​​​​​​​Experience the Cultural Flair of Munich this Summer

Munich is rolling out its local craft, taste, flair, and greenery offerings as Germany continues to welcome fully vaccinated travellers

Dubai, UAE, July 27, 2021 – München Tourismus, the official tourism office of Munich, is enticing GCC nationals and residents to explore its hidden gems and cultural experiences as part of the German National Tourism Board’s (GNTB) German.Local.Culture. campaign.

The campaign highlights Germany’s unique cultural flair through four essential elements including craft featuring traditional customs and craftsmanship; taste where travellers are encouraged to explore regional cuisine, flair including the historical culture of the city, and green which deep dives into pure nature and green sustainability offerings.

“The German.Local.Culture campaign provides travellers with a range of ideas to explore new regional cultural traditions, cuisines, and a diverse range of activities,” says Yamina Sofo, Director Sales & Marketing at the German Tourism National Office. “We look forward to welcoming travellers from across the Gulf region to experience Germany’s wealth of offerings.”

Germany began welcoming European Medicines Agency (EMA) approved, fully vaccinated travellers on 25 June. All travellers are advised to check individual German states entry requirements before travel.

 “Following the news that fully vaccinated international travellers can now fly to Germany, the summer presents an ideal opportunity to explore Munich’s rich, cultural history, which provides something for everyone to enjoy,” says Clemens Baumgärtner, governing member of Munich's city council and responsible for the activities of München Tourismus. “We encourage travellers to experience the city’s traditional professions and the people who are redefining their centuries-old craft, as well as enjoying views from vantage points across Munich.”

Munich From Above

Travellers can enjoy the summer breeze above the city lights of Munich at a range of rooftop lounges, perfect to watch the colourful German sunsets. The Blue Spa Lounge Terrace at the Five Star Hotel Bayerischer Hof is a classic hotspot where guests can have a light meal and drinks while gazing over the towers of Munich's old town. Travellers also looking for the latest hotspot in town can head to Mahjong Roof Bar at Mandarin Oriental to enjoy a stunning collaboration of Asian and Mediterranean vibes with an incredible view.

For those keen to explore the historical sights of Munich, the New Town Hall (Neues Rathaus) in Marienplatz, is a great cultural spot to take in the city. The 85-meter-high elevator oversees a different highlight of the city in each direction, including the Alter Peter Church and the Altes Rathaus, Old Town Hall. Private, guided tours of the New Town Hall are also available for those curious to explore the interior of the estate with an expert who can go into detail about the intricate craftsmanship of the building.

Shopping like Royalty

High-end shopping in Munich has been a visitor favourite for many years. Former Royal Bavarian Purveyors to the Court continue to offer products such as fine leather shoes, with tours led by Royal Purveyors run regularly by München Tourismus.

Explore the City by Foot

Munich’s peaceful, rather slow-paced lifestyle makes the area ideal for those who want to go on a city-wide trekking tour. Explore the slower pace of the city, while enjoying its sights through a 12-kilometre-long east-west passage route that takes travellers right through Munich, from Prinzregentenplatz to Nymphenburg Palace.

A 21-kilometre north-south passage walk invites travellers on a magnificent journey from BMW Welt beside the Olympiapark to the lake at Hinterbrühl. Visitors can also roam off grid into the royal wanderlust of the Bavaria castles and palaces, widely cited as being among the most beautiful in the world.

With direct flights from the GCC to Munich, Dusseldorf, Hamburg and Frankfurt, the country is easily accessible for those looking to spend the summer holidays in Europe.

For more inspiration on Munich please visit www.simply-munich.com

For more information on the traditional focused campaign, please visit the microsite https://www.germany.travel/de/kampagne/german-local-culture/home.html to learn more.

ENDS

For further information, please contact:

Emma Patterson / Yara Hamdan

germantourism@actionprgroup.com, +971 50 8212091

About München Tourismus

München Tourismus is, as a municipal tourism organisation, situated in the Department of Labour and Economics for the State Capital of Munich ("Referat für Arbeit und Wirtschaft der Landeshauptstadt München"). Together with its partners from the private sector – Tourismusinitiative München TIM e.V. – München Tourismus develops marketing, PR measures and tourism products to position Munich as a prime destination among its international competitors, and to promote tourism in Munich. The Tourism Commission of Munich, a joint body of the city council and the local tourism industry are working together to determine its strategic orientation.

About the GNTB

The German National Tourist Board (GNTB) is Germany’s national tourism organisation. It works on behalf of the Federal Ministry for Economic Affairs and Energy (BMWi) to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. Working closely with the German travel industry and private-sector partners and trade associations, the GNTB develops strategies and marketing campaigns to promote Germany’s positive image abroad as a tourist destination and to encourage tourists to visit the country.

The GNTB has a three-pronged recovery strategy for overcoming the challenges of the COVID-19 pandemic:

- Raising awareness of the Destination Germany brand and enhancing the brand profile

- Supporting the travel industry, which is dominated by small and medium-sized businesses, through relationship management and the sharing of knowledge   

- Developing evidence-based action plans on the basis of targeted market research and ongoing analysis of the impact of coronavirus.

During lockdown, GNTB used countercyclical marketing to maintain dialogue with customers, reflect changing preferences in its communications, and show empathy and provide inspiration.

Focus on digitalisation and sustainability

The GNTB promotes forward-looking and sustainable tourism in line with the objectives of the German government. The focus here is on digitalisation and sustainability. The GNTB is a pioneer when it comes to using immersive technologies (virtual, augmented and mixed reality), voice assistants and other conversational interfaces, and artificial intelligence applications such as chatbots. To ensure that tourism offerings are visible on AI-based marketing platforms, the GNTB coordinates the German tourism industry’s open-data project, which aims to develop a tourism knowledge graph.

Sustainability has been a core overarching topic for more than a decade and we engage with it as a strategic issue across all areas of the organisation. Our organisation follows a three-pillar strategy that combines the sharing of knowledge with external partners and a supporting communications strategy with our internal sustainability initiative. The GNTB promotes responsible tourism, a key growth area, by showcasing Germany as a sustainable and inclusive destination in the international travel market. This is particularly important as the COVID-19 pandemic has accelerated the global shift in travellers’ values towards greater social and environmental responsibility.

The GNTB has 27 foreign agencies that cover more than 40 markets around the world. Its head office in Frankfurt, Germany, is home to strategic departments such as Business Intelligence, Business Development and Brand Communications for Destination Germany.

Further information can be found in our online press center at www.germany.travel/presse. To download press pictures, please register via: https://dam.germany.travel

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