March 2, 2024

Defining the world of travel together

By Deborah Rothe, Director ITB Berlin

Good morning and welcome to ITB Berlin 2024! I’m Deborah Rothe, the show’s Director, and I’m thrilled to share with you today’s exciting lineup of events and opportunities for learning, connecting, and exploring the future of travel.

Let’s start with a real highlight of the day, the ITB Berlin Convention’s Future Track. Here, you’ll hear from industry leaders and innovators as they discuss the latest trends and technologies shaping the travel landscape. Today’s keynote, a friendly and engaging fireside chat with Glenn Fogel from Booking Holdings, is sure to offer valuable insights into the current state of the travel industry and its direction for the future. To see today’s highlights turn to page 9, and for the complete programme for the Future Track conference, you can scan the QR code on page 13.

But first, let’s revisit yesterday’s opening press conference. Moderated by Katie Gallus, we received an overview of ITB Berlin 2024’s highlights, presented by Dr Mario Tobias, CEO of Messe Berlin. H.E. Azzan bin Qassim Al Busaidi, Undersecretary of Tourism of the Ministry of Heritage and Tourism of Oman, offered an insightful look into this year’s Official Host Country. Phocuswright’s Charuta Fadnis shared her expertise on the global travel industry’s growth, the impact of AI, and how companies are adapting to these changes, while DRV President Norbert Fiebig discussed the Germans’ prevailing passion for travel.

From the exhibitors’ side, among our more than 5,500 exhibitors, one of the must-visit booths is of course Oman, the Official Host Country of ITB Berlin 2024. Discover this unique destination, where authentic cultural experiences, breathtaking natural landscapes, and luxurious accommodations await. Oman is also a shining example of how sustainable tourism can benefit both the environment and local communities. To learn more about Oman and its vision for the future, be sure to read the exclusive interview with H.E. Salim Al Mahrouqi, Minister of Heritage and Tourism for the Sultanate of Oman, on page 24.

Our team is here to support you throughout your ITB Berlin journey. If you have any questions or need assistance, please don’t hesitate to approach us at the ITB Berlin Information Counters or reach out through our mobile app.

Thank you for joining us today, and we look forward to seeing all of you on the show floor. Let’s make the most of this opportunity to learn, connect, and shape the future of travel together!