The economy of tourism
Why travel and tourism matters, now more than ever COMMENT
Gloria Guevara Manzo , President and CEO, World Travel and Tourism Council (WTTC) highlights ITB Berlin’s role in demonstrating the real economic and social impact of travel and tourism, and why the sector’s scale, responsibility and value to global economies have never been more visible
A s ITB Berlin celebrates its 60th anniversary, it stands not only as a reflection of the industry’s past, but as a platform shaping the future of Travel & Tourism for decades to come. For sixty years, ITB Berlin has been the heartbeat of the global travel and tourism industry. What began as a pioneering trade show has evolved into one of the world’s most influential convening platform for tourism; a place where ideas are tested, partnerships are formed, and the direction of an entire sector is debated and defined. Few events can claim such continuity, relevance, and impact across generations of industry leaders. Today, that role is more critical than ever. Travel and tourism has become a systemically important sector, operating at national-economy scale. Globally, the sector is forecast to contribute US$11.7 trillion to GDP in 2025, representing 10.3% of the global economy, and to support 371 million jobs worldwide, nearly one in every nine jobs. This marks a full recovery beyond pre-pandemic levels and reinforces travel and tourism’s position as one of the world’s most powerful economic engines. In Germany alone, the industry is expected to have contributed EUR 498.8 billion to GDP in 2025, accounting for 11.6% of the total economy, exceeding pre-pandemic levels by 3.7%. The sector supports 6.5 million jobs, representing 14% of
The ITB Berlin 2026 convention theme, Leading Tourism into Balance, captures the defining challenge of our time. Balance is not about limiting growth, but about guiding it wisely. It is about aligning economic performance with environmental stewardship, community wellbeing, and workforce resilience. It recognises that leadership, governance, and collaboration are now as important as investment and demand. Above all, it reflects a growing consensus that the future success of travel and tourism will be measured not only by volume, but by value. As we look ahead to the next 60 years, the choices made today will shape the legacy of travel and tourism for generations. The sector has the potential to be one of the world’s most powerful drivers of inclusive, sustainable growth, but only if it continues to evolve, adapt, and work together. ITB Berlin will remain central to that journey, not simply as a showcase of innovation, but as a catalyst for collective leadership. At the WTTC, we see firsthand what is possible when governments, the private sector, and industry act with shared purpose. For six decades, ITB Berlin has enabled that spirit of collaboration. As the industry enters its next chapter, its role in leading tourism into balance will be more important than ever, ensuring that growth delivers lasting value for economies, communities, and people worldwide.
total employment, and is forecast to reach 7.6 million jobs by 2035, with 1.2 million new roles created over the next decade. These figures underline a simple truth: travel and tourism is no longer just about mobility and leisure; it is a foundation of economic resilience, social stability, and long-term growth. With that scale comes responsibility. Millions of livelihoods depend on how well the sector is governed, not just how fast it grows. Workforce shortages, skills transitions, infrastructure capacity, and destination pressures are now macroeconomic challenges, not isolated operational issues. When tourism is poorly managed, it risks eroding community trust and long-term value. When it is managed well, it becomes a powerful force for job creation, regional development, and shared prosperity. This is why ITB Berlin’s convening power matters so profoundly. No part of the travel and tourism ecosystem functions in isolation. Airlines, hotels, destinations, governments, investors, and technology providers are deeply interconnected. As risks become more structural, from climate change and geopolitical uncertainty to labour constraints and shifting traveller expectations, coordination becomes essential. ITB Berlin creates the space for that coordination, bringing public and private leaders together at global scale to align priorities, share responsibility, and turn ambition into action.
24 | ITB GLOBAL TRAVEL COLLECTION
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