Positive industry outlook reflected at ITB Berlin 2025 - Get updated on what's happening in tourism!

Demand is particularly high in the cruise sector, as well as Southern Europe, Asia and Africa. The travel technology sector is also booming, and now occupying a larger area in Hall 4.1. Regular exhibitors including Trenitalia, Panama and Hamburg, as well as new participants such as Djibouti and Visa, are giving the show an extra boost. Albania, this year's host country, will host a spectacle for "all the senses" in Halls 3.1 and 4.1. Taking as its slogan ’The Power of Transition Lives Here’, the ITB Berlin Convention focuses on the major challenges and opportunities in global tourism. In addition to a wide variety of exhibitors, participants can also look forward to numerous new event formats such as the ITB Transition Labs and trade visitor tours, as well as the ITB Travel & Tourism Report.

ITB Berlin is taking place on the Berlin Exhibition Grounds from 4 to 6 March 2025 and promises to be the international industry event of the year. Taking as its slogan ’The World of Travel Lives Here’, the exclusively B2B event once again covers the entire value chain of the tourism industry. The modern multi-purpose hall hub27 is traditionally home to the German-speaking countries and regions. Hamburg is back again with its own stand and for the first time offering a fam trip for the LGBTQ+ community following ITB Berlin. In addition to the Hanseatic city, Berlin, Brandenburg, Bremen, Lower Saxony, Hesse, Bavaria and North Rhine-Westphalia are also represented with their own stands. Baden-Württemberg, Mecklenburg-Western Pomerania, Rhineland-Palatinate, Saxony, Saxony-Anhalt and Thuringia are taking part on a combined stand of the German National Tourist Board (GNTB). Germany's neighbour Austria is on a larger stand, as is Switzerland. Following the insolvency of FTI, Sonnenklar.TV has its own stand at hub27 this year.

This year's ITB Berlin is once again home to a wide range of exhibitors from around the world. The Asia Hall (Hall 26) is already fully booked – Vietnam, China and Mongolia among others have increased the size of their stands. Thailand has a large representation, occupying around three-quarters of Hall 26b, making it the second-largest exhibitor at this year's ITB Berlin.

The Arab states are setting an impressive tone with major presentations and innovative trade fair concepts, emphasising their growing importance in the global tourism sector. Saudi Arabia is the largest exhibitor in Hall 4.2, taking up a large part of the display area. In addition, Tunisia has moved here from Hall 6.2, and Qatar is taking part again with its own stand. In Hall 2.2 the focus is also on the Gulf region: last year's host country Oman is strongly represented as usual, while the Emirates of Fujairah and Dubai are expanding their displays. Bahrain is also represented with its own stand. The Egyptian Tourism Authority is hosting a larger stand in Hall 6.2, which now measures an impressive 1,500 square metres. Together with around 30 other companies, Egypt will occupy the entire hall, making it the third-largest exhibitor at ITB Berlin.

Taking as its slogan ’Albania - All Senses’, the host country Albania is represented on almost 800 square metres in Hall 3.1. The countries of Central Asia are also here for the first time - Uzbekistan will feature prominently, hosting a large stand and the representation of the airline CentrumAir. Condor – previously a regular exhibitor in Hall 3.1 – has moved to the South America Hall, while the USA, Canada, Kosovo and North Macedonia are also on a larger display area in Hall 3.1.

Hall 2.1 reports a large increase in exhibitors, with the Spanish holiday regions of the Balearics and the Costa Del Sol occupying larger displays, and Valencia also hosting its own new stand. In Hall 1.1 the focus is on Greece – with Rhodes 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 also has a larger stand compared with last year. Italy (ENIT) is represented with a large display in Hall 1.2. Trenitalia is celebrating its return to ITB Berlin. In the same hall, Montenegro has a larger stand than last year. In Hall 11.2, the focus is on Central and Eastern European countries. Poland, Hungary – with a larger display than last year, the Czech Republic, Slovakia, Georgia and Armenia are strongly represented here.

