Germany Intensifies Tourism Push in China with 2025 Road Shows

GNTB Launches 2025 Tourism Campaign in China

The German National Tourist Board (GNTB) has initiated its '2025 Road Shows' across China, marking a significant effort to draw more Chinese visitors to Germany. These promotional events, recently launched at a media event in Beijing and continuing with roadshows in November 2025, aim to showcase Germany as a diverse and appealing travel destination.

Strategic Outreach and Key Themes

The '2025 Road Shows' have targeted major Chinese cities including Beijing, Shanghai, Chengdu, and Shenzhen. A total of 10 German exhibitors, comprising tourism bureaus, hotel groups, and travel agencies, participated to present the latest updates on Germany's tourism offerings. The campaign's core focus, particularly for upcoming promotions in 2026, is on 'Culinary Germany and City Life,' highlighting the country's unique food culture, sustainable travel experiences, and vibrant urban charm. Beyond these, the campaign also emphasizes Germany's rich cultural heritage, breathtaking natural landscapes, and immersive journeys. Specific attractions promoted include:

• Iconic Christmas markets, offering festive ambiance and traditional glühwein.
• Fairy-tale castles of Bavaria and scenic vineyards of the Rhine Valley.
• Vibrant urban centers such as Berlin and Munich.
• Cultural events like art exhibitions and music festivals, including those commemorating the 275th anniversary of Johann Sebastian Bach's death in cities like Leipzig and Eisenach.
• Outdoor activities across over 3,000 kilometers of hiking trails, 76,000 km of cycling paths, and more than 130 national parks and nature reserves.

Boosting Accessibility and Partnerships

To facilitate travel, the GNTB has highlighted the ongoing optimization of visa procedures and the availability of 15 full-service visa centers across China, making Germany more accessible to Chinese travelers. Lufthansa Airlines has joined as a strategic partner, announcing its Allegris first-class service on flights from Shanghai to Munich to enhance the travel experience. Furthermore, the GNTB has introduced an innovative e-learning program for Chinese tour providers, equipping them with in-depth information to develop customized travel packages tailored to the preferences of Chinese tourists.

Tourism Growth and Outlook

Official data from the GNTB indicates a strong recovery in Chinese tourism to Germany. In 2024, Chinese tourists accounted for 1.83 million overnight stays, a substantial 40.5 percent increase over 2023. Projections anticipate this number to climb to 2 million in 2025, representing an expected annual growth exceeding 30 percent. While some figures show 1.18 million overnight stays in the first eight months of 2025, a slight 0.9 percent decrease compared to the same period in 2024, this is attributed to the significant boost from the UEFA Euro 2024 held in Germany, which attracted a large number of Chinese football fans in the previous year. Despite this, Li Zhaohui, head of the GNTB's Beijing office, expressed a positive outlook, stating, 'The Chinese market's strong recovery has brought new vitality to German tourism.'

Conclusion

The GNTB's concerted efforts through its '2025 Road Shows' and strategic initiatives underscore Germany's commitment to strengthening its position as a premier destination for Chinese travelers. By focusing on diverse attractions, enhancing accessibility, and fostering partnerships, Germany aims to cater to the evolving preferences of the Chinese market, ensuring continued growth in tourism.