International venue and destination correspondent, Charlie Carter visited ITB Berlin and found out how conversations and innovations on show there are shaping the future of the travel industry.
The giant of a global travel show that is ITB Berlin celebrated another successful year in 2024 with a slogan that resonated across the industry: #ITBTOGETHER. This theme not only highlighted the event’s focus on unity and collaboration within the travel and tourism sector but also set the tone for a gathering that was both visionary and grounded in current global challenges. Over three days, 5-7 March, more than 5,500 exhibitors from 170 countries gathered in Berlin, showcasing the vibrant and resilient nature of the travel industry.
Despite public transport strikes, this year’s ITB Berlin recorded a slight increase to nearly 100,000 attendees, exceeding organiser expectations with a globally diverse attendance. Host venue Messe Berlin CEO, Dr Mario Tobias stated “ITB Berlin once…