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Philippines generates over US$10 million in sales leads at ITB Berlin
The Philippine Tourism Promotions Board (TPB) announced that its participation at the Internationale Tourismus-Börse (ITB) Berlin 2025 in Berlin, Germany yielded over US$10 million in sales leads. In a statement released on Monday, 17th March, the TPB declared that leads generated at ITB 2025 were 30.31 percent higher than in 2024. TPB chief operating officer Maria Margarita Nograles said: “The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry.” This is the 40th time that the Philippines has participated at ITB Berlin, having originally joined in 1985. Best foot forward on the world stage The Philippines showcased world-class artistry and creativity at this year’s ITB Berlin, with 29 private sector exhibitors from the travel and tour agencies, destination management companies, and the accommodation sector making up its delegation As part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to make their own pottery. Likewise, exhibitors presented the country’s foremost destinations, namely Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental, to potential foreign buyers and travellers. According to Nograles: “Along with our country's breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead.”
Centara has a successful run at ITB Berlin 2025
Thai hospitality company Centara Hotels & Resorts reports that it had a successful week at the recently concluded ITB Berlin 2025. Centara executives adopted a refreshing new approach to B2B relations that saw the company’s traditional exhibition booth replaced with key executive meetings and vibrant events. This year, the company decided to do things a little differently even as its CEO Thirayuth Chirathivat and chief operating officer Michael Henssler presented the group's latest strategic updates to their travel industry colleagues and media partners. Going on Centara Journeys in Berlin In addition to highly productive days at Berlin ExpoCenter City, Centara’s team invited its esteemed travel trade and business partners, local dignitaries, former ambassadors and media friends to a series of impressive events, running under the theme Centara Journeys and highlighting the brand’s world-renowned style of warm, heartfelt and Thai-inspired hospitality. The KaDeWe evening On 4th March, a spectacular brand showcase was staged at Kaufhaus des Westens (KaDeWe), the luxury department store. Eighty distinguished guests were treated to a glamorous evening of contemporary cuisine, creative cocktails, fine wine and live jazz music that is sure to live long in the memory. KaDeWe is part of a global network of luxury department stores owned by Central Group, Centara’s parent company, which includes other prestigious locations such as Selfridges in London, La Rinascente in Milan, Globus in locations across Switzerland, and Central Embassy in Bangkok. The Dae Mon dinner The following day, 5th March, Centara hosted an exclusive evening at Dae Mon, the acclaimed Asian restaurant. Amid an inspiring ambience with creative cuisine and dazzling décor, Chirathivat and Centara senior executive vice-president for corporate affairs and social responsibility Supatra Chirathivat personally thanked a select group of 20 media representatives for their positive coverage and cooperation. ITB Berlin was the perfect platform for Centara to provide updates on its latest developments, including the recent launch of The Atollia by Centara Hotels & Resorts, the twin-resort destination which combines two properties: the new underwater world-themed Centara Mirage Lagoon Maldives and the soon-to-open Centara Grand Lagoon Maldives. This will give Centara four distinct resort experiences in the Maldives to intuitively cater for a wide range of guests, from families to couples.
Indonesia ramps up tourism promotion at ITB Berlin 2025
Indonesian tourism minister Widiyanti Putri Wardhana ramped up tourism promotion for her nation at the recently concluded ITB Berlin. From 4th to 6th March, Wardhana and her team explored opportunities for cooperation through bilateral meetings with counterpart agencies from across the globe. Among these were UN Tourism secretary general Zurab Pololikashvili and Gloria Guevara, currently a candidate to become the next secretary-general of UN Tourism; as well as Dieter Janecek and Dr Marion Weber from the German Federal Ministry for Economic Affairs and Climate Action. The tourism minister presented five flagship programmes during her meetings, which include Indonesia’s Clean Tourism Movement; Tourism 5.0 via artificial intelligence (AI) and digitalisation; Upgrading Tourism through gastronomy, marine, and wellness tourism; Event planning and organisation utilising original Indonesian intellectual property (IP); and Tourism Villages. In a statement released to the media on Sunday, 9th March, Wardhana said: "I am optimistic this collaboration can encourage tourism's contribution to Indonesia's economic growth.”
