Second Social Travel Summit in Hamburg a resounding success

Press release

Frankfurt am Main, 4 May 2015 – The second edition of the Social Travel Summit generated a huge amount of attention, both online and offline. Around 150 key players from the travel industry, online marketing experts and 60 established international travel bloggers took up the invitation to the two-day event at the EAST Hotel in Hamburg. The hashtag #STSHamburg generated 46 million impressions on Twitter.

In 16 workshops, the delegates discussed the latest issues related to collaborations between organizations and social media influencers, and in particular the subject of blogger relations.

STS Hamburg delegates

STS Hamburg delegates

Petra Hedorfer, Chief Executive Officer of the GNTB: “The Social Travel Summit provides a professional international platform for representatives from the tourism industry and social media influencers, particularly bloggers and instagrammers, to engage in lively debate. Our current promotional campaign is a case in point. When developing the Traditions and Customs concept, we made sure there were ways for bloggers and instagrammers to contribute. The campaign was the focus of our presentation at the STS and also provided the theme for the inaugural Instagram tour, which ran in parallel to the event. Within the last few days, on Facebook, Twitter and Instagram, the hashtag #joingermantradition has generated a total of 738 posts, a reach of 4.2 million and 24.6 million impressions.”

Dietrich von Albedyll, managing director of Hamburg Tourismus GmbH, spoke on behalf of Hamburg: “As the host city for the Social Travel Summit, we have endeavoured to further improve our online expertise and collaborate more with international travel bloggers. In particular, the Instagram Walks in our supporting programme were very well received and are now creating a lot of buzz. The international delegates took 400 pictures during the STS in Hamburg and these are now being shared around the world as user-generated content.”

The Social Travel Summit is organised by the iambassador media network in conjunction with Reiseblogger Kollektiv and Traveldudes. The main partners for this year’s event were the German National Tourist Board (GNTB) and Hamburg Tourismus GmbH (HHT).

Further impressions of the second Social Travel Summit can found here. Images from the Instagram Walks are available here.

About the GNTB
The German National Tourist Board (GNTB) has its headquarters in Frankfurt am Main, Germany. It works on behalf of the Federal Ministry for Economic Affairs and Energy (BMWi) to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. The GNTB develops and communicates strategies and products to promote Germany’s positive image abroad as a tourist destination and to encourage tourists to visit the country. It has 30 agencies around the world to support its activities. More information can be found in our online press centre at

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