Strengthening promotional activities in the German market

In terms of importance, despite the crisis, Germany remains the most important emitting European tourism market. Environmental protection and sustainable development have also become important factors in the tourism industry, both in addressing and developing new tourism products, which also applies to the German emitting market.

In accordance with the great importance for Slovenian tourism, the STB will carry out a number of promotional and marketing activities in the German market. The emphasis will be given to clearly set target segments, higher value-added products and the strengthening of the perception of Slovenia as a safe, nearby tourist destination, which emphases sustainable development and green tourism. The STB maintains the strategic orientations of Slovenian tourism in all further communication activities, with the special emphasis on active experiences in nature and sports tourism as the umbrella communication topic for 2022-2023.

The focus will be put on the states of Baden-Württemberg, Bavaria, Berlin, Hessen, North Rhine-Westphalia and Hamburg, due to higher purchasing power and great media importance. Thanks to good car accessibility, the STB will also carry out promotional activities also in Saxony.

As in other nearby markets, the STB also in Germany places special emphasis on digital content marketing, communication with the B2C segment through various communication channels (offline, online) and with top content or stories. The STB addresses selected target segments of the upper income class, which are looking for sustainable, authentic and non-mass destinations. At the same time, the STB continues to intensify cooperation with the business community (B2B) through various activities (fairs, webinars, workshops etc.). 

ITB Berlin ranks among the top international tourism fairs in terms of importance and size and boasts the longest tradition. This year, for the second time, it will be held virtually, but, different from last year, divided into two parts:

1) Virtual ITB Convention, (March 8-10, 2022), as the leading think-thank in the travel industry. The congress part of the ITB focuses on solutions in the field of digitization, sustainability and resilience. Top speakers will provide insight into the travel industry by covering a wide range of different topics.

2) ITB Berlin Business Day (March 17, 2022)

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