This article was chosen as the Topic of the Week in the Newsletter for calendar week 52, 2025.

Economic Importance and Current Trends

The new study 'Economic Factor Tourism 2024', (only available in German) jointly published by the German Chamber of Commerce and Industry, the Federal Tourism Association, and the German Tourism Association, highlights the great significance of the tourism sector for Germany.

In 2024, €392 billion were spent domestically on tourism services, an 18 percent increase compared to 2019. Behind these nominal record figures are notable structural shifts: The recovery is limited to the private sector segment. According to the study, real spending by private travelers has nearly fully recovered to pre-pandemic levels.

In contrast, business travel tourism remains structurally weakened. The transformed working environment, characterised by hybrid collaboration and numerous digital formats, has led to a permanent decrease in demand.

Tourism as a Strategic Location Factor

Tourism is also significant for the overall economy: €144 billion in direct gross value added now accounts for 3.7 percent of Germany’s total economic output, representing every 25th euro. Additionally, tourism is a job engine – over 2.7 million people, about six percent of the workforce, are employed directly in tourism-related roles. With some 60,000 apprentices in this sector, they would fill a sold-out football stadium with promising new recruits.

These employees cater not only to domestic demand but also a strong influx from abroad: Germany recorded nearly 40 million international arrivals in 2024, securing a top-ten ranking globally. Together with more than half a billion overnight stays, these figures reinforce the attractiveness and potential of Destination Germany.

Resolutions for 2026

At the same time, the study clarifies that the tourism sector’s real economic performance, despite nominal record highs, is not fully recovered yet. The industry is fighting to regain momentum but is still being slowed down too much.

Restoring international competitiveness includes reducing cost burdens and ensuring functional infrastructure for transport and digital data flow. Furthermore, bureaucratic hurdles need to be dismantled, and where essential reporting obligations are unavoidable, digital solutions should be implemented so organisations can focus on their core business. Given the high demand for personnel, straightforward migration procedures, attractive training options, and flexible working models are key to attracting skilled and seasonal workers.

It must also be clear: Tourism not only strengthens the economy but also enhances the attractiveness of regions, positively benefiting other industries and influencing the location decisions of companies and skilled workers – the availability of affordable living spaces is therefore a crucial factor as well.