ITB Berlin 2025

Once again ITB Berlin presents us the latest trends hosting companies who will be presenting their innovations on the eTravel world. For a sneak peek, David Ruetz, head of ITB Berlin tells us a bit of what is coming this 6 to 10th of March. 

¿What novelties have you prepared for this 2019 edition?

The Technology, Tours & Activities (TTA) segment is new at ITB Berlin 2019, and the emphasis there will be on promoting and selling in-destination services. Both major players and small start-ups will be able to present their innovative products at the new exhibition and meeting area in the Adventure Travel Hall. The TTA marketplace will be the place to head for providers of tours, tour guides, technology and apps, re-sellers, intermediaries and destinations. Exhibitors and trade visitors can also establish new contacts and exchange experiences at networking events.

ITB Berlin (edited by David Ruetz (head of ITB Berlin), Prof. Dr. Roland Conrady (Worms) and Marc Aeberhard (Luxury Hotel+Spa Management, Zürich) will launch a new Luxury Guide. It provides a broad overview of the luxury tourism phenomenon, which to date has been hardly explored. This book targets executives and travel industry employees (hotels, destinations, tour operators and agencies, carriers) around the world as well as graduates of university tourism courses.

The ITB Berlin Convention is moving to the CityCube: In future the ITB Berlin Convention will take place at the CityCube, the new multi-purpose congress and trade fair venue. That means more room for events, improved access and better transport links. Visitors to the CityCube will be directly next door to the fair halls and only a short distance from light rail public transport (S-Bahn) at Messe Süd.

The eTravel World continues to expand: Relocating the ITB Berlin Convention means the Travel Technology segment will gain more space. At the eTravel World another focus besides in-destination services at the TTA Forum is the topic of payment. Related events will include sessions with Amazon Pay, Paypal and Wirecard.

The event presents a multifaceted programme with workshops at ITB Berlin and special events. Which of the activities do you think are a must for the visitor of which of them do you highlight?

I can warmly recommend visiting ITB Berlin Convention 2019. The global travel think tank examines global travel and tourism topics that will have a long-term impact on industry structures in the years to come. It will focus on the four major challenges facing the industry and the specific measures it must take in response to climate change and environmental sustainability, future mobility, over tourism and to today’s tourists who have become more discerning, have individual requests and are expressing their political views. The consequences of Brexit will also figure in this debate.

Another event worth visiting: The annual ITB Book Awards that recognise the latest and most interesting travel publications from Germany and abroad. It takes place on Friday, 8 March 2019 at 4 p.m. at the Palais am Funkturm, the awards venue of ITB Berlin.

What are the advantages of exhibiting at ITB 2019?

The World’s Leading Travel Trade Show is a must-attend event for everyone in the tourism industry. It mirrors the entire value-added chain of the tourism industry. In addition to meeting and getting to know industry decision-makers, it is the business side of the show that for exhibitors above all determines its success. ITB Berlin is the event with the most trade visitors from abroad and boasts the world's largest attendance of exhibitors from all parts of the globe. Less than 20 per cent of the show’s exhibitors are from Germany. 81 percent come to us from abroad. The show is always like a big reunion of the family that represents the world’s travel industry.

Can you give me some tips for those exhibiting for the first time and specifically at ITB? 

We provide every exhibitor with a detailed 30 pages Exhibitor Guide that shows the most important steps to ensure a successful preparation, exhibition & follow-up at ITB Berlin. Sorted by topics it helps exhibitors to get the most out of their trade show participation, such us attending business meetings which are taken quite seriously at ITB Berlin. Business rules rely on professionalism, good business sense and formality.

Can anybody attend at ITB Berlin? How to register?

Exhibitors just need to download the stand registration for the next ITB Berlin. It’s quite easy: by simply filling out the form on the computer/ mobile phone and send it right back via email.
Trade visitors may purchase their ticket online from the beginning of December on the official website.
Public visitors are welcome to visit ITB Berlin during the weekend from 9-10 March 2019, tickets can either be purchased online in advance or on-site.

What is the exhibitor profile?

