ITB: uniting the global industry under one brand since 1966
ITB Berlin 2025: the world of travel meets here
opportunities. Berlin became that hub. From the start, ITB Berlin was far beyond a trade show: it brought the travel industry together, fostering business, partnerships, and connections across the entire value chain, and it still does today.” Rothe underlines Berlin’s unique position as both a national and international meeting point for the industry: “Germany is one of the world’s leading travel nations, with Berlin at its heart: a vibrant, open capital city where ideas, cultures, and businesses converge. ITB Berlin reflects the reliability, professionalism, and organisational strength Germany is known for, while bringing the international travel industry together in one place.” That sense of responsibility was most clearly tested during the industry’s most difficult period. As Rothe recalls: “Even in the most challenging times after we had to cancel ITB Berlin 2020 last minute, we’ve managed to organise a digital
India and now, in 2026, the Americas, each ITB show acts as both a regional hub and a gateway into the global travel economy. Together, they form an interconnected portfolio that reflects both the diversity and interdependence of modern tourism. ITB Berlin: The global anchor As the flagship event, ITB Berlin remains the foundation of the ITB brand and its primary point of global convergence. Deborah Rothe, Director of ITB Berlin, reflects on the show’s origins and enduring role: “ITB Berlin was born in 1966, during Germany’s ‘Wirtschaftswunder’, a time of rapid growth and optimism. The travel industry back then was booming, with Germans taking more trips than ever before, and there was a clear need for a hub where destinations, tour operators, and service providers could meet, exchange ideas, and create
Deborah Rothe DIRECTOR OF ITB BERLIN
version of ITB Berlin, when in-person meetings weren’t possible due to the Corona pandemic. This demonstrated our resilience and commitment to the industry, keeping the core of our “From the start, ITB Berlin was far beyond a trade show: it brought the travel industry together, fostering business, partnerships, and connections across the entire value chain, and it still does today.”
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