ITB Press Conference : At 60, ITB Berlin signals a structural shift in global travel

Six decades after its launch, ITB Berlin is no longer just a trade fair, it is a strategic observatory of where global tourism is heading.

With nearly 6,000 exhibitors from over 160 countries, the 60th anniversary edition of ITB Berlin opened against a backdrop of geopolitical uncertainty and technological acceleration. The tone was neither celebratory nor cautious but transitional.

This year’s opening press conference brought together a cross-section of leadership voices shaping the industry:

• Dr. Mario Tobias, CEO, Messe Berlin
• Márcio de Jesus Lopes Daniel, Minister of Tourism, Republic of Angola
• Mitra Sorrells, SVP Content, Phocuswright
• Albin Loidl, President, German Travel Association (DRV)

Together, they painted a picture of an industry expanding in volume  but redefining its foundations.

ITB at 60: A platform for stability in unstable times

Opening the conference, Dr. Mario Tobias reflected on ITB’s evolution from a modest exhibition in 1966 to the world’s leading B2B travel platform.

“For 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business,” Tobias said. “Particularly in times of global challenges, we need platforms that combine economic strength, innovation and responsibility.”

The message was clear: in an era of geopolitical tensions including renewed instability in the Middle East, the industry requires neutral convening spaces.

Under the anniversary campaign “Every moment tells a story,” this edition blends indeed historical retrospectives with future-facing initiatives. Such as the ITB Convention. Featuring more than 400 speakers across 17 tracks, it focuses on overtourism, sustainability transitions, resilience and digital transformation under the overarching theme “Leading Tourism with Balance.”

Balance, repeatedly referenced, has become the industry’s defining concept  balancing growth and responsibility, automation and trust, ambition and realism.

Angola: Repositioning Africa in the global tourism narrative

For the first time, Angola appears as Official Host Country, a symbolic and strategic statement.

Minister Márcio de Jesus Lopes Daniel presented Angola under the brand “Visit Angola – The Rhythm of Life” positioning the country as both an experiential and investment destination.

He emphasized Angola’s political stability after decades of conflict, expanded visa exemptions, and significant infrastructure investments, including airport and conference facilities aimed at strengthening the country’s MICE ambitions.

With 62% of its approximately 36 million population under the age of 25, Angola is marketing itself as a youthful, culturally vibrant nation. From Atlantic coastline to rainforest ecosystems and proximity to the Namib Desert, the country is leveraging geographic diversity as a competitive differentiator.

In response to questions about past security perceptions, the Minister underscored progress in demining operations and regional cooperation initiatives such as KAZA (Kavango-Zambezi Transfrontier Conservation Area), reinforcing the message that Angola is repositioning itself within Africa’s tourism growth story.

The global travel economy: expanding, but recalibrating

Mitra Sorrells of Phocuswright delivered the macro perspective.

Global travel bookings are estimated at roughly $1.9 trillion, with projections exceeding $2.1 trillion by 2027. Around two-thirds of bookings are now made online, representing a structural shift that continues to reshape distribution economics.

However, growth is uneven. Mature markets such as Europe and the United States are expanding at moderate rates, while India, the Middle East and parts of Latin America are seeing stronger acceleration driven by demographics and digital adoption.

Yet the most profound shift is not geographical, but technological.

AI is Changing how travel is found and sold

Artificial intelligence has moved from experimentation to infrastructure.

According to industry data cited during the session, a large majority of travel companies are using AI in some form primarily for operational efficiencies and customer interaction. Still, only a minority have deeply integrated AI into core strategic budgets.

On the demand side, generative AI tools are increasingly influencing trip discovery and planning. Adoption is rising sharply, particularly among Millennials, who value personalization and time efficiency. Importantly, AI users tend to travel more frequently and spend more  making them commercially significant.

The competitive implication is substantial. The industry is shifting from traditional SEO-driven visibility to AI-mediated recommendation logic. Brands must ensure:

• Clear, authoritative content
• Structured, machine-readable data
• Strong credibility signals through reviews and partnerships

Visibility is no longer just about ranking. It is about being interpreted correctly by machines.

Germany: Record spending meets strategic caution

Albin Loidl, President of the German Travel Association (DRV), provided insight into one of the world’s most important outbound markets.

German travelers spent approximately €88 billion on pre-booked holidays in 2025. This represents a record level and a year-over-year increase. However, this record revenue is accompanied by heightened price sensitivity.

Consumers are:

• Comparing more carefully
• Booking earlier
• Favoring all-inclusive packages
• Traveling increasingly in shoulder seasons

Organized travel continues to perform strongly, reflecting a demand for security and financial protection in uncertain times. Trust, Loidl suggested, is becoming a decisive competitive factor.

Turkey, Spain and Greece remain leading destinations for German travelers, while selected long-haul destinations continue to attract higher-spending segments.

Air connectivity remains central to Germany’s outbound ecosystem and to the broader European travel economy.

An industry between confidence and complexity

The Q&A session returned repeatedly to geopolitical tensions and their potential demand impact. While speakers refrained from forecasting immediate consequences, the consensus was that the industry has built greater resilience mechanisms than in past crises.

What emerges from ITB Berlin’s 60th edition is not a narrative of unchecked growth but of structural adaptation.

Travel demand remains robust. Emerging destinations are asserting themselves. AI is reshaping distribution. Consumers are re-calibrating value. At 60, ITB Berlin is finally less a celebration of longevity than a reflection of transformation. The next decade of travel will likely be defined less by volume and more by balance.

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