Germany’s tourism game plan
Its strategies include leveraging its cultural heritage, driving sustainability and digital transformation
WHILE Germany’s hosting of the Uefa Euro 2024 may not have brought sporting glory to the nation, it has certainly delivered significant economic benefits.
The event generated 7.4 billion euros (S$10.7 billion) in economic impact for Germany, based on a report by Nielsen Sports.
More than 90 per cent of the amount was from expenditure by some 2.7 million ticket holders, 44 per cent of whom came from abroad.
International sporting events such as this are a part of Germany’s strategy to strengthen its inbound tourism.
The number of visitors to Germany from January to July this year grew by 6.6 per cent compared to the same period last year, with hotel occupancy reaching 71.6 per cent across Germany in July, according to figures from the German National Tourist Board (GNTB).
Cultural allure
Central to the country’s tourism strategy is a focus on cultural tourism.
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According to GNTB’s annual report, Germany ranked as the leading destination for city breaks and cultural tourism among Europeans last year, and among international visitors, 25 per cent head to Germany for cultural trips.
This year, the board is intensifying its efforts to promote Germany as a culturally rich, cosmopolitan and sustainable travel destination.
Its “Cultureland Germany” campaign launched in April aims to showcase its cosmopolitan culture and art scene, including cultural hotspots, art in public spaces, winemakers in traditional cultural landscapes, and internationally acclaimed music events.
One of the key initiatives is to celebrate the 250th birthday of renowned Romantic painter Caspar David Friedrich. Germany will be hosting a series of exhibitions and events to showcase his work and its influence on German art and culture.
This year also marks the 35th anniversary of the fall of the Berlin Wall. GNTB plans to commemorate this historic event with a range of activities, including guided tours, exhibitions and cultural performances.
Further complementing these efforts is the country’s promotion of its 54 Unesco World Heritage Sites.
They range from historic cities and castles to industrial landmarks and natural landscapes, including two that were added this year – the Schwerin Residence Ensemble and Moravian Church in Herrnhut.
Another cultural destination to add to the list is the eastern city of Chemnitz, which has been awarded the title European Capital of Culture 2025.
Chemnitz in Saxony – once Germany’s richest city – still retains its industrial culture in many museums and places of interest, and also has a thriving contemporary arts scene.
Visitors to the industrial hub of the Saxony region can look forward to various festivals, exhibitions, theatre, performances, but also sports, culinary delights, workshops and events.
Lasting through the ages
Together with its cultural offerings, Germany has also positioned sustainability at the heart of its tourism strategy.
In promoting its Unesco sites, the campaign also addresses aspects of monument conservation, the maintenance of customs and traditions, and a sustainable experience of culture and nature.
Visitors are also encouraged to explore these sites by public transport along eight themed routes, taking them to less frequently visited places and regions, and stay for longer.
As a destination, Germany holds a reputation for sustainability. According to GNTB’s annual report, it is third for its green and sustainable offerings, just behind Sweden and Switzerland, and fourth in the United Nations (UN) Sustainable Development Goals Index, which rates a country’s progress in reaching the UN’s climate targets. Capitalising on this positive reputation, GNTB launched a “Simply Feel Good” campaign in August 2023 to show how a holiday can incorporate sustainability without compromising on experience and quality, and showcase sustainably certified offerings from accommodation to destinations.
On top of that, 75 per cent of global travellers want to travel more sustainably, based on Booking.com’s 2024 Sustainable Travel Report, making Germany an ideal destination for sustainably conscious travellers.
Digital innovation for good
Another aspect of the GNTB’s tourism strategy is its digital transformation projects.
The Knowledge Graph initiative, launched in June last year, serves as a central database for Germany’s tourism industry, offering more than 200,000 data sets related to points of interest, events and infrastructure across all 16 federal states.
This comprehensive data hub empowers tourism stakeholders, from global platforms to startups, to offer real-time, AI-enhanced services, ensuring up-to-date and personalised experiences for visitors. By integrating data with public transport and other services, the system supports Germany’s sustainability goals, promoting eco-friendly travel options.
The project also strengthens the country’s competitiveness by enabling smaller tourism businesses and less-known destinations to gain visibility through advanced technologies such as virtual reality and artificial intelligence-driven chatbots.
Furthermore, GNTB’s commitment to open data collaboration, both domestically and internationally, enhances visitor management and supports the development of smart cities.
With plans for ongoing collaboration and innovation, these digital initiatives are set to redefine how tourists explore Germany, making the country more accessible, sustainable and future-ready.
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