Munich played host to a successful “f.re.e” leisure fair, drawing over 130,000 visitors across five days and proving the continued value of trade shows even in an increasingly digital age. Johannes Lohrer, managing director of the Upper Palatinate Lake District association, expressed his satisfaction with the event, noting the high volume of brochure distribution but emphasizing the importance of the in-depth consultations held with potential visitors.
The Upper Palatinate Lake District association isn’t limiting its outreach to a single event. Lohrer confirmed the organization will continue its established trade fair program, encompassing Stuttgart, Nuremberg, the Ostbayernschau in Straubing, and Leipzig later in the year. This consistent presence at key regional events underscores a belief in the power of face-to-face interaction with prospective tourists.
The conversations at the fair revealed a clear trend: cycling, particularly e-biking, is a major draw for visitors to the region. Lohrer highlighted the area’s topography as ideally suited for both activities. The Upper Palatinate Lake District offers a diverse landscape, providing challenging routes for experienced cyclists and more leisurely options for those new to the sport. This focus on cycling aligns with broader trends in tourism, where active and outdoor experiences are gaining popularity.
The association’s marketing strategy isn’t focused on a single demographic. Lohrer stated they are targeting a broad range of potential visitors, from those seeking day trips to families planning longer vacations. This inclusive approach is reflected in the diverse audience that engaged with the association’s representatives at the Munich fair. The Upper Palatinate Lake District aims to appeal to a wide spectrum of interests and travel styles.
The fair also provided an opportunity for high-level engagement. Bavarian State Minister for Food, Agriculture, Forestry and Tourism, Michaela Kaniber, visited the “Upper Palatinate Lake District” stand on the opening day. This visit signifies the regional government’s support for tourism initiatives in the area and underscores the importance of the Upper Palatinate Lake District as a key destination within Bavaria.
The success of the “f.re.e” leisure fair, coupled with the association’s ongoing trade fair program, suggests a positive outlook for tourism in the Upper Palatinate Lake District. The region’s commitment to direct engagement with potential visitors, combined with its appealing natural landscape and growing focus on cycling, positions it well to capitalize on the increasing demand for outdoor and active travel experiences. The association’s strategy of maintaining a consistent presence at key trade fairs demonstrates a long-term commitment to promoting the region and attracting a diverse range of tourists.
While broader tourism trends indicate a global recovery, with an estimated 1.52 billion international tourists recorded in 2025 – a 4% increase from 2024, according to UN Tourism – regional efforts like those of the Upper Palatinate Lake District are crucial for maximizing local impact. The association’s targeted approach, focusing on specific interests like cycling and catering to diverse visitor profiles, allows it to effectively compete in a crowded marketplace.
The emphasis on “intensive and promising consultations” at the fair suggests a shift towards quality over quantity in tourism marketing. Rather than simply distributing brochures, the association’s representatives are actively engaging with potential visitors, providing personalized advice and building relationships. This approach is likely to yield higher conversion rates and foster greater customer loyalty.
The integration of the Upper Palatinate Lake District stand into the larger “Eastern Bavaria holiday region” appearance at the fair also highlights the benefits of regional collaboration. By pooling resources and presenting a unified message, the region can amplify its marketing efforts and attract a wider audience. This collaborative approach is particularly important in a competitive tourism landscape.
The continued relevance of trade fairs in the age of online booking is a key takeaway from the event. While digital platforms offer convenience and reach, they often lack the personal touch and opportunity for in-depth consultation that trade fairs provide. The success of the “f.re.e” leisure fair demonstrates that face-to-face interaction remains a valuable tool for tourism marketing.
