The ITB Berlin 2025 opening press conference on 3 March 2025 set the stage for what promises to be another dynamic edition of the leading travel trade show
With fully booked halls and an impressive increase in exhibitor participation, this year’s event underscores the industry’s resilience, innovation, and commitment to future growth.
Dr Mario Tobias, CEO of Messe Berlin, opened the conference by highlighting the robust participation at ITB Berlin 2025. With over 5,800 national and international exhibitors—marking a 5% increase from last year—representing more than 170 countries, the event reaffirms its global reach. Dr Tobias noted that the industry’s optimism is reflected in strong booking levels, particularly in key segments such as cruise tourism, travel technology, and responsible travel. “ITB Berlin is not just a trade show; it’s where the world of travel truly lives,” he remarked.
This year’s host country, Albania, is making waves with its theme “Albania All Senses,” inviting attendees to experience its unspoiled natural beauty, rich traditions, and emerging agritourism sector. With an 800-square-metre presence in Hall 3.1, Albania is showcasing its diverse tourism potential, from pristine beaches to cultural heritage and culinary excellence. The country also recently launched an agritourism app, designed to provide an immersive travel experience.
H.E. Prime Minister of Albania Edi Rama joked that it was appropriate that the sun had come out in Berlin for Albania’s hosting of the show, and spoke about the amazing tourism transformation Albania has undergone in the last few years. He underlined the growth of the Tirana International Airport, with 11 million arrivals last year making it one of the leading airports in the region. The Prime Minister took a moment to address German tourists specifically, and stated that while they were not an easy market to conquer, “once they come they are a strong testimony to change,” citing that 374,000 German tourists came to Albania last year.
The latest World Travel Monitor findings from IPK International confirm the industry’s strong momentum. Outbound travel in 2024 grew by 13%, reaching pre-pandemic levels from 2019. This growth is fueled by the increasing demand for city breaks, sun-and-beach holidays, and unique travel experiences.
Norbert Fiebig, President of the German Travel Association (DRV), emphasised that despite economic uncertainties, Germans’ appetite for travel remains unwavering. “Travel is a priority for German consumers. Even in times of economic challenges, people are not willing to compromise on their holidays,” he stated. He also noted that early bookings have become a dominant trend, with summer vacation revenues surpassing 2024 levels by 11% as of January.
ITB Berlin 2025 is placing a strong focus on technological advancements and digital transformation. The ITB Innovators platform is showcasing 35 groundbreaking solutions, from AI-powered travel assistants to sustainable tourism initiatives. Companies such as Visa, Stripe, and leading AI firms are presenting cutting-edge solutions aimed at reshaping the travel experience.
Mitra Sorrells, Senior Vice President, Content, at Phocuswright, highlighted the evolving role of AI in travel planning. “Generative AI is set to revolutionise the industry by simplifying trip planning, enhancing personalisation, and streamlining booking processes,” she explained. She also pointed to the growing influence of social media in travel decisions, particularly among younger generations, where platforms like YouTube and Reddit are emerging as key sources for travel recommendations.
Under the theme ‘The Power of Transition Lives Here,’ this year’s ITB Berlin Convention is tackling the pressing challenges and opportunities in the travel industry. With over 400 speakers and 200 sessions across 17 theme tracks, the convention is delving into topics such as sustainability, AI-driven personalisation, and shifting consumer expectations.
A major highlight of the convention is the launch of the ITB Travel & Tourism Report, which offers exclusive insights into the latest industry trends. Additionally, the new ITB Transition Lab is providing practical recommendations for industry leaders looking to navigate the evolving landscape of travel marketing and hospitality.
The opening press conference demonstrated that ITB Berlin continues to serve as a platform for industry professionals to connect, collaborate, and explore the future of travel. From breakthrough innovations to emerging destinations, it set the tone for a transformative year ahead in global tourism.
