• tmgs header barrier-free
tmgs header barrier-freeSemper opera DresdenDresdentmgs header Active holidaystmgs header citiestmgs header family holidays

Press and Public Relations

We are pleased that you wish to learn more about the work of the Tourismus Marketing Gesellschaft Sachsen. Here you have access to current and previous press releases on tourism in Saxony. For further questions and information the Press Officer Ines Nebelung will be at your disposal.

Press and public relations

Tourism-News Special Edition ITB 2021

Tourism-News Special Edition ITB 2021

Moritzburg Festival

Cultural highlights

Brief overview of the most important events and exhibitions in 2021 and the coming years.

Tourism in Saxony: confident outlook for 2021 after hard year

With some 4.8 million visitors and almost 13.5 million overnight stays in 2020, Saxony recorded a drop of 43% in arrivals and of 35% in overnight stays in comparison to 2019. The effects of the Covid-19 pandemic thus mean that arrivals and overnight stays are at about the same level as 20 years ago. The data also shows that the first two months of 2020 had actually seen a growth of 8% in guest arrivals and 7% more overnight stays, and even after the first lockdown from mid-March to mid-May 2020 with massive slumps, the industry picked up again, especially in summer, with around two million arrivals and over 5.6 million overnight stays between August and October. After a positive increase in international guests at the beginning of 2020, numbers fell from March onwards, with particularly painful declines in the summer and autumn months – usually the busiest – to below 50% of the previous year's level in some cases. Overall, this resulted in a decrease from over 2.2 million overnight stays in 2019 to a total of just under one million in 2020.

Crisis notwithstanding, Saxony Tourism had from the start of the pandemic continued to engage with potential international travellers and partners via its “Saxony Travel Dreams" cross-media campaign. In webinars organised by the German National Tourist Board in Singapore, Indonesia, Malaysia and Thailand contacts were made with 200 Asian tour operators and tourism partners and the first virtual Saxony fam trip for about 600 tour operators, travel agencies and journalists from 18 nations took place last November.

Under the motto "SAXONY - FEEL THE ART BEAT", the region will now present its diverse range of attractions which make it Germany’s number 1 cultural travel destination, at this year’s virtual ITB. As the “Official Cultural Destination of ITB Berlin NOW 2021”, Saxony is the first German federal state in the over 50-year history of the world's largest tourism trade show to be so prominently featured. “We very much look forward to present Saxony in all its variety as the official cultural destination of ITB Berlin 2021”, says Saxony Tourism managing director Veronika Hiebl.

Travel trade professionals are invited to Saxony’s virtual Show Room to discover the region’s highlights every day from 8 am to 8 pm CET with a comprehensive programme of talks, presentations and webinars, focusing on different topics, including the largest exhibition to date on the painter Johannes Vermeer in Germany in Dresden 2021, exciting new offers in Saxony’s castles, new classical music festivals such as WAGNER 22 in Leipzig or Chemnitz, the European Capital of Culture in 2025. The "SAX-Talk – Appetisers from Saxony“ presentation on 10 March provides a virtual experience of classical music, festivals, old masters, urban art, industrial culture, architecture, palaces and castles as well as Saxony’s beautiful towns and cities.

To visit Saxony at ITB, use the guest code ITBNOW-MFGN3CH6Q8Y4ZFT9 for free access to the Saxony Tourism presentation area including Show Room, cafés, press conference and all Saxony exhibitor presentations. To register, please click here, copy the above guest code in the "Redeem a voucher" field and follow the instructions. You can then also arrange individual meetings via the Saxony Tourism Brand Card.

Media contact:

Wolfgang Gärtner, Head of International Marketing,
Phone: +49 (0) 351 4917022 gaertner.tmgs@sachsen-tour.de, www.visitsaxony.com, www.sachsen-tourismus.de, www.facebook.com/SaxonyTourism, www.instagram.com/saxonytourism

Holiday in Saxony? Experiences with a wow effect!

