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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KLEBER GROUP News 

 

KLEBER GROUP x UNWTO – Affiliate Member 

We became an official UNWTO Affiliate Member, with our CEO Julia Kleber receiving the certificate at the UNWTO General Assembly in Riyadh. The membership provides access to the UNWTO’s global network and international initiatives, enhancing our position within the global tourism ecosystem. It also supports our mission to act as a communicative bridge between destinations, institutions and the wider travel industry. 

Read more here: KLEBER GROUP becomes an Affiliate Member of the United Nations World Tourism Organization – KLEBER GROUP 

 

70th Anniversary of Corps Touristique e.V. (CT) 

We were proud to join the 70th anniversary celebration of CT in Frankfurt, a network the KLEBER GROUP has been part of for many years under the leadership of Hanna Kleber, President of both CT and KLEBER GROUP, which brings together international tourism representatives to foster collaboration and exchange. The event offered a valuable opportunity to connect with industry leaders, strengthen partnerships, and reflect on CT’s role in fostering a globally connected tourism landscape. We look forward to continuing our contribution to this network and driving impact across the tourism sector. 

 

KLEBER GROUP at TOURISE Summit 2025 in Riyadh 

We participated in the inaugural TOURISE Summit 2025 in Riyadh, where our CEO Julia Kleber joined global leaders to discuss the future of tourism. The event offered valuable opportunities to reconnect with partners, explore Saudi Arabia’s ambitious tourism vision, and build new strategic relationships. A key highlight was the progress of DIYYAFAH, our joint initiative with the DISCOVERY Group, which continues to grow and unfold with great potential. 

Learn more about DIYYAFAH! 

 

KLEBER GROUP Goes WTM London 

We were delighted to attend WTM London, connecting with key decision-makers and industry stakeholders from across the global tourism sector. The event provided a valuable platform to exchange insights, strengthen partnerships, and discuss the future of travel and destination marketing. We’re excited to build on these conversations and continue shaping meaningful impact within the travel industry. 

 

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Luxury Insights 

 

Ultra-Flexible Cancellation & Re-booking Policies 

High-net-worth travellers increasingly prioritize full flexibility due to global uncertainties – from climate disruptions to geopolitical shifts. Luxury guests expect generous and transparent re-booking and cancellation options without hidden penalties. 

 

The Takeaway: Flexibility has become a premium decision factor. Luxury travel brands must clearly communicate adaptable booking structures to remain attractive to discerning travellers. 

 

Tech-Augmented Privacy Retreats 

Demand for privacy is rising, but not at the expense of technology. Smart suites, biometric access, AI-assisted concierge services and discreet in-villa support are shaping the next generation of luxury stays. Guests want to feel completely secluded while still enjoying seamless, invisible service. 

 

The Takeaway: High-end properties should present privacy and technology as a unified offering: total retreat paired with effortless digital control and comfort.

 

Multi-Generational Luxury Travel Expansion 

Luxury travel is increasingly becoming a shared family experience. Multi-generational trips – bringing grandparents, parents and children together – are growing as affluent families seek meaningful moments across generations. Properties that can balance togetherness with personal space gain a clear advantage. 

 

The takeaway: Luxury brands must design itineraries and spaces that cater to different ages and needs, while enabling quality time, bonding and premium comfort for the entire family.

 

Sources:  

https://www.watg.com/luxury-travel-trends-2025/  

https://corporate.visa.com/en/sites/visa-perspectives/trends-insights/travel-trends-2025-affluent-tourism-destinations.html  

https://www.deloitte.com/us/en/industries/consumer/articles/future-of-luxury-travel.html  

 

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Industry Stakeholders 

 

Google Reinvents the Way You Book Travel  

Google is launching an AI-powered travel booking system that can plan and reserve entire trips — from flights and hotels to activities — in one seamless flow.
A new visual canvas connects bookings directly with Gmail and Google Maps, streamlining the experience and putting pressure on traditional travel platforms.
For hotels, high-quality data such as pricing, availability, images, and descriptions becomes more crucial than ever, as visibility alone will no longer be enough. 

