The brand and destination Munich is well established internationally, especially for things such as beer, beer gardens, and the annual Oktoberfest. However, the city's brand is not well positioned in areas such as innovation, design, art and creativity. Due to the growing expectations and needs of city travellers, cities have to deliver and offer an authentic experience, enriched by the opportunity to meet real people and participate in activities like a local. Target audiences are now much more sophisticated travellers than before, making it necessary for destinations to have a brand and offering that stands apart from other cities. A city has to be emotionally appealing and needs to have an attractive offering.

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For München Tourismus, it is crucial to secure market shares in Germany and German-speaking markets as primary target markets due to their sound purchasing power and it being a stable market, relatively unaffected by any crisis. Visitors to Munich often have a high intention to come back for a repeat visit, so communication and marketing efforts need to strengthen the overall awareness of the more diverse, inclusive and year-round tourism offering.