Felicity Long
When Petra Hedorfer, CEO of the German National Tourist Board (GNTB), kicked off the 43th annual Germany Travel Mart in Nuremberg earlier this month, she didn't sugarcoat the difficulties her country has faced this past year.
"We live in turbulent times," Hedorfer said to a group of international journalists covering the event, stressing, however, that Europe in general shares a number of challenges that are not unique to Germany.
"Economic factors, such as Brexit and financial crises in high-volume source markets, and security concerns, such as the fear of terrorist attacks, can temporarily dampen the appetite for travel in some source markets," Hedorfer said.
Despite these challenges, however, inbound tourism to Germany experienced its seventh straight record year in 2016, topping 80 million international overnight stays for the first time.
These numbers would seem to suggest that foreign visitors feel safe in the country, she said, also crediting the GNTB's long-term strategy of continually developing new marketing initiatives "even under difficult economic conditions."
This year, for example, the 500th anniversary of Martin Luther's challenge to the medieval church establishment, thereby launching the Reformation, has and continues to be an important marketing theme throughout 2017, around which cities, towns and entire regions have developed exhibitions and activities.
As for 2018, the GNTB will focus its global marketing and sales activities on the theme "Culinary Germany."
The idea is that different regions offer their own specialties, which foodies can explore in a wide variety of locations, including lesser-known parts of the destination, and at different price points.
"The wide range of gastronomy, from simple inn to award-winning restaurant, is one of the strengths of Destination Germany, and we want to highlight this in our campaign," Hedorfer said.
"By emphasizing regional and seasonal produce we are supporting Germany's positioning as a sustainable holiday destination and promoting tourism in rural areas."