ITB GLOBAL TRAVEL COLLECTION DISCOVER THE STORIES BEHIND 60 YEARS OF LEGACY
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ITB GLOBAL TRAVEL COLLECTION
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06 08 10 12 14
Editor’s foreword
Deborah Rothe, ITB Berlin David Ruetz, Messe Berlin
Mario Tobias, Messe Berlin Dr Christoph Ploß, Federal Govt
ECONOMY & TOURISM 16 The tourism economy 22 Shaika Nowais, UN Tourism 24 Gloria Guevera, WTTC 26 Sven Liebert, BTW 27 Sören Hartmann, BTW
IN NUMBERS 28
Global tourism data
30 32
CAREERS IN TRAVEL 90 Building a future-ready workforce
ITB Berlin data
60 years of ITB timeline
THE ITB BERLIN POWER 60 40
ITB THE BRAND 96
60 top identities in travel
ITB moments in photos
104 ITB shows
EUROPE 62
BUSINESS TRAVEL & EVENTS 110 The future of business and MICE events THE MIDDLE EAST 114 Middle East tourism data 116 Expo City Dubai 118 Ajman 120 TIME Hotels
European tourism data
64 66 68 72 74
Kai Wegner, Mayor of Berlin
Albin Loidl, DRV
Frankfurt Airport: the new T3
Liechtenstein
Malta
PIONEERS OF TRAVEL 78 Trailblazers in travel 86 Visa 88 Airbnb
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LEADING TOURISM INTO BALANCE 122 Tourism at a turning point 124 Tackling overtourism 128 UNESCO 130 Climate adaptation in tourism 132 The EU Ecolabel 134 World Sustainable Hospitality Alliance 136 Cruise leads the balancing act DIVERSITY & INCLUSION 138 LGBTQ+ tourism and ITB Berlin 142 IGLTA
ASIA PACIFIC 148 Asia-Pacific tourism data 150 Macao 154 Langkawi THE AMERICAS 158 Americas tourism data 160 ITB Americas 2026 162 Peru
LUXURY TRAVEL 164 Luxury travel data 166 Luxury travel trends 172 The future of wellness tourism THE FUTURE OF TRAVEL 178 Tourism Economics data 134 Trend watch 190 2086 and beyond 194 Tech trends impacting travel 198 Industry voices: leaders speak
AFRICA 144 Africa tourism data 146 South Africa
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Section header
ITB GLOBAL TRAVEL COLLECTION
EDITOR’S FOREWORD
From growth to balance ITB Berlin at 60; reflecting on six decades of change and the responsibilities ahead
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Published by GT Media (Europe) Ltd.
S ixty years ago, when ITB Berlin first opened its doors, international travel was still the preserve of a relatively small, privileged share of the world’s population. Borders were harder to cross, air travel was expensive, and tourism was only just beginning to emerge as a global industry. In 1966, few could have imagined the scale, complexity and influence travel and tourism would one day command, or the responsibilities that would come with it. Today, tourism plays a major role in the global economy and society. According to Tourism Economics, international travel has more than doubled over the past two decades alone: from around 700 million international trips 20 years ago, to 1.5 billion in 2025. By 2030, that figure is expected to reach two billion journeys a year, rising to three billion by 2045. This extraordinary growth reflects rising incomes, expanding middle classes, improved connectivity and an enduring human desire to explore, connect and experience the world beyond our own borders. Yet growth on this scale brings both opportunity and responsibility. Tourism creates jobs, supports communities, fosters cultural exchange and drives investment in infrastructure, education and innovation. At the same time, it places pressure on natural environments, cultural heritage and local ways of life. The central question facing the industry today is no longer whether tourism will grow, but how it grows, who benefits, and whether it can do so in a way that is balanced, inclusive and resilient. This is the context in which the
ITB Global Travel Collection has been created. Marking the 60th anniversary of ITB Berlin, this publication looks back at how far the industry has come, while looking forward to the choices that will define its next decades. Over six decades, ITB Berlin has evolved alongside the industry itself. What began as a post-war trade fair has grown into the world’s leading travel trade show and a global network of events spanning Asia, China, India and the Americas. Throughout this journey, ITB has remained a constant: a place where markets meet, innovation is showcased, and difficult conversations are not only encouraged but required. As tourism has expanded in scale and influence, so too has ITB’s responsibility to help guide it. The challenges facing tourism, including climate change, workforce shortages, overtourism, inequality, to name a few, demand collaboration, evidence-based decision-making and a willingness to learn from one another. This has always been at the heart of ITB Berlin’s purpose. The next chapter of global travel must be defined not only by scale, but by stewardship. Not only by innovation, but by intent. And not only by connection, but by balance. This publication is both a reflection on where we have been and an invitation to consider, together, where tourism should go next.
