The importance of tourism should be measured not only in key figures such as overnight stays, turnover and jobs. "By exploring the link between travel and well-being, we want to encourage the industry to explore new ways of measuring the importance of travel," said Michael Otremba, Managing Director of Hamburg Tourism. Held under the theme of "Happiness, public good, health - tourism that connects", this year’s conference marked a change in perspective. "The contribution of holidays to the relaxation, health and life satisfaction of Germans is enormous. We should be more aware of the social importance of holiday travel," said Prof. Bernd Eisenstein, a representative of the FH University of Applied Sciences Westküste in Heide.
Emphasis on happiness and well-being during meet in Hamburg
Delegates at the recent German Tourism Day (November 25, 2024) in Hamburg discussed how tourism can become economically successful and socially fairer. The issue of socially-responsible tourism comes amid an era of crises and social upheaval. Organised by Hamburg Tourismus, Tourismusverband Hamburg e.V. and the German Tourism Association, the 2025 summit will get underway in Saarbrücken.
Change of perspective on German Tourism Day
Figures near pre-corona level
The wish to travel continues unabated. Around 77 per cent of respondents in Germany plan to travel just as often or more often in the coming year, the latest Marriott-Bonvoy survey has found. Their agenda features an average 4.5 trips including 1.8 domestic ones. "Tourism is a key economic factor. The industry is almost back to the successful pre-pandemic figures," said Reinhard Meyer, President of the German Tourism Association. "But numbers aren't everything. Tourism in Germany is characterised by openness to the world, well-being, sustainability, health and social responsibility."
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