The good news for the travel industry: Germans are still planning their main vacation despite economic and geopolitical challenges—as evidenced by the analysis of the 2026 summer travel season and the outlook for next year’s summer months.
As the summer tourist season (early May through late October) draws to a close, the German Travel Association (DRV) is taking an initial, preliminary look at this year’s peak travel season. “The top three destinations—Turkey, Spain, and Greece—showed that classic Mediterranean destinations and cruises were particularly in demand,” reports DRV President Albin Loidl.
The organized travel market—comprising package tours and modular trips offered by tour operators—has proven resilient this year despite a challenging market environment. Based on current booking figures (as of the end of August), the travel industry is reporting a four percent increase in revenue and a two percent increase in the number of travelers for this summer. A key factor in this was strong last-minute business during the summer months. These figures are based on analyses by Travel Data + Analytics (TDA) for the DRV, using booking data from travel agencies and online travel portals that sell tour operator products.
Previously, there had been very strong early-booking activity at the end of last year and at the beginning of this year, which subsided with the outbreak of the Middle East conflict in March. “People want to travel; vacations continue to rank very high on the list of consumer priorities. At the same time, we’re seeing that customers are weighing their options more carefully and, in some cases, booking later,” says DRV President Albin Loidl. The latest booking figures for September—this month’s data has not yet been fully analyzed—also show strong demand for travel this fall: Current revenue from new bookings is higher than last year’s figure, with about half of September’s new bookings consisting of trips to destinations in Eastern Europe.
“Germans’ desire to travel remains high. The strong last-minute business in particular has shown that even in an environment marked by economic uncertainty, people do not want to forgo their main vacation,” says DRV President Albin Loidl.
Above all, it is encouraging that the number of guests who booked package tours and modular trips from tour operators through travel agencies and online travel portals has risen again—by two percent this summer. “Travelers are playing it safe by relying on the strength and advantages of package tours,” said DRV President Loidl. Customers appreciate the attractive value for money and the fact that the tour operator takes responsibility for the entire trip. In addition, the range of services included in a package tour encompasses reliable crisis management, as well as support and assistance from the tour operator in the event of emergencies—such as strikes, crises, or other natural disasters—and financial protection in the event of insolvency.
The fact that travelers’ need for advice has increased significantly again as the summer vacation season approaches—starting in late May—is evident from the booking figures for brick-and-mortar sales, which have seen an upturn since late May. “Brick-and-mortar and mobile travel sales, with their personalized advice, remain a central component of the market. At the same time, AI and digitalization continue to change customers’ booking behavior. This makes it all the more important for travel agencies to combine their advisory expertise with digital channels and efficient processes,” said Loidl.
Mediterranean Remains Strong – Weaker Demand for Long-Haul Travel
Medium-haul destinations performed particularly well in the summer of 2026: Travel to the Eastern Mediterranean—including Greece, Turkey, Egypt, and Tunisia—saw an overall revenue increase of eight percent. Revenue for Egypt climbed by four percent, for destinations in Turkey by nine percent, and for Greece by ten percent. Destinations in the eastern Mediterranean account for half of the travel market’s total revenue.
Western medium-haul destinations—such as Spain and Portugal—saw total revenue rise by five percent compared to the previous summer. Growth was particularly strong for mainland Spain, at plus eleven percent. Cruises also exceeded the previous year’s level by five percent. Ocean and river cruises remain one of the strongest growth drivers in the German travel industry. In contrast, the long-haul travel sector performed significantly weaker, with a 14 percent decline in revenue. Flight cancellations and travel warnings due to the conflict in the Middle East have had a particularly strong impact here.
Cautious Outlook for the Winter Season
Based on current booking figures, the outlook for the new tourism year beginning November 1, 2026, is mixed. Given the current economic climate and mounting financial pressure, consumers—primarily families—appear to be foregoing second trips and potential additional vacations, though not their main summer trip.
For the winter of 2026/27 (November 1 through April 30), revenue is currently still two percent below the previous year’s level. Long-haul travel plays a key role here, as it accounts for a significantly higher market share in the winter than in the summer. Revenue in this segment is currently still noticeably below the previous year’s level. Weak demand is particularly pronounced for the United Arab Emirates and the United States. In contrast, destinations such as the Maldives, Thailand, and the Dominican Republic, among others, are showing a comparatively stable booking trend or, in some cases, even an increase over the previous year’s level.
Early bookings for summer 2027 are encouraging
An early look at summer 2027 paints a different and significantly more positive picture: Thanks to early bookings (especially for cruises), revenue is currently eight percent above the comparable figure from the previous year.
“The current booking situation, including early bookings for summer 2027, is generally encouraging. However, we are still very early in the booking season. The coming months will show how consumer sentiment, prices, and geopolitical developments will affect vacation decisions,” explains Loidl.
