The German National Tourist Board held the fifth GNTB Incoming and Brand Summit in Frankfurt from 21 to 23 June 2026. The event, which had as its theme “Innovative. Authentic. Liveable.”, brought together leaders in the tourism sector, decision-makers, international media, and destination marketers.
In order to discuss the future of destination marketing, visitor experiences, investment opportunities, and international partnerships, the summit brought together tourism experts and decision-makers from Germany and other markets. Journalists participated in guided field trips throughout Frankfurt in addition to the conference programme, and they spoke with eminent speakers about innovation, the growth of tourism, and opportunities to deepen connections with Middle Eastern markets.
Beyond the Financial District of Frankfurt
Following the summit, participants explored Frankfurt through two of the programme’s Live Experience Tours: “Monet & the Main: A Cultural Riverside Tour” and “Green Frankfurt: Urban Nature & Hidden Gems.”The riverside tour led participants along the River Main, passing through the Nizza Gardens and across the Holbeinsteg, with views of Frankfurt’s skyline and museum district. The walk concluded at the Städel Museum, where guests first enjoyed access to the museum’s rooftop terrace, offering a contrast between the city’s historic riverbanks and its modern skyline. Inside, a guided tour of the exhibition “Monet on the Normandy Coast” highlighted Monet’s exploration of colour and light while showcasing his lasting influence on Impressionist art.
The Green Frankfurt tour emphasized the city’s parks and its dedication to sustainability. Travelling by Velotaxi, participants passed the Palmengarten and through Grüneburgpark, one of Frankfurt’s largest urban parks, before stopping at the Palais Grüneburg Memorial, a site connected to the city’s history. The route continued to the Holzhausenschlösschen, a moated manor house in the leafy Nordend district and one of the few remaining aristocratic residences in Frankfurt. The tour continued through Bethmannpark, known for its Chinese Garden, before concluding at Wasserhäuschen Fein, a modern interpretation of Frankfurt’s traditional neighbourhood kiosk culture, where participants enjoyed regional refreshments.
Opportunities for Investment and Health Tourism
Harald Hock, Managing Director of Bad Nauheim Stadtmarketing und Tourismus GmbH, stated at the summit that Bad Nauheim has a strong reputation as a wellness destination and is referred to as “Germany’s Health City.”
With 14 hospitals and specialist clinics, nine natural healing springs, and the recently opened Townal Spa, which was constructed around a natural saline water source, the city has developed its medical identity over more than 200 years, according to Hock. Additionally, he emphasized the historic Gradierbauten, or salt graduation structures, where guests can inhale mineral-rich air that is thought to be good for the heart and lungs.
Bad Nauheim has a long history of close ties to the Arab world, according to Hock. During the 2006 FIFA World Cup, the Saudi national football team stayed at the city’s Dolce Hotel. Additionally, a number of hospitals and clinics have special departments for Arab patients, which are backed by years of experience serving visitors from the region.The city is actively looking for new sponsorship and investment opportunities, he continued.
Geopolitical instability is one of the current issues, according to Hock, since wars and international crises still affect the economies of Germany and the rest of Europe. However, he expressed optimism that in the upcoming years, the travel and tourism industry would progressively improve.
In response, Hock said that “a welcome that comes from the heart” is what keeps people coming back to Bad Nauheim. He said that the city’s centuries-old wellness tradition and friendly hospitality create an experience that entices visitors to return.
Innovation at the Heart of the Visitor Experience
Stefan Weil, Chief Creative Officer at Atelier Markgraph and Co-Founder of Making Frankfurt, was another speaker at the summit. He described a number of initiatives that would improve the experiences of locals and tourists by utilizing innovation and public participation.
“The Art of Collaboration,” a public music space where strangers collaborated to create music, is an illustration of how shared experiences can foster teamwork.
He also highlighted “Audio for Democracy,” a project designed to honor Paulskirche’s 175th anniversary and celebrate the values of openness and democracy through sound installations, and “Sky Arena,” a project created with the company’s founder, Roland, that projected dynamic spherical images of football stars onto Frankfurt’s skyline.
According to Weil, “successful tourism strategies have to be a mix of innovation and tradition to make a city attractive.”
He went on to say that cities should maintain the genuine landmarks and cultural features that offer tourists a feeling of familiarity and identity while simultaneously adding new cafés, contemporary exhibitions, and modern cultural experiences.He continued by saying that Atelier Markgraph is a founding member of the international WEO network for visitor experiences, which unites over 1,000 professionals from Saudi Arabia, Dubai, and Abu Dhabi, along with organizations like Disney and the team behind The Sphere in Las Vegas.Weil stated that the tourism sector is not the primary barrier when asked about today’s biggest challenge. Instead, “the mindset of some decision-makers,” who are still hesitant to invest in novel concepts and take measured risks, frequently slows down progress.
The Path Ahead
In addition to showcasing Germany’s ongoing commitment to innovation, sustainability, and international tourism collaboration, the summit provided attendees with a chance to explore Frankfurt’s green urban areas and cultural legacy beyond its role as Germany’s financial centre.
Discussions about international partnerships, wellness tourism, and innovative placemaking showed how German travel destinations are positioning themselves to draw a wider variety of international visitors, including Middle Eastern travellers looking for a blend of leisure, business, and culture.
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