Press release: GNTB promotes IGA 2027 Ruhr Area internationally

Frankfurt am Main, 24 April 2026 – The German National Tourist Board (GNTB) has entered into a cooperation agreement with IGA 2027 Ruhrgebiet gGmbH to promote the International Garden Exhibition 2027 (IGA) internationally. In more than 30 international markets worldwide, GNTB offices are promoting one of Europe’s largest garden festivals, which will take place in North Rhine-Westphalia next year. Agreed marketing activities include the placement of the topic on www.germany.travel, newsletter articles and press relations. In addition, further in-depth activities are planned in selected key markets, such as press conferences, dedicated newsletters, target group-specific cross-media campaigns with social media posts and OTC partnerships. Emma, the GNTB’s AI-generated brand ambassador, will also use videos and visual content to inspire her followers in the Netherlands to visit the IGA.

As a first step in implementing the cooperation agreement, the GNTB organised a two-day study trip for key accounts from the international travel industry and journalists from the Netherlands, Belgium and the United Kingdom immediately following the Germany Travel Mart™. The programme included a project presentation at the Haus des Wissens in Bochum, a visit to Kokerei Hansa as part of Dortmund’s “Zukunftsgarten”, the IGA project “Parkkreuz Phoenix”, and Zeche Zollern, where the ecological development of the former slag heap and the workers’ settlement Kolonie Landwehr provide a vivid impression of the green transformation of the industrial region.

Petra Hedorfer, CEO of the GNTB, explains: “The IGA exemplifies the dynamic transformation of the Ruhr Area into an attractive tourism destination with a diverse cultural offering. With IGA 2027, Germany will gain another tourist attraction next year that combines a spirit of innovation, forward-looking orientation and a strong culture of hospitality, and thus represents a vivid expression of our brand claim ‘Germany simply inspiring’. Through our network, we are able to draw the attention of international visitors to a project that will create lasting highlights for Destination Germany well beyond the duration of the IGA.”

IGA 2027 Ruhrgebiet will open on 23 April 2027. Under the motto “Zukunft.Blüht” (“The future blooms”), it addresses global future challenges, highlights sustainable businesses and showcases the region’s green highlights. A total of 53 cities are involved in the decentralised concept, which also reflects the transformation of the Ruhr Area into the greenest industrial region in the world. More than 6,000 individual events, including high-profile cultural events and interactive activities, are planned until 17 October. The organisers expect 3.1 million visitors.

Hanspeter Faas, Spokesperson for the IGA 2027 Management Board, adds: “The cooperation with the German National Tourist Board marks an important milestone for IGA 2027 on its path towards international visibility. Together, we are communicating the message internationally that the Ruhr Area will host a forward-looking major event with IGA 2027, combining garden art, sustainability, innovation and the transformation of an entire region in an impressive way. The IGA makes it possible to experience once again how an industrial region is evolving into a green, liveable and internationally attractive space. At the same time, we are delighted if many visitors use IGA 2027 as an opportunity to discover North Rhine-Westphalia as a diverse tourism destination and begin planning their trip to the Ruhr Area with anticipation.”