21 Feb 2019
With an overnight stay volume of approx. 1.1 million in 2017, Great Britain continues to rank 6th in Bavaria's most important source markets and has therefore been of immense significance for Bavaria as a tourist destination for many years. In the future, we want to keep on inspiring guests from UK to travel to Bavaria, thus further increasing the awareness in the market. We want to achieve this by presenting Bavaria as a year-round destination and in all its facets.
This is exactly where "Bavaria - traditionally different" comes in. The focus is on the communication of authentic stories about Bavarians and their distinct way of life. They show Bavaria in a traditional yet modern light and embody the uniqueness of Bavaria, because Bavaria is proud of its unique traditions and peculiarities, loves and preserves them with dedication or reinterprets them in a contemporary way.
We do not tell the stories ourselves but rather let tell – from our “Bavaria ambassadors”, because it is the Bavarian way of life, which offers our guests the opportunity to become part of the country and its people, at least for a while. Here, we follow the storytelling approach and combine it with other target group-specific holiday topics of the UK market such as city holidays, nature, cultural travel, culinary etc.
We are looking forward to introducing traditionally different research ideas to the high quality network at IMM for the first time and we are curious about topics the UK media are particularly interested in from the destination Bavaria.
