Incoming and Brand Summit in Frankfurt. Photo: DZT Germany continues to strengthen its position as one of the world's leading tourist destinations.
More than 70 travel reporters from 25 countries participated last month in the fifth 5th German National Tourist Board (GNTB) Incoming and Brand Summit in Frankfurt am Main, under the title: "Innovative. Authentic. Liveable." Among the reporters was Amit Cotler, a representative of PassportNews.
The chairwoman of the DZT board of directors, Petra Hedorfer, said that the "Germany as a tourist destination" brand continues to strengthen in the international arena, despite geopolitical and economic challenges. According to her, in 2025, Germany was ranked eighth among the most popular destinations in the world and second among European travelers.
Frankfurt. Photo: ShutterstockDuring the event, Evelina Haderer from Expedia presented data indicating a significant increase in interest in Germany: the number of searches for vacations in the country in the first quarter of 2026 jumped by 30% compared to the same period last year. She also noted that hotel prices in Germany are considered particularly competitive by international comparison.
The conference focused on trends that will shape the country's future tourism, including innovative city development, local culture, cuisine, sustainability and authentic experiences. Participants were also exposed to Frankfurt's development as a tourist destination beyond its traditional image as a city of business and banking.
The event also included professional tours and introductions to new hotels, including the luxury hotel The Florentin, which represents the accelerated development of the hospitality sector in Germany.