The Ahr Valley, Germany, has been recognised as a best practice by the Sustainable EU Tourism project for its exemplary response to the catastrophic 2021 flood that devastated its tourism infrastructure. With over 135 lives lost and thousands of buildings and transport links destroyed, the region faced the urgent need to rebuild its tourism economy, which had previously accounted for 20% of GDP and 30% of employment.

Led by the local Destination Management Organisation (DMO), Ahrtal Tourismus, and supported by regional stakeholders, the valley launched the “Sustainable Tourism Concept Ahrtal 2025”, aligning with the state’s tourism strategy. At the same time, sustainability toolkits for tourism businesses, feasibility studies, and a shift in focus from long-distance to regional markets to promote sustainable mobility were adopted. The local railway is being modernised to support this shift.

The “We ahr open” campaign, launched in late 2022, played a pivotal role in restoring confidence among residents and visitors. It included nationwide digital and physical promotions, social media outreach, and active involvement of local businesses. The campaign symbolised both the region’s readiness to welcome tourists and its openness to innovation and change.

The Ahr Valley also benefited from EU-funded advisory support under the “Crisis Management and Governance in Tourism” project, which helped develop action plans for resilience. As a result, tourism has become a driver of recovery, job creation, and community cohesion, with overnight stays increasing from 434,000 in 2022 to 624,000 in 2023.

This best practice is important because it demonstrates how a destination can turn a crisis into an opportunity for sustainable transformation. It highlights the power of community solidarity, strategic planning, and stakeholder collaboration in building a resilient and future-ready tourism sector.

For more details on the key challenges the destination has faced, and the solutions implemented to address them, please refer to the attached document.