ITB Berlin 2025 kicks off with optimism in the travel and tourism industry - Get updated on what's happening in tourism!

Fully booked halls and a record number of 5,800 national and international exhibitors (5 per cent more than in 2024) from over 170 countries underline the global reach of the World’s Leading Travel Trade Show, while the ITB Buyers Circle with its 1,300 senior buyers is an indicator of the industry’s upturn. Particularly in the key travel segments of Cruises and Travel Technology for example, but also in the dynamic markets of Southern Europe, Asia, Africa and the Arab states, there has been significant growth. Albania is presenting itself as the host country with the slogan ’Albania All Senses’. Taking as its heading ’The Power of Transition Lives Here’, the ITB Berlin Convention will address the challenges and opportunities of a changing market with high-profile speakers from companies including Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI, Ryanair and many more. The latest World Travel Monitor® findings of IPK International reflect the industry's positive mood.

As ITB Berlin kicks off, the industry is optimistic about the future. According to the latest World Travel Monitor® findings of IPK International, outbound travel in 2024 increased by 13 per cent, regaining the pre-pandemic levels of 2019. "This is a welcome development that is also reflected at ITB Berlin, where an optimistic mood and high booking levels are further boosting the positive outlook. With extensive international participation, innovative show formats and a wide-ranging supporting programme, ITB Berlin is also setting the pace in digital networking, efficient dialogue and international cooperation. ITB Berlin 2025 not only promises to be an unrivalled industry experience, but also paves the way for future-oriented growth in the global tourism industry," said Dr Mario Tobias, CEO of Messe Berlin.

2024 growth in outbound travel reaches 2019 levels

According to the latest World Travel Monitor® findings of IPK International, in 2024 international travel experienced strong growth. Year-on-year figures show that 2019 levels were finally reached again. Growth in the MICE segment and rising demand in travel from Asia in particular contributed to a sustained upturn in global tourism, while in Europe, Latin America and North America developments were positive too. Spain leads the rankings as the most popular holiday destination, followed by the USA, Germany, France, Italy and destinations such as Mexico, Turkey, the United Kingdom and Austria. At the same time, trips such as sun & beach holidays, city breaks and round trips are experiencing strong growth, and the trend towards direct bookings and alternative accommodation underlines a growing desire for flexibility and individual travel experiences. All these developments and the increasing demand for authentic, high-quality experiences along with comfort, beautiful scenery, culinary highlights and cultural attractions promise good business for the travel industry in 2025.

Host country Albania – an experience with “all the senses“

Taking as its slogan ’Albania All Senses’, this year’s host country Albania will impress international trade visitors on a display area of 800 square metres in Hall 3.1. Albania offers authentic experiences that reflect its unspoilt natural beauty, diverse landscape and the hospitality of its people. In addition to cultural and culinary highlights, the country is focusing on innovative agritourism concepts, including farm-to-table experiences and a newly launched agritourism app that serves as a personal travel guide. Albania is also expanding its displays in the Adventure segment in Hall 4.1. Read the Host Country Report here (PDF, 377.4 kB)

A special highlight organised by Albania is the opening ceremony on the eve of the trade show. An impressive journey across Albania's fascinating landscapes, taking in its rich traditions and vibrant cultural heritage, awaits the approximately 3,000 invited guests. Among the political figures attending are Dieter Janecek, the Federal Government's Coordinator for Maritime Economy and Tourism, and Kai Wegner, Governing Mayor of Berlin. Representing the tourism industry are Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), and Zurab Pololikashvili, Secretary General of the World Tourism Organization (UN Tourism). Dr. Mario Tobias, CEO of Messe Berlin, will address the audience as host of ITB Berlin.

Taking as its slogan ’The Power of Transition Lives Here’, the ITB Berlin Convention will focus on the major challenges and opportunities of global tourism and highlight how the tourism industry is constantly changing and must permanently adapt to new circumstances. The travel industry’s leading think tank features a total of 200 sessions and 17 theme tracks, which will take place on four stages addressing current topics such as sustainability, technology and corporate culture, among many others. Some 400 speakers from major companies including Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI, Sabre, Ryanair, to name a few, will provide fascinating and practical insights into the future of tourism. The numerous sessions can be followed not only on the grounds, but for the first time as a livestream in the ITB Navigator, and afterwards on the YouTube channel of ITB Berlin.

The new ITB Travel & Tourism Report provides exclusive first-hand insights from the industry. Based on a comprehensive survey, the latest report highlights the latest trends and developments regarding business outlook, sustainability, digitalisation and AI. Click here for the ITB Travel & Tourism Report Fact Sheet.

