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www.germany.travel
2010
Annual Report
German National
Tourist Board
2010 Annual Report
Foreword 4
Q & A with Petra Hedorfer, Chief Executive Officer of the GNTB 6
1 The German National Tourist Board 8
2 Tourism in Germany: facts, figures, image 12
3 Members, sponsors and partners 20
4 Themes and campaigns 28
5 Press and PR activities 38
www.germany.travel 2010 Annual Report
2010 Annual Report Foreword
FOREWORD 2010 Petra Hedorfer, Chief Executive Off
“ In 2010 Germany was more popular than ever befo
INTERVIEW Q & A with Petra Hedorf
believe that the debate about running joint activ
1 THE GERMAN NATIONAL TOURIST BOARD Citycentre,Fr
The GNTB is the national organisation responsi- b
1 THE GERMAN NATIONAL TOURIST BOARD ITB 2011 in B
“ We are delighted with the successes achieved fo
2 TOURISM IN GERMANY: FACTS, FIGURES, IMAGE
2010: Destination Germany achieves more than 380
2 TOURISM IN GERMANY: FACTS, FIGURES, IMAGE
Germany the second most popular travel destinatio
2 TOURISM IN GERMANY: FACTS, FIGURES, IMAGE
important destinations for the MICE segment (Meet
2 TOURISM IN GERMANY: FACTS, FIGURES, IMAGE over
SonyCenter,Berlin many to others. In conclusion
3 MEMBERS, SPONSORS AND PARTNERS MEMBERS: CORPORA
To successfully market Germany around the world,
3 MEMBERS, SPONSORS AND PARTNERS
ellers. As part of its alliance with the GNTB, th
3 MEMBERS, SPONSORS AND PARTNERS German Wine Ins
Strategic partnership with bundled marketing acti
3 MEMBERS, SPONSORS AND PARTNERS ResidenzPalace,W
St.Peter-Ording,NorthSeacoastalmudflats to indi
4 THEMES AND CAMPAIGNS Phaeno,Wolfsburg,Photo:Kle
Themes and campaigns 4
4 THEMES AND CAMPAIGNS
Leipzig’s Baumwollspinnerei – former spinning mil
4 THEMES AND CAMPAIGNS Dr
According to the study, 77 per cent of internatio
4 THEMES AND CAMPAIGNS Loo
and the German Ramblers’ Association as well as u
4 THEMES AND CAMPAIGNS
The tour started off in London, where the ICE tru
5 PRESS AND PR ACTIVITIES
Press and PR activities 5 Throu
5 PRESS AND PR ACTIVITIES
Excellent feedback The success of the SATW annual
5 PRESS AND PR ACTIVITIES sales and marketing an
for quality, innovation, reliability and value fo
5 PRESS AND PR ACTIVITIES titude of events and t
PorscheMuseum,Stuttgart Mercedes-BenzMuseum,Stutt
5 PRESS AND PR ACTIVITIES
2011: 200th anniversary of the birth of Franz Lis
5 PRESS AND PR ACTIVITIES
were group press trips for 1,093 journalists. A f
6 PARTICIPATION AT TRADE FAIRS AND WORKSHOPS WORL
By attending trade fairs all over the world, the
6 PARTICIPATION AT TRADE FAIRS AND WORKSHOPS WORL
office. Hundreds of such discussions took place,
6 PARTICIPATION AT TRADE FAIRS AND WORKSHOPS WORL
“ GNTB workshops and roadshows offer an effective c
Herning/Jutland (DK)
REGIONAL MANAGEMENT SOUTH WEST EUROPE COUNTRY
7 GLOBAL PRINT AND ONLINE COMMUNICATION
The internet is the GNTB's most important communi
7 GLOBAL PRINT AND ONLINE COMMUNICATION Organisat
Online campaigns and search engine marketing The
7 GLOBAL PRINT AND ONLINE COMMUNICATION The GNTB’
all sizes. Editorial content ads on websites were
8 NATIONWIDE DOMESTIC MARKETING
www.kurz-nah-weg.de Nationwide domest
8 NATIONWIDE DOMESTIC MARKETING Online banner adv
Special supplement in HÖRZU
8 NATIONWIDE DOMESTIC MARKETING “Spannendes Deuts
AMEROPA shop window display ■ DERTOUR: joint m
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Beijing OsloHelsinki StockholmMoscow Copenhage
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
With a total of 18.1 million overnight stays in 2
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Coupleonasnowshoewalk,BlackForest GNTB walking c
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
PinakothekderModerneartgallery,Munich GNTB German
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
With a total of 8.5 million overnight stays in 20
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Continuation of the GNTB’s Germany campaign featu
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
New GNTB print product to jointly promote the bor
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
With a total of 12.2 million overnight stays in 2
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
TheRhineandCologne Swiss campaign by the GNTB, De
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
GNTB online campaign on “city breaks” with partne
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
With a total of 4.4 million overnight stays in 20
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Presentation by Saxony and Leipzig coinciding wit
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Germany supplement on “Creative Germany” in Slove
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Our most important overseas market is the USA wit
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
BallinStadtEmigrantWorld,Hamburg Cooperation b
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
Joint marketing of Destination Germany: speed ska
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
With a total of 4.8 million overnight stays in 20
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
GNTB campaign on the metro in Japan
9 SALES AND MARKETING IN THE INTERNATIONAL SOURCE
“Discover Germany” contest with the Mail Today in
10 ADMINISTRATION
Administration 10
10 ADMINISTRATION 2 '000
nificant savings while also improving performance
10 ADMINISTRATION 3 26.6 million Grant from the f
2 '000
11 OBJECTIVES FOR 2011
TOURISM POLICY OBJECTIVES OF THE FEDERAL GOVERNME
11 OBJECTIVES FOR 2011 Pa
Appendices REGIONAL MANAGEMENT OFFICES – MEMBERS
APPENDICES ADDRESSES OF GNTB REGIONAL MANAGEMENT
REGIONAL MANAGEMENT SOUTH EAST EUROPE Austria Deu
GNTB MEMBERS 66 members (as at January 2011) COMP
MEMBERS OF THE GNTB BOARD OF DIRECTORS elected at
MEMBERS OF THE GNTB ADVISORY BOARD elected at the
Hessen Senior Ministerial Counsellor Dr Reinhard
➤ Members of the GNTB International Marketing Com
MEMBERS OF THE GNTB DOMESTIC MARKETING COMMITTEE
ORGANISATION CHART STRUCTURES OF THE GERMAN NATIO
PRODUCTION CREDITS Produ