A positive image of Germany - at home and around the world
“Germany is the ‘Land of Ideas’” – The image of a creative and hands-on nation presented by Horst Köhler in his 2004 inaugural speech as Federal President is the motto of the nation-branding initiative launched in 2005.
The Fan Mile in Berlin during the football World Cup
Since the 2006 Football World Cup, Germany has also been known internationally as the "Land of Ideas". The joint government and industry initiative has greatly contributed to a positive image of Germany in the world within just a few years.
Challenges of a globalized world
The global competition for investors makes it necessary for nations to present a compelling picture abroad. "Land of Ideas" has come to be regarded internationally as a prime example of successful nation branding and has become a business card of modern Germany.
People in Germany and around the world say: "Land of Ideas" suits Germany. We are a land of poets and thinkers, engineers and inventors, and innovative products “made in Germany". The term "idea" aptly describes the strengths of Germany, its people and its powers of innovation.
Joint Initiative
The initiative has since successfully implemented numerous projects with many businesses and ministries, making it an especially good example of the excellent cooperation between industry and government to promote Germany as aplace of investment.
Sending a message to the people
The "Land of Ideas" helps to showcase the people and institutions in Germany who embody innovation, ingenuity and resourcefulness. The ones who bring these traits to life every day in schools, businesses, research institutions, initiatives and associations.