Good morning everyone and welcome to the first day of ITB Berlin 2025!
It’s always a pleasure see so many familiar faces back again this year, and exciting to meet first-time exhibitors and visitors ready to make the most of this year’s event.
Yesterday’s opening press conference gave an overview of ITB Berlin’s highlights that visitors can look forward to, and the Opening Ceremony set the stage for a great show. Albania, this year’s Official Host Country, treated the audience to a showcase of Albanian culture—a powerful introduction to the country’s heritage.
This morning, the show officially begins with the ribbon-cutting ceremony at the Albania stand accompanied by a live performance of “O my beautiful Albania,” offering a fitting start for a busy day ahead.
As you enjoy your first cup of coffee this morning, you’ll want to take a look at the ITB Berlin Convention programme as there are over 200 sessions to choose from across all four stages. Deciding which sessions to attend can be tough and we’ve tried to make it a little easier for you by putting together some of today’s highlights (see page 9).
ITB Berlin is always innovating along with the industry, and this year we’ve introduced the new ITB Transition Labs, designed for deeper conversations on key topics like sustainability, technology, and changing market dynamics. If you’re looking to gain practical insights or explore fresh ideas, the Transition Labs are for you. And it’s not too late, you can still get your ticket today!
In between convention sessions and your busy agendas of meetings, I recommend you all take a moment to stop by the Albania stand in Hall 3.1 if you don’t have a chance to attend the ribbon-cutting ceremony this morning. This year’s Official Host Country truly is a hidden gem in Europe, experiencing exponential tourism growth and setting an example in sustainable and cultural tourism offers.
Wishing you all a productive and fruitful first day!
