ITB Berlin 2025 Opens with Record Breaking 5,800 Exhibitors, Albania as Host Country, and Groundbreaking Travel Industry Innovations Shaping the Future of Global Tourism

For the first time, Albania has been chosen as the official Host Country of ITB Berlin, marking its rapid emergence as one of the fastest-growing travel destinations in Europe.

Other notable speakers at the opening ceremony included Kai Wegner, Governing Mayor of Berlin; Dieter Janecek, Federal Coordinator for Maritime Industry and Tourism; Julia Simpson, WTTC President and CEO; and Zurab Pololikashvili, UN Tourism Secretary-General.

Meanwhile, Dr. Mario Tobias, CEO of Messe Berlin, highlighted the significance of ITB Berlin in driving global tourism business opportunities. His address included discussions on the ITB Berlin Convention, which is set to feature expert panels on travel startup investments, shifting consumer preferences, and digital transformation in tourism.

Despite economic challenges, global travel demand remains strong, according to Mitra Sorrells, SVP Content at Phocuswright. Speaking at the opening press conference, she acknowledged slower growth rates but emphasized that investment in travel startups is gaining momentum, particularly in AI and digital solutions for the sector.

Norbert Fiebig, President of the German Travel Association (DRV), echoed these sentiments, noting that Germans continue to prioritize travel despite economic uncertainties. He described travel as an essential experience for many, highlighting its role in providing an escape from daily pressures and a means to explore new cultures.

A major highlight of ITB Berlin 2025 is the release of the ITB Travel & Tourism Report 2025/2026. The 32-page report provides an in-depth analysis of:

With global tourism rebounding from pandemic-related setbacks, the report serves as a critical resource for industry professionals, offering data-driven insights and actionable recommendations.

As ITB Berlin 2025 unfolds, industry experts, exhibitors, and stakeholders continue to explore new opportunities in travel technology, AI integration, and sustainable tourism models.