United States promoted Sports Tourism as a New Travel Trend at ITB Berlin
The North American country is showcasing major sporting events to boost its appeal to the German travel market
April 28th, 2025
The United States presented sports tourism as one of its main growth drivers at the latest edition of the International Tourism Exchange (ITB) in Berlin, which took place in early March. Major events such as the NFL Super Bowl, the Major League Baseball World Series and upcoming FIFA football tournaments were highlighted as part of a strategy to attract increasing numbers of international visitors.
According to the U.S. Department of Commerce, nearly two million German travellers visited the United States in 2024, an increase of 8.5% over the previous year. The National Travel and Tourism Office projects that by 2025, visitor numbers from 2019 will reach or exceed pre-pandemic levels. "Sports tourism is a fast-growing sector, and nobody does it better than the United States," said Stephen Anderson, Deputy Chief of Mission at the U.S. Embassy in Germany, during the Visit USA press breakfast at ITB.
Among the highlighted events, Anderson highlighted the kick-off of the FIFA Club World Cup 2025 in Miami in June, which will feature 63 matches across the United States, followed by the FIFA World Cup 2026, which will feature matches in 12 venues, including the final at MetLife Stadium in New York. The promotion of these events is part of a national strategy to position the US as a premier destination for world-class sporting experiences.
ITB Berlin is recognised as the world's leading travel trade show. According to organisers, the 2025 edition brought together more than 10,000 exhibitors from 180 countries and welcomed more than 160,000 trade visitors. In addition to promoting traditional destinations, ITB Berlin reflects emerging travel trends such as sports tourism, sustainable travel and eco-tourism, sustainable travel and experiential tourism, adapting to global market changes. Since its foundation in 1966, has consolidated its position as the leading international showcase for tour operators, airlines, hotels, destinations and travel organisations, providing an essential platform for business, innovation and strategic partnerships in the global tourism industry.
References:
- https://de.usembassy.gov/itb2025/ https://de.usembassy.gov/itb2025/
- https://www.itb.com/en/ https://www.itb.com/en/
