have created a model for balancing tourism growth with environmental stewardship. Diversified visitor flows across islands and seasons provide resilience for small island economies. Leading tourism into balance As the world’s most dynamic service sector, tourism remains a cornerstone of global economic growth. Yet its future depends on finding equilibrium, between scale and sustainability, speed and stewardship. That focus will take centre stage at ITB Berlin 2026, where the theme ‘Leading Tourism into Balance’ reflects the industry’s shift from rapid expansion to responsible progress. Several priorities are clear: modernise borders to make travel smoother and more secure; strengthen connectivity to open up new destinations; scale nature-based tourism that supports both livelihoods and conservation; expand business events that generate investment and knowledge; and close workforce gaps to sustain long-term competitiveness. Together, these priorities pave the way for tourism-led growth that is both economically resilient and socially inclusive. A global industry, shared prosperity Tourism’s impact now rivals that of sectors such as manufacturing and finance. With trillions in GDP and hundreds of millions of jobs supported worldwide, it remains one of the great engines of global prosperity. The task ahead is to ensure that power is used responsibly – that growth reaches more regions, benefits more people and protects the environments and cultures that sustain it. As the Federal Ministry for Economic Cooperation and Development (BMZ) notes, tourism can strengthen economies, conserve natural assets and reduce inequality. Led with foresight, partnership and purpose, the world’s most travelled industry can also become its most balanced.
Messe Berlin is a powerful economic growth driver
significant international and domestic visitor spending, a rise in overall spending despite inflation, and recovery in both air traffic and arrivals, though trends like value-seeking and off-peak travel are reshaping the market. WTTC reveals France and Spain are the world’s top two destinations in terms of visitor numbers and continue to lead the region’s resurgence, powered by “smart investment and global appeal”. MIDDLE EAST – KSA Saudi Arabia stands out as a global outperformer, with WTTC highlighting record infrastructure funding for airports, cruise terminals and hospitality projects (worth $8 billion to 2030),
driving job creation and non-oil diversification. The kingdom’s travel and tourism sector was set to contribute SAR 447.2 billion ($119 billion) to the economy in 2025, representing more than 10% of national GDP (higher than the global average) and to support an all-time high of 2.7 million jobs. International visitor spending was projected to reach nearly SAR 200 billion ($ 53 billion), with domestic spending hitting new records too. OCEANIA – FIJI In Fiji’s Mamanuca Islands, the World Bank estimates tourism supports 8,300 jobs, representing 13% of local employment. Community partnerships and marine conservation initiatives
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