Press release: Germany Simply Inspiring: International GNTB Incoming and Brand Summit showcases Destination Germany between culture and innovation

Frankfurt am Main, 27 August 2025 – For the fourth time, the German National Tourist Board (GNTB) is hosting its Incoming & Brand Summit with around 70 journalists from key international source markets for Destination Germany. This year’s media summit, taking place from 31 August to 2 September 2025 in Bayreuth, is held under the motto “Tradition Meets Innovation: Culture, Crafts & Culinary Delights.” Presentations and expert panels will provide insights into the many facets that shape the Destination Germany brand, how these are driving the brand’s dynamic development, and how the brand is perceived in international markets. Participants will also experience selected travel offers during guided on-site tours.

The GNTB’s partners in organising the event are Bayreuth Marketing & Tourismus GmbH (BMTG) and Deutsche Lufthansa AG, the official airline partner. The event venue is Maisel’s Bier-Erlebniswelt.

Petra Hedorfer, CEO of the GNTB Executive Board, explains: “In today’s exceptionally volatile market environment, a distinctive brand profile is essential. As the number one cultural travel destination for Europeans’ outbound trips, we are already well positioned. Innovative tourism offerings further strengthen our image as a high-quality destination – attractive to international visitors, talent, and investment alike. With the summit format, we can provide a carefully selected group of leading international journalists from our most important source markets with focused insights into the values embodied by the Destination Germany brand.”

Dr Manuel Becher, Managing Director of Bayreuth Marketing & Tourismus GmbH (BMTG), adds: “We are proud to host this key event for Germany’s inbound tourism and to place Bayreuth in the spotlight for international travel and culture journalists. The destination of Bayreuth stands for the innovative development of cultural and craft traditions – something we will showcase both through our contributions to the conference programme and during the live experience tours.”

The conference day on 1 September opens with keynote addresses on the perception and positioning of the Destination Germany brand in the international competitive landscape.

• Petra Hedorfer presents “Inbound Tourism – Why Destination Germany Stands Strong.”

• Justin Reid, Senior Director of Media, Destinations, Hotels & Growth at the online travel platform Tripadvisor, explores “Destination Germany – Where Inspiration Turns Into Experience,” highlighting innovations and emerging trends shaping the expectations of international travellers seeking authentic yet contemporary experiences in Germany.

Experts will discuss how internationally renowned tourist attractions – such as the Bayreuth Festival, celebrating its 150th anniversary in 2026, the Bayreuth Baroque Opera Festival, and the region’s artisan brewing and winemaking culture – reinterpret cultural heritage in innovative ways. Speakers include world-renowned tenor Klaus Florian Vogt, Jeff Maisel, owner of the traditional Bayreuth brewery bearing his name, and Michelin-starred chef Alexander Herrmann.

As part of the fringe programme, participants can choose from five themed Bayreuth tours, each exploring different aspects of the city’s history and its contemporary resonance. In the days leading up to the conference, from 28 to 31 August, three GNTB pre-convention tours will introduce media representatives to:

• “Tradition Meets Zeitgeist” – cultural heritage and culinary discoveries in the Rheingau and Rheinhessen regions,

• “Tradition Meets Trends” – street art and creative districts in the metropolitan regions of Nuremberg and Munich, and

• “Bavaria for All Senses” – accessible travel experiences at the UNESCO World Heritage Site of Regensburg and in the Bavarian Forest.