Germany launches 2025 tourism road shows to attract Chinese travelers

The German National Tourist Board recently launched its 2025 road shows in China, hosting promotional events in Beijing, Shanghai, Chengdu in Sichuan province, and Shenzhen in Guangdong province.

A total of 10 German exhibitors, including tourism bureaus, hotel groups and travel agencies, shared the latest news on inbound German tourism and showcased various attractions, activities and unique experiences such as wandering through Germany's charming Christmas markets, sipping a mug of warm gluhwein, and soaking up the festive atmosphere of twinkling lights.

Official data showed that overnight stays of Chinese visitors to Germany reached over 1.18 million in the first eight months of 2025, having dropped by 0.9 percent compared with the same period of 2024.

Li Zhaohui, head of GNTB's Beijing office, said that the UEFA Euro 2024, which was held in Germany, attracted a large number of Chinese soccer fans, a major factor in boosting last year's figures.

"Although the 2025 figures show a slight year-on-year decline, taking into account the short-term effect of the UEFA Euro 2024, we consider the 2025 market performance to be essentially on par with last year. With a series of upcoming cultural festivals and events, we maintain a positive outlook for future growth," she said.

She believed that the ongoing visa facilitation program had significantly boosted Chinese tourists' willingness to travel to Germany.

The GNTB's key promotions for 2026 are under the theme "Culinary Germany and City Life", which will highlight Germany's unique food culture, sustainable travel experiences, and urban charm to international markets.

The tourist board has also introduced its e-learning program, a digital tool that provides training and information about Germany for Chinese tour providers. They can then develop high-quality travel products tailored to the preferences of Chinese travelers.