"Destination Culture": Deutsche Welle takes its global audience to Saxony 

Dresden, November 4, 2021 - Premiering on November 6, broadcaster Deutsche Welle (DW) takes millions of viewers worldwide to the German state of Saxony in its new bilingual multimedia series "Destination Culture" / Ausfahrt Kultur." The seven episodes of Season 1, titled "Discoveries in Saxony," feature cultural highlights of the Free State: from Prince Pueckler Park in Bad Muskau, August Horch Museum in Zwickau and watch manufacturers in Glashuette to Meissen Porcelain Museum, Haus Schminke in Löbau and Leipzig Cotton Mill.

Today, DW and the Tourismus Marketing Gesellschaft Sachsen (TMGS) are holding a preview screening in the town of Radebeul, one of the locations in Season 1. Saxony's Minister of State for Culture and Tourism Barbara Klepsch will attend the event.

Tourism Minister Klepsch: "In combining travel and culture, the broadcast series 'Destination Culture' presents a vast array of must-see cultural attractions and unique sights in our state. The multimedia format offers information and inspiration, gorgeous scenery, and entertaining content. This broadcast helps us to present Saxony's rich cultural heritage to a worldwide audience and to promote it as a travel destination."

Throughout the summer, cameras and microphones across the state were set up to feature places, landmarks, and personalities and their USPs in a passionate, journalistic style. Veronika Hiebl, Managing Director TMGS: "The result is a wonderful tribute to Saxony's cultural and natural landscape as well as its hosts. We would like to thank all the partners in our tourism regions for their active support of the film project which conveys an inviting message."

TMGS provided content and organisational support to DW in planning the on-site filming. Hiebl: "This project is a valuable addition to TMGS's marketing activities which we've stepped up this autumn for the international markets, ranging from study tours for tour operators from the USA to the digital English-language magazine SIGHTGEIST 2.0, which also launches this November, as well as poster campaigns and press and blogger trips."

German-Scottish presenter Hannah Hummel travelled across Saxony in an unusual, yet typical German vehicle with a special feature: a more than 40-year-old VW Beetle convertible rebuilt to run on electric power. Connections of this kind between tradition and modernity run a common thread through the seven-episode season. Each stop is a cultural highlight and many protagonists shares their stories. Young Instagramers express their fascination with these places to this day and show viewers their most stunning photos.

DW Director General Peter Limbourg: "The state of Saxony is one of Germany's richest and most diverse cultural landscapes, and therefore the perfect entry point for our format. Culture is a central broadcasting mandate of DW, and our editorial team puts heart and soul into producing innovative multimedia magazines and reports."

Rolf Rische, DW Director Arts and Culture expects high international interest in the series he invented: "The fact that the world's probably most important travel publisher Lonely Planet recently chose Leipzig as the top destination in Germany is further proof for us that we are spot on with our focus on Saxony in the first season of 'Destination Culture'."

The seven 26-minute episodes of "Destination Culture / Ausfahrt Kultur" will be available from Saturday, November 6 on DW's TV channels "DW Deutsch," "DW Deutsch+" and "DW English," on YouTube ("DW Travel") and the media center at dw.com. Selected locations will be presented on DW's social media channels according to format, including YouTube videos, short stories for Facebook, Instagram reels and TikTok stories.

Broadcast on social media channels at a glance:

The German version "Ausfahrt Kultur" (26 minutes) airs on YouTube DW Doku: www.youtube.com/dwdoku
The English version "Destination Culture" (26 minutes) airs on YouTube DW Travel: www.youtube.com/dwtravel
Excerpts and specials with the hashtag #AusfahrtKultur and #DestinationCulture can be found on our social media channels:

Instagram: https://www.instagram.com/dw_travel/

Facebook: https://www.facebook.com/dw.reise, https://www.facebook.com/dw.travel 

Twitter: https://twitter.com/dw_culture 

TikTok: https://twitter.com/dw_culture

About Deutsche Welle

The German international broadcaster DW offers multimedia content in 32 languages and has around 290 million weekly user contacts worldwide. Culture is enshrined as a central programming mandate in the Deutsche Welle Act; Culture and Lifestyle is one of the largest departments. The DW Deutsch TV channel offers numerous magazines and reports on art and culture, plus a comprehensive online offering (dw.com/kultur) and numerous social media accounts. Deutsche Welle's travel portal provides information about destinations and sights in Germany and Europe. https://www.dw.com/de/themen/reise/s-1644

About Tourismus Marketing Gesellschaft Sachsen mbH

Tourismus Marketing Gesellschaft Sachsen mbH has been presenting the Free State of Saxony as an attractive travel destination nationally and internationally since 2000. Under the umbrella brand "Saxony. State of the art.", it positions Saxony as a high-quality cultural travel destination with the themes of art, culture and city tourism as well as family, vitality and active vacations. Corresponding offers can be booked via the tourist booking system and with tour operators. The target markets for tourism marketing are Germany, the USA, China, the Netherlands, Switzerland, Austria, Great Britain, Italy, Poland, the Czech Republic and Russia. www.sachsen-tourismus.de, www.visitsaxony.com

Press contacts:

Tourismus Marketing Gesellschaft Sachsen mbH, Ines Nebelung, Head of Corporate Communications, Phone: +49 (0)351 4 91 70 25, Mobile: +49 (0)171 44 69 930, nebelung.tmgs@sachsen-tour.de, www.sachsen-tourismus.de, www.visitsaxony.com, www.facebook.com/SaxonyTourism, www.instagram.com/SaxonyTourism

DW (Deutsche Welle), Vera Tellmann, Head of Corporate Communications, Phone: +49 (0)228 429 2531, Mobile: +49 (0)172 26 709 50, vera.tellmann@dw-com, www.dw.com