Berlin, Germany, March 4, 2025. – At the opening of the ITB Berlin International Trade Fair, Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), revealed that by 2034, tourism will represent 11 percent of the global economy and be responsible for nearly 450 million jobs worldwide. Of these, 100 million will be new jobs.

Simpson, who participated in the opening ceremony alongside prominent figures such as Mayor Wegner, Mayor of Berlin; Mario Tobias, CEO of Messe Berlin; Albanian Prime Minister Edi Rama; and Mirela Kumbaro, Minister of Tourism and Environment of Albania, highlighted the growing relevance of the sector. Albania is this year's guest country at the fair.

In her speech, Julia Simpson emphasized the challenges the sector will face in the coming years, stressing the need for global cooperation to ensure that travel and tourism remain drivers of development and peace. According to Simpson, tourism not only contributes to the economy but also plays a fundamental role in protecting the environment and the well-being of people. “Tourism is a force that helps shape the global economy, making it more competitive while protecting nature and people,” she stated.

An important topic addressed by the WTTC President was the integration of technology, especially the use of Artificial Intelligence (AI). Simpson highlighted that the travel and tourism sector cannot afford to fall behind in harnessing these tools, which are transforming the industry. Examples such as Google, which helps airlines reduce emissions, and Expedia, which automates bookings and manages last-minute disruptions, show how AI is already optimizing processes. Simpson also mentioned the use of technology by hotel chains like Hilton, which has reduced food waste and is using AI to improve accessibility for visually impaired individuals.

The WTTC President also thanked the hospitality provided by the city of Berlin and praised Albania’s commitment to sustainability and responsible tourism. During her stay at the fair, Julia Simpson will meet with tourism ministers from several countries, including Albania, South Africa, Greece, Saudi Arabia, the Bahamas, and Rwanda, among others, and will hold discussions with CEOs from companies in the sector.

The ITB Berlin International Trade Fair, which this year expects to feature over 5,600 exhibitors from 170 countries, positions itself as one of the largest and most relevant global events in the tourism industry.