Market Update – 26.03.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

Global Air Travel Demand Set to More Than Double by 2050: The International Air Transport Association (IATA) has released its long-term demand forecasts (LTDP), projecting that worldwide air travel demand will more than double by 2050. In the mid-range scenario, passenger traffic measured in revenue passenger kilometers (RPK) is expected to reach 20.8 trillion, representing an average annual growth rate of 3.1 percent from 2024, when demand stood at nine trillion RPK. In a higher-growth scenario, RPK could rise to 21.9 trillion by 2050 with a 3.3 percent CAGR, while a lower-growth scenario anticipates 19.5 trillion RPK at 2.9 percent CAGR. The forecasts take into account factors such as long-term global economic growth, population trends, aviation fuel prices, the global energy transition, and planned expansions in airline capacity. This expected surge in air travel reflects strong underlying demand worldwide and the continued globalization of business, leisure, and tourism activities, offering major opportunities for economic growth, improved connectivity, and social development across regions. Read more.

MICE Industry Enters 2026 with Cautious Optimism: The German MICE industry is entering 2026 with cautious but tangible optimism, according to the new MICE Report 2026 from Event Inc Group, which draws on around 270 industry surveys and over 300,000 internal inquiry and booking records. Company budgets are stabilizing, and demand for events is rising moderately, although cost pressures for providers remain high. About 60 percent of companies maintain their event budgets, nearly one in five is investing more, and 23 percent plan more events than in the previous year, while 44 percent of hotels and event venues anticipate increasing bookings. Operating costs continue to rise for more than 90 percent of providers, with the VAT reduction on food only partially offsetting expenses. Prices for corporate Christmas parties increased by eleven percent to an average of 144 euros per person, while conference costs remained relatively stable at 201 euros. Digitalization continues to reshape event planning, with 87 percent of companies using digital processes and over a third applying artificial intelligence for communication, research, or content creation. Sustainability remains a central concern, with 77 percent of companies prioritizing it and 45 percent willing to pay up to ten percent more for greener events. Overall, the report presents a sector gradually regaining stability after challenging years, adapting to digital and sustainable trends while cautiously expanding its offerings. Read more.

Ageing Population Reshapes the Future of Tourism: Germany’s rapidly ageing population is set to fundamentally transform the tourism industry, shifting demand toward accessibility, safety, and tailored travel experiences. As the share of people aged over 67 rises significantly by 2035, older travellers will become the dominant customer group, often seeking group travel, barrier free infrastructure, medical support, and comfort rather than traditional mass tourism offerings. At the same time, the market is becoming more fragmented, with wide differences in mobility, interests, and travel behaviour even within older age groups, while younger travellers continue to prioritise flexibility, digital tools, and experience driven trips. The demographic shift is also expected to change travel patterns, with more off season travel, longer stays, and growing demand for nearby destinations, particularly in Europe. For the industry, this creates both opportunities and challenges, including the need for investment in accessible infrastructure, health related services, and year round tourism models, alongside increasing labour shortages as the workforce ages. Overall, tourism is evolving into a more complex and differentiated market shaped by demographic change, requiring providers to rethink products, services, and long term strategies. Read more.

German Travelers Shift Away from Middle East as Agencies Adapt: Travel to the Middle East has almost completely halted following the disruption of connecting flights through Gulf hubs, leaving travelers and travel agencies to navigate a new landscape. Travel agencies report mixed reactions from customers: while some cancel trips to directly affected regions such as Dubai, Qatar, the Maldives, Thailand, and Phuket, most prefer to postpone or rebook rather than cancel outright. Popular alternative destinations include Mediterranean hotspots like Greece, Mallorca, and the Canary Islands, while interest in more customized “modular” trips has risen, particularly to Japan, Madeira, Montenegro, and Albania. Cruise bookings remain steady, especially for Caribbean routes, and agencies note that flexible tariffs provide a sense of security but are not widely used. A survey of travelers shows that 28 percent are choosing Mediterranean destinations, 8 percent are looking at the Caribbean, 12 percent prefer nearby destinations without flights, and 52 percent remain undecided, reflecting ongoing uncertainty in the market. Read more.

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CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE        

Swiss Airports Record Highest Passenger Traffic Ever: In 2025 Swiss airports handled a total of 60 million arriving and departing passengers across scheduled and charter flights, setting a new record and surpassing pre-pandemic levels. This represents an increase of 2.2 million passengers or 4 percent compared with 2024. Zurich Airport remained the busiest hub with 32.5 million travelers, followed by Geneva with 17.7 million and Basel-Mulhouse with 9.6 million. About 78 percent of passengers traveled to European destinations. Aircraft movements also grew by 3 percent to 450,773 takeoffs and landings, though this remains 4 percent below 2019 figures. In contrast, air cargo volumes declined slightly, with total tons transported falling 0.4 percent from the previous year and 8 percent compared with 2019. Read more.

