Intensive discussions with partners from the global tourism industry were the focus at the Hessen stand. The exchange of information on the WIESBADEN RHEINGAU destination included internal discussions on intensifying cooperation with the city of Frankfurt and coordination with the German National Tourist Board. Dialogues with shipping companies, providers in the upscale coach travel segment, and international tour operators were utilized to further develop key source markets. These include the Benelux countries, Scandinavia, the United Kingdom, the United States, Austria, Switzerland, and the Arab countries. 

Market development within the destination is clearly structured: Rheingau-Taunus Kultur und Tourismus GmbH focuses on the German market as well as—particularly with regard to Rüdesheim am Rhein—the Netherlands and Scandinavia, while Wiesbaden Congress & Marketing GmbH focuses specifically on Austria, Switzerland, the USA, and Arab target markets.

The technical discussions at ITB were dominated by key challenges facing the tourism industry. Sustainability, mobility, quality assurance, and securing skilled workers were the main topics. In addition, expert discussions were held on digitalization, the use of AI tools, and the optimization of data management, which are also considered important topics for future service and product development. Nature experiences, culinary offerings, wine experiences, and cultural themes continued to prove themselves as relevant drivers of demand.

While Wiesbaden is considered an established conference city, the Rheingau region is increasingly positioning itself as a venue for smaller, high-quality events.

The ITB provided the destination with important guidance for the further development of its future strategy. Both organizations – RTKT and WICM – are currently working on the new strategic design of tourism marketing for the destination. International trends, sustainable target group-oriented product development, and changing travel habits were all part of the professional exchange. Close coordination with partners in the Hessen brand family strengthens the joint orientation in international competition.

Another focus was on the cultural preview for Wiesbaden: the solo exhibition by Austrian artist Wolfgang Hollegha at the Reinhard Ernst Museum, the exhibition "Die Blauen Reiterinnen" (The Blue Rider Women) at the Museum Wiesbaden, and the International May Festival will be cultural highlights in 2026. The program will be complemented by the Bauhaus exhibition Christian Dell at the "sam – Stadtmuseum am Markt" (City Museum at the Market).

The destination WIESBADEN RHEIGNAU also presented itself from a culinary perspective, including a sparkling wine tasting from Schloss Henkell at the exhibition stand and Rheingau wines from the Kloster Eberbach winery being served at the Hessen Evening. This event traditionally brings the industry together in a relaxed atmosphere on the first evening of the trade fair. The information counter received numerous inquiries about group travel, including wine incentives, regional culinary offerings, and the Rheingau Music Festival.

ITB 2026 has once again confirmed its high strategic importance for the WIESBADEN RHEINGAU destination. As a premium partner of the state of Hesse, the region was able to strengthen its international visibility in a targeted manner, cultivate key markets, and gain valuable impetus for its ongoing strategic development. In particular, the topics of quality assurance and sustainability, which are firmly anchored in the destination's mission statement, as well as digitalization, MICE, and the growing group segment, point to clear areas of action for the coming years.

The large number of qualified technical discussions, the close coordination with partners from the Hessen brand family, and the extremely strong interest of trade fair visitors in the destination underline the relevance of a strong presence at the leading international trade fair. The trade fair emphasizes the immense importance of permanent visibility in Berlin – as the central location for tourism policy dialogue at the federal level and as an international industry meeting place. For the destination, ITB is not just an annual event, but a clear commitment to continuous presence, conclude Martin Michel, Managing Director of Wiesbaden Congress & Marketing GmbH, and Dominik Russler, Managing Director of Rheingau-Taunus Kultur- und Tourismus GmbH.