Press release: GNTB launches new communication format ‘Influencer Days by GNTB’

First project successfully implemented to mark the 35th anniversary of the fall of the Berlin Wall – focus on trend topics New Work and innovative offers

Frankfurt am Main, 25 July 2024 – The German National Tourist Board (GNTB) has launched its new communication format ‘Influencer Days by GNTB’ in cooperation with TMB Tourismus-Marketing Brandenburg GmbH.

Following the theme ‘Discover Germany – From Reunification to a modern Travel Gem’, influencers from nine countries initially travelled through the new federal states of Germany for a week on various routes. The content of their tours included innovative tourism offers on the trending topic of New Work, modern concepts for exhibitions and museums, art and creative centres as well as redesigned nature experiences. The influencers then came together for a three-day workshop at Gut Boltenhof in northern Brandenburg. The estate is an example of the many innovative workation destinations. The aim of this year's Influencer Days was to produce various film contributions, which were awarded by a jury. The workshop was rounded off by expert talks and presentations, focusing on the development of Germany as a travel destination since reunification, as well as innovative tourism offers on the topic of workation in Brandenburg.

Petra Hedorfer, CEO of the GNTB, explains: ‘The changes in the world of work brought about by the digital transformation are also reflected in the travel behaviour of our international guests, where business and leisure are often no longer differentiated from one another. Workation, bleisure and digital nomads are examples of this trend. As the world's leading business travel destination, we are predestined to play an active role in shaping this global trend. According to studies conducted by IPK International on behalf of the GNTB, Germany is already the number one bleisure destination in Europe. Our conference venue Gut Boltenhof is a successful example of how this trend can be put into practice. With the new communication format ‘Influencer Days by GNTB’, we want to address the growing target group in the workation segment this year.’

Christian Woronka, Managing Director of TMB Tourismus-Marketing Brandenburg GmbH, added: ‘We were honoured to be able to host this new format. We were delighted to welcome international influencers together with the GNTB. Since the fall of the Berlin Wall, the state and tourism in Brandenburg have developed successfully – and offer space to unwind and recharge your batteries. It's the perfect place to gather new ideas and inspiration in harmony with nature.’