Foundation for Future Studies presents 41st German Tourism Analysis

German Tourism Analysis 2025

Crisis mood - but not when travelling

 

Core results

1. 1. Travel frequency continues to rise
   2. Travel time like 20 years ago
   3. Holiday spending at record high
   4. Daily costs have fallen
   5. Germany remains the most popular holiday destination
   6. Spain in 1st place among European holiday destinations
   7. Far and Southeast Asia in first place for long-haul holidays
   8. New rather than familiar destinations
   9. Travelling intentions on the rise
   10. Destinations 2025: Between love of home and wanderlust
   11. Early booking is in

The current figures on the travel behaviour of German citizens are in remarkable contrast to the general mood in the country. Despite economic uncertainties, social tensions and an overall pessimistic attitude, the frequency of travelling continues to rise. These are the findings of the 41st German Tourism Analysis conducted by the non-profit BAT Foundation for Future Studies. For the representative survey, over 3,000 German citizens aged 18 and over were asked about their travel behaviour and travel intentions.

 

 

Travelling frequency

In 2024, 63 per cent took a trip lasting at least five days, almost reaching the historic high of 65 per cent in 2006. Compared to the previous year 2023, this corresponds to an increase of two percentage points.

 

 

Trip duration

The average length of holiday in 2024 was just under 13 days, slightly exceeding the previous year's figure. However, a look at the long-term trend over the past 20 years reveals a remarkable consistency. Apart from the pandemic-related restrictions in the first year of coronavirus, the duration of holidays has remained largely stable over the years.

 

"The differences can mainly be explained by the distance and the effort involved in travelling"according to the Scientific Director of the Foundation, Professor Dr Ulrich Reinhardt. "Destinations in Germany or neighbouring countries allow for shorter main holidays, as they can be reached quickly and still offer relaxation. Croatia and Italy benefit from their easy accessibility by car, which favours slightly longer stays. Typical air travel destinations such as Spain or Greece, on the other hand, are chosen for longer holidays, as travellers want to compensate for the more expensive journey by staying longer. Finally, long-haul holidays stand for a special experience that justifies a correspondingly longer stay due to the long journey time and higher costs.

Travelling expenses

The average holiday costs amounted to EUR 1,544 per person in 2024, remaining almost at the previous year's level but almost 50 per cent above the long-term average.

Within Europe however, there are considerable price differences: While travelling to the Benelux countries or Austria remains comparatively affordable, classic air travel destinations such as Spain, Turkey or Greece are much more expensive.

Particularly high expenses are incurred for Long-distance travelwhich are characterised not only by longer stays, but also by higher flight prices and often more expensive accommodation.

 

Domestic destinations

Also in the year 2024 Germany the most popular destination of German citizens, accounting for 36 per cent of all holiday trips.

Bavaria was once again particularly popular, coming out on top among the federal states.

Baden-Württemberg was the only one of the five most-visited federal states to significantly increase its share in a ten-year comparison. At the same time, the other eleven federal states also recorded more guests, which indicates an increasing diversification of destinations within Germany.

Professor Reinhardt: "Classic holiday destinations such as the North Sea and Baltic coasts or the Alpine region remain popular, but lesser-known destinations are becoming increasingly important. More and more people are consciously choosing new places away from the heavily frequented holiday areas and are opting for more individual travel experiences."

 

European destinations

The results for European travel destinations in 2024 show a clear shift in preferences compared to 2014 and, in part, to 2023. Spain Still the most popular holiday destination Although Germany remains the most popular country, its current value is noticeably below the 2014 level, whereas Italy has hardly changed and is maintaining its stable position.

The picture is particularly dynamic in Turkey, where tourism demand is like a rollercoaster ride - albeit with a clear upward trend of late. Scandinavia was able to almost maintain the high level of the previous year and Greece recorded clear growth thanks to significantly lower daily costs, as did Austria.

These developments illustrate how strongly travel decisions are influenced by temporary factors such as price trends, geopolitical headlines, weather conditions and economic conditions.

 

Long-distance destinations

The popularity of long-haul destinations remained at a high level in 2024, with preferences shifting slightly within the regions.

 

Travelling intentions

Despite global crises and uncertainties, the desire to travel among German citizens remains unbroken and Retains its fixed status in 2025 in everyday life. Two thirds of the population are already planning to take at least one trip this year. This corresponds to an increase of 20 per cent compared to 20 years ago. While the number of undecided travellers remains constant year-on-year, there is a clear decline in the long term, which indicates an increasing determination and prioritisation of travel.

Professor Reinhardt: "In 2025, travelling will still be seen by most Germans as an essential part of life. For them, holidays are not just about relaxation, but also a conscious break from stressful everyday life - an outlet in a time characterised by pessimism and negative headlines, as well as an expression of resilience and the need for normality."

 

Booking behaviour

More than one in three people plan and book their holiday as early as possible. Reinhardt explains: "Early organisation not only allows better control over the travel arrangements, but also extends the period of anticipation. For many, planning is part of the holiday experience, as it raises expectations and makes it possible to experience the trip in your mind. In this way, relaxation doesn't just begin on site, but well in advance as a source of positive emotions."

 

Method:
GfK survey institute | field time December 2024 / January 2025 | 3,000 respondents aged 18-74 years | online