ITB BERLIN 2025 SHAPES THE FUTURE OF TRAVEL AND LAUNCHES ITB AMERICAS
As the World’s Leading Travel Trade Show, ITB Berlin registered an impressive 100,000 attendees over three trade visitor days, with 87% of attendees hailing from international markets.
ITB Berlin 2025 is not just a reflection of current trends but also a window into the future of global travel, highlighting innovation, sustainability, and the digital transformation at the heart of the industry’s evolution.
In addition to ITB Berlin 2025 continued success, the announcement of ITB Americas marks a significant milestone in the expansion of the event’s global footprint. The inaugural ITB Americas will take place from November 10 to 12, 2026, in Guadalajara, Mexico. This new B2B travel trade show is designed to cover the entire American continent, including North, Central, and South America, as well as the Caribbean. The announcement was formalized at ITB Berlin through an agreement signed with the Mexican ambassador in Berlin and representatives of the State of Jalisco. This event will be the only trade show dedicated to the entire Americas, with 80% of exhibitors coming from the region and 20% from the rest of the world.
ITB Americas aims to foster international dialogue and create a dynamic hub for tourism professionals to connect, collaborate, and discuss the latest trends and challenges facing the industry. With a booming outbound travel market in the Americas, as highlighted by the latest findings from IPK International, this new event is poised to become a pivotal platform for promoting tourism opportunities across the continent.
Vicente Salas Hesselbach, who was employed by the Mexico Tourism Board between 2011 and 2019, has been hired and named managing director of ITB Americas.
Also at ITB Berlin, IPK International released its latest findings on travel trends in the Americas in 2024. Among the data, IPK revealed that outbound travel from Mexico increased 16% in 2024 compared to the previous year, while travel to Mexico increased by 8% and has already significantly exceeded 2019 levels.
Innovative Trends and Megatrends Shaping the Future of Travel
ITB Berlin 2025 showcased not only the resilience of the tourism industry but also its capacity for innovation and adaptation. Despite significant geopolitical and economic challenges, the event served as a testament to the industry’s ongoing growth and optimism. With a fully booked exhibition hall featuring over 5,800 companies from 170 countries, ITB Berlin 2025 reflected a vibrant, forward-thinking industry ready to tackle the complexities of modern travel.
Among the many highlights of ITB Berlin 2025 were the discussions surrounding the megatrends that are reshaping the future of tourism, including sustainability, digital transformation, and artificial intelligence (AI). These trends are not just buzzwords but represent real shifts in how the travel industry is evolving to meet the needs of today’s consumers. Sustainability was a central theme, with industry leaders agreeing that future growth must balance economic success with responsible resource use. The call for a full transformation of the tourism sector, particularly with regard to environmental considerations, was loud and clear.
AI was another major focus at the event, with several discussions highlighting its role in enhancing customer experiences through personalized travel solutions, payment innovations, and seamless travel experiences. From AI-powered assistants to smart booking systems, the potential of AI in streamlining and improving the travel experience is vast. These innovations were showcased as part of the ITB Innovators 2025, where 35 groundbreaking solutions were presented, each aiming to redefine global tourism.
Dr. Mario Tobias, CEO of Messe Berlin, reflected on the mood at ITB Berlin 2025, emphasizing the importance of collaboration within the industry: “ITB Berlin 2025 once again showcased the industry’s resilience and innovative drive. The shift towards sustainable concepts, the integration of AI, and the digital transformation opens up enormous opportunities. ITB Berlin has made it clear that we as an industry can set the pace for sustainable and inclusive tourism only if we work together.”
The ITB Berlin Convention: Shaping the Future of the Tourism Sector
Parallel to the exhibition, the ITB Berlin Convention served as a forward-thinking thinktank that brought together over 200 prominent speakers across 17 tracks and 400 sessions. Topics ranged from the digital transformation of travel to the role of AI in trip planning and sustainable business models. The travel market, while steadily growing, is also undergoing profound change. Social media content is now a vital part of the travel planning process, with destinations increasingly vying for attention through authentic, experiential offerings.
One particularly engaging track at the convention focused on the rising influence of Generation Z on the tourism sector. Discussions centered on how Gen Z’s values, such as a strong focus on diversity, work-life balance, and sustainability, are impacting the corporate culture within travel companies. These discussions underscored the importance of fostering a workplace environment that resonates with the values of younger generations to ensure the long-term viability of the industry.
The ITB Transition Labs, a new addition to the convention, provided real-world examples of sustainability and digitalization in action. These practical solutions offered attendees a blueprint for how to navigate the challenges of modern tourism. For the first time, all sessions were livestreamed, allowing a global audience to engage with the content and access the information afterward via ITB’s YouTube channel.
High-Level Participation: Political Engagement and Global Collaboration
ITB Berlin 2025 was not only a gathering of industry professionals but also a forum for political figures to engage with key tourism stakeholders. ITB Berlin 2025 saw the participation of 39 ministers from 34 countries and 37 ambassadors, including Albania’s Prime Minister Edi Rama. This high-level presence highlighted the importance of tourism as an economic driver and its potential for fostering international cooperation.
A major event within the trade show was the ITB Ministers’ Summit by UN Tourism, which brought together over 35 tourism ministers to discuss crucial topics such as investment in sustainable tourism, economic resilience, and cross-border partnerships. The summit underscored the importance of tourism as a tool for economic development, particularly in emerging countries, and emphasized the need for policies that promote responsible and inclusive growth.
Albania: A Focus on Sustainable Tourism
Albania, the official host country of ITB Berlin 2025, showcased its ambitious plans for sustainable development in the tourism sector. Under the slogan “Albania All Senses,” the country presented its rich cultural heritage, natural beauty, and sustainable tourism initiatives. Albania’s prime minister highlighted plans for the sustainable development of the country’s coastal regions, which have seen growing interest from travelers seeking authentic and culturally rich experiences. The host country’s display was praised as one of the highlights of the show, drawing attention to Albania as an emerging destination for both cultural and adventure tourism.
Looking Ahead: ITB Berlin 2026 and the Industry’s Future
As ITB Berlin 2025 celebrates its 60th anniversary in 2026, the event is poised to reflect on its past while setting the stage for the future of global tourism. With the launch of ITB Asia, ITB China, ITB India, and now ITB Americas, the trade show has expanded its reach to become a truly global platform for the tourism industry. ITB Berlin’s anniversary will be marked by special events that showcase the evolution of the industry, highlighting the milestones that have shaped the travel landscape and the innovations that will define its future.
ITB Berlin 2025 legacy as a hub for dialogue, innovation, and sustainability ensures that the event will continue to play a crucial role in the development of the global tourism sector for many years to come.
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