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The German National Tourist Board’s (GNTB) has launched its latest campaign, German.Local.Culture., on the back of a successful Arabian Travel Market participation which stimulated strong interest from GCC travel representatives.

As one of Germany’s top three source markets, which registered more than 1.6 million overnight stays in 2019, the GCC is a key focus for the tourism board, who led a delegation of six tourism partners during the first live travel exhibition in Dubai this week.

“The relationship between the GCC and Germany remains extremely strong, and with the announcement earlier about changes to quarantine regulations, we are optimistic for a swift traveller recovery from the region,” said Yamina Sofo, Director of Sales & Marketing, German National Tourist Office (GNTO), the regional office of GNTB. “The new campaign, German.Local.Culture., will not only showcase the very best that Germany and our regions has to offer, but will further showcase the destination as a must visit.”

In a study by the European Travel Commission (ETC) from February 2021, recovery was the main motivation for travel for 66 percent of Europeans. Of these, 14.8 percent are mainly interested in nature and outdoor activities and 13 percent in culture and cultural heritage.

"The German.Local.Culture. campaign addresses the increased longing of travellers for authenticity and traditions and gives insights into German customs from handicrafts to local and regionally typical dishes,” Petra Hedorfer, Chairwoman of the Executive Board of the GNTB, said.

The campaign aims to inspire travellers to journey off the beaten track when exploring Germany this summer to discover the special flair of German cities and the people who live in them. Visitors are encouraged to experience the country’s traditional professions and the people who are redefining their centuries-old craft, as well as its green oasis in nature.Renowned for its outdoor spaces and sustainability, Germany is also showcasing regional culinary delicacies through the German.Local.Culture. campaign.

Potential vacationers can find travel information in four different subject areas: Craft (German customs and traditional craftsmanship), Taste (handmade enjoyment and regional cuisine), Flair (centuries-old culture), and Green (pure nature and green sustainability). The campaign-related microsite www.germany.travel/de/kampagne/german-local-culture/home.html serves as a central inspiration and information hub.

During ATM 2021, Germany’s Consulate General of the Federal Republic of Germany in Dubai, Holger Mahnicke, attended to reemphases the importance of the market as an inbound travel market and met with the delegation of partners, which included: Baden-Baden Tourism Board, the official representative for the city; visitBerlin, the official tourism and convention office for the capital of Germany; Outletcity Metzingen, the outlet shopping destination in southern Germany; Munich Airport VIP services; Munich Tourism Office;the official tourism office of the Bavarian capital, and Studiosus Incoming, the touristic service group based in Munich.

Commenting on the success of ATM, Robert Lekel, Marketing Manager at Munich Tourism, said: “It was great being at ATM this year, we are able to be visible and show future and returning customers, and travellers, that we are waiting for them and hopeful for flights again. We felt the positive spirit between everyone, we are very happy to connect once again.”

His thoughts were echoed by Cornelia Stahr, Head of Global Marketing at Baden-Baden Tourism, who added: “I am very happy the Arabian Travel Market could take place in person again, and I think it’s a good sign not only for the GCC markets, but internationally as well. It is a great sign for tourism to kickstart again. We have been away for almost two years with no live internactions, so it feels great to meet face to face. We are on a good track to reopen for tourism again and thats essential in so many ways.”

Angela Rieger, Sales & Tourism Manager atOutletcity Metzingen, added:“Arabian Travel Market has set a great stage for the restart of international tourism. After such a long time being away, it was great to meet with partners and travellers once again. Seeing all the interest in shopping at Outletcity Metzingen and travelling to Germany is very exciting to see.”

Their opinions of the exhibition were shared by other exhibiting partners, who also added how well received Germany and its product offering from visiting travel agents from across the region.

“The show this year had very positive energy all around. With proper COVID regulations followed, we were able to meet with many agents who were very hopeful to start up business again. I was quite occupied all throughout the show, which had surprised me in the best way possible, seeing as Germany is hopeful on opening their boarders again,”Michaela Tedsen, Business Development – Studiosus Incoming, noted.

Photo caption 1: Holger Mahnicke, Consulate General of the Federal Republic of Germany in Dubai and Yamina Sofo, Director of Sales & Marketing, German National Tourist Office (GNTO), the regional office of the German National Tourist Board (GNTB), with members of GNTB and its partners during their participation at Arabian Travel Market (ATM 2021).