My story

Who I am

The common thread in my life: actively shaping how society develops. Taking responsibility, questioning structures, showing new ways, with an eye on future generations, cultural diversity and respectful coexistence.

I am a guide, an entrepreneur and a politician. But mostly I keep asking how people meet each other and how change succeeds. This is what I think about it, mostly in words I have said or written before.

Portrait of Sebastian Frankenberger

In conversation · Niederbayern TV

Staying a seeker

Aren't we all seekers, our whole lives? Isn't it actually something wonderful when you can stay open, searching for meaning, for fulfilment, for what is good for you and for us as a society?
Niederbayern TV, minute 0:48
I need an honest, sincere picture of myself, and of the person in front of me. And if something doesn't fit, I leave. Love it, change it or leave it.
Niederbayern TV, minute 1:57
I have always remained an emergency chaplain. […] Listening to what people need, and not always coming up with quick answers.
Niederbayern TV, minute 4:23
It's fine to ask a question, or to say: I don't know how things will go on.
Niederbayern TV, minute 6:02
I stand by everything I have done in my life. I wouldn't want to miss any of it.
Niederbayern TV, minute 28:24

Spoken words from the German TV interview “From the popular initiative to local politics”, translated. Watch the full conversation (30 min, German)

Enabling instead of preventing

For me, change starts with affection, not anger. If you love a place, you cannot watch it stand still. So I first ask how something can work, not why it can't. I learned that early, in Passau's youth council, where I experienced what it means to have your ideas taken seriously.

Wir brauchen keine Verhinderungsstrukturen, sondern eine Ermöglichungskultur.
Three Rivers Dialogue, July 2026 (German)

“We don't need structures that prevent, but a culture that enables.”

Encounters at eye level

Every person brings their own needs. A guest who feels unsafe cannot feel awe. As a guide I don't want to be a “Wikipedia on two legs”, but a companion who notices the person beside me.

The destination is the stage. The healing happens in the human encounter on that stage.
Healing happens in the encounter, May 2026

Whoever explains carries responsibility

Guides, teachers, politicians: whoever explains the world to others shapes how they see it. In times of disinformation and populism that is no side issue. Remembering is not enough; something has to follow.

We explain. We connect. We give context. And in doing so, we shape perception. That is influence. And influence is responsibility.
Speech at the peace ceremony in Nagasaki, February 2026
Even when politicians struggle to speak to each other, guides must remain able to do so.
Nicosia, January 2026

Faith and places of power

Sebastian Frankenberger in a pulpit during a church tour
In the pulpit, on a church tour

I studied theology, and faith still shapes me. Not as lecturing, but as an attitude: that change is possible, and that there are places where you feel more than you see.

Pope Francis taught us that true leadership requires courage, empathy, and a steadfast commitment to dialogue.
Farewell to Pope Francis, April 2025

Democracy with a human measure

Sebastian Frankenberger in front of a 2010 referendum poster
Referendum campaign for a real smoking ban, 2010

I became known in Germany as the initiator of the Bavarian popular initiative for a real smoking ban, approved by referendum in 2010. I experienced how strongly change provokes resistance, up to hostility and threats. It shaped me. I left party politics, but I have always remained a political person. Today I am back on Passau's city council as an independent. What counts is the issue, not the party colour, with one clear line: human dignity is not negotiable.

Politik darf streiten, aber sie sollte nie die menschliche Ebene verlieren.
Thank you, Passau, March 2026 (German)

“Politics may argue, but it should never lose the human level.”

Knowing my limits

Sustainability also means having the courage to say: Here are my strengths. And here are my limits.
Fukuoka, February 2026

That is why I work with coaches myself. My personal and business coaches areJohannes Metzler, an executive coach and strategic adviser to entrepreneurs and leaders, and Lea Wernli, a coach and trainer of coaches in Zurich and Lucerne. They ask the questions I don't ask myself.

And sometimes: play

Sebastian Frankenberger in costume

Seriousness and lightness go together. At a children's passion play I was a relaxed Jesus joking with the kids during rehearsals, and completely serious on stage. That switch opens people up, on a tour, in a seminar or in a council chamber.

Milestones

More: Wikipedia (German) · book “Volk, entscheide!” (Kösel, 2011, German) · journal

“Nothing is as frightening as change. And nothing offers more opportunities.”

FAQ

Quick answers

Who is Sebastian Frankenberger?

Sebastian Frankenberger, born in 1981 in Passau, Germany, is a tourist guide, entrepreneur and keynote speaker. He has been President of the World Federation of Tourist Guide Associations (WFTGA) since 2024 and a city councillor in Passau since 2026. He lives in Vienna, has a second home in Passau and works in Vienna, Linz and Passau.

What is the WFTGA?

The World Federation of Tourist Guide Associations is the global federation of tourist guides, representing more than 200,000 licensed guides in over 50 countries. Sebastian Frankenberger has been its President since 2024 and was re-elected in 2026.

What is his connection to the Bavarian smoking ban?

In 2009 he initiated the popular initiative “Für echten Nichtraucherschutz!” (for a real smoking ban). In the 2010 referendum a majority of Bavarian voters approved it.

Which party does he belong to?

From 2010 to 2014 he was federal chairman of the ÖDP. Since 2026 he has sat on Passau city council as an independent on the FDP list.

How can I book him?

As a keynote speaker, for consulting and workshops or as a guide, via sfrankenberger.com/en/book/ or by email to [email protected]. The first call is free.

Which companies has he founded?

Among others DonauGuides, Guide-Training and Tourismus-Training. He is also involved in austriaguide, Radreiseguides, StadtLux and Hybrid-Streaming.