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

The opening speech of the summit was given by BTW President Sören Hartmann. Hartmann drew attention to the challenges facing 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. In order to maintain the strength of tourism amid uncertainties, we need clear decisions, stable management, and open communication," 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 Stefanie Berk, Head of Marketing and Sales at DB Fernverkehr AG, Stefanie Brandes, COO of Dorint Hotel Group, Christoph Debus, CEO of DERTOUR Group, Heiko Reitz, CCO of Lufthansa Airlines, and SPD Member of Parliament Armand Zorn took the floor on the panel.

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

International Perspective and Emphasis on Sustainability

Gianni Onorato, CEO of MSC Cruises, explained the future of the cruise sector and new strategies regarding sustainability. Dr. Marie-Agnes Strack-Zimmermann, Chair of the European Parliament's Security and Defense Committee, assessed the impacts of global crises on the travel industry.

At the summit, a new public opinion survey on changes in holiday plans in Germany was also shared. According to the survey, 20% of Germans plan to travel less this year, and 11% are turning to shorter holidays. However, 66% of the public stated 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

In his speech, BTW President Hartmann reminded 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 now more than ever," he said, drawing attention to the social role of the sector.

Hartmann also emphasized that politics must act without delay in order for tourism to continue to grow. 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,

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

10:35Berlin State Premier Kai Wegner delivered his opening speech titled "Welcome to Berlin".

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

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

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

11:30On 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.

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

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

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

13:50The panel "The Inside Story of the Coalition Agreement - A Step in the Right Direction?" was held.

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

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

15:00On the panel "Worldwide Crisis? Impacts 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.

15:45A 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, the Federal Government's Maritime Economy and Tourism Coordinator, Dr. Christoph Ploß, 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 took the floor on the panel.

17:40, the summit ended with the closing speech of BTW President Sören Hartmann.

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