Germany’s Strategic Push to Welcome Chinese Tourists in 2025

Germany’s 2025 Tourism Roadshows: A Strategic Overview

The German National Tourist Board (GNTB) has kicked off a series of promotional roadshows across China in preparation for 2025, spotlighting the country’s diverse travel experiences and aiming to rejuvenate interest amongst Chinese travellers. Key events took place in major Chinese cities including Beijing, Shanghai, Chengdu in Sichuan province, and Shenzhen in Guangdong province, where ten German exhibitors comprising tourism bureaus, hotel groups, and travel agencies showcased the latest offerings and unique German cultural experiences.

With an emphasis on captivating activities such as exploring the enchanting Christmas markets, savouring warm mugs of gluhwein, and enjoying the festive ambience adorned with twinkling lights, these campaigns highlight Germany’s vibrant cultural calendars and seasonal charms. These promotional efforts come amid official data revealing that overnight stays by Chinese visitors in Germany exceeded 1.18 million during the first eight months of 2025, representing a modest year-on-year decline of 0.9 per cent compared to the same stretch in 2024.

Factors Influencing Tourism Trends

The head of GNTB’s Beijing office notes that the large influx of Chinese football fans during the UEFA Euro 2024, which Germany hosted, contributed significantly to boosting visitation in the previous year. Despite the slight dip in 2025 figures, the overall market performance remains stable when adjusting for the singular event-related surge. Looking ahead, several upcoming cultural festivals and events are expected to further ignite enthusiasm and stimulate travel interest among Chinese tourists.

A notable development underpinning this positive outlook is the success of Germany’s ongoing visa facilitation programme, which has made it easier and more enticing for Chinese travellers to plan visits. This initiative is complemented by a digital e-learning programme designed to educate Chinese tour operators about Germany, enabling them to craft travel experiences that cater specifically to the preferences and expectations of Chinese visitors.

Germany's Evolving Tourism Focus: Culinary Delights and Urban Culture

For 2026, GNTB plans to promote the theme “Culinary Germany and City Life”, leveraging the nation’s renowned food culture, sustainable travel opportunities, and the magnetism of its urban centres. Culinary tourism, in particular, plays a vital role in destination appeal and development, serving as a powerful cultural expression and a point of differentiation amongst global travellers.

Historical Perspective on Germany's Tourism Landscape

Germany’s tourism industry is built on a rich tapestry that blends history, culture, and modern urban life. Hosting the FIFA World Cup in 2006 bolstered its international reputation, enhancing city tourism and cultural exploration. Visitors are attracted by the country’s extensive history, world heritage sites, and distinctive offerings such as spa and health tourism.

The nation benefits from a well-established education and research infrastructure that supports tourism innovation and destination marketing, aided by various public and private stakeholders. Despite the absence of a centralised national tourism policy, Germany’s regional and local tourism bodies actively promote destinations through partnerships, events, and comprehensive services that combine infrastructure development and cultural preservation.

Key Features of Germany's Tourism Sector

• Cultural and city tourism dominate, with UNESCO heritage sites and historical towns as main draws.
• Health and spa tourism contribute significantly to total overnight stays.
• Tourism is a major economic contributor, with a diverse mix of small to large enterprises supporting the sector.
• Education and training institutions offer extensive hospitality and tourism programmes to sustain industry growth.

Outlook for German Tourism in a Changing Global Landscape

Tourism experts foresee a stable growth trajectory for Germany's inbound tourism despite minor fluctuations. Success will depend on continuous product innovation, strategic marketing, and adapting to evolving traveller demands, particularly from emerging markets. Special attention is being paid to sustainably managing tourist flows to maintain destination quality and environmental health.

As international mobility rises and traveller expectations become more experience-driven, integrating culinary tourism with cultural storytelling and urban experiences will become increasingly valuable. Digital tools like e-learning for tour providers and enhanced visa policies are pivotal in positioning Germany as a welcoming and accessible destination.

The Connection to Sailing and Boating Tourism

Germany's extensive coastlines along the North Sea and the Baltic Sea, abundant lakes, and well-developed marinas offer rich opportunities for sailing, yachting and boating activities. The revival and growth in inbound tourism from markets like China can stimulate demand for marine leisure activities, including chartering yachts and sailing boats that combine cultural exploration with water-based adventures.

Promoting Germany’s culinary scene and bustling city life can complement sailing trips, where visitors might anchor near vibrant marinas and indulge in local food experiences, thereby enriching their overall journey. As tourists look for diverse activities, integrating boating with cultural and culinary tourism can provide a compelling value proposition.

Summary and Future Directions

Germany's targeted 2025 tourism roadshows in China mark a proactive approach to maintaining and expanding the flow of Chinese visitors to the country. Despite a slight dip in overnight stays in early 2025, Germany remains a sought-after destination thanks to its rich cultural heritage, dynamic city experiences, and evolving sustainable travel options.

The planned focus on culinary tourism paired with urban life seeks to capture new interests and deepen visitor engagement. At the same time, educational programmes for travel providers and streamlined visa processes help tailor offerings to visitor needs and simplify access.

For those interested in exploring Germany’s waters, sailing the Baltic or North Sea, or chartering a yacht along scenic lakes and bustling marinas, this broadening tourist landscape opens exciting possibilities. To find the best options to rent a sailing boat or yacht suited to your taste and budget, the international marketplace GetBoat.com offers a comprehensive platform catering to all boating enthusiasts looking to enjoy Germany’s picturesque waters and further afield.