Positive Industry Outlook Reflected At ITB Berlin 2025

ITB Berlin will be held at the Berlin Exhibition Grounds from March 4 to 6, 2025, and is set to be the premier global industry event of the year. With the slogan ’The World of Travel Lives Here’, this exclusively B2B occasion encompasses the entire value chain of tourism. The modern multi-purpose hall, hub27, is again the traditional venue for German-speaking countries and regions. Hamburg returns with its stand and, for the first time, offers a family trip to the LGBTQ+ community after ITB Berlin. Besides Hamburg, stands represent Berlin, Brandenburg, Bremen, Lower Saxony, Hesse, Bavaria, and North Rhine-Westphalia. Baden-Württemberg, Mecklenburg-Western Pomerania, Rhineland-Palatinate, Saxony, Saxony-Anhalt, and Thuringia will participate together under the German National Tourist Board (GNTB). Austria, Germany's neighbour, will have a larger stand than Switzerland. Following FTI's insolvency, Sonnenklar.TV will feature its stand at hub27 this year.

This year's ITB Berlin features diverse exhibitors from across the globe. The Asia Hall (Hall 26) has reached full capacity, with Vietnam, China, and Mongolia, among others, expanding their exhibit spaces. Thailand prominently showcases its presence, taking up about three-quarters of Hall 26b, and is the second-largest exhibitor at this year's event.

The Arab states are making a significant impact with major presentations and innovative trade fair concepts, highlighting their increasing significance in the global tourism industry. Saudi Arabia is the largest exhibitor in Hall 4.2, occupying a substantial portion of the display area. Tunisia has relocated from Hall 6.2, while Qatar returns with its own stand. Hall 2.2 also concentrates on the Gulf region: last year's host, Oman, is strongly present as always, with Fujairah and Dubai expanding their exhibits. Bahrain showcases its stand as well. The Egyptian Tourism Authority has a larger stand in Hall 6.2, now an impressive 1,500 square metres. Alongside around 30 other companies, Egypt will fill the entire hall, becoming the third-largest exhibitor at ITB Berlin.

Under the slogan ’Albania - All Senses’, Albania showcases itself across nearly 800 square meters in Hall 3.1. For the first time, Central Asian countries are also present, with Uzbekistan making a significant impact through a large stand and representation by CentrumAir airline. Condor, which was previously exhibited in Hall 3.1, has relocated to the South America Hall. Meanwhile, the USA, Canada, Kosovo, and North Macedonia now occupy a larger display area in Hall 3.1. 

Hall 2.1 has seen a significant increase in exhibitors, with more prominent displays from the Balearic Islands Costa Del Sol and Valencia introducing its new stand. Meanwhile, Hall 1.1 highlights Greece, where Rhodes occupies a larger area than last year. Kos will participate as a standalone exhibitor for the first time, and Cyprus will expand its exhibition space by 100 square meters.

Hall 3.2 is wholly booked with many exhibitors from Turkey. Bulgaria has also expanded its stand compared to last year. Italy (ENIT) showcases a sizable display in Hall 1.2. Trenitalia marks its return to ITB Berlin. Meanwhile, Montenegro features a larger stand than it did last year in the same hall. Hall 11.2 highlights Central and Eastern European countries, prominently including Poland and Hungary, boasting a larger display than in the previous year, and the Czech Republic, Slovakia, Georgia, and Armenia, all well-represented here.

The Netherlands and Luxembourg, which showcase larger displays, have joined Hall 18 for the first time. Wallonia, the Belgian region, returns with its stand, while the presence of Nordic nations, the Baltic States, Scandinavia, the UK, and Ireland stays nearly the same. After a hiatus, Abbey Island, Visit Jersey, and Visit Guernsey return to ITB Berlin. Numerous individual exhibitors from various sectors are also featured in the hall.

In Hall 22b, Central America has an even stronger presence than last year, with Panama returning to ITB Berlin with a sizable stand. Mexico shows robust representation, and Guadalajara makes its debut. In Hall 23, South America is experiencing significant growth, highlighted by Peru expanding its stand space and Ecuador and Argentina increasing their displays. Other nations, such as Colombia, Brazil, and Bolivia, are showcasing their offerings in this area.

