Just one year shy of 60 years old, the world’s largest travel trade show kicked off today (Tuesday) at ITB Berlin 2025 amidst discernible industry optimism about the future. According to the latest World Travel Monitor findings of IPK International, global outbound travel in 2024 increased by 13%, regaining the pre-pandemic levels of 2019.
The optimistic mood in the industry, which comes despite a generally “gloomy” consumer outlook, is reflected in both higher booking levels in the industry and a 5% increase in numbers at ITB, where more than 5,800 exhibitors from 170 countries – including Canada, which returns with a bigger stand than last year – have gathered in the German capital, stated Dr. Mario Tobias, CEO of Messe Berlin GmbH.
Attendance is expected to reach 100,000 through Thursday.
The trade show, which has operated since 1966, is also accompanied by the ITB Berlin Convention, which Tobias described as the largest travel industry thinktank in the world, where 400 leading speakers from business, science and politics will discuss the challenges facing the tourism industry both now and in the future at 200 sessions on four stages and at a total of 17 themed tracks.
At the opening of the trade show, Tobias said that ITB Berlin presented the “entire spectrum of global tourism,” while in her keynote speech Mitra Sorrells, Sr VP Content at research institute Phocuswright, forecast steady growth for the travel industry.
Under the tongue-in-cheek slogan “Alabanity,” the convention’s host country Albania’s prime minister Edi Rama presented his country as the world’s fastest growing travel destination.
World Travel Monitor
According to the latest World Travel Monitor findings of IPK International, in 2024 international travel experienced strong growth. Year-on-year figures show that 2019 levels were finally reached again. Growth in the MICE segment and rising demand in travel from Asia in particular contributed to a sustained upturn in global tourism, while in Europe, Latin America and North America developments were positive too.
Spain leads the rankings as the most popular holiday destination, followed by the US, Germany, France, Italy and destinations such as Mexico, Turkey, the UK and Austria. At the same time, trips such as sun and beach holidays, city breaks and round trips are experiencing strong growth, and the trend towards direct bookings and alternative accommodation underlines a growing desire for flexibility and individual travel experiences.
“All these developments and the increasing demand for authentic, high-quality experiences along with comfort, beautiful scenery, culinary highlights and cultural attractions promise good business for the travel industry in 2025,” stated ITB.
For the first time, all convention sessions will be live-streamed via the ITB Navigator and later available on the ITB Berlin YouTube channel, ensuring global access and long-term availability of the content.
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