us
what kind of travel is regarded as low
cal villa-style architecture and magnif-
icent historic parks and gardens and
CUSTOMER DEMAND MATCH UP The title - “Perspectives for 2021” -
risk in terms of coronavirus. Nature
and activity-based holidays, inde-
you have a holiday that is just what
the doctor ordered.
WELL WITH THE GNTB’S LONG-
is a clear signal that this is less a retro pendent travel and sustainability are
spective than an examination of les- featuring more prominently in peo- Let’s all hope that the first signs of
sons learned. What have we learned ple’s holiday plans. recovery will be visible by the end of
TERM MARKETING PLANS.” from events so far that will help us
emerge from the crisis stronger? These current changes in custom-
2021.
er demand match up well with the Stay safe and stay healthy.
Ever since the pandemic first broke GNTB’s long-term marketing plans.
out, the GNTB has used its know-
how and its network to develop and “German Summer Cities 2021” ex-
implement fact-based strategies. On pands the view of Germany’s major
the pages that follow, you will find the cities to include the countryside that
latest market analysis, insights into surrounds them and the many out-
how consumer habits and needs have door activities that city visitors can
changed in our source markets, expert enjoy. “German.Local.Culture.” fo-
opinions on potential solutions for cuses on culture and history outside
the recovery phase, and predictions of the metropolitan regions.
what is to come.
6 7
AN OVERVIEW OF 2020 – THE YEAR OF CORONAVIRUS
FACTS AND FIGURES
ON THE CORONAVIRUS
PANDEMIC AND ITS IMPACT
ON GERMANY’S INBOUND
TOURISM
1
It was only a few weeks after reports began to emerge of a new virus in the Chinese city STRONG BRAND – A GLIMMER OF LIGHT IN THE CRISIS
of Wuhan that the World Health Organisation (WHO) declared a global pandemic.
The booming tourism industry – often described as the “key economic driver of the 21st FOR THE SIXTH
century” – ground to a complete halt within just a few weeks. A brief report on the state SUCCESSIVE YEAR,
of global tourism and the German inbound tourism industry from before the outbreak GERMANY is no. as a worldwide brand in a comparison of 50 countries
in the Anholt-Ipsos Nation Brands Index for 2020.
of the crisis up to the current situation.
Germany is most frequently named as the country that has handled the coronavirus
pandemic best, and that people would most like to visit in the next five years.
March and mid-June 2020 were more than 90 per cent SITUATION FOR
down on the same period in the previous year. BUSINESS REMAINS DIFFICULT
The market research institute Tourism Economics has been
Overnight stays went back up to between 50 and tracking developments on behalf of the GNTB. According
THE STARTING POSITION: SLUMP IN 2020 – 60 per cent of the 2019 figure when travel restrictions were to its most recent analysis published in October, overnight
GLOBAL GROWTH DRAMATIC AND UNEXPECTED eased in many European countries in the summer months, stays for 2020 are expected to fall by 51.2 million. This
According to the United Nations World Tourism Organ- No one had expected a stress test of this kind that would but the German tourism industry remained a long way is a drop of 57 per cent, and means revenue from tourist
ization (UNWTO), 2019 was a record year for global affect all source markets and destinations all over the world short of real recovery. spending will be down by €18.7 billion.
tourism with 1.46 billion international arrivals. The World at the same time. In October, the UNWTO said it ex-
Travel and Tourism Council (WTTC) reports that tour- pected international arrivals to have fallen between 60 and This is confirmed by the analysis of international flight The infection rate has been rising sharply again since the be-
ism employs 330 million people worldwide, contributes 80 per cent in 2020. The WTTC fears that 174 million bookings by Forward Keys. Arrivals from the 13 most im- ginning of autumn and remains at a very high level. Life will
US$ 8.9 trillion to the global economy, and, in the year jobs will be lost in the travel sector, and the European portant European markets for Germany’s inbound tour- be very restricted again in the coming months.
before coronavirus, accounted for 10.3 per cent of global Travel Commission is predicting a 61 per cent drop in ism are less than 20 per cent of the previous year’s figures.
economic activity. international arrivals in Europe. Advance bookings for the coming months are showing no And even if the infrastructure in Germany can be opened
signs of recovery. up again, as happened after the first lockdown was eased in
A functioning tourism infrastructure correlates with a These forecasts are based on figures published before the May, inbound tourism is dependent on the situation in the
prospering business travel sector, which in turn is a precon- second wave of infections in autumn. No one knows how The World Travel Monitor analysis carried out by IPK In- source markets. Things are much more difficult in some of
dition for global economic cooperation. Airports, shipping long the acute phase of the pandemic will last. ternational on behalf of the GNTB, however, shows that those markets.
lanes, motorways and railways are an integral part of the Germany has a slight edge over its European competitors.
global logistics infrastructure of countries and businesses. DESTINATION GERMANY’S POSITION Only Austria recorded a smaller drop in the number of
IN THE INTERNATIONAL MARKET international arrivals between January and August; all oth-
After ten record years in succession, overnight stays by er major European travel destinations have suffered much
international visitors in Germany betweenthe middle of larger reductions.
8
AN INTERVIEW WITH PETRA HEDORFER
IDENTIFYING POTENTIAL –
SEIZING OPPORTUNITIES
That created uncertainty both for customers and service municating our excellent international image. Credibility,
providers. Volatility and disruption have become part of accountability and safety are our key arguments here.
our everyday lives. We now know a lot more about the
virus and a vaccine is within reach, which gives us cause
for optimism. CRISIS IS ACCELERATING DIGITAL
INNOVATION
How do you expect the industry to recover?
