{"id":585472,"date":"2025-11-21T21:31:30","date_gmt":"2025-11-21T21:31:30","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/585472\/"},"modified":"2025-11-21T21:31:30","modified_gmt":"2025-11-21T21:31:30","slug":"german-national-tourist-board-launches-this-years-roadshows-in-china-showcasing-its-attractions-culture-and-unique-travel-experiences-of-germany","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/585472\/","title":{"rendered":"German National Tourist Board Launches This Year\u2019s Roadshows in China, Showcasing its Attractions, Culture and Unique Travel Experiences of Germany"},"content":{"rendered":"

Home<\/a> \u00bb MEETING AND EVENT INDUSTRY NEWS<\/a> \u00bb German National Tourist Board Launches This Year\u2019s Roadshows in China, Showcasing its Attractions, Culture and Unique Travel Experiences of Germany <\/p>\n

Published on
\nNovember 21, 2025<\/p>\n

\"German<\/p>\n

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\u00a0to promote Germany\u2019s diverse attractions and activities to Chinese travelers, as well as highlight the country as a top destination for leisure and cultural tourism.<\/p>\n

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.<\/p>\n

Tourism Figures Show a Slight Decline, but Positive Outlook for Growth<\/p>\n

According to official data<\/strong>, the number of overnight stays<\/strong> by Chinese visitors<\/strong> to Germany in the first eight months of 2025 reached over 1.18 million<\/strong>. This figure represents a slight 0.9% decline<\/strong> compared to the same period in 2024<\/strong>. However, Li Zhaohui<\/strong>, the head of GNTB\u2019s Beijing office, pointed out that the slight decrease is largely due to the short-term boost<\/strong> driven by events like the UEFA Euro 2024<\/strong> held in Germany<\/strong>, which attracted a significant number of Chinese soccer fans<\/strong> and increased travel figures last year.<\/p>\n

Despite the small year-on-year decline, Li remains optimistic about the market\u2019s performance, stating, \u201cTaking into account the short-term effects of the UEFA Euro 2024, we consider the 2025 market performance<\/strong> to be essentially on par with last year. With a series of upcoming cultural festivals<\/strong> and events<\/strong> in Germany, we maintain a positive outlook for future growth.\u201d She also credited the ongoing visa facilitation program<\/strong>, which has made it easier for Chinese tourists<\/strong> to travel to Germany, as a significant factor in boosting travel willingness<\/strong>.<\/p>\n

GNTB\u2019s 2026 Promotions Focus on \u201cCulinary Germany and City Life\u201d<\/p>\n

Looking ahead to 2026<\/strong>, the GNTB<\/strong> is focusing on promoting Germany\u2019s culinary heritage<\/strong> and urban charm<\/strong>. The theme for next year\u2019s promotional campaign is \u201cCulinary Germany and City Life\u201d<\/strong>, which will highlight the country\u2019s unique food culture<\/strong>, sustainable travel experiences<\/strong>, and the vibrant city life<\/strong> in Germany\u2019s metropolitan hubs. This initiative aims to draw international tourists to explore the dynamic blend of traditional flavors<\/strong> and modern dining experiences<\/strong>, as well as Germany\u2019s sustainable tourism options<\/strong>.<\/p>\n

Germany is home to a rich food culture that includes world-famous dishes such as sauerbraten<\/strong>, pretzels<\/strong>, and schnitzels<\/strong>, as well as a growing farm-to-table movement<\/strong> that highlights local, organic produce. This campaign is expected to attract food enthusiasts<\/strong> and cultural travelers<\/strong>, as well as eco-conscious visitors looking for sustainable travel experiences<\/strong>.<\/p>\n

GNTB Introduces E-Learning Program for Chinese Travel Providers<\/p>\n

To further enhance its outreach to Chinese tourists, the GNTB<\/strong> has introduced an e-learning program<\/strong> designed to provide training and information<\/strong> about Germany to Chinese tour providers<\/strong>. This digital tool<\/strong> will help Chinese travel agencies create high-quality travel products<\/strong> tailored to the preferences of Chinese travelers. The program is part of Germany\u2019s broader strategy<\/strong> to strengthen its position as a premier destination for Chinese visitors<\/strong> and improve the overall experience for tourists from China.<\/p>\n

By equipping Chinese travel professionals<\/strong> with the necessary knowledge about Germany\u2019s diverse attractions<\/strong>, the GNTB aims to foster deeper connections with the Chinese market<\/strong> and ensure that travel packages are more aligned with Chinese travelers\u2019 interests<\/strong>. The e-learning program also serves as a tool for promoting personalized travel experiences<\/strong> that reflect the rich cultural, natural, and gastronomic offerings of Germany<\/strong>.<\/p>\n

China Remains a Key Source Market for Germany\u2019s Tourism Industry<\/p>\n

China has long been one of the most important source markets<\/strong> for Germany\u2019s tourism industry. The recent GNTB roadshows in China underscore the country\u2019s strategic efforts to maintain and build upon its strong ties with Chinese tourists. Despite the slight decline in numbers for 2025, the GNTB\u2019s promotional efforts, including customized travel packages<\/strong>, immersive cultural experiences<\/strong>, and culinary tourism<\/strong>, are likely to result in sustained growth in the coming years.<\/p>\n

The roadshows have proven successful in raising awareness of the unique experiences<\/strong> that Germany offers, especially in light of China\u2019s growing interest<\/strong> in both European culture<\/strong> and sustainable tourism<\/strong>. By focusing on key themes such as culinary tourism<\/strong>, cultural heritage<\/strong>, and urban exploration<\/strong>, Germany is positioning itself as an attractive destination for Chinese travelers<\/strong> seeking both luxury and authentic experiences<\/strong>.<\/p>\n

Future Growth for German Tourism in China<\/p>\n

Looking to the future, the continued growth of China\u2019s middle class<\/strong> and the increasing demand for international travel is expected to play a significant role in the expansion of German tourism<\/strong> in the region. As China<\/strong> continues to develop its economy and its citizens\u2019 disposable income<\/strong>, more Chinese travelers are expected to look to Europe<\/strong> for cultural and leisure experiences. Germany\u2019s well-developed tourism infrastructure<\/strong>, combined with its rich history<\/strong>, art<\/strong>, and gastronomy<\/strong>, positions it as a top contender<\/strong> for travelers seeking both luxury<\/strong> and authenticity<\/strong>.<\/p>\n

The success of Germany\u2019s roadshows<\/strong> in China and the growing number of Chinese tourists<\/strong> visiting the country will likely contribute to Germany\u2019s status<\/strong> as one of the most desirable European destinations<\/strong> for Chinese travelers. By offering a mix of modern luxury<\/strong>, historical exploration<\/strong>, and culinary delights<\/strong>, Germany is meeting the needs of a diverse market, which increasingly demands experiences tailored to their cultural preferences<\/strong> and sustainability values<\/strong>.<\/p>\n

A Bright Future for Germany\u2019s Tourism in China<\/p>\n

While the Chinese market continues to grow in importance for Germany\u2019s 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.<\/p>\n

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\u2019s reputation as a leading destination for Chinese travelers who seek to explore the best of Europe in luxury, sustainability, and authenticity.<\/p>\n

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