Just in time for this year's ITB Berlin, booking giant Airbnb is presenting data that demonstrates a significant shift in the German tourism sector. More and more travelers are turning their backs on traditional city destinations and instead specifically seeking relaxation in rural regions.
By 2025, almost two-thirds of all overnight stays by German tourists in Germany will be spent outside of metropolitan areas. Search queries for accommodations close to nature have increased by 35 percent in the last two years, with regions such as the Eifel, the Moselle, and the Allgäu among the top choices. The company is exhibiting as a premium partner at the world's leading tourism trade fair, thereby underscoring the strategic importance of rural areas.
Generation Z, in particular, is proving to be a driving force behind this trend. Among those under 30, interest in nature travel has increased by 75 percent, twice as much as the average for the population. Young travelers cite the reduction of everyday stress, the need for digital detox, and physical relaxation as their primary motivations. Over 85 percent of the young adults surveyed stated that their desire for peace and quiet in nature has increased dramatically due to the pressures of modern life. Popular activities such as hiking, swimming, and wildlife observation stand in stark contrast to traditional sightseeing in major cities.
The shift in visitor flows also has tangible economic consequences for structurally weak regions. According to Airbnb, there are now five times as many accommodations on the platform in rural Germany as in Berlin, Hamburg, and Munich combined. This enables tourism in regions that lack sufficient hotel infrastructure. Private hosts in rural areas earn an average additional income of around €4.300 per year through rentals. Since guests spend approximately €100 per person per day in the respective region, local businesses such as bakeries, restaurants, and small retailers directly benefit from this trend.
Industry experts observe that rising demand has led to a specialization of the supply. From secluded tiny houses to luxurious hillside chalets, the market for nature-based living is becoming increasingly diverse. By 2026, 70 percent of young travelers are already planning several short trips to nearby natural areas. ITB Berlin 2026 serves as a barometer for an industry that is becoming increasingly decentralized and focusing on individual experiences off the beaten track. The collaboration between Airbnb and the trade fair underscores that private room rentals have long since become a cornerstone of the official tourism industry.