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KLEBER GROUP News
Visit Angola – Host Country at ITB Berlin, initiated by KLEBER GROUP
ITB Berlin 2026 (3–5 March) celebrated its 60th anniversary, with Angola taking centre stage as the official host country. The trade fair provided a key platform for diplomacy, investment and brand positioning, while the strong emphasis on cross-border cooperation highlighted the importance of regional integration. Angola used this opportunity to further evolve its image from a relatively unknown destination into a rising hotspot in the international tourism market and to position itself accordingly.
Particular attention was drawn to the 21 Angolan co-exhibitors, representing a broad cross-section of the country’s tourism ecosystem, including leading DMCs, hotels and the national carrier TAAG Linhas Aéreas de Angola, all contributing to showcasing Angola’s diverse and growing tourism offering.
This collective participation clearly reflected Angola’s ambition to evolve from a relatively undiscovered destination into a rising hotspot within the international tourism market.
The KLEBER GROUP team was responsible for the organisation and execution of the host country presence, including booth management, event coordination and on-site stakeholder engagement. Key activities included the Opening Gala, an Angolan Happy Hour, a press conference, as well as numerous trade, PR and stakeholder meetings throughout the event.
Live on Stage: Julia Kleber at FHS Africa
At the Future Hospitality Summit Africa in Nairobi, Kenya (31 March – 1 April 2026), our CEO Julia Kleber moderated a key session alongside Augusto Kalikemala, Secretary of State for Tourism of the Republic of Angola. Under the theme “Enabling the Ecosystem: Government’s Role in Tourism Growth”, the discussion explored how government policies, strategic action and effective communication can foster sustainable tourism development and unlock investment potential. The session highlighted the importance of strong public–private collaboration in building resilient tourism ecosystems and creating long-term value for destinations, investors and local communities alike.
Luxury Insights
Luxury Travel 2026: Uniqueness, Tailor-Made Experiences & New Destination Dynamics
Luxury travel in 2026 is increasingly defined by uniqueness and non-replicable experiences – from exclusive cultural access and remote nature retreats to high-end gastronomy, with travellers placing growing value on individuality and meaningful moments. Personalised, tailor-made journeys continue to gain momentum, reflected in strong growth in curated experiences such as private safaris, cultural immersion and bespoke itineraries, while destinations like Greece, Egypt and the Maldives remain in high demand alongside emerging growth markets. At the same time, trends such as secluded luxury in remote regions, experiential gastronomy as a key booking driver and iconic attractions like the Grand Egyptian Museum underline a broader shift towards experience-led, highly individual luxury travel.
Source: tip
Resilient Luxury Travel: High-End Demand Remains Stable Despite Global Disruptions
According to Hyatt, demand from affluent travellers remains largely unaffected by geopolitical tensions, with high-value guests continuing to travel despite events such as conflicts in the Middle East or security challenges in Mexico. The group emphasises that a diversified global footprint and balanced clientele help mitigate regional disruptions, keeping overall occupancy and revenue stable. This highlights the resilience of the luxury travel segment and the strategic importance of diversification and location management in an increasingly volatile global environment.
Source: Travel Trade
Industry Stakeholders
Podcast: What Does the Conflict in the Middle East Mean for Aviation?
The middle east conflict is significantly impacting aviation, with major changes to flight routes as well as costs, prices and capacity. Key hubs in the Middle East, including Dubai, Doha and Abu Dhabi, are experiencing temporary disruptions, while travel warnings in Germany also apply to transit flights through the region. At the same time, rising fuel prices are affecting airline pricing and flight offerings, with the broader structural impact on the aviation industry remaining uncertain. Listen to the Counter vor9 podcast on this topic.
Source: CounterVor9
Wildlife Tourism Is More Popular Than Ever
Wildlife tourism is experiencing strong growth, particularly in the premium and small-group segment, with travellers willing to invest significantly in high-quality nature experiences. At the same time, the sector highlights the importance of balancing tourism with conservation, as protecting natural assets is key to long-term success. Destinations such as Costa Rica are focusing on a “value over volume” approach, combining strict environmental protection with targeted growth in international markets.
Source: fvw
Emotional Travel and Social Wellness: Accor Reveals the Trends for 2026
Travel decisions in 2026 are increasingly driven by emotional factors, with travellers seeking authentic experiences and using travel to gain emotional energy. At the same time, trends such as social wellness, live experiences, nostalgia and a stronger connection to nature are shaping expectations, alongside the desire to maintain familiar routines while travelling. Personal recommendations remain highly relevant, while loyalty programmes are gaining importance as access points to exclusive experiences.
