Hospitality industry - Dehoga: European Football Championship has revitalized gastronomy in Saxony
The Football European Championship has revitalized the gastronomy in Saxony. "The fan miles in the cities are packed and many businesses are benefiting from the major event. We are very satisfied," said Axel Klein, the managing director of the Hotel and Gasthouse Association Saxony, to the German Press Agency. A total of 175,400 fans streamed to the Fanzone on Leipzig's Augustusplatz during the EM half-time. "We need more events like this," Klein emphasized.
However, not all business expectations were met. "It's not the case that every gasthouse in the city doubled its sales. Some had higher expectations," Klein stated. Hotel occupancy was indeed very good, but the prices were significantly lower than in other federal states. "The average prices for a hotel stay around an EM top game at businesses of the same chain were up to 120 Euros lower than, for example, in North Rhine-Westphalia."
And in rural areas, there were not only EM winners. The price development for beverages and food and, above all, the lower income of the residents played a role. "Money is often a bit tighter there," explained Klein. "Then, people are invited privately and a projector is set up in the garden."
According to Klein, what matters more than the current success is the sustainability effect of such an event. "We prove that we are good hosts, show our openness to the world, no matter which nation is playing." This advertising effect is a signal to the guests to return. Then, the surrounding area will also profit more. It is crucial that the cities work better together with the surrounding area for marketing. "There's still a lot of room for improvement at the collaboration."
The European Football Championship brought a surge in soccer enthusiasts to Dresden's Fan Mile, significantly boosting local gastronomy. DEHOGA Saxony, led by managing director Axel Klein, acknowledged the positive impact on their members' businesses during the tournament. Despite the overall success, some gasthauses in the city didn't meet their anticipated revenue due to lower-than-expected prices.
Hotel occupancy in Saxony was high during the Championship, but the rates were lower compared to other federal states. Axel Klein noted that rural areas, despite hosting European Football Championship victories, faced challenges due to residents' lower income levels and private celebration setups with projectors.
Moving forward, Klein emphasized the importance of the event's sustainability effect. He explained that showcasing Saxony as a welcoming and hospitable region can attract future guests and boost the surrounding areas. Klein underlined the necessity for stronger collaborations between cities and their surrounding areas in marketing efforts to improve the overall impact of such events.
