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With our monthly KLEBER GROUP Tourism Insider, we keep you up to date with the latest news from KLEBER GROUP, highlight key trends and insights from the DACH region, Africa, the Polish market and the luxury sector, and share industry-specific updates from hotels, destinations, airlines, and many other players across the tourism industry.
This edition also marks the launch of our new Spanish market insights, where we explore shifting travel habits, steady growth in outbound tourism, and the latest forecasts for the sector.
Enjoy reading! 📖
KLEBER GROUP News
Hot News: DIYYAFAH Launch
DIYYAFAH is a flagship communication and marketing agency for the hospitality sector, airlines, cruises, luxury train operators, and other tourism industry stakeholders—united on one platform dedicated to the Saudi Arabian market. Developed in partnership with DISCOVERY GROUP, it combines over three decades of KLEBER GROUP’s international communication, PR, and marketing expertise with more than two decades of DISCOVERY GROUP’s local experience.
Inspired by the Arabic term Ḍiyāfah—meaning hospitality—it enhances global visibility, builds on-the-ground expertise in Saudi Arabia, and enables us to establish a strong network with hotels and tourism stakeholders—the core mission of the project.
Check out the official DIYYAFAH homepage: www.diyyafah.com
Angola Launches Its New Brand Identity
The KLEBER GROUP has proudly developed, launched, and accompanied the rollout of the new tourism brand identity for our client Angola – “Visit Angola – The Rhythm of Life” – and also created the official Visit Angola tourism website www.angolatourism.com. The new brand captures Angola’s essence through its nature, culture, music, and people, reflecting the country’s authentic rhythm and vibrant spirit. Many more projects are already underway to further strengthen Angola’s tourism presence on the global stage.
DRV x KLEBER GROUP: Event in Berlin of the Embassy of Kazakhstan
Expanding our network and tourism relationships into Central Asia, our KLEBER GROUP President Hanna Kleber accepted the invitation of the Embassy of Kazakhstan to Berlin in her role representing the DRV (German Travel Association / Deutscher Reiseverband) Foreign Committee. The event brought together tour operators and DRV representatives for dialogue and exchange. This engagement reflects our ongoing commitment to fostering international cooperation and strengthening global tourism connections.
Angola Showcased at Seazen Travel Cultural Evening in Zurich
As Angola is prominently featured with a 28-page cover story in Seazen Travel’s autumn issue, the KLEBER GROUP attended a cultural evening in Zurich, joining tourism professionals and partners for inspiring exchange and networking. It was a wonderful opportunity to connect internationally and proudly represent our client Angola, celebrating authentic storytelling that unites destinations around the world. Here’s the link to the issue: https://seazentravel.com/en/product/seazen-fall-2025/
INSIGHTS – DACH Market Focus
Camping in Austria Gains Ground Beyond Summer
Camping holidays continue to grow in popularity in Austria, with around three million overnight stays recorded at campsites and pitches between January and June — a 12% year-on-year increase, according to the Austrian Camping Club (ÖCC), citing Statistik Austria.
Tirol led with over 906,000 overnight stays, followed by Carinthia (666,000), Salzburg (323,000), and Styria (302,000). Notably, Tirol saw the strongest demand in the winter months of January to March, linked to the ski season, while Carinthia remains a top choice in summer thanks to its lakes. “Camping is no longer just a form of summer holiday,” said ÖCC President Tomas Mehlmauer.
Source: ÖCC / Statistik Austria, via AHGZ
Germany Second Most Popular Destination for Business Travel
Germany has secured second place among the world’s top business travel destinations, according to SAP Concur. Between January and June 2025, 7.7% of all international business trips went to the country — almost half as many as to the USA, which remains in first place with 15.3%. The UK followed closely behind Germany, at 7.6%.
The findings highlight Germany’s importance as an export-driven economy and hub for international commerce, with Frankfurt Airport serving as the main entry point for business travellers.
Globally, corporate spending on international business travel rose by 2.6% in the first half of 2025, though growth slowed from 4.5% in Q1 to just 0.6% in Q2. While China slipped in the rankings, Canada and Mexico gained ground. Top 10 Business Travel Destinations (H1 2025): USA, Germany, UK, Canada, France, Spain, Netherlands, Mexico, China, Italy.
