The UN Tourism Ministers Summit on the third day of ITB Berlin explored the interconnectedness of tourism and peace, underlining the role of travel in fostering cultural understanding and global solidarity.
TUI is pursuing an ambitious expansion plan that includes growth in its hotel offerings and the enhancement of its Tuimusment platform, which aims to provide a broader range of bookable activities and services for customers.
The theme ‘The Power of Transition Lives Here’ sets the stage for high-profile speakers and press conferences throughout the final day of the convention.
Olaf Backofen from Lufthansa told attendees that 60pc of Lufthansa customers prefer to book traditionally through the website’s search system, but the process is changing. “The entire travel ecosystem is really undergoing a transformation.”.
The next show in the group, ITB Americas is scheduled to debut as a B2B travel trade show in Guadalajara, Mexico, from November 10 to 12, 2026, expanding the reach of ITB to new markets.
