IFTM 2025
THE WORLD OF TRAVEL IN MOTION

THE WORLD OF TRAVEL IN MOTION

For three vibrant days, Paris’ iconic Porte de Versailles became the beating heart of global tourism. IFTM 2025, France’s leading B2B travel exhibition, brought together more than 34,000 professionals — from travel agents and tour operators to journalists, influencers, and official delegations — all united by one shared passion: the world of travel.

With 200 destinations and 1,700 brands gathered under one roof, IFTM 2025 transcended the traditional concept of a trade fair. It became a living crossroads of culture, business, and imagination—where airlines, hotel groups, tourism boards, and pioneering start-ups unveiled new ideas and transformative visions shaping the future of the industry.

Wandering through the exhibition was like stepping into a living atlas. Each pavilion pulsed with its own rhythm and charm: the heritage of Vietnam, the music of the Dominican Republic, the pristine shores of the Seychelles, San Marino’s historic beauty, and the vivid spirit of India’s Uttar Pradesh. Visitors didn’t just observe — they listened, tasted, and connected, fully immersed in the sensory essence of travel. Across social media, reels of tastings, performances, and workshops extended the excitement far beyond Paris, turning IFTM into a global celebration of discovery.

Beyond its vibrant displays, IFTM also served as a hub of ideas and dialogue. Conferences and workshops explored the key challenges shaping modern tourism—sustainability, digital transformation, and the development of new talent — while dedicated zones such as the Village des Initiatives Durables and the Village de l’Attractivité showcased pioneering projects defining tomorrow’s travel landscape.

Across the globe, the tourism industry continues to thrive. Africa’s international arrivals rose by 12% in early 2025, led by North Africa’s surge. Morocco welcomed 13.5 million visitors — a 15% increase on 2024 — while Tunisia, Egypt, and Rwanda advanced in eco-tourism and sustainability. From Senegal’s Afrobeat festivals to Ghana’s cultural workshops, the continent is defining a new kind of adventure — one rooted in authenticity and renewal.

The Middle East, too, continues to rise with remarkable momentum. Guided by Saudi Arabia’s Vision 2030, the region is transforming its tourism landscape, with inbound spending projected to reach SAR 200 billion. Dubai and Abu Dhabi saw record growth, fuelled by luxury experiences, cultural depth, and digital innovation. On social platforms, curated journeys and spectacular events highlighted a region rewriting the rules of modern travel.

Meanwhile, China’s outbound tourism has become a driving force in global travel. By mid-2025, three out of four Gen Z travellers had embarked on or planned trips abroad, seeking culture, spontaneity, and sophistication. With a strong focus on digital-first planning and personalised experiences, this generation is redefining what it means to explore the world — a shift vividly reflected through IFTM’s digital showcases and storytelling platforms.

Across North Africa and Europe, destinations are balancing tradition with innovation. Southern Europe is tackling overtourism through diversification, Northern Europe leads in environmental preservation, and Eastern Europe is opening its doors to digital nomads. From desert adventures to river cruises, travellers today are seeking experiences that are sustainable, authentic, and deeply human — stories that echoed throughout IFTM’s exhibitions and campaigns.

As host nation, France once again reaffirmed its timeless appeal. In 2024, tourism generated over $289 billion, powered by its unrivalled blend of culture, cuisine, and creativity. Beyond the Eiffel Tower and Loire Valley, visitors are discovering France through vineyard escapes, artisan workshops, and wellness retreats. IFTM captured this evolving spirit of French travel through immersive visuals and live storytelling that resonated far beyond the event itself.

From Africa’s revival and the Middle East’s transformation to China’s bold generation of travellers and Europe’s sustainable reinvention, IFTM 2025 embodied the energy and imagination driving the world of tourism today. More than an exhibition, it was a celebration of curiosity, culture, and connection — a reminder that travel is not merely about reaching destinations, but about the endless discovery of the world and of ourselves.

As the lights dimmed on another successful edition, one truth stood out: Tourism remains a living adventure — one that unites people, cultures, and dreams across every border.