One standout trend in this landscape is the growing popularity of cruises. In 2024, a record 3.8 million Germans took to rivers and seas, a number expected to rise even further in 2025. The combination of cultural and relaxing destinations, along with mixed-package deals (e.g., flight plus cruise), is propelling this segment forward.
While traditional Mediterranean favorites continue to top German preferences—Turkey leads, followed by Spain and Greece—cost-conscious travelers are increasingly turning to more affordable alternatives like Bulgaria, Egypt, and Tunisia. These destinations offer both cultural appeal and sunny climates at lower prices. Even so, total travel spending is on the rise, though inflation could dampen this momentum if economic conditions worsen.
This growing interest has not gone unnoticed by Spanish tourism destinations, particularly the Canary Islands and Andalusia. During the ITB tourism fair in Berlin, the Canary Islands reported a record 2.8 million German visitors in 2024, up 6.4% compared to pre-pandemic levels. For 2025, air capacity to the islands is up by 15%, underscoring the region's commitment to strengthening its position in the German outbound market. Likewise, Andalusia is pursuing growth, with airline capacity projected to rise between 8% and 12% through the year. Both regions are increasingly focused on attracting higher-quality, more sustainable tourism.
However, optimism is not uniform across Germany. A survey by the ADAC Travel Monitor indicates that savings are becoming a priority for many households. In 2025, an estimated 32% of Germans will not be able to afford a holiday, compared to just 17% in 2022. Rising inflation and decreased disposable income are forcing travelers to balance their desire for vacations with their financial realities.
Additionally, only about 20% of German tourists say they are willing to pay more for sustainable options, such as eco-friendly accommodations or local products. While environmental awareness is growing, cost remains the primary factor in many travel decisions.
This German travel boom presents a major opportunity for travel agencies, tour operators, and receiving destinations. Increased early bookings give providers a clearer picture to optimize services and capacity. Spain—especially the Canary Islands and Andalusia—is well-positioned to capitalize on this trend by offering climate, culture, and quality that German travelers seek. The growing focus on sustainability could also become a competitive advantage, even if consumers are not yet willing to pay more for it.
These optimistic projections are based on the assumption that the German and European economies remain relatively stable. If conditions improve, the projected €85 billion in overall travel spending and €40 billion in organized trips could even be surpassed. However, if inflation persists or a recession deepens, some of this growth may dissipate.
In summary, 2025 is shaping up to be an exceptional year for German tourism, marked by a strong rebound in organized travel and cruises, sustained preference for Mediterranean destinations, and careful consumer spending. While economic uncertainties linger, the demand for high-quality vacation experiences remains a powerful driver. Spain, with its diversified and authentic offerings, stands ready to benefit—provided it maintains operational excellence and continues its path toward sustainable tourism.
