GNTB named Top 100 Innovator for sixth consecutive year

Germany

Jury honours digital projects and AI-driven marketing strategies that strengthen Germany’s global destination profile

The German National Tourist Board has once again been recognised among the winners of the “Top 100 – The Most Innovative SMEs” awards. In 2026, the organisation received the distinction for the sixth consecutive time, with the jury highlighting its digital projects and forward-looking marketing strategies. The announcement was made today in Frankfurt am Main.

Innovation across the entire value chain

As part of the selection process, the German National Tourist Board presented a portfolio of innovation projects covering the full value chain. These ranged from business intelligence solutions that support evidence-based decision-making, to AI applications for internal process organisation, and new digital tools designed to enhance communication with end customers. Together, the initiatives demonstrate a systematic approach to innovation embedded across the organisation.

Digital transformation as a strategic driver

Petra Hedorfer, CEO of the German National Tourist Board, emphasised the strategic importance of digitalisation:

“Digital transformation – and in particular the rapid implementation of AI applications – is a key driver of our successful marketing in the global competition between destinations. Our long-standing innovation management increases efficiency within the organisation, strengthens economic value creation and enhances Germany’s international profile as a modern, service-oriented, high-quality travel destination. In addition, through our knowledge transfer activities, we support Germany’s SME-driven tourism industry in international markets. The fact that we are now counted among the top innovators for the sixth consecutive time demonstrates the long-term success of our company’s strategic direction.”

Award-winning digital projects

Among the projects presented to the Top Innovator jury were AI-supported business intelligence tools that are also made available to partner organisations, the AI-generated travel companion Emma, and the mixed reality application “UNESCO World Heritage Sites in Germany”. These initiatives have already received extensive national and international recognition. The AI travel companion Emma was honoured with the German Brand Award, the mixed reality application received both the X Award and the XR Industry Activation Award, and the gamification project “Grimm’s Quest” was awarded the Red Dot Award, the German Design Award, and the Digital Communication Award.

Sustained recognition for innovation leadership

The sixth consecutive Top 100 Innovator title underlines the German National Tourist Board’s long-term commitment to innovation and digital leadership. By combining technological development with strategic marketing and knowledge transfer, the organisation continues to position Germany as a competitive, future-oriented destination in the global tourism market.