Travel Hero Podcast

Key performance indicators (KPI) are playing an increasingly important role in the tourism industry. Key performance indicators can help sustain success, identify weaknesses, and minimize risks. This applies not only to business processes but also to issues such as sustainability, overtourism, and social integration. Martin Jahrfeld talks with Jannik Müller (Head of Market Research, Tourist Association of North Rhine-Westphalia) and Kai Partale (Senior Managing Partner, benchmark services) about strategies and opportunities in the use of KPIs.

Joschka Fischer, former German Foreign Minister and Vice Chancellor, reflects on the geopolitical shifts shaping a new world order, the ambivalence of globalization and how travelling formed his character.

Aziz Abu Sarah, Co-Founder of MEJDI Tours and Palestinian peace activist, talks about growing up in the Israeli-Palestinian conflict, why tourism can become a powerful tool for dialogue and how meaningful travel experiences can connect people across divides.

Inside the ITB Berlin Convention: In this Travel Hero Podcast Morning Briefing, Lea Jordan unpacks the convention theme “Leading Tourism into Balance,” explores how AI is reshaping travel, and highlights insights from leaders like Bruce Poon Tip and Nathan Blecharczyk. Listen in for the key takeaways from Day 2.

Today the doors open for the 60th edition of ITB Berlin. Deborah Rothe and David Ruetz look ahead to the trends, highlights and special anniversary moments, and spotlight host country Angola. Tune in for your essential Morning Briefing and get ready for an inspiring first day!

Seit Jahrzehnten gestaltet die Deutsche Zentrale für Tourismus die internationale Positionierung des Reiselandes Deutschland. In dieser Folge des ITB Berlin Travel Hero Podcasts spricht Petra Hedorfer, CEO der DZT, über 60 Jahre ITB als Seismograph der Branche und über die strategischen Weichenstellungen für die Zukunft des deutschen Incoming Tourismus. Wie behauptet sich Deutschland in der „Champions League“ der Reiseziele? Welche Rolle spielen KI, Daten und Nachhaltigkeit für die internationale Sichtbarkeit? Und warum bleiben persönliche Begegnungen gerade in einer digitalisierten Welt der entscheidende Erfolgsfaktor? Ein Gespräch mit einer der profiliertesten Branchenstimme im Incoming-Tourismus Diese Podcast-Folge wurde vor dem aktuellen Nahostkonflikt aufgezeichnet. Daher wird im Interview kein Bezug auf die jüngsten Entwicklungen genommen.

In this episode, Angola—ITB’s 2026 host country—shares why it is one of Africa’s most authentic and undiscovered destinations. The conversation highlights Angola’s cultural vibrancy, natural diversity, and sustainable tourism vision, inviting the industry to tap into exceptional first mover opportunities.

In the latest episode of the ITB Travel Hero Podcast, Lea Jordan speaks with Kathrin Anselm, General Manager Central & Eastern Europe at Airbnb. As Airbnb joins ITB Berlin 2026 as official Co-Host — in the year of ITB’s 60th anniversary — Kathrin shares her perspective on how travel is evolving, what balanced tourism means in practice, and how Airbnb plans to engage with the industry in Berlin. The conversation also offers a preview of her upcoming Executive Fireside at the ITB Marketing & Distribution Track, hosted by Lea Jordan

In this special ITB Travel Hero Podcast episode, Joachim Marschal, Head of Uber for Business DACH, talks about “The End of Effort” in corporate mobility. In 300 seconds, he explains why ground transport has become a strategic pillar of business travel, how frictionless mobility ecosystems reduce compliance stress and hidden costs, and why intuitive, human-centric technology is key to performance, satisfaction, and vitality on the road. A concise outlook on how corporate travel is evolving. And why mobility is no longer a side topic.

Anna Pollock, Founder of Conscious.Travel, is one of tourism's most forward-thinking voices — and she doesn't mince words.: "doing more good" and "leaving places better" are steps in the right direction but they are not regenerative, and they won't be enough. In this episode, Anna challenges the very language we use to describe tourism — and the worldview behind it — one that reduces everything to parts that can be fixed or replaced, when the real challenge is learning how living systems work. Tourism cannot be healthy if the wider system it is part of is not healthy. Anna Pollock will take these ideas onto the main stage at the ITB Berlin Responsible Tourism Track, Thursday March 5th 2026. Don't miss it.

