Lüneburg is blooming: 20 years of 'Red Roses' attract tourists!

Lüneburg is blooming: 20 years of 'Red Roses' attract tourists!

The picturesque town of Lüneburg, known for its history and romantic old town, owes a considerable part of its tourist success to the popular telenovela “Rote Rosen”. Since 2006, the series has not only been drawing viewers into the living rooms, but also numerous tourists into the city. There is a lot to discover somewhere between old brick buildings and colorful roses, and the locals, who have experienced a real rush of tourists over the last two decades, are also feeling this.

As stern.de reports, around 30 percent of day tourists come to Lüneburg specifically because of the telenovela. Around seven million visitors travel to the city every year, and a considerable number of them – around 150,000 – even stay overnight, often because of a great passion for the “roses”. One of the loyal fans is Claudia Speit from Paderborn, who has specially booked a thematic tour through the city.

A symbiosis of film and city

The relationship between the city and the series could be described as “symbiotic,” as producer Emmo Lempert aptly puts it. Lüneburg is portrayed in the series as one of the most charming filming locations in Germany. Not only the town hall, the Old Crane and the winding streets are shown, but also the atmosphere of the city, which is made even more lively by the filming. Mayor Ulrich Mädge (SPD) highlights how “Red Roses” makes the city present in German living rooms – a real showcase for Lüneburg.

The production team is currently filming the 24th season and filming is planned until at least the beginning of 2027. It's a continuous process that revitalizes not only the fans of the series, but also the city itself. As filming progresses, diversions and closures are often the order of the day. However, the people of Lüneburg show great understanding and support film production with a good hand.

Sustainability as a goal

With a market share of around ten percent and a viewership of around one million, the series is in high demand, but at the same time those making it have to face the challenges of the times. In order to attract younger viewers, the production plans to make the series more modern.

The economic aspects of the series are of considerable value: each episode costs around 80,000 euros, with a third of this sum remaining in the region. Not only does the city benefit from the glamor of the telenovela - local companies can also do good business. As the official Lüneburg website reveals, There has been an official photo point on the Brausebrücke since summer 2023, which is very popular with tourists.

Overall, it shows that “Rote Rosen” is much more than just a simple telenovela. The series acts like a magnet for tourists and plays a crucial role in marketing Lüneburg. The city proves to be one of the most romantic settings in Germany and remains a popular stop for visitors who want to experience the magic of the “roses” up close.