Tourism Authority of Thailand marks 50th year of participation at ITB Berlin
The Tourism Authority of Thailand (TAT) marked 50 years of participation at ITB Berlin by expanding its presence under the Amazing Thailand Grand Tourism and Sports Year 2025 initiative. At the event held from 4th to 6th March at Berlin’s Messe Berlin Exhibition Grounds, Her Royal Highness Princess Ubolratana reaffirmed her royal support for Thai tourism and culture, while Prime Minister Paetongtarn Shinawatra emphasised Thailand’s commitment to becoming a sustainable, high-value global destination. In her remarks, TAT governor Thapanee Kiatphaibool stated: “Thailand’s presence at ITB Berlin, with an expanded pavilion, digital advancements, and a strong focus on sustainability, underscores our commitment to high-value, sustainable tourism. Through Amazing Thailand Grand Tourism and Sports Year 2025, we highlight Thailand’s cultural richness, soft power, and innovation to further strengthen the country’s position as a leading global travel destination.” For TAT, its participation at ITB Berlin 2025 is vital for hitting Thailand’s 2025 tourism target of 39 million visitors and 3.5 trillion Baht in revenue. European arrivals are projected to grow from 7.05 million in 2024 to 10.62 million in 2025, with Germany alone expected to contribute 1.05 million visitors, reinforcing its role as a key source market. More space to show off more experiences Aligned with the Ignite Thailand’s Tourism policy, the Thailand Pavilion at ITB Berlin 2025 tripled in size to 1,820 square metres, reinforcing Thailand’s global tourism brand while embracing Sustainable Thailand Soft Power and highlighting its culture, innovation, and sustainability-driven tourism. The Thailand Pavilion hosted over 150 Thai tourism operators, including hotels, destination management companies, attractions, and wellness providers, alongside tourism businesses and operators from hidden gem provinces. It also featured a Partner Organisations Area, showcasing key stakeholders such as Thailand Privilege Card, the Department of Tourism, the Designated Areas for Sustainable Tourism Administration, the Sports Authority of Thailand, Airports of Thailand, major airlines, and tourism associations. Blending Thai identity with global appeal, the pavilion was divided into five zones: Business Meeting and Provincial Areas to connect Thai sellers with international buyers, Partner Organisation Areas to promote sustainable tourism, and the Saneh Thai (Soft Power) Area which highlighted Thai culture through Food, Fashion, Fight (Muay Thai), Festivals, and Films. The Tourist City Area showcased hidden gem provinces, while the Sports Tourism Area focuses on Muay Thai and adventure tourism. The display encouraged visitors to explore material origins, engage with communities, and participate in workshops. From 5th to 6th March, the pavilion also presented the Thailand Mini Mart, now in its 10th year at ITB Berlin. This vital sub-event helped connect Thai tourism operators with European buyers, fostering business opportunities and strengthening TAT’s regional partnerships.
Rajasthan Tourism shines at ITB Berlin 2025
The Department of Tourism (DOT), Government of Rajasthan once again made a grand impact at ITB Berlin 2025. Rajasthan captivated global visitors with its royal charm and was honoured with the prestigious PATWA (Pacific Area Travel Writers Association) Award. H.E. Diya Kumari, Deputy Chief Minister of Rajasthan was awarded the Woman Tourism Minister of the Year award. Additionally, Rajasthan secured second place in the ‘Destination of the Year – Royal Experiences’ category, reinforcing its position as a premier global destination. The PATWA award ceremony was graced by tourism ministers from ten countries, tourism officials, hospitality and airline leaders, destination representatives, industry stalwarts, and international media. On the first day of ITB Berlin, Rajasthan Tourism booth was officially inaugurated by H.E. Ajit Gupte, Hon’ble Ambassador of India to Germany. This year, the Rajasthan Tourism delegation to Berlin, under the guidance and leadership of Hon’ble Deputy Chief Minister of Rajasthan, Diya Kumari was led by Shri Anand Tripathi, Additional Director, and Shri Upendra Shekhawat, Deputy Director, Department of Tourism, Government of Rajasthan. Additionally, representatives from the Palace on Wheels and eight co-exhibitors from Rajasthan’s travel trade participated in ITB, further strengthening Rajasthan’s tourism presence on the global stage. This year, Rajasthan’s delegation distributed tourism literature in German language, especially prepared for ITB Berlin, ensuring deeper engagement with the German market. The state’s vibrant booth highlighted Rajasthan’s rich culture, iconic forts and palaces, luxury products like Palace on Wheels and heritage hotels and other diverse experiences and products. Various decoratives like puppets, and bird hanging, miniature elephants and camels were used to give ethnic touch to the booth. On the second day of ITB, Rajasthan hosted a road show at the Rajasthan booth bringing together tour operators, travel agents, media representatives, and travel bloggers. The presentation on Rajasthan was made by Tourism officials and also FHTR representatives. A special address on the safety measures adopted by state tourism board for solo and women travellers was made by FHTR. The presentation also included a beautiful AV on the tourism products of the state. During the three days at ITB Berlin, Rajasthan’s tourism representatives engaged in more than 50 strategic meetings with tour operators, travel agents, media, and other tourism stakeholders, further boosting partnerships and promoting Rajasthan as a must-visit destination.
