THIEL PR: Tourism Representation in Germany for Destinations and Hotels
Germany, Austria and Switzerland are among the most valuable source markets in international tourism – but without a local presence, destinations and hotels are easily overlooked. As your PR and market representation in Germany, THIEL PR acts as your local office for the German-speaking market: we handle media relations, travel trade contacts, press trips and influencer collaborations – as one integrated team, on a flexible monthly retainer.
Tourism specialization
Since 2004 we have worked for clients from travel, tourism and hospitality and know how German-speaking travellers plan and book.
Media and trade network
Long-standing contacts with German travel journalists, editors, creators and tour operators across Germany, Austria and Switzerland.
Why a local representation in the German market?
Germany is one of the largest outbound travel markets in the world, and travellers from Austria and Switzerland are among the most well-travelled in Europe. German-speaking guests plan carefully, often stay longer and place great trust in editorial coverage and recommendations from travel agents.
A local representation gives your destination or hotel a permanent voice in this market: German-speaking contacts for journalists and tour operators, communication in their language and cultural context, and continuous presence instead of isolated campaigns. Many tourism boards and hotels entrust an external agency with this market representation role, because it combines local expertise with lean, flexible costs.
Our services as your representation in Germany, Austria and Switzerland
Media relations
Press releases, story pitching and press office services: we are the German-speaking contact for journalists and keep your brand in the media.
Travel trade
Contacts with tour operators and travel agents, trade newsletters, agent fam trips and support at trade events such as ITB Berlin.
Press trips
Group press trips, fam trips and individual media trips for German travel journalists – from invitation to reporting.
Influencers & social
Influencer marketing, creator trips and social media advertising to reach German-speaking travellers directly.
Representation for Germany, Austria and Switzerland
Germany, Austria and Switzerland share a language but differ in media landscapes, holiday patterns and booking channels. Effective representation in the DACH market therefore needs local knowledge of each country – and a clear plan for where your budget has the most impact.
As your market representation, THIEL PR usually starts with the German market and extends activities to Austria and Switzerland step by step. We take the following into account:
- Source-market potential and target groups in Germany, Austria and Switzerland
- Relevant travel, lifestyle and trade media
- Tour operators and travel agencies with suitable products
- Seasonal booking windows and editorial lead times
- Trade fairs and industry events such as ITB Berlin
- Coordination with your head office, airlines and partners
- Measurable results with transparent monthly reporting
How our representation works
1. Market analysis and goals
- We analyse your potential in the German-speaking market and define target groups, priorities and KPIs.
2. Strategy and annual plan
- We develop an activity plan for media, travel trade and creators that fits your budget.
3. Onboarding and materials
- We prepare German-language press kits, fact sheets, image material and contact lists.
4. Ongoing representation
- We act as your local office: press work, trade contacts, press and fam trips, influencer collaborations.
5. Coordination and events
- We coordinate joint activities with tour operators, airlines and partners and represent you at industry events.
6. Reporting and optimisation
- Monthly reports on coverage, contacts and results – and continuous optimisation of the plan.
Looking for representation in Germany? Let’s talk!
- No obligation.
- Personal consultation.
- Expertise in tourism.
- Focus on Germany, Austria, and Switzerland.
Frequently asked questions about tourism representation in Germany
What does a tourism representation in Germany do?
- It acts as the local office of a destination, hotel or tourism company in the German-speaking market – handling media relations, travel trade contacts, press trips, influencer collaborations and enquiries.
What is the difference between PR and market representation?
- PR focuses on media coverage. Market representation also covers the travel trade, sales support and an ongoing presence as local contact. THIEL PR combines both.
Who benefits from representation in Germany?
- National and regional tourism boards, destinations, hotels, resorts and tour operators that want to grow their business from Germany, Austria and Switzerland without a local office of their own.
Do you also cover Austria and Switzerland?
- Yes. We usually start in Germany, the largest German-speaking source market, and extend activities to Austria and Switzerland as required.
How is representation paid for?
- Usually as a monthly retainer based on an agreed number of working days, plus optional modules such as press trips, agent fam trips or paid social.
How long should a representation run?
- Representation works best as a long-term partnership. We recommend an initial term of at least six months so that media and trade relationships can develop.