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KLEBER GROUP News
ITB Berlin 2026
#TeamKleber wishes all partners, clients and industry friends a successful and inspiring show in Berlin. As global representatives and initiators of Angola as Host Country, we are proud to bring #TheRhythmOfLife to the international tourism stage. Visit us at the Angola Booth – Hall 21, Stand 112, and let’s connect in person. To plan your meetings efficiently, explore the ITB Navigator: Experience smart, decentralised networking and seamless business exchange – wherever you are. We look forward to seeing you at ITB Berlin 2026!
New Business Win: Croatian National Tourist Board
We now represent the Croatian National Tourist Board in the Swiss market. Our activities include strategic PR consulting, press office management, and the organisation of press and influencer trips to support consistent and targeted market visibility.
Luxury Insights
Luxury Travel 2026: From Biohacking to Heritage and Bespoke Experiences
In 2026, ultra-high-net-worth travellers are redefining luxury as privacy, calm, and freedom from crowds. As icons like Amalfi, Mykonos, and Kyoto become increasingly saturated, the elite are turning to refined alternatives such as Sardinia, Paros, Nikko, and Okinawa—destinations that offer the same cultural depth without the masses. The shift marks a move from “checklist tourism” to intentional, immersive journeys, where unreachability itself becomes the ultimate luxury.
Source: Connecting Travel
From Travel Brands to Cultural Patrons: The New Power Players of Global Culture
Travel and hospitality brands are increasingly positioning themselves as cultural patrons, investing in the arts, creative collaborations and cultural programming to strengthen emotional connections with travellers. By supporting artists, exhibitions, residencies and local cultural initiatives, brands are evolving from service providers into influential cultural platforms that shape how destinations are experienced and perceived. This shift reflects a broader luxury travel trend in which meaningful cultural engagement, creativity and storytelling are becoming key differentiators for both destinations and travel companies.
Source: Globetrender
Luxury Travel at a Crossroads: Resilience Meets Caution in 2026
Deloitte’s 2026 Travel Industry Outlook highlights that while premium and luxury travel categories have been key drivers of post-pandemic growth, rising financial caution among even high-income travellers could temper demand for upgrades and high-end experiences in 2026. Affluent travellers may become more selective with spending and conservative in trip planning, creating intense competition for the limited high-spending segment. However, the ultra-luxury segment appears more resilient, with very high-end stays and exclusive experiences continuing to sustain strong interest even amid broader economic uncertainty.
Source: Deloitte
Industry Stakeholders
Five travel trends shaping 2026
According to Amadeus and Globetrender, travel in 2026 will be reshaped by rapid innovation, with AI-powered personalisation, hybrid trip planning and new long-haul narrow-body aircraft enabling more direct routes and tailored experiences.
Pets become mainstream travel companions, hotel stays turn fully customisable, and fandom-driven tourism—from film locations to global events—continues to fuel destination demand. Beyond holidays and business trips, travellers are increasingly drawn to innovation itself, seeking future-focused cities and tech-driven experiences as travel shifts decisively into “change mode.”
Source: fvw
Global Tourism Grows by Four Percent in 2025
International tourism continued its upward trend in 2025, reaching around 1.52 billion arrivals worldwide—4 percent more than in 2024—despite higher prices and geopolitical challenges. Europe remained the largest destination region, Africa recorded the strongest regional growth at 8 percent, and countries such as Brazil, Morocco and Japan posted particularly dynamic increases. Tourism revenues rose even faster than arrivals, totaling an estimated 1.9 trillion US dollars, with UN Tourism forecasting further growth of 3 to 4 percent in 2026.
Source: ReiseVor9
Eight Key Trends Reshaping Business Travel
Business travel is evolving as companies reassess spending, priorities and travel policies in a changing economic and geopolitical environment. Key developments include fewer but more expensive trips, continued cost pressure, a strong focus on European travel, the rise of bleisure and longer stays, as well as growing sustainability requirements. At the same time, digitalisation, AI-driven tools and end-to-end platforms are transforming travel management, while travel managers are taking on a more strategic role as the sector adapts to new expectations and long-term structural change.
Source: fvw
Wave Season Surge: Cruise Bookings Exceed Expectations
The cruise industry is experiencing a strong boom during the current wave season, with many cruise lines reporting higher-than-expected booking volumes and very positive demand for 2026. New ship launches and expanded capacities are supporting growth, while early-booking campaigns and attractive offers continue to drive advance sales. Overall, the sector is seeing healthy momentum across segments—from mass market to luxury—fuelled by strong consumer interest and an optimistic outlook for the coming years.
