ITB Berlin, IPK International Report Strong Growth in 2024
As the world's leading travel trade show, ITB Berlin, prepares to take place from March 4-6, 2024, industry optimism is high. The latest data from IPK International and ITB Berlin highlights the robust recovery of outbound travel, with global demand now matching 2019 levels.
A 13% increase in international travel year-on-year underscores the sector's full recovery. Notably, the rise in business trips and substantial growth in Asia are key drivers. Even with rising travel costs, outbound demand remains strong for 2025.
Asia, in particular, has been a major contributor to the surge in outbound travel, with a 33% increase compared to previous years. While Asian travel is still 15% below its peak, the trend indicates a steady return to pre-pandemic levels. Other regions also experienced growth, with European and Latin American outbound travel rising by 9%, and North America seeing a 7% increase. In fact, European and North American outbound travel has already surpassed 2019 levels, signaling a strong global market comeback.
Spain remains the top international destination, followed by the USA, with other European countries such as Germany, France, and Italy also in high demand. Mexico, Turkey, the UK, and Austria round out the list of favorite destinations. Holiday travel continues to dominate, with sun & beach holidays and city breaks showing notable growth. Round trips, which allow travelers to explore multiple destinations, are also increasingly popular.
The business travel segment, particularly Meetings, Incentives, Conferences, and Exhibitions (MICE), is seeing significant expansion, now accounting for two-thirds of all business trips. The MICE sector is growing well above average, while traditional business travel is experiencing slower growth due to digitalization and new business models. The "bleisure" trend, combining business trips with leisure activities, remains a popular choice and continues to shape business travel.
Traditional hotels remain the preferred accommodation type, prized for their service and diverse offerings. However, alternative accommodations, such as holiday apartments and private rentals, are gaining ground. Direct bookings are on the rise, as over 90% of travelers now book their stays in advance, seeking flexibility and control over their travel options. This trend reflects a broader shift toward personalized travel planning, with fewer bookings through travel agencies.
The outlook for 2025 is positive, with travelers continuing to prioritize quality experiences. Destinations that provide comfort, excellent service, and authentic cultural experiences are highly valued. A beautiful setting and memorable culinary experiences also play a significant role in traveler satisfaction. As demand for high-quality, authentic travel experiences continues to grow, the travel industry is expected to focus more on meeting these expectations. ITB Berlin 2025 will offer further insights into these trends, with presentations from major industry players like Expedia, Google, and TUI, among others.
