New Books In German Studies

This past summer Germany hosted the 2011 FIFA Women’s World Cup. The 32 matches drew more than 800,000 fans, while the total number of foreign tourists visiting Germany increased by nine per cent over the previous summer. The German government’s commissioner for tourism proudly declared that the success of the Women’s World Cup “strengthened the global image of Germany as a cosmopolitan and family-friendly travel destination with excellent infrastructure,” making the country the “world champion of hospitality.” As the statement shows, German officials are highly conscious of their nation’s “brand,” and the effectiveness of that brand in drawing tourists. The same can be said of other nations that host major international sporting events. Think of the attention to the “new South Africa” in 2010 or the “new China” in 2008. Organizers of these events do not simply plan a schedule of competitions; they seek to present an attractiv