“ITB Berlin mirrors the positive momentum in the travel industry”
Ahead of this year’s show, ITB Berlin News sat down with ITB Berlin Director Deborah Rothe for an exclusive interview
The show director shared insights into how ITB Berlin 2025 will bring the global travel industry together, highlighting key exhibitor trends, a strong focus on sustainability and innovation, and the fresh opportunities for collaboration and growth that attendees can expect at this year’s show.
What are some of the key exhibitor trends this year? Have any particular regions or industry segments notably increased their presence?
With ITB Berlin 2025 just around the corner, we are setting new benchmarks: 95 percent of the exhibition space is already booked, a record number of international exhibitors from 170 countries are participating, and key travel segments are experiencing strong growth. As the world’s leading travel trade show, ITB Berlin mirrors the positive momentum in the travel industry. Key trends include growth in Southern Europe, Asia, and Africa, as well as a booming cruise sector in Hall 25, where major brands like AIDA, Royal Caribbean, Disney and MSC expand their presence. Travel Technology has also seen significant growth, covering more than six halls with a strong focus on AI-driven solutions. The Home of Luxury has moved to the Palais am Funkturm, closer to the ITB Buyers Circle, while sustainability remains a key theme, with around 80 exhibitors in the Responsible Tourism segment. New event formats like the ITB Transition Labs provide insights into tourism’s digital transformation and sustainability strategies. Host country Albania takes centre stage with an immersive presence in Halls 3.1 and 4.1, while new exhibitors such as Djibouti, Diriyah and Visa add fresh perspectives. In addition to a wide variety of exhibitors, participants can also look forward to numerous new event formats such as the new ITB Talent Hub, Guided Trade Visitor Tours, and the ITB Travel & Tourism Report.
As you mentioned, Albania is this year’s Official Host Country. Can you give us some details about the unique experiences Albania is bringing to this year’s show?
Albania will showcase its rich culture, natural beauty, and unique experiences at ITB Berlin 2025. This year’s motto “Albania All Senses” expresses the desire to convey the spirit of life in this beautiful country, the so-called “Albanity”. Highlights include its expanded presence in Halls 3.1 and 4.1, focusing on eco-tourism, adventure, and agrotourism, including Farm-to-Table experiences. New attractions like an Agrotourism app and installations such as the Vjosa River artwork in the South entrance will enhance engagement. At the opening ceremony, traditional performances and culinary experiences will immerse attendees in Albania’s vibrant heritage and natural wonders, promising an unforgettable experience.
The ITB Berlin Convention’s motto this year is ‘The Power of Transition lives here’. Can you share some insights into the choice of this theme and its relevance for the industry as a whole? With so many exciting sessions, it’s hard to choose, but are there any convention highlights visitors shouldn’t miss?
The theme reflects the tourism industry’s evolution amid digitalisation, sustainability, and shifting traveller demands. With over 400 experts across 17 tracks, the travel think tank explores AI in tourism, responsible travel, and corporate culture, among others. The new Corporate Culture Clash Track addresses workplace transformations, diversity, and Gen Z expectations. The ITB Transition Labs provide data-driven insights, while the ITB Travel & Tourism Radar offers exclusive trend analysis. For the first time, all four stages will be live-streamed via the ITB Navigator, ensuring global accessibility. The ITB Berlin Convention 2025 offers an exciting mix of events and tracks. Here are some of the highlights: Future Track (Day 1): Key insights from Euromonitor, Phocuswright, UN Tourism, and WTTC about the state of the industry. Marketing & Distribution Track (Day 2): Greg Schulze of Expedia Group will discuss Shaping the Future of Travel: The Power of Partnerships. ITB Ministers Summit: Over 50 global tourism ministers will engage in discussions on global investments and peace. AI Track (Day 3): Sessions will focus on how AI is revolutionising the industry, from autonomous agents to Google’s guidance on AI prompting.
“ITB Berlin brings together nations and stands for intercultural understanding.”
How does the ITB Buyers Circle contribute to enhancing the experience for top industry buyers at ITB Berlin?
The ITB Buyers Circle has steadily grown over the past few years due to high demand and the exceptional quality of buyers. We initially started with 1,000 top buyers and have now increased that limited number to 1,300 carefully selected decision-makers with strong purchasing power. These members represent the highest calibre of buyers, making them a valuable barometer of industry trends and the quality of ITB Berlin. They enjoy exclusive benefits such as priority access, free entry, access to the ITB Berlin Convention’s cutting-edge content, and VIP networking opportunities, such as the ITB Speed Networking, which gives top buyers and exhibitors the opportunity to meet for pre-arranged slots in order to build leads and strengthen business. With tailored matchmaking tools (Match & Meet) and a dedicated ITB Buyers Circle lounge for focused business meetings, the Buyers Circle enhances both personal and professional growth at the event.
Do you have a message you would like to share with the industry?
ITB Berlin brings together nations and stands for intercultural understanding—an essential signal of unity in today’s turbulent world. It is the must-attend event of our industry, showcasing the entire tourism value chain under the motto “The World of Travel Lives Here”. It offers unparalleled industry insights and is indispensable for knowledge exchange, networking, and business development. ITB Berlin stands as a testament to the importance of genuine interaction and face-to-face meetings, where real connections are made and ideas are exchanged. We see ITB Berlin not merely as a trade show, but as a dynamic platform that unites industry leaders, inspires innovation, and shapes the future of global tourism.
Photo: © Messe Berlin GmbH
