ITB Berlin concluded its 2025 edition with a record 100,000 attendees from more than 170 countries. The event showcased the industry’s resilience, adaptability, and innovative drive, with a focus on sustainability, digital transformation, and AI.
This year’s event enjoyed a significant increase in international attendees, with 87% of visitors coming from outside of Germany. The impressive international turnout also included 39 ministers and 37 ambassadors. The show featured over 5,800 exhibitors from 170 countries, with a strong presence from Southern Europe, Asia, Africa, and the Arab world. With exhibition halls fully booked, companies showcased their latest products, services and experiences on offer.
The ITB Berlin Convention cemented its reputation as a leading thinktank, featuring over 200 prominent speakers across 17 tracks and 400 sessions. Key topics included digital transformation, AI’s role in trip planning, and sustainable business models. Industry experts discussed the latest trends, including the growing importance of social media content and authentic experiences at destinations.
The convention’s AI track explored how AI solutions can enhance customer experience and personalization in tourism. The MICE sector was also highlighted, with expectations of increased turnover and business in the coming months. Skills shortage in the tourism industry was also addressed, with experts calling for intensified training programs and innovative approaches to employee retention.
The new Corporate Culture Clash track sparked interesting discussions on diversity, work-life balance, and new work, while the ITB Transition Labs presented practical examples of sustainability and digitalisation. For the first time, all sessions were livestreamed and available on ITB Berlin’s YouTube channel.
In addition to the convention, ITB Berlin also featured the launch of ITB Americas, a new B2B travel trade show that will cater to the entire American continent. The show will take place in Guadalajara, Mexico, in November 2026, and will provide a platform for companies from North, Central, and South America, as well as the Caribbean, to connect and do business.
As ITB Berlin looks to the future, the show’s organisers are already planning for next year’s event, which will celebrate its 60th anniversary. ITB Berlin 2026 will take place from 3-5 March 2026, and will feature special events and a focus on the past, present, and future of travel. The show will continue to provide a platform for the global travel industry to connect, innovate, and shape the future of tourism.
