Joint campaign by ONAT and Atout France in cooperation with SNCF TGV Est l’Européenne
The German National Tourist Office (ONAT) and its French counterpart Atout France are launching a joint campaign around inclusion in cross-border tourism. The campaign is carried out within the framework of the cooperation contract linking the tourist offices of the two countries, which have been working closely since 2014 in order to increase the attractiveness of their respective destinations.
In the spring, French influencers Pierre and Myriam Cabon from Wheeled World traveled with Germans Kim and Lorenz Lumelius from Wheeliewanderlust to the heart of Burgundy to discover Dijon. On the program, visits highlighting its cultural, natural and gastronomic heritage with, in particular, tastings of local specialties or the discovery of the International City of Dijon gastronomy and wine, a new emblematic place in the city which opened its doors in early May. The group then traveled with the SNCF to go to Germany in the Südliche Weinstraße, in order to learn more about the gastronomic terroir and the German wine culture. They also took the opportunity to explore the vast German natural landscapes. The communities of influencers were able to follow this Franco-German journey on social networks and this trip will be the subject of an exclusive video creation. This video will be posted on the YouTube accounts of influencers, ONAT and Atout France and will be relayed on social networks (Facebook, Instagram, and TikTok).
Petra Hedorfer, President of the Board of the German National Tourist Board (ONAT) explains:
For more than ten years, we have worked to anchor inclusion at the heart of our Germany, travel destination brand. Our joint campaign with Atout France and the SNCF gives new impetus to Franco-German friendship and encourages accessible travel as part of our eco-responsible strategy while strengthening the tourist attractiveness of rural areas. The use of the train as soft mobility is essential in this Franco-German collaboration.
Caroline Leboucher, Managing Director of Atout France, France’s tourism development agency:
This new campaign with ONAT and SNCF illustrates our common desire to strengthen the revival of tourist activity around values that are dear to us, including inclusiveness and sustainability. Allowing everyone to discover the beauty of our natural sites, to taste our art of living, while limiting the impact of their journey on the environment must be the driving force behind our action today.
Linda Madour, Deputy Marketing Director of TGV Est l’Européenne:
The train offers many possibilities for escape between France and Germany, while striving to limit its carbon footprint as much as possible. The SNCF, through its cross-border trains, thus contributes to bringing people together. Our high-speed trains, which run daily between France and Germany, play an active role in promoting the riches of our two countries. Our desire is to make travel accessible to everyone. Rail is and will remain an important factor of inclusion.
The importance of the France market for the Germany travel destination
In 2019, before the health crisis, France was in sixth place among European source markets with 3.9 million overnight stays. In 2021, the French market recovered the bar with 1.5 million overnight stays, an increase of 8 percent after the fall in overnight stays in 2020. Germany is also one of the favorite destinations for the French after Spain and Italy.
The importance of the German market for the travel destination France
In 2021, Germany was the leading source market for travelers to France with a total of 8.2 million German arrivals and the second market in terms of tourist receipts (€4.7 billion). France ranks 6e ranking of the most popular foreign destinations for Germans, at 3rde rank for short stays. For the second consecutive year, the #ExploreFrance campaign, deployed by Atout France in ten European markets including Germany, supports the recovery by reaffirming the destination’s position in terms of sustainable tourism or the art of living, but by relying also on the international sporting events that France is preparing to host.
The German National Tourist Board (ONAT) is the “ tourist office national of Germany. It promotes tourism activities in Germany on behalf of the Federal Ministry for Economic Affairs and Climate Protection (BMWK), which supports it by virtue of a decision by the German Federal Parliament. ONAT works closely with its partners in the German tourism industry, associations and businesses in developing marketing strategies and campaigns aimed at strengthening the positive image of German tourist destinations abroad and promoting tourism in Germany.
ONAT is developing a three-point recovery strategy:
- Intensification of brand awareness and affirmation of the Destination Voyage Germany brand with a focus on sustainability and climate protection.
- Intensification of relations with small and medium-sized companies in the travel industry and training of its partners
- Realization of targeted market studies and analyzes relating to the evolution of customer demand as a basis for work.
Focus on digitization and sustainability
ONAT promotes sustainable tourism geared towards the future, in accordance with the objectives of the federal government. The focus is on digitization and sustainability issues.
Sustainable development has been an essential theme for more than a decade and is the subject of very special attention in all departments of the company. The organization pursues a strategy based on three pillars: knowledge transfer, an accompanying communication approach and an internal sustainability initiative within the organization. The ONAT is in favor of responsible tourism and it positions Germany as a tourist destination offering sustainable and inclusive offers within the framework of international competition. The COVID-19 pandemic has accelerated the need for environmental responsibility among international travellers.
ONAT is a pioneer in the development of immersive technologies (virtual, augmented and mixed reality), the use of conversational interfaces (eg voice assistants) and artificial intelligence applications such as chatbots. To ensure the visibility of tourism offers on marketing platforms, ONAT coordinates the joint data project of the German tourism industry to develop a knowledge graph.
ONAT has 25 foreign representations and its head office is based in Frankfurt.
About Atout France
The mission of the French Tourism Development Agency is to strengthen the competitiveness and attractiveness of France as a destination. It co-constructs with French tourism professionals an ever more qualitative and innovative, inclusive, accessible and sustainable tourist offer. The Agency supports the territories in setting up the investments necessary for the renewal of tourist projects and pilots several mechanisms ensuring the quality of the services offered, including the classification of tourist accommodation. Atout France also provides French tourism stakeholders with tools for observing and understanding tourist demand and supports them in their international development thanks to the communication actions offered by its network of 29 offices around the world.
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The German National Tourist Office and Atout France unite together around sustainable tourism between their two countries – TendanceHotellerie
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