Are Germans traveling less due to the economic downturn?

Germany's tourism sales have rebounded after the pandemic, but fewer travelers are enjoying them. According to the German Travel Association (DRV), a "significant number" of people in Germany can no longer afford vacations organized abroad. DRV stated this week that the number of tourists is still below pre-pandemic levels, despite revenue values this winter exceeding the winter figures of 2018-2019 by 6%, according to calculations by Travel Data + Analytics (TDA).

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This indicates an increasing rift between those who can and cannot afford to vacation abroad, as Germany is forecasted to experience a deeper recession than previously thought. DRV President Norbert Fiebig stated at the association's annual meeting on Thursday, "This will create a social problem if people don't pay attention." "Holidays must remain affordable for those with middle incomes."

A Mixed Picture for German Tourism​

The DRV President described the general mood in the tourism industry as positive as the 2022/23 tourism year comes to a close. "For the first time since the COVID pandemic, we are experiencing a return to normalcy. And they are doing it on their own steam. Germans want to travel and they are traveling again—both for personal and business purposes," he said. According to the association, demand for organized holiday trips with travel agencies in the upcoming winter is showing promising growth. "However," Fiebig added, "there is a significant number of people in this country who can no longer afford or do not want to pay for an organized trip." DRV notes that the number of people booking vacations through travel agencies is down approximately 20% compared to the winter before the pandemic, while spending and prices for vacations have increased by 27%. "Politicians must combat inflation and provide relief. It's about people having more money in their pockets to spend," Fiebig said, stressing that vacations must remain affordable even for those with middle incomes.

Is Climate Change Affecting German Tourism?​

Fiebig also used his keynote address to address the looming issue of climate change on the tourism industry. Although DRV does not see a significant change in Germany's tourism patterns due to the summer heatwave, he predicts changes in consumer behavior are coming. "Extreme weather is increasing. Climate change is a reality. We must prepare for it, we must keep an eye on it," he said. Fiebig added that travel companies have an important role in raising awareness and advising travelers on sustainable, climate-friendly travel more. He concluded: "The issue is not to point fingers because that will get us nowhere. It's about information, reasoning, tricks, and ultimately persuasion." The new online training program by DRV aims to equip travel companies with basic knowledge about the impacts of climate on tourism operations and climate protection in tourism.