Page content

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!

ITB Berlin 2025 Convention

2025/03/13

Eleven game-changing trends & topics that defined ITB Berlin 2025

Between revolution and adaptation: The international travel industry made an impressive comeback last year. However, new technologies are fundamentally changing the game's rules in the industry.

Adventure Travel & Responsible 

Convention 

Career Center 

Travel Technology 

Five people, two men and three women, pose for the camera

2025/03/07

Social entrepreneurs bring the world together and reach for the stars

Social entrepreneurship is more than just a trend and growing together is more important than outdoing each other - this was the conclusion of one panel discussion

Adventure Travel & Responsible 

Culture Tourism 

CSR 

Two men are sitting on a stage and having a conversation, while a green-lit backdrop is visible in the background.

2025/03/06

With Gems for Gemini and NotebookLM to personalized AI applications.

Google aims to make AI applications widely accessible. What is already possible with Google Workspace and what to expect in the future was revealed by Jens Gössing from Google Workspace

Convention 

Travel Technology 

The image shows a presentation, where a man is speaking on stage while several listeners are sitting in the room.

2025/03/06

LGBTQ+ Tourism: Openness and Diversity as a Competitive Advantage

In an international discussion, tourism experts explored the potential of inclusive destinations and businesses. They shared experiences and talked about best practices.

Culture Tourism 

Destinations 

Hospitality 

LGBTQ+ Tourism 

A woman in a green dress gives a presentation on a red-lit stage with a large screen behind her

2025/03/06

From preparing an offer to invoicing: TripMatrix supports travel agencies

Travel agencies are tasked with making customers happy. Software solutions such as TripMatrix are ideal to avoid getting bogged down in the daily routine.

Convention 

Travel Technology 

Exhibitors & Products 

Four people are sitting on stage discussing, with the audience visible in the foreground.

2025/03/06

Visionary luxury hoteliers show ways to improve the world

Luxury tourism can also address pressing issues such as climate change, the preservation of diversity, and active nature conservation. At ITB Berlin, hoteliers showed their solution concepts

Convention 

Hospitality 

Home of Luxury 

The image shows the outdoor area of the exhibition grounds, with numerous flags waving. In the background is the radio tower

2025/03/06

Future meets past: ITB Berlin celebrates its 60th anniversary in 2026 with own campaign

Since 1966, ITB Berlin has become the World’s Leading Travel Trade Show. This will be honoured with a special programme in 2026. A campaign will highlight moments from the past.

Hospitality 

Events 

The image shows three people onstage having a discussion. The audience is in the foreground

2025/03/05

India is increasingly important in tourism – on the international and domestic market

India is among the world’s top five countries for outbound tourism: experts present exciting trends at ITB Berlin

Convention 

Destinations 

Four people sitting on stage and discussing

2025/03/05

From Booking via Chatbot to Process Optimization: AI is on the Rise

Artificial Intelligence is transforming the travel industry across all areas – some best-practice examples were presented on Wednesday afternoon at the ITB Berlin Convention.

Travel Technology 

Convention 

The image shows a large conference hall with many people seated in a semi-circle around a central stage

2025/03/05

UN Tourism Summit: Ministers from around the world discuss the future of tourism

At the UN Tourism Ministers Summit, the participants spoke in favour of sustainable tourism concepts. Peace is the prerequisite for growth and stability

Events 

Culture Tourism 

Destinations 

Two people sit on the stage and discuss

2025/03/05

TUI aims for further growth and sees itself well-positioned for the future

Experience and entertainment offerings are becoming increasingly important in the travel industry. TUI wants to be part of this trend – leveraging millions of customer data points to create tailored

Convention 

The picture shows two people on a stage taking part in a panel discussion

2025/03/05

Groundbreaking technologies will fundamentally change the travel industry

Trip.com and the World Travel & Tourism Council (WTTC) presented tourism gamechangers at ITB Berlin 2025: AI, super apps and trends such as sustainable travel and space tourism.

Travel Technology 

The image shows a group of seven people standing in a row, posing for a photo.

2025/03/05

ITB Announces New B2B Tourism Trade Fair for the Americas

Expanding westward: Starting in November 2026, ITB will organize a dedicated trade fair for the American continent. The event will take place in Guadalajara, in the Mexican state of Jalisco.

Events 

Exhibitors & Products 

A man can be seen standing onstage, behind him a presentation, in the foreground the audience

2025/03/04

The FTI bankruptcy has changed the market: Travel agencies and package holidays are back

Organisers and distributors see a growing demand for higher-quality products, a desire for better advice in advance and a trend towards crisis-proof package holidays

Hospitality 

Adventure Travel & Responsible 

Exhibitors & Products 

Convention 

Destinations 

Four women sit on stage and discuss

2025/03/04

A look into the future of travel: Experts discuss survey results and trends

Virtual agents and authentic experiences: The travel market is growing steadily, but also undergoing serious change - according to the latest surveys of Phocuswright and Euromonitor

Convention 

The convention session on the Global Travel Buyer Index.

