ITB Berlin Tourism Insights reveal a travel industry navigating change with resilience, innovation, and international partnerships. At the opening press conference in CityCube Berlin, Messe Berlin CEO Dr. Mario Tobias, Angola’s Minister of Tourism Márcio de Jesus Lopes Daniel, DRV President Albin Loidl, and Mitra Sorrells, Senior Vice President Content at Phocuswright, addressed the sector’s challenges in a complex geopolitical and economic landscape.
Recent developments in Iran and the surrounding region drew particular attention. Dr. Tobias affirmed the industry’s concern for those affected and emphasized ongoing dialogue with exhibitors and visitors. Loidl highlighted the priority of traveler and employee safety, noting that tour operators were closely monitoring the situation in hopes of diplomatic solutions. These discussions underscored the dual nature of tourism: highly networked yet inherently vulnerable.
Dr. Tobias framed this anniversary edition as a platform for guidance and industry orientation. In a period marked by geopolitical tension, rapid technological advancement, and heightened sustainability requirements, ITB Berlin provided clarity for stakeholders. The ITB Berlin Convention, under the theme “Leading Tourism into Balance,” concentrated on resilient business models, sustainable growth, and responsible technology adoption.
The event’s scale reinforced its global relevance, with nearly 6,000 exhibitors from over 160 countries. Dr. Tobias also noted the importance of digital services, innovative networking formats, and international expansion, including the upcoming launch of ITB Americas in Guadalajara, Mexico, in November 2026.
As the official host, Angola utilized ITB Berlin Tourism Insights to showcase tourism as a strategic pillar of national development. Minister Márcio de Jesus Lopes Daniel emphasized sustainable growth, social inclusion, and economic resilience. Angola’s young population was highlighted as a potential engine for employment and entrepreneurship within tourism. Programs focused on training, local value creation, and community-based tourism models were central to the country’s strategy.
Under the theme “The Rhythm of Life,” Angola presented itself as an authentic destination rich in culture and natural resources. The country signaled readiness for international collaboration, positioning tourism as both an economic and cultural bridge.
DRV President Albin Loidl examined trends among German travelers. Despite economic uncertainty and geopolitical concerns, Germans continued to prioritize pre-booked travel, spending 88 billion euros on holidays last year—a five per cent increase from 2025.
Organized travel remained the primary growth driver. Package tours and dynamically packaged trips rose by more than nine per cent, reaching 43.4 billion euros. Loidl noted a shift toward early bookings, all-inclusive packages, and greater sensitivity to travel costs, reflecting a more value-conscious consumer.
Mitra Sorrells from Phocuswright provided a global market overview. While the pace of growth in international travel is moderating, technology is reshaping operations. Her research indicated that at least 83 per cent of travel companies now use artificial intelligence as an operational standard, moving AI from a conceptual tool to everyday practice.
Investment in travel start-ups, however, has not reached pre-2022 levels, reflecting cautious investor behavior. Sorrells emphasized that balancing technological innovation with financial prudence will be critical for the industry’s next phase.
ITB Berlin Tourism Insights capture a sector that is both deeply interconnected and acutely sensitive to global events. The fair offered more than a showcase of destinations and services—it provided a space to explore sustainable practices, technological adoption, and international partnerships that strengthen the industry’s resilience.
