Tell us a little bit about your company?
 Saxony Tourism promotes the state of Saxony, Germany's no. 1 cultural destination, as a destination on behalf of the Saxon government. We under contract with the state, but not state-owned, and we have been in business for 26 years.

Please share a little about the culture of your organization and what resonates with you most as a team member
We have a strong international focus, marketing Saxony to nine countries outside of Germany. The US market is the largest overseas market and the fourth-largest in total. I have been in charge of international marketing for 26 years, including the responsibility for the US market. The thought of leaving the company has never come to my mind, because I have seen the destination become more and more exciting, and it has a heritage to match. I have always appreciated the flexibility that we have in our marketing approach and I am a strong believer in the travel advisor community.

What unique value proposition sets your brand apart from the competition?
Saxony was Germany's richest region from the 12th century to 1945, and before World War II it was also the most industrialized and the most densely populated one. People just have forgotten this because of the years lost behind the Iron Curtain. Saxons are very proud of their heritage and very willing to share this with visitors from all over the world. This is why people's expectations are always over-fulfilled and they wish that they had stayed longer. And we are passionate about spreading the word!

Share a success story that you have from working with Travel Agency Owners
Owners or not, I promise everyone from the travel advisor community to take them around personally when they come to Saxony, unless I am travelling myself. Every one of them matters to us, and I am looking forward to the next two ladies, coming to Saxony in November. Why are they coming? Because I talked to them at a previous event, and even though they had never heard of Saxony before, they decided discover Saxony themselves, taking up my offer, so that they can sell the destination better.

What is new and exciting that you're looking forward to sharing with this year's delegates? 
There are going to be major exhibitions on Correggio, Auguste Rodin and Peter Paul Rubens. The Royal Palace will be completed after 41 years of reconstruction, and it is also one of the museums of the Dresden State Art Collections, which rank amongst the best in the world. We will celebrate Beethoven's 200th death anniversary. The lyrics for his Ode to Joy were written in Dresden and Leipzig, where the artist's most famous depiction, a marble statue by Max Klinger, can also be found. Wackerbarth Castle, home of the Saxon State Winery, will turn 300. Looking ahead, Saxony will have existed for 1,100 years in 2029. For 2027, we are also planning a fam trip. Applicants are welcome!

The travel industry is forever evolving. What are some of the trends you're seeing, and what initiatives is your brand developing to support travel agency owners and their teams' sales efforts? 
In a world that becomes more and more artificial, people are looking for things which are real. And Saxony offers a lot of authentic experience. Just one example: you can listen to the famous St Thomas Boys Choir from Leipzig, which is more than 800 years old, in concerts all over the world. But every Friday and Saturday, the choir performs for free at St Thomas Church, standing at the grave of Johann Sebastian Bach, who directed the choir during the last 27 years of his life, performing at least one of his works. We support the travel advisor community with many services. For example, there are 100 1-minute movies on Saxony available for download on our B2B website, which can be shared with the clients, giving them a first impression and making the the travel advisor look like an expert on our destination.

What are your traditional commission structures?
We do not sell any products. However, our partners do give commission. One example is the Meissen State Porcelain Manufactory in Meissen, Europe's oldest producer of porcelain and for many people, still the best.

Why should travel agency owners encourage their frontline sales force to book your brand as a preferred partner?
Because Saxony matters. If you travel to Germany without visiting Saxony, you have not seen Germany. Before World War II, Dresden alone would have been on every European itinerary. It was so important, that it had the largest American colony in Europe after Paris. Ask Teddy Roosevelt!

What tools/technologies do you have in place to support travel advisors; and do they integrate into current available technologies? If yes, which ones
We have the usual things that tourist boards offer and then some, including suggested itineraries, pictures and videos, the e-learning program Sax Eduation, and much more. But we are also very willing to help with the planning process, since we know best. In our marketing offers, we partner with Top Bavaria Travel, a DMC, which knows a lot about Saxony, almost as much as we do.

When communicating with your company, what can travel advisors expect (ie turnaround time, dedicated point person, etc.)?
We, Saxony Tourism, always try to be fast when it comes to inquiries. And Top Bavaria Travel is a real Saxony expert. Yes, they are also Bavaria experts and all of Germany experts, but Saxony is their most important destination apart from Bavaria.