Germany Strengthens Digital Tourism as GetYourGuide Joins National Network to Transform Travel Experiences

GetYourGuide, one of the biggest experience booking platforms, recently signed a partnership with the German National Tourist Board to incorporate digital access to travel experiences within the German National Tourist Board network. This deal was announced in September of 2026 and aims to make the offerings of tourism, culture and the local experiences of German attractions more accessible to international visitors by making them easier to discover and book online. Travellers look for unique experiences for themselves, tailored towards their own interests, and with this deal, Germany is trying to present themselves as a hub for innovative ways to improve visitor engagement and distribution of tourism and connect different destinations, businesses and travelers across the world.

GetYourGuide joins Germany’s official tourism network to expand experience-based travel

Germany’s tourism sector is moving deeper into the digital economy with the inclusion of GetYourGuide in the network of the German National Tourist Board (GNTB).

The announcement marks a closer connection between Germany’s national tourism promotion strategy and the growing global demand for online-bookable experiences.

The partnership was officially announced in September 2026 by GetYourGuide and the German National Tourist Board. It brings together Germany’s destination marketing expertise with a major digital marketplace for tours, attractions and activities.

The development reflects a major change in how travellers plan trips. Visitors are no longer only searching for flights and hotels. They are increasingly looking for complete experiences that can be discovered and booked before arrival.

For Germany, this creates new opportunities to promote museums, heritage attractions, cultural events, outdoor activities and regional experiences to international audiences.

The cooperation supports the country’s wider ambition to strengthen its position as a digitally connected destination.

Germany’s tourism sector moves towards a stronger digital experience economy

Germany has long been one of Europe’s leading tourism destinations. The country attracts visitors through its historic cities, UNESCO World Heritage sites, cultural institutions, natural landscapes and major events.

However, global tourism behaviour has changed significantly.

Travellers now expect faster planning tools, mobile booking options and personalised recommendations. Digital platforms have become an important part of the decision-making process.

The partnership between GNTB and GetYourGuide responds to this changing environment by connecting destination marketing with direct visitor purchasing behaviour.

According to the German National Tourist Board, international tourism promotion increasingly focuses on digital communication, data-driven visitor engagement and showcasing diverse regional experiences.

The organisation promotes Germany internationally under the “Germany Simply Inspiring” campaign, highlighting culture, nature, sustainability and quality travel experiences.

The addition of GetYourGuide strengthens the link between tourism inspiration and actual bookings.

Key changes shaping modern travel planning

Travel trend	Impact on destinations
Online experience booking	Helps travellers reserve activities before arrival
Mobile travel planning	Increases demand for instant digital access
Personalised itineraries	Encourages discovery of local attractions
Regional tourism experiences	Supports smaller destinations and businesses
Digital marketing partnerships	Improves international visibility

Official development: GetYourGuide becomes part of the German National Tourist Board network

The German National Tourist Board approved GetYourGuide Deutschland GmbH as a new member of its network.

The organisation stated that the partnership will support stronger digital visibility for German tourism products and improve access to bookable experiences.

GetYourGuide provides travellers with access to tours, attractions and activities across thousands of destinations worldwide.

The company’s platform allows users to search, compare and reserve experiences through digital channels.

The collaboration creates a direct connection between Germany’s tourism suppliers and international visitors who increasingly prefer digital booking solutions.

The partnership also supports small and medium-sized tourism businesses by helping their experiences reach wider audiences.

Germany’s tourism industry includes many local operators offering guided tours, cultural programmes, regional activities and heritage experiences. Digital platforms can help these businesses connect with visitors from overseas markets.

Official information about the partnership is available from the German National Tourist Board:
https://www.germany.travel/en/newsroom/newsroom-detail.html?id=3464112

Germany’s tourism performance creates a strong foundation for digital growth

Germany remains one of Europe’s strongest tourism markets.

According to data from Destatis, Germany’s Federal Statistical Office, accommodation establishments across the country recorded strong visitor demand in recent years, supported by both domestic and international travellers.

International tourism recovery has been a major priority for German authorities following the disruption caused by the COVID-19 pandemic.

The country has focused on restoring international connectivity, promoting sustainable travel and encouraging visitors to explore regions beyond major cities.

Tourism contributes significantly to employment, hospitality activity and regional economic development.

The digital transformation of tourism is seen as an important tool for improving visitor access and supporting tourism businesses.

Germany tourism indicators

Area	Official source	Importance
Visitor overnight stays	Destatis	Measures tourism demand
International arrivals	Destatis	Tracks global visitor recovery
Tourism promotion	GNTB	Supports destination visibility
Digital experience access	GetYourGuide partnership	Improves booking opportunities

Source: Destatis Federal Statistical Office and German National Tourist Board

How digital tourism supports Germany’s regional destinations

One of the biggest opportunities from digital experience platforms is the ability to promote destinations beyond famous tourism centres.

Cities such as Berlin, Munich and Hamburg remain major international attractions. However, Germany also has hundreds of smaller towns, rural areas and cultural destinations offering unique experiences.

