For many of us, the appeal of Europe lies in its Old World charm. On the flip side, well-known destinations have to find new ways to stay relevant or risk becoming old hat.
Take the case of Bavaria, for example, one of Germany’s most popular regions. Located in southeastern Germany, Bavaria drew some 5.2 million visitors from the U.S. last year, according to Jens Huwald, chief executive officer of Bavaria Tourism, who expects an increase of another 3% to 4% by the end of this year.
But while the U.S. is Bavaria’s top international market, the average length of stay is only 2.1 days, and Huwald admitted that enticing people to stay longer is a challenge.
To that end, the Bavarian tourist office is touting upcoming events and attractions designed to breathe new life into the destination’s appeal by showcasing one of its most iconic attractions but with a fresh perspective.
That’s right; I’m talking about beer. After all, Bavaria boasts more than 4,000 beers from over 600 breweries. But in addition to variety, these brews are crafted in a way that would appeal to today’s travelers who value fresh, farm-to-table ingredients.
In 2016, Bavaria is celebrating the Festival of Pure Beer, to be held in Ingolstadt April 22 to 24, which will mark the 500th anniversary of the Bavarian Purity Law passed by Wilhelm IV stipulating that only water, hops and malt could be used in the production of Bavarian beer.
As you might expect, the anniversary will serve as an excuse for yearlong themed events celebrating local beer. The festivities will include jugglers, concerts, medieval tournaments and historical re-enactments.
Guided tours and beer tastings at local breweries in Ingolstadt will also be available during the festival.
Not to be outdone, Munich also is gearing up to mark the anniversary with a three-day Festival of Bavarian beer culture in July, organized by the Bavarian Brewers Association.
Of course, Munich is also host to the largest beer festival in the world, Oktoberfest, to be held Sept. 17 to Oct. 3 next year.
Of the various beer-centric regions of Bavaria, one of the most important is Upper Franconia, which boasts an astonishing 163 breweries — the highest concentration in the world. The community of Aufsess in Upper Franconia has even made it into the Guinness World Records, given that there are four breweries for just 1,400 inhabitants.
An eight-mile brewery hiking trail encompasses all four of those breweries, or outdoor buffs can embark on a walking tour along the 5-Seidla-Steig trail, which includes visits to the breweries in the Bavarian Jura region and Franconian region of southern Switzerland.
Other beer-focused attractions in Bavaria include the oldest monastery brewery in the world at Kloster Weltenburg on the Danube, founded in 1050 and still operating; the underground catacombs and beer museum at the Maisel Brewery and Cooperage Museum in Bayreuth, and even beer and food pairings with a beer sommelier in Bamberg.