The latest scenario from Tourism Economics, which sug- Overall, our strategy is based on strengthening relation-
gests it will be early 2024 before we are back at the 2019 ships with our customers, securing our position within
level of overnight stays, seems realistic. But it is important our markets and, ultimately, gaining market share. The
to differentiate: the nearby markets, especially our neigh- most important part of this is digital empowerment,
bouring states, saw less dramatic falls than the overseas so the progress of our open data project is one of our most
markets and are recovering more quickly, as we saw in the pressing tasks.
summer months of 2020. However, we assume that once
the recovery in the overseas markets begins, it will pick
up very rapidly as there is huge pent-up demand in those What role do customers and their
countries. According to IPK International, between the requirements play in your recovery scenario?
end of May and September the proportion of people in- Customer centricity is central to everything we do. In fact
tending to travel overseas rose in the USA from 41 per cent we go one step further: “Knowing tomorrow’s customer” is
to 48 per cent, and in China from 32 to 44 per cent. our guiding principle.
Customer behaviour was continuously changing even
PETRA HEDORFER EUROPE IS THE MOST IMPORTANT before the pandemic. Various surveys have shown us what
Chief Executive Officer of the GNTB SOURCE MARKET FOR THE RECOVERY drives customers in the different markets, what might
OF INBOUND TRAVEL TO GERMANY. motivate them to travel in future and what might stop
them from doing so. We use this information to develop
our strategies and translate them into specific marketing
Ms Hedorfer, 2020 has been dominated by the of the pandemic. It affects all source regions, all destina- The same applies to leisure travel, relative to business travel. activities.
COVID-19 pandemic. The tourism industry has tions, all travel segments - with dramatic economic conse- The business travel market is changing more quickly than
been badly affected even though it is accus- quences for countries and businesses and for all the people the rate at which pre-coronavirus conditions are returning.
tomed to dealing with crises such as 9 / 11, who are employed in the tourism industry. International A year ago, sustainability was the key area
SARS, the economic crisis of 2008 / 09 and natu- tourism has been plunged into the gravest crisis we have of concern for global tourism. Has this now
ral disasters. What makes COVID-19 different? ever experienced. What is your strategy for the recovery phase? become less important as a result of the
Global tourism has indeed had to deal with many crises in Despite the crisis, we have been continuing to focus on pandemic?
the past, and has always come through them. The resilience Another aspect has been the uncertainty about how long countercyclical marketing. Our strategy is twofold: firstly Quite the opposite. Many people still want to travel in spite
of the industry is sustained by the undiminished desire of it would go on for. It was many months before we un- we aim to maintain a dialogue with our customers through of the pandemic, but prefer low-risk types of holiday such
people to travel and visit other places. What makes this derstood the virus or knew when a promising vaccination empathy and by providing inspiration and a continual flow as holidays in the countryside or outdoor activity-based
crisis particularly challenging is the incredible complexity would be widely available. of information, while the second strand is all about com- holidays. COVID-19 has fuelled customer interest in sus-
10 11
AN INTERVIEW WITH PETRA HEDORFER
tainability. In the latest COVID-19 study conducted by We expect things to remain difficult in 2021 - at least in promoting digital transformation. What effect And without open data it would
IPK, 55 per cent of respondents said they would generally some places. Towns, cities, cultural institutions and enter- is the pandemic having on digitalisation? be completely impossible.
consider nature-based holidays as an option, while a fur- tainment venues have done a great deal to facilitate safe We have analysed the implications of digital transforma- All providers have to provide the same information to all
ther 21 per cent said they were even more likely to consider and memorable holidays despite coronavirus. Measures tion for the entire tourism value chain and have tested travellers. That’s why we are continuing to push ahead with
them during the pandemic. range from specific new offerings to visitor-flow manage- practical applications as trends have emerged. We are now the open data project even during the crisis. As a mod-
ment which aims to divert visitors towards lesser-known beginning to see the benefits of this. ern form of data architecture, the knowledge graph is far
sights to relieve the pressure on the busiest and most-vis- more than just a piece of new software or a digital gadget.
CORONAVIRUS PANDEMIC IS A ited attractions. It is nothing less than digital empowerment for the tour-
CATALYST FOR A SHIFT IN VALUES How digitalised has the holiday booking ism sector.
TOWARDS GREATER SUSTAINABILITY process become?
How can the GNTB support the efforts A very high proportion of holidays are now booked online. We have already invested a great deal in preparing for its
of the towns and cities? However, because the infection rate is changing so quick- introduction - with a thorough cross-sectoral review, our
Examples of our rapid and flexible response to customer We have adapted our planned campaigns. For example, ly, people are tending to travel more spontaneously and information portal at open-data-germany.org and our
demand included our Feel Good campaign and our back- the German Summer Cities 2021 campaign will focus on are less willing to make bookings a long time in advance. guide “Open Data im Deutschlandtourismus - Ein We-
to-nature campaign “German Wanderlust”. unspoilt landscapes and carefree pleasures, sustainable of- That is why it is so critical that the relevant data is of high gweiser zur digitalen Destination” (Open data in the Ger-
ferings and great entertainment. To allay our international quality, is up to date, and is available on all channels - re- man inbound tourism industry - how to become a digital
Sustainability is one of the key options for the future visitors’ increased concerns about safety and welfare, we are gardless of whether the customer books in a travel agency, destination) that we published in the summer. We are cur-
of Germany as a travel destination and has been an im- actively diverting the attention of potential visitors away via an online portal or directly with the provider. rently working on the base version of the knowledge graph
portant part of our work for many years - in our inter- from the tourist hotspots and towards alternative options and it will be going live with defined use cases in May.
national marketing activities, in the sharing of knowl- such as open spaces, parks, countryside and activity centres
edge with our partners and for specific action within our near to the city destinations. How digital will our travel be in the future?
own organisation. Our focus has always been on real travellers who physically What prospects do you see for real physical
visit our country, experience the warmth and hospitality, travel for 2021 and beyond?
