New campaign highlights the transformation of the tourism industry through evolving traveller behaviour, innovation, sustainability, and emerging business opportunities ahead of ITB Berlin 2027.
ITB Berlin has launched its new global campaign, “Travel & Tourism in Motion,” ahead of the 2027 edition of the world’s leading travel trade show. The campaign reflects the rapid transformation taking place across the global tourism ecosystem, driven by changing traveller expectations, technological innovation, new mobility solutions, and shifting economic and social landscapes.
Scheduled to take place in Berlin from 16 to 18 March 2027, ITB Berlin 2027 will provide an international platform for tourism leaders, destinations, travel companies, technology providers, hospitality brands, airlines, and industry stakeholders to exchange insights, establish partnerships, and explore the future direction of global travel.
Developed in collaboration with international communications agency Rupp, the “Travel & Tourism in Motion” campaign presents tourism as a constantly evolving global industry shaped by innovation, cultural exchange, sustainability initiatives, and changing consumer behaviour.
Through a fresh visual identity and compelling storytelling approach, the campaign captures the diversity, creativity, and resilience of the global tourism sector. It highlights how destinations, tourism organisations, and travel businesses are adapting their strategies and developing new products and experiences to meet the demands of a rapidly changing world.
Deborah Rothe, Director of ITB Berlin, said that tourism extends far beyond the movement of people and remains a powerful catalyst for economic progress, innovation, and international cooperation.
“Tourism is much more than just travel. It is a driver of economic development, innovation and international networking. The industry is always in motion, and it is precisely this dynamism that ITB Berlin brings to the fore. It is where key players come together to forge new ideas, analyse global trends and help shape the future of travel,” she said.
A key feature of the campaign is a newly developed visual concept created during ITB Berlin 2026 with contributions from exhibitors and visitors. The imagery reflects the broad spectrum of the international travel community and showcases the diversity of cultures, ideas, innovations, and perspectives that define the event.
In line with the campaign’s theme, each exhibition segment of ITB Berlin will feature its own dedicated visual identity complemented by the “in Motion” tagline, reinforcing the unique role played by different sectors within the global tourism value chain.
ITB Berlin 2027 Dates Adjusted to Support Global Participation
The organisers have also confirmed that ITB Berlin 2027 will be held from 16–18 March 2027, with a one-time adjustment to the traditional event schedule. The revised dates have been chosen to respect intercultural considerations, allowing Muslim exhibitors, visitors, and industry professionals to celebrate Eid al-Fitr following the completion of the holy month of Ramadan before attending the event.
The decision underlines ITB Berlin’s commitment to inclusivity and its position as a truly global meeting point that embraces cultural diversity and facilitates participation from tourism stakeholders across all regions of the world.
As the international travel industry continues to evolve amid technological advancements, sustainability priorities, and changing market dynamics, the “Travel & Tourism in Motion” campaign positions ITB Berlin 2027 as a key forum where the global travel community can collaborate, identify emerging trends, and shape the next era of tourism growth.
