2025 ITB Berlin News - DAY 1 Edition

Morning Briefing
By Deborah Rothe, Director ITB Berlin
ITB Berlin:
Cultures, connections,
and new opportunities
Good morning everyone and welcome to the
first day of ITB Berlin 2025!
It's always a pleasure see so many familiar
faces back again this year, and exciting to
meet first-time exhibitors and visitors ready to
make the most of this year's event.
Yesterday’s opening press conference gave
an overview of ITB Berlin's highlights that
visitors can look forward to, and the Opening
Ceremony set the stage for a great show.
Albania, this year's Official Host Country,
treated the audience to a showcase of
Albanian culture—a powerful introduction to
the country’s heritage.
This morning, the show off icially begins with
the ribbon-cutting ceremony at the Albania
stand accompanied by a live performance of
"O my beautiful Albania," offering a fitting start
for a busy day ahead.
As you enjoy your first cup of coffee this
morning, you'll want to take a look at the ITB
Berlin Convention programme as there are
over 200 sessions to choose from across all
four stages. Deciding which sessions to attend
can be tough and we've tried to make it a little
easier for you by putting together some of
today's highlights (see page 9).
ITB Berlin is always innovating along with the
industry, and this year we've introduced the
new ITB Transition Labs, designed for deeper
conversations on key topics like sustainability,
technology, and changing market dynamics.
If you’re looking to gain practical insights or
explore fresh ideas, the Transition Labs are for
you. And it's not too late, you can still get your
ticket today!
In between convention sessions and your busy
agendas of meetings, I recommend you all
take a moment to stop by the Albania stand in
Hall 3.1 if you don't have a chance to attend the
ribbon-cutting ceremony this morning. This
year's Off icial Host Country truly is a hidden
gem in Europe, experiencing exponential
tourism growth and setting an example in
sustainable and cultural tourism offers.
Wishing you all a productive and fruitful first
day!
CONTENTS
#09 TODAY'S
HIGHLIGHTS
#18 ITB BERLIN 2025
OPENING PRESS
CONFERENCE
#24 TRADE TALK
#28 REGION: EUROPE
ALBANIA
SPECIAL FEATURES
#36 TRAVEL TECHNOLOGIES
#43 TRANSPORT
#46 WHERE TO GO IN BERLIN
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