The challenges and tasks facing a tourism industry in transition are the focus of the ITB Berlin Convention 2025, which takes place from 4 to 6 March at the Berlin Exhibition Centre. Under the motto ‘The Power of Transition lives here’, trade visitors can look forward to an ambitious and comprehensive programme with high-profile presentations and discussions on the future of travel.
More than 400 international experts and speakers will provide insights into current social and economic developments, analyse industry-relevant trends and present the latest results from business practice, research and science in 200 sessions and 17 theme tracks. The range of topics and issues to be discussed over the three days is extremely broad. The consequences of digital transformation and the impact of artificial intelligence (AI) will be discussed just as intensively as the challenges of climate change and the search for sustainable strategies. The consequences of a changing world of work, the emergence of new customer needs and the importance of growing niche markets and special offers will also be the subject of numerous forums and events. With the live streaming of all four stages, ITB Berlin is offering added value to the global community. As well as being available live, the sessions can also be viewed afterwards on the ITB Berlin YouTube channel.
On the Orange Stage in Hall 7.1, speakers will focus on the future of the industry and developments in marketing and sales. The WTCF (World Tourism Cities Federation) is Stage Sponsor of the Orange Stage. The Future Track, the Marketing & Distribution Track and the Responsible Tourism Track will provide plenty of inspiration on topics such as sustainability and climate impact assessment. Attendees can look forward to a highly topical presentation on fundamental issues of climate protection and sustainability on 4 March in the Future Track with the lecture by transformation expert Maja Göpel on the Orange Stage, Hall 7.1a. The renowned sustainability researcher will take a comprehensive look at current debates and ask how technology and innovation can help us to think outside the box. Microsoft Advertising is Track Sponsor of the Future Track, Google is Track Sponsor of the Marketing & Distribution Track, and Studiosus is Session Sponsor of the Responsible Tourism Track.
On 4 March, Christoph Debus (CEO of the DERTOUR Group) will provide exciting insights into the transformation process of a leading German tour operator in the session titled ‘Shaping DERTOUR Group’s Future: Insights from Christoph Debus’ in the Tour Operator & Travel Sales Track on the Blue Stage, Hall 7.1b. He will outline the company’s future strategic priorities and highlight the industry’s future prospects. Changes in the German tour operator market will also be the subject of another event on the Blue Stage. Moderated by Dr Markus Heller (Fried & Partner), Roland Gassner (Travel Data + Analytics), Ömer Karaca (Schmetterling International), Dr Ingo Burmester (DERTOUR Group), Songül Göktas-Rosati (Bentour Reisen) and Benjamin Jacobi (Director, TUI Germany) will discuss the development of the business following the bankruptcy of FTI.
In the Destination Track on the Blue Stage, Hall 7.1b, speakers will present innovative ideas and practices as well as insights that will shape the future of destinations. A session on 5 March will look at the wider impact of mega-events on destinations. Drawing on examples from the UK, Turin, Oulu and Wacken, experts will discuss whether major events act as a driver for sustainable development – or exacerbate tensions between national, urban and rural interests. The afternoon of the Destination Track will be all about inclusion. The German Federal Ministry for Economic Cooperation and Development (BMZ) is Partner of the Destination Track. The afternoon of the Destination Track will be all about inclusion. One highlight will be the event ‘Tourism Industry Leaders Endorse the Women’s Empowerment Principles’ at 2 pm, where leading industry representatives, UN Women and members of the German government will shed light on the crucial role of women in the tourism industry. The subsequent discussions will show how destinations and companies can benefit from inclusive tourism for all.
eTravel Stage: From data management and IT expertise to social media marketing and platform strategies
Forums such as the Hospitality Tech Track, the AI Track, the eTravel Track and the Destination Tech Track on the eTravel Stage in Hall 6.1 will focus on the impact of AI and digitalisation. From 4 to 6 March, everything will revolve around data management and IT skills, social media marketing and platform strategies. On 5 March, the panel discussion titled ‘Best Practice: How AI reshapes Travel’ on the etravel stage promises top expertise from the perspective of international corporations. Olaf Backofen (Lufthansa), Michel Guimet (Microsoft) and André Exner (TUI Group) will discuss current findings that are likely to spark a lot of debate. Mary Li, founder of a start-up, will show how AI can support a human corporate structure. The entrepreneur will present a fascinating insight into her start-up in Singapore, where the new digital employees not only have human names but also parents. Checkout.com is Track Sponsor of the eTravel Track.
Inspiration and ideas from an unusual perspective are also promised by two convention offerings that are approaching their audiences in a new way. The events of the new Corporate Culture Clash Track on 6 March look at changes in the working world around the topics of new work and the shortage of skilled workers. In just ninety minutes, the ITB Transition Lab provides participants with twenty industry-relevant tips and recommendations for action that are of immediate practical value. The ITB Transition Lab ticket is available here.
Hospitality Net membership explained

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