The German National Tourist Office (GNTO) is the central sales, marketing and public relations organization for Germany as a tourist destination. Its goals are to maintain the positive image of Germany as a travel destination, make an international contribution through the representation of German cultural values and increase the travel volume to Germany. The tasks include the development of new marketing strategies and concepts based on specific themes, events and attractions as well as bringing together and optimizing the diverse marketing activities of partners in the German travel industry. Since 1952, the German National Tourist Office has been established in North America with an office in New York and representatives in Los Angeles, Chicago and Toronto. Since 2004, the German National Tourist Office New York has become the regional representation for the entirety of North and South America as well as Israel.