Source: SAP Concur, August 2025
The Six Biggest Travel Trends for 2026
TUI has identified six key trends shaping holidays in 2026. Travellers are rediscovering the outdoors with Back to Nature breaks, while Multistop Holidays cater to those seeking varied itineraries in a single trip. The Full Service Holiday is gaining traction, offering carefree, all-inclusive experiences. At the same time, Indie Travel appeals to those who prefer independent and flexible journeys. Food-driven exploration is on the rise with Taste Tourism, and growing environmental awareness is fuelling demand for Train Travel as a sustainable alternative to flying.
For more details, click here: https://www.tui.com/reisetrends-2026/
Source: TUI, 2025
Germans Shift to Autumn Holidays
More Germans are moving their holidays to autumn, with October 2025 bookings up 75.6% compared with 2019, according to the German Association for Online Travel Sales (VIR) and Travel Data + Analytics. The trend is driven by pleasant autumn weather, lower prices than in summer, and flexible empty-nester travellers. Destinations such as Greece are extending their seasons, while hotels and resorts are offering off-season deals. VIR expects this shift from traditional summer holidays to continue.
Source: VIR / Travel Data + Analytics (TDA), 2025
Swiss Travel Association Predicts 2025 Trends
The Swiss Travel Association (SRV) expects a 5% revenue increase in 2025 despite geopolitical uncertainties, with organised trips booked via travel agencies representing a quarter of all Swiss holiday travel. Swiss travellers generally book six months in advance. Top destinations include Spain, Greece, and Turkey — and, in winter 2025/26, the Maldives and Thailand — while Egypt is leading autumn bookings. AI is identified as the key future trend, enhancing efficiency and customer service.
Source: TRAVEL INSIDE, 11.09.2025
AI use for travel planning becoming increasingly important
According to a global study by the Amadeus booking portal, more travellers (+64%) are using artificial intelligence to plan and organise their trips than in the same period last year. The most important factors for these users were significant time savings (42%), highly personalised recommendations (37%) and the discovery of new travel destinations (36%). 64 per cent would pay for an AI travel assistant, and 17 per cent would even be willing to pay up to five per cent of the travel price for the digital service.
HOTELS
Düsseldorf to Get a Floating Hotel for Five Months
For five months, from November to the end of March, the river cruise ship Viva Riverside will be transformed into a floating hotel. According to cruise operator Viva Cruises, the ship will be marketed via major hotel booking platforms as well as through its own website. The berth is located in a prime spot on Düsseldorf’s Old Town riverbank.
Source: Hotel vor9
Vienna Rises to Second-Highest City Tax in Europe
The planned increase of Vienna’s city tax to 8.5% of overnight revenue has raised concern within the hospitality sector. In a European capital comparison, the hike places Vienna second only to Amsterdam in terms of city tax costs.
Source: Hotel Sacher / Local Reports
AIRLINES
Corendon Airlines Opens Office at Frankfurt Airport
The Turkish leisure carrier aims to drive further growth with its new location in the House of Logistics and Mobility at Gateway Gardens, Frankfurt Airport. “The new office will now serve as the base for the airline’s Sales and Commercial team,” Corendon Airlines announced.
Source: Aerotelegraph
DISTRIBUTION
Amadeus Streamlines Corporate Structure in Germany
As of September 1, four companies have been merged into Amadeus GmbH: Amadeus Germany GmbH, the data center operator Amadeus Data Processing GmbH, the software provider Amadeus IT Services GmbH, and Ifao Group GmbH, operator of the business travel management system Cytric.
Managing directors of the new Amadeus GmbH are Oliver Rengelshausen, formerly head of Amadeus Germany GmbH, and Sven Fuhrmeister, previously head of Amadeus IT Services GmbH and Amadeus Data Processing GmbH. According to the company, the merger will have no impact on day-to-day business or existing contracts with customers and partners.
