Photo: City Shopping in St. Pauli © Adobe Stock/Westend61

A recent analysis by the European Tourism Association (ETOA) and the market research institute ForwardKeys shows that international arrivals in Europe will increase by 12 percent compared to the previous year, which is significantly above the global average. Cities such as Munich, Berlin, and Hamburg particularly benefit from the growing interest in city travel.

Munich, as one of the host cities of EURO 2024, is experiencing a 37 percent increase in visitor numbers. According to ForwardKeys, tourism in Germany will increase by 19 percent solely due to the European Championship. The multitude of events and cultural offerings in German cities like Berlin and Hamburg also significantly contribute to the rise in growth rate.

Another essential factor for growth is the return of the Asian market. The analysis shows that flight arrivals from China will increase by 64 percent and from Japan by 53 percent. Asian tourists prefer multi-destination trips that combine history, culture, and shopping. Popular routes include German cities like Munich and Hamburg. 

Short trips with up to three overnight stays are experiencing the fastest growth this summer, accounting for 16 percent of the total travel volume. Compared to the previous year, this is an increase of 23 percent. This trend is also evident in German cities, which are increasingly chosen as short-trip destinations.