KLEBER GROUP News

ITB Berlin 2026

#TeamKleber wishes all partners, clients and industry friends a successful and inspiring show in Berlin. As global representatives and initiators of Angola as Host Country, we are proud to bring #TheRhythmOfLife to the international tourism stage. Visit us at the Angola Booth – Hall 21, Stand 112, and let’s connect in person. To plan your meetings efficiently, explore the ITB Navigator: Experience smart, decentralised networking and seamless business exchange – wherever you are. We look forward to seeing you at ITB Berlin 2026! 

 

New Business Win: Croatian National Tourist Board

We now represent the Croatian National Tourist Board in the Swiss market. Our activities include strategic PR consulting, press office management, and the organisation of press and influencer trips to support consistent and targeted market visibility.

 

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Luxury Insights 

Luxury Travel 2026: From Biohacking to Heritage and Bespoke Experiences

In 2026, ultra-high-net-worth travellers are redefining luxury as privacy, calm, and freedom from crowds. As icons like Amalfi, Mykonos, and Kyoto become increasingly saturated, the elite are turning to refined alternatives such as Sardinia, Paros, Nikko, and Okinawa—destinations that offer the same cultural depth without the masses. The shift marks a move from “checklist tourism” to intentional, immersive journeys, where unreachability itself becomes the ultimate luxury.

Source: Connecting Travel

 

From Travel Brands to Cultural Patrons: The New Power Players of Global Culture 

Travel and hospitality brands are increasingly positioning themselves as cultural patrons, investing in the arts, creative collaborations and cultural programming to strengthen emotional connections with travellers. By supporting artists, exhibitions, residencies and local cultural initiatives, brands are evolving from service providers into influential cultural platforms that shape how destinations are experienced and perceived. This shift reflects a broader luxury travel trend in which meaningful cultural engagement, creativity and storytelling are becoming key differentiators for both destinations and travel companies.

Source:  Globetrender

 

Luxury Travel at a Crossroads: Resilience Meets Caution in 2026 

Deloitte’s 2026 Travel Industry Outlook highlights that while premium and luxury travel categories have been key drivers of post-pandemic growth, rising financial caution among even high-income travellers could temper demand for upgrades and high-end experiences in 2026. Affluent travellers may become more selective with spending and conservative in trip planning, creating intense competition for the limited high-spending segment. However, the ultra-luxury segment appears more resilient, with very high-end stays and exclusive experiences continuing to sustain strong interest even amid broader economic uncertainty.

Source: Deloitte

 

 

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Industry Stakeholders 

Five travel trends shaping 2026

According to Amadeus and Globetrender, travel in 2026 will be reshaped by rapid innovation, with AI-powered personalisation, hybrid trip planning and new long-haul narrow-body aircraft enabling more direct routes and tailored experiences.
Pets become mainstream travel companions, hotel stays turn fully customisable, and fandom-driven tourism—from film locations to global events—continues to fuel destination demand. Beyond holidays and business trips, travellers are increasingly drawn to innovation itself, seeking future-focused cities and tech-driven experiences as travel shifts decisively into “change mode.”

Source: fvw

 

Global Tourism Grows by Four Percent in 2025

International tourism continued its upward trend in 2025, reaching around 1.52 billion arrivals worldwide—4 percent more than in 2024—despite higher prices and geopolitical challenges. Europe remained the largest destination region, Africa recorded the strongest regional growth at 8 percent, and countries such as Brazil, Morocco and Japan posted particularly dynamic increases. Tourism revenues rose even faster than arrivals, totaling an estimated 1.9 trillion US dollars, with UN Tourism forecasting further growth of 3 to 4 percent in 2026.

Source: ReiseVor9

 

Eight Key Trends Reshaping Business Travel

Business travel is evolving as companies reassess spending, priorities and travel policies in a changing economic and geopolitical environment. Key developments include fewer but more expensive trips, continued cost pressure, a strong focus on European travel, the rise of bleisure and longer stays, as well as growing sustainability requirements. At the same time, digitalisation, AI-driven tools and end-to-end platforms are transforming travel management, while travel managers are taking on a more strategic role as the sector adapts to new expectations and long-term structural change.

Source: fvw

 

Wave Season Surge: Cruise Bookings Exceed Expectations

The cruise industry is experiencing a strong boom during the current wave season, with many cruise lines reporting higher-than-expected booking volumes and very positive demand for 2026. New ship launches and expanded capacities are supporting growth, while early-booking campaigns and attractive offers continue to drive advance sales. Overall, the sector is seeing healthy momentum across segments—from mass market to luxury—fuelled by strong consumer interest and an optimistic outlook for the coming years.

Source: Touristik Aktuell

 

German Hoteliers More Optimistic About 2026 Than Expected

Despite ongoing concerns over costs, inflation and geopolitical tensions, Germany’s hotel industry is entering 2026 with cautious confidence: 48 percent of professionals expect a very positive year and another 38 percent anticipate predominantly positive results, according to a survey by Hotel vor9 and Reise vor9. Cost pressures remain the dominant issue for 95 percent of respondents, alongside labor shortages and political uncertainties, while 80 percent expect short-term bookings to play a key role and 85 percent foresee sustained travel demand. Personally, most hoteliers take a neutral view of their career prospects for 2026, with only 5 percent expressing clear pessimism.

Source: ReiseVor9

 

BDL: German Aviation Continues to Fall Behind

Germany’s aviation recovery is still lagging behind Europe, reaching only 89 percent of 2019 capacity in 2025 while other European markets surpassed pre-crisis levels at 108 percent, widening the gap to 19 percentage points. Passenger numbers rose slightly to nearly 220 million, but the German Aviation Association (BDL) warns of a serious threat to the country’s international connectivity as point-to-point airlines increasingly avoid Germany and domestic routes continue to decline. High state-imposed costs—up to about €4.3 billion in 2025—are seen as the main barrier to growth, prompting industry calls for further cost relief and fairer competition to help Germany reconnect with Europe’s aviation boom.

Source: Touristik Aktuell

 

Structured, Digital, Experiential: The New Rules of MICE in 2026

Germany’s MICE market is shifting toward structured, transparent and data-driven procurement, driven by VAT changes, compliance requirements and growing standardisation, according to analyses by Mice Portal. While the number of events declined in 2025, average group sizes and durations increased, keeping revenues stable as companies invest more in add-on experiences and wellbeing-focused programmes. AI-powered tools and standardised, comparable offers are becoming essential for professional event sourcing, signalling a move toward a more digital, efficient and insight-based MICE market without losing its creative and emotional appeal.