When we talk about sustainability, we are not referring GERMANY HAS LONG BEEN A MARKET stay here overnight and enjoy our cultural attractions - We all understand the value of travel on so many levels.
purely to social responsibility and concern for the environ- LEADER IN THE CITY BREAKS SEGMENT and nothing will change in that respect. One is the social element. Travel facilitates intercultural
ment. Sustainability is a strategic element for the qualita- IN EUROPE exchange, which in turn promotes peaceful coexistence
tive growth of Germany as a travel destination. Digitalisation is essential so that we can tell customers about between nations. And then there is also the immense eco-
tourism products and services in real time. Seamless travel nomic benefit.
Our German.Local.Culture. campaign expands the fo- and touchless travel are important selling points for tour-
Let’s talk about city breaks. Germany’s cities cus from the small towns to all regions close to cities and ism in light of the current - and potentially also future -
used to be one of the biggest selling points towns. The campaign highlights the diversity of German hygiene and distancing rules. GERMANY HAS AN EXCELLENT IMAGE
for inbound tourism. They are now suffering towns and cities with their traditions and customs, arti-
acutely. Will this market segment become sanal crafts, unique architectural styles and the tranquillity Augmented reality can be a factor in expanding and im-
weaker? of nature in the rural surroundings. We are not only sup- proving the tourist experience. Digital tools such as For me personally, it is particularly important that the
With their unique history, rich culture and vibrant night- porting city break tourism with this campaign, but also the geotracking can help visitors to find their way around and many small and medium-sized businesses and the many
life, the cities still have all the qualities that made them arts and entertainment industry that has been very badly are extremely useful in helping us to manage visitor flows. highly skilled employees in the tourism industry who put
special, even if current social distancing regulations mean affected by the pandemic. And we are strengthening sus- This is now beginning to be seen less as a restriction and their heart and soul into their work are given hope for the
many venues are currently unable to operate normally. tainable tourism. more as a comfort-enhancing measure. future. Because this is the DNA of Destination Germany:
However, the travel sentiment study carried out by the rich culture and awe-inspiring nature in a service-driven,
European Travel Commission in September clearly shows The fast-moving nature of the pandemic means that welcoming country.
that people who love cities are the keenest to be able to In addition to sustainability and the impor- the rules for travellers can also change rapidly. It is hard
travel again. tance of Germany as a cultural and city-break to see how this could be managed without digital means
destination, you have also been vociferous in of contact.
12 13
STRATEGIC PLANNING IN THE COVID-19 AGE STRATEGIC PLANNING IN THE CORONAVIRUS AGE
■ ANALYSING THE MARKET SITUATION Working closely with international experts, the GNTB
analyses the current situation and its potential impact on Germany’s inbound tourism industry, the prospects for
the future, the source markets and various market segments from a variety of angles. Frequent surveys enable
trends to be examined almost in real time.
■ SHARING KNOWLEDGE The GNTB supports its partners in the German travel industry with a wealth of
up-to-date information and market analysis. Mechanisms for the sharing of knowledge make it easier for small and
medium-sized businesses to enter international markets.
■ TAKING A COUNTERCYCLICAL APPROACH Even at a time when no tourists can visit, the GNTB
uses active marketing to promote customer dialogue and communicate Germany’s excellent image around the world.
■ HONING OUR BRAND PROFILE Brand awareness is the key to inspiring potential visitors to return
to Germany once the travel restrictions have been lifted.
■ PROMOTING CUSTOMER DIALOGUE The GNTB produces social media campaigns with a high
proportion of responsive elements, encouraging potential customers to engage in active dialogue and maintaining
awareness of Germany as a travel destination.
SEIZING OPPOR ■ FACING THE COMPETITION The coronavirus pandemic is disturbing the long-standing equilibrium
TUNITIES IN THE between supply and demand. Competition between destinations is thus increasing as they battle to attract the few
remaining customers.
CONTEXT OF ■ DRIVING DIGITALISATION As destinations begin to compete again, digitalisation will play a crucial
SOCIAL CHANGE
role. It is essential for targeting customers precisely and efficiently, and inspiring them to travel.
■ KNOWING THE TRAVELLER OF TOMORROW Customer centricity is a central element of the
The outbreak of the coronavirus pandemic and the global
GNTB’s recovery strategy. For example, we are seeing that travellers are becoming more safety-conscious and that
battle against the virus have affected virtually every part of
they are showing greater interest in sustainable tourism.
society. Work, the digital transformation, transport systems,
social discourse, the debates about globalisation and climate
■ SUPPORTING SUSTAINABILITY The coronavirus crisis is a catalyst for a shift in values towards
change: in every area, traditional viewpoints are being
greater sustainability Surveys carried out during the pandemic have shown that many people still want to travel,
challenged, tried-and-tested business models are becoming but prefer low-risk types of holiday such as those based around nature or outdoor activities.
less relevant and new technologies are being introduced
at an ever-increasing pace. This is also having an effect on
■ PROMOTING ACCESSIBILITY The GNTB regards accessibility as a sign of quality in tourism products
international tourism. The strategies being developed by the
and services across all product lines. This strategy is reinforced by demographic change in society. Increasing num-
GNTB during the crisis will set the course for the develop- bers of older people want to travel and will choose countries and products that offer the required level of facilities
ment of Germany’s inbound tourism in the future. and service.
15
CURRENT PERSPECTIVES –
TOURISM POLICY SPOKESPERSONS FOR GERMANY’S POLITICAL PARTIES
FROM YOUR PARTY’S POINT
OF VIEW, WHAT DO YOU SEE
AS THE KEY SOLUTIONS FOR
STRENGTHENING INBOUND
TOURISM DURING THE CRISIS
AND BEYOND?
