The 26th Tourism Summit (Tourismusgipfel), organized by the German Tourism Industry Federation (BTW), brought together industry representatives and politicians at the Adlon Kempinski Hotel in Berlin on June 2, 2025. As GM Tourism and Management Magazine, our Editor-in-Chief Selçuk Meral and I went to Berlin to follow the organization on-site and keep our finger on the pulse of German tourism. The summit, themed "Tourism 2025: Political Developments, Global Crises and New Paths," addressed the current state of German tourism and strategies for the future.

The opening speech of the summit was given by BTW President Sören Hartmann. Hartmann drew attention to the challenges faced by the industry, emphasizing that factors such as political instability, economic recession, and the climate crisis directly affect tourism. "2025 is an extraordinary year for all of us. We need clear decisions, stable management, and open communication to maintain the strength of tourism in the face of uncertainties," he said.

Clear Demands from Industry Representatives

One of the prominent panel sessions at the summit was titled "99 Days After the Election: What is Needed for Economic Growth?" Key figures such as DB Fernverkehr AG Marketing and Sales Manager Stefanie Berk, Dorint Hotel Group COO Stefanie Brandes, DERTOUR Group CEO Christoph Debus, Lufthansa Airlines CCO Heiko Reitz, and SPD Member of Parliament Armand Zorn took the floor.

The panel discussed topics such as necessary infrastructure investments for tourism, improvement of transportation systems, flexible working conditions in the hotel industry, and the supply of qualified labor. Participants called on politicians to make faster and more effective decisions.

International Perspective and Emphasis on Sustainability

MSC Cruises CEO Gianni Onorato talked about the future of the cruise sector and new strategies on sustainability. Dr. Marie-Agnes Strack-Zimmermann, Chair of the European Parliament's Security and Defence Committee, evaluated the impact of global crises on the travel sector.

At the summit, a new public opinion survey on changes in holiday plans in Germany was also shared. According to this, 20% of Germans plan to travel less this year, and 11% are turning to shorter vacations. However, 66% of the public state that they plan at least one trip during the year. This rate represents a 20% increase compared to the last 20 years.

Clear Message from BTW: Time for Reform

BTW President Hartmann reminded in his speech that tourism is not only an economic force but also a tool that creates understanding and empathy between societies. "Tourism brings people together. We need this power more than ever," he said, drawing attention to the social role of the sector.

Hartmann also emphasized that politics must act without delay for growth in tourism to continue. He stated that bureaucratic obstacles should be removed, investments in digitalization should be supported, and a fair competitive environment should be ensured.

The Summit Program from A to Z

09:45 The summit, which started with the accreditation process,

10:30, began with the opening speeches of BTW General Secretary Sven Liebert and moderator Katie Gallus.

10:35 Berlin State Premier Kai Wegner gave his opening speech entitled "Welcome to Berlin".

10:45 BTW President Sören Hartmann made a speech containing important messages on behalf of the sector.

11:00 Parliamentary State Secretary of the Ministry of Economy and Energy Gitta Connemann took the floor.

11:15 Connemann and Hartmann answered questions from the participants.

11:30 In the panel titled "99 Days After the Elections – What Does the Economy Want?",

Stefanie Berk (DB Fernverkehr AG),

Stefanie Brandes (Dorint Hotel Group),

Christoph Debus (DERTOUR Group),

Heiko Reitz (Lufthansa),

and SPD Member of Parliament Armand Zorn took the floor.

12:15 Parliamentary State Secretary of the Ministry of Transport Ulrich Lange made a speech.

12:40 Participants took a short journey to the different tastes of Germany with lunch presented under the sponsorship of GetAway Group.

13:40 Tourism Commission President Anja Karliczek was on the podium.

13:50 The panel "The Inside of the Coalition Agreement – A Step in the Right Direction?" was organized.

Karliczek was accompanied by Benedikt Esser (RDA), Aletta von Massenbach (ADV), Achim Wehrmann (DRV) and Guido Zöllick (DEHOGA) on the panel.

14:30 MSC Cruises CEO Gianni Onorato gave an impressive speech titled "The Future of Cruise Tourism – Responsible Growth".

15:00 In the panel "Worldwide Crisis? Its Effects on Tourism", which started at

Mirko Jacubowski (A3M),

Christian Lesjak (Condor),

Alexander Schneider (Sani Ikos Group),

Member of the European Parliament Dr. Marie-Agnes Strack-Zimmermann,

and Mark Tantz (DERTOUR Central Europe) took part.

15:45 A short coffee break was given.

16:30 in the session titled "Being an Entrepreneur in 2025"

Ilona Scholl (Tulus Lotrek) and

Deniz Ugur (Bentour Reisen) shared their experiences.

16:55 Dr. Christoph Ploß, the Federal Government's Coordinator for Maritime Economy and Tourism, gave a speech.

17:00 The panel "Germany Update - Is Tourism the Engine of Innovation?" took place.

Stephan Kloss (GetAway Group),

Dr. Ellen Madeker (Airbnb),

Dr. Christoph Ploß (MdB),

Dr. Peter Robejsek (Mastercard),

and ITB Berlin Director Deborah Rothe spoke on the panel.

17:40 The summit concluded with a closing speech by BTW President Sören Hartmann.

Katie Gallus and Alexander Krug, Editor-in-Chief of fvw I TravelTalk, moderated the day.