At the annual conference of the German Association of Travel Agents (DRV) in Malaga, Andalusia, the association’s president, Norbert Fiebig, spoke about the main challenges facing the tourism industry. Speaking to 350 professionals in the field, he highlighted both positive developments and concerns about the future. Fiebig announced that the share of package travel has reached 50%, while sales in the sector have increased by 20% compared to the pre-pandemic period.
Overtourism and climate change
The outgoing president of the DRV pointed out that the tourism industry is operating smoothly, but challenges remain. Geopolitical uncertainty, environmental impacts, and pressure from overtourism require immediate and effective solutions. Fiebig called for measures from political authorities in Berlin and Brussels to support outbound tourism, avoid overregulation, and strengthen Germany as an aviation hub.
Climate change was also a major focus. Meteorologist Karsten Schwanke warned that the tourism industry is not sufficiently communicating the consequences of global warming and the rapid pace of climate change. Rainer Hageloch from the AER partnership stressed that travel agencies must play an active role in promoting sustainable travel options and educating their customers.
Artificial intelligence and bureaucratic obstacles
Artificial intelligence (AI) was one of the central topics of the conference, with strategy consultant Marco Ryan emphasizing that AI is not just a technological trend but an ever-evolving reality. According to him, artificial intelligence will not replace people, but it can replace businesses that do not integrate it into their processes. Alexander Albert, CEO of BCD Travel Germany, argued that AI will mainly take over automated tasks, while positions that require emotional intelligence and empathy will continue to have a human presence.
At the same time, Fiebig sounded the alarm about the new revision of the EU’s Package Travel Directive. He warned that excessive consumer protection could turn the public away from travel packages, boosting individual bookings and harming package holidays.
Finally, he announced that he would not be a candidate in the upcoming DRV elections in the fall, which opened the way for possible successions. So far, the only official candidate is Marija Linnhoff, head of the VUSR Travel Agency Association, who confirmed her intention to run for the DRV presidency.
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