ITB Berlin 2025, the world’s largest travel trade show, is set to highlight the booming medical and health tourism sector with a dedicated segment that promises to be bigger and better than ever. From March 4 to 6, 2025, the Medical & Health Tourism Pavilion in Hall 4.1 will serve as the central hub for industry leaders, showcasing innovative products, services, and trends in this rapidly growing market.
With increasing global demand for wellness and medical travel, ITB Berlin’s Medical & Health Tourism segment is experiencing dynamic growth. Exhibitors from around the world, including clinics, hospitals, hotels, and destinations, will present their offerings to trade visitors, buyers, and media representatives. Key participants include the Croatian Chamber of Economy, Kliniken Maria Hilf Möchengladbach (Germany), the European Historic Thermal Towns Association (EHTTA), the European Spas Association (ESPA), and the Health Tourism Industry (HTI).
A Platform for Innovation and Networking
The Medical & Health Tourism Pavilion will feature a meeting lounge for networking and a comprehensive three-day program on the Medical & Health Tourism Stage. From 10 a.m. to 5 p.m. daily, attendees can enjoy presentations, panel discussions, product launches, and expert interviews. Topics such as Thermal Destinations Facing Climate Change and Sustainability and Wellness Trends in Medical Tourism will provide valuable insights into the latest market developments.
Prominent industry figures, including Olga Gončarova (CEO, Lithuania Travel), Martin Plachý (CEO, Royal Spa), and Frank Halmos (CEO, Ensana Hotels), will discuss innovative approaches to health tourism in the face of demographic changes. The session, moderated by Csilla Mezösi (Secretary General, European Spas Association), will explore how destinations can adapt to meet the needs of an aging population while promoting longevity and wellness.
Düsseldorf, emerging as a key player in the medical tourism market, will share its strategies through a presentation by Dimitri Belov (Head of Health Marketing, Düsseldorf Tourismus GmbH). Meanwhile, Prof. Diana Cuevas, President of the World Council for Medical Tourism, will deliver a keynote speech on the growing importance of medical tourism in the global hospitality industry.
Spotlight on Bulgaria and Awards Night
Bulgaria will take center stage as a leading destination for affordable luxury and natural wellness experiences. Miroslav Borshosh (Bulgarian Tourism Minister) and Dr. Siyka Katsarova (President, Bulgarian Union of Balneology and Spa Tourism) will showcase the country’s efforts to enhance its spa tourism offerings.
The ITB Medical & Health Night on March 5 will be a highlight of the event, featuring the presentation of the ITB Medical Tourism Award and the inaugural ITB Health Tourism Award. This year’s awards will recognize Türkiye and Lithuania for their contributions to the industry. The evening will provide an excellent opportunity for networking and celebration.
Media Opportunities and Transformative Hospitality
Accredited journalists can attend exclusive events, including the Medical & Health Media Reception on March 4, sponsored by Visit Düsseldorf. This reception offers a unique chance to connect with industry leaders and gain firsthand insights into the latest trends.
On March 6, the ITB Berlin Convention will host a session titled Body and Mind – Transformative Hospitality, exploring how the hotel industry is redefining itself in the medical, health, and wellness market. Panelists, including Dr. Prem Jagyasi (CEO, Dr. Prem and Associates, India), will discuss innovative concepts that position hotels as key players in wellness-focused destinations.
Join the Conversation
The full program for ITB Berlin 2025’s Medical & Health Tourism segment will be available online in mid-February at ITB Medical Tourism.
As medical and health tourism continues to gain momentum, ITB Berlin 2025 is the ultimate platform for industry professionals to connect, learn, and explore the future of this dynamic market.
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