The 51st Germany Travel Mart (GTM) took place from 25 to 27 March 2025, organised by the German National Tourist Board.
The event provides a platform for international travel professionals to engage with over 500 exhibitors from the German tourism sector.
Attendees participated in a unique river cruise from Frankfurt am Main to Bonn during the event, enhancing networking opportunities.
The programme included business meetings, workshops, cultural evenings, and educational sessions focused on current tourism trends and German destinations.
Optional familiarisation trips for participants allowed them to explore various German destinations firsthand.
Key takeaways form GTM:
- In 2025, Germany’s tourism sector sees a focus on sustainable practices, cultural experiences, and the rise of AI-driven travel planning. The definition and measurement of responsible travel, minimizing the environmental impact of tourism is fast evolving.
- River cruising was central to the theme of GTM, and is one of the fastest-growing segments of travel, and that’s because there’s a real demand amongst a certain demographic in the world to travel on small ships with great service through the heart of the destination River cruisers are extending their trips to stay in the destinations they visit. Multi-river cruising seems to be increasing in popularity, meaning travellers are jumping from river to river including from the Rhine to the Danube and vice versa.
- River cruising, which typically slowed down in January, February, and March, is now starting earlier to give river cruise holidaymakers an opportunity to explore Europe during those shoulder seasons.
- AI-Driven Travel: More travelers are using AI tools to plan and book trips, and this trend is expected to grow in 2025. Germany’s handsome multi-lingual AI-generated influencer Emma has set a standard in the genre. The German National Tourism Board built up Emma with two building blocks. She would become an inspiration source and an information source. She would become her own Instagram channel where she would go into content and inspire people like an influencer and she would go into an information source with being a chatbot on our website.
- Focus on Indian Travelers: Germany is targeting Indian travelers, aiming to increase tourism from India by 10pc by 2025.
- Multigenerational Travel: The popularity of multigenerational travel was a theme at GTM, with families traveling together across generations.
- “The Long Night of the Underworlds” in Berlin has gone live. A unique event where visitors can explore historical locations that are usually only accessible through guided tours.
- Schwerin Castle & Herrnhut are now part of the UNESCO World Heritage Sites. Schwerin Castle, a breathtaking representation of romantic historicism, is nestled in a scenic lakeside setting. With its towers, gilded domes, and glimmering battlements, it stands as an architectural treasure. Once the home of the Dukes of Mecklenburg-Schwerin, it embodies a rich royal legacy and exquisite beauty.
- In Saxony, Herrnhut has gained UNESCO recognition for its Moravian Church settlements. Renowned for the “Herrnhut Star,” which inspired all paper Christmas star decorations, it attracts visitors keen on exploring the church’s history. A visit to the manufactory and museum is highly recommended to delve into the town’s cultural heritage.
- The German National Tourism Board promotes destination Germany around the world in more than 30 markets and we have 19 offices around the world.
