February 19, 2024

ITB Berlin: Inspiration for a sustainable tourism industry

From 5 to 7 March ITB Berlin again provides a platform for promoting social equality and ecological responsibility in tourism. The Responsible Tourism segment, the ITB Berlin Convention and trendsetting awards strengthen the argument for a more sustainable industry.

ITB Berlin, the World’s Leading Travel Trade Show, actively campaigns for social equality and ecological responsibility in tourism. From 5 to 7 March, ITB Berlin provides a comprehensive platform and inspiration for promoting a dialogue between actors in the tourism value chain on a more diverse and inclusive industry.

The Responsible Tourism segment in Hall 4.1 has established itself as an international forum for sustainable tourism. In addition to exhibitors such as Atmosfair and My Climate, the international Adventure Travel Trade Association (ATTA), Forum Anders Reisen and Studienkreis für Tourismus und Entwicklung, along with co-exhibitors including Futouris and Fernweh fair Travel are also taking part. The ITB Sustainability Lounge powered by Mascontour is a new feature at the event, where the community can meet to discuss new sustainability trends, concepts and solutions.

Trendsetting events on the ITB Lighthouse Stage and at the ITB Berlin Convention

A wide range of events offering inspiration for a more sustainable industry awaits visitors to the ITB Lighthouse Stage in Hall 4.1. On Tuesday, 5 March at 2 p.m., ITB will host the 19th Green Business Forum for Tourism Professionals, where exhibitors in Hall 4.1 and distinguished international experts from every tourism market, business and science will discuss sustainable tourism standards.

The ITB Berlin Convention 2024 features science and tech expertise as well as input from policymakers and NGOs on how to promote social equality and ecologically responsible tourism. On Tuesday, 5 March, on the Green Stage (Hall 3.1), the Diversity & Inclusion Track will discuss how to make the travel industry more diverse and inclusive. At numerous sessions, high-profile speakers from industry heavyweights such as Hyatt, Microsoft and Forbes Travel Guide as well as NGOs such as Brot für die Welt will talk about challenges and success stories.

On Wednesday, 6 March at the Destination Track on the Blue Stage (Hall 7.1), leading experts will discuss innovative practices and strategies for helping destinations prepare for social and ecological challenges and tough geopolitical situations.

On Thursday, 7 March on the Orange Stage (Hall 7.1a) at the Responsible Tourism Track, experts will discuss how the industry can contribute globally to climate action, greater sustainability and social equality. The Federal Ministry for Economic Cooperation and Development is also taking part. Speakers include Amanda Ho (co-founder and CEO, Regenerative Travel), Dr Bruno Oberle (president, World Resources Forum Association and former director general of the International Union for Conservation of Nature (IUCN)), Aurélie Sandler (co-CEO, Evaneos), and Graeme Jackson (head of Strategic Partnerships, The Travel Foundation).

Five panellists on the Green Stage at the ITB Berlin Convention, with the audience in the foreground.
With its wide range of panel discussions, lectures and award presentations, ITB Berlin promotes awareness for social responsibility in tourism.

Presentation of the TO DO and Green Destinations Awards at ITB Berlin 2024

On Wednesday, 6 March at 6 p.m. on the eTravel Stage (Hall 6.1), Studienkreis für Tourismus und Entwicklung will present the coveted TO DO Award to projects campaigning for sustainable and responsible tourism. The presentation will also take place for the fourth time of the TO DO Human Rights in Tourism Award, which honours initiatives with a focus on supporting human rights along the entire tourism value chain.

Ever since 2014 at ITB Berlin, the Green Destination Group has honoured the most inspiring stories for sustainable tourism development with the Green Destinations Story Awards. On Wednesday, 6 March at 6 p.m. on the Blue Stage (Hall 7.1b), the tenth edition will present the most inspiring initiatives submitted in six categories for the annual Green Destinations Top 100 Stories. Three finalists will be chosen in each category. Two special awards will also be presented at the event: the ITB Earth Award honours the initiative of a destination that has become a trailblazer for climate action and sustainable tourism. The People’s Choice Award honours the destination with the most votes from the audience.

Supporting social equality together: ITB events on Wednesday and Thursday on the Hybrid Stage in Hall 5.3

On Wednesday, 6 March on the Hybrid Stage (Hall 5.3), the Social Entrepreneurship in Tourism competition, co-founded by ITB Berlin, will devote itself to socially responsible enterprises driving positive trends in tourism.

This will be followed in the afternoon by the presentation on the Hybrid Stage of the Celebrating Her Award, which is taking place for the seventh time. The award, a collaboration between ITB Berlin and the International Institute for Peace in Tourism (IIPT), honours women for their outstanding achievements in tourism. Directly afterwards, the Gender Equality Champion of the Yearwill honour tourism organisations for their outstanding achievements in supporting gender equality. The award is presented by the non-profit organisation Equality in Tourism, in partnership with ITB Berlin and the Sustainable Hospitality Alliance.

On 7 March, marking International Women’s Day the next day, the programme features other events on gender equality. At the ITB Berlin Convention at the Future Work Track on the Green Stage (Hall 3.1), at the session entitled Gender Equality: how can we shape a gender-equal work environment?, among other topics experts will talk about how to adapt women’s career prospects in the tourism industry.

The events and award presentations on the Hybrid Stage can be followed via a livestream at ITBxplore.

ITB Berlin supports the Deutscher Klimafonds Tourismus (DKT). Additional information on corporate social responsibility at ITB Berlin can be found here.

Online accreditation for press representatives and bloggers

You can register here to obtain online accreditation. After your application has been processed and approved you will receive an email with a PDF containing your accreditation and press badge along with a personal QR code for admission. Please display this QR code at the entrance to the event. Your ticket is non-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. Under the heading „Pioneer the Transition in Travel & Tourism. Together.“, leading speakers from business, science and politics will discuss the industry’s current and future challenges on 4 stages with a total of 17 themed tracks and more than 24,000 attendees.

Additional information is available at and from the ITB Newsroom & Social Media.

Press releases can be found online at under Press / Press Releases.