German Travel Association on trends in the German tourism industry in 2025 – ITB Berlin

At ITB 2025, the German Travel Association will provide comprehensive insight into current developments in the travel industry. The German Travel Association (DRV) represents the interests of over 3,000 companies in the industry and advocates for tour operators, travel agencies, and service providers. The trade fair shows a clear recovery in the tourism market: Germans' desire to travel remains unbroken, and new trends and destinations are gaining in importance.

The role of the German Travel Association at ITB

The DRV uses the ITB as a central platform to represent the interests of the German travel industry in politics and the public sphere. The association advocates for stable framework conditions and brings the concerns of the industry directly into the political decision-making process. This function is particularly important in economically challenging times.

Germans' desire to travel continues to grow

Following the slump caused by the pandemic, the industry is experiencing strong growth. Travel spending reached record levels in 2024, and the upward trend is set to continue in 2025. Demand for vacation travel is significantly higher than in the previous year. Germans are planning their trips well in advance and increasingly opting for tried-and-tested vacation destinations.

The Mediterranean as the most popular travel destination

The beaches of southern Europe remain very popular with German vacationers. Spain, Turkey, and Greece are among the most sought-after destinations. Demand for classic beach destinations is particularly high in the summer. At the same time, cruises are making a strong comeback and have already surpassed pre-coronavirus passenger numbers.

Long-haul travel and new trend destinations

In addition to established destinations, long-haul travel is gaining in importance. Popular destinations include the Maldives and other exotic locations. Albania, the partner country of ITB 2025, is also becoming more popular with German holidaymakers. With growth of 36%, the Mediterranean country is one of the up-and-coming destinations of the year.

German Travel Association DRV as a strong voice for the industry

With over 3,000 member companies, the DRV is the most important representative of the German tourism industry. From travel agencies to airlines to cruise lines, the association unites the entire industry under the motto “All destinations – one voice.” Although the travel group TUI left in 2025, the DRV remains a central authority for the German tourism industry and is committed to ensuring reliable framework conditions. In addition to political initiatives, the further development of service offerings also plays an important role in securing the long-term competitiveness of the industry.

What are the responsibilities of the German Travel Association (DRV)?

The German Travel Association (DRV) performs a wide range of tasks as the representative body for the German travel industry. The following core areas show the functions that the association fulfills in particular:

Representing interests in politics

• Commitment to economically stable conditions for the tourism industry
• Direct exchange with the federal government and political decision-makers
• Representation of travel companies at national and European level
• Industry representation and networking

Pooling the interests of tour operators, travel agencies, and service providers

• Platform for exchange and cooperation within the industry
• Organization of trade events and industry meetings
• Market analysis and tourism research

Provision of up-to-date data and analyses on market developments

• Identification of travel trends and economic developments
• Forecasts and assessments on the future of the tourism industry
• Quality standards and consumer interests

Development of standards for service, quality, and safety in the travel sector

• Promotion of sustainable tourism and environmentally friendly travel offers
• Support in legal and economic issues relating to the travel industry
• Crisis management and safety

Support for the travel industry in crises and unforeseen events

• Provision of recommendations for action and information for companies
• Cooperation with authorities on security issues and travel advice
• Further training and industry promotion

Training courses and seminars for professionals in the travel industry

• Promotion of young talent and skilled workers in tourism
• Development of training and qualification programs