© Sebastian Weingart (DML-BY)

Open-air concerts as an economic factor for Dresden

Press release dated 30 May 2024 from Dresden Marketing GmbH

Study by Dresden Marketing GmbH provides the first valid data on the economic and touristic significance of concerts for Dresden.

Events such as rock and pop concerts are becoming increasingly significant factors for tourism. The Magic Cities City Travel Monitor 2024 confirms this effect for Germany. Events rank among the three most important reasons for city travel in Germany, with their significance increasing considerably over the past two years.

The Dresden Marketing GmbH (DMG), Dresden's official umbrella marketing organization, sees great potential in event tourism for the capital of Saxony and considers this segment an important competitive factor with other major German cities. As a result, the DMG has conducted a comprehensive representative study, the first of its kind in Germany. The study "Economic Impact of Open-Air Concerts in Dresden 2023" provides the first data on the touristic and economic effects of concerts on the city and also highlights the direct contribution of concerts to the accommodation tax.

Evidence for the significance of concerts for tourism
"Event tourism is a growing trend in which Dresden, along with the Elbland region, already participates. The medium-term potential for tourism here is substantial, which is why we should continue to invest in this segment—from infrastructure to marketing," says Corinne Miseer, Managing Director of the DMG.

The study published today by the DMG shows that concerts attract a significant number of additional tourists to the city, tap into the current touristic zeitgeist, and create a positive perception of Dresden through their unique experiential character. Evidence is also provided that many tourist actors in the city benefit from concerts, from the hospitality industry to gastronomy and retail.

"The study 'Economic Impact of Open-Air Concerts in Dresden 2023' confirms the growing importance of open-air concerts for tourism in the capital city of Dresden and the regional economy. For us as the city administration, this means creating appropriate infrastructures and planning certainty, as well as providing good support in approval procedures, while balancing the interests of organizers, audiences, and the local population," says Deputy Mayor for Tourism and Culture Annekatrin Klepsch.

57% of concertgoers are tourists. 94% of tourists come primarily for the concert.
The study shows a very high proportion of tourists among concertgoers at 57%, while 43% of attendees are residents. The 57% of tourists consist of 32% day visitors and 25% overnight guests. Since overnight guests stayed an average of two nights in Dresden’s hotels or guesthouses, their importance for tourism and value creation increases further. Of the tourists surveyed, 94% came to Dresden exclusively for the event and spent an average of 78 euros per night. The highest spending per night was by Kaisermania guests at 98 euros.

Overall, concert guests who were in Dresden only on the event day spent an average of 113 euros per person. Overnight guests spent nearly three times as much, averaging 293 euros. A total of 49.9 million euros in revenue was generated by the events in Dresden. Of this, 4/5 (41 million euros) was tourist revenue, corresponding to 3.2% of Dresden’s total annual tourist revenue.

The highest share of total revenue comes from Kaisermania, followed by concerts at Junge Garde and other concerts on the Elbe riverbank. Kaisermania guests alone generated 21.5 million euros in revenue for the city, of which 16 million euros was touristic. This corresponds to 3.7% of Dresden’s total annual tourist value creation. Approximately 700,000 euros in accommodation tax were generated solely by events at the Film Nights on the Elbe and Junge Garde in 2023.

"This study provides an important basis for strategic decisions in the areas of urban development, traffic planning, and tourism marketing for Dresden. I thank the DMG and all participating organizers for creating the study," concludes Annekatrin Klepsch.

The study – Methodology
The significance of pop and rock concerts was examined using two event locations and selected concerts, specifically at the Film Nights on the Elbe with six concerts in the 2023 season (by Apache 207, CRO, Silbermond, Feine Sahne Fischfilet, and Roland Kaiser at Kaisermania) and at the Junge Garde open-air stage with six concerts (by Die Prinzen, Howard Carpendale, Zucchero, LEA, MODERAT, and DJ Purple Disco Machine). Additionally, eight film screenings at the Film Nights on the Elbe (covering blockbuster and niche films) were surveyed.

Data collection was carried out between June and September 2023 through personal interviews with concertgoers on site by a survey institute commissioned by the DMG. A total of 3,500 personal interviews were conducted. The calculation of economic and touristic effects was performed by the scientific institute NIT Kiel.

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