Source: fvw

 

Payback Expands Its Footprint in the Travel Sector

Germany’s leading loyalty programme is strengthening its presence in the travel industry by onboarding a range of new partners. The move enables customers to collect and redeem points across an expanded portfolio of travel services, from package holidays to specialist providers. With these additions, Payback is positioning itself as an even more attractive platform for travel-related spending and customer engagement.

Source: fvw

 

The Top 10 Tour Operators in the DACH Market

TUI continues to lead the ranking of the largest tour operators in Germany, Austria and Switzerland, with Dertour Group firmly in second place and Schauinsland-Reisen moving into third. Aida Cruises, Alltours and TUI Cruises also secure leading positions, reflecting strong demand across cruise and package holiday segments. The top ten is completed by Aurum Tours, Coral Touristik, Anex Group and Phoenix Reisen, highlighting the growing diversity and competitive dynamics of the region’s travel market.

Source: fvw

 

 

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DACH Market Insights 

German Tourism Strategy Receives Industry Backing

Germany’s Federal Government has presented a new national tourism strategy that emphasises sustainability, digitalisation and resilient destination management. The plan has been endorsed by industry associations, including the German Travel Association (DRV) and the Federal Association of the German Tourism Industry (BTW), who praised its long-term vision and collaborative approach. For the travel trade, the strategy is expected to support future growth and competitiveness by aligning policy, infrastructure, and industry-wide priorities.

Source: Touristik Aktuell

 

How Germany Is Shaping the Future of Travel

Germany’s travel industry is undergoing significant transformation as associations, tour operators and policymakers work to strengthen the sector’s resilience and competitiveness. From regulatory priorities to digitalisation and sustainability, key industry players are setting the agenda for the years ahead. Together, they are redefining how travel is organised, sold and experienced in one of Europe’s most important source markets.

Source: fvw

 

German Travellers Take More Trips – but Shorter and More Expensive

Travel demand among German consumers has reached a new high, with 64% taking at least one trip of five days or more in 2025 — the highest level since 2006. At the same time, travel behaviour is shifting towards more frequent but shorter trips, while average holiday spending continues to rise, with main holidays costing around €130 per day and €1,636 per trip. The trend reflects strong travel intent despite economic pressures and signals continued demand for value-driven, flexible travel products across the German market.

Source: ReiseVor9

 

Gen Y and Z Redefine Travel Behaviour in Germany

Younger travellers from Generations Y and Z in Germany are travelling frequently and prioritising experiences, flexibility and value for money when planning trips. While beach holidays and city breaks remain popular, these cohorts increasingly seek authentic, sustainable and individually tailored travel experiences. For the travel industry, the findings underline the importance of digital communication, flexible products and experience-driven offers to engage younger target groups.

Source: ReiseVor9

 

One in Four Travellers Plans Longer Holidays in 2026

A recent survey shows that around one in four travellers intends to take longer holidays in 2026, signalling continued strong travel demand. Despite economic uncertainties, many consumers are prioritising extended breaks and are willing to allocate a larger share of their budget to travel. For the travel industry, the findings point to sustained interest in long-haul and longer-stay products, creating opportunities for tour operators and destinations alike.

Source: ReiseVor9

 

Experiences Take Priority as Germans Gift Travel

More Germans are choosing to give trips rather than material presents for special occasions, reflecting a broader shift towards experience-driven spending. Travel vouchers and shared holidays are increasingly popular gifts for birthdays, anniversaries, and family celebrations. The trend underlines the growing value placed on memorable experiences and quality time over traditional consumer goods.

Source: fvw

 

Holiday Time Becomes More Valuable Than Salary for German Travellers

A recent survey shows that travel and leisure time are becoming increasingly important for German consumers, with nearly 60% willing to give up part of their salary in exchange for additional holiday days. Around 90% consider their annual leave essential, and many would use extra time off primarily for travel and longer breaks. The findings underline the growing importance of travel as a lifestyle priority, signalling sustained demand for holidays despite ongoing economic pressures.

Source: T-Online

 

Austrian Airports Reach Record Passenger Numbers in 2025

According to tip-online, citing data from Statistik Austria, the country’s six commercial airports recorded a total of 36.5 million passengers in 2025, marking a new historic high. Passenger volumes increased year-on-year and slightly exceeded pre-pandemic levels, reflecting the continued recovery of the aviation sector. However, the report also points to potential capacity adjustments at Vienna Airport in 2026, indicating ongoing shifts within the Austrian aviation market.

Source: tip

 

Austrian Media Mention: Study Shows Strong Growth in Solo Travel

A recent study indicates that solo travel is gaining significant momentum, with a growing number of travellers choosing to explore destinations independently. The trend is also reflected in the Austrian market, where demand for flexible, individual travel arrangements continues to increase. For the travel trade, this development highlights the need for tailored products, transparent pricing structures and targeted offers designed specifically for solo travellers.

Source: tip

 

Swiss Rail Achieves Record Punctuality, Highlighting European Rail Gap 

According to RND, Switzerland’s national railway SBB achieved a record punctuality rate of 94.1% in 2025, marking the highest level in its history. The strong performance comes despite high network utilisation and major events, further reinforcing Switzerland’s reputation for reliable rail travel. In contrast, the report notes ongoing punctuality challenges in Germany, underlining significant differences in rail performance across key European markets.

Source: Redaktions Netzwerk Deutschland (rnd)

 

Growing Share of Swiss Travellers Plan Holidays Using AI 

According to Travelnews.ch, an increasing number of Swiss holidaymakers are using artificial intelligence tools to plan their trips, with many relying on AI for ideas, recommendations and itinerary suggestions. The trend reflects broader consumer adoption of digital planning aids, especially among younger and tech-savvy travellers seeking convenience and personalised inspiration. For the travel industry, this development highlights the need to integrate AI into customer engagement and product offerings to remain competitive in the Swiss market. 