Emirates Airline forges 11 strategic agreements with key partners at ITB Berlin 2025
Airline forges 11 strategic agreements with key partners, welcomes over 6,000 visitors to its stand across the leading travel exhibition’s three day run. Emirates concluded yet another successful ITB Berlin, reinforcing its commitment to the world’s largest travel trade show while deepening strategic partnerships across the global travel eco-system. Over the event’s three day run, the airline signed 11 strategic agreements, held 270 high-level meetings and received over 6,000 visitors at its stand, which featured Emirates' latest-generation A350 cabin products alongside its signature Onboard Lounge and Shower Spa, as well as its sustainability initiatives. Network Expansion: Connecting the world to Asia Ahead of its return to this year’s edition of ITB Berlin, Emirates announced the launch of three new Asian destinations – Shenzhen in China (1 July), Da Nang in Vietnam (2 June) and Siem Reap in Cambodia (3 June). This strategic growth will establish essential connections that benefit both leisure and business travellers, delivering enhanced options, better connectivity, and greater access to Southeast and East Asian markets. Promoting Central Europe and Mediterranean gateways Emirates also renewed its Memorandum of Understanding (MoU) with the Austrian National Tourist Office (ANTO) on the sidelines of ITB Berlin, further reinforcing its ongoing commitment to attracting travellers from across its global network to explore this European gateway. The renewal of the partnership coincides with Emirates celebrating 20 years of operations to Vienna last year, having carried more than 5 million passengers between Dubai and the Austrian capital so far. In a similar move to promote Malta, Emirates also signed an MoU with the Malta Tourism Authority to boost inbound tourism to the Mediterranean gateway from across its global network. Reimagining air-land-sea links ITB Berlin this year served as a springboard for the airline’s ever-expanding cruise partnerships. The airline’s long-standing commitment to promote Dubai as a preferred global cruise destination and hub was supported by the extension and expansion of its strategic partnerships with TUI Cruises, Costa Cruises and AIDA Cruises. The airline’s partnership extension with TUI Cruises is optimally timed with the addition of their second vessel homeporting its operations in Dubai for the 2025/2026 cruise season. Emirates’ extended partnership with Costa Cruises through 2027 will see both entities work even closer to explore enhanced transport solutions between Dubai International Airport and Dubai Harbour Cruise Terminal. These collaborations will further enhance connectivity between air, land and sea, offering cruise customers a seamless booking experience and unparalleled convenience at every touchpoint of their journey. Elevating the customer experience through OTAs Emirates strategically used ITB Berlin as a platform to expand its partnerships with key global travel platforms as part of its continued commitment to customer experience excellence, from booking to boarding. The airline expanded its long-term partnership with Expedia Group to offer travellers the convenience of personalising their own trips on Emirates. The airline’s full integration of its New Distribution Capability (NDC) API with Expedia Group’s brands, now offers its complete portfolio of products and services, including extra baggage and seat selection. Emirates and Trip.com renewed their long-standing partnership, helping to expand Trip.com’s global presence, leveraging Emirates' extensive international network, and coordinating promotional efforts in Asian and European markets, which remain a strategic focus for both Trip.com and Emirates.
Thai Premier reveals tourism vision at ITB Berlin 2025
Thai Prime Minister Paetongtarn Shinawatra unveiled a bold vision for sustainable high-value tourism at the Amazing Thailand Networking Event at ITB Berlin 2025. In her remarks, she underscored sustainable tourism as a key pillar of Thailand’s strategy, driving economic growth and world-class visitor experiences through initiatives that promote sustainability, seamless travel, soft power industries, medical and wellness tourism, and visitor safety. Shinawatra likewise reaffirmed Thailand’s commitment to sustainability, innovation, and inclusivity, inviting global travellers to participate in the Amazing Thailand Grand Tourism and Sports Year 2025. Furthermore, she affirmed that the initiatives delineated in the vision will strengthen Thailand’s position as a global leader in responsible travel, aiming for 39 million visitors and €98 billion in 2025. The Thai Premier also visited the Thailand Pavilion which represents the Tourism Authority of Thailand (TAT)’s 50th anniversary at the event and highlights the country’s Sustainable Soft Power strategy. Sustainability and soft power Sustainability remains central to Thailand’s overall tourism strategy, with Green Destinations expanding and sustainability standards strengthening. As host of the Global Sustainable Tourism Council Conference next year, Thailand is fostering an eco-friendly tourism industry through public-private partnerships. At the same time, Thailand is streamlining its visa processes, introducing an online Arrival Card, and upgrading biometric entry systems. Expanded aviation infrastructure, on the other hand, will accommodate 250 million passengers annually, while public transport enhancements will improve connectivity to creative districts and green spaces. Thailand’s cultural heritage and soft power boost its global tourism appeal: The Michelin Guide partnerships elevate Thai cultural identity and cuisine, while the current season of HBO’s The White Lotus put Thailand on the map as a preferred filming location. Healing and safety to the fore Also, as the ASEAN’s leading medical and wellness Hub, Thailand offers accredited healthcare, competitive pricing, and world-renowned hospitality. The sector, valued at €28.4 billion, continues to expand as more patients come to the country for various treatments. Ensuring visitor safety is also a government priority, with strengthened emergency response systems, enhanced security at tourist sites, and robust safety measures across all destinations.
