First publication: The GTBI - new industry indicator for tourism purchasing

Dr Fried & Partner and ITB Berlin are for the first time presenting the results of the Global Travel Buyer Index (GTBI), a new industry indicator for tourism purchasing. The GTBI provides valuable insights into the current market situation and the expectations of tourism buyers and serves as an early indicator for developments in the travel market.

The results were presented for the first time at ITB Berlin 2025 by Dr Markus Heller, Managing Partner of Dr Fried & Partner, in a keynote speech on the ‘Industry Outlook and the Importance of Indices for Market Development‘ on 4 March 2025:

GTBI: An early indicator for tourism purchasing

The Global Travel Buyer Index (GTBI) is based on a quarterly survey and collects the assessments and expectations of tourism buyers from the ITB Buyers Circle. This group consists of decision-makers who work for tour operators, business travel or the MICE market and have significant purchasing budgets. The aim of the index is to identify changes in purchasing behaviour at an early stage and to provide a structured analysis of market dynamics.

In February 2025, 124 tourism buyers took part in the survey. The majority come from European markets (Germany: 24%, Europe as a whole: 52%), while other participants come from North America, Asia, Africa and Oceania. The focus of purchases is particularly on hotels (89%), DMC services (56%), transfers (56%) and activities & events (49%).

Current market situation: purchasing activity remains high

The results show that the order volume has increased in the last six months for 68% of respondents, while 23% have seen no change and 10% have reported a decrease. The proportion of fixed purchases, i.e. the percentage of services purchased that are secured by guarantees or long-term contracts, has also increased for 63% of respondents, while 30% report a stable trend and 7% a decrease.

In addition, 73% of respondents reported an increase in the time and effort required to conclude a contract, while 23% reported no change and only 3% reported a reduction.

The Current Situation Index stands at 94 points (November 2024: 97 points).

Future expectations: Continued positive market development

Expectations for the next six months are also predominantly positive. 65% of buyers expect their order volume to continue to rise, while 27% anticipate a stable development and 7% expect a decrease.

In terms of the proportion of fixed purchases, 60% expect an increase, 34% expect the contract situation to remain the same and 6% forecast a reduction. According to 62% of respondents, the cost of concluding contracts will also increase, while 35% expect no change and only 3% anticipate a decrease.

The Future Expectation Index stands at 92 points (November 2024: 96 points).

Global Travel Buyer Index

The Global Travel Buyer Index (GTBI) was published for the first time and stood at 94 points in February 2025 (November 2024: 97 points). The results show that purchasing activity remains high and that expectations for the coming months remain largely positive.

The GTBI is updated quarterly and offers continuous market monitoring for tour operators, destinations and service providers.

Author: Dr Fried & Partner | ITB Berlin