Source: Travel News

 

Swiss Travellers Show Strong Appetite for Long-Haul Travel in 2026 

According to Travelnews.ch, current booking trends and street surveys indicate strong travel demand among Swiss consumers for 2026, particularly for long-haul destinations. South-East Asia, Oceania, Africa and Canada are among the most sought-after destinations, reflecting continued interest in experiential and far-flung travel. The findings underline sustained travel appetite in the Swiss market and a broad diversification of destination choices across both long-haul and regional travel.

Source: Travel News

 

 

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Spanish Market Insights 

Spain Set to Lead Global Tourism Growth by 2050

According to the “The Power of Travel 2050” report by Álvarez & Marsal in collaboration with Google, global travel is projected to nearly double by 2050, driven by rising wealth, increase in life expectancy and tech-powered planning. Spain is expected to remain one of the world’s top tourism destinations, benefiting from increased visitor numbers and higher spending as travel becomes an even more central part of global lifestyles.

Source: Google Business

 

Sports Tourism Consolidates as a Strategic Growth Segment in Spain

Sports tourism is strengthening its role as a key economic driver in Spain, generating significant revenue and contributing to the reduction of seasonality. Sporting events, competitions, training camps and active tourism experiences attract both domestic and international visitors throughout the year, boosting occupancy and local spending beyond peak summer months. The segment is increasingly viewed as a strategic pillar for diversifying Spain’s tourism offer, reinforcing regional development and positioning the country as a leading European destination for sports-related travel.

Source: AgentTravel

 

Despite Bad Weather, Easter Travel Forecasts Remain Positive for Travel Agencies in Spain

Spanish travel agencies are optimistic about Easter bookings, even though recent bad weather could affect travel demand. Agencies report steady sales and strong interest in domestic and short-haul trips, especially to traditional holiday destinations. Many travellers are making decisions later than usual, but overall bookings and client confidence remain solid for the Easter period.

Source: Hosteltur

 

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UK Market Insights 

UK Tourism Delivers £147 Billion to the National Economy

A new industry report highlights the significant economic impact of tourism in the UK, with the sector contributing £147 billion annually — around 5% of the national economy. Tourism supports approximately 2.4 million jobs across the country and generated £52 billion in tax revenues, underlining its role as one of the UK’s key economic drivers. The findings reinforce tourism’s importance for regional development and future growth, with strong potential expected across both domestic and international markets.

Source: VisitBritain

 

Travel Is Absolutely Key to the UK Public

A recent ABTA travel survey found that 65% of the UK public say their holiday is the single most important time of the year, with 80% stating that it is key to their mental health. Only 25% would cut back on their holiday budget to cover everyday costs — the lowest figure recorded in many years.

Source: ABTA

 

Cruise Bookings Open for 2028

To allow consumers with budget concerns to plan further ahead, some cruise lines have already opened bookings for 2028. Early booking options also allow cruise lines to secure long-term revenue while offering travellers greater flexibility and price certainty when planning future holidays.

Source: ABTA

 

 

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Africa Market Insights 

Africa Tourism Leads Global Growth with Meaningful, Slow Travel on the Rise

Africa emerged as the fastest-growing global tourism region in 2025, with international arrivals rising sharply and outperforming other regions. Looking ahead into 2026, the African Travel & Tourism Association reports that travellers are increasingly seeking cultural immersion, heritage storytelling, conservation-led experiences and slow, meaningful journeys over traditional checklist travel. This shift reflects a deeper desire for authentic, sustainable and locally grounded travel across the continent.  

Source: Travelpulse

 

South Africa Gains Momentum Amid Global Tourism Growth

Global tourism continues to grow strongly, with several destinations reporting significant increases in international arrivals. South Africa is among the markets benefiting from renewed demand, supported by its diverse landscapes, wildlife experiences and strong value proposition in the long-haul segment. The positive momentum highlights the country’s ongoing relevance for the international travel trade and its competitive positioning within the global tourism recovery.

 Source: TravelNews

 

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Polish Market Insights 

Travelist: Polish Couples Travel Off-Season, Families During School Holidays

Polish couples and families travel at different times of the year, according to new data from booking platform Travelist. While Valentine’s Day is often linked with romantic getaways, couples most frequently travel outside peak season, especially in March (71% of bookings by travellers without children) and September (74%). Families, in contrast, concentrate trips around school holidays, with February accounting for about 65% family bookings, a level similar to the summer months of July and August. The data confirms strong seasonality in Polish travel behaviour, with couples choosing quieter and more flexible off-season periods, while families travel mainly during fixed holiday windows.

Source: WaszaTurystyka

 

Travelplanet: Winter Holiday Demand Rises, Egypt Leads and Morocco Grows 

Demand for outbound winter holiday trips among Polish travellers has increased this season, with Egypt again ranking as the top destination and Morocco recording the fastest growth, according to Travelplanet data. Egypt remains the most popular choice thanks to stable winter temperatures of 22–25°C, a well-developed family hotel infrastructure and a relatively short four-hour flight with no time difference. Morocco emerged as the surprise of the season, with bookings rising by 120% year on year, supported by improved air connections and growing interest in the destination. Spain, particularly Tenerife, Fuerteventura and the Costa del Sol, also recorded strong demand. Most winter bookings covered seven- to eight-day stays and were dominated by families with one or two children, who mainly selected four- and five-star hotels.

Source: WaszaTurystyka

 

 

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Stay Connected with KLEBER GROUP!

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 Picture rights:  ©iStock – Nikada

KLEBER GROUP News

Taiwan Tourism – Continuation of Administration DACH

We are proud to continue managing PR and communications for the Taiwan Tourism Administration in the DACH market in 2026. Building on a successful launch last year, this partnership will further strengthen Taiwan’s positioning as a diverse and inspiring travel destination in Asia, with a focus on strategic media relations, trade engagement, and trend-driven travel storytelling.

 

KLEBER GROUP now present in Austria

We are proud to announce the opening of our presence in Vienna, completing our DACH coverage and strengthening our engagement in one of Europe’s most relevant tourism, luxury, and lifestyle markets.

 

Angola as Host Country at CMT Stuttgart

#TeamKleber activated Angola at CMT Stuttgart, Germany’s leading consumer travel trade show, where the destination took center stage as the official Host Country. With a strong on-site presence, the team brought “The Rhythm of Life” to life for visitors and industry professionals alike. Highlights included vibrant cultural performances, with captivating dancers introducing audiences to Kizomba, as well as daily screenings of the highly acclaimed documentary ANGOLA – The Soul of Africa at the Holiday Cinema, showcasing the country’s rich culture and tourism appeal.

