ITB Berlin 2025: Global Tourism Rebounds, But Can It Regenerate?

From left: Moderator Prof. Dr. Willy Legrand, IU International University of Applied Sciences; Panelists John Fitzgibbon, NECSTouR Misa Labarile, European Commission Glenn Mandziuk MEDes. MCIP, World Sustainable Hospitality Alliance, Virginia Messina, World Travel & Tourism Council, Dona Regis-Prosper, Caribbean Tourism Organization. Watch the panel here.

ITB Berlin 2025, held from March 4 to 6, lived up to its slogan, “The World of Travel Lives Here,” with fully booked halls and a record 5,800 exhibitors from over 170 countries.

—> Read more: ITB Berlin 2025 kicks off with optimism in the travel and tourism industry, plus innovations on the global stage - The World of ITB

The three-day event drew around 100,000 attendees, 87% of whom traveled from abroad. Energized by a strong post-pandemic rebound in tourism, the atmosphere was upbeat. Outbound travel in 2024 rose 13%, returning to 2019 levels, a “welcome development” reflected in the optimistic mood in the halls of Messe Berlin.

While large in-person gatherings generate a significant carbon footprint, especially with attendees from abroad, face-to-face engagements are instrumental in promoting deep knowledge exchange, meaningful connections, and collective action toward achieving sustainability goals. ITB Berlin recognizes their impact and has implemented several on-site initiatives. Attendees had the option to offset their flights and pay for discounted public transport tickets while booking their entrance passes, encouraging the use of local public transportation and reducing individual carbon footprints. All convention sessions have also been made available online for those who opted not to be on-site.

ITB Berlin 2025 provided a dynamic platform for industry leaders, policymakers, and tech innovators to discuss the future of tourism. I spent most of my time in the convention sessions, although if I could split my body in half, I would have also lingered more in the country pavilions.

From discussions on sustainability, AI, and inclusivity to the inaugural UN Tourism Ministers Summit, this year’s event emphasized not only tourism’s rapid evolution but also the pressing challenges.

Robust Recovery Faces Growing Headwinds

At ITB Berlin, there was a broad consensus: global tourism has staged a remarkable comeback. Many markets have already met, and in some cases, exceeded pre-pandemic booking levels in 2024, signaling a robust recovery. According to Euromonitor International, international leisure and business travel generated an impressive $4.7 trillion in 2024, with forecasts approaching $5 trillion in 2025.

But behind the optimism, warning signs are hard to ignore. Rising inflation, currently at 4.1%, and slowing growth projections of just 3.1% raise concerns about the sustainability of long-term travel spending.

As Caroline Bremner of Euromonitor cautioned, while the recovery has been strong, 2025 presents new uncertainties: from economic volatility and the widening sustainability action gap to AI disruption and the accelerating pace of digital transformation.

Against this backdrop, one pressing question emerged: Where does tourism go from here?

At the convention, thought-provoking discussions and panel sessions offered a wealth of solutions — from visitor dispersion and regenerative tourism to reimagining experiences that meet today’s travelers’ evolving expectations. However, these strategies cannot exist in isolation. They must go in tandem with addressing the broader forces reshaping our industry: rapid technological advancements, climate change, and global economic shifts.

A Winning Formula for Travel: Adaptive, Authentic, Inclusive, and Cross-Generational Experiences

Travelers Seek Belonging, Investors Hold the Key

Prof. Dr. Maja Göpel, Founder of Mission Wertvoll, in her keynote “Pathways – Creating a Common Future,” highlighted how travelers today are not just looking for destinations but for belonging, collaboration, and authenticity. Investors, she noted, play a crucial role in shaping these new priorities, as the industry moves beyond foreign-dominated tourism models toward local empowerment.

A major discussion point was the contrast between authentic experiences versus endless, mass-produced tourism offerings. Dr. Maja stressed the importance of finding innovative solutions rather than replacing existing cultural or natural attractions with mediocre substitutes.

