Online travel marketplace Wego and the German National Tourist Board (GNTB) have continued their partnership, which began in 2019, for a fourth consecutive year.
Wego is based in the Middle East and North Africa region and recorded one million searches on its platform for Germany this year.
The partnership aims to drive more travellers and increase the number of bookings and searches to the country. The two organisations intend to leverage their resources, marketing channels and customer bases to expand market reach with social media campaigns.
The German National Tourist Board is seeking to promote sustainable tourism including eco-lodges, green hotels, eco-tours and responsible travel initiatives within the country.
It works on behalf of the federal ministry for economic affairs and climate action and with private-sector partners and trade associations. Its primary strategic areas of action are:
- Developing evidence-based action plans on the basis of targeted market research and ongoing analysis of market-specific customer demand.
- Supporting the travel industry, which is dominated by small and medium-sized businesses, through relationship management and the sharing of knowledge.
- Raising awareness of the Destination Germany brand and enhancing the brand profile with a focus on sustainability and climate change mitigation.
- Conducting targeted market research and analysis of market-specific customer demand in relation to various aspects of travel in the context of sustainability and culture among those with values-based lifestyles.
Alongside its sustainable initiatives, the GNTB is also working to harness digitalisation for the nation's travel industry. It utilises immersive technologies (virtual, augmented and mixed reality), voice assistants and other conversational interfaces and artificial intelligence applications such as chatbots.
GlobalData analysis shows that Germany's travel and tourism industry does not exhibit an overreliance on any single source market, but intraregional travel is a noticeable trend. Nine of the country’s top ten source markets are located in Europe.
