The German National Tourist Board (GNTB) has reappointed Petra Hedorfer as Chief Executive Officer, extending her contract through October 31, 2031 and ensuring continued leadership for one of the most influential figures in global tourism marketing.
The decision underscores the GNTB’s commitment to continuity, experience, and long-term strategic brand development as Germany competes in an increasingly challenging international tourism landscape.
Hedorfer’s reappointment will see her remain at the helm of the organization for nearly three decades. After joining the GNTB in 1998 to oversee global marketing, she became Chief Marketing Officer in 2000 and was appointed CEO in 2003. By the end of her new term in 2031, she will have led Germany’s national tourism marketing agency for 28 years. This represents an extraordinary tenure rarely matched in international destination marketing.
Brigitte Goertz-Meissner, President of the GNTB Board of Directors, praised Hedorfer’s achievements and leadership. “Petra Hedorfer enjoys an outstanding reputation both in Germany and internationally as one of the leading figures in inbound tourism,” said Goertz-Meissner. “She combines strategic clarity with global brand leadership and innovation-driven transformation. Under her leadership, the GNTB has evolved from a traditional marketing organization into a pioneering force within international tourism.”
For more than two decades, Hedorfer and her team have monitored global travel trends, identified growth opportunities, and successfully positioned Germany among the world’s leading tourism destinations.
The Board highlighted her ability to navigate geopolitical uncertainty while maintaining Germany’s competitiveness and international visibility. It also noted her role in transforming the GNTB into a digitally focused organization and a recognized leader in tourism innovation.
After completing studies in economics and social sciences, Hedorfer began her career in retail and cultural management before joining the tourism sector. Throughout her tenure, she has strengthened Germany’s reputation as an innovative, high-quality, and service-oriented destination while expanding the country’s presence in emerging source markets across Southeast Europe and Asia.
