GNTB strengthens dialogue to safeguard inbound tourism amid geopolitical uncertainty

Germany

New crisis task force and industry exchange launched to address potential impacts of Middle East conflict

The German National Tourist Board is intensifying its coordination with industry partners in response to the ongoing Middle East conflict and its potential effects on inbound tourism to Germany. The organization has established a dedicated crisis task force to monitor developments and evaluate possible impacts on international travel demand.

The task force conducts continuous data analysis and weekly monitoring of market developments. These assessments form the basis for adjusting global marketing activities for Destination Germany, allowing the organization to respond more flexibly to changing conditions in international tourism markets.

Industry dialogue launched with tourism and political partners

To strengthen coordination with stakeholders, the GNTB has introduced a new dialogue format for representatives from the tourism industry and political institutions. Around 200 participants took part in two webinars held on 14 and 15 April, where the organization outlined possible scenarios for inbound tourism demand and presented its strategic response.

The measures currently under consideration include reallocating marketing budgets, adapting campaign strategies and launching targeted short-term marketing initiatives to stabilise demand in key markets. Information on these measures is now available on the GNTB website and will be continuously updated.

Petra Hedorfer, CEO of the GNTB, said: “In times of economic uncertainty and geostrategic conflict, maintaining personal contacts within the industry is more important than ever. A key element of this year’s GTM will therefore be the strategic exchange with key accounts from tour operators and online travel platforms on the current geopolitical situation and the foreseeable impact of the Middle East conflict on inbound tourism to Germany. The GTM also provides us with an opportunity to highlight the assets of Destination Germany and to showcase its competitive advantages within Europe, such as excellent value for money, outstanding hospitality and service quality, as well as numerous product innovations.”

Germany Travel Mart serves as key platform for market exchange

The upcoming Germany Travel Mart, taking place from 19 to 21 April 2026 in Oberhausen, will provide an additional opportunity to assess the current market situation through dialogue with international travel professionals and media representatives.

The Germany Travel Mart is the largest sales event for inbound tourism to Germany. During the event, the GNTB will host around 200 key accounts from the international travel industry and approximately 80 journalists from more than 30 countries, presenting current trends, tourism developments and new products across Germany.

The 2026 edition is hosted by OWT Oberhausener Wirtschafts- und Tourismusförderung GmbH. By selecting Oberhausen as the venue, the GNTB also aims to highlight preparations for the upcoming IGA 2027 in the Ruhr region.

Workshop and networking programme for international buyers

At the centre of the event is a two-day workshop at the Rudolf Weber Arena, where 165 German destinations, transport companies, hotels and tourism service providers will present their offerings to international buyers.

Participants will use the workshop to establish new business contacts and negotiate contracts for the coming year. Prior to the official start of the event, international guests will also take part in pre-convention tours across North Rhine-Westphalia, providing first-hand insights into the region’s tourism developments.

Additional networking opportunities are planned throughout the programme, including informal meetings and industry events designed to facilitate exchange between tourism professionals, media representatives and international buyers.