60 years of ITB Berlin
Daring to create the future, together COMMENT
Relevance comes from the courage to rethink, renew and rise again, says Sven Liebert , Secretary General, Federal Association of the German Tourism Industry (BTW), reflecting on the profound, ever-evolving nature of ITB Berlin
I look at the 60 year history of ITB Berlin with a mix of respect and excitement. To me, it is an impressive symbol of how an industry can continuously evolve and how important it is to embrace new ideas without losing sight of what has proven itself. This mindset also shapes my approach to our work at the Federal Association of the German Tourism Industry (BTW): dynamic, entrepreneurial, and open to change. This is exactly why ITB Berlin fascinates me. It has never stood still.
On the occasion of its 60th anniversary, the show is once again looking ahead. Its 2026 theme, ‘Leading Tourism into Balance’, fits perfectly with our time. It reflects the reality that we can only meet today’s major challenges – from sustainable business practices to digitalisation to shifting societal expectations – by acting collaboratively and responsibly. From my perspective, this theme is not only a guiding principle, but a call to action for the industry, for destinations, and for political decision makers. ITB Berlin 2026 builds on six decades of trade fair and industry history while opening a new chapter for the future. It offers orientation, defines priorities, and creates an environment in which the industry can grow together. And I am convinced that this is exactly what it will continue to do in the decades to come. My priority is to position the BTW as modern, agile, and as forward looking as ITB Berlin has been. I firmly believe this is the right path into the future, for all stakeholders – associations, companies, and trade fairs alike. Because it is only by continually reinventing ourselves that we remain relevant, for our members, for the industry, and for the people who want to explore the world. With that in mind: Congratulations,
Since its start in 1966, it has repeatedly reinvented itself to become what it is today: the world’s most important platform for the global tourism industry. What started with just nine exhibitors has grown into a gathering of the entire international sector, bringing together entrepreneurs, policymakers, destinations, academics and creatives. This trade fair is a living example that change is not only necessary, but a tremendous opportunity. In my role as BTW Secretary General, I am particularly pleased with the close cooperation with Deborah Rothe, the Head of ITB Berlin. Our work together is defined by openness, exchange, and a shared determination to move things forward. This spirit of partnership makes so much possible. One example is the conneXion Tourism Night for young professionals in the industry, which celebrated a highly successful debut last year. It is a project born out of joint ideas and demonstrates what can be achieved when we are willing to try new things together. Such creative collaboration within BTW and with many partners beyond it is of immense value to me. It enables us to implement initiatives that truly advance the tourism industry and creates space for formats that inspire, connect, and foster innovation. BT it u a c co I am very much looking forward to the years ahead and to further expanding this strong cooperation, especially with ITB Berlin. ye th IT tre I a co H is a fo so To th su bo w w
ITB Berlin, and all the best for everything the future holds!
26 | ITB GLOBAL TRAVEL COLLECTION
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