VoX International Inc. has been reappointed as the agency of record for the German National Tourist Office (GNTO) in Canada — marking the official return of in-market representation following a temporary pause.
Petra Hedorfer, CEO of the German National Tourist Board in Frankfurt, Germany, said that: “Canada is a highly valued and resilient source market for Germany, and we are very pleased to re-establish our local presence.”
Hedorfer continued: “With strong growth, high visitor engagement, and a deep cultural affinity between our two countries, this is the right moment to further strengthen our relationships with Canadian travellers and industry partners, and to inspire new journeys to Germany.”
The renewed mandate comes at a time of steady growth for Germany as a destination among Canadian travellers.
In 2025, overnight stays from Canada reached 748,581, surpassing the pre-pandemic benchmark of 735,000 in 2019.
Over the longer term, Canada has demonstrated strong and consistent growth, with overnight stays increasing by 15 percent between 2015 and 2025.
Canadian travellers continue to deliver significant economic impact, with visitor spending reaching €1.1 billion in 2025.
They are also known for extended stays, averaging 11.9 nights in 2025, reflecting a high level of engagement with the destination. (Source: World Travel Monitor®: Outbound trips of the Canadians 2025).
With its renewed presence in Canada, the German National Tourist Office will lead strategic marketing and public relations initiatives to strengthen Germany’s profile and drive visitation through targeted media, trade, and partnership activities.
As part of this appointment, Anja Brokjans assumes the role of Director, Marketing & Sales for the German National Tourist Office, Canada. Bringing extensive experience in international destination marketing, media relations, and trade development, she previously led GNTO’s representation in Canada and offers deep market knowledge, strong industry relationships, and a proven track record of delivering impactful campaigns.
Brokjans said: “I am thrilled to resume our work with the German National Tourist Office and to continue building meaningful connections between Canada and Germany. There is a strong affinity for Germany among Canadian travellers, and we look forward to showcasing the country’s diverse experiences – from culture and heritage to nature, sustainability, and year-round travel opportunities.”
At the core of its strategy, the German National Tourist Office will implement an integrated approach combining media relations, travel trade engagement, and strategic partnerships to strengthen Germany’s profile in Canada and inspire future travel.
Susan Webb, President, VoX International Inc., said: “We are delighted to welcome GNTO back to our portfolio. With strong market momentum and clear growth potential, this is an exciting time to re-engage with industry partners and media, and to position Germany as a must-visit destination for Canadians.”
Go to www.germany.travel for more.
