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For the first time, Fulda, the Bad Hersfeld Festival, spotlight-Musicals and the Rhön are advertising together for guests from all over the world at the International Tourism Exchange (ITB) in Berlin.
Fulda – The city of Fulda, the Bad Hersfeld Festival, spotlight musicals and the Rhön are presenting themselves together at the ITB in Berlin. The global tourism industry will meet there from March 3rd to 5th to discuss trends, present new offers and initiate collaborations.
At the world's largest trade fair for travel and tourism, the partners will be appearing at an inter-municipal joint stand at Hessen Tourismus (Hub 27 | Stand 301). According to those involved, the joint trade fair appearance focuses on the cultural diversity in central Germany. The region scores with city trips, top-class musical and theater productions as well as hiking and active holidays close to nature. The close cooperation is an example of how coordinated location marketing can create new synergies for tourism, it is said.
Culture and nature: East Hesse presents itself at ITB in Berlin
“Fulda is positioning itself at the trade fair not only with its extensive range of musicals, but also as a high-performance conference and congress city with modern infrastructure and short distances,” explains Dominik Höhl, head of tourism and marketing management for the city of Fulda. There is also a particular focus on this Hesse daywhich is being celebrated in Fulda this year and is linked to the “80 Years of Hesse” anniversary. The state festival offers numerous additional travel opportunities.
spotlight-Musicals is facing another cultural highlight: the World premiere of “The White Rider” in the Fulda Castle Theater. The musical is based on the famous story by Theodor Storm and will be performed in summer 2026. “With 'The Schimmelreiter' we are creating a musical experience that combines emotion, visual power and state-of-the-art technology,” says producer Peter Scholz. The aim is to translate the North German literary original into a contemporary, international musical format and to offer the audience an extraordinary live experience.
The Rhön presents itself at the ITB as a region for nature-oriented tourism, regional quality and originality. Offers include hiking experiences on the premium hiking trail “Der Hochrhöner”, which will celebrate its 20th anniversary in 2026, star park weeks under one of the darkest night skies in Germany, and individually bookable experiences via the region’s central adventure shop. “We are looking forward to presenting the Rhön region in Berlin to the whole world and making it better known together with our partners from Fulda and Bad Hersfeld,” explains Margaretha Schmitt, head of the communications department at Rhön GmbH.
Strong together: The region relies on cooperation
The spa and festival town of Bad Hersfeld combines culture, lively tradition and a wide range of health and recreational offerings: In particular, the renowned Bad Hersfeld Festival, which will celebrate its 75th anniversary in 2026, shapes the city's profile. In addition, events such as festivals, markets and theater formats ensure cultural diversity. At the same time, nature experiences, cycle paths and certified hiking routes offer attractive opportunities for relaxation. Mayor Anke Hofmann (independent) emphasizes: “In order to strengthen tourism in the East Hesse region, it is natural for us to exchange experiences with other cities and support each other. Tourists who are interested in culture, nature or action will find offers in Fulda as well as in Bad Hersfeld – and they can experience both.”
Fulda's mayor, Dr. Heiko Wingenfeld (CDU) emphasizes the added value of the joint appearance: “The partnership-based trade fair appearance impressively shows how strong we can act together as a region,” says Wingenfeld. The municipal cooperation between Fulda, Bad Hersfeld, the cultural partners and the Rhön is a strong signal for the community. By bundling their offers, the partners increased their visibility, created new impulses for tourism and presented the region as a diverse, networked and future-oriented destination.