Source: Tageskarte
Two-Brand Strategy: Urlaubsguru Touristik Launches Premium Offering
Urlaubsguru Touristik is introducing a two-brand strategy from March, expanding its portfolio with the launch of “Urlaubsguru Touristik Premium” to target higher-value customer segments. While the core brand will continue to focus on strong price-performance, the Premium line will offer added flexibility and exclusive benefits, including free cancellations, rebookings and additional services. This strategic move reflects a broader shift towards more differentiated travel products, combining accessible offers with enhanced, service-driven experiences, alongside plans to further grow external distribution channels.
Source: fvw
MICE Market 2026: Demand Returns as Cost Pressure Persists
The latest MICE report highlights a stabilising events market, with demand for meetings and conferences picking up again despite ongoing economic uncertainty. While many companies are maintaining or increasing their event budgets and the number of planned events is rising, growth remains cautious and varies by segment and location. At the same time, providers continue to face significant cost pressure, with rising operational expenses limiting price reductions, while digitalisation, AI and sustainability are increasingly shaping the future of the sector.
Source: fvw
Loyalty Programs Reshape Travel: Payback Expands Its Influence
Payback is increasingly positioning itself as a key player in the travel sector, using data-driven insights to better understand customer behaviour and tailor offers across its partner network. Through targeted campaigns and personalised communication, travel providers can reach highly specific audiences, combining broad visibility with precise, conversion-driven marketing. With a growing number of travel partners and deeper integration into booking processes, loyalty programs like Payback are becoming a strategic tool to drive customer engagement, revenue and long-term brand loyalty.
Source: fvw
World Cruises Evolve: New Trends and Changing Guest Profiles
World cruises are seeing renewed interest, evolving from once-in-a-lifetime journeys into more flexible and diverse travel experiences. New guest groups are entering the market, including younger travellers, multi-generational families and remote workers, while shorter segments and modular itineraries make long-haul cruising more accessible. At the same time, changing routes, smaller ports and tailored onshore experiences are reshaping the product, as cruise lines adapt to shifting demand and global dynamics.
Source: fvw
Business Travel Revisited: Why Professional Travel Management Matters
Business travel remains a key driver of economic value, with the sector contributing significantly to revenue and international collaboration despite ongoing transformation. As companies reassess travel policies, the focus is shifting towards strategic travel management that balances efficiency, cost control, sustainability and employee needs. Rather than being purely operational, professional travel management is increasingly recognized as a strategic function, essential for risk management, value creation and long-term business success.
Source: fvw
AI Reshapes Travel Search: A New Era for Discovery and Distribution
Artificial intelligence is fundamentally transforming how travellers search for and discover travel options, with AI-powered tools creating more personalised, conversational and complex search experiences. User behaviour is shifting towards more specific and multi-layered queries, while platforms like Google are increasingly integrating AI-driven results, reshaping visibility and competition for travel brands. For the industry, this marks a strategic shift, requiring more targeted content, stronger data-driven marketing and new approaches to remain visible and relevant in an evolving digital ecosystem.
Source: fvw
DACH Market Insights
Middle East Conflict Weighs on Consumer Sentiment
The conflict in the Middle East is weighing on consumer sentiment in Germany, driven by rising concerns about inflation. Income expectations are declining as consumers anticipate persistently high energy prices, while willingness to spend and save remains unchanged for now. At the same time, growing uncertainty and fears of a weaker economic outlook are further impacting overall consumer confidence.
Source: fvw
Survey: Germans Rarely Change Travel Plans Despite Crises
A recent survey shows that geopolitical conflicts currently have little impact on the travel plans of Germans, with 54% stating their holidays remain unaffected. Nevertheless, some travellers are adjusting their plans, with a small share changing, postponing or cancelling trips due to ongoing tensions. Political stability remains a key factor in destination choice, while the tourism sector is considered resilient despite short-term impacts.
Source: tip
German Travel Demand Remains Strong: Planning and Value Take Centre Stage
Despite ongoing economic uncertainty, Germans remain eager to travel in 2026, with strong demand for traditional holidays and a growing willingness to take longer trips. At the same time, travellers are placing greater emphasis on careful planning, value for money and security, highlighting a more considered and price-conscious decision-making process. Younger generations in particular are driving demand, while emerging formats such as workations show untapped potential, pointing to evolving travel behaviours and new opportunities for the industry.
Source: fvw
Germany: Demographic Change Driven by Low Birth Rates and Migration
Germany’s population is increasingly shaped by demographic change, with low birth rates and an ageing society as key drivers. Migration continues to play a crucial role in stabilizing population numbers and supporting the labor market. At the same time, the development is placing growing pressure on social systems, particularly pensions and healthcare. For the tourism sector, it is essential to closely monitor these developments, as they are expected to bring changes to travel behaviour and industry dynamics.
