Sustainability in action · current trends, best practice and future challenges in digital marketing. More than 50 leading representatives from the German travel industry took part

Sustainability in action Shining a spotlight on the German National Tourist Board’s commitment to sustainability

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Sustainability in action

Sustainability opens doors to the futureThe GNTB is responsible for enhancing Germany’s positive image around the world as a travel destination and in doing so encouraging growth in tourism to Germany.

In an environment shaped by the pressures of increasing travel, climate and demographic change and growing competition between destinations, sustainability is becoming a key locational factor and marketing focus.

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The GNTB and its innovation management

Dear reader,

A key strategic task for the GNTB is to position Germany as a sustainable travel destination. Offering sustainable tourism is essential if Germany is to remain competitive in the interna-tional market against a background of shifting travel patterns, climate change and high consumer expectations. This means that the entire tourism value chain must strike a balance between commercial efficiency and environmental and social responsibility. In light of current demographic changes, acces-sibility is an integral element of sustainable tourism.

Since 2013 the GNTB has been reviewing all areas of its day-to-day operations in terms of future viability, identifying scope for improvement and making substantial progress in a number of projects.

The innovation management team was set up as an in-house support department to coordinate and implement all these measures.

Innovation management’s primary function is to establish sustainability, which incorporates barrier-free travel and corporate social responsibility, as a core value in the Destination Germany brand.

The following report provides insights into the GNTB’s various projects and activities, as well as an overview of what has been achieved so far and what challenges lie ahead.

Sustainability is a matter that concerns all organisations, brands and generations, and it is our way of recognising our responsibility for the future.

Yours sustainably, The German National Tourist Board



With 1.3 billion arrivals each year, global tourism presents as many opportunities as it does challenges in terms of balancing economic gains with environmental and social responsibility.

Tourism brings jobs and prosperity to popular destinations. Emerging markets and developed countries alike are benefit-ing from the economic value created by the tourism trade. This requires a level playing field for companies and organi-sations operating in the tourism sector.

However, the growing number of travellers poses ecological challenges resulting from the dramatic increase in transport services and the consumption of resources along the tourism value chain. The positive economic effects of high tourist volumes contribute towards the upkeep, protection and conservation of significant cultural monuments and landscapes, provided these are responsibly managed and part of a sustainability-focused framework of tourism product development.

The GNTB recognises this responsibility by continually work-ing with its tourism partners in Germany to develop sustain-able products and services. A lot has already been achieved in this regard. With environmentally friendly transport options, an ethical hotel and restaurant trade, modern communica-tion methods and the strategic development of tourism in rural areas, Germany is setting the benchmark in sustainable tourism.

In accordance with its charter, the GNTB ensures small and medium-sized businesses are actively involved, and helps them to uphold their commitment to sustainability.

Germany has set a high standard in many fields, which the GNTB showcases on the international stage, providing a further boost to the country’s positive image.

1. Our objective: understanding sustainability as a complex challenge for the tourism industry



Showcasing Germany at the Paralympic Games from German House in Rio de JaneiroThe project kicked off with an opening event in Berlin on 30 September 2015: ‘On your marks, get set, go: Brazil and Germany – partners in inclusivity and at the Paralympics’.

This was followed in September 2016 by an information event for tour operators, as well as talks with respected journalists and influencers in São Paulo on the topic of sustainability and acces-sibility in Germany.

The highlight of the Paralympic Games project was the event co-hosted by the GNTB and the German-Brazilian Cham-ber of Industry and Commerce on 15 September 2016 in Rio de Janeiro.

SPOTLIGHT

Destination Germany is already in a very competitive position in the global market for sustainable tourism. This makes the GNTB a sought-after part-ner for national and international conferences focused on sustainability in tourism.

In recent years, the GNTB has system-atically established close contacts with leading international organisations in the sustainability field, including the United Nations World Tourism Organization (UNWTO) and the Global Sustainable Tourism Council (GSTC), as well as with the NGO Green Destinations and the international certifica-tion body Green Globe. The GNTB uses these organisations’ events, platforms and projects to present Germany to the

world as a destination with exemplary sustainability standards in its tourism products and services.

