GNTB US Advisory Board Workshop brings Germany's tourism industry together with leading decision-makers from the USA at Lake Constance

Frankfurt am Main, 3 August 2026 – The German National Tourist Board (GNTB) will hold the workshop of this year's US Advisory Board Meeting on 29 September 2026 at the Inselhalle conference centre in Lindau on Lake Constance. Partners from the German tourism industry will have the opportunity to gain current insights into the US travel market and, through direct exchange with leading executives from the US travel industry, learn more about trends, demand and market potential.

The GNTB's cooperation partners for the event are Internationale Bodensee Tourismus (IBT) GmbH and Lindau Tourismus und Kongress GmbH, which are hosting the meeting. Lufthansa is the official airline partner.

Petra Hedorfer, Chief Executive Officer of the GNTB, explains: "The USA is the second most important source market for Germany's inbound tourism. In 2025, Germany recorded almost seven million overnight stays by visitors from the United States, and US travellers spent a total of €9.6 billion on their trips to Germany. Demand remains high in 2026: in the first five months of the year, overnight stays increased by 0.6 per cent. This was driven in particular by stable air fares to Germany and the attractive value for money offered by the German hotel sector in comparison with other European destinations. River cruises, as well as authentic cultural, culinary and nature experiences, are particularly popular in the American market. Our AI-supported market forecast expects further growth of 1.8 per cent over the coming months. With the GNTB US Advisory Board Workshop, we are providing our German SME partners with valuable impetus to make targeted use of these market opportunities and further strengthen their positioning in the North American market."

Nina Hanstein, Managing Director of Internationale Bodensee Tourismus (IBT) GmbH, said: "The US market is of great importance to our region. We are therefore delighted to host this year's US Advisory Board Meeting at Lake Constance. The Four-Country Lake Constance Region stands for high-quality nature and cultural experiences, as well as genuine hospitality. Through direct dialogue with the leading decision-makers in the US travel industry, we aim to generate fresh momentum and further strengthen our international visibility as a destination."

The GNTB US Advisory Board Out-of-Country Meeting, bringing together leading representatives of the US travel industry, is held annually at different destinations across Germany. The keynote speaker at this year's GNTB US Industry Day will be Brennen Bliss, CEO of the digital marketing agency Propellic, speaking on The New Playbook for Travel Marketing in an AI World. The programme will be complemented by market analyses, expert presentations and panel discussions with senior representatives from USTOA, international tour operators and travel agencies including Tauck, Exeter International, Globus Family of Brands and Kuoni Tumlare, the travel platform Tripadvisor, as well as mobility partners including the Lufthansa Group and Rail Europe. Networking sessions and individual meetings will provide additional opportunities for professional exchange.

Registrations are open until 31 August 2026 via the Activity Board on the GNTB website.