 

Corps Touristique Award Ceremony at CMT Stuttgart

Congratulations to Angola Tourism for being one of three recipients of the CT Award 2026, presented at CMT Stuttgart. The award, “Connecting Cultures,” honors initiatives that promote sustainable tourism and meaningful international exchange. Cuatir Nature Reserve, a shining example of conservation and community-based tourism, was highlighted for its positive impact. It’s inspiring to see Angola’s vibrant culture, stunning landscapes, and wildlife recognized on such a prominent stage.

 

KLEBER GROUP at the World Tourism Forum in Davos

Our CEO, Julia, attended the World Tourism Forum in Davos, connecting with industry stakeholders and exploring new opportunities. A highlight of the event was the announcement, together with the World Tourism Forum Institute (WTFI), of the Investment Summit Angola 2026, taking place in Luanda from 7–10 May 2026. It’s exciting to see the tourism potential of our client Angola Tourism, in close cooperation with us, shining on such an important global stage.

 

Angola’s Strong Debut at FITUR Spain

An intense and exciting week at FITUR for our Spain team! The week kicked off with the traditional ribbon-cutting ceremony led by Angola’s Tourism Minister Márcio de Jesus Daniel on 22 January, marking a strong institutional debut for the destination. Since then, the stand attracted great attention from tourism professionals, key opinion leaders, and the press, with a full agenda of meetings aimed at strengthening Angola’s visibility and positioning in the Spanish market. Strong institutional support, including the presence of the Angolan Embassy in Spain, underlined the collaborative effort behind this success. Adding extra momentum, FITUR also served as the stage for announcing Angola’s nomination as “Best International Destination” in the Viajes National Geographic Spain Readers’ Awards.

 

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Luxury Insights 

Trend Spotlight: 2026 Luxury Travel Shifts

In 2026, ultra-high-net-worth travellers are redefining luxury as privacy, calm, and freedom from crowds. As icons like Amalfi, Mykonos, and Kyoto become increasingly saturated, the elite are turning to refined alternatives such as Sardinia, Paros, Nikko, and Okinawa—destinations that offer the same cultural depth without the masses. The shift marks a move from “checklist tourism” to intentional, immersive journeys, where unreachability itself becomes the ultimate luxury.

Source: TRAVEL & TOUR WORLD

 

Beyond Marble: The New Meaning of Luxury

Luxury in hospitality is moving away from marble lobbies and golden taps toward wellbeing, longevity, and purpose. High-end travellers increasingly value branded residences and transformative experiences that enrich mind and body—often ranking these higher than the hotel’s location itself. The future of luxury is defined less by status and more by impact, meaning, and long-term lifestyle value.

Source: Hotel Inside

 

From Space to Longevity: The Future of Luxury Travel

The future of luxury travel moves far beyond classic destinations, embracing space travel alongside polar expeditions, underwater worlds, and deeply immersive environments as the next frontier of exclusivity. At the same time, longevity becomes central, as high-end travel increasingly integrates health optimization, regeneration, and life-extending experiences into the journey itself. Luxury is no longer defined by where one goes, but by how profoundly travel can transform body, mind, and lifespan.

Source: fvw

 

 

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Industry Stakeholders 

Travel 2025: A Year of Transformation

2025 marks a turning point for the travel industry, driven by digital innovation, sustainability, and new customer expectations. Airlines, hotels, and destinations are reinventing their models to become more efficient, resilient, and guest-centric. The result: a more agile, future-ready travel ecosystem poised for long-term growth.

Source: fvw

 

Airline Year 2025: Five Striking Facts

2025 marked a record-breaking comeback for global aviation, with seat capacity peaking at nearly 20 million in a single day and ultra-dense routes running up to 200 flights daily. Asia dominated the world’s busiest corridors, while U.S. carriers led in total flight numbers. Hong Kong emerged as the fastest-growing hub worldwide, adding 24 new routes and massively expanding capacity thanks to its new runway system. Read more!

Source: Travel News

 

Trend Spotlight: Rail Experience Travel on the Rise

Rail experience travel saw strong growth in 2025, with tour operators reporting double-digit increases, including more than 50 % growth for some destinations and significant revenue gains for specialists like “Die Eisenbahn Erlebnisreise” and “Lernidee Erlebnisreisen”. Demand is being driven by interest in luxury and panoramic trains such as the Indian Pacific, Rovos Rail and Rocky Mountaineer as well as a younger clientele seeking comfortable, sustainable travel. Operators are responding with expanded worldwide programmes, new routes, and more premium offerings, suggesting continued optimism for the segment in 2026.

Source: Touristik Aktuell

 

Cruise Innovation 2026: The Next Generation at Sea

Cruise lines are entering 2026 with a strong pipeline of new ships that focus on sustainability, smart technology, and more differentiated onboard experiences. The article highlights how brands such as TUI Cruises, MSC Cruises, and Norwegian Cruise Line are investing in LNG propulsion, alternative fuels, and energy-efficient design, while redefining space, entertainment, and dining concepts. This new generation of ships marks a strategic shift toward greener operations and more immersive, lifestyle-driven cruising.

Source: fvw

 

Global Tourism 2025: A New Record

International tourism reached a new high in 2025, with around 1.52 billion people travelling abroad, marking a significant rebound despite higher prices and geopolitical uncertainties. Growth was driven especially by strong increases in arrivals to Africa and the Asia-Pacific region, though some destinations remain below pre-pandemic levels. The UN World Tourism Organization expects this positive trend to continue into 2026, supported by a generally stable global economy.

Source: tip

 

Search & Booking 2026: A Tech-Driven Transformation

Market researchers forecast a major upheaval in how travel is searched and booked in 2026, driven by artificial intelligence, digital identity and new booking pathways. “Agentic” AI is expected to become the central interface for planning and booking, potentially replacing classic search engines and enabling bookings via voice or calendar commands. At the same time, digital identity solutions and biometric verification are set to streamline border crossings and check-ins, while curated, personalised travel experiences continue to gain importance.

