Monday, July 7, 2025

Germany has cemented its position as Europe’s top outbound traveling nation, and there has been an increased desire for longer, deeper holidays. German travel behavior has experienced some significant changes coming out of the COVID-19 pandemic, as travelers expect quality, versatility, and environmental stewardship in their experiences. Figures indicate that the German overseas tourism market has recovered robustly, with increased spending and extended overseas stays, indicating a shift in the country’s traveling behavior.

In 2023, there were approximately 65 million resident holiday visits lasting at least five nights, and 78% included time abroad. Those figures are similar to pre-pandemic levels and reflect German resilience as one of Europe’s strongest drivers of tourism. Germans typically spent 13.1 days on holiday visits, which was 12.6 days in 2022 and 12.4 days in 2019. This rising figure demonstrates a clear shift towards longer and deeper travel experiences as Germans increasingly embrace holiday time with substance.

During this trend, German spending during holidays reached an all-time high €86.9 billion in 2023, which was up by €6.8 billion when compared with the previous year. This increased expenditure indicates a rising German desire for greater spending in their vacation experiences, either in longer periods, better accommodations, or value-adding activities.

Destination Outlook: Europe and Beyond

Whereas Europe remains the favorite destination for German holidaymakers, which it still represents for 57% of all German outgoing trips, there has been growing long-haul traffic. Long-distance destinations received 9.3% of German trips in 2023, which represents a 3.3-point increase in comparison with 2022. Developing nations have especially gained in popularity, which has been topped by Turkey with 5.58 million visits in 2022, 11.8% higher in comparison with 2019. Further favorite holiday spots in Africa, Asia, and Latin America—like Egypt, Mexico, Tunisia, and South Africa—keep registering robust but somewhat diminished visitor traffic.

With longer visits growing in popularity in Germany, its outgoing market goes beyond geographic distance and into broader cultural and territorial affiliation. Germans increasingly require destinations that have the depth of history and adventure in conjunction with authenticity, and which also promote Sustainability projects aligned with their philosophy.

Who They Trust and How They Book

The Germans are loyal to old-style travel organizers, and they greatly depend on tour agents that are constrained by stringent package-travel regulations. There are 2,300-plus tour operators and 9,000-plus travel agencies in the German travel market, and they are controlled by the likes of TUI and DER Touristik. But what has greatly transformed the booking process is the emergence of online travel agencies (OTAs). In 2023, they controlled 51.3% of all bookings, and in-person bookings, although still dominant, controlled 37.2% of the market.

Digital adoption remains through the roof as Germans increasingly take to online booking tools, and though the pandemic compressed the booking-to-travel horizon, demand for forward booking persists. This ongoing faith in managed travel mirrors a larger German tourism trend in which tourists opt for the best of both worlds between expert-guided and do-it-yourself travel.

Sustainability and Quality Travel

Sustainability has gained significant value for German travelers, and now they increasingly demand environmentally friendly action when traveling. In 2023, 59.6% of German travelers cited quality and comfort as key decision drivers in selecting destinations and traveling experiences. With such priorities in place, the German National Tourist Board (GNTB) has significantly emphasized sustainability and ensured that its promotional efforts back federal sustainability goals.

Germany’s tourism bodies are positioning the country as a sustainable, inclusive destination. The GNTB is making strides to modernize the sector, leveraging advanced technologies such as artificial intelligence (AI) and immersive experiences to enhance the travel journey. This shift towards sustainability is reflected in Germany’s growing reputation as a destination for eco-conscious travelers who want to enjoy nature while minimizing their environmental impact.

Domestic Tourism
Keeping It Strong at Home. While outbound tourism sees significant growth, domestic tourism within Germany also remains robust. In 2024, the Federal Statistical Office reported an all-time high of 496.1 million overnight stays, a 1.9% increase from the previous year. Foreign guest nights increased by 5.4%, signaling that Germany remains a popular destination for international visitors as well. This vibrant domestic tourism market complements the outbound trends, reflecting a balanced and resilient tourism landscape in the country.

A Digital Future for German Travel

The tech-savviness of German travelers is evident in the continued rise of digital bookings. In 2023, online bookings surpassed 50% of all travel purchases, overtaking both in-person and phone bookings. The GNTB’s investments in digital infrastructure, from AI-driven platforms to open-data tourism knowledge systems, ensure that German tourists have access to seamless, intelligent travel experiences that cater to their growing expectations.

For the modern German traveler, technology is key—whether it’s booking a flight, exploring new destinations, or learning about local attractions. These technological advancements, coupled with the rising interest in sustainability, are helping shape the future of German tourism.

A Touch of Individuality Behind the Trends

Behind the statistics are actual travelers—families savoring a well-deserved holiday, first-time adventurers traveling into new regions, and repeat explorers seeking increased harmony with the world. Such tourists seek meaning, comfort, and experiences in sync with their principles. Whether it’s the young couple traveling to Southeast Asia or the grandparents booking an inter-European rail journey, German travel behavior shift signals a yearning for a sense of purpose, belonging, and sustainability.

Looking Ahead

German Tourism in the Future With the post-pandemic world settling into a new pace, Germany’s tourism industry is in the midst of evolution. Extended visits, larger budgets, and value-driven tourism are altering the way people travel. German tourism in the future represents something greater than statistics; it’s about values, quality, and connection. As the GNTB continues to lead the charge in the country’s digital and sustainable tourism, Germany becomes both the future of German outbound tourism and the destination of choice for travelers wanting a deeper, more conscious travel experience.

(Source: Federal Statistical Office, German National Tourist Board, TGM Research, CBI, World Travel & Tourism Council, German Ministry of Tourism.)

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Tags: berlin, DER Touristik, digital bookings Germany, Europe, European tourism, Frankfurt, German Travel Trends, German vacation habits, germany, germany tourism, Hamburg, long-haul travel, Munich, outbound travel Germany, sustainable travel, TUI