As part of a bilateral partnership, the GNTB has been working with Brazilian tour operators’ association Braztoa since 2013. This collaboration has seen the GNTB judge a national sustaina-bility competition in Brazil, organise fact-finding tours in Germany for Brazilian travel experts and compile an inclusion handbook in conjunction with the German-Brazilian Chamber of Industry and Commerce.

At the first Global Congress of Knowledge Economy, held in the Chinese city of Qingdao in 2014, the GNTB presented projects and services with top sustainability credentials.

The GNTB’s international activities make it a soughtafter partner for sustainable tourism



The GNTB was a gold sponsor of the UNWTO’s International Year of Sustainable Tourism for Development 2017The United Nations General Assembly designated 2017 the International Year of Sustainable Tourism for Development.

The campaign was coordinated by the United Nations World Tourism Organ-ization (UNWTO), which is setting up collaborative partnerships with govern-ment bodies and NGOs and reporting to the UN General Assembly on the international year’s progress.

The GNTB supported the UNWTO cam-paign as a gold sponsor, took part in international events and presented Ger-many’s exemplary sustainable tourism credentials to a global audience.

“The International Year of Sustainable Tourism for Development is a unique opportunity to raise awareness on the contribution of sustainable tourism to development among public and private sector decision-makers and the general public, while mobilising all stakeholders to work together in making tourism a catalyst for positive change.”

Taleb Rifai, SecretaryGeneral of the UNWTO

Five action areas highlighted by the UNWTO campaign:

(1) inclusive and sustainable economic growth

(2) social inclusiveness, employ-ment, and poverty reduction

(3) resource efficiency, environmental protection and climate change

(4) cultural values, diversity and heritage

(5) mutual understanding, peace and security



The GNTB has systematically developed its expertise in the field of sustainability in response to global trends in the tourism sector.

All of the GNTB’s global marketing activities for Destination Germany are based on systematic market research gathered from a wide range of sources. The GNTB draws on all major tourism studies and reports for its market research.

Data relating to inbound tourism to Germany and to its competitors is featured in the annual publication IncomingTourismus. The market research team’s pool of data is avail-able online for use throughout the organisation.

The GNTB also scouts out future trends, analysing patterns that could be of significance for inbound tourism to Germany and incorporating this into its marketing plans.

The GNTB is a soughtafter partner for sustainable tourism in Germany

… thanks to its use of data

Big data facilitates sustainable gains in efficiency The digital revolution puts at our disposal an ever-growing volume of increasingly detailed and diverse data. The analysis of GDS data for flight book-ings allows medium-term forecasts to be made, and by comparing it against historical data, individual markets can make more reliable predictions.

GlobalWebIndex records consumer data from more than 40 countries. It collates its findings from four annual rounds of qualitative interviews with 200,000 test subjects.

Tools such as nSight are used to ana-lyse consumer searches and bookings through online travel agencies, allowing a granular comparison to be made between travel intentions and actual bookings.

SPOTLIGHT



The GNTB is funded by the Federal Ministry for Economic Affairs and Energy (BMWi) and operates on the ministry’s behalf under a resolution passed by the German parliament. Its activities are therefore aligned with the interests of Germany as a whole. The GNTB serves the common good rather than short-term individual interests.

70 members from various segments of the tourism sector, 16 sponsors sharing industry expertise, and numerous stra-tegic partners at home and abroad sup-port the GNTB’s work and benefit from being part of a strong network.

The GNTB is a soughtafter partner for sustainable tourism in Germany

… thanks to its strong network

Thuringia visit-thuringia.com

Allgemeiner DeutscherFahrrad-Club

NaturparkeDeutschland



SPOTLIGHT

In line with its charter, the GNTB pro-motes the expansion of the tourism trade (which mainly comprises small and medium-sized enterprises), offers its knowledge to partners, members and sponsors in various formats, and brings together the expertise available within its network.

