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Germany Travel And Tourism Market

ID: MRFR/CG/42618-HCR
200 Pages
Garvit Vyas
February 2026

Germany Travel and Tourism Market Size, Share, Industry Trend & Analysis Research Report By Type Outlook (Leisure, Educational, Business, Sports, Medical Tourism, Others (Event Travel, Volunteer Travel, etc.)), By Application Outlook (Domestic, International), By Traveler Type Outlook (Solo Traveler, Couple Traveler, Group Traveler), By Travel Days Outlook (Less than 7 Days, 8- 15 Days, 16-30 Days, More than 30 Days), By Travel Mode Outlook (Travel Packages, Self-catered) andBy Booking Outlook (Online, Offline)- Forecast to 2035.

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Summary Table of Contents Segmentation Download PDF

Germany Travel And Tourism Market Summary

As per analysis, the Germany travel and tourism market is projected to grow from USD 38.39 Billion in 2024 to USD 67.47 Billion by 2035, exhibiting a compound annual growth rate (CAGR) of 5.26% during the forecast period (2025 - 2035).

Key Market Trends & Highlights

The Germany travel and tourism market is currently experiencing a transformative shift towards sustainability and authentic experiences.

  • Leisure tourism remains the largest segment, driven by a growing preference for immersive and authentic experiences.
  • Business travel is the fastest-growing segment, reflecting an increasing demand for corporate travel solutions and services.
  • Domestic tourism continues to dominate, while eco-tourism is emerging as the fastest-growing niche, appealing to environmentally conscious travelers.
  • Key market drivers include the growth of domestic tourism and a strong focus on sustainable practices, which are reshaping travel preferences.

Market Size & Forecast

2024 Market Size 38.39 (USD Billion)
2035 Market Size 67.47 (USD Billion)
CAGR (2025 - 2035) 5.26%

Major Players

TUI Group (DE), Booking.com (NL), Expedia Group (US), DER Touristik (DE), Thomas Cook Group (GB), Fjord Travel (NO), AIDA Cruises (DE), Lufthansa (DE), FlixMobility (DE)

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Germany Travel And Tourism Market Trends

The Germany travel and tourism market is currently experiencing a dynamic transformation, driven by evolving consumer preferences and technological advancements. Travelers are increasingly seeking authentic experiences that connect them with local culture and heritage. This shift is evident in the rising popularity of immersive travel options, such as guided tours that emphasize regional traditions, culinary experiences, and historical explorations. Additionally, sustainability has emerged as a pivotal concern, with many tourists prioritizing eco-friendly accommodations and responsible travel practices. This growing awareness reflects a broader societal trend towards environmental consciousness, influencing choices in transportation, lodging, and activities. Moreover, the digital landscape plays a crucial role in shaping the germany travel and tourism market. The proliferation of online platforms for booking and sharing travel experiences has empowered consumers, allowing them to tailor their journeys to personal preferences. Social media continues to serve as a powerful tool for inspiration and information, with travelers increasingly relying on peer reviews and visual content to guide their decisions. As the market adapts to these changes, stakeholders must remain agile, embracing innovation while addressing the diverse needs of modern travelers. The future of the germany travel and tourism market appears promising, with opportunities for growth and development in various sectors, including adventure tourism, wellness retreats, and cultural exchanges.

Rise of Sustainable Tourism

The emphasis on sustainability is reshaping the germany travel and tourism market. Tourists are increasingly inclined to choose eco-friendly options, such as green hotels and sustainable transport. This trend reflects a growing awareness of environmental issues and a desire to minimize the ecological footprint of travel.

Demand for Authentic Experiences

Travelers are gravitating towards authentic experiences that allow them to engage with local culture. This trend manifests in the popularity of culinary tours, cultural festivals, and community-based tourism, where visitors can immerse themselves in the traditions and lifestyles of the regions they visit.

Digital Transformation in Travel Planning

The digital landscape is significantly influencing the germany travel and tourism market. Online platforms for booking and sharing experiences are becoming essential tools for travelers. Social media plays a vital role in shaping travel decisions, as consumers seek inspiration and recommendations from their peers.

