Market Update - 09.04.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

Private Tours Drive Growth in Study and Experiential Travel: Private and tailor made tours are emerging as a key growth segment for study and experiential travel providers, with increasing demand for customized itineraries and more exclusive travel experiences. Companies such as Gebeco, Ikarus Tours, and Diamir report strong interest in individually designed trips, self drive tours, and guided round trips with expert support, while brands like Marco Polo by Studiosus offer personalized journeys across more than 90 destinations. The focus is shifting from luxury in terms of high end hotels to flexibility, with travelers prioritizing individually planned routes, travel periods, and activities. At the same time, the target group is gradually becoming younger, as more value driven travelers seek authentic experiences, sustainability, and lesser known destinations. Trends such as slow travel, rail journeys, and nature based experiences are gaining importance, reflecting changing expectations among both younger travelers and active older customers who demand higher quality and detailed planning. Read more.

Iran war reshaping travel demand and increasing pressure on the global tourism industry: The ongoing conflict in the Middle East is leaving deep marks on the tourism sector, both emotionally and economically, as industry leaders report growing customer uncertainty, rising operational costs and significant shifts in travel patterns. Demand for destinations in and around the region has largely collapsed, while disrupted flight routes and missing hub connections are affecting long-haul travel beyond the immediate conflict zone. At the same time, uncertainty is spreading to other destinations, leading many travellers to delay bookings, opt for flexible tariffs or prefer rebooking instead of cancelling altogether. Higher energy prices are further driving up travel costs, putting pressure on consumer budgets and contributing to shorter trips, fewer additional holidays and more price-sensitive behaviour. Despite the challenging environment, some regions such as Europe, parts of Africa and selected destinations in Asia are benefiting from redirected demand, while cruise and flexible travel formats show resilience. Many companies still expect a recovery once the geopolitical situation stabilises, but limited planning security, capacity constraints and ongoing volatility continue to shape a fragile and highly dynamic market environment. Read more.

Rising energy costs hit tourism: Rising energy prices and concerns about fuel shortages are increasingly impacting the tourism industry, with growing signs that consumers are already adjusting their travel behaviour. In Germany, a recent survey shows that around a quarter of travellers have reconsidered their Easter holiday plans due to the ongoing crisis, with some changing destinations or routes and others cancelling trips altogether. Higher transport costs are the main driver, leading many to look for cheaper alternatives, shorten trips or even consider skipping travel entirely, while long haul travel appears particularly affected as travellers shift towards closer destinations in Europe. At the same time, calls from EU policymakers to reduce travel in order to save fuel have intensified the debate, highlighting Europe’s strong dependence on energy imports and raising concerns across the industry. Tourism representatives warn that broad appeals to cut travel could have serious economic consequences, arguing that the sector supports millions of jobs and plays a key role in economic stability, and that efficiency measures and technological innovation would be more effective than limiting mobility. As costs rise and uncertainty persists, the sector faces a delicate balance between sustainability, affordability and maintaining demand in an increasingly volatile environment. Read more.

AI Slowly Gains Ground in Travel Planning but Adoption Remains Limited: The use of artificial intelligence in travel planning is growing but remains far from mainstream, according to a survey by Evaneos and YouGov. While around one in four respondents has already used AI tools or chatbots for trip planning, 75 percent have never done so, with particularly low adoption among older age groups. Even among younger travelers, usage remains cautious despite high digital affinity. Although 36 percent can imagine using AI in the future, skepticism persists, especially regarding reliability, data protection, and lack of accountability. At the same time, those who have used AI recognize clear benefits, including time savings, reduced planning effort, and lower stress levels, with tools mainly used for research, inspiration, and itinerary planning rather than full trip organization. Many travelers still prefer human expertise for complex or sensitive travel decisions, highlighting that AI is currently seen as a supportive tool rather than a replacement for personal advice. Overall, AI is becoming an increasingly relevant part of the travel planning process, but human interaction continues to play a central role. Read more.

