German tourism industry warns AfD's 'patriotic' plans could harm image

Germany's vital tourism industry is sounding the alarm over the political party AfD's proposed shift in marketing strategy for the state of Saxony-Anhalt. Reinhard Meyer, president of the German Tourism Association (DTV), strongly criticizes the AfD's plan to replace existing marketing efforts with "patriotic tourism concepts" and a slogan like "deutschdenken" (think German).

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poison for Germany's image worldwide

Meyer argues that such a nationalist approach could significantly damage Germany's international reputation as a desirable travel destination. He points to the upcoming regional elections in Saxony-Anhalt, where the AfD currently holds a substantial lead in polls, as the backdrop for these controversial proposals. The party's election program has already labeled the Bauhaus architectural movement as a "controversial school of architecture" and plans to reorganize the state's tourism marketing.

Specifically, the AfD's call for a "deutschdenken" campaign, introduced in May 2025, aims to replace the slogan "moderndenken" (think modern). Proposed initiatives include "The Route of the German Reich" and tourist trails focusing on historical sites. AfD politician Hans-Thomas Tillschneider has promoted "educational tourism," positioning Saxony-Anhalt as a "place of longing for all German patriots."

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national identity and international attractiveness do not have to exclude each other.

Meyer counters that Germany's appeal as a tourist destination stems precisely from its ability to integrate national identity with international attractiveness. He highlights the Bauhaus movement as a prime example of German cultural heritage that has achieved global recognition over decades. Meyer believes that undermining such cultural brands for short-term political gain is "poison for Germany's image worldwide." He also stresses the economic importance of tourism for eastern Germany, which recorded 85.5 million overnight stays and 466.5 million day trips in 2025, generating approximately 13.9 billion euros in gross income from day tourism alone.

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undermining such cultural brands for short-term political reasons is poison for Germany's image worldwide.

The DTV president also references other internationally significant sites and cultural heritage, such as the Luther memorial sites in Wittenberg and Eisleben, and the classical heritage in Weimar, many of which are UNESCO World Heritage sites. Meyer concludes by appealing to stop these initiatives before they gain momentum, emphasizing that tourism thrives on culture that connects people and sparks curiosity, a concept lost on those who view culture primarily as a tool for national self-affirmation.

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Stop this before it starts!