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#EnjoyGermanFood – Culinary Germany in the focus of GNTB brand communications in 2018

January 17, 2018 Destination Germany No Comments Email Email

The German National Tourist Board (GNTB) is focusing its  global sales and marketing activities in 2018 on the ‘Culinary Germany’ campaign. At the  heart of the campaign lie offerings that are typical of each region. These enable visitors  to experience culinary traditions in an authentic way and to explore Destination Germany while enjoying great food and drink.

Winter menu at the Bachstelze restaurant in Erfurt ©GNTB, Jens Wegener

Winter menu at the Bachstelze restaurant in Erfurt ©GNTB, Jens Wegener

“The many different regional cooking styles and specialities, as well as the broad range of places to eat are among the strengths of Destination Germany, and we want to highlight this in our campaign,” says Petra Hedorfer, Chief Executive Officer of the GNTB. “By emphasising regional and seasonal produce, we are supporting Germany’s
positioning as a sustainable travel destination and promoting tourism in rural areas.”

Seven per cent of foreign holidaymakers choose to visit Germany because of the variety and quality of the food and drink on offer. Going to restaurants and cafés is the second most popular holiday activity, behind only sightseeing.
Cross-media campaign strategy  The ‘Culinary Germany’ campaign is built around three closely intertwined pillars that are linked through accompanying online and offline communication activities.

A film project uses authentic stories to showcase the typical dishes of each federal state.

In spring 2018, the GNTB will be hosting food truck events in the international source markets, focusing on white asparagus, bread and wine.

At international cooking events, influencers will be cooking up specialities from the film project, adding another dimension to the cross-media marketing campaign.

By working closely with its partners, including the German Wine Institute as a premium partner, the GNTB will be raising the profile of the year’s campaign in international source markets.

Food and drink as a lifestyle element

Regional food markets are firmly established in urban life, as are food festivals and food truck events. More and more restaurateurs are developing their menus based on regional and seasonal products and traditional recipes, in order to offer good oldfashioned and delicious food. Visitors from around the world can enjoy authentic German culinary culture at traditional festivals throughout the year.

From street food to Michelin-starred cuisine

The Michelin Restaurant Guide currently lists 300 restaurants in Germany with one to three stars – more than ever before. This underlines the growth of high-end gastronomy in Germany compared to the international market. And everyday food in Germany is also international: alongside traditional cuisine you can find Mediterranean, Far Eastern and Asian influences on menus everywhere.

Enjoy a drink

Wine and beer are considered national drinks in Germany, and German wines and beers are highly regarded around the world. Vineyard tours are ideal for getting active and indulging. More than 500 experts are on hand in Germany’s 13 winegrowing regions to show people around the vines. In the German Wine Institute’s ‘riesling lounges’, some of
which are also located outside the wine regions, visitors can enjoy a modern experience of German wines. A cooperation agreement with the German Wine Institute is supporting these activities.

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