Germany Incoming and Brand Summit, December 2016: In a two-day interactive workshop, the GNTB – together with some 100 influencers, traditional media representatives and experts from nearly 20 countries – analysed the corporate image and future viability of the Destination Germany brand, as well as future branding options.

Destination Germany Day: This travel industry conference is a collaborative project of the GNTB and the tourism trade magazine fvw. The first event, held in January 2016, focused on digital technologies and the challenges they present.

Digital Days: The GNTB’s Digital Days highlights current trends, best practice and future challenges in digital marketing. More than 50 leading representatives from the German travel industry took part in the event held in June 2017.

Twice a year the GNTB publishes a magazine called DZT 360°, which it uses to communicate with stakeholders and highlight current marketing themes:

Issue 1, 2014: Barrierfree travelIssue 2, 2014: Holidays in the German

countrysideIssue 1, 2015: Online marketingIssue 2, 2015: Holidays in the heart

of nature

The GNTB regularly stages workshops on specific sustainability-relevant topics for industry decision-makers. Examples include hotel workshops and workshops on sustainable tourism.

Sharing expertise through the GNTB’s knowledge platforms


What we do: our threepillar strategy for positioning Germany as a sustainable tourism destination

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What we do: our three-pillar strategy for positioning Germany as a sustainable tourism destination

Internal sustainability initiative

Communications strategy

Product development

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2.1 What we do: our three-pillar strategy for positioning Germany as a sustainable tourism destination

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Product development: playing an active part in the development of specific products and services for sustainable tourism

Sustainability is a key factor in Destination Germany’s brand profile, so long as products are attractive and bookable. The GNTB uses its expertise and its net-work to help partners develop products and services that combine commercial efficiency with a low environmental footprint and a high degree of social responsibility.

The GNTB hosts its own workshops together with partners from Germany’s travel industry and is actively involved in the project advisory committee of the Federal Ministry for Economic Affairs and Energy (BMWi).

Developing tourism in rural regions A thriving tourism industry can help maintain quality of life and infra-structure in rural areas facing the challenges of demographic change and urbanisation.

The BMWi provides support in the shape of strategic initiatives, such as the 2013 campaign Tourism Prospects in Rural Regions.

The project ‘The Destination as the stage: how does cultural tourism bring success to rural areas?’ was also realised.

The GNTB supports these initiatives through its own marketing and brings them into focus with its theme-based campaigns.

2014: Beyond the cities – holidays in the German countryside UNESCO World Heritage sites in Germany Sustainable cultural and natural tourism 2015: Traditions and Customs Scenic routes of Germany Young Danube against the flow / back to the source 2016: Holidays in the heart of nature – Germany’s national parks & nature parks



Judging panellist and project advisor

Destination Germany

Green Germany

Accommodation

Mobility

Naturaldiversity

Walking

Cycling

Food & drink

Public transport

UNESCO

Accessibility

MICE

Towns, cities and regions

Nature

Recreation

Culture

Events

Infrastructure

SustainabilityCustoms

Biosphere reserves

Experience

Conservation

Renewable energies

Tradition

Hospitality

Innovation

Regional products

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Low-impact tourism

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At the first national competition for sustainable tourism destinations, held in 2013, regions across Germany were judged by experts according to 50 differ-ent criteria. This provided an up-to-date analysis of tangible sustainable travel options. The GNTB was represented on the competition’s panel of judges. Nominees and prize winners were praised for clearly demonstrating the opportunities that sustainable products offer for the tourism market.

Following on from this, the GNTB launched its ‘Naturally unique’ project to show an international audience what sustainable tourism options are available in Germany’s areas of natural beauty.

As part of the project, the GNTB pro-duced a guide to 18 regions chosen for their exceptional sustainability concepts. The guide, which is available online and in printed form, also features sections on eco-friendly accommodation and accessibility. The full content is available in various languages at www.germany.travel.

Applications for the national competi-tion, for which the GNTB was an advi-sory partner, opened in November 2016. Regions and, for the first time, towns and cities were invited to send in their applications by the end of January 2017. The entries were judged according to criteria based on the ‘Practical guidelines for sustainability in the German

travel industry’, a publication for which the GNTB was also on the advisory board. The GNTB assisted the finalists and the winners of special awards with their international marketing.



