No matter whether it's hype or reality, these "next" titles get cities into headlines, conversations, and Instagram feeds further fueling their recognition and desirability.
Rather than push tourists away, Germany's complicated history - and more recent revitalization - is what draws them in. It's the tourism board's challenge to make sure Berlin and Munich aren't the only places that benefit.
Soho House is hiding on a bit of a high this year with new openings and refurbishments helped along by a cash infusion by billionaire/man-about-town Ron Burkle.