Bayreuth in tourism fever: Brand Summit inspires journalists worldwide

Bayreuth in tourism fever: Brand Summit inspires journalists worldwide

Last week, from August 31st to September 2nd, 2025, Bayreuth was the venue for the fourth Incoming & Brand Summit, organized by the German National Tourist Board (DZT). Around 75 travel and culture journalists from 21 countries came together in the impressive Maisel's beer experience world to discover the latest facets of Germany as a travel destination. The managing director of Bayreuth Marketing & Tourismus GmbH, Manuel Becher, was very positive about the event and the burgeoning enthusiasm for the city.

With the motto “Tradition Meets Innovation: Culture, Crafts & Culinary Delights,” the summit not only attracted journalists, but also featured comprehensive programs. Specialist lectures, panel discussions and guided tours through the city and the surrounding regions offered participants a deep insight into Bayreuth's cultural and culinary heritage. Becher wanted to make it clear that the city has more to offer than the well-known festivals and enriched all guests with numerous impressions.

Insights and impulses for tourism

The congress day on September 1st was peppered with top-class keynotes from Petra Hedorfer and Justin Reid, who spoke about the strengths of Germany as a travel destination. In her lecture “Inbound Tourism – Why Destination Germany Stands Strong,” Hedorfer emphasized Germany’s attractiveness for international travelers. Reid followed with his address “Destination Germany – Where Inspiration Turns Into Experience,” where he discussed modern interpretations of cultural values. The whole thing was supplemented by five live experiences in Bayreuth, which were intended to give the journalists a practical feel for the region.

In addition, the pre-convention tours from August 28th to 31st entertained participants by providing exciting insights into Germany's cultural diversity. This included tours that dealt with topics such as “Tradition meets Zeitgeist” and “Bavaria for all the senses” in order to promote the tourist offer.

A big performance for Bayreuth

The summit represented a unique opportunity to present Bayreuth as a future hotspot for international tourism. The combination of tradition and innovation was particularly celebrated, which brought the journalists back to their home countries with numerous positive impressions and a lively interest in the city. Prominent personalities such as star tenor Klaus Florian Vogt added to the attractiveness of the event and highlighted the cultural importance of Bayreuth.

The event was not only a success for the GNTB and Bayreuth tourism, but also a strong signal that the city is gaining more and more ground in the international media world. In the future, it will be interesting to see what ideas and offers Bayreuth will continue to inspire the travel world with.

Further information about the event can be found on the pages of Kurier, Destinet and Frankenpost: courier, Destinet, Frankenpost.