US market offers further growth potential for German inbound tourism - Get updated on what's happening in tourism!

The United States remains Germany’s most important overseas source market and continues to offer substantial growth potential for inbound tourism. A new study commissioned by the German National Tourist Board (GNTB) shows strong interest in Germany despite increasing price sensitivity among US consumers.

The research, conducted by market research institute Appinio, found that 58% of travel-minded US respondents have already visited Germany at least once. Another 38% who have never visited the country say they could imagine travelling to Germany in the future.

“Demand amongst US travellers to visit Germany remains high: whilst our market study clearly shows that travellers from the US have become more cost-conscious due to the economic circumstances. Nevertheless, tourist arrivals from the US remained stable at the previous year’s level from January to July,” said Petra Hedorfer, CEO of the GNTB. “The US clearly maintains its position as the most important overseas market for German inbound tourism.”

GNTB expects arrivals to reach 3.17 million

An AI-based forecast by the GNTB indicates that tourist arrivals from the United States could increase by 0.5% in 2026 to 3.17 million.

The market already plays a major role in German tourism. In 2025, US visitors generated almost seven million overnight stays, making the United States Germany’s second-largest international source market.

US travellers are also particularly valuable in terms of spending. More than 60% of Americans travelling to Germany fall into the “Upscale Comfort” or “Premium Luxury” segments and tend to spend above average on higher-quality accommodation and special travel experiences.

According to GNTB estimates based on an analysis of VisaVue Travel credit card data from June 2026, visitors from the United States generate the highest consumer spending among Germany’s international source markets.

Germany scores highly for attractions and safety

The Appinio research also provides insights into Germany’s image among potential US visitors. Around 83% of respondents regard Germany as an attractive travel destination, while 82% believe the country offers a broad range of tourist attractions.

Safety and hospitality also score highly, with 81% perceiving Germany as both a safe destination and a welcoming country. Some 77% consider Germany easy to reach, while 75% believe it offers good value for money.

Cuisine, architecture, regional traditions and cultural heritage are particularly important when US travellers choose a destination, with each factor cited by more than 90% of respondents. Almost half of those surveyed already associate Germany with these characteristics, suggesting considerable overlap between traveller priorities and the country’s tourism offer.

Cost awareness becomes more important

The positive underlying demand is accompanied by greater attention to travel costs. According to the GNTB study, economic conditions are making US consumers more price-conscious.

So far, however, this has not translated into a decline in arrivals. US tourist arrivals to Germany between January and July 2026 remained at approximately the same level as during the corresponding period in 2025.

The combination of stable demand, high average spending and a large pool of travellers who have yet to visit Germany makes the market particularly significant for destinations and tourism businesses seeking international growth.

German tourism industry meets US partners in Lindau

The GNTB will bring leading representatives of the US travel industry together with German tourism partners at its US Advisory Board Industry Day in Lindau on Lake Constance on 29 September.

The event will focus on current developments in the US market and new German tourism products. Participants include representatives of international tour operators, travel agencies, distribution platforms and transport companies.

Brennen Bliss, CEO of digital marketing agency Propellic, will deliver a keynote on “The New Playbook for Travel Marketing in an AI World”. The programme will also include market insights, presentations and panel discussions involving representatives from USTOA, Tauck, Exeter International, Globus Family of Brands, Kuoni Tumlare, TripAdvisor, Lufthansa Group and Rail Europe.

For the German inbound sector, the meeting comes at a time when the US market combines substantial purchasing power with continued interest in European travel – and when converting that interest into bookings increasingly requires attention to both value and experience.

Image Credit: © AI generated illustration