Spain remains the most popular international tourist destination, followed by the United States. Other European destinations such as Germany, France and Italy are also in high demand, as are Mexico, Turkey, the UK and Austria. Holidays continue to be the main reason for international travel, with sun and beach holidays and city breaks leading the way. Round trips, which offer travellers the opportunity to explore multiple destinations, also remain popular.
The business travel sector has seen remarkable expansion, driven by exceptional growth in the MICE segment. This segment now accounts for almost two-thirds of all business travel, contributing to substantial growth in the overall corporate travel market. In contrast, traditional business travel is growing at a more moderate pace due to evolving business models and increased digitalisation. The trend of combining business travel with leisure activities, known as bleisure, remains strong, underlining its importance within the business travel category.
In terms of accommodation preferences, traditional hotels remain the preferred choice for international travellers, valued for their comprehensive services and amenities.
However, alternative accommodations, such as holiday flats and private rentals, are gaining ground. In addition, staying with friends or family remains a consistent choice for many travellers.
There is a noticeable shift in booking patterns, with over 90% of travellers planning their trips in advance. Direct bookings through accommodation and transport providers are on the rise, reflecting a growing preference for flexibility and control over travel arrangements. While travel agency bookings remain stable, the trend towards direct bookings continues to shape the industry.
The outlook for 2025 is positive, with continued interest in quality experiences. Travellers are increasingly looking for comfort, gastronomy and cultural offerings when choosing their destinations. ITB Berlin 2025 will provide a platform to explore these trends, with experts from leading companies such as Expedia, Booking.com, Google, TUI and Microsoft. The convention will feature 17 themes and four live stages, providing travel professionals with a comprehensive view of the future of the industry.
In addition, ITB Berlin 2025 will serve as a stage to discuss strategies that address current challenges, such as sustainability and digitalisation in tourism.
The fair will bring together industry leaders to share knowledge and best practices, fostering collaboration and innovation in the global tourism sector.
