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ITB Berlin 2023, the World's Leading Travel Trade Show- open to change, open to conquering challenges

ITB Berlin 2023 was a breath of fresh air after two years of online events. With around 5,500 exhibitors from 161 countries, the World’s Leading Travel Trade Show preserves its rank as the ultimate venue for the global travel industry.

AROBS was there, at the epicenter of the Travel technology show

This year, the event returned to IRL at Messe Berlin. Once again, it was the place to be for anyone in the travel technology field, the place where brands can go global. It was an impressive travel business and tech gathering, a feast of effervescent vibes for businesses from all around the world. AROBS was there, co-exhibiting together with GIATA, at the core of the travel tech business. We aimed to promote our custom travel solutions and hospitality solutions expertise and connect with other industry experts.


World's Leading Travel Trade Show 3
World's Leading Travel Trade Show
World's Leading Travel Trade Show

Besides business as usual, the event challenged the visitors with panels and discussion themes focused on the industry as a whole—the challenges of the post-pandemic era, how technology is transforming tourism, business travel trends, and so on. We were excited to observe how the industry is evolving and how software applications for travel are becoming more innovative and more efficient day by day.

Look at some of the most important topics discussed during the event.


It’s no secret that we are facing a climate crisis. One of the hottest topics at ITB was promoting responsible tourism and actively seeking ways to reduce the industry’s carbon footprint.

Julia Simpson, WTTC, stated that a significant way to make the industry more appealing is to represent tourism’s carbon footprint rationally rather than emotionally. She highlighted that the tourism industry had now succeeded in reducing its carbon footprint and decoupling growth from CO2 emissions. “In many places, tourism is a kind of guardian of nature,” Simpson said.

Professor Hans Joachim Schellnhuber, Potsdam Institute for Climate Impact Research, gave another critical keynote speech. His most recent research on responsible tourism, including key trends, challenges, and opportunities, painted a picture of a more sustainable future at ITB Berlin 2023. 

Technology is transforming the travel sector.

The event couldn’t have passed without presenting the potential of the metaverse in the tourism industry. The metaverse, a virtual 3D world in which anyone, as an avatar, can move limitlessly, presents tremendous potential. It is expected to have a significant impact in the times to come when today’s young generation grows older, according to Caroline Bremner, Head of Travel and Tourism Research at Euromonitor International. 

She also pointed out that an embassy in the metaverse already represents Barbados. Seoul and Helsinki are funding actions with this new technology. Many hotels and airlines are already working with metaverse concepts also. 

Blockchain technologies are also here to stay, Professor Dr. Alexander Knauer of the Blockchain Competence Center at Hochschule Mittweida stated. This technology is present in the hype phase of the Gartner hype cycle, and it may take several years before it can be deployed effectively. However, he suggested that the travel business should already explore it.

Business travel in the new normal

What does the future of travel look like in a post-pandemic world? Will we ever go back to how things used to be?

Fortunately, 2026 is forecasted to bring back business travel levels from before the pandemic. Basic parameters about business travel had also been modified, stated Suzanne Neufang, CEO of the GBTA.

During the pandemic, business travel decision-makers had discovered that virtual gatherings offered benefits in some regards, even if no natural substitute for in-person meetings, Neufang said. Fewer business trips also meant a smaller carbon footprint. 

What is next? See you at ITB Berlin, the World’s Leading Travel Trade Show, in March 2024. Meanwhile, shape the future of travel with AROBS!


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