- Dr Fried & Partner and ITB Berlin have introduced the Global Travel Buyer Index (GTBI), an industry indicator for tourism purchasing.
- The initial results of GTBI indicate a robust state of tourism buying with an optimistic outlook for the future.
Dr Fried & Partner, in collaboration with ITB Berlin, has introduced the Global Travel Buyer Index (GTBI), a novel industry indicator for tourism purchasing. The GTBI was presented for the first time at ITB Berlin 2025, offering insights into the current market situation and expected trends in tourism purchasing.
The GTBI is based on quarterly surveys involving tourism buyers from the ITB Buyers Circle, consisting of decision-makers from tour operators, business travel, and the MICE market with significant purchasing budgets. The index aims to identify early changes in purchasing behavior and offer a structured analysis of market dynamics.
The first survey, conducted in February 2025, involved 124 tourism buyers, most of whom hail from European markets. Their purchasing focuses were primarily on hotels, DMC services, transfers, and activities and events.
The results revealed that 68% of respondents experienced increased order volume in the past six months. The proportion of fixed purchases, or services secured by guarantees or long-term contracts, also increased for 63% of participants. Notably, 73% of respondents reported an increase in time and effort required to finalize a contract. The Current Situation Index was recorded at 94 points.
Future expectations for the next six months are also largely positive. 65% of buyers anticipate their order volume to continue to rise, while 60% expect an increase in the proportion of fixed purchases. Interestingly, 62% of respondents predict an uptick in the contract conclusion cost.
The Future Expectation Index was 92 points, while the GTBI stood 94 points in February 2025. These results reflect high purchasing activity and a generally positive outlook for the coming months. The GTBI is updated quarterly to provide continuous market monitoring for tour operators, destinations, and service providers.
