ITB Berlin (Internationale Tourismus-Börse Berlin) has since 1966 been a leading global travel trade fair. It takes place annually in March in Berlin West and is organized by Messe Berlin GmbH. For nearly sixty years, up to 180 countries have presented their offers at ITB. These have also included focused cities and regions, tour operators, booking portals and hotels.
Every year ITB chooses a new partner country or region. The respective partner country hosts a program of events including the grand opening ceremony. Last year it was Oman and this year it was the turn of Albania. At the opening press conference, Edi Rama, the Prime Minister of Albania, was also present. With dry humor, he fielded questions from the audience as well as online. As ITB host, Albania wants to promote its Alps, Adriatic beaches and historical sites.
The three-day event from 4th-6th March was the usual showcase of global travel. What makes each year different is the current trends in destinations and technology. This is featured most in the presentations and discussions. In 2024 Germany experienced a record year with a near 6% turnover growth. Currently, the popular destinations for Germans are in the eastern Mediterranean and Asia, cruises particularly popular.
On a global level, there are emerging vertical markets that are becoming choice destinations. In particular, Saudi Arabia is looking to make a return on its high-profile international tourism spending. Meanwhile, Turkey is continuing to perform and out-perform its tourism targets. Thailand and particularly India are predicted to grow domestically and internationally. India’s outbound trips are expected to increase fivefold by 2040, and inbound tourism is also booming.
Three other countries to look out for in global travel are Tunisia, Egypt and Bulgaria. Along with its attractive prices, Bulgaria has also introduced new flights to attract more tourists. Varna in the north and southern Burgas are two destinations that will increase such flights.
Otherwise, sustainable tourism was also very much on the agenda. In the Balearic Islands, for example, they are trying to combine local interests with tourism. This will also include protecting natural resources and cultural heritage.
ITB Berlin was held from March 4th to March 6th in Berlin.
By Steven Yates
