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
8 | ITB GLOBAL TRAVEL COLLECTION
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