Just in time for ITB Berlin, ITB released its new Travel & Tourism Report 2025/2026, highlighting the challenges and opportunities of a fast-changing tourism sector.
In 2025, the international tourism industry faces challenges and changes marked by political, technological and economic upheaval. Reliable information and informed analysis is more important than ever. ITB Berlin aims to meet the industry’s growing need for information with the launch of a new publication.
The ITB Travel & Tourism Report 2025/2026 has just been published, providing comprehensive insight into the industry’s current mood and strategies based on extensive data collection. The report is written by a team of authors, consisting of scientists and marketing experts who have analysed the state of technological transformation, exploring attitudes toward key issues, and outlining future scenarios and courses of action.
This 32-page report examines current trends in the travel sector from various perspectives. Key topics include the challenges posed by AI and digitalisation, competitive conditions and booking structures, data management and analysis, sustainability and resilience, as well as human resources and the shortage of skilled workers.
The report also assesses the ongoing transformation and its impact on marketing, sales, and the customer market. Based on a survey of international companies and organisations, the study provides important background on current developments, analyses existing deficits and conflicts, and identifies practical strategies and recommendations.
Finally, the report considers the key competencies for companies and organisations to thrive in a competitive landscape shaped by AI. While traditional core competencies are essential for fundamental positioning and human resources management, transformative competencies and technical skills are needed to enhance sustainability and resilience and navigate digital transformation.
