At 9 a.m. inside Munich Airport, a traveller nurses a beer – not out of impatience before a flight, nor as part of a rowdy stag crowd. Fresh off a 12-hour journey from Hong Kong, they find themselves drawn into a scene quintessentially Bavarian: locals clinking steins, pretzels in hand, celebrating Oktoberfest beneath the glass roof of the world’s first airport brewery.
This is Airbräu, Munich Airport’s pride since 1999, where beer is brewed according to the centuries-old Bavarian Purity Law of 1516. Visitors can enjoy freshly tapped lagers and traditional dishes in its expensive beer garden or inside the warm, wood-panelled brewery. Few places blur the line between travel hub and cultural immersion quite like this – an introduction to the Bavarian lifestyle before even exiting the terminal.
It’s clear that Munich Airport is no ordinary waypoint. Beyond its brewery, the airport continues to expand its global ambitions, with a new luxury terminal set to open next year catering to premium carriers such as Emirates, Cathay Pacific, and Singapore Airlines. Outside, Airbräu’s beer garden transforms with the seasons: in winter, its open-air area becomes a festive Christmas market complete with an ice-skating rink and mulled wine stands. In other words, it’s an airport that feels more like a destination.
Cathay Pacific’s recently launched direct service between Hong Kong and Munich adds yet another layer to the story. The new route marks the airline’s first connection to the Bavarian capital, bringing southern Germany – and its surrounding regions – within easier reach of Asia.
Geographically, Munich is enviably positioned. Though firmly German, it sits at a crossroads of Europe: Austria, Switzerland, Czechia, and Italy are all within a few hours’ drive, while France, Denmark, and the Netherlands are easily accessible by train. For travellers planning a multi-country European itinerary, it’s a natural jumping-off point.
“The launch of Cathay Pacific’s direct service from Hong Kong in June is another milestone in strengthening Munich Airport’s role as a key European hub for Asia,” Ulrich Theis, Director of Route and Passenger Development at Munich Airport, tells BurdaLuxury. “With 17 direct routes now available from Central, South and Far East Asian destinations, we are expanding our network and working closely with airline and tourism partners to promote Munich, Bavaria, and the neighbouring regions of Tyrol and Salzburg as highly attractive destinations for Asian travellers.”
Andy Wong, Cathay Pacific’s General Manager of Corporate Affairs, echoes the sentiment in an interview with BurdaLuxury: “As a major economic, manufacturing and transportation hub in Europe, Munich also holds strong appeal for business travellers. The new route provides our customers with greater choice, convenience and connectivity, establishing a direct connection between Hong Kong, southern Germany and the broader Bavarian region.”
Indeed, the timing couldn’t be better. As Asia’s outbound travel market continues to surge post-pandemic, Munich is emerging as one of Europe’s most dynamic gateways – a place where culture, commerce, and connectivity intersect. The question now is what makes Munich such an appealing rising destination for Asian travellers – and how nearby Salzburg, just across the Austrian border, complements its growing allure.
Munich at a Glance
Tourism in Munich has roared back to life in recent years. In 2023, the city welcomed approximately 8.5 million visitors, including 3.47 million international travellers, reaching around 86.4% of pre-pandemic overnight stays recorded in 2019, according to Statista.
By 2024, growth showed no signs of slowing – between January and August alone, Munich attracted over 6 million visitors, with over 12 million overnight stays. The city’s top international markets included the USA, Italy, the UK, Austria, Poland, France, Switzerland, Spain, and the Netherlands, with a notable first-time surge in visitors from India, according to Go With Guide.
While Oktoberfest remains Munich’s marquee event, drawing millions to its lively beer tents each autumn, Christmas offers its own brand of magic. The city’s central squares transform into twinkling markets filled with mulled wine, roasted almonds, and hand-carved ornaments – some of the most beloved in Europe.
Yet Munich’s appeal extends well beyond its headline festivities. “Munich offers a rich city history with a beautiful old town architecture and museums from the great maters in the Alte Pinakothek to modern contemporary art in the MUCA Museum,” a representative from the Munich Tourism Board tells BurdaLuxury. “Besides the Old Town, several characteristic neighbourhoods are waiting for curious travellers to be discovered. Munich is also a great hub for day trips to Bavarian royal palaces such as Neuschwanstein or Herrenchiemsee. For active travellers, the Alps and Bavarian lakes are nearby – perfect for hikes, cycling, or a relaxing boat trip with a sun deck.”
Munich’s cultural and sporting icons add further shine. From FC Bayern Munich’s legendary matches at the Allianz Arena to the BMW Museum, the city balances history and innovation effortlessly.
And the traveller profile is evolving. “We recognise an urge among Asian travellers to connect more deeply with locals and experience Munich in a more authentic way than the group-travel approach we mostly saw pre-Covid,” the Munich Tourism rep explains. “Young FIT travellers are looking for special-interest tours and experiences away from classic tourist sites. Our campaign Local Love Munich is designed to reflect this trend.”
