German Holidaymakers Embrace New Experiences and Sustainable Travel
A comprehensive handbook for vacationing with that signature German flair
In 2024, German holidaymakers embarked on their journeys with a keen sense of adventure and a focus on sustainable travel. The average German took about 13 days for their main holiday, with a majority of trips being domestic [1].
Domestic Destinations
Germany's rich cultural heritage and diverse landscapes make it a popular choice for holidaymakers. Some of the most visited cities include Berlin, known for its historical landmarks like the Reichstag and vibrant cultural scene; Munich, famous for its Marienplatz and Oktoberfest celebrations; Hamburg, home to the Miniatur Wunderland, a major tourist attraction; Cologne, offering a blend of Roman history and modern festivals; Dresden, known as "Florence at the Elbe" for its baroque architecture; and Dusseldorf, renowned for fashion and nightlife.
Other popular domestic destinations include Mecklenburg-Vorpommern and Niedersachsen [7].
Foreign Destinations
When traveling abroad, German holidaymakers predominantly focus on European destinations, reflecting a strong preference for regional travel. Key foreign destinations include Spain, with its beautiful beaches and vibrant cities; Italy, known for its rich history and delicious cuisine; France, with Paris and the French Riviera as major draws; Austria, offering a mix of city life and mountain landscapes; and Greece, famous for its islands and historic sites [2].
Sustainable Travel and Cultural Immersion
A "Green Shift" is taking place in the German travel mind, with 72 percent of Germans viewing overtourism as a real problem [6]. This shift is reflected in the choices made by German holidaymakers, who are eager to sample regional dishes when they travel [4] and are open to new experiences and cultures [5]. Nearly half of Germans booked their main vacation for 2024 at least four months in advance [8], and 58 percent of them are "keen to see their destination through the eyes of locals" [9].
In an effort to immerse themselves in local cultures, 64 percent of German travellers make some effort to speak the local language [10]. However, a quirky tradition persists, with only 11 percent of Germans willing to admit to wearing socks with their sandals [11].
For a significant minority of German travellers, Southeast Asia is a popular destination for long-haul trips [3].
Spain remains the top short-haul foreign destination for German holidaymakers, with Mallorca being particularly popular [12]. Turkey is another popular short-haul foreign destination.
Interestingly, only 16 percent of Germans own up to rising early to place their towel on a sun-lounger [5], suggesting that German holidaymakers prioritise relaxation and cultural exploration over securing the best sunbathing spots.
[1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] - Sources available upon request.
During their 2024 travels, German holidaymakers sought out new cultural experiences and sustainable destinations, immersing themselves in local languages and cuisines. In addition to domestic attractions such as Berlin, Munich, and Hamburg, they also ventured to foreign destinations like Spain, Italy, and France. A significant minority of these travelers also chose Southeast Asia for long-haaul trips, while Turkey and Mallorca remained popular short-haul foreign destinations.
