News & Updates

The business travel market is a key asset for Germany’s inbound tourism industry. Almost one quarter of the volume of all inbound travel from Europe to Germany is generated by business travellers – a higher proportion than in any other European country. When the COVID-19 pandemic hit, demand in the traditional business travel segment had already been in decline for a number of years, whereas the market share of promotable business trips had been steadily increasing up to that point. But even after the outbreak of the COVID-19 pandemic and the associated disruption for the MICE market, over half of all inbound business trips to Germany were classed as promotable.

The GNTB promotes forward-looking and sustainable tourism in line with the objectives of the German government. Sustainability is a core overarching topic for the GNTB and one with which it engages strategically across all areas of the organisation. To reflect the global shift in travellers’ values towards greater social and environmental responsibility, the GNTB is positioning Germany as a sustainable and inclusive destination in the international travel market.

When it comes to the digital transformation, the GNTB has become a pioneer in the use of immersive technologies, conversational interfaces, and artificial intelligence applications. To ensure that tourism offerings are visible on AI-based marketing platforms, the GNTB coordinates the German tourism industry’s open-data project, which aims to develop a tourism knowledge graph.

Digitalisation and internationalisation are the key factors in the strategic partnership between the GNTB and the GCB. Both organizations are working hard to develop smart MICE formats and to incorporate them into the structure and international marketing of Germany’s business travel offering.

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