ITB Berlin 2025 welcomed 100,000 attendees across three days dedicated to trade visitors, with an impressive 87 percent hailing from international locations. This statistic underscores the global significance of the World’s Leading Travel Trade Show, which continues to draw an expanding international audience. The introduction of ITB Americas, scheduled for 10 to 12 November 2026 in Guadalajara, Mexico, marks another pivotal advancement in this initiative, serving as a B2B travel trade show for the entire American continent. Additionally, the innovative Meet & Match platform at ITB Berlin significantly enhanced international dialogue by facilitating networking prior to the event and enabling the establishment of over 80,000 pertinent business connections. A total of 5,800 companies from 170 countries showcased their products and services in the fully occupied exhibition halls in Berlin, with notable representation from the Cruise and Travel Technology sectors. Exhibitors from Southern Europe, Asia, Africa, and the Arab world presented particularly impressive displays.
This year’s ITB Berlin demonstrated the resilience, adaptability, and innovative spirit of the industry, despite facing significant economic and geopolitical challenges. The ITB Buyers Circle, comprising 1,300 senior buyers, underscored the economic significance and high standards of the event, while many trade visitors specifically utilized the fair to make purchasing decisions. The overall optimistic outlook is reflected in the results and elevated expectations for subsequent business opportunities. The newly released ITB Travel & Tourism Report 2025/26 highlights a remarkably positive business environment within the sector, along with promising prospects for its enterprises, though it also presents several recommendations for action. Key themes at ITB Berlin included megatrends such as sustainability and digital transformation, with a particular emphasis on the vast opportunities that artificial intelligence presents for payment solutions and seamless travel experiences. Regarding sustainability, the industry consensus emphasized the necessity of aligning future growth with resource utilization, advocating for a comprehensive transformation in tourism. At ITB Berlin, the ITB Innovators 2025 showcased 35 groundbreaking solutions that are reshaping global tourism, focusing on innovative concepts such as AI-driven assistants, sustainable mobility services, and intelligent booking systems.
“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,” said Dr. Mario Tobias, CEO of Messe Berlin, commenting on the mood at ITB Berlin.
ITB Americas, a new B2B travel trade exhibition encompassing the entire American continent, is set to debut in Guadalajara, Mexico, from November 10 to 12, 2026. A corresponding agreement was formalized at ITB Berlin, signed by the Mexican ambassador in Berlin along with representatives from the State of Jalisco. ITB Americas will be the sole travel trade show to represent North, Central, and South America, as well as the Caribbean, with 80 percent of exhibitors hailing from the Americas and 20 percent from other regions. Recent data from IPK International indicates a favorable trend in outbound travel within this area. Dr. Mario Tobias, CEO of Messe Berlin, expressed enthusiasm, stating, “We are thrilled to extend our presence to the American continent with ITB Americas. As the only travel trade show serving the entire continent and all sectors of the travel industry, we are establishing a platform for international dialogue, with Mexico serving as the perfect location.”
The ITB Berlin Convention reaffirmed its status as a pioneering think tank, featuring over 200 distinguished speakers who engaged in discussions across 17 tracks and 400 sessions on four stages. Key topics included digital transformation, the impact of artificial intelligence on travel planning, and sustainable business models. The travel market continues to expand steadily while also experiencing significant changes, as highlighted by recent surveys from Phocuswright and Euromonitor. The influence of social media content on trip planning is growing, and there is an increasing demand for authentic experiences at destinations, which are now often prioritized over the choice of destination itself. During the AI track, discussions centered on leveraging AI solutions to enhance and personalize the customer experience in tourism. The MICE (Meetings, Incentives, Conventions, and Exhibitions) sector anticipates growth in revenue and business in the upcoming months. Additionally, the issue of skills shortages within the tourism industry garnered considerable attention, with industry experts advocating for enhanced training programs and innovative strategies to retain employees, ensuring companies maintain stable and adequately staffed teams.
Generation Z is poised to play a crucial role in this landscape. The challenges surrounding diversity, work-life balance, and new work dynamics were central themes in the newly introduced Corporate Culture Clash track, which received enthusiastic feedback from participants and underscored the significance of these issues within the industry. The inaugural ITB Transition Labs showcased practical examples of sustainability and digitalization that merit attention. For the first time, all sessions were livestreamed and are available for later viewing on the ITB Berlin YouTube channel.
