Between revolution and adaptation: The international travel industry made an impressive comeback last year. However, new technologies are fundamentally changing the game’s rules in the industry.

Between revolution and adaptation: The international travel industry made an impressive comeback last year. However, new technologies are fundamentally changing the game’s rules in the industry.

In a world of dynamic change, the international tourism industry remains on course. At the close of ITB Berlin 2025, the travel world presented itself in an optimistic mood and robust shape. The order books of most companies are well-filled, and global travel demand has not been this high in a long time.

At the same time, the industry is facing a series of complex challenges and tasks that require new strategies and ways of thinking. The need to invest in one’s own IT infrastructure, the challenges of sustainable business practices, the opportunities offered by artificial intelligence, and the search for suitable personnel require decisive answers and new concepts.

Eleven trends and insights from ITB Berlin 2025 that will occupy the travel world in the coming months – and beyond.

1. Growing demand

The importance of vacations is growing worldwide. This applies to consumer decisions in mature customer markets such as Europe and North America, but even more so to growing markets such as Asia, where the number of tourist trips is increasing dynamically. Even the sometimes significant price increases of recent years have hardly been able to curb global demand.

2. Greater resilience

After the dramatic slumps of the Corona years, the travel industry made an impressive comeback in the successful year of 2024, demonstrating its resilience. Once again, it has been shown that tourism can quickly recover even from severe crises. Against this background and with a view to future crises, investing in the resilience of one’s organization is more important than ever.

3. More flexibility

Geopolitical changes and ongoing climate change are creating uncertainty and new risks, meaning that even successful business models offer no guarantee for the future. Change management is becoming the order of the day. Functioning early warning systems and the ability to adapt quickly to changing conditions in destinations and customer markets are important for surviving in an increasingly dynamic environment.

4. Destinations with new responsibilities

Phenomena such as over-tourism and the overuse of natural resources in holiday destinations require new forms of regional and local cooperation. Local tourism organizations are needed to reconcile tourism offers, ecological standards and the interests of the local population. The development of the housing market, the management of visitor flows and the preservation of the environment are becoming core issues in destination management.

5. AI as a game changer

Artificial intelligence is set to revolutionize the tourism business. The future of the industry will be defined by the availability of data. The digital transformation through AI requires the development of new business models. Extensive investments in automation, data management and data analysis are essential to remain competitive.

6. Revolution in customer communication

The use of AI and autonomous agents – from chatbots to voice-controlled booking assistants – is making natural, interactive travel planning more and more the norm. Personalized real-time travel recommendations, customized itineraries and individual price recommendations will increasingly dominate the market. Companies must adapt their marketing to these requirements without losing credibility.

7. Trust as a competitive advantage

The digital travel world is becoming increasingly confusing for travellers. With the multitude of travel information available via platforms and networks, the influence of purchased reviews and manipulative algorithms is also growing. Anyone who wants to establish themselves as a credible source online must maintain a dialogue with customers and build trust. Verifiable information, the transparent use of travel data and reliable security protocols are important to maintain trust within AI-centered customer communication.

8. established providers under pressure

The large international tech platforms now have a significant competitive advantage in terms of experience, expertise and specialist personnel when it comes to AI. As a result, the traditional business models of medium-sized tour operators and distribution companies are increasingly falling behind. While large corporations have fully integrated AI, medium-sized companies often stick to pilot projects or isolated applications.

9. Sustainability as a challenge

Tackling climate change and introducing and complying with sustainability standards remain long-term tasks. Increasing travel activity and changing political priorities in some countries are exacerbating the problem. Where state actors withdraw, NGOs and private sector initiatives are gaining in importance. AI can provide important support in achieving sustainability goals.

10. Longing for authenticity

The travel needs and interests of younger target groups in particular have changed. Content, encounters and experiences are becoming more important than holiday destinations, routes or the type of accommodation. The growing need for authenticity and unique holiday experiences can be met through individualized customer dialogue using AI.

11. Workers urgently wanted

The industry will continue to face a shortage of suitable personnel. The shortage of skilled workers and labour, especially in the hotel and restaurant industry and in tourism-related training occupations in general, continues. Creating a corporate culture that is attractive to employees, offering flexible working hours, and recruiting young talent remain fundamental tasks.