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Messe Berlin
4-6 March 2025
ITB - The Travel Network
4-6 March 2025
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News &
Insights

Get news and insights from all sectors of the tourism industry: Behind the scenes, new developments, expert interviews, recently launched campaigns and much more. All content can be filtered by topic and year. Stay up to date with ITB!

he Christmas market in Saranda with colourful lights at the seafront.

2024/12/13

Albania’s magical winter: Christmas markets and snowy escapes

A destination for all seasons: The Official Host Country of ITB Berlin 2025 boasts snow-capped mountains, idyllic ski slopes, a festive atmosphere in Tirana and picturesque Christmas markets.

Adventure Travel & Responsible 

Host Country 

Destinations 

Ben Page, CEO of Ipsos and a graphic titled ‘Travel Hero Podcast

2024/11/28

How social change affects individual decisions in the travel industry

In the latest episode of our Travel Hero podcast, Charlotte Lamp-Davies from A Bright Approach talks to Ben Page, CEO of Ipsos, a leading global market research company.

Destinations 

Hospitality 

Podcast 

Shannon Stowell and below an ITB graphic with different shapes.

2024/11/20

From Farm to Table in Albania: A Journey Through Nature and Culture

The Official Host Country of ITB Berlin 2025, Albania, a land of stunning coastlines and rich history, is quickly becoming a must-visit destination for agritourism.

Adventure Travel & Responsible 

Destinations 

Shannon Stowell and below an ITB graphic with different shapes.

2024/10/25

Adventure Travel and its pioneering role in shaping the future of tourism

In the latest Travel Hero podcast episode, Shannon Stowell, CEO of ATTA, talks about the positive impact of adventure tourism, sustainability and new trends such as ‘soft adventures’ and AI.

Responsible Tourism 

Podcast 

Adventure Travel & Responsible 

A magnificent hall with wall paintings and detailed tiles.

2024/10/17

Host Country 2025: Tracing Albania’s rich history and deep cultural transformation

As tourists continue to flock to Albania throughout the year, they are drawn not only to the country's natural beauty, but also to its rich history and profound cultural transformation.

Adventure Travel & Responsible 

Host Country 

Culture Tourism 

Destinations 

Graphic with Y.T. Kivisaari, President and CEO of Visit Oulu, looking into the camera.

2024/10/10

Finland offers a prime example: How to reach travellers from India

The latest Travel Hero podcast episode looks at the rise of Indian travellers to Finland and discusses key trends, visa challenges and the booming wedding market

Podcast 

Destinations 

A big plus in the current tourism year with a well-compensated “FTI dip” in early summer.

2024/10/08

The Revival of Package Tours

A deep dive into Germany’s leading Tour Operator Market

Adventure Travel & Responsible 

Destinations 

© Ministry of Tourism and Environment of Albania

2024/09/05

Exploring Albania's enchanting nature one unique adventure at a time

The Official Host Country of ITB Berlin 2025 is a rising destination for outdoor enthusiasts, offering diverse landscapes perfect for hiking, rafting, paragliding, and birdwatching.

Adventure Travel & Responsible 

Destinations 

© Martin Jernberg / Unsplash

2024/09/02

ITB India 2024: A market of opportunities

India’s tourism industry is entering a new era. Growth in spending, broad investment in infrastructure and a new generation of innovative entrepreneurs are creating momentum.

Events 

Business Travel 

Leila Summa (CEO Play To Change), Markus Stumpe (CEO Cruisewatch) and Christian Watts (CEO Magpie Travel)

2024/08/21

Experts offer insights on how to make AI work for tourism organisations

The latest Travel Hero podcast series looks at the opportunities of AI in the tourism industry.

Podcast 

Travel Technology 

Blue planet with claim

2024/07/23

Not Without External Pressure: How the Travel Industry is Tackling Transformation

The new Travel & Tourism Radar by ITB Berlin and Ostfalia University of Applied Sciences shows that external factors are driving digitalization and sustainability in the travel industry

Responsible Tourism 

People smiles in the camera

2024/07/16

ITB Berlin 2025: The innovative ‘Lives Here’ campaign sets new standards

With a new look and the strong message that travel and tourism live at ITB Berlin, the World’s Leading Travel Trade Show is raising its profile.

Business Travel 

Charuta Fadnis talking

2024/07/02

Travelling summer 2024: Time for transformation

The international travel climate is returning to pre-corona levels in many places. But while demand is booming, companies are facing extensive challenges.

