GNTB launches German.Local.Culture. marketing campaign with new content

The content of the campaign successfully launched in 2021 has been expanded – Nature and cultural tourism in all its facets – Campaign clusters guide the offer – Storytelling in social media


The German National Tourist Board (GNTB) supports the relaunch of the inspirational German.Local.Culture campaign. Restart of receptive tourism.

“After two years of the Corona pandemic and against the background of the terrible war in Ukraine, the tourism industry is facing major challenges. In this situation, it is important to send the signal of peaceful, unifying tourism, synonymous with openness to the world and tolerance. The German.Local.Culture campaign. transmit exactly this peaceful coexistence of different generations, traditions and cultural influences. With the launch of the campaign, we are reflecting authentic local experiences in urban destinations with the integration of rural areas and their sustainable tourism offerings. With countless travel events, the campaign also aims to promote Germany as a longer destination for travellers, families and active holidaymakers interested in culture in source markets,” said Petra Hedorfer, Managing Director (CEO).

German.local.culture. will be launched digitally as a cross-media inspirational campaign based on the Social first principle in important source markets for digitally incoming German tourism. The campaign will have wide reach through programmatic advertising, social advertising, social media channels and influencer metrics. The events for the various source markets convey an authentic image of Germany as a travel destination.

Speaking on the occasion, Romit Theophilus, India Director of the German National Tourist Board, said: “Germany as a travel destination offers a wealth of hidden gems for Indian travellers. Picturesque old towns, urban vitality, impressive industrial monuments, castles and palaces, romantic vineyards and unspoiled nature, there is so much for Indians to discover on a trip to Germany. With the easing of restrictions, travelers can once again expect local festivals as well as a vibrant life. We look forward to welcoming you and your family for your next holiday in Germany.”

A microsite serves as a center for inspiration and information. Site visitors receive travel tips and topic suggestions from an AI-powered chatbot. An emotional image film presents the diversity of Germany as a cultural and natural destination to potential travellers.

The microsite leads directly to four thematic groups. These four theme groups Flair, Craft, Taste and Green represent the special architecture, the authentic ambience, the German tradition with its manufactures and craftsmanship as well as the traditional German regional cuisine and the beauty of nature and give them orientation in the tourist environment. Selected protagonists with their very personal stories show how German.Local.Culture. is rooted in the daily life of Germans. The range of tourism products in the four thematic groups is mainly provided by small and medium-sized enterprises.