Amazing architecture and authentic ambience, heritage of artisan manufacturers and local crafts, traditional regional cuisine and natural beauty are at the heart of Germany’s latest iteration of “German.Local.Culture” campaign, which the German National Tourist Board dubs its “relaunch for the restart” of travel.

The campaign, introduced to the trade at event in Toronto Thursday, features new content under four themes: “Green” “Flair,” “Craft,” and “Taste,” all tailored to tempt visitors to choose the central European country this year as pandemic measures ease and travellers hit the road – and air – again.

“Tourism is facing major challenges after two years of the pandemic and against the backdrop of the terrible war in Ukraine. In times like these, it is particularly important to send a signal for tourism that promotes peace, brings people together and is synonymous with tolerance and openness,” says GNTB CEO Petra Hedorfer.

“The German.Local.Culture. campaign conveys exactly this message – one of harmony between generations, traditions, and different cultural influences. It reflects authentic, local experiences in urban destinations while shining a light on rural areas and their sustainable tourism offerings. By providing a wide range of inspiration for travellers in the target markets, the campaign also promotes Germany as a destination for longer holidays for the culturally minded, for families and for people who like to get active.”

The campaign’s four themes are:

Green: Sustainable experiences in nature

Germany’s regions offer many opportunities to combine sustainable holidays with the flair of a city break. German.Local.Culture. focuses on this diversity in its ‘Green’ theme: people visiting cities in Germany can look forward to the cultural history and vibrant atmosphere, but also to enjoying the extensive parks and green spaces. Just outside the cities, country parks and woodlands provide a leafy backdrop to relax in.

As urban centre and rural regions grow closer together – facilitated, among other things, by convenient transport links and Deutsche Bahn’s Destination Nature initiative – a whole new dimension is added to the holiday experience: staying overnight in the city and exploring the great outdoors in the surrounding region, or holidays in rural destinations combined with the buzz of urban life. Consider:

• Flamingos and wild horses in Germany? In Zwillbrocker Venn, an area of moorland and wetland in the west of the Münsterland region, chicks hatch every year in the world’s northernmost flamingo breeding ground. The annual wild horse round-up in May is another unmissable experience.

• The funicular railway in the Schwarza Valley in Thuringia is one of the world’s steepest. It takes 18 minutes to climb the 323 m., all while producing electricity. The interactive museum at the top station shows visitors how this feat is achieved.

• The sea breeze and the forest air combine on the Baltic coast to create a stimulating climate that is perfect for recharging your batteries. Ten thalassotherapy trails of between four and 17 km. in length offer clean air and unspoilt nature in and around the seaside spa resort of Warnemünde, in the Stoltera conservation area and on Rostock Heath.

• Rare orchids and gentians, and endangered birds such as wood grouse and golden eagles, are well protected in Bavaria’s smallest national park in the Ammergau Alps. A guided tour with a ranger provides an authentic look at this captivating world.

• The Rhine Cycle Route follows the banks of the river for a total of 318 km. Thanks to the excellent rail connections, visitors can plan the tour the way they want it. Historic cities such as Speyer, Ludwigshafen, Worms, Mainz, and Koblenz are well worth a visit, as are the winegrowing regions with their charming vintner’s taverns.

• The stunning 45-km. Baden-Baden Panorama Trail, voted Germany’s most beautiful in 2020, is split into four sections, offering views over the spa town of Baden-Baden, across the Rhine Valley and into France, and over the peaks and valleys of the Black Forest mountains. And at every turn, there is regional cuisine to enjoy.

Flair: From half-timbered architecture to street art

Germany’s regional landscapes have their own unmistakeable character, not only because of their geographical location but also because of historical events and cultural influences. From the thatched roofs in the north to the Lüftl paintings in Upper Bavaria, and from brick Gothic buildings to Modernist architecture, the charm of the cities is accentuated by the regions in which they are located.

