Oktoberfest draws growing interest from Asian travellers - Get updated on what's happening in tourism!

Germany’s Oktoberfest is attracting growing attention from Asian source markets, with accommodation searches rising sharply in several countries during the 2026 festival period. Data from digital travel platform Agoda suggests that the event is not only generating demand for Munich but is increasingly being incorporated into longer trips covering other German cities and destinations in Bavaria.

China recorded the strongest growth. Searches for accommodation in Germany during the Oktoberfest period from 19 September to 4 October increased by 98% compared with the previous year. India followed with growth of 29%, while searches from Japan rose by 25%. Indonesia increased by 19%, Malaysia by 12% and Taiwan by 10%. In terms of total search volume, South Korea and China were the two largest Asian source markets for Germany.

Munich nevertheless remains the principal destination. The Bavarian capital ranked first among German cities searched by Asian travellers during the festival. But Agoda’s figures also indicate substantial interest beyond the Oktoberfest grounds, suggesting that the event can act as a gateway for wider Germany itineraries.

Berlin benefits from festival demand

Berlin ranked second among German destinations and recorded a 29% year-on-year increase in accommodation searches during the Oktoberfest period. Frankfurt was third, followed by Cologne, Hamburg and Düsseldorf.

The pattern extends beyond Germany’s largest cities. Füssen, Augsburg and Garmisch-Partenkirchen all appeared among the 15 most-searched destinations. Their presence indicates interest in combining an Oktoberfest visit with Alpine landscapes, Bavarian towns and attractions such as the region’s castles.

Stuttgart also registered higher year-on-year interest. The city hosts the Cannstatter Volksfest, giving international visitors another major traditional festival to include in a Germany itinerary.

“What we're seeing now is a new wave of interest from across Asia,” said Andrew Smith, Senior Vice President of Supply at Agoda. “What's particularly interesting is that travelers aren't just heading to Munich but appear to be building Oktoberfest into a wider German holiday by exploring Berlin, Frankfurt, and even smaller Bavarian towns.”

Source markets show different patterns

A closer look at Munich reveals a different source-market ranking from Germany as a whole. Japan generated the highest volume of Asian accommodation searches specifically for the Bavarian capital, followed by India, South Korea, China and Taiwan.

This contrasts with nationwide searches, where South Korea and China occupied the top two positions. The figures suggest that demand from some Asian markets is more heavily concentrated on the Oktoberfest experience itself, while travellers from others are considering a broader range of German destinations.

For the German incoming sector, the distinction is significant. Oktoberfest appears capable of generating demand beyond Munich and encouraging international visitors to combine the festival with city breaks and regional touring. The presence of smaller Bavarian destinations among the most-searched locations is particularly relevant for efforts to distribute international tourism beyond major urban centres.

Agoda’s data also points to a predominantly adult market. Only 3% of the accommodation searches analysed included children. For hotels, tour operators and other tourism businesses targeting Asian source markets, Oktoberfest therefore represents not only a major event-driven travel period but also an opportunity to develop wider Germany itineraries around a highly recognisable international attraction.

Image Credit: © AI generated illustration