Source: Google stellt umfassendes Buchungssystem für Reisen vor | Inside 

 

Germany Lowers Air Travel Tax to Boost Flight Supply 

The German federal government plans to lower the air travel tax starting mid-next year, aiming to ease costs for airlines and boost flight availability. According to the industry, lower taxes could reduce air travel overhead by about 10 %, benefiting tourism, trade-fair logistics and airlines alike. However, while airlines like Lufthansa see the move as necessary to secure route networks, full ticket price cuts are still uncertain and some carriers (e.g., Ryanair) want further reductions or a complete tax abolition. 

Source: Senkung der Ticketsteuer: Luftfahrt verspricht mehr Flüge – WELT 

 

Overnight stays in Germany in September slightly above last year’s level 

In September 2025, accommodation providers in Germany recorded 48.6 million overnight stays, representing a 1 % increase compared to September 2024. From January to September, total overnight stays reached a record 387.7 million, up by around 100,000 compared to the same period in 2024. Domestic guest stays rose by 1.4 % in September (to 40.8 million) and by 0.6 % cumulatively to 323.4 million, while foreign guest stays decreased by 1.2 % in September (to 7.8 million) and by 2.9 % year-to-date (to 64.3 million). 

Source: Übernachtungen im September leicht über Vorjahresniveau | Destinations 

 

Entry/Exit System Launched at Salzburg Airport 

Salzburg Airport has introduced the new EU Entry/Exit System (EES) as of 12 November 2025, following Vienna Airport’s rollout in October. The system replaces manual passport stamping for third-country travelers with biometric checks, including fingerprint and facial recognition, ahead of mandatory EU-wide implementation by April 2026. To handle peak winter traffic, Salzburg has expanded its control points and added a dedicated EES satellite area for smoother passenger processing. 

Source: Entry/Exit System am Salzburg Airport gestartet » news | tip – Travel Industry Professional 

 

Facial Recognition at Swiss Airports Advances 

The Swiss government is pushing legislation to allow airlines and airports to use facial recognition systems, with biometric data processing included in the proposed amendments to aviation law. Such biometric checks (e.g., for self-service bag drop, check-in, boarding) will only be used if passengers give explicit consent and are informed in writing beforehand. The goal is to accelerate access control processes at airports in Switzerland, aligning with systems already in place at other European hubs. 

Source: Gesichtserkennung an Schweizer Flughäfen rückt näher – travelnews.ch 

 

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DACH Market Insights 

 

How Switzerland Will Travel in 2026 

Switzerland is preparing for a travel boom in 2026 with significant investment into sustainable mobility solutions, including rail and valley-shuttle links designed to replace car use in alpine destinations. The country is emphasising multi-destination packages, combining nature, culture and wellness, targeting younger travellers who seek immersive, local experiences rather than traditional holidays. To support this shift, tourism authorities are accelerating digitisation—especially around guest-journey platforms and real-time data analytics—to offer hyper-personalised travel services at scale. 

Source: So reist die Schweiz 2026 – travelnews.ch 

 

TUI Austria Expects Strong Summer Season 2026 

According to a YouGov survey, 76 % of Austrians plan at least one holiday for summer 2026, prompting TUI Austria to expand its summer flight programme, launch new hotels under the TUI Blue and TUI Kids Club brands, and boost tailor-made round trips via TUI Tours. The survey shows that 50 % of respondents prefer beach holidays, 37 % city trips and 30 % nature or adventure vacations; 58 % intend to travel by plane, especially on medium-haul routes like Greece, Turkey and Spain. While interest in sustainability grows, many Austrian travellers remain price-sensitive: 39 % say sustainability isn’t a priority and only 12 % are willing to spend extra for green options. 

Source: TUI Österreich erwartet starke Sommersaison 2026 » news | tip – Travel Industry Professional 

 

Top and Trending Winter Destinations for Swiss Travellers 

According to Dertour Suisse’s new Travel Index Winter 25/26, the top destinations for Swiss travellers this season are the Maldives, Thailand, Egypt, Gran Canaria and Dubai. The trending destinations include Morocco, Mexico, Oman, the Dominican Republic and Finnish Lapland, reflecting strong demand for both winter sun and adventure-oriented escapes. The findings show that Swiss travellers continue to mix classic beach favourites with more exotic, experience-driven choices, offering clear opportunities for tour operators to target both established and emerging markets. 

