ITB Berlin 2025: Focus On Sustainable Tourism And Social Responsibility

As the leading trade show for the global travel industry, ITB Berlin focuses on advancing social and environmental responsibility in tourism. From March 4 to 6, the event will provide a platform for sharing innovative ideas and engaging in vital discussions about diversity and inclusion within the tourism value chain. ITB Berlin is collaborating with the Menschen helfen Menschen (People Help People) initiative for the first time. In addition to offering lunch bags, exhibitors can purchase and donate bags to this Berlin charity, which supports socially disadvantaged individuals. At ITB Berlin 2025, trade visitors, students, and exhibitors can buy a ticket for the ABC fare area as an add-on in the ticket shop. This enhancement is facilitated through a new partnership with Berliner Verkehrsbetriebe (BVG), aiming to encourage the use of local public transport and improve the sustainability of attending the trade show.

At Responsible Tourism in Hall 4.1—an international forum for sustainable tourism—trade visitors will find diverse products and services dedicated to environmentally and socially responsible tourism. More than 80 exhibitors from 26 countries will showcase innovative solutions, ranging from eco-friendly business models to certified practices. Among them is Travelife, a prominent certification program for sustainable tourism, which will be present alongside 40 co-exhibitors. The European Centre for Eco and Agri Tourism (ECEAT) is also exhibiting with a stand larger than last year's, reflecting an increased emphasis on certification. Additionally, atmosfair and Myclimate will introduce their carbon offset projects.

The Thai Responsible Tourism Association and Blue Alliance Marine Protected Areas from France are showcasing sustainable travel products for Indonesia, Tanzania, and the Philippines for the first time. This segment also includes the Pacific island states of Palau and Tonga, which aim to highlight the effects of climate change.

The Mascontour Responsible Tourism Lounge will serve as a networking hub, fostering the exchange and advancement of sustainable concepts, progressive initiatives, and innovative solutions.

Additionally, the ITB Lighthouse Stage program in Hall 4.1 aims to inspire a more sustainable industry. The Green & Blue Tourism Forum, scheduled for Tuesday, March 4, is a key event emphasising protecting oceans, coral reefs, and marine biodiversity.

ITB Berlin Convention: Promoting a More Sustainable Future

Sustainability and social responsibility are prominent at the ITB Berlin Convention, with top industry experts participating in various theme tracks to enhance the future of tourism.

On Tuesday, March 4, the Green Stage in Hall 7.1 will host the Diversity & Inclusion Track, which focuses on advancing diversity and ensuring equal opportunities within the tourism sector. Industry leaders, specialists, and innovators will discuss best practices and insights to foster sustainable changes in tourism, both in the workplace and throughout travel experiences. At 11:45 a.m., a panel discussion titled Travelling Together: Embracing Inclusivity for Industry Growth will feature industry experts such as Klaudija Janzelj from TUI and Olaf Schlieper from the German National Tourist Board.

On Wednesday, March 5, the Destination Track on the Blue Stage will explore innovative strategies to address social, ecological, and geopolitical challenges. A key highlight will be a panel discussion at 12:45 p.m. titled "Is Tourism Coming to an End? From Overtourism to Sustainability Governance," which will investigate how governance, collaboration, and innovation influence the industry's future. The ITB Destination Track afternoon session focuses on inclusion and collaboration with the German Federal Ministry for Economic Cooperation and Development (BMZ). At 2 pm, the event titled "Tourism Industry Leaders Endorse the Women's Empowerment Principles" will see participation from key industry leaders, UN Women representatives, and German government members, emphasising women's vital role in the tourism sector. The discussions will centre on how the industry and specific destinations can harness the benefits of inclusive tourism for everyone.

On Thursday, March 6, the Responsible Tourism Track at the Orange Stage in Hall 7.1 will explore subjects like climate impact assessment and sustainable tourism. At noon, the Ground Zero Sustainability: Frontline Actions and Challenges session will provide valuable insights into the achievements and obstacles faced by industry sustainability leaders. Later, at 3:15 p.m., the Speed Dating with Sustainable Solutions session will feature experts, including Dr Ellen Madeker from Airbnb, presenting a range of sustainable solutions—from climate-friendly products to urban greening initiatives—offering practical inspiration for the tourism sector.

On Thursday, the Corporate Culture Clash Track on the Green Stage will debut, offering insights into changing corporate culture. It will cover diversity, new working methods, emerging technologies, and Gen Z's expectations. At 11:20 a.m., the "Google: How Future Tech Empowers Future Work" session will feature Jens Gössing, the Cloud Space Architect for Google Workspace at Google. He will discuss workplace transformation and technology's future role.

Participants at the ITB Transition Labs and special events at the ITB Berlin Convention will receive unique insights into important innovation and sustainability solutions in the tourism sector.

Awards for Sustainable and Responsible Tourism

Through its extensive awards program, ITB Berlin exemplifies responsible travel and promotes sustainable tourism development.

On 4 March at 6 p.m. on the Blue Stage in Hall 7.1b, the Green Destinations Top 100 Story Awards will honour inspiring sustainability projects. Special prizes will also be awarded. The ITB Earth Award will honour a destination’s achievements in pioneering climate action and sustainable tourism. The People's Choice Award will honour the destination which receives the most votes from the audience.

The Accessible Tourism Day organised by the German National Tourist Board (DZT) will take place on 5 March at 10.30 a.m. in the CityCube Berlin, Room A5. The event will provide a platform for dialogue on inclusion and accessibility in tourism.

The TO DO Award for socially responsible tourism projects will be presented on 5 March at 6 p.m. on the eTravel Stage in Hall 6.1. Additionally, the TO DO Human Rights in Tourism Award will be presented to projects that have significantly contributed to defending human rights.

The Gender Equality Champion of the Year Award will be awarded on 6 March at 2:15 p.m. during the LGBTQ+ Tourism event in Hall 4.1. This award, presented by the non-profit organisation Equality in Tourism in collaboration with ITB Berlin, recognizes tourism organisations that demonstrate a strong commitment to promoting gender equality.

On March 6 at 1:30 p.m., the Presentation Hub in Hall 5.3 will host the Social Entrepreneurship in Tourism Award, co-founded by ITB Berlin, to recognize entrepreneurial efforts toward social change. The Celebrating Her Award will also honour women for their exceptional contributions to the tourism industry.