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GNTB theme for 2014

UNESCO World Heritage in Germany a major selling point for cultural tourism from abroad
Frankfurt am Main/Stuttgart, 6 May 2013 Destination Germany is one of the most popular tourist destinations in Europe and is, according to IPK International 2013, the number one cultural travel destination for Europeans. It was ranked fifth out of 50 nations worldwide as a cultural destination in the Anholt-GfK Roper Nation Brands Index. Prominent among Germany's many cultural treasures are the 37 natural and cultural heritage sites that have been recognised by UNESCO. In 2014 the German National Tourist Board (GNTB) will be putting Germany's UNESCO World Heritage sites at the centre of its global marketing activities under the banner 'UNESCO World Heritage sustainable cultural and natural tourism'. Importance of the UNESCO world heritage sites for tourism in Germany "The UNESCO status is not only of great importance to Germany, it's also a key indicator of quality in international tourism," says Petra Hedorfer, Chief Executive Officer of the GNTB. "In partnership with the German Commission for UNESCO and German UNESCO World Heritage Sites Association, we will be pursuing intensive marketing activities in order to raise the international profile of Germany's UNESCO World Heritage sites and to promote cultural tourism to Germany." The German Commission for UNESCO and the GNTB have developed a joint logo that will provide a common thread running through all communications relating to the 2014 theme. "The UNESCO brand brings additional visitors to Germany, but can also help to promote sustainable development and understanding between nations. This collaboration with the GNTB gives us the opportunity to make world cultural and natural heritage accessible to even more people and to raise awareness of the importance of world heritage and of UNESCO, explains Dr Roland Bernecker, Secretary General of the German Commission for UNESCO.

German National Tourist Board (GNTB) Beethovenstrasse 69 60325 Frankfurt am Main Germany

Phone: +49 69 97464-262 Fax: +49 69 97464-233 presse@germany.travel

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Of the 962 listed UNESCO world heritage sites, just under half (44 per cent) are in Europe, and 37 of them are in Germany. Only three other European countries have more world heritage sites. Germany's UNESCO World Heritage includes important churches, abbeys and palaces, parks, historic town centres, industrial and cultural monuments and entire natural landscapes. They are a key part of tourism in Germany and play a significant role in the country's outstanding image as an attractive cultural destination. In the Travel & Tourism Competitiveness Report published by the World Economic Forum in 2013, Destination Germany scored 6.3 out of a possible seven points for its cultural resources in an international comparison of 140 countries. The current Quality Monitor survey of the German tourism industry shows that 50 per cent of visitors from abroad chose Germany for its sightseeing. The proportion of visitors on cultural trips is highest from the USA (22 per cent) and the UK (17 per cent) .The 'UNESCO World Heritage site' designation is a travel incentive for 34 per cent of cultural tourists, which means that having world heritage status is like having an international seal of quality. Cooperation between the GNTB and the German UNESCO World Heritage Sites Association The German UNESCO World Heritage Sites Association has been a member of the GNTB since 2010, and through this close international cooperation aims to promote sustainable and low-impact tourism to Germany's UNESCO World Heritage sites. The website, a joint publication and intensive media work are the core tools in the international sales and marketing activities promoting World Heritage sites. Multimedia content on the UNESCO World Heritage sites is available in twelve languages at

www.germany.travel/unesco. 360-degree panoramas, photos and videos give visitors to the website a virtual experience of the different attractions. In preparation for the 2014 theme year, the GNTB Is also developing a new cultural travel magazine focusing on UNESCO. The GNTB also generates additional content via social media activities: in March 2013 it sent leading blogger Gary Arndt, author of the 'Everything Everywhere' blog (www.everything-everywhere.com), on a tour of UNESCO world heritage sites. The GNTB is thus already generating content for the 2014 theme of UNESCO World Heritage sustainable cultural and natural tourism, which it will use to actively market the 37 world

German National Tourist Board (GNTB) Beethovenstrasse 69 60325 Frankfurt am Main Germany

Phone: +49 69 97464-262 Fax: +49 69 97464-233 presse@germany.travel

www.germany.travel

heritage sites in Destination Germany.

About the GNTB The German National Tourist Board (GNTB) has its headquarters in Frankfurt am Main, Germany. It works on behalf of the Federal Ministry of Economics and Technology (BMWi) to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. The GNTB develops and communicates strategies and products to promote Germany's positive image abroad as a tourist destination and to encourage tourists to visit the country. It has 30 agencies around the world to support its activities. More information can be found in our online press centre at www.germany.travel/presse.

German National Tourist Board (GNTB) Beethovenstrasse 69 60325 Frankfurt am Main Germany

Phone: +49 69 97464-262 Fax: +49 69 97464-233 presse@germany.travel