Market Update - 23.04.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

German Travel Market Remains Stable but Evolves Toward 2035: The German leisure travel market is expected to remain robust through 2035, with over 80 percent of the population continuing to take at least one long holiday trip per year, according to a trend study by the Research Association for Vacation and Travel (FUR). Total annual volume is projected to stay stable at around 70 million trips, highlighting the resilience of demand even in times of geopolitical and economic uncertainty. While the overall market size remains steady, significant shifts are expected in travel behavior, including a growing share of travelers aged over 60, increasing participation of foreign residents living in Germany, and a gradual rise in family travel. At the same time, Mediterranean destinations, online booking channels, and package tours are forecast to gain further importance, while artificial intelligence and digital tools reshape how travelers search and decide. Despite these changes, the study emphasizes that the complexity of demand creates new opportunities for targeted marketing and professional travel consultancy. Read more.

Travel increasingly driven by mental wellbeing and digital balance: A new Amadeus study shows that mental wellbeing is becoming a key factor in travel decisions among German travelers, with half of respondents wanting to return from holidays feeling mentally balanced and one third actively seeking destinations that encourage digital disconnection. Travel is increasingly seen as a way to reduce stress, discover new perspectives and gain a stronger sense of personal independence, with calm and nature-focused environments playing a growing role in destination choice. At the same time, personalization is gaining importance, as around two thirds of German travelers expect tailored offers and services. Sustainability also strongly influences decisions, with many willing to pay more for environmentally responsible hotels. While digital tools remain essential for booking and planning, travelers increasingly prefer “digital light” experiences and a clear separation from constant connectivity. Artificial intelligence is welcomed mainly as a support tool that simplifies processes, but not as a replacement for human interaction. Read more.

Fragile travel year shapes demand shifts and last-minute opportunities: The ongoing conflict around the Persian Gulf continues to weigh heavily on the travel market, with Swiss travel agencies reporting subdued bookings and significant declines for destinations such as the UAE, Qatar, Egypt and Turkey, while Europe and selected long-haul regions like Africa and South America show more resilience or even growth. Industry experts describe the situation as highly volatile, with travellers increasingly postponing decisions and focusing on perceived safer destinations such as Spain, Portugal and Northern Europe, while airlines adjust capacity and even suspend certain routes in response to weak demand and rising costs. Despite widespread uncertainty, pricing remains mixed due to dynamic fare systems, with some destinations like Mallorca still offering competitive package deals, while higher fuel costs and geopolitical risks are expected to influence airfares in the coming weeks. At the same time, a potential easing of the conflict could trigger a late booking surge for the Eastern Mediterranean, where hotels still have capacity and are likely to release last-minute offers. Overall, the summer outlook remains unstable, but flexibility and short-term booking behaviour are expected to define the 2026 travel season. Read more.

How the 50+ Generation Travels in 2026: A new analysis by Dertour Suisse shows that travellers aged 50 and above are reshaping the travel market in 2026 with earlier bookings, higher spending and a clear focus on quality and longer stays. The 50–59 age group now books around 33 percent earlier than last year, while those aged 60–69 plan their trips roughly 180 days in advance. At the same time, travel budgets are rising, especially among the younger segment of this group, while trip durations remain stable at around 12 days on average. Travel behaviour is also shifting seasonally, with autumn becoming the most popular travel period, particularly September and October. Couples dominate travel patterns, especially among older travellers, and personal advice through travel agencies is becoming increasingly important again, particularly for the over-70s. Destination choices combine classics such as Mallorca, Crete and Egypt with growing demand for nature-focused and long-haul destinations like Finland, New Zealand and Tanzania. Overall, the study highlights a clear trend towards earlier planning, higher-quality travel experiences and a renewed appreciation for personal consultation in the booking process. Read more.

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CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE

Tourist Flights Drive Recovery Across German Airports: Air traffic in Germany continues to recover over the summer, with capacity for holiday flights almost back to pre-pandemic levels. According to the German Aviation Association BDL, airlines are offering around 115 million seats on short and medium-haul routes between April and September, reaching 99 percent of 2019 levels. Growth is driven mainly by leisure destinations, with capacity to Southern Europe exceeding pre-crisis levels and demand to North Africa and the Levant growing even more strongly. While tourist routes are booming, Germany as a whole still lags behind the European average, where capacity has already surpassed 2019 levels. Larger hubs such as Frankfurt and Munich continue to recover more slowly, whereas smaller airports benefit strongly from low-cost and point-to-point airlines, in some cases clearly exceeding pre-crisis volumes. Overall, the data shows a clear shift toward leisure travel as the main driver of airline recovery in Germany. Read more.

