ITB Berlin 2024: Record Demand, Diverse Exhibitors, and Exciting Innovations Point to a Thriving Travel Industry


Global Travel Trade Show Gears Up for a Brisk Event with Over 90% of Exhibition Space Booked

The World’s Leading Travel Trade Show, ITB Berlin, is primed for an exceptional 2024 edition, with nearly 90% of its exhibition space already occupied just weeks before its opening. This year’s event, slated for March 5-7, showcases a remarkable comeback of the travel industry, featuring a diverse range of exhibitors, exciting innovations, and a renewed focus on collaboration.


Strong International Participation Reflects Industry Rebound

ITB Berlin 2024 welcomes a wave of international exhibitors, highlighting the globalized nature of the travel sector. Notably, strong representation from Oman, the Host Country, signifies the region’s growing tourism potential. Other key regions with increased participation include Greece, Turkey, Asia, Africa, and the mobility, tech, and cruise industries, reflecting the dynamic and evolving travel landscape.

Returning Favorites and Newcomers Add to the Excitement

Renowned companies like Emirates Airlines and Liechtenstein return to the show, joined by exciting newcomers such as Disney, São Tomé and Principe, and Air India. With several halls reopening, visitors can enjoy a circular tour of the exhibition grounds, ensuring they don’t miss any highlights.

Focused Exhibit Areas Drive Targeted Interactions

To enhance visitor experience, ITB Berlin offers dedicated areas like hub27, focusing on German-speaking countries and showcasing a larger Austrian presence. The new ITB MICE HUB in Hall 8.2 caters to MICE providers, while the ITB Sustainability Lounge in Hall 4.1 is a platform for discussing responsible tourism practices.

Technological Advancements Shape the Future of Travel

Halls 5.1, 6.1, 7.1c, 8.1, and 10.1 present a vibrant Travel Tech segment, showcasing forward-thinking products and solutions from companies like Amadeus, Sabre, and China-based HeyTrip. Hall 10.1 also features hospitality innovators like Oaky and Cendyn.

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Sustainability Takes Center Stage

Reflecting the industry’s growing commitment to responsible tourism, the ITB Sustainability Lounge powered by Mascontour makes its debut in Hall 4.1, offering a space for discussions and innovative solutions.

Diverse Opportunities for All Sectors

The LGBTQ+ Tourism Pavilion continues to offer an extensive range of products and resources, while the Medical & Health Pavilion in Hall 3.1 welcomes new partners like Croatia and Slovenia. The HOME of LUXURY at the Marshall Haus remains the exclusive meeting place for luxury travel professionals.

Seamless Networking and Event Experience

The improved ITBxplore platform facilitates scheduling, networking, and visibility for Buyers Circle members. The ITB app with its QR code scanner and generator further enhances interactions. New additions like the Meeting Cube and the Hybrid Stage cater to diverse meeting needs.

Looking Ahead to a Prosperous Future

The impressive demand for ITB Berlin 2024 underscores the travel industry’s resilience and optimism. With its comprehensive offerings, diverse perspectives, and innovative solutions, the event promises to be a valuable platform for collaboration and shaping the future of travel.

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