ITB Berlin 2025 – Day 1: The World Of Travel Meets In Berlin

ITB Berlin 2025 kicks off with great momentum: fully booked and with a record number of 5,800 exhibitors from over 170 countries, the World's Leading Travel Trade Show opens its doors today to trade visitors, exhibitors and buyers from the international travel industry. Themed 'The World of Travel lives here', the show will once again set the standard for the future of global tourism. 

ITB Berlin 2025 is Officially Open!

Albania, the official Host Country of ITB Berlin 2025, thrilled the audience with a spectacular show at yesterday's Opening Ceremony. Prime Minister Edi Rama spoke on behalf of Albania. Other speakers included Kai Wegner, Governing Mayor of Berlin, Dieter Janecek, Federal Government Coordinator for the Maritime Industry and Tourism, Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), Zurab Pololikashvili, Secretary-General of the World Tourism Organisation (UN Tourism) and Dr Mario Tobias, CEO of Messe Berlin.

NEWS & INSIGHTS

Dr. Mario Tobias, CEO, Messe Berlin

At today's opening press conference on the eve of ITB Berlin, Dr Mario Tobias, CEO of Messe Berlin, welcomed guests to the historic Marshall House with an outlook for the next three days. In addition to interesting innovations, he presented key figures, highlights of the ITB Berlin Convention and an outlook for the coming year with exciting news about ITB's activities beyond the German capital.

Edi Rama, Prime Minister, Albania

Albania's tourism industry is booming – and the figures speak for themselves. At the opening press conference of ITB Berlin 2025, Prime Minister, His Excellency Edi Rama, explained why the country was chosen as the official host country of the World's Largest Travel Trade Show this year. Albania is one of the world's most rapidly growing travel destinations and currently has the fastest expanding airport in Europe. German visitors in particular are increasingly discovering Albania for themselves. Only a few years ago, there were barely a few ten thousand, but by 2023, 374,000 Germans had already visited the country.

Rama said: “When the Germans come, we know that provides a strong basis for further tourism to develop."

Mitra Sorrells, SVP Content, Phocuswright

Despite a gloomy consumer outlook the global travel market continues to grow, although not at the same rates as before. That was the message of Mitra Sorrells, Senior Vice President Content of the US market research institute Phocuswright, in her keynote speech on Monday at the opening press conference of ITB Berlin 2025. By contrast, there was a greater willingness to invest in travel startups in 2024, albeit at a lower level than in previous years, she said. With digitalisation increasing in all areas of life, AI is proving to be an important tool for the travel industry and consumers. However it still needs to adapt.

Norbert Fiebig, President, DRV

Norbert Fiebig, President of the German Travel Association (DRV), spoke today at the opening press conference of ITB Berlin about current developments in the German travel market. Despite economic and geopolitical uncertainties, travelling remained one of the top priorities for Germans. They were not prepared to cut back on their holidays – this was positive news for the industry, said Fiebig. In challenging times, travelling offered a valuable opportunity to escape everyday life and gain new impressions.

NEW: ITB Travel & Tourism Report 2025/2026

In time for the start of ITB Berlin 2025, the trade show is publishing its first ITB Travel & Tourism Report 2025/2026. The 32-page report provides important background information on current developments in the international tourism industry, analyses deficits and challenges, identifies relevant players and strategies, and presents practical recommendations for action.