Publisher and Managing Director: Khaled Algaay Editorial Director Gemma Greenwood
Art Director Stefan Castel Director of Markets Beth Thomas Outreach Manager Alison Readings Partnerships Manager
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60 years of stories, connections, and travel FOREWORD
DEBORAH ROTHE, DIRECTOR, ITB BERLIN
A personal reflection on ITB Berlin’s journey, its impact on global tourism, and the vision for the next decades
W hile preparing for the 60th back. We rummaged through old relics, such as pictures, brochures, love letters, and advertising materials, and uncovered the stories that have defined this milestone event. My first ITB Berlin experience came as a student, and it was unforgettable. Bustling halls, dozens of languages, colourful booths, and the energy of people coming together to share ideas. It was clear from the start that ITB Berlin was more than a trade show. It was where the global tourism community shaped the journeys of tomorrow. Looking back is inspiring, but looking forward is even more important. anniversary of ITB Berlin, it was the perfect moment to take a look ITB Berlin has grown into the World’s Leading Travel Trade Show, offering new ideas, innovations, and opportunities for people across the globe to connect, collaborate, and shape the future of travel. Over the years, that pioneering spirit has remained the same, even as the world around ITB has changed almost beyond recognition. Back when ITB first started, travel was slower, information moved cautiously, and destinations were discovered mostly through
word of mouth or printed travel guides. Today, everything moves fast, digital tools connect us instantly, and travellers expect more than ever before. Through all these changes, ITB has adapted, remaining a place where ideas take flight, partnerships are formed, and global conversations about tourism happen. This 60th edition has been particularly meaningful. With the convention theme ‘Leading Tourism into Balance’, ITB Berlin has highlighted what really matters: sustainability, responsibility, and respect for the people and places that make travel possible. Walking through the halls, I notice discussions about conservation, inclusive travel, and innovation everywhere: from panels and booths to informal chats over a cappuccino. Every conversation is a reminder that tourism connects people and cultures while protecting our planet. Over the past 10 years, I’ve had many unforgettable moments. Being pulled into a spontaneous Cumbia dance at the Colombia stand while heading from South Africa to Italy. A shared smile with a colleague after mastering a last-minute challenge together. Watching young startup teams turn bold ideas into reality and sensing their pride when
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60 years of ITB Berlin
“This publication captures a glimpse of the destinations, the people, and the moments that have defined ITB Berlin over six decades”
the industry finally takes notice. Or just a simple coffee conversation that turns into a collaboration across continents. These genuine connections, the curiosity and enthusiasm people bring to the halls, are what make ITB special: a place where ideas grow, people inspire one another, and the future of travel takes shape. Looking ahead, the next 60 years will bring new challenges and surprises: technological shifts, evolving traveller expectations, environmental pressures, and new ways to explore the world. ITB Berlin will continue to grow with the industry: not just as a trade show, but as a hub for dialogue, a platform for ideas, and a source of inspiration for tourism professionals, new and experienced alike. This publication captures just a glimpse of that journey: the destinations, the people, and the moments that have defined ITB Berlin over six decades. It is a celebration of the past and an invitation to imagine the future. On behalf of ITB Berlin, I warmly thank everyone who has contributed to this story and look forward to the next chapter, full of curiosity, creativity, and a shared love of travel.
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60 years of ITB Berlin
How one trade show changed the world of travel COMMENT
David Ruetz , Senior Vice President, Messe Berlin, the home of ITB Berlin, reflects on the trade show’s six decades of innovation, connections, and milestones, and looks ahead to the future of tourism
I ’ve been with Messe Berlin for a quarter of a century now, and ITB Berlin has been part of my life almost as long, and let me tell you, I’ve seen a lot. I remember sitting by one of the beautiful lakes surrounding Berlin, where Prof Manfred Busche, the founder of ITB Berlin, once lived, and talking with him about the vision that started it all. I had joined ITB Berlin in the early 2000s, when travel was a very different world: digital tools were rare, information moved slowly, and the idea of a truly global marketplace for the travel industry seemed almost impossible. Yet even then, ITB Berlin had a clear purpose: to bring the world together, to share ideas, and to imagine what the future of travel could look like. Over the decades, ITB Berlin has grown from a local trade show into a truly global brand. Its expansion beyond Berlin, with international spin-offs in Singapore, Shanghai, Mumbai, and Guadalajara, Mexico, mirrors the growth of the travel industry itself and underlines the need for a global platform that sets trends and shapes the conservation in travel worldwide. But ITB’s role goes beyond the show floor. It’s a place where ideas spark, collaborations blossom, and
latest tech that makes journeys smoother, and connecting innovators with the partners who can turn their ideas into reality. Celebrating 60 years of ITB Berlin is not just a milestone, but a launchpad into the future. What began as a simple idea – to connect people through shared knowledge and passion – has evolved into a global movement. For six decades, ITB Berlin has inspired, connected, and transformed the travel industry, and it will continue to do so, embracing challenges, seizing opportunities, and revealing surprises along the way. That, ultimately, is the journey that excites me the most.
