All signs point to success in 2024: the world's leading travel fair was clearly focused on shaping the future and once again underlined its role as a leading international platform for business, innovation and networking. Despite widespread strikes, this year's ITB Berlin saw a slight increase with almost 100,000 attendees, a result that exceeded expectations given the difficult circumstances of the strike. Diverse and represented globally, more than 5,500 exhibitors from 170 countries illuminated the three business days and occupied the 27 exhibition halls of the Berlin exhibition center.
“The ITB Berlin once again reflected the evolution of the sector. The atmosphere between exhibitors, visitors and speakers was very positive throughout the event. They generally agreed that people's desire to travel not only meets pent-up demand after the pandemic, but will remain basically stable. Neither inflation nor high energy prices seem to slow down demand,” said Dr. Mario Tobias, CEO of Messe Berlin.
Proof that the sector is a driver of innovation was the ITB convention in Berlin, which took place parallel to the three-day fair and featured high-profile attendees and a total of 400 leading international speakers across 200 sessions. and 17 topics that analyze trends and innovations. In total, around 24,000 attendees attended the panels, debates, keynotes and conferences, once again recognizing the convention as the industry's leading international think tank.
The tourism community remains on the path to success
The ITB Buyers Circle, with its 1,300 senior buyers, served as a barometer of the sector and underlined the importance of the world's leading travel fair as a leading business platform. Together with the management consultancy Dr. Fried & Partner, ITB Berlin has created the new Global Travel Buyer Index. The survey asked several hundred Buyers Circle members about the economic mood and their business goals. The results reflected a consistently positive mood regarding the market situation and offered an optimistic outlook for business over the next six months.
Great interest from the media and politics.
Around 3,200 accredited journalists from 103 countries and more than 300 bloggers reported at ITB Berlin. The world's main tourist fair once again became a meeting place for politicians and diplomats from all over the world. In addition to numerous delegations, almost 80 ministers and secretaries of state, as well as 72 ambassadors, visited this year's edition of ITB Berlin.
ITB Berlin Convention underlines its role as a forward-thinking think tank
AI and its potential uses were a hotly debated topic. For the first time, the ITB Berlin Convention hosted a dedicated AI Track, which was very well received by the 24,000 attendees at the event. There was general agreement that no organization or company could continue to ignore AI.
Glenn Fogel, CEO of Booking Holdings, was confident that "generative AI can be more helpful than real humans when customers make their travel plans." Charuta Fadnis, senior vice president at Phocuswright, also recognized the growing importance of AI and personalized travel apps. Generative AI is already improving sales, while Fadnis believes the use of virtual agents and combining AI with blockchain technologies will be key to preventing misuse in the future. Convention participants also agreed that it was impossible to ignore climate justice and skills shortages, for which there were, however, promising solutions. Jeremy Sampson, chief executive of the Travel Foundation, called on the tourism industry to aim for net zero emissions by 2030. His study titled 'Envisioning Tourism in 2030 and Beyond' outlines a dynamic path focused on regulating air travel and 40 measures in six categories. to achieve sustainable tourism by 2050.
AI was also a big topic for the ITB Innovation Radar, which celebrated its second edition this year. The spotlight was on 16 forward-thinking innovations presented by industry visionaries. They ranged from B2B services for the hospitality industry and travel industry professionals to sustainable concepts. The innovations offered a glimpse into future trends.
This year's host country Oman put on a strong showing, doubling the size of its exhibition in Hall 2.2 to over 800 square metres. On Monday night, the Sultanate hosted the traditional inaugural gala with a spectacular show that generated great admiration and applause. The around 3,000 guests witnessed a broad presentation of the country's natural attractions, culture and, above all, music. HE Azzan bin Qassim al Busaidi, Undersecretary of Tourism at Oman's Ministry of Heritage and Tourism, highlighted his country's success in building tourism infrastructure and praised the Sultanate's cultural heritage and natural attractions. In 2023, Oman recorded four million visitors, an increase of 22 percent from 2022. 231,000 came from Germany, an increase of 182 percent. He said great care is being taken to consider sustainability and diversity in expanding tourism infrastructure.
“Despite all the euphoria and positive outlook, all participants were aware of the enormous challenges facing the travel sector too and in particular. This year's slogan 'Together' underlines the fact that only community action can overcome the challenges of the travel industry,” said Dr Tobias.
In recent months, the invasion of Ukraine has been followed by another geopolitical conflict in the Middle East, adding further uncertainty to the urgency of achieving sustainability. Ukraine, Israel and Palestine exhibited at the ITB in Berlin. At the Israel press conference, the Minister of Tourism promoted travel to Israel and called for the removal of travel warnings.
Following the pandemic and compared to 2023, this was the first time the industry recorded a positive trend in the Asia-Pacific region. One example was China, which celebrated its return as an exhibitor this year and is now welcoming visitors from selected countries by expediting their visas. Overall, ITB Berlin attendees were able to return home with positive expectations about this year's development and can expect excellent business and a high volume of advance bookings, especially for summer 2024.
At the fair there was positive news regarding the occupancy of the rooms. The reopening of five renovated pavilions allowed for several changes, as well as improvements in many aspects. For the first time, the German-speaking countries were all under one roof and occupied the center together27. China, Liechtenstein and Emirates airline were welcomed back to the show, along with newcomers Dominica, the Cayman Islands and Disney Cruise Lines. It was also positive that many exhibitors had expanded their exhibition. These included popular holiday destinations Italy, Greece and Turkey, as well as exhibitors from the Asian, Arab and African markets. The Travel Tech segment also grew again. This year the Mobility segment also reflected a growing market, and the Cruise segment once again demonstrated its popularity.
A look towards ITB Berlin 2025: host country, Albania
Albania, an emerging destination with great potential, is the host country of ITB Berlin 2025. Messe Berlin management and Albanian representatives officially sealed their partnership with the signing of an agreement on the second day of ITB Berlin, after the announcement of their collaboration. few months ago.
The next ITB Berlin will again take place as a B2B event from Tuesday to Thursday from March 4 to 6, 2025 at the Berlin exhibition center.
About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2025 will take place from Tuesday to Thursday, March 4-6 as a B2B event. Since 1966, ITB Berlin has been the world's leading travel trade fair. As in previous years, the internationally acclaimed ITB Berlin Convention will take place alongside the fair as a live event at the Berlin exhibition grounds. Under this year's title "Pioneers in the transition in travel and tourism." Together.', across four stages and a total of 17 topics, prominent speakers from business, science and politics examined the current and future challenges facing the industry. More than 24,000 visitors are expected to attend. At ITB Berlin 2024, more than 5,500 exhibitors from 170 countries showed their products and services to almost 100,000 attendees.