While iconic districts like Altstadt, Maxvorstadt, and Schwabing continue to dominate the city’s tourism scene, emerging neighborhoods such as Glockenbach and Schlachthof are gaining recognition as hidden gems. Despite attracting fewer visitors, these areas boast an impressive satisfaction score of 86, proving that travellers who explore beyond the main attractions enjoy unique and rewarding experiences.
This insight stems from a collaboration between Simply Munich, the city’s destination marketing organization (DMO), and The Data Appeal Company – Almawave Group. By leveraging Data Appeal’s D/AI Destinations platform, they analyzed visitor trends from January to October 2024, enabling the development of tailored marketing strategies for key international markets, including Italy, France, and Poland.
Key findings from the analysis
- Tourism hotspots: Altstadt (27%), Maxvorstadt (20%), and Schwabing (17%) collectively account for 64% of digital traces, driven by their renowned attractions, cultural venues, and vibrant atmosphere.
- Visitor satisfaction: Sentiment Scores across all neighborhoods range from 84 to 86 out of 100, confirming that Munich provides a fulfilling experience despite varying tourist volumes.
- Hidden gems: Glockenbach, known for its nightlife, and Schlachthof, famous for its street art, record the fewest digital traces but the highest sentiment scores. This highlights an opportunity for the city to develop new initiatives and events in these alternative districts.
Market-specific preferences
- Italian visitors favor Giesing for its blend of Bavarian tradition and trendy yet affordable venues.
- French tourists concentrate around Altstadt and Maxvorstadt, drawn by museums and cultural attractions.
- Polish travellers are less represented in premium areas but gravitate towards nightlife hubs like Glockenbach.
Accommodation insights: price variations across neighborhoods
Hotel rates play a crucial role in shaping traveler choices. Profiling the cost of each district allows DMO to better understand visitor preferences and market segmentation.
- The historic center, Altstadt, and Glockenbach maintain stable pricing year-round due to high demand.
- Schlachthof experiences significant seasonal fluctuations, attracting more tourists primarily in the summer.
Who visits Munich?
- Couples and families are the predominant visitor groups, comprising 20-40% of total travelers across most districts.
- Solo travellers favor Neuhausen (31% of visitors) and Maxvorstadt, making Neuhausen the only district where solo visitors outnumber couples and families.
- Groups represent 13-16% of visitors, with higher concentrations in budget-friendly areas like Giesing and Neuhausen.
A data-driven strategy for smarter tourism management
The partnership with The Data Appeal Company empowers Simply Munich with precise insights to refine its marketing strategies, develop personalized campaigns, and promote emerging neighborhoods alongside traditional tourist hotspots.
“Munich’s proactive approach to destination intelligence exemplifies how data-driven insights can create more rewarding and personalized visitor experiences while ensuring long-term tourism sustainability. With this level of detailed analysis, DMOs can optimize their promotional strategies and tailor their offerings, enhancing the perceived value of the destination,” said Damiano Meola, Marketing Director at The Data Appeal Company.
Through this data-driven approach, Munich is set to strengthen its position as a dynamic and inclusive travel destination, offering both popular attractions and undiscovered gems to an increasingly diverse audience.