impossible becomes reality. Some of my most memorable moments at ITB Berlin are surprisingly small. I’ve shaken hands with robots like Pepper on the exhibition floor, marvelling at today’s technology. I’ve watched a previously overlooked destination finally receive the international attention it deserves like Albania or Botswana. I’ve seen young entrepreneurs pitch bold new ideas, such as sustainable travel apps that change the way we think about exploration. But above all, it’s the people, the xploration. all, it’s the people, the built over decades, that y believe I have the best rld. Moments like these niversary of ITB Berlin – at what started as an relationships built over decades, that make me truly believe I have the best job in the world. Moments like these – the 60th anniversary of ITB Berlin – remind me that what started as an exhibition has evolved into a stage for stories, for connections, and for ideas that send waves far beyond the halls of Messe Berlin. Looking ahead, the travel industry remains as lively and unpredictable as a bustling airport terminal. Travellers navigate new routes, digital tools help plan trips in an avigate new routes, elp plan trips in an instant, and destinations experiment with ways to welcome visitors more responsibly. In this evolving destinations experiment welcome visitors more n this evolving s evolved into a stage for nnections, and for ideas ves far beyond the halls in. ead, the travel industry ely and unpredictable as port terminal.
world, ITB continues to bring people together: ntinues to together:
hosting debates over sustainable tourism practices, showcasing the tes ble ices, he
innovation takes the spotlight. It’s where newcomers meet
professionals, bold ideas collide with experience, and what once seemed
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60 years of ITB Berlin
ITB: the beating heart of Messe Berlin COMMENT Mario Tobias , CEO, Messe Berlin, reflects on his journey with ITB Berlin – from first-time visitor to host of one of the world’s most influential travel gatherings – and the show’s enduring impact, far beyond the exhibition halls
A s CEO of Messe Berlin, I am constantly on the move, attending events of all sizes and immersing myself in a wide range of industries. Yet what continues to inspire me about ITB Berlin each year is the drive and enthusiasm that brings everyone together. I still remember my first visit to ITB Berlin many years ago not as a host, but as a guest: It was immediately clear that ITB was something truly special. I could never have imagined just how central this event would become, not only for Messe Berlin, but for the city of Berlin, the global travel industry, and the people shaping it worldwide. Over 60 years, ITB Berlin has grown from a modest national exhibition into a truly global platform where destinations, innovators, and decision-makers meet, exchange ideas, and inspire one another. It is one of our flagship events – the heartbeat of Messe Berlin – and its impact is remarkable, driving revenue, enhancing our international profile, supporting the Berlin economy, and even influencing the areas around our venues. ITB Berlin is not only a trade show, but a catalyst for ideas, collaboration, and growth that reaches far beyond the exhibition halls. Some of the moments I cherish most are unexpectedly human. During the opening tour, light-hearted conversations with officials and colleagues brought smiles and laughter. Witnessing bold new ideas unveiled on the exhibition floor, such as the world’s first AI digital human cabin crew, and seeing the excitement they generated stayed with me. I also recall moments like a life-sized humpback whale gliding across the CityCube on the giant LED screen.
These small spectacles that brought joy to everyone around. Even simple interactions, like a hallway chat that later on turned into a partnership spanning continents, remain unforgettable. These are the moments that make ITB Berlin truly special. It is proof that the trade show is never just about booths or presentations, but about the people, ideas, and connections that shape the travel industry. Nowhere else will you meet so many who are passionate about travel and who firmly believe that exploring the world and connecting with other people and cultures can make our world a more peaceful and better place. ITB Berlin’s growth also reflects the broader vision of Messe Berlin. Expanding the ITB brand over continents, evolving our facilities, and increasing the sophistication of our events demonstrate the ambition, innovation, and dedication behind the scenes. Every detail, from planning hall layouts to hosting complex international delegations, adds up to an experience greater than the sum of its parts. Looking ahead, the future promises to be equally exciting and challenging. Technology, sustainability, and changing traveller expectations will continue to shape the industry. ITB Berlin will remain a vital platform for business, dialogue, and inspiration, a place where the next generation of travel leaders can imagine, create, and shape the future. As Messe Berlin continues to grow and innovate, ITB Berlin will stay at the heart of our vision: connecting Berlin to the world, and the world to Berlin.
