Tourexpi
The German National Tourist Board has once again been
recognised among the winners of the “Top 100 – The Most Innovative SMEs”
awards. In 2026, the organisation received the distinction for the sixth
consecutive time, with the jury highlighting its digital projects and
forward-looking marketing strategies. The announcement was made today in
Frankfurt am Main.
Innovation across the entire value chain
As part of the selection process, the German National
Tourist Board presented a portfolio of innovation projects covering the full
value chain. These ranged from business intelligence solutions that support
evidence-based decision-making, to AI applications for internal process
organisation, and new digital tools designed to enhance communication with end
customers. Together, the initiatives demonstrate a systematic approach to
innovation embedded across the organisation.
Digital transformation as a strategic driver
Petra Hedorfer, CEO of the German National Tourist
Board, emphasised the strategic importance of digitalisation:
“Digital transformation – and in particular the rapid
implementation of AI applications – is a key driver of our successful marketing
in the global competition between destinations. Our long-standing innovation
management increases efficiency within the organisation, strengthens economic
value creation and enhances Germany’s international profile as a modern,
service-oriented, high-quality travel destination. In addition, through our
knowledge transfer activities, we support Germany’s SME-driven tourism industry
in international markets. The fact that we are now counted among the top
innovators for the sixth consecutive time demonstrates the long-term success of
our company’s strategic direction.”
Award-winning digital projects
Among the projects presented to the Top Innovator jury
were AI-supported business intelligence tools that are also made available to
partner organisations, the AI-generated travel companion Emma, and the mixed
reality application “UNESCO World Heritage Sites in Germany”. These initiatives
have already received extensive national and international recognition. The AI
travel companion Emma was honoured with the German Brand Award, the mixed
reality application received both the X Award and the XR Industry Activation
Award, and the gamification project “Grimm’s Quest” was awarded the Red Dot
Award, the German Design Award, and the Digital Communication Award.
Sustained recognition for innovation leadership
The sixth consecutive Top 100 Innovator title
underlines the German National Tourist Board’s long-term commitment to
innovation and digital leadership. By combining technological development with
strategic marketing and knowledge transfer, the organisation continues to
position Germany as a competitive, future-oriented destination in the global
tourism market.
Image
Credit: © TOP 100
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