As the world's marketplace and the trendsetter of the global travel industry ITB Berlin once again impressively underlined its standing as the World's Leading Travel Trade Show. The conclusion one can draw from the five-day exhibition is this: face-to-face meetings between business partners from around the world have become increasingly important, especially at a time of uncertainty and geopolitical challenges.
One of the trends which have taken hold everywhere in the travel industry was evident in each of the 26 display halls: the digital transition has taken over the business of selling tourism at breathtaking speed. Positive forecasts for the European economy and in particular for Germany as one of the biggest source markets for international tourism have also given the sector a boost. The travel industry's high expectations for 2017 have been significantly helped by a resolutely favourable mood among consumers, while unemployment has sunk to historically low figures. One topic that occupied exhibitors and visitors throughout was consumers' increasing concern for their safety.