The range of exhibitors being present at ITB Berlin includes the complete spectrum of the travel industry and encompasses for example tour operators, travel agencies, travel technology providers and reservation systems. Furthermore, you will find various associations from different segments and hospitality companies from small individual hotels to large, worldwide operating hotel chains. Also, we will welcome again all sorts of transportation companies such as airlines as well as cruise and ferry companies. Last but now least, visitors will find a large range of tourist organizations reaching from small regional tourist boards to the large national tourist organizations.

What is the visitor profile?

During the weekdays from Wednesday to Friday, the trade show exclusively focuses on the B2B visitors from the industry. Furthermore, publishers and media representatives attend the event as well as visitors from the segments of research, education and universities as well as the field of business travelers.

During the weekend, ITB is also open to the general public and welcomes a very large number of visitors – from Berlin, but also from other parts of Germany, Europe and even the world.

Can you give us some participation results from the last edition? How many visitors attend? In total from the exhibitors, from how many different nationalities they are?

The results of the 52nd edition 2018 mirrored the good atmosphere. With around 110,000 trade visitors from Germany and abroad, ITB Berlin was able to reaffirm its standing as the World’s Leading Travel Trade Show. 

Lastly, regarding the exhibitor, how many stand exhibitors participate in the last edition? In total how many different countries they are?

The 5-day show, which had been booked to near capacity for months, impressively confirmed its role as a reliable economic indicator and forward-looking trendsetter with 10,000 exhibitors participating from over 180 countries.

The international travel industry currently faces many challenges. As a trendsetter of the international travel industry, ITB Berlin brings a vision of the situation of the industry and the passenger's needs. It is facing the challenges in terms of the needs of young people and data protection, and will also increasingly have to deal with the geopolitical situation on our planet, as well as with climate change and the volatility of fuel prices. The next edition of ITB Berlin will be on this march and we didn't want to miss all the novelties organized for this year, for this reason, we've been talking with Julia Wegener, PR Manager of the event.

Tourism is one of the most powerful industries in economic terms and even the sustenance of some countries...What’s the situation actually? What are the future tendencies if we think about new generations?

Security is a major issue. Amid the latest crises, for example, holidaymakers have become unsure about how safe it is to travel.

With the help of artificial intelligence, chatbots and virtual assistants have opened up unprecedented opportunities for tour operators. At the ITB Berlin Convention participants will receive the latest information on these trends as well as practical tips.

3 reasons that make you different from other shows like FITUR

• Internationality: We are the world´s leading travel trade show and the industry's most international trade visitor event in the world. Nearly 40 percent of our trade visitors are from abroad and we are proud to welcome about 10,000 exhibitor companies from nearly 190 countries again this year. Only 22 percent of our exhibitors are from Germany.
• Diversity in segments: Not only are all sectors of the leisure market represented but, with Medical Tourism, ITB Berlin also acknowledges the growing importance of a vital and expanding “new” segment.
• ITB Berlin Convention- industry's main knowledge platform: In addition, ITB Berlin is staging the largest and most important convention of industry experts in the world since 2004. Experts from every source and destination country in the world find out about the latest industry trends and discuss business strategies at the accompanying ITB Berlin Convention.

What do you think it’s the most important characteristic to have success in a fair like this?

The most important characteristic is bringing people together who share the same ideas, visions and plans. Even in times of crisis ITB Berlin brings people together and gathers leading figures from the national and international travel industry. We create markets and hold live events.

Tell us some things to highlight about this 2017 edition. What is going to be the novelties?

Over the last 50 years, ITB Berlin has been a major innovative force in the international travel industry. This March, innovation will also be a key theme at the ITB Berlin Convention, which takes place from 8 to 11 March 2017. One of the key up-to-the-minute topics will be ’Disruptive Travel: The End of the World as We Know It’. Leading international experts will show how tourism professionals are successfully taking on controversial issues and current challenges such as geopolitical crises, travel safety risks and the use of artificial intelligence. Lectures will be held on a new age defined by a lack of order and tourism in times of global political uncertainty. An exclusive global market survey conducted by Travelzoo and commissioned by ITB Berlin will provide information on how crises and disasters influence tourists.