Pakistan takes part in ITB Berlin 2025
Pakistan tourism officials and professionals made their way to this year’s ITB Berlin, actively promoting their nation in Europe. Led by representatives of the Green Tourism Company, the Pakistani delegation made the most of the world’s largest travel trade show to promote the country’s various tourism initiatives from 4th to 6th March. The country’s pavilion at the event was inaugurated by Saqlain Syedah, Pakistani ambassador to Germany, and showcased traditional crafts, music, and specialities. A key growth sector Tourism was designated by Pakistan’s Special Investment Facilitation Council (SIFC) as a priority area in terms of the country’s economic growth. The country’s participation at ITB Berlin cast its tourism sector in the spotlight, emphasising emergent trends, sustainability, and socially responsible tourism. Current issues regarding infrastructure and security notwithstanding, Pakistan's tourism receipts grew by 64 percent as of Q3-2024, making it a vital contributor to the economy.
Sabre poll at ITB Berlin shows trends in AI, personalisation, distribution and sustainability
Sabre Corporation shared insights from a live audience poll conducted during an mainstage session at ITB Berlin. The session, led by Scott Wilson, President of Sabre Hospitality, was titled “Myth and-Reality: Navigating Change in travel and technology” and explored four key statements about digitalization, artificial intelligence (AI), and innovation in travel retailing. The results provided a clear snapshot of industry sentiment on some of the most pressing topics shaping travel today. Participants were asked to vote on the following four topics: The role of intermediaries in travel distribution. – 72% of the audience agreed that both direct and indirect distribution are necessary, underscoring the continued relevance of intermediaries in the travel ecosystem. Wilson pointed out that the travel industry is only getting more complex. Airlines are expanding their offerings, low-cost carriers are growing while often remaining outside traditional booking channels, and travelers aren’t just booking flights – they need hotels, activities, and more to complete their journey. Travelers often don’t want to deal with this complexity; they want simplicity, convenience, and confidence in their choices. Yet, the industry isn’t delivering on that promise. A 2024 Expedia study found that travelers check up to 277 pages before booking1 – clear evidence of a trust gap. Wilson emphasized that the answer isn’t to force travelers into direct-only channels but to deliver smarter, more relevant choices wherever they prefer to book. He noted that a modern omnichannel approach is often essential, ensuring that travelers can book where and how they want while maintaining consistency and quality across all platforms. The effectiveness of personalization in travel. – The audience was nearly split on this topic, with 49% agreeing that the industry still struggles to deliver personalization at scale, while 51% disagreed. Wilson explained that while broad segmentation works well for general targeting, it can lack depth, not accounting for individual preferences, context, or real-time intent. He stated that consumers are still waiting for truly personalized digital experiences that dynamically adapt to their needs. Even digitally native sectors like online shopping and video streaming, while highly effective at surfacing content based on past user behavior, can struggle to anticipate subtle changes in user intent, often reinforcing filter bubbles rather than broadening choices. Travel has an opportunity to get retailing and personalization right by learning from other industries and delivering relevance instead of volume. Wilson emphasized that he believes AI presents a massive opportunity in this space: By investing in AI-driven retailing now, he stated that travel brands can move past traditional segmentation models and redefine personalized, predictive travel planning. The urgency of AI adoption. – 65% of attendees agreed that companies failing to embrace AI will lose their competitive edge within three years, underscoring the industry’s recognition of AI’s growing influence. Wilson emphasized that technology adoption is accelerating at an unprecedented pace, and AI is no exception. Historically, each new wave of technology has generally been adopted faster than the last, it took the telephone 35 years to reach mass adoption, whereas smartphones achieved it in just five. He stated that AI is set to follow an even steeper trajectory. With cloud computing and vast amounts of data already in place, he noted that businesses can integrate AI without needing to rebuild their entire tech ecosystem. Wilson highlighted that AI is already delivering value in two key areas, visible to the consumer, for instance through digital agents and improving personalization, and behind the scenes, optimizing operations, logistics, and automation. The availability