In just a month’s time, Germany will host the 2024 Euros soccer championship, hoping for both sporting success and a boost in consumption. The country’s economy, the largest in Europe, is expected to grow by around 0.3 per cent this year, which is slower compared to other industrialized countries. However, the tournament could provide a much-needed boost to the economy as fans flock to the hosting venues in Berlin, Munich, Cologne, Dortmund, Duesseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig and Stuttgart.
With 2.7 million tickets available for the event from June 14 to July 14, both domestic and foreign visitors are expected to flood into Germany. This influx of tourists could result in a record year for tourism in the country. The German Tourism Association predicts that enthusiastic football fans will contribute to this boost in tourism during the event.
The beer industry is also poised to benefit from the tournament as history has shown that more beer is consumed during major football events like the Euros. During the 2006 World Cup, which was also hosted by Germany, beer sales increased by around 5 per cent. This increase in beer consumption would be especially welcome after a difficult year in 2023 which saw a decline in beer sales in the country.
While major sporting events like the Euros may not necessarily result in significant economic growth
