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Germany Embeds Digitization in Its Recovery Strategy

The German National Tourist Board (GNTB) is focusing its evidence-based recovery strategy in incoming tourism on digital tools for intensive customer communication.

Together with the tourism marketing organizations of the federal states and many other project partners, the GNTB is pushing innovative and responsible data use and the expansion of an efficient data infrastructure, thereby increasing the data competence of German tourism. The project reflects all fields of action of the new data strategy of the Federal Government.

Petra Hedorfer, Chairwoman of the GNTB's Executive Board: "Analysts agree that the recovery of international tourism from the Corona crisis will begin in 2021. The task now is to strengthen brand awareness for Germany as a travel destination and to use anti-cyclical marketing to direct demand to our offerings. Digital formats and technologies open up additional Digital formats and technologies open up additional opportunities for us to expand our customer dialog with pinpoint accuracy, intensify our contacts in the international tourism industry, and share new insights with our partners in the German tourism industry. We have already used the 2020 crisis situation to sharpen our digital profile. Together, we will help German incoming tourism out of the Corona crisis stronger."

In order to meet the growing technological and commercial challenges posed by a global platform economy, tourist offers from Destination Germany must be able to be found on all digital channels, also with the help of AI-supported applications, and be played out to customers in a targeted manner.

This means that the data content must be completely recorded by all participants along the tourism value chain, semantically structured, and made accessible at the various interfaces. and made accessible at the various interfaces. This also opens up additional opportunities for new business models, including in the start-up sector. In order for service providers and destinations in the competition with global players, the GNTB is driving the Open Data/Knowledge Data/Knowledge Graph project for the German tourism industry. The first use cases will be implemented in the second quarter of 2021.

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