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CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE

Munich Airport Sees Strong Passenger Growth and Record Revenue: Munich Airport achieved a strong financial performance in 2025, posting a profit of €169 million, an increase of €105 million compared with the previous year, while revenue reached a new record of €1.76 billion. Operational results also improved, with EBIT rising from €195 million to €219 million, and the financial result, though still negative at €72 million, showed a notable improvement from the previous year. The airport handled 43.4 million passengers, 1.8 million more than in 2024, marking a 4.4 percent increase, while flight movements also rose by 3.1 percent to over 337,000 take-offs and landings. Growth was driven primarily by European and Mediterranean routes, which increased by around four percent, alongside a nearly nine percent rise in long-haul traffic. Munich Airport now connects 232 destinations worldwide and is regularly served by 96 airlines, underlining its growing global significance, the resilience of air travel demand, and its expanding role as a key hub for both leisure and business travelers. Read more.

Lufthansa Adjusts Summer 2026 Flight Schedule Amid Changing Demand: The Lufthansa Group is planning around 1,600 additional flights for summer 2026 in response to shifting demand and capacity adjustments linked to the crisis in the Middle East. In the intercontinental segment, Lufthansa is expanding connections to India, adding two weekly flights from Frankfurt to Chennai, two more to Delhi, and one to Hyderabad, while Munich will see an additional weekly service to Bangalore. Swiss is also increasing its India flights, adding seven weekly connections to Delhi. Within Europe, Lufthansa will operate roughly 540 extra flights from Frankfurt and Munich between April and October 2026, focusing on popular southern destinations as well as selected northern routes, with particular growth on the Iberian Peninsula, Greece, and Italy. Group airlines are also increasing capacity: Austrian Airlines plans 700 additional flights from Vienna, Swiss more than 100 from Zurich, and Brussels Airlines around 170 from Brussels. The expanded schedule is made possible by reallocating resources from reduced Middle East operations, while rising fuel costs have affected ticket pricing and influenced passenger demand. Despite these challenges, the group reports that travel interest remains strong, and airlines are preparing flexible measures such as cutting unprofitable routes or retiring older aircraft earlier to adapt to ongoing market developments. Read more.

Condor Expands City Network with New London Route: Condor has added a new daily connection between Frankfurt and London Gatwick, operating three times per day to meet the needs of both business travelers and city-break tourists. Flights are operated with Airbus A320 aircraft featuring 180 seats in a 3-3 configuration across Business and Economy Class, and the airline works with partner carriers to provide smooth connections. The new route not only makes short trips and day travel to London more convenient but also strengthens Condor’s feeder role for long-haul flights to Africa and Asia. London, as one of Europe’s major financial and business hubs, benefits from improved accessibility for corporate travelers, while leisure travelers can enjoy schedules optimized for weekend breaks or short city stays. With the introduction of this route, Condor continues to expand its city network, and from May, additional connections to Barcelona, Budapest, and Venice will further enhance the offering, bringing the total number of city destinations in the Condor network to 13. This expansion reflects the airline’s ongoing strategy to strengthen its urban travel portfolio and meet growing demand from both European business and leisure markets. Read more.

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DESTINATION NEWS    

GREECE: Mitsis Hotels Invests Billions to Expand and Upgrade Portfolio: The Greek family-owned Mitsis Hotels Group, operating 24 properties, is pursuing an ambitious growth and modernization strategy. CEO Stavros Mitsis said that the company plans to double its portfolio over the next decade, investing 1.5 billion euros in renovations and new builds. The group focuses on key markets such as Germany and the UK, while also targeting emerging markets in Asia and the US. Expansion includes established destinations like Rhodes, Crete, Kos, and the Cyclades, as well as underdeveloped areas on the mainland and western Peloponnese. Major projects include a 100-million-euro renovation of the historic Mitsis Grand Hotel in Rhodes City, reopening in 2027, and converting the Schliemann-Mela Mansion in Athens into a luxury hotel. The new mid-market brand “Canvas by Mitsis” covers six four-star hotels, while premium properties are grouped under “Mitsis Selection.” Mitsis Hotels also invests in sustainability, including solar energy, reflecting its environmental commitment. Overall, the group aims to lead Greek hospitality through luxury, modernization, and expansion. Read more.