Germany Travel And Tourism Market Drivers

Growth of Domestic Tourism

The Germany travel and tourism market is currently witnessing a notable increase in domestic tourism. With a population exceeding 83 million, many Germans are opting for local travel experiences, which has been bolstered by government initiatives promoting regional tourism. In 2025, domestic trips accounted for approximately 70% of all travel within Germany, indicating a strong preference for exploring local attractions. This trend is likely to continue, as more individuals seek to discover the cultural and natural diversity within their own country. The rise in domestic tourism not only supports local economies but also encourages sustainable travel practices, as travelers are more inclined to choose eco-friendly options when exploring their homeland.

Cultural Heritage and Events

The Germany travel and tourism market is deeply enriched by its cultural heritage and numerous events. With over 1,500 museums and countless festivals, Germany offers a diverse array of cultural experiences that attract millions of visitors annually. In 2025, cultural tourism accounted for approximately 40% of all international arrivals, highlighting the importance of heritage in driving tourism. Events such as Oktoberfest and the Berlin International Film Festival draw significant crowds, showcasing Germany's vibrant culture. This emphasis on cultural offerings not only enhances the attractiveness of the country as a travel destination but also fosters a sense of pride among locals, encouraging them to participate in and promote their cultural heritage.

Investment in Infrastructure

The Germany travel and tourism market benefits significantly from ongoing investments in infrastructure. The government has allocated substantial funds to enhance transportation networks, including railways and airports, which are crucial for facilitating travel. In 2025, the federal budget for tourism infrastructure reached approximately 1.5 billion euros, aimed at improving accessibility to popular destinations. Enhanced infrastructure not only attracts international tourists but also improves the overall travel experience for domestic travelers. As cities and regions upgrade their facilities, the potential for increased visitor numbers rises, thereby stimulating economic growth within the tourism sector. This investment trend is expected to continue, further solidifying Germany's position as a leading travel destination.

Focus on Sustainable Practices

The Germany travel and tourism market is increasingly prioritizing sustainability as a core component of its growth strategy. With rising awareness of environmental issues, travelers are seeking eco-friendly options, prompting businesses to adopt sustainable practices. In 2025, approximately 30% of travelers indicated that they prefer accommodations with green certifications. This shift towards sustainability not only meets consumer demand but also aligns with Germany's broader environmental goals. The government has implemented various policies to support sustainable tourism, including incentives for businesses that adopt eco-friendly practices. As sustainability becomes a key driver in the tourism sector, it is likely to influence travel choices and shape the future of the industry.

Technological Advancements in Travel Services

The Germany travel and tourism market is increasingly influenced by technological advancements that enhance the travel experience. The rise of mobile applications and online booking platforms has transformed how travelers plan and book their trips. In 2025, approximately 60% of all travel bookings in Germany were made online, reflecting a shift towards digital solutions. These technologies not only streamline the booking process but also provide travelers with real-time information and personalized recommendations. As technology continues to evolve, it is likely to play a pivotal role in shaping consumer preferences and behaviors within the tourism sector. This digital transformation is expected to attract a tech-savvy demographic, further diversifying the market.

Market Segment Insights

By Travel Purpose: Leisure (Largest) vs. Business (Fastest-Growing)

In the Germany travel and tourism market, the Leisure segment holds the largest market share, capturing the interest of vast numbers of both domestic and international tourists. Popular activities within this segment include sightseeing, beach holidays, and nature visits, reflecting the country's diverse attractions and cultural heritage. Conversely, the Business segment, while smaller in size, is rapidly expanding as more companies recognize the importance of travel for conferences and corporate events. This shift indicates a growing trend toward business-related travel, especially as remote work decreases and in-person engagements rise. The growth trends in the Leisure segment are largely driven by an increasing desire for experiential travel, coupled with favorable economic conditions that encourage spending on leisure activities. The Business segment is benefitting from advancements in technology that facilitate smooth travel logistics and the growing emphasis on professional networking. As such, both segments are witnessing significant interest, but the Business segment is emerging as the fastest-growing due to shifting workplace dynamics and heightened corporate investment in travel.

Leisure (Dominant) vs. Business (Emerging)

The Leisure segment in the Germany travel and tourism market is characterized by its broad appeal, attracting a diverse array of travelers seeking relaxation and recreation. This segment includes family vacations, cultural excursions, and nature-based activities, making it the dominant force in the market. Its popularity is fueled by Germany's rich cultural offerings, historical landmarks, and beautiful landscapes. In contrast, the Business segment, while generally smaller, is on the rise due to increasing globalization and the need for face-to-face interaction in business dealings. This emerging segment focuses on corporate travel, conferences, and incentive trips, appealing primarily to professionals who travel for work-related purposes. As businesses increasingly recognize the value of travel for fostering relationships and stimulating employee engagement, the Business segment is set for continued growth.

