Economy builds on positive effects of Capital of Culture

Businesses in Chemnitz and the surrounding area have high hopes for the Capital of Culture year 2025. Hotels, restaurants, tourism and cultural businesses in particular, but also the retail sector, are hoping for higher sales, said Christoph Neuberg, Managing Director of the Chemnitz Chamber of Industry and Commerce, to the German Press Agency. However, it is currently difficult to predict exactly how the expected influx of visitors will translate into sales figures.

The Capital of Culture is a huge opportunity for tourism, explained Veronika Hiebl, Managing Director of Tourismus Marketing Gesellschaft Sachsen. "Chemnitz and the region are getting the attention they deserve." The experience of previous Capitals of Culture such as Essen shows that this also has an impact in later years. In addition, the Capital of Culture fits perfectly into Saxony's profile as a cultural travel destination. There was a great deal of interest from national and international tour operators at trade fairs.

Tourism throughout Saxony should benefit

She expects booking figures to pick up over the course of the spring, said Hiebl. Experience shows that trips are being booked at ever shorter notice. That is why the current booking situation is not very meaningful. Even with a view to weekends with major events such as the Kosmos Festival, there is sufficient accommodation capacity in the city and region. This has been demonstrated by other events such as the Motorcycle Grand Prix at the Sachsenring.

"I am convinced that the whole of Saxony can benefit from the Capital of Culture," emphasized Hiebl. For example, tourists could combine a visit to the Capital of Culture with a hiking vacation in Saxon Switzerland or a trip to Dresden or Leipzig.

However, not only private travelers, but also many business people are expected to attend congresses and conferences in the Capital of Culture year, as the commercial director of Kulturhauptstadt GmbH, Andrea Pier, explained. "This development already began last year." For a number of companies and associations, the Capital of Culture year is an opportunity to hold their conferences in Chemnitz.

Retail trade counts on better business

The retail trade is also counting on ringing tills. When many guests come to the city and the region, this creates more footfall for the stores, explained René Glaser, Managing Director of the Saxony Trade Association. Experience has shown that textile stores, jewelry stores and perfumeries, for example, benefit from classic tourist shopping. Merchandising articles and culinary products from the region are also in demand.

The industry could also benefit from an overall more positive mood and more enthusiasm in the city, explained Glaser. This would also boost consumer sentiment with a view to the coming years. The fact that public spaces have been upgraded or areas revitalized in preparation for the Capital of Culture is also having a positive effect. This improves the cityscape and increases the quality of life for people, says Glaser.

And companies beyond the hospitality and retail sectors are also focusing on an image change, as IHK Managing Director Neuberg emphasizes. The Capital of Culture year will not bring industrial companies higher sales. However, it could help them to become better known regionally and nationally and improve their image as an employer, he explained. "Many companies see the Capital of Culture year as a springboard for their own brand perception." For the companies, it is an opportunity to become better known and establish closer networks.