Source: HotelVor9

 

 

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DACH Market Insights 

Hofer Reisen: A Milestone in Austria’s Travel Market

In 2025, Hofer Reisen surpassed the milestone of nine million customers, further strengthening its position in the Austrian travel market. Growth was driven in particular by strong demand for package holidays, which recorded a significant year-on-year increase. The result highlights the operator’s rising relevance and points to continued momentum in 2026.

Source: Aviation.Direct

 

Austria’s Hotel Market 2026: Stability Under Pressure

Austria’s hotel industry is expected to see stable demand in 2026, but without significant growth momentum. Rising costs, particularly for energy and staffing, remain the sector’s biggest challenge, putting pressure on profitability despite solid occupancy levels. At the same time, changing traveller behaviour and a financially demanding winter season are forcing hotels to adapt their offers and operations more strategically.

Source: fvw

 

Winter Insider Campaign: Austria’s Creative Twist

Austria Tourism has launched a playful new winter campaign called Non Disclosure Austria (NDA), where prospective guests are invited to sign a humorous non-disclosure agreement before accessing over 120 insider winter travel tips. The campaign uses pixelated images and obscured content to spark curiosity and highlight lesser-known winter experiences, aiming to divert visitors away from overcrowded hotspots and support “balanced tourism.” Running through February 2026 in key European markets, the initiative combines influencer activations, out-of-home elements and digital engagement to showcase hidden winter gems.

Source: ahgz.at

 

Switzerland Kicks Off 2026 with Winter Highlights

January 2026 opened with an impressive variety of experiences across Switzerland, from atmospheric winter festivals and spectacular top-level sports to cultural and light events in the cities. Highlights ranged from the Stuckli Balloon Fiesta and World Cup ski races in Adelboden and Wengen to immersive exhibitions, light festivals, and major stage productions. Together, these events showcased Switzerland’s diversity and set a dynamic tone for the year ahead.

Source: Travel News

 

Shopping Tourism from Switzerland Surpasses Pre-Pandemic Levels

A newly published study shows that shopping tourism by Swiss residents reached CHF 9.2 billion in 2025, exceeding pre-coronavirus crisis levels despite recent duty-free limits. This indicates that cross-border shopping remains an important driver of outbound travel and consumer spending behaviour, especially in neighbouring EU countries. Travel and tourism providers can leverage this trend by offering combined travel-and-shopping packages, particularly in regions near the Swiss borders.

Source: unisg.ch

 

Swiss Travellers Plan More Outbound Trips in 2026

Swiss residents are planning an average of 2.2 trips abroad per person in 2026, up from 1.9 the previous year, signalling sustained appetite for international travel. City breaks slightly outperform beach holidays, while active and experience-driven trips remain highly relevant. Younger travellers in particular plan to travel more frequently, even amid economic uncertainty.

Source: Swissinfo

 

DRV Forecast 2026: Travel Spending on the Rise

The German Travel Association (DRV) expects travel spending in 2026 to increase, driven by continued strong demand and consumers’ willingness to invest in travel experiences. After robust growth in long-haul and short-haul travel in recent years, higher expenditures are anticipated despite ongoing economic uncertainties. This outlook points to a resilient travel market with solid momentum as Germans plan their trips for the year ahead.

Source: fvw

 

German Tourism 2025: On Track for a Record Year

Germany’s domestic tourism market stayed on a strong growth trajectory in 2025, with increasing overnight stays and rising demand across key segments. Popular destinations, especially regional and nature-focused locations, benefited from this upswing, contributing to robust overall performance. The outlook suggests continued strength into 2026 as travel interest remains high and consumer confidence supports further expansion.

Source: fvw

 

Germany Tourism 2025: Overnight Stays on Record Track

Germany’s tourism sector stayed on a record trajectory in 2025, with 465.5 million overnight stays recorded from January to November—slightly above the previous year’s high. Domestic guests drove the growth with more nights booked, while foreign overnight stays declined modestly. The continued positive trend indicates strong demand for travel within Germany heading into 2026.

Source: ReiseVor9

 

 

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Spanish Market Insights 

Luxury and Premium Tourism Prove More Resilient to Inflation: Less volume, more value

Premium spanish travellers show greater resilience to inflation but are also increasingly demanding when it comes to personalisation, quality, and sustainability. This is driving investment into higher-end products and positioning value-driven tourism as a strategic pathway for Spain to reduce its reliance on mass, price-sensitive tourism.

Source: HOSTELTUR

 

Spain Reaches Record Tourism Figures in 2025: Higher spending outpaces visitor growth

Spain welcomed 97 million international travellers in 2025, generating a record €135 billion in tourism spending. Expenditure grew faster than arrivals, reinforcing the shift towards higher value per visitor in a more mature tourism market.

Source: AgentTravel

 

FITUR 2026 Confirms Its Global Tourism Leadership: Strong international turnout and major economic impact

FITUR 2026 closed in Madrid with over 255,000 visitors and an estimated €505 million economic impact. With more than 10,000 companies from 161 countries, the event reinforced its position as one of the world’s leading tourism trade fairs and a key platform for global industry networking.

Source: AgentTravel

 

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UK Market Insights 

Tanzania Popularity Increases With Tour Operators, Despite Challenges

Following a year of difficult challenges (post-election violence, airline bans, mandatory travel insurance and over-crowding during the Migration), exclusive UK trade research shows the trade is still hugely supportive of the destination, aided by Government actions.

Source: Tanzania Tourism UK

 

Low-cost UK airlines set to expand into Long Haul, not just Short Haul.

Reflecting growing popularity and consumer demand, Wizz Air is the latest ‘low-cost’ carrier to explore opportunities with their move into USA flights from the UK.

Source: TravelGossip

 

TTG predicts higher spend on holidays this year but mostly driven by anticipated increased costs.

More than a third of PwC/TTG’s high-income research respondents intend to spend more on travel this year (though a similar proportion were expecting to spend the same and one in 10 were ‘unsure’ ). But those anticipating a higher spend largely feel this is because holidays will be more expensive this year.

Source: ttgmedia

 

 

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Africa Market Insights 

AirlinePros Unveils “FlyingCarpet.travel” Platform in Cape Town

Launched at an international assembly in Cape Town, this new digital portal uses AI (the “Genie AI trip planner”) to connect global travel advisors directly with niche South African SMEs and community-owned lodges, aiming to bypass traditional gatekeepers and keep more revenue within local communities.