Where is Raphael’s famous painting “The Sistine Madonna” located? Where was the first European porcelain invented? Where does the world’s oldest civic orchestra perform? In Saxony. For the first time, Germany’s no. 1 cultural destination is the “Official Cultural Destination of ITB Berlin”.

Note: Saxony is the official culture partner of ITB Berlin NOW 2021. At the virtual platform from 9 to 12 March, those keen to delve into the world of Saxony’s cultural attractions should visit the Kultur-Café, which will feature interviews, videos, classical and modern music and presentations.


Tourismus Marketing Gesellschaft Sachsen, Bautzener Str. 45/47, 01099 Dresden, Communications Director Mrs. Ines Nebelung, phone: +49 (0)351-4917025, fax: +49 (0)351-4969306, nebelung.tmgsge-@sachsen-tour-schützt.de, www.sachsen-tourismus.de

These are our topics

  • Saxony is the no. 1 cultural destination
  • Saxony impresses with UNESCO World Heritage Sites
  • Chemnitz – “C the unseen“ in the Capital of Culture 2025
  • Highest-quality handicrafts: The many-faceted history of Saxony’s handicrafts industry
  • 850 years of winemaking in Saxony – discovering enjoyment
  • What really makes mountain biking in Saxony so great
  • Saxony’s paddle steamers and iron horses
  • Green heaven – Saxony’s palaces, castles and gardens
  • Saxony’s top seven hiking trails
  • Refreshingly new: Saxony’s New Lake Landscapes

Saxony is the “Official Cultural Destination of ITB Berlin NOW 2021”

This year, there will be a world premiere in Saxony: the state will be the “Official Cultural Destination of ITB Berlin NOW 2021” and thus the first federal state in the more than 30-year history of the world’s biggest tourism trade fair to be given this exclusive position.

This new concept of a cultural partnership is tailor-made for Saxony. The fair also offers a special opportunity to spotlight Saxony as an outstanding destination for culture lovers and city trips, combined with unmistakeable experiences of nature. Under the sloganSAXONY – FEEL THE ART BEAT”, Tourismus Marketing Gesellschaft Sachsen and 27 partners from every one of Saxony’s travel regions will be joining forces from 9 to 12 March 2021 to entice guests to the showroom, Culture Café and Press Café.

Information for trade visitors and journalists

Events in the showroom:

Every day, our product managers and market development managers will be welcoming you to webinars and product presentations, with opportunities to exchange ideas afterwards. There are also plans for films, interviews and slide shows of Saxon highlights. What is more, you are already invited to take a virtual trip to Saxony today, in multiple languages. We will be publishing the programme of events well in advance on our Brand Card.

Our topics:

  • Active – hiking and cycling / MTB, long-distance hiking trails, certified trails,
  • Culture – palaces, castles and gardens, the topic of high culture, music and architecture, Chemnitz as the European Capital of Culture 2025, cities
  • Family holidays in Saxony
  • Accessible travel in Saxony

Opening times: 9 to 12 March 2021, from 8 a.m. to 8 p.m. every day

The Culture Café:

Unsurpassable cultural delights. Our digital Culture Café is an important meeting point for interviews, videos, music and virtual tours. We will be publishing the programme of events well in advance on our Brand Card.

Opening times: 9 to 12 March 2021, from 10 a.m. to 6 p.m. every day

The Press Café:

Here, journalists are warmly invited to come and talk to us – at individual meetings, in interviews and discussion groups, or at presentations. This is also where you will find out about the latest press material.

These following people are available for press enquiries:

  • Ines Nebelung – Tourismus Marketing Gesellschaft Sachsen
  • Karla Kallauch and Christoph Münch – Dresden Marketing Gesellschaft
  • Andreas Schmidt – Leipzig Tourismus und Marketing Gesellschaft
  • Caroline Langer – Chemnitzer Wirtschaftsförder- und Entwicklungsgesellschaft
  • TBA – Tourismus Region Zwickauer Land/Zeitsprungland
  • Bärbel Borchert and Dirk Heinze – Tourismusverband Vogtland e.V.

