On Tour

“The IFA belongs to Berlin just like the TV Tower or the Kaiser Wilhelm Memorial Church.” With these words, Berlin’s Senator for Economic Affairs Franziska Giffey opened the IFA 2025 press tour together with the city’s Governing Mayor Kai Wegner and the Federal Government’s Tourism Coordinator Christoph Ploß. They were accompanied by hosts Dr. Sara
Warneke (GFU), Leif Lindner and Jörg Arntz (IFA). The atmosphere was relaxed and almost euphoric – on Thursday it was made official that the IFA will remain in Berlin until at least 2034. For the capital, this is a clear commitment – and for politicians, a reason to celebrate.

“Here we can experience what our everyday life will look like in the future,” declared Kai Wegner. And indeed right at the start of the tour, Samsung showcased gigantic screens, immersive visuals and the latest display technology. Swiss coffee machine maker Jura served freshly brewed espresso to the delegation, Liebherr opened the refrigerator of tomorrow and Miele unveiled a smart outdoor grill. Also on show was tech from Bosch, Midea, LG and Hama as well as start-ups like Repartly and TissUse, presenting sustainable ideas and innovations at IFA Next.

Franziska Giffey used the tour to share a broader thought: “Technology gives people the opportunity for greater participation and self-determination,” she said, quoting Albert Einstein, who opened the IFA 95 years ago with the words: “Remember that it is the technicians who make true democracy possible.” And in Giffey’s view, that has not changed to this day.