ITB Berlin Power 60
Herbert Culmann
Ben Smith
GUIDING LUFTHANSA THROUGH THE JET AGE Chairman, Deutsche Lufthansa AG (1972–1982)
STABILISING A FLAG CARRIER UNDER PRESSURE CEO, Air France–KLM Group
Herbert Culmann led Lufthansa between 1972 and 1982, a formative decade for the airline’s international expansion. A trained lawyer who joined the company in the post-war period, he rose steadily to the top role. During his tenure, Lufthansa expanded its global network and modernised its fleet as aviation entered the widebody era. Culmann’s leadership reflected the realities of the time – a European flag carrier navigating growth, regulation and geopolitics – yet his years at the helm helped establish Lufthansa as one of the world’s biggest and most influential airlines.
Ben Smith became CEO of Air France-KLM in 2018, arriving from Air Canada as the first non-French chief executive of the Franco-Dutch aviation group. He took charge of a group facing labour tension and strategic drift. Smith moved quickly to restore credibility, improving labour relations, clarifying fleet strategy and reinforcing financial discipline. His tenure has been about stabilisation rather than reinvention, despite achieving strong revenue growth in both 2024 and 2025.
Audrey Azoulay y Azoulay
Carlo Micallef Carlo
CULTURE AS THE BACKBONE OF GLOBAL TRAVEL Director-General, UNESCO (2017–2025) Audrey Azoulay served as Director-General of UNESCO from 2017 to 2025. During her tenure, the organisation placed renewed emphasis on heritage protection, education and international cooperation – foundations that shape how destinations are preserved and experienced. Azoulay’s leadership successfully reinforced the role of culture and shared stewardship in sustaining global travel.
REPOSITIONING MALTA FOR LONG-TERM SUCCESS CEO, Malta Tourism Authority
Carlo Micallef was appointed CEO of the Malta Tourism Authority in 2022 after serving in various senior marketing roles within the organisation. His focus has been on broadening Malta’s appeal across new niche segments and international source markets. Those efforts have translated into measurable results: in 2025, nights spent in tourist accommodation rose by 10% year on year – the largest increase recorded in the EU for the period – underscoring Malta’s strengthening position in a competitive European travel landscape.
60 | ITB GLOBAL TRAVEL COLLECTION
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