Oktoberfest and the Rise of Event Tourism

Since the COVID pandemic, events have been a major driver of tourism – whether in the form of festivals, concerts, matches, and more. With restrictions lifted and the ability to travel reinstated, travelers from around the world flocked to major events, sharing their adventures with friends, family, and across social media platforms. Many of these experiences were sold out in seconds, demonstrating the power event tourism has over destination choice, accommodation bookings, and general travel habits of the modern tourist.

Event tourism has a special place in our hearts, as we live in a city that is shaped by many important annual traditions, however, none is so iconic as Munich’s Oktoberfest. Munich is a city formed by great tradition and culture, stemming back to its foundation in the 12th century. Every year, the city welcomes over 8 million tourists to enjoy its wealth of natural landscapes, traditional food, and vibrant culture. In the summer months, the city transforms into a bustling hub of people from around the world, exploring everything from the beautiful Marienplatz to the expansive English Gardens.

We are proud to call Munich home and as a company working in the travel industry, tourism in our city is a topic that we love to discuss – head to our July blog to learn more about Munich and our personal guide to exploring the city. From fellow European travelers to international tourists, it is clear that Munich is a popular destination for many to enjoy the rich history and tradition that this great city has to offer.

It is during the month of September, however, that Munich really comes alive. This is, of course, because of the famous Oktoberfest – a festival dating back to 1810 to celebrate the marriage between Prince Ludwig of Bavaria and Princess Therese. The festival began as a mere horse race, slowly evolving into the Oktoberfest we know and love today through the addition of tents, stalls, rides, and events.

Now, the event attracts millions of tourists every year, turning Munich into a lively and energetic place during the last few weeks of September. Locals love it, tourists love it; this festival is an unforgettable and beautiful symbol of tradition, culture, and coming together in celebration.

With the famous maß of beer, traditional trachten outfits, and booming brass bands, Oktoberfest is an iconic annual staple that people recognize all over the world. This makes it the perfect time for your brand to involve itself with the tradition. From travel, to food, to clothing, and more, Oktoberfest is an event that encompasses many different industries which brands can use to help market their products while taking part in the fun.

The focus on local business, long-lasting tradition, and people uniting around the world is the perfect message to market your products authentically. In fact, Oktoberfest is so iconic that cities other than Munich host their own festivals as well which has been known to boost businesses and spotlight local culture.

By looking at the impact of Oktoberfest on Munich’s tourism industry, listening to the local voices that benefit from and enjoy the festivities, and examining other marketing campaigns that use Oktoberfest, we can see that events like this, that bring people together, are a great way to highlight your brand while joining others in genuine celebration.

Impact of Oktoberfest on the Tourism Industry

Welcoming around seven million visitors a year, the festival’s effect on tourism is large and extensive. In 2024, Munich welcomed six million visitors between January and August, in comparison Oktoberfest 2024 received 6.7 million visitors, with 25% of them being international. This spike in tourism is critical for the Bavarian people, culture, and economy.

In general, the festival produces more than one billion euros in revenue each year, while contributing to 2% of Munich’s GDP. It is also a provider of more jobs for local communities, with an estimated 12-13,000 jobs created and a 6.6% growth in wages. Local businesses see boosts in sales while hotels within the city reach 90% occupancy rate or higher – in 2023 alone, hotels received more than 500 million euros in revenue.

Oktoberfest is an important time of year for Munich, not only because it honors a 200 year old tradition, but because it also ushers in this season of mass tourism. Local businesses are thriving, hotels are at almost 100% occupancy, and people from around the world are exploring the streets of Munich, experiencing all the best it has to offer. While Munich can already get quite crowded in the summer months, the festival is an important factor in the extension of the tourist season past the summer and into September. This ensures that businesses can feel the positive effects of tourism for longer, contributing to a stable economy.

The Oktoberfest is also an important event for Munich locals, as it allows them to share their unique culture through food, dress, music, and more, with a global audience. The festival is a fantastic way to promote Bavarian culture and Munich as a desirable travel destination, enabling tourists to have authentic interactions with the communities and culture within the city and Germany as a whole. Oktoberfest is the embodiment of the spirit of travel: bringing cultures together to have meaningful experiences and impactful learning opportunities.