“The crisis may even end up ternal disruptors such as coronavirus.
being a driver of innovation.” Of course this is easier said than done,
but the crisis may even end up being a
rightly calling upon policymakers to driver of innovation.
finally give them a reliable basis on
which to plan, and a clearly defined If visitor flows have to be limited
framework for what they are and are and managed as a result of corona-
SEBASTIAN MÜNZENMAIER not allowed to do during the crisis. virus distancing rules, investment
Member of the German Parliament, The constant stop-start of travel activ- in online booking systems with caps
AfD, Chairman of the Tourism ity make booking more difficult and on ticket sales that can be defined
Committee of the German Bundestag
is saddling the travel industry with at an hourly level and live track-
additional cancellation costs. ing apps will suddenly become a
The coronavirus crisis has brought matter of commercial necessity.
Germany’s inbound tourism indus- Now is the time for the tourism sector We should be implementing policies
try to its knees. The travel industry is to strengthen its resilience against ex- to help with this.
Berlin, Federal Chancellery in the government quarter
16 17
CURRENT PERSPECTIVES – TOURISM POLICY SPOKESPERSONS FOR GERMANY’S POLITICAL PARTIES
The coronavirus pandemic has “The GNTB has a critical role to
put the world into a state of sus- play here, and the financial sup-
pended animation. The enforced port it receives from the federal
shutdown has been catastrophic government should be increased
for Germany’s tourism regions but accordingly.”
we have coped relatively well with
the public health aspects of the Engaging in international market-
KERSTIN KASSNER pandemic so far and this will serve CHRISTOPH NEUMANN PAUL LEHRIEDER GABRIELE HILLER-OHM ing now is particularly important
us well once the crisis is over. The Member of the German Parliament, Member of the German Parliament,
to ensure that the inbound tour-
Member of the German Parliament, Member of the German Parliament,
Spokesperson on Tourism Policy for new restrictions are justified for Spokesperson on Tourism Policy for Spokesperson on Tourism Policy for Spokesperson on Tourism Policy ism sector remains competitive
DIE LINKE that reason, even though they are the AfD the CDU/CSU for the SPD once the coronavirus pandemic is
hitting tourism businesses hard. over. This requires us to strength-
The federal government has been quick to provide emergency support for the The number of visitors from near and The coronavirus pandemic has shown en the digital infrastructure in Germany so that our world cultural heritage
industry giants that are facing insolvency, but there are many small tour oper- far has risen steadily over the past how much we take international trav- and unique natural landscapes can be experienced online. The GNTB has
ators, travel agencies and self-employed workers who also need our help. The ten years, but the current crisis has el for granted and how much people a critical role to play here, and the financial support it receives from the
revealed a need for urgent action on all over the world are missing it now. federal government should be increased accordingly.
“Because diversity and choice are what will make Destination the part of policymakers. The absence The importance of tourism and of
Germany worth visiting in future.” of a national tourism strategy is now international visitors for the German We aim to secure and strengthen our position in the Champions League of
becoming painfully obvious and is economy has become very clear. travel destinations with a national tourism strategy. Rules and regulations
bridging support offered so far has proven to be bureaucratic and complicated depriving the state of a potential con- need to be transparent and consistent. It is essential to keep tourism attrac-
to claim. We are calling for government aid that can be distributed quickly trol mechanism. We will need such “The view of Germany in the tions and activities going. The government is providing a €25 billion rescue
and easily to help businesses through what are effectively state-mandated shut- a strategy in future because tourism eyes of the world as a particu- package in direct aid, interim aid and rapid loans to support the many small
downs. Because diversity and choice are what will make Destination Germany is changing. I think our immediate larly safe place to visit will be and mid-sized businesses in the sector. The short-time working scheme will
worth visiting in future. neighbours will play a bigger role in a good basis for recovery.” ensure that employees have jobs to return to once the pandemic is over.
inbound tourism. Poles, Czechs and
The CDU / CSU parliamentary group
“I see tourism here primarily in is working to support the many pro-
its role as a catalyst for inter- viders in Germany’s tourism sector Germany is an attractive destina-
Germany’s tourism and cultur- action between the historical to help them survive the loss of rev- tion. We have to continue stress-
al infrastructure is currently in a regions of Central Europe.” enue, travel restrictions and, in some ing this during the crisis, and
highly precarious position. We cases, enforced closures. The view of anchor it in the minds of our vis-
need effective support to prevent the French do not yet see Germany as Germany in the eyes of the world as itors. During acute phases of the
structures from breaking apart. a classic holiday destination, and our a particularly safe place to visit will pandemic when infection rates
Businesses must be able to ap- task will be to change this perception. be a good basis for recovery once in- are rising, it is particularly im-
ply for interim and emergency A national tourism strategy will make ternational travel restarts. This pos- DR MARCEL KLINGE portant to have a consistent and
MARKUS TRESSEL aid quickly and easily, and sup- this possible by enabling us to contin- itive image must be protected and comprehensive testing strategy.
Member of the German Parliament,
Member of the German Parliament, port must be provided with a ue marketing Germany as an attrac- strengthened. Changed customer Spokesperson on Tourism Policy for A negative PCR test result that is
Spokesperson on Tourism Policy for low threshold to those who need tive travel destination, particularly for requirements must also be identified the FDP no more than 48 hours old and
Bündnis 90 /DIE GRÜNEN it. The federal government must families. I see tourism here primarily and addressed. The GNTB does this a rapid antibody test upon arriv-
therefore make it easier to access in its role as a catalyst for interaction job superbly and will continue to al can help to reduce risk effectively. And the coronavirus warning apps
assistance as a matter of urgency. We also need tools that will help Germany between the historical regions of Cen- receive federal funding - which we rolled out by various countries need to be compatible. The systems of Ger-
to adapt to future tourism needs - not just sustainable economic concepts tral Europe. even plan to increase. many, Italy and Ireland already
but also tourism strategies that are inclusive, environmentally sensitive and work with one another, and more “Hotels and restaurants have
should follow soon. Thirdly, and invested heavily in safety
“We also need tools that will help Germany to adapt to I believe this is especially impor- measures.”
future tourism needs.” tant, providers in our hospitality
sector must be allowed to remain open. It is not them and their guests who
carbon neutral and will thus improve the structure of tourism. We need work- are driving the pandemic. Quite the opposite: they have invested heavily in
able structures for the destinations and the tourism industry as a whole and, safety measures. The recent wholesale closure of hotels and restaurants is a
equally importantly, a good strategy for our trade fair and conference sector. disaster for Germany’s inbound tourism sector.
