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ITB Berlin 2025: Navigating the future of cruises, Arabian tourism and the Chinese traveller

ITB Berlin, Germany

Germany – ITB Berlin is the world’s leading travel trade show, bringing together professionals and businesses working in tourism to network, showcase innovations and provide a comprehensive forecast for the future of the travel industry. More than 5,500 exhibitors from 165 countries participate, alongside more than 400 international experts.

On the first day of ITB industry leaders tackled the future of cruise travel with a focus on sustainability, the evolving expectations of Chinese consumers and the future of tourism in the Arab states.

In a keynote address entitled Rethinking the Future of Cruises, Georg Schmickler, senior vice-president at MSC Cruises, outlined the industry’s long-term planning challenges, explaining that operators must make decisions today for ships that will launch in 2033 and operate for 30 years. He highlighted the need for decarbonisation initiatives, new builds that incorporate opt-in models, alternative fuels and synthetic biofuels, and emphasised the importance of collaborating with suppliers to drive sustainability.

Schmickler also addressed over-tourism, stressing the importance of cruise operators creating their own experiences and choosing under-populated locations over traditional European ports such as Santorini or Dubrovnik. He called for a structured approach to managing demand and steering tourists towards emerging destinations.

At a session on Arabia’s Value-Added Model, executives from Neom, Visit Qatar, Riyadh Air and Cruise Saudi highlighted the region’s unique cultural and heritage offerings. Neom, set to host the 2029 Asian Winter Games and 2034 Fifa World Cup, is readying itself for its moment in the spotlight. As travellers seek lesser-known destinations, Arabia is emerging as a compelling, uncharted path in an increasingly homogeneous landscape.

China’s post-pandemic traveller was another hot topic, with experts from Alibaba and leading tour operators identifying a surge in special interest travel, where younger Chinese tourists seek longer stays, local culture and sustainable experiences over traditional sightseeing. Emerging destinations such as Turkey, Georgia and Spain are enjoying rapid growth, while AI-driven itinerary planning and seamless payment integrations are reshaping expectations.

For more insights on what’s new and next in tourism, check out our Future Forecast 2025:Travel & Hospitality macrotrend report and Travel section.

Strategic opportunity

Travel operators should consider offering personalised itineraries catering for unique experiences in lesser-known destinations to avoid over-tourism, enhancing sustainability and appealing to travellers seeking authentic cultural trips

Sony's exoskeleton tech unlocks new frontiers in human skill

Japan – Sony Computer Science Laboratories (Sony CSL) has unveiled a breakthrough training method that enables skilled performers to exceed natural physical limitations. Using an exoskeleton device, researchers guided pianists through high-speed, complex finger movements previously deemed impossible without assistance.

The results, published in Science Robotics, showed that after training, pianists could perform these advanced techniques independently. By mapping brain activity, researchers found that the exoskeleton experience triggered changes in plasticity in the motor cortex, suggesting the potential to rewire the brain for greater dexterity.

The research is part of Sony CSL’s work for the Moonshot Research and Development Program and the Core Research for Evolutionary Science and Technology (CREST) Strategic Creative Research Promotion Program of the Japan Science and Technology Agency (JST).

In The Synthocene Era: Merging Human and Machine Intelligence, we explored the blurring lines between what is natural and what is artificial – driving humanity into a future when technology will redefine what it means to be human.

Exoskeleton hand by Sony Computer Science Laboratories, Tokyo, Japan

Strategic opportunity

This discovery could have far-reaching applications for industries in which precision and control are critical. Those working in the fields of music, sports, surgery and luxury craftsmanship, for instance, should position themselves as pioneers by experimenting with similar exoskeletal adaptive tech

Stat: US consumers halt spending as political boycotts reshape retail

Vinted, UK

US – A February 2025 Harris Poll reveals that four in 10 Americans are altering their spending habits based on moral and political beliefs, with 24% abandoning their favourite stores due to ideological differences. The figures are even higher among Black respondents (35%), Gen Z (32%) and Democrats (31%). In addition, 31% of Americans expressed no interest in supporting the economy this year – a sentiment reflected in the one-day Economic Blackout on 28 February 2025.

Meanwhile, major retailers such as Target, Walmart and Amazon have faced a backlash for scaling back their diversity, equity and inclusion (DEI) initiatives. ‘Think of this as ‘laissez-faire consumerism’. Buyers aren’t boycotting, they’re just opting out,’ John Gerzema, CEO of Harris Poll, told The Guardian. ‘Instead of demanding more, they’re simply disengaging with the marketplace and businesses who disappoint them.’

In our Gen Z’s New Value System report, we analysed how, between self-optimisation, mischief and activism, Gen Z are rewriting the rules of value. For further insights on this topic, RSVP now for our New Codes of Value online event, where we will explore key takeaways from our latest macrotrend report.

Strategic opportunity

Rebuild trust by clearly communicating company values and commitments to social issues through corporate statements, advertising and leadership actions. Brands that are up front about their stance can build deeper loyalty