The Netherlands and Luxembourg, both with larger displays, are newcomers to Hall 18. The Belgian region of Wallonia is taking part again with its own stand, while the representations of the Nordic nations including the Baltic States, Scandinavia, plus the UK and Ireland remain almost unchanged. Abbey Island, Visit Jersey and Visit Guernsey are back at ITB Berlin after a break. Various individual exhibitors from different segments are also present in the hall.

In Hall 22b, Central America is represented even more strongly than last year - Panama is back at ITB Berlin with a large stand. Mexico is strongly represented, while Guadalajara is a newcomer here. South America reports strong growth in Hall 23, with Peru increasing its stand area and Ecuador and Argentina also expanding their displays. Other countries including Colombia, Brazil and Bolivia are also exhibiting 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 also taking part again, as is India, which is showcasing a large range of products.

South Africa and Mauritius are the largest exhibitors in Hall 20, while Namibia and other African countries including Madagascar are expanding and, like Ethiopia and Mozambique, are showcasing what makes them unique. Djibouti is a newcomer to Hall 21a. Uganda and Sierra Leone are occupying larger stands, while Kenya and Tanzania also have larger displays.

Global ITB Berlin segments boast diversity

Hall 25, which traditionally accommodates tour operators, airlines and cruise operators, is already fully booked. The booming cruise sector is showing what makes it so attractive. AIDA, a newcomer to the hall, is joined by Carnival Corporation, Princess Cruises, Costa Cruises and P&O Cruises. Other major players including Royal Caribbean Cruises, MSC, Norwegian Cruise Lines, Hurtigruten and Disney have larger stands, while new exhibitors such as Arosa Cruises, Falk Travel and Swiss Group International are also represented.

In the Travel Technology segment, ITB Berlin is establishing itself as a global innovation platform where state-of-the-art digital solutions are driving the digital transformation of the travel industry. Covering a total of six halls (5.1, 6.1, 7.1c, 8.1, 9, 10.1 and a new area in Hall 4.1), this segment is now bigger and more international than ever, with over 40 participating countries and a focus on AI-based software solutions such as AI automation and home bots. Companies including Aphy, aicallio and Casablanca AI are new to the event. The Housekeeping segment is showcasing new trends with providers such as Sweeply and Flexkeeping. Credit card service provider Visa and Stripe, a complete payment package for online companies, are taking part in ITB Berlin for the first time this year (Hall 10.1).

In Hall 5.1, the focus is on major industry players such as Amadeus and Sabre. There is also a Travelsoft stand, where companies including ATCORE Technology and traffics are also exhibiting. Ypsilon.net is back after a break of several years.

Among the newcomers in Hall 6.1 is the Italian startup Turismo, along with eight co-exhibitors. ICE Espana and Business France are also represented by several partners. A notable trend this year is the increasing exhibitor demand from eSIM providers such as GKT, NewSim, Airalo, Monty Mobile and Roamless eSIM, while companies including Unifocus and accountbutlers, who offer full-service SoMe management, are newcomers to Hall 7.1c.

The Culture Lounge has moved to Hall 10.2 and is again presenting numerous cultural highlights, including museums, cultural destinations and service providers. Taking part as individual exhibitors are Choco Story Bruges, Culturespaces and the Technik Museen Sinsheim Speyer, all newcomers to the show. 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 this hall. The ITB Creator Base is new this year too, and can be found in Hall 10.2. This is where all accredited travel bloggers, content creators and influencers can meet to network, blog, vlog or simply recharge their batteries.

In 2025, Hall 9 again mainly features booking platforms, hotels and car hire companies. Companies including Flex To Go, SunnyCars and Flexrent are newcomers in the mobility sector. International players such as tbo.com from India and Mews System (Hospitality Tech) are also represented in the hall. HolidayCheck, PAYBACK, Titanic Hotels, Heytrip and Westsolar are new in Hall 9. Major players including Agoda (a newcomer), Mastercard, Accor Hotels, Best Western, Wyndham and many others are represented here too.

Adventure Travel features numerous international players in Hall 4.1, with 50 exhibitors from 20 countries. The Comoros, Palau and Tonga are represented here with their own stands, and the host country Albania is also present with a second stand. Sustainability remains a big topic in 2025, with some 80 exhibitors represented in the Responsible Tourism segment. Travelife, atmosfair and Myclimate can be found here, together with new players such as the Thai Responsible Tourism Association and Blue Alliance Marine Protected Areas.

