Entitled German Summer Cities, this digital marketing initiative was supported by themed weeks and pop-up events in numerous source markets. Partner involvement was offered for the international multi-day events and the activities in online channels.

The hashtag #GermanSummerStories connects all social media activity. Petra Hedorfer, Chief Executive Officer of the GNTB, explains: "As the market leader in the city break and cultural travel segments, we are continuing our storytelling with five clusters.

In addition to the Urban cities cluster, with highlights such as vibrant urban centres, shopping and rooftop bars, the campaign focuses on rural aspects in the Romantic Germany cluster – historical small towns, vineyards, traditional food and drink, and castles, palaces and parks. Summer holidays in Germany feature a multitude of attractive offerings which come under the Holidays by the water cluster. These include coastal experiences, floating swimming pools, beach clubs, island getaways, swimming lakes, raft trips, pleasure cruises, house boats, and rivers and lakes.

The Art and culture cluster, an important factor in the choice of destination for international visitors, promotes museums and exhibitions, music and shows, industrial heritage and open-air events. Finally, there are the Places of interest that make Germany so appealing as a travel destination. And Germany, unlike many of its competitors, has more than just one landmark: from the Elbe Philharmonic Hall and Brandenburg Gate to Neuschwanstein Castle and the Zollverein Mine, there are so many great attractions on offer. The active integration of places of interest in the 16 federal states provides genuine reasons to travel."