January 30, 2023

ITB Berlin Convention programme is available online now

Leading industry figures to talk about the key topic ’Mastering Transformation’ – At individual tracks TUI CEO Sebastian Ebel, Singapore Tourism Chef Keith Tan, UNWTO Director Dr. Dirk Glaeßer, Lufthansa Systems CEO Oliver Krüger, DB Fernverkehr Marketing Director Stefanie Berk and Chief People Officer of TUI Group Sybille Reiß will be among those sharing their visions of tomorrow’s tourism industry – President of the ifo Institute Clemens Fuest will hold the keynote speech on the opening day of the event

In 2023, the travel industry’s leading thinktank will again feature some outstanding speakers. From 7 to 9 March at the ITB Berlin Convention, industry experts will provide answers to the key questions surrounding today’s and tomorrow’s tourism industry and how to master the transformation towards a sustainable and successful future. The comprehensive ITB Berlin Convention programme under the heading ’Mastering Transformation’ is available online now at and features keynote speeches, CEO interviews, panels, pitches and discussion rounds. At wide-ranging theme tracks on a total of four convention stages in Halls 7.1a and 7.1b, as well as Halls 6.1 and 3.1, experts will share their knowledge on the latest tasks and challenges facing the tourism industry. The World Tourism Cities Foundation (WTCF) is the co-host of the ITB Berlin Convention 2023. Admission to the convention is included in the price of an exhibitor, trade visitor or press pass to ITB Berlin. Selected sessions will be streamed on the supporting platform ITBxplore. For those wishing to attend virtual ITB events only there is a “fully digital ticket“ which provides access on all three days.

Keynote speech by economist and President of the ifo Institute Clemens Fuest

On day one, 7 March, in Hall 7.1a at this year’s ITB Berlin Convention, ’Future’ is the title of a track that will look at the economic and political developments of the future. The keynote speech will be held by Clemens Fuest, president of the ifo Institute, which combines research with a focus on economic policies in collaboration with Ludwig-Maximilians-Universität München. Clemens Fuest is also a member of the advisory board of the Federal Ministry of Finance and is regarded as one of Germany’s foremost economists. Another highlight on day one will be an interview by fvw editor-in-chief Klaus Hildebrandt with Sebastian Ebel, CEO of TUI Group.

Other leading speakers at the Future Work track

At the Future Work track on 8 March 2023, experts will discuss new approaches to encouraging working in tourism and provide orientation on how to handle the skills shortage. At the panel entitled ’New narratives for work in travel’ at 10.30 a.m., Chief People Officer, TUI Group, Sybille Reiß will talk about new business models and substantial changes that can help make working in intensive service sectors such as tourism attractive again.

At a presentation at 4 p.m., taking three best practices as examples, Brand Partnerships Lead Travel, TikTok, Michael Schumacher and DB Fernverkehr Marketing Director Stefanie Berk will show how taking a personal and rational approach can confront the skills shortage. The clear aim is to continue to encourage both newcomers and professionals to work for tourism enterprises – whether for a leading transport company or medium-sized hotel business.

Shaping the future of the events, airline and cruise industries

The Tour Operator & Travel Sales track on 7 March 2023 in Hall 7.1b will look at the expectations and outlook for tomorrow’s travel industry from the point of view of the customer. Taking part in the panel at 10.45 a.m. will be Dr. Dirk Glaeßer, Sustainable Development of Tourism / director World Tourism Organization (UNWTO), and Sabine Rogg, director Trends & Strategy / Trendbüro.

On 7 March 2023 in Hall 7.1b, the Carrier & Cruise track will examine the big challenges facing airlines and the cruise industry. Among the industry experts discussing the impact of the current crisis will be Olivier Krüger, CEO, Lufthansa Systems. The panel is entitled ’Carriers at the Crossroads between Decarbonisation and Changes in Booking and Travel Behaviour’.

