In March each year, the world’s largest travel trade fair, International Travel Trade Show Berlin (ITB Berlin), typically brings 10.000 exhibitors representing over 180 countries worldwide to Berlin. 

For three days, representatives from airlines, hotels, tour operators and other industries tangential to tourism will meet with a focus on sustainability and the revitalisation of an industry that is simultaneously booming and outdated.

About the International Travel Trade Show Berlin

Like the tourism industry itself, the ITB exploded in the years before the pandemic, from its humble origins in 1966 to a tourism colossus that boasted 180.000 yearly attendees.

The event is divided into segments to facilitate the coordination of such a large mass of people, with exhibitors and visitors able to choose between themes such as Responsible Tourism, Cultural Travel, LGBT + Travel, Medical Tourism, and Virtual & Augmented Reality. 

Sustainable, digital and relevant

In recent years, the conversation on tourism has gradually shifted from pure promotion to the more complex issues of managing over-tourism and ensuring sustainability.

Notable tourist hotspots such as Amsterdam and Venice have already taken steps to divert tourists to the off-season or to nearby locations. The ITB Berlin is no stranger to these trends, and this keen awareness is reflected in their new motto: “Smart Tourism for Future: sustainable, digital and relevant.” 

Tourism in a climate-conscious world

Representatives and experts will tackle the same questions: are long-haul destinations compatible with CO2 reduction goals and pandemic conditions? Can tourism contribute to positive economic development? Are wooden hotels a solution to the sustainability crisis?

With the decline in standardised mass tourism products, how can the tourism industry of the future be better tailored to individual needs? These serious debates, along with informative presentations and lighthearted cultural entertainment, ensures that the ITB Berlin has something for everybody. 

Attending the International Travel Trade Fair Berlin

For more information, tickets and details on how to register, head to the ITB Berlin Website.