ITB Berlin: A big global increase in outbound travel in 2023

Monday, February 26, 2024

In a significant rebound from the pandemic, 2023 witnessed a remarkable surge in global outbound travel, according to reports from ITB Berlin and IPK International.

This year marked a double-digit growth, with a 33% increase compared to 2022, bringing the sector tantalizingly close, at just 12% short, of pre-pandemic levels in 2019.

Notably, Asia spearheaded this resurgence with an impressive year-on-year growth exceeding 140%, although still 37% below the 2019 benchmark.

This surge underscores a robust recovery trajectory, driven predominantly by the revival of outbound travel in Asia and bolstered by a global uptick in vacation travel, despite the backdrop of escalating travel costs.

The United States, Germany, and the United Kingdom emerged as the top three source markets, collectively accounting for a third of the global outbound travel volume in 2023. This reflects the robust appetite for international travel among residents of these countries, contributing significantly to the overall increase in outbound travel activities.

Spain reclaimed its status as the most-visited global destination, attracting nearly 10% of worldwide travelers, closely followed by the USA. Dubai, however, shone as the highest-rated destination according to IPK’s Destination Performance Index (DPI), which evaluates travel satisfaction, the likelihood of recommendation, and the desire to return among outbound holidaymakers. Following Dubai, the Maldives, South Africa, Abu Dhabi, Austria, and Switzerland also ranked highly, showcasing a diverse array of preferred destinations that cater to various traveler preferences.

The trend towards vacationing continued to dominate the reasons for outbound travel, with vacations making up three-quarters of all trips. Sun and beach destinations, alongside city breaks, were the most favored types of vacations, indicating a stable preference that aligns with pre-pandemic choices. Relaxation, sightseeing, culinary experiences, and shopping emerged as the primary motivators for these trips.

Air travel remained the predominant mode of transportation for outbound journeys, with over 60% of travelers opting for flights. Yet, at destinations, public transport was the most popular way to get around, highlighting a preference for accessible and efficient local mobility options.

The increase in travel expenses in 2023, particularly for air travel, didn’t deter the enthusiasm for outbound trips, although it influenced traveler perceptions of value for money. This aspect was frequently mentioned as both a highlight and a drawback of their travel experiences, alongside factors like accommodation, dining, and natural scenery.

Looking ahead, the optimistic projections from the World Travel Monitor suggest that the travel and tourism industry is on a clear path to full recovery by the end of 2024.

This positive outlook is further reinforced by the diverse topics and expert insights set to be shared at the ITB Berlin Convention 2024. This premier industry event will offer valuable perspectives on the future of tourism, featuring contributions from leading entities like Booking, TUI, Google, and many more, across seventeen thematic tracks.

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