This echoes Euromonitor’s data revealing that Gen Z travelers are willing to pay 30% more for sustainable travel features, however, widespread consumer adoption of more sustainable options remains inconsistent.

The industry’s task is to identify how to bridge the gap between sustainability intentions and purchasing behavior.

This recurring theme of “longing for authenticity” surfaced repeatedly across different sessions. Whether it’s a push for local community engagement, cultural immersion, or off-the-beaten-path adventures, travelers increasingly value experience depth and personal connection to destinations.

Speakers noted a rising demand for wellness tourism, community-based tourism, and purpose-driven travel (such as volunteering or eco-tourism) as evidence of these changing values.

Moreover, travelers are more conscious of the ethical’ ethical footprint, caring about a destination’s environmental practices, respecting local culture, and valuing the diversity of offerings. In short, values-driven tourism is on the rise, and the industry is responding by weaving themes of authenticity, inclusivity, and social responsibility into its products.

“Pathways – Creating a Common Future” by Prof. Dr. Maja Göpel, Gründerin bei Mission Wertvoll (L) and Katie Gallus, Geographer and International Moderator (R). Watch the panel here.

The Rise of Cross-Generational Tourism

Discussions on enabling cross-generational travel services and destinations were also highlighted in the convention’s Blue Hall, seconded by Julia Simpson, CEO of WTTC, in a press conference, stating that unlike in the past when traveling with three generations was often considered difficult, it is now becoming more common. Simpson pointed out that the industry is now finding solutions to eliminate some of the typical stressors in multi-generational travel, tailoring the experience for all family members.

Accessibility and Inclusivity Take Center Stage

Inclusivity emerged as a defining theme at this year’s convention. ITB’s Diversity & Inclusion track spotlighted best practices for designing inclusive tours, building diverse workforces, and improving accessible infrastructure.

The Accessible Tourism Day on March 5 gathered experts to discuss how travel can be opened up to those with disabilities or special needs. Topics included accessible nature experiences and the latest digital innovations for inclusive travel. They emphasized that accessibility is integral to sustainability – reflecting a widening value definition, as the industry recognizes that travel for all is both a social imperative and a market opportunity.

In addition, WTTC and Trip.com’s Tech Revolution Trends Report, launched on Day 2, introduced financial inclusion solutions such as “travel now, pay later” models—further expanding access to travel experiences.

Adapting to the Growing Role of Emerging Markets

A key forecast was the growing influence of emerging regions and non-traditional players in tourism’s next chapter. Dynamic markets in Asia, the Middle East, and beyond are fuelling new growth – from the Gulf states’ massive expansion of air travel infrastructure to a rapidly expanding Indian middle class eager to explore the world. Financial investors and tech giants are also entering the travel arena, promising innovation but shaking up the competitive landscape.

Several panels uniformly emphasized that companies must invest in agility and change management to navigate geopolitical shifts and climate disruptions.

Flexibility and preparedness have become the watchwords for future success, as even well-established business models can be upended in a volatile global environment.

“Travel Research: What influences travelers when choosing a Destination?” (powered by Skyscanner) by Zeynep Mutlu Bigali, Destination Partnerships at Skyscanner. Watch the session here.

The Climate Crisis Demands Bold, Industry-Wide Action

CO2 emissions, spatial management, and water consumption were also flagged as urgent sustainability issues requiring immediate industry-wide action.

During the session “10 Years Since the Paris Agreement: What Do the Climate Data Show?”, Professor Stefan Rahmstorf, Co-Head of the Research Department on Earth System Analysis & Professor of Physics of the Oceans at the University of Potsdam delivered an alarming analysis and forecast of rising global temperatures, sea level expansion, and the growing urgency for comprehensive decarbonization efforts.

The industry faces mounting pressure to move from incremental changes to systemic transformation, including stricter regulations on aviation emissions and sustainable destination management.

While carbon offsets and green technologies are gaining traction, there’s consensus that far more must be done. The industry openly recognized that tackling climate change remains a long-term task for tourism.