Source: DW
Survey: Middle East Conflict Creates Uncertainty in Swiss Travel Industry
A recent Travel Inside survey shows that the conflict in the Middle East is causing uncertainty in the Swiss travel industry, with 66% of travel professionals reporting clients currently in the region. Customer reactions vary, with cancellations, rebookings and a wait-and-see approach dominating. Most respondents expect the impact to continue for several weeks or even months, underlining ongoing uncertainty in travel planning.
Source: About Travel
Event Travel Is on the Rise in Switzerland
Event-driven travel is becoming increasingly important in Switzerland, with concerts, sports events and cultural highlights serving as the main reason for trips rather than the destination itself. Travellers are planning their journeys specifically around these experiences and often book well in advance to secure access to major events. At the same time, these trips tend to be shorter, typically lasting just a few days and centred around one key highlight.
Source: Travel News
Swiss Outbound Travel Demand Continues to Rise in 2026
The desire to travel remains strong: Swiss residents are planning more international trips in 2026 than in the previous year, confirming the continued importance of outbound markets. Despite economic uncertainty, travel remains a top spending priority, with a clear preference for frequent, shorter trips. This sustained demand positions Swiss travellers as a highly valuable target group for European and long-haul destinations alike.
Source: SWI
Swiss Travellers Prioritise Simplicity, Safety and “Slow Travel” in 2026
According to a recent European Travel Trend Report, Swiss travellers in 2026 are increasingly focused on relaxation, safety and ease of planning. More than half prioritise rest and nature-based experiences, reflecting a strong shift towards “slow travel” and meaningful holidays rather than packed itineraries. At the same time, price transparency and security are key decision factors, driving demand for package holidays and personal travel advice despite ongoing digitalisation.
Source: Travel News
Middle East Conflict: Austrians Rebook Instead of Cancelling
Despite the conflict in the Middle East, Austrian travellers remain willing to travel, with only limited cancellations observed. Instead, many are adjusting their plans by rebooking or choosing alternative destinations. At the same time, restrictions in air traffic are leading to rising flight prices, influencing travel decisions.
Source: tip
Tourism Investment Boost: €100 Million Funding Package Signed
A new €100 million funding programme has been launched to strengthen tourism investment in Austria, supported by the European Investment Bank (EIB) and the Austrian Hotel and Tourism Bank (ÖHT). The initiative aims to enhance competitiveness, sustainability and quality across the sector, with a strong focus on family-run businesses and long-term value creation. Beyond financial support, the programme reflects a broader strategic push to future-proof tourism through innovation, resilience and targeted development priorities.
Source: ahgz
Vienna Tourism Sees Strong Start: Overnight Stays Reach 1.2 Million
Vienna recorded around 1.2 million overnight stays in January 2026, marking a solid start to the year and continued recovery in urban tourism demand. The city also saw strong overall performance in 2025, with rising revenues and steady growth driven by international markets. These figures underline Vienna’s resilience as a leading European destination, with consistent demand and positive momentum across key source markets.
Source: ahgz
Austria Focuses on Year-Round Tourism and Remains Popular with German Travellers
Austria is strengthening its positioning as a year-round destination, aiming to distribute demand more evenly across all seasons and increase overall value creation. Germany remains the most important source market, with around 15 million arrivals and nearly 60 million overnight stays recorded in 2025. Despite increasing competition, demand from German travellers remains stable, underlining Austria’s continued attractiveness as a destination.
Source: Travel Counter
Austria’s Tourism on a Growth Trajectory
Austria is strengthening its positioning as a year-round destination, aiming to distribute demand more evenly across all seasons and increase overall value creation. Germany remains the most important source market, with around 15 million arrivals and nearly 60 million overnight stays recorded in 2025. Despite increasing competition, demand from German travellers remains stable, underlining Austria’s continued attractiveness as a destination.
Source: ahgz
Spanish Market Insights
Early Bookings Stabilise Easter Travel Despite Middle East Conflict
Early bookings have driven strong Easter sales for travel agencies, offsetting the temporary drop in demand caused by the Middle East conflict, with overall reservations growing between 5% and 10% year‑on‑year.
Source: Hosteltur
AI Transforms Booking Journey, Forcing Hotels to Rethink Digital Strategy
Artificial intelligence is reshaping the hotel booking journey by shifting travellers away from traditional link‑based searches toward direct, personalised, AI‑generated answers, forcing hotels to rethink their digital strategy to remain visible and competitive.
