But they are. Real.

Earlier last week, walking around Washington DC ahead of a state visit from a foreign country (King Charles, sorry we missed you!) was surreal, the streets were empty, there was police everywhere and no queue at the museums (Oh Hello, Declaration of Independence!).

The only visitors at Capitol Hill in Washington DC were us and a delightful group of Chinese tourists. I chatted in Chinese of course and they confirmed our sentiment: people are fascinated the All-American way and American people are kind and want to sincerely help you if they can.

Back on the roads I go on exploring the trails of the Civil War days in Virginia (the Chatham Manor served as its headquarters).

I felt that so much of the history of the United States feels – at times – too romanticized.

In Charleston, South Carolina for example: the use definition of ‘ante-bellum’ instead of saying a pre-war architectural identity is seen all over the mansions.

This is leading the crowds to a “oh-so-pretty!” picture-taking behavior in front of houses that were, in the past, the epicenter of the slave trade.

I think that there is nothing wrong in the ‘tourist attraction’ per sè, but perhaps something in the ‘positioning’.

However the system encourages the Bad Tourism behavior.

The question to ask – at a destination level – may be “what do we want a visitor to feel and do when they are standing in front of this ‘attraction’?”

Bad Tourism behavior is the result not the cause of an issue, what do you think?

L'articolo The Pan-American Journey | Bad Tourism proviene da Dolores Semeraro Tourism Keynote Speaker.

Ethical Travel and Community Tourism at the Nepal Stand

Some of the most thought-provoking conversations for me at ITB Berlin 2025 took place at the Nepal stand, where ethical travel and community tourism were central topics. Conversations with Nepalese business owners highlighted the growing importance of responsible tourism and the challenges of avoiding misrepresentation.

One I very much enjoyed, was the discussion with Krishna Prasad from Ethical Trekking Nepal, whom I asked what makes their trekking activities truly ethical. His response went straight to the point, being fair treatment of all involved and providing equal opportunities. Similarly, Priyanka Rana, founder of Kala Kora Artful Trails, shared insights on how her organization integrates local artisans and crafters into trekking routes. This approach allows travelers to experience Nepal’s culture not just by seeing it but by actively participating in traditional crafts, many of which are sustained by women artisans supporting their families. Empowerment at its best? That’s not all.

Women Empowerment in Tourism

Catherine Gallagher co-founder of Women Travel Leaders at ITB Berlin 2025

Women’s empowerment emerged as a crucial theme, particularly at IPD Stand where  Aayusha Prasain, CEO of Community Homestay Network alongside other leaders such as Catherine Gallagher, co-founder of Women Travel Leaders, discussed the significance of fostering women-led tourism initiatives. They underscored how ethical and sustainable tourism must prioritize creating opportunities for women, ensuring their economic participation, and enabling younger generations to build careers within their communities instead of seeking opportunities elsewhere.

LGBTQ+ Inclusion in Hospitality

A growing focus on LGBTQ+ inclusion was also evident at ITB Berlin 2025. One standout discussion revolved around hotel certifications that recognize safe spaces for LGBTQ+ travelers and the importance of sensitivity training for hospitality staff. Edgar Weggelaar CEO of Queer Destinations, highlighted how extensive sensitivity training across the industry has positively impacted over 200,000 professionals worldwide. However, he also acknowledged challenges, such as resource constraints and the risk of “pinkwashing”—a superficial commitment to LGBTQ+ inclusion without meaningful actions.

The Role of AI and Technology in Travel

Technology’s role in reshaping the travel industry was another key discussion. AI-based travel solutions are gaining traction that’s true BUT concerns about job displacement remain. In a conversation with Ken Chen, Regional Director of Business Development at TourMind a AI solutions company, the topic of automation’s impact on employment became my main question: with AI integration, workforce requirements  drop from 10–12 employees to 1–2, allowing businesses to reallocate human resources more efficiently. Or not.

Sustainability in the Event Industry? For real?

Sustainability remains a critical challenge in the event and conference sector, but innovative solutions are emerging. The team at Montego Bay Convention Centre in Jamaica, which has implemented green initiatives such as eliminating single-use plastics and adopting a farm-to-table approach, are literally cultivating their own produce on-site! The center ensures fresh, organic food offerings while reducing carbon footprints. Their commitment to sustainability was recognized with the “Best Venue” award at the Pacific Area Travel Writers Association International Travel Awards during ITB Berlin 2025, and – for me – was one of the most enjoyable meetings I’ve had at ITB this year.

ITB Berlin 2025 reaffirmed that the travel industry is at a crossroad. Everybody wants to be everything, everywhere for everyone.

Not an effective strategy in the long run, as travelers are getting pickier by the day and less inclined to destination loyalty. From true commitment to community-led tourism and women empowerment to the global hospitality industry’s efforts toward inclusivity and AI-driven innovation, trade shows like ITB Berlin are a show of humanity above all. And perhaps, if seen through these lenses, a hopeful reminder of the needed balance between technology and humans.

Dolores Semeraro

ITB Berlin 2025

L'articolo ITB Berlin 2025: Ethical, Inclusive, Sustainable Travel all at once? proviene da Dolores Semeraro Tourism Keynote Speaker.