The German government’s newly presented National Tourism Strategy sets a comprehensive framework aimed at boosting competitiveness, strengthening regional destinations and adapting the sector to long‑term economic, environmental and societal shifts. It centers on reducing administrative burdens on tourism businesses, improving financial and regulatory conditions for small and medium‑sized enterprises, modernizing legal structures and encouraging new business formation. At the same time, the government highlights tourism’s broad economic importance and its role in supporting employment, local economies and cultural vitality nationwide.

A key pillar of the strategy is the decisive emphasis on mobility and infrastructure, recognised as the backbone of modern tourism. The German Federal Cabinet’s approval of the strategy underscores the priority placed on sustainable transport networks, whether rail, roads, waterways or electric mobility systems, all of which are essential for accessible and attractive destinations. The national plan includes major investment in rail upgrades, road maintenance, better air transport connectivity, nationwide expansion of public transport access, and improved cycling and hiking infrastructure. These measures aim not only to enhance travel convenience and reduce emissions but also to support structurally weaker regions that rely heavily on tourism for economic stability.

Digital transformation is positioned as another critical driver of the sector’s future. The government seeks to accelerate broadband expansion, strengthen digital and data‑sharing capabilities and encourage the adoption of artificial intelligence across tourism services. Projects such as the German National Tourist Board’s Knowledge Graph lay the groundwork for smarter, interconnected tourism systems, while AI‑supported tools are expected to improve visitor flows and address overtourism challenges. Further digital simplifications—like the upcoming European digital identity wallet—will streamline processes such as hotel check‑ins, visa handling and travel information exchange.

Sustainability, labor market resilience and climate adaptation form the final core layers of the strategy. Germany plans to support destinations in developing climate‑resilient infrastructures, promoting resource efficiency, offering barrier‑free travel experiences and ensuring that tourism growth does not compromise residents’ quality of life. The strategy also includes measures to ease skilled‑worker immigration, modernize working time regulations and expand training pathways to help address widespread labor shortages in tourism. These efforts reflect the government’s intent to secure both social and ecological balance while maintaining the sector’s long‑term competitiveness.