Study by dwif for the year 2024
Similar to the years 2018, 2021, and 2023, a study on tourism as an economic factor for the Zugspitz region was commissioned from the dwif (German Institute for Tourism Research). The study considered data from the municipality of Markt Murnau am Staffelsee, the tourist destination Blaues Land, and the Zugspitz region as a whole, from the year 2024.
Excerpts from the dwif study “Tourism as an economic factor for the municipality of Murnau am Staffelsee 2024”:
Tourism is a classic cross-sector industryWhether it's the hospitality industry, retail, service providers or suppliers such as regional producers and craft businesses, there is hardly any sector of the economy that does not benefit directly or indirectly from tourism.
It is therefore worthwhile for municipalities and companies to invest in tourism-related infrastructure, specific products and tourism marketing. This makes it all the more important to make clear the impact and relevance of tourism for the economy in the study area. Tourism generates revenue and contributes to financing public budgets through tax revenue. As a job driver, tourism offers people with many different professional qualifications and employment relationships (from seasonal workers to full-time positions) income opportunities. It creates and secures local jobs.
It also directly contributes to improving the local infrastructure through instruments such as the tourist tax or the tourist tax. This benefits guests as well as locals and local companies. A place’s commitment to tourism pays off – in euros and cents for all sectors. At the same time, it increases the attractiveness and quality of life for locals and guests.
Studies show that for every 1 euro invested in tourism, the municipality receives 2,50 euros in revenue.
Source: dwif study "Economic factor tourism for Murnau a.Staffelsee 2025".
Around 50 percent of gross revenue is generated by day visitors. Compared to the last survey from 2022, when this share was 55 percent and the average daily expenditure was €0,50 lower, there has been a positive trend in overnight guests:
The average daily expenditure from guests in commercial accommodation establishments rose from €144,80 to €159,90, while they are with overnight guests in Private accommodations increased from €88,00 to €90,90 increased.
A comparison of the average travel price per booking suggests that necessary price increases have been successfully implemented in the market. This is particularly evidenced by the fact that the total number of overnight stays remained stable in 2024 compared to 2023.
Almost half of the total gross revenue is attributable to the hospitality industry, while the other two segments – retail trade and services – are almost equal and together make an equally important contribution to tourism value creation.
As can be seen from the table (see below), sales increases were generated in all areas. 7 million euros more in revenue since 2022 – a clear sign of dynamism and confidence in the region. The results and the comparison of key figures demonstrate once again that tourism is not a secondary matter, but a central driver of regional value creation and location development.
High quality is no accident, but the result of consistent maintenance and development through appropriate measures by all stakeholders and those responsible for tourism and economic development. Those who want to preserve it must constantly reshape it. Sustainable success only arises where the courage to invest meets a clear vision and strategy – which, incidentally, applies not only to tourism.
Modern tourism creates not only travel experiences, but also living spaces – for guests and locals alike. Tourism has become much more than just visitor numbers. It shapes quality of life, fosters connections, and strengthens regional identity.
The diagram (see below) provides a key insight, even if it appears complex at first glance. After deducting VAT from gross revenue, the net revenue generated by tourism is obtained.
This net revenue can be broken down into two main components: Firstly, the direct income (1st revenue level, 23,4 million euros)This directly impacts the participating companies and service providers, resulting in wages, salaries, and profits. Furthermore, these companies invest in intermediate goods and services (€39,5 million), which in turn generate income in the form of wages, salaries, and profits. second sales tier (11,8 million euros) result.
Preliminary investments are those required to maintain and improve the quality of tourism services. These include, among other things, the supply of goods (e.g., baked goods, energy supply), the provision of services (e.g., printed materials, insurance), and measures for the preservation of existing structures (e.g., new construction or renovations by tradespeople).
This part of the value chain is considered particularly vulnerable and sensitive. External influences – such as business closures, restricted opening hours, or disruptions in supply chains – have a direct impact on the quality of tourist offerings and thus directly on sales and income.
This leads to one of the central tasks of tourism: the stabilization and ideally the targeted increase of these two factors – quality and added value – through strategic and sustainable measures.
The analysis thus impressively demonstrates that tourism is not only a significant economic factor, but also acts as an engine of regional economic development. It makes a crucial contribution to securing jobs, stimulating investment, and sustainably promoting economic dynamism in cities and regions.
