March 12, 2024

ITB Berlin remains the undisputed leading trade show for professionals in the tourism industry

All signs pointed to success in 2024 as ITB Berlin continued to shape the future and once again underlined its role as the international platform for business, innovation and networking

With nearly 100,000 attendees, ITB Berlin 2024 exceeded expectations despite strike circumstances. More than 5,500 exhibitors from 170 countries were present, occupying 27 exhibition halls. Around 3,200 accredited journalists from 103 countries and over 300 bloggers reported on ITB Berlin this year. The show was also once again a meeting place for politicians and diplomats with almost 80 ministers and state secretaries as well as 72 ambassadors in attendance.

Dr Mario Tobias, CEO of Messe Berlin, was very positive in his evaluation of the show this year, stating that “ITB Berlin once again mirrored industry developments” and that overall feedback was overwhelmingly positive. For more information and details on the CEO’s reflections, a full in-depth interview is available on page 16.

The re-opening of five refurbished halls this year brought improvements in many areas. For the first time, the German-speaking countries were all under one roof in hub27. China, Liechtenstein and Emirates airline were welcomed back to the show, along with newcomers Dominica, the Cayman Islands and Disney Cruise Lines. ITB Berlin’s host country Oman made a strong showing, doubling its display size to more than 800 m2.

The travel industry as a driving force for innovation was highlighted at the ITB Berlin Convention this year, which featured high-profile attendees and a total of 400 leading international speakers at 200 sessions and 17 theme tracks. Around 24,000 attendees participated, underlining the convention’s role as the industry’s leading international think-tank.

The ITB Buyers Circle with its 1,300 top buyers served as an industry barometer. Together with the management consultancy Dr. Fried & Partner, ITB Berlin compiled the new Global Travel Buyer Index. The survey asked several hundred Buyers Circle members about the economic mood and their business goals. The findings provided an optimistic outlook for travel business over the next six months.

Artificial Intelligence at the centre of ITB Berlin Convention

AI was in the spotlight at the ITB Berlin Convention this year, with a dedicated AI Track for the first time. Industry leaders and thinkers generally agreed that no organisation or company could ignore AI in the current industry landscape. It was also a major topic for the ITB Innovation Radar, which celebrated its second edition this year.

Jeremy Sampson, CEO of the Travel Foundation, also appealed to the tourism industry to aim for net zero by 2030. His study entitled “Envisioning Tourism in 2030 and Beyond” outlined a path with a focus on regulating air travel and 40 measures for achieving sustainable tourism by 2050.

On the second day of the show, Messe Berlin management and representatives of Albania sealed their partnership for Albania to be the Official Host Country of ITB Berlin 2025 by signing the agreement. The next ITB Berlin will take place from 4 to 6 March 2025.

Photos: © Messe Berlin GmbH