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Saxony – the number one cultural destination

Gemäldegalerie „Alte Meister“ im Dresdner Zwinger, © H.C. Krass

 Saxony boasts outstanding art and cultural attractions, has a rich and lively history of artisan manufacturing, is full of mythical castles and palaces and has fascinating natural beauty. Saxony draws visitors from around the world and  impresses with its many standout attractions. Thus, Saxony is the only place where one can visit the Sistine Madonna, the famous painting by Raphael, and the Bastei, a unique bridge-like rock formation. Moritzburg Castle is where the cult film Drei Haselnüsse für Aschenbrödel has its origins in Germany.

Presenting Saxony as the official cultural destination partner of ITB Berlin NOW 2021

Refreshingly new: Saxony’s lake districts

Saxony is famous for both its cultural treasures and natural beauty. Many people are unaware that the Lusatian and Leipzig Lake Districts are travel destinations made in paradise. They are beautiful regions whose leisure attractions lure visitors in search of both adventure and relaxation. Where once coal diggers tore up the ground, forming huge craters, today sailing boats glide along the water, and surfers, wakeboarders and standup paddle boarders criss-cross the turquoise lakes.

Green heaven – Saxony’s palaces, castles and gardens

Green heaven – Saxony’s palaces, castles and gardens

Saxony has enough palaces and castles to fill an entire landscape. Many of these historical buildings are surrounded by a park such as Pillnitz and Moritzburg Castle or Großsedlitz Baroque Gardens. It is where visitors can take a deep breath, enjoy the sun, greenery and bright flowers and listen to the silence. For many visitors to Saxony, the historical parks and gardens are a new experience.

Saxony’s paddle steamers and iron horses

Dampfer vor dem Schloss Pillnitz, © SDG

In Saxony visitors can take an adventure trip in historical style and savour the state’s industrial heritage both on water and by rail. The state capital Dresden is home to the world’s oldest and largest fleet of paddle steamers, and nowhere else in Germany are there so many steam engines.

What really makes mountain biking in Saxony so great – An interview with Ronny Schwarz, Tourismusverband Erzgebirge e.V.

The mountain bike route Stoneman-Miriquidi, © Manuel Rohne

With regions like the Erzgebirge and Vogtland increasingly attracting mountain bikers, Saxony’s reputation as a paradise for the sport is spreading in the MTB scene. Among mountain bikers the Erzgebirge is no longer an insider tip. Everywhere, mountain bikers are finding their needs well catered for with soul and passion. Ronny Schwarz manages active tourism product development at Tourismusverband Erzgebirge e. V.. In addition to having successfully organised biking adventures with the Stoneman Miriquidi trail, he also has new mountain biking projects up his sleeve.

850 years of winemaking in Saxony – discovering enjoyment

View over the vineyards in Radebeul, © Erik Gross

Centuries of experience, good soil and the right climate are ideal conditions for making special wines – and all in one of Europe’s smallest winegrowing regions. Under the painstaking care of 1,860 winegrowers, an area that covers only 511 hectares produces genuinely rare wines. Among the many grape varieties at home in the Elbe valley are Sächsischer Müller-Thurgau, Riesling, Weißburgunder, Dornfelder and Traminer. An outstanding and recently revived variety is the seldom-found Goldriesling grape, now only grown in appreciable quantity in Saxony.

Saxony impresses with UNESCO World Heritage Sites

Bad Muskau, © Katja Fouad Vollmer

Their names are Muskau Park / Park Mużakowski or the Ore Mountain Mining Region / Krušnohoří, and they are cultural treasures of the highest order. Worldwide, only 1,121 exist. In Germany there are 44 places that UNESCO has elevated to World Heritage status. The two Saxon sites highlight the region in its role as the number one cultural destination in Germany.

Muskau Park in Bad Muskau – the art of garden landscaping in Saxony’s east

Chemnitz – “C the unseen“ in the Capital of Culture 2025

Die Kulturhauptstadt 2025 - Zuhause in Chemnitz

Chemnitz is full of ideas and surprises, which include pioneering inventions, courageous decisions and cultural innovations. In 2025 Chemnitz will be the European Capital of Culture. But even before then, it is worth exploring the region’s cultural attractions and meet the people shaping the city and region with their “can do“ approach.

