GNTB brings international travel creators to Hamburg

Germany

Around 150 content professionals will explore Germany, attend industry sessions and experience Hamburg and its surrounding regions

The German National Tourist Board and Hamburg Tourismus GmbH will host the GNTB Travel Creator Summit x Traverse 26 in Hamburg from 13 to 18 October 2026. Around 150 international travel creators, influencers and content professionals are expected to attend.

The programme combines destination experiences, practical workshops, conference sessions and networking opportunities. Participants will also have the chance to discover other parts of Germany before the official event begins.

Hamburg becomes a stage for international storytelling

The Summit is being organised in cooperation with Traverse, an international agency and community platform specialising in travel creators and influencer marketing.

“Content creators play a central role in our international brand communications,” says Petra Hedorfer, Chief Executive Officer of the GNTB. “Through social media and strategic influencer marketing, we reach relevant target audiences around the world and strengthen awareness of Destination Germany. With the GNTB Travel Creator Summit x Traverse 26 in Hamburg, we are once again highlighting our strategic collaboration with these important multipliers. At the same time, Hamburg – as a creative, cosmopolitan destination with strong international appeal – provides the ideal stage for this innovative event.”

Hamburg Tourismus will use the Summit to present the city as an international cultural destination shaped by its harbour, music scene, gastronomy and nightlife.

“The GNTB Travel Creator Summit x Traverse 26 will enable people to experience Hamburg, tell its stories and share them with global communities,” says Michael Otremba, Managing Director of Hamburg Tourismus GmbH. “Our Elbphoria campaign, marking the 10th anniversary of the Elbphilharmonie, captures the unique feeling of immersing yourself in Hamburg. We are showcasing Hamburg as a waterfront cultural metropolis – approachable, creative, international and full of stories.”

Tours showcase Germany before the Summit

Before travelling to Hamburg, participants can join pre-convention tours to different regions of Germany. The trips are designed to provide authentic destination experiences and give creators opportunities to produce content for their international audiences.

The official programme begins on 13 October with arrivals and an exclusive museum visit in Hamburg.

Experiences in Hamburg and neighbouring regions

From 14 to 16 October, participants will explore Hamburg, Lübeck, Schwerin and the Altes Land region. The programme includes an exclusive guided tour of the Elbphilharmonie as well as culinary workshops with local partners.

The Summit concludes on 17 and 18 October with a two-day conference. International speakers, panel discussions, workshops and networking sessions will focus on current developments in travel content, destination marketing and cooperation with digital creators.