2025/03/04

First publication: The GTBI - new industry indicator for tourism purchasing

The Global Travel Buyer Index (GTBI) is the industry indicator for tourism purchasing. The results provide valuable insights into the market situation and trends.

Hospitality 

Events 

Business Travel 

Convention 

A man stands on stage and speaks to the audience, a presentation plays in the background

2025/03/04

Personal encounters are important - but the MICE industry is facing challenges

Positive market outlook, but concerns about rising costs and security: ITB Berlin Convention presents current MICE industry trends

Convention 

Fishing boats on the water in the foreground, snow-covered mountains at the back of the picture, with a lake in between

2025/03/04

Albania’s mountain regions are increasingly attracting hiking and rock climbing tourism

Whether hiking, rock climbing or mountain biking, Albania is expanding its adventure tourism attractions. A panel at ITB Berlin presented new routes that also take in remote regions

Hospitality 

Adventure Travel & Responsible 

Host Country 

The view pans across the audience to the stage where the participants are standing and are in discussion

2025/03/04

How women in leadership roles are driving the tourism industry forward

At a Travel Industry Club panel discussion at ITB Berlin, experts emphasised the value of diverse teams. They encouraged women to take on leadership roles in the tourism industry

CSR 

Events 

Career Center 

The participants are in discussion while seated onstage

2025/03/04

Five past twelve: Industry calls for growth agenda for German aviation

Germany is currently lagging behind as an aviation centre. Industry representatives call for a growth agenda and significant relief on taxes and charges.

Convention 

An Albanian folklore group takes to the stage and dances

2025/03/04

Albania inspires all the senses

ITB Berlin opens with a spectacular show by the host country - 5,800 exhibitors from 170 countries - World of travel in Berlin for three days

Events 

Host Country 

Prime Minister Rama, Messe Berlin CEO Tobias, DRV President Fiebig and Mitra Sorrells from Phocuswright in front of the logo of

2025/03/03

Focus on “Albanity“ at ITB Berlin

5,800 exhibitors at the World's Largest Travel Trade Show – Host Country Albania reports huge growth – Early birds are the new last-minute travellers

Events 

Host Country 

Mitra Sorrells of Phocuswright speaks to the audience

2025/03/03

Bookings are rising slowly but surely

Phocuswright: Travel market on a steady upward course despite general consumer restraint – AI can become even better

Travel Technology 

The Prime Minister of Albania, Adi Rami, speaks at the opening press conference of ITB Berlin.

2025/03/03

ITB Host Country Albania: Prime Minister Edi Rama at the opening press conference

At the opening press conference of ITB 2025 Albania's Prime Minister, His Excellency Edi Rama, spoke about the country becoming a popular travel destination and the economic importance of tourism.

Exhibitors & Products 

Host Country 

Convention 

Destinations 

The President of the German Travel Association talks about the German travel market.

2025/03/03

DRV President Norbert Fiebig: Early birds are the new last-minute travellers

At the ITB opening press conference, DRV President Norbert Fiebig provided valuable insights into the developments in the German travel market.

Events 

Exhibitors & Products 

Convention 

The CEO of Messe Berlin speaks at the opening press conference at ITB Berlin

2025/03/03

Opening press conference: Messe Berlin CEO on formats, innovations and the host country

At the opening press conference on the eve of ITB Berlin, Dr Mario Tobias, CEO of Messe Berlin, welcomed guests to the historic Marshall-Haus with an exciting outlook for the next three days.

Events 

Exhibitors & Products 

Convention 

ITB Travel & Tourism Report

2025/03/03

NEW: ITB Travel & Tourism Report 2025/2026

To mark the start of ITB Berlin 2025, the trade show is publishing its first ITB Travel & Tourism Report for 2025/2026

Travel Technology 

Convention 

A graphic showing a portrait of various people on a book cover.

2025/02/27

The HOTEL Yearbook 2025 Explores Sustainability Tech-Trends

Hotel Yearbook 2025 Sustainability Tech Edition Debuts at ITB Berlin, Bridging Technology and Eco-Innovation in Hospitality

CSR 

Hospitality 

Adventure Travel & Responsible 

Travel Technology 

Exhibitors & Products 

A street with palm trees and people illuminated at night.

2025/02/26

Diriyah at ITB Berlin 2025: Where heritage meets modern luxury

Diriyah is presenting itself at ITB Berlin as a destination that combines tradition and luxury.