Highest-quality handicrafts: The many-faceted history of Saxony’s handicrafts industry

With variety and concentration: musical instrument maker in his element

Saxony is a federal state with a rich cultural heritage. The many-faceted and fascinating history of its handicrafts industry is key to its reputation as an attractive cultural destination. Many of the handicraft skills practised in Saxony today originated here. It boasts records such as the world’s largest nutcracker, the oldest registered trademark and the largest functioning violin. These traditional and rare skills, handed down over generations of artisan production, can be witnessed throughout Saxony. Almost everywhere, visitors can watch master craftsmen at work.

Saxony is to be the cultural destination in 2021

Next year, as the “number one cultural destination“, Saxony will occupy a prominent role at ITB Berlin and in 2022 will be the official host country of ITB. This was announced by ITB Berlin and State Minister for Culture and Tourism of the Free State of Saxony Barbara Klepsch at We Love Travel!. “The role of cultural partner is tailor-made for Saxony“, she said. It provides an opportunity to underline the close ties between culture and nature in the Free State of Saxony.

A refreshing presentation – Saxony promotes holidays on the water at this year’s ITB Berlin

Markleeberg/Katja Fouad Vollmer

Saxony. Refreshes” – at this year’s ITB Berlin the federal state is offering something refreshing, with the focus on holidays on and in the water. Measuring some 900 square metres, the stand has been transformed into an extensive water playground. Former opencast mines have been allowed to revert to nature in Saxony, creating large, new recreational areas with a remarkable range of tourist attractions.

Saxony as a tourism destination is represented at all four ITBs

Saxony and Russia are to date the only exhibitors to present their tourism services at ITB Berlin, ITB Asia, ITB China and ITB India. In an interview, Veronika Hiebl, managing director of Tourismus Marketing Gesellschaft Saxony mbH (TMGS), and Wolfgang Gä

Saxony and Russia are to date the only exhibitors to present their tourism services at ITB Berlin, ITB Asia, ITB China and ITB India.

Supporting the brand experience: virtual reality in the trade show sector

Purely virtual trade shows will never be able to replace the human contact at the real thing – David Ruetz, Head of ITB Berlin, shared his conviction in a discussion at the ITB Virtual Reality Lab. “A handshake cannot be made digitally over the internet,” Ruetz explained at ITB Berlin. However, there are many stations along a trade visitor’s customer journey where digital technologies can be meaningfully implemented. These range from trade show preparation and navigation at the show through to follow-up.

The creative side of Saxony

The state has chosen an artistic slogan for its stand at this year’s ITB Berlin.

Saxony’s 800 years of art history has many different facets. The styles encompass every epoch from Gothic to Modernism and form the centre piece of the state’s presentation at ITB Berlin this year. Using the slogan “kUNSt SACHSEN”, a wordplay incorporating “art”, “us” and “Saxony”, in 2018 the stand of Tourismus Marketing Gesellschaft Sachsen has been transformed into a veritable art gallery.

Saxony celebrates


In 2015 the Free State of Saxony is in the mood to celebrate, so it is no coincidence that at ITB the slogan of this federal State, whose stand can be found in its usual location in Hall 11.2, is  ’Saxony – Celebrate with us!’. Tourismus Marketing Gesellschaft Sachsen and some 50 other exhibitors from Saxony will be inviting exhibitors to celebrate together with them. Certainly, there are enough anniversaries worth celebrating.

Live performances at the State Operetta Dresden

Staatsoperette Dresden

At this year’s ITB soloists from the State Operetta Dresden will be offering trade visitors exclusive musical impressions of the company’s extensive repertoire. On 5 March at the traditional get-together of Tourismus Marketing Gesellschaft Sachsen (TMGS) soprano Olivia Delauré and baritone Marcus Günzel will be performing musical and operetta extracts on the stand of the federal State of Saxony.