Judging panellist and project advisor

Innovation, quality, customer focus, efficiency and sustainability are the criteria by which the candidates for the annual German Tourism Award are selected. Industry experts and media representatives to judge the sub-missions. The GNTB brings expertise to the judging panel, especially in the field of sustainability.

Following on from the fantastic recep-tion of its first Tourism for All awards in 2014, Deutsche Bahn presented the accolade for the second time in 2016. The award is designed to promote bar-rier-free products and services within the German tourism industry. The GNTB was on the panel of judges that chose the winners.

The Federal Ministry for Economic Affairs and Energy is promoting the expansion of accessible tourism through its Travel for All project. This is based on the notion enshrined in German law that people with disabilities should be able to participate fully and equally in all areas of life and society. People with temporarily or permanently restricted mobility or with cognitive impairments should also be able to experience the many facets of Destination Germany. This initiative also makes life easier for pregnant women and families with children in pushchairs. Older travellers, part of an ever-growing demographic, also benefit greatly from the greater comfort, convenience and customer focus offered by barrier-free tourism.

The main goal of the project is to introduce a nationally recognised signage system for tourist attractions and services.

Throughout Germany, companies and organisations representing all stages of the tourism service chain are being documented, evaluated and accredited in accordance with standardised criteria. A key part of the project is a training programme for tourism service provid-ers. The GNTB is actively involved in the project as a specialist advisor. It is also using its global network to present the results of the project as examples of best practice at international industry events.


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Videos showcasing Germany’s sustainability credentialsThe videos are featured on www.germany.travel, on social media and at events such as workshops, con-ferences, trade fairs and press events.

The GNTB uses these videos to cover a range of sustainability topics relevant to the tourism trade. These include urban gardening, upcycling, eco-friendly transport, sustainable accommodation, green meetings, slow food and areas of natural beauty.

SPOTLIGHT

When it comes to sustainability, Desti-nation Germany is well positioned in the international market. In many towns and cities, the exceptional intermodal transport network is supplemented by environmentally friendly electric options. Thanks to the many certified bike trails and walking routes, you can explore Germany without leaving a carbon foot-print. Food-lovers are well catered for by restaurants serving regional and season-al dishes, and hoteliers offer hospitality that is kind to the environment.

All this gives the GNTB good cause to present sustainability as a core value of the Destination Germany brand and to integrate these strengths into its inter-national marketing.

Here’s just some of what we are doing

– incorporating sustainability topics into our theme-based campaigns

– running ‘nature and sustainable travel’ pre-convention tours at the GTM Ger-many Travel Mart™

– supporting the Green Map of Germa-ny project, for travellers looking for sustainable places to stay and visit

– serving as a gold sponsor of the UNWTO’s International Year of Sustainable Tourism for Development 2017

Communications strategy: Establishing sustainability as a core value of the Destination Germany brand



A sustainable experience – available any time and anywhere www.germany.travel/sustainability

The GNTB has launched a new microsite for sustainable travel, timed to coincide with the start of the UNWTO’s Interna-tional Year of Sustainable Tourism for Development 2017.

Widely understoodChinese, Czech, Danish, Dutch, English, French, German, Hungarian, Italian, Japanese, Norwegian, Polish, Portuguese, Russian, Swedish, Slovenian and Spanish

Wideranging– eco-friendly travel (train, coach, public

transport, incl. information video)– sustainable accommodation– food & drink, traditions & customs

incl. open-air museums

– UNESCO World Heritage sites– slow travel, natural landscapes– green cities incl. upcycling– wellness, health & spa resorts– barrier-free travel– green meetings

Interactive, multimedia and state of the artThe microsite includes an interactive map showing certified sustainable accommodation – from eco-campsites to luxury hotels. This helps tourists, event organisers and journalists to find sustainable accommodation op-tions in Germany and helps with the planning of GNTB fact-finding tours, pre-convention tours, etc.