Source: FVW (subscription)
Globetrotter Group Acquires Africa Design Travel
The Globetrotter Group has taken a majority stake in Africa Design Travel AG, retroactive to 1 January 2025. Specialising in southern and eastern Africa, the Swiss company now joins the group’s 13 travel businesses. Founder John Stewardson will step down at the end of 2025, with COO Petra Buller becoming CEO. Africa Design Travel’s name, structure, and staff will remain unchanged, while the acquisition opens up synergies in southern Africa.
Source: TRAVEL INSIDE – Grand View Research – Europe Luxury Travel Market Outlook 2025
Africa Market Insights
Hotel & Infrastructure Expansion
Global hotel groups such as Hilton and Marriott are rapidly scaling across Africa, opening properties in both established markets and emerging destinations. This growth is supported by upgraded airports, expanded flight routes, and increased lodging capacity. The result: more choice for travellers and heightened competition in the luxury and mid-scale segments.
Source: Reuters, Travel and Tour World
Sustainability & Conservation Tourism
Wildlife experiences, such as gorilla trekking in Uganda, are showing how tourism can drive conservation while benefiting local communities. More travellers are demanding eco-conscious, authentic experiences rather than short “tick-box” visits. Destinations are responding with sustainability certifications and stronger alignment to global conservation standards.
Source: AP News, Tourism Update, Tourism News Africa
Digital Nomads & “Skillcations”
Cities like Cape Town, Zanzibar, and Kigali are emerging as hotspots for remote workers thanks to connectivity, lifestyle appeal, and visa reforms (e.g., Kenya’s new digital nomad visa). The “workcation” trend is merging productivity with leisure, while “skillcations” (travel combined with learning) are rising in popularity. Travellers want enriching experiences that blend career, culture, and creativity.
Source: CN Traveler, NKG Africa, Tourism News Africa
Visa Reforms & Regional Travel
African governments are reducing barriers with e-visas, simplified policies, and visa-free agreements, making travel between countries smoother. Intra-Africa tourism is growing as a result, while infrastructure upgrades are improving access to previously hard-to-reach destinations. This policy shift is opening up new opportunities for multi-country itineraries.
Source: Tourism Update, NKG Africa
Poland Market Insights
Poles Turn to Asia for Autumn Travel
This autumn, bookings from Poland to Asia are up 15% year-on-year, according to Kiwi.com. South Korea (+104%) and Japan (+48%, with Okinawa +160% and Osaka +76%) show the strongest growth. Thailand, Bali, Malaysia and Kuala Lumpur are also gaining popularity, while Sri Lanka (–60%) and the UAE (–14%) are seeing declines. Despite higher demand, average ticket prices have remained steady at around €444.
Source: Wiadomości Turystyczne
Croatia Remains a Top Choice for Poles — Over 6 Million Overnight Stays in 2025
As of August 2025, more than 1 million Polish tourists have already visited Croatia. In the same period, Poles accounted for over 6,049,289 overnight stays, marking a 3% year-on-year increase. The most popular region remains Split-Dalmatia, with Omiš among the top towns. Officials say these figures confirm Croatia’s lasting appeal, combining natural beauty, a coastal atmosphere, and cultural richness.
Source: Wasza Turystyka
Malta Breaks Records in Polish Tourist Arrivals
In the first six months of 2025, around 183,000 Polish tourists visited Malta, setting a new record for arrivals. Poland has now become the third-largest source market for Malta, after Italy and the United Kingdom. Compared with 2024, the number of visitors from Poland grew by more than 20%, showing strong year-on-year momentum. Tourism officials highlight that Poles are drawn by Malta’s mix of sunny climate, cultural heritage, and Mediterranean lifestyle. With such growth, Malta is expected to end 2025 with its highest-ever number of Polish visitors.
Source: Wasza Turystyka
Kiwi.com: Autumn Growing as a Travel Season for Poles
This autumn, travel activity among Poles is on the rise — data from Kiwi.com show a 20% increase in autumn departures compared with the same period last year. Shorter breaks and off-season trips are becoming more popular, reducing the seasonal lull. European destinations such as Malta and Cyprus are seeing especially strong growth in popularity for autumn escapes. Despite the shift in timing, many travellers still seek value: flights remain affordable and less crowded than in peak summer.
