ITB Berlin 2025 brought together 6,000 exhibitors from 170 countries and highlighted key developments in global tourism.
Patricia Yates, CEO of Visit Britain, presented film tourism as a way to attract visitors. Marga Nograles, CEO of the Philippine Tourism Board, discussed sustainable tourism initiatives, while Made Ayu Marthini, Indonesia's Deputy Minister of Tourism, highlighted the role of local communities.
Sayaka Usui of JNTO spoke about promoting disaster-affected regions in Japan. Meanwhile, Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, introduced 'slow food travel' as part of cultural tourism. Discussions also focused on adventure tourism in Oman and long-term tourism strategies in Saudi Arabia.
