Destinations Working with Travel Bloggers: Q&A with Germany Tourism


In early December 2012, the NYC chapter of TBEX got together with Germany Tourism to celebrate pretzels, beer and the great, warm culture of Germany. Tourism officials were on-hand to meet bloggers and respond to thoughts and questions, and they even took the time to respond to some questions from TBEX’s non-NYC social media audience.

Here’s what they had to say about working with bloggers, from a tourism standpoint.

photo by Hillary Richard, used with permission
German beer offerings at TBEX NYC event (photo by Hillary Richard, used with permission)

Is it Social Media Reach, or [do tourism officials] also look at the profile, writing style or niche a blogger offers in terms of strategic fit?
Elena from Creativelena

Thereโ€™s definitely more to it than reach. While a large reach is great in terms of getting our name out, we want to make sure the people that it reaches are actually interested. We always thoroughly review the blog to validate that it is a relevant outlet before getting involved. Of course itโ€™s important that the blog is well written as well and if possible contains images to showcase a destination.

Do tourism officials welcome new project ideas and suggestions from bloggers? Or do they generally just like bloggers to follow their plans to the letter?
Jac from The Occasional Traveller

We welcome all ideas. With each story, trip or project, we work closely with the blogger or writer to develop a plan that is going to work for them, their readers and the German National Tourist Office.

What topics and content would be in their ideal blogger pitch and media kit they received?
Gary of Tips for Travellers

We love having a solid idea of their area(s) of interest / story angles, types of experts they may be interested in connecting with while in the destination, and timing. Itโ€™s also very helpful to provide an overview of readership and details about the reach of your blog and any social media sites that are associated.

Would you elaborate on the number of blogger projects you might be working with throughout the year? What is the best way to stay visible with tourism officials if not chosen at first?
Donna W. on the TBEX Facebook page

It all depends. The best way to stay up to date with everything going on in Germany is to follow us on Twitter at @GermanyTourism. Please also send ideas to

How do you locate bloggers to work with?
At various industry events and via relationships held by the German National Tourist Office.

Thanks so much to Annemarie Dooling for asking these questions on behalf of the TBEX community and then for compiling the answers into a post for the TBEX blog!

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7 Responses
  1. Hi there,

    Thank you so much for including my question & blog address on behalf of the TBEX community ๐Ÿ™‚ Really like your post and great to see the support of Germany Tourism. I will be travelling with them as part of a UNESCO World Heritage tour later this year and really looking forward to exploring our neighbouring country with new eyes: The eyes of a travel blogger from Austria, yay ๐Ÿ˜€

    Cheers, Elena!

  2. Thanks for asking them my question.

    This was a really helpful post. Short, sharp and to the point answers! Very Germanic like – which is also a good insight for us as bloggers wanting to partner with German Boards and Companies. They are very direct, data driven and like clear measures and objectives in my experience. A great discipline for all of us!

  3. Thank you very much for including my question and for assembling this information for everyone! This is very helpful indeed! I begin to understand my own German heritage as “very direct, data driven” ~ at last a fish out of water is finding a way home.

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