A Thriving Hospitality Scene
Nowhere is Munich’s modern momentum more visible than in its luxury hotel landscape. The Rosewood Munich, opened in 2023, stands as one of the city’s most anticipated and celebrated debuts in decades – and Hong Kong-headquartered Rosewood Hotels & Resorts’ first foray into Germany. Housed within the stately former Bavarian State Bank, the property marries heritage grandeur with contemporary refinement.
“Rosewood Munich serves as the gateway to Munich’s true essence – a city rooted in history yet always evolving,” a Rosewood Munich representative tells BurdaLuxury. “We embody Rosewood’s A Sense of Place philosophy through locally inspired design, gastronomy, and art, complemented by personalised service and our exclusive ‘House’ residences with dedicated butlers.”
The property’s signature suites – known as Houses – reflect refined Bavarian elegance, combining original architectural details with contemporary craftsmanship. “With dedicated butler service and access to curated local experiences, our Houses create a residential-style sanctuary for guests seeking sophisticated and a genuine sense of place,” the representative adds.
Asia, unsurprisingly, is a core focus. With direct routes to Munich from Hong Kong, Singapore, Hanoi, Bangkok, and beyond, the Rosewood team actively cultivates relationships in the region, collaborating with Asian travel advisors, luxury consortia, and regional tourism boards to strengthen awareness and bookings from Asia. We also work closely with Munich Tourism, Munich Airport, and Asian airlines like Cathay Pacific through roadshows, exhibitions, and marketing campaigns,” says the representative.
Rosewood’s Global Sales Offices across Asia ensure representation at major luxury travel events – including The Dong Collection in China – and the brand partners with Virtuoso, Serandipians, and its proprietary Elite programme to deepen ties with Asia’s top-tier agencies.
Among Rosewood Munich’s signature experiences, two stand out. The Aufguss Journey – A Transformative Wellness Ritual offers a 120-minute, three-phase sensory experience guided by an Aufgussmeister, incorporating body brushing, cocoon wraps, and muscle recovery massages infused with native pine and spruce – a meditation in motion. Meanwhile, An Exclusive Journey into Craftsmanship invites guests on a private tour of the Nymphenburg Porcelain Manufactory, revealing centuries-old artistry in an intimate, hands-on setting.
Beyond Rosewood, Munich’s hotel scene continues to impress, with world-class properties such as the Mandarin Oriental Munich and The Charles Hotel by Rocco Forte among its premier addresses.
The Allure of Salzburg
Just a two-hour drive from Munich lies Salzburg, a city where music, history, and alpine beauty converge. Known as Mozart’s birthplace and the cinematic heart of The Sound of Music, Salzburg exudes old-world charm against a backdrop of snow-capped peaks.
The recently opened Rosewood Schloss Fuschl – on the serene banks of Lake Fuschl – offers a quintessential Austrian escape. With roots tracing back centuries, the restored property blends imperial romance with contemporary luxury. “This is a place where the past enriches the present, and where the spirit of the Alps is celebrated in every detail,” says a hotel representative. “It offers an escape that is as inspiring as it is restorative.”
Asia remains a key market for the property. “As Asia represents an important and growing market for us, our focus will be on strengthening partnerships and increasing visibility through targeted sales initiatives, online marketing, and PR activities across the region,” the rep adds.
Signature experiences at Schloss Fuschl include early-morning hot-air balloon rides over the Salzburg countryside, private after-hours tours of Mozart’s residence, and herbal foraging walks with local expert Martina – each connecting guests to the land and its traditions. Rosewood’s Discovery campaign continues to spotlight such experiences, celebrating both new openings and heritage retreats across its portfolio.
Outside the hotel, Salzburg’s cultural calendar beckons with classical concerts, summer festivals, and museums dedicated to Austria’s most famous composer – all just a scenic car or train ride from Munich.
Why Cathay Pacific is Betting on Munich
For Cathay Pacific, Munich represents a significant new chapter in its European expansion. This year, the Cathay Group surpassed 100 global passenger destinations, adding Brussels, Munich, and Rome to its growing network.
“Our four-times-weekly service to Munich not only marks our debut in this vibrant city that’s steeped in rich history and culture, but also underscores the strong potential we see in expanding our presence in Europe,” says Cathay Pacific’s Andy Wong. “Our Hong Kong-Munich route has been well received by customers since its launch, driving traffic both into and out of Hong Kong while also serving the needs of our transit customers.”
He continues, “Europe remains an important market for Cathay Pacific, with our network covering Amsterdam, Barcelona, Brussels, Frankfurt, London, Madrid, Manchester, Milan, Munich, Paris, Rome, and Zurich.”
BurdaLuxury’s Lens
As Asian travellers seek destinations that balance culture with connectivity, Munich – and its Alpine neighbour Salzburg – emerge as natural contenders. Together, they embody the essence of European sophistication: centuries-old heritage, an innovative hospitality scene, and a warm, distinctly Bavarian welcome that begins right at the airport bar.
