The assessment of the current market situation in tourism purchasing has improved slightly again at the end of the year.
The Global Travel Buyer Index (GTBI) is an industry indicator for tourism purchasing and is published quarterly by consultancy Dr. Fried & Partner in cooperation with ITB Berlin. It is based on a quarterly survey of international buyers from the ITB Buyers Circle. The index provides insights into the current market situation and the expectations of tourism buyers, serving as an early indicator for the development of the travel market. The latest results of the GTBI show that expectations among international travel buyers are rising significantly.
Global Travel Buyer Index – December 2025 © Dr. Fried & Partner and ITB Berlin
Slight improvement in the current purchasing situation
In Q4 2025, 54% of respondents reported an increase in purchasing volume over the past six months compared to the previous year. 32% saw no change, while 14% reported a decline. Positive trends were also observed in the proportion of fixed purchases: 51% of participants reported an increase, 38% a consistent proportion, and 12% a decrease.
Contractual expenditure in purchasing remains high. 62% of respondents indicated that it had increased, 33% reported no change, and just 5% reported a decline. The Current Situation Index rose to 85 points, confirming the trend from the previous quarter of a slightly improved assessment of the current market situation.
Significantly more optimistic expectations for the coming months
The positive trend is even clearer when it comes to future expectations. 59% of respondents anticipate an increase in their purchasing volume over the next six months, 36% expect it to remain stable, and 5% anticipate a decline. According to 54% of respondents, the proportion of fixed purchases is also likely to increase.
Regarding contractual expenditure, 63% expect an increase, while 33% expect stable conditions. The Future Expectation Index rises to 90 points, signalling a significantly improved outlook for the next six months.
Global Travel Buyer Index reaches highest level since February
Overall, the Global Travel Buyer Index rises to 87 points in December 2025, reaching its highest level since February. The results indicate a further stabilisation in tourism purchasing, supported by noticeably more positive expectations for the months ahead.
The GTBI is updated quarterly and is provides continuous market monitoring for tour operators, destinations, and service providers.
About the sample
In December 2025, a total of 152 international travel buyers participated in the survey. The focus procurement is particularly on hotels, DMC services, activities & events, and transfers. Respondents mainly made purchases for the source markets of Europe, Germany, and Asia.
