Typical German traditions and winter activities in the great outdoors are showcased in ‘Christmas sparkle’, the German National Tourist Board’s latest campaign, which invites visitors to take virtual trips to Germany in the run-up to Christmas. Using the hashtag #GermanyXmas, the GNTB is offering travellers inspiration in the shape of stories and images relating to customs, traditions and festive food and drink.

Petra Hedorfer, Chief Executive Officer of the GNTB, says: “We are deliberately focusing on dialogue and interaction in our communication strategy, even during the coronavirus crisis. In the past, the festive season with its more than 3,000 Christmas markets and numerous culinary and cultural events has been a big draw for travellers. In the months of November and December alone, international visitors (excluding business travellers) have made over 9.6 million overnight stays and spent almost €1.4 billion, providing a considerable boost to the hotel industry and retailers in many towns and cities. During lockdown, we are communicating not only empathy in view of this unprecedented situation but also inspiration. Our aim is to strengthen brand loyalty with the clear objective of welcoming many visitors back to Germany next year.”

Romit Theophilus, Director, Sales & Marketing, German National Tourist Office, India said “The Advent season in Germany is full of traditions and customs passed down through generations. Germany is a country that is rich in traditions, and this is illustrated particularly impressively in the festive period.”

Anyone interested can find information on varied Traditions date back to pre-Christian winter celebrations and light rituals on the GNTB website. The campaign will be played out via social media and newsletters.