ITB ‘25 Trends and News
From ITB: Diversity as strength and the power to change the future.
We went to the Berlin Tourism Fair and learnt many things, which we share with you. First of all, the Gender Equality champions were honoured: for travel cathegory the operator Responsible Travel from Ecuador, an initiative awarded for its design with women, thinking about the environment, empowerment as leaders in communities, and public declaration of equality values. For hospitality Community Homestay Network, with its valuable work in training and organising women in hospitality, welcoming, accompanying tourists, in the villages of Nepal. For future prospects, the brand new Amba Yaalu (Mango Friends) Kandalama hotel, entirely run by 70 women in Sri Lanka.
In another room, social enterprise was discussed, which, as Claudia Brozel founder of the Social Entrepreneurship Competition in Tourism said ‘is more a movement than a trend’. Some fantastic business inventors were present: Mirko Cipollone, Managing Director of Appennini for all for making the most beautiful paths in the Apennine mountains accessible to everyone; Cecilia Serravalle, Social Impact Manager of Amadeus for her support of social projects; Sonal Asgotraa who reported on the progress of his Astrostays astronomical tourism project.
There were also more visitors and protagosti than ever before from the two major European hubs of support for entrepreneurs new to the European market: both the German IPD and the Dutch CTI launched a number of young operators, from Peru to Eritrea. GRT met several female entrepreneurs and will make videos and articles with them.
What points have emerged from thousands of meetings? Content with social media and AI are increasingly important, both for planning trips and for making oneself known. The experiences decided on location are almost more important than the location itself. Companies have great problems in training and retaining gen Z workers, who place great importance on the inclusion of diversity and work life balance. Accessibility for all with new technologies. The importance of doing real sustainability, both with the new certifications of the EU Green Claim Directive, and with the Tourism Sustsainability Certification Alliance, a union of tourism's major stakeholders to ‘ensure the maintenance of global best practice standards under a shared international brand’ (on tourismsustainability.org).
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