Press release: GNTB Campaigns 2026 - Focus on Culture and Cuisine, Cities and Nature

Frankfurt am Main, 27 February 2026 – With four global campaigns and three thematic foci, the German National Tourist Board (GNTB) will market Destination Germany in the international competitive environment in 2026. Germany’s strong position as a cultural and city-break destination, as well as the high demand for authentic experiences, culinary enjoyment and nature, will take centre stage.

Petra Hedorfer, CEO of the GNTB: “With its pronounced culture of hospitality and outstanding brand image as a service-oriented, high-quality destination, Destination Germany is exceptionally well positioned. Our campaigns and thematic priorities deliberately build on these strengths to inspire potential visitors in our source markets. In doing so, we attract new customers from growth markets while also encouraging repeat visits from our loyal guests. In 2025, international visitors contributed €78.5 billion in travel spending to economic value creation in Germany. This, in turn, supports our SME-driven tourism industry.”

City Campaign “Your Next Stop: Travel Destination Germany”

According to an exclusive Appinio study conducted on behalf of the GNTB, city breaks rank among the top three interests of international travellers worldwide. With its cosmopolitan and rich cultural scene and diverse urban life, Germany is the number one cultural and city destination for Europeans travelling worldwide.

To further increase inbound business in urban tourism for the hotel sector, gastronomy and retail, the GNTB will launch a conversion-driven inspirational campaign on Expedia’s channels, highlighting metropolitan lifestyle as well as the distinctive flair of smaller cities.

The global campaign will roll out in three waves in March, July and September 2026 and will include a dedicated content hub on Expedia, target group-specific storytelling with brand films, Netflix “Pause Ads”, social media activities, as well as press and B2B communications.

“Culinary Germany” Campaign

Experiencing local cuisine ranks as the most frequently mentioned activity among international city and cultural travellers after exploring cultural heritage and sights, according to the Appinio study commissioned by the GNTB.

The “Culinary Germany” campaign therefore aims to position Germany worldwide as a diverse and attractive culinary travel destination with a strong culture of hospitality. Its core message highlights how unique cultural experiences are created through the close connection between cuisine, gastronomy and hospitality. As an inspirational campaign, “Culinary Germany” presents Germany as a country of culinary delights and culture in all its facets. Seasonal highlights are showcased alongside regional specialities, with food consistently told in the context of region and experience.

At the heart of the campaign is a widget that takes users on an inspiring culinary journey through Germany. Based on individual interests and needs, it provides tailored regional recommendations drawn from the GNTB Knowledge Graph, including points of interest, restaurants, hotels, food events and wine festivals. The campaign is complemented by a new campaign film, social media activities, programmatic advertising, newsletters, influencer and media trips, as well as press and B2B communications.

“Feel Good – Experiences that last”

A key objective of the GNTB’s sustainability strategy is to position Destination Germany as a destination offering a wide range of certified sustainable products. The internationally multi-award-winning campaign “Simply Feel Good” demonstrates how a diverse holiday in harmony with the environment is possible – whether in nature or in the city. In 2026, the GNTB will relaunch the campaign under the new claim “Feel Good – Experiences that last”.

“Season’s Greetings from Germany”

Almost one in five international overnight stays in Germany takes place in November and December. Leading destinations include cities with particularly large, diverse and well-known Christmas markets such as Munich, Cologne, Frankfurt and Nuremberg, although smaller towns and regions also benefit.

According to the German Showmen’s Association, visitors generated revenues of €4.17 billion at Christmas markets in 2024, with a further €4.88 billion spent outside the event areas. Each year, the GNTB places the special atmosphere of cities large and small during the festive season at the centre of its “Season’s Greetings from Germany” campaign. In 2026, the campaign will once again promote travel to Germany in the pre-Christmas period, thereby supporting in particular the hotel and retail sectors in urban destinations.

A widget on the campaign microsite enables users to search specifically among more than 3,400 Christmas markets across Germany, with data sourced from the GNTB Knowledge Graph.

Thematic Focus: 150 Years of the Bayreuth Festival

Germany is firmly established as the number one cultural travel destination for Europeans travelling worldwide. In 2026, the GNTB will use the anniversary of the Bayreuth Festival as a thematic focus to promote cities and regions where Richard Wagner lived and worked, or which are closely associated with his oeuvre, as cultural beacons within Destination Germany.

This includes Bayreuth itself, which – with the Festspielhaus and the Margravial Opera House – is the only German city to feature on the New York Times’ “52 Places to Go” list in 2026. Additional travel tips, including Leipzig, Dresden, Eisenach and Nuremberg, highlight the broad spectrum of Wagner-related experiences throughout Germany.

Thematic Focus: Family and Friends in Nature

According to IPK International, holidays in rural areas among European visitors to Germany grew by four per cent in 2025, with mountain and waterside holidays also recording gains. The GNTB is responding to this trend by focusing on nature-based activities for families, such as hiking, cycling and water experiences.

A dedicated thematic page will present tips including family-friendly hotels, farm stays, treetop walks and wildlife parks. A new outdoor widget, drawing on data from the GNTB Knowledge Graph, provides a comprehensive overview of all relevant tourism offers.

Thematic Focus: IGA 2027 in the Ruhr Region

The International Garden Exhibition (IGA), one of the world’s largest garden festivals, takes place in Germany every ten years. Following IGA 2017 in Berlin, the Ruhr region will position itself as the “greenest industrial region in the world” with IGA 2027. As part of this, the Ruhr Valley Cycle Path will be further expanded and enhanced.

The GNTB is cooperating with the IGA organisers as well as with the Federal Garden Show (BUGA) to promote these major events internationally. Through its thematic focus, the GNTB will already provide travel inspiration in 2026, particularly in the nearby markets of the Netherlands and Belgium as well as in the United Kingdom, with the aim of extending the length of stay of the expected 2.6 million visitors.