Vidhi Gupta
03-Oct-2026
In conversation with Petra Hedorfer, CEO of the German National Tourist Board.
Germany’s appeal has always stemmed from its diversity, natural landscapes, and welcoming spirit. These varied offerings continue to resonate strongly with international travellers. For India, the connection is growing stronger, with Indians accounting for almost 1 million overnight stays in Germany in 2025, an increase of 3.4 per cent year on year, with this positive momentum continuing into 2026. More recently, Taj Hotels opened its first property in continental Europe, Taj Hotel Hessischer Hof, in Frankfurt.
We spoke to Petra Hedorfer, CEO of the German National Tourist Board, to understand the growing demand for high-quality travel experiences and how traveller expectations are evolving when it comes to discovering Germany throughout the year.
Image credits: ©DZT/Farideh Diehl
Looking specifically at the Indian market, are you seeing a shift from Indians travelling to Germany simply to explore the country towards travelling for specific interests and experiences? If so, what are some of the emerging interests driving this change?
Germany is high on the agenda of Indian travellers for many reasons. We have seen the numbers of visitors rising year on year, which is a positive signal that our broad leisure offering resonates with the Indian travelling community. While first-time visitors want to discover Germany’s iconic cities and attractions, increasingly travel is being shaped by personal interests such as culture and heritage, nature and wellness, gastronomy, shopping, luxury experiences or special occasions such as weddings, honeymoons and milestone celebrations.
Germany is particularly well positioned for this trend because of the diversity it offers within relatively short distances, easily accessible by train or by car. A city break can easily be combined with a wellness retreat, a historic town, beautiful vineyards, breathtaking lakes or mountains. Travellers can move from Berlin’s culture and lifestyle to nature or combine Stuttgart with the Black Forest and its strong tradition of wellness and spa experiences. From Frankfurt, it is just a short journey to the picturesque spa town of Bad Orb, home to the fabulous Toskana Therme. Germany also offers excellent shopping opportunities – from vibrant city centres in Frankfurt, Hamburg and Bremen to premium outlet destinations such as Wertheim Village, Ingolstadt Village and Outletcity Metzingen. This adds another attractive dimension to a Germany itinerary, particularly for travellers who enjoy combining culture, sightseeing and regional experiences with shopping.
We also see growing potential in multi-generational and family travel, as well as travellers who want to slow down, stay longer in a region and engage more deeply with local culture and lifestyle. For us, this opens up an exciting opportunity: to inspire Indian travellers to discover not just one Germany, but many different sides of Germany – and to create a memorable journey around their own passions.
Image credits: Toskanaworld GmbH/Ollertz & Ollertz
What key travel trends have you observed in recent years, globally?
Travellers increasingly seek personal experiences, wellbeing and a closer connection to local life. Germany is well placed to respond, with more than 350 state-certified spas and health resorts complementing its rich cultural and natural attractions. The state-certified spas and health resorts use local remedies and traditional healing methods to treat or prevent a wide variety of ailments. Whether it’s cold water, hot springs, fresh air, or therapeutic peat—with these travel ideas, relaxation and health go hand in hand.
At the same time, AI is fundamentally changing how people discover, plan and book travel, enabling much greater personalisation. For us, the opportunity lies in combining this digital convenience with what technology cannot replace: distinctive local experiences, authentic encounters and attentive human service.
Which sustainability initiative in Germany is particularly close to your heart, and why?
For those interested in sustainable travel, Germany with its unspoiled nature, protected landscapes and forests has a lot to offer and our marketing campaigns also reflect that. One initiative particularly close to my heart is our Feel Good campaign. What I value about it is that it makes sustainable travel tangible and inspiring rather than presenting it as a compromise.
Germany offers an extensive range of certified sustainable accommodation, destinations and experiences – from nature and wellness retreats to regional cuisine and mobility options. For us, sustainability and a high-quality travel experience are closely connected.
This is also increasingly relevant for Indian travellers who are looking for authentic experiences, nature, wellbeing and meaningful ways to discover a destination. Through our campaign, we want to raise awareness, make these choices easier and show that travelling more consciously can actually enrich the experience.
Our invitation to “Stay a Little Bit Longer” captures an approach I find particularly meaningful. Taking more time allows visitors to discover a neighbourhood, enjoy regional food and include places they might otherwise pass through.
Image Credits: GNTB/Günter Standl
Germany is known for its natural landscapes and sustainability initiatives. What new measures or innovations is the country working towards to advance its sustainability goals?
Sustainable travel becomes more appealing when it is easy to understand and enhances the holiday experience. We help visitors discover certified sustainable accommodation and destinations, alongside ideas for experiencing nature and regional culture. Making credible choices visible helps travellers plan with greater confidence.
For international visitors, practical support matters: explaining public transport connections, showing how to combine destinations by rail and helping people spend more time enjoying a region. Local food, walking and encounters with regional traditions can bring both enjoyment and value to local communities.
What experiences would you recommend to first-time visitors to Germany that might inspire them to return and explore more of the country?
With 55 UNESCO World Heritage Sites, Germany offers many reasons to explore beyond a single city. I would suggest combining culture with a contrasting regional experience: Munich with the Bavarian Alps and Zugspitze, or Heidelberg with Baden-Baden’s thermal spas and the Black Forest. Leave time for a local market, a leisurely meal or a walk through a historic town for some culture and great shopping. Couples might enjoy a spa retreat; families could combine cultural visits with lakes and outdoor activities for kids. Experiencing that variety gives visitors a reason to return—perhaps for Saxony’s craftsmanship and culture or Germany’s Christmas markets be it in Dresden, or elsewhere like in Nürnberg, or further North in Bremen or Hamburg.
Image credits: GNTB/Jens Wegener
What do you personally love most about Germany, and what makes it a destination you continue to feel connected to?
What I love most about Germany is its incredible regional diversity – and the warmth and quality of its hospitality. Architecture, food, traditions and landscapes change as you travel, giving every region its own character and identity. Germany is also the number one cultural destination for European travellers, and you can really experience why when travelling through the country.
You can explore Berlin’s museums and vibrant neighbourhoods, visit the palaces of nearby Potsdam, discover centuries-old craftsmanship at the porcelain manufactory in Meissen, or enjoy Frankfurt’s excellent shopping and culinary scene before heading into the Taunus mountains or the vineyards of the Rheingau.
But what makes a destination truly memorable is also how welcome you feel. Germany is diverse, open and welcoming, with an outstanding hotel landscape and a strong tradition of hospitality. German hospitality education has an excellent international reputation, and many international general managers at leading hotels around the world have received their education or professional training in Germany.
A wonderful recent example of Germany’s international hospitality landscape is the opening of the Taj Hotel Hessischer Hof in Frankfurt, Taj Hotels’ first property in continental Europe. It brings one of India’s most renowned hospitality brands to the heart of Germany and creates another special connection between our two countries.
This combination of culture, nature, outstanding hotels – whether an iconic luxury property, a historic grand hotel or even a castle –and genuine hospitality makes Germany a wonderful destination for special occasions – from weddings and honeymoons to family celebrations and milestone journeys. For me, it is this extraordinary diversity, combined with the warm welcome you experience wherever you go, that makes Germany so special.
Cover Credits: visitfrankfurt/David Vasicek
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