In this episode of the ITB Travel Hero Podcast, Lea Jordan, Member of the Board of Experts at the ITB Berlin Convention, speaks with Skift Editor-in-Chief Sarah Kopit ahead of her opening keynote at ITB Berlin Convention 2026’s Marketing & Distribution Track: “Travel’s Uneven Future: How Demand, Dollars, and Influence Are Shifting.” Tune in for a sharp preview of what’s changing in global travel: • why growth is fragmenting • which assumptions may no longer hold • whether AI is shifting efficiency — or power Listen now ⬇️

This shortcast explores why Peru stands out as a highly attractive market for the global tourism industry today. It highlights three key factors: Peru’s unique diversity of cultural heritage, natural landscapes, and world-class gastronomy; its rapidly improving tourism infrastructure and connectivity; and its strong alignment with global demand for sustainable and community-based travel. Due to its incredible geographical diversity, Peru offers depth, authenticity, and versatility for a wide range of travelers. With modern airports, new flight routes, growing hospitality investment, and sustainability initiatives, the country provides ideal conditions for international tourism companies seeking innovation, scalability, and meaningful impact.

Healthy longevity is no longer niche. In this ITB Berlin Podcast episode, Nina Ruge, Co-Founder of staYoung, cuts through the hype to explain what science really says about living longer and better.

In the latest episode of the ITB Berlin Travel Hero Podcast, host Dirk Rogl welcomes Stephen Kaufer (Founder of TripAdvisor) and Lorraine Sileo (Co-Founder of Phocuswright Research) for a special 60th anniversary conversation. From the rise of reviews as a global trust layer to AI as the next major inflection point: what will truly change travel planning and booking — and what still won’t? Tune in now.

A sharp look at high-yield tourism: who benefits, what it changes, and how destinations can balance value with inclusion. Host Charlotte speaks with Dr. Jens Thraenhart about the future of high-yield strategies in global tourism.

A powerful conversation with Loro Parque’s Christoph Kiessling on the future of zoos, global species conservation, and how tourism can support biodiversity. Charlotte Lamp Davies explores how research, education, and tourism intersect to protect wildlife worldwide.

Asia-Pacific is on the rise again. Why is the region set to see stronger international tourism growth than almost anywhere else? Host Charlotte Lamp Davies, CEO of A Bright Approach, sits down with Michael Shoory, Head of Tourism Analysis – Asia-Pacific at Tourism Economics, part of Oxford Economics, to unpack the data, drivers, and dynamics behind APAC’s travel surge. Tune in to this fast-paced 5-minute episode of the ITB Berlin Travel Hero Podcast – where global tourism trends meet real insight.

AI is no longer the future, it’s here, reshaping how we plan, book, and experience travel. Join Google’s Yannis Simaiakis and Dirk Rogl as we discuss the biggest opportunities and challenges AI brings to tourism today.

Inclusive travel isn’t niche, it’s necessary. In this episode, our host Charlotte Lamp Davies speaks with Thomas Bömkes of Diversity Tourism about the evolving expectations of LGBTQ+ travelers, the importance of safety, and why embracing diversity makes smart business sense — even in the face of political challenges.

Europe is gearing up for a packed summer travel season — but where is demand rising fastest, and what does it mean for destinations, airlines, and travel marketers? In this episode, we speak with Olivier Ponti from ForwardKeys (an Amadeus company) to unpack the latest data and trends shaping European travel this summer. From top-performing destinations and changing booking patterns to air capacity shifts and traveller behaviour, Olivier shares fresh insights that help make sense of the current travel landscape. Whether you're a DMO, airline, or part of the wider tourism industry, this episode offers practical takeaways on how to stay ahead of fast-moving market dynamics and shifting traveller preferences.

Chinese outbound travel is back, and evolving fast. In this episode, we speak with Maria Ramiro, of Huawei Mobile Services, about how destinations can better connect with today’s Chinese travellers. From digital behaviours and mobile planning to luxury trends and rising destinations, Maria shares practical insights and tips for travel brands and destinations alike.

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as David Ruetz, Senior Vice President Messe Berlin, shares today’s highlights (6 March) on exhibitors' insights, the upcoming 60th anniversary of ITB Berlin in 2026 and gives us their personal preferences of the day. Get inspired by what each day has to offer!

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as Lea Jordan, Member Board of Experts ITB Berlin, shares today’s highlights (5 March) on ITB Berlin Convention tracks, what's new and gives us their personal preferences of the day. Get inspired by what each day has to offer!

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as Deborah Rothe, Director ITB Berlin, shares today’s highlights (4 March) on exhibitors' insights, what's new and gives us their personal preferences of the day. Get inspired by what each day has to offer!