Source: ATTA Travel

 

G20 Presidency Leaves R1 Billion Tourism Investment Pipeline

Early January reports indicate that South Africa’s G20 hosting has secured over R1 billion in future tourism infrastructure projects. The “halo effect” is expected to boost MICE (Meetings, Incentives, Conferences, and Exhibitions) arrivals throughout 2026.

 Source: Hospitality.co.za

 

Angola Designates First Ramsar Wetland to Protect Okavango Source Waters

Angola officially designated Lisima Lya Mwono as its first Wetland of International Importance under the Ramsar Convention. This move is a major trade signal to the high-end safari market, as it protects the critical water sources for the Okavango Delta, paving the way for transboundary tourism cooperation with Namibia and Botswana.

Source: ATTA Travel

 

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Polish Market Insights 

Poland’s Winter Break 2026: Egypt Dominates, Malta Surges in Popularity

A new analysis by Fly.pl shows that Polish travelers planning their winter holidays in 2026 are overwhelmingly choosing warm-weather destinations, with Egypt accounting for 53% of all bookings. Malta ranked second with over 10%, followed by Spain (8.1%), Cyprus (3.9%), and Turkey (3.5%). The report also indicates that demand peaked in December 2025 (30% of inquiries/bookings) and early January 2026 (20%), while the first reservations were made as early as March 2025. Travelers most often select week-long stays in 4-star all-inclusive hotels, with an average trip cost of PLN 7,546 (approx. EUR 1,750). Exotic destinations (including UAE, Oman, Thailand, Vietnam, Kenya, Zanzibar) represented 10.8% of bookings for mid-January to end-February travel.

Source: WaszaTurystyka

 

Poland’s “Instagram Holiday” Trend Is Reshaping Travel Planning

A new My Luxoria study (Jan 2026) shows Polish travelers increasingly choose destinations based on their visual, social-media appeal. 58% say attractive vacation photos influence their decision, with the effect strongest among 25–44-year-olds (64%) and higher-income groups (over 65% among those earning PLN 9,000+ / month (approx. EUR 2,100+)). At the same time, the report notes a shift in how Poles define the purpose of vacation: beyond value-for-money, silence, privacy, and regeneration are gaining importance. Nature, avoiding crowds, and a true mental reset are becoming as essential as the destination’s attractiveness.

Source: Rynek Turystyczny

 

Malta Becomes a Major Hit Among Polish Travelers (2025–2026)

A new update shared by eSky Group highlights Malta’s rapidly growing popularity among Polish travelers. In 2025, Malta became the 2nd most chosen destination among eSky users, with the number of customers flying to the island rising by +112% year-on-year, and by +1283% compared to 2023. The data also shows that nearly 20% of all eSky bookings in 2025 were trips to Malta, with top cities including Qawra, Mellieha, and Sliema. The strongest demand is currently driven by winter city breaks, when travelers can enjoy temperatures up to 20°C and fewer crowds.

Source: ALL INCLUSIVE

 

 

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KLEBER GROUP News

A Festive Finale: Our KLEBER GROUP Christmas Movie

As a special end-of-year highlight, KLEBER GROUP is proud to present something truly unique: our very own movie, Sleigh Ride to Our Offices. With this creative premiere, we look back on an inspiring and successful year marked by growth, innovation, strong partnerships, and shared achievements.

Watch the movie here: LinkedIn

 

New Client: CVK Park Bosphorus Hotel Istanbul 

KLEBER GROUP is pleased to welcome the CVK Park Bosphorus Hotel Istanbul as a new client. We are now managing the hotel’s PR and trade activities, with a strategic focus on strengthening its presence in the German market. Our collaboration centers on strategic PR, trade marketing, and MICE communication, aiming to position the CVK Park Bosphorus Hotel as a leading address for luxury travelers as well as corporate and event clients.  

Discover more about the CVK Park Bosphorus Hotel Istanbul: https://lnkd.in/ewnPyQyP 

 

KLEBER GROUP Representing Angola Tourism at CMT Stuttgart 2026 

As the official global representation agency of Angola Tourism, we are responsible for the international positioning of Angola Tourism as official host country at CMT Stuttgart 2026, the world’s largest public tourism and leisure trade fair, taking place from January 17–25, 2026. Under the motto “Angola – The Rhythm of Life”, the destination will showcase its rich culture, diverse landscapes, and vibrant tourism potential to an international audience. Visitors can look forward to colorful stage programs featuring music and dance, including the famous Kizomba, exclusive on-site travel bookings in cooperation with Budde Reisen, and an immersive exhibition stand that brings Angola’s stories to life. 

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Luxury Insights 

Luxury Travellers Seek Depth Over Itineraries in 2026 

Luxury travel in 2026 is increasingly defined by intention rather than excess, with travellers prioritising depth, personal meaning, and immersive experiences over packed itineraries. Longer stays in a single region, expert-led planning, and highly personalised journeys are replacing fast-paced, multi-stop trips. Heritage travel, culinary exploration, wellness rooted in local traditions, and remote nature escapes with high-end comfort are among the strongest drivers shaping demand. Across all segments, travellers are looking for authenticity, human expertise, and a deeper connection to place, reflecting a broader shift toward slower, more thoughtful luxury travel. 

Source: Resident Magazine; Virtuoso Luxe Report (2025) 

 

 Branded Residences Emerge as a Resilient Luxury Asset Class 

Branded residences are becoming one of the fastest-growing and most resilient segments in global luxury real estate, driven by high-net-worth buyers seeking more than prestige alone. According to Savills’ Branded Residences 2024–2025 Report, the global pipeline has more than doubled over the past decade, with nearly 1,600 developments projected by 2031. Demand is being fuelled by trust in established hospitality brands, consistent service standards, and lifestyle-led design rather than logo-driven status. Buyers increasingly favour residences that embody the DNA of a brand, offering seamless living, strong long-term value, and a clear sense of place. As the market expands, authenticity, alignment, and experiential depth are emerging as key differentiators, positioning branded residences as a blue-chip asset that combines emotional connection with enduring investment appeal. 

Source: Savills Branded Residences Report; Luxury Travel Magazine  

 

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Industry Stakeholders 

German Airports See Strong Traffic Growth in 2025 

German airports reported robust traffic figures through October 2025, handling 22.4 million passengers in that month alone—5.6 % more than the previous year. For the period January to October, this translated into a 3.4 % increase in passenger numbers compared to 2024, reflecting sustained demand and a strong autumn season. Despite concerns over domestic air travel, internal flights remain stable, with passenger numbers only slightly below previous levels. Overall, the data highlight a resilient German air travel market heading into the end-of-year season. 

