Taking as its slogan ’The World of Travel Lives Here’, ITB Berlin 2025 is taking place from 4 to 6 March 2025. Fully booked halls and a record number of 5,800 national and international exhibitors (5 per cent more than in 2024) from over 170 countries underline the global reach of the World’s Leading Travel Trade Show, while the ITB Buyers Circle with its 1,300 senior buyers is an indicator of the industry’s upturn. 

As ITB Berlin kicks off, the industry is optimistic about the future. According to the latest World Travel Monitor® findings of IPK International, outbound travel in 2024 increased by 13 per cent, regaining the pre-pandemic levels of 2019. “This is a welcome development that is also reflected at ITB Berlin, where an optimistic mood and high booking levels are further boosting the positive outlook. With extensive international participation, innovative show formats and a wide-ranging supporting programme,

ITB Berlin is also setting the pace in digital networking, efficient dialogue and international cooperation. ITB Berlin 2025 not only promises to be an unrivalled industry experience, but also paves the way for future-oriented growth in the global tourism industry,” said Dr Mario Tobias, CEO of Messe Berlin.

This year’s host country Albania – an experience with “all the senses“ will impress international trade visitors on a display area of 800 square meters in Hall 3.1. Albania offers authentic experiences that reflect its unspoiled natural beauty, diverse landscape and the hospitality of its people. In addition to cultural and culinary highlights, the country is focusing on innovative agritourism concepts, including farm-to-table experiences and a newly launched agritourism app that serves as a personal travel guide. Albania is also expanding its displays in the Adventure segment in Hall 4.1.

2024 growth in outbound travel reaches 2019 levels

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 USA, Germany, France, Italy and destinations such as Mexico, Turkey, the United Kingdom and Austria.

At the same time, trips such as sun & 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.

Exhibitors showcase wide-ranging products and innovative drive

In the Asia Hall (26), countries including Vietnam, China and Thailand have increased the size of their stands, underlining their strong position in global tourism. Both the Arab states and countries from the Middle East have impressive representations in several halls. Saudi Arabia is the largest exhibitor in Hall 4.2, while Tunisia, Qatar and Jordan (also Hall 4.2), the Emirates Oman and Bahrain (Hall 2.2), as well as Morocco, Israel (Hall 21) and Egypt (Hall 6.2) have significantly larger stands. 

African countries are also expanding their displays: South Africa is the largest exhibitor in Hall 20, and countries such as Namibia, Madagascar, Ethiopia and Mozambique now have larger stands. Djibouti is a newcomer to Hall 21a, while Uganda, Sierra Leone, Kenya and Tanzania have expanded their displays, highlighting the important role of the African market.

Both the USA and Canada are hosting larger stands in Hall 3.1. In Hall 22b, Central America is represented in even larger numbers than last year. Panama is back with a large stand. Mexico is strongly represented, while Guadalajara is a newcomer to the show. South America reports strong growth in Hall 23, and Peru, Ecuador and Argentina are expanding their displays. Colombia, Brazil and Bolivia are also represented here. In Hall 5.2, the Maldives are presenting a wide range of products, while Nepal has further enlarged its stand area. Australia and New Zealand are taking part again, as is India, which is showcasing a wide range of products.

Spain retains its title as the most popular travel destination. According to the World Travel Monitor®, Germany, France, Italy, Turkey, the UK and Austria are also among Europe’s most in-demand travel destinations. This positive development is reflected at ITB Berlin: hub27, Messe Berlin’s multi-purpose state-of-the-art hall, is traditionally the venue for the German-speaking countries and regions. In Hall 2.1, the Balearics and the Costa del Sol are occupying larger displays. Valencia, a newcomer, is hosting an impressive stand. In Hall 1.1, Greece now has a larger display. Rhodes is taking up more space than last year.

The island of Kos is taking part as an individual exhibitor for the first time, and Cyprus has also increased its display area by 100 square metres. Hall 3.2 is fully booked with numerous exhibitors from Turkey. Bulgaria (Hall 3.2), Italy (with Trenitalia back at the show) and Montenegro (Hall 1.2) are now all on larger stands.

In Hall 11.2, the focus is on Central and Eastern European countries, including Poland, Hungary, the Czech Republic, Slovakia, Georgia and Armenia. In Hall 18, along with the Scandinavian countries and Baltic states, the Netherlands, Luxembourg and the Belgian region of Wallonia are represented on larger stands. Abbey Island, Visit Jersey and Visit Guernsey are back at ITB Berlin after a break, reflecting the international diversity and dynamic quality of the show.

ITB Berlin 2025 will take place from Tuesday, 4 to Thursday, 6 March as a B2B event. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show.