On March 17, 2025, two key events celebrated advancements and trends shaping the future of tourism and marketing: ITB Berlin 2025 and SXSW 2025. At ITB Berlin, representatives from the global tourism sector highlighted sustainability and innovation, garnering attention from thousands of exhibitors. Meanwhile, SXSW 2025 emerged as a showcase of rapid transformations within the marketing and tech industries.
ITB Berlin 2025 drew around 6,000 exhibitors from 170 countries, creating a melting pot of ideas and strategies. Patricia Yates, CEO of Visit Britain, officially opened discussions focused on film tourism, declaring, "Film tourism is key to attract visitors." This emphasis on cinematic experiences offers fresh avenues for attracting international travelers. Alongside her, Marga Nograles, the CEO of the Philippine Tourism Board, stressed the importance of sustainability, stating, "We need to focus on sustainable tourism development," indicating the sector’s push toward responsible travel.
Made Ayu Marthini, Indonesia's Deputy Minister of Tourism, urged the sector to highlight the role of local communities. She remarked, "Local communities are central to our tourism strategy," affording priority to inclusivity and responsible tourism development. Further enhancing the narrative, Sayaka Usui from JNTO spoke about revitalizing regions affected by disasters: "Promoting areas affected by disasters is fundamental to our recovery efforts," reinforcing how tourism can aid recovery.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, put forth the concept of 'slow food travel' as part of the cultural tourism experience. "Slow food travel is part of cultural experience," he noted, illustrating how culinary experiences can intertwine with tourism, offering travelers authentic insights. Discussions also delved deeply, focusing on adventure tourism opportunities found in Oman and long-term strategies implemented in Saudi Arabia.
Meanwhile, at SXSW 2025, held at the Austin Convention Center—now slated for redevelopment—the festival reflected the future of creativity and tech. Microsoft's Yina Arenas drew parallels between the rise of AI and the advent of the internet: "The best creatives won’t just use AI; they’ll know why they’re using it," acknowledged Razorfish's Anthony Yell, emphatically emphasizing AI as not merely a replacement but rather as a tool amplifying human creativity.
SXSW also introduced revolutionary thoughts on television branding. NBCUniversal demonstrated how 'lighthouse events' could create organic engagement beyond typical advertisements. Evan Shapiro articulated, "The future of TV isn’t passive," directing attention to the need for legacy media to adapt to changing platforms, underscoring the urgency for innovation.
Margaret Kerrison from Tait succinctly remarked on current marketing philosophies, stating, "Marketing isn’t about grabbing attention anymore – it’s about creating worlds people want to step Into." This radical shift proposes immersive experiences over traditional marketing techniques. The retail climate reflects similar dynamics; Kendra Scott's strategies stand out as she converts shopping from routine to event-oriented experiences, effectively thriving against impending closures of many retail establishments.
Even within airlines, connectivity has evolved. United Airlines displayed its vision by leveraging technology to transform travel experiences, creating commerce ecosystems where brands interact with customers beyond the flight experience. Other innovations such as Viasat's approach to advertising—allowing passengers to access Wi-Fi through ad engagement—illustrate the shift toward user-friendly and innovative travel marketing.
Closing the loop, SXSW marked its final year at Austin Convention Center with vibrancy and innovations. Visit Austin is spearheading new decentralized strategies to keep the city as a top event destination. "We need to redefine how cities like Austin host events," stated its spokesperson, projecting the resilience of Austin as it adapts and evolves beyond traditional venues.
Both ITB Berlin 2025 and SXSW 2025 sent a powerful message about the future: one marked by innovation, sustainability, and community engagement. The challenges and opportunities presented at these events remind all sectors of tourism, marketing, and technology, the importance of adapting to change, embracing new ideas, and ensuring inclusivity as they forge pathways for tomorrow.