Source: fvw  

 

Germany’s Rail Giants Join Forces for London High-Speed Service 

Deutsche Bahn and Eurostar are planning a new high-speed rail connection between Germany and London. The partnership aims to launch modern double-decker Celestia trains in the early 2030s, enhancing travel options between London and major German cities like Cologne and Frankfurt. The collaboration promises faster, more comfortable journeys and strengthens cross-border rail links, reflecting a broader push for sustainable European transport. 

Source: fvw 

 

Summer Season Delivers Record Revenues Despite Modest Volume Growth 

Germany’s travel distribution sector closed the past summer season with record revenues, driven primarily by higher travel prices rather than a significant increase in traveller numbers. According to Travel Data + Analytics (TDA), sales across travel agencies, online platforms and tour operator websites rose by six percent year-on-year, while bookings increased by just one percent. Consumer spending on package and modular summer holidays reached around €16 billion, supported by strong last-minute demand in October. 

Source: CounterVor9; fvw 

 

Online Channels Outpace the Market in Volume and Value 

While overall passenger numbers in the German travel market increased only marginally during the 2025 summer season, online distribution channels recorded significantly stronger momentum. According to Travel Data + Analytics (TDA), digital platforms achieved double-digit revenue growth, supported by a clear rise in customer numbers despite continued price increases. The figures highlight the growing resilience and relevance of online travel distribution: even as prices remain the main driver of market growth, demand via digital channels continues to expand faster than the overall market. 

Source: TRVLCounter, fvw 

 

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DACH Market Insights 

Family Holidays 2026: Ease and Comfort First 

According to the Urlaubsguru Trendreport 2026, uncomplicated arrival and departure are the top priorities for families. Family-friendly accommodations and low-maintenance services also matter, while formal childcare is less important. Early bookings show Greece, Turkey, and Egypt remain popular, and mothers often take the lead in planning. Only a quarter of parents feel fully refreshed after their holidays.

Source: Urlaubsguru Trendreport 2026 (October 2025); tip  

 

Long-Term Outlook: Stable Growth Driven by Long-Haul Markets 

The latest KOF tourism forecast confirms a slight increase in overnight stays for 2025/26, supported by steady domestic demand and renewed momentum from long-haul markets such as the USA and Asia. This growth is expected to remain moderate but stable, signalling a resilient inbound sector. For destinations, the return of long-haul travellers strengthens diversification and reduces dependency on European markets.

Source: KOF Swiss Economic Institute 

 

Winter 2025/26: Switzerland Expects a Modest Increase in Overnight Stays 

BAK Economics forecasts a +0.9% rise in winter overnight stays, reaching around 18.7 million guest nights. Despite global economic uncertainties, demand from both Swiss residents and neighbouring countries remains solid. The outlook suggests a healthy but steady winter season with no signs of downturn.

Source: KMU-Portal Schweiz

 

Swiss Travel Professionals Enter 2026 with Cautious Optimism 

According to a recent TRAVEL INSIDE survey of Swiss travel professionals, the industry is entering 2026 with a cautious but balanced outlook: about 50 % expect the market to stagnate, while 25 % anticipate growth and 25 % foresee a decline. Geopolitical risks and economic uncertainty (e.g., inflation) remain top concerns, prompting many companies to focus on digital investments, partnerships, and marketing to stay competitive. Additionally, travel trends for 2025 highlighted active holidays, luxury travel, and regional experiences as key areas of interest.

Source: aboutTravel

 

Zurich Airport Implements New CT Scanners to Improve Passenger Flow 

Zurich Airport has begun operating new CT security scanners that allow travellers to keep liquids and electronics inside their bags, making the security process faster and more convenient. This upgrade improves the overall passenger experience at Switzerland’s main international hub. The change is expected to positively influence both outbound and inbound travel by reducing airport bottlenecks.

Source: TravelNews

 

Vienna Repositions Itself as a Family-Friendly City  

Traditionally associated with classical music and imperial heritage, Vienna is increasingly surprising families with a highly child-friendly urban experience. Interactive museums, digitally enhanced cultural attractions and a wide range of outdoor and leisure offerings make the city accessible and engaging for younger visitors. From hands-on music and science experiences to amusement parks, green spaces and playful interpretations of history, Vienna successfully combines education, entertainment and authenticity. For destinations, this positioning highlights the potential of reinterpreting established cultural assets through interactivity and family-oriented storytelling, opening city tourism to new target groups without diluting its core identity. 

Source: fvw 

 

Consumer Sentiment in Germany Stabilizes – Positive Outlook for Travel 

The latest GfK Konsumklima powered by NIM indicates a modest improvement in German consumer confidence towards the end of 2025, driven by rising purchase intentions and a slight decline in saving propensity. While income and economic expectations remain cautious, overall sentiment is near last year’s level, suggesting stability in discretionary spending. For the tourism sector, this implies continued demand for travel and holiday bookings over the winter season. Consumers’ willingness to spend on larger purchases and experiences supports a resilient environment for both short- and long-haul trips, as well as winter leisure and holiday travel.

Source: GfK Konsumklima powered by NIM (November 2025) 

 

German Travellers Prioritize Long-Haul Trips in 2026 

More than half of German travellers plan a long-haul trip in 2026, with the majority focusing on a single extended vacation rather than multiple short trips, according to a Skyscanner survey conducted by OnePoll. Flexible cancellation and rebooking options are essential for nearly all respondents. Sustainability considerations also influence travel choices for over half of German travellers, with many willing to accept longer journeys or stopovers for a greener trip.

Source: Skyscanner / OnePoll (2025); Airliners; Merkur 

 

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Spanish Market Insights 

Spain’s Travel Agencies Close 2025 Strong, Stable 2026 

Spain’s travel agency sector is rounding out 2025 with solid performance and cautious optimism for the year ahead. According to recent data from the Confederation of Spanish Travel Agencies (CEAV), the majority of agencies expect to close the year with higher or stable revenues compared to 2024, buoyed by growing early bookings and broader seasonal spread throughout the year. The sector also reports steady employment levels, even as price sensitivity remains a factor for some travelers. Looking to 2026, most agencies anticipate continued stability or moderate growth, suggesting resilience and confidence in the market despite broader economic uncertainties. 