Source: Touristik Aktuell
German Hoteliers More Optimistic About 2026 Than Expected
Despite ongoing concerns over costs, inflation and geopolitical tensions, Germany’s hotel industry is entering 2026 with cautious confidence: 48 percent of professionals expect a very positive year and another 38 percent anticipate predominantly positive results, according to a survey by Hotel vor9 and Reise vor9. Cost pressures remain the dominant issue for 95 percent of respondents, alongside labor shortages and political uncertainties, while 80 percent expect short-term bookings to play a key role and 85 percent foresee sustained travel demand. Personally, most hoteliers take a neutral view of their career prospects for 2026, with only 5 percent expressing clear pessimism.
Source: ReiseVor9
BDL: German Aviation Continues to Fall Behind
Germany’s aviation recovery is still lagging behind Europe, reaching only 89 percent of 2019 capacity in 2025 while other European markets surpassed pre-crisis levels at 108 percent, widening the gap to 19 percentage points. Passenger numbers rose slightly to nearly 220 million, but the German Aviation Association (BDL) warns of a serious threat to the country’s international connectivity as point-to-point airlines increasingly avoid Germany and domestic routes continue to decline. High state-imposed costs—up to about €4.3 billion in 2025—are seen as the main barrier to growth, prompting industry calls for further cost relief and fairer competition to help Germany reconnect with Europe’s aviation boom.
Source: Touristik Aktuell
Structured, Digital, Experiential: The New Rules of MICE in 2026
Germany’s MICE market is shifting toward structured, transparent and data-driven procurement, driven by VAT changes, compliance requirements and growing standardisation, according to analyses by Mice Portal. While the number of events declined in 2025, average group sizes and durations increased, keeping revenues stable as companies invest more in add-on experiences and wellbeing-focused programmes. AI-powered tools and standardised, comparable offers are becoming essential for professional event sourcing, signalling a move toward a more digital, efficient and insight-based MICE market without losing its creative and emotional appeal.
Source: fvw
Payback Expands Its Footprint in the Travel Sector
Germany’s leading loyalty programme is strengthening its presence in the travel industry by onboarding a range of new partners. The move enables customers to collect and redeem points across an expanded portfolio of travel services, from package holidays to specialist providers. With these additions, Payback is positioning itself as an even more attractive platform for travel-related spending and customer engagement.
Source: fvw
The Top 10 Tour Operators in the DACH Market
TUI continues to lead the ranking of the largest tour operators in Germany, Austria and Switzerland, with Dertour Group firmly in second place and Schauinsland-Reisen moving into third. Aida Cruises, Alltours and TUI Cruises also secure leading positions, reflecting strong demand across cruise and package holiday segments. The top ten is completed by Aurum Tours, Coral Touristik, Anex Group and Phoenix Reisen, highlighting the growing diversity and competitive dynamics of the region’s travel market.
Source: fvw
DACH Market Insights
German Tourism Strategy Receives Industry Backing
Germany’s Federal Government has presented a new national tourism strategy that emphasises sustainability, digitalisation and resilient destination management. The plan has been endorsed by industry associations, including the German Travel Association (DRV) and the Federal Association of the German Tourism Industry (BTW), who praised its long-term vision and collaborative approach. For the travel trade, the strategy is expected to support future growth and competitiveness by aligning policy, infrastructure, and industry-wide priorities.
Source: Touristik Aktuell
How Germany Is Shaping the Future of Travel
Germany’s travel industry is undergoing significant transformation as associations, tour operators and policymakers work to strengthen the sector’s resilience and competitiveness. From regulatory priorities to digitalisation and sustainability, key industry players are setting the agenda for the years ahead. Together, they are redefining how travel is organised, sold and experienced in one of Europe’s most important source markets.
Source: fvw
German Travellers Take More Trips – but Shorter and More Expensive
Travel demand among German consumers has reached a new high, with 64% taking at least one trip of five days or more in 2025 — the highest level since 2006. At the same time, travel behaviour is shifting towards more frequent but shorter trips, while average holiday spending continues to rise, with main holidays costing around €130 per day and €1,636 per trip. The trend reflects strong travel intent despite economic pressures and signals continued demand for value-driven, flexible travel products across the German market.
