Digitalization and Disruption - The Future Role of Marketing in Tourism

The ITB Travel & Tourism Report 2025 /2026 provides essential insights into current developments in the global tourism industry, analyzing challenges and opportunities, identifying key players and strategies, and offering practical recommendations for action.

The report examines industry trends and sentiments from various perspectives. Key focus areas include the impact of AI and digitalization, changing market conditions and booking structures, data management and analytics, sustainability and resilience, as well as human resources and the ongoing skills shortage. It explores the ongoing transformation and its effects on marketing, sales, and consumer behavior.