The German Centre for Tourism (DZT) and the German Wine Insitute have entred into a cooperation contract for the promotion of wine, culture and enjoyment in Germany, as a tourist destination.

Zhe motto used to promote "wine culture and nature - enjoyment and pleasure" worldwide will be „Discover the taste of Germany“, in order to improve the image of Germany as a culinary travel destination. designed to attract more visitors to the German wine-growing regions. The international website "http://www.germany.travel/de/staedte-kultur/gemuetlichkeit/gemuetlichkeit.html" presents tourism-related contents in more than 25 languages, including information on wine regions and hotels, vinotheques and a schedule of events. In addition, a Merian travel guide on "Pleasurable trips through German wine regions", available in English and Dutch makes the information available in print form.

„The DZT and DWI have a common interest in presenting Germany as a tourist destination with varied and interesting wine regions. A market study has shown that consumers develop an intense relationship with our wines whenever they have the opportunity to visit German wine-growing regions and to meet producers personally“, explains Monika Reule, CEO of the DWI. Petra Hedorfer, chair of the DZT, explains: „Our cooperation is designed to improve the image of Germany worldwide as a tourist destination with an exceptional wine culture, and, of course, to increase the number of overnight stays by foreign visitors.“

Teh key target markets for the marketing acitivities are the Netherlands, Great Britain, the USA and Switzerland, with activities aimed at consumers, the travel industry and media. Marketing the topic involves theme-related events, study trips, an advertising and poster campaign, and use of social media channels. In addition, the DZT and DWI are planning special events on the topic of the culture of wine - for example in London on 31st July, during the Olympic Games, ther will be an evening event on the topic of wine and food for multipliers in the media and business. (CS/press release; photo: DWI)