What’s shaping video culture today? Roya Zeitoune, Head of YouTube Culture & Trends, EMEA at Google, joins host Lea Jordan for the ITB Travel Hero Podcast for a deep dive into global video trends, decoding culture, and the future of travel marketing. With over 600 hours of content uploaded to YouTube every minute, how does her team uncover what’s truly shaping culture across different regions? And what surprising trend is transforming how travelers engage with video? Listen now & don’t miss Roya’s keynote 'Cultural Trends impacting Video Formats and Marketing in Global Travel’ at ITB Berlin Convention on March 5th at the ITB Marketing & Distribution Track in Hall 7.1 - See you there!

In this episode, Noam Toister, CEO and co-founder of Travelier, joins host Lea Jordan to discuss ground and sea transportation. Noam shares his insights on the sector and explains why there are so many reasons to be excited about the current developments and Travelier's role in this. Make sure to join Noam's Keynote, 'The State of Ground and Sea Transportation - 10 Key Insights for all Travel Businesses in 2025,' on Tuesday, 4th March 2025 at the eTravel Track in Hall 6.1 at the ITB Berlin Convention. Head to itb.com/convention for all the details, mark your calendar, and see you there! Link Session https://www.itb.com/en/events/itb-convention/itb-convention-program/event-overview.html#eventdate--The-State-of-Ground-and-Sea-Transportation---10-Key-Insights-for-all-Travel-Businesses-in-2025--ed_1303

Join us as we welcome Dan Christian, CEO and host of the Travel Trends Podcast, to explore the biggest trends in tours and activities. From hidden gems to the evolving role of AI in travel, Dan shares key insights ahead of his ITB Berlin debut and his panel on tailor-made experiences. Hosted by Charlotte Lamp Davies, founder of A Bright Approach, this episode dives into the latest travel trends shaping 2025. What makes hidden gems so appealing? How can travel companies balance growth and sustainability? Key trends shaping tours & activities in 2025 The role of AI in creating authentic travel experiences What to expect at ITB Berlin’s Tours & Activities track Tune in now and get ready for ITB Berlin 2025!

In this ITB Berlin’s Travel Hero Podcast our guest is Ben Page, CEO of Ipsos. We’re diving into Ipsos’ latest insights on how trends in sustainability, wellness, and digital innovation are shaping the future of travel.

In this episode of ITB Berlin's Travel Hero Podcast, Shannon Stowell, CEO of the Adventure Travel Trade Association, dives into the world of adventure travel. We explore its positive impact on local communities, the growing focus on sustainability, and emerging trends shaping the industry's future. We shares insights on how adventure travel providers can build responsible and climate-conscious experiences.

Join us as Y.t. Kivisaari, President & CEO, Visit Oulu, reveals the 57% surge in Indian travelers to Finland, exploring key trends, visa challenges, and the booming wedding industry. Discover insights to elevate your strategy in the evolving outbound market!

In this episode, we have engaged with three travel experts to discuss the groundbreaking impact of artificial intelligence on the travel industry. Join us as we explore where and how AI is revolutionizing travel technology, the reasons behind these changes, and why you should get involved.

Join us as we talk with Philip Ibrahim, General Manager of The Social Hub in Berlin, about the challenges and opportunities in catering to LGBTQ+ travelers. Learn about successful examples, cultural sensitivity, key partnerships, and future trends in LGBTQ+ hospitality. Tune in now to stay ahead and support inclusivity in the industry! #ITBBerlin #TravelHeroPodcast #LGBTQTravel #Hospitality

Curious about how the global travel industry can decarbonize by 2050? In this episode, you will adopt a new travel perspective and learn why forward-thinking companies will attract investment and talent. From whom? Our guest, Jeremy Sampson, CEO of The Travel Foundation, and host Charlotte Lamp Davies from A Bright Approach, will shed light on all these topics. Listen now!

2024 is shaping up to be another record-breaking year for travel. That's what the latest @Phocuwright data show. Despite global uncertainties like upcoming elections and ongoing conflicts, the masses continue to travel. The demand also appears resilient, even though rising flight faires are starting to impact air travel. Listen to @CharutaFadnis, SVP of Phocuswright, and our host @CharlotteLampDavies of @ABrightApproach giving detailed insights into the global travel market. Tune in now! #ITBBerlin #ITBBerlinConvention #Phocuswright #travelmarket #traveltrends

In the latest ITB’s Travel Hero Podcast, host Charlotte Lamp Davies, of A Bright Approach talks with Lydia Li, Deputy General Manager at Messe Berlin Shanghai, about trends in Chinese travel. The Chinese outbound travel market is recovering well, with significant increases in trips to visa-free countries like Singapore, Thailand, and Malaysia, and growth in travel to Japan, South Korea, Saudi Arabia, UAE, Turkey, Maldives, and Europe. The post-90s generation now leads outbound travel, preferring personalized, immersive experiences. Social media, especially platforms like WeChat, Weibo, Douyin, and Xiaohongshu, is key for reaching travelers, with live streaming driving significant sales. Chinese travelers seek unique experiences and personalized services, and themed travel products are in high demand. AI is increasingly used in customer service and travel planning. In the MICE sector, there’s a shift towards more frequent, smaller events. The concept of "bleisure" (business and leisure) is growing, with employees extending business trips for personal enjoyment. The podcast emphasizes the benefits of blending business and leisure travel for personal well-being and local economies.

