500 participants from 78 countries discuss future topics ranging from AI to next-gen travel
Frankfurt, 7 November 2025. Around 500 representatives from the global Lufthansa City Center (LCC) network are meeting at the Westin Dragonara Resort in Malta from 7 to 10 November for this year's LCC General Assembly. The 22nd General Assembly of the independent travel agency entrepeneurs is themed ‘ImpACT’ and brings together owners, managers and executives from 78 countries for the first time since Marbella in 2023.
Since the first General Assembly in 2000, the global meeting has become a constant source of inspiration for the future of the LCC network. Today, the franchise concept comprises over 600 LCC members in 110 countries – with a unique franchise model that has local responsibility and global strength as its core elements.
”Our greatest strength lies in our hybrid business model with the pillars of corporate and leisure travel, as well as the entrepreneurial diversity that characterises our network,’ emphasises Markus Orth, the Managing Director of LCC in Germany (Lufthansa City Center Reisebüropartner GmbH, LCR) , the world's largest independent franchise network in the travel agency market.
Next-Gen, AI, Mindfulness & Impact – the big future topics
In terms of content, the LCC General Assembly 2025 will focus on four key areas for the future: the changing travel needs of younger generations, the opportunities offered by artificial intelligence, mindfulness as travel trend and leadership principle and the global challenges posed by geopolitical shifts. Keynotes by Yaël Meier, co-founder of Gen Z agency ZEAM, political advisor Julius van de Laar, and Mark Schulman, motivational coach and celebrity musician, will provide insights from different perspectives. Panels and workshops will address topics such as the changing travel needs of young target groups, the opportunities offered by artificial intelligence, mindfulness leader attitude and leisure products and the impact of geopolitical developments on leisure and corporate travel.
A special item on the agenda is the joint appearance of the two LCC Managing Directors Markus Orth and Heiko Brix, who, under the motto ‘ImpACT 2030’, will outline how the franchise system intends to develop strategically and culturally.
Strong partners, clear vision
“Lufthansa City Center is more than just a travel agency chain – it is a vibrant, entrepreneurial network with a global spirit and local backbone,’ says Heiko Brix, who is responsible for all international markets with 320 LCC members worldwide under the umbrella of Lufthansa City Center International (LCCI). Following the targeted expansion of the global supplier portfolio, the adaptation of training and exchange formats to the markets and the expansion of the network of destination management companies (DMCs) in recent years, further development steps are now to follow. The focus is on controlled growth in core markets, expanding the global partner network and specifically promoting a new generation of entrepreneurs. In addition, LCCI is strengthening its international supplier portfolio with new airline, hotel and technology concepts and further developing its global corporate strategy in close coordination with the German LCC headquarters.
“Our goal is to combine the power of technology, sustainability and the human factor through close cooperation and a shared vision,” says Brix, and Markus Orth adds: “ImpACT 2030 is our joint approach to making LCC even more visible, digital and attractive worldwide.”
With almost 100 business travel experts from all over the world, representatives from 66 destination management companies (DMCs) and representatives from numerous international partners, the LCC General Assembly is also a meeting place for new collaborations and innovations in the business travel, leisure and incoming segments.
Innovation meets entrepreneurial spirit
The mix of inspiring ideas and practical sessions reflects LCC's DNA: ‘Touch & Tech’ – the combination of personal advice and digital excellence. In addition to keynotes and panels, the programme offers targeted workshops on AI applications in sales, virtual and augmented reality soft skill trainings and new offers for the next generation of travellers. Thirteen LCC Young Talents from all over the world are attending the General Assembly for the first time.
Outlook: Together towards 2030
With this year's general assembly, Lufthansa City Center marks another milestone on the road to ‘ImpACT 2030’ – the long-term vision for growth, innovation and sustainability that aims to take LCC to a new level by its 40th anniversary in 2031. ‘We will leave Malta proud of what we have achieved, with clarity about our next steps and with the confidence to shape a strong future together,’ sums up Markus Orth, Head of LCC in Germany.
About Lufthansa City Center
Lufthansa City Center (LCC) is the world's largest independent franchise company in the travel agency market with 600 offices in 110 countries and a total turnover of 7.6 billion Euros (business year 2024). LCC is active in the leisure (tourism) and corporate (business travel) sectors. The chain of owner-managed medium-sized travel agencies includes 280 offices with around 1,800 employees in Germany. Outside of its home market Germany (which is operated by the German franchisor Lufthansa City Center Reisebüropartner GmbH), the travel agency network employs around 5,700 people in 320 offices. Responsible for all world-wide agencies is Lufthansa City Center International GmbH, the international franchisor located in Frankfurt/Germany. Lufthansa City Center offer a global programme with local relevance to nurture the cultural differences and dynamics required in each market. A global presence with local capabilities ensures the best opportunity for delivering exceptional customer service. Further information is available at lufthansa-city-center.com/en.
Press Contact:
Anke Steinhauer, anke.steinhauer@lcc.de, 069/66075-307
