The German National Tourist Board recently launched its 2025 marketing campaign at a media event in Beijing, revealing annual promotional plans and digital marketing strategies centered on culture, nature and immersive journeys.

Lufthansa Airlines, the campaign's strategic partner, announced that Allegris first-class is available on flights from Shanghai to Munich.

"The Chinese market's strong recovery has brought new vitality to German tourism. In 2025, we will join hands with partners like Lufthansa to showcase Germany's appeal as a year-round destination. This will be achieved through rich cultural events, immersive nature experiences, and innovative promotional strategies," said Li Zhaohui, head of the GNTB's Beijing office.

Latest figures show that overnight stays of Chinese visitors to Germany reached 1.83 million in 2024, a 40.5 percent increase compared to 2023. The number is expected to climb to 2 million in 2025, exceeding 30 percent year-on-year growth.

Li said the ongoing optimization of visa procedures and 15 full-service visa centers across China will provide Chinese travelers with more accessible travel options.

The GNTB has planned promotional events based on four themes catering to demand.

Germany will captivate tourists with its profound cultural heritage, such as art exhibitions and music festivals.

The country also aims to attract outdoor enthusiasts with over 3,000 kilometers in hiking trails, 76,000 km in cycling paths, and more than 130 national parks and nature reserves.

This year marks the 275th anniversary of Johann Sebastian Bach's death. Cities including Leipzig and Eisenach will hold a series of concerts and exhibitions to commemorate the master composer's artistic legacy.

Tourists can also follow in the footsteps of the Brothers Grimm by stepping onto the German Fairytale Route, which celebrates its 50th anniversary this year. The 600-km route leads from Hanau to Bremen, linking about 70 spots to create a magical itinerary, including where Wilhelm and Jacob Grimm were born, studied, worked, and lived.