By Tourism Type: Domestic (Largest) vs. Eco-Tourism (Fastest-Growing)

In the Germany travel and tourism market, the segmentation by tourism type reveals a varied landscape where Domestic tourism dominates. It captures the largest share of travelers, supported by a robust local travel culture and the appeal of exploring the nation's rich heritage and natural landscapes. Inbound tourism follows, attracting millions of international visitors, bolstered by Germany's historical significance and diverse attractions. Outbound tourism is substantial as well, with Germans frequently traveling abroad for leisure and business, contributing to a well-rounded tourism ecosystem. As the market evolves, Eco-Tourism is emerging as the fastest-growing segment, driven by increasing consumer awareness around sustainability and environmental conservation. Travelers, particularly the younger demographics, are actively seeking eco-friendly travel options, supporting local economies and minimizing their environmental footprints. This growth reflects a broader global shift towards responsible tourism, making eco-centric initiatives increasingly critical for stakeholders in the German travel sector.

Domestic: (Dominant) vs. Eco-Tourism (Emerging)

Domestic tourism in Germany thrives on a strong preference for local destinations among travelers, with an emphasis on exploring historical sites, cultural festivals, and scenic landscapes. With an extensive infrastructure and a deep-rooted tradition of local travel, this segment remains dominant as it caters to a population eager to discover their own country's offerings. On the other hand, Eco-Tourism is rapidly gaining traction, particularly among environmentally conscious travelers seeking authentic experiences that support sustainability. This segment focuses on nature-based travel and involves eco-lodges and community-based activities, appealing to tourists who wish to engage with nature responsibly. Companies catering to Eco-Tourism are increasingly integrating sustainable practices to attract the growing number of travelers interested in preserving the environment while enjoying unique experiences.

By Accommodation Type: Hotels (Largest) vs. Vacation Rentals (Fastest-Growing)

In the Germany travel and tourism market, the accommodation sector is predominantly led by hotels, which make up the largest share due to their established presence and brand recognition. Following hotels, hostels and bed and breakfasts cater to budget-conscious travelers, while camping and vacation rentals capture niche markets. Despite the competitive landscape, each type serves varying demographics and preferences, contributing significantly to the overall market dynamics, and showing diverse appeal across both domestic and international tourists. The growth trends indicate a strong upswing in vacation rentals, reflecting changing traveler preferences for unique, flexible lodging options over traditional hospitality. This shift is driven by the growing popularity of platforms like Airbnb, which offer localized experiences, often at competitive prices. Meanwhile, hotels are responding to consumer demands for enhanced experiences and amenities, pushing for innovations and sustainability initiatives, even as they retain their market dominance.

Hotels (Dominant) vs. Hostels (Emerging)

In the accommodation segment of the German travel and tourism market, hotels remain the dominant force, providing a breadth of services and facilities that appeal to a wide range of travelers, from business professionals to families. Their focus on luxury, consistent quality, and extensive amenities has solidified their position. On the other hand, hostels are emerging due to their affordability and community-oriented atmosphere, attracting younger travelers and backpackers. This segment thrives on the idea of social connectivity, offering shared living spaces and activities that enhance the travel experience. The contrasting characteristics show hotels reinforcing luxury and comfort, while hostels capitalize on budget-friendly, sociable environments, each playing vital roles in catering to diverse traveler preferences.

By Transport Mode: Air Travel (Largest) vs. Rail Travel (Fastest-Growing)

In the Germany travel and tourism market, Air Travel has emerged as the largest segment, capturing a significant share due to its convenience and extensive domestic and international connectivity. Rail Travel follows closely behind, appealing to both leisure and business travelers for its efficiency and comfort. Meanwhile, Car Rentals, Public Transport, and Bicycle options also hold notable portions of the market, each catering to specific consumer needs and preferences.

Air Travel (Dominant) vs. Rail Travel (Emerging)

Air Travel remains the dominant mode, favored for its speed and accessibility, facilitating both international and regional travel. This segment has a well-established infrastructure, including major airports across Germany, making it a preferred choice for tourists and business travelers alike. On the other hand, Rail Travel is becoming increasingly popular, driven by government investments in high-speed trains and an emphasis on sustainable travel solutions. The convenience of train services, coupled with scenic routes, positions it as an emerging contender, appealing particularly to eco-conscious travelers. With ongoing enhancements in rail networks, its growth trajectory looks promising.

