Tourism figures soar to unprecedented heights, regardless of the European Championship's cancellation
The upcoming Euro 2028 football tournament is expected to have a positive impact on domestic tourism in Germany, according to industry forecasts. The tournament is anticipated to boost travel demand and revenue compared to previous years, contributing to the ongoing moderate growth trajectory of Germany’s tourism market.
Germany's travel and tourism market has been growing steadily, with a projected revenue of approximately US$74.26 billion in 2025. This growth is driven by travelers seeking unique and sustainable experiences rather than traditional mass tourism. European travel overall is expected to see moderate growth of 4-5% annually through 2028, when gross bookings in Europe reach €415 billion.
Large sporting events like Euro 2028 typically stimulate domestic and international travel, benefiting multiple sectors including hotels, restaurants, and transport. The effect is usually most noticeable in the host cities but also impacts the wider domestic tourism market. Recent years have seen some declines in tourism in Germany and other European countries, but major events tend to counteract these declines temporarily by attracting visitors.
However, the overall growth in Germany’s travel and tourism market is projected to be moderate and influenced by broader economic conditions. The exact figures on Euro 2028’s impact on German domestic tourism are not yet available, but patterns from comparable events suggest a meaningful uplift in tourism activity and revenue in 2028 relative to previous years. This uplift, however, will likely be moderated by continuing economic and geopolitical uncertainties in Europe.
In June 2025, the total number of guest stays in Germany increased compared to the previous year. While the total number of overnight stays in Germany in June 2025 is not yet available, the increase in guest stays does not necessarily indicate a significant change in the overall trend of overnight stays in Germany for the first half of 2025 compared to the record high in the first half of 2024. The increase in guest stays in June 2025 was observed across all types of establishments with at least ten beds.
The increase in guest stays in June 2025 could be due to a combination of factors, including the late Pentecost holidays and overall high demand for vacations and business trips in Germany. Despite a decrease in demand from abroad, the number of overnight stays by Germans increased by 7.4% in June compared to the previous year. The gap left by the decrease in foreign guests was more than made up for by an increase in overnight stays by Germans.
The Federal Statistical Office has reported this increase in overnight stays. It's important to note that the total number of overnight stays in Germany in the first half of 2025 is higher than in the first half of 2024, marking a 0.1% increase compared to the previous record high in 2024. However, the number of overnight stays by foreign guests decreased by 12.7% in June compared to the previous year, attributed to the high number of foreign guests in the previous year due to the football European Championship.
In summary, the Euro 2028 tournament is expected to contribute to the ongoing moderate growth of Germany’s tourism market, with patterns from comparable events suggesting a meaningful uplift in tourism activity and revenue in 2028. The increase in domestic tourism in June 2025, while significant, should be viewed in the context of broader economic and geopolitical uncertainties in Europe.
The upcoming Euro 2028 football tournament is expected to stimulate the travel and tourism market in Germany, as large sporting events often boost demand for hotels, restaurants, and transport. Moreover, the tournament may further enhance Germany's lifestyle attractions for travelers seeking unique and sustainable experiences.