The Maldives showcase various products in Hall 5.2, while Nepal has increased its exhibition space. Australia and New Zealand are also back, alongside India, which presents a wide range of products.

South Africa and Mauritius are the most prominent exhibitors in Hall 20. Meanwhile, Namibia and other African nations like Madagascar are growing their presence, as are Ethiopia and Mozambique, which have distinctive offerings. Djibouti is making its debut in Hall 21a. Uganda and Sierra Leone have expanded their stands, while Kenya and Tanzania also showcase larger displays.

Global ITB Berlin Segments Boast Diversity

Hall 25, typically reserved for tour operators, airlines, and cruise operators, is completely booked. The thriving cruise industry is highlighting its appeal. New to the hall, AIDA joins established names like Carnival Corporation, Princess Cruises, Costa Cruises, and P&O Cruises. Significant players, such as Royal Caribbean Cruises, MSC, Norwegian Cruise Lines, Hurtigruten, and Disney, showcase more extensive stands. At the same time, new exhibitors like Arosa Cruises, Falk Travel, and Swiss Group International are also present.

In the Travel Technology segment, ITB Berlin is positioning itself as a global hub for innovation, where digital solutions spearhead the travel industry's digital transformation. This segment spans six halls (5.1, 6.1, 7.1c, 8.1, 9, 10.1) and a newly introduced area in Hall 4.1, making it more expansive and internationally diverse than ever, with over 40 countries participating and a spotlight on AI-driven software solutions, including AI automation and home bots. Newcomers to the event include companies like Aphy, aicallio, and Casablanca AI. The housekeeping segment highlights emerging trends among providers such as Sweeply and Flexkeeping. This year marks the debut of credit card service provider Visa and Stripe, a comprehensive payment solution for online businesses, at ITB Berlin (Hall 10.1).

Hall 5.1 features key industry players like Amadeus and Sabre. Additionally, a Travelsoft stand showcases companies like ATCORE Technology and traffic. Ypsilon.net returns after several years away.

In Hall 6.1, the Italian startup Turismo joins eight other co-exhibitors. Additionally, ICE Espana and Business France are participating with several partners. This year's key trend is the rising interest from eSIM providers, including GKT, NewSim, Airalo, Monty Mobile, and Roamless eSIM. Meanwhile, newcomers to Hall 7.1c include companies like Unifocus and accountbutlers, which specialise in comprehensive social media management services.

The Culture Lounge has relocated to Hall 10.2, showcasing a variety of cultural highlights such as museums, cultural attractions, and service providers. Among the individual exhibitors are newcomers Choco-Story Bruges, Culturespaces, and Technik Museen Sinsheim Speyer. Asia DMC, MPI, Aida Cruises, and VDVO are presenting at the ITB MICE Hub. Also in this hall are the Home of Business Travel and the VDR, which share a common theme. Additionally, the ITB Creator Base debuted this year in Hall 10.2, providing a space for accredited travel bloggers, content creators, and influencers to network, create, or relax.

In 2025, Hall 9 will again be dominated by booking platforms, hotels, and car rental companies. New entrants in the mobility sector include Flex To Go, SunnyCars, and Flexrent. The hall also features international players like tbo.com from India and Mews System (Hospitality Tech). New additions to Hall 9 include HolidayCheck, PAYBACK, Titanic Hotels, Heytrip, and Westsolar. Major brands such as Agoda (also a newcomer), Mastercard, Accor Hotels, Best Western, Wyndham, and many others will also be present.

In Hall 4.1, Adventure Travel highlights a diverse range of international participants, including 50 exhibitors from 20 countries. Dedicated stands are set up for The Comoros, Palau, and Tonga, and Albania, the host nation, features an additional stand. Sustainability remains a central theme in 2025, presented by about 80 exhibitors in the Responsible Tourism section. This includes well-established organizations like Travelife, atmosfair, and Myclimate, alongside newcomers such as the Thai Responsible Tourism Association and Blue Alliance Marine Protected Areas.