Travel Technology 

Destinations 

A man sits in the check-in area of an airport; in the background an airplane takes off in the sunset.

2024/06/27

How Alibaba Aims to Revolutionize Chinese Tourism with Fliggy

An Exciting Travel Market in Transition

Travel Technology 

Destinations 

Vjosa River delta, with a mountain landscape and green fields in the background.

2024/06/24

From the wildest river to the bluest bay! Experience all the senses of Albania

The Official Host Country of ITB Berlin 2025, Albania, is a hidden gem in the heart of the Balkans and a country where every corner invites exploration, and every moment captivates the senses.

Responsible Tourism 

Host Country 

Destinations 

ITB Berlin Convention 2024

2024/05/10

Focus on destination management: welcome to a parallel world

At the ITB Berlin Convention 2024 the message was that people’s desire to travel is stronger than ever. However, if destinations want a piece of the cake they must do their homework.

Responsible Tourism 

Host Country 

Convention 

Destinations 

A packed hall with seated convention attendees listening to a lecture by a man on stage.

2024/03/21

It's (not only) about technology

Global tourism faces unprecedented challenges: climate crisis, skills shortage, digitalization. Yet, at ITB Berlin Convention 2024, the industry showcased confidence and pioneering spirit.

Adventure Travel & Responsible 

Travel Technology 

Convention 

Two speakers discussing on stage

2024/03/13

ESG certification makes sense – but must be credible

Does a company take sustainability seriously or is it just greenwashing? And how can one tell the difference?

CSR 

Adventure Travel & Responsible 

Convention 

A world map in different shades of green

2024/03/13

Encounters not contacts: Sustainable travel can link people

Travel can provide a sustainable connection. “The social value of travel is indispensable”, according to the general manager of Studiosus, Peter-Mario Kubsch.

CSR 

Youth Travel & Economy Accommod 

Hospitality 

Adventure Travel & Responsible 

Culture Tourism 

Destinations 

Speaker Klaus Ehrlich from RuralTour speaks to the audience on stage.

2024/03/13

Pact for Skills in Tourism – Achieving more together

Klaus Ehrlich of Rural Tour presented the Pact for Skills in Tourism (PacTS4ALL) at ITB Berlin. This is intended to make the industry better prepared to face future challenges.

Hospitality 

Events 

Career Center 

The six panellists discuss on stage

2024/03/13

A blue footprint for transparency in climate protection

Travel companies want to inform customers about their carbon footprint before they make bookings and raise awareness for protecting the climate.

CSR 

Hospitality 

Business Travel 

Convention 

Tourism expert Reinhard Lanner speaks to the audience on stage

2024/03/13

Digital wallet still offers many undiscovered treasures

Tourism professionals are better equipped to meet their customers‘ needs thanks to intelligent ”Guest Cards“– From the transaction to a conversation.
Four panellists discuss on stage

2024/03/13

How a modern corporate culture leads to success

At the ITB Berlin Convention, Iceland’s First Lady Madame Eliza Reid, Bonita Grupp of Trigema, and Gitta Brückmann of Marriott International discussed progressive leadership in the travel industry.

Hospitality 

Events 

Career Center 

Three panellists speak on stage, another is digitally connected.

2024/03/13

Symphony of spices: In Oman the way to hospitality is through the stomach

Tea refined with cardamom, dates with the aroma of cinnamon, fish curry and marinaded meat cooked underground. Hospitality in Oman also includes authentic culinary experiences.

Hospitality 

Host Country 

Destinations 

The speaker speaks to the audience on stage

2024/03/12

Digital services for the camping market still in their infancy

Camping: providers and users still use traditional communication methods – information services very patchy.
Two panellists stand on stage and speak to the audience.

2024/03/12

The wellbeing of guests depends on the wellbeing of the team

Wellbeing in a hotel requires more than just a bigger spa – this was made plain by the participants in the Wellbeing Panel at ITB Berlin. The motto: think more holistically.

CSR 

Hospitality 

Adventure Travel & Responsible 

Destinations 

Dr Stroma Cole presents the award

2024/03/12

Awards for Accor Brazil and a tour operator to Mongolia as Gender Equality Champions

Secure accommodation in hotels for women who have been the victims of domestic violence, and further education and job opportunities for women in Mongolia: There are many facets to gender equality.

