Travel &
Tourism
Report

The tourism industry is undergoing a profound transformation. The ITB Travel & Tourism Report 2025/ 2026 provides valuable background information on current developments, identifies challenges, and presents practical recommendations for action.

The report at a glance

Key topics: Artificial intelligence (AI), digitalization, sustainability, resilience

Focus areas: Changes in competition, new booking structures, data management, human resources

Practical strategies for businesses and destinations

Key questions:

• How can emerging technologies and AI enhance and make the customer journey more sustainable?
• What role do data infrastructure and data management play in marketing?
• How will technological transformation reshape competition?
• How can companies and destinations build more resilient and sustainable marketing strategies?
• What are the solutions to the labor shortage and lack of IT expertise?
• How are businesses and destinations responding to growing uncertainty and increasingly unstable market conditions?

Why ITB Travel & Tourism Report?

The report provides a comprehensive overview of the future of tourism marketing. It analyzes deficits and identifies promising strategies to prepare for current challenges. Benefit from expert knowledge and relevant market data.

Buy now and be well-prepared

The ITB Travel & Tourism Report 2025/2026 is available for purchase here. Gain valuable insights for your strategic decisions!