BERLIN – The ITB Berlin 2025 recorded 100,000 participants over its three trade visitor days, with 87 percent of attendees coming from outside Germany—a powerful testament to the global significance of the world’s leading travel trade show. The newly introduced and innovative Meet & Match platform played a crucial role in fostering international exchange. It facilitated networking ahead of the event and contributed to the establishment of over 80,000 meaningful business contacts.

A total of more than 5,800 companies from over 170 countries showcased their offerings in the fully booked exhibition halls in Berlin. The cruise and travel technology segments were particularly well represented, while exhibitors from Southern Europe, Asia, Africa, and the Arab world made a strong impression with their presence. A major step forward next year will be the debut of ITB Americas, scheduled for November 10-12, 2026, in Guadalajara, Mexico, as a B2B tourism trade show for the entire American continent.

Despite significant economic and geopolitical challenges, exhibitors and trade visitors at this year’s ITB Berlin demonstrated the resilience, adaptability, and innovation-driven spirit of the industry. The ITB Buyers Circle, with 1,300 top buyers, underscored the economic relevance and high quality of the trade show, while many trade visitors used the event specifically for their purchasing decisions.

The overwhelmingly positive feedback is reflected in the results and optimistic expectations for post-show business. The new ITB Travel & Tourism Report 2025/26 also indicated a highly favorable business climate and bright future prospects for companies in the sector, albeit with numerous recommended actions. Thematically, the ITB Berlin was dominated by megatrends such as sustainability and digital transformation, particularly shaped by the enormous opportunities offered by AI, for example, in payment solutions and seamless travel.

In terms of sustainability, the industry agreed that future growth could only occur in harmony with natural resources, and that tourism must undergo a holistic transformation. The ITB Berlin showcased 35 visionary solutions with its ITB Innovators 2025, redefining global tourism. Whether AI-powered assistants, sustainable mobility offerings, or smart booking systems, the most innovative concepts in the industry took center stage.

“ITB Berlin 2025 once again demonstrated the industry’s resilience and innovation-driven nature. The focus on sustainable concepts, digital transformation, and AI integration offers tremendous opportunities. ITB Berlin made it clear that only through collaboration can we pave the way for a sustainable and inclusive tourism industry,” commented Dr. Mario Tobias, CEO of Messe Berlin, summarizing the sentiment at ITB Berlin.

ITB Goes West

From November 10-12, 2026, ITB Americas will launch in Guadalajara, Mexico, as a new B2B tourism trade show for the entire American continent. At ITB Berlin, an agreement was signed with the Mexican ambassador in Berlin and representatives of the State of Jalisco. ITB Americas will be the only travel trade show uniting North, Central, and South America, as well as the Caribbean—80% of exhibitors will come from the Americas and 20% from the rest of the world.

Current data from IPK International indicate a positive development in international travel behavior in the region. Dr. Mario Tobias emphasized: “We are very pleased to now also be represented in the Americas. As the only travel trade show that unites the entire continent and covers all areas of the travel industry, we are creating a central platform for international exchange—with Mexico as the ideal location.”

ITB Berlin Congress: Forward-Looking Impulses

The ITB Berlin Congress reaffirmed its role as a pioneering think tank with over 200 top speakers addressing topics such as digital transformation, the role of AI in travel planning, and sustainable business models across 17 tracks and 400 sessions on four stages. According to the latest studies from Phocuswright and Euromonitor, while the travel market is growing steadily, it is also undergoing significant changes. Social media content is becoming increasingly important in travel planning, and there is a growing trend toward authentic experiences in destinations, sometimes even more so than the selection of the travel destination itself.

The AI track explored the use of AI solutions to make the customer experience in the tourism industry more efficient and personalized. The MICE sector (Meetings, Incentives, Conventions, and Exhibitions) expects increasing sales and better business in the coming months, according to MPI (Meeting Professionals International). The labor shortage in the tourism sector was also a major topic, with industry experts calling for more training programs and innovative approaches to employee retention to ensure stable staffing capacities in the long term.

Generation Z played a significant role at the congress. The new Corporate Culture Clash track, which focused on how challenges related to diversity, work-life balance, and new work models impact the business climate, was well-received. The ITB Transition Labs showcased exemplary practices in sustainability and digitalization. For the first time, all sessions were streamed online and are available on ITB Berlin’s YouTube channel.

High International Participation and Political Presence

The ITB Berlin 2025 not only attracted trade visitors from around the world but also high-ranking political representatives far beyond Berlin’s borders. Alongside Albania’s Prime Minister, Edi Rama, 39 ministers from 34 countries and 37 ambassadors attended the world-leading travel trade show to exchange insights on the latest developments and discuss political strategies for the future of tourism. At the “ITB Ministers’ Summit by UN Tourism,” more than 35 tourism ministers from around the world discussed investment, sustainable development, and peace in the tourism sector. The high-level event served as a platform for sharing strategies to enhance economic resilience and promote cross-border partnerships.

The close connection between business and politics was particularly evident through exchanges among representatives from Europe, Asia, and Africa. A key topic was the role of tourism as an economic engine for the entire value chain in emerging markets, with a focus on support programs and initiatives that advance sustainable and socially responsible tourism concepts.

Next year, from March 3-5, 2026, ITB Berlin will celebrate its 60th anniversary—a special milestone in the history of the world’s leading travel trade show. Since its inception in 1966, ITB Berlin has evolved into the global industry flagship, now organizing four regional shows worldwide, including ITB Asia, ITB China, ITB India, and, from 2026, ITB Americas. The anniversary will bring together the past, present, and future of travel in a special setting, with more details to be announced in the coming weeks.

Photo: AT/hz