German National Tourist Board and UEFA EURO GmbH Partner to Boost Tourism for UEFA EURO 2024 in Germany – Travel And Tour World

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The UEFA EURO 2024 is set to be a magnet for international tourists, enhancing the already strong travel sentiment among European and overseas travelers. The German National Tourist Board (GNTB) is promoting this grand event through a strategic partnership with UEFA EURO GmbH. The GNTB anticipates over three million additional international overnight stays as football fans flock to Germany to attend the matches and explore the country.

This influx will significantly boost hotels and restaurants nationwide. Beyond the ten host cities, which will feature large stadiums and fan zones, even the rural regions accommodating the 24 teams and their support staff will see a surge in visitors. Additionally, EURO 2024 will offer a rich cultural experience with more than 300 events spread across 45 locations throughout Germany.

Petra Hedorfer, CEO of the GNTB, explains: “The European Men’s Football Championship in Germany is an event whose significance extends far beyond the sporting tournament. In the context of EURO 2024, we are promoting a longer stay for international guests that goes beyond attending a football match. A recent, exclusive GNTB real-time survey in three strong source markets (Great Britain, France and Spain) confirms our strategic approach: 92 per cent of those surveyed who are coming to Germany for the UEFA EURO 2024 not only want to attend the match, but also stay in the country for longer. 38 per cent plan to spend up to three nights sightseeing in the host cities, 14 per cent want to spend three days exploring the host cities and their surroundings, and 40 per cent intend to spend at least four nights in Germany. In addition to the economic effects, the Euro offers great opportunities – similar to the 2006 summer fairy tale – to present Germany as a welcoming and cosmopolitan country in the long term and thus once again boost Germany’s image as a travel destination.”

The latest data from the Federal Statistical Office reveals a 5.5% increase in international overnight stays in hotels and guesthouses with at least ten beds, totaling 21.3 million from January through April 2024. April alone showed a recovery to 89.5% of 2019 levels.

The European Travel Commission (ETC) reports that Europeans’ travel intentions for May to October 2024 have risen to 75.4%, up three percentage points from last year. Notably, 8.1% of respondents plan to travel within Europe for events, such as sporting events and festivals, over the next six months. The ETC’s Long Haul Travel Barometer also highlights strong interest in long-distance travel from major overseas markets.

France and Germany are poised for significant tourism growth in 2024, with France hosting the Olympic Games and Germany welcoming the UEFA EURO 2024. The ETC’s Q1/2024 report predicts increased tourism spending in these nations. Moreover, the GNTB Travel Industry Expert Panel shows a substantial rise in business confidence for Germany, with the current business situation scoring 53 points in Q2/2024, nearly double the score from the same period last year. The overall business climate index has also improved from 46 to 58 points year-on-year.