Opening times: 9 to 12 March 2021, from 10 a.m. to 6 p.m. every day

Save the date:

9 March 2021, 11–11.30 a.m., press conference on Saxony as the "Official Cultural Destination of ITB 2021” with a preview of noteworthy events. Participants will include the Saxon State Minister for Culture and Tourism, Barbara Klepsch, and the Managing Director of Tourismus Marketing Gesellschaft Sachsen, Veronika Hiebl.

Accreditations are already being granted here: https://www.itb-berlin.de/Presse/Akkreditierung/

Background: the world's leading travel trade fair will be taking place in a purely digital form as ITB Berlin NOW 2021, offering the industry a central online platform for networking, business and content from 9 to 12 March 2021. ITB Berlin NOW 2021 and the accompanying ITB Berlin NOW Congress are aimed exclusively at trade attendees.

Tickets can be booked here: https://www.itb.com/ITBBerlinNOW/Tickets/

Art treasures and miracles of nature: The perfect holiday experience in Saxony

Dresden, Germany, 22 June 2020 – Saxony is looking forward to welcome guests from all over the world with a unique combination of art treasures and miracles of nature at Germany’s cultural travel destination No. 1. With carefully designed concepts to ensure compliance with hygiene and distance regulations, the whole tourism industry provides guests with exciting yet safe and untroubled holidays.

Those who enjoy the regained freedom of travel may ask themselves what the cheeky angels in Raphael’s painting “Sistine Madonna” and the prominent rocks of the Basteibrücke bridge might have in common. This question can only be answered in Saxony. Both are unique in the world, the art masterpiece in the Old Masters Gallery at the Dresden Zwinger as well as the miracle of nature in the national park of Saxon Switzerland. The Dresden State Art Collections and the national park of Saxon Switzerland both rank among the most popular destinations of guests from abroad who visit the Free State of Saxony. These are supplemented by an unrivalled music landscape, sacral art treasures in churches and monasteries as well as outstanding buildings from one millennium of architectural history, traditional crafts, historic towns, two UNESCO world heritage sites and a rich landscape. 

“Exciting holidays await our guests. Saxony has never been an exceedingly frequented destination. Even in metropolises like Leipzig and Dresden, the tourists’ patience has not yet been tested when it comes to access to popular sights, nor have there been large crowds at historical sites. Knowing that tickets for museums or exhibitions can be bought online in advance, sightseeing here is more relaxed than ever”, says Veronika Hiebl, CEO of the Tourismus Marketing Gesellschaft Sachsen mbH on Monday on the occasion of the Germany Travel Mart by the German National Tourist Board (Deutsche Zentrale für Tourismus - DZT), which for the first time took place virtually due to the worldwide Corona pandemic.

But also outside the large metropolises Saxony offers the perfect cultural and nature experience. The Ore Mountains, the Elbe Sandstone Mountains, the Zittau Mountains and the Vogtland are destinations for hikers, cyclists, mountain bikers and climbers. Small towns and the countryside provide diverse and high-quality cultural offers: from impressive architecture to interesting art collections and top-class music festivals. E.g. architecture enthusiasts should make sure to visit Görlitz. Görlitz is not only often considered to be Germany’s most beautiful town, but is also the largest memorial area in Germany with its approximately 4,000 listed buildings of all architectural styles. Or the art collections in Zwickau. They show a remarkable collection of modern artworks, among them numerous works by the expressionist Max Pechstein, who was born in Zwickau. Meissen is the home of the famous porcelain, in Herrnhut, a small municipality in Upper Lusatia, the famous Advent stars have their place of origin, musical instruments come from Markneukirchen and Klingenthal, watches from Glashütte, and the typical Ore Mountain wood art from Seiffen, Olbernhau or Grünhainichen.