Achieving sustainability will require rethinking supply chains, destination strategies, and business models.

Aligning a global industry with climate goals demands stronger governance, bold innovation, and tough but necessary choices immediately.

“10 Years Since the Paris Agreement: What Do the Climate Data Show?” by Professor Stefan Rahmstorf, Co-Head of the Research Department on Earth System Analysis & Professor of Physics of the Oceans at the University of Potsdam. Watch the keynote here.

Sustainable Travel: From Buzzword to Business Imperative

Discussions of growth did not eclipse sustainability. Instead, they reinforced it as a core theme of travel’s forecast: future expansion must go hand-in-hand with environmental and social responsibility.

Sustainability was front and center in both expo booths and conference rooms.

Companies showcased eco-friendly initiatives, from low-carbon transportation options to “green hotel” certifications, aligning with the industry-wide agreement that future growth must be harmonized with responsible resource use.

ITB 2025’s official programs devoted entire tracks to climate action and accountable travel governance. The Green & Blue Tourism Forum focused on protecting oceans and biodiversity, while a panel titled “Is Tourism Coming to an End? From Overtourism to Sustainability Governance” sparked debate on managing visitor flows ethically.

The prevailing buzzword was “transformation” – recognizing that incremental tweaks won’t suffice and that tourism must undergo a fundamental shift toward sustainable models to safeguard its future.

Industry forecasters described this moment as a “robust but vigilant” growth. The travel industry enters 2025, riding a wave of strong demand and innovation, yet fully aware that adaptability, sustainability, and investment in new technology will determine its trajectory beyond the current boom.

Destination management as a top priority

From Europe to Asia, local tourism boards are exploring new governance models to balance visitor economies with community needs and conservation.

Ideas ranged from visitor caps and improved spatial planning to community tourism initiatives. Destinations are urged to implement new forms of local cooperation, where tourism boards work closely with residents, urban planners, and environmental groups to manage visitor flows and protect natural and cultural assets.

The ministers' summit echoed that this remains a work in progress globally – a challenge that requires continued experimentation and exchange of best practices.

“The State of The Industry”. From left: Moderator Marianna Evenstein; Panelists Virgina Messina, World Travel and Tourism Council, Caroline Bremner, Euromonitor, Mitra Sorrels, Phocuswright/Phocuswire. Watch the panel here.

AI-Powered Travel: Personalization, Efficiency, and Ethical Frontiers

At ITB Berlin 2025, artificial intelligence emerged as the undeniable driving force reshaping the future of travel. From automation and mobility to hyper-personalized experiences, AI’s transformative potential was a central theme across conference sessions and expo showcases.

With over 66% of bookings now made online, and that figure projected to surpass 70% by 2027, traditional travel agencies face mounting pressure to adapt. AI has quickly become the tool of choice for companies seeking to stay ahead, offering unprecedented capabilities in data analysis, dynamic pricing, and real-time language translation to create seamless, tailored customer journeys.

The session Smarter Travel: What Determines a Trip? emphasized how digital transformation is reshaping consumer decision-making. Merilee Karr of UnderTheDoormat, Shabib Ammari of Visit Oman, and Jennifer Andre of Expedia explored the increasing role of AI in optimizing pricing, visitor dispersion, and real-time language translation for seamless travel experiences.

In the exhibition area, airlines like Lufthansa demonstrated conversational booking bots while TUI showcased how it has integrated AI-powered agents across its 1,200 travel agencies to support both staff and customers. These “super apps” and “autonomous agents” now offer travelers real-time itinerary updates, dynamic pricing, and personalized recommendations, setting new standards for interactive, responsive travel planning.

The message was clear: the future of travel marketing lies in knowing your customer and customizing every experience in real time.

Yet industry leaders are mindful of the moral and competitive dilemmas AI brings. A key unresolved question is how to ensure AI benefits all players in the travel sector, not just tech giants. As noted at the convention, a more AI-driven tourism industry could concentrate power on large platforms with the data and expertise, potentially sidelining smaller businesses.

