Lakes and rivers are integral features of the Bavarian countryside. They offer the perfect conditions for various leisure activities during the summer holidays, including swimming, sailing and canoeing or hiking and biking along their banks. And yet when it comes to main holiday destinations, Bavaria is still only in third place in the German-speaking region. We want to counter this with our new communication theme Holiday on the Water and at the same time pick up on the main interests of German holiday makers. With a wide-ranging campaign we will set the theme of water at the heart of our marketing of Bavaria as a travel destination and position the state as the perfect destination for main holidays of five days or more. Here it is important to present in detail the unique nature of the holiday experience – namely the combination of authentic traditions and festivals, breathtaking scenery and regional cuisine that is unique in Germany with a holiday on or by the water.
According to travel analysis, we have been the number one holiday destination for German tourists for several years. We want to reinforce this position and generate additional demand among domestic and foreign visitors.
Photo: Barbara Radomski, CEO, Bayern Tourismus Marketing GmbH © Bayern – Gert Krautbauer