December 06, 2023

ITB Berlin Convention 2024: Time for pioneers

The global travel industry is undergoing extensive changes. In 2024, the tourism industry's leading think tank will offer guidance for the tourism of the future in 17 themed tracks and on four stages. Inspiring presentations by Booking, Phocuswright, The Travel Foundation, Hotelplan Group, Breda University of Applied Science, Trigema and many more will offer practical insights into the future of tourism.

The ITB Berlin Convention 2024 will be a pioneer. Under the motto "Pioneer the Transition in Travel & Tourism. Together", experts from business, science and politics will discuss new concepts and strategies for a travel industry in transition at the Berlin Exhibition Grounds from March 5 to 7. A varied program with numerous presentations, discussions, best-practice examples and expert interviews awaits participants in 17 themed tracks and on four live stages. Current trends in areas such as marketing, sales, technology, hospitality and destination management are just as much a part of the program as ideas and impulses in the face of political, technological and ecological challenges. An initial overview of the speakers and topics of the convention is available at

As a global think tank, the ITB Berlin Convention 2024 is aimed at a travel industry that is facing extensive global adaptation processes and decisions. The challenges of climate change, the influence of artificial intelligence, the ongoing shortage of skilled workers and the effects of the coronavirus crisis are forcing many companies to rethink established business models and revenue strategies. With practical examples from corporations and the start-up scene, expertise from science and technology as well as assessments from politics and non-governmental organizations, the convention offers a wide range of topics for a wide variety of interests and tasks in the industry. The World Tourism Cities Federation (WTCF) is co-hosting the ITB Berlin Convention.

As part of the "Future Track", guests will discuss innovative trends and ideas from a global perspective. The presentations by Glenn Fogel (CEO, Booking Holdings), Charuta Fadnis (Senior Vice President, Research and Product Strategy at Phocuswright), and Jeremy Sampson (CEO, The Travel Foundation), among others, promise exciting insights. The "Future Work Track" will also focus on the future viability of the industry. Experts such as Corne Dejkmans (Research Director Academy for Tourism, Breda University of Applied Science) and Bonita Grupp (Managing Director, Trigema) will discuss ideas and strategies in view of the acute shortage of skilled workers.

The contribution that global tourism can make to sustainability, climate protection and social justice will be discussed by convention participants as part of the "Responsible Tourism Track", for which the German Federal Ministry for Economic Cooperation and Development (BMZ) is a track partner. Speakers in this track include Külli Kraner (Head of Tourism, Estonian Ministry of Economic Affairs and Communications) and Laura Meyer (CEO, Hotelplan Group).

Laura Meyer, CEO, Hotelplan Group
Laura Meyer, CEO, Hotelplan Group
Külli Kraner, Head of Tourism, Estonian Ministry of Economic Affairs and Communications
Külli Kraner, Head of Tourism, Estonian Ministry of Economic Affairs and Communications

The ITB Berlin Convention is included in the trade visitor ticket for ITB Berlin. Selected sessions will be streamed on the accompanying ITBxplore platform. More information can be found at The exact program and details on other tracks will be available online from mid-January 2024.

Online accreditation for press representatives and bloggers

You can register online for your accreditation here. After successful registration and verification, you will receive the accreditation and your badge with your personal QR code for admission by e-mail as a PDF file attachment. Please show your QR code at the entrance. Your ticket is not transferable.

About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2024 will take place from Tuesday, 5 to Thursday, 7 March. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. At ITB Berlin 2023 around 5,500 exhibitors from 161 countries displayed their products and services to over 90,000 visitors. In 2023, under the heading ’Mastering Transformation’, the ITB Berlin Convention took place as a live event with a total of 24,000 attendees who took part in 200 sessions with 400 leading speakers. Additional information is available at and from the ITB Newsroom & Social Media.