Germany challenges stereotypes

Brits see Germany as a holiday destination with great nightlife and cheap shopping, new research shows.

Germany is also thought of as a place with excellent infrastructure and lots of culture, according to a survey for the German National Tourist Office (GNTO).

But while the German people are largely regarded as smart, friendly, modern and with a good standard of English, they can also be perceived as humourless, rude and dull.

Perceptions of Germans and Germany are largely obtained through school – history and German lessons – and television.

The research, conducted by Gfk using three focus groups in London and Manchester, shows that football rivalry also plays a part in the way British people see Germany.

Well-known German products and brands have helped to create a picture of a high quality and industrialised country.

But the majority of perceptions about the country are based on stereotypes rather than first-hand information and personal experience.

Udo Grebe, the GNTO's UK & Ireland director, said: "The results of this study are very interesting and provide us with useful information for future projects and activities. We view the findings very optimistically, and I believe humour can play a key element in our future communication with customers.

"We will aim to confront stereotypes with a dash of (self-deprecating) humour – creating a more approachable image."

Future poster campaigns on the London underground are set to include one showing Geoff Hurst with messages such as: "Germany. So much to see you may need extra time." XXX