Keeping up with the ever-evolving travel tech sector at ITB Berlin

Tourism is increasingly being impacted by digital technology as automation and IA reshape all aspects of the industry. At ITB Berlin 2025, visitors can discover the full spectrum of technological solutions in seven halls – 4.1, 5.1, 6.1, 7.1c, 8.1, 9 and 10.1 – and be part of an impressive programme of panel discussions, keynote speeches and presentations.

Technology is becoming essential for the tourism and travel industry, helping businesses gain in efficiency while anticipating customer needs. From chatbots, augmented and virtual reality, big data and robots to AI or search engines, the tourism world continues to invest in new tech. In a survey conducted in 2024 with 1,253 travel technology decision makers from 10 countries, Amadeus highlighted that 91% of travel companies surveyed expected “moderate to aggressive” increases in technology investment.

ITB Berlin 2025 is a global hub for innovations. Halls 5.1 and 6.1 focus on prominent industry giants such as Amadeus and Sabre while Hall 6.1 also welcomes start-ups including Startup Turismo from Italy, ICEX Espana and Business France, along with numerous co-exhibitors. Hotel software solutions are on show in Halls 7.1c, 10.1 and 8.1, with additional displays in Hall 9.

Global payment companies VISA and Stripe have a first presence in Hall 10.1. There is a strong rise in exhibitors related to eSim, AI and payment products while dedicated areas look at automation and housekeeping technologies as well as AI. Tech fans are able to meet and exchange views at the Travel Tech Café powered by GIATA, the eTravel Lounge powered by Travelport and the eTravel Stage with its outstanding programme of conferences.

Halls 4.1, 5.1, 6.1, 7.1c, 8.1, 9, 10.1

Photo: © Alex Kotliarskyi – Unsplash