Berlin is buzzing with excitement as it welcomes the world to the International Tourism Exchange (ITB Berlin) 2025, which runs from March 4 to 6 at the Berlin Exhibition Grounds. With 5,800 exhibitors from over 170 countries participating—an increase of 5% from last year—the event is set to showcase the vibrant and innovative spirit of the global travel industry.
This year’s ITB not only highlights the recovery of tourism, post-pandemic but also celebrates the 200th anniversary of Museum Island, one of Berlin's most iconic cultural landmarks. Visitors can expect engaging festivities and unique activities aimed at showcasing the rich history and artistic culture of the city. Under the theme "The World of Travel Lives Here," ITB Berlin emphasizes the importance of collaboration, creativity, and sustainability.
Hosting the event is Albania, which is flaunting its stunning landscapes, rich history, and culinary diversity with the slogan "Albania All Senses." The 800-square-meter display at Hall 3.1 brings to life the offerings of this diverse destination, promising visitors farm-to-table experiences and exciting adventure tourism opportunities.
The optimism surrounding travel is palpable, reflecting the findings from the World Travel Monitor by IPK International, which indicates global outbound travel surged by 13% last year, returning to pre-pandemic levels. There’s significant momentum across all segments, particularly for cruises and travel technology, emphasizing the industry's rapid recovery.
Berlin's tourism body, visitBerlin, is also making waves at ITB. Their stand at Hub27, shared with TMB Tourismus-Marketing Brandenburg GmbH and Berlin Brandenburg Airport (BER), showcases Berlin as a cutting-edge sustainable metropolis. One of their exciting initiatives, “One Small World,” launched last September with New York and Cape Town, aims at enhancing city tourism through innovative marketing strategies. This new intercontinental cooperation will celebrate its ITB debut with a press conference on March 4 at 6 p.m., underlining Berlin's commitment to fostering global tourism connections.
The goal is to attract and reach new target groups through these marketing activities, with visitBerlin optimistic about the prospects of attracting more international travelers. This event also gives prominence to accessibility, with initiatives such as “Reisen für Alle” (“Travelling for All”), which informs visitors about access-friendly locations and services.
Berlin’s commitment to sustainability is being prominently displayed. With the aim to maintain its status as one of the world’s most sustainable cities, visitBerlin has adopted various green measures for its ITB 2025 appearance. These include partnering with sustainability-certified catering services and using recyclable materials for its stand. Building on their achievements—having clinched the fifth spot on the Global Destination Sustainability Index last year—Berlin continues to pave the way for eco-friendly tourism practices.
Also noteworthy is ITA Airways, returning for their third year at the ITB located at Hall 25, Stand 119, within the Lufthansa Group stand. They will be promoting new connections between Germany and Italy, including up to 59 weekly flights and their fresh Milan-Linate/Munich route, set to begin on March 30, 2025.
With impressive commercial results to share, ITA Airways transported 18 million passengers last year, reflecting substantial growth and increasing interest particularly for long-haul routes. This growth trend signifies not just their success but also the excitement building within the travel sector.
On the educational front, the ITB Berlin Convention will be held alongside the exhibition, offering over 200 sessions covering prominent themes such as sustainability, innovation, and corporate culture shifts within the industry. Renowned figures from companies like Google, Expedia, and Booking.com will lend their insights, making the convention pivotal for shaping the future of travel.
Through the innovative approach showcased at this year’s exposition, participants can expect insightful discussions, fresh trends, and actionable takeaways to navigate the new tourism era. For example, the ITB Transition Lab introduces marketing workshops targeting the hospitality sector, addressing key changes required to adapt to the rapidly changing environment.
Many nations have expanded their representation this year, with Greece, Turkey, and Cyprus enlarging their stands significantly. Likewise, the Americas, including Canada and Mexico, are boosting their presence, enhancing the vibrancy of the international representation.
“ITB Berlin serves as the unrivaled global meeting point for the travel industry, fostering inspiration and innovation,” stated Dr. Mario Tobias, CEO of Messe Berlin, affirming the optimistic outlook underscored by the significant exhibitor turnout this year. The enthusiasm reflects both the resilience of the travel market and the collective drive to navigate through upcoming challenges and opportunities.
Presiding over the ITB Berlin are engaging side events, innovative networking formats, and programs aimed at enhancing connectivity among exhibitors and visitors alike. With the introduction of digital tools like the ITB Navigator and the ITB Match & Meet initiatives, the fair is set to optimize interactions at every turn.
Overall, ITB Berlin 2025 is more than just a trade show; it is the foundation for defining the future of travel. Exciting exhibitions, valuable content, and collaborative opportunities position it as the cornerstone for fostering relationships and paving the road toward sustainability and growth.