Following a bustling inaugural day, the international travel sector eagerly anticipates further highlights at ITB Berlin 2025, with a positive atmosphere prevailing among attendees.
Emphasizing the theme ‘The Power of Transition lives here’, today’s ITB Berlin Convention will once again delve into the industry’s transformation. Esteemed speakers from renowned companies such as Expedia, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI, and Ryanair will engage in discussions about the primary challenges and opportunities presented by a shifting market.
ITB Berlin 2025 opened on Monday evening with an impressive gala by the host country Albania. With more than 5,800 exhibitors from 170 countries and attendance expected to reach the 100,000 mark, ITB Berlin is the world’ largest travel trade show. Despite the geopolitical and economic challenges after business slowed due to the pandemic, the tourism industry is on a stable growth trajectory. Berlin’s Governing Mayor Kai Wegner praised tourism as one of the best ways to counter racism and isolation. Dr. Mario Tobias, CEO of Messe Berlin GmbH, described cultural dialogue as a key driver of global progress. Albania’s Prime Minister, His Excellency Edi Rama, promised future tourists unrivalled hospitality, for which a term had already been coined: “Albanity”.
Featuring folklore groups, dancing and contemporary local music, including the Albanian contribution to the European Song Contest, the gala explored the scenery, cities and tourist opportunities of the country in the western Balkans.
Tobias commended the trade show and the associated ITB Berlin Convention as the premier venue for engaging in discussions and showcasing innovations and trends within the global tourism sector. The slogan for 2025 is “The World of Travel Lives Here.”
Albania’s Prime Minister stated that the country has transformed from a hidden gem into a significant player in the tourism industry in a remarkably short period. He highlighted the saying that an Albanian family’s home belongs to “God and their guest,” which reflects a profound sense of hospitality ingrained in the local culture. Rama referred to this concept as “Albanity,” merging the nation’s name with the notion of hospitality. Alongside Saudi Arabia and Qatar, Albania has topped the rankings for tourism growth, “even without a FIFA World Cup or Mecca,” he noted. He acknowledged German tourists for their tendency to stay longer and spend more on food and beverages compared to the average visitor.
In light of the current global circumstances, Berlin’s governing mayor emphasized that freedom, diversity, and openness represent “more than just trends.” He expressed his overall satisfaction with the consistent increase in tourism figures, noting that developments in Berlin are also trending positively, specifically upwards. The Federal Government’s Tourism Coordinator, Dieter Janecek, stated that Germany, whose citizens are known as “travel champions,” bears a significant responsibility to ensure that travel becomes carbon-neutral.