Exhibitors & Products 

Culture Tourism 

Destinations 

Photos of the cities of Torino and Benidorm. 

2025/02/25

EU Smart Tourism at ITB Berlin 2025: Torino and Benidorm in Focus

Torino and Benidorm present their innovative approaches at ITB Berlin from 4 to 6 March – Torino explores the impact of mega events, while Benidorm discusses sustainability and digital transformation

CSR 

Adventure Travel & Responsible 

Events 

Exhibitors & Products 

Culture Tourism 

Destinations 

A harbor promenade with a yacht and people on a jetty.

2025/02/19

Top reasons why to invest in Albania’s booming and sustainable tourism sector

The Official Host Country of ITB Berlin 2025 is a rising star in global tourism, offering investors a dynamic market, strategic location, and government-backed opportunities.

Hospitality 

Exhibitors & Products 

Destinations 

A person on a mountain, with the sea and the horizon in the background.

2025/02/18

South Africa brings a strong presence to ITB Berlin 2025

South Africa remains one of the top long-haul destinations for travellers from Germany, Austria, and Switzerland with arrivals from Europe reaching 81% of pre-pandemic levels.

Events 

Exhibitors & Products 

Destinations 

A videocall with four members can be seen. It is covered by a playbutton.

2025/02/14

Tourism trends 2025: Between success and disruption

The travel industry experienced a brilliant comeback in 2024. Hopes are high that growth will stabilize and demand will remain strong. But new challenges and uncertainties call for caution.

Podcast 

Events 

Exhibitors & Products 

Convention 

A waterfall in a cloud forest in Costa Rica, surrounded by trees and plants.

2025/02/12

Costa Rica’s sustainable, experience-based tourism in the spotlight at ITB Berlin 2025

Costa Rica is set to give visitors to ITB Berlin 2025 a taste of its dynamic approach to tourism blending sustainability, adventure, and cultural heritage.

Adventure Travel & Responsible 

Exhibitors & Products 

Destinations 

Two cyclists in a mountainous region in Albania, with a river and a green landscape in the background.

2025/02/11

The authentic flavours and traditions of Albania at ITB Berlin 2025

ITB Berlin’s Official Host Country this year boasts a rich tapestry of cultural heritage and culinary traditions that have been preserved and celebrated for centuries.

Adventure Travel & Responsible 

Exhibitors & Products 

Host Country 

Culture Tourism 

Destinations 

Top 5 Trends in Travel for the Year Ahead

2025/02/03

Key Trends Shaping the Future of Travel in 2025

Caroline Bremner of Euromonitor International reveals 5 key trends shaping travel's future, from immersive experiences to sustainable models.

Exhibitors & Products 

Convention 

Logo of Equality in Tourism International – a round shape with the world map in the background.

2025/01/23

Gender Equality Champion of the Year Award returns to ITB Berlin 2025

The Gender Equality Champion of the Year Award returns to ITB Berlin, honoring outstanding efforts in advancing gender equality within tourism. Applications are open until 27 January.

CSR 

Hospitality 

Events 

Exhibitors & Products 

A banner reading ‘Barrier-free holiday in Destination Gemany’, with people sitting in the background out of focus.

2025/01/22

13th Accessible Tourism Day on 5 March 2025 as part of ITB Berlin

This year's Accessible Tourism Day will take place on Wednesday, 5 March 2025, from 10:30 am to 4:30 pm during ITB Berlin in the CityCube Berlin.

CSR 

Hospitality 

Exhibitors & Products 

A graphic on the adoption of technology.

2025/01/21

Travelers’ Embrace of Technology Continues to Evolve

How do travelers use tech to plan trips? Phocuswright’s latest report reveals shifting habits, the push for personalization, and why convenience and privacy are key in shaping the future of travel.

Travel Technology 

Exhibitors & Products 

Latvia

2025/01/20

Latvia’s vibrant restaurant scene lands new Michelin star and five additions to 2025 guide

The creations of Latvia’s passionate chefs are turning Riga into a true hotspot for gourmet travellers

Exhibitors & Products 

Destinations 

a graphic about gross travel bookings in selected regions between 2019 and 2024.

2025/01/17

10 insights that should be on your radar in 2025

Phocuswright’s latest report reveals insights into the global travel market, offering essential data for understanding industry trends and growth.

Travel Technology 

Exhibitors & Products 

Long shot of the illuminated Tirana Biennial by night.

2025/01/16

Albania, the rising star for global events and cultural showcases

The Official Host Country of ITB Berlin 2025 is making its mark as a hub for international events with a growing number of major events.

Adventure Travel & Responsible 

Host Country 

Destinations 

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.

Podcast 

Hospitality 

Destinations 

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