The German National Tourist Board (GNTB) hosts its first ever Brand Summit - the “Travel Destination Germany Incoming & Brand Summit” - in Munich on the 8th and 9th of December. Around 120 international media representatives will be attending, plus prominent contributors from the German tourism industry.
Petra Hedorfer, Chief Executive Officer of GNTB, explains the strategy behind this new event format: "Destination Germany is well positioned as an outstanding brand in global tourism. On the one hand, we have strong growth and continuing desire for travel, on the other hand, the increasing competition between travel destinations has led to changing travel trends and behaviour in global tourism. Hence, an attractive brand image, plus high profile brand communication, is important. This exchange between prominent guest speakers and our selected international decision-makers, will make a significant contribution to this process”.
The first day of the congress focuses on the current perception of Germany as a successful brand in an international context, as seen from different perspectives. Keynote Speaker Vadim Volos, Senior Vice President of Consulting at GfK New York, will present details on the positioning of Destination Germany within the latest GfK Roper Nation Brands Index. Speakers also include Bill McAndrews, Head of Group Communication Strategy, Corporate and Market Communications for the BMW Group, will be presenting BMW as a branded product "Made in Germany" and Franz Inselkammer, Owner and Managing Director of the Ayinger Private Brewery, as an example of a successful Bavarian beer brand, which sits between the traditional and modern. Simon Lehmann, President of Phocuswright, will present on the results of consumer studies and their significance.
The second day proceeds under the heading “Travel Destination Germany - a Brand in Dialogue". Justin Reid, Head of Destination Marketing EMEA from TripAdvisor.com, will report on the situation from the digital world, while Alex Vizeo, a Prominent Influencer from France, will talk about his role in dialogue with fans and followers. Online travel expert Rich Maradik, CEO of nSight, Nashville, will give his analysis of how, among other things, external influences effect consumer search and booking behaviour. Matthias Schultze of the GCB German Convention Bureau will report on current trends and topics of the German Meetings Industry and the global megatrends that will shape the Congress and Conference Industry in the future.
One of the main features of the event will be the numerous opportunities for interaction and discussion. Thus through a "dialog & engagement space" participants will be able to exchange information among themselves and actively participate in the panel discussions.
Jens Huwald, Managing Director of Bayern Tourismus Marketing GmbH, explains: "A living, successful brand for Travel Destination Germany and its tourist attractions is essential for the federal states and Germany’s tourism companies. That's why we are delighted to be supporting the GNTB’s first international Incoming and Brand Summit".