In 2019, nearly 8.5 million guests visited Saxony. They booked 20.7 million overnight stays in accommodations with more than ten beds. With more than 2.2 million overnight stays booked by guests from abroad, Saxony achieved the by far largest volume of international overnight stays in East Germany in the last year. Among the numerically largest foreign markets are Poland, followed by the Netherlands, Austria, Switzerland and the USA. “In 2020, Saxony will be far from reaching such numbers. However, in the second half of the year 2020 and in foresight also in 2021/22, the popular destination will provide many cultural highlights”, says Veronika Hiebl.

As examples she lists the freshly renovated, re-opened exhibitions of the Dresden State Art Collections: the Royal State Apartments, just as resplendent as they were back in the day of Augustus the Strong, the Porcelain Cabinet and the Historic Green Vault at the Dresden Royal Palace, the Old Masters Picture Gallery, the porcelain collection and the newly designed Böttgersaal hall at the Dresden Zwinger. Also among the highlights are the special exhibitions in honour of Gregorius Höroldt, the designer of the porcelain paints, at the Meissen Porcelain Manufactory, and in honour of the 350th birthday of Augustus the Strong at Schloss Moritzburg Castle. The new permanent exhibition at Festung Königstein fortress and the “Festung Xperience” on the history of the Dresden fortress or, starting in fall, the “Zwinger Xperience” in Dresden should not be overlooked either. The Leipzig Gewandhaus Orchestra is already preparing for the “Mahler Festival” 2021. And the Leipzig opera is planning to incorporate Richard Wagner’s complete works in its repertoire until 2022 – something that has not been attempted before. Those who would like to combine a stroll with architecture and extraordinary garden art, should visit the UNESCO world heritage site “Muskau Park/Park Mużakowski”, whereas a rich cultural, artisanal and landscape heritage, shaped by hundreds of years of ore mining, reveals itself at the UNESCO world heritage site „Mountain region Ore Mountains / Krušnohoří“.

During the pandemic, which affected Saxony far less than other regions in Germany, the Tourismus Marketing Gesellschaft Sachsen (TMGS) has maintained contact with its foreign guests. Under the motto “Saxony Travel Dreams”, the TMGS has provided inspiration as well as anticipation and contacted new interested parties via its international channels since May. “Especially in respect to Asia and America it was important to keep providing these crucial markets with information. In compliance with our marketing order to canvass guests especially abroad, we have also supported the Saxon holiday regions with an awareness among foreign guests by means of our marketing campaign in English language”, says CEO Veronika Hiebl. This makes the website www.saxonytraveldreams.com the most important platform for travel dreams today and for as long as the travel restriction for the markets outside of Europe remain in effect. At the same time it informs on current Corona regulations in Saxony. “Together with the tourism providers in the cities and regions, we want to provide positive impulses and boost anticipation until unrestricted travelling is possible once more for our foreign guests”, says Veronika Hiebl.

Contact: Tourismus Marketing Gesellschaft Sachsen, Bautzener Str. 45/47, 01099 Dresden, Germany, Head of International Marketing, Wolfgang Gärtner, Phone: +49 (0) 351-4917022, Fax: +49 (0)351-4969306, Mobile: +49 (0)171 6786609, gaertner.tmgs@sachsen-tour.de, www.visitsaxony.com; www.saxonytraveldreams.com, www.facebook.com/SaxonyTourism, www.instagram.com/SaxonyTourism, #saxonytraveldreams, #visitsaxony

Saxony Travel Dreams: Saxony launches international cross-media communication campaign

7. Mai 2020 - In 2019, more than 2.2 million international overnight guests came to Saxony, making the region the by far most popular destination in eastern Germany. Things will, of course, be different in 2020. However, Tourismus Marketing Gesellschaft Sachsen (TMGS) as the federal state’s tourism marketing organisation continues to engage with its international guests, despite tourism’s current deep crisis: The “Saxony Travel Dreams” campaign will provide inspiring content on the region’s international communication channels to create excitement for future travel and introduce the best of Saxony to new travellers. “It is now more important than ever to keep in touch with international markets and provide our most important source markets with information on an ongoing basis. As we are specifically tasked to also market Saxony outside Germany, this English-language communication campaign supports our local holiday regions and tourism service providers, making sure that memories of Saxony are kept alive in the minds of our international guests,” says TMGS managing director Veronika Hiebl on the launch of the region’s campaign, which puts travel dreams about Saxony on an international footing.

