The traditionally strongest month of the year for bookings has brought an unexpected setback for the German tourism industry. According to current data from market researchers Travel Data + Analytics (TDA), revenues for holiday travel fell noticeably in January 2026. While the volume for summer trips declined by five percent, the winter travel sector suffered losses of eight percent compared to the same period last year.
In January, Germans spent approximately €3,2 billion on trips booked through brick-and-mortar stores or online. Experts attribute this decline not to a general slump in consumer spending, but rather to a shift in booking behavior: many vacationers took advantage of extremely early offers in late autumn, thus diminishing the significance of the traditional "January peak."
Despite the weaker momentum at the beginning of the year, the overall picture for the current seasons remains positive. Cumulative revenues for winter 2025/26 are still four percent higher than the previous year, with approximately 90 percent of the expected total revenue already secured. Cruises, in particular, are proving to be a stable growth driver, with an increase of ten percent. The number of travelers is also slightly above the level of the previous season, with a growth of two percent. Analysts are also observing a trend toward long-term planning: A significant portion of current bookings are already for periods far in the future, extending as far as the winter season of 2026/27, indicating a strong need for security among customers.
The January slowdown is having a more noticeable impact on the summer travel market, as this season typically benefits significantly from early bookings in the first month of the year. The previously accumulated increase halved within a month to just seven percent. Geographically, there is a clear shift towards eastern mid-range destinations. Turkey is consolidating its position as the leader in organized package holidays with a revenue growth of twelve percent, relegating Spain and Greece to second and third place, respectively. Egypt (18 percent) and Tunisia (19 percent) are also recording strong growth, benefiting from an overall lower price level and appealing particularly to price-conscious families.
Market researchers believe the outlook for summer 2026 remains uncertain, as only 43 percent of expected summer revenues have been recorded so far. The industry is eagerly awaiting the last-minute booking market, which could gain further momentum due to the current reluctance to spend in January. While classic package holidays to western Mediterranean countries are showing signs of saturation, specialized travel options and long-haul destinations are booming. Despite the current correction, the German travel market is proving resilient, but must prepare for a permanent shift in seasonal booking patterns, as rigid discount periods are increasingly being replaced by dynamic pricing models.