In this episode of the ITB Berlin Travel Hero Podcast, Dr Markus Heller, Managing Director of management consultancy Dr Fried & Partner, and Dieter Janecek, Federal Government Coordinator for the Maritime Industry and Tourism, reflect on the most defining moments and challenges of this year's ITB Convention. From inspiring exchanges with international partners to the challenges posed by strikes in the transport sector. Special attention will be paid to the role of women in the tourism industry, the urgent need to make the sector more sustainable and inclusive, and the importance of tourism as a means of promoting cosmopolitanism and cultural understanding. This conversation highlights the importance of tourism as a driver of social and economic change, always with a clear view to the future.

In this episode of ITB's Travel Hero Podcast, we are excited to welcome a distinguished guest: H.E. Azzan bin Qassim Al Busaidi, the Undersecretary of Tourism from the Ministry of Heritage and Tourism of Oman. With Oman's tourism industry on the rise, we're thrilled to delve into the unique factors that distinguish Oman's offer in a highly competitive global market. Join us as we explore what draws visitors to Oman, how authenticity is preserved amidst development, and the significance of diversity in Oman's tourism landscape. Let's embark on a journey to uncover the secrets behind Oman's tourism success with our esteemed guest.

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as David Ruetz, Senior Vice President Messe Berlin, shares today’s highlights (7 March) on convention tracks, what's new, exhibitors' insights and gives us their personal preferences of the day. Get inspired by what each day has to offer!

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as Deborah Rothe, Director ITB Berlin, shares today’s highlights (6 March) on convention tracks, what's new, exhibitors' insights and gives us their personal preferences of the day. Get inspired by what each day has to offer!

In the 300 seconds Travel Hero Podcast episode, Li Baochun, the Executive Deputy Secretary-General of the World Tourism Cities Federations (WTCF), discusses the organization's goals, purpose, and vision for the travel industry. Additionally, he highlights the role of WTCF as a co-host for the ITB Berlin Convention 2024, emphasizing the valuable offerings and events they provide for industry professionals.

Each morning throughout ITB Berlin, we provide you with latest news and recommendations for the day ahead. Listen in as Dr. Mario Tobias, CEO Messe Berlin, shares today’s highlights (5 March) on convention tracks, what's new, exhibitors' insights and gives us their personal preferences of the day. Get inspired by what each day has to offer!

In this episode of ITB's Travel Hero podcast, we are excited to welcome Bonita Grupp, Managing Director of TRIGEMA, for a 300-second conversation with podcast host Madlen Schwing from the Chair of Tourism at the Catholic University of Eichstätt-Ingolstadt. Following an interesting introduction to Bonita's background and career path, the podcast delves into the unique challenges faced by TRIGEMA, the sole remaining textile manufacturer in Germany, and how it navigates these challenges in a difficult environment. With 1,200 employees from 40 nationalities at TRIGEMA, Bonita shares valuable insights into managing diversity. Additionally, she reflects on the key challenges in leadership and explains how to deal with them, which are relevant not only to TRIGEMA but also to the tourism industry. This podcast episode offers a sneak peek into the Future Work Track of the ITB Berlin Convention at the green stage in hall 3.1, where Bonita will deliver a keynote speech and participate in a panel titled 'Leading the Change: Corporate Culture in the Future Workforce’ on March 7th. With tourism industry leaders, she will explore how to foster a positive corporate culture that adapts to evolving demands.

In this episode, Cory Elford, Director of Marketing at MPI (Meeting Professionals International), joins host Lea Jordan and shares some background on MPI’s purpose and mission, her takes on the top 3 trends shaping the events and meeting industry, some best practice examples on how MPI leverages technology, and a personal tip on how to keep on top of trends. Cory Elford is a standout marketing strategist most known for applying her fresh and innovative advertising expertise to the evolving landscape of meetings and events. Make sure to join Cory’s keynote, ‘The Engagement Equation,’ at the ITB Berlin Convention’s MICE Track on March 05th at 2:30 pm CET in Hall 3.1.

