In 2025, the German travel market is experiencing a significant shift, with affordability becoming the primary concern for travelers. Despite economic challenges, the desire to travel remains strong, but sustainability considerations are taking a backseat.
German Travel Trends 2025: A Shift Towards Budget-Friendly Destinations
The German Travel Association (DRV) projects that spending on pre-holiday travel services will reach €85 billion in 2025, marking a 6% increase from the previous year . This growth is largely driven by a surge in organized travel, including package and tailor-made tours, which are expected to account for nearly half of the total market.
Cruises are also gaining popularity, with 3.8 million Germans embarking on river and ocean cruises in 2024—a number anticipated to rise further this year.
Economic factors are influencing travel decisions more than ever. Countries offering cost-effective holidays, such as Bulgaria, Tunisia, and Egypt, are witnessing increased demand.
In contrast, sustainability considerations, like carbon footprints and eco-friendly accommodations, are becoming less of a priority for travelers.
A survey by the ADAC Travel Monitor reveals that only about 20% of Germans are willing to pay extra for sustainable travel options . This indicates a significant gap between environmental awareness and actual travel behavior.
Early bookings are on the rise, with Mediterranean destinations like Turkey, Spain, and Greece leading the pack. Turkey, in particular, remains the top-selling package holiday destination, thanks to its affordable all-inclusive offerings .
Despite the increasing frequency of extreme weather events, such as heatwaves and floods, these factors have yet to significantly impact booking behaviors. Travelers continue to favor traditional sun-soaked destinations over potentially safer, but more expensive, northern European alternatives.
Experts argue that the responsibility for promoting sustainable travel lies with the industry itself. Heinz-Dieter Quack, Professor of Tourism Management at Ostfalia Hochschule, emphasizes that tour operators must lead the way in integrating sustainable practices into their offerings and marketing strategies. This includes addressing issues like overtourism and implementing digital solutions to manage tourist flows effectively.
