Press release: GNTB US Advisory Board Out of Country Meeting, with workshop on 15 October in Berlin, explores prospects for Germany as a travel destination in the US market

Frankfurt am Main, 8 October 2025 – With around three million overnight stays and a market share of 8.2 per cent in the first half of 2025, the USA has reaffirmed its position among the top three source markets for inbound tourism to Germany – following the Netherlands and on par with Switzerland.

The workshop, part of this year’s US Advisory Board Meeting on 15 October in Berlin, will focus on the current state of the US travel market, including customer demand potential and developments among tour operators. Over 100 representatives from German travel companies, destination marketing organisations, incoming agencies and other tourism service providers will have the opportunity to gain first-hand insights into current market trends through presentations, panel discussions and networking sessions. Speakers and panellists include senior executives from the US travel industry, such as the United States Tour Operator Association (USTOA), Lufthansa, Rail Europe and Tripadvisor.

Petra Hedorfer, CEO of the Board of the German National Tourist Board (GNTB), comments: “With travel expenditure of €10.4 billion for inbound trips to Germany, the US market was the highest-revenue source market in 2024 according to IPK International. A significant proportion of this spending directly benefits Germany’s SME-based tourism sector – including hotels, restaurants and service providers. However, current trade tensions are unsettling parts of the American consumer base. It is therefore all the more important to analyse the market situation precisely, understand the interests of potential guests, and actively promote travel to Germany. The workshop held within the framework of the US Advisory Board Meeting provides an excellent platform to connect key players from the US source market with partners from Destination Germany.”

The Out of Country Meeting of the US Advisory Board brings together leading representatives of the US travel industry – including the USTOA, tour operators, consortia, Lufthansa worldwide, Rail Europe and Tripadvisor – and takes place annually in a different German destination. This year’s hosts are the tourism organisations of the City of Berlin and the State of Brandenburg. Lufthansa supports the meeting as the Official Airline Partner.

Sabine Wendt, Managing Director of visitBerlin, explains: “As a city and cultural destination, Berlin has traditionally played a special role in travel to Germany for American tourists. After 2019, we are once again proud to host the US Advisory Board Workshop here in Berlin – an excellent opportunity to showcase the city’s ever-expanding tourism offering to top decision-makers from the US travel industry.”

Christian Woronka, Managing Director of TMB Tourismus-Marketing Brandenburg GmbH, adds: “The US inbound market still holds untapped growth potential for Brandenburg. We are therefore particularly pleased to have the opportunity, together with visitBerlin, to present the tourism offering of the capital region to the US Advisory Board. Over three days, our guests will gain insights into the region – with a special focus on the interplay between its rich cultural heritage and authentic natural experiences.”