Thuringia revives controversial slogan despite its dark Nazi-era past
Thuringia is bringing back its old tourism slogan, The Green Heart of Germany. The decision follows a market study showing strong local support for the phrase. But the revival has also sparked debate over its historical ties.
The slogan dates back to 1896, when writer August Trinius first used it in a collection of essays. His 1910 bestseller, The Green Heart of Germany: A Journey Through the Thuringian Forest, made the phrase widely known. Historians note that Trinius held radically nationalist views, which shaped his portrayal of the region.
During the Nazi era, the slogan appeared in propaganda to promote Thuringia. This legacy has led to criticism today. Jens-Christian Wagner, head of the Buchenwald and Mittelbau-Dora Memorials Foundation, called the phrase historically tainted. Matthias Spaetgens, a creative director at Scholz & Friends, warned that the current political climate in Thuringia makes its use risky.
Despite the controversy, the state government plans to move forward. A recent survey found 86 percent of Thuringians view the slogan positively. Officials will now open a tender for a new advertising campaign centred on the revived tagline.
The slogan’s return highlights a divide between local pride and historical concerns. The state will proceed with the campaign, but its reception beyond Thuringia remains uncertain. The tender process for the advertising push is expected to begin soon.
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