One aspect of the challenge is ensuring a level playing field – through open innovation and perhaps regulation. Another is ensuring AI is used responsibly: avoiding intrusive surveillance of travelers, preventing discriminatory outcomes, and keeping a human touch in travel experiences.

Many companies admitted they were still in the trial phase with AI and lack the skilled staff or resources to implement it fully. Thus, the ethical deployment of AI in tourism is an evolving issue, requiring industry-wide dialogue on standards and a commitment to using technology to enhance travel, not just efficiency or profit.

As AI integration accelerates, data ethics and governance questions also loom. With AI and personalization relying on vast amounts of traveler data, the industry must address how that data is used and protected.

An ITB discussion on digital trust noted the dangers of manipulative algorithms and fake reviews polluting the online travel space. Transparency and security protocols for customer data are no longer optional – they are paramount to maintaining traveler trust.

Inaugural UN Tourism Ministers Summit: A Global Dialogue

Asia Sustainable Travel (AST) was given front-row access to one of the most anticipated moments of ITB 2025. The UN Tourism Ministers Summit, introduced by Dr. Mario Tobias (CEO, Messe Berlin), brought together tourism ministers from across the globe, including representatives from Albania, Andorra, Ghana, Malaysia, South Africa, and Spain, to discuss tourism’s role in sustainability, investment, and peacebuilding.

Delegates emphasized tourism’s role in promoting peace, mutual understanding, and stability. This highlights that sustainable tourism must go beyond economic growth to foster respect between people.

While each nation’s context differed, there was an apparent convergence on key policies: investing in sustainable tourism that safeguards culture and environment, improving connectivity and infrastructure, and cooperating through international platforms (like this summit) to learn from one another’s experiences.

The UN Tourism Ministers Summit at ITB 2025 thus served as a milestone in aligning global tourism objectives. In this forum, countries large and small found common ground on using travel as a force for peace, mutual understanding, and equitable growth.

The UN Tourism Ministers Summit at ITB Berlin brought together global tourism leaders to discuss the future of sustainable tourism and its role in fostering peace and economic growth.

Regenerative Tourism As The Way Forward

ITB Berlin 2025 concluded with a powerful keynote by Anna Pollock, Founder of Conscious Travel, who urged the industry to see regenerative tourism not as a trend but as an entirely new way of thinking and doing. She emphasized that sustainable tourism must go beyond minimizing harm — it must actively create conditions for life to thrive.

Pollock stressed that true regeneration cannot be implemented at a large scale; it starts at the local level, within ecosystems and communities. Industry leaders must take the time to understand a place deeply before attempting to transform it.

From left: Anna Pollock, Founder of Conscious Travel. Watch the keynote here; researchers from Monash University - Riho Nakayama, Dyah Ayu, Diah Jayantari, the author, Fitri Anizar, Ethan Lawrence; Dr. Willy Legrand, IU International University of Applied Sciences; John Bell, Travel Journalist and Writer.

Final Words

As ITB Berlin 2025 drew to a close, attendees left with a dual message. On the one hand, there is tremendous optimism – fuelled by record-breaking tourism demand, breakthrough innovations in tech, and a strong collaborative spirit across borders. On the other hand, the hard questions facing the travel industry remain on the table, urging immediate and continued cooperation beyond the trade show floor.

The conversations at ITB Berlin 2025 reflected a growing consensus: the future of tourism depends not just on innovation but on a deep-rooted commitment to protecting and enhancing the very places and cultures that make travel meaningful.

The event’s parting takeaway was that the future of travel will be defined not just by how well the industry rides the wave of current trends but by how bravely and thoughtfully it confronts these unresolved challenges.

The industry now faces a defining choice: to continue a path of rapid expansion or shift toward a more thoughtful, regenerative model that ensures tourism will be a force for good for future generations.