SHERIDAN, WYOMING – March 4, 2025 – The ITB Berlin 2025 has commenced with remarkable energy, boasting a sold-out event and a record-breaking 5,800 exhibitors from over 170 countries. The world’s leading travel trade show is now open to trade visitors, exhibitors, and buyers from the international travel industry. Under the banner “The World of Travel lives here,” the fair is once again setting benchmarks for the future of global tourism. Media professionals and content creators will find up-to-the-minute information on ITB Berlin and the ITB Berlin Congress for their editorial coverage.
ITB Berlin 2025 Officially Opens
Albania, the official host country of ITB Berlin 2025, captivated the audience at yesterday’s opening ceremony with a spectacular show. From the host country, Albania, Prime Minister Edi Rama addressed the audience. Other speakers included Kai Wegner, Governing Mayor of Berlin; Dieter Janecek, Federal Government Coordinator for Maritime Economy and Tourism; Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC); Zurab Pololikashvili, Secretary-General of the World Tourism Organization (UN Tourism); and Dr. Mario Tobias, CEO of Messe Berlin.
The official opening press conference and the impressive opening ceremony by ITB host country Albania, featuring high-ranking representatives from politics and tourism, mark a successful start to ITB Berlin 2025. The video can be used free of charge for editorial reporting.
ITB Berlin Morning Briefing with Deborah Rothe
Deborah Rothe, Director of ITB Berlin, provides an exclusive overview of ITB Berlin 2025. She discusses groundbreaking innovations, exciting new developments, and the highlights of the host country, Albania. She also shares her personal highlights from her third ITB Berlin as director.
NEWS & INSIGHTS
Dr. Mario Tobias, CEO, Messe Berlin
At the opening press conference on the eve of ITB Berlin, Dr. Mario Tobias, CEO of Messe Berlin, welcomed guests to the historic Marshall-Haus with exciting previews of the next three days. In addition to interesting innovations, he presented key figures, highlights of the ITB Berlin Congress, and a preview of the coming year with exciting news on ITB activities beyond the federal capital.
Edi Rama, Prime Minister of Albania
Albania’s tourism is booming – and the numbers speak for themselves. At the ITB Berlin 2025 opening press conference, Prime Minister Edi Rama impressively explained why the country was chosen as the official host country for this year’s edition of the world’s largest travel trade show. Albania is one of the fastest-growing travel destinations in the world and has the fastest-expanding airport in Europe. German guests, in particular, are increasingly discovering Albania for themselves: just a few years ago, there were only a few tens of thousands, but in 2023, 374,000 Germans visited the country. Rama emphasized, “When the Germans come, you know they are a strong pillar for tourism development.
Mitra Sorrells, SVP Content, Phocuswright
The global travel market continues to grow despite subdued consumer prospects, although not at the high rates seen previously. This was reported by Mitra Sorrells, Senior Vice President Content of the US market research institute Phocuswright, in her keynote address at the opening of ITB Berlin 2025 on Monday (March 3). In contrast, the willingness to invest in travel startups grew in 2024, but remained low compared to previous years. With the increasing digitalization of all areas of life, artificial intelligence is proving to be an important tool for the travel industry and consumers.
Norbert Fiebig, President, DRV
Norbert Fiebig, President of the German Travel Association (DRV), spoke today at the ITB Berlin opening press conference about current developments in the German travel market. Despite economic and geopolitical uncertainties, travel remains one of the highest priorities for Germans. They are not prepared to save on their vacations – this is positive news for the industry, according to Fiebig. In challenging times, travel offers a valuable opportunity to escape everyday life and gain new impressions.
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