Printed Travel Guides See Resurgence in 2026

As reported by ITB Berlin, the travel book industry is witnessing a resurgence as digital and AI-driven travel planning tools become more prevalent. This trend was highlighted at the International Travel Book Award (ITBA) ceremony held on November 7, 2025, during the “Wunderwelt Festival” in Friedrichshafen. The event underscored the growing appreciation for quality, physical travel guides that offer a distinct editorial perspective.

The discussion at the ITBA focused on the value of human expertise in travel publishing, contrasting it with AI’s capabilities. While AI excels at aggregating data, it often lacks the nuanced understanding that human editors bring to travel content. Major publishing houses continue to leverage this human factor as a competitive advantage.

Christine Brisch of MairDumont, which oversees several travel guide brands, noted that the quality of user prompts limits AI-generated responses and often fails to inspire or surprise readers. This sentiment was echoed by Hermann Gummerer of Folio Verlag, who expressed skepticism about the objectivity of AI-generated travel tips and emphasized the importance of curated content that reflects human values and perspectives.

The market for printed travel books is expanding beyond mere informational tools. They are increasingly seen as lifestyle objects, offering a tactile experience that contrasts with digital media. This trend is evident in the success of children’s and young adult travel books, which have remained stable or even grown in popularity. For example, Lonely Planet’s “City Guide for Kids,” which won an award in the “Travelling with Children” category, highlights the enduring appeal of physical books for younger audiences.

In the adult segment, high-quality travel books are becoming lifestyle statements, with offerings ranging from functional illustrated guides to lavish coffee-table volumes. This shift reflects a broader change in travel habits, with a growing emphasis on more profound, more sustainable travel experiences. The ITBA recognized this trend by awarding Rother Verlag for its guide “Wandern mit Öffis – Wiener Hausberge,” which promotes climate-friendly travel.

The 2025 ITBA demonstrated that, despite the prevalence of fast, digital information, there is a rising demand for curated print travel content that offers unique insights and a lasting physical experience.