Summer 2025 Review: Despite Rising Prices, the German Travel Market Continues to Grow

Munich, December 1, 2025 – The German travel market continues its growth trajectory into the summer of 2025. The Association of Online Travel Agencies (VIR), in collaboration with Travel Data + Analytics GmbH (TDA), has analyzed booking data for the season. The results are positive: Demand from German travelers remains remarkably strong.

Tour operators reported a six percent increase in revenue in the summer of 2025 compared to the previous year. At the same time, the number of bookings rose rather moderately by one percent. This suggests that the increase in revenue resulted from price increases, as confirmed by Roland Gaßner, Director of Business Development at TDA: “We see that price remains the key driver of market growth. Both the price per person and the price per night have increased by more than five percent compared to the previous year.”

One area where the market differs from the overall trend is the growth of online travel agencies (OTAs): they saw a 14% increase in revenue during the 2025 summer season compared to 2024. In addition, the number of travelers who booked their trips through these digital platforms rose by a remarkable 7.5%. At the same time, the average length of stay increased slightly from eight to 8.1 days. The persistently high demand and the steadily growing use of digital booking channels underscore the increasing importance of OTAs in the market. They contribute to the market’s overall growth and stable development.

Most destinations within the OTA market also saw an increase: In a country-by-country comparison, Turkey turned its summer season into a positive result thanks to strong last-minute demand. As a result, the destination achieved a 15% increase in revenue with a 10% rise in visitor numbers compared to the previous year. Greece also remains a popular travel destination and, with nearly identical figures, has increased both the number of travelers and revenue. Long-haul destinations in Southern Africa, the Indian Ocean, and the Asia-Pacific region are also among the most sought-after destinations this summer and posted double-digit revenue growth.

“We’re seeing remarkable resilience,” emphasizes VIR board member Michael Buller. “Despite rising prices, the number of travelers continues to grow. Many Germans don’t want to give up their vacations.”

You can download the press release here in PDF format.