Düsseldorf Airport Sees Passenger and Profit Growth: In 2025 Düsseldorf Airport welcomed around 21 million passengers, marking an increase of nearly five percent compared with the previous year and a second consecutive year of growth by roughly one million travelers. Daily traffic averaged 57,600 passengers, with peak days exceeding 80,000, while flight movements rose from about 155,600 in 2024 to over 159,900. The airport also reported a significant boost in its annual surplus to around 20 million euros, alongside revenues of nearly 467 million euros, supported by investments totaling 94.6 million euros and a reduction of net liabilities by approximately 37 million euros. Key projects include the construction of a new main fire station with sustainable energy concepts, a 40,000-panel photovoltaic system, and infrastructure for sustainable fuel logistics, as well as expansions in service and terminal offerings with new lounges, retail, and dining concepts. Düsseldorf Airport continues to focus on enhancing passenger experience, sustainability, and operational efficiency, underpinned by the long-term Masterplan 2045, which envisions investments of around one billion euros. Read more.‍

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DESTINATION NEWS    

‍PORTUGAL: Hyatt Expands in Portugal with New Algarve Resort: Hyatt is strengthening its presence in Portugal with the opening of Masana Algarve, marking the debut of its Destination by Hyatt brand in the country and supporting plans to triple its room capacity by 2027. Located near Albufeira, the new resort combines apartment-style accommodation with hotel services, offering suites and villas with fully equipped kitchens alongside personalized guest experiences. The property targets couples and families seeking a blend of privacy, comfort, and curated service, complemented by restaurants, a rooftop bar, spa facilities, fitness areas, and multiple pools. Designed with natural materials inspired by the Algarve landscape, the resort reflects a growing trend toward hybrid hospitality concepts that merge residential living with high-end hotel amenities. Read more.

MALAYSIA: Malaysia’s Sabah Targets International Growth with Sustainable Tourism Strategy: Malaysia’s state of Sabah is sharpening its international tourism positioning with a stronger focus on sustainability, authentic experiences, and community involvement as demand continues to rise, particularly from Europe. Under the claim “Explore Sabah: Naturally Inspiring, Beyond Ordinary,” the destination promotes a tourism model that combines nature, culture, and adventure while supporting conservation and local participation. Visitor numbers reached around 3.8 million in 2025, including 1.5 million international arrivals, with European demand increasing by 22 percent, led by markets such as the UK, Germany, France, Italy, and Spain. Iconic attractions including Mount Kinabalu, Borneo’s rainforests, and the Kinabatangan River are complemented by new programs that connect wildlife experiences with local communities. With initiatives like Visit Sabah Year 2027 and new resort developments in the pipeline, Sabah aims to attract more high value travellers while ensuring long term sustainable growth. Read more.

SOUTH AFRICA: South Africa Sees Strong Growth from Switzerland and Germany: South Africa continues to strengthen its position as a leading long haul destination, with particularly strong growth from the DACH region. In 2025, Germany recorded 290,795 arrivals, up 14 percent year on year, maintaining its role as the third largest overseas source market outside Africa, while Switzerland reached 47,845 arrivals, an increase of 13.2 percent. These figures underline the importance of German speaking markets as a stable and growing source of demand. Overall, South Africa welcomed a record 10.5 million international visitors, reinforcing confidence in the destination’s global appeal. Through targeted campaigns, closer cooperation with the travel trade, and a focus on increasing length of stay and per capita spending, the country aims to further expand its presence in Europe and position itself as a diverse, experience driven destination with long term growth potential. Read more.

SAINT LUCIA: Saint Lucia Aims for Direct Flights and Stronger DACH Market Presence: Saint Lucia is increasingly targeting the German speaking market, aiming to boost visitor numbers beyond the current 4,000 from Germany, Austria, and Switzerland. The island is enhancing its marketing efforts with B2B webinars, fam trips for tour operators, a showcase on the island, influencer collaborations, and participation in luxury travel fairs, while also expanding hotel capacity by 20 percent over the next two years. The destination focuses on authentic local experiences, culinary offerings, activities, community engagement, and sustainability as core pillars of its tourism strategy. Improving connectivity is a priority, with potential direct flights from Zürich being explored with Edelweiss, and British Airways expanding daily direct flights from London Gatwick for the 2026/2027 winter season, adding around 51,000 seats. Community tourism remains central, ensuring local involvement and economic benefits while offering visitors unique experiences in nature, culture, and adventure. Read more.

GUATEMALA: Guatemala Gains Momentum as Emerging Destination in Central America: Guatemala is gaining traction as an emerging destination in Central America, positioning itself with a strong focus on biodiversity, culture, and history while targeting further growth in the European market. As one of the world’s megadiverse countries, it offers rich natural experiences alongside ancient Maya heritage and community based tourism. Visitor numbers reached 3.3 million in 2025, marking an increase of 11 percent, while arrivals from Germany rose to 25,400, making it the third most important European source market after Spain and France. The country is now aiming to further expand its international appeal and double tourism from Europe, although limited air connectivity remains a key challenge, with no direct flights currently available from Germany or other countries in the region. Read more.

ST. MAARTEN: St. Maarten Sees Strong Comeback of German Travellers: St. Maarten is experiencing a significant resurgence in demand from the German market, with more than 7,100 arrivals recorded in 2025, over three times as many as in the previous year and well above pre-pandemic levels. Following years of weak demand after Hurricane Irma and the pandemic, the island has now surpassed earlier records, supported by improved international connectivity and growing interest from Europe. Winter remains the peak travel season for German visitors, while overall European arrivals reached around 221,000, making Europe the second largest source market. At the same time, the Princess Juliana International Airport is strengthening its role as a regional hub, with rising passenger numbers and enhanced digital entry processes. The cruise segment is also expanding, with 1.6 million cruise passengers in 2025, further underlining the island’s recovery and growing appeal. Read more.

USA: US Inbound Travel Shows Mixed Trends in Early 2026: US inbound travel remains broadly stable at the start of 2026, with around 4.6 million overseas arrivals in January and February, down just 1.9 percent compared to a strong previous year, but underlying trends vary significantly by market. While several Asian and Latin American markets such as Brazil, Japan, Argentina, and Colombia recorded solid growth, many European markets declined, including Germany, which fell by 8.3 percent to 176,000 visitors. Despite these contrasting developments, the data remains limited in significance, as the first two months typically account for only a small share of annual arrivals. For key markets like Germany, which tend to book early, a clearer picture will only emerge with the summer season, while current booking trends and geopolitical factors make reliable forecasts difficult. Read more.

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