The German National Tourist Board (GNTB) is a leader in promoting sustainable tourism in Germany. Known for its long-standing commitment to environmental responsibility, the GNTB is setting an example for the global travel and tourism industry by continuously improving its sustainability practices.
In September 2024, the GNTB was recertified by Green Globe, achieving Platinum status for the 10th consecutive year. This recognition signifies the organization’s commitment to meeting rigorous sustainability standards, achieving an impressive compliance score of 92%. This achievement underscores the GNTB’s dedication to making a positive impact on the environment.
For over 70 years, the GNTB has played a pivotal role in promoting Germany as a top travel destination on the international stage. The organization crafts innovative marketing strategies, focusing on themes, events, and attractions that showcase Germany’s unique appeal. By collaborating with partners across the German travel and hospitality industries, the GNTB optimizes marketing efforts to ensure Germany remains a popular destination for travelers.
Sustainability is now a core principle guiding the GNTB’s operations. CEO Petra Hedorfer emphasizes that to credibly position Germany as a sustainable destination, the organization must demonstrate environmental responsibility in its own operations. Under her leadership, the GNTB has embraced the United Nations Sustainable Development Goals (SDGs) as a foundation for its organizational efforts, aligning its initiatives with these global benchmarks.
In 2023, the GNTB took another significant step towards its sustainability goals by implementing the European Commission’s Eco-Management and Audit Scheme (EMAS). This comprehensive environmental management tool helps organizations continuously assess and improve their environmental performance. The information gathered from the EMAS process is shared across the international travel and hospitality industries, fostering knowledge and collaboration within Germany’s inbound tourism market.
The GNTB integrates sustainability into every aspect of its operations. It organizes workshops, seminars, and conferences focusing on sustainable tourism, educating industry stakeholders about best practices. One standout example is the annual Germany TravelMart (GTM), which has become a benchmark event for sustainability. The GTM operates under eco-friendly principles, incorporating vegan catering options, paperless operations, and upcycled giveaways to minimize its environmental impact. The GNTB ensures that both event participants and partners adhere to these sustainability standards.
In its ongoing efforts to minimize its environmental footprint, the GNTB encourages employees to use public transportation for work-related travel. Staff members receive a job ticket and a discount card for Germany’s national train service, Bahn, making it the preferred mode of travel for business trips. Additionally, the GNTB offsets its carbon emissions annually, including those generated by activities such as study tours for foreign travel agents and journalists. The organization collaborates with Atmosfair, a recognized leader in CO2 offsetting, to achieve its carbon reduction goals.
Beyond its internal operations, the GNTB ensures that its external partners and collaborators also follow sustainable travel practices. Influencers and content creators working with the GNTB are required to compensate for their travel-related carbon emissions and share their sustainability efforts with their audiences, amplifying the message of responsible tourism.
The GNTB serves as a role model for sustainability within the global tourism market. Its commitment to environmental responsibility extends beyond its own operations to encompass the entire German tourism sector. Through various initiatives, the GNTB encourages the adoption of sustainable practices across the travel and hospitality industries, offering valuable insights and resources to help its partners reduce their ecological impact.
By embracing sustainability in every aspect of its work, the GNTB is positioning Germany as a leading destination for eco-conscious travelers. The organization’s focus on green tourism is not only a testament to its environmental leadership but also a key driver in attracting visitors who prioritize sustainable travel experiences.
Germany offers a wealth of sustainable tourism attractions that highlight the country’s natural beauty and commitment to environmental conservation. One such destination is the Saar-Hunsrück Nature Park, located in southwestern Germany. Spanning over 2,000 square kilometers, the park is a haven for nature lovers, offering diverse landscapes ranging from dense forests to rolling hills and meadows. The park is also home to numerous hiking trails, including the Saar-Hunsrück Climb, a long-distance trail that provides stunning views of the region’s natural scenery. The park has been recognized for its sustainable management practices, ensuring that tourism activities have minimal impact on the environment. Visitors can enjoy eco-friendly accommodations, engage in outdoor activities that support conservation efforts, and explore the park’s biodiversity while learning about the importance of preserving these natural spaces for future generations.
As the GNTB continues to prioritize sustainability, the future of tourism in Germany looks increasingly green. The organization’s efforts to integrate sustainability into every facet of its operations are setting new standards for the global tourism industry. From offering eco-conscious travel experiences to promoting the use of public transportation and offsetting carbon emissions, the GNTB is demonstrating that tourism and sustainability can go hand in hand.
Looking ahead, the GNTB plans to further enhance its sustainability initiatives, working closely with partners in the travel and hospitality sectors to ensure that Germany remains a leader in responsible tourism. By fostering a culture of environmental stewardship, the GNTB is helping to create a more sustainable future for the travel industry and the planet. The GNTB’s commitment to sustainability is not just a trend—it is a foundational principle guiding its operations and vision for the future. Through its pioneering efforts, the GNTB is positioning Germany as a global leader in sustainable tourism, inspiring both travelers and industry stakeholders to adopt more environmentally friendly practices. With initiatives like the GTM and its focus on reducing carbon footprints, the GNTB is proving that tourism can be a force for good, supporting environmental conservation while offering unforgettable travel experiences.