of pre-built AI models and APIs further lowers the barrier to entry, allowing companies to deploy AI solutions faster than ever before. He pointed out that experts project the global AI market will reach $1.8 trillion by 2030, making it a fundamental economic driver. However, he noted AI’s rapid expansion also brings challenges—its increasing use is expected to drive a 165% increase in data center power demand by the end of the decade2, reshaping infrastructure needs across industries. Wilson concluded by noting that travel companies don’t have to build everything from scratch, partnering with an experienced technology provider, like Sabre, allows them to fast-track AI adoption and stay competitive in an increasingly intelligent marketplace. The gap between sustainability expectations and consumer behavior. – A striking 90% of participants responded that they believe that while travelers express interest in sustainability, they are ultimately unwilling to pay more for it. Wilson pointed out that there appears to be a massive 'say-do' gap when it comes to sustainability. While three-quarters of travelers claim they want to be more sustainable, price remains their top priority. Half of travelers say sustainability influences their choices, yet only 6 to 13% actually factor it into their bookings.3 When sustainability requires extra cost or effort, it appears that most consumers default to convenience. Wilson emphasized that people don’t need more choices, they need better ones. He stated that sustainability works best when it is seamlessly built into the travel experience rather than presented as an extra decision. He noted that changing consumer behavior isn’t about persuading travelers; it’s about designing a journey where the sustainable option feels like the most natural and obvious choice. The bottom line, according to Wilson, is that sustainability should not be an afterthought, it should instead be integrated into the core of retailing and distribution, ensuring that travelers don’t have to actively seek out the sustainable option, but rather encounter it as the default, intuitive choice. “The results paint a clear picture of where the industry stands,” said Wilson. “The ITB’s expert audience vote confirms that intermediaries continue to play a vital role in simplifying travel complexity, but there is still work to be done in building traveler trust. Personalization remains an industry challenge, as companies struggle to move beyond broad segmentation toward truly dynamic and relevant experiences. AI is no longer an option but a necessity, with its rapid adoption shaping the competitive landscape in travel. Finally, the say-do gap in sustainability is undeniable –price remains the primary driver for travelers. The industry should embed sustainability into the experience rather than offering it as an extra choice if we want real behavioral change.” The audience poll results reflect ongoing industry debates about the pace and impact of technological change in travel. With AI taking center stage, personalization facing challenges, and sustainability remaining a complex issue, companies must navigate these evolving trends carefully to stay ahead.
Emirates receives official delegation at ITB Berlin 2025
Kai Wegner, Governing Mayor of Berlin, experiencing the A350 Business Class seat, alongside Sir Tim Clark, Emirates airline President Emirates welcomed Kai Wegner, Governing Mayor of Berlin, at its stand during the official Opening Tour of ITB Berlin 2025, accompanied by Dieter Janecek, Federal Government Coordinator for the Maritime Industry and Tourism; Zurab Pololikashvili, Secretary-General of UN Tourism; Julia Simpson, president and CEO of the World Travel and Tourism Council; Norbert Fiebig, President of the German Travel Association (DRV) and Dr. Mario Tobias, CEO of Messe Berlin. Emirates welcomed Kai Wegner, Governing Mayor of Berlin, for the official Opening Tour of ITB Berlin 2025 The VIP delegation was officially welcomed by Sir Tim Clark, President Emirates airline; Adnan Kazim, Emirates Deputy President and Chief Commercial Officer; and Nabil Sultan, Emirates Executive Vice President, Passenger Sales and Country Management. The key dignitaries were given a tour of Emirates' spacious stand where the airline is showcasing its Airbus A350 cabin features for the first time in Germany at ITB Berlin. In addition to other renowned products including Emirates' Gamechanger First Class Suite. Emirates' stand at ITB Berlin 2025 | Day 1 Emirates has been serving Germany since 1987 and is deeply committed to supporting its tourism and local economy. For more than 20 years, Emirates has expressed interest in including Berlin in its global route network and expanding its flight offerings from Germany. ITB Berlin represents Emirates’ largest trade-fair presence outside its home market. The two-storey stand occupies a total space of 429 sqm and is located in hall 2.2 (stand number 101).
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