Source: Das sind die Top- und Trend-Destinationen bei Dertour Suisse – travelnews.ch 

 

Swiss Study Identifies Top Autumn Train Journeys — Includes Swiss & Austrian Classics 

A new JR Pass analysis shows a 35% rise in bookings for scenic rail journeys in 2025, underscoring travellers’ growing interest in slow and nature-rich travel. Alongside Switzerland’s Golden Pass Express and Austria’s Semmering Railway, the Schneebergbahn in Lower Austria is also featured as one of the top autumn routes thanks to its panoramic alpine foliage views. The results highlight strong potential for both Switzerland and Austria to position autumn rail travel as a high-value seasonal product. 

Source: Das sind die 10 schönsten Zugreisen im Herbst – travelnews.ch 

 

Frankfurt am Main, Germany- Condé Nast’s Best Places to Go 2026 

Frankfurt am Main has been selected by Condé Nast Traveller as one of Europe’s top destinations for 2026, and the only German city to make the cut. The city earns recognition as the upcoming World Design Capital 2026, with over 200 events planned, the opening of the new Jewish Academy and a revitalised urban quarter at Osthafen. Condé Nast highlights Frankfurt’s blend of historic charm and modern vitality — from Goethe’s birthplace and the reconstructed New Old Town to its dynamic tech and food scenes — framing it as a “world city in pocket format”. 

Source: Best Places to Go in Europe in 2026 | CN Traveller 

 

Study shows high acceptance of tourism in Germany 

A representative study by the Deutsches Institut für Tourismusforschung (German Institute for Tourism Research) found that 49 % of residents view the impact of tourism in their region positively and around 41 % are neutral. The tourism sector employs about 2.7 million people in Germany and generates a gross value-added of approximately €144 billion. However, there are concerns about a lack of investment in local infrastructure, which could affect both tourist experiences and residents’ quality of life.  

Source: Studie zeigt hohe Akzeptanz für Tourismus in Deutschland | Inside 

 

Half of Germans Still Have up to 20 Days of Leave Remaining 

According to a recent survey by Mastercard Germany, 65 % of Germans aim to tick off at least one bucket-list experience by the end of 2025, and 27 % are targeting multiple. Approximately 50 % of Germans still have between 7 and 20 vacation days left this year, with Gen Z (77 %) particularly keen to realise their wishlist experiences swiftly. Top aspirations include travelling to a dream destination (36 %), visiting a Christmas market (14 %) or attending a long-planned live event (11 %), while many are cutting discretionary spend (e.g., clothing, gadgets) to prioritise experiential travel. 

Source: Ungenutzter Urlaub vor Jahresende: Die Hälfte der Deutschen hat noch bis zu 20 Tage … | Presseportal 

 

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Spanish Market Insights 

 

81% of Spaniards plan to make some form of travel-related spending over the next year. 

Tourism is consolidating itself as a top spending priority in Spain, with 81% of consumers planning travel-related purchases in the next twelve months, surpassing categories like sports and technology. The sector benefits from favorable economic conditions, including rising private consumption, low inflation, and declining unemployment. Travelers aged 45 to 54 are the most active, while younger adults increasingly prioritize experiences over material goods. Sustainability is gaining weight: 30% have reduced travel spending for environmental reasons, a figure that jumps to 70% among those aged 18 to 24. 

Source: Agenttravel.ES – Noticias para el profesional del turismo – El 81% de los españoles prevé realizar algún gasto en viajes durante el próximo año 

 

The impact of the meetings tourism sector in Madrid reaches €5.674 billion, representing 2% of the city’s GDP. 

MICE & Business tourism generates €5.674 billion in the Madrid region (2% of its GDP) and supports more than 42,000 full-time jobs. In 2024, Madrid hosted 54,700 meetings and 2.6 million attendees, strengthening its position as a leading MICE hub in Europe. The activity of Ifema and major cultural events boosts international visibility and drives higher visitor spending. The report calls for a strategy focused on sustainability, digitalization, and public-private collaboration to sustain this competitive edge. 

