Story Ideas

Every year, the GNTB runs campaigns centred around themes that promote the many facets of Destination Germany. Our focus is on special anniversaries, events of international significance and some of the lesser known aspects of our core brand.

Here you will find Press kits containing all the information you need about current and previous campaigns.

Our Stories


Germany – the destination for nature and activity holidays

Nature, health and relaxation are firmly enshrined in the core brand of Destination Germany, a fact that is reflected in the outstanding range of active holidays in unspoilt nature it is able to offer. An increasing number of international visitors choose one of the many available options to actively explore the country’s coastlines, mountains and holiday regions, making Germany the second most popular destination for nature-based travel among Europeans travelling worldwide in 2019. #WanderlustGermany is a new campaign by the German National Tourist Board (GNTB) that focuses on premium active pursuits centred around the core activities of walking and cycling in Destination Germany’s exceptionally diverse areas of natural beauty.

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In need of inspiration?

Here you will find plenty of interesting information and surprising facts about active holidays and holidays in the heart of nature in Germany.

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German Summer Cities

German Summer Cities

Germany is the number one destination for culturally minded Europeans, which is why the city break and cultural travel segments are particularly important to us. The German National Tourist Board (GNTB) developed a global cross-media campaign in 2019 with the slogan 'German Summer Cities'.

The storytelling focused on the five clusters (Urban cities, Romantic Germany, Holidays by the water, Places of interest and Art & culture) will be continued and will cover a broad spectrum of German metropolitan regions.

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Beethoven als Bonner Weltbürger

250th anniversary of Ludwig van Beethoven's Birth

The German pianist Ludwig van Beethoven was one of the world's most gifted composers, and today is one of the most played. He not only led the Viennese classical period to its peak but also paved the way for the music of the Romantic period.

In 2020, we will be celebrating the 250th anniversary of the birth of Beethoven. To mark the occasion, the GNTB has developed an international campaign featuring the tag #DiscoverBeethoven.

It incorporates museums, exhibitions, the routes Beethoven travelled and sites associated with his life and legacy, and offers the opportunity to discover Germany as a land of music.

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Oberammergau: Der Chor

Passion Play Oberammergau 2020

Postponed to 2022

To put an end to the plague, the inhabitants of Oberammergau swore in 1633 to recreate, once every ten years, the suffering endured by Jesus Christ during the last five days of his life.

Today, the Passion Play is one of Germany's traditional trademarks as a destination for cultural travel and has been included in the nationwide list of intangible cultural heritage.

The Passion Play will take place for the 42nd time in 2020 and is expected to attract around 450,000 visitors from around the world to more than 100 performances.

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2019: 200th anniversary of Theodor Fontane's Birth
2018: #EnjoyGermanFood – Culinary Germany in the focus of GNTB brand communications in 2018
2017: Luther 2017 – 500 years since the Reformation
2017: GNTB will use Berlin’s 2017 International Garden Show to promote Germany’s ‘Green City’ destinations
2017: Theme for 2017: documenta 14
2016: Holidays in the heart of nature in Germany
2015: Traditions and Customs
2015: Germany reunified. 25 years on.
2015: German scenic routes
2015: 500th birthday of Lucas Cranach the Younger
2014: UNESCO World Heritage – Sustainable cultural and natural tourism
2014: 600th anniversary of the Council of Constance
2013: Brothers Grimm anniversary: 200 years of folklore and fairytales
2013: 200th anniversary of Richard Wagner's birth
2013: 150th anniversary of Henry van de Velde’s birth