German National Tourist Board partners with GSTC for sustainable tourism

Tuesday, January 16, 2024

The German National Tourist Board joins GSTC focusing on sustainable tourism and digital tourism in Germany, using latest tech and promoting eco-friendly travel practices.

The German National Tourist Board (GNTB), under the guidance of the Federal Ministry for Economic Affairs and Climate Action, has embarked on a mission to showcase Germany as an attractive tourist destination for global travelers. Collaborating with both the German travel industry and various private-sector entities, the GNTB focuses on devising strategies and crafting marketing initiatives that highlight Germany’s appeal and allure to international visitors.

Emphasizing Sustainable and Digital Tourism
The GNTB, in its recent alliance with the Global Sustainable Tourism Council (GSTC), underscores its commitment to progressive tourism aligned with the German government’s goals, particularly in sustainability and digitalization of the tourism industry. This commitment is reflected in a three-pronged approach that integrates knowledge sharing with external collaborators, a robust communications strategy, and an internal focus on sustainability. Through these efforts, Germany is positioned as a destination among global travelers that champions both sustainability and inclusivity on the global tourism stage.

Innovative Technologies and Data-Driven Marketing
The GNTB is at the forefront of adopting cutting-edge technologies such as virtual, augmented, and mixed reality, alongside voice assistants and AI-driven tools like chatbots. This technological prowess is essential for enhancing the visibility of tourism offerings on AI-based marketing platforms. Central to this is the GNTB’s management of the open-data/knowledge graph project, which coordinates efforts within the German tourism sector.

International Presence and Head Office Operations
With 25 international agencies, the GNTB’s global operations are orchestrated from its headquarters in Frankfurt.

Promoting Sustainable Tourism in Germany
For over seven decades, the GNTB has been actively promoting Germany as a prime travel destination on the international stage. A key aspect of this promotion is encouraging sustainable travel practices among global visitors. The GNTB’s website offers unique sustainable vacation options and features a CO2 calculator to estimate and offset the carbon emissions of travelers’ journeys, whether by air or car, through certified carbon offset initiatives.

Germany’s Sustainable Development and Climate Goals
Since the adoption of the National Sustainable Development Strategy in 2002, Germany has been steadfast in its pursuit of the Sustainable Development Goals (SDGs). The strategy, updated in 2021, focuses on expediting the realization of the 13th Global Sustainability Goal, dedicated to climate protection measures. The German government’s commitment is further reflected in the Climate Protection Act, passed in 2019 and amended in 2021, which aims for Germany to achieve greenhouse gas neutrality by 2045, with specific emission reduction targets already in place.

GNTB’s Sustainable Tourism Initiatives and GSTC Membership
Petra Hedorfer, Chairwoman of the GNTB Board of Directors, highlights the board’s successful efforts in cultivating a sustainable image for Germany as a travel destination. Recent industry insights show that a significant majority of international travel industry leaders recognize Germany as a sustainable destination and market travel to Germany with sustainability as a key focus. The GNTB’s GSTC membership facilitates the exchange of experiences and expertise with other GSTC members, enhancing Germany’s sustainable tourism offerings on an international level and sharing valuable insights with German tourism partners.

GSTC’s Warm Welcome and Collaborative Vision
Randy Durband, CEO of GSTC, expresses a warm reception to the GNTB as a new member of the council. GSTC values each member as a potential catalyst for promoting sustainable travel and tourism. The collaboration with the GNTB is anticipated to further advance sustainable tourism practices within Germany. GSTC encourages destinations that are committed to sustainable tourism development and management to join as members and apply the GSTC Destination Criteria. This membership and adherence to these criteria can ultimately lead to certification by a GSTC-Accredited Certification Body, reinforcing the commitment to sustainable tourism practices.

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