The eTravel World of ITB Berlin is where established companies and ambitious startups will meet to examine the latest trends in digital marketing, social media and mobile travel services.

ITB Berlin looks forward to presenting an African country, Botswana, as the official partner of ITB to a wide audience of trade visitors and the general public in 2017. Botswana places special emphasis on sustainable tourism. Close to 40 percent of the land area is dedicated to national parks, reserves and wildlife management areas.

As the Culture & Convention Partner Slovenia will be showcasing its cultural and natural attractions at the ITB Berlin Convention. In the future, this country aims to promote sustainable tourism and activities in nature.
For the first time, ITB Berlin 2017 will be fully devoting a platform to medical tourism, which has become an important fast-growing market. Medical service providers, hotels and destinations will be able to exhibit their products and services In the Medical Tourism Pavilion in Hall 3.2. Presentations and workshops will be held so that visitors can find out more about the latest trends and developments in this growth market.

Could you give us some advice to make business in Berlin?

Our clients will deal with so many different nationalities, that I think it is not only German etiquette that our visitors and exhibitors will have to know.
But generally speaking, Germans are very punctual and expect their business partners to be as well. They value their privacy and personal space extremely. So better not ask personal questions related to occupation, salary, age, or family even if you have a well-established friendship.

Always greet women first in Germany and last but not least in German business, a person’s word and handshake are considered his or her bond. If a verbal agreement is made in a business meeting, it is generally considered binding. Summarizing the above, it can be said that, business rules in Germany rely on professionalism, good business sense and formality.

There’s an activity or workshop interesting for visitors?

There are actually many workshops for visitors taking place on each day of the ITB Berlin Convention. These convention workshops satisfy ITB visitors’ demand for an intensive, professional exchange with experts in small groups. This is where valuable contacts are established and individual questions and problems are taken up, for example, the “Mekong Tourism Forum: Human Capital Development” by Jens Thraenhart on 8 March 2017, 15.30 a.m., in Hall 4.1, Room Regensburg or the ITB Marketing and Destination Workshops on Thursday, 9 March in Hall 7.3.

What represents ITB Berlín for the annual calendar of the industry?

As a brand ITB Berlin now also has a huge international reputation. Nine years ago Messe Berlin launched ITB Asia, and in no time at all, it established itself as the leading B2B event for the Asian travel market. This year ITB Asia will celebrate its 10th anniversary from 25 to 27 October 2017.

The launch of ITB China in May 2017 will mark the arrival on the Chinese market. Tour operators including Ctrip, Alitrip and Utour will be represented at the Shanghai World Expo Exhibition and Conference Center. ITB Berlin is pleased to confirm the second edition of the co-branded India show, Bharat International Tourism Bazaar. It is the first pure outbound show for the Indian market, to be held in New Delhi from 21 to 23 September 2017. It is an alliance that focusses on the Power of the Indian Traveler, and the show will be organized by Cross Section Media, the country's first mover in B2B travel marts, initiated over twenty years ago.

Some reasons to don’t miss the show...

ITB Berlin will again create the best B2B platform enabling its exhibitors and trade visitors from all over the world to initiate excellent business dealings and make first-class contacts. The show represents the entire value-added chain of the industry. In addition to the wide range on offer, ITB Berlin is also a leader when it comes to innovation and information about happenings in the marketplace. It stages the largest and most important trade convention in Europe for many years now.

Lastly, can you give us some participation results from the last edition?

In 2016, its 50th edition, ITB Berlin was stronger than ever: some 10,000 exhibiting companies from 187 countries and regions met with 120,000 trade visitors in the 26 exhibition halls, which had been booked up months in advance.

ITB Berlin joins together every area of the tourism sector, anywhere from leisure to business travel. Whether you want to go on an adventure or go on a relaxing spa get-away, you can find the best deals and offers here. It is the world's leading trade fair in tourism. Based in Belgium, last minute offers and diverse conferences come together under one roof.

Becoming bigger and bigger every year, it involves the top decision-makers, young professionals and experts in the business all in one. The opportunities are endless for contact-building, carrying out business deals, getting informed of the latest and planning future trips.

