The DESTINATION BRAND Award
Since 2016, the DESTINATION BRAND Award has been presented annually on different topics. This award recognises the work of the destination and its service providers and at the same time creates trust and orientation among guests.
The award marks the start of the annual evaluations and is presented at the fvw Destination Germany Day in Stuttgart, which takes place every January.
AWARDING DB19 I Award for the digital experience of German tourist destinations
For the 4th time, inspektour presented the DESTINATION BRAND Award on the current topic of “digital experience of tourist destinations” at this year’s CMT holiday trade fair in Stuttgart as part of the fvw Destination Germany Day.
Based on the question “Which holiday destinations (places, regions, federal states, etc.) in Germany do you consider to be particularly good to experience digitally?”, 4,000 Germans were surveyed in November and December 2019 as part of DESTINATION BRAND 19. The aim was to take into account the digital experience during all travel phases, including inspiration, information and booking before the trip – on-site experience – as well as post-processing and reflection after the trip.
The result of the open question without answer specifications: Of all the destinations mentioned, Berlin took first place with 22% (each in percent of respondents) and thus received the award for particularly good digital experience. Second and third place went to the northern German destinations Hamburg (15%) and the Baltic Sea (13%).
Already in the DESTINATION BRAND 17 study, the relevance of the digital experience in the destination decision for a holiday in general (i.e. independent of a specific destination) was investigated in a population-representative manner. For 20% of the 17,000 respondents it has a very high to high relevance.
Here is the TOP 10 Ranking of German destinations with particularly good digital experiences:
- Baltic Sea
- North Sea
- Black Forest
- The Harz
You can find the presentation of the award ceremony here (PDF).
Below are some more pictures of the event:
AWARDING DB18 I Award for the unsupported awareness in the Netherlands
With this year’s internationalisation of the DESTINATION BRAND 18 study, the unsupported awareness of German destinations in the important foreign source market Netherlands was also surveyed for the first time. On 15 January 2019, the destinations that took first place in the three award categories were honoured: all destinations | region | small town. As every year, the award ceremony took place during the fvw Destination Germany Day in the course of the CMT holiday trade fair in Stuttgart.
Which destinations were able to take 1st place?
For the survey of unsupported awareness, 3,000 Dutch people were asked which destinations within Germany spontaneously come to mind for a holiday trip (with at least one overnight stay). Of all the destinations mentioned, Berlin leads the ranking with 36% awareness (as a percentage of respondents) and thus receives the coveted award. Cologne takes second place, Munich third.
The award for the best-known region goes to the Black Forest (2nd place Eifel, 3rd place Bavaria).
In the “small town” category, 1st place is taken by Winterberg (2nd place Cochem, 3rd place Bad Bentheim). The ranking of the destinations is based on the number of mentions achieved in each case.
If you would like further information on the award ceremony or are interested in DESTINATION BRAND data and evaluations from the source markets of Austria, Switzerland, the Netherlands or Germany, please do not hesitate to contact us!
Here is the TOP 10 Ranking of unsupported awareness of German destinations in the Netherlands:
- Black Forest
Below are some pictures of the event:
AWARDING DB17 I Award for selected profiling characteristics
With the current DESTINATION BRAND 17 study on the profile characteristics of German destinations, three general characteristics were determined as award categories from a total of 67 characteristics: attractive, authentic / genuine, hospitable. The winning destinations of the ranking for the supported assessment of characteristics of over 170 destinations were awarded on 16 January 2018 at the fvw Destination Germany Day in the course of the CMT holiday trade fair in Stuttgart:
67% of the represented German population attributed the characteristic attractive to Hamburg in the supported property assessment of characteristics. Hamburg thus leads the 170 destinations surveyed by a wide margin (2nd place Baltic Sea, 3rd place Bavaria). We congratulate Michael Otremba (Hamburg Tourismus GmbH) on the award!
For the characteristic hospitable, the destination Baltic Sea occupies the top position, closely followed by the Black Forest (2nd place) and Bavaria (3rd place). Herewith 63% of the respondents confirm this qualification of the Baltic Sea coastal region of Schleswig-Holstein and Mecklenburg-Western Pomerania. The award was therefore presented to both superior marketers on behalf of all service providers. We congratulate Bernd Fischer (Mecklenburg-Western Pomerania Tourism Association) and Katja Lauritzen (Ostsee-Holstein-Tourismus) on the award!
With 65% approval, Bavaria took first place in the supported property assessment of the characteristic authentic / genuine (second place North Sea, third place Hamburg). As in the previous year, BAYERN TOURISMUS Marketing GmbH is delighted to have won one of the coveted awards. We congratulate Wolfgang Wagner and Barbara Radomski (both Bayern Tourismus Marketing) as well as Oswald Pehel (Tourismus Oberbayern München) on the award!
Get the top 10 destination ranking of the three award properties here.
Below are some pictures of the event:
AWARDING DB16 I Award for selected holiday themes
With the DESTINATION BRAND 16study on the theme competence of German destinations, the following three general holiday themes were determined as award categories from a total of 63 themes: Culture, Culinary, Country Holidays – Holidays on a Farm or Vineyard. The winning destinations of the ranking on the supported theme competence of 172 destinations were awarded on 17 January 2017 at the fvw Destination Germany Day in the course of the CMT holiday trade fair in Stuttgart:
In the opinion of the Germans, the destination of Munich is in first place in terms of suitability for the theme of “culinary travel” as assessed by (potential) demand (second place goes to Bavaria, third place to the Moselle).
In the theme suitability “cultural travel”, the destination Munich also took first place (second place here was taken by Dresden, third place by Berlin). Munich thus received the coveted award for theme competence twice.
In the evaluation of the most suitable destination in Germany for a “country holiday/holiday on a farm and /vineyard”, the destination Bavaria takes the top place (2nd place Allgäu, 3rd place Black Forest).