AFRICA: New Social Media Campaign Repositions Africa for Tourism: Voice4Africa is launching a global social media initiative in mid-April to reshape perceptions of Africa in international tourism. The #AfricaNow campaign combines data-driven insights, emotional storytelling, and purpose-driven travel to highlight the continent’s diversity, innovation, and meaningful experiences beyond outdated clichés. Hanna Kleber, founder of Voice4Africa, emphasizes that the campaign aims to showcase authentic encounters, positive developments, and the rich cultural and natural offerings of African destinations. The initiative centers on five key pillars: joy and well-being through community and shared experiences; peace and stability, highlighting safer regions based on the 2025 Global Peace Index; Ubuntu, the philosophy of human connectedness, emphasizing cultural and community-based tourism; sustainability and travel with impact, promoting conservation and support for local communities; and nature and exclusivity, offering expansive, tranquil, and immersive experiences. Through #AfricaNow, the campaign seeks to present Africa as a destination for authentic, purposeful, and high-quality travel. Read more.

CROATIA: Croatia Generates 15 Billion Euros from Tourism in 2025: Croatia’s tourism sector brought in approximately 15 billion euros in 2025, marking a two percent increase compared to the previous year, equivalent to 292.5 million euros. Despite global uncertainties and economic challenges, the country maintained steady growth, driven largely by the popularity of the Adriatic coast. Tourists are increasingly making last-minute decisions, often booking only one to two weeks in advance, highlighting the importance of Croatia’s competitiveness in the international market, according to Tourism and Sports Minister Tonči Glavina. Short-term rental platforms such as Airbnb, Booking, and Expedia also reflect the trend: between October and December 2025, travelers in the EU booked 172.3 million nights in short-term accommodations, with 27.7 million of these stays taking place along the Croatian Adriatic, underlining the country’s strong position in this fast-growing segment. Read more.

TURKEY: Turkey Tourism Shows Signs of Recovery After Conflict Impact: Tourism to Turkey has been significantly affected by the recent Middle East conflict, but industry experts are cautiously optimistic following a temporary ceasefire between the United States and Iran. According to leading voices from companies such as Bentour Reisen and Schmetterling International, booking demand dropped sharply after the outbreak of the crisis, although many travelers postponed rather than canceled their trips. Alternative destinations were unable to fully compensate for the decline, and new bookings slowed considerably, even as cancellations remained relatively limited. With early signs of stabilization, the sector is now focusing on rebuilding demand through targeted marketing and attractive pricing, while maintaining product quality. Industry representatives believe Turkey could benefit in the medium term, as travelers shift away from Gulf destinations toward perceived safer and high-quality alternatives. However, recovery will depend heavily on geopolitical developments, and active sales efforts by tour operators and travel agencies will be crucial to regain momentum. Read more.

CHINA: Hong Kong Tourism Booms with Greater Bay Area Driving Growth: Tourism to Hong Kong is experiencing strong growth, supported by rising visitor numbers and the increasing appeal of the Greater Bay Area as a combined travel destination. According to the Hong Kong Tourism Board, arrivals from Germany rose by more than 17 percent in 2025 to 194,000, with even stronger momentum in early 2026, driven in part by improved nonstop flight connections such as those offered by Cathay Pacific. While most travelers still visit Hong Kong as part of a stopover, many increasingly combine it with destinations across southern China, including Shenzhen, Guangzhou, and Macau, benefiting from visa free travel and strong infrastructure links such as high speed rail and the Hong Kong Zhuhai Macau Bridge. Beyond connectivity, Hong Kong continues to position itself as a diverse destination offering urban culture, nature, and culinary experiences, from major art events like Art Basel to emerging creative districts and a globally renowned food scene. Overall, the integration with the Greater Bay Area is acting as a key growth engine, reinforcing Hong Kong’s role as both a gateway and a destination in its own right. Read more.

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