Artificial intelligence, data marketing, and immersive experiences: the German National Tourist Board (GNTB) confirms its position as one of the most innovative public organizations in the sector. According to the trade press, the institution has just been recognized for the sixth consecutive year in the German competition "Top 100 – Most Innovative Medium-Sized Companies," a benchmark in Germany for performance and transformation.
Summary
A distinction confirmed in February 2026
The announcement was made official on February 5, 2026 , from Frankfurt am Main. The jury of the "Top 100" competition once again recognized the German National Tourist Board for its digital projects and innovative marketing strategies, deployed across its entire value chain.
This sixth consecutive award recognizes a long-standing strategic direction. It is based in particular on the advanced use of data, the integration of artificial intelligence into internal processes, and the development of new communication tools for international markets.
Innovation as a lever for tourism competitiveness
In the official statement, Petra Hedorfer, Chair of the Board of Directors of the National Tourism Office (ONAT), emphasizes the central role of digital transformation: “Digital transformation and the rapid integration of artificial intelligence are essential drivers of our marketing success in the face of global competition.” She also reiterates that this innovation policy aims to strengthen the creation of economic value and Germany’s image as a modern, service-oriented destination.
Among the projects highlighted are AI-powered business intelligence tools accessible to German tourism partners, a virtual travel assistant named Emma, and a mixed reality application dedicated to UNESCO World Heritage sites in Germany.
Projects already recognized internationally
These initiatives have already garnered significant recognition. The virtual assistant Emma received the German Brand Award, while the app dedicated to UNESCO sites was honored with the X-Award and the XR Industry Activation Award. Meanwhile, the gamification app Grimm's Quest has received several awards, including the Red Dot Award and the German Design Award.
These recognitions illustrate ONAT's ability to transform emerging technologies into operational tools to promote tourism and enhance the attractiveness of territories.
A central role for the German tourism ecosystem
The German National Tourist Board acts on behalf of the Federal Ministry for Economic Affairs and Energy and works closely with private companies and professional associations in the sector. Its mission is to strengthen Germany's image as a destination internationally and to support the country's tourism SMEs, which make up the majority of the sector, in key source markets.
This initiative is based on targeted market analyses, structured knowledge transfer, and consistent digital communication around the brand "Germany. Simply inspiring." From its headquarters in Frankfurt am Main, the ONAT coordinates a network of 19 offices abroad, covering established and high-potential markets.
A source of inspiration for tourism professionals
For European tourism stakeholders, this new distinction illustrates that a public body can combine technological innovation, operational efficiency, and a long-term vision. The German example shows that AI, data, and immersive experiences have become structuring tools for destination marketing, and not simply experimental levers.
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