“Even simple interactions, like a hallway chat that later on, turned into a partnership spanning continents, remain unforgettable”
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60 years of ITB Berlin
Around the world in 24 hours at ITB Berlin COMMENT
Dr Christoph Ploß , Federal Government Coordinator for Maritime Economy & Tourism, on ITB Berlin as a meeting point for global travel and its role in putting Berlin on the world tourism map every year
E very spring, the city of Berlin ideas, images, voices, colours, talks and visions. ITB Berlin connects travel buyers and sellers from all over the world, bringing continents, countries and people closer together. With every expansion of the ITB fair and brand, the world seems to get a bit smaller. transforms into a global tourism hub – a potpourri of inspirations, Tourism is a key driving force for the economy, ensuring millions of jobs and making a substantial contribution to global prosperity. However, tourism is far more than numbers. Tourism is about getting in touch with other people, about seeking, yearning for and discovering something new. These very human needs shape not only the industry but are also a key element of Germany’s identity as a country that takes pride in its hospitality. For 60 years now, Germany has done a great job as a host and will continue to do so in the future. Come in and find out There is no city that is better suited to host ITB than Berlin. The German capital has everything that makes ITB so special: diversity, openness, energy and a good deal of humour. People come to the ITB not only to negotiate but also to celebrate, laugh and be amazed. The programme spans three fascinating days, for eight thrilling hours a day. ITB’s impressive history shows how strong the passion for travel, dialogue and exploration is, and how it can grow. In 1966, the first ITB marked a
start: it was a small but nonetheless forward-looking event, that recognised the potential of global tourism even before the age of colour TV. Nine courageous exhibitors from five countries took part in the show, laying the foundation for a tradition that continues up to this day. Today, ITB is the tourism industry’s global market place, right at the heart of Berlin. Alongside ITB Berlin, Germany has developed into an important hub for global tourism – a country open to the world that welcomes innovation and helps shape the future. And the Germans themselves have regularly been Europe’s, or even the world’s travel champions. 60 years to make friends in Berlin The travel industry has shown a great deal of resilience and optimism, not least as it emerged from those tough pandemic years. People want to travel, engage in dialogue with others, and have memorable experiences; it is part of human nature. For 60 years, this resilience and energy has been part of ITB Berlin’s DNA. It is a place to look to the future with fresh optimism every year. ITB has also demonstrated that it can adapt to new developments: the digital transformation, new forms of communication and changed travel habits have transformed the way in which travellers seek information, and the industry has transformed accordingly. ITB Berlin is simply the place to go for the world’s tourism industry professionals, bringing together in its own unique way
experts, visionaries and decision-makers from business and politics, offering networking opportunities and inspiration. We can be optimistic about the road ahead: the younger generations are contributing fresh ideas; new technologies are opening up entirely new possibilities, and sustainable travel is transforming from a niche market into the new standard. If ITB has been able to show one thing over the past 60 years, it is that even though the world is changing, the love for travel persists. Congratulations to 60 years of ITB Berlin and to all the stakeholders involved. May you continue to bring the world to Germany and to Berlin. We look forward to it! I wish you many more years of continued success, growth, good contacts, pioneering innovations and thrilling new developments.
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I NS I GHTS
The growth industry that keeps the world moving
T ourism is one of the defining innovation on a scale few others can match. It accounts for more than 10% of global GDP and supports hundreds of millions of workers in sectors ranging from aviation to cruise, tour operations to hotels. Its influence continues to grow faster than the wider economy. The World Travel & Tourism Council (WTTC) estimates that the sector contributes more than US$10 trillion a year to global output and supports more than 350 million jobs. industries of the global economy, generating jobs, investment and In 2025, it was on track to reach $11.7 trillion, representing 10.3% of global GDP, with 371 million jobs supported worldwide. Longer-term
Tourism is a driving force of global prosperity, creating jobs, funding infrastructure and connecting communities. The next step is to make that momentum work harder for more people, in more places.
projections point to $16.5 trillion and 460 million jobs by 2035, confirming tourism as a central engine of global prosperity. The World Economic Forum (WEF) describes travel and tourism as “a catalyst for inclusive prosperity”, noting that more than two-thirds of the sector’s total economic value arises indirectly through local suppliers, small businesses and wider consumer spending. Its reach makes tourism not only a reflection of demand, but also a strategic driver of sustainable growth and resilience. Industry forces Tourism growth has returned across all major regions since the pandemic, but challenges remain. Labour shortages
BY GEMMA GREENWOOD
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The economy of tourism
are a pressing concern. The WTTC warns that without decisive action, more than 43 million tourism roles could remain unfilled by 2035, risking a drag on expansion. “Travel and tourism is on course to support one in three new jobs worldwide by 2035,” the organisation says, underlining the need for skills and mobility policies that can keep pace with demand. Border modernisation is another opportunity, with a joint WTTC and SITA study revealing that digital visas, biometric processing and pre-clearance systems could add $401 billion to global GDP and create 14 million jobs by 2035 across the G20, EU and African Union. The report concludes: “Technology now allows us to achieve what was once thought impossible: stronger borders and smoother travel.” Cruise SMALL SHARE, BIG MULTIPLIER Cruise remains one of the fastest-growing segments in global travel and recovered more quickly from the pandemic than the general global tourism market. In its latest ‘state of the industry report’, Cruise Lines International Association (CLIA) reveals that in 2024, the sector supported $168.6 billion in economic output and 1.6 million jobs, as passenger volumes climbed to 34.6 million. CLIA notes that “more than 75% of jobs supported by cruise activity are generated onshore”, highlighting its role in stimulating local economies. Cruise currently accounts for just 2.7% of global tourism GDP, suggesting strong potential for growth. Each port call supports transport, food services, retail and cultural attractions, enabling smaller coastal towns to capture visitor spend that might otherwise bypass them. An economic impact study by MedCruise and Cruise Europe found that more than 40% of destinations report higher revenues for local businesses thanks to cruise activity. In 2024, global passenger cruise spend reached $29 billion, according
Cruise remains one of the fastest-growing segments in global travel
Bled, Slovenia: one of 25 UN Tourism Best Tourism Villages 2025
to Tourism Economics. And it’s not only passengers who contribute: crew spending also delivers a meaningful boost. Cruise staff income totalled $9.2 billion in 2024, much of which goes toward essentials and leisure in port communities, further multiplying the value of each cruise call. Aviation THE BIG CONNECTOR Aviation underpins the global visitor economy. The Air Transport Action Group (ATAG) found that in 2023, civil aviation supported 86.5 million jobs and contributed $4.1 trillion to world GDP, or 3.9% of total output. The sector carries about a third of global trade by value and enables 58% of international tourist arrivals.
