ITB Berlin and IPK International reveal key outbound tourism trends for 2025

The latest findings from the World Travel Monitor by IPK International confirm the continued upward trend of recent years, with growth rates returning to single digits. International tourism is steadily approaching pre-pandemic levels once again.

Stable demand from Europe – differing trends in the Americas

In 2025, international travel showed clear regional differences. European outbound travel increased by 4%, matching the global average. In contrast, North America recorded a slight decline, with outbound travel down 1% year over year. Despite this modest drop, the United States remained the world’s largest source market for international travel, ahead of Germany and the United Kingdom.

Outbound travel from Asia grew by 5%, representing moderate but slightly above-average growth. South America was the most dynamic region, with outbound travel rising by 11% — the strongest growth worldwide. This increase was driven primarily by a significant rise in travel within the region.

High satisfaction levels at Arab destinations

As part of the World Travel Monitor and IPK’s Destination Performance Index (DPI), traveler satisfaction, likelihood to recommend, and intention to return are analyzed for international leisure trips worldwide.

In 2025, Dubai once again ranked first, followed by Abu Dhabi, the Bahamas, and Brazil. Dubai received the highest ratings for service, accommodations, and weather. However, sustainability received the lowest ratings in both Dubai and Abu Dhabi.

In Europe, Switzerland ranked first, just ahead of Austria. Both destinations achieved above-average scores for landscape and nature.

Holidays dominate – MICE rebounds strongly

Holiday travel accounted for nearly three-quarters of all international trips worldwide in 2025, growing by 4% in line with the global average.

Sun-and-beach vacations remained the most popular type of trip, reflected in destination rankings, with Spain once again recording the highest number of international visits. Multi-destination trips and nature-focused travel posted above-average growth, while event travel and wellness trips declined slightly.

Business travel grew by an above-average 6% in 2025 and returned to 2019 levels for the first time. The MICE segment showed particularly strong growth, increasing by 8%.

Longer trips and higher spending

In 2025, the average length of international trips increased slightly to about nine nights. This was largely due to the high share of air travel and the continued recovery of long-haul trips. Rail travel also recorded above-average growth.

Average spending per trip rose by 5% year over year, representing above-average growth. Most spending went toward accommodations. Transportation accounted for roughly one-quarter of total travel expenditures, while smaller shares were spent on food and activities at the destination.

Positive outlook for 2026

There are strong indications that demand for international travel will remain stable in 2026. Available data suggests that travel behavior will remain largely unchanged and that growth rates will continue to align with pre-pandemic trends.

However, concerns about overtourism and sustainability remain important for travelers and are creating new opportunities for both smaller and larger destinations.

At the ITB Berlin Convention 2026, scheduled for March 3–5, industry professionals will gain practical insights into the future of tourism. Under the theme “Leading Tourism into Balance,” the convention will focus on balancing growth, innovation, and sustainability. Across 17 thematic tracks and four live stages, experts will present the latest trends, digital innovations, and sustainable strategies shaping the industry.

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