BeijingJune 3, 2026 /PRNewswire/ — To further ignite Chinese tourists’ enthusiasm for cultural travel in German cities, the German National Tourist Board (GNTB) recently announced a new integrated marketing campaign in the Chinese market, in collaboration with the German Magic Cities Alliance, Lufthansa, and Mastercard. Centered on the “destination + transportation + payment” model, this initiative marks a novel cross-sector integration effort.
This campaign will focus on 11 German magic cities (Berlin, Bremen, Dresden, Munich, Stuttgart, Düsseldorf, Hamburg, Frankfurt, Cologne, Nuremberg, and Leipzig), creating a closed-loop experience from travel inspiration to convenient travel. On the content front, the GNTB will partner with Ctrip to launch themed content marketing and product promotions, offering four in-depth travel experiences—museum tours, World Heritage tours, local culture tours, and music tours—along with a rich array of specialized travel products. Simultaneously, leveraging the social media platform Xiaohongshu, the campaign will engage young travelers with scenario-based content dissemination, enhancing the recognition and interactive engagement of “German Magic Cities” on social media.
On the industry side, the GNTB will roll out an online training program for domestic travel agencies, systematically introducing the latest tourism resources and product portfolios of German magic cities, helping industry professionals better design and promote themed city itineraries in Germany.
The deep involvement of Lufthansa and Mastercard ensures that this campaign covers not only air travel and destination experiences but also extends to seamless payment processes, truly achieving an integrated travel chain from “fly there, enjoy it, and pay smoothly.” Notably, this marketing initiative also receives support from ICBC Credit Card, which, by building a comprehensive benefits system covering “transportation, sightseeing, accommodation, dining, shopping, and entertainment,” delivers high-quality payment experiences for cross-border travelers, including tourists, students, and business visitors to and from Germany.
Ms. Li Zhaohui, Chief Representative of the German National Tourist Board’s Beijing Office, stated: “Collaborating with partners across aviation, payment, finance, and city alliances represents a significant model innovation for the GNTB in the Chinese market. Through cross-sector resource synergy, we aim to provide Chinese tourists with a smoother and more reassuring travel experience in German cities, further solidifying Germany’s brand image as a high-quality cultural tourism destination.”
ICBC Mastercard “European Travel Co-Branded Credit Card”: Multi-Party Collaboration for a Deep and Unforgettable German Journey
In February 2026, Mastercard, ICBC, and the European Travel Commission jointly launched the ICBC Mastercard European Travel Co-Branded Credit Card. Targeting cross-border needs such as studying abroad, shopping, business travel, and tourism, the card offers a 1.5% unlimited cashback on every European transaction, along with discounts on railways, hotels, museums, and other scenarios, providing consumers with diverse options.
Mastercard recently introduced a series of new exclusive experiences in multiple German cities, including Berlin and Munich, through its Priceless Cities platform. These offerings cover diverse themes such as fitness and socializing, football and cuisine, and cultural exploration, representing another innovative attempt by Mastercard in the realm of in-depth destination experiences.
The exclusive experiences for Mastercard cardholders are rich and varied, such as enjoying a morning wellness session with renowned fitness blogger Katja Believe at a landmark Berlin hotel; savoring a Champions League-themed dinner at a top Munich steakhouse while watching a Bayern Munich match live; and going behind the scenes at Berlin’s cultural institutions and theaters. Through the Priceless Cities platform, Mastercard continues to introduce small-scale, highly interactive, and theme-driven niche experiences. Cardholders can flexibly choose exclusive perks like these based on their personal interests and itineraries.
Through the Priceless Cities platform, Mastercard creates an experience chain spanning from sports and wellness to culture and arts, and from gourmet socializing to sporting events, offering Chinese tourists a smoother and more memorable travel experience in German cities. This is not just an upgrade of travel products but a travel style akin to “living like a local.” This aligns with the GNTB’s global efforts to establish Germany as a positive travel destination and promote its advocated values.
Lufthansa: Ticket Subsidies + Premium Capacity to Boost Transportation Upgrades
As the transportation partner for this integrated marketing campaign, Lufthansa not only connects China and Germany with high-quality flight services but also offers tangible benefits to Chinese travelers on the travel front. On the Ctrip platform, Lufthansa will collaborate with the GNTB and the Magic Cities Alliance to launch a special flight subsidy campaign. Travelers booking flights to Germany, especially to the 11 magic cities, can enjoy exclusive fare discounts or instant reductions, effectively lowering the barrier to long-haul travel.