Shaping the future of tourism
Digital Transformation
Digitalisation already shapes a large part of the value chain in tourism – whether in the inspiration phase with virtual reality, communication via social media, distribution via global online platforms, or in various innovative services for customers on the go. A key role is played here by new applications and services utilizing artificial intelligence. To remain competitive in the international market of destinations, the following areas of work are essential for the GNTB:
- Integration of experimental data in market research and presentation in innovative data dashboards
- GNTB Knowledge Graph & Open Data Project with more than 500,000 semantically structured datasets. For more information, visit www.open-data-germany.org
- Pilot projects and participation opportunities for partners in innovative marketing activities:virtual experience worlds, AI-powered travel companion Emma, online campaigns, influencer marketing
Guidelines for the Use of Artificial Intelligence
The German National Tourist Board (GNTB) recognises the potential of artificial intelligence (AI) to enhance efficiency, optimise processes, and improve user experience in tourism. At the same time, we commit to deploying AI responsibly, transparently, and in accordance with ethical standards. These guidelines provide a framework for using AI technologies within the GNTB and in collaboration with our partners. As the technological and legal landscapes continue to evolve, these guidelines will be regularly reviewed and adjusted.The detailed guidelines, including a general introduction, can be viewed here.
Tourism and Responsibility
Tourism that fails to take long-term environmental and social challenges into account risks permanently undermining its own foundations. Against this backdrop, we are continuing to develop our quality tourism strategy across departments and document our progress in our Annual Report.
Communicating Responsible Travel
For several years, FEEL GOOD has been one of our global flagship campaigns in our communications with prospective visitors to Germany. Through the campaign, we inform international visitors about relevant tourism offerings and provide practical advice on responsible travel.
To support members and partners in communicating environmental and sustainability claims, the German National Tourist Board (GNTB) also provides a guide to the EmpCo Directive(available in German). The guide explains the requirements applicable from 27 September 2026 and offers guidance on reviewing and revising texts, images and graphics.
DZT Sustainable Tourism Day
The GNTB contributes insights into current challenges and developments in tourism through its international networks and various knowledge-transfer formats for the industry. These include the annual Sustainable Tourism Day, organised by the GNTB. Presentations and discussions explore current challenges as well as strategies, practical examples and potential solutions for the continued development of tourism.
Responsibility Within the Organisation
Within its own organisation, the GNTB also addresses topics such as climate change, demographic change, new ways of working, inclusion and the associated regulatory requirements. Measures and progress are documented in the annual Rreport and our environmental statement. The GNTB continuously works to further develop and optimise its environmental performance and internal processes. These activities are supported and reviewed through Green Globe certification and registration under the EMAS environmental management system.