According to the International Air Transport Association (IATA), airlines were expected to handle more than five billion passengers and 40 million flights in 2025. Each additional million passengers generates around 1,000 direct on-airport jobs, while expanded air networks drive wider economic productivity by linking regional markets. A standout market where aviation is the lifeblood of economic growth in comparison to other industries is the UAE. A 2023 IATA study found the sector contributed $92 billion in economic output, or 18.2% of GDP, spanning wider supply chain, employee spending and tourism activities, and supporting 992,000 jobs. Dubai is the country’s aviation
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The economy of tourism
Aviation will contribute 32% of Dubai’s GDP by 2030
10% THE CONTRIBUTION OF TRAVEL AND TOURISM TO CURRENT GLOBAL GDP
Business events HIGH-VALUE POTENTIAL
Local authorities project 3% growth in 2025, supported by Messe Berlin’s continued investment in venue capacity and digital infrastructure. Germany and Berlin A RECORD-BREAKING YEAR Germany entered 2025 as one of the world’s strongest tourism economies, with the sector set to break all-time records in economic output, employment and visitor spending, according to the World Travel & Tourism Council (WTTC). The country’s travel and tourism industry was forecast to contribute €499 billion ($579 billion) to GDP – 11.6% of total economic output, well above the global average – and support 6.5 million jobs, equivalent to 14% of national employment. International visitor spending was expected to reach €57 billion ($66 billion), with domestic tourism contributing an additional €425 billion ($493 billion). When the findings were reported in mid-2025, the WTTC’s then President and CEO, Julia Simpson said: “This is a landmark year for travel and tourism in Germany. The sector’s strength underlines its importance to
epicentre, with the sector contributing 27% of Dubai’s GDP in 2023 ($37.3 billion), set to rise to almost one-third (32%) of GDP by 2030. “The UAE is a critical hub for global connectivity. And the benefits of its super connector role brings trade, tourism, investment, and jobs to the UAE. The leadership of the UAE has a strategic vision for aviation, supported by smart regulation and investment in world-class infrastructure,” said IATA Director General Willie Walsh. “We can be confident this contribution will strengthen as the UAE continues to facilitate opportunities for aviation to thrive.”
The Meetings, Incentives, Conferences and Exhibitions (MICE) sector generates some of the highest yields in travel and tourism. In Berlin, the home of ITB Berlin and Messe Berlin, the events and congress industry generated €1.4 billion ($1.6 billion) in 2024, attracting 12.9 million participants, according to the Berlin Convention Office. Franziska Giffey, Senator for Economics, Energy, and Public Enterprises for the state of Berlin, Germany, says: “The events and congress industry is a key economic factor for Berlin.”
