Call to Lake Garda hoteliers: "Why are the Germans staying away? Tell me!"

According to Italian media, it's been a "bitter summer" for many businesses: Inflation, political crises, high prices , and constant traffic jams on the Brenner Pass are considered to be the brakes. This is particularly painful for the hosts on Lake Garda, for whom German vacationers have been their most important customer group for decades.

FOCUS online called six hotels around the lake to find out how things are really going – and what the hosts see as the reasons.

"For us, it's the other way around. We have 90 percent German guests this summer," says Claudia Rossi, who has been responsible for booking the 107 hotel rooms in the four-star hotel for 23 years. Around 50 to 60 percent of them are repeat guests. "Even at the same price, German tourists are more concerned with quality – more modern rooms, beautiful views, peace and quiet, and excellent service. Not all hotels can offer that."

Rossi believes other hotels are less fortunate. "I've heard that others aren't doing so well." Her suspicion: The region has become too crowded in recent years. "There's a lot more going on, the hotels are increasingly full, and even the small alleys in the villages are overcrowded."

In addition, many hotels have switched booking channels—fewer travel agencies, more platforms like booking.com, which brings guests from all over the world. "They come from Turkey, Poland, or Saudi Arabia."

Bettino answers the reception. The Italian has noticed a slight decline in German guests at his hotel in the picturesque bay of San Vigilio on the eastern shore of Lake Garda. "I see a difference compared to last year—even if it's not that big." The reason? "Perhaps it's too warm. Instead of summer, Germans might be vacationing on Lake Garda at other times of the year." Increased prices could also play a role—but he's not sure.

Giulia, who wishes to remain anonymous, also notices fewer German visitors in her hotel – "although not much less." She suspects economic reasons. "Perhaps the economy in Germany isn't doing so well. And maybe that's why the prices are too high for people."

"It's true that there are fewer German tourists this year," says Giovanni, who works at the reception of the four-star hotel in Bardolino. He attributes this to increased costs. "Prices are higher than usual." Other vacationers – from Great Britain, for example – are still coming. "Perhaps there are simply other countries where Germans are vacationing instead – Spain, for example?"

"Yes, that's true, there are fewer German tourists at Lake Garda this year," says Paula on the hotel phone. Three or four years ago, it was up to 90 percent – today it's only 40 to 50 percent. Instead, many Poles are coming. "Even at the campsites, there are fewer Germans and many Poles." Paula doesn't think it can be the prices. "Why are the Germans staying away? Tell me! They're German!"

Alice from the Hotel Leonarda Da Vinci also notes fewer Germans and more guests from Poland, the Netherlands, and Great Britain. "We've been noticing that there are fewer German tourists for at least two years now." She believes this is due to higher prices or a weak German economy. "A double room costs around 20 percent more today than it will in 2022 or 2023."

Many FOCUS online readers have also commented on why they don't consider Lake Garda a vacation destination . They primarily criticize overcrowded areas, poor infrastructure, and a palpable anti-tourism sentiment. Some also cite economic or climatic reasons.

As FOCUS online previously reported, the situation is tense not only on Lake Garda. According to Corriere del Veneto, it's been a "bitter summer" for many tourism businesses in northern Italy. Reasons range from inflation and political crises to persistent traffic jams – especially on the Brenner motorway.

Tourism nevertheless remains a key economic factor: in 2024, it contributed 10.2 percent to Italy's GDP, and more than 1.5 million people work in the sector. Germans traditionally account for a large share of this – and their absence is clearly felt by many regions.