ITB Berlin 2025 not only drew trade visitors from across the globe but also welcomed prominent political leaders from various regions. Among the attendees was Edi Rama, the Prime Minister of Albania, along with 39 ministers representing 34 nations and 37 ambassadors. These dignitaries participated in the World’s Leading Travel Trade Show to share insights on recent developments and deliberate on future political decisions impacting tourism. The UN Tourism’s ITB Ministers’ Summit convened over 35 tourism ministers worldwide, who engaged in discussions regarding investment, sustainable development, and peace within the tourism sector. This high-profile event provided a forum for the exchange of information on strategies aimed at enhancing economic resilience and fostering cross-border collaborations.
The strong connection between business and politics was particularly highlighted during the discussions among representatives from Europe, Asia, and Africa. A significant focus was placed on the role of tourism as a vital economic driver throughout the value chain in developing countries. Attention was directed towards funding programs and initiatives that support sustainable and socially responsible tourism practices.
This year, Albania received particular attention as the official host country for ITB Berlin 2025. Under the slogan “Albania All Senses,” this emerging travel destination in the western Balkans captivated visitors with diverse exhibits, emphasizing its culture, natural beauty, and commitment to sustainable tourism development. Notably, the Prime Minister of Albania unveiled ambitious plans aimed at fostering sustainable growth in the country’s coastal areas. Interest in Albania as a destination for individual and cultural tourism is on the rise. The host country’s remarkable presentation, which included interactive displays and cultural highlights, drew a significant number of attendees and was lauded as one of the event’s standout features. Additionally, on the eve of ITB Berlin, Albania hosted a grand opening gala attended by approximately 2,500 guests from various sectors, showcasing a visual and auditory representation of “Albanity.”
Looking ahead, ITB Berlin will commemorate its sixtieth anniversary from March 3 to 5, 2026, marking a significant milestone in the event’s history. Since its inception in 1966, it has evolved into the World’s Leading Travel Trade Show. With the introduction of ITB Asia, ITB China, ITB India, and ITB Americas starting in 2026, the event will now encompass four trade shows tailored to specific global regions. The anniversary celebration will reflect on the history, current state, and future of travel, with special events planned. Further details will be announced in the upcoming weeks.
This year, Albania received particular attention as the official host country for ITB Berlin 2025. Under the slogan “Albania All Senses,” this emerging travel destination in the western Balkans captivated visitors with diverse exhibits, emphasizing its culture, natural beauty, and commitment to sustainable tourism development. Notably, the Prime Minister of Albania unveiled ambitious plans aimed at fostering sustainable growth in the country’s coastal areas. Interest in Albania as a destination for individual and cultural tourism is on the rise. The host country’s remarkable presentation, which included interactive displays and cultural highlights, drew a significant number of attendees and was lauded as one of the event’s standout features. Additionally, on the eve of ITB Berlin, Albania hosted a grand opening gala attended by approximately 2,500 guests from various sectors, showcasing a visual and auditory representation of “Albanity.”
Looking ahead, ITB Berlin will commemorate its sixtieth anniversary from March 3 to 5, 2026, marking a significant milestone in the event’s history. Since its inception in 1966, it has evolved into the World’s Leading Travel Trade Show. With the introduction of ITB Asia, ITB China, ITB India, and ITB Americas starting in 2026, the event will now encompass four trade shows tailored to specific global regions. The anniversary celebration will reflect on the history, current state, and future of travel, with special events planned. Further details will be announced in the upcoming weeks.
ITB Berlin 2026 is scheduled to take place from Tuesday, March 3, to Thursday, March 5, as a business-to-business event. Since its inception in 1966, ITB Berlin has established itself as the World’s Leading Travel Trade Show. Consistent with previous editions, the renowned ITB Berlin Convention will be held concurrently with the exhibition at the Berlin Exhibition Grounds. This year’s theme, “The Power of Transition lives here,” will feature prominent speakers from various sectors, including business, science, and politics, who will address both current and future challenges facing the industry across four stages and 17 thematic tracks. In 2025, ITB Berlin attracted over 5,800 exhibitors from 170 countries and territories, showcasing their offerings to nearly 100,000 visitors. Additionally, ITB 360°, the year-round global innovation hub associated with ITB Berlin, provides the international tourism community with continuous insights through specialized articles, podcasts, and other innovative formats.