ITB Berlin 2025, the world’s leading travel trade show, kicked off (March 4) with renewed optimism in the travel and tourism industry, and significant focus on innovations.
Taking as its slogan ‘The World of Travel Lives Here’, ITB Berlin 2025 will run till March 6. Fully booked halls and a record number of 5,800 national and international exhibitors (5 per cent more than in 2024) from over 170 countries underline the global reach of the show, while the ITB Buyers Circle with its 1,300 senior buyers is an indicator of the industry’s upturn.
Particularly in the key travel segments of Cruises and Travel Technology for example, but also in the dynamic markets of Southern Europe, Asia, Africa and the Arab states, there has been significant growth.
Albania is presenting itself as the host country with the slogan ‘Albania All Senses’.
Taking as its heading ‘The Power of Transition Lives Here’, the ITB Berlin Convention will address the challenges and opportunities of a changing market with high-profile speakers from companies including Expedia, Dertour, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI, Ryanair and many more.
Meanwhile, the latest World Travel Monitor findings of IPK International reflect the industry’s positive mood. According to the findings, outbound travel in 2024 increased by 13 per cent, regaining the pre-pandemic levels of 2019.
“This is a welcome development that is also reflected at ITB Berlin, where an optimistic mood and high booking levels are further boosting the positive outlook. With extensive international participation, innovative show formats and a wide-ranging supporting programme, ITB Berlin is also setting the pace in digital networking, efficient dialogue and international cooperation. ITB Berlin 2025 not only promises to be an unrivalled industry experience, but also paves the way for future-oriented growth in the global tourism industry,” said Dr Mario Tobias, CEO of Messe Berlin, the organiser of the event.
Travel trends
Growth in the MICE segment and rising demand in travel from Asia in particular contributed to a sustained upturn in global tourism, while in Europe, Latin America and North America developments were positive too. Spain leads the rankings as the most popular holiday destination, followed by the US, Germany, France, Italy and destinations such as Mexico, Turkey, the United Kingdom and Austria.
At the same time, trips such as sun and beach holidays, city breaks and round trips are experiencing strong growth, and the trend towards direct bookings and alternative accommodation underlines a growing desire for flexibility and individual travel experiences. All these developments and the increasing demand for authentic, high-quality experiences along with comfort, beautiful scenery, culinary highlights and cultural attractions promise good business for the travel industry in 2025.
Host country Albania
Taking as its slogan ‘Albania All Senses’, this year’s host country Albania will impress international trade visitors on a display area of 800 sq m in Hall 3.1. Albania offers authentic experiences that reflect its unspoilt natural beauty, diverse landscape and the hospitality of its people. In addition to cultural and culinary highlights, the country is focusing on innovative agritourism concepts, including farm-to-table experiences and a newly launched agritourism app that serves as a personal travel guide. Albania is also expanding its displays in the Adventure segment in Hall 4.1.
A special highlight organised by Albania is the opening ceremony on the eve of the trade show. An impressive journey across Albania’s fascinating landscapes, taking in its rich traditions and vibrant cultural heritage, awaits the approximately 3,000 invited guests. Among the political figures attending are Dieter Janecek, the Federal Government’s Coordinator for Maritime Economy and Tourism, and Kai Wegner, Governing Mayor of Berlin. Representing the tourism industry are Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), and Zurab Pololikashvili, Secretary General of the World Tourism Organization (UN Tourism). Dr. Mario Tobias, CEO of Messe Berlin, will address the audience as host of ITB Berlin.
ITB Berlin Convention
The ITB Berlin Convention will focus on the major challenges and opportunities of global tourism and highlight how the tourism industry is constantly changing and must permanently adapt to new circumstances. The travel industry’s leading think tank features a total of 200 sessions and 17 theme tracks, which will take place on four stages addressing current topics such as sustainability, technology and corporate culture, among many others.
The new ITB Transition Lab is a new convention format that offers packed information with great practical value. Marketing experts from the destination and hospitality sector will present recommendations for action based on data findings over 90 minutes. Participants will be able to take home 20 essential findings and a range of important tips and advice. Another new format is the Corporate Culture Clash track, which looks at the challenges and opportunities of a changing corporate culture. The focus is on topics such as diversity, new work, new technologies and the expectations of Gen Z.
ITB Innovators 2025
This year, ITB Innovators 2025 is entering its third round and presenting 35 groundbreaking innovations that are reshaping global tourism. “They bring together the industry’s most creative and sustainable ideas and show how digitalisation and environmentally focused innovations are shaping future tourism. At the World’s Leading Travel Trade Show, exhibitors will present state-of-the-art technologies and sustainable concepts ranging from smart, AI-based applications to digital distribution models and forward-looking sustainability solutions,” said Deborah Rothe, Director of ITB Berlin.
Wide-ranging products and innovative drive
In the Asia Hall (26), countries including Vietnam, China and Thailand have increased the size of their stands, underlining their strong position in global tourism. Both the Arab states and countries from the Middle East have impressive representations in several halls.
Saudi Arabia is the largest exhibitor in Hall 4.2, while Tunisia, Qatar and Jordan (also Hall 4.2), the UAE, Oman and Bahrain (Hall 2.2), as well as Morocco, Israel (Hall 21) and Egypt (Hall 6.2) have significantly larger stands. African countries are also expanding their displays: South Africa is the largest exhibitor in Hall 20, and countries such as Namibia, Madagascar, Ethiopia and Mozambique now have larger stands. Djibouti is a newcomer to Hall 21a, while Uganda, Sierra Leone, Kenya and Tanzania have expanded their displays, highlighting the important role of the African market.
Both the USA and Canada are hosting larger stands in Hall 3.1. In Hall 22b, Central America is represented in even larger numbers than last year. Panama is back with a large stand. Mexico is strongly represented, while Guadalajara is a newcomer to the show. South America reports strong growth in Hall 23, and Peru, Ecuador and Argentina are expanding their displays. Colombia, Brazil and Bolivia are also represented 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 taking part again, as is India, which is showcasing a wide range of products.
Themed segments expand
The Travel Technology segment is larger and more international than at previous events, with over 40 countries taking part. Its focus is on AI, eSims, automation and housekeeping technology as well as CRM, booking efficiency and direct booking solutions. The LGBTQ+ Tourism segment (Hall 4.1) is setting the pace with an expanded range of international products, while in the Cruise segment (Hall 25), established providers and innovative newcomers are displaying wide-ranging portfolios. Exhibitors here include AIDA, along with the Carnival Corporation, Princess Cruises, Costa Cruises and P&O Cruises. Other major players, among them Royal Caribbean Cruises, MSC, Norwegian Cruise Lines, Hurtigruten and Disney, are occupying larger stands, while new exhibitors such as Arosa Cruises, Falk Travel and Swiss Group International are also represented here. In the MICE market, business travel is driving growth. 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 Hall 10.2.
In Hall 4.1, the Medical & Health Tourism segment, which in particular features many exhibitors from Turkey, along with 80 exhibitors in the Responsible Tourism segment, which reflects the current trend towards sustainable travel, are showing how diverse global tourism has become. The Home of Luxury has moved to the Palais am Funkturm and is now in direct proximity to the ITB Buyers Circle. Exhibitors represented here include Abercrombie & Kent, Hi DMC and Lobster Experience. The Connoisseur Circle is the media partner. In 2025, the ITB Buyers Circle continues to grow and currently extends over two levels at the Palais am Funkturm. It is sponsored by China.
