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ITB Berlin 2025: Global travel trends, sustainable tourism, and emerging destinations
euronews (in English)
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17/03/2025
In this episode of Focus, we attended ITB Berlin 2025 and met tourism leaders who highlighted sustainability, technology, and new travel experiences shaping the future of global tourism.
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00:00
There are more than 6,000 exhibitors from 170 countries and 100,000 visitors.
00:08
It is the largest tourism show in the world, which has just taken place in Berlin.
00:16
Travel abroad has increased by 13% in 2024, thus rediscovering its pre-Covid level.
00:21
This 2025 edition of ITV Berlin starts with the best augurs,
00:26
with real trends, new technologies, sustainable travel, responsible tourism,
00:32
but also, of course, simply the desire to travel, the desire to escape,
00:36
and this despite the international context.
00:40
New experiences to attract new visitors.
00:43
This is what, for example, Great Britain offers,
00:46
which has just produced a film to reveal the filming locations
00:49
of some of the greatest hits in the history of cinema.
00:56
Where Captain America was filmed.
00:58
If you go to the beaches of North Wales, you'll see where House of the Dragons was filmed.
01:05
Those amazing landscapes.
01:07
And of course, up to Scotland and following the footsteps of James Bond.
01:12
So take a driving tour up into the highlands of Scotland.
01:18
For other countries, it is above all a more responsible and inclusive tourism
01:22
that must attract increasingly sensitive tourists to these themes.
01:27
So what we do here is we empower and train our indigenous communities
01:33
to work towards the transition into making their destinations,
01:40
their homes, immersive and cultural experiences.
01:43
We have 7,641 islands.
01:46
There are so many stories and so many experiences in the Philippines
01:51
that we would like to share to the world, one island at a time.
02:00
We have more than 6,000 villages in Indonesia that are ready to welcome tourists.
02:07
This is part of the inclusiveness.
02:09
We want to make sure that tourism is not only for big corporations,
02:13
but also the people that live their life in the village.
02:17
So the economic benefit is for them.
02:20
They preserve the environment at the same time and culture are preserving as well.
02:34
In Japan, we want to encourage tourists to return to areas that have been affected by natural disasters,
02:40
such as the Okuriku region, hit by a strong earthquake in January 2024.
02:46
This region offers a lot of local authentic experiences,
02:51
a lot of nature, a lot of old generation crafts and arts.
02:56
Another point to note is that in Japan, there are a lot of local festivals.
03:01
And festivals are a local asset.
03:06
It's a very well way for travelers to also join and take part,
03:12
which will encourage the local community in terms of giving them hope or purpose.
03:20
Other destinations already very common, such as Thailand or the Dominican Republic,
03:24
also have the desire to attract new travelers.
03:28
In the Dominican Republic, we are more than sun and beach and pina colada.
03:33
We offer in the different destinations a proposal of value and experience
03:39
with beautiful mountains, rivers, and of course the beaches.
03:44
And above all, the cultural heritage that the Dominican Republic has.
03:51
We have beautiful beaches, good food, but the most important thing is we have good people.
03:58
We have people that have the service mind.
04:02
We try to make it more convenient for people to come to Thailand for the first time
04:08
to have the first impression that we are safe, we are colorful.
04:22
And of course, there are all the new destinations,
04:25
these countries that intend to highlight their potential.
04:28
This is the case, for example, of the South of Tannadoman, Kazakhstan, or even Azerbaijan,
04:33
which bets on its many sites classified as UNESCO World Heritage Sites
04:36
and which also offers culinary adventures in the north of the country, the Slow Food Travel.
04:42
And it also gives the opportunity for travelers to become kind of co-producers
04:47
and it brings benefit again to local people, to local producers,
04:52
and brings also this, at the same time, gastronomic variety on the plate of travelers.
04:59
There is a lot of other projects I could talk about,
05:02
but Azerbaijan is really easy to reach, easy to travel,
05:06
and all these different elements are within just like 2-3 hours' reach from the capital city of Baku.
05:17
Last year, Kazakhstan welcomed more than 10 million foreign visitors.
05:20
But, you know, numbers is not just a goal.
05:24
Our primary goal is to enhance the quality of experience.
05:29
And thus, we started maintaining the sustainable tourism development in our national parks, for instance.
05:37
Today, visitors can find there eco-friendly infrastructure,
05:42
and this kind of tourism now becoming a strong tool for empowering local communities.
05:51
Oman has a lot of important and beautiful sites for adventure tourism,
05:58
whether they are sea sites, diving, or kitesurfing,
06:07
and other sea resorts related to adventure.
06:15
There are also many other adventure sites that visitors can enjoy in Oman,
06:24
such as hiking, trekking, and hiking.
06:30
Saudi Arabia, which opened to tourism in 2019,
06:33
has a target of 150 million visitors per year by 2030,
06:38
based on its cultural heritage, the vast Red Sea project,
06:42
and the multiplication of international sporting events.
07:09
There is also a huge potential for investors.
07:12
Cecilia Pueyo has created a business that supports those who want to develop their activities in the country.
07:39
Tourism is an economic engine, of course,
07:42
but in the current context, many are those who have insisted on peace and security,
07:48
vital conditions to attract these investments.
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