Opening at ETravel Stage ITB Berlin 2026 03/04/2026
Summary
Charlotte Lamp Davies opens the Tours & Activities track at the ITB Berlin 2026 eTravel Stage on March 4, 2026. Moderating for her sixth time, she frames the track's theme as 'the evolution of the in-destination experience,' with a focus on supporting local economies, purposeful growth, and the role of AI and technology in distribution. She previews exclusive data from Amadeus (presented by Katie Morrow, VP of Data Partnerships) and a panel discussion to follow.
Key Takeaways
- •Tours and activities is described as one of travel's fastest-growing sectors, redefining how people dream, choose, and book experiences worldwide.
- •The overarching theme of the track is 'the evolution of the in-destination experience' with emphasis on supporting local economies.
- •Exclusive, fresh research from Amadeus on tours and activities travel demand was set to be presented by Katie Morrow, VP of Data Partnerships at Amadeus.
- •The track covers technology transformation, evolving traveler behavior, AI's role in distribution, and purpose-driven growth.
- •Charlotte Lamp Davies was moderating the track for the sixth time, representing management consultancy Bright Approach.
Transcript
Good morning. Good morning everyone and welcome to the e travel stage and the tours and activities track here at ITB Berlin. This has actually fast become a very very popular track at the convention and I'm delighted to be back for a sixth time moderating this or rather I should say I am your track host. I'm Charlotte Lamb Davies with management consultancy a bright bride approach and it's my pleasure to be here today. Um tourism activities it's one of travel's fastest growing sectors and it's r...
