The 2024 edition of ITB Berlin, the world’s leading tourism trade fair, kicked off yesterday, signalling a watershed moment for the travel industry with an exceptional turnout of over 5,500 exhibitors from 170 countries. From 5 to 7 March, the Berlin exhibition centre will be transformed into a dynamic hub for tourism professionals, illustrating a robust recovery and renewed optimism for the future of the sector.
Record International Participation
Occupying 150,000 square metres of exhibition space and with 87% international participants, ITB Berlin 2024 demonstrates unprecedented optimism for the future of tourism. The event is a showcase for the renaissance and vigour of the travel market, surpassing pre-pandemic levels. All the Latin American countries have responded, and are represented in pavilions 22 and 23 of the show.
Towards a united and sustainable future
The debates and panels at ITB Berlin highlight the crucial challenges facing the sector, including climate change, energy crises and the advance of artificial intelligence. The importance of cross-sector collaboration is underlined, calling for a green transition supported by adequate policies and funding.
Julia Simpson, CEO of the World Travel & Tourism Council, said at the opening ceremony: “The travel and tourism sector is expected to account for more than one in nine jobs worldwide by 2033, contributing 11.6% of global GDP. This next decade will see tourism grow twice as fast as the global economy.”
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Innovation and sustainability at the heart of exchanges
The ITB Berlin 2024 serves as a stage for the latest innovations in mobility, travel technology and cruises. The ITB Convention, a forum of expertise, explores global trends and promotes best practice to shape the future of tourism. Prestigious speakers such as Booking.com, TUI, Phocuswright and Google share their visions to guide the sector towards a more responsible and inclusive future.
ITB Berlin 2024 outlines the path towards a future where travel is synonymous with engagement, innovation and international solidarity, marking a turning point for global tourism towards an era of sustainable growth and global cooperation.
