Under the slogan “The World of Travel Lives Here,” ITB Berlin 2025 is taking place from March 4 to 6, 2025. The event features fully booked exhibition halls and a record participation of 5,800 exhibitors from both national and international markets, representing a 5 percent increase compared to 2024, and hailing from over 170 countries. This impressive turnout highlights the global significance of the World’s Leading Travel Trade Show. Additionally, the ITB Buyers Circle, comprising 1,300 senior buyers, signals a positive trend within the industry.
Notable growth has been observed particularly in key travel sectors such as Cruises and Travel Technology, as well as in the vibrant markets of Southern Europe, Asia, Africa, and the Arab states. Albania will showcase itself as the host country with the theme “Albania All Senses.” The ITB Berlin Convention, themed “The Power of Transition Lives Here,” will tackle the challenges and opportunities presented by a shifting market, featuring prominent speakers from renowned companies including Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI, Ryanair, among others. The latest findings from the World Travel Monitor by IPK International reflect a positive sentiment within the industry.
As ITB Berlin commences, there is a prevailing sense of optimism regarding the industry’s future. The recent World Travel Monitor data from IPK International indicates a 13 percent increase in outbound travel for 2024, effectively returning to the pre-pandemic levels of 2019. “This is a promising development that is mirrored at ITB Berlin, where an optimistic atmosphere and high booking rates are further enhancing the positive outlook. With extensive international engagement, innovative exhibition formats, and a comprehensive supporting program, ITB Berlin is leading the way in digital networking, effective dialogue, and international collaboration. ITB Berlin 2025 is set to deliver an unparalleled industry experience while also fostering future-oriented growth in the global tourism sector,” stated Dr. Mario Tobias, CEO of Messe Berlin.
International travel witnessed significant growth in 2024. According to the most recent findings from the World Travel Monitor conducted by IPK International, year-on-year data indicates that levels comparable to those of 2019 have been achieved once more. The MICE segment’s expansion and heightened travel demand from Asia, in particular, have played a crucial role in the ongoing recovery of global tourism. Positive trends were also observed in Europe, Latin America, and North America. Spain has emerged as the leading holiday destination, followed by the United States, Germany, France, Italy, and other notable locations such as Mexico, Turkey, the United Kingdom, and Austria. Concurrently, there has been a notable increase in various types of trips, including sun and beach vacations, city breaks, and round trips. The growing preference for direct bookings and alternative accommodations reflects a desire for greater flexibility and personalized travel experiences. These trends, along with an increasing demand for authentic, high-quality experiences that encompass comfort, stunning landscapes, culinary delights, and cultural attractions, bode well for the travel industry in 2025.
This year, Albania, embracing the slogan “Albania All Senses,” will captivate international trade visitors with an exhibition space of 800 square meters in Hall 3.1. The country promises genuine experiences that showcase its pristine natural beauty, varied landscapes, and the warmth of its inhabitants. Alongside cultural and culinary attractions, Albania is emphasizing innovative agritourism initiatives, such as farm-to-table experiences and a newly introduced agritourism application that acts as a personalized travel guide. Additionally, Albania is enhancing its presence in the Adventure segment located in Hall 4.1. For further details, please refer to the Host Country Report here (PDF, 377.4 kB).
A notable event organized by Albania is the opening ceremony scheduled for the evening prior to the trade show. Approximately 3,000 invited guests will embark on an impressive journey through Albania’s captivating landscapes, rich traditions, and vibrant cultural heritage. Among the distinguished political attendees are Dieter Janecek, the Federal Government’s Coordinator for Maritime Economy and Tourism, and Kai Wegner, the Governing Mayor of Berlin. The tourism sector will be represented by 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 the host of ITB Berlin.
Under the theme “The Power of Transition Lives Here,” the ITB Berlin Convention addresses the significant challenges and opportunities facing global tourism, emphasizing the industry’s need for continuous adaptation to evolving circumstances. This leading think tank of the travel industry will feature 200 sessions across 17 thematic tracks, taking place on four stages and covering pressing topics such as sustainability, technology, and corporate culture, among others. Approximately 400 speakers from prominent companies, including Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, and TUI, will participate.
The latest ITB Travel & Tourism Report delivers exclusive insights directly from the industry. This report, grounded in an extensive survey, emphasizes current trends and developments related to business perspectives, sustainability, digitalization, and artificial intelligence. For further details, please refer to the ITB Travel & Tourism Report Fact Sheet.
