The global journey of ITB
THE ITB BRAND PORTFOLIO
One world. One industry. One brand. The global journey of ITB
As ITB marks 60 years at the heart of the global travel industry, leaders from across the ITB portfolio reflect on how the brand has grown from a single trade show into a network of events influencing tourism markets and partnerships around the world
The legacy of Berlin When ITB Berlin first opened its doors in 1966, it was conceived as a practical response to a rapidly expanding travel industry in post-war Europe. What began as a meeting place for destinations, tour operators and service providers soon evolved into something far more influential: a global reference point for how the travel industry connects, collaborates and conducts business. Over six decades, ITB Berlin has grown into the World’s Leading Travel Trade Show®, setting standards not only in scale but in substance. Its development mirrors the evolution of travel itself – from packaged holidays and charter flights to complex global networks defined by technology, sustainability and shifting traveller expectations. Crucially, ITB Berlin also demonstrated that tourism could serve as a platform for international cooperation and build cultural bridges,
long before globalisation became an industry buzzword. That original vision laid the foundation for what ITB is today: a global ecosystem rather than a single event. As markets diversified and travel flows shifted east, south and west, the ITB brand followed – expanding beyond Berlin while retaining a shared philosophy and purpose. The ITB identity At the core of ITB’s evolution is a clearly defined brand identity built around innovation, inclusivity, sustainability and leadership. These values have defined everything from programme design and conference content to the way ITB supports industry dialogue year-round. Visually and conceptually, ITB has transformed from a traditional trade fair into a multi-layered platform. Today, its role extends well beyond exhibition halls, encompassing
knowledge exchange, data-driven insights and thought leadership across global markets. Initiatives such as ITB 360° reflect this shift, reinforcing the brand’s relevance between annual events. Importantly, the ITB identity is not rigid. While the brand provides a common framework, each regional show is designed to respond to local market realities. This balance of global consistency and regional flexibility has been central to ITB’s successful international expansion.
One brand, many voices As the travel industry became
increasingly decentralised, ITB recognised that meaningful engagement needed to happen closer to the markets driving growth. The result was a carefully staged international expansion, with each new event addressing a distinct regional need while contributing to the overall ITB network. From Asia-Pacific to China,
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