The initiative is built around the English-language website www.saxonytraveldreams.com, communication measures on Facebook, Instagram and Twitter as well as blog posts and newsletters. The #SaxonyTravelDreams hashtag aims at engaging potential guests in the core source markets of the Netherlands, Poland, Czech Republic, UK, Italy, Russia, USA and China. The promotion of the cross-media campaign will be supported by the TMGS’s international offices and German National Tourist Board partners. “They are important ambassadors for tourism in Saxony as, over the years, they have built extensive networks among the media as well as tour operators and travel agencies,” says Veronika Hiebl.

#SaxonyTravelDreams works with inspiring information and virtual content experiences, including beautiful images of cities and landscapes, videos, stories about Saxon traditions and handicraft, art and culture as well as typical regional food. The new online hub also provides updates on current developments regarding COVID-19 in Saxony and links to key English-language information sites.

About Tourismus Marketing Gesellschaft Sachsen mbH
Tourismus Marketing Gesellschaft Sachsen mbH has been marketing Saxony as an attractive travel destination in Germany and abroad since 2000. Using the slogan “Saxony. State of the Arts”, it positions the region as a top cultural destination, focusing on arts, culture and city breaks as well as family, wellness and active holiday. Corresponding holiday packages can be booked via reservation systems and tour operators. Saxony’s main source markets are Germany, Poland, the Netherlands, Switzerland, Austria, Czech Republic, USA, UK, Russian Federation, China and Italy.

Please contact:

Tourismus Marketing Gesellschaft Sachsen Bautzner Str. 45-47, 01099 Dresden, Germany, phone: +49-351-491700, fax: +49 -351-4969306, infoge-@sachsen-tour-schützt.de, www.saxonytraveldreams.com; www.visitsaxony.com, www.facebook.com/SaxonyTourism, www.instagram.com/SaxonyTourism, #saxonytraveldreams, #visitsaxony

The World Heritage sites in Saxony

Two sites which have been awarded UNESCO World Heritage status impressively underline Saxony's reputation as the number one cultural tourist destination in Germany: “Muskauer Park / Park Mużakowski”, a joint Polish-German site, and the “Ore Mountains / Krušnohoří Mining Region” site of German/Czech cultural heritage.

The Fürst-Pückler-Park, Bad Muskau – horticulture in the east of Saxony
To the north of Görlitz, the river Neisse flows through one of the loveliest landscaped gardens on the Continent: Fürst-Pückler-Park in Bad Muskau. Inspired by the idyllic valley landscape, the famous landscape architect, lord of the estate and travel writer Count Hermann von Pückler-Muskau created a park of princely proportions here between 1815 and 1845. Subsequent owners further developed and added to the park in the terraced landscape of the meadows along the Neisse in a manner befitting Pückler’s memory. The landscaped gardens in the very east of Saxony are considered an exceptional example of 19th-century horticulture, having been extremely well cared for and preserved. What makes the 830-hectare park so special is that it is divided by the Neisse: one part is in Saxony, the other in Poland. The two halves of the park, on German and Polish soil, are connected by the double bridge over the Neisse, officially opened in October 2003. The UNESCO recognised the “Muskauer Park / Park Mużakowski” as a joint example of Polish and German World Heritage back in 2004.

The site now includes the New Palace, also renovated by Count Pückler. Its reconstruction is one of the spectacular successes achieved by the “Fürst-Pückler-Park Bad Muskau” foundation. Visitors are impressed by the four-sided palace estate with the courtly stables, today used as a venue for exhibitions and events; the coach house with the Muskau Park tourist information centre, a café and a residential building; the tropical nursery with cacti, the cavaliers’ quarters, today offering mud baths; the spa park where people once took the waters and strolled the hills, the palace park and the Moorish orangery. On the Polish side, the gardens are made up of the lower park, the arboretum and the Braunsdorf fields.

