Published on
October 9, 2025
Germany joins Japan Canada Italy Switzerland and more in the ranks of top global destinations, cementing its reputation as a premier travel destination thanks to its rich cultural heritage, historic architecture, vibrant cities, and diverse experiences. The country’s rise is fueled by its strong international image, consistent performance in global rankings, and appeal to cultural tourists seeking art, festivals, local traditions, and culinary delights, making it a preferred choice for travelers worldwide.
Germany continues to command an outstanding international reputation, securing second place overall in the Anholt Nation Brands Index (NBI) 2025. Among 50 leading nations worldwide, only Japan surpasses Germany, while Canada, Italy, and Switzerland trail behind. Within Europe, Germany maintains its position as the front-runner among 30 countries evaluated, highlighting the country’s enduring appeal on the continent.
For the tourism sector, Germany’s performance remains stable, holding 10th place in the NBI’s tourism category, consistent with its 2024 ranking. Notably, Germany’s cultural image has strengthened, rising from sixth to third place. Key factors contributing to this perception include the country’s historic architecture and vibrant urban centers, which continue to define Germany’s appeal to international travelers.
According to the German National Tourist Board (GNTB), Germany’s strong global image plays a vital role in positioning the nation as a premier destination amid an increasingly competitive international tourism market. This positive perception reinforces Germany’s credibility as a quality travel destination, particularly for city and cultural tourism, and contributes significantly to the economic benefits of inbound tourism. Data from IPK International indicate that inbound tourism generated €77.7 billion in economic value in 2024, underscoring the sector’s importance.
A detailed analysis commissioned by the GNTB further highlights how tourists around the world perceive Germany. Visitors most often describe the country as fascinating, exciting, and educational, with additional attributes such as relaxing and romantic also commonly associated. International cultural tourists, in particular, are drawn to Germany’s rich heritage, local customs, diverse culinary offerings, impressive architecture, and vibrant art and festival scenes. Multicultural events, live music performances, street art, theatre, and ballet also play a significant role in shaping the expectations of travelers seeking cultural experiences.
These findings reinforce Germany’s reputation as a leading destination for city and cultural tourism, aligning with the GNTB’s global marketing strategy that emphasizes high-quality, service-oriented experiences. By showcasing Germany’s cultural depth and urban vibrancy, the country continues to attract visitors seeking enriching and memorable travel experiences.
The Anholt Nation Brands Index, developed by British policy advisor Simon Anholt, has measured the global brand value of leading economic nations since 2005. Evaluating countries across six sub-indices—exports, governance, culture, people, tourism, and immigration/investment—the NBI relies on surveys conducted in 20 nations and assesses 23 individual indicators. Germany’s consistent high ranking across these metrics reflects the country’s ability to balance economic strength, cultural richness, and tourist appeal on the world stage.
As Germany strengthens its cultural positioning while maintaining stable tourism appeal, the nation is poised to remain a preferred choice for travelers seeking a combination of historic charm, modern urban experiences, and high-quality service. This continued excellence in global perception ensures Germany not only attracts international visitors but also maximizes the economic and cultural benefits of tourism in the years ahead.
Germany’s enduring global reputation, combined with its rich cultural heritage, historic cities, and vibrant tourism offerings, firmly establishes it as a premier travel destination. With consistent recognition in international rankings and a strategic focus on city and cultural tourism, Germany is set to continue attracting travelers worldwide, enhancing both its economic impact and its status as a leading destination for unforgettable experiences.
