Holiday boom or return to normality? MV must act now!

Holiday boom or return to normality? MV must act now!

German travel behavior is on the rise! Thanks to the ADAC Tourism Study 2025, there are encouraging trends that indicate a return to normality after five years of exceptional situation. 58% of Germans now take vacations of at least five days. This is not only a sign of an increasing desire to travel, we are also seeing an increase in the number of frequent vacationers, the proportion of which has risen from 3% to 8%. Germans love to travel and seem to want to continue doing so in the future. Loud Northern Courier Germany remains the most popular travel destination, even if the proportion of trips abroad increases to 69% in 2024, compared to 64% in 2022.

But what happens next? Competition on the travel market, especially in Mecklenburg-Western Pomerania, is increasing due to other attractive European travel destinations. This means that quality, accessibility and a fair price-performance ratio are becoming increasingly important in order to convince holidaymakers. In addition to these changes, there is a clear trend towards booking early: 44% of travelers are planning their summer vacation four months in advance, an increase from 39% in 2022.

The challenges for Mecklenburg-Western Pomerania

A look at the details of the study reveals that hosts in Mecklenburg-Western Pomerania are required. You should activate availability early and offer attractive early bird benefits as well as flexible cancellation rules. Additional offers, such as cycling and nature experiences or cultural highlights, help to extend the season and close booking gaps. But infrastructure also plays a crucial role: closer train connections, good connections for buses and shuttles are essential, and the ongoing problem with traffic jams on the A20/A19 must be urgently addressed. ADAC emphasizes that an efficient transport system contributes to the attractiveness of the Baltic Sea coast.

Climate friendliness is also becoming more of an issue: charging points for electric cars, secure bicycle parking facilities and well-developed cycle paths are wishful thinking among travelers. The study also calls for reliable mobile phone and WiFi coverage in tourist hotspots. Real-time information on traffic and occupancy as well as intelligent visitor and parking space management are also considered necessary.

Holiday behavior is changing

What's still on the agenda for 2025: 50% of travelers have similar financial flexibility as last year, and yet 32% are willing to forego travel. This shows how strongly the economic conditions determine travel behavior. The ADAC study shows that 72% of Germans see mass tourism as a problem and 61% avoid overcrowded travel destinations. Access fees for overcrowded regions are becoming increasingly popular - 50% of those surveyed see this as a suitable means of better managing tourist numbers. Germany's market researcher also publish that almost a quarter of travelers stay in holiday apartments.

ADAC Tourism President Karlheinz Jungbeck emphasizes that all of these aspects must be well coordinated in order to ensure the industry's competitiveness. The federal, state and local governments have a duty to create the necessary framework conditions. Looking ahead to the coming years, it is important to have a good hand in implementing the measures so that Mecklenburg-Western Pomerania remains a popular destination - for locals and holidaymakers alike.