ITB Berlin 2025: Focus on sustainable tourism and social responsibility

Germany

From 4 to 6 March, the World's Leading Travel Trade Show will set the pace in terms of sustainability and social responsibility topics.

With high-profile panels, forward-looking initiatives by exhibitors from 26 countries in the Responsible Tourism segment as well as award ceremonies for outstanding projects, the World's Leading Travel Trade Show will show ways to successfully shape sustainable tourism.

As the leading trade show for the global travel industry, ITB Berlin is actively committed to social and ecological responsibility in tourism. From 4 to 6 March, it will be a hub for exchanging innovative ideas and provide a decisive boost for a dialogue on diversity and inclusion along the tourism value chain. For the first time, ITB Berlin is cooperating with the Menschen helfen Menschen (People help People) project. In addition to lunch bags, exhibitors can also purchase a bag to donate to the Berlin charity, which specifically supports socially disadvantaged people. At ITB Berlin 2025, trade visitors, students and exhibitors will be able to book a ticket for the fare area ABC directly in the ticket shop as an add-on for the first time. This is made possible by a new cooperation with Berliner Verkehrsbetriebe (BVG). The aim of the initiative is to facilitate the use of local public transport and make trade show visits more sustainable.

In the Responsible Tourism in Hall 4.1 - the international forum for sustainable tourism – trade visitors can expect a wide range of products and services relating to environmentally and socially responsible tourism. Over 80 exhibitors from 26 countries are presenting innovative solutions, from climate-friendly business models to certified concepts. They include Travelife, a leading certification programme for sustainable tourism, which will be represented together with 40 co-exhibitors. The European Centre for Eco and Agri Tourism (ECEAT) is also exhibiting with a larger stand than last year, and with an increasing focus on certification. atmosfair and Myclimate are presenting carbon offset projects.

The Thai Responsible Tourism Association and Blue Alliance Marine Protected Areas from France are exhibiting for the first time, presenting sustainable travel products for Indonesia, Tanzania and the Philippines. The Pacific island states of Palau and Tonga are represented in this segment and aiming to draw attention to the impact of climate change.

The mascontour Responsible Tourism Lounge will once again take centre stage, acting as a networking hub to promote the exchange and further development of sustainable concepts, forward-looking initiatives and innovative solutions.

In addition, the programme on the ITB Lighthouse Stage in Hall 4.1 will provide inspiration for a more sustainable industry. One highlight is the Green & Blue Tourism Forum on Tuesday, 4 March, which will focus on the protection of oceans, coral reefs and marine biodiversity.

ITB Berlin Convention: Promoting a more sustainable future

Sustainability and social responsibility are also centre stage at the ITB Berlin Convention, where leading industry experts taking part in various theme tracks will provide a valuable boost for the future of tourism.

On Tuesday, 4 March, on the Green Stage in Hall 7.1, the Diversity & Inclusion Track will highlight diversity and equal opportunities in the tourism industry. Companies, experts and trailblazers will share best practices and insights for promoting sustainable change in the tourism industry – at the workplace and through travel experiences. At 11.45 a.m., the panel discussion titled Travelling Together: Embracing Inclusivity for Industry Growth will gather industry experts, including Klaudija Janzelj from TUI and Olaf Schlieper from the German National Tourist Board.

On Wednesday, 5 March, on the Blue Stage the Destination Track will discuss innovative strategies for overcoming social, ecological and geopolitical challenges. One highlight will be the panel discussion at 12.45 p.m. titled Is Tourism coming to an end? From Overtourism to Sustainability Governance, which will examine the various ways in which governance, collaboration and innovation are shaping the industry’s future. The afternoon of the ITB Destination Track is all about inclusion, with the German Federal Ministry for Economic Cooperation and Development (BMZ) as a partner. The event titled Tourism Industry Leaders Endorse the Women's Empowerment Principles at 2 pm, with the participation of key industry representatives, UN Women and members of the German government, will highlight the crucial role of women in the tourism industry. Discussions will follow on how the industry, and destinations in particular, can benefit from inclusive tourism for all.

On Thursday, 6 March, on the Orange Stage in Hall 7.1 the Responsible Tourism Track will shed light on topics such as climate impact assessment and sustainable tourism practices. At 12 noon, the session titled Ground Zero Sustainability: Frontline Actions and Challenges among others will offer practical insights into the successes and challenges of the industry‘s sustainability pioneers. In the afternoon at 3.15 p.m., the session titled Speed Dating with Sustainable Solutions will take place, where experts including Dr Ellen Madeker (Airbnb) will present sustainable solutions – from climate-friendly products to urban greening projects – and offer practical inspiration for tourism.

Taking place on Thursday, the Corporate Culture Clash Track on the Green Stage is a new addition to the tracks, offering insights into a changing corporate culture. The focus will be on topics such as diversity, new work, new technologies and the expectations of Gen Z. At 11.20 a.m., at the session titled Google: How Future Tech empowers Future Work, Jens Gössing (Cloud Space Architect for Google Workspace at Google) will also talk about how the work landscape is evolving and how technology is shaping its future.

At the ITB Transition Labs – exclusive side events at the ITB Berlin Convention – participants will gain exclusive insights into key innovation and sustainability solutions in the tourism industry.

Awards for sustainable and responsible tourism

With its wide-ranging awards programme, ITB Berlin is setting an example for responsible travel and sustainable tourism development.

On 4 March at 6 p.m. on the Blue Stage in Hall 7.1b, the Green Destinations Top 100 Story Awards will honour inspiring sustainability projects. Special prizes will also be awarded. The ITB Earth Award will honour a destination’s achievements in pioneering climate action and sustainable tourism. The People's Choice Award will honour the destination which receives the most votes from the audience.

The Accessible Tourism Day organised by the German National Tourist Board (DZT) will take place on 5 March at 10.30 a.m. in the CityCube Berlin, Room A5. The event will provide a platform for dialogue on inclusion and accessibility in tourism.

On 5 March at 6 p.m. on the eTravel Stage in Hall 6.1, the presentation will take place of the coveted TO DO Award of the Institute for Tourism and Development, which honours socially responsible tourism projects. In addition, the TO DO Human Rights in Tourism Award will be presented for projects which have made an outstanding contribution to defending human rights.

On 6 March at 2.15 p.m., the Gender Equality Champion of the Year Award will be presented on the LGBTQ+ Tourism stage in Hall 4.1. The non-profit organisation Equality in Tourism, together with ITB Berlin, is presenting the award to tourism organisations for their commitment to supporting gender equality.

On 6 March at 1.30 p.m. at the Presentation Hub in Hall 5.3, the Social Entrepreneurship in Tourism Award, co-founded by ITB Berlin, will honour entrepreneurial commitment to social change, while the Celebrating Her Award honours women for outstanding achievements in the tourism industry.

As a supporter of the German Climate Fund for Tourism (DKT), ITB Berlin is actively committed to climate action and promoting sustainability. Additional information on Corporate Social Responsibility at ITB Berlin can be found here.