DRV President Norbert Fiebig: Early birds are the new last-minute travellers

Norbert Fiebig, President of the German Travel Association (DRV), spoke today at the opening press conference of ITB Berlin about current developments in the German travel market. Despite economic and geopolitical uncertainties, travelling remained one of the top priorities for Germans. They were not prepared to cut back on their holidays – this was positive news for the industry, said Fiebig. In challenging times, travelling offered a valuable opportunity to escape everyday life and gain new impressions.

Fiebig emphasised that despite a slight drop in the total number of trips in the 2023/24 travel season, spending on advance bookings had increased by six percent, a turnover of more than 83 billion euros and an increase of 20 per cent compared to the years before the pandemic. The market for organised travel, such as package tours and travel services provided by tour operators, had seen particularly strong growth. This market achieved a turnover of almost 40 billion euros – an increase of seven per cent. According to Fiebig, organised holidays were now almost on a par with private holidays.

Early booking and cruise trends for 2025

The association’s president was optimistic about the outlook for 2025. According to surveys, almost a quarter of Germans were planning to spend more on holidays. Booking early was practically the new last-minute travel trend, Fiebig said. By the end of January, summer holiday bookings had exceeded the previous year's figure by 11 per cent. Early birds had firmly made their mark, he added.

The rising demand for package holidays was particularly positive. Fiebig noted a six per cent increase in travellers booking organised trips with tour operators. Around 62 per cent of bookings were made through travel agencies or websites, underlining the popularity of traditional package holidays. Another important aspect was the rising popularity of cruises. Fiebig noted an 18 per cent increase in cruise bookings and a simultaneous drop in prices, which in turn was fuelling demand.

Popular travel destinations in 2025

The most popular destinations in 2025 were Spain, Turkey and Greece, which continued to top the list of Germans’ holiday destinations. However, the growth in demand for destinations such as Egypt and Albania was particularly noteworthy. Fiebig was delighted with the success of the ITB host country and emphasised its tourism potential. He had already seen how impressive the country was for himself during a visit with a delegation.

Budget destinations report growth

Fiebig noted the growing popularity of budget holiday destinations. Countries such as Bulgaria, Tunisia and Egypt were becoming increasingly attractive due to their competitive prices. Despite the global economic challenges, Fiebig was optimistic and believed the German travel market could expect growth to reach around six per cent in 2025. However, a stable policy framework was vital in order to boost consumer confidence and promote sustainable growth.

Sustainability – a key topic of the future

The DRV President emphasised the importance of sustainability in tourism. In this context, however, he also called for increased international cooperation to provide sustainable fuels for air and sea transport. There was an urgent need for a binding global plan, he said.

In conclusion, the DRV President said that despite all the economic and political challenges, one thing should not be forgotten: travel was more than just an economic factor. In view of the many geopolitical crises, he emphasised that on the world stage the German travel industry stood for openness, cultural exchange, diversity, hospitality and tolerance. He also pointed out that travel brought people around the world together and that the industry was determined to uphold this principle in the future and actively promote global dialogue.