German National Tourist Board Highlights Germany's Charm Through Culture, Food, Cities, and Nature in 2026

Germany attracts foreign tourists with its unique art and cultural scene found nowhere else. In 2026, we will recommend Germany as a tourist destination through social media and other channels from the perspectives of culture, nature, and food, striving to have more people visit Germany than last year.

Our board supports April Dream, a project to make April 1st a day to broadcast dreams. This press release is the dream of the German National Tourist Board.

In 2026, the German National Tourist Board will focus on four global campaigns and three key themes, reinforcing its solid position as a cultural and city destination while putting themes of authentic experiences, gastronomy, and nature at the center of our communication.

City Campaign "Your Next Stop: Travel Destination Germany"
We will launch an inspiration-driven promotional campaign introducing the lifestyle of major cities and the unique charm of small and medium-sized cities.

"Culinary Germany" Campaign
We will promote Germany to the world as a diverse and attractive gastronomic destination.

"Feel Good – Erlebnisse, die bleiben" (Memorable Sustainable Experiences)
We aim to establish Germany's recognition as a destination with numerous certified sustainable tourism products.

"Season’s Greetings from Germany"
While cities with large and diverse Christmas markets like Munich, Cologne, Frankfurt, and Nuremberg remain highly popular, we will equally stimulate travel demand for smaller cities and regional areas.

Key Themes for 2026

150th Anniversary of the Bayreuth Festival
Taking the 150th anniversary of the Bayreuth Festival in 2026 as an opportunity, we will promote the cities and regions associated with Richard Wagner as beacons of cultural tourism.

Family and Friends in Nature
Activities enjoyed with family and friends in nature (hiking, cycling, waterside experiences, etc.) will be developed as a key theme.

3. 2027 International Horticultural Exhibition (IGA) Ruhr Region
Using the world's leading garden festival, the "International Horticultural Exhibition (IGA)," held every 10 years, which will take place in the Ruhr region in 2027, we will introduce the area as the "greenest industrial region in the world."

Implementation Plan for Global Campaigns in Japan
Among the global campaign themes and key themes mentioned above, the Culinary Germany campaign, the City campaign, and the Christmas campaign will be actively promoted in Japan through content marketing and social media.