18 19OPPORTUNITIES AND CHALLENGES
HOW MIGHT THE PANDEMIC
CHANGE TRAVEL BEHAVIOUR
WITH REGARD TO SUSTAI
NABLE TOURISM? DOES THE
CRISIS PROVIDE ANY OPPOR-
TUNITIES IN THIS RESPECT?
Even before the coronavirus crisis, the number of visitors
for whom socially responsible and environmentally sen-
sitive holidays are important had been rising every year.
Despite this steady growth, this customer segment re-
mained niche, accounting for a percentage of visitors in
the low double digits. Coronavirus is generating a signifi-
“Regionality, authenticity and combating climate change are becoming more important;
globalism, mass tourism, air travel and cruise ship holidays are on the decline.”
cant increase in sustainability-focused holidaymakers, and
that will change demand in the long term. Regionality,
authenticity and combating climate change are becoming
more important; globalism, mass tourism, air travel and
cruise ship holidays are on the decline. Providers and tour
operators in Germany need to factor this trend into their
offerings, as it harbours huge potential. The growing inter-
est in staycations brought about by coronavirus needs to
be catered to with a wide range of offerings. Not everyone
wants to visit the beaches in the north or the mountains in
the south - and the infrastructure and capacity wouldn’t
be able to cope if they did. There will be strong demand
for products and experiences in lesser known destinations
in future, because Germany’s holiday regions have far more
to offer than is currently appreciated. These lesser known
attractions need to be identified, brought up to date and
marketed to the appropriate target groups. This requires
PROFESSOR HARALD ZEISS investment. But any investment made now will pay off
started his professional career at TUI Germany after because demand will continue to rise until the challenges
completing his doctorate at WHU Otto Beisheim School of climate change, environmental crisis and over-tourism
of Management. Between 2009 and 2016, he was in
charge of TUI’s sustainability management. In 2011, are solved.
he accepted the professorship for tourism management
and business at Harz University of Applied Sciences in
Wernigerode, focusing on research into sustainability
Brandenburg, Mescherin watchtower and international tourism.
20 21CURRENT PERSPECTIVES – REGIONAL MARKETING ORGANISATIONS
BADEN- BERLIN The effects of COVID-19
WÜ RTTEMBERG and the shutdown of global tourism -
The coronavirus pan- with immeasurable negative eco-
demic is accelerat- nomic consequences for the tourism
ing the pace of dig- industry - sent us temporarily into a
italisation and in state of paralysis in Berlin in spring,
Baden-Württemberg although we were quickly able to re-
ANDREAS BRAUN we can illustrate this BURKHARD KIEKER cover. Products and services were de-
with a very specific ex- veloped to give an immediate boost
Managing Director, Tourismus Mar- Managing Director of visitBerlin
keting GmbH Baden-Württemberg ample. Our new “BW to national and local tourism, such as
data pool” was sched- the ’Bahn-Hit’ initiative nationally and the “Erlebe Deine Stadt” initiative
uled to be launched and rolled out over the course of 2020 but locally. We also extended our B2B outreach by offering online seminars
we used the first lockdown in spring to bring this completely and digital events for customers and partners (including in Berlin), as well
overhauled database online and start collecting structured data as increasing the frequency of newsletters for the global travel industry and
earlier than planned. An open-data check is now a standard part media (plus social media) to meet the significantly increased demand for in-
of the procedure when uploading new data. By March 2020, formation for 2021 planning and to maintain Berlin’s visibility. The biggest
we had used the data pool to create the community website challenge will be restoring customer confidence in travel with new, sustain-
www.wirhaltenzusammen-bw.de - the first concrete application. able products and inspiring reasons to visit Berlin.
From delivery service to digital offerings, we brought together at
federal state level all resources that can help the sector in the cur- Viewing point at the burial chapel near Stuttgart
rent situation. When the second lockdown began in November,
it was easy to quickly reactivate the portal. The development of
digital solutions has been a key element in tackling the crisis and
there are many more examples besides this one.
FLEXIBLE – Brandenburg Gate
The s’Alpgfihl pottery in the Allgäu region
DIGITAL – CLOSE TO THE
CUSTOMER
BRANDENBURG Using our
award-winning Brandenburg con-
tent network as a basis, we joined
forces with our many regional part-
ners to launch the www.branden-
burghelfen.de platform within just
BAVARIA As soon as lockdown began, we focused our marketing activities across all a few days of the first lockdown.
channels on magical moments and stories from Bavaria to inspire dreams of the next DIETER HÜTTE Almost 650 businesses from all over
holiday. The new “Bavarian Home Delivery” website provides a virtual experience of Brandenburg - tourism, arts & cul-
Managing Director, Tourismus-
Bavaria, keeping it alive in the minds of potential visitors. We have also repositioned Marketing Brandenburg GmbH ture, leisure and retail - offered ser-
the GESUNDES BAYERN brand, with health experts from Bavaria’s spa and health vices and vouchers for use when the
resorts providing users with everyday tips and advice, behind which there is always a crisis was over. This initiative strengthened the feeling of solidarity. We have
BARBARA RADOMSKI bookable and GESUNDES BAYERN-certified package that can be experienced at the recently reactivated the portal and now offer delivery services, take-away ser-
resorts themselves. vices and online stores with regional products. Among the biggest challenges
Managing Director BAYERN
TOURISMUS Marketing GmbH during the crisis has been having to adjust to new circumstances from day to
Another exciting format was the hybrid Bavarian tourism convention with a live studio and day while retaining the confidence of our visitors. We have also had to work
virtual location. In addition to the live-streamed main event, there were digital trade fair stands, a cookery show, a healthcare dis- on stabilising the industry and ensuring it remains fit for the future. This will
Sanssouci Palace in Potsdam
covery area and a networking area that together provided a varied programme off fringe activities at this important industry event. be a focus of the upcoming regional tourism strategy.
