The German National Tourist Office (GNTO) and visitBerlin have outlined a forward-looking vision for 2026, setting the direction for a year that celebrates Germany’s vibrant urban culture, rich culinary landscape and a growing emphasis on wellbeing.
With travellers from the GCC continuing to seek meaningful, flexible and experience-led journeys, both organisations are aligning their strategies to engage a new generation of explorers, particularly Gen Z, while continuing to appeal to families, couples and multi-generational travellers from the region.
For 2026, GNTO will focus on two core campaigns designed to showcase Germany’s diversity and contemporary appeal, reflecting how the country continues to evolve as a destination that blends culture, creativity and quality of life.
The City Life campaign places Germany’s cities, from major metropolises to smaller cultural hubs, at the heart of the travel experience.
With their cosmopolitan atmosphere, rich heritage, shopping, dining and creative scenes, German cities offer a dynamic mix of tradition and modern living.
The initiative combines inspiration with a strong call to action, encouraging travel planning while supporting hotels, restaurants and retail sectors across the country, with a clear objective of driving inbound revenue.
Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, said: “Our vision for 2026 is rooted in showcasing Germany as a destination that feels relevant, inspiring and welcoming to today’s travellers. Through City Life and Culinary, we are highlighting experiences that resonate strongly with Gen Z while still appealing to families and seasoned travellers from the GCC. Germany’s cities, food culture and focus on wellbeing offer endless opportunities for discovery.”
Complementing the urban focus, Culinary Germany will highlight how food reflects the country’s cultural depth, diversity and innovation.
From vibrant street food scenes and regional specialities to refined fine dining, Germany offers a culinary landscape that caters to a wide range of tastes and travel styles, including readily available halal-friendly options.
With a record 341 MICHELIN-starred restaurants in the 2025 edition of the MICHELIN Guide, Germany has reaffirmed its status as a leading culinary destination.
The same selection also underscores the country’s pioneering role in sustainable gastronomy, with fourteen new MICHELIN Green Stars bringing the total number of eco-committed restaurants to 80 nationwide.
As Germany’s capital and one of Europe’s most creative cities, Berlin plays a central role in bringing this national narrative to life.
The city’s cultural depth, neighbourhood diversity and constant reinvention make it a natural flagship for Germany’s urban storytelling, particularly for travellers seeking authentic, experience-driven city breaks.
Burkhard Kieker, CEO of visitBerlin, said: “Berlin represents the energy and diversity of urban life in Germany. In 2026, we will continue to highlight the city as a place of creativity, culture and openness – a destination where visitors can explore world-class exhibitions, vibrant neighbourhoods and a constantly evolving culinary scene. Berlin is a city that inspires, especially for younger travellers looking for authentic experiences.”
- Read about the calendar of events online