Tourism Industry Sees Promising Growth with Record Number of Travelers

The tourism sector in Germany is experiencing a surge in traveler enthusiasm, as recent surveys indicate a remarkable appetite for vacations among the population. Despite ongoing economic concerns, a significant portion of the German public is planning to travel this year, with approximately 75% expressing intentions to take a holiday. This figure represents an increase compared to previous years, including the period before the pandemic, according to the latest travel analysis from the Research Community for Holidays and Travel (FUR).

International destinations continue to be favored, accounting for 76% of the market share, while domestic travel has shown a slight increase, rising from 22% to 24%. Spain remains the most popular foreign destination, followed by Italy, Turkey, Greece, and Austria. Among domestic locations, Schleswig-Holstein has secured the top spot for the first time, overtaking Bavaria, Mecklenburg-Vorpommern, Lower Saxony, and Baden-Württemberg.

Last year marked a record-breaking milestone for the tourism industry, with over 56 million individuals taking vacations of at least five days. The total expenditure on holiday travel surpassed EUR90 billion, setting a new high. Although the overall number of trips rose to 68.2 million--more than in previous years--it still fell short by approximately 2.5 million compared to 2019 figures.

As the industry gears up for the upcoming International Tourism Exchange (ITB) in Berlin, the mood is expected to be optimistic, reflective of the strong performance in travel trends.

However, the President of the German Tourism Association (DTV) has issued a warning regarding the industry's profitability. He emphasized that while the number of travelers is encouraging, the actual profit margins are under pressure due to rising food and energy costs. Many businesses within the hospitality sector are struggling to maintain profitability levels seen before the pandemic, with diminished returns impacting operations.

Looking ahead, the DTV President expressed cautious optimism for 2025, yet noted the unpredictability of consumer behavior. The pandemic had led to a shift in vacation habits, with many Germans opting for domestic holidays. This shift may create a skewed perception of travel trends, as the tendency appears to be moving back towards popular Mediterranean destinations.

To enhance Germany's appeal as a tourist destination, it is suggested that cultural attractions, such as concerts and museums, be promoted more actively. The FUR conducts comprehensive annual surveys, both in-person and online, involving over 12,000 participants to capture a representative view of the population's travel intentions. The most recent survey took place in January and February, involving 7,013 respondents.