Additionally, the newly introduced ITB Transition Lab presents an innovative convention format that is rich in information and practical value. Marketing specialists from the destination and hospitality sectors will share actionable recommendations derived from data over a 90-minute session. Attendees will leave with 20 key insights along with a variety of valuable tips and advice. Another new offering is the Corporate Culture Clash track, which addresses the challenges and opportunities presented by evolving corporate cultures, focusing on issues such as diversity, modern work practices, emerging technologies, and the expectations of Generation Z.
This year marks the third iteration of ITB Innovators 2025, showcasing 35 pioneering innovations that are transforming the landscape of global tourism. “These innovations unite the most imaginative and sustainable concepts within the industry, illustrating how digital advancements and eco-friendly initiatives are influencing the future of tourism. At the World’s Leading Travel Trade Show, exhibitors will unveil cutting-edge technologies and sustainable strategies, ranging from intelligent, AI-driven applications to innovative digital distribution models and progressive sustainability solutions,” stated Deborah Rothe, Director of ITB Berlin.
Among the notable highlights of this year’s ITB Innovators are Runnr.ai, an AI-powered virtual assistant, along with groundbreaking offerings such as the Trans-Dinarica Cycle Route, Turista software, and the unlimited eSIM from World Mobile Limited. Jean & Len provides hotels with a sustainable alternative through its innovative Refill System, which minimizes plastic waste while enhancing guest comfort. Sharebox is revolutionizing the car rental sector with its secure and user-friendly key management solutions. BookLogic is introducing MOBY BIKES LTD, its virtual sales manager, while STRIM is presenting its shared mobility solution, and myclimate is showcasing its Cause We Care platform aimed at carbon offsetting. ehotel® Central Billing integrates bookings, payments, and billing through a centralized, AI-driven solution that lowers processing costs, ensures compliance, and grants companies comprehensive control. The host nation, Albania, is transforming agritourism with a digital platform and application. BridgerPay offers solutions to enhance global payment processes. Bryanthinks is unveiling its AI Photobox. Additional innovative solutions for the hospitality sector include Speak with ARIS from Hotellistat and KITT, an AI receptionist from The Hotels Network. Numerous other forward-thinking innovations, encompassing contract rationalization, global payment processes, and intelligent guest communications, can be explored at ITB Innovators 2025.
In Asia Hall (26), nations such as Vietnam, China, and Thailand have expanded their exhibition spaces, emphasizing their robust presence in the global tourism sector. The Arab nations and Middle Eastern countries also showcase significant representations across various halls. Saudi Arabia stands out as the largest exhibitor in Hall 4.2, while Tunisia, Qatar, and Jordan (also in Hall 4.2), along with the Emirates, Oman, and Bahrain (Hall 2.2), as well as Morocco, Israel (Hall 21), and Egypt (Hall 6.2), have notably increased the size of their stands. African nations are similarly enhancing their displays: South Africa leads as the largest exhibitor in Hall 20, with Namibia, Madagascar, Ethiopia, and Mozambique also showcasing larger stands. Djibouti makes its debut in Hall 21a, while Uganda, Sierra Leone, Kenya, and Tanzania have expanded their exhibits, underscoring the significance of the African market.
Both the United States and Canada are presenting larger stands in Hall 3.1. In Hall 22b, Central America is represented in greater numbers than in the previous year, with Panama returning with a substantial stand. Mexico has a strong presence, and Guadalajara is making its debut at the event. South America is experiencing notable growth in Hall 23, with Peru, Ecuador, and Argentina increasing their display areas. Colombia, Brazil, and Bolivia are also represented in this hall. In Hall 5.2, the Maldives are showcasing a diverse array of products, while Nepal has further expanded its exhibition space. Australia and New Zealand are participating once again, alongside India, which is presenting a wide range of offerings.
Spain continues to hold its position as the leading travel destination. The World Travel Monitor indicates that Germany, France, Italy, Turkey, the United Kingdom, and Austria are also among the most sought-after travel locations in Europe. This encouraging trend is evident at ITB Berlin, where hub27, Messe Berlin’s cutting-edge multi-purpose hall, serves as the traditional venue for German-speaking countries and regions. In Hall 2.1, the Balearic Islands and the Costa del Sol are showcasing larger exhibits, while Valencia, a new participant, is presenting an impressive stand. Hall 1.1 features an expanded display for Greece, with Rhodes occupying more space than in the previous year. The island of Kos is participating as an individual exhibitor for the first time, and Cyprus has increased its exhibition area by 100 square meters. Hall 3.2 is fully occupied by numerous exhibitors from Turkey. Bulgaria (Hall 3.2), Italy (with Trenitalia returning to the event), and Montenegro (Hall 1.2) are all represented with larger stands. Hall 11.2 highlights Central and Eastern European nations, including Poland, Hungary, the Czech Republic, Slovakia, Georgia, and Armenia. In Hall 18, the Scandinavian countries and Baltic states are joined by the Netherlands, Luxembourg, and the Belgian region of Wallonia, all showcasing larger displays. Abbey Island, Visit Jersey, and Visit Guernsey have returned to ITB Berlin after a hiatus, underscoring the international diversity and vibrant nature of the event.