By Demographic Segmentation: Families (Largest) vs. Solo Travelers (Fastest-Growing)

In the Germany travel and tourism market, families represent the largest demographic segment, capturing a significant portion of travel expenditures. This group tends to seek family-friendly destinations, accommodations, and activities that cater to both adults and children. Families often prefer to travel during school holidays, which has led to a consistent demand for tailored experiences that can accommodate larger groups while ensuring enjoyable entertainment for all ages. Conversely, solo travelers are the fastest-growing segment in the market, driven by a rise in independent travel and a growing desire for personal exploration. This demographic seeks authentic experiences and often favors unique local cultural engagements. Factors such as increased social media influence and accessible travel options have significantly contributed to the growth of this segment, making solo travel more appealing in recent years.

Families (Dominant) vs. Solo Travelers (Emerging)

Families remain the dominant demographic in the Germany travel and tourism market, characterized by their preference for packages that include family-oriented attractions, hotels with amenities suitable for children, and activities that foster bonding experiences. This group tends to prioritize safety, convenience, and affordability when traveling. In contrast, solo travelers are an emerging segment that is quickly gaining traction. They often seek immersive cultural experiences and flexible itineraries that allow for spontaneity. This demographic is increasingly influenced by digital platforms, making them more likely to engage with local communities and participate in experiences that might not be on a conventional tourist radar. Both segments showcase varying needs and expectations, highlighting the diverse landscape of travel preferences.

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Key Players and Competitive Insights

The travel and tourism market in Germany is characterized by a dynamic competitive landscape, driven by a confluence of factors including technological advancements, evolving consumer preferences, and a growing emphasis on sustainability. Major players such as TUI Group (DE), Booking.com (NL), and Lufthansa (DE) are strategically positioned to leverage these trends. TUI Group (DE) focuses on enhancing customer experience through digital transformation, while Booking.com (NL) emphasizes its extensive inventory and user-friendly platform to capture a diverse clientele. Lufthansa (DE), on the other hand, is concentrating on expanding its network and improving operational efficiency, which collectively shapes a competitive environment that is both robust and multifaceted.

The market structure appears moderately fragmented, with a mix of established companies and emerging players vying for market share. Key business tactics include localizing services to cater to regional preferences and optimizing supply chains to enhance operational efficiency. This competitive structure allows for a diverse range of offerings, enabling companies to differentiate themselves through unique value propositions.

In December 2025, TUI Group (DE) announced a strategic partnership with a leading technology firm to enhance its digital booking platform. This move is likely to streamline the customer journey, making it more intuitive and efficient, thereby potentially increasing customer retention and satisfaction. Such initiatives reflect a broader trend towards digitalization within the industry, as companies seek to meet the demands of tech-savvy travelers.

In November 2025, Booking.com (NL) launched a new sustainability initiative aimed at promoting eco-friendly accommodations. This initiative not only aligns with the growing consumer demand for sustainable travel options but also positions Booking.com (NL) as a leader in responsible tourism. By integrating sustainability into its core offerings, the company may enhance its brand reputation and attract a more environmentally conscious customer base.

In October 2025, Lufthansa (DE) unveiled plans to invest €1 billion in fleet modernization and sustainability initiatives over the next five years. This substantial investment underscores the airline's commitment to reducing its carbon footprint and improving operational efficiency. By prioritizing sustainability, Lufthansa (DE) is likely to strengthen its competitive position in an increasingly eco-conscious market.

As of January 2026, current competitive trends indicate a pronounced shift towards digitalization, sustainability, and the integration of AI technologies. Strategic alliances are becoming increasingly pivotal, as companies collaborate to enhance their service offerings and operational capabilities. The competitive differentiation is expected to evolve from traditional price-based competition to a focus on innovation, technology, and supply chain reliability, suggesting that companies that can effectively leverage these trends will likely emerge as leaders in the market.

Key Companies in the Germany Travel And Tourism Market include

Industry Developments

The Germany Travel and Tourism Market has recently seen significant movements, particularly with the rise in domestic and international travel post-pandemic, leading to an overall recovery. Thomas Cook Group and TUI AG have reported increased bookings and positive forecasts as leisure travel demand continues to surge. In October 2023, Lufthansa announced plans to expand its European and transatlantic routes in response to the growing travel market.

