Opening ITB Deep Dives
Summary
Opening session of ITB Deep Dives (Day 3), hosted by Julia Blume and Felix Hiemeyer from Ostfalia University of Applied Sciences and Catholic University Eichstaett-Ingolstadt. Prof. Dr.
Heinz-Dieter Quack introduces the rebranded ITB Deep Dives track, framing the day's agenda around tourism's broader transformation — moving beyond previous years' focus on talent and workplace culture to address climate change, AI, circular economy models, resilience, and the synergy between artificial and human intelligence.
Key Takeaways
- •ITB Deep Dives has evolved beyond its previous focus on future of work and corporate culture to address a wider, more complex set of industry challenges.
- •Destinations are being encouraged to move toward circular models that prioritize longevity over short-term gain.
- •Climate change and the rapid rise of AI require 'a total transformation of how we think about travel,' not just changes in how we work (Prof. Dr. Quack).
- •The track aims to help attendees actively manage change rather than merely observe industry trends.
- •The session framed tourism's evolution as requiring a balance between technology serving humanity and businesses serving the planet while remaining competitive.
Transcript
Ladies and gentlemen, good morning and welcome to day number three of ITB and a very very warm welcome to ITB Deep Dives. My name is Julia. I'm a researcher at Australia University of Applied Sciences and together with my colleague Felix, I will guide you today through this day of ITB deep dives. >> Hello. Good morning. Thank you, Julia. Together, we will spend the day exploring the profound transformation of travel and what it means for our industry's future. To kick off our first deep dive, we...
