Market Update - 19.03.2026

CURRENT MAJOR TOPICS WITHIN THE TOURISM INDUSTRY IN THE DACH REGION

German Holiday Spending Reaches Record High: Germans are spending more on holidays than ever before, with total expenditure on pre booked trips reaching a record 87.9 billion euros in 2025, an increase of 6.4 billion euros compared to the previous year. This marks a significant rise from 2019 levels and highlights the continued importance of travel despite economic uncertainties. Demand remains strong, with 67.7 million trips of at least five days recorded and 57.1 million Germans travelling at least once per year. Higher average spending per trip, along with additional short breaks, is driving overall market growth. Tour operators and travel agencies continue to play a key role, accounting for 49.4 percent of total travel spending, meaning roughly every second euro is still generated through organised distribution channels, ahead of direct bookings and online platforms. The tourism sector also remains a major economic force, employing around 2.9 million people and generating nearly 500 million overnight stays. Cruises continue their upward trend, with passenger numbers rising to 3.34 million, confirming their strong position within the German travel market. Read more.

Swiss Travellers Prioritize Quality Experiences and Digital Services: Switzerland remains one of the most travel-active countries in the EMEA region in 2026, with a strong focus on quality over quantity. The latest EMEA Consumer Travel Survey by Alix Partners, which included over 1,000 Swiss respondents, shows that 71% of Swiss consumers plan to spend the same or more on holidays this year, while 44% of high-income households intend to increase their travel budget, well above the European average. Travellers are opting for fewer trips but higher-quality experiences, valuing service excellence and price when choosing providers. Online travel agencies lead as the preferred booking channel at 37%, closely followed by direct bookings at 34%, and digital payments and AI-supported planning tools are rapidly gaining importance. Switzerland is at the forefront of adopting AI in travel, with 51% of travellers using AI-assisted tools in 2025, up from 38% in 2024. For travel providers, meeting these digital expectations and personalizing offerings along the customer journey has become critical. Read more.

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CURRENT TOPICS WITHIN THE TRANSPORTATION INDUSTRY IN GERMANY & EUROPE        

TUI Expands Flight Capacity to Spain and Greece: TUI is increasing its flight offering in response to strong demand, adding 68 extra flights with around 10,000 additional seats for April from five German airports to destinations in Spain and Greece. The additional services connect cities such as Hanover, Stuttgart, Düsseldorf, Frankfurt, and Munich with Mallorca, the Canary Islands, Crete, and Rhodes, giving travellers greater flexibility during a peak booking period. Spain and Greece remain the most popular destinations for summer 2026, with European trips accounting for around 75 percent of all bookings. TUI benefits from the flexibility of its own airline to quickly adjust capacity, while overall flight operations for the summer include more than 560 weekly connections and around three million seats to destinations across the Mediterranean, Canary Islands, Cape Verde, and the Red Sea. Given the strong booking momentum, early reservations are recommended as demand continues to rise. Read more.

Eurowings Extends Dubai Flight Suspension Until June: Eurowings has extended its suspension of flights to Dubai and Abu Dhabi until the end of June, going significantly beyond the timeline announced by other airlines in the Lufthansa Group, which had initially planned to resume services by late March. The move comes amid ongoing geopolitical tensions in the Middle East and major disruptions to air traffic, but also reflects expectations of continued weak demand for Gulf destinations. While flights to other regional destinations such as Tel Aviv, Beirut, Erbil, and Amman are set to resume earlier, the prolonged pause for Dubai suggests concerns about booking reluctance, particularly for the summer months. The decision also allows the airline to redeploy aircraft to more profitable routes at a time when capacity remains limited. Originally, Eurowings had planned a major expansion of its Dubai services from several German airports, highlighting how significantly market conditions have shifted. Read more.

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DESTINATION NEWS        

THAILAND: Thailand Focuses on Wellness and Nature Experiences: Thailand is refining its tourism strategy by shifting towards high quality travel experiences, sustainability, and longer stays after welcoming around 33 million international visitors and generating 41 billion euros in tourism revenue in 2025. The long haul segment continues to grow strongly, surpassing ten million arrivals for the first time, with Germany remaining one of the key European source markets at around 966,000 visitors. With more than half of European travellers visiting for the first time, Thailand aims not only to increase visitor numbers but also to enhance the economic and social value of tourism. The new campaign “Healing is the New Luxury” reflects changing traveller priorities, focusing on wellbeing, nature, and cultural connection rather than traditional luxury. Destinations across the country are highlighting wellness, local experiences, and regional cuisine, while festivals and events are being expanded to attract visitors year round. Sustainability remains a core pillar, with initiatives promoting regenerative tourism and more climate conscious travel. Read more.