Additionally, Booking Holdings and Expedia Group have intensified competition by introducing localized offerings, cater specifically to the German market.In recent mergers, flixMobility acquired competitor BlaBlaBus in June 2023 to enhance its network and services, while DER Touristik expanded its portfolio by acquiring strategic assets from local tourism providers in September 2023. The growth trajectory of companies like Trivago and Airbnb reflects the increasing preference for alternative accommodation options among travelers.

According to data from the German National Tourist Board, tourist arrivals are projected to reach pre-COVID levels in 2024, driving significant investments in infrastructure and services within the booming tourism sector, which employed over 2 million people as of early 2023.

Future Outlook

Germany Travel And Tourism Market Future Outlook

The Germany travel and tourism market is projected to grow at a 5.26% CAGR from 2025 to 2035, driven by digital transformation, sustainable tourism, and increased international travel.

New opportunities lie in:

  • Development of eco-friendly accommodations in urban areas.
  • Integration of AI-driven personalized travel planning services.
  • Expansion of niche tourism experiences targeting adventure seekers.

By 2035, the market is expected to be robust, reflecting evolving consumer preferences and innovative service offerings.

Market Segmentation

Germany Travel And Tourism Market Tourism Type Outlook

  • Inbound
  • Outbound
  • Domestic
  • Eco-Tourism
  • Luxury

Germany Travel And Tourism Market Transport Mode Outlook

  • Air Travel
  • Rail Travel
  • Car Rentals
  • Public Transport
  • Bicycle

Germany Travel And Tourism Market Travel Purpose Outlook

  • Leisure
  • Business
  • Cultural
  • Adventure
  • Wellness

Germany Travel And Tourism Market Accommodation Type Outlook

  • Hotels
  • Hostels
  • Vacation Rentals
  • Bed and Breakfast
  • Camping

Germany Travel And Tourism Market Demographic Segmentation Outlook

  • Families
  • Solo Travelers
  • Couples
  • Senior Citizens
  • Students

Report Scope

MARKET SIZE 202438.39(USD Billion)
MARKET SIZE 202540.62(USD Billion)
MARKET SIZE 203567.47(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)5.26% (2024 - 2035)
REPORT COVERAGERevenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR2024
Market Forecast Period2025 - 2035
Historical Data2019 - 2024
Market Forecast UnitsUSD Billion
Key Companies ProfiledTUI Group (DE), Booking.com (NL), Expedia Group (US), DER Touristik (DE), Thomas Cook Group (GB), Fjord Travel (NO), AIDA Cruises (DE), Lufthansa (DE), FlixMobility (DE)
Segments CoveredTravel Purpose, Tourism Type, Accommodation Type, Transport Mode, Demographic Segmentation
Key Market OpportunitiesIntegration of sustainable practices in the germany travel and tourism market enhances consumer appeal and regulatory compliance.
Key Market DynamicsGrowing emphasis on sustainable tourism practices reshapes consumer preferences and industry standards in Germany.
Countries CoveredGermany
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FAQs

What is the current valuation of the Germany travel and tourism market?

As of 2024, the market valuation was 38.39 USD Billion.

What is the projected market size for the Germany travel and tourism sector by 2035?

The market is expected to reach a valuation of 67.47 USD Billion by 2035.

What is the expected CAGR for the Germany travel and tourism market from 2025 to 2035?

The expected CAGR during the forecast period 2025 - 2035 is 5.26%.

Which companies are considered key players in the Germany travel and tourism market?

Key players include TUI Group, Booking.com, Expedia Group, and Lufthansa, among others.

What are the primary segments of the Germany travel and tourism market by travel purpose?

Segments by travel purpose include Leisure, Business, Cultural, Adventure, and Wellness.

How much revenue is generated from leisure travel in the Germany market?

Leisure travel generated between 15.0 and 27.0 USD Billion.

What is the revenue range for domestic tourism in Germany?

Domestic tourism revenue ranges from 12.0 to 22.0 USD Billion.

What types of accommodation are popular in the Germany travel market?

Popular accommodation types include Hotels, Hostels, Vacation Rentals, and Bed and Breakfasts.

What is the revenue generated from air travel in the Germany tourism sector?

Air travel generated between 15.0 and 27.0 USD Billion in the market.

Which demographic segments are targeted in the Germany travel and tourism market?

Demographic segments include Families, Solo Travelers, Couples, Senior Citizens, and Students.

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