Interview with : Armin Dellnitz, Managing Director of Stuttgart Marketing GmbH

Stuttgart is a major destination in Germany, even though most of its tourism is domestic. In 2019, the last 'normal' year for tourism, the city recorded 2.1 million travellers and 4.1 million overnight stays, of which 70 % were generated by the domestic market. France generated just over 61,000 overnight stays in 2019, making it the city's seventh biggest international market. In 2020, Stuttgart had a black year, as did the rest of Europe. The capital of Baden-Württemberg recorded just 0.86 million tourists and 1.65 million overnight stays. This was mainly due to the cancellation of most of the trade fairs, exhibitions and congresses that were a major reason for travellers to visit the city...

Do you think Stuttgart has a good chance of becoming a tourist destination in the post-covid world?

Armin Dellnitz - I am convinced that our tourism industry has a bright futureI think we're offering the perfect product for tomorrow's tourist. Of course, urban destinations suffer more than natural destinations. The feeling of promiscuity with others, the slower recovery in business tourism explain the slow recovery. Nevertheless, I think that our position as big city in the middle of nature favours us. The atmosphere in Stuttgart is fairly relaxed, and that's an important factor in putting our visitors at ease. Our other strength is our exceptional cultural offering. It's often said that Stuttgart is Germany's 'secret' cultural capital. Our museums, ballet and theatres are internationally renowned. Finally, I believe that the strength of our economy is a factor in our recovery.

Have hotels suffered from the COVID crisis?

Armin Dellnitz - I have to say that while Stuttgart's hotels have suffered, they have also slightly better than in the rest of Germany. None of them have yet closed their doors. This is due to the fact that the regional government has supported the sector financially, but also because Stuttgart's hotels have done very well in recent years. This has given them the the financial strength needed to deal with the situation. I think it's now that the situation is the most delicate. The financial aid has stopped, the hotels have reopened, but occupancy rates are still low. I think the hotel industry could break the 50 % barrier again in the second half of 2021, and perhaps even reach 60 % in early 2022.

Are there any new hotel projects?

Armin Dellnitz - Yes, there are half a dozen of them. The fourth establishment in the budget Motel One chain, for example, has just opened near the station. There are also plans for a Mövenpick with 262 rooms, halfway between the airport and the trade fair centre, or the hotel EmiLua 90-room boutique design hotel due to open in September. There is also talk of the opening of a Premier Inn and a Hampton by Hilton before the end of the year. From here 2023we should also be welcoming a Radisson Blu near the Porsche Design Tower and a hotel Ruby in the city centre. It will also offer co-working spaces.

How is the business travel market doing?

Armin Dellnitz - We estimate that this will be the market segment that will see the slowest recovery. It's a real challenge, because more than 70 % of Stuttgart's travellers came here for business reasons. Conditions remain difficult for major congresses and exhibitions, as people do not yet feel ready to travel to large events.

How will the major "Stuttgart 21" project shape Stuttgart as a destination?

Armin Dellnitz - This is an enormous project that will considerably improve our city's situation in terms of transport. It includes the transformation of our main railway station and a improved rail connectivity with the whole of Europe. This project is also the genesis of a brand new city-centre district with spectacular sustainable architecture, new green spaces and the construction of a new conference centre directly accessible from the station. Thanks to the new hotels, all the attractions and tourist facilities in the city centre will be linked to the central station.