Petra Hedorfer reappointed as CEO of the GNTB

Germany

The Board of Directors of the German National Tourist Board (GNTB) has today reappointed Petra Hedorfer as Chief Executive Officer. With her term extended until 31 October 2031, the GNTB is reaffirming its commitment to continuity, experience and successful international brand leadership over the next five years.

"Petra Hedorfer enjoys an outstanding reputation both in Germany and internationally as one of the leading figures in inbound tourism. She combines strategic clarity with global brand leadership and innovation-driven transformation. Under her leadership, the GNTB has evolved from a traditional marketing organisation into a pioneering force within international tourism.

For more than two decades, together with her team, she has analysed global market developments, growth potential, emerging trends and future-oriented topics, successfully positioning Destination Germany among the leading players in international tourism. Particularly in light of current geopolitical challenges, the GNTB Supervisory Board continues to place its trust in Petra Hedorfer’s experienced leadership to strengthen Germany’s competitiveness and long-term positioning in the global tourism market."

After completing her studies in economics and social sciences, Petra Hedorfer began her professional career in the retail and cultural management sectors. In 1998, she took over responsibility for global marketing at the GNTB, becoming Chief Marketing Officer in 2000 and Chief Executive Officer in 2003.

In this role, she has sharpened Germany’s brand profile as an innovative, service-oriented and high-quality travel destination in an increasingly competitive international marketplace. She was an early advocate of growth markets with strong potential in South-East Europe and Asia and has consistently championed digital transformation across the organisation and throughout the tourism value chain. In addition, Petra Hedorfer holds a number of positions and advisory roles across the tourism industry, academia and public policy.