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An excellent 2024 predicted by the travel industry at the ITB Berlin 

By Friday, 15 March 2024 09:14
ITB Berlin © Messe Berlin GmbH

An excellent 2024 was predicted by the travel industry at the ITB Berlin, despite global crises.

Exhibitors from 170 countries attended

The industry displayed confidence, with people’s desire to travel appearing unabated. The most important topics at last week’s event were the growing importance of AI, the shortage of skilled labour and climate justice. The world’s leading travel trade show put a clear focus on shaping the future and once again underlined its role as the leading international platform for business, innovation and networking. Diverse and globally represented, more than 5,500 exhibitors from 170 countries illuminated the three business days, occupying all 27 halls at the Berlin exhibition grounds.

RL5 2423 1ITB Berlin booth Italy - © Messe Berlin GmbH

No organization or company can ignore AI 

AI and its potential uses were a much-discussed topic. For the first time, the ITB Berlin Convention hosted a dedicated AI Track, which was very well received by the event’s 24,000 attendees. It was generally agreed that no organization or company could any longer ignore AI. 

Early bookings are expected for the summer

Participants also agreed that it was impossible to ignore climate justice and the skills shortage, for which there were promising solutions. The attendees at ITB Berlin were able to return home in positive expectation of this year’s developments and can look ahead to excellent business and a large volume of early bookings, especially for summer 2024.

A look ahead to ITB Berlin 2025: host country Albania

Albania, an emerging destination with great potential, is the host country of ITB Berlin 2025 which will take place as a B2B event again from Tuesday to Thursday, 4 to 6 March 2025 on the Berlin exhibition grounds.

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