Updates on relevant trends for decision-makers in commerce, marketing and distribution

Debate and inspiration awaits those taking part in the Marketing & Distribution track on 8 March 2023. Representatives of the travel and hospitality sector will look at how to successfully master the upcoming transformation process. Katrin Anselm from Airbnb will answer questions in an Executive Interview at 2 p.m.

Also on the same day, the Youth, Adventure und Outdoor track will discuss generation Z and the transformation of the travel industry. In general, the sessions will deal with the changes taking place in the adventure and outdoor tourism markets and the obstacles involved which impact their profitability.

A look at online destination marketing

At the Destination track on 9 March 2023 at 11.45 a.m., Keith Tan, CEO Singapore Tourism Board, and Jan Hutton, CEO, Australian Tourism Data Warehouse, along with Alexa Brandau, director, Media Management DZT, will discuss ’Digital, Personalized and Open – How DMOs are gaining ground in Traveltech’. This look at the future will include a discussion on what the next big thing in digital destination marketing could be like.

At the Destination track at 10.30 a.m., the focus of Heike Döll-König, director, Tourismus NRW e.V., and Anthony Everett, president & CEO, Tourism Vancouver Island, will be on the rethink that Destination Management Organisations (DMOs) require. The question will be whether destination thinking is still state of the art. What are the changes facing the hospitality industry in the future?

Eyes firmly on the future at the Hospitality and Responsible Tourism tracks

At the Hospitality track on 9 March 2023, the focus will be on the challenges and changes currently facing the hospitality industry. Topic headings will include the ’Rise of Lifestyle and Experience Brands’, with Javier Aguila, Ingmar Sloothaak and James Stuart at 3.45 a.m.

The Responsible Tourism track on 9 March 2023 will deliver a half-term report on Agenda 2030 with its 17 sustainability goals. Is tourism already on the way to becoming a low-resource, high-benefit and resilient sector? And what role should platforms play in achieving sustainable consumption and production?

Daily eTravel track featuring numerous survey and research findings

This year, eTravel tracks will be taking place in Hall 6.1 on all three days of the convention, including the Hotel Technology Forum on 7 March 2023. Relevant technology trends and developments will be presented and hospitality tech experts will show in panels and best practice examples how hoteliers can successfully master the digital transformation and benefit from technology.

In his speech at the Hotel Technology Forum, on 7 March 2023 at 2.30 p.m., Kevin King, CFO, Shiji Group, will highlight how the digital transformation can succeed in the hospitality industry while also managing customer expectations. At the same time he will select important points describing how to lay the foundations for success.

Online accreditation for ITB Berlin 2023

As of now and subject to the guidelines on accreditation, media members and bloggers can register for ITB Berlin. After your application has been processed and approved you will receive an email with a PDF containing your ITB press accreditation, which you can print out.

Accreditation for ITB Berlin 2023

Please note: during ITB Berlin it will not be possible for press representatives to obtain accreditation at the press counters on the grounds. We therefore request you obtain accreditation online ahead of the event.

About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2023 will take place from Tuesday, 7 March, to Thursday, 9 March, as a pure B2B event. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. The internationally renowned ITB Berlin Convention will take place parallel to the show and will be held live on the Berlin Exhibition Grounds - selected sessions will be streamed on ITBxplore. The ITB Berlin convention is the world’s largest travel industry event of its kind. In 2022 it took place as a virtual event on the brand’s website and registered 60,700 attendees from 125 countries who took part in more than 100 sessions featuring 223 speakers. In 2022, under the heading ’TRVLX by ITB’, ITB Berlin has planned a series of B2B networking events in European markets – the kick-off event took place in May in Georgia. Before the pandemic at ITB Berlin 2019, around 10,000 exhibitors from 181 countries displayed their products and services to some 160,000 visitors, including 113,500 trade visitors. Additional information is available and from the ITB Newsroom & Social Media.

Join the Official ITB Newsroom on LinkedIn.
Become a fan of ITB Berlin at
Follow ITB Berlin on
Get the latest updates from the ITB Social Media Newsroom at Newsroom.
PRESS RELEASESare online on - Press - Press Release