The new ITB Transition Lab is a new convention format that offers packed information with great practical value. Marketing experts from the destination and hospitality sector will present recommendations for action based on data findings over 90 minutes. Participants will be able to take home 20 essential findings and a range of important tips and advice. Another new format is the Corporate Culture Clash track, which looks at the challenges and opportunities of a changing corporate culture. The focus is on topics such as diversity, new work, new technologies and the expectations of Gen Z.

ITB Innovators 2025: forward-looking solutions for future tourism

This year, ITB Innovators 2025 is entering its third round and presenting 35 groundbreaking innovations that are reshaping global tourism. "They bring together the industry’s most creative and sustainable ideas and show how digitalisation and environmentally focused innovations are shaping future tourism. At the World's Leading Travel Trade Show, exhibitors will present state-of-the-art technologies and sustainable concepts ranging from smart, AI-based applications to digital distribution models and forward-looking sustainability solutions," said Deborah Rothe, Director of ITB Berlin.

Highlights from this year's ITB Innovators include: Runnr.ai, an AI-based virtual assistant, innovative products such as the Trans-Dinarica Cycle Route, Turista software, and the unlimited eSIM from World Mobile Limited. Jean & Len offers hotels a sustainable solution with its innovative Refill System which reduces plastic waste while making life more comfortable for guests. Sharebox is transforming the car rental industry with innovative, secure and user-friendly key management solutions. BookLogic is presenting MOBY BIKES LTD, its virtual sales manager, while STRIM is showing its shared mobility solution, and myclimate is presenting its Cause We Care platform for offsetting carbon emissions. ehotel® Central Billing combines bookings, payments and billing using a centralised, AI-based solution that reduces processing costs, ensures compliance and gives companies full control. The host country Albania is revolutionising agritourism with a digital platform and app. BridgerPay provides solutions for optimising global payment processes. Bryanthinks is presenting its AI Photobox. Other forward-looking solutions for the hotel industry include Speak with ARIS from Hotellistat, as well as KITT, an AI receptionist from The Hotels Network. Further innovations, in contract rationalisation, global payment processes, intelligent guest communications, to name only a few, can be found at ITB Innovators 2025.

Exhibitors showcase wide-ranging products and innovative drive

In the Asia Hall (26), countries including Vietnam, China and Thailand have increased the size of their stands, underlining their strong position in global tourism. Both the Arab states and countries from the Middle East have impressive representations in several halls. Saudi Arabia is the largest exhibitor in Hall 4.2, while Tunisia, Qatar and Jordan (also Hall 4.2), the Emirates Oman and Bahrain (Hall 2.2), as well as Morocco, Israel (Hall 21) and Egypt (Hall 6.2) have significantly larger stands. African countries are also expanding their displays: South Africa is the largest exhibitor in Hall 20, and countries such as Namibia, Madagascar, Ethiopia and Mozambique now have larger stands. Djibouti is a newcomer to Hall 21a, while Uganda, Sierra Leone, Kenya and Tanzania have expanded their displays, highlighting the important role of the African market.

Both the USA and Canada are hosting larger stands in Hall 3.1. In Hall 22b, Central America is represented in even larger numbers than last year. Panama is back with a large stand. Mexico is strongly represented, while Guadalajara is a newcomer to the show. South America reports strong growth in Hall 23, and Peru, Ecuador and Argentina are expanding their displays. Colombia, Brazil and Bolivia are also represented here. In Hall 5.2, the Maldives are presenting a wide range of products, while Nepal has further enlarged its stand area. Australia and New Zealand are taking part again, as is India, which is showcasing a wide range of products.

Spain retains its title as the most popular travel destination. According to the World Travel Monitor®, Germany, France, Italy, Turkey, the UK and Austria are also among Europe’s most in-demand travel destinations. This positive development is reflected at ITB Berlin: hub27, Messe Berlin’s multi-purpose state-of-the-art hall, is traditionally the venue for the German-speaking countries and regions. In Hall 2.1, the Balearics and the Costa del Sol are occupying larger displays. Valencia, a newcomer, is hosting an impressive stand. In Hall 1.1, Greece now has a larger display. Rhodes is taking up more space than last year. The island of Kos is taking part as an individual exhibitor for the first time, and Cyprus has also increased its display area by 100 square metres. Hall 3.2 is fully booked with numerous exhibitors from Turkey. Bulgaria (Hall 3.2), Italy (with Trenitalia back at the show) and Montenegro (Hall 1.2) are now all on larger stands. In Hall 11.2, the focus is on Central and Eastern European countries, including Poland, Hungary, the Czech Republic, Slovakia, Georgia and Armenia. In Hall 18, along with the Scandinavian countries and Baltic states, the Netherlands, Luxembourg and the Belgian region of Wallonia are represented on larger stands. Abbey Island, Visit Jersey and Visit Guernsey are back at ITB Berlin after a break, reflecting the international diversity and dynamic quality of the show.

