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Transition Lab
How technology will force us to rethink tourism
Exclusive, hands-on, invaluable
What it's about: Exclusive Insights and recommendations on how technology and customer behaviour will force us to rethink tourism.
The ITB Transition Lab enhances the ITB Berlin Convention program with exclusive side events. The Lab equips the knowledge you need to actively drive the tourism industry's transition with a focus on marketing transition.
What is the ITB Transition Lab?
20 Insights in 90 minutes
Digitalization and AI significantly impact the customer journey, resulting in changes to the stakeholder landscape for National and Regional Tourism Organizations (NTOs, DMOs) and tourism enterprises.
This shift presents challenges, especially concerning organizational development, self-image, and roles and responsibilities. Moreover, these changes influence the core duties of NTOs, DMOs, and as well enterprises regarding future investments, innovation, sustainability and marketing.
ITB Transition Labs will present you 20 key insights in just 90 minutes. It offers invaluable insights and targeted recommendations specifically designed to help you effectively navigate the challenges that await you in the next 12 months.
The Lab provides access to exclusive data and practical strategies that are not only actionable but also easy to implement, empowering you to make informed decisions and adapt to any situation you encounter.
The ITB Transition Lab takes place in Room M6, Level 3, in the CityCube Berlin. To help you find your way to the Lab, feel free to reach out to our hosts and hostesses at the Info counters to guide the way. For more venue details, please click here.
Exclusive for Participants:
You will exclusively receive the complete ITB Travel & Tourism Report 2025/2026 as a handout from the ITB Transition Lab, including all results and key insights.
That's what it's all about:
AI and Algorithm Aversion: The Future Role of Marketing in Tourism
How does AI impact the customer journey, and what are the implications of this influence?
How will AI change the distribution chain in tourism? Who are likely to be the winners and losers in this shift?
How to balance efficiency with the preservation of authenticity in AI-powered content creation?
Are there new benchmarks for marketing within the tourism industry?
How to achieve sustainability and resilience in marketing?
… and further key topics.
