The market that travels.

Germany is one of the largest travel markets in the world. Winning German guests takes more than reach: trust, language and the right voices.

In numbers

Large, affluent, eager to travel.

€91.7 bnspent by Germans on holiday trips in 2025, more than ever before.¹
57.1 mpeople in Germany took at least one holiday trip in 2025.¹
Over 3/4of all German holiday trips go abroad.²
Top 3worldwide in spending on international travel, around US$112 bn in 2023.³

Why German guests

Real holidays, not short breaks.

The German travel survey Reiseanalyse only counts trips of five days or more as holidays. In 2025 there were 67.7 million of them, and 80.5% of the population travelled at least once.¹ The German market is not made of weekend breaks but of planned holidays with a budget.

The most popular destinations abroad are Spain, Italy, Türkiye and Greece.² Exactly the regions we develop campaigns for. Win guests from Germany, Austria and Switzerland here and you win a market that comes back every year.

Social media in Germany

Hype doesn’t sell room nights.

Half of social media users in Germany follow influencers, and 81% of 16 to 29 year olds do.⁴ Creators reach exactly the people who are planning their trips today.

At the same time, according to a YouGov survey, only 5% of Germans choose their destination based on social media trends. The most important factor is personal interests, named by 70%.⁵ German guests are not convinced by volume but by recommendations that fit them.

For us this means: we don’t chase reach at any price. We work with creators whose audience is your target group and whose recommendations are credible.

Our approach