Home » European Travel News » Germany Joins Spain, Italy, Greece and France as Leading Summer Holiday Destination: You Need to Know
Published on
August 16, 2025
Germany is now among the top summer holiday destinations. It is alongside Spain, Italy, Greece, and France. Germany is gaining attention due to several reasons. These include the country’s rich cultural heritage, diverse landscapes, and Germany’s world-renowned cities which cater to every type of traveler. Germany’s safety and infrastructure appeal to families and solo travelers. Competitive pricing and attractive travel packages make vacations affordable. Also, visitors are looking for longer vacations with better experiences. These are factors Germany’s hospitality sector is fully able to accommodate. These reasons emphasize Germany’s reputation as a need-visit location for summer travelers from across Europe.
Following the rocky beginning of 2025 which included geopolitical conflicts and trade disagreements impacting consumer spending in numerous important markets, the tourism industry in Germany is visibly recovering. Recent studies performed by foreign research centers, alongside data gathered by the Germany National Tourist Board (GNTB), suggest the willingness of prospective travelers to visit in the second half of the year has significantly increased.
International Overnight Stays and Market Trends
According to the Federal Statistical Office, international overnight stays in Germany totaled 7.6 million in June 2025, reflecting a 12.7 per cent decline compared with the same month last year. The drop is largely attributed to the UEFA European Football Championship in 2024, which had generated unusually high visitor numbers during June. Over the first six months of 2025, international visitors accounted for 36.4 million overnight stays, representing a modest 3.2 per cent decline year-on-year. When adjusting for the “EURO effect,” these figures reveal a healthy 4 per cent growth compared with the first half of 2023, indicating sustained interest in Germany as a travel destination beyond event-driven spikes.
Occupancy rates within the hotel sector mirror this pattern. MKG Consulting data highlights that June 2025 occupancy rates were 5.5 percentage points lower than in the previous year due to the absence of large-scale sporting events. Nevertheless, cumulative occupancy rates for the first half of the year averaged approximately 65 per cent, aligning closely with 2024 levels. Notably, there has been a slight shift in consumer preference towards higher-category hotels, suggesting an upward trend in visitor expectations and spending.
Air Travel and Accessibility Challenges
Air travel data further underscores the nuanced recovery of inbound tourism. Forward Keys reports a 4.2 per cent year-on-year decrease in international arrivals by air for the first half of 2025. Flight capacities remain roughly 20 per cent below pre-pandemic levels, limiting the overall growth of international arrivals. Industry experts point to structural challenges, including increased air traffic control fees and Germany’s air passenger tax, which continue to hinder the country’s competitiveness compared with other European destinations.
Positive Outlook for the Second Half of 2025
Despite these challenges, the European Travel Commission (ETC) projects a strong rebound in tourism for the remainder of 2025. Their Monitoring Sentiment for Intra-European Travel (MSIET) survey from May 2025, covering June to November, reveals that 77.2 per cent of Europeans plan to travel during the summer and autumn period. This marks a five-percentage-point increase from the previous spring survey, reflecting renewed consumer confidence and growing enthusiasm for leisure travel.
A notable trend emerging from the survey is a shift toward later summer travel. Whereas 39 per cent of respondents last year planned vacations for August or September, this year that figure has increased to 47 per cent. This shift suggests that Germany and other destinations can expect sustained visitor flows into late summer and early autumn, offering opportunities for extended tourism campaigns and seasonal promotions.
Germany Among Top European Destinations
Germany continues to hold its place among Europe’s most popular summer destinations, alongside traditional favorites such as Spain, Italy, Greece, and France. According to MSIET data, key considerations for European travelers when selecting destinations include safety, stable weather, and attractive pricing. Encouragingly, trends toward higher travel spending and slightly longer stays, which were observed in previous surveys, remain stable. This indicates that travelers are increasingly willing to invest in quality experiences, benefiting both premium hotels and cultural attractions across Germany.
Strategic Implications for the Tourism Sector
The outlook for Germany’s tourism industry in the second half of 2025 is cautiously optimistic. With strong demand from European markets and signs of resilient travel intentions, there is a clear opportunity for stakeholders to capitalize on the late-summer and autumn periods. Enhancing accessibility through improved flight capacities, competitive pricing strategies, and diversified holiday offerings could further solidify Germany’s appeal as a premier destination. At the same time, investment in higher-category accommodations and curated experiences can leverage the trend toward increased visitor spending, positioning Germany as a destination of choice for both leisure and business travelers.
To summarize, although Germany’s tourism industry faced difficulties in the opening months of 2025, more extensive market analytics as well as a rise in travel plans and changes in traveler’s interests indicate a spike in growth in the upcoming months. Germany can seamlessly reclaim its role as one of the top tourist destinations in Europe with effective strategic planning and Germany’s one-of-a-kind attractions and tourism sites.
