Germany takes bite of food tourism

The German National Tourist Office UK and Ireland has become the first tourism board to collaborate with global meal kit firm HelloFresh UK.

The partnership will result in a regional speciality recipe being developed for its customers as part of the tourist body’s Culinary Germany campaign for 2018.

The themed recipe, offering a modern twist on the classic German schnitzel, will be sent out to HelloFresh UK customers.

The box will include inspirational travel tips about Germany as a culinary destination, plus a voucher from online travel agent Secret Escapes offering a £25 discount off holiday bookings to the country.

The GNTO’s culinary campaign throughout has focused on regional foods and includes a recipe page on its website featuring specialities from each of the 16 federal German states.

The deal with HelloFresh UK provides a new opportunity to raise awareness of the diversity of German food, plus inspiration for food travel.

GNTO UK and Ireland director Beatrix Haun said: “German cuisine is delicious and so varied. It ranges from Michelin starred restaurants, to cosy family run traditional inns, modern street food and the new generation of innovative young chefs emerging today.

“We selected Schnitzel for our recipe – a favourite German dish – which the HelloFresh UK chefs have reinterpreted as a modern classic.”

HelloFresh UK head chef Andre Dupin added: “We’re delighted to partner with the German National Tourist Office and create German inspired recipes that our customers can enjoy at home.”

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