“Our vision is to further establish ITB as a year-round global platform”
Following this year’s edition of ITB Berlin, Dr Mario Tobias, CEO of Messe Berlin, shares his insights into the show’s key highlights, industry trends, and the future of the ITB network
ITB Berlin 2025 once again reaffirmed the show’s status on the world stage, bringing together industry leaders, policymakers, and innovators from across the globe. This year’s edition highlighted the sector’s resilience, with a strong focus on innovation, sustainability, and the future of travel technology. As the event gears up for its 60th anniversary next year, Dr Mario Tobias discusses how ITB Berlin continues to evolve and shape the future of the travel industry.
What were your overall impressions of ITB Berlin this year? Would you consider the show a success?
The show was undoubtedly a great success – very dynamic and vibrant. The exhibition halls were fully booked, hosting 5,800 exhibitors from over 170 countries, marking a notable 5% increase from the previous year. We were pleased to welcome 100,000 attendees to the exhibition grounds, a testament to ITB Berlin’s global significance. The atmosphere was highly optimistic. After the challenges of the past few years, witnessing such strong international participation reinforced the industry’s remarkable resilience and continued recovery.
What were some of the standout moments or key trends this year?
One standout was the opening gala by our Official Host Country Albania, which was a spectacular showcase of Albanian culture. In terms of trends, innovation was front and center. There was huge buzz around travel technology and AI solutions. Sustainability was another key focus, evident in many discussions on climate action and inclusive travel. Thanks to the strong recovery in travel demand – with global travel essentially back to pre-pandemic levels, the overall mood was very optimistic and forward-looking. I’m also very happy that the ITB Ministers Summit by UN Tourism has returned. It was incredibly successful, with over 35 tourism ministers discussing the future of travel.
The ITB Berlin Convention featured a packed programme. Were there any particular highlights?
The ITB Berlin Convention was outstanding and packed with valuable content. A major highlight for me was the caliber of the discussions: industry leaders from Expedia, Google, Booking.com, Uber and more shared valuable insights on stage. We also unveiled our new ITB Travel & Tourism Report at the convention, providing fresh data and trends for the industry. The convention’s focus on innovation and sustainability complemented the trade show perfectly.
With the launch of ITB Americas, how do you see this new event strengthening the ITB network globally?
We’re very excited about ITB Americas. We already have three ITB events in Asia alongside our flagship Berlin show, and with the Americas edition launching in 2026, we will encompass the entire Americas – North, Central, and South America plus the Caribbean – across all travel sectors. It’s a natural continuation of our strategy. After Asia, now “ITB goes West” – and this expansion will make our ITB family truly worldwide, creating new opportunities for cross-regional partnerships and knowledge sharing.
“Next year, ITB Berlin marks its 60th anniversary, which is a truly significant milestone. We are excited for the coming months, with great plans for the travel industry in this anniversary year.”
What is your vision for the future of the ITB network? Are there any short-term goals you’re focusing on?
Our vision is to further establish ITB as a year-round global platform – a “family hub” of international travel shows that keeps the industry connected throughout the year. In the short term, a key goal is to launch ITB Americas successfully and integrate it smoothly, while continuing to enhance our events in Berlin and Asia. Sustainability and innovation will remain core pillars for us – we’re committed to leading on those fronts across all our events. I envision the ITB network as a continuous global forum where travel professionals can connect, learn, and drive progress together.
Do you have a message for the travel industry?
I want to express my gratitude and optimism. Our industry has demonstrated remarkable resilience, and travel demand has returned to pre-pandemic levels. Now is the time to harness this momentum responsibly. I encourage everyone to keep innovating while making sustainability and inclusivity top priorities. If we continue with this forward-thinking spirit, the future of travel will be brighter than ever.
Next year, ITB Berlin marks its 60th anniversary, which is a truly significant milestone. We are excited for the coming months, with great plans for the travel industry in this anniversary year.
ITB Berlin Convention on YouTube
If you missed a session at the ITB Berlin Convention this year, whether you were planning to watch it in person or live streamed, it’s not too late. The sessions will be made available on ITB Berlin’s YouTube channel as part of the ITB year-round content strategy. Click here to take a look.
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ITB India
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ITB Asia
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ITB Americas
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10-12 November 2025
