For the third time after 2021 and 2023, the ADAC is presenting its tourism study. It analyses the preferences, destinations, duration, frequency, choice of transport and budget of German holidaymakers. The result shows: After years of uncertainty due to the pandemic and global crises, travel behaviour has largely returned to normal. 58% of Germans took a holiday trip in 2024 - a figure that corresponds to the pre-crisis level. Almost 60% of respondents are planning at least one longer holiday in 2025.
In this context the economic situation has a greater impact on holiday planning. While some travellers can invest more in comfort, others have to significantly reduce their budget. 24% of respondents stated that they would have to make do with a smaller holiday budget than in the previous year. Of these, 32% intend to forego a trip altogether in 2025, which is twice as many as in 2022 (17%). Those with a higher budget primarily prioritise higher quality and comfort.
The topic of sustainability still plays a subordinate role in the booking decision, although an intact natural environment at the holiday destination is important to many travellers. Only a fifth of those surveyed are prepared to pay a premium for more sustainable holiday offers.
Yes to visitor guidance
In contrast, awareness of overcrowded holiday destinations is growing. Many respondents are in favour of visitor management measures such as entrance fees or restrictions capacity provided, they are fair and tailored to the target group.
43% of respondents want to choose Germany as their next holiday destination, 45% would like to spend it in other European countries. Looking ahead from 2022 to 2023, 50% of Germans still stated that they wanted to spend their holiday in their own country.
Encouragingly, most respondents were satisfied with their holiday, particularly with the booking process and service. Travel agencies and booking platforms received the highest marks. At the same time, travelling to and from the destination remains a major challenge: despite improved punctuality in air travel, one in five people were affected by disruptions. 67% of travellers chose an individual trip, while 32% preferred to book a package holiday. The trend towards early booking is increasing as travelling becomes more predictable again. / ots