The Travel Technology sector has expanded significantly and now boasts a more international presence than in previous events, with participation from over 40 countries. This segment emphasizes advancements in AI, eSims, automation, and housekeeping technology, alongside improvements in CRM, booking efficiency, and direct booking solutions. The LGBTQ+ Tourism segment, located in Hall 4.1, is leading the way with a broader array of international offerings. Meanwhile, the Cruise segment in Hall 25 features both established companies and innovative newcomers showcasing diverse portfolios. Notable exhibitors include AIDA, Carnival Corporation, Princess Cruises, Costa Cruises, and P&O Cruises. Additionally, major industry players such as Royal Caribbean Cruises, MSC, Norwegian Cruise Lines, Hurtigruten, and Disney are occupying larger exhibition spaces, while new entrants like Arosa Cruises, Falk Travel, and Swiss Group International are also present. In the MICE market, business travel is a key driver of growth, with exhibitors such as Asia DMC, MPI, Aida Cruises, and the VDVO participating at the ITB MICE Hub. The Home of Business Travel and the VDR, which share a common theme, are also situated in Hall 10.2.
In Hall 4.1, the Medical & Health Tourism segment, prominently featuring numerous exhibitors from Turkey, is complemented by 80 exhibitors in the Responsible Tourism segment, highlighting the growing trend towards sustainable travel. The Home of Luxury has relocated to the Palais am Funkturm, now in close proximity to the ITB Buyers Circle, with exhibitors including Abercrombie & Kent, Hi DMC, and Lobster Experience. The Connoisseur Circle serves as the media partner for this segment. Looking ahead to 2025, the ITB Buyers Circle is set to expand further, currently spanning two levels at the Palais am Funkturm, with sponsorship from China.
ITB Berlin 2025 not only showcases a diverse array of exhibitors but also introduces a variety of innovative formats and digital tools that provide significant advantages for both visitors and exhibitors. The ITB Navigator offers access to digital exhibitor directories, an interactive venue map, and comprehensive event and convention schedules. Additionally, it allows users to follow livestreamed events in real-time. This service is enhanced by the newly introduced ITB Match & Meet platform, an advanced networking tool designed to promote direct communication. For the first time, ITB Guided Tours will be available for the Travel Technology, MICE, Innovators, Luxury, and Hospitality sectors, primarily targeting trade visitors and emphasizing key industry trends and developments. The Street Food Market has been relocated from Hall 7.2c to Hall 8.2, and exhibitors now have the option to pre-order lunch bags, including those supporting the Menschen helfen Menschen (People help People) charity, to minimize waiting times. In Hall 5.3, the Presentation Hub has been expanded and is now accessible to non-exhibitors as well. For the first time at ITB Berlin 2025, trade visitors, students, and exhibitors can purchase a public transport ticket from the ITB ticket shop alongside their event ticket, thanks to a new partnership with Berliner Verkehrsbetriebe (BVG). This initiative aims to facilitate public transport use and promote sustainability during the trade show.
An additional significant element of ITB Berlin 2025 is its extensive supporting program, which enhances the trade show with innovative networking opportunities and exclusive meetings within the industry. This year marks the tenth anniversary of the ITB Speed Networking event, which provides designated time slots for buyers and exhibitors to engage in swift and focused discussions. The ITB Chinese Night and ITB MICE Night also offer unique formats for trade visitors and exhibitors to connect and foster long-term business relationships. In collaboration with the German Society for Tourism Science (DGT), the ITB Talent Hub has been introduced as part of the ITB Career Center to support young talent and facilitate academic exchanges, involving esteemed institutions such as the University of Innsbruck, Munich University of Applied Sciences, Harz University of Applied Sciences, among others. On March 5, the Connexion Night will debut at ITB Berlin—a new networking event for emerging tourism professionals, organized by ITB Berlin, the Federal Association of the German Tourism Industry (BTW), and the Connected agency. This year also sees the introduction of the ITB Creator Base, a gathering space for content creators and travel bloggers, sponsored by Jalisco is Mexico, located in Hall 10.2.