Source: Hosteltur
Costa Cruises Expands Canary Islands Capacity and Cancels Middle East Operations
Costa Cruises is boosting capacity in the Canary Islands for the 2026/27 winter season by deploying its flagship Costa Smeralda, while fully cancelling its Middle East operations due to regional uncertainty to ensure planning security for partners and clients.
Source: Agent Travel
UK Market Insights
UK Travel Demand Remains Strong Despite Industry Disruptions
Despite ongoing disruptions caused by the conflict in the Middle East, the travel industry is facing operational challenges, rising costs and uncertainty around bookings. Limited flight alternatives, increasing prices and restrictions on transit routes are adding pressure on both customers and operators. Nevertheless, a recent consumer poll indicates that travel demand in the UK remains strong for this year.
Source: Travel Weekly
UK Travellers Adjust Plans Amid Middle East Conflict but Demand Remains Strong
A recent consumer poll shows that while the conflict in the Middle East is influencing travel decisions, most UK travellers are not cancelling their plans. Instead, many are adjusting their behaviour by delaying bookings, choosing alternative destinations or opting for closer-to-home travel. Despite operational challenges and rising costs, overall demand for travel this year remains strong.
Source: Travel Weekly
Africa Market Insights
Africa Travel Shows Resilience Amid Middle East Disruptions
While Middle East tensions have impacted key transit routes, African destinations are benefiting from increased direct flight investment and a shift toward alternative hubs within the continent. Airlines are adapting quickly by rerouting and expanding intra-African connectivity, supporting continued recovery and growth in both leisure and business travel demand. Travellers remain confident in Africa as a destination, with demand holding steady as the continent positions itself as a resilient and increasingly self-sufficient travel market.
Source: UNWTO
Africa Emerges as the World’s Fastest-Growing Long-Haul Travel Destination
Africa is firmly in the global spotlight for 2026, with inbound tourism growing at nearly twice the global average and destinations like South Africa seeing a 24% surge in demand from international travellers. This growth is driven by travellers seeking value, open landscapes, wildlife, and culturally rich experiences beyond traditional European destinations.
Polish Market Insights
Middle East Conflict Triggers Shift in Polish Travel Patterns
The ongoing conflict in the Middle East is reshaping travel behaviour among Polish tourists, triggering what experts describe as a “tourism shift.” According to My Luxoria, 25% of Polish travellers are now choosing alternative destinations, while nearly 12% are cancelling international trips altogether. Many are reselling previously booked holidays, particularly to Egypt, Turkey, and Tunisia, while concerns over transit routes are also affecting long-haul travel to Asia due to connections through Gulf countries. As a result, demand is rapidly moving toward safer and more predictable destinations, with countries like Greece, Spain, and Croatia expected to see increased interest. Despite the current uncertainty, experts emphasize that the industry is becoming more resilient, and once the conflict stabilizes, Middle Eastern destinations could return quickly to the global tourism map.
Source: PolskieRadio24
Poles increasingly choose exotic destinations
Polish travellers are increasingly choosing long-haul destinations, with South Korea, Zanzibar and the Dominican Republic among the top picks, according to eSky. In 2026, the number of users booking intercontinental trips rose by nearly 70% year-on-year, reflecting a shift in travel behaviour as trips are now seen as an investment in unique experiences rather than just holidays. The trend is supported by better flight availability and flexible package offers, making exotic destinations more accessible. Weekly packages start from around PLN 4,119 (€950) for South Korea (flight + hotel with breakfast), PLN 5,529 (€1,275) for Zanzibar (all inclusive with flights), and PLN 6,139 (€1,415) for the Dominican Republic (all inclusive with flights).
Source: WaszaTurystyka
Poles choose Hungary driven by emotions and memories
Nearly 46% of Polish travellers consider Hungary when planning their holidays, according to a study commissioned by Hunguest Hotels, with almost two-thirds saying such a trip is likely within the next two years. Travel decisions are strongly influenced by emotions, as 86% of respondents associate Hungary with positive memories from past trips or family stories, while 48% recall Lake Balaton from childhood or through relatives. Budapest stands out as a key destination, chosen by over one-third of respondents, reinforcing its role as the country’s main tourism hub. The study was conducted using the CAWI method on a sample of 1,009 respondents, including 700 considering travel to Hungary, between February 24 and March 5, 2026.
Source: WaszaTurystyka
Another record year for Switzerland
Switzerland recorded another record year in 2025, with Polish tourists generating nearly 232,000 overnight stays, up 11.3% year-on-year, while arrivals grow by 16.8% to almost 99,000 visitors. The majority of visits took place during the summer season, but growth is also accelerating beyond peak months, with overnight stays in January 2026 rising by 42% compared to January 2024. The data confirms Poland as one of the fastest-growing tourism markets for Switzerland.
Source: WaszaTurystyka
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