The Medical & Health Tourism segment has moved to Hall 4.1, and has become an important and dynamic growth segment. Among the exhibitors are numerous hospitals/clinics and associations from Turkey. Among the regular exhibitors here are the EHTTA (European Historic Thermal Towns Association), HTI (Health Tourism Industry) and ESPA (European Spas Association).

In Hall 4.1, the LGBTQ+ Tourism displays are now even larger and more diverse. Among others, Il Capri Hotel from Italy, REDD – Red Española De Destinos Por La Diversidad, ACE Hotel Kyoto from Japan, Visit Florida Keys and the Miami CVB are taking part for the first time. With them, ITB Berlin's international programme has become even more wide-ranging, as they showcase the diversity of LGBTQ+ destinations and travel products worldwide. In cooperation with A3M Global Monitoring and Diversity Tourism, ITB Berlin is for the first time conducting a survey on the experiences and perceptions of LGBTQ+ travellers.

Together with the DGT (German Society for Tourism Science), the Career Center is launching an ITB Talent Hub in Hall 4.1, where among others the University of Innsbruck and several German universities will be able to book a counter and engage with young professionals. Other highlights include the ConneXion Tourism Night, where young tourism professionals can meet key players, and the representation of the Federal Employment Agency, which among other things is offering free job application photos and career counselling.

The Home of Luxury has moved to the Palais am Funkturm in response to demand for greater proximity to the ITB Buyers Circle. Exhibitors here include Abercrombie & Kent, Hi DMC, Koh Jum Beach Villas, Grupo Vidanta and Lobster Experience. The Connoisseur Circle is the official media partner.

The ITB Buyers Circle is even larger in 2025, and now occupies two levels at the Palais am Funkturm. This year's sponsor is China. Demand for membership of this exclusive circle remains high. Its members are from all over of the world and their numbers are again limited to a maximum of 1,300. The Speed Networking event is celebrating its tenth anniversary this year.

Innovations and new formats

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 will also be able to order lunch bags (including bags for the Menschen helfen Menschen (People help People) charity) in advance to minimise waiting times. Once again, meeting tables can be booked at the business satellites in Halls 3.1, 10.2 and 23 along with, for the first time, sweet and savoury snacks and drinks.

Discounts are again available for selected associations such as the AER, asr, ATTA, DRV, forum anders reisen e.V., HSMA, TSS, VDVO and VIR. Members can purchase an unlimited pass at the special price of 65 euros (instead of 80 euros).

The new ITB Navigator serves as an information platform for exhibitor lists, interactive site plans, event and congress programmes and livestreams. The new ITB Match & Meet platform facilitates intelligent matchmaking and efficient contact-building. Booking the Presentation Hub (formerly Hybrid Stage) in Hall 5.3 is now also possible for non-exhibitors. Exhibitors will receive a discount. All events will be livestreamed in the ITB Navigator. Exhibitors are also hosting fascinating events at hub27, CityCube Berlin and Großer Stern. Click here for information on the event programme.

Taking as its slogan ’The Power of Transition Lives Here’, the focus of the ITB Berlin Convention is on the major challenges and opportunities in global tourism. The travel industry's leading thinktank is gathering leading industry minds in order to present exclusive insights and trends, including C-level speakers from companies such as Expedia, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, Ryanair, and many more. Based on a global survey conducted three times a year, the new Travel and Tourism Radar provides insights into trends such as sustainability, digitalisation and AI. Over the course of 90-minute sessions, marketing and decision-makers will receive practical recommendations at the newly introduced ITB Transition Labs. The Corporate Culture Clash Track is a new addition to the total of 17 theme tracks. This format addresses the transformation of corporate culture with a focus on diversity, the work-life balance and the expectations of Gen Z. For the first time, the ITB Berlin Convention is also hosting an ITB Masterclass – a morning workshop that offers practical insights into trends such as business travel and MICE. All four stages of the convention will be livestreamed and barrier-free in the ITB Navigator for the first time.

Image Credit: © Messe Berlin GmbH