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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