Project Description
German National Tourist Board
“Through their insights, ForwardKeys’ analysts helped us to better understand the profile of our visitors, giving us the tools to predict their behaviour and the overall performance of our key long-haul source markets.”
Petra Hedorfer
Chief Executive Officer
Destination Germany
The German National Tourist Board (GNTB) works internationally to promote Germany as a travel destination while also monitoring its marketing performance. The organisation communicates on the appeal of the country to position it as an attractive brand known as ‘Destination Germany’. This involves developing new marketing strategies based on specific themes, events and attractions. To support these activities, the organisation has 32 agencies around the world.
Monitoring marketing performance and key KPIs
GNTB’s business goals are to increase the volume of tourist traffic, boost foreign currency receipts, strengthen Germany’s profile as a business location and position Germany as a diverse and attractive travel destination. Accordingly, the destination has developed KPIs to monitor these goals and track its marketing performance. ForwardKeys was asked to provide GNTB with data on actual visitors so that the tourist board could gain insight into the current situation and develop measurable goals. Regular updates to this data were required to allow GNTB to continuously monitor marketing performance and the defined KPIs.
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