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Still, 60 percent of Lufthansa customers prefer to book traditionally through the website's search system, but the process is changing.
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Final Day Highlights: ITB Berlin
The final day of ITB Berlin 2025 has begun and once again trade visitors from all over the world are coming to meet more than 5,800 exhibitors from over 170 countries. The past two days have been all about intensive networking - and today the industry is meeting for the last time at the World's Leading Travel Trade Show to make valuable contacts in fully booked exhibition halls and shape the future of the industry. Under the motto ‘The Power of Transition Lives Here’, high-calibre speakers will once again take to the ITB Berlin Convention stage. ITB Thursday will be accompanied by exciting exhibitor press conferences and a variety of events.
ITB Berlin Morning Briefing with David Ruetz
David Ruetz, Senior Vice President of Messe Berlin, reviews the highlights of ITB Berlin and looks ahead to the final day of the show. He talks about the unique appearance of Albania and the great interest in the opening of ITB Americas. Looking ahead, David reveals which special highlights are planned for the 60th anniversary of ITB Berlin in 2026.
NEWS & INSIGHTS
ITB Americas: New B2B travel trade show for the entire American continent to be launched in Mexico in 2026
ITB continues to expand: From 10 to 12 November 2026, ITB Americas will celebrate its debut as a B2B tourism trade show in Guadalajara, Mexico. Messe Berlin announced this at a press conference at ITB Berlin.
UN Tourism Summit: Ministers from around the world discuss the future of tourism
At the UN Tourism Ministers Summit at ITB Berlin, tourism ministers from many countries around the world discussed how tourism and peace were interlinked. Both were mutually dependent and inconceivable without each other. The participants from countries in Europe, Asia and Africa emphasised the value of travel for understanding between people.
From Booking via Chatbot to Process Optimization: AI is on the Rise
Still, 60 percent of Lufthansa customers prefer to book traditionally through the website's search system, but the process is changing.
"The entire travel ecosystem is really undergoing a transformation," explained Dr. Olaf Backofen from Lufthansa.
His company group, according to Backofen, is already successfully using AI to generate newsletters and content.
TUI aims for further growth and sees itself well-positioned for the future
TUI is planning further expansion, aiming to grow both its hotel portfolio and its range of tours and experiences. In addition to hotels, airplanes, cruise ships, and package holidays, the company is increasingly focusing on its curated marketplace, currently known as Tuimusment. This platform already offers a variety of activities for booking, and in the future, it could also enable customers to purchase event tickets or reserve a table at a restaurant in their hometown.
