World Travel Monitor- ITB | What tourists are looking for on their holidays in 2025

Global travel rebounded compared to 2019 last year, with a strong increase in outbound travel of +13% compared to 2023.

Business travel recorded a strong increase, and Asia experienced increased growth rates, while the increase in travel costs did not affect consumer willingness to travel, with demand for outbound travel remaining high in 2025.

These are the main conclusions of the annual World Travel Monitor report presented by ITB and IPK International, ahead of the opening of the world's largest international tourism exhibition, the ITB in Berlin (4-6 March).

Outbound travel has seen a notable recovery, with Asian travelers contributing significantly to this upturn, increasingly choosing international destinations after the pandemic.

While outbound travel levels remain 15% below pre-pandemic levels, the 33% increase seen is indicative of a steady return to high levels in the global travel market.

Growth continues in other regions of the world, with outbound travel to Europe and Latin America growing 9% compared to 2023, while North America grew 7%.

Outbound travel to Europe and North America has already surpassed pre-pandemic levels.

Spain remains the most popular destination

Spain maintained its top spot, followed by the US, while demand for Europe, including Germany, France, and Italy, was also high. Mexico, Turkey, the UK, and Austria were also among the most popular destinations.

Holidays continue to be the main reason for traveling abroad, with sun and sea holidays and city breaks seeing above-average growth in 2024. In addition, return trips, which allow visitors to visit different places in one trip, remain popular.

MICE launch

In addition, the MICE (meetings, incentives, conferences, and exhibitions) is showing above-average growth, significantly boosting the overall business travel market, which now represents two-thirds of business travel, with above-average growth.

In contrast, the traditional business travel sector is experiencing more moderate growth, which can be attributed to the emergence of new business models and the increased degree of digitalization.

A significant trend remains "bleisure", i.e., the combination of business travel with private leisure activities, continuing to be an important category in business travel.

Hotels are the first choice of accommodation - Direct bookings are on the rise

Most travelers continue to use traditional hotels for their accommodation, due to the services and wide range of their offer. However, alternative types of accommodation, such as apartment rentals and house rentals, are also rising in travelers’ preferences. At the same time, the number of those choosing to stay with friends and relatives remains stable.

90% of travelers book their accommodations in advance. While bookings through travel agencies remain stable, direct bookings through accommodation and transportation providers are increasing. This trend reflects travelers’ desire for greater flexibility and more direct control over their personal travel choices.

Positive outlook for 2025 – What trends are emerging

People’s willingness to travel remains strong in 2025, with interest in traveling abroad high. Many destinations have already recovered to previous years’ levels, while others show prospects for further growth.

The report reveals that the demand for authentic and quality travel experiences will continue to be important for the industry in the future. Some of the most important trends observed for 2025 are the following...

• Personal experiences and satisfaction levels play a big role in choosing a holiday destination.
• Accommodations that impress guests with amenities and services receive particularly positive reviews.
• Beautiful surroundings and a pleasant culinary experience also contribute to the quality of a trip.
• Many travelers emphasize cultural highlights that provide a special atmosphere but also good value for money.

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