A total of 5,800 companies from 170 countries presented their products and services in Berlin's sold-out halls. The cruise and travel technology segments were particularly well represented, while exhibitors from Southern Europe, Asia, Africa and the Arab world presented impressive exhibits.
Despite enormous economic and geopolitical challenges, exhibitors and trade visitors at this year's ITB Berlin demonstrated the industry's resilience, adaptability and innovative drive. The ITB Buyers' Circle, with 1,300 senior buyers, reflected the economic relevance and high quality, while numerous trade visitors also used the fair specifically to make purchasing decisions. The overall positive assessment is reflected in the results and high expectations for follow-up business. The new ITB Travel & Tourism Report 2025/26 recognizes an extremely positive business climate in the sector and equally favorable prospects for its companies, but with numerous recommendations for action. The main themes at ITB Berlin were megatrends such as sustainability and digital transformation, with a focus on the enormous opportunities offered by AI for payment solutions and seamless travel, for example. In terms of sustainability, the industry agreed that future growth and resource use must be harmonized, and that tourism must increasingly undergo a total transformation. With ITB Innovators 2025, ITB Berlin presented 35 visionary solutions that are redefining global tourism. Whether it was artificial intelligence-driven assistants, sustainable mobility services or intelligent booking systems, the focus was on the most innovative concepts in the sector.
Large international participation and attendance of political personalities
In addition to trade visitors from around the world, ITB Berlin 2025 attracted high-ranking political figures from further afield. In addition to the Prime Minister of Albania, Edi Rama, 39 ministers from 34 countries and 37 ambassadors visited the world's leading travel trade fair to exchange views on the latest developments and discuss policy decisions for the future of tourism. The ITB Ministers' Summit by UN Tourism brought together more than 35 tourism ministers from around the world. They discussed investment, sustainable development and peace in the tourism sector. The high-level event served as a platform to exchange information on economic resilience strategies and promote cross-border partnerships.
Albania, the host country, set the tone
This year, the focus was particularly on Albania, the official host country of ITB Berlin 2025. Under the motto "Albania, all senses", the emerging tourist destination in the Western Balkans impressed visitors with a wide variety of exhibits and set the tone by showcasing culture, nature and sustainable tourism development. Among other things, the Prime Minister of Albania presented ambitious plans for the sustainable development of the country's coastal regions. Interest in Albania as a destination for individual and cultural tourism is growing. The host country's impressive presentation, which featured interactive exhibits and cultural highlights, attracted numerous guests and was praised as one of the highlights of the fair. On the eve of ITB Berlin, the country also organized a festive opening gala attended by some 2,500 guests from the worlds of business, society and politics, and featuring a visual and acoustic demonstration of what "Albanity" is all about.
The island of Samos in Greece - a secret to be discovered
Samos, Ikaria, Fourni are 3 islands close to each other, which will take you through space and time, myth and history and to natural wonders and masterpieces of ancient architecture. From ancient times to the present day, these 3 islands have been described as landscapes of unique natural beauty and have been praised by poets and travelers throughout the centuries. Along the entire coast of Samos you can find unique pebble and sandy beaches with a very clean and crystal clear sea. The island of Samos also stands out especially for being the birthplace of important people such as Pythagoras, considered the founder of modern mathematical thought and the theory of music. Pythagoras was a teacher and spiritual guide, philosopher, mathematician and astronomer.
Do not miss the next edition of ITB
Next year, ITB Berlin will celebrate its 60th anniversary from March 3 to 5, 2026, a very special milestone in the show's history. Since its inauguration in 1966, it has become the world's leading travel trade fair and, with ITB Asia, ITB China, ITB India and ITB Americas starting in 2026, it now organizes four region-specific fairs around the world. The anniversary will highlight the past, present and future of travel with special events.
For more information, go to the website:
Albanian National Tourism Agency
Department of Tourism Samos Regional Unit - Greece
Sources:
Article based on ITB Berlin Press Release