22 23CURRENT PERSPECTIVES – REGIONAL MARKETING ORGANISATIONS
HESSEN Our objective was to quickly develop strategies that will primarily benefit
UNESCO World Heritage town hall and Roland statue in Bremen
MARTINA ZIESING businesses in Hessen. We launched a loyalty campaign “Mein Herz schlägt für Hessen”
(My heart beats for Hessen ) and the “Club der 100 Lieblingsorte” (100 favourite places
Head of Tourism at WFB Wirtschafts-
förderung Bremen GmbH club). We will keep the club after the pandemic and use it to market offers to specific
target groups. The coronavirus crisis has revealed the massive deficit in Hessen’s tourism
BREMEN At the start it was impor- HAMBURG As a DMO, we need to industry in all areas of digital empowerment and digital maturity. Rural areas in particu-
tant to establish the infrastructure show leadership and adopt a clear stance. lar need to be strengthened in the long term. The newly adopted strategy for tourism in
required for new ways of working: We must act as a beacon, using in-depth HERBERT LANG rural areas will address this issue and will create the foundations for the development of
equipping home offices, enabling video analysis to guide our partners on their jour- attractive offers in nature-based tourism. A project providing advice to Hessen’s hospi-
Head of Hessen Tourismus
conferencing. For our customers, we ney through the crisis. We have therefore HA Hessen Agentur GmbH tality industry on aspects of digitalisation is also currently under way. We are committed
quickly developed new products such as MICHAEL OTREMBA set up systems such as the digital B2B dia- to ensuring that all partners in Hessen are supported during this challenging situation to
live online guided tours via Instagram. logue forum #wirstehenzusammen, which ensure that they can continue to operate in the future.
Managing Director,
A portal allows visitors to experience Hamburg Tourismus GmbH we use to share information about appli-
Bremen from wherever they are in the cations, political decisions and the latest
world, with arts and entertainment, news. We also provide visitors with extensive information on safety and hygiene via
glimpses into museums and - in a our website and the Hamburg app.
year when science was the main cam-
paign theme - little experiments that We must not allow ourselves to be infected with the growing sense of pessimism,
can be carried out by the whole family but must think in terms of solutions. Although the end is not yet clearly in sight,
at home. In summer, we offered brand we should keep on trying new things and not let ourselves become bogged down. MECKLENBURG-WESTERN
new audio-based guided tours that ena- This calls for courage, optimism, resilience and a strong sense of solidarity. I have no POMERANIA We began working with our
bled visitors to wander around the city doubt that we will overcome these challenges if we think and act as a team, are kind partners to draw up complex strategies and
and listen to the information provided to one another and take responsibility for getting things done - and these are all step-by-step crisis management plans as soon
by the guide while still maintaining a qualities that Hamburg has in abundance. as we possibly could. This included preparing
safe social distance. a strategy paper on the relaunch of tourism
and a phase model based on that paper, and TOBIAS WOITENDORF
Aside from the devastating economic developing eleven protection standards for
Managing Director, Tourismusverband
impact, having to forgo close contact different areas of tourism. In addition, an Mecklenburg-Vorpommern e.V.
with other people has been particularly industry platform (www.tourismus.mv) was
hard. No tool can replace brainstorm- set up, which quickly became the first port of call for people seeking up-to-date in-
ing sessions and creative meetings. Per- formation. The crisis toolbox also included surveys, the establishment of the Tourism
sonal contact is the bedrock of the tour- Task Force with the state government, the tourism information telephone service that
ism industry. And at the end of the day, was adopted by the state government, a media response analysis on reporting during
holidays are all about being carefree and the pandemic, the #MVorfreude campaign and the “Entdecke Deutschland” (Discover
having fun - things that are hard to do Germany) campaign launched jointly by all 16 federal states. We are delighted that the
in the middle of a pandemic. work of the association and its partners is now also being recognised further afield with
Schwerin and its castle
Inner Alster lake in Hamburg the nomination of the crisis management response for the German Tourism Award.
24 25CORONAVIRUS AND THE DIGITAL TRANSFORMATION
ARTIFICIAL INTELLIGENCE – MEET THE EXPERTS
LESSONS LEARNED – At the GNTB’s Knowledge Day, Fabian Westerheide
TRENDS – BEST PRACTICE presented eight propositions concerning the relationship
between AI and current developments in tourism.
Coronavirus struck in a world that had become accustomed to virtually limitless travel and
proximity to other people. Conventional measures to slow and contain the rapid spread of
the virus, such as lockdowns and travel restrictions, are at odds with the fundamental need
1. THE WORLD BELONGS TO B2C
of people to move and associate freely, and to enjoy their leisure time. At the same time, PLATFORMS SUCH AS GOOGLE, BOOK-
our globally networked economy that enables billions of people to share in progress and ING.COM, ETC.
Google and Booking.com have perfected the system FABIAN WESTERHEIDE
prosperity is based on business contacts, the transfer of knowledge, personal interaction
of using AI to determine customers’ requirements is one of the highest profile experts on the German AI scene.
and the movement of people and goods across borders. For many companies and econom- and then presenting them with precisely targeted As a visionary, entrepreneur, event initiator, investor and
consultant to companies and organisations, he is a
ic sectors, the virus has thus opened up opportunities to accelerate the process of digital offers. leading driver of developments in this area.
transformation.
