German Region Market Overview

German-speaking Europe, including Germany, Austria, and Switzerland, is a key market for the U.S. South, with travelers from these countries drawn to the region’s rich culture, history, and nature-based activities. When visiting the South, these tourists increasingly seek personalized, immersive experiences, preferring customized itineraries over traditional group tours. Digital platforms and online travel agencies heavily influence their decisions, and post-pandemic, there has been a growing interest in wellness and sustainable tourism options. Luxury travel continues to be a strong trend, with demand for high-end accommodations and exclusive experiences. Family and multi-generational travel is also popular, with German-speaking Europeans looking for destinations in the South that offer adventure, cultural enrichment, and unique Southern charm.

In-Market Representatives

Lieb Management

Bavariaring 38 – 80336 München Germany
https://www.lieb-management.de/ +49 151 1016 9719

Lilli Müller, Junior Marketing Manager – [email protected]
Ralf Lieb, Managing Director – [email protected]
Carola Kolmann, Senior PR & Marketing Manager – [email protected]

Marketing & Sales Activities

Travel South USA actively engages the German-speaking Europe (GES) market through strategic initiatives aimed at boosting regional awareness. This includes investing in targeted campaigns on Travel South’s owned media channels, such as Facebook and Instagram, to enhance our digital presence and connect with GES audiences. Additionally, we host select GES tour operators at the International Showcase, fostering key partnerships and collaboration. We also invite GES travel media to the Global Week Media Marketplace, providing an opportunity to strengthen media relationships and showcase the South as a premier global destination. These efforts reflect our continued commitment to expanding international visitation and solidifying the South as a top choice for travelers from German-speaking Europe.