NOW AVAILABLE
ITB TRAVEL & TOURISM
REPORT 2025 / 2026
Digitalization and Disruption: 20 Insights
for the Future Role of Marketing in Tourism
New report from ITB Berlin analyzes the mood and strategies of an industry in transition
In 2025, the international tourism industry faces extensive
challenges and changes. In this era of disruption, marked
by technological and economic upheaval, reliable
information and informed analysis are more crucial than
ever. ITB Berlin aims to meet the industry’s growing
demand for information through a new publication.
The ITB Travel & Tourism Report 2025/2026, set
to be published at the start of ITB Berlin 2025,
will provide a comprehensive insight into the
industry’s current mood and strategies based
on extensive data collection. A team of authors,
consisting of scientists and marketing experts, will
analyze the state of technological transformation,
explore attitudes toward key issues, and outline future
scenarios and courses of action.
This 32-page report examines current trends in the travel sector from various
perspectives. Key topics include the challenges posed by AI and digitalization,
competitive conditions and booking structures, data management and analysis,
sustainability and resilience, as well as human resources and the shortage of
skilled workers. The report assesses the ongoing transformation and its impact on
marketing, sales, and the customer market. Based on a survey of international
companies and organizations, the study provides important background on current
developments, analyzes existing deficits and conflicts, and identifies practical
strategies and recommendations. The report seeks to answer several pressing
questions, including:
è How can the customer journey become more attractive
and sustainable through new technologies and AI?
è What is the importance of data
infrastructure and management for
marketing and sales?
è How will technological transformation
influence competition?
TECHNOLOGICAL
è How can marketing become more EXPERTISE
resilient and sustainable?
è What measures can address the
shortage of skilled workers and CLASSIC
the lack of IT expertise? EXPERTISE
è How are organizations DIGITAL KEY
COMPETENCE
reacting to increased
TRANSFORMATIVE
uncertainty and EXPERTISE
instability?
Additionally, the report considers the key competencies companies and organiza
tions must develop to thrive in a competitive landscape shaped by AI. The tourism
industry’s transformation requires activating various areas of expertise: classic core
competencies are essential for fundamental positioning and human resources
management, while measures to enhance sustainability and resilience demand
transformative competencies. Technological skills are necessary to navigate digital
transformation, and the successful implementation of artificial intelligence requires
essential digital capabilities.
Gain valuable insights into the intersection
of AI, digitization, sustainability, and resilience –
access the full report and prepare for the future
of tourism marketing!
Get your report now!
