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geRMaNy – a FORWaRd-lOOkiNg PaRtNeR FOR WORld HeRitage CHalleNges
Germany´s popularity as a tourist
destination is greater than ever. An
historic milestone was reached in 2010
when the number of overnight stays by
foreign guests broke through the 60 million
mark. This was a huge achievement
for the DZT. The DZT is the marketing
and sales organization for Germany as a
travel destination, promoting the country’s
tourist services internationally.
The DZT has positioned Germany’s diverse
range of attractions so well that the
country is now way ahead in this respect
in Europe. According to the European
Travel Monitor (ETM), as a cultural destination
Germany is ranked second in
international travel destinations for Europeans,
behind France and ahead of Italy,
Great Britain and Spain. The results of
world-wide consumer surveys also place
Germany among the top 10 destinations.
One crucial factor here, according to the
market research institute GfK Roper, is
the country´s cultural heritage. 2000
years of European cultural history have
left their mark on Germany, as travellers
from across the globe are now aware.
There is scarcely a country which can
boast as many unique natural and cul-
tural sites in such a concentrated area.
UNESCO has placed 33 of these under
the protection of the International Convention,
as World Heritage sites of “outstanding
universal value to mankind”.
The German World Heritage sites reflect
the diversity of its cultural heritage from
the Cathedral in Aachen via the Museum
Island in Berlin to the industrial heritage
represented by the Zollverein Coal Mine
Industrial Complex in Essen.
UNESCO World Heritage –
the Crowd Puller
As the quality monitor Deutschland-
Tourismus has indicated, the title
“UNESCO World Heritage” is a reason
for 34 percent of all foreign visits. A very
pleasing result for the DZT, as it has
worked continuously to include the
UNESCO World Heritage sites in its global
communication and marketing activities.
The focus this year will be on
Italy, France, Great Britain and the USA.
Discriminating tourism should provide a
sustained contribution to the preservation
of World Heritage sites. The DZT seeks
not only to increase awareness of the
German World Heritage sites, but also to
Sustainable Tourism in the Wadden
Sea World Heritage Site
I nscription.of.the.Wadden.Sea.as.a.
UNESCO.World.Heritage.site.means.
that.sustainable.preservation.of.this.
eco-system.is.now.mandatory..Since.
2010,.there.has.been.much.focus.
on.the.development.of.a.strategy.for.
environmentally.compatible.tourism..In.
fact,.the.National.Parks.have.already.
achieved.some.success.in.the.area.of.
sustainability:
In.the.Schleswig-Holstein.Wadden.Sea.
National.Park,.more.than.100.tourist.
companies.are.working.in.close.collaboration.with.the.national.park.administration..They.offer.high-quality.services.and.regional,.seasonal,.fair.and.environmentally.compatible.products..For.guests,.
this.makes.for.a.highly.attractive.offering.which.fulfils.the.objectives.of.World.
Natural.Heritage.
In.the.Wadden.Sea.National.Park.in.
Lower.Saxony,.sustainable.mobility.
plays.an.important.role..In.cooperation.
with.Deutsche.Bahn,.travel.by.train.to.
the.coast.is.heavily.advertised.through.
the.campaign:.Fahrtziel Natur.(Destination.Nature)..Since.2009,.the.decision.
by.guests.to.switch.from.car.to.public.
transport.has.been.facilitated.by.the..
promotion.Urlauberbus für ’nen Euro..
The.service.offers.visitors.the.opportunity.to.travel.anywhere.within.the.Ostfriesland.(East.Friesland).region.for.one.
euro.per.trip.
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