Director of the German National Tourism Office for Spain and Portugal

More than 25 years of experience in the tourism sector in Spain. With degrees from four European universities, boasting an excellent all-round education, this would explain why her career has developed within a European context.

She managed the Department of Sales and Marketing for Parc du Futuroscope, France for both the Spanish and Portuguese markets for three years before joining the Madrid Tourist Board (Turismo Madrid). In her role as Departmental Manager, Ulrike coordinated the promotion of the Madrid Region to European markets.


  • Executive MBA in Tourism Enterprise Management from the IE Business Institute, Madrid, Spain
  • Degree in Business Studies; Heilbronn University, Germany
  • Master of Arts “European Tourism Management” ; Polytechnic University of Bournemouth, UK
  • Masters in Applied Foreign Languages; Savoie University, France

Professional Experience:

  • Director of the German National Tourism Office for Spain and Portugal (since 2011)
  • Manager European Markets, Madrid Tourist Board (2005 – 2011)
  • Sales & Marketing Manager for Spain and Portugal, SEML Parc du Futuroscope (1995-2003)
  • International MBA Tutor at the IE Business Institute (2005 – 2013)
  • BA and MA Tutor at several universities in Germany.

With regard to positioning Germany as a tourist destination, it is worth noting that since 2011, the number of overnight stays by Spaniards in Germany has risen by 50%, reaching over 3 million in 2018. This positive trend would seem to continue well into the future with forecasts indicating that by 2030, Germany can expect to have more than 4 million overnight stays from Spain.

The international positioning of Germany as a barrier-free tourist destination is considered to be a priority for the German government in its development of appropriate infrastructures and its promotional strategy.

To achieve this goal, the German National Tourist Office has been working hand-in-hand with different organisations and businesses specialising in barrier-free tourism to promote the tourism resources of its 16 states, and above all to identify requirements that must be met. Ulrike therefore believes that close collaboration between the public and private sectors is key.

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