Source: HOSTELTUR

 

Spain’s Tourism Engine Fuels Outbound Confidence 

Tourism continues to underpin Spain’s economic strength, reinforcing confidence across the outbound travel sector. In 2024, tourism accounted for 12.6% of national GDP (€200.7 billion) and 12.3% of total employment, according to Spain’s Tourism Satellite Account. While inbound travel remains the largest contributor to tourism consumption, the figures confirm a structurally strong and resilient travel ecosystem, benefiting agencies, tour operators and related services. With tourism acting as a powerful economic driver — generating an additional €1.14 in the wider economy for every euro of direct tourism output — the data signals a solid foundation for outbound travel growth and long-term market stability following the full recovery from the pandemic years. 

Source: HOSTELTUR

 

Honeymooners Lean Into Tailored Journeys & Exotic Destinations 

Spain’s honeymoon segment is evolving rapidly, with newlyweds increasingly seeking customized itineraries and exotic experiences over traditional beach escapes. According to industry insights, today’s honeymoon travellers tend to be experienced travellers themselves, planning trips with meticulous detail and a strong preference for authentic, memorable moments. They prioritise personalisation, quality and unique activities — from cultural excursions and boutique stays to adventure elements like trekking, safari or gastronomy-focused experiences. This shift has prompted tour operators and travel agencies to continually refresh product offerings, blending rest with engaging, tailored experiences that resonate with couples looking for truly distinctive journeys abroad. 

Source: AgentTravel

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UK Market Insights 

Cayman Islands Poised for Strong Winter Season 

The Cayman Islands have entered the 2025–2026 winter season with solid momentum, as both stayover and cruise tourism continue to show positive gains. November stood out with nearly 134,000 combined visitors, a 4.6% increase over 2024, reflecting the islands’ enduring global appeal and the impact of expanded flight routes and increased cruise calls. This early performance suggests a resilient winter season, with continued demand from key source markets and rising tourism revenue reinforcing the economic significance of the sector. 

Source: Travel and Tour World 

 

Travel Trends 2026: From Digital Detox to Time-Aligned Travel 

The British Airways Holidays Travel Trends Report highlights a clear shift in traveller priorities for 2026: experiences over exposure. “Uninhibited holidays” reflect a growing desire to disconnect from social media and embrace body-positive, immersive wellness experiences, from saunas and spas to destinations rooted in strong wellness traditions. This move toward presence and self-acceptance signals increasing demand for restorative travel that prioritises mental and physical wellbeing over digital validation. 

Source: Metro 

 

Value and Authenticity Redefine Travel Choices 

Despite ongoing economic pressure, travel remains a high spending priority, with travellers placing greater emphasis on value for money through deals, loyalty programmes and flexible offers. At the same time, there is a clear shift toward more authentic experiences, such as vintage shopping, retro-inspired activities and locally rooted souvenirs. This growing preference reflects a broader move away from generic, mass-market travel toward more meaningful, individual and culturally connected experiences. 

Source: Metro 

 

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Africa Market Insights 

Wellness-led African travel continues to rise 

Wellness also known as transformational travel is becoming a core motivator rather than an added feature.  The need to slow down, breathe and restore is more important now than ever before. Destinations across Africa are seeing increased demand for nature-based wellbeing experiences — from sleep-optimised safari lodges to ocean retreats, stargazing experiences, and digital-detox escapes. Travellers are prioritising restorative, slow, conscious travel grounded in nature and culture. 

Source: Forbes Africa  

 

Culinary and culture-focused travel boosts key African cities 

 Food and culture are shaping travel choices, with Cape Town, Marrakech, Kigali, and Nairobi emerging as leading culinary and creative hubs. Travellers are seeking chef-led experiences, indigenous ingredients, wine journeys, and immersive neighbourhood tours that highlight local heritage and craftsmanship. 

 Source: Condé Nast Traveler 

 

Remote, lesser-known nature destinations gaining attention 

Travellers are increasingly choosing under-the-radar regions that promise exclusivity and untouched wilderness. Destinations such as such as Gabon, Northern Namibia, Zimbabwe’s private conservancies, and Zambia’s emerging parks are seeing growing interest from affluent travellers wanting privacy, sustainability, and deeper connection to conservation-driven tourism. 

Source: De Mode Magazine; Tourism News Africa  

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Polish Market Insights 

Poles Increasingly Choose City Breaks for New Year Escapes 

According to Travelplanet.pl data, outbound New Year’s travel among Polish customers has become increasingly popular, driven by a rising interest in short city break getaways. Reservations for city break packages abroad have grown significantly compared with last year, with major European cities among the most sought-after options. Travellers are choosing destinations where they can combine sightseeing, dining and cultural experiences with New Year celebrations, avoiding the winter weather at home. Short stays in Rzym (Rome), Madryt (Madrid) and Ateny (Athens) are frequently booked, reflecting strong demand for urban escapes. At the same time, demand for all-inclusive week-long stays remains robust, offering warm-weather alternatives to traditional winter trips. 

Source: Travelplanet.pl via WaszaTurystyka.pl 

 

Winter Break Travel Patterns Among Polish Tourists Diversify Beyond Snow 

Travel booking data from Wakacje.pl show that Polish travellers are expanding their winter holiday preferences beyond traditional ski resorts. Egypt leads among destinations for the winter break, supported by attractive all-inclusive offers. Warm-weather options such as Malta, Spain and Cyprus also register increased bookings, while exotic long-haul travel grows, particularly to the United Arab Emirates and Thailand. Additionally, Cape Verde has recorded strong demand. Touroperators report rising interest in further-flung markets including the Dominican Republic, Mexico, Vietnam, Colombia and Gambia, reflecting a broadening of winter sun and cultural holiday choices. This trend underscores a shift toward diversified experiences among Polish customers in the colder months. 

Source: WaszaTurystyka.pl 

 

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Stay Connected with KLEBER GROUP!

Want even more travel inspiration and insider updates? Follow social media channels for exclusive stories, expert tips, and a front-row seat to the latest industry buzz:

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📸 Instagram
👍 Facebook

 Picture rights:  ©iStock – ©jacoblund