Holidays on the Mediterranean: Why the Germans are turning their backs on Germany

Holidays on the Mediterranean: Why the Germans are turning their backs on Germany

Germans' longing for sunny holiday destinations on the Mediterranean remains unbroken, despite rising costs and economic uncertainty. More and more families are choosing to travel abroad to escape the rising prices of holiday offers in Germany. Thomas (not his real name) and his family have been traveling to Egypt annually since 2021 and have found the quality of service there to be convincing, which has led them to abandon their tradition of vacationing domestically. Before traveling to Egypt, they spent their vacation in Germany.

However, Germany remains the most popular travel destination for Germans, followed by the Mediterranean region. According to a report by RND, in 2024, 36% of Germans spent their main vacation in their own country. The next places are occupied by Spain with 9%, Italy with 7% and Turkey with 6%. Interestingly, in 2020, during the Corona pandemic, 56% of Germans chose their own country for their main vacation. This shows that the desire to travel south is deeply rooted in the German psyche.

Changing travel behavior

Germans' travel preferences have remained stable since the 1950s and 1960s. However, there are changes: a study by the ADAC shows that 69% of respondents traveled abroad in 2024, which represents an increase compared to 64% in 2022. This development is also reflected in the increase in “frequent vacationers” who take five trips or more per year – an increase from 3% to 8%. This trend shows that, despite financial concerns, vacationing abroad is becoming more popular again, especially among people with lower budgets.

Despite the attractiveness of travel deals in southern Europe, the price of a holiday in Germany remains high, with average daily spending of 117 euros. Similar costs are estimated for southern European countries such as Spain and Turkey. According to RND, the total cost of a vacation in Germany is 1,060 euros per person, while holidays in countries like Italy or Spain are significantly more expensive.

Sustainability and trends in tourism

Demand for travel in southern Europe remains high, although the “coolcation” trend, which promotes vacations in cooler regions, is not gaining traction. Only 29% of German travelers plan to spend their main vacation in Germany in 2023 - a low. Many Germans prioritize costs over sustainability when traveling. Only 44% of holidaymakers have booked their main 2024 holiday four months in advance, showing that spontaneous trips are increasing in popularity.

Airplane use is increasing, rising to 37% in 2024, while the car remains the most common means of transportation. Another interesting development is the increase in package holidays to 32% in 2024. Many holidaymakers, 72% of respondents, see overtourism as a problem and are willing to support alternative measures such as access fees to relieve overcrowded destinations.

Overall, the results of the ADAC Tourism Study 2025 make it clear that despite all the financial uncertainties, the desire to travel abroad remains unbroken. German holidaymakers want uncomplicated arrivals and departures as well as intact nature, while sustainability and political stability play a minor role in the booking process.