Kerosine Debate Divides Aviation and Tourism Sector: The debate over a potential kerosene shortage is intensifying in Germany, with the German Aviation Association BDL warning of supply risks and calling for urgent political action at EU and national level. The association points to sharply rising fuel costs and warns of possible impacts on connectivity, competitiveness and flight operations. In contrast, Economics Minister Katherina Reiche and several industry leaders, including TUI CEO Sebastian Ebel and the German Travel Association DRV, reject alarmist assessments and stress that fuel supply remains stable for the upcoming summer season. While the BDL demands measures such as releasing strategic reserves, tax relief and regulatory easing to protect airlines from further cost pressure, critics argue that the situation does not yet justify emergency intervention. Airlines and tour operators currently report no immediate shortage risks and expect the summer travel season to proceed normally, although they acknowledge that long-term price pressure could persist if geopolitical tensions continue. Read more.

Kayak Dashboard Shows Sharp Drop in Airfare Prices: A new data dashboard from travel search engine Kayak reveals a significant decline in international flight prices from Germany, with average fares falling by more than one third since the beginning of the year. Based on aggregated search data for departures within the next three months, the average price dropped from 442 euros in early January to 288 euros by the end of March. The tool also allows comparisons with the previous year and breaks down price trends by region and destination. While overall prices are trending downward, developments vary significantly depending on the destination. Some routes such as New York have become more expensive compared to last year, while others like Vienna show notable price decreases. According to Kayak, airfare fluctuations are influenced by multiple factors, including demand, seasonality and external economic conditions. The company aims to increase transparency in pricing trends and help travellers better time their bookings. Read more.

Asia Flights Cost More Without Gulf Hubs: The ongoing Middle East crisis is driving up the cost of long-haul travel to Asia, as many traditional routes via Gulf hubs become less accessible. A price analysis by Vivido shows that travelers opting to avoid stopovers in the region now face noticeably higher fares and fewer flight options. On average, long-haul trips without Gulf carriers are around 11% more expensive, with particularly sharp increases for destinations such as Bali, the Maldives and the Seychelles. In peak travel periods like August, the surcharge rises even further, adding significant costs per booking. Beyond pricing, availability is also becoming a challenge. On several routes, especially to island destinations in the Indian Ocean, there are limited alternatives with acceptable travel times. In some cases, no reasonable connections are available at all without routing through the Gulf, highlighting how strongly global aviation networks depend on these hubs. Read more.

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DESTINATION NEWS

AZORES: Azores showcase sustainable tourism growth and stronger connectivity at industry summit: The annual meeting of the Deutscher Reiseverband (DRV) on São Miguel in the Azores, Portugal highlighted how the island group is positioning itself between tourism growth and strict sustainability goals. Industry representatives and airlines such as Lufthansa Group and TAP Air Portugal emphasized improving air connectivity, while stakeholders stressed that demand from Germany is steadily increasing but still far from overtourism levels. A major focus was placed on biodiversity protection, including the EU-supported “Life Ip Azores Natura” project, which aims to restore ecosystems and manage invasive species with strong community involvement. Across panels and excursions, the message was clear: the Azores aim to grow as a destination, but only through long-term ecological responsibility and a strong local value approach. Read more.

BRAZIL: Brazil strengthens its position as a top destination with strong growth and shifting travel trends: In 2025, Brazil recorded a significant surge in international tourism, welcoming over 9.2 million visitors - an increase of 27.1% compared to the previous year - while flight capacity also expanded by 16.3%. Brazil continues to attract growing interest, with Rio de Janeiro accounting for 38% of all international bookings, followed by São Paulo, while emerging regions such as Rio Grande do Norte and Rio Grande do Sul saw especially strong growth. According to data presented by Embratur, digital interest and flight demand are increasingly shaping tourism strategies, with tools designed to convert online search behavior into real travel flows. The report also highlights 18 key trends for 2026, including the growing role of AI in travel planning, demand for authentic local experiences, and the influence of social media and audiovisual content on destination choice. Read more.

MOROCCO: Morocco is one of the most budget-friendly summer destinations: Morocco ranks as the most affordable summer destination for German travelers, with Agadir leading at an average price of €245 per person for a seven-night stay, according to weloveholidays. The result underlines the country’s growing appeal as a value-for-money destination with an expanding tourism offering. Other low-cost options are mainly found around the Mediterranean, including destinations in Greece, Spain and Italy. Overall, the data shows that travelers can find affordable options without compromising on quality, as countries like Morocco have invested heavily in tourism infrastructure in recent years. Read more.

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