ITB Berlin 2025 , which took place in Berlin, Messe Berlin (4 - 6 March, 2025) attracted 100,000 trade visitors over three days, 87 per cent from international locations—a remarkable demonstration of the leading tourism trade fair’s worldwide significance. The event featured over 5,600 companies from more than 190 countries, providing a platform for vendors to showcase their latest products and services. Vendors and businesses showcased cutting-edge technologies such as AI-supported assistants, sustainable mobility options, and intelligent booking systems. Leading technology brands had the opportunity to demonstrate how their innovations could address current industry challenges and meet evolving customers’ needs.
Navigating Travel and Hospitality Success Through Tech Expertise
Sirma’s Travel and Hospitality Vertical was featured with a stand and a team presenting our leading domain experts. They combine deep tech know-how with a comprehensive understanding of market trends, customer needs, and operational challenges. We wish to share some of their insights and thoughts.
Sirma’s Travel and Hospitality team: Darko Bosancic, VP Business Development, Rodd Herron, Regional Sales Director North America, Antonia Teofilova, Director of Solution Support, Kejdi Merjemaj, Lead Industry Consultant and Jorge Gutierrez, Lead Industry Consultant.
Participating in key industry events like ITB Berlin is crucial for vendors, as it boosts brand awareness and generates valuable leads. The show attracted high-ranking political representatives and industry experts, enhancing credibility. With the ITB Buyers Circle featuring 1,300 top buyers, vendors gained direct access to influential decision-makers, fostering business relationships. The positive atmosphere proved the potential for substantial sales growth, reinforcing the need for vendors to participate and establish themselves as industry leaders.
Darko Bosancic, VP Business Development, Hospitality shared,
ITB Berlin 2025 has once again showcased the proliferation of innovations in the industry. The emphasis on digital transformation and the integration of artificial intelligence presents significant opportunities. However, ITB Berlin has highlighted that mere technological excellence is insufficient. Providers must offer a comprehensive range of technology services and business consultancy. Our team’s unique combination of domain expertise, technological knowledge, and business acumen has proven the most effective approach.
Rodd Herron, Regional Sales Director North America, Travel and Hospitality, further commented:
It’s always exciting to hear about potential partners’ plans and to think about the ways we can support their success. There’s something incredibly refreshing about being in person again. The power of face-to-face interaction cannot be overstated—it strengthens partnerships, builds trust, and fosters a deeper understanding. Already, we’ve had some fantastic follow-up meetings and are excited to continue the conversations that began in Berlin.
One of the main benefits for vendors is the unparalleled networking opportunities available. The innovative Meet & Match platform facilitated over 80,000 business contacts, allowing vendors to connect with potential clients and partners worldwide. Our team was very satisfied with the contacts, meetings, and connections we made during the event. The value of such events lies in driving business growth and fostering industry collaboration. As the industry continues to evolve, we should take advantage of these opportunities, positioning ourselves to lead in innovation and sustainability.
Antonia Teofilova, Director of Solution Support, Travel and Hospitality, said:
At ITB in Berlin, we had the pleasure of reconnecting with many happy customers and partners. Their trust, positive feedback, and referrals reinforce our commitment to excellence, innovation, and service stability. These connections, along with the fruitful discussions, have opened doors for future collaborations and growth opportunities. We look forward to strengthening these relationships and continuing to enable innovation in our customers’ space. A heartfelt thank you to everyone who visited our booth shared their experiences, and helped us grow our network. We are excited about the opportunities ahead and can’t wait to see you at the next event!
In addition to the exhibition space, the ITB Berlin Convention, an influential think tank for the travel industry, occurred on the fairgrounds. During this event, experts discussed the trends and innovations influencing travel’s future. As a result, the event gave us fresh perspectives and insights into the latest market trends and industry developments such as sustainability, digital transformation, and the integration of artificial intelligence.
The travel technology industry is evolving rapidly, driven by the following key trends
- Artificial Intelligence (AI) enhances personalization and efficiency in travel. Chatbots assist in bookings, provide real-time information, and optimise operations like dynamic pricing. AI offers enormous opportunities related to payment solutions and seamless travel;
- Immersive Tourism is the new wave in tourism involving Augmented Reality (AR) and Virtual Reality (VR). Both technologies enrich the travel experience by providing interactive guides and virtual destination explorations;
- The Internet of Things (IoT) helps users improve connectivity in travel. For instance, it allows smart hotels to manage room settings and facilitates luggage tracking and seamless check-ins;
- Contactless Travel technologies like biometric authentication and NFC enhance safety and convenience, allowing for contactless payments and self-check-ins;
- Big Data and Analytics help travel companies understand traveller preferences, optimise routes and improve service through predictive analytics;
- Blockchain Technology ensures secure transactions, provides identity verification, and reduces fraud while enhancing loyalty programs;
- Voice Technology simplifies user travel planning and itinerary management via voice search and control;
- Enhanced Booking and Planning presents advanced platforms that improve the booking experience with personalised recommendations and seamless service integration;
- Self-driving vehicles are set to transform transportation, offering safe and efficient travel options;
- Sustainability Technologies feature innovations focusing on eco-friendly solutions, such as sustainable fuels and renewable energy, to minimise travel’s environmental impact.
The travel and hospitality sectors are undergoing a significant transformation, driven by powerful forces that enhance efficiency, personalization, and sustainability. For both the industry and travellers, social media content is becoming increasingly important in the planning of trips. End users are now prioritizing authentic experiences at destinations, sometimes even above the choice of the destination itself. The focus of the AI track was on leveraging AI solutions to improve efficiency and personalization within the customer experience in tourism.
With hands-on experience and extensive knowledge, our teams are dedicated to collaborating with global brands to deliver innovative solutions that enrich users’ travel and hospitality experiences.
Final words
Since 1966, ITB Berlin has been the foremost platform for the global travel and tourism sector. The ITB Berlin includes geographical categories based on destinations and market segments like Adventure Tourism, Business Travel, LGBTQ+ Travel, Luxury Travel, Medical Tourism, and Travel Technology. The recent event showcased the industry’s resilience and adaptability amidst economic and geopolitical challenges. Attendees appreciated this forward-thinking approach, which emphasized sustainable concepts, digital transformation, and the integration of AI, reflecting a shared commitment to shaping the future of travel.
