ITB Berlin’s Success Forecasts a Bright Future for Travel in 2025

The ITB Berlin 2025 exemplified the travel industry’s resilience and innovative drive, showcasing new trends like AI integration and sustainability. The announcement of ITB Americas, set to launch in Mexico in 2026, marked another significant milestone.

The International Tourism Bourse (ITB) Berlin 2025 registered an impressive attendance of 100,000 over three days, 87% of which were international. This robust figure indicates the global importance of this leading travel trade show, which continues to amass a growing international audience.

In line with its global scope, ITB announced the launch of ITB Americas, scheduled from November 10 to 12, 2026, in Guadalajara, Mexico. This B2B travel trade show is designed for the entire American continent and marks a significant step in expanding ITB’s international outreach.

The new and innovative Meet & Match platform at ITB Berlin facilitated international dialogue by enabling networking in the run-up to the event. This platform helped build over 80,000 relevant business contacts, fostering deeper international collaborations. 5,800 companies from 170 countries showcased their products and services in Berlin’s fully booked exhibition halls.

Exhibitors and trade visitors at ITB Berlin demonstrated the industry’s resilience, adaptability, and innovative drive amidst significant economic and geopolitical challenges. A key focus was on the industry’s megatrends, such as sustainability and digital transformation. The industry agreed that future growth and resource use must be balanced, and tourism must transform thoroughly.

The new ITB Travel & Tourism Report 2025/26 acknowledges an extremely positive business climate within the industry and equally favorable prospects for its companies, albeit with numerous recommendations for action.

ITB Berlin also presented 35 visionary solutions under ITB Innovators 2025, redefining global tourism. Topics included AI-powered assistants, sustainable mobility services, and smart booking systems, emphasizing the industry’s most innovative concepts.

ITB Americas, the new travel trade show, will cover North, Central and South America and the Caribbean. Eighty percent of exhibitors will be from the Americas, and twenty percent will be from the rest of the world. The Mexican ambassador in Berlin and representatives of the State of Jalisco endorsed this development at ITB Berlin.

The ITB Berlin Convention featured over 200 prominent speakers who addressed topics such as digital transformation, the role of AI in planning trips, and sustainable business models. The convention highlighted the travel market’s continuous growth alongside its significant changes.

ITB Berlin 2025 attracted high-ranking political figures from around the world and trade visitors. They discussed the latest developments and political decisions regarding the future of tourism. The role of tourism as an economic force for emerging countries was a key topic of discussion.

The host country, Albania, showcased culture, nature, and sustainable tourism development. This presentation attracted numerous guests and was praised as one of the show’s highlights.

The upcoming year, 2026, marks the sixtieth anniversary of ITB Berlin, reinforcing its status as the world’s leading travel trade show. With ITB Asia, ITB China, ITB India, and the soon-to-launch ITB Americas, ITB now organizes four trade shows for specific regions worldwide. The anniversary will highlight travel’s past, present, and future with special events.