Berlin in a tourism boom – and the ALEXA right in the middle of it
Tourism statistics for Berlin show a sustained recovery in travel last year. From January to September 2024, around 9.5 million guests visited the German capital – an increase of 5.1% compared to the same period last year.
The centrally located Alexanderplatz in Berlin-Mitte with its iconic television TV tower remains one of the most visited destinations in the city. The ALEXA shopping center is benefiting from this in particular, as Oliver Hanna, center manager of ALEXA, confirms: “We are directly feeling the positive visitor numbers directly. Both in 2024 and in the first few months of 2025 we have already recorded a significant increase in international guests who visit the ALEXA as part of their Berlin visit. Our diverse offer is an important success factor here.”
European and American visitors dominate
The statistics show particularly strong growth in international visitors. Around 2.2 million international visitors came to Berlin in the first half of 2024, an increase of 13.4% compared to the previous year. These guests spent over 5.8 million nights in the city (+ 8.8 %). Most visitors to Berlin in 2024 came from the United Kingdom (1,040,000 overnight stays), the USA (1,009,600 overnight stays), the Netherlands (705,000 overnight stays), Italy (576,000 overnight stays) and Spain (546,000 overnight stays).
Strategic focus on tourist target groups
The number of international visitors also plays a central role in the strategic orientation of the ALEXA. “Tourists are an essential target group for us that we specifically address with special offers and services,” says Dirk von der Ahé, Head of the German Letting Department at Sonae Sierra. “Multilingual staff, tax-free services in many stores as well as German and English-speaking communication are paying off. For example, we are launching special advertising campaigns for tourists in English. We pick up tourists at touchpoints before and during their trip, for example with advertising spaces at Berlin airport. The steady increase in visitors from abroad confirms our long-term strategy at the Alexanderplatz location.”
Last year’s UEFA EURO 2024 in particular proved to be a significant visitor magnet. In June 2024 alone, almost half a million international guests visited Berlin, which was also clearly reflected in the number of visitors to the ALEXA.
Letting strategy responds to international demand
The ALEXA’s letting strategy takes account of the growing importance of tourism. “When selecting new tenants and renewing existing leases, international brands play a central role,” explains Kerstin Behm, Asset Manager Retail at Union Investment. “We make sure that our offering meets the needs and expectations of our visitors from all over the world. Global flagship stores and Berlin local color complement each other perfectly.”
This strategy is reflected in the latest letting successes: with an occupancy rate of 99% by the end of 2024 and well-known new tenants such as Hugo Boss, Lacoste, Stradivarius and Union Berlin, the ALEXA further sharpened its international profile.
Outlook: Further growth expected
ALEXA is expecting a further increase in tourist frequency in the coming months. “The current booking figures for Berlin make us optimistic,” sums up center manager Oliver Hanna. “With our central location on Alexanderplatz, our attractive brand portfolio and our international communication, we are ideally positioned to benefit from the ongoing tourism boom in Berlin.”
