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Thursday, 18 April, 2019, 10 : 00 AM [IST]

German Tourism to plug in ‘100 years of Bauhaus’ into its ‘German Summer Cities’ campaign for 2019

Hopes to maintain 8% growth in Visitor Overnights from India this year
As Germany is celebrating the centenary of legendary ‘Bauhaus’ movement in Weimar this year, German Tourism will try to promote and highlight the spirit of art and craft movement through a dedicated theme campaign ‘100 years of Bauhaus’ in international markets. In markets like India, where art, craft and architecture is quite niche, and its appeal is not very high, German National Tourist Office (GNTO) in India will plug in the Bauhaus campaign to its more popular and effective ‘German Summer Cities’ marketing campaign.  

“Bauhaus is a very niche theme for India.  Therefore, for mass market we will continue to focus up on ‘German Summer Cities’ campaign,” said Romit Theophilus, Director for India, GNTO. Talking about the historical connection between Bauhaus Art School and India, Theophilus said that it was in India that the Bauhaus was travelled for first overseas exhibition in 1922, on the invitation of Rabindranath Tagore, after the school got established in 1919 at Weimar.

Giving number of Indian overnights into Germany, Theophilus said that Germany received 0.922 million Indian overnight travellers in 2018, an increase of 8.1% over 2017. GNTO expects the positive growth to continue through 2019. The target is to achieve 2 million overnights from India in the next 10 years, he said.

Theophilus said that GNTO will stress up on the “affordability” quotient of Germany compared to other popular destinations of Europe.  

Addressing the media, Jasper Wieck, Deputy Head of Mission, Germany  spoke about the historic linkages between India and Germany. There are lot of Bauhaus architecture across Indian cities including Delhi, Chandigarh, etc. He said that there has always been mutual curiosity, respect and affection between the two people and that is reflected in the growing travel numbers. The number of Indian students enrolling in German Universities have been growing and Indians constitute second largest workforce in Germany outside of European Union.  

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