Market Development & Key Topics

With Your Next Stop: Travel Destination Germany, the GNTB will be showcasing the great diversity of urban culture and city experiences in Germany in 2026. The campaign presents Germany's cities as dynamic, creative and international places, from world-famous metropolises with iconic sights to smaller towns and insider tips. The focus is on the special moments that travellers can experience in German cities: inspiring art and culture scenes, lively neighbourhoods full of creativity, local markets and places. The hotel industry also plays an important role in this, creating the perfect setting for an intense city experience with authentic and inviting establishments. Your Next Stop: Travel Destination Germany invites international visitors to rediscover familiar classics, uncover hidden treasures and experience the atmosphere of German cities to the fullest.

In 2026, the GNTB will position Germany internationally as a culinary destination with its Culinary Germany campaign. From traditional regional dishes and hearty classics to fine dining and Michelin-starred cuisine to innovative food concepts, the diverse gastronomic scene offers international guests special culinary and travel experiences. At the same time, the campaign shows how culinary traditions and local products shape the identity of cities and regions – from weekly markets and wine routes to urban food festivals. The focus is on authentic regionality and modern cuisine, which provides insights into culture and lifestyle in Germany.

The GNTB's Season's Greetings from Germany Christmas campaign will once again focus on atmospheric Christmas markets, diverse winter activities and romantic Christmas traditions in 2026. With Germany's globally cherished Christmas traditions, the campaign awakens the wanderlust of international guests every year during Advent and the pre-Christmas period, thus making an important contribution to strengthening inbound tourism. At the same time, the GNTB offers its partners in tourism, retail, hotels, restaurants and culture tailored support in marketing their Christmas-related offerings.

Landscape and nature play an important role in the decision to choose Germany as a travel destination. In order to promote the nature holiday segment in Germany more strongly, this thematic focus concentrates on national natural landscapes, cycling and hiking trails and presents shared nature experiences as comprehensive travel inspiration in the form of a larger thematic page.

Richard Wagner and his music, as well as the Bayreuth Festival he founded, enjoy great renown worldwide. His operas are among the most significant in the world and exert a great fascination. Wagner, who is considered one of the most influential composers of the 19th century, not only shaped the history of opera, but also influenced many of his contemporaries and later composers. The GNTB is promoting the anniversary of ‘150 years of the Wagner Festival’ in Bayreuth and is including other important locations in Richard Wagner's life in its marketing, such as Dresden, Leipzig, Munich, Stuttgart, Wartburg and Meiningen, in order to give foreign visitors an authentic experience of Wagner and his work.

The GNTB is already focusing on the IGA 2027 as a key topic for the future in 2026. The International Garden Exhibition, which will be held in the Ruhr region for the first time, will present new projects and ideas for urban development, green spaces and cultural encounters from 23 April to 17 October 2027 under the motto ‘Future.Blooms.’. For the GNTB, the IGA offers a suitable showcase to draw the attention of international target groups to initiatives that contribute to the future-oriented, resource-sensitive development of urban and cultural spaces in Germany.