2. CUSTOMERS WANT SECURITY AND ALSO WANT TO PROTECT THEIR PRIVACY
On its annual Knowledge Day, the AI-based solutions can help to define risks, proactively analyse them and allocate them to specific destinations,
GNTB shares information on current including travel destinations. The data used for this can also be generated as metadata so that no personal data has
technology trends, their potential in- to be evaluated.
fluence on the tourism industry and
practical applications for Germany’s 3. MASS INDIVIDUAL CUSTOMIZATION
inbound tourism sector and its mem- With the help of software, personal advice can be configured much more individually so that everyone is
bers. The 2020 event - which had to offered the perfect experience for them. The use of voice control, which is also relatively easy to scale, offers great
be held virtually because of the pan- potential here.
demic - discussed innovative possi-
bilities for countering the effects of 4. MIXED REALITIES
the pandemic. Currently available software already enables games to be generated in real time. Climbing Mount Everest
virtually while wearing an Ocular headset might not make you break into a sweat, but it is a powerful experience.
Algorithms blend film, games and reality within MR applications.
ARTIFICIAL INTELLIGENCE IN TOURISM: 5. HYBRID LIFE – CUSTOMERS SEE SLOWING DOWN AS A GOOD THING
You no longer have to go through all the hassle of travelling to China to experience it as a destination.
THE GNTB AI CHATBOT IN THE CORONAVIRUS ERA AI allows us to have a calmer world and thus enjoy it more.
As the coronavirus crisis has deepened, the number of enquiries to the GNTB has grown exponentially. End customers in 6. THE INTERNET IS BREAKING INTO SEVERAL PIECES
particular expect immediate and individual answers to specific questions about products and services. With the develop- The age of the one-size-fits-all global internet is over. While China (probably) has the most advanced technologies,
ment and implementation of an AI-based chatbot, the GNTB has reduced the workload of the community management the USA focuses on the strength of the industry and Europe on regulation.
team, shortened response times and opened up additional ways of providing inspiration and information.
7. DIGITALISATION AND SUSTAINABILITY WILL BE THE KEY TRENDS
Initial trials and experience on Facebook Messenger and Follow-up and updates: OVER THE NEXT FEW YEARS
on the microsite of the empathy campaign “Germany - ■ Self-learning system needs continuous further Life sciences and biotech will play a bigger role in our lives, while healthcare will become more and more relevant
Dreams Become Reality”: development within tourism. The number and complexity of trends will continue to grow.
■ More than 5,000 dialogues held on ■ Addition of more languages
the two channels since launch ■ Evaluation of the question intent and subjects based 8. SOCIAL CREDIT SYSTEMS
■ Degree of automation currently already at 33 per cent on AI suggestions The social credit system that rewards state-approved “good behaviour” will spread out from China across the
■ Time taken to deal with enquiries reduced by ■ Adapt conversational design in the content management world. We can criticise it, but it is now a fact of life.
40 per cent system for other use cases (game bot / voice assistant)
■ Customer satisfaction rating of 75 per cent
26 27CORONAVIRUS AND THE DIGITAL TRANSFORMATION IMPACT OF THE COVID PANDEMIC
THE IMPACT OF IMMERSIVE TECHNOLOGIES A virus has rocked the tourism system
to its core. A pandemic is forcing the
AS A SCIENTIST,
DURING THE PANDEMIC industry to confront challenges it has
never had to face before. Just a few HOW DO YOU ASSESS
THE INFLUENCE OF THE
The implementation of augmented reality (AR) applica- short weeks after publication of the
tions can - like virtual reality or mixed reality applications - UNWTO forecast for 2020 - which
create a new customer experience and thereby establish predicted a 3 - 4 per cent increase in
bridges between abstract subjects and users’ reality. Gami-
fication also opens up new target groups that are otherwise
international tourism - COVID-19
drove the world into a comprehensive
COVID PANDEMIC ON
immune to advertising. lockdown. In April 2020, 96 per cent
of all countries had some form of TOURIST DEMAND IN
GENERAL AND WITH
The GNTB is thus trialling AR applications in its market- travel restriction in place. Neither
ing campaigns via Instagram and Facebook ads. For exam- the outbreak of SARS in 2003 nor
ple, three virtual winter palaces and three neutral palaces the economic crisis of 2009 resulted
inspire users to explore the key theme of “Palaces, parks
and gardens” in Destination Germany.
in such massive reductions in inter-
national tourism. City destinations
REGARD TO GERMANY’S
suffered particularly badly from the
loss of event-based travel and busi- INBOUND TOURISM IN
PARTICULAR?
ness travel - areas that are critical
for Germany’s inbound tourism. And
WHAT WE’VE LEARNED Germany was also hit hard by the
→ AR is perceived as an interactive game and lowers flatlining of demand for trade fairs
the resistance to advertising and conferences, a sector in which
→ Young target groups can also be reached in this it is very well positioned within the
way on Facebook global market. However, the excellent
Palaces, parks and gardens AR application
image enjoyed by Germany as a travel
destination - particularly with regard
to hygiene and safety standards -
will be a competitive advantage dur-
OPEN DATA IN GERMANY’S INBOUND TOURISM ing the recovery phase. However, the
INDUSTRY – THE CRISIS AS A TREND ACCELERANT speed at which inbound tourism from
the individual source markets picks
The latest surveys from Bitkom Research show that attitudes to digitalisation have changed as a result of the pandemic.
Almost a third of those questioned said they were now more receptive to the idea of digitalisation, while only around a “However, the excellent image enjoyed by Germany
fifth were more critical. The GNTB’s open data / knowledge graph project picks up on this trend and provides concrete as a travel destination – particularly with regard to
answers for practical application. hygiene and safety standards – will be a competitive
advantage during the recovery phase.”