Case Study: Hotels During Oktoberfest

Hotels in Munich reap incredible benefits during the Oktoberfest period. Most experience almost 100% occupancy during the three week long event, with tourists from all over the country booking rooms to enjoy the festivities. Tourism Review reports that in 2025, there has been an increase in bookings from some countries compared to last year – Portugal had a 141% increase, Austria an 83%, the United Kingdom a 76%, Switzerland a 60%, and Italy a 48%.

This desire for accommodation in Munich during the festival also came from people within other German cities as well – with Düsseldorf’s bookings increasing by 200%, Nurnberg’s by 150%, and Berlin’s by 140%. Tourists from the United States still remain the number one long-haul visitors. In total, Oktoberfest contributes a third (32%) of Munich’s hotel occupancy for the Autumn months.

Not only do occupancy and booking rates increase, but so do hotel prices. A study found that most hotels will change their prices daily, depending on the expected demand. The highest rates were always on Fridays and Saturdays. In 2024, rates during Oktoberfest were found to be 59% higher than the average daily rate and 138% higher than the year-to-date average.

In comparison, room prices reached an average of 416 Euros during the three weeks, while the rest of Autumn held an average of 261 Euros. The Oktoberfest effect was not only present in Munich, but also in cities close to Munich such as Augsburg or Garmisch. These cities witnessed an average rate of 353 Euros compared to the normal 232 euros for the rest of Autumn.

The effect of Oktoberfest on hotels in Munich and its surrounding area is clear, the festival is a critical driver of hotel bookings and revenue. Those within the hospitality section should pay greater attention to the annual festival, finding ways to attract guests to their property by incorporating the celebration. From offering guests the best Bavarian beer, to organizing a trachten exhibition, to serving fresh, local delicacies, to creating locals’ nights at your restaurant, Oktoberfest is an important way to highlight your brand’s desire to integrate into the Munich community.

Oktoberfest Told Through Local Voices

“The tourism it brings isn’t just about numbers; it’s about shared rituals, cultural curiosity, and the energy that fills our city. For anyone working in travel PR, it’s a powerful reminder of how deeply place and story are intertwined.” - Natascha Rupp, Founder & Managing Director of Rupp PR

The magic of Oktoberfest is keenly felt by tourists and locals alike. We asked our friends around Munich to tell us their thoughts and feelings on Oktoberfest. How they see the changes brought on by the festival, and what their opinion is on the impact it has throughout the city. While each local has a different opinion on the event, the underlying sentiment is one of joy, excitement, and tradition.

Natascha, our Managing Director and Munich local, focuses on the powerful ideas of local communities, traditions, and storytelling. “What I love most about Oktoberfest is how a local tradition, which was originally a royal wedding celebration, has evolved into a global festival. It’s incredible to see our international village transform into a global stage each Autumn,” she explained.

“The tourism it brings isn’t just about numbers; it’s about shared rituals, cultural curiosity, and the energy that fills our city. For anyone working in travel PR, it’s a powerful reminder of how deeply place and story are intertwined.” For Natascha, Oktoberfest is more than just an event, but a way to craft unique and authentic tales that connect people from all areas of the world.

Anna, a new resident to Munich who is working at Google, shares her excitement to experience the Oktoberfest buzz for the first time. “It is the first time I am living in Munich when the Oktoberfest is happening,” she says, “I can say that the time before the festival begins is the literal translation of anticipation. I think the whole city is just counting the days until it starts, everyone is super excited.

You see people getting ready. There is this amazing mood and vibe of strong anticipation and joy in the air.” This joy is one of the magical shared experiences that those coming to Munich all share. From the first tap of the beer keg, to the last note played from the brass band, the festival is a celebration of joy, friendship, and an overarching camaraderie between strangers.

Sainey, our Tourism, Hospitality and Sustainability Lead, highlights how tradition and celebration of local culture are at the center of the event. “Okotberfest, and especially its Oide Wiesen, is a beautiful example that because of the love of tradition they continue to hold the festival, they continue with the tradition of having an old section,” she explains.

“This is only possible because the people of Munich and Bavaria treasure their culture, highlighting how the people want to preserve their traditions and customs.” The historic section of the Oktoberfest celebrates a long lasting tradition, uplifting local voices and centering the festivities around authentic customs.

How Brands Can Join the Oktoberfest Celebration

Oktoberfest is a great way to involve your brand in Munich’s local community. Whether you are a Munich based brand, celebrating tradition and heritage, or a brand around the world, wanting to take part in the joy of the season. As the festival is so iconic, taking part in it allows your brand to build up more awareness, loyalty, and customer retention.

