European Capital of Culture in the focus of Saxony's ITB presentation

Saxony wants to score points at this year's International Tourism Exchange (ITB) in Berlin with Chemnitz as European Capital of Culture as well as Bach and dance tradition. According to the Tourismus Marketing Gesellschaft Sachsen (TMGS), the opulent Capital of Culture program at the world's largest tourism trade fair stands for the Free State as the number one cultural travel destination in Germany. "The ITB is the most important hub for us to promote travel to Saxony to a global audience of experts."

For TMGS Managing Director Veronika Hiebl, the 2024 balance of around 8.1 million guests and 19.9 million overnight stays and a positive trend among foreign guests is the basis for laying the foundation for "another successful tourism year in 2025". The ITB (March 4 to 6) is "a fixed date in the tourism advertising calendar", this time with 5,600 exhibitors from 190 countries and regions and 100,000 participants.

Presentation already arouses interest in advance

According to TMGS, the meeting tables at the Saxony stand are "well booked for all days of the trade fair". Offers for anniversaries such as the 275th anniversary of the death of the composer and Thomaskantor Johann Sebastian Bach or the founding of the Palucca School Dresden 100 years ago are also intended to inspire tour operators, buyers and agencies. The latest addition, the Moravian Church in Herrnhut, will also be used to promote Unesco World Heritage Sites, cultural and city breaks, active vacations and "Saxony as a sustainable and barrier-free destination".