Research contributes to an objective assessment. Four studies have been commissioned since 2018 from the dwif – German Scientific Institute for Tourism at the University of Munich. These impressively demonstrate the enormous economic contribution of tourism in Murnau and the Blue Land region. The corresponding charts illustrate the figures and relationships.
As is so often the case, tourism has two sides. Many locals appreciate the beauty of the region, the cycling and hiking trails, or the Mediterranean flair of Murnau's pedestrian zone in summer. These same qualities also attract visitors – whether for a day trip or a longer stay in hotels, holiday apartments, or campsites.
The advantages are obvious: Without tourism, the quality of life in the Blue Land would be significantly lower. Owner-operated retail businesses, the diverse culinary scene, and cultural institutions like Murnau Castle Museum would hardly be financially viable without visitor numbers.
The Domestic tourism continues to enjoy great popularityAt the same time, issues such as transportation and alternative mobility concepts are central to future development – for both visitors and locals. These challenges demonstrate that tourism is a cross-cutting industry that touches almost all areas of life and can often be part of the solution.
critical remains the one Dialogue between all interest groupsOnly through joint exchange – as recently seen in the guiding principles process of the Blue Land – can the balance between quality of life, economic strength and sustainable development be ensured.
Illustrative diagrams from the study:
After a two-year process, a guiding principle for tourism in Murnau was developed, which is illustrated in a brochure with words and, above all, pictures.
It is a guide for all interested parties, tourism stakeholders and tourism officials, which describes and presents in detail all facets that Murnau has to offer and serves as a basis for action in the future tourism development of the market town of Murnau.
On December 6, 1963, Murnau was awarded the "climatic health resort" certificate. The market town owes this certificate primarily to the great commitment of its citizens, Hruschka emphasizes. In 1958, she explains, Dr. Hellmuth Reif, the doctor Dr. Josef Busch and other Murnau residents founded the "Bad Murnau Board of Trustees". They campaigned to build a spa facility. They found a suitable location in the eastern part of Seidl Park. The Ludwigsbad spa house opened in 1960. The house with 70 beds and six mud cabins could receive spa guests all year round. For the healing treatments, the doctors used the mountain pine raised bog from the "Langen Filz" in the Murnauer Moos. But the spa treatments were not the only amenities that the municipality introduced for its guests. In 1962, the spa card was introduced, which gave tourists reduced entry to the Murnau lido or to various events. The board of trustees and the Murnau Tourist Association, now the Beautification Association, campaigned hard for the Ludwigsbad spa house to be officially recognized as a mud spa and the market town as a climatic health resort. In 1963, the Bavarian Committee for Health Resorts, Recreational Areas and Healing Springs actually awarded the relevant certificates.
"This has resulted in a lot of infrastructure that has significantly improved the lives of Murnau residents," says Hruschka. The prerequisites for the award of the certificate included regulated garbage collection and the establishment of a climate station with regular air measurements. As a result of its recognition as a spa, the Ludwigsbad was allowed to offer outpatient treatments. The need for holiday accommodation grew in Murnau, and private landlords also took advantage of this. In 1977, the spa guest house (now a culture and conference center) was inaugurated in the spa park. The municipal travel agency, the municipal library and the tourist office found space under this roof, which meant a significant improvement in accommodation for employees. In the 1990s, the western relief road and tunnel were built, and the Obermarkt became a pedestrian zone. "The town has profited from the certificate in many ways." Economically too. After all, as a "climatic health resort," Murnau was able to charge spa fees.
Until 1803, Murnau was an important administrative center of the Ettal monastery, "but that ceased with secularization," explains the market archivist. Tourism became even more important for the market town in the 19th century. "And tourism is still a very important aspect today."
Alexandra Thoni, head of the tourist information office, can only agree. Murnau does not have a large business apart from retail. "We live from tourism." There is no spa or health tourism. For Thoni, this is also one of the reasons why decades of efforts to have the title "Bad" in the town's name failed. In addition to the strict requirements and a failed sale of the Seidlvilla to investors, which ultimately led to the house being demolished in 1972. But nevertheless, Murnau has art, culture, bathing and hiking opportunities to offer. Tourists also feel at home in Murnau "because Murnau guests were used to it very early on and are therefore very open." It is the encounters with people that make a vacation. They are even more memorable than buildings - and more important than a certificate.