The Board of the German National Tourist Board (DZT) has decided to reappoint Petra Hedorfer as Chief Executive Officer (CEO). Her new five-year term will run through October 2031.
After studying economics and social sciences, Hedorfer began her career in the retail industry and the field of cultural management. She joined DZT as Head of Global Marketing in 1998, became a member of the Executive Board responsible for marketing in 2000, and was appointed CEO in 2003.
She has promoted early expansion into growth markets including Southeastern Europe and Asia. Recognizing the digitalization of the tourism industry at an early stage, she has also advanced the digital transformation of DZT and the entire tourism value chain, working to establish Germany in international markets as a travel destination offering innovative, high-quality services.
In Asia, DZT opened offices in Beijing, Delhi, Dubai, and Singapore, in addition to Japan and Hong Kong. It established Tokyo as its regional management hub for Asia and upgraded its China office, which had been managed by an agency, to a directly operated office. Asia now accounts for approximately 10% of Germany’s total inbound tourism market, making it the second-largest regional market after North and South America, which account for 12%.
Commissioned by Germany’s Federal Ministry for Economic Affairs and Energy, DZT works to promote inbound tourism to Germany. Its headquarters in Frankfurt oversees 21 overseas offices worldwide, including its Tokyo office.
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