Source: Agenttravel.ES – Noticias para el profesional del turismo – El impacto del turismo de reuniones en Madrid alcanza los 5.674 millones, el 2% de su PIB 

 

The trends shaping MICE tourism in 2026: what kinds of events companies are looking for 

IBTM World opens in Barcelona with strong optimism as the MICE sector heads into 2026 with booming demand for in-person, purpose-driven events. Companies increasingly favor smaller, experience-rich gatherings in unique venues beyond traditional hotel spaces. A key trend is the need to engage with multigenerational audiences, from older professionals re-entering the workforce to younger attendees seeking more tactile, low-tech experiences. The sector is moving towards an inclusive event design that incorporates accessibility, quiet zones, simplified communication, and diverse organizing teams to boost participation and ROI. 

Source: Feria IBTM World en Barcelona: fuerte repunte del turismo de congresos MICE 

 

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UK Market Insights 

 

UK’s Adventure Tourism Set to Boom in 2026 

Adventure tourism is emerging as a powerful driver of domestic and international travel across the UK. Once seen as a niche, adventure travel and the increasing demand for outdoor experiences is now a major driver of visitor spending. Recent studies indicate that the adventure tourism market is on the cusp of significant expansion. 

Source : https://www.msn.com/en-nz/travel/news/how-why-the-uk-s-adventure-tourism-industry-is-set-to-boom-in-2025-and-beyond/ar-AA1yvVL1?apiversion=v2&domshim=1&noservercache=1&noservertelemetry=1&batchservertelemetry=1&renderwebcomponents=1&wcseo=1 

 

The top trending destinations for adventure travellers in 2026 

Wild Frontiers – based in the UK have seen growing curiosity for destinations that were once considered off-limits, as people seek richer, more authentic experiences. According to Wild Frontiers, the destinations that are set to become more popular with travellers in 2026 are as follows: Kyrgyzstan, Iraq, Tanzania, South Korea, Egypt, Sri Lanka, Turkey, Japan, Oman, Chile, Argentina, Kashmir, India, Georgia, Saudi Arabia, Algeria, Pakistan and Ecuador. 

Source : https://www.itij.com/latest/news/top-trending-destinations-adventure-travellers-2026 

 

Experts reveal top six travel trends for 2026 – with some surprises. 

Expedia has released its top travel trends for 2026 Responses from 24,000 people across 18 countries, shows three major growing trends :’Fan Voyages’ combine travel with unique regional sporting activities, ‘Salvaged Stays’ sees holidaymakers opting for upcycled retreats like former schoolhouses, train stations, and banks, whilst the emerging trend of ‘Hotel Hops’ who are booking multiple hotels within a single destination. This is fuelled by a desire to explore different neighbourhoods (58%) and keep trips varied (52%). 

Source: https://www.mirror.co.uk/travel/news/experts-reveal-top-six-travel-36068921 

 

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Africa Market Insights 

 

New flight routes boost access to Cape Town 

South African travellers will soon have three new direct flight routes to look forward to, connecting the country more easily with Spain, Mozambique, and Zanzibar. This is in addition to new long-haul flights from Air France (Paris), KLM (Amsterdam) making Cape Town far more accessible for high-end travellers from Europe and the US, reinforcing its position as Africa’s luxury gateway. 

Source: Cape Town Etc  

  

Tech-driven and personalized luxury travel 

African luxury travel is embracing AI-driven curation, smart-room tech, and immersive digital storytelling to deliver bespoke, meaningful experiences. Travellers want depth, innovation, and connection — not just opulence. 

Source: Travel and Tour World 

  

Short-haul luxury & emerging African destinations gaining traction 

Affluent travellers are opting for destinations with easier access and fewer logistics hassles: countries like Botswana, Tanzania and Rwanda are seeing strong growth in ultra-luxury bookings. 

Source: Travel And Tour World

 

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Polish Market Insights 

 

Polish Travellers Increasingly Choose Mountains Outside the Winter Season 

According to the Skyscanner report “Travel Trends 2026”, around 80% of Polish travellers plan to visit mountain destinations in spring or autumn as well as in winter. The OnePoll survey conducted for Skyscanner reveals key motivations such as peace and quiet (60%) and cooler weather (50%). Popular activities include hiking (40%), wildlife observation (34%) and other outdoor pursuits like mountain biking or lake swimming (23%). The shift reflects a broader move to year-round mountain tourism and highlights opportunities for Czech regions to position themselves as autumn and spring escapes with nature, tranquillity and adventure. 