Source: ReiseVor9
Gen Y and Z Redefine Travel Behaviour in Germany
Younger travellers from Generations Y and Z in Germany are travelling frequently and prioritising experiences, flexibility and value for money when planning trips. While beach holidays and city breaks remain popular, these cohorts increasingly seek authentic, sustainable and individually tailored travel experiences. For the travel industry, the findings underline the importance of digital communication, flexible products and experience-driven offers to engage younger target groups.
Source: ReiseVor9
One in Four Travellers Plans Longer Holidays in 2026
A recent survey shows that around one in four travellers intends to take longer holidays in 2026, signalling continued strong travel demand. Despite economic uncertainties, many consumers are prioritising extended breaks and are willing to allocate a larger share of their budget to travel. For the travel industry, the findings point to sustained interest in long-haul and longer-stay products, creating opportunities for tour operators and destinations alike.
Source: ReiseVor9
Experiences Take Priority as Germans Gift Travel
More Germans are choosing to give trips rather than material presents for special occasions, reflecting a broader shift towards experience-driven spending. Travel vouchers and shared holidays are increasingly popular gifts for birthdays, anniversaries, and family celebrations. The trend underlines the growing value placed on memorable experiences and quality time over traditional consumer goods.
Source: fvw
Holiday Time Becomes More Valuable Than Salary for German Travellers
A recent survey shows that travel and leisure time are becoming increasingly important for German consumers, with nearly 60% willing to give up part of their salary in exchange for additional holiday days. Around 90% consider their annual leave essential, and many would use extra time off primarily for travel and longer breaks. The findings underline the growing importance of travel as a lifestyle priority, signalling sustained demand for holidays despite ongoing economic pressures.
Source: T-Online
Austrian Airports Reach Record Passenger Numbers in 2025
According to tip-online, citing data from Statistik Austria, the country’s six commercial airports recorded a total of 36.5 million passengers in 2025, marking a new historic high. Passenger volumes increased year-on-year and slightly exceeded pre-pandemic levels, reflecting the continued recovery of the aviation sector. However, the report also points to potential capacity adjustments at Vienna Airport in 2026, indicating ongoing shifts within the Austrian aviation market.
Source: tip
Austrian Media Mention: Study Shows Strong Growth in Solo Travel
A recent study indicates that solo travel is gaining significant momentum, with a growing number of travellers choosing to explore destinations independently. The trend is also reflected in the Austrian market, where demand for flexible, individual travel arrangements continues to increase. For the travel trade, this development highlights the need for tailored products, transparent pricing structures and targeted offers designed specifically for solo travellers.
Source: tip
Swiss Rail Achieves Record Punctuality, Highlighting European Rail Gap
According to RND, Switzerland’s national railway SBB achieved a record punctuality rate of 94.1% in 2025, marking the highest level in its history. The strong performance comes despite high network utilisation and major events, further reinforcing Switzerland’s reputation for reliable rail travel. In contrast, the report notes ongoing punctuality challenges in Germany, underlining significant differences in rail performance across key European markets.
Source: Redaktions Netzwerk Deutschland (rnd)
Growing Share of Swiss Travellers Plan Holidays Using AI
According to Travelnews.ch, an increasing number of Swiss holidaymakers are using artificial intelligence tools to plan their trips, with many relying on AI for ideas, recommendations and itinerary suggestions. The trend reflects broader consumer adoption of digital planning aids, especially among younger and tech-savvy travellers seeking convenience and personalised inspiration. For the travel industry, this development highlights the need to integrate AI into customer engagement and product offerings to remain competitive in the Swiss market.
Source: Travel News
Swiss Travellers Show Strong Appetite for Long-Haul Travel in 2026
According to Travelnews.ch, current booking trends and street surveys indicate strong travel demand among Swiss consumers for 2026, particularly for long-haul destinations. South-East Asia, Oceania, Africa and Canada are among the most sought-after destinations, reflecting continued interest in experiential and far-flung travel. The findings underline sustained travel appetite in the Swiss market and a broad diversification of destination choices across both long-haul and regional travel.
Source: Travel News
Spanish Market Insights
Spain Set to Lead Global Tourism Growth by 2050
According to the “The Power of Travel 2050” report by Álvarez & Marsal in collaboration with Google, global travel is projected to nearly double by 2050, driven by rising wealth, increase in life expectancy and tech-powered planning. Spain is expected to remain one of the world’s top tourism destinations, benefiting from increased visitor numbers and higher spending as travel becomes an even more central part of global lifestyles.
