The German National Tourist Board (GNTB) will hold the 5th Inbound & Brand Summit in Frankfurt from June 21 to 23.
Around 70 journalists from more than 20 key overseas markets, including Japan, will participate under the theme “INNOVATIVE. AUTHENTIC. LIVEABLE.” The summit will communicate initiatives aimed at strengthening the international presence of the Germany travel brand. Frankfurt Tourism Board will host the event, with Lufthansa German Airlines serving as the official airline partner.
This year’s summit will focus on innovative tourism products, urban quality of life, cultural identity, and authentic travel experiences. The program includes pre-convention tours and a media program in Frankfurt, and will also showcase newly opened luxury hotels such as “The Florentin.”
In Germany, spending by international travelers is expected to reach 78.6 billion euros in 2025, a 41% increase compared to 2016, while overnight stays by foreign visitors are projected to reach 83.6 million, up 141% compared to 1993. The GNTB’s annual social media reach is expected to total around 1.3 billion impressions in 2025, and the number of contacts through PR, television, radio, and other channels has exceeded 20 billion, up 44% compared to ten years ago. Since 2023, Germany has maintained second place worldwide after Japan in the Anholt-Ipsos Nation Brands Index and has remained the top European cultural travel destination for more than ten years.
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