High-Yield Tourism at ITB Berlin 2025: Driving Value, Innovation & Resilience
ITB Berlin 2025 once again proved to be a vibrant platform to reassess the outlook for global travel. High-Yield Tourism’s Dr Jens Thraenhart and Gerrit Kruger spent three days engaging in high-level discussions and meetings, and fostering partnerships to help destinations optimize the full value of their visitor economies.
The event kicked off with an invitation to a reception co-hosted by the State Agency for Tourism Development of Ukraine and Airbnb. Despite significant challenges, the travel industry showed a strong sense of resilience and optimism. We participated in various conversations about navigating these uncertainties while unlocking new opportunities, including attending the launch of the WTTC/Trip.com Game Changers in Technology report.
The Power of Transition
This was a central major theme of ITB Berlin 2025, reflecting the need for adaptability in a rapidly changing world. As destinations and tourism businesses confront shifting economic, environmental, and technological landscapes, the ability to transition effectively is essential.
The theme resonated with High-Yield Tourism’s focus on creating meaningful and engaging travel experiences that align with evolving consumer expectations and global challenges.
Discussions focused on new approaches using Artificial Intelligence (AI) to enhance visitor experiences, optimize operations, and support data-driven decision-making in tourism.
The importance of Regenerative Tourism was highlighted, emphasizing strategies that sustain destinations and rebalance their social, cultural, and environmental landscapes.
Navigating new challenges
High-Yield Tourism is dedicated to working with destinations, tourism boards, and travel companies to navigate these challenges and capitalize on emerging opportunities.
Our three days at ITB Berlin reconfirmed that our approach to optimizing the full value of visitor economies is more relevant than ever.
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