CSR 

Hospitality 

Adventure Travel & Responsible 

Culture Tourism 

A flowering meadow

2024/03/12

Dr. Bruno Oberle (IUCN): “Vision of a world where life in harmony with nature is possible”

“We need a world where life in harmony with nature is possible”, declared Dr. Bruno Oberle, Director of the IUCN, at ITB Berlin. By 2030 there must be more nature all around the world than in 2020.

CSR 

Hospitality 

Adventure Travel & Responsible 

Convention 

Destinations 

Four panellists speak on stage

2024/03/12

Super-apps are about to conquer the travel industry

Will all tourism services soon be contained in a single app? – Users in Asia emphasise the benefits for customers.

Travel Technology 

An inclusive community

2024/03/12

Barrier-free travel

The 12th Barrier-free Tourism Day at ITB Berlin presented best practices showing how holiday destinations can welcome visitors with disabilities.

CSR 

Hospitality 

Exhibitors & Products 

The four prize winners holding their prizes

2024/03/12

A good tradition: DGT-ITB Studies Prizes for the next generation of researchers

How effective are influencers, how loyal are guests to a particular hotel brand, how can business travel be made climate-neutral? DGT-ITB Studies Prizes awarded to four next-generation researchers.

Events 

Career Center 

Business Travel 

Rika Jean-Francois holds the prize in her hands.

2024/03/12

Honouring women: Seventh presentation of the Celebrating Her Awards

At ITB Berlin 2024 three women from the tourism industry were honoured for their outstanding achievements in promoting tourism as a global instrument for peace and understanding.

CSR 

Hospitality 

Adventure Travel & Responsible 

Career Center 

Culture Tourism 

Convention 

Destinations 

The speakers speak on stage

2024/03/12

Social enterprises in tourism provide a vital impetus for sustainable development

Social enterprises are a driving force for the sustainable and social structuring of tourism and make a positive contribution to attaining the sustainability objectives of the UN.

Adventure Travel & Responsible 

Culture Tourism 

Dr Patrick Andrae during his lecture on AI

2024/03/07

AI versus the tyranny of the search bar

How artificial intelligence is bringing changes to searches and reservations
Dr. Ingo Burmester on stage

2024/03/07

Dertour: Long haul travel is booming after coronavirus

Tour operator Dertour with a new presence and high growth rates – Increasing demand for travel to the Middle East.

Exhibitors & Products 

Mirela Kumbaro and Dr. Mario Tobias signing the agreement for next year’s host country partnership

2024/03/07

Albania is the Host Country of ITB 2025

At ITB Berlin the Albanian Tourism Minister Mirela Kumbaro and Dr. Mario Tobias, CEO of Messe Berlin, signed a partnership agreement for next year.

Exhibitors & Products 

Host Country 

Destinations 

Three people speak on stage

2024/03/07

ADFC Cycle Tourism Report: “37.4 million cycle tourists are a huge potential market

Findings of the ADFC Cycle Tourism Report 2024: in 2023, 37.4 million people in Germany took their bicycle on holiday and day trips – more than half of all adults.

Adventure Travel & Responsible 

Exhibitors & Products 

Destinations 

The five panellists discuss on stage

2024/03/07

Ensuring Oman remains an authentic destination

Oman conforms to the idea of an authentic destination – on that the discussion panel at ITB Berlin 2024 all agreed.

Adventure Travel & Responsible 

Exhibitors & Products 

Culture Tourism 

Convention 

Destinations 

Amy Gutmann speaks to the audience

2024/03/06

Two million visitors again to the United States

US ambassador Gutmann aiming for 2.5 million by 2028 – high priority for sustainability – Cities focus on the US lifestyle.

Destinations 

Asian woman standing on a subway platform

2024/03/06

Personalised travel experiences by means of AI

Schubert Lou, COO of Trip.com, spoke at the ITB Convention about the new priorities of Asian tourists and the opportunities that artificial intelligence offers to the travel industry.

Travel Technology 

Convention 

Complete view of the panel

2024/03/06

Brandenburg instead of Bali: Workations and bleisure travel are expanding in Germany too

New work, workations and bleisure travel are important topics for tourism in Germany. On Tuesday at ITB Berlin, experts discussed what lies behind these trends as well as the market prospects.

Hospitality 

Business Travel 

Destinations 

Dr Stefan Ebener, Head of Customer Engineering at Google Germany, speaks to the audience.

