Germany steps up tourism push in fast-growing Indian market

Germany

Rising travel budgets, longer stays and strong visitor growth are prompting the German National Tourist Board to expand its cooperation with India’s travel industry

Image Credit: © AI generated illustration

The German National Tourist Board is intensifying its activities in India as the country strengthens its position among Germany’s most important long-haul source markets. India is now Germany’s fourth-largest overseas inbound market, with visitor numbers continuing to grow in 2026.

Indian travellers are particularly attractive for the German tourism industry because of their spending and length of stay. According to the GNTB, visitors from India spend an average of 10.1 nights in Germany. IPK International estimates that Indian travellers spent €1.3 billion on trips to Germany, including travel costs.

Demand is continuing to rise. Germany recorded 9.8 percent more arrivals from India in 2025 than in the previous year, according to the Federal Statistical Office. From January through July 2026, arrivals increased by another 9.1 percent year on year. Germany currently ranks third among European destinations for Indian visitors, behind the UK and France.

Premium travellers and a growing middle class

The GNTB sees further potential as India's economy and outbound travel expenditure expand. According to figures cited by the organisation, planned annual holiday budgets among Indian outbound travellers are expected to increase from $4,536 to $5,154.

“With India’s economic development – which is accompanied by rising purchasing power, a willingness to spend and high travel intentions – we see excellent opportunities for German inbound tourism,” said GNTB CEO Petra Hedorfer.

The marketing strategy addresses two broad groups. One is the premium segment, while the other is India's expanding middle class, particularly millennials, Gen Z travellers and families.

Their travel interests cover historical and cultural attractions, shopping and higher-end experiences, but also weddings and honeymoons. Digital services are another priority as Germany seeks to adapt its tourism products and distribution to the expectations of Indian consumers.

The GNTB is also using its India Pool to combine marketing budgets with German tourism partners. The model is intended to give destinations and smaller tourism businesses greater visibility in a market where individual campaigns can require substantial resources.

German tourism businesses head to India

The next stage of the strategy will be the India Digital Travel Knowledge Tour from October 4 to 10, 2026. A delegation of German tourism organisations will travel to Delhi and Mumbai to meet Indian travel companies and examine developments in digital tourism distribution and technology.

Participants include tourism organisations representing Saxony, Baden-Württemberg, Bremen, Stuttgart and Frankfurt, alongside Toskanaworld, the Meissen porcelain manufacturer and the Deutschland Museum Berlin.

The programme includes visits to major online travel companies, travel service providers and businesses specialising in digitalisation. A trade event will also bring the German delegation together with leading Indian tour operators already selling Germany.

The initiative builds on more than two decades of market development. The GNTB established a sales representation in India in 2005 and launched its first India Pool in 2015. Between 2015 and 2019, overnight stays by Indian visitors increased from 690,000 to 950,000, a rise of almost 40 percent.

The current strategy goes beyond generating additional arrivals. By strengthening contacts with tour operators, online travel companies and technology providers, the GNTB is seeking to improve Germany’s position in Indian distribution while targeting travellers whose spending levels and comparatively long stays offer substantial value to destinations and tourism businesses.