The Association of Internet Travel Distribution (VIR) is the leading trade association for the German digital travel industry and is actively involved in tourism market research. The association continuously analyzes developments within the travel industry and their implications—particularly with regard to digital business models, online distribution, and technological innovations in tourism.

Tourism is one of Germany’s most dynamic and innovative economic sectors. Constant change, new technologies, and social trends present the industry with a wide range of challenges—while also opening up promising opportunities for the future. To make these developments measurable, tourism statistics, market research, and scientifically sound data are indispensable. They form the basis for strategic decisions and the sustainable development of Germany as a tourism destination.

As part of its research and analysis work, VIR conducts its own studies—including the annual “VIR Facts & Figures on the Online Travel Market” —and participates in other external research projects in collaboration with renowned market research institutes. The focus is on the German travel market, particularly digital tourism, travelers’ booking and information-seeking behaviors, and current trends in the tourism industry.