It shows the fun and authentic side of your company, highlighting how you care about tradition while sharing your own special stories on how you celebrate the festival. Creativity is key to good marketing around the Oktoberfest, and brands can hop on board by engaging in fun, and unique marketing experiences. Through authentic storytelling, immersive campaigns, and focus on local tradition, brands can bring Oktoberfest to life for their customers.

Our Favorite Oktoberfest Campaigns Past & Present

Photo Copyrights: Oktoberfest Guide, Krüger, Adidas, Pantene

Oide Wiesn

The Oide Wisen or Old Oktoberfest is a section of the festival that celebrates its heritage as well as Bavarian tradition and history, focusing on providing visitors with an authentic look into old customs. This section used to be included every four years, but due to public demand, it has now become a fixed part of the event. Now, guests can go back to the roots of the Oktoberfest, discovering all Bavarian culture has to offer. This case study is a clear example of the public desiring more traditional experiences based around the origins, roots, and history of the festival. The people of Munich want to celebrate and preserve their traditions and customs through the incorporation of an authentic, historic section of the Oktoberfest.

This sentiment doesn’t just belong to the people of Munich and their Oktoberfest, but can be translated to communities around the world. People want to preserve and celebrate their old traditions and customs. This is a lesson for both brands as well as cities, towns, and regions that they should encourage the celebration of tradition, not letting these important cultural elements die out. Partaking in local culture is not only a sustainable way to support communities, but it is a way to build community, to bring people together, especially in a world that has become more isolated. People want the old festivals, and both governments and brands should focus on supporting these desires by funding local festivals, celebrating local traditions, and involving themselves in the community.

Krueger: Gossip Girl Star Ed Westwick

This year, popular trachten retailer teamed up with Gossip girl star Ed Westwick, positioning him as the new face of their brand. Westwick, who played the suave Chuck Bass on the show, is known to work with luxury brands, giving Krueger a glamorous edge. Moreover, with the rise of 2000s nostalgia, Westwick is the perfect candidate to attract a range of new consumers, both local and international.

Adidas: Beer and vomit resistant sneakers

In 2017, German brand Adidas made a huge splash after it launched its vomit and beer resistant sneakers, lovingly named the ‘München’. These sneakers were a fun, unique, and definitely eye-catching way to join in on the Oktoberfest celebration while offering a new product to its consumers for the special occasion. Moreover, although Adidas created the sneakers for the event itself, these shoes were a great way to provide consumers with something Oktoberfest themed that could be used throughout the year, avoiding single use products.

Airbnb: Traditional Bavarian Houses

During the weeks of Oktoberfest, Airbnb has a campaign which promotes traditional Bavarian stays, so guests can book beautiful and authentic Bavarian houses. Not only that, but they have released guides on how to enjoy the Oktoberfest from wherever their guests were currently staying – whether in India, Italy, or Australia.

Pantene: Braiding Tent

Hair braiding has been a part of Germanic culture for centuries, thus having a special place in Bavarian traditions. Stemming from the custom of German women using crown braids to protect their hair while working, this braiding technique became a part of Bavarian cultural identity and thus an important part of their folk costume. To honor this, Pantene decided to set up their own tent at the Oktoberfest where visitors could get their hair braided. Partnering with popular German actress, Palina Rojinski, Pantene promoted their hair care while braiding their customers' hair in traditional Bavarian styles.

Event Tourism is Here to Stay

Event tourism has always been around, only rising in popularity in the last few years with major sporting events, concerts, and festivals. Events are a large driver of tourism and can influence where a tourist chooses to travel, stay, and even who they choose to buy from.

Oktoberfest is a prime case study for the power of event tourism, highlighting how events bring people together, impacting the destination’s economy, especially in the hospitality industry. The festival attracts millions of people every year to partake in cultural and traditional events. Not only that, but Oktoberfest is also evidence of a growing desire for events that honor and uplift local culture, tradition, and authenticity. The celebration of our heritage, our roots, and our customs is an important part of what makes travel such a unique experience, reminding us that our differences make us special, and enabling us to learn about other communities. Travel is a gift, and event tourism, like the Oktoberfest, is a way to place genuine cultural experiences at the center of it.

Brands who are able to harness the power of authentic storytelling through Oktoberfest, and events like it, will be able to relate to their consumers, attract more business, and position themselves as a unique voice amongst the crowd.