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The German National Tourist Board has outlined its strategy to capitalise on global trends favouring secure and cost-effective destinations as it seeks to increase visitor numbers in the summer of 2026. Chairwoman Petra Hedorfer told Gulf Times that recent surveys indicate shorter booking periods and a preference for value, positioning Germany favourably. According to Hedorfer, the board’s campaign underscores the nation’s vibrant cities, cultural offerings and central European location.
Germany maintains its status as Europe’s leading cultural travel destination with 55 UNESCO World Heritage sites that encompass the continent’s history from ancient fossils to modern architecture, the GNTB chairwoman reported. Hedorfer noted that the country hosts more opera performances than any other, with events in both major hubs and smaller cities. Festivals dedicated to composers such as Wagner and Beethoven further enhance its appeal for classical music enthusiasts.
Diverse festival offerings draw millions of international visitors to Germany each year, according to the German National Tourist Board. Hedorfer pointed to the Wacken Open Air heavy metal event, which attracts around 80,000 people annually, alongside rock festivals and popular gatherings like Oktoberfest and the Rhine carnival. The nation’s approximately 4,000 Christmas markets provide authentic experiences of German traditions, she added.
The board’s Stay Longer initiative encourages visitors to extend their stays by exploring surrounding natural areas, Hedorfer explained in the July 2026 interview. Germany features a 300,000-kilometre network of marked hiking trails and 76,000 kilometres of cycling routes, supported by e-bike infrastructure. Families can enjoy water sports and multi-generational activities across the country, she stated.
Approximately one-third of Germany’s land is protected as national parks or nature reserves, contributing to its fourth-place ranking in the Sustainable Development Goals Index, the GNTB chairwoman said. Hedorfer recommended lesser-known low mountain regions such as Saxon Switzerland and the forests associated with the Brothers Grimm tales. The Harz area’s combination of UNESCO sites and historical mining adds to the blend of heritage and landscape.
A May survey of global travel experts conducted by the board found that 96 percent consider Germany a safe destination for 2026 amid regional uncertainties, Hedorfer reported. Germany ranks 17th on the Global Peace Index out of 163 countries, reinforcing its appeal as a secure location according to recent assessments. Fifty-three percent of tour operators anticipate positive booking developments for the country over the coming six months while the assessment highlighted security as the top decision factor alongside value for money and convenient access.
The World Travel and Tourism Council projects that Germany’s travel and tourism sector will contribute a record €499 billion to GDP in 2025, equivalent to 11.6 percent, with international visitor spending reaching €57 billion. According to the OECD, the country welcomed 37.4 million international tourists in 2024. Hedorfer emphasised that more than three-quarters of European visitors are repeat guests, with nearly half having travelled to Germany more than four times, underscoring high satisfaction levels.
