Market Update - 30.07.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

‍AI is reshaping the travel booking journey: Artificial intelligence is becoming an increasingly important part of travel planning across Europe, transforming how travelers search, compare and book their holidays. Recent studies show that Swiss travelers mainly use AI tools for inspiration, such as discovering destinations, activities and itineraries, while German travelers are already relying on AI for price comparisons, accommodation searches and booking decisions. Adoption is particularly high among younger generations, although many travelers remain cautious about trusting AI for more complex decisions. As the technology evolves, autonomous AI travel assistants, AI-optimized travel content and seamless one-click booking processes are expected to further reshape the customer journey, making travel planning faster, more personalized and increasingly automated. Read more.

Long-haul travel drives Dertour's winter bookings: After a slow start, winter bookings at Dertour, ITS and Meiers Weltreisen have gained significant momentum, with long-haul destinations now accounting for 51% of all reservations. Thailand remains the most popular destination, followed by the Indian Ocean, the Caribbean, East Africa and North America, while demand for premium experiences such as Maldives holidays and safaris continues to grow. To meet evolving traveler preferences, Dertour is expanding its winter portfolio with flexible self-guided tours, new long-haul destinations, dedicated solo travel programs and nature- and wellness-focused itineraries. The operator also reports rising interest in destinations such as Japan, Bali, southern Africa, Norway and Morocco, reflecting a growing demand for personalized and experience-driven travel. Read more.

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‍CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE

German air capacity remains below pre-pandemic levels: Air capacity in Germany is expected to remain largely stagnant during the second half of 2026, with airlines planning 137.5 million seats, just 1% more than last year and 93% of 2019 levels. While leisure carriers continue to expand and now offer significantly more capacity than before the pandemic, point-to-point and network airlines remain well below pre-crisis levels, particularly on domestic routes. Flights within Germany continue to decline, especially outside the major hubs of Frankfurt and Munich, while short-haul leisure destinations in Southern Europe are driving growth. Smaller regional airports are outperforming larger hubs, benefiting from lower operating costs and increased demand for holiday and visiting-friends-and-relatives travel. Read more.

Flight prices remain significantly above 2021 levels: Flight prices have risen sharply over the past five years, with airfares now around 68% higher than in June 2021, according to the latest Comparis Leisure Price Index. While ticket prices eased slightly in June compared to the previous month, experts expect flying to become even more expensive over the next year due to rising fuel, labor and maintenance costs, aircraft delivery delays and limited long-haul capacity. At the same time, air traffic across Europe continues to grow, supported by expanding low-cost carrier operations. The report also shows rising costs for holiday accommodation and leisure activities, reflecting continued inflation across the travel sector despite short-term price fluctuations. Read more.

Destination news

AUSTRALIA: German Market Gains Momentum in Australia: The German travel market for Australia is showing strong resilience despite recent disruptions caused by the Middle East crisis. According to Tourism Australia, Germany remains one of the country’s most important source markets, with German travellers staying longer, visiting regional areas more frequently and generating high visitor spending. While arrivals dropped temporarily in April due to travel uncertainties and disrupted flight connections, the market recorded six percent growth over the past twelve months and has recovered to 87 percent of pre-pandemic visitor levels. With improved flight capacity, renewed airline marketing activities and rising consumer confidence, Tourism Australia expects demand to continue growing. Germany remains a key focus market, supported by major campaigns and new opportunities such as extended Working Holiday visa eligibility for travellers up to 35 years old. Read more.

USA: German Travellers Seek Authentic USA Experience: A new study by the US National Travel and Tourism Office highlights the travel preferences of German visitors to the United States despite the recent decline in visitor numbers. Compared with other international markets, German travellers stand out for their wide range of activities, with a strong interest in sightseeing, national parks, museums, historic sites, small towns and cultural experiences. While shopping remains popular, theme parks are less important for German guests than for many other international visitors. The data also shows that German travellers are among the leading international visitors to US national parks, while destinations such as New York, Los Angeles and San Francisco remain key hubs for business travellers and food-focused visitors. Read more. 

JAPAN: Japan Shifts Focus from Growth to Quality Tourism: Japan recorded its first decline in international visitor numbers in five years, with 21.1 million foreign arrivals in the first half of the year, two percent fewer than the previous record period. The main reason was a sharp drop in Chinese visitors, whose numbers fell by more than half due to political tensions between Beijing and Tokyo. However, most other key markets continued to grow, including Germany, which recorded a 7.5 percent increase. At the same time, Japan is using the slowdown as an opportunity to address overtourism by introducing visitor management measures, promoting lesser known regions and focusing on higher value tourism. Despite fewer arrivals, international visitor spending increased, supporting Japan’s strategy of prioritising quality over quantity. Read more.

EDINBURGH: Edinburgh introduces tourist tax: Edinburgh has become the first city in the United Kingdom to introduce a tourist tax, applying a 5% surcharge on accommodation bookings made since October 2025 for stays from 24 July 2026 onwards. The levy, capped at five consecutive nights, is expected to generate up to £50 million annually. Collected by accommodation providers, the revenue will be invested in improving public spaces, services and tourism infrastructure, with the aim of making the Scottish capital cleaner, greener and more attractive for both residents and visitors. Read more.

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