ITB Berlin and IPK International: Outbound travel in 2024 back to 2019 levels

International tourism recorded strong growth in 2024, reaching 2019 levels again. Year-on-year, outbound travel increased by 13%, indicating that the sector has fully recovered. The rise in business travel and high growth rates in Asia are a particularly positive development. Rising travel costs are not affecting people's desire to travel, so demand for outbound travel remains high in 2025.

Dynamic growth in foreign travel

Outbound travel has seen a remarkable recovery, with travellers from Asia contributing significantly. After a prolonged period of weak business due to the pandemic, Asian travellers are increasingly choosing international destinations again. Although levels are still 15% below their previous peak, the positive increase of 33% indicates a sustained return to previous levels in the global travel market. Growth also continues in other regions of the world: outbound travel from Europe and Latin America increased by 9%. Compared to travel in 2023, outbound travel from North America increased by 7%. Compared to 2019, outbound travel from Europe and North America has already surpassed pre-pandemic levels.

Spain tops the ranking: holidays remain the main reason for international travel

Some destinations are clear favourites: Spain remains in first place, followed by the United States, while European countries such as Germany, France and Italy are also in high demand. Mexico, Turkey, the United Kingdom and Austria are also among the most popular destinations.

Holidays remain the main reason for travelling abroad. Among the different types of holidays, sun and beach holidays and city breaks are the most popular, with above-average growth rates in 2024. Also still popular are round trips, which offer travellers the opportunity to discover several places in one trip.

MICE segment drives growth in business travel sector

Business travel continues to expand, especially in the MICE segment (Meetings, Incentives, Conferences, Exhibitions), which is showing above-average growth and is significantly driving the business travel market as a whole. This market currently accounts for around two-thirds of business travel, with growth well above average. In contrast, the traditional business travel segment is experiencing more moderate growth, which can be attributed to new business models and increasing digitalisation. Another important trend that remains popular is the so-called "bleisure" segment, which combines a business trip with private leisure activities and has established itself as an important category of business travel.

Hotels remain the first choice: direct bookings are increasing

The majority of travellers continue to opt for traditional hotels, which are particularly valued for their service and wide range of options. However, other types of commercially marketed accommodation, such as holiday apartments or private holiday rentals, are also gaining popularity. At the same time, the number of people who choose to stay free of charge at the homes of friends or relatives remains stable.

Another interesting aspect is the trend in travel booking: the majority of travellers (over 90 percent) book their stay in advance. While bookings through travel agencies remain stable, direct bookings through accommodation and transport providers are increasing. This trend reflects a desire for greater flexibility and more direct control over personal travel choices.

Positive outlook for 2025: Travelers focus on quality and experiences

The desire to travel abroad remains unchanged and interest in outbound travel in the coming year also appears to be high. Many destinations have already recovered to the levels of previous years, while others show potential for further growth.

Personal experiences and satisfaction play an important role when choosing a holiday destination. Accommodations that impress visitors with their comfort and service receive particularly positive ratings. A beautiful setting and a pleasant culinary experience also contribute significantly to the quality of a trip. Many travellers also value cultural attractions that convey a special atmosphere and good value for money. These trends show that the demand for authentic, high-quality travel experiences will continue to be important in the sector in the future.

Visitors to ITB Berlin will be able to gain additional insights into the industry at the ITB Berlin 2025 convention from 4 to 6 March. This year, the travel industry’s leading think tank will offer 17 thematic topics and guidance for travel professionals on four live stages. Presentations from Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, Ryanair and many others will provide inspiration and practical insights into the future of travel.

Source: ITB Berlin / IPK International