NEW: ITB Travel & Tourism Report 2025/2026
Knowing what makes the industry tick and how it should deal with challenges: as the world's leading tourism trade show kicks off, interested parties can look forward to the publication of the ITB Travel & Tourism Report 2025/2026. Totalling 32 pages, it offers far-reaching insights into how the tourism industry views digitalisation and disruption and provides 20 takeaways with specific recommendations for action on the future role of marketing in tourism. The report was based on a three-part survey by the global travel community carried out between summer 2024 and the beginning of 2025, in collaboration with Ostfalia University of Applied Sciences and a number of industry experts.
It can be purchased in digital form at the following link.
Key topics of the report
In view of the dynamic nature of our times, the report focuses on three key questions:
• How marketing in tourism is currently changing
• The role that sustainability and the digital transformation play
• How AI is currently changing the industry
The report also sheds light on the impact of politics and social influences, the challenges they pose and why crisis management and resilience are more important than ever before.
Tourism industry on course for success - but challenges remain
The authors of the report note that the international tourism industry is on course for success again after the end of the coronavirus pandemic. As the ITB Berlin Convention opens, most companies can look back on a financial year with high booking figures and dynamic growth. Nevertheless, the industry faces numerous tasks and challenges, and the pressure to innovate and adapt is growing steadily. The ongoing digital transformation, new opportunities and uncertainties in the field of AI as well as changing customer markets and habits require considerable investment in IT infrastructure, marketing and expertise.
What is more, many traditional tour operators, hotels and distributors as well as numerous tourist destination companies have so far resisted tackling these tasks. Medium-sized companies in particular are currently not sufficiently prepared to meet the complex challenges. As a result, there is a risk they will lag behind large platform providers and technology companies in an increasingly competitive environment. The business world of the future will be characterised more than ever by the availability of data.
Investing in data and collaboration is key to success
The report reveals that targeted investment in data infrastructure, analysis and management is essential for digital visibility and successful customer communications. In addition to technological aspects, the authors of the report highlight the importance of interdisciplinary collaboration in the tourism industry. Traditional core competencies remain key to positioning and personnel management, while sustainability and resilience require transformative skills. Furthermore, technological expertise and the targeted use of AI are crucial to achieving a successful digital transformation.
For more Details please visit itb.com/reports.
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