From there, routes lead to the Lusatian cultural landscape, whose numerous sights provide enough variety even for a longer stay. Count Hermann von Pückler-Muskau is known as one of the most enigmatic figures of his times, and the hero of many anecdotes.

The “Ore Mountains / Krušnohoří Mining Region” – 800 years of mining history
With over one million visitors arriving every year and more than three million visitor nights, the Ore Mountains are one of Saxony’s most popular holiday regions. Idyllic landscapes, unique river valleys and picturesque villages have their origins in the more than 800 years of mining history which give the Ore Mountains their wealth, their name and their economic importance. Nowhere else in Germany are there so many traces of this mining past. Anyone who likes exploring can do so in a variety of ways, whether on a hike, strolling through the mining towns or visiting the underground treasure troves. Moreover, the region is known for the deeply rooted traditions and customs which are still authentically practised here. Miners’ parades, or celebrations marking the final shift before Christmas, are still a firm fixture of the Ore Mountain winter and Christmas calendar.

By giving the German/Czech “Ore Mountains / Krušnohoří Mining Region” World Heritage status in July 2019, the UNESCO was recognising the region as an important part of Saxony’s more than 1,000-year-old cultural landscape, with its characteristic features. It is composed of 22 components: 17 on the German side and 5 on the Czech side. The selected testaments to mining history represent the most important sites and epochs of Saxon and Bohemian ore mining. Every component part represents a different spot connected to the region’s historical mining heritage. Some 400 are on the Saxon side alone: unique mines and tunnel systems, metalworking complexes, historical mining towns, magnificent churches, compelling works of art related to mining and typical features of the landscape such as old sinkholes and mine tailings. The outstanding universal value of this World Heritage site lies in the fact that it brings together all 22 component parts.

A UNESCO World Heritage status is the highest honour that a cultural asset can achieve. Saxony now has two World Heritage sites: “Muskauer Park / Park Mużakowski” and the “Ore Mountains / Krušnohoří Mining Region”.

For further information, see: https://www.muskauer-park.de/, www.montanregion-erzgebirge.de

Contact: Tourismus Marketing Gesellschaft Sachsen, Bautzener Str. 45/47, 01099 Dresden, Germany, Head of International Marketing, Wolfgang Gärtner, Phone: +49 (0) 351-4917022, Fax: +49 (0)351-4969306, Mobile: +49 (0)171 6786609, gaertner.tmgs@sachsen-tour.de, www.visitsaxony.com; www.saxonytraveldreams.com, www.facebook.com/SaxonyTourism, www.instagram.com/SaxonyTourism, #saxonytraveldreams, #visitsaxony

Boom. 500 years of industrial heritage in Saxony, 4th Saxon State Exhibition • 11 July to 1 November 2020

Dresden, May 2, 2020 – Mining, textiles, machines, railways, cars and microchips – Saxony has always been a region characterised by its industry. However, the industrial development in this part of Germany was by no means consistent, with economic boom phases followed by downturns. Saxony was time and again able to successfully overcome crises thanks to its hard-working population and people’s ingenuity and entrepreneurial spirit. In 2020, the 4th Saxon State Exhibition will for the first time present this eventful and exciting industrial history in a never before seen form and size.

The big central exhibition “Boom. 500 years of industrial history in Saxony” hosted in the Audi-Bau Zwickau showcases how the industrialisation has changed people’s professional and everyday life. At the same time, it looks to the future of this region located in the heart of Europe. Curated by Deutsches Hygiene Museum Dresden as one of Germany’s foremost museums for science, culture and society, the exhibition presents a wide cultural-historical panorama of Saxony’s industrial history in six central chapters and takes visitors on a thrilling time travel through five centuries of Saxon regional history. The Audi-Bau Zwickau is an important element of this history, too: It is part of the former Automobilwerke Zwickau car manufacturer where first, world-famous models of AUTO UNION AG, such as Audi, DKW, Horch or Wanderer, and later, during GDR times, the legendary Trabi were produced in their millions. For the exhibition, the former industrial site has now been turned into a temporary museum.

