GNTB promotes IGA 2027 Ruhr Area in over 30 international markets

Germany

International Garden Exhibition positioned as key tourism driver for Germany

The German National Tourist Board has entered into a cooperation agreement with IGA 2027 Ruhrgebiet gGmbH to promote the International Garden Exhibition 2027 (IGA) worldwide. Through its network in more than 30 international markets, the GNTB is positioning one of Europe’s largest garden festivals as a major travel highlight for Germany.

The collaboration includes integrated marketing activities such as content placement on germany.travel, newsletter features and international press relations. In selected key markets, these efforts will be expanded through press conferences, dedicated campaigns, cross-media formats and partnerships with tour operators. The GNTB’s AI-generated brand ambassador Emma will also support the campaign with video and visual content, targeting audiences in the Netherlands.

Industry outreach and first international study trip

As part of the cooperation rollout, the GNTB organised a two-day study trip for international travel industry partners and media representatives from the Netherlands, Belgium and the United Kingdom following the Germany Travel Mart.

The programme showcased key IGA locations and transformation projects across the Ruhr Area, including presentations in Bochum and site visits in Dortmund and at former industrial landmarks. These experiences highlighted the region’s transition from an industrial hub to a green, experience-oriented destination.

Major event with strong tourism impact

The IGA 2027 Ruhr Area will open on 23 April 2027 under the motto “Zukunft.Blüht” (“The future blooms”). With a decentralised concept involving 53 cities, the exhibition will address sustainability, urban development and environmental innovation while presenting the Ruhr Area as one of Europe’s most dynamic transformation regions.

More than 6,000 events are planned until 17 October 2027, including cultural highlights and interactive formats. Organisers expect around 3.1 million visitors, underlining the event’s significance as a major demand driver for domestic and international tourism.

Relevance for the travel industry

According to GNTB CEO Petra Hedorfer, the IGA 2027 reflects the transformation of the Ruhr Area into an attractive destination with a diverse cultural offering and strong hospitality profile. The event is expected to generate lasting visibility for Destination Germany beyond its duration.

Hanspeter Faas, spokesperson for the IGA 2027 management board, emphasised that the international promotion marks a key milestone in positioning the event globally. By combining garden art, sustainability and regional transformation, the IGA is set to create new travel incentives and encourage visitors to explore North Rhine-Westphalia as a multifaceted destination.

With its scale, thematic focus and international reach, IGA 2027 is poised to become a significant catalyst for tourism growth and destination branding in Germany.