Once again, Berlin hosted ITB — for the 60th time. The organizers proudly call it the largest travel trade show in the world… perhaps.

Once again, Berlin hosted ITB — for the 60th time. The organizers proudly call it the largest travel trade show in the world… perhaps.
And yes, it was good to see many long-standing partners and meet new contacts. For that alone, the fair was worthwhile.

B U T let’s be honest: the current ITB format no longer works the way it should.
Behind closed doors, many visitors and exhibitors say the same thing. For decades, the event has been running on a concept that feels increasingly outdated in a fast-moving global travel industry. The world of travel has changed dramatically — yet the structure of the fair has barely evolved.
ITB deserves recognition for reaching its 60th anniversary. But anniversaries should also be moments for honest reflection.

If the event wants to remain relevant for the next 20–30 years, the concept urgently needs a serious overhaul. Especially considering that ITB is supported by public funds. Taxpayers have every right to expect not only tradition, but innovation and measurable impact.

Congratulations on 60 years, ITB.
Now it’s time to rethink the next 60.

hashtag#ITB hashtag#VisitSaudi hashtag#VisitJordan hashtag#VisitAngola hashtag#Berlin hashtag#DISCOVERYevents hashtag#Studienreisen hashtag#StaatsoperBerlin hashtag#Concepts hashtag#TravelShow hashtag#Peace

Dr David de Bjaouix : CEO & Founder DISCOVERY GROUP – CEO @ SMG + DIYYAFAH – Producer – Tour Guide Trainer – Travel Journalist – UHNWI Tour Designer – internat. travel management & orchestra travel logistics – Destination & Hotel Consultant

M.Z.I. Dalton Zahir | from TT Desk