The Medical & Health Tourism section has moved to Hall 4.1, becoming an essential and fast-growing industry. Exhibitors include a range of hospitals, clinics, and associations from Turkey. Key recurring participants are EHTTA (European Historic Thermal Towns Association), HTI (Health Tourism Industry), and ESPA (European Spas Association).

In Hall 4.1, the displays for LGBTQ+ Tourism have notably expanded in size and variety. New participants include Il Capri Hotel from Italy, REDD – Red Española De Destinos Por La Diversidad, ACE Hotel Kyoto from Japan, Visit the Florida Keys, and the Miami CVB, all making their debut. Their introduction has enriched ITB Berlin's international program and showcased the diverse LGBTQ+ travel destinations and products worldwide. For the first time, ITB Berlin is conducting a survey, in partnership with A3M Global Monitoring and Diversity Tourism, to evaluate the experiences and perceptions of LGBTQ+ travellers.

In collaboration with the DGT (German Society for Tourism Science), the Career Center is introducing an ITB Talent Hub in Hall 4.1. This space will allow institutions like the University of Innsbruck and various German universities to secure a counter and connect with young professionals. Additional highlights include the ConneXion Tourism Night for networking with industry leaders and the participation of the Federal Employment Agency, which will provide free job application photos and career counselling, among other services.

The Home of Luxury has relocated to the Palais am Funkturm to be closer to the ITB Buyers Circle. Among the exhibitors are Abercrombie & Kent, Hi DMC, Koh Jum Beach Villas, Grupo Vidanta, and Lobster Experience. The Connoisseur Circle serves as the official media partner.

In 2025, the ITB Buyers Circle has expanded even further, now spanning two levels at the Palais am Funkturm. This year, China is the sponsor. There continues to be strong demand for membership in this exclusive circle, which limits its members to a maximum of 1,300 from all corners of the globe. Notably, the Speed Networking event is marking its tenth anniversary this year.

Innovations and New Formats

ITB is hosting Guided Tours in the Travel Technology, MICE, Innovators, Luxury, and Hospitality sectors for the first time. These tours target trade visitors and highlight key industry trends and developments. The Street Food Market has relocated, expanding from Hall 7.2c to Hall 8.2. Exhibitors can pre-order lunch bags, including those supporting the Menschen helfen Menschen (People help People) charity, to reduce wait times. Additionally, attendees can reserve meeting tables at business satellites in Halls 3.1, 10.2, and 23, offering sweet and savoury snacks and beverages for the first time.

Discounts are once more offered for specific associations, including AER, asr, ATTA, DRV, forum anders reisen e.V., HSMA, TSS, VDVO, and VIR. Members can acquire an unlimited pass at a reduced price of 65 euros, down from 80 euros.

The ITB Navigator is an updated information platform showcasing exhibitor lists, interactive site plans, event and congress schedules, and livestreams. The ITB Match & Meet platform also enables smart matchmaking and streamlined networking. Non-exhibitors can also book the Presentation Hub, previously known as the Hybrid Stage, located in Hall 5.3, with exhibitors receiving a discount. All events will be streamed live on the ITB Navigator. Exhibitors will also present exciting events at hub27, CityCube Berlin, and Großer Stern. For further details on the event schedule, click here.

With the slogan ’The Power of Transition Lives Here,’ the ITB Berlin Convention highlights key challenges and opportunities in global tourism. This prominent think tank gathers industry leaders to share exclusive insights and trends, featuring executives from renowned companies like Expedia, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, Ryanair, and more. The newly launched Travel and Tourism Radar, informed by a global survey conducted thrice a year, examines trends including sustainability, digitalization, and AI. In the newly established ITB Transition Labs, marketing and decision-makers will engage in 90-minute sessions offering actionable recommendations. A fresh addition, the Corporate Culture Clash Track, is one of 17 thematic tracks that focuses on transforming corporate culture, emphasising diversity, work-life balance, and Gen Z expectations. Additionally, the convention introduces the ITB Masterclass, providing a morning workshop focused on practical insights into trends like business travel and MICE. For the first time, all four stages of the convention will be live-streamed and accessible through the ITB Navigator, ensuring barrier-free participation.