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Germany uses tradition in destination marketing

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Germany to raise profile in Asia as traditional and cultural destination
The Nordic countries will want to know if the latest destination marketing efforts in Germany are working as that country tries to raise its profile among emerging Asian markets as a traditional and cultural destination. The German National Tourist Office’s new campaign is Germany – Traditions and Customs.
Introduced to the Indian market last week, the campaign promotes Germany’s traditional costume and dance, beer breweries, craft villages, culinary specialties as well as festivals like the German Grape Harvest Festival in Neustadt and Oktoberfest in Munich.
“The overnight stay of Indian tourists has gone up by 72% since 2007,” Michael Steiner, German ambassador to India, tells TTG Asia. “We would now like to encourage Indian tourists to explore the diversity of culture, customs and historical sights of the lesser-known German cities.”
Frankfurt, Munich and Berlin are currently the top three German destinations for the Indian market. The tourism board will use strategic marketing activities like newsletters, outdoor advertorials, joint promotions with the travel trade, fam trips, roadshows and social media to increase awareness of the campaign. The German National Tourist Office will also advertise 150 scenic routes throughout the country.
TTG Asia
[photo courtesy GNTO]

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