QUANTUM LEAP IN THE DIGITAL TRANSFORMATION THROUGH CORONAVIRUS
up again will vary from market to
OPPORTUNITIES CHALLENGES market. The medium and long-term
→ Receptiveness of users to digital → Greater competition between destinations effects will also be different for each
applications is growing post-coronavirus segment and target group. The slump
→ Openness of destinations to use of digital → Growing importance of safety and confidence in business travel is expected to last
applications is growing as decision-making criteria longer than that in private travel, for PROFESSOR BERND EISENSTEIN
→ Investment boost: funding for digital → Increased pressure to digitalise through example. Overall, the pandemic has Studied geography, business management and economics and gained his
projects is increasing development of new products along the entire shown how vulnerable the industry doctorate at the University of Trier. He became professor for tourism-related
demand at the West Coast University of Applied Sciences in 1997 and was
→ More and more services are now bookable online customer journey can be and that’s why sustainabili- appointed director of the university’s German Institute for Tourism Research
→ Initial applications to manage visitor flows → There needs to be more sharing of ideas and ty and resilience are likely to be the (DITF) in 2020. Before that he spent 14 years at the Institute for Management
and Tourism. His current research interests include tourism-related demand,
cooperation between destinations defining features of tourism in the strategic tourism management, tourism acceptance / overtourism, business
future. travel, destination branding and effects of tourism.
28 29CURRENT PERSPECTIVES – REGIONAL MARKETING ORGANISATIONS
RHINELAND-
PALATINATE Our
internal crisis man-
agement team began
strengthening inter-
nal communication
between providers
MEIKE ZUMBROCK of tourism servic- STEFAN ZINDLER
es in RLP and also
Managing Director, Tourismus Managing Director, Rheinland-Pfalz
Marketing Niedersachsen GmbH provided the pub- Tourismus GmbH
lic and thus poten-
LOWER SAXONY The integration tial visitors with relevant information. The team made use
of open data into the Lower Saxony of the many options provided by our tourism network rlp.
Hub was accelerated during the crisis. tourismusnetzwerk.info, from microsites with links to relevant
FLEXIBLE –
The Lower Saxony tourism market- external sources to communication forums and specific articles
ing organisation (TMN) joined the OOH version of the on current activities and analysis. For end customer websites in
Lebenslust campaign
tourism network in May, earlier than Germany and abroad we set up special landing pages which, in
originally planned. This enabled us to
keep everyone up to date with news
and any changes to regulations, to OOH version of the
#Rauszeitlust campaign
DIGITAL – addition to specific information, also contain inspiring content
on various aspects including virtual products and services. This
content was then communicated very effectively through social
exchange ideas and information with media using the hashtag #DreamNowVisitLater. The “Deine
partners in chats and to publish B2B
news on LinkedIn. CLOSE TO THE Goldene Zeit in Rheinland-Pfalz” campaign (Your golden
time in Rhineland-Palatinate) provided fresh impetus when
the economy reopened in summer and was used online and in
Starting in May, all holiday regions
were integrated into Lower Saxony’s
“Lebenslust” (lust for life) campaign
CUSTOMER many print channels.
to support the tourism sector. In ad-
dition to nationwide offline commu- SAARLAND We spent the first
nications (magazine, ads, advertorials few weeks of the coronavirus
etc.) we used content engagement ads pandemic setting up a digital in-
and DOOH with retargeting - a for- NORTH RHINE-WESTPHALIA Among the many challenges we have faced dur- formation channel “Fit aus der
mat that was new to us. Immediately ing the coronavirus crisis has been keeping images of attractive destinations and rea- Krise” (’Fit after the crisis’) for
after the first lockdown, the #Dream- sons to visit alive in the minds of visitors, and making sure our destinations retain tourism service providers in the
NowVisitLater camapaign drove their place on the mental map of must-visit destinations. We continuously adapted Saarland, where our team provid-
traffic primarily to social media and our marketing as circumstances changed and invited our visitors to join us on digital BIRGIT GRAUVOGEL ed information on relevant tour-
reiseland-niedersachsen.de. We creat- journeys of discovery and to take virtual or audio tours while real holidays were not ism-related matters. Hoteliers in
Managing Director Saarland
ed virtual worlds to promote Lower possible. Then, in the summer, we launched our major campaign #Rauszeitlust (Get- Tourism Board the state have access to the Digital
Saxony as a travel destination and ting away from it all), which provided tips for travel off the beaten track. The cam- Marketing Compass professional
inspire people to come and visit. The paign was a response to changing customer development programme that shows them how to adapt their business to fu-
first reels followed at the end of June. demand as well as a means of kick-starting ture requirements and successfully steer a course through crises. We launched
tourism in North-Rhine Westphalia again. three major marketing campaigns in the end-customer segment, all of which
Safe places, outdoor activities and tips for met with a good response. They were “Familien-Safari im Saarland” (Family
lesser-known places to explore were the focal points. And although much of our nation- safaris in the Saarland) in collaboration with the youth hostels, “Wander-
wide marketing was offline, the crisis has shown that resilience is inconceivable without lust” for hiking holidays, and “KurzNahtripp - Urlaub dahemm”, which
digitalisation, joined-up thinking and a systematic content strategy. This was illustrated was aimed at Germans holidaying at home. The severe restrictions imposed
by the success of our business development activities in China, which included cam- during lockdown have led us to question whether and how we will be able to
paigns run on Mafengwo, China’s most important online inspiration platform for travel. DR HEIKE DÖLL-KÖNIG get back on track once it is over. For me, the biggest challenge of the future
We used the platform to stream live from Cologne, Düsseldorf and Essen and spark a will be developing new forms of resilience so that we can respond to changing
Managing Director Tourismus
desire to take a city break in North Rhine-Westphalia in the future. NRW e.V. but also uncertain demand and the consequences of climate change.
30 31You can also read
