Home » MEETING AND EVENT INDUSTRY NEWS » German National Tourist Board Launches This Year’s Roadshows in China, Showcasing its Attractions, Culture and Unique Travel Experiences of Germany
Published on
November 21, 2025
Recently, the GNTB launched road shows for 2025 in China, with promotional events in major cities such as Beijing, Shanghai, Chengdu in Sichuan province, and Shenzhen of Guangdong province. The events by German National Tourist Board to promote Germany’s diverse attractions and activities to Chinese travelers, as well as highlight the country as a top destination for leisure and cultural tourism.
During the roadshows, 10 German exhibitors-including tourism bureaus, hotel groups, and travel agencies-shared with the audience the latest updates on inbound tourism to Germany. They also brought into the spotlight various unique German experiences that appeal to Chinese visitors, such as wandering through Christmas markets, enjoying mulled wine, and soaking in the festive atmosphere of twinkling lights and holiday decorations.
Tourism Figures Show a Slight Decline, but Positive Outlook for Growth
According to official data, the number of overnight stays by Chinese visitors to Germany in the first eight months of 2025 reached over 1.18 million. This figure represents a slight 0.9% decline compared to the same period in 2024. However, Li Zhaohui, the head of GNTB’s Beijing office, pointed out that the slight decrease is largely due to the short-term boost driven by events like the UEFA Euro 2024 held in Germany, which attracted a significant number of Chinese soccer fans and increased travel figures last year.
Despite the small year-on-year decline, Li remains optimistic about the market’s performance, stating, “Taking into account the short-term effects 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 in Germany, we maintain a positive outlook for future growth.” She also credited the ongoing visa facilitation program, which has made it easier for Chinese tourists to travel to Germany, as a significant factor in boosting travel willingness.
GNTB’s 2026 Promotions Focus on “Culinary Germany and City Life”
Looking ahead to 2026, the GNTB is focusing on promoting Germany’s culinary heritage and urban charm. The theme for next year’s promotional campaign is “Culinary Germany and City Life”, which will highlight the country’s unique food culture, sustainable travel experiences, and the vibrant city life in Germany’s metropolitan hubs. This initiative aims to draw international tourists to explore the dynamic blend of traditional flavors and modern dining experiences, as well as Germany’s sustainable tourism options.
Germany is home to a rich food culture that includes world-famous dishes such as sauerbraten, pretzels, and schnitzels, as well as a growing farm-to-table movement that highlights local, organic produce. This campaign is expected to attract food enthusiasts and cultural travelers, as well as eco-conscious visitors looking for sustainable travel experiences.
GNTB Introduces E-Learning Program for Chinese Travel Providers
To further enhance its outreach to Chinese tourists, the GNTB has introduced an e-learning program designed to provide training and information about Germany to Chinese tour providers. This digital tool will help Chinese travel agencies create high-quality travel products tailored to the preferences of Chinese travelers. The program is part of Germany’s broader strategy to strengthen its position as a premier destination for Chinese visitors and improve the overall experience for tourists from China.
By equipping Chinese travel professionals with the necessary knowledge about Germany’s diverse attractions, the GNTB aims to foster deeper connections with the Chinese market and ensure that travel packages are more aligned with Chinese travelers’ interests. The e-learning program also serves as a tool for promoting personalized travel experiences that reflect the rich cultural, natural, and gastronomic offerings of Germany.
China Remains a Key Source Market for Germany’s Tourism Industry
China has long been one of the most important source markets for Germany’s tourism industry. The recent GNTB roadshows in China underscore the country’s strategic efforts to maintain and build upon its strong ties with Chinese tourists. Despite the slight decline in numbers for 2025, the GNTB’s promotional efforts, including customized travel packages, immersive cultural experiences, and culinary tourism, are likely to result in sustained growth in the coming years.
The roadshows have proven successful in raising awareness of the unique experiences that Germany offers, especially in light of China’s growing interest in both European culture and sustainable tourism. By focusing on key themes such as culinary tourism, cultural heritage, and urban exploration, Germany is positioning itself as an attractive destination for Chinese travelers seeking both luxury and authentic experiences.
Future Growth for German Tourism in China
Looking to the future, the continued growth of China’s middle class and the increasing demand for international travel is expected to play a significant role in the expansion of German tourism in the region. As China continues to develop its economy and its citizens’ disposable income, more Chinese travelers are expected to look to Europe for cultural and leisure experiences. Germany’s well-developed tourism infrastructure, combined with its rich history, art, and gastronomy, positions it as a top contender for travelers seeking both luxury and authenticity.
The success of Germany’s roadshows in China and the growing number of Chinese tourists visiting the country will likely contribute to Germany’s status as one of the most desirable European destinations for Chinese travelers. By offering a mix of modern luxury, historical exploration, and culinary delights, Germany is meeting the needs of a diverse market, which increasingly demands experiences tailored to their cultural preferences and sustainability values.
A Bright Future for Germany’s Tourism in China
While the Chinese market continues to grow in importance for Germany’s tourism sector, the 2025 roadshows organized by the German National Tourist Board in China are a good opportunity to tap into this segment. As tourism figures first stabilize and continue to grow over the coming years, the GNTB will focus its efforts on promoting culinary Germany, sustainable travel, and urban life to keep Germany top-of-mind for Chinese travelers seeking cultural enrichment and authentic travel experiences.
With new visa facilitation, educational tools, and a growing range of tailored travel packages, Germany is committed to its relationship with Chinese tourists in order to ensure long-term success in this lucrative and dynamic market. The roadshows are one of the many undertakings for sustaining and growing Germany’s reputation as a leading destination for Chinese travelers who seek to explore the best of Europe in luxury, sustainability, and authenticity.