BULGARIA: Bulgaria Sees Growth but Needs More Flights: Bulgaria continues to attract more international visitors, with foreign arrivals rising by 9.8 percent in 2025 and overnight stays reaching 28.8 million, while Germany remains a key source market with 405,000 visitors. Demand from Germany is strong again for 2026, but limited flight capacity could slow growth, following the end of key airline partnerships and only modest increases from other carriers. Despite this, the tourism ministry remains optimistic and is already working to secure additional flight capacity for 2027, as improved connectivity has proven to directly boost arrivals and revenue. Along the Black Sea coast, investments in new hotels and renovated resorts are enhancing the destination’s appeal, while Bulgaria is also expanding its offer beyond beach tourism to include active holidays, spa and wellness, and off season travel. Major events such as hosting stages of the Giro d’Italia in Sofia are expected to further raise the country’s international profile. Read more.

KAZAKHSTAN: Kazakhstan Moves into Focus for German Tourism: Kazakhstan is stepping up efforts to position itself in the German travel market, with a new agreement signed at ITB Berlin between the country’s Ministry of Tourism and Sport and the German Travel Association to strengthen cooperation. A key element of this partnership is the planned Destination Forum in 2026, aimed at increasing awareness among travel professionals and showcasing the country’s tourism potential. Central Asia is gaining attention among international travellers, and Kazakhstan stands out with its diverse landscapes ranging from steppes and deserts to mountains and lakes, as well as its blend of tradition and modernity. Interest from Germany is already growing, with more than 95,000 German visitors recorded in 2025, making it the country’s most important European source market. With targeted initiatives and closer industry collaboration, Kazakhstan aims to further establish itself as an emerging destination combining nature, culture, and urban experiences. Read more.

BARBADOS: Barbados Expands Air Connectivity for European Travellers: Barbados is improving its accessibility for European travellers with new and expanded flight connections, addressing a long standing challenge in the Caribbean. A new Aer Lingus route from Dublin, operating through the winter season until the end of May, strengthens access from Central Europe, including connections to German airports. Additional options include a weekly Condor flight from Frankfurt and connections via Amsterdam with KLM, making the island increasingly reachable from across Europe. These improvements are already supporting demand, with around 9000 visitors from the DACH region in 2025 and strong growth from Germany, which remains the most important Central European source market. Barbados also hopes to benefit from year round cruise calls by MSC Cruises, which could further support air connectivity and help attract more European visitors in the future. Read more.

INDIA: India Strengthens Its Position in Global Tourism: India is expanding its tourism sector with a focus on infrastructure, digital innovation, and sustainable travel, aiming to attract more international visitors. At ITB Berlin, Tourism Minister Gajendra Singh Shekhawat ներկայաց the country’s strategy to boost inbound tourism and deepen partnerships with the European travel industry. In 2025, India recorded around 20 million international arrivals, while domestic travel reached 4.13 billion trips, highlighting the market’s scale and growth potential. Germany remains an important source market with around 260,000 visitors, ranking among the top ten. Significant investments in infrastructure have increased the number of operational airports to 159, alongside improved road, rail, and high speed train connections. At the same time, India is advancing digital solutions such as AI driven travel services and smart mobility to enhance the visitor experience. With its diverse cultural heritage, natural landscapes, and growing focus on ecotourism and community based travel, India is positioning itself as a dynamic and sustainable global destination. Read more.

SAINT LUCIA: Saint Lucia Expands Its Global Tourism Ambitions: Saint Lucia is strengthening its position in the global tourism market by focusing on high value experiences, diverse offerings, and sustainable growth rather than pure visitor numbers. The island welcomed around 435,000 visitors in 2025, while tourism revenues reached a record high, underlining its strategy of quality over quantity. The United States remains the dominant source market, but the D A CH region shows growth potential, currently ranking sixth with around 4,000 visitors. To support future demand, hotel capacity is set to increase by 20 percent over the next two years, alongside targeted marketing initiatives to raise visibility in Europe. The destination highlights its unique mix of beaches, wellness, culture, and authentic local experiences, while sustainability is positioned as a core principle rather than a trend. However, limited direct air connectivity from Germany remains a challenge, with the tourism authority actively working to secure new flight options to support further growth. Read more.

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