Be surprised by the stands at this event, as they fill up the fair ground with personalized products and festive designs. Everything is made to be easy for the customer to get the best travel ideas at the spot. Having your stand here will showcase your brand to the world in the best way possible.

ITB Berlin 2016 is celebrating 50 years of success, so they are finalizing the details for the next edition to be held on March 9-13. If you are planning to exhibit or just visiting to discover the latest trends and most innovative destinations don't miss this interview with Martin Buck, the Vice President of CompetenceCenter Travel & Logistics of Messe Berlin GmbH.

In 2016 the world’s largest tourism industry trade show will celebrate its 50th anniversary. What can the exhibitors and visitors look forward to?

On the occasion of the anniversary, we visited many different destinations all over the world in order to offer our personal thank-you, “From Berlin With Love!” In the process, 50 topics or events from 50 destinations all over the world were selected; each is related to one of the following topics: tourism, politics, social issues, nature or history. A total of 50 ITB Ambassadors from Berlin travelled to selected destinations and visited local representatives; both the ambassadors and local representatives have a personal connection to the selected destination.

One particularly exciting meeting involved David Ruetz, Head of ITB Berlin, who visited Dr Manfred Busche, the founder of ITB Berlin, in his hometown of Ketzin/Havel. The two men discussed the milestones of the development of the tourism trade show. The fact is: What began in 1966 with nine exhibitors from five countries and only 250 trade visitors has developed into a huge international success. In 2015 over 10,000 exhibitors from 186 countries presented their products and services to ca. 175,000 visitors. All 50 encounters will be showcased in a video, a book and via Social Media. In addition, the anniversary will be duly celebrated at the Opening Ceremony on 8 March and throughout the next ITB Berlin, from 9 – 13 March 2016.

The tourism industry is dealing with new aspects of digitalization and disruptive business models. What will you offer at the trade show?

Travel Technology has turned out to be one of the biggest and most dynamic exhibitor segments. We are currently experiencing an unparalleled change in this tourism industry area. Mobile Payment, Deep Link and humanoid robots, like “ChihiraAico” from Toshiba, are changing the tourism industry.

For years eTravel World has successfully conveyed knowledge about the key Travel Technology market. We also acknowledge the importance of these topics at the ITB Berlin Convention with a broad forum: “Travel 4.0”. On ITB MICE-Day, for example, the focus will be on the topic “Man vs. Machine”. The question whether Augmented Reality or Google Glasses drive innovation or destroy personal encounters, and future topics like “when the robot fluffs up the pillows”, are on the agenda.

Sustainability is playing an increasingly important role for vacationers. How does ITB Berlin address this topic?

We worked together with National Geographic Travel magazine to create the World Legacy Award: It is given to the leading tourism companies, organizations and destinations which advance a re-thinking of the travel industry according to sustainable tourism-based principles and practices. But we do even more: ITB Berlin is committed to a variety of important areas, including human rights, social justice, fighting against the sexual exploitation of women and children in tourism, and protection of the climate, environment and animals.

As the Official Partner Country of ITB Berlin 2016, the Maldives take centre stage of the international travel industry. What makes this island country in the Indian Ocean so unique?

With dazzling white beaches, turquoise lagoons and unique diving sites, the Maldives is one of the last paradises on Earth. Furthermore, the island country is one of the best examples of controlled and environmentally-friendly tourism, well beyond the world of mass tourism.

Who must attend the Show?

The World’s Leading Travel Trade Show is a must-attend event for every international expert in the tourism industry.

This is where companies and organizations meet, as well as top decision-makers, experts, buyers and young professionals from every touristic area: Hotels, tourism organizations, tour operators, travel agencies, transport companies, booking portals, systems providers and all the others.

Somewhy we can't miss ITB Berlin?

ITB Berlin combines all of the important segments in one location – from Leisure to Business Travel and MICE to trend areas like Travel Technology, LGBT and Youth and Adventure Travel all the way to the pioneering topic of CSR.

Furthermore, ITB Berlin Convention offers up-to-date, first-hand expert knowledge about the most important topics and the CareerCenter is a significant springboard for career starters and young professionals.