Regional displays and themed segments expand

The Travel Technology segment is larger and more international than at previous events, with over 40 countries taking part. Its focus is on AI, eSims, automation and housekeeping technology as well as CRM, booking efficiency and direct booking solutions. The LGBTQ+ Tourism segment (Hall 4.1) is setting the pace with an expanded range of international products, while in the Cruise segment (Hall 25), established providers and innovative newcomers are displaying wide-ranging portfolios. Exhibitors here include AIDA, along with the Carnival Corporation, Princess Cruises, Costa Cruises and P&O Cruises. Other major players, among them Royal Caribbean Cruises, MSC, Norwegian Cruise Lines, Hurtigruten and Disney, are occupying larger stands, while new exhibitors such as Arosa Cruises, Falk Travel and Swiss Group International are also represented here. In the MICE market, business travel is driving growth. Asia DMC, MPI, Aida Cruises and the VDVO are exhibiting at the ITB MICE Hub. The Home of Business Travel and the VDR, who share a common theme, are also located in Hall 10.2.

In Hall 4.1, the Medical & Health Tourism segment, which in particular features many exhibitors from Turkey, along with 80 exhibitors in the Responsible Tourism segment, which reflects the current trend towards sustainable travel, are showing how diverse global tourism has become. The Home of Luxury has moved to the Palais am Funkturm and is now in direct proximity to the ITB Buyers Circle. Exhibitors represented here include Abercrombie & Kent, Hi DMC and Lobster Experience. The Connoisseur Circle is the media partner. In 2025, the ITB Buyers Circle continues to grow and currently extends over two levels at the Palais am Funkturm. It is sponsored by China.

Innovative formats and digital tools

As well as hosting such a wide range of exhibitors, ITB Berlin 2025 features numerous innovative formats and digital tools that offer genuine benefits for visitors and exhibitors. The ITB Navigator provides access to digital exhibitor lists, an interactive map of the grounds, and detailed event and convention programmes. It can also be used to simultaneously follow livestreamed events. This service is augmented by the newly launched ITB Match & Meet platform, an intelligent networking tool that facilitates direct dialogue. ITB Guided Tours of the Travel Technology, MICE, Innovators, Luxury and Hospitality segments are taking place for the first time. Their primary audience is trade visitors, while the focus is on the main industry trends and developments. The Street Food Market, which has expanded, has moved from Hall 7.2c to Hall 8.2. Exhibitors can also order lunch bags (including bags for the Menschen helfen Menschen (People help People) charity) in advance to reduce waiting times. In Hall 5.3, the Presentation Hub has expanded and is now also open to non-exhibitors. At ITB Berlin 2025, trade visitors, students and exhibitors can for the first time purchase a public transport ticket from the ITB ticket shop in addition to their ITB ticket. This is the result of a new cooperation with Berliner Verkehrsbetriebe (BVG). The aim is to make using public transport easier and visiting the trade show more sustainable.

Another important aspect of ITB Berlin 2025 is its wide-ranging supporting programme, which rounds off the trade show with innovative networking events and exclusive meetings with the industry. Thus the ITB Speed Networking event is celebrating its tenth anniversary this year and offering time slots for buyers and exhibitors to engage in rapid and targeted dialogue. The ITB Chinese Night and ITB MICE Night also provide exclusive formats for trade visitors and exhibitors to meet and establish long-term business relations. In cooperation with the German Society for Tourism Science (DGT), the ITB Talent Hub was launched as part of the ITB Career Center to promote young talent and academic exchanges, with the participation of renowned universities such as the University of Innsbruck, the Munich University of Applied Sciences, the Harz University of Applied Sciences and many others. On 5 March, the Connexion Night will be taking place for the first time at ITB Berlin – a new networking event for young tourism professionals organised by ITB Berlin, the Federal Association of the German Tourism Industry (BTW) and the Connected agency. This year, the ITB Creator Base, the meeting place for all content creators and travel bloggers, sponsored by Jalisco is Mexico, is new in Hall 10.2.

Image Credit. © ITB Berlin