Market Update - 27.08.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

Dertour Travel Trend Report: Slow Travel and Solo Travel: Dertour’s latest European Travel Trend Report highlights the growing importance of Slow Travel, digital detox and solo travel. More than half of European travellers are interested in travelling more slowly, with many preferring fewer but more meaningful experiences and more time to discover local culture, nature and people. In Austria, more than 67% of respondents want to spend more time at their destination. Almost 49% of Europeans also see holidays as an opportunity to disconnect from social media and digital distractions, while nearly 30% could imagine travelling alone within the next year. In response to these trends, Dertour is expanding its solo travel portfolio with tailored tours, reduced single supplements, shared room options and selected cruise offers. Read more.

Package Holidays Remain the Most Important Booking Format: Package and modular holidays organized by tour operators have remained the most important form of holiday organization in Germany since 2023, with 49 percent of trips of at least five days booked this way in 2025. A new study commissioned by Sunny Cars for the Initiative Pauschalreise shows that travelers particularly value suitable offers, easy booking and good value for money, while flexibility and individualized options remain key areas for improvement. At the same time, package holidays are seen as offering clear advantages in planning, booking, local support and customer service, although many consumers still associate them with an outdated image and have limited knowledge of their legal protections. The Initiative Pauschalreise therefore plans to focus its upcoming “Pauschal genial” campaign on convenience, tailored offers and presenting package holidays as a modern and flexible way to travel. Read more.

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CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE

German Airports Cut 2026 Passenger Forecast: The German airport association ADV has lowered its 2026 passenger forecast for the second time, now expecting around 217 million passengers at German airports, 1.4% fewer than in 2025 and eight million below its initial estimate. From January to July, 119.4 million passengers were recorded, down 0.5% year on year and still 16% below 2019 levels. The ADV attributes the weak development to geopolitical risks, economic uncertainty and, in particular, high taxes and airport charges in Germany. According to the association, state taxes and fees for a flight to a European destination average €4,449 in Germany, compared with €2,326 across Europe, potentially discouraging airlines from expanding capacity in the German market. Read more.

Deutsche Bahn Reports High Level of Long Distance Train Disruptions: Around 8% of Deutsche Bahn’s long distance trains were cancelled fully or partially in the first half of 2026, three percentage points more than in the same period last year and the second highest level since 2019. Only 3.6% of ICE and IC services were cancelled without replacement, while many passengers were able to continue their journeys using alternative connections. Punctuality also remained low, with just 58.7% of long distance trains arriving on time. Deutsche Bahn cited factors including severe winter weather in January and heat in June, while the Greens called for stronger preventive maintenance and additional reserve trains and staff at key hubs. Read more.

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DESTINATION NEWS

DENMARK: Denmark Sees Record Tourism Growth: Denmark is experiencing record tourism demand, with around 26 million overnight stays recorded in the first half of 2026 across hotels, holiday homes and campsites. German travellers remain the country’s most important foreign visitor group, accounting for more than 7.5 million overnight stays between January and June, up slightly from 7.4 million in the same period last year. Tourism officials also report a recovery in visitors from Norway and Sweden, while arrivals from the US are increasing. Bookings for July were up compared with 2025, largely driven by a 12% increase among German travellers due to earlier summer holidays in several German states. This shift is also expected to affect August bookings, which could decline as a result. Read more.

HAWAII: Hawaii unveils tourism action plan to address pressure on local communities: Hawaii’s tourism authority has presented an action plan for 2026 to 2028 aimed at addressing the growing pressure tourism places on local communities. Traffic, limited parking and high visitor numbers are among the main challenges, with a comprehensive study planned to identify suitable solutions. Measures under consideration include access restrictions, shuttle services, improved parking management, investments in road safety and better signage. The plan includes island specific approaches tailored to local challenges and tourism hotspots. Lanai is currently the only island not significantly affected by tourism pressure, although preventive measures are also planned there. The final measures will be determined once the study has been completed. Read more.

THAILAND: Thailand Faces Growing Challenges in Tourism: After decades of strong international growth, Thailand’s tourism sector is struggling to return to its pre-pandemic record levels. The country has lowered its 2026 forecast to 30–34 million international arrivals, with security concerns in the important Chinese market, rising travel costs and stronger regional competitors weighing on demand. Safety incidents involving Chinese visitors have damaged confidence, while higher fuel prices linked to the conflict in the Middle East have pushed up airfares and reduced capacity. At the same time, destinations such as Vietnam and Japan are gaining ground through competitive pricing and stronger marketing. Thailand is therefore shifting its strategy from maximizing visitor numbers toward attracting higher-spending travelers from markets such as Germany, the UK and the US, while strengthening security measures and diversifying its tourism base. Read more.

BRAZIL: Brazil sees tourism boom driven by more flights: Brazil is seeing strong growth from the German market, with arrivals increasing by 16.7% between January and July 2026. Germany was the country’s eighth largest source market and the third largest European market. Around 25% of German visitors travelled beyond the São Paulo and Rio de Janeiro route, with northeastern destinations such as Ceará, Bahia and Pernambuco gaining popularity. The growth is supported by a significant expansion in air connections, with 1,217 flights and more than 424,000 seats between Germany and Brazil planned for 2026, representing increases of 22.4% and 18% respectively. Read more.

BARBUDA: Barbuda aims to grow tourism sustainably: Barbuda is expanding its tourism infrastructure with a new international airport, new hotels and major investment projects, while maintaining a strong focus on low density, environmental protection and local benefits. The new Nobu Beach Inn will feature 17 villas and 25 residences across a large coastal site, while Rosewood plans 50 suites and residences for 2028. The Barbuda Ocean Club is expected to create around 800 jobs in 2026, more than 80 percent of them for locals, alongside measures to protect wetlands, mangroves and wildlife. Read more.

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