Press release: GNTB recognised for the sixth consecutive time as a Top 100 Innovator

Frankfurt am Main, 2 February 2026 – The German National Tourist Board (GNTB) is once again among the award winners of the ‘Top 100 – The Most Innovative SMEs’ awards in 2026, recognised for its digital projects and marketing strategies. This was announced today by the jury of the prestigious competition. As part of the selection process, the DZT presented innovation projects spanning the entire value chain – from business intelligence as a foundation for evidence-based decision-making, through AI applications in internal process organisation, to new tools for end-customer communication.

Petra Hedorfer, CEO of the GNTB, commented: ‘Digital transformation – and in particular the rapid implementation of AI applications – is a key driver of our successful marketing in the global competition between destinations. Our long-standing innovation management increases efficiency within the organisation, strengthens economic value creation and enhances Germany’s international profile as a modern, service-oriented, high-quality travel destination. In addition, through our knowledge transfer activities, we support Germany’s SME-driven tourism industry in international markets. The fact that we are now counted among the top innovators for the sixth consecutive time demonstrates the long-term success of our company’s strategic direction.’

Specific projects presented by the DZT during the Top Innovator selection process included AI-supported business intelligence tools, which are also made available to the organisation’s partners, the AI-generated travel companion Emma, and the mixed reality application ‘UNESCO World Heritage Sites in Germany’. These projects have already received significant national and international recognition: the AI travel companion Emma was honoured with the German Brand Award, the mixed reality application ‘UNESCO World Heritage Sites in Germany’ received both the X Award and the XR Industry Activation Award, and the gamification application ‘Grimm’s Quest’ was recognised with the Red Dot Award, the German Design Award and the Digital Communication Award.

About the Award

Since 1993, compamedia has awarded the TOP 100 seal to medium-sized enterprises for outstanding innovative strength and above-average innovation performance. Since 2002, the scientific direction of the competition has been led by Professor Dr Nikolaus Franke. Franke is Founder and Chair of the Institute for Entrepreneurship and Innovation at WU Vienna University of Economics and Business. With 27 research awards and more than 200 publications, he is internationally recognised as one of the leading innovation researchers.

The mentor of TOP 100 is former Federal President of Germany and former Minister-President of Lower Saxony, Christian Wulff. Project partners include the Fraunhofer-Gesellschaft for the Promotion of Applied Research and the German SME Association (BVMW). The manager magazin supports the company benchmarking as a media partner, while ZEIT für Unternehmer acts as a cooperation partner.

Further information and registration are available at www.top100-germany.com