Every tourist dollar spent in Uganda’s Queen Elizabeth National Park generates up to $2.03 in local income
Tourism supports 13% of all jobs on Fiji’s Mamanuca Islands
the national economy and its capacity for long-term, sustainable growth.” Germany’s performance positioned it as Europe’s largest travel and tourism market and the third largest worldwide, behind only the United States and China. WTTC forecasts suggest that by 2035, the sector will contribute €579 billion ($672 billion) to Germany’s GDP and support 7.6 million jobs, with inbound spending expected to rise to €74 billion ($86 billion). Crucial to this success is Berlin, where the meetings and events sector has become a powerful engine of tourism growth. Messe Berlin, the city’s exhibition and congress group, reported €480.8 million ($559 million) in turnover and more than €50 million ($58 million) in profit for 2024, hosting 121 events, 31,000 exhibitors and 1.9 million visitors. “Despite tough international competition, the group of companies is extremely successful economically,” said Dr Mario Tobias, CEO of Messe Berlin. Within that portfolio, ITB Berlin plays a defining role. The 2025 edition gathered 5,800 exhibitors from over 170 countries and welcomed 100,000 participants, consolidating the city’s
phase of Germany’s record-breaking tourism growth. With the study pinpointing an urgent need for medium-sized conferences with 1,000 to 5,000 participants, Messe Berlin already has concrete plans: on the exhibition grounds, at the current site of Hall 9, a new, multifunctional conference venue will be built in direct response to this growing demand. Spreading the benefits FROM HUBS TO HEARTLANDS While cities remain an important cog in the tourism engine, industry growth increasingly depends on dispersal, encouraging visitors to explore beyond major cities and peak seasons. The European Travel Commission (ETC) reported that 7% of Europeans planned to travel between October
position as one of the world’s leading tourism marketplaces. Tobias described ITB Berlin as “an unrivalled industry experience that paves the way for future-oriented growth in the global tourism industry”. Together, Messe Berlin and ITB Berlin generate significant spill-over effects on the city economy, from hotels and transport to restaurants, culture and retail. A joint study by visitBerlin and Messe Berlin found that Berlin’s convention infrastructure is operating at near-full capacity, and that a new multifunctional venue could add €78 million ($91 million) in annual value. The findings underline how strategic investment in business events infrastructure can sustain competitiveness and support the next
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The economy of tourism
from rural agrotourism in Albania to trans-frontier nature tourism in southern Africa, showing how partnerships can deliver both economic and environmental gains. Regional case studies: tourism impact successes AFRICA – UGANDA World Bank analysis around Queen Elizabeth National Park found that every tourist dollar generates up to $2.03 in local income, with 20% of park entry fees and $10 from each gorilla permit channelled into community projects. The approach funds infrastructure, education and livelihoods, while sustaining biodiversity that underpins future tourism. AMERICAS – MEXICO WTTC ranks Mexico among the world’s top 10 travel and tourism economies, contributing $274.4 billion to GDP in 2024. Investment in airports, cruise terminals and hospitality is diversifying the sector. A growing network of secondary destinations, from colonial towns to coastal states, is capturing off-season and domestic demand, spreading benefits beyond the main resort zones. ASIA PACIFIC – INDIA India ranked ninth globally for total tourism GDP in 2024 at $249.3 billion, with steady expansion forecast. Its vast domestic market supports year-round cashflow, enabling investment in air and rail infrastructure that links second-tier cities and heritage circuits. Simplified visas and digital border systems are strengthening international arrivals, while local businesses capture more value through integrated supply chains. EUROPE – FRANCE & SPAIN Europe's tourism industry contributed nearly €1.9 trillion ($2.2 trillion) to the EU's GDP in 2025, representing about 10.5% of the economy and generating almost 26 millions jobs, according to the European Travel Commission (ETC). Key economic drivers include
2025 and March 2026, with growing interest in southern and rural destinations. “Off-season travel helps distribute economic benefits more evenly and reduces pressure on peak destinations,” said ETC President Miguel Sanz. The WEF called for a shift from volume to value, urging countries to view tourism as “a catalyst of resilience and inclusive prosperity”. That means investing in smaller cities, regional transport and community led tourism models that
share benefits across regions. Nature-based tourism CONSERVATION & LIVELIHOODS LINK The World Bank highlights
well-managed nature-based tourism as a “massive development opportunity”. In countries such as Uganda and Madagascar, each tourist dollar spent near protected areas has been shown to more than double local incomes, while also financing conservation and community projects. UN Tourism’s Best Tourism Villages 2025 recognised 52 rural communities worldwide for linking visitor spending with heritage preservation and environmental stewardship. The trend signals a long-term move towards travel that supports both people and nature. Germany’s role in global development Germany plays a central role in advancing tourism for development in transition economies through its Federal Ministry for Economic Cooperation and Development (BMZ). The ministry funds more than 100 tourism-related projects, helping partner countries create jobs, strengthen local economies and reduce inequality. “Tourism offers great opportunities for emerging economies and developing countries,” BMZ stresses. “It creates jobs, strengthens the local economy, helps conserve the environment and can reduce poverty and inequality.” The initiatives BMZ supports range
“Travel and tourism is on course to support one in three new jobs worldwide by 2035”
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have created a model for balancing tourism growth with environmental stewardship. Diversified visitor flows across islands and seasons provide resilience for small island economies. Leading tourism into balance As the world’s most dynamic service sector, tourism remains a cornerstone of global economic growth. Yet its future depends on finding equilibrium, between scale and sustainability, speed and stewardship. That focus will take centre stage at ITB Berlin 2026, where the theme ‘Leading Tourism into Balance’ reflects the industry’s shift from rapid expansion to responsible progress. Several priorities are clear: modernise borders to make travel smoother and more secure; strengthen connectivity to open up new destinations; scale nature-based tourism that supports both livelihoods and conservation; expand business events that generate investment and knowledge; and close workforce gaps to sustain long-term competitiveness. Together, these priorities pave the way for tourism-led growth that is both economically resilient and socially inclusive. A global industry, shared prosperity Tourism’s impact now rivals that of sectors such as manufacturing and finance. With trillions in GDP and hundreds of millions of jobs supported worldwide, it remains one of the great engines of global prosperity. The task ahead is to ensure that power is used responsibly – that growth reaches more regions, benefits more people and protects the environments and cultures that sustain it. As the Federal Ministry for Economic Cooperation and Development (BMZ) notes, tourism can strengthen economies, conserve natural assets and reduce inequality. Led with foresight, partnership and purpose, the world’s most travelled industry can also become its most balanced.
