Focus on sustainability doubled Indian visitors to Germany

German National Tourism Board has revealed the number of Indian travellers to Germany between January and September 2022 more than doubled when compared to the same period last year, suggesting the country’s ongoing campaigns focusing on nature and sustainability are hitting the mark and driving the post-pandemic recovery.

The first eight months of 2022 saw an increase in overall foreign visitors to Germany rise 175 percent compared to 2021, with India leading the way with an increase of 265 percent* until September 2022. While the reopening of international borders and relaxing of stringent travel restrictions clearly plays a part in the rise, the fact travellers are choosing Germany over a range of other countries is a testament to targeted campaigning by GNTB, who specifically created its Embrace German Nature and Feel Good campaigns following in-depth research into what tourists want.

Both campaigns will continue into 2023 as Germany looks ahead to its winter season, with popular resorts including Zugspitze, Garmisch-Partenkirchen, Black Forest, Harz Region, Taunus, Ore Mountains, all set to attract visitors to the incredible skiing and snow sports for all ability levels on offer.

“With our theme campaigns, we create active agenda-setting for more sustainable tourism. Together with our partners said Mr. Romit Theophilus, Director, Sales & Marketing, India.

We’re also looking at the ever-popular winter and festive seasons, with the days being short and the evenings long, there is plenty of time for genuine coziness, enjoyment, and wonderful traditions from all regions across Germany. The Christmas markets are a highlight for young and old alike, while atmospheric strolls through the alleys provide access to festively decorated stalls full of gingerbread snacks, candy apples, Christmas stollen, and hot chestnuts. Wooden carvings from the Erzgebirge mountains, artistic glass baubles, and handmade unique items are on offer as souvenirs, decorations, and gifts for loved ones.“

Embrace German Nature, a campaign that has witnessed great success and a favourable reaction from the Indian markets to the unique natural landscapes in Germany in order to inspire nature-loving, leisure-loving travelers for Germany’s diverse, protected natural area, aligning closely with the Feel Good campaign. More info is available here.

Germany has long since led the charge for driving eco-friendly tourism offerings, and its Feel Good campaign continues to do that by providing tourists with easy and adequate tips to reduce their carbon footprint and make sustainable choices when it comes to travel, stays, and responsible activities. More info is available here.

The GNTB has a three-pronged recovery strategy for overcoming the challenges of the restart after the COVID-19 pandemic:  Raising awareness of the Destination Germany brand and enhancing the brand profile with a focus on sustainability and climate change mitigation, Supporting the travel industry, which is dominated by small and medium-sized businesses, through relationship management and the sharing of knowledge, Developing evidence-based action plans on the basis of targeted market research and ongoing analysis of changing customer demand.

The GNTB promotes sustainable and forward-looking tourism in line with the objectives of the German government with a focus on sustainability and digitalization, and promotes responsible tourism, a key growth area, by showcasing Germany as a sustainable and inclusive destination in the international travel market.

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