A large number of tourism investments depend directly or indirectly on political support programs and infrastructure measures. At the same time, consulting projects take political strategies such as sustainability goals, regional development, and digital initiatives into account in order to plan future-oriented projects. As tourism consultants, we therefore pay close attention to the guidelines issued by politicians.

Tourism between global political challenges and self-representation

In May 2025, the new German government, consisting of a coalition of the parties CDU, CSU, and SPD, took office and now faces fundamental challenges, particularly in terms of global politics, that must be overcome. At the same time, the domestic economy must be pushed and stabilized. Thereby, the importance of tourism should not be underestimated, as according to the Federal Association of the German Tourism Industry (BTW), it contributes around four percent to gross value added and employs around three million people in tourism or tourism-related sectors. According to statista, this sector recently contributed almost nine percent (2022) to gross domestic product (GDP). Particularly in the light of these figures, but also with a view to the overall political challenges, it is important to promote the tourism industry—as an important pillar of the local economy and, at the same time, as a refuge for relaxation and recharging one’s batteries and energy during a vacation.

But what exactly does the new federal government have planned for tourism, and what leverage effects and opportunities could this create for the industry?

In the coalition agreement of May 5, 2025, tourism is seen as part of an overall economic strategy aimed at growth, good jobs, and fair conditions—in particular through fair wages, competitive energy costs, and climate-friendly development of air transport. In addition, a new national tourism strategy is to be developed with a focus on sustainability, digitalization, and infrastructure. The aim is to strengthen Germany as an attractive, sustainable, and internationally competitive travel destination.

So far, so good in terms of theory and ambitious goals at the beginning of each legislative period. But what are the demands of the tourism industry? What actually needs to be done to strengthen Germany as a destination and at the same time establish tourism as an important contributor to GDP?

Strengthening tourism in the political environment

Anja Karliczek (CDU), chairwoman of the Tourism Committee, cites bringing the economic importance of tourism into the political spotlight as the main goal for the coming years. Due to its diversity, tourism is not perceived as having the political weight that it actually does. The aim is to strengthen Germany as a tourist destination in the long term. Due to the many crises around the world, Germany is a safe travel destination and has untapped potential to attract (better-off) guests from European countries in particular, but also from around the world. This requires policies that create an attractive environment, such as functioning mobility services (rail and bus), appropriate cultural and culinary offerings, and an appealing portfolio of accommodation and dining options. At the same time, Germany’s competitiveness must be secured by reducing bureaucracy.

A permanent reduction in VAT for the hospitality industry, which has been hit hardest by inflation (staff, energy, and food costs) in recent years, is an important first step. This is also necessary in order to catch up with other European countries, many of which (including France, Austria, Spain, and Italy) already apply a reduced VAT rate to food. According to the coalition agreement, this is to come into force on January 1, 2026.

However, the fact that the importance of tourism in politics still does not reflect the significance that the industry should have is demonstrated by the fact that Germany does not yet have its own (sub)ministry for tourism, as is the case in countries such as Italy, Spain, Greece, and Croatia. The industry is assigned to the Federal Ministry for Economic Affairs and Energy, and a certain degree of visibility and political capacity for action is granted by the Tourism Committee. The limits of its capacity for action are set by the fact that, as a cross-departmental committee, it cannot initiate its own legislative procedures, but in some procedures (e.g., taxation, nature conservation, labor) it can tip the scales and initiate corresponding legislative procedures.

Tourism policy in the tension between perception and reality

This tension between the underestimation and lack of awareness of tourism on the one hand and the need for political framework conditions on the other must be reconciled in order to strengthen Germany as a travel destination in the long term.

Associations and interest groups are committed to this goal. For example, the German Tourism Association (DTV) is calling for, among other things, an independent state secretary for tourism. According to DTV President Reinhard Meyer, this would emphasize the importance of tourism as a key economic sector and lead to it being more firmly anchored in the federal government with its own staff and budget. This is particularly important given that tourism-related issues such as infrastructure, regional development, and visa regulations are negotiated in various ministries. Accordingly, a central coordination office would be necessary, or at least desirable, in order to efficiently and successfully implement the new National Tourism Strategy, which is currently being developed.

The TUI Group is also calling for the appointment of a state secretary to give tourism greater political weight as an engine of economic growth. Other demands include fair competition conditions for package tour operators, reform of the travel security fund, and the removal of bureaucratic hurdles. Additional costs must also be reduced for air travel. German airports are becoming less attractive to (international) airlines and are recording fewer and fewer departures because they have the highest government costs in Europe. Here, the government has a significant lever at its disposal to strengthen Germany’s position in the aviation industry again – as a tourist destination, trade fair location and, above all, as a business location.

Overall, the governing coalition faces the challenge of reconciling economic interests with the social and ecological interests of tourism. Given the requirements mentioned above, this balancing act can only succeed if a holistic approach is found that takes into account the interests of all stakeholders. Only with sufficient political backing can tourism develop its full economic and social potential.

Conclusion for tourism consulting

For us as consultants, this means that we not only have to keep an eye on market trends and customer needs, but also actively consider the political framework conditions—for example, in strategic planning, risk assessment and funding.

In conclusion, it can be said that the political agenda has a direct influence on the sustainability and innovative strength of the industry. As consultants, it is important to keep an eye on the political framework conditions and developments, prepare our customers for them, inform them, and support them in positioning their projects vis-à-vis decision-makers. After all, those who shape tourism today must understand the politics of tomorrow.