Messe Berlin is a powerful economic growth driver
significant international and domestic visitor spending, a rise in overall spending despite inflation, and recovery in both air traffic and arrivals, though trends like value-seeking and off-peak travel are reshaping the market. WTTC reveals France and Spain are the world’s top two destinations in terms of visitor numbers and continue to lead the region’s resurgence, powered by “smart investment and global appeal”. MIDDLE EAST – KSA Saudi Arabia stands out as a global outperformer, with WTTC highlighting record infrastructure funding for airports, cruise terminals and hospitality projects (worth $8 billion to 2030),
driving job creation and non-oil diversification. The kingdom’s travel and tourism sector was set to contribute SAR 447.2 billion ($119 billion) to the economy in 2025, representing more than 10% of national GDP (higher than the global average) and to support an all-time high of 2.7 million jobs. International visitor spending was projected to reach nearly SAR 200 billion ($ 53 billion), with domestic spending hitting new records too. OCEANIA – FIJI In Fiji’s Mamanuca Islands, the World Bank estimates tourism supports 8,300 jobs, representing 13% of local employment. Community partnerships and marine conservation initiatives
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The economy of tourism
COMMENT
Growth with purpose T ourism has a unique power. It brings people, cultures and economies together, generating livelihoods and strengthening understanding across borders. That is the purpose of UN Tourism. And for 60 years, ITB Berlin has been where that power is on display and where the sector’s direction is set. This month, I will attend ITB Berlin for the first time as Secretary General, to listen to Member States and industry and to advance practical cooperation for the year ahead. Today, tourism stands at a crossroads. International travel continues to expand, with another year of growth taking international arrivals towards 1.6 billion. The question is not growth. It is the terms of growth and what we are willing to trade for it. As Secretary General of UN Tourism, I believe the future of our sector depends on balance and that will define my mandate. For too long, success has been measured largely by volume: arrivals, occupancy and spending. Growth has delivered benefits. It has also created pressure. Destinations strained by overtourism and emissions
Attending ITB Berlin as Secretary General of UN Tourism for the first time, Shaikha Al Nuwais sets out why the future of travel must align economic opportunity with environmental stewardship and community benefit
aligning economic opportunity with environmental stewardship, social inclusion and long-term resilience. It means measuring success not only by how many visitors arrive, but by whether communities benefit, heritage is protected and emissions fall. Tourism cannot thrive without community consent, protected heritage and healthy natural assets. Balance protects what makes destinations worth visiting. No country can deliver this transition alone. Climate risk, destination capacity and digital influence do not respect borders. UN Tourism’s role is to turn shared ambition into standards that work and projects that deliver, while ensuring developing and rural destinations can manage growth responsibly. When guided by balance and cooperation, tourism remains one of the most effective drivers of sustainable development. It creates jobs, especially for women and young people, supports small businesses and strengthens investment in culture and conservation. And at a time of fragmentation, travel can still widen horizons and build respect. The connections forged at ITB Berlin will shape tourism for decades to come. If we embrace balance now and work together with discipline, tourism can deliver shared prosperity, cultural exchange and sustainability in a world that needs all three.
rising show that expansion without safeguards is neither sustainable nor resilient. This is why tourism in balance must
guide global tourism policy and why I am encouraged to see this principle shaping
conversations at ITB Berlin. Balance means
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The economy of tourism
Why travel and tourism matters, now more than ever COMMENT
Gloria Guevara Manzo , President and CEO, World Travel and Tourism Council (WTTC) highlights ITB Berlin’s role in demonstrating the real economic and social impact of travel and tourism, and why the sector’s scale, responsibility and value to global economies have never been more visible
A s ITB Berlin celebrates its 60th anniversary, it stands not only as a reflection of the industry’s past, but as a platform shaping the future of Travel & Tourism for decades to come. For sixty years, ITB Berlin has been the heartbeat of the global travel and tourism industry. What began as a pioneering trade show has evolved into one of the world’s most influential convening platform for tourism; a place where ideas are tested, partnerships are formed, and the direction of an entire sector is debated and defined. Few events can claim such continuity, relevance, and impact across generations of industry leaders. Today, that role is more critical than ever. Travel and tourism has become a systemically important sector, operating at national-economy scale. Globally, the sector is forecast to contribute US$11.7 trillion to GDP in 2025, representing 10.3% of the global economy, and to support 371 million jobs worldwide, nearly one in every nine jobs. This marks a full recovery beyond pre-pandemic levels and reinforces travel and tourism’s position as one of the world’s most powerful economic engines. In Germany alone, the industry is expected to have contributed EUR 498.8 billion to GDP in 2025, accounting for 11.6% of the total economy, exceeding pre-pandemic levels by 3.7%. The sector supports 6.5 million jobs, representing 14% of
The ITB Berlin 2026 convention theme, Leading Tourism into Balance, captures the defining challenge of our time. Balance is not about limiting growth, but about guiding it wisely. It is about aligning economic performance with environmental stewardship, community wellbeing, and workforce resilience. It recognises that leadership, governance, and collaboration are now as important as investment and demand. Above all, it reflects a growing consensus that the future success of travel and tourism will be measured not only by volume, but by value. As we look ahead to the next 60 years, the choices made today will shape the legacy of travel and tourism for generations. The sector has the potential to be one of the world’s most powerful drivers of inclusive, sustainable growth, but only if it continues to evolve, adapt, and work together. ITB Berlin will remain central to that journey, not simply as a showcase of innovation, but as a catalyst for collective leadership. At the WTTC, we see firsthand what is possible when governments, the private sector, and industry act with shared purpose. For six decades, ITB Berlin has enabled that spirit of collaboration. As the industry enters its next chapter, its role in leading tourism into balance will be more important than ever, ensuring that growth delivers lasting value for economies, communities, and people worldwide.
