ITB Berlin is publishing the latest World Travel Monitor® findings of IPK International on global outbound travel trends in 2024, International tourism recorded strong growth in 2024, reaching 2019 levels again.
Year-on-year, outbound travel rose by 13 per cent, indicating the industry has fully recovered. The rise in business trips and high growth rates in Asia are a particularly welcome development. Rising travel costs are not affecting people’s desire to travel, so that demand for outbound trips remains high in 2025.
Dynamic growth in outbound travel
Outbound travel has witnessed a remarkable recovery, with travellers from Asia in particular contributing significantly to this upturn. Following a prolonged period of weak business due to the pandemic, Asian travellers are increasingly choosing international destinations again.
Although levels are still 15 per cent below their former peak, the positive increase of 33 per cent indicates a sustained return to previous levels on the global travel market. Growth is also continuing in other regions of the world: European and Latin American outbound travel rose by nine per cent. Compared with travel in 2023, North American outbound travel increased by a further seven per cent. Compared with 2019, European outbound and North American travel has already exceeded pre-pandemic levels.
Spain tops the rankings – holidays are still the main reason for international trips
Some destinations are clear favourites: Spain retains its number one spot, followed by the USA, while demand for European countries including Germany, France and Italy is also high. Mexico, Turkey, the UK and Austria are also among the most popular destinations.
Holidays continue to be the main reason for travelling abroad. Among the various types of holiday, sun & beach holidays and city breaks are particularly in demand, with above-average growth rates in 2024. Round trips, which offer travellers the opportunity to discover several places on one trip, also remain popular.
MICE segment driving growth in the business travel sector
Business travel continues to expand, with the MICE segment (Meetings, Incentives, Conferences, Exhibitions) in particular displaying above-average growth and significantly boosting the business travel market as a whole. This market now accounts for around two-thirds of business trips, with growth that is well above average.
By contrast, the traditional business travel segment is experiencing more moderate growth, which can be attributed to new business models and increasing digitalisation. Another important trend that remains consistently popular is the so-called "bleisure" segment. Combining a business trip with private leisure activities has become firmly established and continues to be an important category of business travel.
ITB Berlin and IPK International: Strong growth in 2024 – Outbound travel reaches 2019 levels again. Copyright: ITB Berlin/ IPK International
Hotels remain the first choice – direct bookings are increasing
Most travellers still opt for traditional hotels, which are particularly appreciated for their service and wide range of offers. However, alternative, commercially marketed types of accommodation, including holiday apartments or private holiday rentals, are also becoming increasingly popular. At the same time, the number of people opting to stay free of charge with friends or relatives remains stable.
Another interesting aspect is travel booking trends: the majority of travellers (over 90 per cent) book their stay in advance. While travel agency bookings remain stable, direct bookings via accommodation and transport providers are increasing. This trend reflects a desire for greater flexibility and more direct control over personal travel options.
Positive outlook for 2025 – travellers focus on quality and experiences
People’s desire to travel abroad remains unbroken, and interest in outbound travel in the year ahead also appears high. Many destinations have already regained the levels of previous years, while others show potential for further growth.
Personal experiences and satisfaction levels play a big part when choosing a holiday destination. Accommodation that impresses the visitor with comfort and service receives particularly positive ratings. Beautiful surroundings and a pleasant culinary experience also contribute significantly to the quality of a trip. Many travellers also appreciate cultural highlights that convey a special atmosphere as well as good value for money. These trends show that demand for authentic and high-quality travel experiences will continue to be important in the industry in the future.
Visitors to ITB Berlin can gain additional specific insights into the industry at the ITB Berlin Convention 2025 from 4 to 6 March. This year, the travel industry’s leading think tank features 17 theme tracks as well as orientation for tourism professional on four live stages. Presentations by Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, Ryanair and many others will provide inspiration and offer practical insights into the future of tourism.