Source: Google Business
Sports Tourism Consolidates as a Strategic Growth Segment in Spain
Sports tourism is strengthening its role as a key economic driver in Spain, generating significant revenue and contributing to the reduction of seasonality. Sporting events, competitions, training camps and active tourism experiences attract both domestic and international visitors throughout the year, boosting occupancy and local spending beyond peak summer months. The segment is increasingly viewed as a strategic pillar for diversifying Spain’s tourism offer, reinforcing regional development and positioning the country as a leading European destination for sports-related travel.
Source: AgentTravel
Despite Bad Weather, Easter Travel Forecasts Remain Positive for Travel Agencies in Spain
Spanish travel agencies are optimistic about Easter bookings, even though recent bad weather could affect travel demand. Agencies report steady sales and strong interest in domestic and short-haul trips, especially to traditional holiday destinations. Many travellers are making decisions later than usual, but overall bookings and client confidence remain solid for the Easter period.
Source: Hosteltur
UK Market Insights
UK Tourism Delivers £147 Billion to the National Economy
A new industry report highlights the significant economic impact of tourism in the UK, with the sector contributing £147 billion annually — around 5% of the national economy. Tourism supports approximately 2.4 million jobs across the country and generated £52 billion in tax revenues, underlining its role as one of the UK’s key economic drivers. The findings reinforce tourism’s importance for regional development and future growth, with strong potential expected across both domestic and international markets.
Source: VisitBritain
Travel Is Absolutely Key to the UK Public
A recent ABTA travel survey found that 65% of the UK public say their holiday is the single most important time of the year, with 80% stating that it is key to their mental health. Only 25% would cut back on their holiday budget to cover everyday costs — the lowest figure recorded in many years.
Source: ABTA
Cruise Bookings Open for 2028
To allow consumers with budget concerns to plan further ahead, some cruise lines have already opened bookings for 2028. Early booking options also allow cruise lines to secure long-term revenue while offering travellers greater flexibility and price certainty when planning future holidays.
Source: ABTA
Africa Market Insights
Africa Tourism Leads Global Growth with Meaningful, Slow Travel on the Rise
Africa emerged as the fastest-growing global tourism region in 2025, with international arrivals rising sharply and outperforming other regions. Looking ahead into 2026, the African Travel & Tourism Association reports that travellers are increasingly seeking cultural immersion, heritage storytelling, conservation-led experiences and slow, meaningful journeys over traditional checklist travel. This shift reflects a deeper desire for authentic, sustainable and locally grounded travel across the continent.
Source: Travelpulse
South Africa Gains Momentum Amid Global Tourism Growth
Global tourism continues to grow strongly, with several destinations reporting significant increases in international arrivals. South Africa is among the markets benefiting from renewed demand, supported by its diverse landscapes, wildlife experiences and strong value proposition in the long-haul segment. The positive momentum highlights the country’s ongoing relevance for the international travel trade and its competitive positioning within the global tourism recovery.
Source: TravelNews
Polish Market Insights
Travelist: Polish Couples Travel Off-Season, Families During School Holidays
Polish couples and families travel at different times of the year, according to new data from booking platform Travelist. While Valentine’s Day is often linked with romantic getaways, couples most frequently travel outside peak season, especially in March (71% of bookings by travellers without children) and September (74%). Families, in contrast, concentrate trips around school holidays, with February accounting for about 65% family bookings, a level similar to the summer months of July and August. The data confirms strong seasonality in Polish travel behaviour, with couples choosing quieter and more flexible off-season periods, while families travel mainly during fixed holiday windows.
Source: WaszaTurystyka
Travelplanet: Winter Holiday Demand Rises, Egypt Leads and Morocco Grows
Demand for outbound winter holiday trips among Polish travellers has increased this season, with Egypt again ranking as the top destination and Morocco recording the fastest growth, according to Travelplanet data. Egypt remains the most popular choice thanks to stable winter temperatures of 22–25°C, a well-developed family hotel infrastructure and a relatively short four-hour flight with no time difference. Morocco emerged as the surprise of the season, with bookings rising by 120% year on year, supported by improved air connections and growing interest in the destination. Spain, particularly Tenerife, Fuerteventura and the Costa del Sol, also recorded strong demand. Most winter bookings covered seven- to eight-day stays and were dominated by families with one or two children, who mainly selected four- and five-star hotels.
Source: WaszaTurystyka
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