ITB Berlin, organised by Messe Berlin GmbH, and the Green Destinations – Good Travel Community have formalised a strategic, non-exclusive cooperation to strengthen sustainability dialogue, responsible tourism practices and long-term destination development within the global travel industry.
The cooperation will be led operationally by the Good Travel Institute, which develops sustainability frameworks and provides advisory and capacity-building support to destinations worldwide.
This strategic alignment reflects a shared ambition to support destinations and tourism stakeholders in translating sustainability commitments into credible, market-relevant positioning, while further embedding responsible tourism principles into ITB programming and Host Country initiatives.
Scope of Cooperation
Under this strategic framework, the parties aim to engage in:
- Strategic dialogue and knowledge exchange on sustainability and responsible tourism topics relevant to ITB
- Advisory and thought-leadership support related to destination sustainability and long-term positioning
- Cooperation in connection with ITB Host Country initiatives, particularly regarding sustainability narratives, best practices and long-term destination impact
The cooperation is strategic and conceptual in nature and non-exclusive, allowing both organisations to continue working with other partners globally.
This cooperation focuses on advisory and knowledge-exchange activities and does not involve certification services.
Strengthening Sustainability Leadership at ITB
As one of the world’s leading travel trade shows, ITB plays a central role in shaping the global tourism agenda. Through this cooperation, ITB and the Green Destinations – Good Travel Community aim to further integrate sustainability principles and responsible tourism into ITB’s long-term positioning and programming.
Albert Salman, Founder and CEO of Green Destinations, added: “This strategic cooperation reflects our shared commitment to advancing responsible tourism globally. By working alongside ITB and its Host Countries, we aim to strengthen sustainability knowledge, support long-term destination resilience and inspire practical action across the industry.”
By combining ITB’s global platform with the Good Travel Institute’s technical expertise and international network, the cooperation seeks to elevate sustainability dialogue, inspire destinations, and contribute to measurable, long-term impact across the tourism sector.
About the Green Destinations – Good Travel Community
The Green Destinations – Good Travel Community is a global ecosystem of over 1,000 destinations, tourism businesses and expert organisations committed to advancing sustainable tourism and responsible destination management worldwide.
