Structural change reshapes the global business travel market as Germany’s events sector stays internationally attractive
New data for Germany’s events market in 2025 points to a stable sector with continued growth. Despite ongoing geopolitical pressures on international business travel, all event formats continued to attract high numbers of international attendees.
These findings are based on the Meeting & EventBarometer 2025/26 and data from the IPK World Travel Monitor on international business travel. Results were shared during an online briefing by the German National Tourist Board (GNTB), the GCB German Convention Bureau and the European Association of Event Centres (EVVC).
Inbound business travel trends
According to IPK International’s World Travel Monitor, Germany held its position in 2025 as the world’s leading business travel destination with a 10% market share. Globally, 11% of traditional business trips were to Germany, placing it first worldwide.
In absolute terms, international business travel declined in 2025. For Germany, this resulted in a year-on-year decrease of 6% to 13.8 million trips, based on IPK International analyses commissioned by the GNTB. One in five trips from Europe to Germany in 2025 was for business, totaling 11.2 million trips (down 6%).
The decline was driven by traditional business travel (down 16%). By contrast, travel for meetings, incentives, conferences and exhibitions remained broadly stable (up 0.1%).
Among inbound trips to Germany, 32% were for business. Overall volume declined by 3% to 2.6 million trips.
Germany remains resilient amid structural change
Petra Hedorfer, Chairwoman of the GNTB’s Executive Board, said: “The global business travel market is undergoing rapid change. The decline in traditional business travel reflects both the shifting global economic environment and structural change driven by digital transformation. By contrast, promotable business trips are proving stable.
In international comparison, Germany remains the number one business travel destination in 2025. Growth opportunities are emerging in the bleisure segment: Data from Quality Monitor Germany Tourism (by DWIF) show that 16% of international business travelers extended their stay for leisure between November 2024 and October 2025—an increase of two percentage points year on year.
The operating environment has become more challenging since early 2025. Escalating trade conflicts and the Middle East war since late February 2026 are creating uncertainty for the global economy and international business travel. Internationalization and digital transformation therefore remain critical to Germany’s long-term competitiveness.”
Bleisure travel adds value to inbound tourism
With an average of 1.6 additional nights, bleisure trips create more touchpoints with the destination, stimulate tourism demand and generate added value beyond the core business trip. Germany’s cultural and urban offerings are the main drivers for extending work travel. When meetings and events connect with compelling experiences and leisure opportunities, clear benefits are created for Germany as a destination.
Germany remains a leading global events destination
IPK International data confirms Germany’s position as the world’s leading destination for business travel across all segments. While traditional business travel continues to decline, trips linked to trade shows, meetings, seminars, congresses and incentives remain stable. These now account for 64% of all international business travel to Germany. In 2025 9% of global meetings-related travel was to Germany.
Europe continues to be the strongest source region, led by Switzerland, France, Austria and the UK. Long-haul markets such as the US and China are also recovering.
“International demand for events in Germany remains robust,” said Matthias Schultze, Managing Director, GCB.
“Around 80% of international attendees come from Europe, helping the German events market stay competitive despite a volatile geopolitical environment. The latest Meeting & EventBarometer reinforces this trend. International attendees accounted for 10.7% of all event participation in Germany, highlighting the ongoing importance of purpose-led travel connected to business events.”
GCB booth B100
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