July 11, 2025, 5:12 am | Read time: 4 minutes
While many Germans head south for vacation, more and more people from abroad are discovering our country for city trips or extended holidays. According to Petra Hedorfer, chairwoman of the board of the German National Tourist Board (DZT), Germany as a travel destination plays “in the Champions League.” In an interview with TRAVELBOOK, the expert discusses in more detail what she has learned about Germany’s external perception during her approximately 20-year career. And: How are we actually perceived abroad?
The Internations network has evaluated which cities worldwide are perceived as particularly friendly by expats living there. Unfortunately, Germany did not shine in this ranking: Munich, Hamburg, Berlin, and Frankfurt are at the bottom of the list, as reported by TRAVELBOOK. However, when it comes to tourism, Germany is apparently all the more popular.
“Indeed, Germany as a travel destination plays in the Champions League,” explains Petra Hedorfer, chairwoman of the board of the German National Tourist Board (DZT). “According to recent studies by the World Tourism Organization (UN Tourism), we ranked 7th among the most popular travel destinations worldwide in 2024 for international arrivals.” Among Europeans, Germany is also the most popular destination for city and cultural trips and the second most popular nature destination.
Overview
Where Most Germany Visitors Come From
According to Hedorfer, three-quarters of international visitors come to Germany from Europe, especially from the Netherlands, Switzerland, Poland, the United Kingdom, and Austria. Among overseas markets, the USA dominates. However, the importance of Asian countries is noticeably increasing. “We have very high growth rates from China and India. Other Asia-Pacific markets and Latin America will also continue to grow in the coming years.”
Particularly in demand: culture, nature, and good value for money. “Many vacationers are surprised by the diverse and intact nature to be found here,” says Hedorfer. One-third of Germany’s mainland area is under special protection, including 16 national parks, 18 biosphere reserves, and over 100 nature parks.
Germany Is Considered a Service-Oriented and Welcoming Destination
According to Hedorfer, Germany’s image abroad is very good. In the renowned Nation Brands Index (NBI), the country ranked 2nd in 2024 among the 50 leading economic nations—not only economically but also in terms of culture, people, and tourism. Guests appreciate not only the sights or museums but also the service. “The perception of service quality in Germany is often much better than we think,” says Hedorfer. The DZT’s quality monitor shows an average score of 1.9 on a scale from 1 (very good) to 6 (insufficient).
And what about our supposed unfriendliness? According to expert Hedorfer, Germany can market itself not only as a service-oriented but also as a hospitable and welcoming country. Good indicators of this are international sporting events, where the world looks to Germany—most recently at the 2024 UEFA European Championship. The most frequently mentioned impressions of international visitors, according to the Nation Brands Index, were: ideal hosts, great atmosphere, warm welcome culture, safe and sustainable events. There you go!
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However, Hedorfer sees a weak point in the digitization of the tourism sector. “Travelers from Asia or America are much more ‘digital’ than we are,” she says. This refers to the entire travel process—from inspiration to booking to mobile payment options. “Guests now expect this convenience from us as well.”
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In terms of technological progress, Germany urgently needs to make adjustments, as incoming tourism is economically significant for the country. In 2023, according to the DZT, 85 million overnight stays by international guests were recorded—5.4 percent more than the previous year. In total, they spent 77.7 billion euros. This particularly benefited gastronomy, hospitality, retail, and service providers. “This strengthens our economy and secures jobs.”