Parallel to the central exhibition in Zwickau, there are an additional six special exhibitions at historic venues related to Saxony’s industrial history:

 “CarBoom.“ – August Horch Museum Zwickau
The August Horch Museum highlights the history of mobility that was made possible by the car and looks at the future, with a focus on car manufacturing in Saxony.

“MaschineryBoom.“ – Chemnitz Museum of Industry
What is a machine and what role do machines play in our lives? These and other questions are explored in the Chemnitz Museum of Industry.

“RailwayBoom.“ – Venue Railway Chemnitz-Hilbersdorf
In the fascinating atmosphere of a historic depot, surrounded by steam, diesel and electric locomotives, visitors can explore how human and machines are connected.

“CoalBoom.“ – Mining Museum Oelsnitz/Erzgebirge
The pithead frame in Oelsnitz provides the authentic backdrop for this exhibition, showcasing how coal became the engine for progress.

TextileBoom.“ – Textile Factory Bros. Pfau Crimmitschau
In this unique historic site featuring 100-year-old, fully functional machinery, visitors can trace the textile manufacturing process from raw wool to the finished product.

“SilverBoom.“ – Research and Teaching Mine | Silver Mine Freiberg
150 metres below the surface, the so-called “Rich Pit“ provides visitors with the opportunity to experience old mining traditions, ingenuity and cutting-edge research.

The 4th Saxon State Exhibition is a project of the Free State of Saxony curated by Deutsches Hygiene-Museum Dresden.

Contact: Andreas Gosch, Marketing, 4th Saxon State Exhibition, Foundation Deutsches Hygiene-Museum, Lingnerplatz 1, 01069 Dresden, phone +49 (0) 351 4846-288, Fax +49 (0) 351 4846-102, Email andreas.goschge-@sla2020-schützt.de, website www.boom-sachsen.de/en/, Facebook boom.sachsen

Where arts and culture have the wow effect: Saxony is Germany’s number one cultural destination

Each year, more than eight million German and international guests choose Saxony for their holidays. Visitor favourites are internationally renowned arts and culture highlights as well as the region’s enchanting nature. Saxony delights with charming towns and cities, full of beautiful architecture, history and joy of life. At this year’s Germany Travel Mart (GTM), Tourismus Marketing Gesellschaft Sachsen (TMGS) invites travel and tourism industry professionals to get informed on culture and city breaks in Germany’s number 1 destination for cultural travel. For the first time, TMGS managing director Veronika Hiebl will head the region’s GTM presentation. She joined the Saxon tourist board on 1 May, succeeding founding managing partner Hans-Jürgen Goller who has retired.

In 2020, Saxony provides a multitude of reasons for travel: Dresden’s International Dixieland Festival, Europe’s oldest old-time jazz festival, invites visitors for the 50th time from 17 to 24 May. The 43th Dresden Music Festival from 12 May to 12 June is a must for music lovers, with classical music performances of leading international artists in venues across the city, including the New York Philharmonic Orchestra and BBC Philharmonic Orchestra, while Moritzburg Festival from 8 to 23 August features top international chamber musicians. Leipzig hosts the prestigious Bach Festival from 11 to 21 June. Set in the beautiful surroundings of Saxon Switzerland National Park, the Sandstone & Music festival combines classical music with stunning nature from March to December. The Ore Mountains region in Saxony’s south hosts the “artmontan” cultural days several times per year in unusual locations as well as the Ore Mountains Music Festival, taking place every two years. Wine lovers should pencil in the last weekend in August when vineyards in Saxony’s wine region between Pirna and Meißen with a history of wine going back more than 850 years open their doors to visitors. Another important “wine date” are the wine festivals in Radebeul and Meißen, both taking place from 25 to 27 September.

