Berlin, March 4, 2025 – ITB Berlin 2025, the world’s leading travel trade show, has opened with an unprecedented 5,800 exhibitors from 170+ countries at Messe Berlin from March 4-6. The event gathers global tourism professionals, industry leaders, and media for three days of networking, innovations, and discussions on the future of travel.
Albania: The Host Country Spotlight
For the first time, Albania is the official Host Country, marking its rapid emergence as a top European destination. Prime Minister Edi Rama emphasised Albania’s booming tourism sector, noting that 374,000 German tourists visited in 2023, a significant rise from previous years. Other notable speakers at the opening ceremony included:
- Kai Wegner, Governing Mayor of Berlin
- Dieter Janecek, Federal Coordinator for Maritime Industry and Tourism
- Julia Simpson, WTTC President & CEO
- Zurab Pololikashvili, UN Tourism Secretary-General
Travel Industry Innovations and Trends
With a focus on AI-driven travel solutions, sustainable tourism, and smart hospitality technology, ITB Berlin 2025 showcases groundbreaking advancements. Deborah Rothe, ITB Berlin Director, highlighted these innovations, while Dr. Mario Tobias, CEO of Messe Berlin, emphasised ITB Berlin’s role in driving global business opportunities.
Tourism Market Insights: Resilience Amid Uncertainty
Despite economic challenges, global travel demand remains strong. Mitra Sorrells, Phocuswright SVP Content, noted that investment in travel startups is growing, particularly in AI and digital solutions. Norbert Fiebig, DRV President, echoed these views, stressing that Germans continue to prioritise travel for cultural enrichment and relaxation.
ITB Travel & Tourism Report 2025/2026 Released
A key event highlight is the release of the ITB Travel & Tourism Report 2025/2026, offering insights into global tourism trends, emerging markets, industry challenges, and strategies for sustainable growth.
Looking Ahead
With record-breaking participation, ITB Berlin 2025 cements its status as the top global travel trade show, shaping the industry’s future through digital transformation, sustainability, and investment in travel technology.
