Over the past two days, the focus has been on robust networking, and today marks the final gathering at the World’s Leading Travel Trade Show. Industry professionals are gathering in fully packed exhibition halls, seizing the opportunity to forge valuable connections and help shape the future of travel. With the theme ‘The Power of Transition Lives Here,’ the ITB Berlin Convention stage will once again feature high-profile speakers. ITB Thursday will also feature dynamic press conferences from exhibitors, alongside a range of engaging events.

ITB Berlin Morning Briefing with David Ruetz

David Ruetz, Senior Vice President of Messe Berlin, provides a recap of the key moments at ITB Berlin and offers a preview of the show’s concluding day. He highlights the unique presentation from Albania and the significant interest generated by the launch of ITB Americas. Looking toward the future, David also shares a glimpse into the exciting plans for the 60th anniversary of ITB Berlin in 2026.

ITB Americas Set to Launch as B2B Travel Trade Show in Mexico in 2026

ITB is broadening its horizons: A new chapter for the tourism industry will begin in Guadalajara, Mexico, as ITB Americas makes its debut as a B2B travel trade event from November 10 to 12, 2026. Messe Berlin revealed the exciting news during a press briefing at ITB Berlin.

UN Tourism Summit: Global Ministers Explore the Future of Tourism and Its Role in Promoting Peace
During the UN Tourism Ministers Summit held at ITB Berlin, tourism leaders from across Europe, Asia, and Africa came together to discuss the profound connection between tourism and peace. The discussions highlighted the interdependence of both, noting that they cannot exist without one another. Delegates underscored the importance of travel as a means to foster cross-cultural understanding and build global solidarity.

From Booking via Chatbot to Process Optimization: AI is on the Rise
Still, 60 percent of Lufthansa customers prefer to book traditionally through the website’s search system, but the process is changing. “The entire travel ecosystem is really undergoing a transformation,” explained Dr. Olaf Backofen from Lufthansa. His company group, according to Backofen, is already successfully using AI to generate newsletters and content.

TUI sets sights on continued growth, confident in its future prospects
TUI is embarking on an ambitious expansion plan to broaden its hotel offerings and enhance its portfolio of tours and experiences. Beyond its traditional services like hotels, flights, cruises, and holiday packages, the company is placing greater emphasis on its evolving platform, Tuimusment. Currently, Tuimusment provides a diverse array of bookable activities, with future plans to expand into event ticket sales and restaurant reservations, offering customers more convenience both at home and abroad.

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