2024/03/06

The future of travel planning is multimodal and interactive

In the future travel planning will be supported by personalised travel agents and multimodal online platforms. Examples of this were presented by Dr. Stefan Ebener of Google Germany at the ITB Berlin

Travel Technology 

Das Publikum lauscht den Speakern aus Südafrika

2024/03/06

Authentic Encounters in South Africa

South African Tourism uses ITB Berlin to announce closer collaboration with townships and rural communities. There are also new possibilities for exploring the national parks.

Adventure Travel & Responsible 

Events 

Culture Tourism 

Aerial view of the city of Tel Aviv-Jaffa

2024/03/06

Israel's tourism minister promotes travel to and in Israel

Minister Katz encourages people to visit and tour Israel – The West’s travel warnings should be cancelled – 40 Israeli companies at ITB Berlin.

Destinations 

Overview Innovation Radar 2024

2024/03/06

ITB Innovation Radar: strong tailwind for tech and sustainability

ITB Innovation Radar grows stronger in 2024, gaining prominence as the show’s spotlight for the visionaries of the industry. This year’s selection features 16 entries.

Exhibitors & Products 

A flat staircase with wooden railings leads through sand dunes to the sea.

2024/03/06

2023 was the second best year for tourism in Mecklenburg-West Pomerania

Impetus for Mecklenburg-West Pomerania in the year 2024: with a 1.2 per cent upturn in overnights in 2023 this German state recorded its second best year for tourism since reunification.

Hospitality 

Adventure Travel & Responsible 

Exhibitors & Products 

Culture Tourism 

Destinations 

Marcel Conrad from A3M on stage

2024/03/06

LGBTQ+ people are criminalised in 76 countries

A3M’s travel risk analysts publish the latest risk map for LGBTQ+ tourists – the death penalty applies in 12 countries.

LGBTQ+ Tourism 

Destinations 

The panel onstage at the press conference hosted by Italy

2024/03/06

Italy makes its tourist board a plc

Italy’s tourism industry wants to be more innovative and flexible – Greater emphasis on interaction between visitors and locals – Minister supports better wages for the catering industry.

Exhibitors & Products 

Destinations 

Glenn Fogel from Booking.com on stage

2024/03/06

The future is already here: GenAI is now an integral part of tourism

“Generative artificial intelligence can be of more assistance than real humans when customers are making their travel plans”, is the assertion by Glenn Fogel, CEO of Booking Holdings.

Travel Technology 

A green globe with three green arrows and a small green flower

2024/03/06

Hotels on the way to net zero

Panel discussion entitled ’Green transformation in the hotel industry’ at ITB Berlin provided insights on a scientific pilot project. Later Industry representatives discussed resource conservation

Hospitality 

Events 

Exhibitors & Products 

Eine offene Hand hält eine kleine, grüne Weltkugel

2024/03/06

Net Zero as the objective for 2030: “We can travel without destroying the world!”

Jeremy Sampson, CEO of the Travel Foundation calls upon the industry to make more consistent course corrections.

CSR 

Hospitality 

Travel Technology 

Culture Tourism 

Destinations 

ITB Berlin and Dr. Fried & Partner reveal some fascinating findings from the Global Travel Buyer Index (GTBI)

2024/03/05

Positive mood and encouraging outlook for the ITB Buyers Circle

ITB Berlin and Dr. Fried & Partner reveal some fascinating findings from the Global Travel Buyer Index (GTBI)

Exhibitors & Products 

Charuta Fadnis from Phocuswright speaks to the audience.

2024/03/05

Travel behaviour in the age of AI and VR

In his keynote speech on the Green Stage at ITB Berlin, Rohit Talwar, CEO of Fast Future, talked about AI’s potential for shaping a more inclusive travel industry.

CSR 

Charuta Fadnis from Phocuswright speaks to the audience.

2024/03/05

AI is fundamentally changing the travel industry

According to Charuta Fadnis of Phocuswright on Tuesday at ITB Berlin, the use of AI by agents and personalised travel apps is an important future trend.

The artists are cheered on stage by the audience towards the end of the opening gala.

