Munich earns low six figures from 450 Oktoberfest influencer licences

Munich collected revenue in the low six figures after issuing about 450 licences for influencer posts from the 2026 Oktoberfest, BR24 reported. The city introduced the licences this year for people making money from content about the festival.

About 150 licences had been requested shortly before the festival began. Around 450 had been issued by the day after it ended, and the final count is still being compiled. The city says licences applied for after it discovers unauthorised posts cost more.

The fees for individual licences and the income influencers make from their posts have not been disclosed. Munich’s Department of Labour and Economic Affairs said fees are based on revenue generated by a post, with the calculation also depending on factors such as audience reach and how a platform is monetised. A small-earnings threshold also applies.

The city plans to use the licence revenue to protect the Oktoberfest brand. The terms “Wiesn” and “Oktoberfest” are registered city trademarks and cannot be used for advertising without permission.

The new licensing system prompted debate among influencers, but restrictions on advertising at the festival grounds are not new. Commercial filming and photo shoots have also long required approval. This year, CH Marketing and Medien GmbH, the company of influencer Cathy Hummels, paid for a licence for her festival stroll, which also covered her guests.

The 2026 festival drew an estimated 7.4 million visitors, the highest attendance since the first Oktoberfest in 1810, according to the city.