ITB Berlin 2024 under the motto #ITBTOGETHER

06-03-24

ITB Berlin, the most prestigious global travel trade fair, opened its 2024 edition, bringing together more than 5,500 exhibitors from 170 countries and opening its doors to professionals and buyers from the international travel industry. With the theme #ITBTOGETHER, the event kicked off with an impressive show courtesy of Oman, the official host country, which captured the attention of attendees at the opening ceremony.

This year's edition is being launched with an air of optimism, after overcoming the challenges posed by the Covid-19 pandemic. According to industry experts, 2023 not only marked the industry's recovery but also achieved figures above 2019 records. "We can now truly say that the pandemic is over," stated Charuta Fadnis, vice president of Phocuswright, highlighting the robust state of the tourism market at the opening of the show.

However, growth is anticipated to stabilize, as pent-up demand during the pandemic has been satisfied and some of the increase in sales volume is attributed to price increases rather than the number of travelers. By 2024 and 2025, total revenues are expected to exceed $2 trillion, although regions are recovering at different rates, with North America leading and Asia still lagging.

Challenges remain, including inflation, global tensions and, especially, climate change. The industry faces the task of implementing sustainable measures, a challenge that experts say cannot fall solely on individual travelers.

Norbert Fiebig, president of the German Travel Association (DRV), emphasized the importance of climate action and sustainability as priorities for the future. He criticized the government's recent decision to stop funding for research into sustainable aviation fuels, highlighting the importance of mobility and air transport in tourism.

Regarding the German tourism market, Fiebig reported that bookings for 2024 already exceeded pre-pandemic levels, with notable growth in winter vacations and high expectations for the summer. Sun and beach destinations remain the favorites, with Turkey displacing Spain as the most popular destination, followed by Greece and Egypt.

Concluding his participation, Fiebig called on those present at ITB Berlin: "Let's travel to make the world a better place," emphasizing the importance of responsible tourism and the positive impact it can have on the planet.

ITB Berlin 2024 thus presents itself as a crucial meeting point for the industry, leading the way to sustainable recovery and greater awareness of the environmental impact of tourism.

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