Source: Wasza Turystyka
August lost ground shifting travel habits in Spain
Fewer than 40 per cent of Spanish travellers went on holiday in August, the traditional month off. Instead, roughly one in six Spaniards planned to go on holiday in June, July or September this year, according to Spain’s National Observatory of Outbound Tourism (ObservaTUR).
Balanced yet robust growth in Spanish outbound tourism in 2025
After two record years, Spanish outbound tourism continued to grow in 2025, but at a slower pace. Although figures remained on the rise, growth was more balanced (Hosteltur, CaixaBank Research).
Spanish Market Insights
August loses ground as travel habits shift in Spain
Fewer than 40 per cent of Spanish holidaymakers travelled in August, traditionally the main holiday month. Instead, around one in six Spaniards chose June, July or September for their trips this year, according to Spain’s National Observatory of Outbound Tourism (ObservaTUR).
Steady yet moderate growth in Spanish outbound tourism in 2025
Following two record years, Spanish outbound tourism continued to expand in 2025, though at a slower pace. While figures still rose, the growth was more moderate and balanced (Hosteltur, CaixaBank Research).
Tourism GDP in Spain set to rise in 2025–2026
The Spanish tourism sector (covering both domestic and outbound travel) is forecast to grow by 2.7% in 2025, with a slight acceleration to 3.2% in 2026. Outbound tourism will benefit from this trend, albeit at a more measured rate (Hosteltur, La Vanguardia).
Key trends: confidence, early bookings and new destinations
• A renewed sense of traveller confidence has spurred a return to early bookings (Smart Travel News).
• Emerging destinations with lower saturation are proving attractive alternatives for Spanish holidaymakers (mesadelturismo.org).
• Long-haul journeys and off-season getaways are on the rise, helping to avoid overcrowding.
LUXURY Insights
The Rise of Quiet Luxury
The era of “Revenge Travel” is over. High-net-worth individuals are increasingly seeking discreet, understated forms of luxury — privacy, refinement, and tailored services that offer depth rather than display. Hotels and lodges focusing on subtlety, exclusivity, and personal connection are becoming more attractive.
The takeaway: Luxury travellers don’t want overload, but rather subtle elegance. For brands, this means conveying exclusivity, discretion, and purpose instead of excess.
Ice-olated Escapes – Polar Adventures as Aspirational Travel
Virtuoso has identified expeditions to the polar regions as one of the top travel trends for 2025. Remote, cold destinations attract travellers who want to stand out from the crowd. Luxury journeys to the Arctic or Antarctic combine exclusivity with adventure — while also fulfilling the desire for uniqueness.
The takeaway: Luxury travellers are increasingly seeking once-in-a-lifetime experiences beyond classic hotspots. Providers should meet this demand with tailor-made expeditions in safe, comfortable conditions.
Culture & Immersion – Redefining Luxury Through Local Depth
Luxury is increasingly defined by authenticity and cultural integration. Travellers no longer want to simply consume, but to immerse themselves: cooking workshops, encounters with local communities, and carefully curated cultural experiences are becoming key differentiators.
The takeaway: Brands that give luxury travellers access to authentic stories, people, and traditions stand out — turning experiences into lasting memories.
Regenerative Luxury – Beyond Sustainability
According to studies, around 40% of luxury travellers are willing to pay 30–50% more for sustainable features. But the trend goes beyond “less harm”: regenerative luxury means actively strengthening places and communities. Lodges and resorts that foster biodiversity or support local projects are defining the next stage of sustainability.
The takeaway: Sustainability is no longer a differentiator in luxury, but the standard. The future lies in regenerative concepts that create value for both guests and destinations.
Sources:
Virtuoso – Hottest Travel Trends 2025 (luxurytraveladvisor.com)
Research & Markets – Global Luxury Travel Market Report 2025
WATG – Luxury Travel Trends 2025
The Washington Post – Solo Travel Trends 2025
The Leading Hotels of the World – Luxe Report 2025
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