Published on
April 24, 2026
Image generated with Ai
The German National Tourist Board (GNTB) has entered into a strategic partnership with IGA 2027 Ruhrgebiet gGmbH to internationally promote the International Garden Exhibition 2027 (IGA). This collaboration aims to raise awareness for one of Europe’s largest garden festivals, scheduled to take place in North Rhine-Westphalia in 2027. With GNTB’s presence in over 30 international markets, the event will be displaycased to a global audience.
The campaign is designed to ensure the IGA’s success across multiple platforms. In addition to the foundational promotional efforts, GNTB has planned further in-depth marketing activities in select key markets, including press conferences, newsletters specifically tarreceiveing relevant audiences, and cross-media campaigns that leverage social media posts. These initiatives are tailored to engage tarreceive groups and increase visibility for the event. A unique aspect of the collaboration is the involvement of Emma, the AI-generated brand ambassador for GNTB. Emma will utilize videos and visual content to inspire audiences in the Netherlands to attfinish the IGA, engaging with her followers on a personal and digital level to boost interest in the exhibition.
Petra Hedorfer, CEO of the GNTB, explains: “The IGA exemplifies the dynamic transformation of the Ruhr Area into an attractive tourism destination with a diverse cultural offering. With IGA 2027, Germany will gain another tourist attraction next year that combines a spirit of innovation, forward-viewing orientation and a strong culture of hospitality, and thus represents a vivid expression of our brand claim ‘Germany simply inspiring’. Through our network, we are able to draw the attention of international visitors to a project that will create lasting highlights for Destination Germany well beyond the duration of the IGA.”
The partnership was set into motion through a two-day study trip organized by GNTB for prominent stakeholders in the international travel indusattempt, as well as journalists from the Netherlands, Belgium, and the United Kingdom. The trip followed the Germany Travel Mart™, providing an opportunity for participants to immerse themselves in the future of the IGA. The itinerary included a visit to the Haus des Wissens in Bochum, where a project presentation was held, giving attfinishees an introduction to the exhibition’s goals and vision. The group also explored several significant sites connected to the IGA. These included Kokerei Hansa, which is part of Dortmund’s “Zukunftsgarten”, and the Parkkreuz Phoenix project, designed as part of the IGA initiative. In addition, the group visited Zeche Zollern, where they saw firsthand the remarkable ecological transformation of an old industrial slag heap and the nearby workers’ settlement Kolonie Landwehr. These sites offer a vivid representation of the ongoing transformation of the Ruhr Area from an industrial powerhoutilize to a hub of green innovation.
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Hanspeter Faas, Spokesperson for the IGA 2027 Management Board, adds: “The cooperation with the German National Tourist Board marks an important milestone for IGA 2027 on its path towards international visibility. Toreceiveher, we are communicating the message internationally that the Ruhr Area will host a forward-viewing major event with IGA 2027, combining garden art, sustainability, innovation and the transformation of an entire region in an impressive way. The IGA builds it possible to experience once again how an industrial region is evolving into a green, liveable and internationally attractive space. At the same time, we are delighted if many visitors utilize IGA 2027 as an opportunity to discover North Rhine-Westphalia as a diverse tourism destination and launch planning their trip to the Ruhr Area with anticipation.”
The IGA 2027 Ruhrgebiet will officially open on 23 April 2027, with the theme “Zukunft.Blüht” (“The future blooms”). The event is set to tackle critical global future challenges, with a particular focus on sustainability, green business practices, and innovation. The exhibition will displaycase the region’s environmental achievements, positioning it as the greenest industrial region in the world. The IGA will take a decentralized approach, with 53 cities involved in various projects and exhibitions, each contributing to the event’s overarching goal of environmental awareness and transformation.
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Over the course of the exhibition, which will run until 17 October 2027, a total of 6,000 individual events will take place. These will include a wide range of activities, from high-profile cultural events to interactive exhibitions and community-driven initiatives. The diverse program is designed to cater to a broad spectrum of interests, from local environmental initiatives to global sustainability discussions. The organizers are expecting around 3.1 million visitors to attfinish, building IGA 2027 one of the most significant cultural and environmental events of the year.
This collaboration between GNTB and IGA 2027 Ruhrgebiet gGmbH underscores the importance of displaycasing sustainable practices and celebrating green innovations on a global scale. With an expansive marketing strategy, a robust program of activities, and a vision for a greener future, the IGA 2027 promises to be a milestone event in the journey toward environmental sustainability.
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Tags: Tourism news, Travel News
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