Dr. Heike Döll-König, CEO of Tourism NRW, the North Rhine-Westphalia tourism arm, highlights the region’s inspired new travel products and packages.
In 2017 our focus is on our new project, #urbanana (“Discover the urban jungle of West Germany”). Tourism NRW is working with creative scenes in Cologne, Düsseldorf and the Ruhr to attract design enthusiasts to the region, while our new “Guide to the West” particularly targets design aficionados.
What are the key strategies for NRW foreign markets?
We want to increase North Rhine-Westphalia brand awareness and concentrate marketing activities on the Netherlands, Belgium and Britain. Our aim is to allow our guests to venture into North Rhine-Westphalia and discover all our regions and cities through topical subbrands. The Dutch, our top foreign inbound market, are very interested in active holidays. As they know our region well, we highlight new spots off the beaten track. Meanwhile, for Belgians who favour culinary pleasures we offer 40 Michelin-star restaurants and our undiscovered regional cuisine. “Going local” is also a trend for all markets and we will provide more than ever insider tips for shops, cafés or exhibitions.
Do you have any new sub-exhibitors this year?
For the first time, the regional section of the ADAC (German Automobile Club) will be present next to regional tourism boards, airports and “Mehr! Entertainment”, a company producing musicals.