total employment, and is forecast to reach 7.6 million jobs by 2035, with 1.2 million new roles created over the next decade. These figures underline a simple truth: travel and tourism is no longer just about mobility and leisure; it is a foundation of economic resilience, social stability, and long-term growth. With that scale comes responsibility. Millions of livelihoods depend on how well the sector is governed, not just how fast it grows. Workforce shortages, skills transitions, infrastructure capacity, and destination pressures are now macroeconomic challenges, not isolated operational issues. When tourism is poorly managed, it risks eroding community trust and long-term value. When it is managed well, it becomes a powerful force for job creation, regional development, and shared prosperity. This is why ITB Berlin’s convening power matters so profoundly. No part of the travel and tourism ecosystem functions in isolation. Airlines, hotels, destinations, governments, investors, and technology providers are deeply interconnected. As risks become more structural, from climate change and geopolitical uncertainty to labour constraints and shifting traveller expectations, coordination becomes essential. ITB Berlin creates the space for that coordination, bringing public and private leaders together at global scale to align priorities, share responsibility, and turn ambition into action.
24 | ITB GLOBAL TRAVEL COLLECTION
60 years of ITB Berlin
Daring to create the future, together COMMENT
Relevance comes from the courage to rethink, renew and rise again, says Sven Liebert , Secretary General, Federal Association of the German Tourism Industry (BTW), reflecting on the profound, ever-evolving nature of ITB Berlin
I look at the 60 year history of ITB Berlin with a mix of respect and excitement. To me, it is an impressive symbol of how an industry can continuously evolve and how important it is to embrace new ideas without losing sight of what has proven itself. This mindset also shapes my approach to our work at the Federal Association of the German Tourism Industry (BTW): dynamic, entrepreneurial, and open to change. This is exactly why ITB Berlin fascinates me. It has never stood still.
On the occasion of its 60th anniversary, the show is once again looking ahead. Its 2026 theme, ‘Leading Tourism into Balance’, fits perfectly with our time. It reflects the reality that we can only meet today’s major challenges – from sustainable business practices to digitalisation to shifting societal expectations – by acting collaboratively and responsibly. From my perspective, this theme is not only a guiding principle, but a call to action for the industry, for destinations, and for political decision makers. ITB Berlin 2026 builds on six decades of trade fair and industry history while opening a new chapter for the future. It offers orientation, defines priorities, and creates an environment in which the industry can grow together. And I am convinced that this is exactly what it will continue to do in the decades to come. My priority is to position the BTW as modern, agile, and as forward looking as ITB Berlin has been. I firmly believe this is the right path into the future, for all stakeholders – associations, companies, and trade fairs alike. Because it is only by continually reinventing ourselves that we remain relevant, for our members, for the industry, and for the people who want to explore the world. With that in mind: Congratulations,
Since its start in 1966, it has repeatedly reinvented itself to become what it is today: the world’s most important platform for the global tourism industry. What started with just nine exhibitors has grown into a gathering of the entire international sector, bringing together entrepreneurs, policymakers, destinations, academics and creatives. This trade fair is a living example that change is not only necessary, but a tremendous opportunity. In my role as BTW Secretary General, I am particularly pleased with the close cooperation with Deborah Rothe, the Head of ITB Berlin. Our work together is defined by openness, exchange, and a shared determination to move things forward. This spirit of partnership makes so much possible. One example is the conneXion Tourism Night for young professionals in the industry, which celebrated a highly successful debut last year. It is a project born out of joint ideas and demonstrates what can be achieved when we are willing to try new things together. Such creative collaboration within BTW and with many partners beyond it is of immense value to me. It enables us to implement initiatives that truly advance the tourism industry and creates space for formats that inspire, connect, and foster innovation. BT it u a c co I am very much looking forward to the years ahead and to further expanding this strong cooperation, especially with ITB Berlin. ye th IT tre I a co H is a fo so To th su bo w w
ITB Berlin, and all the best for everything the future holds!
26 | ITB GLOBAL TRAVEL COLLECTION
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