Quality Tourism Is the New Trend in Germany

The coronavirus pandemic dramatically impacted German tourism, a fact starkly illustrated by recent data. Foreign overnight stays, which totaled 89.9 million in 2019 (according to the German National Tourist Board, or GNTB), fell sharply to just 32 million in 2020. There was a slight further dip to 31 million in 2021. However, by 2024, the GNTB reported a recovery, with 85.3 million stays generating roughly 77.7 billion euros, exceeding the 66 billion euros seen in 2019. The authorities plan to focus more on quality tourism.

GNTB President Petra Hedorfer hopes the new German government will bring renewed momentum. The coalition agreement’s focus on reducing bureaucracy is viewed positively, despite economic uncertainties. She noted that quick action is needed, and the GNTB, while able to function on its current 40.6 million euro budget, could ideally use 45 million euros. The future strategy, generally speaking, is built on a triad: quality tourism, competitive economics, and innovation through technology.

Popular Destinations and Visitor Trends

City trips are still quite popular, with the GNTB planning increased promotion of these abroad. The Netherlands is the top source market with 11 million visitors, followed by Switzerland (6 million), Great Britain (5.3 million), Austria (4.4 million), and Poland (4.2 million). In overseas markets, the USA leads with 7.2 million overnight stays, and that is a 2.1% increase in early 2025. The GNTB also plans to better target other markets such as China and Hong Kong (1.8 million), the Arab Gulf States (1.2 million), and India (900,000).

Expanding Digital Reach

The GNTB is enhancing its digital media to increase Germany’s global popularity. Beyond its existing offices in North America, Asia, and Europe (19 total), it’s expanding its social media presence. Between 2018 and 2024, reach rose 275%, from 328 million to 1.23 billion. Because positive online reviews are so important, this digital outreach is critical.

Looking Ahead

Despite potential problems, like the US tariffs issue, the European Travel Commission predicts, in most cases, longer stays and higher travel budgets for summer 2025. Germany’s strong culture boosts quality tourism which means interest in city, cultural, and round trips. When choosing Germany, visitors frequently cite price-performance (22%), safety (18%), and a decent climate (14%).

The German tourism industry is trying to recover by focusing on the key concepts of quality and innovation.

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