In my view ITB Berlin represents inclusiveness and is an international, barrier-free tourism trade show. ‘Barrier-free ‘should be a sign of quality in the same way as sustainability. It benefits everyone. It cannot be achieved simply by the by and requires expertise and engaging with those involved. It is also worth noting that ’barrier-free’ means different things to different people, and that expectations of a tourism infrastructure and services are diverse. We would be well-advised to examine this topic against the backdrop of the demographic shift.