In this episode, Merilee Karr, Founder & CEO at UnderTheDoormatGroup and Chair of the Board at UK Short Term Accommodation Association (STAA), joins host Lea Jordan and shares her takes on the top 3 trends shaping the short-term rentals sector and some exciting news about UnderTheDoormatGroup. Tune in and hear from Merilee Karr, a renowned short-term rentals expert. Make sure to join the panel at the ITB Berlin Convention’s eTravel Track on March 05th at 12:15 pm CET in Hall 6.1. Where Merilee Karr will discuss alongside James Cassidy from Expedia Group and Inga Flicker from HomeToGo technology trends shaping the alternative accommodations sector.

Welcome to another episode of the 300 Seconds podcast, where Karoline Wiegerink delves into the highlights of the upcoming ITB convention. Get ready to embark on a journey together with Caroline Bremner Senior Head of Travel Research at Euromonitor International. The podcast explores the changing landscape of luxury travel and its major drivers of change. Understanding the luxury travellers of the future is more than ever important. Caroline enlightens the listener of this podcast with three important value drivers: Lifestyle, purpose and wellness. Listen to this sneak preview of Euromonitor's latest research to be presented iin the first session of the ITB Hospitality Track, followed by a panel discussion of industry leaders reflecting on these trends, on Thursday 7 March on the Blue Stage, See you in Berlin.

In our new episode of the ITB Travel Hero Podcast with Dr. Patrick, Andrae, CEO and Co-Founder of Hometogo, we look forward to the new AI Track of the ITB Berlin Convention, taking place at eTravelStage in hall 6.1. on March 6, where Patrick will explain the disruptive element of AI and how it may change travel search and booking. Hometogo has already extensively implemented GenAI. Patrick will present his AI strategy on March 6th at the eTravelStage in Hall 6.1. introduce in detail. It won't be the last disruptive tech innovation in the travel business, but it will be a very fundamental one, says Andrae in our exclusive podcast. A great start to a deep dive into Travel AI live at ITB Berlin.

Our moderator Charlotte Lamp Davies of A Bright Approach had the privilege of hosting Rohit Talwar, the CEO and founder of FastFuture, as our guest on the ITB Berlin Travel Hero podcast. Rohit is set to open the Diversity and Inclusion Track at the upcoming convention, where he'll delve into the pivotal global shifts that could significantly impact diversity and inclusivity within the travel sector in the coming years. In the podcast Rohit shares with us his unique perspective on how technology can play a crucial role in addressing inclusivity issues within the travel industry. Additionally, we discuss the essential leadership capabilities needed to guide the sector through escalating uncertainty and rapid change worldwide. Be sure to catch Rohit's keynote on Tuesday, March 5th, at 10:30 am on the green stage in hall 3.1, this podcast is barely a fraction of what he will touch upon in his much-awaited keynote.

In this episode of the ITB Berlin podcast, Willy Legrand engages in a 300-second conversation with Netsai Bollmann, Programme Manager at KAZA TFCA (Kavango Zambezi Transfrontier Conservation Area). The podcast explores the intersection of tourism and biodiversity, offering insights into the positive and negative impacts of the industry on natural habitats. Netsai shares her perspective on the role tourism can play in protecting and restoring biodiversity, especially in the context of KAZA. This episode serves as a preview for the 2024 ITB Responsible Tourism Track, focusing on Biodiversity conservation and restoration, where Netsai will participate in a panel discussion titled "Leave No Footprints and Take only Memories: Tourism’s Biodiversity Ambitions and Results." Join the conversation on Thursday, March 7th, to explore the industry's journey towards more equitable and regenerative practices.

In our latest Travel Hero Podcast, we have the pleasure of hosting ITB Director Deborah Rothe in a conversation with podcast host Charlotte Lamp Davies from A Bright Approach. Together, they delve into the details of the upcoming ITB convention scheduled for March 2024 in Berlin, shedding light on what awaits both delegates and exhibitors. With a comprehensive conference program featuring 17 tracks and over 400 speakers and industry experts, ITB Berlin has solidified its position as the go-to platform for the travel sector to engage in discussions on global matters impacting the industry. The theme for next year's convention is "Pioneer the Transition in Travel & Tourism. Together," encapsulating the ethos that defines ITB Berlin. Whether your interests lie in diversity, geopolitics, destination trends, or technological advancements, ITB Berlin has a dedicated track for you. As we anticipate tens of thousands of visitors next year, this podcast serves as a valuable resource for you to prepare and plan your schedules accordingly. We eagerly look forward to welcoming you all from March 5th to 7th, 2024.