2024/03/05

ITB Berlin opens with a positive outlook

At ITB Berlin the host country set new standards with its multimedia presentation – Politicians urged action – Emphasis on the bridge-building aspect of tourism

Events 

Exhibitors & Products 

Dr. Mario Tobias talking with the host on the panel

2024/03/05

Tourism as a bridge to peace

ITB Berlin’s 360-degree approach includes mastering the challenges of digitalisation, sustainability and global crises

Events 

Exhibitors & Products 

Convention 

The participants of the opening press conference.

2024/03/04

ITB Berlin – Travel market set for growth again

As ITB Berlin opens, experts are upbeat about the industry’s future – 2023 surpassed the highs of 2019.

Events 

Exhibitors & Products 

Convention 

Social Entrepreneurship Competition in Tourism enters its fifth round in 2024

2024/03/01

Social Entrepreneurship Competition in Tourism enters its fifth round in 2024

Applications for the annual competition for social entrepreneurship in tourism are open from April 1, 2024

Events 

4x4 vehicle surrounded by mountains in the Hajar Mountains

2024/02/21

Off-road adventures in Oman

From lush wadis to mountain peaks and ancient ruins – travellers can visit the most remote areas of the Sultanate of Oman, the Official Host Country of ITB Berlin 2024, in a 4x4

Adventure Travel & Responsible 

Culture Tourism 

Convention 

Destinations 

a young woman sitting and reading

2024/02/19

ITB Berlin BookAwards: The current book list on the theme of "Sustainable Responsibility"

According to a study by the French Institute for Sustainable Development and International Relations (IDDRI), governments need to do more to mitigate the climate catastrophe.

Travel Technology 

Videocast-episode focuses on digital transformation

2024/02/13

Medical and health tourism features strongly at ITB Berlin 2024

Only a few weeks before ITB Berlin opens its doors, more and more details about the medical and health tourism segment are being announced.

Events 

Exhibitors & Products 

Medical Tourism  

Young people with their backs to the camera at a stand in the ITB Career Center.

2024/02/13

ITB Career Center: launchpad for a successful career

At the ITB Career Center in Hall 4.1 job seekers can find the career of their dreams.

Career Center 

Convention 

Videocast-episode focuses on digital transformation

2024/02/12

ITB Berlin Videocast: Focus on digital transformation and AI

The latest episode focuses on the digital transformation in the travel industry and previews selected theme tracks at the ITB Berlin Convention.

Podcast 

Travel Technology 

Convention 

Image about the travel behavior in Europe

2024/02/08

4 trends point to positive outlook for major European markets

Phocuswright research compares major markets in the European travel market

Business Travel 

Destinations 

a 'data network' symbol image with numbers and characters in different colours

2024/02/07

The six biggest trends in travel innovation and technology

Phocuswright identifies the most significant innovation trends in travel technology and distribution for 2024 and beyond

Travel Technology 

Exhibitors & Products 

Convention 

An Omani at a jewellery stand in the Mutrah Souq, surrounded by jewellery

2024/02/07

Khanjar, Kumma and Kahwa

These are the rich traditions and customs of the Omani people travellers can experience during a trip through the Sultanate of Oman, the Official Host Country of ITB Berlin 2024

Culture Tourism 

Destinations 

The Institute for Tourism and Development is once again honouring initiatives with the international 'TO DO Award'.

2024/02/01

TO DO Award 2024 honours socially responsible projects at ITB Berlin

The Institute for Tourism and Development is once again honouring initiatives with the international "TO DO Award". The award ceremony will take place at ITB Berlin in March.

CSR 

Events 

Prof. Dr Karoline Wiegerink, Prof. Dr Harald Pechlaner, Prof. Dr Willy Legrand in conversation w/ host Charlotte Lamp-Davies

2024/01/31

ITB Berlin videocast: All eyes on sustainability

The latest episode offers exclusive insights into selected theme tracks at the ITB Berlin Convention

Convention 

The musicians of the Royal Oman Symphony Orchestra during a performance, with the conductor in the foreground.

2024/01/22

Classical and folk music from Oman: The Royal Oman Symphony Orchestra in Berlin

On 6 March 2024 the Royal Oman Symphony Orchestra of Oman, the Official Host Country of ITB, will perform a concert at Philharmonie Berlin.

Host Country 

The Halwa dessert in a bowl

2024/01/15

Must-Tries for Foodies: Traditional Omani Dishes

Typical delicacies from Oman, the Official Host Country of ITB Berlin 2024 - from barbecues from the Shuwa oven to desserts flavoured with local rose water.

Host Country 

Click here for the archive.