ITB Berlin 2025 recently concluded with a remarkable success story, attracting 100,000 attendees over three trade visitor days, with 87% of them being international participants. This turnout underscores the global significance of the World’s Leading Travel Trade Show, which continues to draw an increasingly diverse audience. Noteworthy was the debut of ITB Americas, scheduled for November 2026 in Guadalajara, Mexico, as a pivotal B2B travel trade show for the entire American continent, marking a significant stride towards fostering international dialogue.
The innovative Meet & Match platform at ITB Berlin played a pivotal role in enhancing global networking, facilitating over 80,000 business contacts prior to the event. A total of 5,800 companies from 170 countries showcased their offerings in the bustling exhibition halls, with a strong presence from the Cruise and Travel Technology sectors, as well as exhibitors from Southern Europe, Asia, Africa, and the Arab world.
Despite facing economic and geopolitical headwinds, exhibitors and trade visitors at ITB Berlin demonstrated resilience, adaptability, and a spirit of innovation. The event highlighted the industry’s positive outlook and high expectations for future business prospects, as reflected in the ITB Travel & Tourism Report 2025/26. Emphasis was placed on megatrends such as sustainability and digital transformation, with a focus on leveraging AI for enhanced payment solutions and seamless travel experiences.
The industry consensus at ITB Berlin emphasized the need for sustainable growth and resource management, advocating for a comprehensive transformation within the tourism sector. ITB Innovators 2025 showcased 35 groundbreaking solutions reshaping global tourism, ranging from AI-powered assistants to sustainable mobility services, underscoring a commitment to pioneering concepts within the industry.
Dr. Mario Tobias, CEO of Messe Berlin, highlighted the industry’s collective responsibility to drive sustainable and inclusive tourism, leveraging innovations to set new standards and promote collaborative efforts. The forthcoming launch of ITB Americas in Mexico in 2026 signifies a strategic expansion to encompass the entire American continent, fostering a hub for international dialogue and industry collaboration.
The ITB Berlin Convention emerged as a forward-thinking platform, featuring over 200 distinguished speakers across 17 tracks and 400 sessions, addressing key themes like digital transformation, AI’s role in trip planning, and sustainable business models. Insights from industry experts underscored the evolving landscape of the travel market, with a growing emphasis on social media content, authentic destination experiences, and AI-driven customer engagement.
The event also shed light on the evolving dynamics of corporate culture, with discussions on diversity, work-life balance, and workforce retention strategies. The ITB Transition Labs showcased practical examples of sustainability and digitalization, emphasizing the industry’s commitment to driving positive change.
High-profile political figures, including Albania’s Prime Minister Edi Rama and numerous ministers and ambassadors, graced ITB Berlin 2025, engaging in discussions on tourism’s future trajectory and the role of cross-border partnerships in fostering economic resilience. The event served as a platform for strategic dialogues on investment, sustainable development, and peace within the tourism sector.
Albania took center stage as the host country of ITB Berlin 2025, showcasing its cultural and natural heritage under the theme “Albania All Senses.” The country’s ambitious plans for sustainable tourism development and coastal region preservation garnered significant attention, positioning Albania as an emerging destination for cultural tourism.
Looking ahead, ITB Berlin will celebrate its sixtieth anniversary in 2026, commemorating a legacy of innovation and industry leadership. With a global footprint that now includes ITB Asia, ITB China, ITB India, and ITB Americas, the event continues to shape the future of travel through knowledge-sharing, networking, and trendsetting initiatives.
The ITB Global Brand Family remains at the forefront of the travel industry, offering a diverse range of events that cater to regional markets and industry segments. As the travel sector undergoes a resurgence, ITB events serve as vital platforms for industry stakeholders to connect, collaborate, and drive innovation in a rapidly evolving landscape.
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