Connoisseur Circle: Germany - Connoisseur Circle Destinationen im Check

26. 11. 2025 Readingtime: 2 Minuten

The city of Chemnitz holds the title of "European Capital of Culture" in 2025 - as the fourth German city after West Berlin (1988), Weimar (1999) and the Ruhr metropolitan region (2010)

Under the motto "C the unseen", Chemnitz is presenting a diverse program with over 1,000 events, inviting visitors from Germany and abroad to discover previously undiscovered places, people and traditions. The initiative encompasses 38 towns and municipalities in the region, including Central Saxony, the Zwickau region and the Ore Mountains, and aims to highlight the transformation of the industrial region into a cultural landscape.

International marketing by the GNTB

The German National Tourist Board (GNTB) is supporting the project with global marketing measures. These include social media campaigns, SEA marketing, a special microsite and the integration of Chemnitz into global media work. The focus countries are Austria, Switzerland, the Czech Republic, Poland, the Netherlands and Denmark. One highlight of the cooperation was the Germany Travel Mart 2024, where international travel and media representatives were able to explore the region.

Welcome tour and program highlights

To kick off the marketing activities, a welcome tour with networking events took place in Zurich, Vienna and Prague, where the program was presented. The central point of the program is the opening ceremony on 18 January 2025, followed by art and cultural festivals, exhibitions and encounter projects. Around two million international visitors are expected.

Journey of discovery through the Capital of Culture region

The program spans an arc from Chemnitz's 800-year mining tradition to renowned cultural institutions and new projects that have been specially developed for the Capital of Culture year. A digital event calendar links the offerings on chemnitz2025.de with the GNTB microsite, which presents travel routes and cultural experiences.

Chemnitz 2025 will put the spotlight on a previously underestimated destination that combines culture, history and modern experiences.