Source: Skyscanner via WaszaTurystyka 

 

Poland Becomes Malta’s Third-Largest European Source Market in 2025 

Malta has recorded a breakthrough year on the Polish market. Between January and September 2025, the island welcomed 280,000 visitors from Poland, already surpassing the total for 2024. This marks a 50% year-on-year increase, placing Poland third among all European source markets, behind only the UK (639k) and Italy (471.8k), and ahead of France and Germany. Polish spending also rose sharply, reaching €218.3 million, with per-capita expenses of €778. The growth is supported by extended air connectivity, including LOT’s new year-round service, and Malta’s strong off-season appeal driven by mild weather, culture and outdoor experiences. 

Source: WaszaTurystyka.pl 

 

Holiday Season Travel Trends Among Polish Customers 

According to Wakacje.pl, bookings made by Polish customers for the Christmas and New Year period are up 33% year-on-year, signaling a strong winter season for the travel industry. Warm-weather destinations remain the leading choice, with Egypt at the top due to its extensive all-inclusive offer and favorable price-to-value ratio. Malta, Spain and Cyprus also show rising demand, with Cyprus recording an 80% increase in reservations among Polish travellers. Long-haul interest continues to grow: exotic destinations are up 36%, driven by the UAE (+63%) and Thailand, which saw a 74% rise. Cape Verde recorded the fastest growth at 133%, confirming that Polish travellers are widening their holiday preferences beyond traditional winter-sun markets. 

Source: WaszaTurystyka.pl 

 

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Stay Connected with KLEBER GROUP!

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 Picture rights:  ©iStock – serts

Summer is just around the corner, and the travel world is buzzing with exciting trends, new insights, and fresh inspiration to help you plan your next adventure or business move. Whether you’re a travel pro or simply love to explore, this edition is packed with must-know info and big-picture forecasts shaping the future of travel in the DACH region and beyond.

Here’s a sneak peek of what you’ll discover inside:

• What Travelers Expect in 2025: Early bookings, family focus, and social media-driven inspiration.
• The Future of Travel 2040: How to prepare.
• Contrast Baths & Regeneration: Why integrate it into your offers.
• Luxury Travel Trends: Discover where discerning travelers are headed next.
• Emerging DACH Trends: Early Birds Drive Sales
• IMEX Frankfurt 2025: Record attendance and fresh insights on trust and transparency in events.

 

Market Insights

What travellers expect in 2025

Understanding what drives travelers in 2025 is essential for travel brands and tour operators looking to develop relevant offers and communication strategies. Recent insights from Urlaubsguru’s latest survey in Germany reveal shifting behaviors and priorities among travelers – from early planning to growing interest in nature and flexibility. Whether your target audience includes couples, families, or adventure-seekers, these trends highlight actionable focus areas for the coming year.

Key Insights at a Glance

Early Booking & Offer Strategy
With 71% of travelers booking early, now is the time to focus on early-bird deals and smart upselling. All-inclusive packages remain popular for their ease and transparency.

Target Groups: Couples, Families, Adventure Seekers
Couples are leading in trip planning, looking for romance and privacy. Families seek comfort, flexibility, and kid-friendly options. Adventure seekers want nature, hiking, and immersive experiences.

Accommodation and Experience Expectations
Families value pools, play areas, and flexible check-ins. Couples prefer romantic settings and wellness hotels. Across all groups, easy and stress-free planning is key.

Value for Money & Mid-Market Focus
Most travelers spend €50–200 before the trip. While cost-conscious, they expect quality and clear pricing—value and trust make the difference.

Social Media as a Key Source of Inspiration
Travel inspiration is driven by TikTok and Instagram. Hashtags like #wanderlust and #hiking are shaping choices, making visual content more powerful than ever.

Read the full survey here.

The Future of Travel: Outlook to 2040

How will travel evolve by 2040? As the travel industry faces rapid transformation, understanding the future landscape is crucial. The Deloitte and Google study “Future of Travel 2040” reveals a future shaped by personalization, immersive technology, and sustainability—trends that will redefine traveler expectations and industry standards. This research highlights the urgent need for travel brands to adopt data-driven, digital ecosystems to stay competitive.