Digital booking platforms can help these locations become more visible.

A visitor planning a trip to Germany may now discover:

• Historic walking tours
• Local cultural experiences
• Regional food activities
• Nature excursions
• Museum programmes
• Traditional events

This supports Germany’s strategy of encouraging visitors to explore different regions.

The approach also aligns with sustainable tourism goals by spreading visitor demand more evenly.

Instead of concentrating tourism only in popular cities, digital tools can encourage travellers to discover lesser-known destinations.

Government focus on sustainable and digital tourism development

Germany has been working on tourism transformation through national strategies focused on sustainability, quality and digital innovation.

The German government has highlighted the importance of tourism competitiveness, climate responsibility and digital services.

The Federal Ministry for Economic Affairs and Climate Action (BMWK) supports tourism policies designed to strengthen Germany’s tourism economy and improve conditions for businesses.

Digital transformation is an important part of this process.

For travellers, digital tourism means easier access to reliable information.

For businesses, it creates additional opportunities to reach international customers.

For destinations, it provides new methods to promote attractions and manage visitor flows.

Industry impact: Airlines, hotels and tourism businesses benefit from stronger digital connections

The GetYourGuide partnership does not only affect experience providers. It has wider implications across the travel industry.

Airlines

Airlines increasingly compete through complete travel experiences rather than only transport.

Better access to destination activities can encourage travellers to choose Germany as a holiday destination.

Airports

Airports benefit when destinations attract longer stays and higher visitor spending.

Digital tourism tools can help travellers plan activities immediately after arrival.

Hotels

Hotels can benefit from partnerships with experience providers because visitors often search for activities after booking accommodation.

Tour operators

Traditional operators can gain additional international exposure by listing experiences through digital platforms.

Local businesses

Restaurants, museums, cultural organisations and independent guides may gain access to new customer groups.

Economic impact of experience-based tourism growth

Tourism creates economic value beyond accommodation and transport.

Visitors spending money on activities, attractions and local experiences contribute directly to regional economies.

Experience-based tourism can support:

• Local employment
• Small business income
• Cultural preservation
• Regional development
• Longer visitor stays

Digital booking platforms can improve the connection between international demand and local supply.

When travellers can easily discover and reserve activities, they are more likely to include additional experiences in their journey.

This can increase tourism spending across different sectors.

What international travellers need to know about Germany’s digital tourism shift

For visitors planning a trip to Germany, the partnership means more opportunities to discover and reserve experiences before travelling.

Travellers can expect easier access to:

• Cultural attractions
• Guided tours
• Local activities
• Regional experiences
• Special events

Digital booking also allows visitors to plan trips more efficiently.

However, travellers should continue checking official attraction websites for opening hours, seasonal information and travel requirements.

Germany’s tourism system continues to combine traditional destination services with modern digital solutions.

Frequently Asked Questions

1. What does GetYourGuide joining the German National Tourist Board mean for travellers?

The partnership aims to make German tourism experiences easier to discover and book online. Visitors can access more digital options for tours, attractions and activities across Germany.

2. Is Germany focusing more on digital tourism?

Yes. Germany has identified digital transformation as an important part of improving tourism competitiveness, visitor services and international marketing.

3. Will this partnership help smaller German destinations?

The cooperation can create more visibility for regional attractions and local tourism providers by connecting their experiences with international travellers searching online.

Future outlook for Germany’s experience-based tourism development

Germany’s future tourism direction is closely connected with digital accessibility, sustainability and stronger visitor engagement.

The cooperation between the German National Tourist Board and GetYourGuide supports official tourism objectives by improving how travellers discover and purchase experiences.

Future development will depend on continued investment in digital services, tourism infrastructure and sustainable destination management.

Germany’s published tourism strategies continue to focus on maintaining competitiveness while supporting regions and businesses across the country.

The partnership represents another step towards a tourism model where digital tools connect global visitors with authentic German experiences.

Conclusion

Germany’s partnership with GetYourGuide reflects Germany’s digital tourism’s capability to adapt to modern traveler preferences. Germany has built a system to connect its National Tourist Board to a global booking platform, making available a range of activities, cultural and otherwise, including services managed at the local and regional levels. The booking system aids tourism businesses and travelers from around the world, as the booking system makes travel planning less of a hassle. As travel and digital experiences merge, Germany has created a system that integrates inspiration to act. Germany’s partnership with GetYourGuide exemplifies an overall shift to the merging of technology and tourism, which integrates the digital marketing of a destination and the provision of travel-related services.

Official Sources

German National Tourist Board (GNTB)
https://www.germany.travel/en/newsroom/newsroom-detail.html?id=3464112

Federal Statistical Office of Germany (Destatis)
https://www.destatis.de/EN/Themes/Economic-Sectors-Enterprises/Tourism/_node.html

Federal Ministry for Economic Affairs and Climate Action (BMWK)
https://www.bmwk.de/Navigation/EN/Home/home.html