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”
12 | ITB GLOBAL TRAVEL COLLECTION
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