Global tourism trends and the future of sustainable travel

Deborah Rothe, Director, ITB Berlin

“Tourism builds bridges between cultures. It educates people. And it’s something I’ll champion for life.”

— Deborah Rothe

Global dialogue on the future of travel

As the Director of ITB Berlin, the world’s largest travel trade show and convention, Deborah Rothe is at the heart of global tourism’s evolution. With over 5,800 exhibitors from more than 170 countries, and 17 thematic conference tracks covering everything from sustainability to AI, the event brings the entire industry together for the sustainable future of travel.

Deborah isn’t a fan of limiting tourism, she’s a firm believer in developing it. “I’d rather see us build on past mistakes and create more options for the future,” she says. And that future, she believes, must be both sustainable and inclusive.

She sees growing demand for sustainable travel, from interest in alternative fuels being trialled by major airlines, to shifts in traveler behavior, such as choosing rail over air travel or minimizing hotel housekeeping to reduce environmental impact. But she also acknowledges there is sometimes an initial cost barrier.

Tourism is more than an industry — it’s a global force. From contributing over 10% of GDP worldwide to driving economic resilience in destinations like Albania (where the figure reaches 25%), its impact is undeniable. For Deborah, this makes ongoing innovation non-negotiable.

“We must stay curious, not cautious,” she says. “Tourism will continue to grow. And we have a responsibility to guide that growth”.