2020 also sees a special anniversary with Saxony celebrating the region’s rich industrial legacy: Headlined “Boom! 500 years of industrial culture in Saxony”, the 4th Saxon State Exhibition will take place in the Audi building in Zwickau and at six further sites in south-west Saxony from 25 April to 1 November. The central exhibition in Zwickau will showcase Saxony’s culture of industry, work and trade, spanning 500 years in a cultural-historic panorama. On 2,500 square metres, more than 500 precious objects, top works of art, photos and films will make this fascinating aspect of Saxony come alive. The six exhibitions framing the central show will take visitors to further authentic industrial sites across the regions such as the Railway Museum and the Museum of Industry in Chemnitz, Mining Museum Oelsnitz in the Ore Mountains, August Horch Museum Zwickau, the show mine “Reiche Zeche” in Freiberg and the “Gebrüder Pfau” cloth factory in Crimmitschau.

More events celebrating 500 years of industry in Saxony are, among others, the “Days of Industrial Culture” (September) in the Chemnitz-Zwickau region and a range of events revolving around the mining tradition in the Ore Mountains on 6 and 7 June. The region is currently also under consideration to be listed as a UNESCO World Heritage site. Independent of the special festivities celebrating Saxony’s industrial legacy in 2020, travellers can always explore this part of the region’s history on a themed industrial culture route, featuring 54 stops and sites related to mining as well as the textile, automotive and transport, food and drink and the printing and paper industry.

Exploring Saxony on the art trail will reveal an immensely diverse and rich heritage featuring world-class museums and stunning works of art. Towards the end of this year, Dresden’s Old Masters Picture Gallery with its famous paintings such as Raphael’s “Sistine Madonna” and a fabulous sculpture collection in the Zwinger will re-open on 7 December 2019 after complete refurbishment. Another exciting re-opening is scheduled for the last weekend in September when Dresden Castle’s west wing will re-open to reveal the famous Porcelain Collection and the stunning 16th century state apartments that were destroyed in 1945 and are currently under renovation to be made accessible again to the public in their former splendour.

To be re-opened in autumn 2019, Dresden Fortress will for the first time become an art venue with the exhibition “Splendour. Tears. Disasters”, providing fascinating insights into Germany’s oldest fortress and featuring 360-degree projections. For 2020, “Schlösserland Sachsen“, representing the region’s palaces and castles, has flagged up the opening of five different sites showcasing in multimedia installations how the Zwinger palace as one of Dresden’s most beautiful landmarks has changed through the centuries.

Major event highlights in Saxony’s regions and main cities are listed in the free “Cultural highlights in Saxony 2019/2020” brochure that can be ordered online or via mail from Tourismus Marketing Gesellschaft Sachsen.

Finally, this year’s Bauhaus centenary also highlights Saxony’s Modernist architecture icons. The special “The Architectural Landscape of Saxony. A Millennium of Outstanding Building Culture” brochure, spanning the region’s entire architectural history, features a dedicated chapter on famous Modernist buildings, including House Schminke in Löbau, Leipzig’s Grassi Museum, the German Hygiene Museum in Dresden, the former Schocken department store in Chemnitz, the Konrad Wachsmann House in Niesky as well as the festival theatre and garden city in Dresden-Hellerau.

About the Tourismus Marketing Gesellschaft Sachsen mbH

Since 2000, the Tourismus Marketing Gesellschaft Sachsen mbH has presented the free state as an attractive destination on the German and international market. Under the umbrella brand “Saxony. State of the Arts.” it positions Saxony as cultural destination no. 1 in Germany and furthermore as an attractive destination for family, health and active holidays. Corresponding holiday offers can be booked via the tourist booking system and tour operators. The most important markets for Saxony are Germany, Poland, the Netherlands, the USA, Austria, Switzerland, the Czech Republic, Russia, China, Great Britain, France and Italy.

Press contact: Tourismus Marketing Gesellschaft Sachsen mbH, Dorothea Schäffler, Bautzner Str. 45-47, 01099 Dresden, Germany, phone +49 (0)351 49 17 0-15, email: schaeffler.tmgs@sachsen-tour.de; www.visitsaxony.com; www.facebook.com/SaxonyTourism; www.instagram.com/saxonytourism