– practical: optimised for mobile devices

– userfriendly: one page per topic con-taining all relevant information

– engaging and authentic: compelling photos, slide shows and videos

– clear: additional map view showing open-air museums



An international presence Other marketing activitiesPresentations at international conferences

SPOTLIGHT

Panel discussion at the Global Green Destination Days in Ljubljana

Presenting at the GSTC European Regional Meeting in Athens

Numerous organisations receive regular communications about Destination Ger-many’s successes, and they then spread the word at their own international events.

This is how the GNTB has successfully presented Germany as a sustainable des-tination to tourism professionals from

the GSTC, the UNWTO, Green Destinations, the Paralympics, the WTM and the European Commission

In 2016 the NGO Green Destinations updated its list of the top 100 holiday destinations in the world to include Germany’s Bliesgau Biosphere Reserve and Uckermark region, as well as the East Frisian islands of Norderney and Juist.

greendestinations.info/top1002016/

The GNTB promotes Germany around the world as a sustainable travel desti-nation with the help of its global network of 32 regional and representative offices.

Newsletters, press conferences, special events and online and social media campaigns are employed to communi-cate Destination Germany’s sustainabili-ty credentials.

Journalists and market influencers are regularly invited on short trips to Germany to experience – and report on – the variety, quality and credibility of Germany’s sustainable tourism products and services.



The first Barrierfree Tourism Day took place as part of the 2012 ITB travel fair in Berlin. Since 2014 the GNTB has been responsible for organising this prominent trade event on behalf of the German parliament. It works in close collaboration with the National Coordination Board Tourism for All (NatKo) and with support from the Association of Barrierfree Destinations in Germany , the Tourism for All working group and the Messe Berlin exhibi-tion centre.

Barrierfree Tourism Day, held on the Friday of the ITB, is now a firm fixture on the accessible tourism calendar for political delegates, international travel professionals, journalists and repre-

sentatives of regional and municipal marketing organisations, cultural insti-tutions and trade associations. Industry experts see it as a platform for exchang-ing ideas, discussing new approaches to accessibility and showcasing to the media the progress that has been made.

A varied programme of talks on a wide range of key themes sees high-calibre speakers share examples of best practice and engage in panel discussions.

www.germany.travel/barrierfree

SPOTLIGHT

Barrierfree Tourism Day at the ITB



acting responsibly setting an example being authentic

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As a national tourist board, the GNTB must balance its own commercial effi-ciency with its environmental and social responsibility. In short, it has to practise what it preaches in its day-to-day oper-ations.

Since 2012 all in-house processes have been reviewed in terms of their sustain-ability. These reviews identified where improvements could be made and trig-gered a range of individual measures.

By systematically switching from print-ed brochures to online and social media activities, it has been possible to save up to 400,000 kg of CO2 every year.

Gaining a competitive edge through certification To validate these processes in order for them to be used in its marketing, the GNTB has entered into a range of certification schemes.

In 2013 the GNTB became the first national tourist board in Europe to be awarded Green Globe certification. At present only 71 organisations in Germany carry this seal of approval. After a successful recertification the GNTB received 2017 the Gold Member status.

In 2015 the GNTB was accredited as one of Frankfurt’s ECOPROFIT organisations. ECOPROFIT stands for ECOlogical PROject For Integrated environmental

Technology and is a cooperation be-tween local authorities and the local business community. In 2017 the GNTB also became part of the government-funded Energy Efficiency Networks initiative.

Leading by example – the GNTB’s own sustainability initiative

Deutsche Zentrale für Tourismus e.V.

Ökoprofit-Klub Frankfurt am Main



Selected energy and resourcesaving measures at head office In line with its code of conduct, the GNTB sets out to use resources that are as sustainable as possible; only environmentally friendly printer paper and cleaning products are used, and 100 per cent of the electricity comes from renewable energy sources.

A sustainability handbook for employ-ees contains helpful information and practical recommendations for further reducing their impact on the environment.