Read the full article here.

Contrast baths: the growing trend towards regeneration

Contrast baths—a therapy involving alternating between hot and cold water—are experiencing a resurgence in wellness and sports recovery. Favored by athletes, individuals with circulation concerns, and wellness enthusiasts alike, this practice has become a popular feature in luxury spas. But what exactly is contrast bathing, and why should you integrate it into your offerings? Discover more in our latest blogpost.

Luxury Travel: More Personal, More Expensive
Demand for customized luxury travel is booming. According to Dirk Gowin, CEO of Select Luxury Travel, travelers are willing to spend more for authentic, personalized experiences rather than cookie-cutter luxury.

Africa is particularly trending, with strong demand for Namibia, Botswana, South Africa, and Kenya—thanks to improved infrastructure and high service standards.
Other growth regions include Asia (Japan, Bhutan, Indonesia) and South America (Peru, Argentina). Luxury travelers today are looking for meaningful and immersive experiences, not just opulence.

How Swiss People Travel in 2025
The 2025 Swiss Bankers Travel Study, surveying around 1,600 participants, reveals that Swiss travelers increasingly prioritize early planning, comfort, and safety. Mobile bookings dominate, with 43.3% organizing their trips via smartphone. Longer stays averaging over ten days are the norm, while spontaneous short trips are rare. Sustainability is more important to older travelers, whereas younger people show openness to using AI in travel planning. Most prefer hotels, with location and price being the top factors in accommodation choice. Credit and prepaid cards dominate as payment methods, and free cancellation options remain a key booking consideration. Overall, the study highlights a clear shift toward digital, carefully planned travel with a strong focus on flexibility and security. Discover all the Swiss travel trends here.

Survey: Nearly a Third Traveling Less or Shorter in 2025

Due to economic uncertainty, many Germans are reconsidering their travel plans. According to a recent survey by the German Tourism Industry Association (BTW), around 31% plan to travel either less (20%) or for shorter durations (11%) this year. Only 10% say they will travel more frequently and spend more money on vacations.

Most travelers (44%) are sticking to their usual habits, with no changes from the previous year. Despite growing concerns over extreme heat and wildfires, two-thirds of respondents still plan to take their vacations during the summer months (June to September).

The BTW is hosting its annual “Tourism Summit” in Berlin today, with key political figures such as Mayor Kai Wegner expected to attend.

Source: Bundesverband der Deutschen Tourismuswirtschaft (BTW), Survey conducted May 19–21, 2025 with over 2,000 participants

Booking Trends: Early Birds Drive Sales
In March 2025 alone, Germans spent €2 billion on package holidays, a 6% increase compared to March 2024 (Travel Data + Analytics, March 2025). The rise is largely driven by early bookings for winter 2025 and summer 2026. In fact, 61% of summer 2025 holiday volume is already booked. While short-term bookings remain significant, the trend suggests growing confidence and planning behavior among German consumers.

How Germans Make Travel Decisions
German travelers are increasingly analytical and budget-conscious (TUI & Appinio May survey). When selecting a destination, 71.5% prioritize price, making it the most decisive factor, followed by climate (55.3%). Other influencers include safety (44.3%) and cultural offerings (37.9%).
When traveling, 34.7% go with their partner, while 20.7% travel with family. However, 62.9% have also taken solo trips, indicating a strong individual travel trend.

For inspiration, 44.8% consult blogs and online platforms, making them the most influential source, followed by booking portals (19.1%), travel agencies (13.6%), and Instagram (13.4%).
Sustainability is slowly gaining traction: 41.2% say sustainability influences their travel decisions, although only 16.7% are willing to pay more for eco-friendly options.

Travel Safety on the Rise
Travel safety is emerging as a major factor in German vacation planning. In a recent ERGO survey, 44% of travelers cited safety as one of the top three factors influencing their choice of destination—behind only price (68%) and weather (63%).

Affordable Destinations Gain Popularity
With inflation and cost sensitivity on the rise, value-for-money destinations are trending (TDA Survey). Egypt bookings are up by 21% and Bulgaria by 24% for summer 2025, highlighting strong demand for affordable beach and all-inclusive holidays.
Meanwhile, the USA saw an 11% drop in cumulative bookings for summer 2025, despite an overall 9% growth in long-haul travel. This may indicate that even adventurous travelers are leaning toward more cost-effective exotic destinations.

