Emerging Optimism Sweeps the Global Travel Industry at ITB Berlin 2025

ITB Berlin 2025, the world’s leading travel trade show, underscores the industry’s recovery and growth, with a record number of international exhibitors from 165 countries, innovative new formats, and strong growth in key travel segments.

ITB Berlin 2025, the world’s leading travel trade show, is showcasing a positive industry outlook with 95% of display areas booked even before the trade show begins. The event sees strong growth in key travel segments, particularly in the cruise sector and the regions of Southern Europe, Asia, and Africa. The travel technology sector is also experiencing a boom, occupying a larger area in Hall 4.1.

The trade show attracts regular exhibitors such as Trenitalia, Panama, and Hamburg and new participants like Djibouti and Visa. This year’s host country, Albania, is set to host an immersive experience under the slogan ‘The Power of Transition Lives Here,’ focusing on global tourism’s challenges and opportunities.

The ITB Berlin Convention, the travel industry’s leading thinktank, will gather prominent industry minds to present exclusive insights and trends, including C-level speakers from companies like Expedia, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, and Ryanair. The convention will also host the newly introduced ITB Transition Labs, which will provide practical recommendations to marketing and decision-makers.

ITB Berlin 2025 is home to a wide range of exhibitors from around the world, with the Asia Hall (Hall 26) fully booked. Some countries, including Vietnam, China, and Mongolia, have increased the size of their stands. The Arab states are setting a strong tone with major presentations and innovative trade fair concepts, emphasizing their growing importance in the global tourism sector.

The travel technology segment at ITB Berlin is emerging as a global innovation platform. State-of-the-art digital solutions are driving the digital transformation of the travel industry. Now more international than ever, this segment focuses on AI-based software solutions such as AI automation and home bots.

Discover more at ITB Berlin.