The German National Tourist Board (GNTB) has announced a new social media strategy targeting young travellers while supporting its 2013 theme: ‘Germany for young people – vibrant, fashionable, innovative.’

The broad-based campaign will be launched at the Internationale Tourismusbörse (ITB) tourism exchange in Berlin next year and will continue throughout 2013 and 2014.

GNTB chief executive Petra Hedorfer outlined the reason behind targeting the international youth market in Germany.

“Young people visiting from abroad today are Destination German’s future holidaymakers and business travellers," Mr Hedorfer said.

"They are becoming an ever more important target group, especially as domestic tourism will be increasingly affected by demographic change.”

According to the GNTB, the most successful and effective way of communicating with young travellers is to use popular channels, such as social networks.

“This requires generating content which presents Germany as a travel destination for young people which spreads virally. To encourage active communication on social networks, there are plans to set up ‘check-in points’ at some of Germany’s best-known sights.”

To heighten exposure and develop the new campaign, GNTB has partnered with international providers of group travel for young people, youth hostels, hotels and city centre information centres.

GNTB also opened a new representative office in Australia and has appointed award-winning Australian agency, Gate 7, as its new promotional arm in Australia.

“Australia is an important market for Germany’s incoming tourism industry,” Ms Hedorfer said.

The account will be managed by Susann Schwachenwalde, who moved to Sydney from Germany last year.

Gate 7 managing director Jo-Anna Palmer was excited to add Germany to its list of clients.

“Our aim is to really put Germany on the map as a country with an incredibly diverse culture and a rich food and wine scene.”