The ‘Flair’ theme addresses the demand for urban living in combination with regional roots, history, and contemporary cultural events. ‘Flair’ focuses on experiences that can be enjoyed, even under coronavirus conditions, and aims to inspire travellers to visit Germany in the future. Among them:

• Of the more than 100 markets held in the Hanseatic city of Hamburg, the Isemarkt is the top choice for foodies. Every Tuesday and Friday, 200 stallholders sell their delicious produce, and sometimes local poets turn up for a live performance.

• Every year, Dresden hosts international stars of classical and contemporary music, jazz artists and renowned dance companies at its music festival, set in the remarkable historical surroundings of this centre of culture and art on the Elbe river. In 2022, the Dresden Music Festival takes place from May 11 to June 10.

• The tall ship regatta in the Bay of Kiel is the highlight of Kiel Week, which also features sailing competitions, concerts, a ‘sail-in’ cinema and a grand fireworks finale. Kiel Week is a major draw in northern Germany’s events calendar.

• At the Cathedral Steps Festival in Erfurt, the city’s cathedral and St. Severus Church provide an evocative backdrop for performances of classical operas from Verdi to Bizet, and of musical adaptations of literary bestsellers such as The Name of the Rose.

• Das Viertel, Bremen’s trendy quarter located right behind Weserdeich, is home to more than 300 bars, cafés, and restaurants, many of which enjoy cult status. Museums, Bremen Theatre, and the old Bremen houses with their neoclassical and art nouveau facades provide the cultural interest.

• Since 2015, leading lights of the international street art scene have adorned the facades of eight residential blocks near Lake Tegel with murals up to 42 m. high. Some have been painted over again, ensuring that visitors can always enjoy a different urban art experience.

Craft: Artisan tradition and perfection

Germany’s towns, cities and regions are still alive with traditions and heritage. Centuries-old craftsmanship is the basis for the high quality and reliability that the world so often associates with German industry and with ‘Made in Germany.’ With its ‘Craft’ theme, the German.Local.Culture. campaign shows holidaymakers where they can experience these traditions for themselves. Such as:

• Black Forest cuckoo clocks are a cult classic – wooden timepieces that have been made by local manufacturers since the 17th century. They enjoy cult status around the world as examples of quality German workmanship.

• Nothing offers better protection from the sun, the sand, and the wind than wicker beach chairs, first created in MecklenburgWestern Pomerania 125 years ago and a familiar sight on Germany’s North Sea and Baltic coasts ever since.

Taste: Regional yet cosmopolitan

Culinary Germany offers variety, regionality and authenticity to its visitors, who greatly appreciate the wide range of choices available to them. Indeed, more than half of foreign holidaymakers say they want to enjoy food and drink that is typical of a particular region on their trip to Germany. In its ‘Taste’ theme, the German.Local.Culture. campaign presents a combination of artisan craft, culinary excellence, and warm, genuine hospitality to inspire potential visitors to Germany.

This is also reflected in the way that restaurants, cafés, and hoteliers have met the particular challenges posed by the COVID-19 pandemic: hygiene measures, expanded outdoor eating areas, innovative seating arrangements that allow for social distancing and screen protection have all become incorporated as standard into service concepts.

Germany offers a wealth of choice when it comes to food and drink: from vineyard visits to guided tours of more than 1,500 regional breweries all the way to fine dining at around 300 Michelin-starred restaurants. Visitors can sink their teeth into:

• The Havelland region of Brandenburg is known for its palaces and parks, and its churches and abbeys. But in the village of Ribbeck, (almost) everything still revolves around the pear. Here, the fruit is transformed into specialties such as Havelwasser (a mix of pear juice and wine), Eierbirne (pear-flavoured egg liqueur), and Williams Christ pear brandy.

• When hunting songbirds for food was outlawed in Leipzig in the 19th century, bakers invented a vegetarian alternative for this festive treat. Leipziger Lerche, or Leipzig lark, is made of shortcrust pastry, almonds, nuts, and strips of marzipan. To this day, it can only be found in the local area.

• Whether served in the traditional way with gherkins and slices of onion and apple, or in a modern style with a curry-banana sauce or an herb dip, fillets of young, pickled herring (Glückstädter Matjes) are simply delicious. And the best can be found in the small town of Glückstadt on the Elbe estuary.

Watch the campaign video HERE.