Efficient processes are the key to sustainability Employees pool their expertise and ideas in an in-house innovation lab to identify trends, evaluate how workable they are and, where possible, integrate them into the organisation’s routine processes.

More efficient communication The extensive use of video manage-ment and Skype for Business, as well as the introduction of a DAM (Digital Asset Management) system, helps to balance commercial efficiency with environmental and social responsibility by:

– preserving resources by saving on paper, postage and packing

– reducing travel costs within the organisation and time lost to travel

– reducing harmful CO2 emissions

– providing a clear and consistent legal framework for employees

– motivating teams to work creatively together.





Social responsibility to employees As an internationally operating organi-sation with representative offices in 32 countries, the GNTB has a special responsibility to integrate and involve its employees. Such an international team has to work with all kinds of different cultures in its day-to-day work.

In recognition of its responsibility to its staff, the GNTB offers employees medical checks and health days and conducts regular evaluations of their workspaces.

The GNTB’s recruitment processes fulfil the legal regulations on equal oppor-tunities for people with disabilities. Our internal processes offer scope for flexible working hours and we also take steps to reintegrate employees returning to work after maternity leave.

The human resources team also fulfils its corporate social responsibility by providing a range of professional training opportunities.

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New financial reporting tools improve efficiency and make business processes more sustainable

SPOTLIGHT

The ERP system MACH combines internal and external financial planning and reporting functions. It produces gains in efficiency that enhance the organisation’s ecological (and therefore commercial) performance at every stage along the value chain. The system helps to ensure projects are in compliance with the law, supports procurement and tendering procedures and incorporates an accounting workflow.

By including contract-related processes and the documentation of evidence, MACH also acts as a business intelli-gence evaluation tool, and therefore lays the foundations for new projects that are measured against even stricter sustainability criteria.

All of the GNTB’s global marketing activities are analysed using software from Cobra. The centralised system provides real-time information on the status and progress of the logged activi-ties and analyses all relevant KPIs.

Employees use the central data analysis tool to quickly and easily evaluate how well an activity has reached its target market and demographic, to precisely measure performance and to present the exported data in the form of charts to aid decision-making.

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The GTM Germany Travel Mart™ is the GNTB’s most important sales event for the German travel industry. Each year it is hosted by a different city or region.

Around 500 buyers from the interna-tional travel industry and approximate-ly 100 media representatives from some 40 countries attend the GTM to find out about the latest developments in Germany’s travel industry, to make new contacts and strengthen existing ones, and to do business.

Since 2012 the GNTB has committed to running the GTM as a green event, giv-ing decision-makers of the global travel industry a practical demonstration of

Destination Germany’s sustainability credentials.

– Delegates travel to and from the event by eco-friendly modes of transport, preferably by train.

– Transfers during the event use public transport.

– The catering team does not use any disposable plates or cutlery. Food and drink at the workshop and the evening events are sourced locally.

– The wide range of pre-convention tours for the international delegates includes a special itinerary focused on sustainability and accessibility.

– Where possible, brochures and pro-motional gifts are eschewed in favour of online communications. Paperless systems are in place for managing the invitations and the event itself.

www.germanytravelmart.de

SPOTLIGHT

GTM run as a Green Meeting since 2012


The future of sustainabilityGermany’s inbound tourism industry is growing in line with worldwide tourism trends and is taking steps to en-sure this development is as much about quality as it is about quantity.

Many German hotels, destinations and transport operators already offer products and services that answer travellers’ calls for sustainability. Certifications give consumers peace of mind by providing a common standard.

Aside from continually expanding the range of sustain-able products and services available in all segments, our most important task today is to ensure that the entire tourism value chain treats sustainability as a priority. Only then will tourism – as an industry with a conscience, as a future-focused sector and as a force in society – be able to stand the test of time.

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“The impact of tourism on the world can be negative or positive, and our goal is to see to it that the travel industry is a force for good.” Taleb Rifai, SecretaryGeneral of the UNWTO

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Documents

Sustainability in action · current trends, best practice and future challenges in digital marketing. More than 50 leading representatives from the German travel industry took part