Market News

IMEX Event Industry Fair Closes with Record Participation
Despite economic headwinds, geopolitical tensions, and rising protectionism affecting the global MICE (Meetings, Incentives, Conferences, Exhibitions) sector, the IMEX fair in Frankfurt experienced strong attendance and engagement. The event attracted 13,000 visitors from around the world, including 4,000 Hosted Buyers who were invited for their key roles in the industry. The exhibitor area was the largest ever recorded at IMEX, highlighting renewed enthusiasm among suppliers despite the market normalization after the pandemic boom years of 2022 and 2023. A total of 67,000 meetings were pre-arranged, representing a 10% increase compared to the previous year, signaling robust business demand and greater involvement from buyers.

Organizers emphasized the enduring importance of face-to-face meetings, with industry leaders like Heledd Williams from Meet In Wales and Tracy Halliwell from the London Convention Bureau praising the event as a major success. The fair’s Inspiration Hub in Hall 9 hosted educational sessions focusing on pressing industry themes such as building trust, enhancing transparency, and creating immersive, experience-based event designs. Alexandra Howar of In Vision Communications underscored transparency as the “currency of trust” between agencies and planners, crucial for boosting efficiency and improving attendee experiences in an increasingly complex event landscape.

Most Popular Destinations for Whitsun Holidays
As Whitsun holidays approach, Skyscanner reveals the top travel spots. Mediterranean favorites like Spain, Italy, Greece, and Turkey lead the list, along with long-haul destinations such as the USA and Thailand. For city trips, Palma, Istanbul, and Heraklion are most popular. The flexible “All Destinations” search—sorting flights by best price without a fixed target—is the top choice overall.

HOTELS

Small Luxury Hotels Adds 25 New Properties in Q1 2025
Small Luxury Hotels of the World (SLH) has added 25 new boutique properties to its collection in the first quarter of 2025, continuing the growth momentum it began in 2024 when 82 hotels joined the portfolio. The additions include locations in Italy, Germany, and France, with SLH now offering over 620 independently owned hotels in nearly 90 countries. The expansion focuses on culturally rich urban destinations and unique heritage buildings, aiming to provide authentic, high-end experiences for discerning travelers.

SLH Opens First Hotel in Munich
In April, SLH opened its first property in Munich: the Münchner Kindl – House of Hütter. Housed in an 18th-century townhouse, the boutique hotel offers ten apartment suites and six rooms in the heart of the Bavarian capital. This marks an important step in SLH’s German market expansion, blending historical charm with modern design in a central, culturally vibrant location.

DISTRIBUTION NETWORKS

Swiss Airports See 2% Passenger Growth in Early 2025
In the first quarter of 2025, Swiss airports handled 12.6 million passengers, marking a 2% increase compared to the same period last year. Despite this growth, passenger numbers remain 3% below pre-pandemic levels from 2019. Flight movements also rose by 4% to about 102,000 takeoffs and landings.

Dertour Opens Bookings for Winter 2025/26 and Summer 2026
The tour operator brands within the Dertour Group have made 70% of their hotel and tour packages for winter 2025/26 and 40% of their long-haul summer 2026 offerings available for booking. Popular destinations include locations across short, medium, and long-haul routes, such as the Indian Ocean, Thailand, and the UAE. With a 31% increase in guests last winter and a projected 22% rise for the upcoming season, Dertour emphasizes the growing demand for early booking, especially among price-conscious travelers.

Holidayheroes Expands Mobile B2B Platform with Exclusive Solamento Partnership
Holidayheroes Germany has expanded its B2B services by launching an exclusive mobile sales platform available only to Solamento consultants. Following a successful pilot phase, this partnership aims to strengthen Holidayheroes’ reach and enhance the mobile booking experience for travel professionals.

TUI Launches New Customizable Tour Platform
TUI, the market leader, has introduced “TUI Tours,” a new platform allowing customers to create and book tailor-made tours. Developed with Swiss tech company Nezasa, the platform offers travel agencies a 12% commission on bookings, facilitating personalized travel experiences and boosting agency incentives.

 

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